Why should I give customers a two-month window on a follow-up discount code instead of a shorter expiration?

The two-month window is strategic. You want to give the customer time to have their ego stroked and validated. Ideally, during those two months, they’ll have friends or family over - a barbecue, cocktail party, or dinner - and someone will compliment them on the art. When visitors say ‘Wow, that piece is beautiful!’ the customer gets validation for their taste and purchase. This positive reinforcement makes them much more likely to buy again. If the discount expires too quickly, you miss this important psychological moment. Plus, if they’re immediately excited, they can use the code right away, but you’ve given yourself room for that validation to happen naturally.

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Asked by general audience · Answered by Patrick Shanahan · art-marketing-podcast · 2018-04-12