Exclusive discount gone wrong

While I like to rail against the overuse of discounts (which is usually where brands’ email marketing strategy starts and ends), they have their place too. 

Like in a welcome sequence for example where a timely discount can be the difference between a new lead becoming a customer or not. 

But it can also backfire.

The other day, I came across an ad for an app that looked interesting. They had a quiz funnel set up. And I went through their quiz for research purposes.

Well, a few hours after filling out their quiz, I got an email about an exclusive discount. The plain-text email said that the 70% discount was exclusive to me - ooooh how cool, right? 

Wrong. 

My spidey senses started going off. I’m a marketer after all, so I’m aware of cheap tricks like throwing in the word “exclusive” before a massive discount. 

And I decided to go through their quiz funnel again with a different email. 

Guess what happened next, cully:

A few hours after filling out their quiz for the second time, I got another email for an exclusive discount. 

Turns out, the so-called “exclusive discount” was nothing but an automated email in their welcome series. 

LOL. 

There is no faster way to destroy trust and forever taint your reputation than by being exposed for lying.

And positioning a ludicrous discount as it’s only for “me” (the first me, and the second me, and anybody else who fills out their quiz funnel but does not download their app) is nothing but a bold-faced lie. 

I guess it makes sense for an app where the business model is hoping that you forget you’re paying for a subscription. 

But if you’re interested in actually growing a real business that serves your customers instead of trying to trick them into paying you?

Then, well, I would avoid this “strategy” like the plague. 

Because here’s the thing… 

Trust is the most valuable commodity in business. Without trust, you cannot win. You might rack up a short-term win here or there - but it will all come crashing down like the Liver King (who was recently arrested for posting death threats to Joe Rogan as he documented a strange adventure from wherever he lives to Austin to try to find and fight him). 

And this goes without saying but I’ll say it anyway: 

You don’t build trust by lying through your teeth. 

Anywho:

If you want to double your email revenue without relying on lying or discounting, hit reply, and let’s chat. 

John