Latest / Ambitious Podcast / EP.94: The Ultimate Guide To Black Friday Promotions | The Ambitious Podcast

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EP.94: The Ultimate Guide To Black Friday Promotions | The Ambitious Podcast · Ambitious Podcast

0:00
Black Friday is like the Super Bowl of marketing.
0:03
Shoppers spend $6.3 million per minute online last Black Friday.
0:09
So if I know they're spending, why would I not put my name into
0:13
that pool of choices? Black Friday is not just putting
0:17
a sticker on something that's on sale and come get it.
0:20
What you're offering is just a bunch of old stuff with dust on
0:24
it. Just simply having something on
0:26
discount on its own is not enough.
0:28
We created urgency. We created demand, we created
0:31
interest, we created excitement in the marketing.
0:34
Last minute marketing for Black Friday is not going to be
0:37
effective. Hello and welcome back to
0:40
Ambitious. Today we are talking all things
0:43
Black Friday. We are about a month or so away
0:47
from Black Friday, and I want to dedicate an episode to this
0:50
because #1 it is something that I have looked forward to every
0:55
year. I would say from a marketing and
0:57
sales perspective, Black Friday for me and for many of my
1:01
clients is like the Super Bowl of marketing.
1:04
And that is because there's such an incredible opportunity to
1:08
generate sales during this time. But obviously that's dependent
1:12
on you knowing how to leverage that, knowing how to market
1:15
during Black Friday. What should I be offering?
1:17
What is the promotion? How do I sell it?
1:19
For how long? We're going to answer all those
1:22
questions for you today. So this is really for you if you
1:25
are either, number one, someone who has done a Black Friday
1:28
promotion, but you feel like it didn't quite get you the outcome
1:32
or the result that you were hoping for.
1:34
And you really want to know going into this Black Friday
1:37
that you have a really good structured plan.
1:39
Or maybe you're somebody who's never partaken in Black Friday
1:43
before and you've never participated and you're
1:45
thinking, I'd like to, but I kind of have no idea where to
1:48
start. Regardless of which of these two
1:51
camps you fall into, today's episode, we're going to break it
1:54
all down for you. I'm going to be talking about
1:56
the significance of why purchasing and spending and
2:02
marketing is at an all time high during Black Friday.
2:05
We're also going to talk with the two different ways to
2:07
promote. So if you want to promote to
2:08
your existing clients, offers that you can do there, as well
2:11
as ways to promote to your outward audience.
2:14
We're also going to talk about the four different levers that
2:16
you can place within your marketing to create natural
2:20
urgency during this window and during this time.
2:23
And with that, I'm going to break down a promotion calendar
2:25
for you, as well as marketing triggers and messaging triggers
2:29
that are specifically significant and impactful during
2:33
this time of the year. They're very time sensitive
2:36
messaging triggers. So with that being said, today I
2:39
want you to think about as like your Black Friday Master class.
2:42
So if you are interested in leveraging a Black Friday
2:45
promotion, this is going to be the episode for you.
2:56
OK, so with this, let's get a little bit into why should we
3:00
even care about Black Friday? And I have had there's, there's
3:03
two camps that people usually fall into, right?
3:05
You've got camp #1 which is the person who's like, I'll take any
3:08
opportunity to market or to launch or to do a sale or
3:11
promotion. You've got the other side, which
3:14
is like, you know, I don't want to take part in Black Friday.
3:17
I feel pressured to take part in Black Friday.
3:19
I don't really care about it. And here's what I want to say,
3:22
do whatever feels best for your business.
3:26
This is not me telling you by recording today and sharing this
3:29
with you that this is me telling you you have to take part in
3:33
Black Friday. If you decide that you're like
3:36
just with the year you've had and the things that have
3:38
happened, you just don't have the capacity, that's OK.
3:42
And also if you are someone like myself who continuously as like
3:47
an annual thing wants to take part, that's OK too.
3:51
Don't have this be pressure to partake.
3:53
Let this be an invitation and an education around Black Friday so
3:57
you can really make an educated decision as to yes, this is what
4:00
I want to do, IE partake or no, with all things considered, I'm
4:04
going to sit it out either way. Let's talk about significance of
4:08
Black Friday because I think so many people think, oh, it's just
4:11
another promotion, right? It's just the same as like the
4:13
whole like new year, new me or kind of like a Boxing Day sale,
4:17
which they have in Canada the day after Christmas.
4:19
So do I really need to partake in this?
4:21
Let's drop into some of these stats because they're kind of
4:24
mind boggling #1 did you know that shoppers spent $6.3 million
4:30
per minute online last Black Friday, $6.3 million per minute
4:36
last Black Friday, OK. And with that, it has been shown
4:40
that 75% of consumers are planning to shop specifically
4:45
online versus in store when it comes to purchasing during that
4:50
time. Also there is a keyword search
4:55
that has increased by 419% during that time specifically
5:01
looking for Black Friday promotions, people searching to
5:04
see what people have on sale. And with this, we are also
5:08
seeing that this is across all, all of the different age
5:11
categories. So you might think to yourself,
5:14
well, I, you know, help an older audience or I help a younger
5:17
audience. Does this matter depending on
5:19
what I'm selling or who I'm selling it to?
5:22
And the short answer is no. There is a equal amount of Gen.
5:26
Z, Gen. X, millennials, baby boomers,
5:30
all of which are spending online during this time.
5:34
There's also, and you might even have so many people in your
5:36
family, people who will during this time in, you know, the
5:40
duration, for example, of October or even sometimes
5:42
earlier. They will look to wait until
5:46
they see a Black Friday sale because they're like, oh, I know
5:48
I need to buy it. Let me see if something's on
5:50
promotion for Black Friday. And if it's not, then I'll
5:52
purchase it. So there is no question that
5:55
during this time, we as consumers are primed to buy.
5:58
We're primed to purchase. And my personal philosophy
6:02
around Black Friday is if I already know that my ideal
6:06
client is going to be spending. So that's not really a question
6:09
because we have data, we have stats to tell us that there are
6:13
people in my niche, in my category and age demographic and
6:18
looking to solve the problem I solve.
6:19
They are spending. So if I know they're spending
6:22
and if I know they're investing and I know they're looking for
6:24
support, why would I not put my name, IE slash my business into
6:30
that pool of choices that they're going to be choosing
6:33
from? So for me specifically, I've
6:37
always looked at it as an opportunity to make sure that if
6:40
they're purchasing, that I'm part of the consideration within
6:42
that purchase by doing a promotion.
6:44
Now, there's two different ways that you can promote or do a
6:48
Black Friday promotion. Most people think about Black
6:52
Friday in the context of marketing, right?
