- Passionate Income
- Posts
- How to Prep a Black Friday Promo
794 Words | 4 Min 18 Sec Read
Welcome to another issue of Passionate Income.
Today we’ll be discussing how to prepare for a successful Black Friday promo.
Whether you sell a product, service or something in-between, the actions you take between today and the 29th will determine how much moolah you make.
Let’s dive in.
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A couple of years ago, I was working with a CEO who sold half of the shares in his e-commerce company for nine figures and was still involved in day-to-day operations.
While discussing the Black Friday to Cyber Monday weekend, he told me it was by far the most tense period of the year.
In particular, he said they treated the weekend the same way developers do during a hackathon.
Meaning, they worked from morning until night with as little rest as humanly possible.
He also told me that, unlike their regular advertising (which they treated like long-term investments), the ads they ran during that 96-hour window were more like day trades.
Specifically, they would test hundreds, if not thousands, of creatives while constantly doubling down on the winners and cutting out the losers.
Now, I highlight this story for an important reason.
While it’s unlikely you’re the CEO of a nine-figure company, what stood out to me was the amount of preparation they did leading up to the holiday.
As you can imagine, testing thousands of ad creatives means you have to have those creatives ready well before the campaign launches.
In addition, you also have to map out your overall strategy.
From the ROI you expect to how much you’re willing to spend to generate a sale, there are dozens (if not 100+) of decisions that need to be made ahead of time to run such a campaign.
The point being, to achieve that level of success, this guy’s team couldn’t afford to wait until the last minute or wing it.
So, while you might not be running an operation that large, the point still stands:
To extract as much profit as possible during the Black Friday to Cyber Monday holiday, you need to plan ahead.
In particular, you should strategize the following:
Where you’re going to run ads and how many ads you will need
The dates and times you’re going to send emails and how many emails you plan to send each day
The dates and times you’ll post to social media and how many total posts you plan to make
Setting up any necessary email automations, including thank you emails and upsells
Setting up retargeting campaigns to advertise to people who abandon their carts or reach specific pages but do not convert
Adjusting or building any relevant automated chatbots
Adjusting or building any relevant SMS campaigns
Triple-checking all relevant links and coupon codes
Triple-checking any advertising budgets you may have updated relative to your normal advertising budget
Triple-checking ad placements to make sure you do not waste money advertising to the wrong audience
Setting up Google ads for your company’s brand name so that when first-time buyers are exposed to your brand, you can funnel them back to your Black Friday offer if they Google your company to learn more
As you can see here, running a well-organized Black Friday promotion goes deeper than just throwing together a few social media posts or emails at the last minute.
Sure, if you’re running a faceless page or some kind of random side hustle, it’s possible you don’t need to do any of this.
The same goes for those of you who do freelancing and will not be offering Black Friday promos.
However, for anyone selling physical products, information products, or software, tackling all of the above steps ensures you generate as many sales as humanly possible.
Yes, it’s a lot of work.
But that’s the price you pay to capitalize on what is by far the most profitable 96-hour window of any given year.
💡 Takeaway: Black Friday + Cyber Monday is the one-time of year you're allowed to bombard your audience with offers without them getting upset. And because of that, you should prepare an abundance of ads, emails and social media posts ahead of time so you're ready come next week.
🎁 Resources:
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