SPECIAL MAY SUPPLEMENT
Repurpose that webinar content into an article. Post
2. it on your blog first and then, after four to five days,
post it as a long-form article on your LinkedIn profile. Reach
out to a local, trade or national publication to see if they’d
like to post it on and/or offline.
Share your content on social media. Create an
3. uplifting, inspirational meme or take a short tip from
your article, tweet it out, post it on Facebook, Instagram,
LinkedIn. When your followers respond (be it a “like,”
comment or share), please be sure to acknowledge them
with a reply—even if it’s just two words: “thank you.”
3a. Consider video clips, Facebook Live or Instagram
Live posts. You may have seen ISPA’s Instagram
Live yoga class sessions with Syati
Patangay, Zenoti’s Chief Wellness
Officer. In addition, ISPA has
posted videos in their feed and
in their Instagram stories with
Wednesday Workouts—
leading viewers through fun
and simple workouts with past
ISPA chairman Todd Shaw from
Technogym.
ISPA has shared images on
Facebook and Instagram directing
viewers to their YouTube channel to listen
to Petra Kolber speak about resilience. On
Facebook they shared a video from Skana Spa at Turning
Stone Resort Casino’s Director of Spa Operations, Shane
Bird. Shane shared advice for a creating a spa-like
experience at home.
Likewise, the folks at Canyon Ranch Wellness Resort
Tucson shared video clips on both Facebook and Instagram
offering pointers from Stephanie Ludwig, Director of
challenging time.” However, before doing so, do what
Meredith Elliott Powell suggests: “Check your intention
before you reach out. Make sure your intention is pure.”
As a professional speaker, I wanted to reach out to
some of the meeting professionals I had contacted prior to
COVID-19. However, meetings and conferences have been
canceled, so I felt uncomfortable contacting them to follow
up. After some encouragement from colleagues, I did
reach out, but not with a sales message. Instead, I sent a
video email acknowledging that these are tough times
we’re going through and that I wanted to check in to see
how they were doing and help if I could. Genuine, honest
and brief.
“When your
followers respond…
please be sure to
acknowledge them with
a reply—even if it’s
just two words:
‘thank you.’”
Spiritual Wellness, about “how to find peace in this storm.”
Video clips like these are easily shareable and keep your
brand in front of your target audience, even if you’re not
actively “selling.”
Contact your existing clients—not with a hard-core
4. sales pitch, but with a sincere offer to help. It can
be a simple, “I’ve been thinking of you during this
Dont Give Up the Ship
I started my copywriting business in 1989
in Boulder, Colorado, when times were also
tough. Despite lean economic times, I was
able to break ground, make an impact,
find clients and establish a successful
business. It happened because of a
concerted effort to market myself and keep
marketing.
Don’t give up the ship. You can do the same
without breaking the bank. Pick up the phone,
write an article, invite clients or colleagues to a Zoom
call, send out a video email, etc. Ask your customers what
they want and need during this time.
YOU’VE GOT THIS. You can navigate to smooth, clear
waters, though it will be a new wave of normal. Of course,
the big question is, “When?” For some, that time may have
already come, and their spa may already be reopened.
Others may still be closed, while many more are likely
operating at reduced capacity or with limited services.
Whenever the time comes to reopen fully, if you remain
visible, your compassionate marketing efforts now will
keep you top-of-mind later.
What have you been doing to be a compassionate
marketer? Whatever your strategy, please continue to be
safe, happy and healthy and #spreadhope. n
DEBRA JASON is the award-winning author of Millionaire Marketing on a Shoestring Budget, a direct response
copywriter and multi-faceted marketing mentor. She is committed to helping you increase your visibility, gain
top-of-mind awareness and grow your business. You may reach her at 303.443.1942, [email protected]
and online at debrajason.com and writedirection.com.
MAY 2020 ■ PULSE ■ COVID-19 UPDATE