Black Friday is exciting! Promotions abound, prices plummet, customers store. Every company wants to draw attention to its products at this important time of year, and rightly so! However, we advise you to avoid one pitfall… that of launching shock phrases that will certainly help you sell your products, but could damage your customers’ confidence.
What are we talking about? Phrases like :
- For a limited time only! / if you’re not really planning to stop your discounts at the end of Black Friday, and your customers weren’t really in a hurry to take advantage of them…
- The best discounts ever! / if this kind of promotion has been offered in the past…
- The biggest promotion of the year! / if, in fact, you’re planning even more aggressive prices on Boxing Day or during an end-of-season clearance sale…
It may be tempting to opt for hard-hitting (but oops, a tiny bit misleading) advertising hooks to create sales there and then, while the Black Friday craze fizzles, but your customers’ trust is much more profitable in the long run.
Why exaggerated promises are risky
Even if your offer is really interesting, claiming that “this is unheard of”, or that “it’s for a limited time only”, or that “this offer won’t come back” if it’s not quite true, is a bit like crying wolf. Once customers realize it’s not true, they may lose confidence in your word, and that loss is hard to regain.
Here’s what could happen:
- Customers will notice inconsistencies and doubt your offers in the future.
- Your communications and promises will no longer be taken seriously, even if they are true (that’s crying wolf!).
- Negative reviews or messages of disappointment could circulate on your networks (even if your products are ultimately appreciated!).
- In the long term, your credibility and brand image could be affected.
How to stay impactful… while being honest
Good news: you can make your Black Friday shine without fooling anyone. All it takes is a clear, authentic message.
- Emphasize what’s true: is your discount really generous? Are your products exclusive? Talk about it with pride.
- Soyez précis, sans tomber dans le sensationnalisme : « 30 % de rabais sur la collection XYZ » est plus crédible, et tout aussi motivant, que « une offre jamais vue ».
- Play on urgency without lying: “Offer valid until November 30” or “Limited stock” creates a dynamic of action without false promises.
In conclusion
On Black Friday (and, of course, any time!), remember: a punchy, misleading tagline is likely to cost you far more than a slightly more sober but honest promotion. Be confident in your products and share your great offers transparently with your customers.
They’ll be there, and not just this year!
