Free Webinar: How to Adapt Your Messaging to the Sudden Change in the Marketplace Join Neil Gordon, a communication consultant, as he discusses best practices when changing up your brand's messaging.

By Entrepreneur Insider

Opinions expressed by Entrepreneur contributors are their own.

Shutterstock

With the COVID-19 scare changing the way we all do business only several weeks ago, established companies are now scrambling to adapt to a whole new and sudden shift in meeting customers' needs. And with existing offers already in place and ready to be sold, it can be tempting to simply make those same offers and hope for the best. But given how people are now buying for very different reasons, how is a company supposed to pivot their messaging without redoing their entire business model from scratch?

A brand is defined not by the offers it makes but the impact it has. And a successful pivot comes from the business's leaders having clarity around this underlying impact. When it does, they can adapt their messaging to address a different problem the customer now has but still make their original offer – or at least a slightly modified version of their original offer. Then, as they address this need in the short-term, they have the option to build out other offers as a part of a longer-term strategy.

Watch Now

Join Neil Gordon, a communication consultant who focuses on helping clients deliver compelling messages, as he discusses best practices when changing up your brand's messaging.

Attendees will learn:

  • A simple exercise that teaches businesses how to go beneath the surface of their offers to define their impact
  • A simple structure for crafting a powerful elevator speech/message in just a few sentences
  • A few simple sentence stems that will help them to frame marketing copy, content for content marketing

Watch Now

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

'My Brain Thrives on Variety': His Side Hustle Inspired By 'The 4-Hour Workweek' Led to $600,000 in 16 Months

Mark Hellweg, 42, knows what it takes to start a business "with a fraction of the capital."

Growing a Business

An Investor Doubted Me and My Business Because I'm a Working Dad — Here's Why You Don't Have to Sacrifice Work or Your Family.

Prioritizing business should never mean ignoring family. Entrepreneurs who give themselves to both will quickly find that success in the one feeds success in the other.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Growing a Business

He Turned His BBQ Restaurant Into a Full-Fledged Media Business. Here Are His 5 Best Tips for Growing Your Digital Presence.

Learn how Shawn Walchef built a thriving BBQ and media business through authentic storytelling, digital vulnerability and a bold approach to content creation that inspires entrepreneurs to embrace imperfection via online connection.