Discounts work.

Yes, I said it.

If you slash 20 percent off, run a flash sale, or throw a big red “SALE” graphic into your ads, you’ll probably get attention.

But here’s the problem.

More attention does not automatically mean better customers.

And if your marketing strategy relies too heavily on discounts, you can end up in a race to the bottom, attracting the exact people you do not want to build your business around.

People who buy because you are cheap.

People who disappear the moment the discount ends.

That is not a sustainable growth strategy.

I decided early on in my business that I did not want to work with people just looking for the shoddiest deal from the bargain bin. And I suggest you decide the same.

Discounts Create Urgency, but Urgency Is Not the Same as Desire

A discount gives people a reason to act now.

That can be useful.

But it does not necessarily give them a stronger reason to choose you.

There is a big difference.

If someone sees:

“20 percent off this week”

their first thought is usually about the saving.

If they see:

“Here’s how we solve the problem that has been costing your business thousands every month”

their first thought is about the outcome.

One attracts someone looking for a bargain.

The other attracts someone looking for a solution.

That distinction matters enormously when you are trying to build a profitable business.

Cheap Leads Can Become Very Expensive Customers

If you were paying $30 per lead and suddenly you are getting leads for $8, it feels like the campaign is winning.

But cost per lead is only one number.

What I care about far more is what happens afterwards.

Do they buy?

How much do they spend?

Do they buy again?

Do they need endless follow-up?

Do they become a profitable customer?

A cheap lead who never buys is not cheap.

A slightly more expensive lead who turns into a $20,000 client can be incredibly valuable.

Not Everyone Is Ready to Buy Today

Another mistake is assuming every person who sees your ad should immediately purchase.

They will not.

Some people have been looking for something for years and are ready now.

Some are interested but still researching.

Some know they have a problem but do not yet understand the solution.

That is why good marketing has more than one step.

You attract attention.

You build trust.

You educate.

You capture leads.

You follow up.

Then you sell.

The strongest Facebook strategies do exactly that, moving people from cold audiences through nurturing and into conversion rather than expecting one aggressive sale to do everything.

Discounts Are a Tool, Not a Strategy

I am not saying never discount.

There are plenty of good reasons to use one.

But the discount should support the marketing.

It should not be the marketing.

Because if the only compelling thing about your offer is that it costs less, you have a much bigger problem.

And if you want to chat more about marketing strategies, reach out!

 

Kerry x