Interesting fact: One in three adults in America goes shopping on Black Friday. And I don’t know about you, but a part of me feels like I’m paying too much for Christmas presents unless I wait until Black Friday.
The media has already trained us to expect great deals to hit the market on Black Friday—and often for the week before and after. It’s a time when consumers spend like crazy. It’s almost hard to stop because you know that these sales are only common once a year, and that’s now!
So as an informational marketer, coach, consultant, or someone in retail, what do you do to capitalize on this healthy mindset to buy?
For one, you make an offer, but I like to inspire a more conscious approach to building out your Black Friday offer.
Since your buyers are already in a buying frenzy, it’s a good time to make an offer; however, instead of making your #1 goal to make money off of them, what if you used this opportunity to fill a hole in your business? And to build a deeper relationship with your target audience?
Making money is a no-brainer when you stop kidding yourself that you are making offers that your client wants. If they aren’t EASILY buying, you aren’t making offers they want.
To make an off-the-charts-great Black Friday offer, you need three things:
#1 Make a Real Offer that they WANT (not what you think is a good deal). If you are in retail, put something on sale that is a best seller, or offer a “Future Bucks Card” equal to what people spend to encourage future shopping.
If you are a coach or consultant, don’t discount your personal time but give your most popular program on sale for one day at 60% off.
#2 Give deep discounts so that your offer becomes a once-in-a-lifetime opportunity for the buyer to act on. Meaning, it’s a real offer that is only available at this price once a year!
#3 Be clear in your marketing, and be a straight shooter. To ensure your buyer knows that you are trustworthy, give them a safety guarantee. They’ll appreciate you standing behind your offer.
Making a Black Friday offer is simple, but that’s not where the magic is for me! I’ve never been motivated by money but I am by words of affirmation. I love seeing people succeed and hearing the words they speak of appreciation when they get a break in life. Black Friday is a time when I can do that and impact more people. It’s kind of like our business holiday party for our clients, and the gift is our discounted offer~
I believe the biggest business growth opportunity during this time is to build trust, love, and loyalty with your target audience.
Look at your next plan in your business. What are you wanting to build out next, and what can you offer that will help enhance that plan?
Next, give before you get. Give your offer, like I mentioned above, with a deep discount. Make a REAL offer that your client/ customer can clearly receive as a no-brainer offer!
Black Friday Sales are a REASON for you to get in front of your list (ideal clients) and make a holiday offer that serves your client and serves your long-term plan.
Take a few moments and think this through.
Most importantly, don’t worry about getting this perfect.
Just go out there and send some emails with the intention to make a difference. But be clear how it serves you and your client. We aren’t building martyrs here. We are empowering conscious business decisions!
Leave me a comment below. I’d love to hear from you.
Shanda Sumpter
CEO | Business Coach
