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How to Effectively Market a Sensitive Topic in Your Industry

Online Marketing

How to Effectively Market a Sensitive Topic in Your Industry


Marketing for a sensitive topic must balance authenticity and empathy while not offending the reader, all while delivering the message. There are many sensitive topics that can be difficult to market. Here are some tips for effectively promoting your business while keeping the feelings of others in mind.

1. Know Your Audience

The first step in ensuring that your topic is well-received is to know your audience. Getting to know your audience is a factor in any industry and marketing plan, but it is especially important when your topic is a sensitive topic. For example, if you are selling legal defense services, your audience can be family members as well as those charged with a crime.

Your audience members may also be people who have never committed a crime. According to the Tennessee Department of Corrections, felony drug possession or possession with the intent to sell can come with up to 60 years imprisonment. This information may not be well received by some, and accepted by others. You must know how your audience will react to such information before you use it.

2. Focus On Education

Sensitive topics are better received when the focus is on education. Marketing strategies for sensitive topics often focus on sharing information. This approach can be received as empathetic without offending. According to the Small Business Administration, about 20% of new businesses fail in the first two years and a good marketing strategy can reduce the risk of failure.

Sharing information and educating your audience will help to build trust and establish authority. Making your campaign about education will attract the people that the topic affects. It will also help to educate the public about the topic, which can change views and reduce sensitivity.

3. Use Layman Terms

Avoid using technical jargon in your marketing. Technical terms and industry-specific language are not well-received by people outside the industry. Keep your language simple. Use terminology that is easy to digest for a general audience.

If marketing language is too narrow or specific it will not be well received. You will lose your audience. For example, sharing facts like according to the Center for American Progress, there are about 29.5 million Americans that have a disability, it is simple and too the point. You don’t need to elaborate further.

4. Highlight Positive Outcomes

Sensitive industry topics like drug addiction, crimes and other topics are best presented by highlighting positive outcomes that your services can provide. Focusing on the potential of a positive outcome will create a link between your industry and positivity. Instead of focusing on the problems, focus on the positives that your services or products can offer.

Consumers don’t like to be reminded of problems constantly. They are searching for solutions. If you’re selling a service or product that solves a sensitive problem outline how it works. Include testimonials in your marketing kit to support your claims.

5. Monitor The Feedback

As with any campaign, it is essential that you monitor the feedback from the campaign. Note if people are making negative comments. If you are receiving negative commentary about the campaign, adjust. Always respect boundaries and privacy.

Don’t use anyone’s comments about your services or products without permission. It is essential to establish trust that you respect people’s privacy. Avoid using sensationalized claims. Stick to the truth about your product or service. Consumers will respect honesty.

Marketing a sensitive topic, can be a challenge. Many business owners in sensitive industries choose to work with a professional team with experience in marketing sensitive topics. The right support can be a game changer for reaching your audience. Call today to learn more about how the right marketing team can deliver your message with the perfect balance.