The video and audio version of this episode will be embedded here for those who prefer to watch or listen to the full content.

TUNE IN : APPLE PODCASTS | SPOTIFY

Have you ever felt like your Black Friday promotions just get lost in all the noise? Like you’re shouting into a void whilst everyone’s distracted by Amazon deals? What if your Black Friday could feel completely different? Like an exclusive party that people are genuinely excited to be a part of?

Watch the full episode above or listen on your favourite podcast platform.

In this episode, I’m sharing my exact day-by-day promotion calendar that creates excitement, makes your audience feel special, and best of all, converts your Black Friday offers like crazy. This isn’t about competing with Amazon’s budget—it’s about being strategic and clever with how you run your Black Friday promotion as a small business.

Black Friday Season is Here (It’s Go Time)

Black Friday season is here. It is going to be here in just a minute. And it is time—like now is go time. It’s time to get ready. It is time to get prepared.

Now, if you didn’t listen to our episode from last week, we actually walked you through the types of Black Friday offers and promotions that work the best, not just for your Black Friday season, but they actually help to set you up to have amazing success in the next year—in that January, February peak sales season too.

How to Cut Through All the Screaming

It is noisy at this time of year, right? It is text messages. It is WhatsApp messages. It is obviously everything on social media. It is on the television. It is on radio, Spotify. It’s on the side of buses. You can’t get away from it. It is loud.

And the thing is that people kind of actually like it, because if people hated it, then Black Friday wouldn’t be a thing. They wouldn’t be making sales. So people kind of get excited about it. It’s a bit of a season. It’s an excuse to spend money.

But as someone who has a great offer, who wants to go out there and share it, it is very easy to get lost in the noise. I don’t want that for you—you’re a small business. You don’t have the resources to go out there and compete with Amazon, with Target, with their ad spend.

So let’s not. Let’s carve out our own place in this crazy season and do things a bit differently.

Tip #1: Don’t Try to Do Black Friday on Black Friday

The very first thing that I recommend for all small businesses is don’t try to actually do Black Friday on Black Friday.

We kind of make a joke here that Black Friday starts in March because the Black Friday promotions, because they are such a big moneymaker for businesses, are starting earlier and earlier and earlier. I’m not saying do it in July, but they’re starting earlier, which means people are partaking, and the excitement is already happening, the sales are already happening earlier.

And then it all kind of leads up to this massive big frenzy of that final weekend.

But that final weekend is the busiest, the loudest, the most competitive. So let’s just bypass that. Let’s just shop on that weekend.

Pull your Black Friday promotion forward a little bit—make it at least one, if not two weeks earlier—just so that you are not competing with quite the same level. You’re probably going to have a third of the number of people yelling and screaming at that time as you will if you leave it for a couple of weeks.

Everything is something to be tested, but I would encourage you as a small business owner to test this strategy.

Tip #2: Make It Fun (Give People More Than Just Savings)

This one is really important: you’ve got to make it fun. Give people more of a reason to care than just saving money.

We have a specific strategy that we love to use on Black Friday. We actually share it in our Black Friday Magic bundle—if you’re on our list, you would have seen an email about this just the other day. We actually make it feel like a party, and people are literally lined up waiting for us to open our cart. Like they are so excited. I have people messaging me, “Have I missed it? Have I missed it?”

That is the feeling that you want to have. And that is how you get to compete, because no one is feeling that about Amazon. And you’ll never miss it on Amazon because they retarget you and the banner ads are everywhere, and we can’t compete on that scale.

So we’ve got to be more clever.

Wrap your offer up in a big shiny, glittery bow and make this be something that people are excited about buying—not just going, “I want to buy it now because it’s cheaper than another time,” but “this is going to be fun.”

It might sound like a big ask, but it’s totally doable. And it makes such a difference.

Tip #3: Make It Feel Exclusive and Special

You want to make sure that it feels exclusive and special. So again, it’s not just about, “Hey, I’ve got this thing and now it’s cheaper.” It’s “I’ve made something special for you.”

This is something that not only is it on sale now, but maybe you can’t get it any other time of the year. Maybe this is something that’s usually only kept for your VIPs. Obviously you don’t want to devalue your VIP offer, but this is your chance to really play on the FOMO, on creating something really small and intimate that makes people go, “Oh, I’ve always wanted to know what that was and I can get it and I can’t normally.”

