Learn more Black Friday marketing tactics in this episode:
Oh, Black Friday sales…So, I don't know about you, but when I start thinking about the holidays, I get all excited when I think about Black Friday.
Actually, I don't get excited at all. If you've ever the privilege and the blessing of being up or a stupid early in the morning on the Friday after Thanksgiving in the United States to go shopping, to go stand in line in the cold, to get in on some of those deals. You know, just how crazy it can be. So for several years, I have just opted to not do it in our business and family.
I didn't want to be frantically shopping. But more importantly, I didn't want to be stuck on my computer offering deals to my audience.
I did it for for a few years and it was a lot of work and it felt like I didn't get enough traction. I didn't know what I was doing. That was a big part of it back then. Then, the last few years, I've just been like, you know, it's not really worth it.
I'll do my sales other times. Then I stopped doing sales altogether and started adding value to my offer instead of running sales.
How do You Market on Black Friday?
So, my coach asked me the other day, what are you going to do? I didn't have to think, I knew, I'm not doing Black Friday this year, and He was surprised and said, “You're sure about that?”
I was like, yeah, I'm pretty sure. Are you going to change my mind? Here's his response.
So, Black Friday, the day after Thanksgiving, the biggest shopping holiday in the United States every year. Everybody and their brother is already in the mindset that they are going to spend money that day, Katie. So, why would you not put yourself out there to be one of the people that they can buy?
They're already in the mind to shop, you don't have to convince them to spend money. People are already looking for
where they can spend money that day, why would you choose to not be one of those people that they buy from? So, I started to rethink this.
What Does Your Audience Want to Buy?
People are looking to shop on Black Friday and the days following. But, you are probably thinking that they're not necessarily looking for courses.
However, statistics have shown us over the last couple of years that we've seen a shift even in the purchases that are being made to going from just gifts for other people to know including gifts for myself. So, a lot of people are looking for deals and it doesn't matter the deal.
If it's for them, great. If it's for somebody else, great and so that's where we can come in with our courses and be able to offer a special offer over the weekend when everyone is already in buying mode. Take advantage of the give yourself a gift of learning idea. Give your friend a gift of learning or give a family member a gift of learning. Give it to yourself if it's something that they could consume that will make 2022 a better year for you.
What is Black Friday Marketing?
People are already a mindset of spending so I may as well be out there giving them an offer. However, I personally am discount averse, by that, I mean, I don't like to give discounts. I don't like to provide coupons. It offers an idea of devaluation of your product or of your service or your course.
I think instead you should be making offers, special offers, not a discount. If it's a lower price, that's fine but the offer is different than was at the other price. So, in our business, we don't speak in terms of pricing as much as we speak in terms of investments and offers.
So, be thinking about what you could offer them that could be a special value offer, not a discount. Really, it's just a different way of languaging it. It can essentially be a discount. It can be a lower price than normal but it's all in the way
that you package it. If you're calling it an offer that is a special value offer, it feels bigger. It feels like it's more to the person who's
buying it than if you're talking about it in terms of discounts or sales.
What are the Most Common Marketing Strategies to Attract Customers?
Your mini courses, your introductory courses, your things that they can do on their own that's an intro into your world but not your main thing because you don't want to devalue your main thing with the Black Friday sale or special offer but what can we do to give them a quick win to get them in the door to let them get to know us through this smaller course or lower ticket offer over that time
period that is something that can be DIY, that can be done, doesn't have to be done immediately. There's no person of me involved Um and to make it for probably in the five hundred, $500 or lower price range, alright? So, if you've got, if you've got courses in that price range, then, any of those, would be great to offer during this time