Success in Black Friday sales lies not in discounts, but in delivering value and creating an unforgettable experience for your audience. In this episode, host Kendra Perry shares how you can ensure you crush your next Black Friday campaign. From her personal experiences, Kendra reveals the do’s and don’ts of Black Friday sales she learned the hard way and the different approach she’s going to take this year. From building the perfect sales funnel to email marketing strategies and no discount promotions, Kendra generously shares everything helpful for the upcoming holiday. Black Friday is not just a shopping holiday; it’s an opportunity to make a significant impact on your revenue and customer relationships. Tune in now and get ready to execute a highly successful Black Friday sale that drives results, both in numbers and impact.
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Execute A Highly Successful Black Friday Sale
I’m pumped to be with you here. It is a beautiful fall day. Thankfully, we are getting into the darker months of the year, which is a love-hate because I love winter. I’m one of those weird winter lovers. I love to ski, but I also don’t love the shorter days. Mostly, I don’t love November. November is the one month of the year where it’s not fun to live where I live because you’re not biking and skiing, but the days are short. It’s cold and often rainy. I don’t love that, but I love December because the ski hill opens up. They put in a new chairlift to a whole other side of the mountain. I’m excited about that.
I got to get through November. I always try to look at November as a time for self-care, to use my infrared sauna, to journal, and to watch shows. I have to say there is so much good reality TV on right now. I can’t even handle myself. I finished Love Is Blind Season Five, which was good. It is such a hot mess and a dumpster fire. I’ve been watching The Golden Bachelor, Bachelor in Paradise, FBoy Island, and Love Island games. There’s good TV going on. Maybe November is not that bad.
Let’s get into this episode. I want to talk a little bit about Black Friday. This episode is airing a little bit late. My intention was to air this episode in October, but I was doing the Five Day Master Your Marketing Series for the show. If you miss that, you can still go back to that. It’s a good series. It’s all about your marketing and how to master it. I wanted to go behind the scenes of my challenge. Ultimately, this one got pushed back a little bit, but I still think this is relevant and you have time to execute a successful Black Friday sale.
Hopefully, you know what Black Friday is. It’s mostly in North America. I’m not sure if it’s a thing in other countries. If you are from Europe, Australia, or New Zealand, please let me know. Shoot me a message on Instagram @KendraPerryInc. Let me know if it’s a thing over there. It’s a big thing in Canada and the States. It goes over the weekend for American Thanksgiving. It’s like a blowout sale weekend or a shopping holiday.
I don’t know who created this, but it is such a good time to run a sale because people are ready with their credit cards. They are ready to buy. I don’t know what it is, but people are anticipating it. They know they want to get a deal on something. They are ready to buy, which is great because it’s at the end of November. This year in 2023, it’s November 24th to 27th. December can be a slow month for a lot of us. It’s this amazing opportunity to make a big whack of sales before you go into your slower month. Last year, I had my biggest month ever because of Black Friday. I’m going to talk a little bit more about that at the end of the episode.
I believe you should run a Black Friday sale, not only for a little bit of a cash infusion and to make some cash before the slow season, but it’s also a good time to practice running a promotion and a sale during a time when you’re highly likely to make some sales because people are ready to buy and it’s a short amount of time. You’re not executing this huge launch. It’s four days and people are typically ready to buy.
Pricing Your Items For Black Friday
When I think of Black Friday, people are typically looking for lower-priced items. I don’t recommend that you put your coaching program on sale. I’ve done this in the past. Honestly, it’s worked and not worked. Truthfully, your coaching program, especially if you were doing one-on-one, a group program, or a hybrid, that’s valuable. I don’t want you to severely discount those programs. I don’t think that’s a great idea. It can devalue what you sell. Personally, that’s what I’ve experienced. I’m going to be talking about this a little bit later in the episode. This is why I’m no longer putting HCA or HTA experts on a Black Friday sale. I’ll talk about why in a little bit.
Black Friday is a great time to sell something at a lower price. I don’t want you to go out and create something entirely new, especially if you are thinking about Black Friday as you’re tuning in to this episode. I want you to use something that you already have. There is probably a resource in your program, maybe some guide, a cheat sheet, or something incredibly valuable that you could sell for a low price. You could sell it for $7, $47, $97, or something on the cheaper end. Remember that this can give you a little bit of a cash infusion, depending on how many people are on your email list. Even if you have a small email list, what this can do is it can give people a little bit of a sense of what it’s like to work with you.
As you know, I’m not a fan of selling low-ticket items. I teach you to sell high tickets, but I love a cheap Black Friday promotion because there are people in your audience who probably want to work with you but maybe can’t afford the cost of your high-ticket program right now, or they’re not just ready. Maybe getting a sense of what it’s like to work with you on a smaller sense through a resource, a DIY course, or something lower priced will help them see that it would be great to work with you. Maybe that’s going to act as an effective touchpoint that will help them eventually enroll in your higher-level program.
Any guide, cheat sheet, or any resource that you could pull out of your program would be a great thing to sell for Black Friday. If you don’t have anything like that, perhaps it could be a masterclass on a specific topic. What you can do is run the masterclass the week after Black Friday. You don’t even need to put it together or make it fancy. You just sell it, run it through Zoom, and send out the recording. It could be as simple as that. Maybe I did that last year.
