If you’re a course creator gearing up for Black Friday, this blog post is for you. Recently, I had the chance to dive deep into strategies for running successful Black Friday promotions during my interview on The Art of Selling Online Courses podcast. We talked about everything from creating irresistible offers to engaging your audience in advance.

So, I’m sharing key takeaways that have helped course creators generate incredible results, including $400,000 in revenue during Black Friday promotions in 2023 alone.

What Makes a Great Black Friday Offer?

It all starts with the offer. Here’s how to make sure yours stands out:

1. Popularity Matters: Focus on products or courses that are already proven winners. These should be offers with strong demand and plenty of social proof, like testimonials or case studies. Black Friday isn’t the time to test new products—it’s about showcasing what works.

2. Value for the Price: Your offer must deliver real value. Think bundles, comprehensive courses, or exclusive perks. It’s about making your audience feel they’re getting a lot for less.

3. Irresistibility: Create what I like to call a “Godfather Offer”—one they can’t refuse. The perceived value of what you’re offering should far outweigh the cost.

Why You Need a Strategy Months in Advance

Many course creators make the mistake of starting their Black Friday planning too late. A winning strategy starts in September. Here’s why:

• Testing the Offer: Use the early months to refine your offer and gather testimonials.

• Re-engaging Your List: A clean, engaged email list is key to landing in inboxes instead of spam folders.

• Building Awareness: Engage your audience with valuable content, sneak peeks, and teasers so they’re primed and ready when your Black Friday emails drop.

How to Stand Out in a Crowded Inbox

Black Friday is noisy. Here’s how to cut through the clutter:

• Be Disruptive: When everyone else is screaming “Black Friday is live!” in their subject lines, try something unique. Use humor, intrigue, or a completely different angle to catch attention.

• Focus on Outcomes: Highlight what your audience can achieve by using your product or course, rather than just listing features. For example, “Master advanced skills by the New Year” feels more actionable than “50% off our premium course.”

• Leverage Social Proof: Share testimonials, case studies, and real success stories to build trust and make your offer compelling.

Timing and Frequency of Emails

I recommend sending one email per day during Black Friday week, starting Monday. Why? This allows you to build a narrative, share stories, and gradually increase urgency without overwhelming your audience. Remember, Black Friday isn’t about being pushy—it’s about being present.

Don’t Forget Previous Buyers

Your past customers are your easiest wins. Create exclusive offers just for them to make them feel valued. For example, send them an email like: “Because you’ve been a loyal customer, here’s an early access Black Friday deal just for you.”

The Secret Sauce: Upsells and Order Bumps

Here’s a little-known secret: the real money isn’t in the front-end offer—it’s in what happens next. Use upsells and order bumps during checkout to increase your average order value. For example, if someone buys your course bundle, offer them a one-time deal on coaching or additional resources.

Final Thoughts

Black Friday success comes down to preparation, strategy, and delivering value. Whether it’s crafting irresistible offers, engaging your audience ahead of time, or being disruptive in your messaging, every step matters.

Need help with your Black Friday strategy or email copy?

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.