Hope, positivity, and marketing ideas for changing times

👋Hi there! I share a weekly update on ways to be a better marketer, brand-maker, team-builder, and person. If you enjoy this, you can share some love by hitting the Substack heart button above or below. 

Sending healthy and positive thoughts your way.

For the next few newsletters, I thought I’d change things up a bit and share more about what marketing teams (Buffer’s included) are doing during uncertain times, plus share some videos, images, and GIFs that have lifted my spirits lately, in hopes that they might lift yours, too.

If there is anything I can help you with or anything you’d like to see in this newsletter in coming weeks, please do get in touch. You can always hit reply here or email hello@kevanlee.com.

~ Kevan

Marketing ideas

If you’re a subscription business that’s seeing high churn …

Consider adding a “pause” option alongside the option to cancel. This can happen proactively in communication with customers, or it can be an option beside the button to cancel. You can also offer temporary subscription relief for greatly affected businesses and consumers.

If you have a website …

Consider adapting the copy to speak to your customer’s needs right now. For instance, changes to our Buffer messaging might acknowledge the unique things about our software that can help teams to work better together, to help streamline social media marketing, and to connect with audiences.

Here’s a version of our homepage today:

But it could also look something like this:

If you’re forming a crisis strategy for your brand …

Here’s some great advice from an NYU brand strategy course taught by Dr. Scott Galloway:

If your company is able to help …

Consider offering extra support, expertise, value, or discounts to aid the important work of coronavirus support. We were able to do this with helping teams adjust to remote work. Loom was able to help by offering free tools for teachers and students.

If you’re able to look ahead …

Staying connected to your existing customer base and staying top of mind with informative, helpful, empathetic content can help strengthen bonds and may provide a boost when we come out the other side of this. Some brands are using this time to prep new opportunities for short-term connection and long-term engagement. If you’re able to (and I realize not every company has the ability to think that far ahead right now), forward-looking planning may prove worthwhile.

Now is the time to explore low cost techniques that will keep your brand visible in front of potential clients on a steady basis. It may feel counter-intuitive, but setting aside an advertising budget for keeping your brand visible will deliver long term benefits.


I enjoy watching a lot of silly YouTube videos and so have amassed quite a playlist of miscellany over the years. Here are a few favorites that bring me joy.

Thanks so much for reading. Have a healthy week 🤗

— Kevan

P.S. If you liked this email and have a quick moment, could you click the heart button below? It’d mean a ton to me and might help surface this newsletter for others. Thank you!