6:54
We see all this really like kind of like fancy intricate
6:58
marketing that people do, these really fun campaigns that a lot
7:00
of different businesses will do. And that's what we consider to
7:04
be external Black Friday promotion, which basically means
7:07
you're using your existing marketing channels, whether that
7:10
be e-mail, podcasts, social media, it doesn't matter.
7:13
You're using your external marketing channels to be the
7:17
place in which you're generating new business, generating new
7:20
revenue. But I think the other side is
7:23
something that most people don't talk about a lot, which is also
7:26
looking at how you're going to leverage Black Friday for your
7:29
inner circle, meaning your internal audience.
7:33
Internal audience can mean kind of two tiers to this.
7:36
Anybody who is a kind of exclusive member.
7:40
So for example, you might have a private community that you do
7:44
that's free. You might have an exclusive sub
7:47
stack that is something that is a very, you know, long term
7:51
nurtured community. You may have, for example, like
7:54
ambitious, we may have something specific just for those that are
7:57
subscribers to the show. So with that, you can have a
8:00
subsection of people who are already very committed to you.
8:04
So there's that kind of category and an internal as well.
8:07
There's what's the easiest to think of with internal, which is
8:09
you're paying clients. One of the things that we know
8:13
is that a lot of businesses are built and scaled off of
8:17
retention and not acquisition, which basically Long story
8:20
short, means that you're not going to just build and scale
8:24
your business off of new clients every other day.
8:27
You also need to ensure that you are getting a good retention
8:30
rate with clients and keeping them in your world.
8:33
So when we think about knowing that with scaling and knowing
8:37
that retention is such an important piece, it ties back to
8:40
the fact that we need to ensure that we're selling to our
8:43
existing clients. And I know that that might sound
8:45
weird, you think like I'm selling to my existing clients.
8:48
But yes, you are. You're selling and promoting to
8:51
your existing clients because truthfully, if you have good
8:55
retention and if you have upsells and continuation and
8:59
things like that inside your service or your offers, you're
9:03
already selling to your existing clients or you should be already
9:07
selling to your existing clients.
9:09
So this should be no different than your invitation that you do
9:13
in other parts of the year to continue to work with you.
9:15
The only difference of an internal promotion for your
9:18
clients is the fact that there's an aspect of this which is time
9:21
sensitive. So you do something that is fun
9:24
and different and exciting specifically during this period.
9:28
Now, regardless of which of these two categories you want to
9:31
use for yourself, whether you want to do, for example, a
9:34
promotion for your forward facing audience, if you want to
9:37
do a promotion for existing clients, or maybe you even want
9:39
to do a promotion for both. With that, you want to recognize
9:44
that November is kind of an interesting time of the year
9:47
because all of us want to know going into the following year
9:51
that you have a good steady amount of cash flow.
9:54
There's never anything worse than going into Christmas
9:58
feeling like you want to just kind of relax for the holidays,
10:00
you know, sit back and kind of like lean in and just be
10:03
present. And then you think in your mind,
10:05
Oh my goodness, I need to bring in some sales here.
10:07
I need cash, I need to sell. And for me, I think for my
10:12
business specifically, we take multiple weeks off in the month
10:16
of December. Like I don't market and promote,
10:19
I don't sell, I don't do anything within my business.
10:22
I take them off. And the reason that I'm able to
10:26
do that is because of our Black Friday.
10:30
And that is because basically in November, we use this promotion
10:34
to be something that allows us to be able to generate a surge
10:39
of revenue that brings us into the next year.
10:42
So we've been doing this for multiple years over now and this
10:45
brings us into the next year because this allows us to stack
10:49
sales, which ultimately allows us to stack cash flow going into
10:53
the next year. So with this, I've personally
10:57
also found it to be from a business perspective, so
11:00
supportive because it meant going into the new year that I'm
11:03
not like freaking out about needing sales.
11:05
I've already given myself even more of a buffer than needed
11:09
because I've done this promotion and the timing of it when it
11:12
was. So I just find that there's so
11:16
many benefits from a data perspective, knowing people are
11:19
already buying. You can do this for your
11:20
existing audience or like your internal clients and your
11:24
private communities, or you can do it for your marketing.
11:26
And there's really no limit on what it is that you can do
11:31
within this. So often, you know, a question,
11:33
I guess, like Kate, what do Ioffer like I'd like, I would
11:36
love to partake, but I don't really want to create a new
11:38
offer for this. I don't want to feel like I have
11:42
to like, rush to scramble something together.
11:44
And I would actually say it's easier to leverage a Black
11:48
Friday promotion with an offer that's already existing that you
11:51
already have versus something new.
11:53
And I'll tell you why. Because I think when we try to
11:57
go into Black Friday and you're trying to promote, but you
12:01
technically have an offer that nobody's ever heard of, there's
12:03
no trust with it. People have no idea what results
12:06
it produces. Like it's kind of a big question
12:08
mark to everybody. You're going to need to spend
12:11
some decent amount of time leading up to that to get buy in
12:14
on the fact that people, number one, want this offer and two,
12:19
that this need that you're looking to put in this offer is
12:21
well timed with the time of the year.
12:24
So for example, if you are somebody who is selling, for
12:28
example, lose weight or fitness coaching, you're going to have a
12:33
harder time doing that on December 12th.
12:36
OK, that's just a time of the year thing.
12:39
It's not a sexy time for people to say let's go on to a meal
12:43
plan now, January 1st or even after Christmas, between
12:48
Christmas and New Year's onward, you are going to have a surge of
12:51
people who are like, this is the year, I'm ready to do it, let's
12:55
go. The mindset is different.
12:57
So what we also want to consider in thinking about, do you want
13:00
to do a new offer or do you want to promote something you already
13:03
have is you want to think through.
13:05
Do I already have trust around something like this?
13:08
Do I already know that my audience wants to solve this
13:11
problem? Do I feel like this is something
13:14
that I want to create versus do I know that this is something
13:17
that they've been asking for or that they need?
13:20
These are all things we want to think about.
13:22
I personally am more inclined for most of my clients.
13:26
Some have launched new offers around Black Friday, but I would
13:28
say 85% of them are launching something that their audience
13:32
already has like no trust with. They've already got some data
13:35
around it. They already have, you know,
13:37
clarifying of messaging that's going to land for it.
13:39
There's a lot of things that they already have a knowing of.
13:43
So because of that, it leaves less question marks basically
13:46
for the promotion that they going to do.
13:47
But when we think about the offer, the thing that I would
13:51
say is the offer itself can be literally anything.
13:55
So we have done VIP days on sale, we have done masterminds
14:00
on sale, we've done courses, we've done done for you services
14:04
retainer clients, I have done for you service providers who do
14:07
like a one week deep dive service.
