We're bombarded with offers and discounts all day every day, and as much as they can be annoying, every now and then we hit the button and enjoy that tasty discount.
So, how do you make sure that your offers are the ones that shine through and make it impossible for anyone to ignore?
This week we caught up with Moe Abbas to tell us his strategy for creating the ultimate time-sensitive offers…
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What works well when creating time-sensitive offers?
- I'm a big believer in email marketing, a lot of studies show that it's the best ROI available today.
- With social media, you don't own your contact list. Facebook or Instagram does. With email marketing, you own your client list.
- Good marketing involves communicating with your customers and clients.
- Some people like using tools like MailChimp. When I'm creating a time-sensitive offer I use a tool called Yam. It's not great for big lists… but it's very
personalised. It makes it seem as if the email is coming from my inbox. It's very personal, and I engage in a conversation with them.
- It's 2019, people are getting spammed left right and
- The minute you
realiseyou're being marketed to you have a filter that comes up and its damn near impossible to get past a wall. You can't let the client put up a wall.
What Kind of techniques have you used to keep emails personalised and overcome that wall?
- Using first names, obviously.
- Use a personalised subject line.
- Segment users, eg. signups ‘hey, I just wanted to reach out I saw you signed up but didn't become a member…’
- Segment users into different stages of the funnel so you're contextual and relevant.
- The whole point is to create a conversation. It needs to be a natural, friendly message. It needs to come off as a referral not marketing.
So I know you're really keen on time-sensitive offers can you define what you mean by that?
- The idea of scarcity creates a mentality of loss and scarcity. You need to put a timeframe on these offers.
- They'll act a lot more seriously because a decision needs to be made.
- It needs to be near term and very specific eg. save 20% if you sign up by Friday.
What kind of time-sensitive offers really work in your experience?
- You need to give them some kind of discount. It doesn't have to be a lot… they're already interested in your product you just have to tip them over the line.
- You don't even have to have a reason, just be aware of how much noise you're creating. Holiday offers almost seem less personalised… you don't need a reason just make them an offer.
- It can help with conversions to explain why you're doing a thing as long as you keep it personal.
How do you handle people who miss the discount and ask for it after the deadline?
- Obviously, give it to them!
- This is a personal conversation between you and them, you're making them feel special.
- Perhaps ask them to share your product with friends on social media.
Apart from discounting what other time-sensitive offers should we consider?
- I Like flash sales, eg. there's a sale but it ends at midnight… give examples of stuff that was in their cart.
- We are going to experiment with content too, eg. get this course now it's free but in a week it will be paid.
Nobody wants to have endless sales as its damaging to the brand… how often can you get away with running sales?
- Yeah, You have to be careful but you can get away with monthly….. Even weekly. They're waiting for it!
- What you'll find is that the people who pay upfront the sale may not convert them, but other people need that push from the sale and its often a matter of when they're ready to buy it.
- If they get an offer this month and they don't take it, they might take it next month since the timing is better.
- ]You can change the offer every month…. most people are not going to see that pattern.
How do you feel about people who take advantage of your sales all the time?
- You don't make everything go on sale. Have limited stock that goes in the sale and rotates that.
- They don't know when it sales. You can avoid offer fatigue by not running 20% blanket sales every month.
- It's about shifting things around and creating interesting and varied offers.
What other ingredients make these time-sensitive offers work?
- Your goal is to sell… so why push people to an automated checkout when you can talk to clients and sell significantly more products.
- Get in a call and see if it makes for the customer and then make the sale!
- Get to know what people are into and what kind of fashion they like.
- Youll convert better and you'll make more sales.
- You have the time for this! Create an in-person shopping experience, it's personalised.
- You should squeeze every dollar out of your communities! Ask them for a referral, make suggestions etc.
A book that you would recommend…
Lean Startup by Eric Ries
What is your top success habit?
I do breathing techniques and yoga in the sauna. I do affirmations. I surround myself with what I want to be.
Who do you look up to?
Bill Gates, Mark Zuckerberg…. for training Goku from Dragonball Z.
Here’s the big one… who do you like more, Rob or Kennedy?
I don't like any of you guys…
Finally, where can folks go to find out more about you?
My company website which is GenM.co. You can find me on Instagram and twitter @RealMoeAbbas 🙂