How to write an effective small business promotion.

It’s tempting to quickly create a social media post, newsletter or advert.

It may well be effective!

But if you want to see a bigger boost in sales.

Try a more tailored approach.

A well-planned campaign can bring in fresh revenue and custom.

Here’re my top tips (in 4 easy steps).

Good luck 💪

1. Focus on your target audience.

Take a minute to remind yourself who your target customers are.

Who are your most profitable customers? 

Look at past and current customers. Scroll through your social media followers – these all have potential.

Who are they? Where are they? What do they do every day? What do they need? What problems do they have?

Create a buyer persona. A profile of your target customer.

It’s easier to write with someone in mind.

A message tailored to your target audience, will be more effective than a general message aimed at everyone.

2. Do some research.

A simple task but worth it.

Look at similar and influential businesses.

Sign-up to newsletters and follow others on Instagram, Facebook, LinkedIn and Twitter to see what’s going on.

Look at how other businesses are adapting and attracting business with the current restrictions.

This will give you ideas.

3. Talk about your benefits.

What’s in it for me?

What does your customer really desire?

Get some feedback from customers or friends who know you well.

Why do people go to you?

What problems do customers have that you solve?

You have a USP – a unique selling point. Something that no one else offers.

Tell people what it is…

Benefit examples

  • Quality products and services
  • Originality
  • Value for money
  • Excellent customer service
  • Local, sustainable business
  • Friendly, helpful staff
  • Experience and qualifications
  • Comfort and enjoyment
  • Self-improvement
  • Environmental credentials
  • We do all the hard work so you don’t have to…

4. Create your promotions.

Now’s the time to put your business out there!

What are your customers planning for?

What problem can you solve?

4 easy steps:

1. Choose your platform. 

How can you reach your target audience?

Social media, email, video, print, local press?

Could you expand your audience with a different platform?

2. Choose a campaign.

  • Existing products or services
  • New products or services
  • Build-up campaigns (to an event or product launch)
  • Book/order now – early bird discounts
  • Visually branded campaigns
  • Seasonal campaigns
  • Competitions
  • Like & share posts
  • Live videos and vlogs
  • Tips and advice to help your customers
  • Behind the scenes photos (helps build trust and reassurance).

3. A strong, simple message aimed at your target audience.

A short and sweet message that clearly promotes what you do with one or two benefits, will be effective.

A good promotion will include:

  • A strong benefit
  • Service or product info – what are you offering?
  • Reassurance – reviews, qualifications
  • Contact details

Always start with a strong benefit or your USP.

What does your ideal customer really desire/want?

Customer reviews or photos of happy customers will give ‘piece of mind’.

4. Don’t forget to entice action.

Tell customers what you want them to do.

Give one option –

  • Call
  • Visit website
  • Order/book now
  • Like or share

Clearly show your contact, shop or website details.

To entice action, give a deadline to receive a special offer or discount. Or advise of limited stock or availability.


If you take some time to plan your copy, you’re likely to see better results.

Good luck! 

Useful links

How to create a buyer persona. Hootsuite

How do I advertise my small business? Simply Business

6 Real examples of how you can connect with customers on social media. UK Domain

6 Creative responses to coronavirus challenges from UK small businesses. Startups