14:09
They've also done those before. So there's a wide variety of
14:14
different types of services and different types of individuals
14:17
who've promoted during this time.
14:20
So the question becomes what would those look like?
14:23
So one of them, for example, is let's just say you have a a
14:26
bunch of digital products or maybe you have course products.
14:29
You could look, for example, at doing a bundle that is never
14:32
typically offered, but only offered during Black Friday.
14:35
You could also, for example, have, as I said, a new offer
14:39
that you promote. So let's just say you're someone
14:41
who always has long term commitment offers with you.
14:45
Maybe you want to think about offering something short term.
14:48
Maybe you want to think about if everything with you is 6 months,
14:51
maybe you offer something that's a one hour or two hour type of
14:54
experience or a one day experience, something shorter
14:57
than you typically do the rest of the year.
14:59
The other thing that we also see is that people will look at
15:03
taking anything that is long term and locking in another
15:06
renewal of that. So let's just say you're a
15:09
service provider and you have people that are on 6 month
15:11
contracts or three month contracts.
15:13
You can also create an invitation to have people to
15:16
lock in their next contract with you.
15:18
So you can do that by saying, you know, if you lock in today,
15:22
we're going to obviously continue and honor the price for
15:24
the next contract. You can also say by locking in
15:26
today, we're going to be offering an aspect of a bonus.
15:29
So something added value wise. You also potentially could offer
15:33
a small discount for certain services for people who lock in
15:36
for X matter longer. So there is literally no
15:40
shortage of what you could do when it comes to what you offer
15:46
for, again, either your existing audience and your existing
15:49
clients versus your outward audience of marketing.
15:52
The kind of like, I think core triggers that we see that most
15:56
people fall into in some way, shape or form, though, fall into
15:59
4 main levers, which is #1 price is going down, which is a
16:04
discount, right? So if you are someone, let's
16:06
just say it was an offer, it's always been $3000.
16:10
It's never gone on sale. This can be the opportunity for
16:12
you to say it's on sale for a limited time.
16:15
So even digital products are notorious for this.
16:18
They'll often be, you know, like a $2000 offer.
16:20
And for a limited time, they're 1497.
16:23
So you say $500 off, but it's only available during Black
16:26
Friday. After that, it goes back to
16:27
normal price. So there's a lot that you can do
16:31
when it comes to discounts and even if you have someone who's
16:34
already in a offer, you, let's just say if I have someone in my
16:37
mastermind and they decide that they want to, let's say I want
16:41
to promote my VIP days. Well, if I have my mastermind
16:44
and I want to promote my VIP day, I can say, hey, if you're a
16:48
mastermind client, we're offering our VIP days for 1/3 of
16:52
it, 30% basically off of what the traditional investment is
16:55
just because you're a client. But it's only available during
16:58
Black Friday if you want to lock one in.
17:00
So again, you'll see there's a million different ways you can
17:03
maneuver this, but discounts is a very commonly used in
17:07
promotion trigger that people activate, which is a kind of
17:11
natural form of urgency. The second is kind of the
17:15
opposing to a price going down, which is the fact that the price
17:18
is going up. This is something that I will
17:21
tell you, I personally use as like my time of the year that if
17:25
I am going to increase the price on something, which I don't
17:27
necessarily every year, but if I am going to increase the price
17:31
on something, this is the time that I'm going to do it.
17:33
Because it really helps people to know that if they are, for
17:37
example, wanting to work with me in, let's just say the new year
17:42
in 2026. I'm like, what year is it right
17:44
now in 2026? If someone wants to work with me
17:47
in 2026 And I'm like, hey, if you already know you want to
17:50
work with me and that you've been eyeing this offer, eyeing
17:53
this experience, know that if you want to lock it in now, you
17:57
can get this year's pricing, but start next year.
18:00
So that kind of, again, is an incentive for people who are
18:03
like, OK, I really know that I've wanted to do this.
18:06
The price going up can sometimes for some people be a invitation
18:10
that now is the time. And it really plays in the same
18:14
button that people push when it comes to discounts.
18:18
And that is because there is actually a specific type of
18:20
buyer. And maybe you guys know some of
18:21
these people in your family, there actually is a specific
18:24
type of buyer that they have to feel like they are getting
18:28
something in order to feel inspired to spend.
18:33
So what that means is like I have to feel like I'm getting a
18:36
discount. I have to feel like I'm getting
18:37
added value. They have to feel like they're
18:40
getting something as a kind of an incentive to cause them to
18:45
want to take action. So for some people, it's the
18:47
fact that the price is lower, but for some people it's the
18:50
activation to know, oh shoot, this price is going up.
18:53
I should probably get it now before it increases.
18:56
You'll also see promotions as a side note, just like this when
19:00
people are in the founding round of a business.
19:02
So if you've ever seen a business that's new and they say
19:05
like our founders pricing. So like, you know, gyms for
19:07
example, do this when you're part of their initial launch of
19:10
gym memberships, they'll give you, let's just say a gym
19:13
membership for 50 or $100 a month for what traditionally
19:17
might be $200 a month. And that's because again,
19:20
they're letting people know the price is going up after this
19:23
date. This is also something that we
19:26
see really across all different industries.
19:28
Even when you think about e-commerce, you'll see a lot of
19:31
people who will have pre-orders, right?
19:33
So you'll even let's just say concert tickets.
19:36
When concert tickets first go on sale, typically those are lower
19:39
price for the first presale tickets.
19:42
And then after that they open up to the the general audience and
19:45
they become more expensive. So the thing that I would say is
19:48
that remember this is not like a Black Friday only thing.
19:52
The way that we are promoting during this launch is using
19:56
classic marketing psychology, classic buyers and sales
20:01
triggers like these are all fundamental principle based
20:05
approaches. They're just ways of tailoring
20:08
it to a Black Friday launch specifically.
20:10
So remember, there's two categories.
20:13
Launching to your internal and your external.
20:15
So again, it might be external audience.
20:18
Hey, my course is on sale. We're offering a discount on it.
20:22
And maybe as I said, for internal, maybe you want to say,
20:24
hey, if you're an existing client and you want to buy this
20:27
other offer I have, we're offering it on sale for anyone
20:29
who's a current client if it's a compliment to your ServiceNow.
20:33
Here's the thing I just want to mention as a side note with
20:37
marketing to your existing clients.
20:42
Do not market your existing clients something that solves
20:45
the same problem as the thing that they're currently in.
20:49
It is the most important rule that you need to know about
20:54
marketing during Black Friday and how to leverage Black Friday
20:58
for anyone in your existing audience.
