Creating offers or discounted promotions for your products or services, is an effective way to tempt your customers to buy in a sale or new launch.

Use this sale and offers writing guide to get to grips with sales copy, promotion ideas and the best type of offers for your product or service.

You can use offers to boost your sales, in a holiday season sale or just to launch a new product or service. Whatever your offer mission may be, it’s important that it hits the right people, with the right information, just at the right time.

I’ve collated a quick 6 step guide to help get you started with researching, creating and promoting your offer.

Know your audience better than they do


When creating an offer or promotion, it’s vital that you know exactly who your target audience are and who is most likely to buy. If you’ve been selling your product or service a while, you’re probably already aware of who your customers are. But before you even start to create your offer, ask yourself these questions:

  • What are the problems of your target audience and how can you solve them?
  • Where do they hang out and how, using your marketing tactics can you reach them?
  • What makes them ‘bite’? By figuring out exactly what makes your customers buy you have more chance of converting sales.

An example: My company, ‘Tummy Friendly Travel’ is an online resource, providing tools, advice and products to help IBS sufferers travel confidently. The majority of audience are online, they all have IBS or know someone that does, they want to travel and I can help them do that. Make sense?

** Hint**

You can use past campaigns, sales marketing reports, customer surveys and google analytics to answer all of these questions.

Make your offer valuable

An effective offer makes it’s value worth more than the cost. Simply put, the item you’re offering must be worth more than your customers are going to pay. This helps boost customer retention and repeat buyers. If your offer is, for example;  a 3 month subscription for your coffee, delivered directly to your customer’s house for half the price it usually is, then that gives you a high value to cost ratio.

Not sure how to do this?

Here are a few tips:

  • Create valuable, informative content around the benefits and uses of your product or your service using blog posts and articles.
  • Make videos for your site and social media accounts showing the benefits of your product or service.
  • Gain customer reviews and testimonials and promote using digital marketing strategies.
  • Reach out to influencers in return for posts on their blogs or social media

Do all this BEFORE you launch your offer, then you’re effectively selling into an already interested market.

The offer that just keeps giving

You want to make sure, that what you’re offering isn’t going to stop at the product. Going back to the coffee example; by providing customers 3 months coffee subscription, you’re taking away the need to:

  1. Stop and think about what coffee to buy and what’s on trend in the coffee industry
  2. Waste time going to the shop and buying coffee (usually overpriced crap coffee)
  3. Find themselves in the awful ‘We’re out of coffee, help me god’ situations on early mornings.

You’re also perking up their day with caffeine (remember, these people love their coffee) and making them more productive and nicer people to deal with on a morning. ( Ok, I’m just referring to me here…but it’s true!)

So, if you can help make your customers lives better on top of the sale product, then you know you’re onto a winner with your offer.

Don’t overcomplicate offers

Your offer copy needs to be clear, concise and to the point. By defining how the offer will benefit your target audience, what they will get and the price they need to pay, you’ve covered the basis of it. Any finer details can be included in the terms and conditions.

Effective offer examples:

  • (enter £%) off full price + Free Delivery
  • Heavily discounted + Low Delivery Fee
  • Up to (enter £/%)  off full price discount
  • All (enter product/service) only (enter £’s) for X amount of time
  • X amount Free for X amount of time

Back to coffee again….

If I was to create an offer for the coffee company it would look something like this:

‘6 months coffee for the price of 3 + Free delivery!’ or ‘ 50% off 6 months coffee subscription + Free Delivery*’

*For the first month only, after delivery is only (enter £)

Using these types of offers, means you have automatically retained customers for 6 months, who will then hopefully become ambassadors for your product and  then recommend it to friends and family, or even better, order more when they realise how good the product or service is.

Don’t forget to add a guarantee to your offer, as this strengthens the impact. A simple ‘If you’re not happy with the product or service, you have 7 days to return’ type of guarantee builds trust.

Create urgency with your offers

To really amplify an offer, make it exclusive, urgent and short-term.

Limited time only

You know that feeling of excitement/panic when your favourite peanut butter is ‘Buy One Get One Free’ for one day only (ok, only me then.) You’re way more inclined to stock up because 1. You get loads of peanut butter 2. No need to shop for peanut butter for a while (saves money, travel, energy etc). By giving your customers a short time frame to purchase, they’re more inclined to convert because they want to save in the long run.


This is great for achieving repurchases from current customers or getting rid of unwanted stock. If you have a large inventory of a product and won’t be re-stocking, you can create a ‘limited stock only’ offer. These type of offers  increase urgency, by highlighting that the product is in high demand and will be gone, if they don’t act now.

Incentivise your  sale offering

Another really great way to increase your offer impact, is to incentivise. The key here is to use persuasive language and really describe why, what you’re offering will benefit them. There’s no point using a simple ‘Buy this, get this mug free.’ The offer needs to give them a reason to buy your discounted product and provide an incentive they will also benefit from.


‘Order 2 water bottles for (enter £) get a free water bottle holder’ The incentive is a practical, complementary item, that customers will benefit from.

Keep the relevance of your incentives in mind when writing your offer.

Get your offer on

These steps will help kickstart the sales copy cogs in your head. By using even a few of the ideas, you’re on your way to constructing an effective offer for your product or service.

If you need any help writing effective offer copy, that will really hook your customers to buy, then feel free to drop me a line.

Written by emilyrosedallara

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