3 examples of effective Black Friday sales copy
It's hard to miss Black Friday/ Black November, especially if you’re on social media and you shop online. It's arguably also the busiest season for marketers and copywriters.
The copywriting style often used in these advertisements is referred to as sales copy. Sales copy is catchy, persuasive and short. It hooks you in the first line, dazzles you in the second and opens your wallet for you by the third. Here are three examples that got to me this week.
Superbalist - 40% off promo code
Superbalist’s Black Friday Campaign
A week before this post, Superbalist had a 40% off one-day-only promo code which caught my eye but nothing more. I decided to call their bluff and hold on for Black Friday. My heart sank when I saw the Crocs I had my eyes on were sold out by the end of the day and just like that, I questioned my choices.
A few days later my Crocs were restocked at full price. Ok, I said to myself - wait until Black Friday. And a few days after that, the promo appeared again! What was the code? 2NDCHANCE.
Why is that incredible copy (and marketing)?
Using ‘2NDCHANCE’ as a promo code is a smart use of words. It gives a sense of urgency and it’s a call-to-action because I have to use the promo code to get the deal.
By giving you the promo code again, you can feel as though you have won something rare. You also don’t want to lose the opportunity in case there is no 3RDCHANCE. This is known as the scarcity principle and it is an effective marketing tool.
MyRunway - Black Friday Week
MyRunway’s Black Friday Campaign
‘Black Friday Week. Deals won’t be repeated!’
It's the scare tactic for me. Does this tone usually work for you?
Although not pleasant, it was effective. I sensed the urgency but I begrudgingly went to my cart feeling cornered rather than motivated. Merchants want every shopping experience on their platform to be pleasant, so negative copy needs to be used carefully and sparingly. Perhaps instead of 'Deals won’t be repeated' they could have said 'New deals for 24 hrs only' or 'Skip a day, skip a deal'!
One Day Only - Up to100% off
One Day Only’s Black Friday Campaign
Okay, so I lied. This one didn't get to me but it did make me think.
100% off sounds too good to be true right? Although persuasive, it does go a notch too far to warrant suspicion. What’s the catch? Why would you give something away for free? Will I end up paying for it later?
Being transparent can be effective in sales copy because it dignifies the customer and leaves less room for questions. Would this have worked for you?
Glowing Copy provides persuasive sales copy for businesses and entrepreneurs looking to grow their sales. Contact us for a free consultation.
