Should I include discount codes and limited-time offers in my initial Facebook ads?

No, not in ads targeting people who don’t know you yet (cold traffic). Using discount codes and urgent ‘buy now’ language right away is one of the biggest mistakes artists make. It’s trying to close a sale before you’ve built any relationship or trust. This approach treats cold traffic like hot traffic — people who already know and trust you and are ready to buy. Save your discount offers for later in the relationship, particularly during holidays, after you’ve educated people about your work, shared your story, and built up goodwill. For cold traffic, focus on introduction, education, and relationship-building first. The aggressive sales tactics only work on people who are already warm or hot toward your brand.

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Asked by general teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2017-02-25