My Black Friday Gift To My Business

We’re just under two weeks out from the weirdest “holiday” in the US.

It’s especially weird if you’re selling information and knowledge online. 

Most of Black Friday is built around the idea of discounts, and I personally never want to discount my products. 

I don’t ever want to put the thought in someone’s head that, instead of buying, they can just wait for a sale.

(and it just doesn’t feel quite fair to the folks who bought at full price, especially not if they bought recently)

Here’s what I’m doing instead.

P.S. If you want to see what I’m doing with my campaign, you can opt-in and follow along at productlaunchformula.com/blackfriday

So how do you put together a great Black Friday offer and should you do a Black Friday offer?

So I'm sure you know this is Black Friday season and of course Black Friday has gone beyond a single day. It's gone beyond those Black Friday/ Cyber Monday. It's gone beyond a few days; it's become a week sometimes it seems like it's become a month. And this is something that I personally avoided doing for years because I didn't want to be caught up in just doing the same thing everyone else was doing. I always want to stand apart in the market. I do my best to have positioning that stands apart and if everyone else has an offer, it's not something that I want to be doing.

The other thing is, I didn't want to be discounting anything because I don't, well, I never discount anything. It's horrible positioning if you have a

digital product. It's all about maintaining the positioning of your offers and I don't want our positioning to be discounting. So it's something I avoided but my team talked me into it last year and the results were beyond anything I could have ever imagined. And as I dug into the psychology it became evident that it's just people don't resent seeing a Black Friday email, that's they're looking for that, they're just scanning their inbox to see if there's going to be a Black Friday offer from someone that they want to engage with.

And so I realized that this is just an opportunity to build your buyers list

and this is something I think we've talked about before. This idea that you

have, broadly speaking, you have two types of people on in your audience on your email list, the people that have bought from you and people that haven't bought from you, prospects and buyers and that a buyer is worth 15 times what a prospect is for it's 15 times easier to sell to a buyer than it is to someone who hasn't bought from you in the past because they've developed a level of trust with you.

And so as I dug into this it's just like Black Friday is an amazing way to build your buyers list. So it's not even about initially making a huge amount of money from that initial transaction but it's from all the following transactions. So a few ideas on how to put together a great Black Friday promotion. Well, first of all, don't discount your flagship product. If you've got one main flagship offer, absolutely don't discount that. You'll make some sales, you'll do great during Black Friday, but you'll be stealing those sales from all your future results. You'll be hurting your positioning and your positioning is absolutely paramount.

So do not discount your flagship offer, in my opinion, what you should be doing is creating a bundle. Think in terms of bundles because when you put together a bundle people can't…  It's not an Apples to Apples comparison for people to look and see whether you're discounting or not. So think in terms of bundles. Think in terms of possibly putting together a special offer of a special product that's not on the market. And that's what we do, like, I've got a great Black Friday offer coming up and it's something that you normally cannot buy from me. It's super attractive but it's not normally for sale.

So those are a couple things to think about. Another one is that you should have additional offers like order bumps and upsells and down sells that they are post transaction. So someone buys from you initially, says yes to the first offer, then you want to have a second offer, and the third offer, and that's what's going to take your Black Friday results through the roof.

People are in the buying mood so take advantage of that idea – that a buyer is worth so much more and that includes when they first buy from you. So when they first buy from you, then you make another additional offer, and a whole even additional offer after that, and then if you have a sequence to follow up to them knowing they're now a buyer and they're going to be have far greater inclination to buy from you again – that's how you win for me.

Our first Black Friday offer we created, it was for a subscription service and so it was initially a very low ticket but because we have an amazing offer, an amazing product people have stuck with us. And we're now 12 months later and people are still with us. And it continues to pay off a full year later. 

So Black Friday, I have become a believer in it. There's this mass, mass psychology, almost hysteria of people wanting to buy at that time. And if you put yourself in front of that wave you're going to win. Just don't give away your positioning, don't discount your main product. Create a separate, different offer and remember you're generating a list of buyers and that's going to pay off huge in the long run.

I'm Jeff Walker and let's go get them this week.