Black Friday is synonymous with massive discounts and a surge in consumer spending, but is it the right move for your course business? Over the years, I’ve answered this question on multiple occasions, both as a conversion copywriter and as a copy coach.
So, in this blog post, I’ll explore the pros of running a Black Friday sale. Make sure to check the 10 reasons not to run a Black Friday Sale so you can make an informed decision.
10 top reasons to run a Black Friday Sale for your course
1. High Buyer Intent
Black Friday is one of the few times a year when consumers are actively looking to make purchases. They’re primed and ready to spend, with wallets open and credit cards in hand. This heightened buyer intent presents a unique opportunity for course creators to capitalize on the consumer’s willingness to buy. Offering a compelling discount or a special bundle can entice these ready-to-buy customers to choose your course over others.
2. Significant Sales Opportunity
The sheer scale of Black Friday shopping means that it’s a major sales event you don’t want to miss. By not participating, you might miss out on significant revenue that could boost your year-end financials. With the right strategy, a Black Friday sale can generate substantial income, making it a critical part of your business’s annual revenue plan.
3. Meeting Consumer Expectations
During Black Friday, consumers expect discounts and special offers. This is the one time of year when being overtly sales-focused is not only acceptable but anticipated. This allows you to promote your products aggressively without the usual concerns about coming across as too pushy or salesy.
4. Potential to Stand Out
Despite the heavy competition, there are always ways to differentiate your offer. By crafting a unique value proposition, creating a no-brainer bundle, or offering exclusive bonuses, you can make your Black Friday sale stand out in the crowded marketplace. With creativity and a strong understanding of your audience, you can attract attention and drive sales.
5. List Engagement
Running a well-planned Black Friday sale provides an excellent opportunity to engage or re-engage your email list. If you’ve been nurturing your audience throughout the year, Black Friday can be the perfect time to convert those subscribers into paying customers. Even if they don’t buy, this increased interaction can boost your overall engagement metrics, setting you up for future sales success.
6. Attract New Customers
Black Friday isn’t just about selling to your existing audience; it’s also a chance to attract new customers who may not have encountered your brand before. Many people are on the lookout for great deals, and your offer could be what draws them in. Once they’ve made a purchase, you can nurture these new customers into loyal followers who continue to buy from you in the future.
7. Flexibility in Designing Your Offer
You don’t have to slash your prices to the bone to run a successful Black Friday sale. There are various ways to create a compelling offer that provides value without deeply discounting your product. For example, you could bundle courses, offer exclusive content or bonuses, or provide a discount on a future purchase. This flexibility allows you to participate in Black Friday in a way that aligns with your brand values and business goals.
8. Leveraging Seasonal Hype
Black Friday generates a unique sense of urgency and excitement. People are not only willing but eager to find deals and make purchases during this time. By tapping into this seasonal hype, you can create a sense of urgency around your offers, encouraging customers to act quickly before the deal ends.
9. Brand Visibility
A well-executed Black Friday campaign can significantly increase your brand’s visibility. With consumers actively searching for deals, your brand has the opportunity to get in front of a broader audience. Even if they don’t purchase immediately, this increased exposure can pay off in future sales.
10. Opportunity to Clear Inventory
If you have older or less popular courses that you’d like to move, Black Friday is the perfect time to offer them at a discount. This not only helps you clear out “inventory” but also introduces more people to your brand at a lower price point, which can lead to future upsells.
This blog post in a nutshell
Running a Black Friday sale for your course or digital product comes with both opportunities and challenges.
The potential for high sales and increased brand visibility is significant, but so are the risks of devaluing your brand and getting lost in the competitive noise. Ultimately, the decision should be based on your business goals, brand values, and the readiness of your audience.
If you do decide to participate in Black Friday, plan carefully, craft a unique and compelling offer, and engage your audience well in advance. With the right approach, Black Friday can be a powerful tool to boost your sales and grow your brand—without compromising your long-term success.
Make sure you read the 10 reasons NOT to run a Black Friday campaign before you make your decision.
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. The Black Friday Playbook for Course Creators guides you through all the steps required to create an irresistible offer, optimize your sales funnel, and ensure your Black Friday campaign is a smashing success.