I’m deep in the trench working with my clients’ promo right now…
So, today, I’m going to leave you with a quick insight.
In recent emails, I’ve discussed how “discount” might be less effective (and even harmful) for most e-commerce brands.
The best analogy for this is an idea I read from Chris Haddad, a legendary copywriter and storyteller:
Discount channels existing desires.
It doesn’t CREATE new desires.
“Discounting only works if somebody actually WANTS the product in the first place.”
The best example Chris gave –
“I can give you a 50 percent discount on a punch in the face… but you don’t want a punch in the face at any price so F your discount.”
Let this sink in…
…before you run another
“Oh, my God. 30 percent off this month… okay… maybe we’ll do it again in 2 weeks… but for now… this is only available for the next 3 days — but I’ll extend the deadline for 3 times so it’s actually next 6 days… but it’ll also come with a downsell for those who didn’t buy so make it 10 days… and you’ll connect perfectly into the next ‘fLAsh sALe’. I don’t know what I’m offering and now that I’m speaking it out loud it sounds so dumb but who cares… I think all my customers are too dumb to realize I’m lying to them all the time so BUY. NOW.”
To be continued…
– WYH
P.S. – Too harsh?
You’d be surprised how many brands I’ve talked to who told me “Our #1 priority is to serve our customers with respect and integrity”… only to 💩 on their own word when they want to make a few quick bucks.
Don’t be that brand.