75: 5 Tips for a Successful Black Friday Promotion
With Black Friday just around the corner, Heather dives into five tips for running a successful Black Friday promotion.
If you’ve been hesitating or unclear about how to approach this big sales day, don’t worry – this episode will give you the insights you need to create an effective strategy.
Heather explains why starting your promotions early helps to build momentum, and how adding a bit of urgency can nudge customers to buy sooner. She suggests sending more frequent emails to stand out from the crowd and using storytelling to make a memorable impact. She also highlights email marketing as the go-to channel for Black Friday, over social media, and encourages planning ahead so you can relax when the holidays hit!
Key Takeaways:
- (02:20) Using what you already have
- (04:00) Start your promotion early and avoid the rush
- (05:50) Creating urgency for better engagement
- (07:10) Focusing on email marketing
- (09:15) Using stories to sell
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Essential Tips and Strategies to Make Your Black Friday Promo a Hit
In this post, I’ll share five valuable tips to help you run a successful Black Friday promotion using insights from years of experience.
Whether you’re already seasoned at running promotions or this is your first time, these strategies will set you up for success.
1. Utilize Existing Products
Creating new products for Black Friday can seem tempting, but it’s often not the best move. Instead, leverage products you already have. Use this opportunity to reintroduce them to your audience.
If your product has proven successful before, capitalizing on it during Black Friday will save you time and effort while hitting the mark effectively.
Even if your product serves as a trip wire in your marketing funnel, it can still be a great candidate for a Black Friday promo.
Remember, launching a new product ideally requires a separate, dedicated effort, so focus on what you already have and make it shine.
2. Start Early
Timing can significantly impact your promotion’s success. Don’t wait until Black Friday to start your campaign.
The month of November has essentially become Black Friday month, and inundating your audience with offers solely on Black Friday can get your email lost in the shuffle.
Getting an early start—perhaps in the first couple of weeks of November—allows you to capture your audience’s attention before the deluge of promotions hit their inboxes.
You can start with a preview sale and build momentum leading up to Black Friday. This also enables you to create urgency without dragging your sale out too long, which can dilute its effectiveness.
3. Build Urgency
Urgency is a powerful motivator for conversions. Customers need a reason to act promptly. There are typically two ways to instill urgency:
- Set a Deadline: Let your audience know that the sale ends at a specific time.
- Offer Exclusive Bonuses: Provide a bonus if they purchase by a certain date. This creates urgency and gives them an extra incentive to act quickly.
Without urgency, potential customers might intend to buy but put it off and forget about it. Especially in the educational niche, where the urgency may not be inherently apparent, these tactics are essential for driving action.
4. Increase Email Frequency
November is a competitive month for email marketing.
To cut through the clutter, you’ll need to send more emails than usual. This might feel uncomfortable, but it’s essential to ensure your emails are seen.
Different angles and messages can help keep your promotions fresh.
For instance, in my 20-day sales promotion, I send up to three emails a day, escalating to four on crucial days.
This frequency helps keep the offer top-of-mind for busy recipients. Early emails can announce the promotion while reminders closer to the deadline can harness urgency to prompt action.
5. Use Stories to Sell
Instead of just pushing products, engage your audience with stories.
People are more likely to connect with and respond to narratives than straightforward sales messages. Share testimonials, personal experiences, or scenarios that highlight how your product can solve problems or enhance lives.
Lean into your identity as a human, not a corporation. Craft your email copy to address the pain points of your audience and illustrate how your solution can make a difference.
This personal touch sets your emails apart from the generic, corporate-sounding promotions that will flood inboxes.
Bringing It All Together
Email marketing will likely be your most effective channel, given its direct reach and personal touch. While social media and other types of organic content can complement your efforts, focus primarily on creating compelling email campaigns.
Plan and schedule your emails in advance, so you’re not stressed and scrambling over the holiday.
Black Friday presents a unique opportunity to boost your business, but it doesn’t have to be overwhelming.
By following these five tips—leveraging existing products, starting early, building urgency, increasing email frequency, and using storytelling—you can create an effective and stress-free Black Friday promotion.