Master The Inbox

Black Friday Email Checklist: Social Proof, Objection Handling, Urgency

• Monica Badiu • Season 2 • Episode 8

Share episode

It's tempting to think that the only way to win for Black Friday is by offering and communicating the highest discounts. But the truth is, your audience isn’t just looking for the cheapest price. They’re looking for something they can trust, something that solves their problem. 

So in this episode, we’re going to break down the top 3 elements you need in your Black Friday emails to make that happen. 


Chapters

00:00 Introduction to Black Friday Email Strategies

01:51 The Importance of Social Proof

04:13 Handling Objections Effectively

06:52 Creating Scarcity and Urgency

10:16 Recap and Additional Resources


Main Takeaways
Social Proof and Testimonials: Using testimonials and social proof in Black Friday emails can make your offer stand out. It’s especially helpful if your discount isn’t the largest, as testimonials demonstrate the course’s real value and impact.

Objection Handling: Address common concerns like course effectiveness, the money-back guarantee, or fear of “hoarding” another course. Including FAQs and clear policies in emails and on the sales page can make the buying decision easier.

Urgency and Scarcity: Implement urgency with limited-time offers and specific call-to-action deadlines. Use early Black Friday deals or bonuses as additional motivators.

Timing and Frequency: Starting the campaign early allows you to tell a story and handle objections over several emails rather than bombarding your audience on Black Friday.

Clear Messaging: Be transparent about the deal’s terms, timing, and any guarantees. This helps build trust and keeps the customer informed, making the decision process smooth and hassle-free.

—

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.

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

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.


Other links:

[00:00:00] Black Friday emails are not just about communicating inspiring discounts. I know it's tempting to think that, but it's not. And if you want your Black Friday campaign to be more successful than ever before, you need to listen to this episode. I'm sharing three of the most common strategies that top course creators are using when they communicate their Black Friday offers.

[00:00:30] Welcome to Master the E Box. 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 Abadiou and I will be your host today. I'm a sales email copywriter, and I've been doing this for a couple of years.

[00:00:48] And in this podcast, I am sharing some of the best kept strategies that top course creators are using to monetize their email lists. If you enjoy this [00:01:00] content, do me a favor and help me spread the news. Leave a comment, tag a friend, or share it with a friend. So it's so tempting to think that the way to win Black Friday is to send multiple emails that are all talking about the same thing, right?

[00:01:17] an expiring discount. But you have to take into account that there is more happening in your audience's inbox that meets the eye. And this is especially important if you are in an industry that is very crowded. Because everyone is communicating an expiring discount. And everyone is offering big savings because it's Black Friday.

[00:01:40] So what are you doing that helps you and your offer stand out from the crowd. This is where the next three things come into place. And we start with social proof and success stories. So if you want to stand out from the crowd and maybe your Black Friday [00:02:00] offer has a discount that isn't as big as your competitors, this is where you can help.

[00:02:04] you can set yourself apart and convey enough value and potential for your offer that it's going to be convincing to your audience. So if you have enough social proof like testimonials and case studies to demonstrate to your audience that your course actually works, then that's going to be a very compelling attribute that makes you and your offer stand out.

[00:02:29] stand out from the crowd. And I keep repeating this, but it's very important to understand this. During Black Friday, you're competing not just with your primary competitors, right? Like, if you teach English, then 100 other people who are teaching English are running Black Friday, and this also includes fluency apps.

[00:02:49] You're also competing with people in retail, in fashion, in other industries of course creation, in every market you can think [00:03:00] of. So if you want to stand out from the crowd, start collecting testimonials and case studies now and prepare them. Update your sales pages. Make sure that you communicate these kind of testimonials or social proof ahead of time.

[00:03:15] Don't just wait for Black Friday emails to say these things. And more importantly, make sure that all your Black Friday emails have at least one testimonial. around the call to action button. And it wouldn't be a bad idea to add a testimonial on the checkout during Black Friday as well. Make sure that these testimonials highlight the fact that the course does deliver results.

[00:03:41] So if you have a testimonial that says five stars, this is the best course ever, that's not enough. You need a testimonial that says something like, before I found this course, I was struggling with problem like, and now I can't just believe this. I can't believe my eyes. I've been enrolled for three weeks and I've already done [00:04:00] some of the work and I am already seeing results.

[00:04:02] So you need testimonials that are very descriptive, but not just of random things like quality of the video. No, you're interested in capturing the outcomes, the results. Second thing that good black friday email should do is objection handling and this goes back to the context, right? You're competing with everybody and if your black friday discount isn't massive This means you're gonna have to do some objection handling.

[00:04:30] And objection handling has to do with what are some of the fears or concerns or false beliefs that are keeping your audience from claiming your Black Friday offer. They might have doubts like, will this work for me? Will this just be another quote that I'm hoarding? How about the money back guarantee?

