When a Black Friday Offer is a GREAT Idea: 3 keys (and a sleeper tip) to know its a match for you

In out last post, we dove into all the reasons why you DON’T want to do a Black Friday Sale.

Despite the fact everyone seems to be doing one [ Hot Insider Tip:  Everyone isn’t ], it may not be the best, most profitable use of your time.

Yeah, I know they look easy. That’s only because the people who pull them off successfully know exactly what they’re doing.

And YOU might be one of the people who know what they’re doing. But how would you know?

That’s exactly what I want to show you! Here are three flashing indicators (plus a bonus idea) that lets you know if a Black Friday Sale may be a perfect way for your business to feast on some Thanksgiving Holiday sales.

A Black Friday Offer is a much better fit if you have a larger following with a history of buying.

First: Because these offers are usually more affordable no-brainers (rather than high ticket), you will need a healthy response to make it worth your while.

Second:  Because even the hottest offers attract only a small percentage of your list, you need a bigger number to start with the end up with a bigger payoff.

I would look at a list of at least 1500 as a lower end boundary, although you can go smaller if you have a fanatic following with a buying history.

Third:  If you have a successful history of selling, you have a clear idea of what your audience loves.

Since most Black Friday offers are promoted over a very short time window, via email (instead of an extended webinar-type launch) its is crucial to have direct insights into exactly what will move them to buy.

Surprise!  Many of the best Black Friday Offers don’t make most of their money from the initial sale. But from either:

Upsell / Add-on offers integrated into the original purchase transaction. Where you are immediately offered additional products or services that build upon the initial purchase.

Or a nurture sequence following the original transaction that leads to a higher ticket offer.

These can include:

A webinar or series of high-value trainings, designed to sell into a high ticket package.

Or a strategy session designed to lead into a longer high ticket coaching or mastermind program

If you’ve never actually purchased a Black Friday Offer, you may not be aware of this multi-tiered structure where a bunch of the profit comes from.

If you’re a more seasoned business owner, with multiple launches and promotions under your belt, either of these multi-tiered offers is well within your skill set.

What makes a Black Friday Offer so potent?

It contains at least three of these attributes that help it stand out from a forest of other offers hitting the market at the same time:

• Fresh or novel product that catches their attention.
• Responds to a specific urgent issue your market is already searching for the solution to.
• Offers it at an extremely attractive rate they won’t find any other time during the year.
• Extremely limited window of availability – usually just a couple days.

All of these together create a heightened sense of desire, interest, and demand that can lead to a higher conversion rate and a rapid influx of sales over a short period of time.

So the goal is not to drag something off your hard drive in the hope it might do well.

But to choose something you know will be a hit.

The success of your promotion will increase in proportion to the attractiveness of the price price AND the importance of the problem it solves for your audience.

In short, the best black Friday offers scratch an inch your market has, does it in a big way, gives them a great deal for a very limited time.

You can make your offer work with a smaller audience, but you have to have a few things in place first:

• A great connection with them:  They know you, like you and trust you.
• A good track record of selling higher ticket, even with a smaller following.
• You’re a skilled marketer with the ability to position offers in a way that’s magnetic and compelling.

Go against the grain by announcing a special gift to your list: A high value free or very low cost offer. Where you then upsell them into a higher ticket package.

So you close fewer sales, but still enjoy a substantial payday.

• This could look like a free master class.
• A short training series, where you might charge a very nominal fee.
• Or a high value no-cost Strategy Session offer, where you offer a limited number sessions focused on delivering a very specific, highly valuable payoff.

All followed by an upsell to a higher ticket coaching program.

All of these require a great relationship with your audience and above average messaging and positioning skills.

Because the key to your windfall is moving people from the free or low-cost gift to the high ticket upsell offer.

Not an easy path, but the best way to a lucrative payoff for a smaller list.

Just beware it’s not as simple as it looks. It’s easy to get hooked by the hype and the sense of possibility. Only to find out too late it’s a rotten fit for your business.

And you would have been wiser spending your energy and time on something with a bigger payoff that’s a better fit for your experience and skill level.

But the newsflash is:  If you’re positioned properly and have:

The right skills
The right offer
And a large enough audience

It could become a nice yearly addition to your promotion calendar.

Want to check out the reasons why a Black Friday Offer might not be your cup of tea?  Check out our previous Black Friday Red Flags post here.