Black Friday 2025 Sales Strategy for Online Coaches | Emails, Offers & Stress-Free Promo Plan

If you want to have your best Black Friday yet, this is the best 30ish minutes you can spend preparing for it. Throughout the training you're about to see, I'll ask you to answer a few questions. I encourage you to actually answer those because it'll guide the kind of offer you want to have. Before we start, grab a pen and paper. You'll want to take notes. By the way, while this video is Brittany AI the training you're about to see was recorded by human Brittany a few years ago. It's helped hundreds of entrepreneurs get their Black Friday offer out fast and in a more stress free way and I'm confident it'll help you too. At the end, you'll have the opportunity to speak up your Black Friday creation even more with our Black Friday templates. An email express lane with templates, GPTs and even trainings on how to create your Black Friday promo videos and images too. We'll also drop the link to our Black Friday a thon happening soon where we go through step by step all your Black Friday content creation. Now let's get started with the Become a Black Friday Success Story training.

Hey there and welcome to Become a Black Friday Success Story. In this presentation you're going to learn how to run a stress free Black Friday promotion, the sequences you need to make your Black Friday promotion a success and how to get the most out of your Black Friday promotion. Now I'm Brittany Long. About six years ago my dad had two massive strokes and he was in icu and I remember sitting across from him, he was in the hospital bed and he said, I wish I spent more time with you and your brother. Now my dad is a hard working man. He's the hardest working person that I think I've ever known in my life. He taught for 37 years and that's one of the reasons that I, I was a teacher for about four years, years and years ago. Now I saw how much he wanted to help people and I thought, well, this just makes sense. But as I was a teacher and then later became a business owner, I found myself falling into this trap of overwork, falling into this trap of hustle, hustle, hustle all the time. I have to hustle. And that was fine until that moment. I'll never forget how he said that, that he wanted to spend more time with us. And every time I look at my little one, when I find myself overworking, I think the same thing. I think I, I don't want to be in the same position 30 years from now saying the Same thing to my kid. And so it's something so much deeper. It's that ability to spend time with your family. And so for me, when it comes to business, my goal is always, how can I make a bigger impact, just like when I was teaching, how can I enjoy what I'm doing? And how can I spend more time with those who matter most while also making lots of money? Now, when we're talking about Black Friday sales, we want to talk about how to do it in a way that works for you. And so we're going to ask you a few questions. When we go into phase one, go ahead and put your comments in the comment section. Now, there are a few reasons you might want to do a Black Friday sale. The first one is that you want to have a cash injection. We love doing Black Friday sales because of the cash injection. The cash injection means that we have a little bit more buffer room going into the end of the year. It means we might be able to make a high ticket, higher that we want to make that we wouldn't otherwise want to put money towards. Right. Means we can pay our team a bonus, we can pay ourselves a bonus, we can go on a vacation, we can invest in an investment property. There's a lot of things that you can do with that cash injection. Now, if you want a cash injection and you have an offer you'd like to promote, or you have the idea of an offer that you want to try out, maybe a beta run, then this is a great time to do it because you're going to have more people with their eyes on your sales page than you normally would. So this is a great time to promote. And if there's a way that offer can lead to something else in the future, then absolutely. Doing a Black Friday sale seems like a great idea. But there's a few other questions to ask yourself about the kind of Black Friday sale that you want to. That you want to run. Now, the first question is, what does success look like for you? For me, success years ago would have looked like making a lot of money and any way that it takes to get there. But after I had that conversation with my dad, things really shifted for me. And I realized success doesn't look like hustling all the time. So for me, this time of year, Black Friday and just this holiday season, and it looks like spending time with my family, it looks like baking. I'm in Florida and it is so freaking hot all the time. And so whenever I have a chance that it's cooler for, like the Two months that that happens. I want to be outside as much as possible and pumpkin patches and, you know, on hikes near the springs, wherever it is. I don't want to be inside all day. So for me, success does not look like sitting at my computer all day during the season. In fact, success for me looks like being out and about, baking and having fun. And so what success looks like you, looks like for you is going to really impact the kind of Black Friday sale that you have. Of course I want to make a lot of money through it. I love doing that this time of year. But I also want to spend a lot of time with my family too. So that's what success looks like