Black Friday is hardly ever a day-long feat anymore. In fact, for many brands, it’s a week-long, if not a month-long party. This means that you’re likely going to be selling for long enough to develop some Black Friday statistics. By this, we mean evidence on which products are selling fast and hard, what’s been the most popular and what your customers can’t get enough of. You can leverage this data to encourage new subscribers or shoppers to take the leap and purchase.
Even if you have an incredible offer on board, however, some customers need more than that. They want proof that the products you’re claiming to be your top 5s (or even your top 1) are really what they claim to be. But how do you get the message across effectively, especially when people’s inboxes are truly being bombarded?
We’ve broken it down below.
Show Your Product Benefits
Customers don’t just want to know what a product does; they want to know how it benefits them. For example, how is your foundation more than just a regular foundation? Is it simple to apply? Is it truly waterproof? Maybe it’s smudgeproof? But what we still haven’t gotten to is the core benefit to customers. Rather than just telling them what it’s all about, you need to connect on a deeper level. ‘The foundation you can wear to the beach,’ to elaborate, indicates that the product is waterproof but also that it may have SPF properties. Without even telling customers, you’ve sold an experience to them. If it resonates with them, you're one step closer to a sale.
Try to do this with all of your top 5 products this Black Friday, especially when communicating with new customers. Tell them not just what the product does, but how they can use it, why they should use it and the problem it solves. This helps them envision your product in their life more easily, allowing them to jump on the bandwagon sooner.
Share Customer Feedback
Customers don’t always want you to talk up your product. While they appreciate the knowledge, the authenticity doesn’t always feel as real when it’s coming directly from the business. This isn’t a fault of yours at all. Many customers are accustomed now to being sold the ‘next greatest thing.’
When products don’t live up to their expectations, even from other brands, it can build uncertainty about other products. To give your top 5 products a boost without feeling like you’re talking them up and up and up, customer feedback is your greatest asset.
We recommend showcasing your product images in your emails. Instead of then sharing product specs or key selling points, partner them up with your favourite customer reviews. Be sure to include a customer name, and if you have one, a photo. These elements boost authenticity and make your product feel all the more believable to potential shoppers.
Speak About Bundles & Packs
Can customers purchase some of your top 5s in bundles or packs? Perhaps they can save if they purchase more than one of your best-sellers in one transaction. Over the Black Friday period, it’s critical to sell this value to your customers. Show them how trying out these top products at this time of year can help them save more than ever. Also show them how combining a certain quantity of items from this list lets them take advantage of larger discounts.
Put The Finishing Touches On Your Black Friday Sale With Email By Design
Our team is here to help you ensure your Black Friday sale is a success. Need help with your finishing touches? Perhaps you are seeking a pre-launch audit? Maybe you've already started but feel you're missing something. Book a free 15-minute consultation to get started.