One Black Friday, I sold a niche workshop. It was live. I did it the week after Black Friday, and I sold it for Black Friday. I pre-sold it, and I ran it through Zoom. It’s simple. I sent people out the recording. I didn’t need to put anything together in terms of building out an entire course. You want to make it simple. Especially if you’re getting turned onto Black Friday, don’t create something big and elaborate. Just something small. Either something you already have or a simple masterclass that you could quickly put together.
How To Execute A Black Friday Sale
In order to execute a Black Friday sale, you’re going to need three different assets. You’re going to need a sales page, an order form, and an email sequence. That’s it. We’re not going to do a webinar, a challenge, or anything big. We need a sales page to deliver the thing. If you are one of my HCA students, you get a sales page template for your program that you could also use for any other program or product that you’re selling.
If you are in my program, you can utilize that template. You don’t have to start from scratch. What your sales page needs to do is introduce people to the offer and why they should want it, help them qualify themselves, address any objections, and allow people to buy. That’s your next asset, which is the order form. The order form is simply the place in which they take payment.
I use FG Funnels for my sales pages and ThriveCart for my order forms. I find the ThriveCart order forms a little bit more functional than FG Funnels. You can do more with coupon codes. You can take different types of payments. I prefer those. We embed those into an FG Funnel sales page. The other thing I like about ThriveCart is it’s a one-time payment versus a subscription. We all know that subscriptions can add up. Anytime something is a one-time lifetime payment, I’m all in. You’ll need some sort of order form.
The next thing you’re going to need is an email sequence. I recommend sending out 1 to 2 emails before Black Friday and letting people know that you’re having a Black Friday sale. People typically are planning for Black Friday. They’re thinking, “This is going to go on sale. I’m going to check if these people are having a sale.” They’re making a mental list of all the different merchants that they want to check out to see if they can get something on sale.
I would send it out in advance and let them know, “Black Friday is coming up. I’m going to be putting this thing on sale.” You don’t even need to necessarily say what it is but say, “I’m going to have something special for you. Make sure to open your email on Friday morning,” because it runs Friday through Monday.
You’re going to need those two warmup emails, 1 or 2. You’re going to want to send out at least one email a day over Black Friday. You’re going to send out one email on the 24th, one on the 25th, one on the 26th, and you’re going to send out three on the 27th to remind them of the deadline to enroll. You can send out more emails than that. I’ll often send out two emails a day. This is how I’ll do this. This is a strategy I use that works well. You can do this in any email marketing software. I send out one email to my whole list. The second email only goes out to the people who’ve clicked over to the sales page.
I use ConvertKit. That’s my email marketing software. There are other types of software out there. You might use something like MailerLite, ActiveCampaign, GetResponse, or FlowDesk. Whatever it is, it doesn’t matter. You should be able to tag someone who clicks a link. You should be able to set up a rule where anytime someone clicks on a link, they get a specific tag. You can then send an email to people who have that specific tag. You’ll want to make sure that you exclude the purchase tag.
The only people who are getting that second email are people who’ve clicked over to the sales page but they haven’t purchased because those people are your hot leads and fence-sitters. They’re the people who are interested, but there’s something holding them back from enrolling. I always give those people an additional email.
Those emails typically speak to objections. They’re objection emails. I’ll address the price objection, like why it is much cheaper to invest in this product versus doing it on their own versus investing in another product. I’ll talk about timing. Sometimes, I’ll give them a behind-the-scenes look at the offer. Those people always get a higher frequency of emails.
On the last day, you want to send out three reminder emails. On Your final day, you shouldn’t be addressing objections and talking about what’s in the program. That’s what you want to do over the three days prior. On the last day, it’s mostly about urgency. It’s mostly about, “This is your final day. It’s time to make a decision.” The last two emails are short. Usually, the last email that I send out is like, “Last call. Here’s the link if you want to sign up.” I always have my deadlines at midnight Pacific.
On day one and day two of this launch, you’re going to be sending out emails that talk about the offer, what they get, and why they should want it. We are speaking. We’ll start with emotional selling. You’re going to speak to the emotions of why they would want something and how it’s going to help them solve a specific problem.
On day two, we’re going to speak more about the logical selling. It’s more of the logistics of it, like lifetime access. What are they getting? What are the features? On day three, you want to speak to any objections that they could have to signing up, things like price, time, or whatever specific objections that you’ve noticed in your audience. On day four, it is all about urgency. That is what you are going to do.
Warmup sequence, 1 to 2 emails to tell them what’s coming, and 3 to 6 emails that go out November 24th, 25th, and 26th, and maybe an extra one on each day if you want to do that little secret strategy that I told you about and three on the last day. You are going to have a little bit of writing to do. You’re going to have to build a short sales page. This episode is going out a little bit late. If it’s too tight for you, that’s cool. I want you to put a bookmark in this episode for next year and start planning your Black Friday back in September.
