The word languish may sound old fashioned, but it is being repurposed (a lot) to describe how people are feeling fourteen months into the pandemic.
At this point Covid has translated into a series of losses uniquely personal to every individual and family. Generally, people feel somewhat joyless and aimless and as such business owners need to understand that their 2019/2020 marketing strategy is probably not going to reach them
Languished – For a person to lose or lack vitality
Failure to make progress or be successful
Being forced to remain in an unpleasant place or situation
– Definitions from Oxford Languages –
Your marketing needs the focus and enthusiasm people are currently seeking. Today’s clients and customers are not inclined to read rambling copy, they just don’t have the energy or interest. Instead, your marketing message should quickly address what are they missing and how you can help.
What is it about your product or service that will revive their purpose, satisfaction, or interest? The public is looking for a sense of renewal which can come in the form of self-care, improved health & nutrition or professional growth.
Fortunately, your target market is at this point satisfied with small wins. The opportunity to reclaim what once was or start something new that will propel them forward.
How to redefine your marketing plan:
- Run fresh deals and offers – one’s that will incentivize your customers
- Send out a survey to find out what your clients/customers ‘new needs’ are.
- Be surprising with your visuals. Branding consistency is important but don’t be afraid to take your logo and put it on (legally purchased) stock photographs.
- Make use of upcoming special days and holidays: Cinco de Mayo day, Mother’s Day, Victoria Day, Summer solstice – festive occasions to uplift lagging spirits.
There is no doubt that formulating your marketing message is complex these days; a smoothie blend of optimism and realism mixed with a dollop of empathy and a sprinkle of freshly ground hope.
Another good place to start is with yourself. What are you looking from your favorite businesses and service providers? What gets you out of your lethargy? You will probably find that you are seeking a simple and genuine message from your favorite businesses.
New York Times – There’s a Name for the Blah You’re Feeling: It’s Called Languishing by Adam Grant (April 19, 2021)
National Post – Not depressed, but not flourishing: How ‘languishing’ became the dominant feeling of 2021 by Samantha Pope (April 23, 2021)
Jill Crossland is a business and marketing consultant who can take your business and social media to the next level.