Steady Voices in Unsteady Times: How to Communicate with Your Audience During a Turbulent Time

In business, change is a constant, but let’s be honest, some seasons test us more than others. Whether it’s economic uncertainty, shifting client needs, or unexpected global events, these moments call for more than just strategy. They call for steadiness, especially in how we communicate.

“When everything else feels uncertain, your voice can be the anchor. That’s the moment to lead with empathy, speak with honesty, and serve with purpose.” – Jenny Pearse.

As someone who has worked closely with financial advisers and business owners through both the highs and the hard seasons, I’ve seen how powerful it is to keep showing up with clarity, compassion, and calm. Because in unsteady times, your message matters even more.

So, how do you show up when the world feels uncertain? Here are five principles to guide your marketing communication during tough times.

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1. Lead with Empathy

Example: “We know times are tough and many of our customers are feeling the pressure. We’re here to support you however we can.”

2. Be Transparent, Even When It’s Hard

If you’re experiencing supply delays, changing services, or adjusting your pricing, be upfront. Trust is built when you’re honest, even if the message isn’t ideal. Avoid sugarcoating or over-promising. People appreciate real talk, especially when everything else feels unpredictable.

Tip: Don’t wait until things are perfect to communicate. Timely updates matter more than polished ones.

3. Stay Consistent, Not Silent

In a crisis or downturn, the instinct may be to pull back on marketing, but silence can be misinterpreted as indifference or instability. Keep showing up with useful, relevant, and reassuring content. Your audience needs to know you’re still present, still operating, and still in their corner.

Idea: Reframe your content strategy to focus more on service, education, and value, less on promotion.

4. Adapt Your Messaging for the Moment

Review your scheduled content and campaigns. Is the tone appropriate? Are the calls to action still relevant? Pause anything that feels tone-deaf. Tailor your messaging to reflect your audience’s current reality. Show agility not only in your operations, but also in your communications.

Pro tip: You don’t have to mention the crisis constantly, but your tone should reflect the current climate.

5. Offer Help, Not Hype

When trust is shaken, self-serving marketing will fall flat. Shift the spotlight away from what you sell to how you can help. That might mean offering flexible terms, helpful resources, educational content, or simply reassurance. Focus on being useful, not just visible.

Ask yourself: “What does my audience need most right now—and how can I provide it in a way that aligns with our brand?”

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Final Thought: Be a Steady Voice

You don’t need to have all the answers. But you do need to keep showing up with empathy, clarity, and a message that feels grounded and human. That’s how we build trust that lasts beyond the moment.