4 Things You Need to Maximise Your Sales on Black Friday

Black Friday's coming up! Have you created enough hype for the big sale with your copy and marketing?

If you've been in business for some time now, you know that it's not simply a matter of putting up a big SALE sign and waiting for the customers to roll in. You need to direct your potential customers to the right place and nurture them.

Make sure you do your homework before Black Friday by having these in place:

1. Your pre-launch hype sequence.

What exactly can they expect? How many items do you have in stock? Where can they buy it? What time does your sale begin? Create a series of 3-5 emails or Instagram stories talking about the sale and showcasing some of the bestsellers that will come up, and put these out daily in the week leading up to Black Friday.

When deciding which items to showcase, always lead with your most popular bestsellers. You can also create hype here by telling your customers to create a web account with their details in advance, so that they can cart out faster and won't risk missing out.

2. Your day-of launch email and social media collaterals.

These should be scheduled to go out five minutes before your sale begins, as a reminder to your customers. It should be a quick summary of what items and discounts they can expect, and have a very clear call-to-action button leading directly to your website. There’s no need to detail the benefits of each product here – that should have been done that in #1.

The purpose of this particular email is to remind them of the sale and direct them to purchase, so your language should be persuasive and to the point. The email title is also very important here: use imperative verbs, e.g. “Don’t miss out!” or questions e.g. “Are you ready for our 20% off sale?”

3. Your email signup form for the day of the sale.

This is your chance to get a whole bunch of new warm leads in your email marketing sequence. Make sure you have the following elements on your website:

On your cart-out page: a checkbox for adding the customer to your mailing list
On your individual product pages: a simple signup form for those who want to be notified when out-of-stock items come back into stock. Keep this simple – just the first name and email address – to make the process easier for them.

4. Your post-launch nurture sequence.

If you've done #3 right, you'll have plenty of piping-hot leads in your mailing list the next day: people who have already bought from you, or people who wanted to buy from you but didn’t get the chance. Don't leave these on the table – make sure you already have an email nurture sequence in place that welcomes these new subscribers.

If you’re a small business, take the chance to introduce yourself and your brand story. Give them value-added information that’s related to your business: if you’re a natural skincare brand, for instance, share a few tips for doing a home spa ritual. If you sell home accessories, share a blog post on styling a table for Christmas.

The idea here is to keep yourself fresh and relevant in your audience’s mind. Your email sequence should be a slow drip, maybe once a week, until it’s time for the Christmas sale that you hype up in your last email. That means you probably only need 4-5 emails total for this sequence – very doable, especially if you already have blog posts on your website that you can repurpose!

Need someone to help you create blog posts and email sequences for future launches like this? Let’s have a chat about how I can help take this off your plate.

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the author

Hi, I’m Melody! I help women-led brands make money with copy that reflects their true brand personality and speaks directly to their audience’s hearts.

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