for me. Now my question for you is, what does it look like for you? So again, if you are able to put something in the comments, go ahead and do that. Now, what would success look like for you this Black Friday season? If you think this question doesn't really matter, if you it is going to really impact how your Black Friday sale goes. What I always find is that if I'm not in alignment with what I truly want, like let's say I truly want to spend more time with my family, but instead I'm spending all this time on my computer, I'm trying to get everything done. And I found that anytime I do that, that the launch or the whatever it is that I'm offering does not go as planned. Some people call it self sabotage. I call it self alignment. So in other words, whatever it is that you really want, you will find your mind, your body, everything will find a way to have that. And so if what you really want to spend more time with your family, but you're trying to force yourself into this high pressure launch, the chances of it doing well aren't as high. You don't actually want that kind of launch. So this is why that question is so, so, so important. So that you can be aligned with what it is that you actually want. So that's the first question. Second question is what kind of promotion period feels right for your audience? Now you may be thinking, okay, Brittany, there's Black Friday, there's Cyber Monday, right? What, what else is there to ask here? But, but there's actually four different promotion periods in November. The first one is Black Friday. That's a single day, Black Friday, Black Friday through Cyber Monday. That's the most typical one. 10 or 12 days of deals and then gray November. Now one day black Friday sale. This is best if you have something you think will sell out. So if you have maybe a service that you provide or a gift card that you want to promote and you think that it's going to sell out. This is a great time to do that. It's built in urgency, there's a limitation there. And so it's easy to build that anticipation and then sell out pretty quickly. I would use a wait list to make sure that it sells out. Usually this one isn't used especially by folks that are like course creators and things like that. Because that's not as effective with something like this unless you have a very limited amount of spots that you're you can fill in one day. This is great for VIP day offers. It's also great too if you're going to make an offer this like a VIP day offer that's going to expire, not expire, that's going to get filled out, get sold out, adding a downsell afterwards. So let's say Black Friday, you sell out of all of it. On Saturday you email everyone, say hey, we sold out. I know you may wanted a spot, here's what you can get instead. And giving them a lower price option, that's maybe a course instead of a service. The next one is Black Friday through Cyber Monday. This one's the most common one. It can be used for products, services, digital goods, e commerce. Pretty much anything you can think of can go through a Black Friday through Cyber Monday 1. If you're doing high ticket and limited, then limited supply works best if you have a wait list. So make sure you have a waitlist if you're going to do something that's high ticket. Again, the waitlist gives them an opportunity to get that excitement with it. But with a wait list you can also offer an early bird bonus. You can also offer a discount if you want and you don't have to do discounts. We'll talk about that in a little bit. But having that wait list is going to be super helpful for you. You'll also want emails warming up your list ahead of time and at least one email every day of the sale. Usually two to three on the last day. If your offer is not clear, even if you've never run your offer before, that's okay. It's so needs to be super clear though. If it's not clear, people are going to scroll past it, they're going to move past it, they're going to swipe to the next email. And the reason is because there's so many offers on Black Friday through Cyber Monday that if you don't have clarity on what it is you're offering. If it's not clear enough that a fifth grader can understand it, then you're going to have people moving past it, even if it's exactly what they want and need. So if you're thinking, okay, well how do I get it super clear? The best thing you can do is talk to a few people you know that are your ideal customer or your ideal client. Send over to them what you have, your sales page, your Google Doc. If you're selling from that, whatever it is that you're selling using to sell, send that to them and have them go through it, ideally in a loom video if they can. But have them go through it and tell them tell you anything that they're confused about, unsure about, questions that come up for them. It's one of the best ways that you can write a better sales page, better sales copy, better email copy is by having folks look at it ahead of time. Now the next one you can do is 10 or 12 days of deals. You can offer the same deals or multiple deals. And this is really great if you're a service provider and you want to try out a few different pieces. Let's say you want to do, do your VIP day, but you don't want to offer a discount. So what you can do is chop up your VIP day into different pieces and sell those different pieces on different days of the deal or day of deals. So basically what that would look like for me, let's say I do a, an email VIP day where I meet with people and we do strategy, we