Master The Inbox

Course Creators Don't Make These 3 Mistakes With Your Black Friday Offers

• Monica Badiu • Season 2 • Episode 6

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Black Friday is the biggest sales event of the year, but are your offers setting you up for success or failure? In this episode, I’m breaking down the top mistakes course creators make with their Black Friday offers —and how to avoid them.

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Hey, this season of Master the Inbox is all about helping you get ready for a profitable Black Friday.

You’ll learn from experts what are the exact steps you should be taking to create a no-brainer offer, build a profitable funnel, keep your list healthy and even write emails that convert without damaging your reputation.

Follow for the full season here https://www.monicabadiu.com/master-the-inbox-podcast/

Ready to Plan Your Black Friday Campaign?

If you want to run a successful Black Friday campaign but need some guidance, I’ve got something special for you. There is a Black Friday resources vault right here.

Hi. And welcome.
My name is Monica Badiu. I am a marketing consultant turned conversion copywriter and copy coach. I help online course creators and info product businesses sell more through persuasive, non-spammy, no fluff copywriting.

I teach about copywriting, digital marketing, and conversion strategies tested in my businesses and with my clients.


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[00:00:00] Black Friday is the biggest sales event of the year. But are your offers setting you up for failure or success? Today I'm breaking down the most common mistakes I've seen course creators make with their offers during Black Friday. I'm also going to talk about what you can do to make sure you're not going to repeat it.

[00:00:19] There are mistakes.

[00:00:26] Welcome to Master the Inbox. This is the podcast where course creators, coaches, and consultants come to learn how to sell with email marketing in a non spammy, non aggressive way. My name is Monica Abadil and I will be your host. I've been a sales email copywriter for the past five years and in so doing I've learned some of the best strategies that keep top course creators to the top of the industry.

[00:00:50] If you enjoy this content, be sure to drop a comment below, leave a review, or share this episode with a friend. Today, I'm sharing a few of the [00:01:00] most common mistakes I've seen course creators make with their Black Friday offers. And let's start at number one. Offering minimal content. discount. So why would this be a problem?

[00:01:11] I'm not talking about giving 75%, 97 percent off on your offers, but this is Black Friday. Remember this, your audience is actively looking for a bargain. So if during the year you're selling your offers for 5, 000, five, ten percent, twenty five percent, then ideally your Black Friday offer gives them a bigger discount, thus bigger savings.

[00:01:34] Now you also have to take into account that your discount isn't the only discount in their inbox. Your competition is running Black Friday most likely. So, what your audience is going to do, they're going to compare your discount with their discount. They're going to compare your offer with their offer.

[00:01:52] They're going to compare the value they're getting with your offer versus your competition. So keep that in mind [00:02:00] when you decide on your Black Friday discount. Now you also have to remember that you don't have to massively discount everything because that's not how Black Friday works. The purpose of Black Friday is to to present your audience with a bargain.

[00:02:13] A discount so appealing that gets someone who might be reluctant to invest a lot of money or to simply invest with you to reduce that reluctance and bring them into your sales funnel. What that means is that your Black Friday offer is just the entry point into your sales funnel. So down the line you can actually upsell or cross sell your audience to the point where instead of just buying one course for 75 percent off.

[00:02:40] They're gonna buy one course for 75 percent off, but then also an order bump, which doesn't necessarily have to be discounted, and an upsell. Again, for the upsell, you don't have to discount it. And even if you do, your discount doesn't have to be 75 percent off. For an upsell, 5%, 20 percent discount works very [00:03:00] well.

[00:03:00] So at the end of the day, your Black Friday offer isn't designed to just Sell one course for a massive discount. The purpose of your Black Friday offer is to reduce resistance from people who haven't purchased until now, so they actually get to work with you, see what your course is all about, and obviously increase your average order value.

[00:03:22] Second mistake I see people make when they're choosing their Black Friday offers is ignoring what their audience wants. And I've been involved in Black Friday campaigns that have flopped massively because of this. And at this point, it doesn't matter how big your discount is, if The courses or the digital products you've decided to discount for Black Friday aren't what your audience wants.

[00:03:46] So you have to keep in mind that Black Friday shoppers come into your email, come onto your website with a very specific mindset. Some of them already have shopping lists. which means that in maybe [00:04:00] September or October, they've already kind of created a wishlist for what they would like to purchase. If you've promoted your course before, or if you've done any awareness work, then when Black Friday hits, your audience has already an idea of what they want to purchase from you, which means that they're going to be looking for that specific course on your Black Friday list.

