288: How to Run Black Friday Without Cutting Your Price

Send us Fan Mail For a long time my Black Friday campaign started with a discount, and then I built every email and countdown around that number. Over the past few years I've changed how I do this, and now most of my Black Friday campaigns in Creator's MBA and HobbyScool don't have a discount on them at all. In this episode I walk through what a discount really costs you and five ways to structure a Black Friday offer that work better than a price cut, with real examples from both of my businesses and which kind of offer each one fits best. In this episode: - Why a 30% off sale on a $397 course means you need 43 more buyers to hit the same number - How a $70 gift card on a full-price membership got more sales than our 50% and 40% off days - How we bundled holiday workshops worth $1,545 into a $69 offer without marking anything down - How we presold a full year of summits that didn't exist yet - How a preview email to our best customers got people asking what was coming before Black Friday opened - Why tiered memberships let you give bigger bonuses to bigger commitments - Three questions to ask before you pick your structure Key takeaways: - Every time your price moves, your list learns to wait for the sale - Match the structure to your offer: a gift for higher-priced offers, a bundle for a back catalog, a presell for new ideas, early access for members and past buyers, and tiers for memberships - Start selling in every email now so your list is ready to buy by the time Black Friday gets here Chapters: 00:00 What a discount really costs you 02:55 Structure 1: Free gift with purchase 06:00 Structure 2: The bundle 07:15 Structure 3: Presell a new offer 09:05 Structure 4: Early access for your best customers 10:40 Structure 5: Tiered offers 11:45 How to pick the right one for your offer 14:05 Putting it all together Resources mentioned: - Black Friday Profit Party: https://lab.destinicopp.com/black-friday-profit The Black Friday Profit Party is a self-paced program with a 10-station Claude skill vault that plans your whole holiday season with you from November 1 into the new year. It helps you choose your offer structure, checks your plan against the hours you really have, and writes your emails, social posts and sales pages with you one campaign at a time. It's $97 through October 31 and then goes back to $297. If you're in Newsletter Profit Club or the Creator's MBA Mastermind, it's already included.