Life and Writing

Abbey Woodcock

Your Guide to Voice: Stand out from the noise in 5 steps

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GTFO of my inbox

“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.

 

About Abbey

Abbey Woodcock has been a direct response copywriter since 7th grade when she wrote a 30-page sales letter asking her crush to the dance with dismal results. Since then, she's converted better... writing sales pages and emails you've probably read from some of the biggest names online. Now she helps other copywriters build and grow amazing businesses.

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Recent Musings

  • Why people hire marketing consultants
  • I’m not answering this question anymore
  • Copy school drop-out (or that time I quit Parris)
  • Working for a dying print newspaper made me a better digital marketer
  • B.I.G niches

What people say

I’ve made it one of my missions to find that next generation of superstars…and one of the copywriters I am placing a big bet on is Abbey

After working with some of the best copywriters who have ever lived throughout my career, I came to the realization that it was not a “given” that there would be a next generation of copywriters who understood direct response like their predecessors. I’ve made it one of my missions to find that next generation of… Read more “I’ve made it one of my missions to find that next generation of superstars…and one of the copywriters I am placing a big bet on is Abbey”

Brian Kurtz
Former Executive VP of Boardroom
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Huge, ‘beyond expectation’ wins for some of the most famous names in our industry

Abbey Woodcock is one of my favorite copywriters – both to work with and recommend – for 3 reasons:

  1. She has a deep understanding of direct response marketing AND how it fits into modern mediums like social and email.
  2. She has a deep understanding of human psychology and how to speak to different markets… Read more “Huge, ‘beyond expectation’ wins for some of the most famous names in our industry”
Kevin Rogers
Copy Chief
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“The systems she created to hire, train, and evaluate writers are now a daily part of operations.”

Abbey was a key member of my team during a time of explosive growth. I needed to grow my content team and leaned heavily on Abbey to conceptualize, build, implement, test and improve our backend processes. The systems she created to hire, train, and evaluate writers are now a daily part of operations. Writing great… Read more ““The systems she created to hire, train, and evaluate writers are now a daily part of operations.””

Ramit Sethi
I Will Teach You To Be Rich
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