When Labor Day Sales are bad.
All actions are homeotelic or heterotelic.
Good business strategy is homeotelic, single actions work toward multiple goals. Aldi has a good strategy. Dominos has a good strategy. Trinny of London has a good strategy.
Good strategy balances what’s made, how it’s delivered, and how it’s communicated: product, placement, promotion. Aldi uses private labels to control the product, small footprint stores to sell from, and focused promotion. Those fit.
What does a business do well and what do customers want well done? Organizations answer these questions and the best organizations do so in a homeotelic way. This is an example from my local pickleball store:
For today and the next two days only (ends Wednesday 9/7)…we are offering a special Labor Day 20% off sale on Bags & Apparel and 10% off all paddles (and receive a FREE Paddle Cover with your paddle purchase).
Go to our website by CLICKING HERE.
For Bags and Apparel, use discount code LaborDay20 at checkout
For Paddles, use discount code LaborDay10 at checkout and receive a FREE paddle cover too.
NOTE: You can only use one discount code at a time, so if you are buying bags/apparel and a paddle you will need to place two (2) separate orders.
If you know what you want and want to go directly to the page, here’s the quick (direct) links:
Bags > CLICK HERE
Apparel > CLICK HERE
Paddles > CLICK HERE
Any questions, email
The good: Scarcity drives urgency and attracts attention. For the I’ve been thinking about this group, this email drove sales. The free paddle cover is good too.
The bad: (1) Discounts are heterotelic: more sales less brand value. All value is perceived value and premium products – like these paddles – shouldn’t be discounted. Price is a proxy for value. Here it is lowered. Freebies, gifts, ‘two-for-the-price-of-one’ maintain the core product value and have other benefits – see below.
(2) Why buy? Here customer language shines. Buy a bag and we will send three balls because you’ll have the room. Or, when you miss-hit at the end of the day your paddle is too heavy. Or, summer is winding down, get a long-sleeve shirt while they last. There’s nothing in this copy other than CLICK HERE TO TRANSACT NOW. As outsiders we don’t know the customer’s language, but a business owner should.
(3) Hats, shirts, and towels retail for thirty dollars. These lightweight packable items are perfect for shipping, have good margins, and are an easier part of profitability. But they are also a form of CAC. Reducing profitability per item raises the revenue, a homeotelic approach. People pay to be walking billboards. These items are great thank you gifts, with the purchase of a premium paddle. Gifts also seed new product lines and delight consumers.
The confusing: CLICK HERE. Multiple discount codes.
Labor Day Sales (like this) raise revenue but reduce brand value. Labor Day Sales are superficial and reactionary. Labor Day Sales are heterotelic, not homeotelic. Labor Day Sales should follow, not precede, Alchemy.
Here’s an excellent example, received around the same time.
Ridge speaks the customer’s language visually: my wallet is too fat. Why buy? Does it carry my cards and cash? Oh, it does. It’s the best way ever. Not ‘best’ via test, but ‘best’ is expert language, like someone judged wallets and this is indeed the best. Don’t CLICK HERE like a child, instead shop our wares like an adult. There’s no sale, but there are premium products (good, better, best) and because value is relative, ‘good’ appears discounted to ‘better’ and ‘best’.
Outsider commentary is a challenge. It’s another perspective, unaffected by sunk costs, and angled away from the status quo. However it’s also ignorant of successes, goals, and pesky problems like ‘oops we made too much’. Broadly sales are bad unless they are baked into a business’s strategy (like Domino’s Pizza).
Homeotelic, introduced here, applies everywhere. If someone learns to cook at home they save money, eat healthier, and gain skills. If someone joins a gym they meet new people and get healthier.