Executive Briefing

How to talk to your customers right now

A simple guide for unusual times.

The past two weeks, for many of us, have been unlike any in our lifetimes. Everyone’s Covid-19 “social distancing” story is different, but it’s a time of extremes: Separation, closeness, loneliness, anxiety, focus, chaos, boredom, pain — everything.

If you can continue to do business safely, please do — people might be counting on you. But now is a time for extra careful and thoughtful communication. Respect the situation, or risk losing reputation or relationships.

I mostly think in terms of email these days, so that’s the framing for this list, but it can also apply more broadly to social and other “push” feeds. As always, I welcome your feedback.

First, ask: Should I be talking at all?

People are overwhelmed right now and have little patience or use for anything that isn’t immediately relevant. So for many of you, especially in the travel, luxury, real estate, and hospitality fields, the savvy move would be to go quiet for a while when it comes to outgoing alerts.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my twice-weekly, member-exclusive newsletter. Thanks in advance.

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