I ordered a new bra at 10pm on Tuesday.
Yesterday morning I received one email from the company to say my order is on its way, and a second email with a 20% discount code for the exact bra I ordered.
One of our human needs is to feel like we get a good deal when we buy.
That does not translate to ‘cheap’…
It’s feeling good about what we received in exchange for what we paid.
The 20% discount code I received meant for the sake of ordering less than 36 hours earlier, I missed out on a £13 saving.
It not a considerable sum but it still left a slightly sour taste.
(This is why I recommend you NEVER discount your programs and courses when you’ve already sold them at a higher price.
If you want to lower the price, my advice is to change the offer.
Take a deliverable or bonus or two out of the deal then the people who paid more will still feel good about buying).
So, I emailed the company with a jokey message about being too organised for my own good and a cheeky request as to whether there was anything they can do to ease my feeling of “GAH!”.
The owner replied and said something VERY clever in copywriting terms.
“You’ve twisted my arm… I’ve just processed the 20% refund for you”.
✅ Giving the refund meant I feel valued as a customer.
✅ “You’ve twisted my arm” is the clever piece of copy.
Because with those extra four words, I feel that I received something “special” for being ME.
So, next time you respond to a customer’s request, don’t just say ‘yes we can do that’.
Sizzle up your response by saying something like…
“On this occasion I’m happy to…”
“You’ve bought from me before so I can totally [do this thing]”.
“Because you’ve [done this thing for us] we’d love to [do this thing for you]”.
(For example, acknowledging them for leaving you a nice comment on your post or a 5” review – show you see them).
These few little extra words will go a long way to sizzle up how your message feels to receive.
Also worth noting that you can also use this copywriting tip to reduce the impact of bad news – such as when you are informing clients of your upcoming price increase.
Just make sure the reason you give is about making your reader/s feel their impact is ‘less bad’ because of who they are – long-standing customer, etc.