Copy & Voice

General Guidelines

Sale copy & voice should align with Finish Line Copy & Voice standards.
The sale or markdown should be clearly stated in the headline.
Avoid combining multiple offers in a single message.
Markdowns messaging can be more culturally relevant. Pop culture can be referenced in either subject lines or subhead/CTAs.
Asterisks need to be included on any copy which messages a deal or percentage off. They should appear after the deal, but before any creative copy.
A specific brand partner can only be messaged in a markdown if it is the only brand featured in the grid.
Keep subject lines short and to the point. Limit these to 1 set of numbers – just using a percentage works better than including other information like how many styles were added.

Example Headlines

SL: Rain drop. Drop top. New Markdowns lookin’ hot hot.
Headline: Up to 40% off markdowns*
CTA: Shop Now >

Headline: Up to 50% off markdowns*
Subhead: Leave the debt to the Lannisters
CTA: Hodor >

Don’t
Say, “Save up to xx% off”. Copy should be “Save up to XX%” or “Up to XX% off”.
Although a common phrase, it is incorrect as you cannot “save up to off”.

End of Season Sale - Guidelines

Messaging for End of Season Sale should follow all general guidelines listed above.
Use a phased messaging approach to drive urgency throughout the duration of the sale.

Phase 1: No Urgent Message

Phase 2: 2 Days Left + Countdown Timer

Phase 3: Last Day + Countdown Timer

Exclusive to-the-point subject lines work best. Subject lines with multiple sets of numbers do not perform well.

Example Headlines

End of Season Sale
Best Sellers up to 50% off*
CTA: Shop Now >

2 Days Left – End of Season Sale
Best Sellers up to 50% off*
XX:XX:XX
CTA: Shop Now >

Last Day – End of Season Sale
Best Sellers up to 50% off*
XX:XX:XX
CTA: Shop Now >