finding the advertising tone during COVID-19

Alison Hrevnack
April 24, 2020

We’ve talked about a few ways we’ve modified our tactics around the COVID-19 outbreak. But one of the most important elements in advertising right now is having the correct tone. How do you know if a message is too bold for these unprecedented times? How do you soften your tone while keeping your message effective? Here are a few of the ways the Giovatto team has softened up typically bold advertisements to adjust to the pandemic.

Be Serious Rather Than Casual…

Being lighthearted and upbeat is typical in advertising, but right now, it can come off as insensitive. For example, avoid using words or phrases such as “event,” “gathering,” “take advantage,” or “make the most” for the time being. These phrases used to be completely normal in marketing, since they grab interest and sound exciting to an audience. But right now, it isn’t sensitive enough or even advisable, considering we’re supposed to be social distancing.

…Or Somber

On the other hand, you don’t want to have a depressing tone, either. Don’t be dismissive or make light of the situation, but do try to maintain an uplifting tone to contribute to the COVID-19 response. During these uncertain times, your company’s special offers and CDC compliance can help your audience by providing a positive tone.

Less Urgent Advertising

For now, advertisements need to be less urgent and much softer. Instead of bright colors and exclamation points, it’s time to think about messages like, “we’re here for you now more than ever,” or, “we want to help you in any way that we can.” Even if your business does not directly help medical professionals, you can help the cause with discounts, deferred payments, and delivery.

Your tone is always an important aspect in advertising. But during the coronavirus outbreak, it’s more important than ever to think about the kind of messages people want to hear.

At Giovatto, we’re still making COVID-19 conscious emails, television and radio spots, and much more to help our clients. Contact us today for advertising methods that best suit the times we are living in right now - as well as the better times ahead.


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