If you turn on the television or spend any time on social media, there is no doubt you've heard from numerous companies sharing their concerns about the coronavirus outbreak. The ad copy is heavy; the music - somber.  Now more than ever... In these times of uncertainty... As the doors may be closed... It's understandable that many businesses adjusted their advertising, voice-overs, and copywriting to show care and concern for customers during the pandemic. However, when does the somber template become overused and ineffective? When is it time to switch the narrative and tell your customers what they need to hear from you?   The answer is now.   Molly shares a 3-part framework for communicating precisely what your audience wants to hear from you during this phase of the pandemic, or for any crisis impacting your business. Mentioned on this episode:  Every Covid-19 Commercial is Exactly the Same by Microsoft Sam. 2020 Edelman Trust Barometer Spring Update: Trust and the COVID-19 Pandemic Marketing expert Krista Fabrick shares strategies for small businesses to pivot during the pandemic. [Video] Krista Fabrick writes, "3 Ways to "Market" During COVID-19." Follow me on Twitter.  © Molly McPherson 2020