go through their entire year of emails, we make a like a brand messaging board for them. And, and so if I was to piece that out, what I could piece out is maybe instead of this four hour session, I do one hour session for one of the day of deals. And that one hour session we meet together and get clarity around what it is their audience wants and needs and how they can solve the problems for them. So that's, that's one offer right there. Even though that's normally one piece of our cash map strategy session, which is a VIP day, even though it's just one piece of that, we can take that out. So they get to experience that one piece and then they can, we can do upsells for other things later so they still get a lower price than they normally would and I get to practice that particular, the SOP for that particular offer or standard operating procedure. The next thing I can piece out is the outline of the emails, as in how we actually Create an email. We'll do a custom outline for them so they know the kinds of things to say in their emails. Another day could be creating the custom topics for their 52 weeks of emails and so on. You get the idea. So again, if you're using this for high ticket, have a wait list. You can also share a catalog. A catalog is going to be really helpful for this one and for the next one that we're going to talk about. It's almost like, well, first of all, it's like you're adding some magic to this season. I don't know if you remember it, but when I was growing up, we had catalogs that would come. I think they were Toys R Us catalogs. And I remember the day that they would come to the mailbox and I would open it up and I would sit through. And for days, sometimes longer, I would go through every single page of this catalog, circling the things that I wanted, making notes for my parents. And while I was aware I definitely wouldn't be getting all the things that I put on there, I knew that I probably would get one. And it was still so much excitement being able to go through and circle. We want to bring some of that same magic to your Black Friday sale. So having a catalog is fantastic. Now, the catalog doesn't have to be super intense. It doesn't have to be really long and drawn. It can be pretty simple and straightforward. But it's this idea that it's something for them to look, look through and get excited about. I've also seen clients do happy hours Q and A sessions, just things to get your audience really hyped for this offer and to build some of that curiosity. Now, the only thing I've seen not work well for this is a disappearing bonus. So that would be if you say, hey, today's the first day of the sale. If you buy today, you're going to get all four bonuses. And then if you buy tomorrow instead, you're only going to get three bonuses. If you buy the next day, you're only going to get two bonuses. I haven't seen that work well. And the reason is because there are a lot of moving parts and it can be a little confusing if you don't have somebody that can sit down and take the time to meticulously read over all of this. And usually during this time of year, Black Friday, Cyber Monday, all that, you don't have people with a ton of time on their hands to be able to sit down and go through all of that. Now, the next One is Gray November. Gray November is the entire month of November. I would not recommend doing this if this is your first Black Friday deal. This would be great if you've been doing Black Friday Friday through Cyber Monday for a while. But usually I recommend going from Black Friday Cyber Monday to a 10 days of deals and then the next year doing Gray November. So this may be something to put in your back pocket for now. It's also really, really great for E Comm. You send emails every day or every few days if you want to see somebody that does this really, really well. Amazon does this so well they have the daily deal, but then they even have like hourly deals. And it shows you when things are expiring, it shows you what's coming up next. This is what I'm talking about when I say fun events or surprises along the way. So when you're doing fun events or surprises, it could be a countdown, it could be a riddle, it could be a hint, it could be a picture. But there's a lot of things that you can do to keep their attention and get them excited the whole way through. You could do a giveaway. There's lots and lots of options there, but those are a few. You can also give them a catalog ahead of time so they can look through and circle what they want. Now the next question to ask yourself is what kind of offers can you make during Black Friday? Great offers would include E comm, digital products, medium ticket like courses, VIP days. You could do a bonus or discount or both. Coaching again, bonus, discount or both. And then gift cards. The offers that I normally avoid during Black Friday would be reoccurring. So that is because then not only are you trying to urging them to buy now, but there's also that that cloud hanging over them reminding them that they have to buy in the future as well. Also offers with multiple pieces, they're unrelated. So, so that could be if I said, hey, I have my email course, which is what we're going to be doing for Black Friday. And then I said, you can also get my funnel course and my this course and my that course. And here's a course on confidence. And so they don't necessarily seem intertwined. And so we want to have offers that have related pieces of them. I would avoid one month free