This is one of those strategies that are really potent and powerful and will help you to stand out against the mass strategies which our budgets do not allow us to compete with.

Start planting those seeds in the weeks leading up to Black Friday. Once you plan out what your offer is and figure out what about it is exclusive and special, you want to start giving people the FOMO. Start talking about it, start sharing, letting people know that whatever this thing is, it exists.

If you haven’t been doing that already, you’ve still got a couple of weeks to start to plant those seeds. So when people hear about it they go, “Man, that’s normally the thing that’s like $2,000 AUD and I can get it and I won’t ever be able to get it again at this price.”

That is the kind of response we want to hear from them.

Tip #4: Keep Your Deadline Tight (Use Real Scarcity and Urgency)

This is key because attention spans are really short. Even if your offer is ticking all of these boxes, if people think they’ve got even a couple of days to be able to buy it, you’re probably going to lose them.

If they think, “I can come back to this, I’ll buy this other thing first because that one might sell out and that one there’s only 10 of them”—you don’t want to be one of those offers that they’re like, “Oh, I like that person. I like what they do. They’ve clearly got an offer there, but I’ve got 10 other ones I’ve got to get through. I’ll come back to it.”

No, no, no. You want them to be like, “I need to be the first person to purchase this. I do not want to miss out.”

Using scarcity and urgency, obviously done in a morally okay way—we’re not telling people there’s only one when there’s not—is going to make sure that people prioritise making your purchase decision over all the other purchase decisions that they have to make.

We have a strategy that we teach around this and it’s so simple. It works so well. It means that people are literally virtually lined up. And the second your offer opens, your inbox is flooded with sales notifications. It is wonderful. It is so much fun.

Because no one likes creating these things and putting them out into the world and then going, “God, I hope someone buys.” Like knowing with a crazy amount of certainty that literally the minute your cart opens you’re going to get a flurry of sales is magic. It is so much fun even for people who hate launching like myself.

And like I said, we’ve got all the details of exactly how to do that, the scripts, the templates, how to make your offer really be that sort of irresistible “they have to be the first person to buy it” thing—it’s all inside our Black Friday Magic bundle. I’ll just pop a link below the episode so you can check it out. Otherwise, if you’re on our list, go check your inbox. We would have sent you a special deal, special offer for it because we want to help make sure that your Black Friday sale is magical, it is fun, and it is really freaking profitable.

Your Free Black Friday Promo Calendar

Now, as I mentioned, I have a freebie for you. If you just want to see the breakdown of what this looks like in a calendar, you can get my exact day-by-day Black Friday promo calendar totally for free.

Just click the link below to grab the promo calendar, pop in your details, we’ll send it straight to you, and then you can use it to map out your own super successful Black Friday promotion.

This calendar shows you exactly what I promote when, the exact lay of the land, and you can just adapt it to match up with the dates that you’re going to have your exact offer. You’ll see how everything works together.

Make This Black Friday Different

Your small business has something Amazon will never have: authenticity, genuine connection, and the ability to make your customers feel truly special. Use that to your advantage this Black Friday.

Stop trying to out-Amazon Amazon. Instead, carve out your own place in this season by:

• Timing your promotion strategically (one to two weeks before the chaos)
• Making it fun and exciting (not just another discount)
• Creating genuine exclusivity that makes people feel special
• Using real scarcity and urgency to drive action

When you put all of these pieces together, you create a Black Friday experience that your audience will love, that you’ll actually enjoy running, and that converts incredibly well.

Ready to Make Black Friday Feel Like a Party?

This approach transforms Black Friday from competing with Amazon into creating an exclusive experience your audience is genuinely excited about. Instead of getting lost in the noise, you’re building genuine excitement and creating a promotion that converts like crazy.

Want my complete day-by-day strategy? Grab my free Black Friday Promo Calendar here—it shows you exactly what to promote when, how to build excitement, and the exact timing that gets people virtually lined up before you even open your cart.

Your small business has something the big retailers will never have—the ability to make your customers feel truly special. Use that advantage this Black Friday.