Always Give a Reason
Whenever you discount a product or hold a sale, always give a reason for why you are doing it.
I was reminded of this just the other day while getting family photos at Sears. They had a flier laying out on one of the side tables. On the front page, it said:
CRAZIEST DEAL EVER
Oops! Someone forgot to turn off the Paint Machine when they went on break! Now we have a surplus of Pacific Blue Kenmore Washers and Dryers — loaded with great features. Over 3,000 pairs to sell — it’s our craziest deal ever!
Buy a Dryer, Get a Washer FREE
While this copy could definitely be improved, I was impressed that a big company would even go this far to provide a reason for the sale.
The lazy way to do it would have been to merely run the sale: Buy one, get one free. They took it one step farther by turning a negative situation (too many blue washers and dryers) into a humorous story and a believable reason for a sale.
Did someone really forget to turn off the paint machine? Probably not. But it’s a fun story. We can imagine it’s true. And it’s far better than the other story: That is, nobody wants blue appliances.
Are you overstocked? Or do you simply want a quick cash infusion? Then hold a sale and give a reason why you’re discounting your product or service. Works like magic, I tell ya.
-Ryan M. Healy
