Want to Drive Sales This International Women’s Day? Focus on Stories, Not Just Discounts
When International Women’s Day rolls around, most brands hit the same predictable note: flashy discounts, limited-time offers, and aggressive sales campaigns.
But here’s the truth based on my 20+ years in email—discounts alone don’t build loyalty or lasting connections. In fact, they can reduce your brand to nothing more than a price tag.
This guide challenges the status quo and reveals a better strategy: storytelling.
The Problem with Discount-Driven Campaigns
1. Discounts Are Forgettable
Sure, a 20% off deal might spark temporary interest, but it rarely leaves a lasting impression. When the sale ends, so does the engagement.
2. It Becomes a Price Race
Relying on discounts pits your brand against competitors in a race to the bottom. Customers become loyal to the lowest price, not your product or story.
3. Discounts Don’t Connect Emotionally
International Women’s Day is about empowerment, progress, and recognition. Slapping on a discount without context misses the opportunity to connect with your audience on a deeper, emotional level.
The Solution: Storytelling That Sells
1. Share Authentic Stories
Highlight the women behind your brand—founders, team members, suppliers, or customers. Authenticity resonates more than any discount code. For example:
Founder Stories: How did your female founder overcome challenges?
Customer Spotlights: Showcase how your product impacts real women’s lives.
Employee Highlights: Celebrate the women who drive your business forward.
2. Align Your Message with Purpose
Tie your campaign to a cause. Maybe a portion of sales goes to a women’s organization, or you feature stories about gender equality. This adds substance to your message, making customers feel like their purchase has purpose.
3. Use Emotional Copywriting Techniques
Use direct, emotionally-driven copywriting techniques:
Hook with Emotion: Start with a story that grabs attention—a struggle, a triumph, or a relatable moment.
Create Connection: Make your audience feel like you’re speaking directly to them.
Subtle CTA: Don’t scream “BUY NOW!” Instead, invite them to be part of something meaningful.
Implementing Your Story-Driven Campaign
1. Design an Impactful Email Series That Converts
Skip the generic “Women’s Day Sale” subject lines. Instead:
Email 1: Share an inspiring story.
Email 2: Connect the story to your brand’s mission.
Email 3: Introduce an offer that feels like a bonus, not the main event.
2. Leverage Social Media for Engagement
Instead of “shop now” posts, create:
Reels/Stories: Short videos sharing real stories.
Carousel Posts: Highlight key moments or quotes from the women you feature.
Interactive Q&A: Engage your audience by inviting them to share their own stories.
3. Incorporate User-Generated Content (UGC)
Invite your audience to share their own experiences related to your brand. Feature their stories in your emails or on social media, creating a sense of community and authenticity.
Common Pitfalls to Avoid
Surface-Level Tributes: Don’t just post a quote and call it a day.
Forced Authenticity: If it feels fake, your audience will notice.
Ignoring Diversity: Ensure the stories you share reflect diverse voices and experiences.