The "Big Brand" Playbook For Creating $10,000 On Black Friday...

Sometimes timing makes all the difference in the world, and the timing to start an online product based business is PRIMED right now.

As I write this, the calendar just rolled into November and that means it’s holiday season! Holiday season means we are coming up on Black Friday, which is November 29th to be precise.

Anyone in the online product world knows that Black Friday is a cheat code. It mixes a few marketing principles together that make generating sales easier…

- Scarcity and Urgency. Anytime you can create a SCARCE product (ie. limited to 100) and you have the Urgency of Black Friday (ie. Only available at this price today) you have a huge advantage!

- Shopper Momentum. People are already in shop and buy mode. They are already in the mindset to make “buying decisions” with less information and less struggle. They want to get deals and as many as they can.

When you add these two together you have a very rare scenario that makes it a perfect platform for creating your first 5 figure day.

Let’s talk about the $10,000 day and how we use Black Friday to make that happen.

The math on this is simple, it’s 100 sales of just $100 per sale. When you see the math that way it doesn’t sound that crazy right? Only 100 people need to give you $100 for that to be a $10,000 day.

Black Friday is an example of what I call “Turbo Boosts” in your business. A Super short term injection of a lot of income… but it isn’t something you can use evergreen.

When you are starting out these “Turbo Boosts” can be the momentum creators you need to create a real stable business afterwards. They give you an influx of customers, leads, and they help you build an audience that you can use to market other products to in the future.

Black Friday, for most physical brands, is lead by a “loss leader” or some product that you break even on… or even lose money.

Crazy concept right? You’d sell something with the INTENTION of losing money? Well yes… because while those shoppers are buying your heavily discounted product, they will add other products at normal price and now you are profitable.

This is called a “Door buster”… and we can use them online.

A door buster is basically a highlighted product that is at a steep discount for Black Friday only, or maybe it’s not available any other time at all. This is what creates the line out the door and when you say “We’re live” the sales start flowing in.

We can create that online by using the EXACT SAME techniques that big brands use. I break it down into 4 stages, these 4 stages are called my “4 Pillars Of A Profitable Promotion” and I use them all the time; however, in this case each stage is highlighted.

4 Pillars Of A Profitable Black Friday Using The “Big Brands” Playbook

First up… The “Lead In”.

This is where, I believe, most people screw up online. Let’s imagine you are building your online product right now, you’re going to help parents teach their kids entrepreneurship skills. As you build the product, it’s obviously not available to buy because it doesn’t “exist” yet… but you can do something incredibly powerful to ensure that when it does exist, you get the maximum number of sales.

TELL PEOPLE ABOUT IT.

I don’t understand why so many entrepreneurs miss this step. You are putting in the time and effort to make a digital product, and yet you tell NO ONE. So then, when you decide to launch it everyone is hearing about it for the first time. They had NO IDEA this was coming, and now you want them to give you money. Doesn’t work…

If you notice, during the entire month of November, big brands will tell you what Black Friday deals are coming. Smart right? If they didn’t tell you, you won’t go wait in line would you? I mean really let that sink in because it’s a principle that is true the entire year.

We want to take as much time as we can to tell people that something is coming, that it’s going to be short lived, and that it’s going to be an amazing deal you won’t offer again/ haven’t offered before.

The Lead In phase is SO crucial, but especially so in a Black Friday promo. If you expect to be able to email your list or make a post on Black Friday and have everyone jump on buying your thing… you’re delusional. Some will, sure… but most won’t.

Start telling people, in EVERY FORMAT, what’s coming. Get them excited, get them ready, get them expecting and looking for it!

Next up, The Main Event.

Everyone understanding this one. This is the phase when you open the doors! This isn’t that hard and doesn’t really deserve much discussion because there’s nothing revolutionary here.

Create a good product, tell people it’s coming… and then open the doors and let them buy.

Next up, The Replay.

