
How to Run a Great Black Friday Promo
Here are the top 5 questions I’ve received about how to run a great Black Friday Promo… And the answers to them:
๐. ๐๐ก๐๐ญ ๐ข๐ฌ ๐ญ๐ก๐ ๐ข๐๐๐๐ฅ ๐ญ๐ข๐ฆ๐ ๐ญ๐จ ๐ฌ๐๐ง๐ ๐๐ฅ๐๐๐ค ๐ ๐ซ๐ข๐๐๐ฒ ๐๐ฆ๐๐ข๐ฅ๐ฌ? ๐๐ง๐ ๐ก๐จ๐ฐ ๐ฆ๐๐ง๐ฒ ๐ฌ๐ก๐จ๐ฎ๐ฅ๐ ๐ฒ๐จ๐ฎ ๐ฌ๐๐ง๐ ๐จ๐ฏ๐๐ซ ๐ญ๐ก๐ ๐๐จ๐ฎ๐ซ๐ฌ๐ ๐จ๐ ๐๐ฅ๐๐๐ค ๐ ๐ซ๐ข๐๐๐ฒ ๐๐ง๐ ๐๐ฒ๐๐๐ซ ๐๐จ๐ง๐๐๐ฒ? ๐๐จ๐ฐ ๐๐๐ซ๐ฅ๐ฒ ๐๐ซ๐ ๐ฒ๐จ๐ฎ ๐ฌ๐ญ๐๐ซ๐ญ๐ข๐ง๐ ๐ฉ๐ซ๐จ๐ฆ๐จ๐ฌ?
I like to start pretty early to avoid being stuck in a sea of other companies that waited until the final week to start talking about Black Friday promos.
(hint hint: this post is part of my ‘early’ Black Friday strategy)
Early on, you want to start talking about the problem that your product/service solves OR how it makes people feel (depends on the product).
You’re essentially raising awareness. Then about a week before the actual sale starts, you want to start dropping some hints about what’s for sale and giving people a heads up on how it’s going to work.
You’ll want to explain what the product is, what the deal is, how they can claim it, why it’s scarce, etc. Assume your audience doesn’t know anything. Because the truth is, everyone is busy living their own life & needs reminders about what you do.
Each day it gets gradually more ‘salesy’. Then on Thanksgiving weekend, GO HARD!
People expect you to sell to them on BFCM. Don’t play soft and get worried about ‘offending people’ with too many emails. This is your time to shine!
๐. ๐๐ฌ ๐ข๐ญ ๐๐๐ญ๐ญ๐๐ซ ๐ญ๐จ ๐ญ๐๐๐ฌ๐ ๐ญ๐ก๐ ๐จ๐๐๐๐ซ ๐จ๐ซ ๐จ๐ฎ๐ญ๐ซ๐ข๐ ๐ก๐ญ ๐ฌ๐๐ฒ ๐ข๐ญ ๐ข๐ง ๐ญ๐ก๐ ๐ฆ๐๐ฌ๐ฌ๐๐ ๐ข๐ง๐ ? ๐๐ก๐๐ญ ๐ฌ๐ก๐จ๐ฎ๐ฅ๐ ๐๐ ๐ญ๐ก๐ ๐๐ ๐๐ ๐ฌ๐ญ๐ซ๐๐ญ๐๐ ๐ฒ ๐๐จ๐ซ ๐ฆ๐๐ฑ๐ข๐ฆ๐ฎ๐ฆ ๐ฌ๐๐ฅ๐๐ฌ?
I answered this in the above question. You’ll want to be outright the week of. Prior to that, you’ll want to focus on the problem only & give a LOT of value. Especially since sales are lower in early November (people know the discounts are coming in late November).
Also note that ‘value’ is subjective to your list. On my list, value is email tips & relatable stories. On an ecom list, value is uniting people around a cause or problem that they’re all passionate about. Just a couple of examples, but you get the idea.
๐. ๐๐ ๐ฆ๐ฒ ๐จ๐๐๐๐ซ ๐ข๐ฌ ๐ก๐ข๐ ๐ก-๐ญ๐ข๐๐ค๐๐ญ ๐๐ฏ๐๐ซ ๐ ๐ซ๐๐๐ง, ๐ก๐จ๐ฐ ๐๐๐ง ๐ ๐๐ซ๐๐๐ญ๐ ๐ ๐๐ฅ๐๐๐ค ๐ ๐ซ๐ข๐๐๐ฒ ๐ฉ๐ซ๐จ๐ฆ๐จ ๐ญ๐จ ๐ฆ๐ฒ ๐๐ฎ๐๐ข๐๐ง๐๐?
Great question, I love high-ticket offers! But you don’t have to discount them if you don’t want to.
Think about a cool bonus you have that people in your program like. Now offer that bonus to anyone who books a call (or buys) within a specific date range.
We’ve also had some of our clients do special group calls that ONLY happen once. You have to sign up by a specific date to attend. It’s legitimate scarcity that forces people to make a decision.
๐. ๐๐ก๐๐ญ ๐๐๐จ๐ฎ๐ญ ๐๐๐?
Definitely send them! You’re giving yourself more chances to succeed – even if you haven’t done it before.
Think of SMS as a simplified version of your emails. Prior to BFCM weekend, your SMS should just be recaps of your best email each week.
But on BFCM weekend, text them every day with the offer/discount/deal! If you don’t, your competitors will.
(Also note that you should have a welcome SMS when people join your list that asks them to reply. If this is the first time you’re texting them & you’re including a link, your SMS delivery might suffer – another reason to start early).
๐. ๐๐จ๐ฐ ๐๐จ ๐ ๐ฌ๐ญ๐๐ง๐ ๐จ๐ฎ๐ญ ๐ข๐ง ๐ ๐ฌ๐๐ ๐จ๐ ๐จ๐ญ๐ก๐๐ซ ๐๐ฅ๐๐๐ค ๐ ๐ซ๐ข๐๐๐ฒ ๐๐ฆ๐๐ข๐ฅ๐ฌ?
Ahh, I love it! Truth is, it goes back to the fundamentals. Put yourself in your audience’s shoes and remove all your own biases (easy do do right? lol)…
Now think about what you’re offering… Is it ACTUALLY appealing? Or does it just sound appealing to you because you’re the owner?
I’ve given a lot of good ideas here to stand out as well. Including starting EARLY!! Don’t be the brand that only shows up on Black Friday!
Oh, and emojis can work pretty well too as long as it’s not the same one everyone else uses. I like these:
But most importantly, you want to get help from someone who has a history of running successful Black Friday campaigns (wink wink)