For many businesses, January is the worst month of the year, particularly if you are in a B2C enterprise. It’s no mystery why – customers have just shelled out a lot of cash for Christmas, and they’re naturally thinking about taxes, feeling the pressure of debt, and determined that this year, they’ll cut out the nonessentials and get ahead. It’s a challenging environment, but that’s why marketing is more important than ever in Q1. The target may be a bit trickier to hit this time of year, but there is still room to succeed if you employ one or more of these 3 tried and true tactics for this season:

Aspirational Messaging Based on the Data

Too often we can be pushy in our messaging, rather than stepping back, taking a look at where our customers are at, and supporting their needs. In the season of New Year’s resolutions, many people are actively seeking self-improvement, feeling optimistic, and trying to turn a new leaf. Around 1/3 of Americans are planning on making a New Year’s resolution in 2024, and the most commonly reported goals are saving more money, being happy, exercising more/improving physical health, and improving mental health. You can harness these desires and use them to frame your message to the customer.

Be sure not to be lazy or cliché about your messaging, however. “New year, new you,” for example, has proven to be among the worst-performing phrases in digital marketing over the last 7 years. It misses the mark because A) Everyone has heard that phrase a thousand times, and B) It does not really see the customer for who they are and what they are trying to become. It just sort of blithely and generically assumes that you need to be something different.

What, specifically, is your customer trying to become in 2024? Support that vision, and emphasize the immutability of their new path. Phrases like “don’t miss out” and “last chance” perform poorly in email marketing, in part because consumers are tired of being siphoned for money after the holidays, but also because the modern consumer does not like messaging that feels like an ultimatum or a threat of scarcity or regret. Phrases like “tried and true” and “you’re going to reach for this again and again” perform very well because people want to know that their purchases are helping them improve for the long haul. They are looking for value, and they like being treated with appreciation as if you are assisting them rather than using them. Make customers feel like they are already being successful in their aims. Recent research shows that messaging in the past tense is actually more effective than imperatives. Ie, don’t tell your prospects to do something (data analysts like Persado tell us), tell them that it is already done on their behalf.

Your customer is reaching for an ideal – so don’t sell them a pain point in January. Tell them they’ve found that tried and true product to support the changes they aim to achieve in 2024.

 Discounting

“You can’t afford to buy this? When I’m done, you’ll say that you can’t afford not to buy this!”

Sure, the above phrase is a little bit of a cliché in sales. However, when done right, it is still a powerful, effective weapon in your arsenal, particularly at a time when people are actively looking to save more money.

Don’t randomly slash your prices – come up with a reason your customer can get behind. Make them feel like they are part of the process of discovering that buying your products will save them money. For example, “Last season’s styles” will catch price-conscious consumers’ eyes. They know that many businesses need to keep up with the trends, so they’ll feel smart after buying up the old inventory. This way, it’s more than just a sign that says “Sale” or “Bargain Bin.” If a customer is following the story, they’re more likely to participate in it.

Additionally, the “tried and true” and “again and again” language can be effective here. Sure, your customers may not want to spend much money right now, but if your product can reduce what they need to spend in the future, they might be willing to reach for that wallet. Take a hard look at how your offering can help customers save over time, and communicate that message to them.

Cross-Selling Suggestions

“All you had to do was ask.”

Seven powerful words, and if you keep them in mind, you can raise the value of your average order (and with it, your January sales figures).

Once your customer is already committed to making a purchase, helpful suggestions of complementary products no longer seem pushy, as long as you don’t overdo it. Not everyone is going to buy the insurance plan when they buy a new phone – but a lot of people will. So ask the customer if they want fries with that burger (a simple message that historically accounted for at least 15% of McDonalds’ total revenue). Think of products that support what your customer has at the checkout, whether in-store or online, and offer a less expensive additional item to go with it. Bagels need cream cheese, and shampoo needs conditioner. Someone buying dumbbells might want workout gloves. Make sure your suggestions are targeted, relevant, and fit within the best practices of cross-selling, but at the end of the day, all you have to do is ask.

TL;DR

January presents a challenging environment for most businesses selling directly to consumers. You can beat the spread by reaching prospects with aspirational messaging that supports their ideal self-image, by showing them how acting on sales can save them money in the long run, and by helpful cross-selling suggestions at checkout.

Quick Hits

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• The Biden Administration has taken steps to remove funding from pro-life crisis pregnancy centers.
• Facebook has banned the official Libs of TikTok page in what some are calling pre-election censorship.
• The International House of Prayer Kansas City (IHOPKC) has cut ties with founder Mike Bickle after he confirmed in part and denied in part a slew of grooming and sexual abuse allegations.
• California retailers are now required by law to present toys in a gender neutral aisle.
• Barclay’s downgrades Apple, resulting in a 3% stock price tumble.