Language Analysis Pinpoints How COVID-19 Is Changing Brand Communications
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Language Analysis Pinpoints How COVID-19 Is Changing Brand Communications

ByPersado Admin

Just as certain words and phrases tend to resonate more in real life–think of the difference between “have the report ready by noon” and “please have the report ready by noon, thanks in advance!”–certain emotions consistently outperform others when it comes to engaging customers and encouraging them to take action. From 2018 to 2019, Attention…

How Trust-Based Emotional Language Engages Customers in Travel & Hospitality
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How Trust-Based Emotional Language Engages Customers in Travel & Hospitality

ByPersado Admin

This article outlines how brands can rebuild trust with their customers by leveraging both the power of artificial intelligence and the psychology of safety, gratitude, and intimacy. Brands must engage consumers with the appropriate emotional language as they plan their progression from crisis response to the new normal. Three recommendations detail how leaders can use…

Achievement-Focused Language Makes a Comeback
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Achievement-Focused Language Makes a Comeback

ByPersado Admin

April saw a marked shift from the way brands communicated before COVID-19. Gone were the attention-grabbing all caps and clever plays on words (e.g. “Let the MADNESS BEGIN” for the NCAA basketball tournament). Language that evoked the Trust-based emotions of Safety, Intimacy, and Gratitude drove the highest engagement in April, when people seemed to be…

Trust-based Emotional Language Engages More Customers During COVID-19
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Trust-based Emotional Language Engages More Customers During COVID-19

ByPersado Admin

COVID-19 has changed how we communicate and the words we use make that clear. As people across the planet #stayhome to #flattenthecurve, they looked for opportunities to maintain connection in the context of social distancing. Words that conveyed the warm emotions of Intimacy, Gratitude, and Safety offered that connection and produced the most successful messages…

Mindful Messaging: How Persado is Adapting its Language Architecture to a Post-COVID-19 World
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Mindful Messaging: How Persado is Adapting its Language Architecture to a Post-COVID-19 World

ByPersado Admin

Never before has digital content and brand messaging been under such an intense microscope – truly.  I can’t think of another time when promotional emails and branded social media posts were the target of New York Times articles, viral tweets and widely shared memes with such frequency and an overall agreement that at a time…

The Changing Shape of the Telco Customer Journey During and After COVID-19
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The Changing Shape of the Telco Customer Journey During and After COVID-19

ByPersado Admin

The telco customer journey is being radically impacted as a result of COVID-19. Telco executives are facing a historically unique opportunity to deliver on their brands’ promises and show beyond a doubt just how essential their businesses are to customers’ changed lives. The leadership opportunity for telecommunications Telecommunication providers enable people to live socially-distant, yet…

The Changing Shape of the Retail Customer Journey During and After COVID-19
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The Changing Shape of the Retail Customer Journey During and After COVID-19

ByPersado Admin

It is critical that retail leaders move quickly to understand how their customer journeys are changing and adapt to the new normal with the utmost urgency.  The COVID-19 pandemic has forced retailers to respond to an unprecedented shift in customer needs and behaviors. U.S. consumers currently face a bleak macroeconomic picture, with growing numbers experiencing…

2020 Marketing Trends During the Coronavirus Crisis: What’s Changed and What’s Next
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2020 Marketing Trends During the Coronavirus Crisis: What’s Changed and What’s Next

ByPersado Admin

The CMO.com 2020 marketing trends outlined in December of last year no longer apply. Or do they?  Persado President Jason Heller and Adobe Vice President of Marketing and Customer Insights John Copeland collaborated to deliver a virtual and updated Adobe Summit session that adapted the five marketing trends they predicted for 2020 to the current…

The Changing Shape of the Banking Customer Journey During and After COVID-19
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The Changing Shape of the Banking Customer Journey During and After COVID-19

ByPersado Admin

The COVID-19 crisis is creating monumental challenges across the globe and across industries. Business leaders will need to navigate the day-to-day onslaught of new realities brought on by the COVID-19 crisis, as well as plan ahead for what the new business-as-usual paradigm will be. Financial services leaders will need to take a new approach to…

COVID-19 Language and Communication Resource Center
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COVID-19 Language and Communication Resource Center

ByPersado Admin

A collection of Persado’s data-guided insights into effective communication practices to help engage and connect with customers, employees and all stakeholders. (Updated April 3, 2020) First and foremost, the COVID-19 outbreak is a human crisis and that should be a first order principle guiding messaging. The outbreak is a fast changing and dynamic situation and people…