Holiday sales are one of the most important times of the year for retailers, businesses and even service providers. Many retailers will do more sales in just one week than they do the entire rest of the year. Increasing your sales by just 20% during just this one week could make an enormous impact on your annual profits.
==> Why a Hook Is So Important
So can’t you just have an end of year sale without a hook? While you can certainly do that, it’s not going to be as effective.
During the holiday season, people are going to be bombarded with sales messages. Every retailer that’s located near you is going to be having a sale. Having a sale is no longer something special.
If you really want to catch people’s attention and generate sales, your sale must have a hook.
==> Story-Based Hooks
A story-based hook is one of the most effective ways to run a sales hook, because it’s so rare. It requires a bit of creativity and a bit of guts to pull off. But do it right, and people will be flocking to you in droves.
One example of the story-based hook might be the “sprinkler damage” story. One retailer once had a small fire in his store, which set off the sprinklers and damaged the packaging on many of his products.
The goods themselves weren’t damaged. He marked everything 20% off. He sold so much during that week that he busted all his past sales records.
The next year, and the year after that, he deliberately set the sprinklers off himself. It wasn’t the 20% off that people loved, it was the story. The reason why he was discounting.
See if you can come up with your own story.
==> Offer-Based Hooks
Offer-based hooks are hooks that are based off of what someone gets by buying from you. The most common type of offer-based hook is the holiday sale. For example “15% off everything in store.”
This works, but not as well as more creative hooks because it’s so overdone.
One creative offer-based hook is to give something away for free. For an online store, you might give free shipping on every order no matter what the price. For an offline store, you might give a “mystery gift” for every buyer.
Again, use your creativity. Come up with a creative offer for why people should want to buy from your store rather than other people’s stores.
Both the story-based hook and the offer-based hook can work very well. Your hook should be strong enough that when someone hears it for the first time, they stop and pay attention. You want someone who’s walking by your store to stop dead in their tracks and come inside out of sheer curiosity.