COVID-19 became very, very real last week. Like everyone else, my mind has been whirring with questions—How long will this last? How many people will be hurt? What does this mean for businesses?—and, also like everyone else, I don’t know any of the answers. All I know is that I want to help in the way that I know best: helping businesses consider the best ways to keep afloat while we navigate the unknown.

As you begin to wonder about how the pandemic affects the way you present your brand to the public, consider the following:

Your customers are people.

Do I think it’s okay to promote your brand and load up your pipeline right now? Honestly, no. I’ve seen a lot of marketers make cases about fueling the economy, advocating for business as usual, and even promoting programs, and it feels wrong to me. I know that we’re in new territory, and people are doing what’s right for them, but I can’t ignore the fact that lives are at risk, globally, and as brands we need to pivot.

I’m not saying that you need to halt all communications with your network, and I’m not saying that you need to work for free, but I encourage you to add a step or two to your pipeline that are simply based on emotional connection. Reach out to people, sincerely, and ask how they’re doing. Make it clear that you’re here to help. If you sell a product, give customers your direct email. Tell them you’re grateful for your business and rooting for them to get through this.

Acknowledge the coronavirus.

To be clear: I don’t think that your brand should go dark until this pandemic passes. However, I encourage you to acknowledge that times are strange before you jump into your marketing message. Some ways to preface your post might include:

• This feels weird, but I feel like I need to talk about…

• The world is sideways, and I’m trying to bring normalcy to my day, which is why I want to tell you about…

• We could all use some good news right now, so I want to…

Softening before your message shows that you know things are weird and you know people are going through a hard time.

Give help how you can.

With a potential 20% unemployment rate on the horizon, and uncertainty everywhere you look, some people don’t know where their next dollar is coming from. I firmly believe that brands need to look out for others by provided free or discounted resources. Now is not the time to make money. Now is the time to build brand loyalty by helping others.

For starters, resurface your most helpful blog posts, take a complimentary 20 minute call, send a free ebook, discount your program by $20, give advice via email or social media—these gestures will mean the world to someone in a tough spot. On a personal note, I took my Content Mastery group coaching program (normally $750 per person) and turned it into an online course for less than half the price. Think of it as an investment in your relationship.

Pivot your offering.

As someone who regularly collaborates with photographers, videographers, and conference organizers, my heart literally breaks for anyone whose business has been shattered by social distancing. If your business relies on in-person interactions, I encourage you to pivot. Instead of thinking about yourself as providing a service, provide expertise. If someone can’t come into your studio, offer to consult remotely so your client can do shoots at home. Pull back the curtain and educate.

We’ll get through this together. Do you have any questions about promoting your business during a pandemic? Comment below and I’ll answer.