offers. Again, you have to. They may not be buying something now, but they're going to in the future. So you have to sell them not only on what they're doing now, but also in the future, which is a little bit of a harder Sell and, and then anything that's $10,000 plus, typically that's not going to be your deal audience. Your deal audience is normally different than the super high ticket or the higher ticket audience. And so if you're wanting to do something that is a little bit higher ticket like that, then what you can do instead is maybe piece that out or add some kind of bonus instead of doing a deal. Before we move on to phase two, I have questions that I normally get. I'm going to go through them. I'm going to bet that at least one of these is a question that you have. The first question I get is what if I'm afraid to email them? So if you've been feeling nervous about emailing your list, maybe because you're worried they're going to unsubscribe, well, first let me tell you, there will be some people that unsubscribe during Black Friday that is not only okay, it's totally normal, but you can reduce how many people are unsubscribing by warming them up ahead of time. So right now start sending emails can just be simple, simple emails asking how they're doing, telling them what's been going on. And, and that actually brings us to the next one, which is what if I've never emailed them or haven't been emailing them? So if you're in that position where you haven't emailed your list ever or you haven't been emailing them consistently, then doing it now is definitely your best bet. If you wait until Black Friday, that's kind of like if you have a relative that doesn't really talk to you until they want $200. That's kind of how it feels when you're only reaching out, when you have a launch going on, when you want them to buy something from you. So instead start emailing them now, warming them up. And then if you've never emailed them or haven't been emailing them, what you can talk about is what you've been working on in your business, but specifically how that applies to them. In other words, how will what you're working on help them? And then I also like to give some kind of gift or giveaway or extra surprise. Not only have I found that that reduces the number of unsubscribers on my list when I send out email if I haven't in a while, but also if it significantly increases my open rate for my next few emails as well. Now, the next thing you might be asking is what do I actually say in my emails, there's a few things you can figure out what to say. One is by looking at your inbox, what kind of questions are people asking you? The next thing that you can go do is go to spyfu.com and when you go there, this is basically a place to find what people are already searching for. And so you're going to put in a domain. For example, I might put in email marketing. And while that's coming up, I can see that there are lots of people, 21,000 searching for that every month. And I can see that they're asking questions like, what is email marketing? How to get email addresses for email marketing? Is email marketing dead? The answer is no. How much does email marketing cost? So there's a lot of different questions that people are asking. And then as I scroll down, I can see the other things that people are typing in. I can see what else this is ranking for. So mailchimp, I might want to cover some tutorials on, but this gives me an idea of what people are asking about. Now, another website I can use is answerthepublic.com so that's answer the public.com and you get about five of these for free. You can type in a topic like email marketing, for example, or maybe your topic is maybe your social media manager. Now the next thing you might be asking is, what do I actually say in my emails? There's a few things you can figure out what to say. One is by looking at your inbox, what kind of questions are people asking you? The next thing that you can do is go to spyfu.com and when you go there, this is basically a place to find what people are already searching for. And so you're going to put in a domain. For example, I might put in email marketing. And while that's coming up, I can see that there are lots of people, 21,000 searching for that every month. And I can see that they're asking questions like, what is email marketing? How to get email addresses for email marketing? Is email marketing dead? The answer is no. How much does email marketing cost? So there's a lot of different questions that people are asking. And then as I scroll down, I can see the other things that people are typing in. I can see what else this is ranking for. So mailchimp, I might want to cover some tutorials on, but this gives me an idea of what people are asking for about. Now, another website I can use is answerthepublic.com so that's answerthepublic.com and you get about five of these for free. You can type in a topic like email marketing, for example, or maybe your topic is maybe your social media manager. This is what it would look like on Answer the Public. So, as you can see, there's a lot of questions about social media management. Some of them might not be the right question for you, but this at least gives you a starting point that has things that you can answer in some of your emails. If you scroll down, there's even more, and then if you scroll down further, it's separated by letter as well. So super useful resource there for figuring out what people in your audience are already asking about online. The