Mitch Thorne - Copywriter

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1. Tap Into FOMO (fear of missing out)

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Nothing motivates action like the fear of being left out. Black Friday is a prime time to leverage FOMO because customers are already expecting limited-time deals. Phrases like "Last chance!", "Don’t miss out!", or "Only a few left in stock!" create a sense of urgency that compels readers to act quickly.

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2. Inject urgency 

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Time-sensitive language drives conversions. When shoppers feel the clock ticking, they’re more likely to commit rather than overthink.

✅ Use phrases like:

• "Hurry, ends at midnight!"
• "24-hour flash sale!"
• "Limited-time offer: Once it’s gone, it’s gone!"

Combining urgency with countdown timers on landing pages or email campaigns can help to visually reinforce the time sensitivity.

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3. Leverage scarcity to drive action

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Scarcity is another psychological trigger that plays on our innate desire to grab something rare. Highlighting limited stock or exclusive availability makes your offer more enticing.

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Example:

• "Only 5 items left at this price!"
• "Limited edition just for Black Friday."

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4. Keep your copy clear and simple

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During Black Friday, consumers are bombarded with information. The best way to cut through the noise is to be clear, concise, and straightforward. Overcomplicated language or too much information can lead to decision fatigue and hesitation.

✅ Focus on:

• Short, impactful headlines.
• Easy-to-read bullet points.
• Highlighting key benefits upfront.

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Example: “Save 50% on our best-selling winter coat. Today only.”

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5. Adapt your tone without losing your voice

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Black Friday is an opportunity to adapt your tone, but staying true to your brand is essential. Find a balance between adopting more sales-forward messaging and maintaining your unique voice.

If your brand is playful, lean into humour:
“Deals so good, even your bank account will smile.”

If your brand is professional, focus on trust and value:
“Invest in quality at a price you’ll only see this Black Friday.”

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💡 Tip: Always test your copy in quieter periods. What works for a standard campaign might need tweaking to align with the high-stakes urgency of Black Friday.

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The key to a successful Black Friday campaign lies in understanding your audience and writing copy that speaks directly to their needs and emotions. By harnessing FOMO, urgency, scarcity, clarity, and brand adaptability, you’ll be well on your way to crafting messages that stand out and convert.

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