Estimated read time: 4 mins

The easiest cash injection opportunity of the year is fast approaching, you ready?!

Black Friday is juuuuust around the corner. 

If you sell digital or physical products and don’t have a promo plan dialed in yet, this is the newsletter you’ve been waiting for. 

I’m a big fan of lazy low-key launch strategies for Black Friday. We don’t need to get too fancy here. 

Let me be clear: a successful Black Friday promo does NOT need to be complicated. 

^^Especially if you follow the exact promo plan I’ma give you 👇

What you’ll learn in this article:

🍵💲A lazy Black Friday launch play-by-play: what emails to send, when to send them, and how to make sure your offer is top of mind by November 29th. 

🍵💲The ideal launch window for your Black Friday promo based on consumer trends of recent data 

🍵💲AI news, a meme to make you smile, and what’s on my BF wishlist

The tea: forget about the mall, more and more people are clicking ‘buy’ buttons from the couch

Ecommerce only sales between Black Friday and Cyber Monday were $298 billion globally in 2023. 

6% higher than the year before, and expected to climb another 9.5% this year. 

That’s like, a lotta money. If you’re not already planning to cut up a piece of that pie, let’s get on it. 

First off, decide what you want to sell and what discount you’re willing to offer. 

I like to play in the 20-30% off range. 2 for 1 deals can work well too if the products in question marry nicely together. 

Keep in mind, this should be your biggest sale of the year. Personally, I rarely run straight up sales on my digital products or templates because I don’t want my audience to expect that from me. It makes Black Friday a little extra special too. 

Next, open yourself a fresh G-doc and map out what emails you’ll send.

Here’s my exact structure for my own upcoming BF sale extravaganza — feel free to swipe it

(Psst… you too should start seeding that you’ve got something planned for your audience!)

Email for Nov. 29

Strategy: It’s here! Share all the details on your offer, sale specifics, how long it will be available for, and who your offer(s) are perfect for.

Note: if you’re running a site-wide sale then you might want to angle this email to get people onto your website vs. giving them lots of details in the email itself.

Email for Nov. 30

Strategy: Story angle. Share 1-3 testimonials or case studies from people who’ve gotten good results from whatever you’re selling. Reiterate the sale details and how long it’ll be available for.

Email for Dec. 1

Strategy: Address 1-2 main objections people have around purchasing despite the sweet deal you’re serving up. Time/do I really need this right now? Money/value this will add to my life? 

This is a great place to highlight any guarantees if applicable. Spell out who it’s for and how they’ll benefit from your offer in the next 30 days.

Email for Dec. 2 AM

Strategy: Last day! If you know you won’t have another deal like this one until next Black Friday/Cyber Monday, shout it from the rooftops. Recap the details of the offer(s) and help your potential buyer make a decision one way or the other with a “this is for you if” style checklist.

Email for Dec. 2 PM

Strategy: Last call! This is the final email you’re going to send so let it be known. This can be a shorty, to the point but make it emotionally compelling (if that fits your brand). 

Really get to the heart of why you care and how your offer(s) can help them. 

Share a few short testimonials, reiterate that the deal you’re offering isn’t one that comes around very often.

5 emails. Totally doable, right?! 

Obviously you’ll make your promo even more effective if you also promote on social media or run ads, but it’s truly not necessary if you have an engaged email list. 

Okay, a few more tips to make your lazy Black Friday launch even better: 

• Mention your upcoming sale in emails/newsletters/social posts where it feels organic

• Optional: start a waitlist/interest list for those who KNOW they wanna pick up what you’re putting down (I’m not doing this because #lazy)

• Include a countdown timer in your emails 

• Include an option for people to opt-OUT of the promo if they’re not interested (without opting out of your email list) 

Hit reply and let me know if you plan on running a BF sale this year so I can cheer you on! 🙌

My wishlist for Black Friday: 

🌈 Living Libations skincare and oils haul.

📖 Books, all the books. Just started When the Moon Hatched and it is SO good. 

🍃A vacuum. Any reccs? Hit me up!

Sip on this…  

🧋A new study on the importance of prompt engineering found that it’s becoming less important for most use cases and AI is getting better at grokking what you need using your natural language. 

One thing that DOES make a big difference in output is providing examples for what you want. 

🧋November can you just be a little quiet PLZ…