next question I get is how do I send emails without feeling salesy? For me, this is a big mindset shift from oh my gosh, I'm annoying them, I'm bothering them to, to I have something that's going to help them and ultimately they're going to get that solution from someone. It may as well be somebody like you, who's doing a great job, who's full of integrity, who wants to help them. The next question is how often should you email during Black Friday? We're going to talk about that in a little bit. It depends a little on what your promotion period is. For example, if you're doing great November, we want to be emailing every day or every other day, all of November. But if you're doing a Black Friday through Cyber Monday sale, that's going to look a little different. The next question I usually get is how often or how do you cut through the noise of Black Friday and the millions of emails that go out that day? And for me, the biggest thing to do is to know your audience. So let me show you how I do that. One of the best ways that I do this is by looking at what people are saying in my Facebook group, which is the Friday off club, or in other Facebook groups where I know my audiences. So I look at their symptoms. In other words, what are the patterns? What are the things that they're telling me consistently that they feel? What am I noticing that the majority of them are saying? So the majority of this particular audience that I have. So with our list, because I do so many podcast interviews and summit interviews and things like that, we have a really big broad range of people that we help. We have people that are just starting out that have never had an email source provider before, ConvertKit or ActiveCampaign, Kajabi, et cetera, or. And then we also have people that have been doing this for a decade and a half. And they want me to look at their emails and optimize them and things like that. And so I want to make sure that I'm reaching different people at different times. So this particular audience, this is the people that we haven't or that are brand new to email marketing. And so I noticed that many of them are feeling tired. They say they're working too hard, they're ready to burn everything to the ground. They're trying to do everything themselves. If they're thinking about an agency, they don't realize their agency is going to backfire because they don't have the systems in place yet. They want more money, more flexibility, less pressure, less stress. They want to know that everything's going to work out. And so when I'm writing to them, I want to keep these things in mind. I want, anytime I send an email, I want them to feel heard, I want them to feel seen. And so by adding in some of these pieces to it, the things that I know that they're feeling because they've shared that with me and those hush conversations that you have with somebody when they're telling you what's really going on in their life, whether that's again, they're responding to an email or it's one on one in person, or it's they're just talking to people. And then I have how I can help. So I have some offers. And then I also have a part where I'm like, okay, what's the first thing they need to know in order to move to the next step? In order to move to the next step? What's the next thing? What's the next thing? So for this particular audience, if they don't know how will Emark email marketing help me, then I can't go to any of these other ones because this is like the foundational belief, that biggest domino that I have to knock over for them to be like, oh, okay, let's talk about this more. One of the ways that you can cut through the noise on Black Friday is making sure that you're speaking their language. You're talking about things that they feel in their depths. And again, if you're not sure what they're feeling that you can ask them, you can look in your inbox, you can look in on Ubersuggest. Ubersuggest. Answerthepublic.com spyfu.com all of those are great starting places to really see what it is that they want and need and feel. So what if I Don't want to discount an offer. So you can pull apart an offer you already have. And that way you're not discounting, you're just they're spending, spending about the same amount for the piece where normally they would get the whole thing there you're pulling apart the offer. And we talked about that a little bit earlier. You can also do a gift card if you don't want a discount. And then what? If my audience is a local business, can I still run a Black Friday sale? Absolutely. And it'd be great to use ads for it if you can that target that local market. And so if you're targeting local businesses, you can talk about something that speaks to them about your particular area. Where we are in Florida, for example, there's something that we call a quote unquote season. And it's where a lot of the snowbirds, folks that are retired and living up north, come down for the winter where it's nice and warm down here versus where they normally live, which is cold. And so I might bring something up about the snowbirds coming down because that's something that they would be able to relate to. And that brings us to phase two, which is what emails do you need for a successful Black Friday sale? The first one is pre launch emails. These are usually four to six emails and it goes out a week to two weeks before the launch. It engages them. Replies are an opportunity for you to boost your deliverability and your domain reputation. So basically what happens