Things have changed, including writing!

1) Adopt a tone of voice that’s in line with the rest of your brand.

Use ‘second person singular’ – the ‘ from me to you’ tone of voice. People read copy one at a time so talk to them as if they’re the only ones reading it. Don’t address them as if you’re talking to a stadium or as if you’re talking about someone else in the room next door. Banish phrases like ‘We’re doing everything we can for our customers

2) Focus on the customer and their needs, not yours.

People are interested in themselves, not in your policies, not how much you care about the safety of the community, or how hard your staff is working. Avoid Clutter.

3) Tell them what they want to know.

Right now, before anyone starts shopping, they want to know; Can I still buy from you? How (or how long) will it take to get to me?

4) Be clear.

Customers want to know EXACTLY what you can do for them, not what you can’t. Focus on the positives. if you can deliver in 2-4 days that’s amazing. Focus on that rather than ‘next day delivery is no longer available’.

5) If you’ve stopped trading, tell people what is happening to their recent orders.