“Let’s do a quick Black Friday sale!” was the refrain of every one of my clients last week. And I wrote a bunch of sequences, some of which started running 2 weeks ago.
(Side note, if you want to know how to write a BF sequence, my man Chris has the best template. I shamelessly stole it last week.)
But, before you ask yourself how to write a BF sequence, maybe first ask should you?
I’m not convinced Black Friday deals are all they’re cracked up to be for info products, especially when you consider the overall brand impact.
And Forbes agrees with me. They propose that Black Friday sales could be a terrible idea.
Besides the brand impact, is it the best time to be selling?
The argument on one side (an argument Chris makes above) is that customers are in “buying mode” on Black Friday. They want to spend money on that day.
But, with SO MANY offers in their inbox (here’s mine 2 days before Black Friday)… instead of choosing you because you have the thing they need, they are forced to choose between you and all the other offers in their inbox… that they also may “need.”
I’d rather they choose me because they’re ready for me (Note: The guy for being Open Every Day is Ross O’Lochlainn. We had a chat about this very topic while in Medellin, Colombia).
I’ve noticed in my business, customers that buy without thinking tend to be my worst customers. They cancel quicker, cause more support issues, and don’t implement the material.
I’m not saying that Black Friday sales aren’t effective, but I am saying that doing a Black Friday sale because that’s what people do is probably not a smart strategy. (Like most things in marketing — FB ads, SEO, guest posting, podcasts… all CAN be effective, but they can also be a waste of resources).
Some food for thought today, food for your belly tomorrow.
Happy Thanksgiving, friends.