Recovery Communications Using A•Ω•E

Twenty-twenty-one is all about recovery. As companies look ahead and deliberate life's choices after the COVID-19 vaccination goes mainstream and some sort of herd immunity emerges, management is looking now to reconnect with dormant customers, keep evangelists coming back for more, and engage with new target audiences. These goals can be achieved strategically through the use of GAPc and A•Ω•E (Alpha, Omega, Epsilon) recovery communications.

Recovery is music to the ears

Most companies will encounter a recovery situation at some point. Many organizations have already had to use recovery communications before. Perhaps, a tighter budget led to layoffs or the company needed to increase prices -- each of these scenarios warrants A•Ω•E communicating.

The style for recovery communications boils down to three qualities:

1. Assertive

2. Optimistic

3. Empathic

I use a Greek mnemonic device, A•Ω•E , to remember it.

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What happens is this: By this point you have laid out several GAPc communications strategies and you know who's doing what.

Now, the company is looking to write the language through which it will communicate -- from B2C, B2B, or with employees. When writing communications during a recovery, simply use A•Ω•E -- assertive, optimistic, and empathic language.

How the A•Ω•E statement helps to reengage customers

An A•Ω•E statement for a B2B looking to reengage former clients may look something like this:

1. We are offering a 6-month installation and training program tailored for both new and current employees (A)

2. Upgrade your company's service now to take full advantage of the economic recovery (Ω)

3. We will negotiate payment plans specially for previous customers (E)

This statement hits all three qualities and together drives the message of recovery home. First, we're moving ahead. Second, now is a good time because the future is bright. Third, finances during the coronavirus downturn were tough; we're willing to negotiate.

There's a light at the end of the tunnel

Just like that, you've started to craft your recovery communications messaging. Of course, you'll have a house style to consult and your own SEO to hit, but you get the picture. This is how you communicate for recovery.