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Archive for the ‘B2B’ Category

How to Write Tempting-Yet-Clarifying, Oh-Now-That’s-a-Good-Deal Subheads For Your Coupons

February 26th, 2013 9:39am

You’ve got it down now, don’t you? You read last week’s post about creating an awesome coupon headline and you’re ready to get the show on the road.

Well hold on there, Sparky. A coupon is more than just a barcode and a headline. Just stating how much a customer can save might cost your company a lot of money.

A headline-only coupon, after all, looks like this:



If you were to go to press with this deal, you’d stand to lose a lot of money. This is why Subheads are so important. They clarify an offer for a customer, so that your business can drive trial, not become a Free Store. This coupon may get a lot of attention, but you may also lose a lot of money. Imagine if enough customers got this coupon and used it to walk into a store and walk out with a box of Flaky Flakes without spending a dime. Even if the objective for the coupon is to give away a FREE box, you would still have to clarify the size limit, lest you give away a million boxes of your special 18 lb. Orphan Feeder sizes.

As we saw last week, a good Subhead for this deal looks like this:



While the Headline entices (as it should), the Subhead clarifies. See how the Subhead changed the value of the coupon? Instead of just a FREE box, it’s now a Buy One, Get One Free deal. Huge difference.

Let’s see how this coupon may look if we go a different route with the Subhead:



Wait. Hold on. Let’s analyze this guy here. “If you buy a 20 oz. box, the FREE box must be 20 oz. or less. And no, you can’t use this coupon on our 18 lb. Orphan Feeder size boxes.” This is a coupon, not War and Peace. The idea here is the same, but customers will stumble over this. This is why it’s important to be brief, and leave most of the restrictions to the Small Type.

Now’s a good time to clarify what we mean about Subheads clarifying an offer (is that clear?). It’s important to remember: The Subhead is still trying to sell the coupon to the customer. It’s not trying stop the excitement of the Headline or say too much about what you can or cannot do with a coupon. It’s just trying to clarify.

Let’s look at another example:

On the outset, it looks fine – $4.00 is a lot to save on a box of cereal. But you have to think about all the implications of this coupon. If you only have one size of Flaky Flakes available to the customer, more clarification is not needed. But, if you have small trial size boxes that retail for $1.99, you may be inadvertently giving away a lot of boxes of Flaky Flakes.

As you can see, Subheads can be a coupon’s best friend or worst enemy. They can alter a Headline – in both good and bad ways. They can also be too detailed or not detailed enough, costing you either redemptions – or worse – money. Remember: a good Subhead clarifies an awesome Headline while still keeping a customer excited about the deal. And on occasion, they restrict just enough to not be a buzz-kill.

If Headlines are the wild, crazy party animals trying to lure customers into a Savings Party, Subheads are the still-fun party-goers just making sure people don’t spill the beer on the carpet. 

Next time, we’ll talk about the not-so-fun bouncers of the Savings Party and the bane of coupon-writing: Small Type.

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Thirsty Thursdays Episode 2 (Video)

February 22nd, 2013 9:04am

Check out yesterday’s Thirsty Thursday session, where we discussed whisky and Cheez-gutted wolf meat. And social media strategy, of course.

Join us for the next Hangout Thursday, March 7th.

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Thirsty Thursdays Episode 2: Strategy

February 21st, 2013 8:00am

Join us this afternoon for our second Thirsty Thursdays Google+ Hangout. Today, we’ll be talking about marketing strategy and why sometimes, the devil is in more than just the details. Join us this afternoon and find out for yourself what exactly is in a Hobo Lobo Bordello Slam Jam Appetizer.

See you at 3PM EST.

CoupSmart is a social marketing system that creates a measurable revenue stream from fan pages. Want to find out more? Click Here


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How To Write Awesome, Gotta-Get-It-Now Coupon Headlines

February 19th, 2013 10:23am

So, you’ve got a great deal that you just know your fans will love. Great! Let’s get it out in the wild!

But hold on, tiger – before you can really entice your customers and fans to see, share, and print your deal, you’re gonna need to do a little wordsmithing. After all, your online deal is competing with comments from your customers’ friends, animated gifs, and well, lots and lots of cats. It’s competing with The Internet, so you’re gonna have to step it up a bit to really capture attention.

Step 1, is easy enough. If you’ve been paying attention, you know the first step in getting your deal the attention it so deserves is to make it worth something good. We’re not talking about some hackish 5% off doldrum deal here. We’re talking at least 25% off of something people would actually get excited about getting 25% off of (sorry, Zune).

So, let’s take a peek at your deal (don’t be such a prude).



Wait, that’s it? Good Lord, that’s boring. You expect that to compete with this? You’ve got to really excite your fans and give them a reason to share your deal with their friends. 50¢ off? On a box of cereal that normally costs up to $5? Psh. I’ve seen better offers in airport restaurants.

Let’s try again:

Now that’s getting somewhere! The capitalized “FREE” brings a lot of attention and the deal is really something worth sharing. But is it possible we can spruce this up even more?

Now that looks even better! Notice how we’re using the same deal, but with slightly different wording. It adds more punch and gets the point across. This is a good reminder that your Headline can be short and sweet. Use the Subhead to add a bit more information. The whole point of the headline is to get people to read the Subhead. The whole point of the Subhead is to get people to click and share.

But can we trim this sweet little Headline any further?

Whoa! Looks like we can. See how that grabs attention?


Lloyd is right. This is a GREAT deal. With a GREAT Headline, to boot!

So, class, let’s recap. What have we learned today?

1. Make sure the deal is worth something great. The best headline in the world can’t save a crappy deal.
2. Make sure you are as succinct as possible and use the best phrasing. Play around with the words. Try different variations. Remember – with Smart Deals, you can always change the copy on any deal at any time during its run. Use it as your own marketing laboratory and see what works best for your deal.
3. Use the Subhead to put in the secondary information, so you can concentrate all of your pizazz on the Headline. Don’t try to explain it all in the Headline. Short, Succinct. Enticing. Maybe even Intriguing. That’s what works best.

When you create an online coupon, remember what it’s competing with. And remember that attention spans are decreasing by the minute. Keep your headlines short, sweet, and worth something, and your next deal should be able to easily compete with Don Cheadle turning people into trees.

Next time, we’ll talk more about how to create great Subheads. Stay tuned.

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Join Us Tomorrow For Webinar Wednesday

February 12th, 2013 10:46am


Join us Wednesday, February 13th for the first of our Webinar Wednesdays series. Tomorrow, we’ll learn how Smart Deals work, and how they can help your business attract new fans and turn them into loyal customers. The live chat and conversation begins at 3PM EST.

You can register here. See you tomorrow!

CoupSmart is a social marketing system that creates a measurable revenue stream from fan pages. Want to find out more? Click Here


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