Write Like you Mean it. Three Ways to Frame Communications to Show You Care


In the last three weeks, you’ve likely received messages from many companies you’ve done business with at some point in the past. Each message read basically the same way, something about “the CoViD-19 pandemic” making things harder and more uncertain. For some companies, that was the one chance to show empathic imagination and say something that mattered. For example, things like “we’re keeping your points to this level for one extra year” like Hilton Honors and Air New Zealand did; or “we proactively froze your membership on your behalf with no charge” like Planet Fitness did. Instead, many chose to…

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