If you’re an entrepreneur in the online space, there’s nothing worse than waking up on November 1st and thinking, “Oh crap… Black Friday is only three weeks away and I haven’t even decided on my offer!!!”
Well, maybe there is one thing that’s worse: spending the next three weeks throwing together a Black Friday funnel at breakneck speed, completely burning yourself out in the process, opening the cart at 12:01am on Black Friday…
Only instead of the ding of payment notifications on your phone, you’re hearing crickets.
Here’s the thing: it doesn’t have to be that way.
Everyone take out your wands – let’s all make an Unbreakable Vow that this year we are NOT AT HOME to Black Friday Launch Burnout!
This year, we’re doing it better.
In case you’re new around here, this is the second in a series of five posts about creating a stress-free Black Friday launch plan that not only feels magical (for you and your dream clients), but also attracts your most perfect clients with ease…
So they’ll be queuing up for your Black Friday offer like Hufflepuffs at Honeydukes at the end of winter exams!
Let’s Review… Your Lead Funnel
In my last post, I talked about creating your pre-Black Friday funnel – a perfectly targeted lead or wait list funnel that speaks directly to your dream clients and builds anticipation and excitement as they count down to Black Friday with you.
Since we’re all about taking ACTION here, you should now have several big wins under your belt:
- Your new lead or early-bird-wait-list funnel is ticking along like clockwork, bringing the right new people (dream clients who need exactly what you have to offer) into your orbit and onto your email list.
- You’re welcoming those new faces with a personality-packed welcome and onboarding email sequence that shows them they’re in exactly the right place to start finding solutions to their Big Problem and gives them a sneak peek into who you are and what they can expect from your emails.
- You’ve started the process of slowly warming up your entire email list, group members, and social followers with emails and posts that educate, entertain, and empower – making the connections that help them know, like, and trust you.
- And you’ve prepped a pre-launch email sequence that flows naturally from your warm-up emails to start building excitement and anticipation for your launch.
Let’s take a moment to celebrate…
Because getting your lead funnel in shape early means you’ll have the right pool of people ready and waiting for your offer when it launches!
You’re almost ready to start mapping out the copy assets for your magical Black Friday launch.
The first step is actually my favorite part of the process – because it’s what makes the difference between a magical launch that smashes your launch goals…
And launching to crickets (and then drowning your sorrows in leftover pumpkin pie).
Here’s the secret recipe for a magical Black Friday launch:
Creating an irresistible offer that will make your dream clients swoon.
Step 1: Gather Your Ingredients
This stage is where the real work happens, and (if you’re an introvert, brace yourself)…
It’s going to involve talking to people.
- Diving into what makes your dream clients tick… and the worries that keep them up at night.
- Pulling out what they consider to be their greatest struggle… and what they’ve already tried that hasn’t worked.
- Uncovering the words they use to describe what they believe the problem is… even if you know the real problem is actually something else.
- And helping them find any questions or objections they may have around your unique solution to the problem.
Gather allll that information in one central place (there’s a Trello board specifically designed for this inside Sales Copy Magic™) so you can access it easily when you start writing your sales copy.
Step 2: Select Your Launch Style
The next step in creating your magical Black Friday offer is determining which launch style will help you find and attract your dream clients.
Because this is a Black Friday launch and we’ve already decided to make life easier on ourselves by avoiding the hassle of adding a webinar into the holiday mix, we’ll leave webinars aside for now and focus on the two most common Black Friday launch styles.
Choose Your Own Black Friday Launch Adventure
Most copy assets are the same for both launch styles, but you will need to create copy for either ads or emails, depending on how you plan to bring people into your funnel. How do you plan to run traffic to your offer?
Paid Ads: Generally used for lower-ticket SLO* funnels that stay open after you launch.
Email List: Used for higher-ticket programs and courses where the cart closes at the end of the launch period.
*Also known as a SLO funnel, this is a low-ticket offer intended to bring qualified leads into your value ladder with the profits from the offer + upsells covering (liquidating) your ad spend.
Step 3: Brew Up Your Magical Offer
Now that you’ve collected your dream clients’ words and determined your launch style, it’s finally time to brew up a magical offer package for your launch!
Your Main Offer
This is your personal magic potion: the ONE THING you do that can help your dream clients solve their big problem. Use the information you gathered in Step 1 to make sure your core offer includes everything they need to solve that ONE problem – and (this is critical) nothing else.
Why?
When your core offer is laser focused, it helps your dream clients trust that you are the ONE person who can help them cut through the overwhelm that has been keeping them stuck.
Save the extra bells and whistles for your bonuses and upsells – that trust factor is worth it.
Bonuses
In addition to your primary offer, you’ll want to think strategically about creating bonuses that address different learning styles and overcome objections.
Here are a few examples of what that can look like:
- If your dream client’s objection is lack of time to complete the program, your bonuses could include a calendar or checklist to help them block out the time they’ll need to succeed.
- If their objection is lack of motivation or fear of getting stuck, an accountability group might help them get over that hurdle.
- If they’re worried about their current lack of skill, you could include a calculator – this could be as simple as a Google Sheet with pre-programmed macros – that bridges the tech gap for them.
Upsells
If you’re launching a self-liquidating offer*, you’ll also need an order bump and at least one upsell (also known as a one-time offer or OTO).
Your upsells should also address your dream client’s objections or worries:
- Is there something they need before they dive into your offer that will prepare them to succeed?
- Is there something they’ll need after they finish your course that will help them continue seeing success in the future?
Recommended Resources
Whether I’m working with a client in an Offer + Copy Strategy Session or creating my own offers, I use Offer Cure (affiliate link) to help me map out an irresistible offer. This framework was created by Julie Stoian and Cathy Olson, the power duo behind Funnel Gorgeous – and at only $37, I cannot recommend it highly enough! In addition to helping you lay out an irresistible offer that overcomes all of your dream clients’ objections, it will also give you a great head-start on your copy and design.
PRO TIP:
When you book either an Offer + Launch Copy Strategy Session or DWY Launch Copy Coaching with me, you’ll get your own copy of Offer Cure included for free! We’ll work through the offer mapping process together to craft your irresistible offer and then the entire program is yours to keep for any future launches.
Next Week: Mapping Your Launch Funnel Copy
Whew – I don’t know about you, but I kind of feel like we just battled a dragon! Pretty sure we’ve earned ourselves a large butterbeer (and maybe also a nap).
While this stage does involve a lot of strategic thinking, don’t be tempted to skip over these steps. They lay the groundwork for what copy assets you’ll need and provide you with a bank of resources you’ll come back to over and over as you build out your funnel copy.
Next week we’ll take all of this week’s hard work and transform it into a Black Friday launch copy map worthy of the Marauders themselves. This is where the magic happens – don’t miss it!
(This is Part 3 in the Magical Black Friday Funnel series. Missed Parts 1 & 2? You’ll find them here: Magical Black Friday Funnels.)
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