How the Heat is Melting Your Marketing
It’s hot.
I don’t care what part of the country you’re in right now – it’s hot. Like Mordor hot. I know I personally do not function well when the temperature rises up past a certain point; it’s almost like my brain just says, “NOPE! Conditions unfavorable for production. Shutting down NOW.” I find that I just want to sit and read a book or watch something totally mindless on TV in between changing my clothes for a third time that day.
You feel like you’re melting. And you’re not alone – you’ll see it all over social media, the news, and every Karen in your neighborhood complaining about how hot it is outside. But this productivity-killer is also affecting your business. I mean, it has to, right? Everything is connected, and if I’m hiding in my air-conditioned house, I’m not out spending money in a store. While I may be sitting there doomscrolling, I’m certainly not shopping for clothes online when I feel like everything I wear is like a wet dishrag.
If you’re doing your own marketing for your business, and your brain is on hiatus, I’ll bet dollars to donuts that your social media posts aren’t as great or as regular as they usually are – AND – people probably aren’t responding to them as they usually do either.
The bright side? It’s happening to absolutely everyone. Buyers, sellers, service providers, customers – we’re all melting, and our brains are melting. We’re not making the purchases we normally do, we’re not going the places we normally go, and we certainly aren’t our normal chipper, click-like-repost-share selves. Unless you’re selling swimming pools or frozen pops, all of our businesses are going to be as stagnant as the air outside for a little bit.
The solution? There really isn’t a magical solution other than trying to be kind and understanding with everyone else sweltering. If you’re in retail, hand out water bottles to your in-store customers and have a cooling station. If you’re online, offer a discount code on fans with a silly name. If you’re service related, post that you’re making sure that your team is taking breaks and take a picture of someone doing something silly – like pouring pavement in short shorts. And when the heat is finally over, someone will remember your kindness and sense of humor and come back for more.
In the meantime, I’ll be over here in the air-conditioning with a good book and some sweet tea.