21:01
That is because none of us want to be sold to when we just
21:05
bought in something and feeling like I just bought this and now
21:08
you're telling me I need something else to solve the same
21:10
problem. You want to ensure that if
21:12
you're marketing to somebody who is in your world that you are
21:16
really conscious of, does this person have a different
21:20
experience with another offer? Is there a different problem
21:22
solved? What is different about
21:24
investing in this versus what they're in?
21:26
So to my example of the mastermind and offering them
21:31
AVIP day, that is a totally different type of experience.
21:36
It's designed to be intensive and it's designed to be in
21:39
person, whereas a mastermind is more of a long term experience
21:43
and it's obviously not in person.
21:44
So because of that, there is a different experience with one
21:48
versus the other. So it's really important that
21:51
you don't basically sell something to somebody that is
21:53
identical to what the experience is that they are already in.
21:58
Now there are 4 levers, as I said.
22:00
So #1 is that the price has decreased.
22:02
There's a discount. 2 is that the price is going up, so the
22:06
price is going to be increasing soon.
22:09
Third is that there are limited spots available.
22:12
Now here is my PSA. Do not in your Black Friday say
22:18
that there are limited spots available.
22:19
If there are not limited spots available, if you have unlimited
22:23
spots, do not say that there are limited spots because it is the
22:28
most number. One, it's out of integrity.
22:30
And two, it's the most frustrating thing for people to
22:33
see when they know that they're technically are unlimited
22:38
openings. Let's just say you have like an
22:40
Evergreen offer and you have unlimited openings.
22:43
Don't say that there's not unlimited when there are
22:45
unlimited. Instead, if you actually want to
22:48
have a limited spots only and let's just say you have an
22:50
Evergreen program or a service that's kind of always available
22:53
and you'll take as many people as possible.
22:56
What I would recommend is have a certain amount of people that
22:59
you're willing to offer the Black Friday to.
23:01
In that case, while your service, yes, can technically
23:04
take tons of people a year, you're only offering the Black
23:07
Friday promotion, let's just say, to the 1st 10 people.
23:10
And after that, the service goes back to normal.
23:13
So that means that your service and your promotion are being
23:16
promoted on the basis of spots instead of time.
23:20
So like, it's not like, oh, we closed doors on Black Friday.
23:23
Instead you're like, once these 10 spots fill up, that's it.
23:26
Now the most common that I think can apply to everybody is the
23:30
4th lever, right? So we've got prices going down,
23:33
discount price is going to be increasing, so the price is
23:36
going up. Third is limited spots available
23:39
and 4th is the added value or bonuses.
23:42
So I like the 4th for basically every single business because
23:47
many people are going to be incentivized to purchase even if
23:52
there's no discount when there is something added value.
23:55
So for example, I just had somebody close to me who their
23:59
laptop died and they went to Apple and they went to go buy a
24:03
new MacBook. And with the new MacBook, they
24:05
got gifted when they purchased during the specific time, they
24:09
got gifted a new set of the Apple Airpods.
24:14
So that is a classic situation of added value, right?
24:19
It's like if you buy a coffee today, we're giving a cookie
24:21
with anyone who buys a coffee today, boom, added value.
24:25
Like if you are somebody who's out in the world, you are seeing
24:29
added value marketed to you every single day.
24:32
And while we're not conscious of it a lot of the time, there is a
24:36
a good opportunity most times where people are going to want
24:40
to spend because they see that they're getting more for what
24:43
they're investing. So this is something that I've
24:46
seen across every industry. I've helped services with this,
24:49
courses with this, consulting with this, All of them have been
24:53
greatly supported by the added value lever.
24:56
And that is because there's not a single buyer who doesn't want
25:02
more stuff for the same investment that they once were
25:06
paying. So the thing that I would say
25:08
with the added value or the bonuses is that this being
25:13
impactful is not about you just giving stuff away, OK?
25:17
The key indicator of whether this will be successful or for
25:21
you or not is whether you give away something that they value
25:24
or whether you're giving away something you don't want.
25:27
Let me repeat that again. If you are going to do added
25:31
value, you are not giving away something you don't use or you
25:36
don't want. You are giving away something
25:39
that they deeply want. That is the most important
25:42
thing. Because I will tell you, I watch
25:45
people's Black Fridays and their promotions and their marketing.
25:49
And you and I both know those creators or businesses that you
25:53
feel like they're just like emptying their junk drawer of
25:56
their business. Like it just feels like they're
25:57
promoting. Yeah, that random course that's
26:01
been sitting there, I'll throw that up and throw a promotion on
26:03
that. And I have this download thing
26:05
that I have, so I'll just like whip that up as a promotion.
26:08
We are finding that people are just basically emptying their
26:11
business junk drawer and putting it in marketing.
26:13
That's not a Black Friday promotion.
26:16
Added value to be effective in marketing needs to be something
26:21
that the ideal client deeply values that they see as
26:26
something they care about. Because if they don't, it being
26:29
added on is not going to make them want to invest.
26:32
So that's why I often will see people who say, you know, I did
26:36
a Black Friday promotion and I, I did promote.
26:39
But the crazy thing is I offered this and I offered this and like
26:42
no one took me up on it. And I look at them and I'm like,
26:45
that's because what you're offering is just a bunch of old
26:50
stuff with dust on it. Like it's not what the person
26:53
actually wants. This is just something that
26:55
you've, you know, whipped together and you're throwing out
26:59
there. So the thing that I think is
27:01
important when we're looking at which the levers, which is a
27:04
discount, the price going up, limited spots available or an
27:08
added value or bonus. The important thing is to
27:12
understand why is now the time for someone to buy.
27:16
And there's only two ways that you're going to get someone to
27:20
buy during this time. And we're going to talk about
27:22
the second one as well. Number one is to create an
27:25
aspect of offer urgency. OK.
27:27
So it's 4 levers that we just covered.
27:29
Those are offer urgency. They are a reason that the offer
27:33
specifically that you have right now is going away because you
27:37
have a discount on it, the price is going up.
27:39
There's limited spots where you have an added bonus that's not
27:41
usually available. Those are all centered around
27:44
how we can make the offer more sexy, more enticing, right when
27:49
we are marketing, when we are, you know, pushing and promoting
27:53
during this time. The other thing that's also
27:55
important to remember is there is a seasonal aspect to this,
27:59
OK? So in marketing, and I'm going
28:02
to kind of go high level here for a second, in marketing,
28:05
what's important for you to know is that there's marketing
28:08
triggers and principles that never change, OK?
28:11
So there are things that are always going to be effective in
28:14
messaging. They're always effective, for
28:16
example, in content and in creation and media.
28:19
They're always going to be effective in conversion.
28:22
There are just principles of marketing and of sales that are
28:26
true and tested and they never, never, never change.
