Why You Should Create a Black Friday Offer [even if you hate Black Friday]

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The easy step-by-step plan for your business when it comes to putting together a Black Friday offer your clients will love. Whether you're a coach, a course creator, or a consultant this plan will help you have your best Black Friday yet (without feeling sleazy, unselling your services, or annoying your audience!)

Age is just a number, amIright? So, let’s take it way back. Back to the Black Friday offer of 1983. I was two. Yup. It was the year of the Cabbage Patch Kid Frenzy. Thankfully they made a comeback at some point, so I’m going to assume all of you know what I’m talking about. This doll was advertised and the people went nuts over it. 

  • They were each unique! 
  • They had yarn hair! 
  • They had outie belly buttons and adoption certificates! 
  • And fabulously thoughtful names! 
  • But most of all, they had a man’s signature branded onto their bums. 

What more could we want as a society? It turns out not much. 

This led to the Black Friday Cabbage Patch Kid Freak Out! I feel certain this happened all across the United States and not just at the one Toys ‘R Us on Long Island where my aunt was shopping. 

As the aunt of an adorable two-year-old (and, at the time, still the only child on my mom’s side of the family), she knew she had to be the one to gift me with one of these must-have dolls. The details get fuzzy from here, but what I’ve been told is that a delivery truck showed up, and essentially my aunt had to gently pry another woman’s hands off of Luella Lila (told you they had fabulous names!) in order to make her mine. 

Now, this image might leave you feeling one of two ways: 

1. Exhilarated, maybe reliving your own thrilling memories of Black Friday’s past 

2. Nauseous, disgusted with this greedy, corporate money-grubbing tradition 

We can unpack both of those another time. But for now… let’s talk about how this relates to your business and how you have the power to create the Black Friday experience your clients dream of.  

Why would I participate in Black Friday when I hate it?

I get it. Black Friday is a polarizing topic! Personally, I’m not a fan. But here I am, urging you to give it a second thought. 

I’m sharing how you can participate in Black Friday without feeling like an icky, sleazy salesperson trying to get rid of your bargain-basement garbage.

As an online business owner, Black Friday is likely to be bigger than ever this year. Consumers and businesses alike will be looking for deals AND looking forward to the traditions that come along with a “normal” holiday season. 

And people want to shop online. 

I’m going to cover in this series exactly why you should participate and how you can do it without feeling like an icky, sleazy salesperson trying to get rid of your bargain-basement garbage.

How can I offer something that doesn’t feel cheap?

Black Friday is often associated with offers at rock bottom prices. And that can be great for the right business. But that’s not you. I hear you. 

No one ever said your Black Friday offer HAD to include crazy discounts and insanely limited supply. We can create offers that align with our brand values and our ideal clients and still build the excitement that comes with a special event. 

I’ll be covering specific ideas for your offer in the next post, but for now, think about how you can offer existing products or services in a new way or consider offering something completely new. 

No time? Can you tweak something you already have to make it a little different/limited edition for the season? How about packaging items together or collaborating with a complimentary business? 

How can I offer something without pissing off existing customers?

Generally, when we think of ways we can piss off our customers (related to your Black Friday offer, of course) there are two major objections: price changes and too many emails. 

Let’s tackle pricing first. We all know that feeling of purchasing something and then seeing it available soon after at a lower price. It sucks. 

Here’s the truth: many businesses change prices to meet demand. There’s even a name for it – yield management. It’s the practice of adjusting pricing to reflect current market conditions. 

It’s really common in the travel industry (think about booking flights for that relaxing beach vacation… yesterday tickets were $100 less! What the hell???) So, it’s not uncommon to see a price drop when a business wants to create demand. 

This could be a #sorrynotsorry situation OR you can look at ways to change your offer to make it different from anything that already exists. I’ll go more into this next time! 

Generally, when we think of ways we can piss off our customers (related to your Black Friday offer, of course) there are two major objections: price changes and too many emails. 

Let’s tackle pricing first. We all know that feeling of purchasing something and then seeing it available soon after at a lower price. It sucks. 

Here’s the truth: many businesses change prices to meet demand. There’s even a name for it – yield management. It’s the practice of adjusting pricing to reflect current market conditions. 

It’s really common in the travel industry (think about booking flights for that relaxing beach vacation… yesterday tickets were $100 less! What the hell???) So, it’s not uncommon to see a price drop when a business wants to create demand. 

This could be a #sorrynotsorry situation OR you can look at ways to change your offer to make it different from anything that already exists. I’ll go more into this next time! 

The moral of this story is there are ways to promote your offer that you can feel good about.

Next, we have the issue of too much communication. You’re hitting them with 12.5 emails, 47 Instagram stories (daily), and hourly posts in your Facebook Group. People are not happy. 

It doesn’t have to be that way. Yes, when you’re launching something there is a general expectation that you will be talking about it. While the old rumors that tell us only 7% of your social media followers will ever see your posts aren’t really true, you really won’t know when you post how many of your followers will. And, if you prescribe to the marketing rule of 7, people NEED to interact with your offer 7 times minimum before it really sinks in. There are also ways to configure your email list, for example, so you can let people opt out of your annoying launch sequence, while still staying in the loop about your regularly scheduled content.

The moral of this story is there are ways to promote your offer that you can feel good about.

Why do I need to start thinking about this in September?

Because the clock is ticking. And since it’s clear this is the first time you’re seriously thinking about this, you probably have a shitton of other things you planned on doing for your business between now and then. So, it’s imperative that we get on it!

And I promise I’m going to be sharing a timeline for planning this all out that will still give you breathing room to take care of everything you already have going on without wanting to cry in a corner. 

woman with coffee sitting at laptop

What will I be missing out on if I ignore Black Friday?

In a year when a lot of businesses have reported major losses in revenue, this is a chance for us to begin to recover. As I mentioned earlier, people want to shop for themselves and their loved ones this coming holiday season. They will want to create an epic feel-good moment they can hang on to during this wild and crazy year.

Not to mention, people tend to specifically seek out deals related to things they need, including business-related purchases.

And people that are not interested will simply not buy. And that’s okay.

But we have to remember that we are also businesses. And we need income to survive. So, if we can find ways to surprise and delight our customers during the happiest time of the year, we should do it and make some money in the process. 

Let’s make this your best Black Friday yet!

Are you getting pumped for brainstorming your Black Friday offer? I don’t blame you! Want company? Join me for a 5-day Black Friday Offer Challenge!!! (Sign up below…)

The easy step-by-step plan for your business when it comes to putting together a Black Friday offer your clients will love. Whether you're a coach, a course creator, or a consultant this plan will help you have your best Black Friday yet (without feeling sleazy, unselling your services, or annoying your audience!)

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