[00:04:49] Because I want this. The discount is amazing, but I'm not entirely sure it's going to work. So it's important to keep those things in mind and clarify [00:05:00] them during Black Friday. So one of the ways you could be doing this is to have a frequently asked questions email. In your Black Friday promotion, and obviously make sure that you have that information on your sales page as well, and make sure you communicate your money back guarantee all over the place.

[00:05:18] And if you don't have a money back guarantee, go back to number one and make sure you have enough social proof to back your course. So the purpose with objection handling is to make the decision buying process a lot easier and a lot less. riskier because you want your audience to say okay so Monica has a Black Friday offer and the discount is amazing and this is what I'm getting but if I have these specific concerns I'm going to have a way to recover my money in case it doesn't work out.

[00:05:54] This makes it easier for me to make the decision to invest in something [00:06:00] because I know it's kind of risk free. However, if you hide the details about the money back guarantee, about what's inside, about how the course works, who is it for even, then your audience is going to have to spend a lot more energy to dig up all of that information on their own.

[00:06:17] And it's not going to help your bottom line because if your competitors are going the other way and they are very clear about at least the money back guarantee, then it's going to be a lot easier to be appealed by a competitor's offer rather than yours. even though maybe your Black Friday discount is better, even though the value you're offering is so much better than what your competitors are doing.

[00:06:41] So remember to keep that in mind. With your Black Friday emails, the goal is to make your audience feel confident and comfortable enough to hit the buy button now rather than later. Finally, we have scarcity and urgency, and obviously this is what everybody is doing, right? But the majority of course [00:07:00] creators and the majority of brands are only sending emails maybe on the Black Friday day, so in 2024 that's November 29th.

[00:07:07] Um, maybe on Thanksgiving and maybe the day before Thanksgiving and that's kind of it. So if you're going to start Black Friday earlier, you're going to have more chances to convey scarcity and urgency. So you can add a bonus that is designed to just be available for Black Friday. Buyers who take action ahead of time.

[00:07:29] Maybe you're going to introduce a special offer just during Thanksgiving Although like these two things can help you communicate urgency in a way that isn't I know fear mongering or anxiety driven, right? Finally, my best piece of advice for scarcity and urgency is to be very clear about your offers details, whether you're starting five days before or the day before Black Friday, you need to be very clear about your terms.

[00:07:59] So hey [00:08:00] Monica, here's what we're doing for Black Friday. Friday, 45 percent off everything in our shop. You don't have to add any coupon codes. The prices are already slashed. All you have to do is go find the course that matches your current fluency level, put it in your cart, and finalize your order before November 29th at 11 59 p.

[00:08:22] m. I know. EST or PST, whatever. And that way you're very clear about what happens, what's on sale, and for how long that's available. And to go back to the previous point, make sure you communicate that money back guarantee. You can even say something like, I know these savings are amazing and I know our discount isn't the only one in your inbox.

[00:08:45] And it can be hard to decide what's the best way to invest your money and time. Which is why our Black Friday offer comes with our money bank guarantee. So buy it now, secure your savings and try it [00:09:00] risk free for 15 days, 30 days. If you decide that This isn't for you right now. If you just change your mind, just email us at this email address and we'll refund your money, no questions asked.

[00:09:12] That way you have communicated urgency, you have communicated the money back guarantee, the offer, and all of that in a way that is actually clear. Now there are so many Really cool things you could do with your Black Friday emails. The earlier you start, the more time you have to do more than just talk about discounts that are expiring.

[00:09:35] Because if you're only going to do Black Fridays on November 29th and you're planning on doing three, four emails that day. How much stuff can you actually put into that before it just becomes overwhelming? So my suggestion, start your Black Friday earlier, and you'll have enough time to write emails that don't just communicate expiring discounts and amazing savings.

[00:09:57] You can have emails that talk [00:10:00] about stories that inspire your audience with amazing success stories that handle objection that inform people rather than just say, Hey, this amazing discount goes away. So I think that's something worth trying. So to recap, in your Black Friday emails, you can use social proof to show that your course works.

[00:10:21] You can create urgency to encourage immediate action, and you can handle objections so your audience feels confident in their decision. These three strategies, when combined, can help take your Black Friday emails from average to wow. If you want to learn more about how marketing pros are preparing profitable Black Friday campaigns for their clients, then listen to Master the Inbox.

[00:10:46] This season is all about helping course creators, coaches, and consultants understand I hope you understand how to strategize and implement profitable Black Friday campaigns that aren't all about fear mongering or driving [00:11:00] anxiety. If you need more help with your Black Friday campaigns, this is so easy.

[00:11:05] I prepared for you a secret Black Friday vault where you'll find dozens of tips and resources to help you make the most of the best sell season of the year. And to get it, all you have do is to visit monicapadu. com slash black friday vault. It's completely free. You've listened to master the inbox in this season of the podcast.

[00:11:31] We're focusing on strategies to help course creators, coaches, and consultants run successful black friday campaigns. If you found this episode useful, then help me spread the word. Like, share, and subscribe wherever you're listening.