7 Unique Strategies in Sales Copywriting - Black Friday Example

Sales Copywriting that Doesn’t Just Focus on Selling

Black Friday is known for its aggressive sales tactics, but what if there was a different approach?

One that prioritizes connection over conversion?

We’re inundated with sales pitches and sales copywriting, and a fresh perspective on copywriting could make all the difference.

What do I mean by “fresh” when I use it with copywriting?

It’s exactly what Tralangia as a small copywriting business wants to achieve—to craft copy that does sell, yes, but in a non-pushy, not salesy and aggressive way.

Naturally.

And I’ll show you exactly what I mean below:

How to Craft Black Friday Copy - An Example from Hiatt Denim in 2024

Black Friday in 2024 (and I’m on the lookoutto see what they come up with for Black Friday 2025) was an interesting period for the above brand.

I saw their campaign.

It included a decision by the denim producer in Wales not to take part in the whole madness: they went with a total black website and wrote in white fonts what for them Black Friday was - FRYDAY, as they called it.

Justly so. Because Black Friday and this madness around selling is doing nothing good for our Earth.

Their sales copywriting doesn’t have selling as an ultimate aim. Sales can wait. They want to inform first. And they want to make you aware of the problems around us.

What the brand implied is that people buy lots of things on Black Friday that they don’t really need.

There’s a lot of truth in there.

But let’s now see how you can still craft impactful copy that resonates with your audience even when it’s not only about selling:

1. Focus on Storytelling to have a better

sales copywriting

Storytelling is a powerful tool in copywriting.

But not many use it to connect with their audience on a human level.

Instead of bombarding customers with prices, craft a narrative that draws them in.

Share the origins of your brand or the journey of your most cherished products.

Action Steps:

• Choose a story that aligns with your brand values.

• Use descriptive language to create imagery in the reader's mind.

• Incorporate emotions—joy, nostalgia, or a sense of belonging.

An example could be highlighting a customer who found joy in a product from your store, creating a personal connection before mentioning the deal.

2. Emphasize Value in your Sales Copywriting

When writing sales copy, think about the value you offer beyond just the price. Discuss the quality, benefits, and experiences your products provide. This creates a sense of worth that isn't just tied to dollar signs.

Action Steps:

• Create bullet points /they are visually appealing and easier to scan/ that list out the benefits of your products.

• Share testimonials that reflect customer satisfaction and fulfillment.

• Avoid mentioning discounts directly. Instead, focus on what the product means to the customer.

For example, instead of saying, “It's 50% off!” consider saying, “This item will elevate your holiday experience.”

Talking about value, you may not think of the recent British Airways ad as giving value as mentioned above, but still, what the ad creators wanted to highlight with photography, as well as with a sales copy lending you a feeling of calm, is the benefit of flying with BA.

Calmness as a value for business class travelers (with that they are targeting a specific clientele).

Titled ‘Doors,’ the work from Uncommon celebrates the airline’s business class in-flight seat and the privacy it provides customers.

The out-of-home push demonstrates the moment of uninterrupted calm through a single slit in the images, illustrating moments of quiet. From someone putting their feet up, enjoying the in-flight entertainment and catching up on sleep, all utterly unaware of their surrounding environment.

3. Build Engagement Through Community Connection

Connecting with your audience means more than just selling to them; it's about bulding a community. Engage with your customers by inviting them to share their stories and experiences related to your brand!

Action Steps:

• Start a social media campaign encouraging customers to share photos or stories using your products.

• Host virtual events or discussions, allowing direct interaction.

• Utilize user-generated content in your marketing.

Highlighting your customers helps build a relationship built on authenticity.

4. Create an Inclusive Experience

Inclusivity in copywriting means ensuring everyone feels welcomed and represented. This can be an effective way to broaden your customer base and have loyal customers.

When I’m talking “Black Friday selling”, start creating a campaign that will include parts of society that haven’t felt appreciated so far.

Start talking with people and include their views and opinions in your sales copywriting.

Imagine how these people would talk. How they would feel.

Action Steps:

• Use language that is friendly and approachable, avoiding jargon that might alienate some customers.

• Showcase diverse representations in your imagery and messaging.

• Offer products or services that cater to all demographics.

For example, consider sharing stories or experiences from customers of different backgrounds.

Dove, for example, has campaigns that cater to a specific customer base.

It’s a versatile brand that spans multiple categories. And it also worked on its approachability while breaking prejudices on what constitutes beauty and success for women.

They asked women in the streets about this and used it in their sales copy.

5. Offer Insights and Information in your Sales Copywriting

Instead of just promoting products, provide valuable insights that can help customers make informed decisions.

This shows that you care about their needs and are not just focused on making a sale.

You could, say, invite people to try out your products first and then include what they say about it in your sales copy.

Action Steps:

• Write blog posts (500 words and more) or guides related to your products, answering common questions.

• Use data and research to back up claims about your offerings, ensuring credibility.

• Share trends that are relevant to your brand, giving customers something to think about.

By positioning your brand as a trusted resource, you naturally draw customers in.

As we’re living in a world that is so polluted and ecology is not on everyone’s mind, use information which will make potential users of your product refrain from doing something or acting in a way that would harm the planet.

6. Highlight the Experience, Not Just the Product in your Sales Copy

Help customers visualize the experience your product will bring into their lives. This differs from simply discussing the product itself, as it taps into emotions and aspirations.

And you can do that best with video (apropos video, here’s my video analysing the sales copy of a luxury brand)!

Action Steps:

• Use vivid descriptions that evoke sensory feelings—colors, textures, scents.

• Paint a picture of how your products can enhance life moments.

• Share visual content that showcases experiences related to your products (I, for instance do a lot of videos on Youtube where I analyse copies and bring copywriting nearer to potential clients)

Instead of just saying, “This coat keeps you warm,”

try,

“Imagine wearing this coat while sipping hot cocoa and enjoying the winter scenery.”

7. End with a Thought-Provoking Question

Encourage engagement by ending your copy with a thought-provoking question. This invites readers to reflect on their own experiences and opens a dialogue.

Action Steps:

• Reflect on key themes in your copy and pose a relevant question.

• Encourage readers to share their thoughts on social media or in comments.

• Use this engagement to continue the conversation beyond the initial touchpoint.

For instance, ask, “What moments do you cherish most during the holidays?”

This helps create a meaningful connection with your audience.

Before I jump to write the conclusion, read what Klaviyo says what are their Black Friday copywriting ideas.

Conclusion:

As we’re a week ahead of Black Friday 2025 and ahead of other promotional seasons, remember the power of impactful, genuine copywriting.

By focusing on storytelling, value, community, and experience, you not only build a stronger brand but also create deeper relationships with your customers.

The most powerful takeaway here is that authentic engagement, rather than pressure to sell, leads to more lasting connections and better brand loyalty.