Identity Led Discounting
👤Stop discounting to sell. Start discounting to validate who they already think they are. Discounts are a crutch.
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In this newsletter, you’ll find:
👤 Identity Led Discounting: Stop discounting to sell. Start discounting to validate who they already think they are. Discounts are a crutch.
🎯 Google Ads AI vs. Third-Party Tools: Who Wins on Creative Performance?
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👤 Identity Led Discounting: Stop discounting to sell. Start discounting to validate who they already think they are. Discounts are a crutch.
10% off. 20% off. Final call. Everyone’s doing it. No one’s remembering it. Worse, most buyers aren’t excited by discounts. They’re suspicious. So instead of chasing conversions with shallow promotions, use discounts to affirm identity.
You’re not lowering the price, you're rewarding the worldview. This is Identity-Led Discounting: A strategy where the discount means something not just financially, but emotionally.
🎯 The Shift
Old model:
“Here’s the code. Use it or don’t.”
New model:
“You said something. You shared something. You believe something — and this discount proves we saw it.”
It could be public:
“We saw your comment on our Reel.”
“We saw your post about ditching harsh skincare.”
“You used the word ‘ritual’ so here’s a reward.”
It could be private:
“You took our quiz and said you wanted energy without caffeine.”
“You told us your kid has texture issues. This is for you.”
Now the discount isn’t generic. It’s recognition.
🛠 Implementation Blueprint
Mine language, not behavior: Use tools like Brand24 to identify rising language clusters, e.g. “fragrance-free,” “calm morning,” “hydration fatigue.” These are identity markers.
Public triggers, private rewards: Launch creator posts that prompt response: “If you’re the kind who reads ingredient labels twice, comment CLEAN.” Manychat handles the follow-up DM: “We saw you. Here’s 15% off the product you’d probably pick anyway.
Post-purchase affirmations: After the sale, use a follow-up DM that reinforces their identity, not just the product:
“People who picked this usually care about [X]. That tracks.”
Brand24 helps find the language. Manychat delivers the moment. You handle the meaning.
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