[00:04:22] Now, usually That specific course is one of your most popular courses. It's something that you've promoted before. It's a course that you already have enough testimonials and enough social proof that make it appealing. Remember this, during Black Friday, your audience is wants to buy something specific and they'll buy it faster when they can easily identify it.

[00:04:47] When they know exactly what it is and what they need to do. And to give you an example, for a few years now, I'm buying stuff from copy hackers during Black Friday. They do a little bit of teasing and [00:05:00] by the time Black Friday hits, I already know that there's going to be something coming from copyhackers.

[00:05:05] So I actually have a list of things I want to purchase and I set aside a specific budget. So when Black Friday hits and when I get that email from copyhackers, that's my first purchase. The third mistake I've seen people make when it comes to choosing or creating their Black Friday offers is creating too many layers of complexity.

[00:05:24] And it's complicated to do that during Black Friday because of the insane competition for your audience's attention. So it's not just you who's running Black Friday, it's every brand on earth. And that means that your audience's attention is challenged by all these conflicting priorities or desires.

[00:05:46] Now, the more you complicate the message, the more you complicate your Black Friday offers with like different layers of discounts, different coupon codes for different courses, different deals. [00:06:00] types of offers for different types of courses, the more complicated it's going to be for you to communicate those details in a way that is easy to understand, in a way that is easy to convey on a sales page or in an email.

[00:06:15] So just remember, try to avoid complexity with your Black Friday offers. The simplest your offer is, is to The simpler it's going to be to communicate that. So remember, during Black Friday, your audience needs to know really quickly what it is that you're offering, what is the expiration date, what are their status.

[00:06:36] savings, what is exactly that they're getting. If you fail to do that and you don't take enough time to actually communicate your Black Friday offers apart from November 29th, you're going to have a hard time standing out from the crowd and then capturing your audience's attention. Usually, the way our human brains work, the more complicated something [00:07:00] becomes, the less interested we are you.

[00:07:02] in taking part in it. We just consume energy we just don't want to consume. So with black friday, that's a massive issue because again your audience has more than just one Solution has more than just one brand knocking at their door saying. Hey, i've got an awesome black friday deal Do you want it? The other thing to take into account when you have complex offers is that Too many options or too much complexity can often lead to indecision and that's not something you want for Black Friday.

[00:07:34] Black Friday should be, Hey Monica, I have this. It's awesome because it's going to help you get to here or achieve this and for a very short time period it's going to be available for this amazing discount. Go get it now while there's still time to save. We won't bring it back for another year. or even forever.

[00:07:56] Easy, short, it's easy to understand what's [00:08:00] happening, why I'm seeing this, what's the discount, simple. However, if you're gonna tell them, Hey, Monica, so we have 10 different courses and each course has a different discount and for each course you're gonna need a specific coupon, that's gonna make it a little bit harder for your audience to decide on what they should buy.

[00:08:20] To reduce the complexity, you can bundle things together. So, if you have two courses that go very well for beginners, then you can say, Hey Monica, if you're a beginner at this, then you're gonna love this bundle. If, however, you are an intermediate user, then these two courses are amazing. If you're advanced, then this is where you should go.

[00:08:41] All of these three bundles are on sale for this amount during Black Friday. If you want to buy them all, or then you're gonna get an extra discount at checkout. So that way you communicate something that could potentially be complex in a way that is easier to understand. Finally, [00:09:00] urgency, which is all that Black Friday is, requires communication.

[00:09:03] simplicity. You want an easy, fast way to get your audience to understand what's happening, what's available, and then clearly indicate what they need to do to claim your Black Friday offer. So here you go, three big mistakes a lot of course creators make when they decide on their Black Friday offers.

[00:09:24] Remember to keep your offer simple and straightforward. Your customers should know exactly what they're getting and how to get it within seconds. And the easier it is to understand what you're offering, the more likely they are to be making a purchase during Black Friday. If you want to learn more about how the pros are strategizing and running successful Black Friday campaigns for top course creators, just follow this Master the Inbox guide.

[00:09:52] season. It's all about Black Friday. I've got marketing experts who are sharing their winning strategies. And if you [00:10:00] want even more help, steal my Black Friday Vault. So you'll find dozens of tips and resources inside, and they're gonna help you maximize your results. Not just for Black Friday, but for Q4 in general.

[00:10:13] Oh, and it's free! To get it, just visit monicabadu. com slash Black Friday Vault. You've listened to Master the Inbox. In this season of the podcast, we're focusing on strategies to help course creators, coaches, and consultants run successful Black Friday campaigns. If you found this episode useful, then please help us spread the word.

[00:10:35] Like, share, and subscribe wherever you're listening.