Getting Through Today … and Tomorrow

November 2020

Image: Getty Images

So, who’s working today?

No, really. What adult among us is able to dive into deep work for hours on end? If you are, I have a favor to ask:

Can you help me come up with appropriate holiday greeting card copy?

I’ve been tasked by a client in the healthcare space to come up with the words to accompany the annual holiday cards its sales teams send to hospital clients. This is among the industries hit hardest by COVID-19. Not only did staff put in longer hours to treat surges in coronavirus patients, but they often operated with less revenues due to declines in surgeries and routine care. These are also the people who had to keep a distance from loved ones, and who were on the scene when others were forced to keep their distance as loved ones passed.

Is it even the right gesture to continue with this tradition of sending paper and virtual cards expressing joy and glad tidings around the winter holidays? Do you take a comical tact to (maybe) bring smiles and laughter in a year woefully lacking both? Or do you settle on a more somber, hopeful note at a time when there is so much uncertainty?

We’re all grappling with these types of content marketing issues as we decide on the best communications to end what has been, by almost every standard, a difficult year. We’ve all been touched in some way by the health, economic and supply chain impacts of COVID-19—a virus that continues to plague too many global communities. During times of darkness, do we as marketers bring everyone some light and levity? Or do we acknowledge the widespread despair through a change in campaigns, maybe even abandoning them entirely?

This is what consumes me today. Well, that and the democratic process now underway.

It’s a big day in the United States as well as the rest of the world watching to see who will lead our country and our communities in the coming four years. Did a political candidate or PAC use the right messaging for target audiences? Did they pick the correct channel to deliver those messages to specific personas? We’ll soon find out, eventually.

In the meantime, I’m giving myself permission to let my thoughts roam where they wish today. To release myself from the typical anchors of my day—work, helping with my child’s online lessons, running errands, keeping the peace, walking the dog, video-chatting with friends, and checking in on family. These interactions, routine as they are, remind us in this month celebrating gratitude that there’s still a lot to be thankful for.  Perhaps that is the path to coming up with the right copy in the coming days and weeks.

Thank you for reading this,