What make these formats modern is context: addressing the elephant in the room (looking at you Rona) without sounding like a marketing parrot or a money grubbing goon.

Because like content, messages are all about angles: finding a way into a key point that’s creative while also being sensitive.

Here are three universally good formats to play with, if your message is due for a makeover:

  1. Bust an industry myth: what was true in January might not be true in September. Address it front and center. If you’re a fitness coach you can bust the myth that no gym access means wider behinds: “If you ever dreamed of having an at-home personal trainer. Nows your chance.” Good for bold brands.

02. Are you prepared for what’s coming next? This isn’t a scare tactic. It’s a legit question. If your offer helps people plan or prepare (so they’re not caught off guard), you’re doing them a disservice by not building that into your message. If you’re a consultant that specializes in scaling businesses: “5 markets guaranteed to grow, even in a crisis.” Good for all brands.

03. Be direct & acknowledge where they’re at. Uber created a message that read “This video isn’t moving. Neither should you.” It encouraged people to stay home. I approve that message btw. Good for helper brands.

Like pretty much everything in marketing, messaging is only as good as your understanding of your peeps. Follow their trail, even if you’ve gotta push and elephant or wrap packing tape across a parrots beak.

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