Ralph Irwin / April 28th, 2020
Has your world recently been filled with clichés like these:
I don’t know about you, but I don’t need clichés right now. I need some real breakthroughs.
As Harry Truman once said, “The only thing new in the world is the history we don’t know.” Tough times have been happening from the beginning of time, and you know what? They all come to an end eventually and a new season begins.
Instead of tossing around clichés, how about anticipating, dreaming, and planning for that new season that is coming? How about inspiring your print buyers to do the same? Now is the time that you can be a leader for them and help guide them to success through your messaging.
Below are three examples of recent email messages I’ve sent to my clients during this time of COVID-19 that I hope you can use and personalize for your clients as well. I want all print buyers to be ready for the next season, waiting in anticipation for the word GO!
Isn’t it interesting the language that is developed in times like these? Suddenly everyone is speaking and using the same words as everyone else.
This is why I have come to loathe the “v” word everyone else is talking about. You know which one I am referring to… It begins with “v” and ends with “irus.”
But, what if we substituted it with our own “V” word? (Yes, capital V!) This V is for Victory! Victory over:
I know this is easier said than done, but here is something I have practiced for years when having to deal with hard things:
Any time I have to address a situation that I just don’t want to, I simply remember that the day after tomorrow, this will all be behind me. What will it look like? I can’t answer that. But knowing that it will be in the past, I can focus on what I want my future to look like when “this” is in the past.
So, right now, focus on cleaning things out to be ready for the onslaught of business that I truly believe is coming… coming when this is in the past. Because whether it’s tomorrow, the day after, or still a little further out, nothing lasts forever.
We all have to be careful with marketing at a time like this, but here are a couple of ideas to consider.
If you have salespeople without anything to do right now, what if they got on the phone just to check on past customers? Don’t sell anything, but simply be a good neighbor and see how they are doing.
A lot of people already have people checking on them, but some do not. How nice would it be to hear a kind voice saying, “Hi, this is Ralph. We met when you purchased your sofa a few months ago. How are you doing in all this craziness going on right now?”
Be sincere and genuine. It will go a long way toward your customers coming back in when this is all over.
A second idea could take place as soon as any stay-in-place order was lifted. Celebrate getting back out into the world by bringing a friend in for a two-for-one offer or something of that nature. It would be an excellent way for people to reconnect after isolation. You could also add a phone blitz to previous customers saying, “Why don’t you and a friend come in to celebrate getting out again. We have some great deals to celebrate with.”
A nice mailer or private letter type would be useful as well.
Remember, stay encouraged, and be positive. Sure, we haven’t seen anything happen like this before (unless you’re over 100 years old), but I do believe we can all make it and thrive in spite of it!
I hope and pray that this finds you and yours safe, healthy, and provided for.
I was talking with a client yesterday, and he summed up things perfectly. “These are interesting times, indeed.” But I, for one, am choosing not to panic. I know this is easier said than done, but I believe we will get past this.
That being said, I am planning to be ready for Memorial Day. People will be ready to get out, and the pent up demand will let loose. Are you prepared for future demand at your business? Let me help you be positioned to take care of that demand when it comes.
As an essential business, we are open and ready to help your business.
In the meantime, if you just need a friendly voice to talk to, please call or email me. Encouraging each other goes a long way right now. I can be reached at the number below, or my cell is (123) 456-7890. I would love to hear from you, just to make sure you are doing as OK as possible right now.
Irwin Printing Co., Inc.
Keeping a good attitude and a positive approach is vital in this unique situation we’ve all been forced to experience.
I thought these emails might be helpful to share with you so you could share them with your customers if you felt led to—anything to keep spirits up right now.