The basic premise is that you should always have “reason why” you perform any specific marketing or sales promotions. Secondly your marketing should always provide a “reason why” customers need to listen to you, buy your product, take an action etc.

The concept can be difficult to explain properly so ill just give some bullet points to clarify:

1. Any specific promotion or “sale” or discount or other type of special offer you have going at a specific point in time should always have a reason why it’s being done. And this reason needs to be shown in your marketing.

For example, you should never just have a “sale”. You should have a “sale” because its Easter, or it’s the business’s birthday or any other type of reason you can come up with

This is because customers will always expect you to have low prices you’ll usually have on a specific sale, and why  shouldn’t they? If you can afford to drop your prices for no reason for a “sale”, why can’t you just use those prices all the time? Are your usual prices actually overpriced?

I’m sure you seen many “sales” in your time, and wondered to yourself if they really even dropped prices, or if they simply put the posters in the shop just for some sort of marketing stunt.

Giving reason for each promotion stops prospects from always expecting you to have a sale on or always expecting discounts, and wondering on the trustworthiness of your supposed promotion.

1. Always have reason why customers should buy from you. This ties closely with your USP, and if your USP is well done, it will already include the reason why you should be chosen over your competition.
2. Always have reason why they should trust you. What compelling reasons are there that you claim to be the best (as per point 2 above) and why you can be trusted.
3. Always provide a reason why they should act on your offer right now. Why should they seize the opportunity today and not some time in the future.