Monica Badiu, Email Copywriter & Copy Coach

Black Friday is the biggest sales event of the year, but are your offers setting you up for success or failure? Today, I’m breaking down the top mistakes course creators make w their Black Friday offers —and how to avoid them.

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Hey, this season of Master the Inbox is all about helping you get ready for a profitable Black Friday.


You’ll learn from experts what are the exact steps you should be taking to create a no-brainer offer, build a profitable funnel, keep your list healthy and even write emails that convert without damaging your reputation.

Mistake 1: Offering Minimal Discounts

Why is this a problem? Well, Black Friday shoppers are used to seeing big discounts—25%, 30%, or even more. So if you’re offering a 5% or 10% discount, it’s probably going to fall flat. Your offer will look weak compared to what’s out there.

Here’s what you can do instead: 

  • Make sure your discount is significant enough to stand out, but don’t go so big that you lose all your profit margin. Finding that sweet spot is key. 
  • Second, you don’t have to massively discount everything. You can use a big discount to bring people into your funnel, reduce the resistance, and once they’re in your funnel, expose them to additional offers for a smaller discount.

This increases your average order value and helps you move reluctant prospects into buyers.

And remember, people want to feel like they’re getting a deal, especially on Black Friday

Mistake #2 Ignoring What Your Audience Wants

Next up, don’t ignore what your audience actually wants. This is such a huge mistake. You can have the best discount in the world, but it doesn’t matter if the offer doesn’t match what your audience wants.

If you’re promoting something that doesn’t resonate with their immediate needs or interests, they’ll quickly move on to a competitor who is offering what they want.

Black Friday shoppers come in with a specific mindset—they’re looking for value and solutions. If you’re offering a course that’s popular or solves a key problem they’re facing, you’re more likely to convert those eager buyers. If it’s irrelevant to their needs, no discount will make it attractive.

Black Friday is an opportunity to boost revenue quickly. If you’re offering a course that’s already  in demand or addresses a key pain point, you’re much more likely to see high conversion rates. People buy faster when they see something they’ve been wanting at a discount, rather than something they have no interest in.

Mistake #3 Too much complexity

Black Friday is all about urgency—shoppers are making quick decisions, often scanning dozens of deals in a short amount of time. If your offer is too complex, you risk losing their attention, and they’ll move on to something easier to understand and act on. 

During Black Friday, people are looking for great deals, fast. They don’t have time to sort through complicated offers with too many steps, conditions, or unclear benefits. If they have to stop and figure out how to get the discount, they’re more likely to abandon the offer altogether.

Plus, too many choices leads to indecision.

A complex offer with multiple options or add-ons can create decision fatigue. When faced with too many choices or unclear instructions, people often choose to do nothing at all. Simplicity helps them make decisions faster.

Remember confusion kills conversions.

If your audience doesn’t immediately understand what you’re offering or what they need to do to get it, they’ll click away.  

Urgency needs simplicity.

Whether it’s a countdown timer, a one-click purchase, or a limited-time discount, your goal is to make it as easy as possible for your audience to take advantage of the deal before it’s gone. 

The more barriers you add—whether it’s too many terms, steps, or hidden conditions—the less likely they are to complete the purchase.


Ready to Plan Your Black Friday Campaign?

If you want to run a successful Black Friday campaign but need some guidance, I’ve got something special for you. There is a Black Friday resources vault right here.


Hi. And welcome. My name is Monica Badiu. I am a marketing consultant turned conversion copywriter and copy coach. I help online course creators and info product businesses sell more through persuasive, non-spammy, no fluff copywriting.

I teach about copywriting, digital marketing, and conversion strategies tested in my businesses and with my clients. 

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Other links:

Want to learn email copywriting?

Start by analyzing what others are doing. My Email Teardown series showcases some of the best (and sometimes worst) examples of sales emails that have hit my inbox. Here’s the link to the playlist. I publish new email reviews every week.

Are you a course creator?

Email marketing is one of those channels you should be developing early on in your business. Here are The 9 Email Automations Every Course Creator Needs to make bank, enroll students, and nurture audiences.

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Hi! I’m Monica. I help course creators enroll, engage, and educate audiences through customer-centric email copywriting. I’ve been privileged to partner with course creators from all over the world. And I’ve seen this customer-centric approach to email marketing work every time.

The best part? It’s not about the sale.

Email marketing is a fantastic channel because it builds trust, delivers value, and positions the brand as a partner. Read more on my blog or listen to Master The Inbox, the podcast where I share all my conversion secrets.

About the Author

Monica Badiu is a passionate email copywriter and conversion strategist with over 13 years of experience in marketing. With a love for crafting emails that genuinely connect, she’s spent more than 25,000 hours honing her skills in customer-centric copywriting specifically for course creators. In 2023, her tailored strategies helped course creators around the world generate over $3 million in revenue, making her a trusted partner to some of the biggest names in the industry.

But for Monica, it’s about more than just writing emails; it’s about building relationships. She believes in creating value-driven content that doesn’t feel pushy or spammy but rather speaks to audiences on a real, human level. Alongside her work, she mentors and champions ethical marketing, helping course creators not only reach their revenue goals but also grow loyal, lasting connections with their communities.

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