is that you send an email out and then if they reply, it signals to their email, Yahoo etc that oh, this is somebody they want to hear from. And so that means that you're more likely to show up in their inbox instead of their prime, instead of their other folder, instead of their spam folder, instead of their promotion folder. And so it's more likely they're going to actually see your email during Black Friday versus if you aren't warming them up, if you aren't asking for their reply. And then the reply can be super simple. It can be something like reply yes, if you got this message, I want to make sure it's going through. Reply yes, if you've ever had this happen to you, reply and let me know how long it took you to write your last email. So it doesn't have to be something that is asking them to share a long response. It can be very specific to the point. We also want to bust objections before they even have them. So we want to think what objections are they going to have The Black Friday offer and we can start to chip away at those during this pre launch period. The next one, we're going to have our Black Friday launch emails and that's 7 to 10 emails. Addresses their concerns. This is for a Black Friday through Cyber Monday. It listens their curiosity and gets them the sales page. The goal of the offer emails are to get them to the sales page. It is not to sell them in the emails. The goal here is to build enough curiosity that they want to go and find out more. If you try to sell them in the emails, sell them on the offer. And it's not the last day. The last day you might put the order form, that would make sense. But any other day you want to essentially send them to the sales page. The sales page is where it can be formatted. It has images, it has testimonials, it has an FAQ section. If you try to fit all those things into your Black Friday offer emails, the problem is that it's going to going to be very long. They're going to have to scroll and scroll on their tiny phone, which 50, over 50% of people typically are opening their email on their phone. And so what you're doing is you're making it harder for them to say yes to the offer. And so if you want them to get to the offer and say yes to it, then instead of making that sale in the email, we're just getting them to the sales page. That's all you have to think about. Each email is going to have a different macro, micro angle and objection to bust. And these emails are typically not very long, especially because they have so many, many distractions. During Black Friday. The next one is abandoned cart emails. And I actually have some abandoned cart email templates for Black Friday. At the very end of this presentation, anywhere from 70 to 85% of potential buyers abandoned the cart. That means seven to eight and a half of every 10 people that make it to your cart are bouncing. And that is a significant number. Now, with our abandoned cart emails, we've been able to recover up to 26% of those sales. Typically we do four emails, which is 15 minutes after they ban a cart, one day after, two days after, and three days after. You can do it a little different during Black Friday. You can send it manually every day to anybody that hasn't bought you, that went to the cart and put in their name email address. Now, there are a lot of reasons people didn't buy right away. Sometimes when I say, okay, you want to send these emails out, people will hesitate or Resist. And they'll say, if I was in a store, this would basically be me following them around being like, why didn't you buy? But the truth of the matter is that selling something in a store is significantly different than selling it in person. There are a lot of distractions in your home that there aren't necessarily at the store. And so when we're thinking about doing these follow up emails, doing these abandoned cart emails, I don't want you to think of it as you bothering them or something like that really. It's you're trying to meet them where they're at. And there's so many reasons, like I said, these distractions that have nothing to do with you, nothing to do with the offer, and they just forget or they have something else going on. I've had situations where I have my phone and I'm looking on something, I see something I want. But I hate buying stuff on my phone because it's so giant that it's hard for me to type everything in without having to redo it and redo it to get it right. Another reason I wanted to buy something but didn't was because my credit card was downstairs. Another reason I saw these amazing jeans on Facebook. They, the models in the picture had like my body, body shape and I thought, this is it. These are the jeans. They're gonna change my life. They're gonna be amazing. I'm so excited about them. But we had to run out to my nephew soccer game and so because of that I didn't get to buy right away. I thought, no worries, I'll put in my name and email address, they'll send me the abandoned cart emails and then I'll buy from there. But they never sent me those emails. I have still been looking to find these jeans and still cannot find them. And so if you think, think of it that way. If there's somebody out there that wants to buy from you but they have been distracted, other reasons could be that they have questions. So this is an opportunity for you to meet them where they're at, answer any questions that they have and just simply remind them what they can get if they still want it. The next one is onboarding emails. Now onboarding