Are you seeing the shift?
Some of the biggest brands in business are adjusting their messaging to match changing consumer behavior.
Watch closely and you can apply these same concepts to your messaging.
This is all happening because, in just a matter of weeks, consumers reprioritized their spending. Appeals that caused them to buy before aren’t working as well now.
Brands such as Coca-Cola figured this out fast.
In early 2019, they ran campaigns around the theme “Open a Coke, open happiness.”
These days, the message is completely different — “Staying apart is the best way to stay united.”
I first became aware of this shift after listening to a podcast with Phillip Stutts, author of Fire Them Now: The 7 Lies Digital Marketers Sell. Since March, Stutts has been monitoring how spending habits and media consumption are changing among consumers.
He even partnered with the nation’s largest data company to analyze consumer behavior and, since mid-April, has been sharing his findings.
If you’re looking to get a jump on competitors, this is incredibly valuable research.
Because it tells you how to adjust your messaging, so you can match consumers’ mindsets and the shift in their spending habits.
According to Stutts’ research, here are the three themes consumers want to hear about right now:
1. Helping others
2. Safety
3. Trust
When possible, the foundation of your messaging should address these factors.
Look again at the new Coca-Cola message I mentioned above. Notice how it touches on two of these topics.
Stutts says safety and security are especially strong concerns today.
In addition, you can benefit by emphasizing a local angle with your messaging. Consumers are starting to distrust big national and global brands.
Local gives the impression of being “safer.”
Talk soon,
Tom Trush
Direct-Response Copywriter/Marketing Strategist
P.S. Whenever you’re ready, here are a couple ways I can help you:
1. Work one-on-one with you.
If you'd like to work directly with me to develop some marketing initiatives for your business, you have a few options. Just reply back and tell me a little about your business and what you'd like to work on together. I'll follow up with additional details.
2. Join my Marketing Multiplier case study group.
During this case study program, we go after specific marketing goals in your business over a 90-day period. We work together to implement strategies and test concepts to reach these goals. Along the way, we also look to uncover overlooked revenue within your existing outreach.