Q: How much is too much to talk about my sale?
I’ve mentioned before that I don’t think small business owners talk about their sales enough. And they don’t. I think the reason behind that is they don’t want to be “that person” who talks about their sale too much.
But how much is too much? Because it’s clear that not much is not enough. Should you be posting every day? Multiple times a day? Is once a week enough?
First of all, let’s take a deep breath. You’ll never have a successful promotion if you’re too busy being overwhelmed by the “perfect campaign.” Start by understanding it won’t be perfect – that’s why you keep metrics! You try, you measure, and you figure out how to do it better next time.
Now, should you post and email about your sale every day? Probably not every day, but you should post often. Make sure you hit the high notes. How often you post really should be determined by how long your promotion lasts – if you’re going for a month, once or twice a week is fine. If it’s a week long, mention it maybe 5 out of the 7 days, but make sure there is a lot of non-sales content peppered in between.
A key to not feel “bothersome” with all your posting and emails is to make sure you’re not using the same visuals and captions every day. You need to make the content itself different to keep your audience’s attention. If they see the exact same thing multiple times, it will be very easy to start ignoring that content.
When it comes to varying your content, make sure there is a visual theme that ties everything together and makes the promotion look coordinated – but be sure that nothing is exactly the same. Colors and graphics should be similar, and clearly go together, but should vary post to post, email to email.
You can and should also vary the types of content you use when you post about a sale. Not everything needs to be a simple visual ad. You can use testimonials, customer stories, behind the scenes shots of you getting ready for the sale or mailing out product, celebrating a certain number of sales made. There are ways to let people in on your process and get them excited about your product more than just a professional picture of that product.
Always make sure you have a mix of designed graphics and product related images, and a mix of static photos and videos. Vary your content with static posts, carousel posts, reels, stories, and ads. And feel free to make your sale the supporting message (but not the primary focus) of your “everyday” content that you post between your sale content.
Remember: at the end of the day, people can’t participate in a sale they know nothing about. But there are fun ways to vary your content and post often about your promotions that won’t make you feel like you’re bugging your audience. That is what you want to go for, and that is more likely to create a successful campaign than anything else.
Hope that helps as you move into your summer sales!
Lorem ipsum dolor amet mumblecore stumptown meggings, poutine quinoa brunch waistcoat fashion axe paleo williamsburg.
With over 15 years of experience, I've worked with countless small businesses just like yours. I can provide you with the tools and resources that will help make marketing less overwhelming.