131: Heather’s Black Friday Results and the Pivot That Turned Everything Around
After mapping out what Heather thought would be a strong Black Friday strategy, the results came back and they were some of the lowest she’s ever seen.
Instead of spiraling, she pivoted fast. She brought back her “12 Days of Sales” promo, led with her bestselling Alphabet Kit, and immediately saw stronger results, including her biggest revenue day in months.
Inside this episode, Heather breaks down exactly what went wrong, why memberships are a tougher sell right now, how offer complexity silently kills conversions, and why one-time purchases are outperforming recurring offers this season.
If your recent promotion didn’t go the way you hoped, this is the behind-the-scenes clarity you’ve been looking for. Listen to the full breakdown now!
Key Takeaways:
- (01:40) The original Black Friday plan and why she scheduled it early
- (03:00) How her tiered membership + multiple bonuses complicated the offer
- (07:30) Reviving her “12 Days of Sales” strategy
- (11:00) The mindset shift after a disappointing launch
- (15:00) Why the week after Christmas is an underrated selling window
Episodes Mentioned:
#27: How to Navigate December as an Online Business Owner
#126: How to Plan the Rest of 2025 and Finish the Year Strong
#127: A New Marketing Strategy Inspired by Olive & June
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Recovering From a Black Friday Letdown: Real Results, Pivots, and New Strategies
If you’ve ever poured your heart into a sale or launch only to watch the results roll in way below your expectations, you’re not alone.
In this week’s episode of the Teacher Biz Podcast, Heather pulls back the curtain on her Black Friday strategy, shares exactly what didn’t go as planned, and how she changed course to end the year on a stronger note.
The Big Black Friday Plan—And What Actually Happened
Heather was open about her approach leading up to Black Friday: start early with an exclusive membership offer, sweeten the deal with free gifts, and aim for a big surge before inboxes (and the market) got too noisy.
Rather than the typical deep-discount, her idea was to offer free resources—with tiered bonuses based on which membership level parents chose.
But reality check: the numbers came in way lower than expected. Despite her experience, planning, and a solid email list, only about 20 new members joined.
Her honest reflection? The sale was “one of the worst sales I’ve ever done”—a humbling reminder that results don’t always match our hopes, no matter how carefully we plan.
Lessons Learned: Simplicity, Timing, and Member Mindsets
Why did this early, gifts-based strategy underperform? Heather dug in and uncovered a few key lessons:
1. Simplicity Sells:
Her offer was tiered and detailed, with multiple bonuses and options. While she’s had success with her tiered membership approach before, stacking additional bonuses and an annual plan on top made things overwhelming—especially in a season when everyone’s inboxes are flooded with offers. Clarity and simplicity are key.
2. Shifting Attitudes Toward Memberships:
Heather noticed people seem less willing to join new memberships right now. While memberships are still powerful for stable revenue, she recommends supplementing with one-time purchase offers—especially during promotional bursts when parents (or teachers) are already stretched thin.
3. Timing is Everything:
There’s traditional wisdom about getting in before the Black Friday rush, but some buyers wait for the “main event”—and distrust “early bird” deals. Heather’s own family confirmed this: even if they know a good deal is around, they’ll hold off for the “big week” just in case something more tempting pops up.
The Pivot: Back to What Worked Before (with Less Work)
When one door closed, Heather opened another by revisiting a tried-and-true approach: a limited “12 Days of Sales,” with one of her most popular products (the Alphabet kit) as the opener.
With graphics and plans already in place from previous years, she was able to pivot quickly rather than start from scratch.
The results? Dramatically better.
Her “day one” outsold the entire previous week’s membership launch. Each day afterwards brought in steady sales—a testament to the power of keeping things simple and leveraging proven winners.
Bonus: funneling Alphabet kit buyers into her back-end membership offered another source of stable revenue, but without forcing the commitment up front.
What to Try Next: Practical Advice for Your Next Sale
- Lean Into Simplicity: Limit choices and clarify your bonus structure during busy sales seasons.
- One-Time Purchases Work: Consider highlighting “buy it once” products when buyer fatigue or commitment hesitation is high.
- Double Up on Timing: Test promos before and during Black Friday. Some might wait for the big day, others want to snap up deals early—serve both groups.
- Year-End Magic: Don’t underestimate the week between Christmas and New Year’s when audiences are inspired for a fresh start (and often still in “buying” mode).
- Review and Pivot: If a launch flops, don’t panic—adjust quickly based on what your audience actually responds to.
Real Talk: Big Wins Start with Small Experiments
Heather’s transparency is a reminder that even seasoned business owners face setbacks.
The real secret is persistence: keep testing, listen to your buyers, and don’t be afraid to return to your roots when something new doesn’t land.
The online business world will always keep us guessing, but as long as you’re willing to pivot, there’s always another shot.