28:29
Now with that though, there is an aspect of marketing which is
28:33
time sensitive. So let's go back to our fitness
28:36
example. If I want to promote fitness
28:38
coaching during a time when no one's excited to get fit, I have
28:43
to market differently during that time of the year to
28:46
acknowledge what the person is thinking, feeling or
28:49
experiencing, right? So we know within marketing
28:52
messaging, it's all about someone feeling seen.
28:55
It's all about people feeling like I, I see exactly what it is
28:58
that you're navigating and going through.
29:00
I see what you're experiencing. I see what you're struggling
29:03
with. It's about people within our
29:05
marketing feeling seen. It's very difficult for people
29:08
to feel seen if the messaging you're putting out isn't
29:11
acknowledging the time of the year and what specifically
29:15
they're going through at this moment in the year with their
29:19
problem. So what I like to do is I like
29:22
to consider in what gets them to buy, adding messaging triggers.
29:28
I'm going to break these into two categories for you, OK?
29:31
When we think about why someone buys right now, there's the time
29:33
of the year as the reason they buy, but there's also with that
29:36
typically an emotional trigger as to why someone's going to
29:39
buy. Let's start with the time
29:41
triggers, OK? So this is basically some
29:44
different things that you can put into your marketing that
29:47
will help people through your Black Friday promotion to feel
29:51
like, OK, like I got to move now, now's the time.
29:53
Even if you're like, you know what, I'm not doing a discount,
29:55
I'm not doing added value, I'm not doing limited spots.
29:58
I just really want to use really good juicy marketing to get
30:02
people activated. OK, great.
30:04
These are some of the triggers that you can put within your
30:07
marketing to do that. Number one is the end of year
30:10
reset. So for example, this would be
30:14
not rolling into the new year feeling behind and setting
30:17
yourself up right now to start the year already ahead of the
30:21
game. This is something that many
30:24
people you probably in most services.
30:27
Honestly, I can't think of a single category right now where
30:29
this wouldn't apply. There's no shortage of people
30:33
who want to feel like they're the classic scenario of new
30:38
year, new me, right? Like it's a thing that we've
30:40
always heard of, that we've always seen people talk about
30:42
and that you shouldn't put off your change.
30:44
You shouldn't put off your development, you shouldn't put
30:47
off your success. And there are people who know
30:50
that. And so we can market to those
30:52
people to ensure that they feel seen within our marketing.
30:55
So even for me, like when someone says, you know, like I
30:58
want 2026 to be the best year I've ever had, my question would
31:02
be why are we waiting until 2026 has already started for you to
31:05
get a plan for 2026, right? So I can ask those critical
31:10
questions within my promotion or within my marketing to talk
31:13
about why is now in, for example, the end of November
31:17
start December, this like time frame?
31:19
Why is now the time when someone should be saying yes to
31:24
themselves or to their business or for you what you offer?
31:28
Why is now in the middle of Black Friday time frame?
31:32
Why is that the time for someone to invest with you specifically
31:37
that time not just to invest with you in general,
31:40
specifically at this moment in the year?
31:42
Why is that the time and the end of the year reset basically
31:47
means that you're helping people to acknowledge that they have a
31:50
goal for the following year. Why are we waiting to take
31:55
action on that? Maybe we should just be pressing
31:56
go on that and we should be saying yes and leaning entirely
31:59
all in. So the end of the year reset
32:03
messaging is basically speaking to an acknowledging to your
32:06
audience that we should not be waiting for future goals when we
32:10
have the ability to commit to them now, to take action on them
32:14
now and to potentially even make progress before the year comes,
32:18
the new year comes. The other one that is also an
32:21
important time trigger is the regret that people have from
32:25
inaction. And this is something that I
32:28
would say, like almost every industry again, can resonate
32:33
with, like, you know, you care about your books and doing your
32:36
books for your business. When tax time comes, why are we
32:39
waiting for tax time? And for you to have that scary,
32:42
Oh my gosh, moment again, that you're behind and you didn't get
32:45
the stuff sorted when you could do it right now and not relive
32:48
last year. Or like for me, when someone
32:52
says, you know, I really want to scale this year, I really want
32:54
to, you know, rapidly grow. If you know that, why are you
32:58
waiting 90 days when the last 90 days haven't proved anything
33:04
different for you or for your business, right?
33:06
Like why are you waiting to get consult?
33:09
And I think the main thing with this specific messaging trigger
33:13
is speaking to how are they going to feel when they've lost
33:18
the time and are they really OK with losing that time?
33:22
So like, especially for certain services, you know, for example,
33:25
I have an incredible client who does SEO and Pinterest and I
33:30
remember from the beginning had said to me, she's like, you
33:32
know, Kate, The thing is with SEO and Pinterest, it's not like
33:34
an overnight thing. Like yes, if someone had like a
33:36
pin go viral or something, sure. But like to have the best
33:39
success, they really need to be working with me for like 6
33:42
months or longer. And so for example, in her
33:45
industry, as someone who does the service of SEO and
33:48
Pinterest, the best results with her are happening in six months.
33:53
So if the results start to happen within six months and you
33:55
keep pushing off and pushing off and pushing off investing with
33:58
her, that ultimately means that you're pushing off the growth
34:03
that your account could be having, right?
34:05
It's like another example would be the stock market.
34:08
The stock market when you put your investments in, especially
34:11
when they're kind of like a slow burn type of investment, they're
34:13
not super risky. They require more time being
34:17
invested in order to have them grow.
34:20
This is why, you know, the wealthiest people will say like
34:22
they start investing for their kids, like the day that they're
34:24
born. And that's because there's time
34:27
that compounds these things. So there's a million analogies
34:31
that we could give, but really the thing that we want to look
34:34
at is speaking to how has someone maybe already regretted
34:39
inaction in the past and how if they don't move during this
34:43
time, are they potentially going to regret yet again more
34:47
inaction happening on their behalf.
34:49
So that's kind of the regrets from an action is another
34:52
trigger specific time. Now the other time, one that I I
34:56
use for example, in my own marketing even is the buy now
35:00
start later, which is really for me specifically.
35:05
And I was going to speak from my experience.
