Analysis of CEO message to customers

Writing tone of voice aligned with brand values is a powerful marketing tool.

This email is so powerful because the structure of this message is aligned to brand values

  1. open Reminder of their mission 
  2. Then acknowledge pain
  3. New tools that support their community
  4. Sign off with a humble acknowledgement

The full text

Dear SoundCloud Creators,

Since our founding, SoundCloud’s mission has been to give people the power to share, connect and grow through music.

As the coronavirus crisis has unfolded, we’ve seen a global outpouring of tracks on SoundCloud — with a 50% surge in creators uploading in the past month alone. But behind this creative response, we know there continues to be financial loss and uncertainty for our creator community.

Last week we rolled out our first wave of creator support — our partnership with Twitch, 50% off SoundCloud Pro Unlimited, a resource guide and weekly creator office hours with our artist relations team — to help with the impact some of you are facing. This felt like a good start, but we want to do more for the long term.

Today, we’re accelerating a series of new initiatives and over $15M in direct investment to support creators on SoundCloud during this difficult time.

  • New direct fan-support button for all creators.
    We’ve created a simple button for your SoundCloud profile to connect your preferred way to receive direct fan support including Kickstarter, Patreon, Bandcamp, Paypal and more. Learn how to get this live on your profile right now.
  • $5M in free promotional support for all creators to drive more plays on SoundCloud.
    For the rest of 2020, we’re giving away all of our Promote on SoundCloud inventory. Tag your SoundCloud uploads #GetMorePlays and our editorial team will select up to 5 artists per week to feature with promotion. More details to come soon on our blog.
  • Immediate launch of Repost by SoundCloud, a new marketing and distribution service.
    Independent artists who want to take their career to the next level can now access professional marketing and monetization services plus industry-leading distribution features. Repost by SoundCloud is available to everyone, no play count thresholds. Learn more here.
  • $10M artist accelerator program to support independent creators’ career growth.
    We are committing $10M to help fuel the careers of independent artists upstreamed from Repost by SoundCloud into our artist services offering, Repost Select. Apply here.

We understand our efforts here are no match for the care providers on the frontlines of this global crisis. But we will continue to look for ways to support our global SoundCloud community, so you can keep sharing music we can all turn to in these challenging times, and long into the future.

Kerry

Rush into eCommerce during Lockdown

Today’s first quick marketing tip is about Competitor analysis – find out what your competitors are doing to market at this time

Open a search window and type your brand name vs.

Wait and see what auto complete suggests.

Then do it again for the suggested name. I did the Warehouse vs and it suggested Kmart. Then I did Kmart vs…

Set up your online shop

Getting online for ecommerce is happening for many brands due to the lockdown.

Ensure that your proposal suits your current need, the speed you need to roll it out and the ability of your marketing team to execute.

The video explains why.

 

Messaging frequency in Covid19

How frequently should you message your customers during the Covid-19 lockdown?

Google my Business has a new tab with Covid19 status for your business – useful to update folks if you are open or not.

Corona virus Google businessupdate Google business covid 19 update

And the new Facebook layout seems to have relaxed flood control for messenger.

 

Proactive Recession Marketing

3 things you can do today to help your business through this recession.

  • Build the mailing list
  • Find where your audience is hanging out (Use Alexa to do site ranks by country)
  • Display advertising can get rapidly updating messages out.
    • Are you open?
    • Does mail order work?
    • Can you deliver?
    • Are there restrictions?
    • What’s your substitutes policy?
    • Payment options?

 

How to write a good Covid-19 email

There are 3 types of message – two are a waste of time and effort.

  • Focus appropriately.
  • Give clear messages.
  • Understand the customer’s point of view.
  • Be practical.

Help others to stay within the Government’s Level 4 guidelines.

Subscribe to get these short update videos in YouTube or LinkedIn and please pass them to folks who need help.

 

sinking ship, crisis communications

Crisis Communications Rule of 3

What can brands say to their customers now it’s clear that business as not-normal will continue?
– two content messaging ideas are in the video

3 rules for crisis communications

  • 100% transparency
  • Write with compassion
  • Be clear, accurate and concise about tough decisions

 

 

Interest.co.nz, news website nz,

Copywriting to shorten marketing messages

Our team brings you the news about our economy that requires intensive investigation, providing an important resource for Kiwis who want to make well-informed financial decisions. Your contribution fuels our capacity to provide independent reporting & analysis, while also keeping our site open for comments & community engagement.

A case study – the client supplied the text at the top.

It was from a popup on their website.  But the display required the prospect to scroll to read it all.

I re-wrote the copy into two versions so they did not have the scroll bar appear and also to give a slightly different emphasis on the messaging.

Rewrite copy version 1

Our reputation is built on expert news reporting on the NZ economy.  We are an important resource for Kiwis making well-

copywriting, short copy,

The chosen version published.

informed financial decisions. By paying to support us, you’re ensuring we continue to be an independent, powerful media site where our analysis and your commentary builds a robust community of interest.  

Notes:

  • Shortening New Zealand to NZ is not my preferred way of writing, but suits this situation.
  • The focus on expert news is secondary to the informed financial decisions
  • Strong adjectives and a clear expectation of what the outcome will be

Rewrite copy version 2

We specialise in news about the NZ economy which takes intensive investigation and journalist resource.  Our reputation is built on helping Kiwis make well-informed financial decisions. Your support means we can continue independent reporting, expert analysis, and enables moderated commenting on the website.

Notes:

  • The focus is on the quality of journalism comes first
  • The reader’s desire for decision-making secondary (at this time of Covid19 – most are reading news pages)
  • Many like the ability to comment.  Many news sites have withdrawn this feature.

SEO for online retail

I’m doing quick updates on daily topics.  Let me know what is helpful for you.

Business rules for ERP

A challenge for a retail website selling B2B. Where and how to update SEO – should it be in ERP or should it be on the site? How to set rules?