Creating Content During a Pandemic: Lead with Value

April 25, 2020

How do you create content to market your products & services during a pandemic without coming across as pushy or slimy?

Lead with value instead of the sale.

You do this by creating content (like blog posts, videos, social media posts, or photos) that showcases your knowledge and adds value to your customer’s life on their way to the checkout.

Instead of: “I sell wall paint! Here are the colors we offer!”
Try: “I sell wall paint! Here’s a 10-step guide to transform your living room.”

Instead of: “I sell coffee! Here’s our menu of flavors!”
Try: “I sell coffee! Take this 4-question quiz to find the best flavor for your tastes.”

Instead of: “I sell fitness clothes! Here are our sizes!”
Try: “I sell fitness clothes! Use this guide to find the best style for your fitness program.”

You’re still marketing your products & services, but you’re adding value to your customer’s life on their way to the checkout.

When you take the time to share solutions to your customer’s problems with no strings attached, you build trust and you position yourself as the leading professional in your field. Why? Because you just proved you have the knowledge it takes to solve your customer’s specific problem.

Think about the problems your customer is facing during lockdown

We’ve been on lockdown in Pennsylvania for about six weeks. What value can your business offer to solve the problems your customers are facing right now? Our hair is overgrown, our pet’s fur & nails are unkempt, we’re so tired of cooking, and we’re staring day in, day out at our house & yard (noticing obvious issues). Here are some quick examples of how a few businesses can share value-driven content during lockdown:

Hairdressers … post a how-to video styling hair in a way to hide grown-out roots.

Pet Groomers … go live on Facebook sharing tricks to gently brush out matted dog fur or clip a finicky pet’s nails.

Restaurants … publish a recipe (on or off the menu) to give your customers the gift of your food when they can’t access it. Bonus points if you give them ways to involve their kids in the process!

Landscapers … write a blog post comparing the different products homeowners can use to get rid of dandelions (chemical vs. natural methods).

You will not lose business by giving away knowledge.

Just hear me out. I know it feels counter-intuitive to tell your customers your “secrets” because you’re afraid they won’t need to buy from you in the future. But that’s just not true. Even if they have your insight, customers will continue to buy from you for one of three reasons:

  1. You save them resources (time or money)
  2. Your product or service solves a problem
  3. Your product, service, or buying experience delights them

Let me give you an example. I know how to change the oil in my car, but I’m not about to drive to the store to buy the filter & oil I need, drive home & put my car up on ramps, let it cool, get dirty crawling up under it to drain the oil, change the filter, & add the new oil … all just to save a couple of bucks. I am happy to pay someone else to save me time & clean-up even though I know how to change the oil myself.

On top of that, my car guy is kind & generously answers all of my car questions (for free!), so I consider it a pleasure to pay him to change the oil in my car. And for that fact alone, he will forever be my go-to car guy. Period.

I hope this helps you get past the weirdness of marketing your products & services during a pandemic. Keep in mind that leading with value will always help to build your customer’s trust in your brand, whether it’s business as usual or we’re waiting out a pandemic. I can’t wait to see the ways you use your unique insight to help your customers solve their problems.

If you sit down to draft content to market your services & you’re still feeling stuck, email Andrea at to see how she can help you create crafted content that leads with value and makes sales.