How to Make More Sales on Black Friday
For the past few years, I’ve been a guest coach in Elise Darma’s Black Friday Program.
Yeppp. Now that we’ve hit mid-October, it’s all about spooky season, gearing up for Black Friday, and piecing together the assets for a successful launch.
One of the most important puzzle pieces is your messaging.
Something that’s especially important during Black Friday when your prospects are inundated with a Tsunami wave of offers…
And something course creators always have a ton of questions about.
(Which is exactly why I was invited to coach students on how to nail their messaging & positioning for their Black Friday promo!)
Whether you’re thinking of running a Black Friday promo or you’re planning to mute any and all sales emails during this time —
Here are 3 key messages you can’t afford to skip for your Black Friday launch and beyond.
1) Transformation / Outcome-Based Message
“What will your customers be able to do after they finish your course/program?”
The answer to this^ is what your prospects are really after.
See, no one buys a course or a program because of the amount of content crammed into it.
They buy the fact they’ll be able to channel Gordon Ramsay in the kitchen after taking your cooking course (minus the F bombs and idiot sandwiches).
Or the fact they’ll have the confidence to make eye-catching videos that explode their visibility after doing your Reels tutorial.
So in your messaging, spend more time hammering home how life will look like on the other side of that ‘buy now’ button.
Because *that* is what you’re really selling.
Here are some examples:
- Go from buckling under the weight of financial uncertainty to making financial decisions with clarity, confidence, and purpose!
- Say “Bye, Felicia” to jolty reel transitions and helloo to silky smooth segues that’ll amplify your views (and sales!) ― without spending hours fiddling on a dodgy editing app.
The No-Brainer, High-Value Message
With so many offers competing for your prospect’s attention (and finite budget)— you need to demonstrate why *yours* is the must-have one they need to get their hands on.
Promoting a Bundle or a Buy-One-Get-One-Free (BOGO) offer?
Then you’ve likely seen messaging like this:
“Get access to 35+ [industry] products for only $97!”
But you can take it up a notch by highlighting the amount of time and hassle your prospect will save by snapping up multiple products at once.
Eg. “You can continue surfing the web trying to figure out how to start, market, and launch your podcast (and paying upwards of $97 for each resource) …
Or you can get all the workflows, templates, and steps you need to launch your hit podcast in one week for only $197.”
Or make it even more powerful by weaving in the benefits of snapping up your no-brainer offer:
Eg. Skyrocket Your Sales Bundle ―
Now, you’ll know exactly how to cold-pitch dream clients without the sleaze AND convert them effortlessly on your sales calls, all for a sweet $97.
Urgency & Scarcity Messaging
Black Friday’s urgency is a given…
But remember, you’re competing with literally everyone else who is also launching a deal for that limited time.
To ensure people spend money on *your* offer, you need to provide a deeper, more compelling reason why they should act now.
So rather than focus solely on the fact “doors will close soon” or there’s a “limited number of spots” —
I also like to emphasise the Opportunity-Cost Urgency.
One of my clients in the financial planning space has a bundle of mini-courses teaching women how to be financially independent and how to invest in stocks.
And every so often (like on Black Friday), she likes to launch a massive sale and offer 60% off her entire bundle.
To ensure her audience will invest in her bundle (over everyone else’s) and invest *now* (instead of waiting for a future discount) — we talked about how:
The cost of not learning how to invest in stocks sooner is you lose out on all the money you could be earning in the background. (Because: compound interest).
The cost of waiting to pay off your debt? You’ll have to pay more in the long-run (also because of compound interest).
It resonated like crazy, and the audience was much more willing to spend money on her bundle compared to other promos where the opportunity cost didn’t seem as high.
The opportunity cost doesn’t have to be financially related either.
You can also talk about wasted time, zapped energy, or the headaches they’ll struggle with if they procrastinate or continue following an outdated or scatter-gun approach.
On the flip side?
Talking about Opportunity-Gain is just as powerful.
- What advantages will your prospect gain if they invest in your offer now?
- What will your prospect have that others don’t?
I love leaning on this for offers that are delivered within a specific time-frame (like a group coaching program that lasts 6 weeks).
- In just 5 weeks, you will have launched your YouTube channel and started posting consistently
- By the time 2024 rolls around, you will have an email list of perfect-fit prospects ready to snap up your offer so you can stop trading time for money
- Imagine: this time next year, your Etsy store could be up and running, giving you a whole new revenue stream that allows you to take time off whenever you want.
Pro Tip: If your program has a defined end date, get super specific about that in your messaging to make the outcome feel tangible.
“By the time we wrap in November, you will have completely transformed your finances and on your way to paying off your debt, building your wealth, and creating the life YOU want to live.”
It’s something you’ll have to continuously update in your sales assets… but it makes the transformation feel “closer” and more of a certainty, rather than a vague “someday, you’ll accomplish this goal.”
So there you have it. The 3 types of messaging I recommend baking into your Black Friday promos and future launches!
Save and return to it whenever you need a jolt of inspo.
Another powerful puzzle piece to slot into place to ensure your Black Friday sale is a success (and worth all the insane prep work beforehand)?
Your pre-launch content.
The more heavy lifting you do before your launch to help your audience understand WHY they should invest in your solution (AKA your offer) — the easier it’ll be to convert them once Black Friday starts.
Not sure what pre-launch content to create?
That’s where The Pre-Launch POWER Pack comes in.
It gives you the steps to create your own pre-launch strategy plus the theme-plates AND content calendars so you know exactly what to post, how to strategically write your content, and when to hit publish.
By the time Black Friday rolls around and your launch email drops in your audience’s inbox —
They’ll be primed and ready to dedicate their limited budget to your offer even when every other Black Friday promo is screaming their name.
Grab it here and start priming your audience for Black Friday.
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