Every year as Black Friday rolls around, businesses dive headfirst into the frenzy. It’s no longer just a day or a weekend – it’s practically a week-long event.
For years, I stayed away from offering Black Friday deals. Not because it doesn’t work, but because I didn’t want to be like everyone else.
I’ve always focused on standing out, maintaining a unique position in the market. Jumping into the Black Friday chaos felt like blending in, not standing apart.
The other reason? I refused to discount anything.
When you’re selling digital products, your positioning is everything. Offering discounts can chip away at the value you’ve worked so hard to establish. It can create the perception that your product isn’t worth its full price, and I wasn’t willing to let that happen.
But my team convinced me to try a different approach. What happened next entirely changed how I view Black Friday.
What I Learned About Black Friday Psychology
One of the biggest lessons I learned about buyer psychology is that people expect Black Friday offers. There’s almost a collective mindset during this season. Your audience is scanning their inboxes, actively looking for deals from brands they trust. They’re already in a buying mood.
What surprised me most was that these promotions aren’t just about immediate revenue. They’re an incredible opportunity to build a list of buyers, which is one of the most valuable assets you can have.
Here’s why:
Buyers trust you. They’ve already taken the leap to purchase from you, which means future sales become 15 times easier.
Buyers are worth more. They’re more likely to engage with your content, buy additional offers, and stick with you long-term.
What I Got Wrong About Black Friday
If you’re like me, the idea of slashing prices on your main product might make you cringe. Discounting your flagship product can:
→ Hurt your positioning.
→ Train your audience to wait for discounts.
→ Undermine the value of your offer.
Instead, here are a few strategies that worked for me:
1. Don’t Discount Your Flagship Product
Your flagship product is the cornerstone of your business. Offering it at a discount might bring short-term sales, but it can hurt you in the long run. Protect your positioning by keeping the value intact.
2. Think in Bundles
Bundles are one of the best ways to create an irresistible Black Friday offer. By combining products or services, you avoid direct price comparisons, which can happen with standalone discounts. Plus, bundles allow you to provide additional value without devaluing your core offers.
3. Offer Something Exclusive
One of the strategies I used was to create a Black Friday offer that wasn’t available at any other time of the year. It wasn’t part of my regular product lineup, which made it exciting and special. This approach utilizes the urgency of Black Friday while maintaining your brand’s integrity.
4. Use Upsells, Order Bumps, and Down Sells
The psychology of Black Friday is simple: people are already in a buying mood. Once someone says “yes” to your initial offer, they’re far more likely to say “yes” to additional offers.
Here’s how to do it:
- Order Bumps: A small add-on they can include with their purchase.
- Upsells: A higher-tier offer presented after the initial purchase.
- Down Sells: A lower-cost option for those who decline the upsell.
This marketing strategy turned out to be a game-changer for my Black Friday promotion.
The Offer Paid Off
For my first Black Friday offer, we created a low-ticket subscription service. The entry price was intentionally low to encourage people to take that all-important first step. But the key was that the value of the service far exceeded the price.
A year later, many of those initial subscribers are still with us. The lifetime value of those customers has far exceeded what we initially made on Black Friday.
Why Black Friday Is Worth It
I’ll admit, I was skeptical at first. But now, I’m a believer. Black Friday offers give you a chance to ride the wave of buying psychology, connect with your audience, and build a list of buyers who trust you.
The key is to do it without sacrificing your positioning. Remember, it’s not about the sales you make today, but about the relationships you build for tomorrow.
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