Hello! Welcome to your weekly dose of INSPO ✨
Apologies for the 2 week hiatus, I was OOO cycling through Europe.
But I’m back now and have big plans for the future of INSPO (more on that soon).
This week though, as we’re all planning our creative for Q4, I wanted to share something super simple you can add to your BFCM ideas log.
Ad breakdown
This ad from Craftd grabbed my attention for a number of reasons.
The main one being it’s super pared-back design.
But once you’ve stopped to read the copy, it gets even better.
Here’s why I think this works well…
👉 Authenticity: no fancy design, just a screenshot of an email that looks like it was sent to their existing community. You sort of feel like you’ve been let in on something you shouldn’t have.
👉 Simplicity: again, no fancy design or overly polished branding, just easy to read black text on a white background. Our feeds are soon to be full of over the top sales ads, this is a clever way to stand out.
👉 Specificity: precise numbers, like 41% are often seen as more carefully calculated, suggesting competence and confidence from the seller. It feels like they’ve considered the decision and have decided what’s fair to offer rather than just throwing out a 10% off sale at the last minute.
👉 It feels personal: it’s signed off by the founders, yes it’s an easy thing to do and doesn’t mean they wrote it but it still makes it feel more genuine and layers in trust.
👉 Understanding: the whole ad shows how much they understand their audience and their possible concerns. They quickly remind them that they don’t do sales often, they speak to the fact someone’s probably had their eye on something for a while and they hammer home that this is THE best time to buy the piece you want at a good price.
👉 Objection handling: sales are usually just the stuff that no one wants so we tend to assume there won’t be much left and it will only be the stuff we don’t want, Craftd have strategically dealt with this through that P.S. message at the bottom of the ad
How to make this format work for your brand
The key here is not to copy the idea word for word but to come up with your own version of this simple, action driving concept.
🪩 Even if you offer sales more than once a year, think about how you can add value and make your sale different. Instead of just announcing ‘20% off’ think of a reason to celebrate (create a story) or add in collections people wouldn’t expect (make it more about introducing people to new items than getting rid of old ones).
🪩 Consider the discount and why you’re offering it in detail, what can you offer that no one else can? This consideration helps build trust.
🪩 Keep the message simple. Tell people why you’re having a sale, what the sale offers them and handle any objections that might stop people clicking.
Give this a go and let me know how you get on 💪🏼
Thanks for reading,
Katherine 🪩
P.S. If you found this email useful, please do pass it on 🙏
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