What Really Matters
Posted by debrahelwig on April 18, 2013
Closer to home, a tiny but mighty-for-good church in my community just burned to the ground. We’ve had six burglaries in my neighborhood in the past two weeks. My mother is back in the hospital.
And not just for me, for everyone. People this week are battered by the outpouring of fear and sadness and high emotion surrounding these and a million other events negatively impacting the lives of people they care about.
The last time I was swamped with TOO-MUCH-FEELINGS and TOO-MUCH-BAD-STUFF, I wrote a post called Sometimes It Ain’t About You. The truths in that post still hold: when people are overwhelmed by bad stuff going on around them, you may have the most precisely targeted message in the world and it may fall on deaf ears.
But there’s another truth that has also shined through as this most recent series of heart-rending events has taken place:
When bad things are going on, people need to hear you say good things. Actively and on purpose. We need to be reminded that, as people, we can be knocked down, but it doesn’t have to be forever. We can help one another. We have gifts to share. We are worthwhile. This period of awful-ness is not eternal.
In the wake of the utter horror of the Boston Marathon, this beautiful commercial from Dove has exploded across Facebook and Twitter:
Yes, folks, this is marketing. This is intended to give you warm, fuzzy feelings about a brand so that you will buy their products. And yes, this same parent company (Unilever) also does some pretty sexploitative advertising for their Axe brand.
But you know what? Today, that doesn’t matter. Because this ad, this beautiful, wonderful ad, tells the truth. We are more beautiful than we think. Every single one of us.
When we are connecting with our clients this week, in the aftermath of Boston and West, Texas, after the exhausting finish of Tax Day and in the light of whatever personal crises we and they are managing, it’s critical that we learn from Dove’s example that positive messages resonate.
This week, especially, it’s time to cease and desist any of the standard “business development” activity we had on the calendar. Time to stop with the sales messages, the “look at us” pitch meetings, and MOST ESPECIALLY, now is the time to throw away any calls to action based on fear. (Don’t miss out! Last chance! If you don’t do X you’ll be in trouble!)
We already have plenty of fear.
Instead, we need to find a reason to tell our clients how special they are. Remind them that, no matter what, we’re there to support them. That we ALL are more beautiful – and worthwhile, and full of possibility, and able to accomplish – than we think. Life is more beautiful than we think.
And that we will make it through whatever comes our way – together.