Everyone knows the story of the little boy who cried wolf. Many advertisers cry wolf every time they promote a sale, which is usually more often than necessary. When your advertising consists entirely of promotions and discounts, that’s how consumers will identify you. Instead, why not say something in your advertising that causes the consumer to think of you first whenever they think of your product category?
By constantly advertising a sale, you’ll find it works less and less the more you do it. You are speaking the language of the coupon-clipping price shopper. Price shoppers will gladly sacrifice quality in order to save a buck. In the long run, they hurt your profit margin because they tend to only buy low-end products with slim markups.