How to Craft Compassionate Messaging

In difficult times, clear and compassionate messaging is crucial. And right now, it’s essential. This checklist will guide you through reviewing and reworking your content to ensure it’s hitting all the right kindness notes.

Step 1: Listen 

Take some time to understand the landscape.

• Review competitor messaging
• Understand audience concerns as they apply to your offerings
• Follow pertinent hashtags, media sources, etc., to ensure you’re up-to-date as the situation continues to evolve

Step 2: Stop and Evaluate Current Initiatives

If you haven’t already, pause what you’re doing now and ask yourself: is your content still relevant? Could it come across as insensitive? How could it be more helpful? 

• Review all art, ads and pre-scheduled posts 
• Audit automated content (e.g., email flows, chatbots)
• Review and adjust pre-scheduled content

Step 3: Adjust Voice and Tone

This is the time to ensure you’re speaking personally and from the heart. Apply empathy every single time you communicate. 

• Create common ground with your audience
• Acknowledge the difficult times and the unique challenges we’re all facing
• Don’t dwell on the negative; focus on being helpful and uplifting

Step 4: Be a Helper

What audiences everywhere need right now is help. We’re all struggling, and we’re all in this together.

• Do or share something helpful
• If you have an ask, make it clear and explain why
• Seek opportunities to collaborate and make something bigger
• Focus on serving people rather than selling or growing

Ultimately, whether on social media, blog, or email, you want to connect with your unique target audience in a human-to-human way—not a sales-focused way. During times of stress, connecting on a human level will take you far.

Need a little more guidance? Forge & Spark’s story clarity and refocusing services include content review and recommendations, and help with development and implementation of adjusted messaging. Send us a message or email us at hello@forgeandspark.com to chat about your needs.