emails are great if you don't want to be working 247 after your sale. This sequence is vital. It gives them a good experience right from the start. It helps them know where to get the help that they need. Where to start, start. And this is really important because I was watching a TED Talk and the person was speaking about how if you have a customer that has a good experience with you from the beginning, even if you make a mistake later on, they're more likely to forgive that mistake and think, oh, these things happen, versus if you don't. If they don't have a good experience with you the very beginning, then the chances of them excusing that, the chances of them trusting you later are a lot smaller, slimmer. It's like you have to claw your way uphill if they have a negative experience at the beginning. So it's really important that you want to give them a positive experience so that it's easier for you later on so they become repeat clients. And the fifth sequence we're going to talk about is upsell and downsell emails. So if you have people that did not buy the upsell or downsell from you, having these emails go out is really helpful to increase your average cart value, essentially. Sometimes people will say, well, Brittany, I can't make that much because I don't have a big list. But the truth of it is that even if you don't have a big list, but you have people buying multiple things in one setting, one transaction, then your average cart value, average customer value, is going to be higher, which means you're making more sales without necessarily adding more people into the mix. The benefit for them, they get that special deal, they have another chance to get it. I see this happening or working really well sometimes with people that are brand new to you, people that haven't worked with you, you before. This gives them the opportunity to see if you're legit, see if they can trust you, and then giving them the option to buy these again later on, it's giving them enough time to say yes to it, figure out who you are and what you're about, and feel comfortable with you. So that's why I really love having these upsell and downsell emails again. All right, and that brings us to phase three, how to optimize your Black Friday promotion. Now, the first thing we're going to talk about here with optimizing is reducing your number of unsubscribes subscribers. I know this is a concern for a lot of folks when they're thinking of Black Friday or just launching in general is I don't want a lot of people to unsubscribe, especially if you have a smaller list. And so it feels almost personal sometimes, and it's not, but it feels that way. So how can we reduce the number of unsubscribers? The first thing that we can do is add an option to unsubscribe. And I know that sounds counterintuitive, but hear me out. If you give them the option to unsubscribe from the emails that they're not interested in, it's going to help you save them on your total email list, even if you lose them to this particular launch. So for example, we do something that's a Black Friday VIP day. We call it the Greenback dozen where we write 12 of your black Friday emails for you. We actually have a bonus where we do four abandoned cart emails for you as well. It's completely done for you. You don't have to think about it. And so we offer that before Black Friday. Now some of the people, because the people we work with, they want the emails for Black Friday. So we offer it before Black Friday and people love it. It's really great. But there's some people on my list that don't need this because they're not doing a Black Friday sale. And so it doesn't make sense for us to continue to tell them about it if it's not something that they're going to take us up on because they're not doing a sale. So what we do is at the top of the email we'll say something like not running a Black Friday promotion this year. No worries. Click here and you won't hear any more about the Black Friday VIP day. And so that way they're able to unsubscribe from that particular trend. Emails that really make sense for them because they're not going to be using them, but still keeps them subscribed to the overall list. The next thing you can do is warm up your list ahead of time. We talked about that. Sending those warm up emails are really helpful. Step number three is surprising and delighting your audience with gifts and giveaways and bonuses. In a lot of ways your list is like an atm. And what I mean by that is that you can expect a certain amount based on your email size, based on your open rate, based on your click through rate. And so you can assume that you're going to be making email or money from every email. For example, you have a list of 2,000. Let's say you have an open rate of 35%. That's 700 people that open your email. Let's say you have a click through rate of 3%. So 3% people clicking on the link making it to the sales page. Let's say that you have 21 people on the sales page and It's Black Friday. So let's say it's a conversion rate of 10%. That means for every email you send, you can expect 2.1 people to buy. Now let's say you have a 997 offer. That means that for that one email you've made $2,093. Now let's say you send out five more emails. It's reasonable to expect that you're going to make over $10,000 from those emails during the Black Friday sale. And so in a lot of ways your email is like an atm. However, there are people on the other side of the screen and we want to make sure we're treating them like