Now we are back to a major flaw in the current way most people promote their products. You spend all this time making an amazing product, you tell everyone it’s coming and they are pumped, you open the doors (online this would be like sending an email or making a post to announce the sale is live), and then you stop….

I think I’ve figured out some of the reasons people do this.

People really only see things from THEIR perspective. So in your mind, you notified everyone the sale is live and they took the time to make their decision and they bought or didn’t. You ASSUME that anyone who wanted your thing now knows it’s available.

This is a really bad move.

Even if you build up a good pre launch, even if you get 100% opens on your emails (you won’t), the people you are marketing to have a LOT going on. Maybe they got your email in the car and couldn’t follow through, maybe they were at a family function, maybe they were in the middle of changing a diaper, maybe they are considering your product vs. another.

You don’t know what is going on in your prospects life, so you should assume anyone who didn’t buy just didn’t see your notification.

So then it’s your job to REMIND THEM!

On Black Friday the average brand sends 4x as many emails as they normally do.

Why? Well… there’s more noise on Black Friday so you have to do a better job of standing out. I call this the “replay”. It’s when you make sure you are reminding EVERYONE that your deal is available throughout the entire day.

Send more emails, make more posts, do whatever you can to make sure everyone saw your offer multiple times.

Next up, The Close.

This is YET ANOTHER phase I see a lot of online business owners miss, especially on Black Friday.

We all make these perspective based assumptions, and another one is that “people know this offer ends on Black Friday because it’s a Black Friday Sale”. Sure… we all know it ends, but why not remind us?

Let’s assume you spend all of November in the Lead In phase, you get a bunch of leads ready to buy your thing. You then release it and send your opening email. Then you send 2 more emails and make multiple other posts, go live in your group, everything you got… Then that’s it.

From my experience, you’d be missing out on 30% of the sales volume you could have had if you CLOSED your offer.

Yeah… CLOSING an offer makes a big difference in sales.

You have to tell people it’s ending. I’ll often send an email around 10pm saying “Final notice” and tell them this is the last reminder.

Most people set two alarms for themselves on the days they need to wake up early.

The alarm they set for why they want to be (the earlier alarm)
The alarm they set for who they actually are (the later alarm)

Why do we do that? The truth is, if we only set ONE alarm, we’d wake up… but we set the second because we like reminders and second chances.

This is also true in marketing. Many of your prospects won’t make a decision until they are forced to, if you don’t formally let them know “this is your last notice” they won’t feel forced and therefore will not make a decision at all.

If you can implement all 4 of these phases… you’ll make more on Black Friday.

If you’re completely new to the digital marketing and online product space I tell people to shoot for 100 sales at $100.

That’s $10,000 in a single day, and would change most peoples lives instantly.

If we really think about it, 100 people buying something isn’t that many. It’s very realistic if you follow the 4 pillars laid out below.

1. The Lead In (responsible for approx 20% of sales, but they happen across all of the other phases)

2. The Main Event (responsible for approx. 30% of sales if you used a good Lead In)

3. The Replay (responsible for approx 20% of sales)

4. The Close (responsible for approx 30% of sales)

The first step to all of this is creating a HIGHLY VALUABLE packaged offer that you can sell on Black Friday, then you need a gameplan for accomplishing the Lead In (how are you going to get people excited).

We’re actually hosting a MONTH LONG training (Monday and Wednesday every week) to explain how to do all of this AND how to get other people to promote your new product on Black Friday… and it’s included to anyone who is in our PaidCreators Community!

Get Access To The Community Here

We’ll have 8 live trainings in the month to cover everything from creating your product, packaging it for Black Friday, building an audience (if you don’t already have one), getting other people to promote your offer, and much more! (In the community I also help you come up with your product idea, create the product, everything).

I said it earlier and I’ll say it again, this is the best time to START that digital business because of the shopping season and the potential quick momentum you can get!

RIGHT NOW is the time because if you delay on this, you’re missing out on the huge momentum from Black Friday shopping. Let’s do it!

See you at the top,

Travis Stephenson