Let's Not Over-Use The Phrase 'Unprecedented Times'
Crafting content that strikes all of the right notes when it comes to conveying your brand’s tone of voice and message is challenging at the best of times, but trying to do it while the world is in crisis adds a whole new degree of difficulty. 2020 is a perfect example of a moment when businesses worldwide had to make a number of pivots in their planned campaigns, core messaging, and other types of content.
This was when the clan of content writers faced the challenge to create and curate content to help boost a brand’s sales keeping in mind the international crisis. They planned and developed content, asking themselves how to put forward the brand value and merge it with the nature of the crisis and a variety of other factors which play a major role in marketing. The term “Unprecedented times” was such a keyword that it impacted content creation in numerous ways. It made it easy for content writers to match with the tonality of the situation.
“Unprecedented times” has been used in a plethora of articles and fields to refer to the challenging times being faced.
Forbes, Express.co.uk, NCBI, and other premiere houses and research institutes used “unprecedented times” innumerable times in their content!
The phrase 'unprecedented times' was used in 2128 calls (from the survey pool of 20,000 corporate presentations), in 2020.
Since the outbreak of the Covid pandemic, the term has been used to express the severity of the situation. Even after such enormous usage, the keyword still remains relevant after approximately two years.
In these unusual and frightening times, one thing is clear that we are all together in this. Another thing that is definite is that individuals become bored of reading the same paint-by-number comments from brands pretty fast. It’s all too easy to fall prey to cliché. So content writers also need to present the same term in innovative ways to keep the readers entertained.
‘Unprecedented Times’ Must Look A Little Different Now...
Despite the phrase being still relevant, it needs to be used very carefully to ensure that the audience is not tired of reading it. It should strike the right chords and impact the audience. Most of the readers will be experiencing a complex combination of emotions as they try to adjust to a new way of life in this scenario…. Take this into consideration and make sure that everything you create appears genuine. Excessively upbeat, provocative, or dry and factual writing will all cause difficulties for your copy. Consider how you want to make your audience feel and how it will influence their decision to buy or utilize your services. In general, people are more inclined to spend when they are optimistic and cheerful than when they are powerless or unhappy.
So notwithstanding its over usage, keep using “unprecedented times” if it fits well into your copy and still shows your audience light at the end of the tunnel because, after all, we are all going through unprecedented times!