35:07
I have had many Black Friday promotions and I hear and I've
35:11
heard the same thing over and over again, which is the fact
35:14
that many women are like Kate. I had a year, I had a year, I
35:19
had a serious year this year. It was either really great and
35:22
they've been grinding and they've been having great
35:24
success or they feel like they got stretched this year and
35:28
they're kind of like, I don't have it in me to do more stuff
35:31
and to keep building and growing and scaling and just more and
35:33
more and more. So their whole thing is I really
35:37
want to take advantage of Black Friday, but I don't want to
35:40
start right now. And so I kept hearing this and I
35:43
also have a lot of moms that I support who will be like, the
35:46
holidays are crazy with the kids and family and travel and all
35:49
this stuff. Like I just don't see that I'm
35:51
going to have capacity. And so it was interesting when I
35:55
heard this on one of the first Black Friday promotions, I was
35:57
like, OK, great. Well then like we should be
35:59
acknowledging this. We should be leaning into this
36:01
then. And So what I did is I literally
36:05
created our promotion, which is considered to be the buy now
36:07
start later, which is that you can lock in our Black Friday
36:12
promotion and our Black Friday quote UN quote sale in the end
36:16
of November. And with that, you don't have to
36:18
actually start using it until the new year if you don't want
36:21
to. And the reason that I did that
36:23
is because I knew that there was people again, who wanted to lock
36:26
in that price. They wanted to lock in the
36:27
bonus, they wanted to lock in working together.
36:30
There's so many things they're like, I want all these, you
36:32
know, bells and whistles you're offering, but just not right
36:35
now. So what we did is we basically
36:37
allowed people to start their payments with us effective as of
36:42
joining during Black Friday, but their actual service with us,
36:45
meaning like the start of their providing of service didn't
36:48
start until January of the following year, right.
36:52
So that for us has been something that many of our
36:56
clients have taken advantage of because they recognize that
37:00
having a little bit of space to breathe over the holidays is
37:02
what they prefer. So I thought, OK, well, if they
37:04
want the offer and they also want to breathe over the
37:07
holidays, let's make sure that we have something that supports
37:09
them in both of those actions. So that is the buy now, the
37:13
start later. The other one that I would also
37:15
say is the idea of emotional triggers.
37:19
Emotional triggers are not quite the same as time triggers.
37:23
Time triggers basically are why should someone invest
37:26
specifically right now in this time of the year or in this
37:28
moment? Emotional triggers are thinking
37:32
about what do most of us experience emotionally during
37:36
this time that we feel would land for us, that we feel would
37:41
activate us in some way if we were to have this marketed to
37:46
us. And so one of those is the cost
37:49
of doing nothing and the emotional trigger of the cost of
37:54
doing nothing. I don't think a lot of people
37:57
speak enough to what it looks like to not act as much as they
38:01
do to what it looks like to act. So for example, like when
38:05
someone markets to you, they're often going to be marketing like
38:07
this is where you could be, this is the results you could have.
38:10
You could be this person, you could look this way, you could
38:12
have this outcome like they often are really going to be
38:17
promoting to you the new dream. But you know what nobody talks
38:22
about enough is like, where will I be if I don't change anything,
38:27
right? Like and really making us as
38:30
consumers, I'm like, listen, I'm not alone in this.
38:32
Even other people's marketing gets me when they do this, which
38:36
is like, say I'm like, oh, I want to be fit.
38:38
I really want to get super healthy this year.
38:40
I really want to be super fit this year.
38:42
But then I'm deciding that I'm not going to do anything about
38:46
it or I'm like, she's going to push off investing into that.
38:48
Well, the question becomes, if that's the case, where are you
38:53
going to be in three months? If you don't do anything, where,
38:55
where are you going to be? What's your reality going to be?
38:57
How are you going to feel what you're going to be experiencing?
39:00
And you want to really show people the time that they cannot
39:05
get back. And it's important because I
39:09
think in marketing, there's always this kind of La La land
39:13
that we live in. Like it's all just like dream
39:15
and fairy tale. But there's also the person that
39:17
I trust the most that I want to invest with myself is the person
39:21
who gives me reality, which is that the reality is you've been
39:26
saying, let's just say I want to sell fitness coaching.
39:28
You've been saying you want to get fit for two years.
39:30
You've been saying you wanted to, you know, shed the last, I
39:33
don't know, 10 lbs. For two years.
39:36
You've been doing all the things you bought the new sneakers
39:39
thinking that would motivate you.
39:40
You signed up for the new workout class of the gym, but
39:43
then canceled last minute because you wanted to sleep in
39:46
or it wasn't a good time or it was a tough day at work or a
39:49
tough day with the kids. So you thought, I'm going to get
39:51
a home gym. And then you got some weights
39:53
for the house and you got a treadmill.
39:54
And you thought, this is going to be the thing that makes
39:55
things change. And then eventually those
39:58
weights just started catching dust.
40:00
So like, it's when someone can really vocalize where you are
40:06
and saying, like, how much longer are we not going to get
40:09
something that works for you? Like it could be, How much
40:14
longer are you going to keep spending?
40:15
Trying things that don't work for you, how much longer you
40:18
going to waste time doing things that don't work for you?
40:20
Like there's a million and one ways that we can phrase this,
40:24
but I think the invitation is in the messaging and the marketing
40:28
to say what is truly for your ideal client?
40:30
The cost of them not doing something about this, like, you
40:33
know, they have a problem. What's the cost of them not
40:35
changing it at all? 2 is the identity shift.
40:39
And this is something that I think not enough people trigger
40:42
on or kind of push the button of within their marketing, which is
40:47
when you sell somebody a product or a program or a service,
40:53
remember that when you sell them that product or service, you're
40:57
not selling them just the product.
40:59
You're selling them the person that they become when they use
41:02
that product, OK. When you buy a product, you buy
41:06
a program or a service, you are getting somebody bought into the
41:11
next level identity. So even if someone's going to
41:14
market to me starting this podcast, they're not marketing
41:18
to me the equipment, the editing and all of that.
41:20
They're marketing to me becoming a podcaster, being a podcast
41:24
host, right? Like if I'm bought in on being a
41:27
host and the identity of having a podcast, I'm bought in on the
41:31
process of having a podcast. So if I am bought in on the
41:35
version of who I'm going to become or the results that I'm
41:40
going to have or the identity shift that's going to happen as
41:43
a result of investing with you, if I'm bought in on that, I'm
41:46
going to be bought in on spending.
41:48
If I don't feel bought in that you're helping me to tap into
41:52
the identity of the person, the business owner, the outcome, the
41:56
individual that I want to be. This can be in anything.
41:59
It could be like, who do I want to be in my health bucket?
42:02
Who do I want to be in my relationship?
42:04
Who do I want to be with my finances?
42:06
Who do I want to be when it comes to my business?
42:09
Who do I want to be as a marketer, as a salesperson,
42:13
right? Like who do I want to be in
42:14
these buckets? You should be marketing just as
42:17
much the progress of their identity with buying your
42:22
product as you are the product itself because most people are
42:24
buying into the future version of themselves.
42:27
That's really what they anchor into that they see value within.
42:30
And so with that, you want to ask what is that identity for
42:33
you, that person who's investing with you?
