Black Friday is no time for BS around my friend. Did you know that several countries worldwide participate in it, even though it’s an American holiday? In 2019, global sales totaled around $20 billion!

That’s because businesses all over the world, both big and small, want a piece of that Black Friday pie. 

But obviously, I’m not here to talk about the big guys — they’ve got plenty of help. I’m here to talk to the amazing small businesses people like you run, and how you can make the most of Black Friday this year!

https://youtu.be/P4CZpZ4xVzo

Thus I present to you…my top 4 dos and don’ts for a successful Black Friday sale…as told by an attorney, business coach, digital product shop owner, and GF cookie lover with over 7 years of experience with these big ass sales. 

Let’s dig in!

DO offer a money-back guarantee if possible

Having a policy that includes a money-back guarantee may seem a little crazy — but it’s an important part of building a legit, trustworthy business. And of course, we hope people never want to return their products, but it does happen.

When it does, having a refund policy or money-back guarantee can be the one thing that keeps the connection with that customer strong. 

So how do you make one? That’s easy — keep it simple. Don’t overcomplicate the verbiage. Like…

• “If you still don’t love it after 30 days, you’ll get your full purchase back.”
• “Items can be returned for a full refund within 30 days”
• “Don’t love it? Let us know and we’ll refund your money. No fine print.” 

If it has to do with money, it’s best to keep things as straightforward as possible. 

DON’T wait until the last minute to create your sales page

Maybe you can just “whip something up” whenever you have time. But a good rule of thumb I like to live by is that if the pros don’t just whip something up, then neither should I. 

Meaning…if a professional designer needs time and an action plan to make a sales page, and they almost certainly know more about websites than me, then I probably shouldn’t think that I can do my own the night before a launch. 

There are so many things to think about on a sales page that goes beyond design too. Things like:

• Writing compelling copy that’s poised to convert
• Proofreading for fact-checking, spelling mistakes, and things that downright make no sense
• Checking all links
• Checking the backend and functionality of the new page
• Checking UX (user experience) to make sure customers can quickly navigate through the page and get where you want them to go
• Testing your checkout process

Did I stress you out? Good! Stop doing shit at the last minute. Take your Black Friday sales pages one step at a time because trust me, nothing is worse than going live and having a million emails in your inbox saying no one can find the checkout button. 

DO bundle your offers

Ahh…who doesn’t love a good BOGO sale? I’ll do you one better though…bundled deals!

This is something we do in The Contract Shop® every year during Black Friday and they’re always a hit. PLUS, we offer bundles that you can only score during our Black Friday sale, which are our best sellers yearly. 

This is a good chance to up the ante and goes beyond just a percentage discount. Black Friday is the big leagues and offering chump change isn’t going to persuade someone to buy when they’ve got ads and promos out the wazoo in their faces. 

DON’T limit yourself to just Black Friday

Most sales that go on during this time are dubbed “Black Friday sales” but actually extend into Cyber Monday. Like I said earlier, the times have changed, and having your Black Friday sale extend into Cyber Monday is almost commonplace now. 

And if you’re worried the sale is too long, just keep in mind that Black Friday sales aren’t meant to be flash sales. They’re well-thought-out promos that usually take up a whole weekend or more. It’s perfectly fine to run a sale at this capacity for 4-5 days.

I’m not here to tell you what to do, but I can tell you from personal experience and from coaching clients with their digital product shops that extending your sale into Cyber Monday is helpful to boost sales (plus, that’s an extra day to make more money!!).

Make this year’s Black Friday the best one yet

BF is a BFD. It will take a lot of prep work to get done and be worth the hustle. November is right around the corner, so if you haven’t started your Black Friday plans yet, you’d better get that booty in gear!

And my YouTube channel is full of great resources to make this year’s Black Friday a hit, even if you have yet to get the ball rolling. 

Check out my best tips and tricks from last year’s sale here!