Run a sale without confusing or annoying customers

Help me run a sale that's clear and doesn't annoy regular customers.

What's on sale: [products or services]
The discount: [e.g. 20% off, buy one get one half price]
Dates: [start and end]
Why I'm running it: [e.g. clearing old stock, quiet month]
Who I want to reach: [e.g. regulars, new customers]
Channels: [e.g. email, Instagram, window poster]
Exclusions or conditions: [details]

Ask me up to 3 short questions first. Wait for my answers.

Then:
1. Sale wording for each channel, with the dates clear.
2. Short, plain terms and conditions.
3. A message for regulars, perhaps giving them early access.
4. A plan: what to post before, during and on the last day.
5. A reminder to make sure "was" prices are genuine and to check the official guidance on pricing.

Clear, honest and not pushy, UK English.

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