42:36
Who do they become? How do they operate differently
42:39
as a result of you being in their world in whatever way that
42:42
looks like? The other thing that really a
42:44
lot of us don't like, especially I will say a lot of if you have
42:49
driver buyers in your audience, this is going to really trigger
42:52
for them. None of us like wasted
42:55
potential. None of us like knowing that we
42:59
have the potential to do more or be different or the potential
43:05
for greatness in some area and we're not doing anything about
43:09
it. And so you want to hit on the
43:11
trigger as well of how much further could somebody be if
43:16
they did this, How much further could they have been six months
43:18
ago if they had done this. And I think that that's
43:21
important because we don't market enough to the fact of
43:26
where are people not going to tap into their greatness if they
43:30
don't end up doing this investment or if they don't end
43:33
up working with you, right? So if that's the case, where are
43:36
they not tapping into? Where are they missing their own
43:39
potential? And the reason I say driver
43:41
buyers will love this is because there are a lot of people who I
43:47
think I would say for most people, they want to hit
43:50
potential in every area of their life.
43:51
Like none of us want a mediocre relationship.
43:54
None of us want a, a mediocre my health is OK, right?
43:58
Or like none of us want mediocre finances or, or money, right?
44:02
Most of us want to live comfortably.
44:04
We want to feel like we're not stressed about money.
44:06
We want to be fit and be able to run with our our kids.
44:09
Or maybe it's a certain physique thing for you.
44:11
You want to have a relationship where you get home and you're so
44:13
excited to see your partner and you're just like lit up by them,
44:16
like they're in every bucket of our life.
44:19
Is this desire for our potential and our greatness.
44:24
And I think #1 you should be holding your audience and the
44:27
people in your world to that greatness and to that potential.
44:31
But second, you should be showing them in your marketing.
44:33
What does it mean to not hit that?
44:36
What does it mean to not achieve their potential or the growth
44:39
that is possible for them? And it's not something that I
44:43
would say I see enough people marketing to.
44:46
And I think it's a really easy thing for someone to connect
44:49
with that many of us have inside of us.
44:51
You can also hit on what's considered to be the invisible
44:54
competitor. So this is where someone else
44:58
you're kind of noting is already getting your results.
45:02
So the invisible competitor as a messaging lens is basically, if
45:08
you have ever seen, if you've scrolled on TikTok in any way or
45:10
Instagram, you'll probably see one of these motivational videos
45:13
and you'll say, you know, the person beside you is up at 5:00
45:17
AM and the person beside you is like at the gym and the person
45:20
beside you is like out doing this.
45:22
What are you doing right? Anything that poses someone
45:27
else's doing X but you're not doing that is considered to be
45:31
the messaging lens of the invisible competitor, which is
45:35
showing somebody a archetype, a visual of who their competitor
45:41
is that they're wanting to be like or they're wanting to get
45:44
the outcomes of. And with that, showing them what
45:47
they're doing versus what the person you're speaking to is not
45:50
doing, it's very effective. It needs to be done well.
45:55
The goal is not to shame people by any means.
45:58
The goal is really to ensure that person over here, let's
46:02
just say I'm selling photography.
46:04
The person over here has a great brand.
46:07
They have incredible imagery. You feel like you see their
46:10
stuff and you instantly know it's them.
46:12
Like there's all these things that are are calling you in with
46:15
this person because the way that they have their branding.
46:18
But then we look at yours and we're not sure who you are and
46:22
what you stand for and what your expertise are, any of these
46:24
things. So because of that, this is
46:28
where your business is versus where theirs is.
46:30
They do a shoot once a quarter, you do yours maybe once a year,
46:34
if that, once every couple years.
46:36
This person over here is intentional about ensuring that
46:39
their branding is consistent amongst all photography and all
46:42
media they produce. You put up whatever feels good
46:44
to you and just kind of are like, well, media is media,
46:48
right? So it doesn't matter what
46:49
category we're comparing. The goal is that we are
46:52
comparing who is the person that you see that is getting the
46:56
outcomes of momentum versus the individual that you're speaking
46:59
to and where they're at with things.
47:01
So the thing that we note is that overall we've got the
47:06
internal, we've got the external, right?
47:07
So we've got the forward facing marketing, we've got the
47:09
internal marketing for existing clients.
47:12
We've also got time specific triggers of why now is the
47:15
moment. And we've also got emotional
47:17
triggers of what's going to cause someone at this time of
47:19
the year to be emotionally connected to what it is that
47:21
you're selling. We also know that even if you
47:24
want to just do the marketing messaging triggers, you can do
47:28
that. But there's also four other ways
47:30
to create urgency, which are to decrease the price of a
47:33
discount, adding or increasing the price, limiting the spots
47:36
available, or adding added value or bonuses.
47:40
Now with this, how do we put a bow on this?
47:43
How do we wrap it all together to feel like we actually have a
47:45
plan of how to take this and go attack Black Friday planning #1
47:51
come up with an offer, decide what exactly it is you're going
47:53
to promote, what is going to be your promotion or your offering
47:57
during that time. Now, again, it doesn't have to
47:59
be a new offer. It just has to be a specific
48:01
Black Friday offering that's not usually available the rest of
48:03
the year. So pick from some of those
48:05
urgency levers. Do you want to use some?
48:07
Do you not want to use them? And from this, we'll use our
48:10
triggers of messaging to help us to now build a plan into
48:14
marketing. But the thing that everyone
48:16
always asks me is like, well, how do I structure my marketing?
48:19
Like how do I build a Black Friday plan?
48:21
How do I, how do I craft all this together?
48:24
So here's what I will say. It's kind of like the three core
48:26
buckets. OK, you want to work backwards.
48:29
So pick the week of Black Friday on your calendar and that can
48:33
either be the first or the second week of what we consider
48:36
to be like your open cart, your solution time.
48:39
For me, I personally typically open the week before Black
48:43
Friday occurs. So I, I basically am like doors
48:45
open the week before Black Friday and I end my promotion on
48:49
Black Friday. So that will be like a two week
48:51
span of the doors being open for what it is that we're promoting
48:55
the week before that. So like think about we're
48:58
starting from Black Friday and we're working backwards.
49:00
OK. So you've got the week of Black
49:02
Friday, the doors are open the week before that, the doors are
49:05
open the week before that. So this is 3 weeks out from
49:09
Black Friday is what we consider to be an agitational week.
49:12
OK. So the agitational week is
49:15
really where we are speaking specifically in our marketing to
49:18
the mistakes that people are making and the myths that
49:21
they're believing where they're missing the mark.
49:23
We do that to basically help people to see that what they're
49:26
doing may not get them the outcome that they're looking
49:28
for. So here's basically what we're
49:31
going to help them to do the following week when we open our
49:34
doors. The week before agitation is
49:37
considered to be more of a problem aware week, which is
49:39
speaking to the signs, the symptoms, the indicators that
49:44
somebody has the problem that you're going to be selling in a
49:47
couple weeks, right? So you really want to put out a
49:49
lot of self diagnosing type of messaging.
