Messaging During COVID: 3 Commonly Asked Questions

If you ask us, there are few things in this world more powerful than great messaging (a late-night Beyoncé dance session comes in a close second). Now more than ever, it’s so important to communicate in a way that strikes the right balance and speaks your audience’s language. You have to be on-brand while still remaining sensitive, clear without having clarity on so many things, and hopeful but not in a way that reads as completely oblivious to—oh, you know—the global pandemic that’s taking place. (Are you overwhelmed yet?) To help you on your quest for communication clarity during this crisis, then, we wanted to tackle three commonly asked questions.

The world may be a bit (read: a lot) upended right now—but you still have a wedding business to run, and we’re happy to help you do that like the unstoppable pro you are. Read on—and feel free to swipe any sample copy that speaks to you!

1. What’s the right tone to strike on social media right now?

Spoiler alert—there’s no handbook for how you should sound on social media in the midst of a global pandemic. There are, however, some basic tips and ground rules to help guide you. You want to commiserate without sounding too doomsday-ish. You want to guide without forcing. You want to offer expertise and position your brand as a solution, without seeming overly sales-oriented, tone-deaf, or as if you’re taking advantage of a crisis. Here are some basic guidelines:

In general, aim for a tone that’s:

• Clear but not curt

• Confident but not arrogant

• Empathetic but not downtrodden

• Empowering but not lofty

• Honest but not brash

• Nurturing but not condescending

• Positive but not forced or out-of-touch

• Warm but not affected 

When offering planning advice, aim for a tone that’s:

• Calming

• Celebratory

• Clear

• Empowering

• Expert

• Hopeful

• Nurturing

• Positive

When marketing your business, aim for a tone that’s:

• Clear

• Confident

• Elevated

• Experienced

• Inviting

• Positive

What about humor?

I’m glad you asked. If it falls in line with your typical brand voice—that is, if you typically pepper your captions with humor, lightheartedness, or playfulness—go for it. Just be acutely aware of any humor that could come off as out-of-touch or insensitive. You’re allowed to make fun of the sh*tstorm we’re all in—just use your common-sense while doing so.

2. How do I respond to clients who are really stressed out right now?

Clients who are stressed want one thing about all else: clarity. When communicating with them, focus on the things you can control and the answers you do have (i.e. what their best options are for rescheduling, what they should be looking for as they review vendor contracts, what ingenious ideas you have for helping them announce their rescheduled wedding date)—and avoid things you can’t control and the answers you don’t have (i.e. when the world will open back up for business and wedding bells as-usual).

Above all, your job is to position yourself as a solution and a source of calm in the chaos—when you’re delivering news that isn’t the best, remain solution-oriented and lead with the positive, rather than focusing on the bad news. Sell, sell, sell the positive (like nobody’s business)—and always frame challenges as opportunities. Here’s an example of what I mean:

Don’t say: Unfortunately, while we can still work with your same florist, we’re going to have to rethink pretty much all of the florals, as so many of them were seasonal and will no longer be available for your rescheduled date. We’ll do our best, but it’s safe to say it’s not going to be what you originally envisioned—especially with the major issue of seasonality. 

Do say: OK—I’m so excited to let you know that we’ll still be able to work with your favorite florist after all (yay!)! It will just be a matter of rethinking some of the seasonal items you picked out, which shouldn’t be a problem. (I actually think this opens up some exciting new design angles for us to explore!) I’m also going to do some research into florals that are in season in November in your same palette, so we won’t have to alter your colors or readjust your original design vision too drastically at all. We’ll still make it happen!

Words and phrases to avoid:

1. We apologize if

2. The problem is...

3. We’re just as stressed as you are.

4. These are unprecedented times, and right now we’re just not sure…

5. It’s going to be complicated/challenging/difficult to…

6. Everyone is going through a tough time right now.

Replace them with:

1. We totally understand…

2. The good news is...

3. We’re just as bummed as you are, but we will make sure…

4. We’re no stranger to surprises and setbacks. We’re here to help you reschedule with ease and navigate this challenging time as seamlessly as possible. 

5. We love a good challenge, and we’re so excited to get this done for you!

6. It breaks my heart to see you going through this.

3. What do I say if rescheduling a client’s wedding requires more time than is in their contract?

Let’s talk about the elephant in the ballroom—the pandemic we’re living through is likely going to require more work on your part than clients initially booked you for. Use your discretion on how much of this you’re willing to let go. Obviously, it’s an ideal time to allow clients a little wiggle room (waive change fees or offer them some complimentary phone calls). That said, you shouldn’t be eating a ton of hours or working twice as much as you were paid to do. If there comes a point where you need to let a client know that they’ll have to increase the original scope of work, here are some phrases you can pull and personalize: 

• It breaks my heart to see you and other couples going through this.

• I’m so thankful for the opportunity to help you get everything rescheduled.

• While I have waived change fees that would have been applied in different circumstances—there are a few things that will require hours we didn’t initially budget for. 

• I’m so bummed I have to do this, but I also work with an unwavering commitment to transparency, and I wanted to have this conversation with you before diving in headfirst.

• Because of where we are in the planning process, the venue change will require a significant amount of extra time we’ll need to dedicate to redesigning things.

• I’ve crunched the numbers and have done everything I can to absorb as much of the extra time as possible—but the redesign will require an additional [X]% of the original contract amount. 

• The good news is I’m going to waive any change-fees as well as offer two complimentary phone calls as we figure this thing out. The not-so-ideal news is I’m going to have to...

• I am doing everything within my power to reschedule your wedding as quickly (and painlessly) as possible. 

• I am more than happy to answer any questions you have regarding the additional scope. Feel free to give me a call any time. I want to make this day as special as possible for you and yours.