the human that they are. So instead of just contacting them when you have something to offer them, like we talked about earlier, we don't want to be like that relative or cousin or whatever it is that only contacts you when they need something. We don't want to just treat them like an atm. We want to treat them like a person and give them things as well and have that two sided relationship, not just one sided. The next thing that you can do is have better subject lines. So let's talk about what that actually looks like. The first thing we want in a subject line is curiosity. If you start with data, if you start with numbers, if you start with information, but you don't have that curiosity piece of it, it could be the technically best subject line, but is missing the human side. So we want to, we want to combine human side with the statistical side. And I'll show you what I mean by that in a second. So we want to open loops so wacky that they have to know. For example, earlier this year I sent an email that says something like, I'm going streaking, are you coming? Now of course, that is something that opens a loop because it's weird, it's interesting, it's what the heck is she doing? And so we have a lot of opens on that one. Another one I had an exceeding amount of opens recently was are you ice skating on your email list? All right. The next thing you want to do after you've built in that curiosity, after you've opened those loops, is you test using subject line.com. you can sign up for it, it's free to use, and then once you're using it, you can use it as many times as you want. It's a really great resource. But basically you can test your subject lines there so you can have a pretty good idea of how good you can expect them to Do. It also gives you ideas on what to tweak as well. The next thing is subject line tips and examples. So let me. I would take a screenshot. These are just some weird wacky tips that seem to work for subject lines. Adding you or your to the subject line will almost always boost it. Having the first letter of the first word capitalized using emotive words and power words. So emotive words, power words that would be like words that elicit an image, an emotion, a feeling. Those are the kind of words we want to use. So instead of saying it was amazing, I want to say it was shocking, it was terrifying, it was jaw dropping. Some of those words. Instead, words that bring up an image. Next, we can use an emoji. You can use ellipses, parentheses, brackets, question marks. We do want to avoid commas. For whatever reason, commas don't seem to work really well and they make it less likely that they're going to open. You can personalize your subject line to put the person's name in it. And you can use one word in all caps. But I would only do one word. Now here's some examples. This one I did last year and it worked really well. And giveaway colon. Well, five more winners. You'll see a few things. One, we have two pieces of punctuation marks, the colons and the ellipses. We have one number. I mentioned that on the last slide. One word in all caps. And you'll notice there's no comma here, even though that would be grammatically correct. The next one up to 75% off, gone in one hour. Britney, you have the personalization here, the number one gone. So there's that urgency, all capitalized off number. And then capitalize you. This one has the emoji. Last chance. So that's. There's that urgency there and then capital L. They would probably do better if they had dot as well. Next is the best Cyber Monday deal for rediscovering your fitness in 2022. This one's a little long, so what I would do to change this one is I would take out the word the. I would capitalize the b and best. And I would make it say best Cyber Monday fitness deal in 2022 or now 2023. And I would also say fitness would either be either fitness or deal. Have those in all caps. All right. Some other ones last minute change important. So you have the capital l. We have punctuation here. And here we have the word important, which we don't want to use too often but every once in a while is perfectly fine. Let's see this one. The biggest sale I've ever seen on these. I've changed that to take out the biggest I would do lowercase except for the B sale and then I would change I've to you've got ever seen and then add the word on calling offense sitters very imagery based. That works really well there open if you're ready to leave teaching. Very clear who this is for. We have the your in there capital O exclamation mark. Here's a hundred dollars. We have punctuation emoji capital H. The only thing I would add here is here's your 100. So those are a few ones that we can use there. A few ones that work really well.

All right.

So we talked about a lot in this presentation. We talked about how to run a Black Friday promotion with ease and not sure stress. We talked about the most important emails for Black Friday. We talked about how to get the most out of your Black Friday promotion. And so that brings us to phase four. And that's your next step.

Thanks for watching this presentation. If you'd like to get your Black Friday emails done faster using our templates and GPTs. Trained by human Britney with her years of professional copywriting experience. Plus our training on creating your Black Friday video and image promo graphics with AI. Plus our training on creating a sales page design in Claude that you can move directly into your funnel builder. Click in the description to get that today.