Live Q&A Series: Copywriting During COVID-19
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The document provides guidance for copywriting during the COVID-19 pandemic, recommending avoiding newly insensitive words related to illness, being positive and uplifting without humor, and ensuring messaging remains relevant and authentic while accounting for the shifted context and priorities of audiences during this time. It also advises auditing past content, focusing on contribution over conversion, and generalizing desired outcomes to allow for versatility.
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- 2. #wordstreamlive Staying sensitive1 ● Avoid puns ● Remove newly insensitive words (killer, contagious, spread, infectious, viral, gather, event) ● Do an audit of your past/scheduled content Copywriting during COVID-19
- 3. #wordstreamlive 2 Copywriting during COVID-19 Being positive Do an audit of your past/scheduled cont ● There’s a right way to make light of the situation ● Uplifting, not humor or wit ● Inspirational/uplifting, not dismissive ● Transparent, not overpromising
- 4. #wordstreamlive 3 Copywriting during COVID-19 ● omising ● Personable, not casual ● Better serious than sorry ● Simplicity, transparency Authenticity
- 5. #wordstreamlive 4 Copywriting during COVID-19 ● arency ● Shift in urgency ● Contribution, not conversion ● Generalize desired outcomes ● Aim for versatility Relevant messaging
Editor's Notes
- Staying sensitive -Avoid puns -Insensitive words (killer, contagious, spread, infectious, viral, gather, event) -Do an audit of your past content Being positive -There’s a right way to make light of the situation -Uplifting, not humor or wit -Inspirational/uplifting not dismissive -Transparent, not overpromising Authentic -Personable not casual -it’s okay to be more serious/less creative right now Messaging -Shift in urgency -Contribution, not conversion -Describe desired outcomes less specifically (see success, make sense of, be put at ease, feel confident, continue XYZ) -make your content more versatile (easy to change out) -whatever way makes sense for their business/their situation
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