Marketing with empathy in a post-COVID world
We have all been sent reeling from an unprecedented world event - one that has shut us into our homes, made us feel paranoid about our neighbours, wreaked havoc with our livelihoods, and created tragedy within our family or with our friends. If you are struggling on any level, you are not alone.
There’s been a lot of confusion, anger and grief and fear. Photographers have seen their entire season slipping away as each day comes and we hear of longer restriction. Dealing with clients that are asking for refunds has been especially difficult to navigate - having the impossible choice of knowing they need their money if they’ve lost their jobs, but knowing you need it because you’ve lost your job too.
This pandemic was out of our control. We are all venturing into the unknown and there is no precedent upon which to guide our decisions - refund, no refund? Fees to reschedule popular dates? Discounts to bring immediate cash flow?
No matter the situation we are facing, the key to recovery is empathy:
Empathy for ourselves in face of a crazy and surreal world event that rocked us to our core
Empathy for others, knowing that if we are struggling and feeling anger, frustration, fear, that they are too. When someone’s tone feels harsh or like a personal attack, a step back to understand what is truly behind their attitude, can help us diffuse the situation.
In a time like this, we all feel our humanity first. We just have to look at what went on in Italy, with people singing in isolation, but together. Voices echoing through empty streets in solidarity against an unseen enemy.
Our efforts in a recovery phase will hinge greatly on being empathetic. This doesn’t mean pushover! You don’t have to give back a contractually-sound non-refundable retainer. You don’t have to give the vocal client the best date over others who were patient. You do not have to discount. But you can approach with empathy. Empathy softens edges, and helps people to listen, and to arrive at win-win solutions.
Things aren’t going to be easy moving forward. But our client relations are not an us and them scenario (read more here about the circle of trust). It is us together, towards the proverbial sunset, to a finish line together. When we help our clients succeed, we succeed.
When thinking about your marketing efforts as society starts to roll again, remember that many people suffered financial difficulty, loss, stress, and anxiety, just as you may have. I don’t think anyone will come away untouched in some way. As we emerge from our homes, we will want to cry, hug, mourn and celebrate. And most of all, we have to find our footing again - as people, consumers, and clients.
Empathy breaks down barriers and allows solutions to be found. Combine this with creativity and you’ll have a strong basis for managing your business in a post-COVID future.
Some tips for an empathy-first approach with existing clients:
Gentleness. Nothing is cut and dry. There is no one right way. We don’t have to be tyrants (with ourselves through guilt, or with others) even if we have to say no. Take a deep breath.
Listening skills. When people feel heard, they soften. Most client conflicts happen and escalate when people don’t feel listened to rather than the complaint itself. For example, if you get off the phone with your Internet provider after 3 hours of waiting, and they gave you the runaround and argued with you and you finally came away with that charge reversed or an extra month free, do you feel good or do you feel angered about the experience, even if it ended in your favour? The residual negative experience might stay with you a whole lot longer than the free month! If you listen first, then even the simplest of smallest of solutions may win - because you made the person feel amazing and that’s always what truly matters.
Approach with understanding. Acknowledge that people are coming to you from their perspective and it often has nothing to do with valuing your services. If my wallet is empty but I want something, my own inner frustration could lead me to try and negotiate to get my desired thing, because I still want it. Some clients also don’t know how to approach with empathy, but this can especially be true if they’ve fallen into difficult circumstances - kind of like how we can’t function if we’re hangry. Understanding that and rising above to give empathy even if not getting it back will help you work with people, or help you to gently but firmly say no.
Some tips for an empathy-first approach with new marketing efforts
Relate. Shared beliefs and common experiences bind us. Don’t market to or at people - most can see right through an inauthentic approach. Bring them into the fold instead. Don’t be afraid to show your vulnerability and don’t pretend everything is peachy-keen. Honesty and authenticity will win the day.
Be flexible. The hope is that when restrictions are lifted, people will want to get together and celebrate, and resume life activities. People may see a new value in photography, especially if they lost loved ones to the virus, or had a close call. Realize that people may need to be served differently than before. We may deal with a higher volume of a Spring season that’s rolled into a Fall season (or even one year rolling into the next) so be prepared to adapt to the changing needs of clients. A SWOT is never a bad idea to help see emerging trends and patterns, to scout potential opportunities. This could mean a different shooting schedule, adjusting who you see as an ideal client, adding another genre of photography to your repertoire, offering payment plans, adding another stream of income like stock or other digital solutions etc.
Get creative. In a recovering market where every photographer will be wanting to get clients in the door, you will be challenged to stand out. If it was hard before, it may get even harder now with everyone’s marketing efforts amped to the max. If you have it within you, now is the time to hone an edge - there is a ton of free or near-free education being offered to improve camera skills, get better at marketing, learn new skills like kick-ass ad creation or SEO or FB ads. Mix that in with some solid brand development and you will be ahead of the game when it’s time to start playing again.
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