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“It’s a war out there!”

Media headlines declaring war, relating to battles, and referring to the need to fight are inflaming emotions. As Barry Urquhart of Marketing Focus explains, these are not the best means to mediate and medicate the COVID-19 pandemic.

Such headlines may generate more readers, listeners and viewers. They will do little for confidence and sustainable demand.

Moreover, respected military strategists would question the advisability of such treatment. Sun Tzu and Carl Van Clausewitz both contended the best strategies avoid conflict and the spilling of blood.

Many businesses, big and small, appear to lack appreciation of the first lore of military thinking. That is: To, win the hearts and minds of people

Now is not the time to be conspicuously opportunist. Winning sales and new customers because of the virus seems crass.

Promoting, fostering, supporting and applauding senses of “community” and “family” are laudable, and doubtlessly, its rewards will prove innate.

True leaders are encouraging team-members to reconnect with existing, prospective and past clients. The spoken word, expressions of genuine concern about the well-being of individuals, companies and networks are being met with delight. They will be long remembered.

Genuine strategic analyses will underscore the importance of supply-chains, and their effective management.

Introducing, offering and promoting new and free online deliveries, activities and transactions will typically elicit huge positive responses. Much of that will be non-discriminatory. Interest and participation will emerge from diverse global recipients.

Converting casual interest into transactions, revenues, profits and ongoing relationships will be quite another thing. Respect, loyal and referral business seems a bridge too far for many.

Now is the time to review, refine and develop an integrated communications strategy.

The word “propaganda” has a distasteful aura. Its effects, where astutely applied, can have significant, mutually beneficial outcomes.

Sadly, there is sparse evidence of these being adroitly applied. Accordingly, the government, public health authorities and commerce are finding it difficult to win – the War of Words.

About the author

Barry Urquhart

Barry Urquhart, Business Strategist Marketing Focus

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