Successful Black Friday Sales
I want to talk about some of my most successful Black Friday sales. I didn’t do a Black Friday sale for a long time. It was never on my mind. I always forgot about it so I never did anything. I ended up doing a program with Funnel Gorgeous, these two lovely ladies who teach about all kinds of things. I did their launch program. It was all about selling for Black Friday. I was like, “I could sell for Black Friday.” I did something simple. I took my program, HTA Expert. I offered 50% off, and it flew off the shelves. I ended up making $30,000 or $40,000.
In 2022, I had the biggest month I’d ever had in business. I made over $90,000 in a month mostly from that sale. That was exciting. I put HTA expert on for 40% off. I put a discount on HCA as well. That was a huge sale. You would think I had this huge sale. I made all this money that I would do it again, but I will probably never put HCA or HTA Expert on a Black Friday sale again. This is why.
With the two HTMA Expert sales specifically where I gave a steep discount, it ended up bringing some people into the program who took advantage of us. This happens, especially when you discount things. Truthfully, the HTMA Expert is a full-support program. When you come in, you get access to three incredibly talented coaches. Anna, Nina Marie, and Michelle are experienced, talented, and knowledgeable. It’s not a DIY course. To bring a huge influx of people like that is a little bit stressful. It puts a lot on the coaches. With the 2022 sale, we brought in 40 or 50 people. I can’t even remember, but we brought in a lot of people at once. It was a lot of stress on the coaches. That is one thing.
Additionally, it brought some people into the program who were high maintenance, very demanding, and complained a lot, even though they paid a discounted price for the program. We even had a couple of people pursue our money-back guarantee, because we do offer a money-back guarantee. I do that on all of my programs. They ended up getting a refund. We saw later that they were teaching what I teach on their social media. They got the program for free and then they taught the information on their social media. They were clearly using it. I could tell that they were teaching my method.
That was crappy, and it put a bad taste in my mouth. What I realized is that HTMA Expert and HCA are incredibly valuable programs. They are full-support programs. You get access to many talented coaches, plus me, when you come into that program. For example, in HCA, you’re getting access to Claudia Petrilli, who is a successful health coach. She runs her own group coaching program and has twenty years of business experience.
You get access to Chanee Momoko, who is an incredibly talented life coach and NLP practitioner who helps our students have massive breakthroughs with their mindset. You get access to Alexis Snay, who’s a Facebook and Instagram ads expert. She will help you with your copy and ads. It’s valuable to discount. I feel like it cheapens and devalues those programs when I put them on promo like that. That’s why I won’t be doing them again. These programs are selling well without discounting.
I’ve talked about this on the show before. When people pay a higher price point, they pay more attention. The people who come in and are willing to invest at higher amounts always get better results because the transaction is important for that transformation. When I discount, I attract people who are less committed, but not always.
If you’re someone who got in on one of the programs during 2022’s Black Friday sale and you’re like, “I’m committed,” I’m not talking to you. We still did get lots of committed people, but what I’ve noticed is when people pay a higher amount, they get bigger and better results. I don’t want to bring people into my programs who are not going to do the work and get the results because that sucks. It’s not cool for us and them.
In 2023, I will not be putting either of my major programs on a Black Friday sale, but I’m going to be taking my own advice, the same advice that I am giving you in this episode. I’m going to be selling something lower ticket to give people an experience of working with me. I’m putting together a content course. I am pulling the content module out of HCA and I’m going to be selling it for Black Friday.
I’m excited because content is one of the big pain points for my audience. They are like, “We don’t know what content to create. We don’t know how to get engagement and get clients from social media.” I’m gonna be pulling that module out of HCA. Hopefully, you can see what I’m doing here. I’m doing something that does not require too much extra work. I’m going to beef it up a little bit and add a few things to it.
If you’re already an HCA student, don’t worry. Anything I add to this DIY course, you will also get in HCA. I want to make sure that’s fair. I’m going to be putting that on promo. It’s going to be a lower ticket, and we’ll see how it goes. I will keep you updated on how that goes if you are interested because I know you guys always like to hear the behind-the-scenes of my launches and my sales. I’ll keep you updated on that.
I highly encourage you to put together something for Black Friday. If it’s a quick timeframe because you’ve got other things going on and you’re busy, I want you to start thinking about it for 2024. What you can do is, with whatever calendar you’re using, put a little reminder into your calendar for September 2024.
Typically, I start thinking about Black Friday in August or September. In October, I’m typically starting to put everything together. If you are interested in getting my content course, it will have a much sexier name when I launch it. Make sure you’re on my email list. If you’re not sure if you’re on my email list, shoot me a message on Instagram @KendraPerryInc and drop your email. I’ll take a look and make sure you are on there.
I hope you enjoyed this episode. If you want to support the podcast for all this amazing free information that I give you, you can go to RateThisPodcast.com/wealthy and give me a five-star review. If you have any questions or feedback, I would love it if you would shoot me a message on Instagram @KendraPerryInc. I always love chatting with you. I will see you in the next episode, where I help you become wealthy AF.
Important Links
- @KendraPerryInc – Instagram
- FG Funnels
- ThriveCart
- ConvertKit
- Funnel Gorgeous
- RateThisPodcast.com/wealthy
