Prime Day is upon us, folks.
That means everyone and their uncle's cousin's pet tortoise is going to be buying Amazon's supply of "Everyday American Items™️" for 25-70% off.
Will the average shopper truly save more money than they would on a normal shopping day?
I don't know for sure, but I highly doubt it.
Will that stop people from buying?...
Not in the slightest. Prime customers the world over will click "Buy Now" millions of times June 23-26.
But why? Why such a huge shopping frenzy just to save a few bucks on ned bedsheets?
Because Amazon makes Prime Day an event.
Most companies run special promotions with little to no fanfare.
"Get $250 off a new tankless water heater!"
They announce it, post it to their website, and... that's it. The promotion then sits and collects digital dust until someone remembers to update the site.
But not you or me, my dear Send It Insider. We follow Amazon's example of making our promotions an event.
That is - we make a big deal about our offers the way Amazon... MrBeast... Black Friday... Pro sports teams selling season tickets... and so many other iconic brands do.
Treating your big promotions like a true event your customers don't want to miss out on will get you a higher response.
People will buy more when you have an exciting, legitimately valuable offer that they may never see again (or at least not for a long time).
Some of the best offers we see succeed this way in home services are:
- Rebate offers
- Buyback offers
- Discount sales
- Seasonal promotions
- "Limited appointments left" promotions
The key is, you have to make it a big deal. After all... it is a big deal.
The chance to get a $2,000 rebate on the purchase of a new air conditioner?...
Or the opportunity to apply $1,000 of past repairs toward the cost of a new system?...
Or the chance to get a $250 discount on a new tankless water heater?...
These are exciting opportunities for customers to jump on.
I know, I know... a lot of contractors shirk at the idea of discounts, promotions, and sales. "We're better than that," you say. "We don't want to attract cheap customers," you insist.
But let me ask you this:
When your favorite brands do big promotions... do you get excited?
I know I do. I love it when Bylt announces a big sale. I'm a sucker for a good deal on a course, or a discount on a new pair of shoes.
One of the reasons email marketing works so well in e-commerce is because customers are actually watching for their favorite brands to announce a big promotion.
Customers literally search for deals in their inboxes. And I assure you...
Amazon will generate hundreds of millions of dollars in sales this month from people opening their inboxes, seeing a Prime Day announcement, and clicking the "Buy" button.
It's inevitable for them, and it can be for you too.
Turn your promotions into exciting events your customers don't want to miss out on.
Let me know what happens.
❤️ Zac "The Email Guy" Garside
P.S. For bonus points, follow Amazon a step further and require people to join your membership in order to participate in a big promotion.
