Black Friday is one of the biggest buying holidays of the year. It’s no longer just a U.S. phenomenon – it’s gone global. But here’s the thing most people miss: Black Friday isn’t just about making sales, it’s about creating buyers who will come back to you time and again.
Let me show you why this mindset shift is critical and how to craft a marketing strategy that brings people into your world for the long haul.
Why Black Friday Isn’t Just Another Sale Day
People who have bought from you before are 15 times more likely to buy from you again compared to someone who’s never purchased. That’s a massive difference – and it’s why repeat buyers are the foundation of any successful Black Friday strategy.
Combine this with the fact that Black Friday has evolved into a full-blown buying season. Globally, people are primed to spend, which makes this the perfect time to bring them into your world.
The Big Mistake Most Businesses Make on Black Friday
Let me save you from a costly error: don’t discount your flagship offer. Here’s why:
1. Discounting Your Flagship Offer Undermines Your Core Offer
Discounting your signature program, course, or membership sends a signal that it’s not worth full price. It erodes your positioning and cheapens your brand in the eyes of your audience.
2. Discounting Your Flagship Offer Cannibalizes Future Sales
Every time you slash prices on your core offer, you’re pulling revenue away from future sales. Why would someone pay full price next month if they think another discount is just around the corner?
Black Friday isn’t the time to devalue your best work. It’s the time to design an offer that attracts buyers without compromising your positioning.
How to Create a Winning Black Friday Offer
Instead of discounting your flagship product, shift your focus to creating an entry-level offer that leads buyers deeper into your ecosystem. Here’s how:
1. Create an Irresistible First Step
Design a smaller, lower-risk offer that’s easy for someone to say yes to. This could be:
- A bundle of resources.
- An exclusive bonus package.
- A one-time workshop or toolkit.
The key is to make this offer stand out while keeping it accessible, creating an entry point that makes people feel confident about working with you.
2. Build a Path to Your Core Offers
Your Black Friday offer should naturally lead into your signature program, coaching service, or membership. Think of it as a stepping stone:
- Upsells: Offer a discount on your core program immediately after the purchase.
- Follow-Up Campaigns: Use email sequences to nurture buyers and showcase the value of your higher-ticket offers.
This approach turns your Black Friday sales into a funnel that feeds your long-term goals.
3. Deliver an Incredible Experience
Ensure the offer overdelivers. Make buyers feel they’ve received massive value so they’re primed and excited to invest in your bigger programs.
Maximize that Momentum
Black Friday isn’t a one-and-done event. It’s the beginning of a journey that can drive sales for weeks and months to come. Here’s how to keep the momentum going:
Utilize Waiting Lists
A waitlist is a powerful tool to build anticipation and excitement. It’s not something I typically recommend for every launch, but for Black Friday, it can create a sense of urgency and exclusivity that primes your audience to buy.
Focus on Post-Purchase Upsells
Don’t let the journey end at the checkout page. After someone makes their initial purchase, immediately offer them an upgrade or an add-on. For example:
- If they buy a toolkit, offer them a discounted live workshop.
- If they join a small course, upsell them into a membership.
Plan Follow-Up Campaigns
The real magic happens after Black Friday. Use email campaigns to nurture buyers, share success stories, and introduce them to your core offers. The goal is to keep the relationship going, so they feel ready to invest in your flagship product when the time comes.
The goal of a successful Black Friday strategy isn’t just a dollar grab – it’s a way to attract loyal followers. In my business, we call our buyers “Owners” because they’ve stepped into our ecosystem and taken action. When you design your Black Friday offer with this in mind, you’re not just making sales – you’re creating lifelong customers.
Serve your audience in a big way, get them excited about what’s next, and set the stage for future launches.
Now that you know what most people forget about Black Friday, it’s time to put this strategy into action. What kind of offer can you create that attracts buyers, protects your positioning, and sets you up for long-term success?
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