ECOMMERCE

Seasonal campaign copy set

Use when a sale or seasonal push needs matching copy across email, on-site and ads in one go.

seasonal-campaign-copy-set.md

Download .md

Build a campaign copy set for {{BRAND_NAME}}.

Campaign: {{CAMPAIGN_NAME}}
Offer, exactly as it will run: {{OFFER_TERMS}}
Dates: {{START_AND_END}}
Products featured: {{FEATURED_PRODUCTS}}
Audience: {{AUDIENCE}}
Exclusions and small print: {{EXCLUSIONS}}

Produce:
1. One campaign line of under 8 words, used everywhere as the through line.
2. Homepage banner - headline under 8 words, subline under 18 words, button under 4 words.
3. Three emails: announce, mid-campaign, last chance. For each give subject line, preview text under 45 characters, and body under 120 words.
4. Two paid social variants: primary text under 90 words, headline under 30 characters.
5. One SMS under 140 characters including the offer terms.

Rules:
- The offer must be stated identically everywhere. Do not soften, round or restate the terms.
- Exclusions must appear wherever the offer appears, in the shortest accurate form.
- No countdown urgency language beyond the actual end date.
- No em dashes. No "in today's". No "it is not just X, it is Y".
- Flag anything that would need legal or compliance review with [CHECK].

Fill in before running

Replace each placeholder with your own detail. The more specific you are, the less the model invents.

{{BRAND_NAME}}
{{CAMPAIGN_NAME}}
{{OFFER_TERMS}}
{{START_AND_END}}
{{FEATURED_PRODUCTS}}
{{AUDIENCE}}
{{EXCLUSIONS}}

Getting a better result

Paste the offer terms verbatim from the promotions system, not from a brief. Restated offers cause refunds.
Lock the through line first, then let the rest be written against it, or the set drifts apart.
Subject lines are the part to rewrite by hand. Take the angles, not the wording.

Questions about this prompt

When should I do this in one pass rather than channel by channel?

When the same offer has to appear on email, the site, paid social and SMS, and the real risk is each channel stating it slightly differently. Writing per channel is fine for a single asset. Do it in one pass when consistency of the offer terms matters more than the polish of any one line.

What do I need before building the set?

The offer terms copied from the promotions system rather than the brief, the exact dates, the featured products, the audience and the exclusions. The tips are blunt about this and they are right: an offer restated from a brief is how you end up honouring a discount nobody ever configured.

What does the set contain, and what do I lock first?

A through line under eight words, a homepage banner, three emails, two paid social variants and one SMS, with [CHECK] on anything needing compliance review. Lock the through line before reading the rest, since everything else is written against it and the set drifts apart if you change it afterwards.

Which part should I not ship as generated?

Shipping the subject lines as generated. Take the angles and rewrite the wording yourself, as the tips advise, because subject lines are where a house voice shows most and a generated one shows least. Check too that the exclusions survived into the SMS, where the character limit tempts people to drop them.