Explanations can make copy more dynamic, for example “Only the first eight can participate” works better when the “Here’s why” is answered: “Because of the intimate, personal nature of this session, we have strictly limited it to the first eight who respond. This gives us time to answer all your questions and give you the focus and attention you deserve.” Instead of “Today Only” try “We can only offer this on this one day, because on Sunday, we will begin our annual inventory. If you don’t get in on Saturday, you will miss out.”
We cover the concept of discounting in another post (“Give a bonus, not a discount”). As it’s most often used, discounting is a scourge on business, however, there are times when discounting works.
Generally, discounting should be focused on getting new prospects in the door rather than cutting margins on repeat buyers’ purchases. The caveat is, periodically offer your repeat customers and client special “VIP” bonuses, first opportunity options and occasional discounts to reward their loyalty.
When you do offer a discount, try to offer a reasonable explanation versus simply having a “Sale.” Just saying “Labor Day Sale” does nothing but train your customers to wait for a better deal. “Clearing out all remaining Halloween inventory a day early, to make room for Thanksgiving” is closer to the mark. Tying in a specific limited number with your explanation doubles the punch: “We only have 7 available lots remaining, and we’ve been ordered to sell them all before the end of the month, any reasonable offer accepted.”
