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Most course creators are planning to waste their biggest Black Friday opportunity by doing what everyone else does—bundling random content together and slashing prices. But what if there was a smarter way? A strategy that not only delivers brilliant Black Friday sales but actually sets you up for your most successful launch of the year?
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In this episode, I’m revealing the strategic approach that savvy course creators use to turn Black Friday into a powerful warmup for their biggest launches. This isn’t about quick cash grabs—it’s about building momentum that transforms your January and February results.
What NOT to Do This Black Friday
Before we dive into the winning strategy, let’s address the common mistakes that course creators make every single year:
The Giant Bundle Trap
Stop panicking and throwing random digital products into a bundle with a $97 price tag. This “more stuff for less money” approach simply doesn’t work anymore. Consumers are smarter, and in the noisy Black Friday landscape, you’ll be competing solely on price or size—neither of which benefits your brand or your bank account.
Discounting Your Main Program
Never put your bread-and-butter program on sale. This frustrates recent customers who paid full price and trains your audience to wait for discounts. It devalues your core offering and damages your brand reputation.
The Wimpy 5% Discount
If you’re going to discount, make it meaningful. A tiny 5% off won’t cut through the Black Friday noise. Either go big with your discount or choose a different strategy entirely.
Promoting the Same Old Thing
Don’t try to pass off your regular offer as a “Black Friday special” just because you’ve always had that discount. People want novelty and excitement during this time—give them something they haven’t seen before.
The Strategic Approach That Actually Works
Here’s the game-changing strategy that transforms Black Friday from a revenue grab into a launch warmup:
Step 1: Plan Your Big Launch First
Before creating your Black Friday offer, block out January or February for your most transformational program. This becomes your main event—the program that delivers your biggest impact and revenue.
Step 2: Create a Strategic “Taste Test” Offer
Now design a Black Friday offer that serves as a preview of what’s coming. Think of it like sampling at the supermarket—you want people to taste something delicious that makes them excited for the full meal later.
Your Black Friday offer should:
- Solve the problem that comes before your main program
- Give people a taste of working with you
- Be bite-sized and manageable during the busy season
- Set them up perfectly for your January launch
The Easy Yes Formula
Your Black Friday offer needs to tick these three essential boxes:
1. Pricing That Screams “Steal”
The value should be so obviously above the price that people think it’s a genuine bargain. This isn’t the time for careful price-value matching—people expect deals during Black Friday.
2. A Specific, Unexpected Promise
Avoid vague promises like “make things better” or “help you grow.” Instead, be laser-specific: “Show you how to create your next 10 social media posts” or “Help you get your first customer.” Make it something they haven’t heard before with your unique twist.
3. Currently in Their Top 3 Problems
Your offer must solve something that’s genuinely bothering them right now. People are busy during this season—they don’t have time for nice-to-haves. Focus on urgent, high-priority problems.
Delivery That Actually Gets Results
Remember, your audience is busier than ever during this period. Your delivery method must be:
- Quick to consume (think 20 minutes, not 20 hours)
- Immediately actionable
- Simple to implement
Give them the snack, not the seven-course meal. Save the comprehensive deep-dive for your main January launch.
Why This Strategy Is Brilliant
This approach does something magical—it creates a pool of people who have:
- Experienced working with you
- Seen your teaching style
- Gotten results from your methods
- Built trust in your expertise
When January arrives and you launch your main program, these people aren’t cold prospects anymore. They’re pre-warmed, pre-qualified, and pre-excited about what you offer.
Your Next Steps
- Block out your January/February launch dates for your most impactful program
- Identify the “before” problem that people need to solve first
- Create a bite-sized solution that serves as a taste test
- Price it as a genuine steal that feels like a bargain
- Make the promise specific and unexpected
- Ensure it solves a current top-3 problem
- Design delivery for busy people with limited time
This approach transforms Black Friday from a desperate cash grab into a strategic business move that sets you up for your best year yet. Instead of competing with everyone else on price, you’re building genuine relationships and creating momentum for your biggest opportunities.
Ready to Plan Your Strategic Black Friday?
This approach transforms Black Friday from a desperate cash grab into a strategic business move that sets you up for your best year yet. Instead of competing with everyone else on price, you’re building genuine relationships and creating momentum for your biggest opportunities.
Want my complete Black Friday promotion strategy? Grab my free Black Friday Promo Calendar here—it shows you exactly what to do every day leading up to Black Friday and throughout the promotion period to maximise your sales.
Remember, your business should support your dreams and give you the freedom to do work you love, when and where you want. A strategic approach to Black Friday helps you build that sustainable, profitable business you’ve been dreaming of.