49:54
The weeks prior to that is what I consider to be teasing and
49:56
testing, which is ensuring that you are teasing that something
50:00
is coming. But you also should be testing,
50:02
testing, messaging, testing media types, testing all
50:06
different types of things that can get somebody activated to
50:09
know what really triggers your audience the best, meaning
50:12
activate some the best to get them to move.
50:15
Because if you know that in the weeks prior, you're not guessing
50:17
going into your Black Friday marketing, you kind of already
50:20
know because you've been doing that marketing for a little
50:22
while before that. So if I take it from the top and
50:26
I'm going to go toward Black Friday, we're not going to go
50:28
backwards anymore. We're going to go toward it.
50:30
You're going to be teasing and testing for anywhere between one
50:32
to two weeks. That just kind of sprinkled
50:34
throughout your marketing. You can sell other things during
50:36
that time if you'd like. After that, we're going to go
50:38
into problem aware for a week. OK, so this is all signs,
50:41
symptoms and self diagnosing indicators that somebody has the
50:45
problem that you're speaking to. We're then going to go into an
50:47
agitation, which is talking a little bit about the mistakes,
50:50
the miss where people are missing the mark.
50:53
And then we're going to go into what's considered our open cart
50:55
time, which is one to two weeks of it is open, it's available,
51:00
come get it. So what I will say is Black
51:04
Friday is not just for big business.
51:08
It's not just for the big candle company that you're on the
51:10
e-mail list of. It's not just for Sephora, It's
51:12
not just for all these big brands.
51:14
It does not matter how big or small your business is, you can
51:18
offer a Black Friday promotion to your audience.
51:21
And the most important thing that allows a Black Friday
51:24
promotion to be effective is to ensure that you have the right
51:27
messaging with the right offer. So you know, a little bit of
51:31
what we talked about today is launching and we have separate
51:35
episodes that are completely like dedicated to understanding
51:38
launching. So if you don't know anything
51:40
about launching, I highly recommend going to those
51:42
episodes because they'll breakdown how to launch in
51:44
general. But today specifically, we broke
51:47
down what it means to activate people specifically during Black
51:51
Friday. And with this, I will save all
51:55
the clients that I've helped with this.
51:56
I have had so many Black Friday plans that I have made.
52:00
This is really about, in my opinion, ensuring that what it
52:04
is that you're offering is hitting the nail on the head
52:06
with your audience. And with that, ensuring that the
52:08
offer lands as well as the audience feels activated by it
52:12
based off the messaging you're putting out.
52:15
This is not a time where we're just looking to be like, I'm
52:18
just going to market the way I always do.
52:19
I'm just going to add a discount.
52:20
It's not that simple. Black Friday is not just putting
52:23
a sticker on something that's on sale and come get it.
52:27
Yes, you might get a couple people who just were waiting for
52:30
it to be decreased in price. And so they are using this as
52:32
the opportunity now to buy. But the goal if you want to have
52:38
like a real knockout Black Friday, like I, I know there was
52:40
one year that we did a Black Friday promotion.
52:43
I believe it was like $1,000,000 in leads within like 2 weeks.
52:49
And I was like, pardon, because it was, it was just the surge of
52:55
traffic that came was because of our marketing.
52:58
It wasn't based off the fact that I just slapped a sticker on
53:02
it. It's like we created urgency, we
53:04
created demand, we created interest, we created excitement
53:08
in the marketing. And because of that, there was a
53:11
lot of attention. If if you just put something on
53:13
discount, then the only reason that they're buying is because
53:15
it's discounted. It's one of the fastest ways by
53:19
doing that to cheapen your brand.
53:21
And also with that, to really not have the sales you're
53:24
looking for, just simply having something on discount on its own
53:28
is not enough to knockout Black Friday.
53:30
Will you get a couple sales? Maybe, but it's not really going
53:33
to be something that I would say is going to blow your mind when
53:35
it comes to how many sales it produces.
53:38
So with this, I really want to leave you with thinking, what is
53:43
my Black Friday offering? Number one, am I going to going
53:45
to partake in this? Two, do I want to offer
53:48
something to existing clients or just my outward audience and
53:52
kind of general marketing? Do I want to, with this add a
53:56
price going up? Are you offering a discount?
53:59
Maybe there's something added value wise that you want to put
54:01
in there? And I would also invite you to
54:03
start drafting and getting together your marketing calendar
54:07
of exactly what it is that you want to offer for Black Friday
54:11
so that you can have the prep in your marketing.
54:14
Last minute marketing for Black Friday is not, in my opinion,
54:18
going to be effective because you want to remember that
54:21
there's brands and businesses even that I'm working with right
54:23
now who started their Black Friday consideration and thought
54:26
process weeks ago. So if you are just now thinking
54:30
about it, this is good. But you also want to take this
54:32
as the invitation to say, let me get a plan in place so I can
54:35
make sure that it's really intentional so you're not
54:37
scrambling last minute to whip up a post.
54:40
And that's because when you do that or you're whipping up an
54:42
e-mail or you're just quickly putting something together,
54:45
you're rushing, which means you typically will not be as focused
54:48
on any of the strategy pieces we talked about today.
54:51
And that's just because you strictly don't have time.
54:53
So all this to say, I would love to know what are you going to
54:58
offer for Black Friday? OK, so if you have any questions
55:00
about today's episode, I know we kind of went a little bit meaty
55:03
on the strategy side, but if you have any questions about today's
55:06
episode, shoot me Adm slide into my my Instagram DMS.
55:09
I'd love, love, love to hear from you.
55:11
And with this, what you're thinking for Black Friday.
55:13
And with this being said as a shameless plug, you will see
55:17
that we are doing something for Black Friday as we do every
55:21
year. So if you are somebody who has
55:23
been thinking about getting support, whether it is in a
55:25
private coaching context and intensive or mastermind,
55:29
whatever it may be, I really recommend to keep your eyes
55:33
peeled for our Black Friday promotion.
55:35
We typically have this outward facing in the month of November.
55:40
But with that, I should also add that if and when people inquire
55:44
in the little bit of time just before that, we also definitely
55:47
want to make sure that anyone who does inquire prior to that
55:50
also gets the same deal that we have going on for Black Friday.
55:53
So with that, if you have any questions or you want to learn
55:56
more about our Black Friday promotion, slide into my DMS ask
56:00
away. I'm happy to chat with you to
56:01
see how I'm able to support you. With all that being said, I will
56:04
see you on the next episode. As always, stay ambitious.