How to send your Black Friday offer Supesonic

It was one of those rare occasions in Scotland, a hot summer’s day.

We were packed into a sweltering tent out of the mid-afternoon sun as there was buzz about the band that was about to come on.

Their first album hadn’t even been released yet but they’d blown everyone away at King Tuts Wah Wah Hut a few months before.

On they strutted, a bunch of Mancunian Neds with an attitude that screamed, in the local vernacular, “Fucking square go then”.

But as soon as Liam growled “Maybeeee…” the crowd went wild.

What a 40 minutes it was. 

And I have to say the idea of seeing Noel, Liam, and the lads again was appealing.

A chance to relive that moment in time 30 years ago.

Back when they dominated the charts. 

Mocked the posh lads of Blur and pretty much everyone else but were the darlings of the masses.

But the pull of reliving my 20s wasn’t enough for me to part with £500 for a ticket.

Yet the FOMO was too much for 100s, if not 1000s, of people who didn’t manage to grab the 70 quid tickets.

And it was FOMO that drove the sales of the ridiculously priced tickets and not the shite food and drink of the Murrayfield VIP experience…I’ve been to Murrayfield numerous times and I can assure you the food and drink ain’t up to much.

And with Black Friday coming up it’s worth remembering that getting people to buy is more about FOMO than discounts.

Which magazine looked at 208 deals from major retailers and found a measly 2% were at their cheapest in the Black Friday Sale.

What does this mean for you as a coach?

Well, you don’t have to offer discounts for a start.

And, to be honest, I don’t think you should discount your coaching anyway.

And instead, your offer needs to be ridiculously valuable. (obviously, but it needs to be said).

There needs to be an incentive for people to want to actually buy.

And it absolutely HAS to be a no-brainer.

Which means the standard 20% off shite won’t cut it. That’s boring.

And the more you can give the better. We really are in “go big or go home” territory here. And, whilst people are primed to buy…they’re also aware of the fact that, with all the offers out there, THEY are in charge.

What I’d suggest doing instead is putting together a bundle of bonuses that cost you nothing but add a heap of value to your offer.

Say you were a running coach offering group training then you might offer something like the following on top of your normal programme - 

My Complete Race Day Success Blueprint - a proven pre-race routine used by 200+ runners who achieved personal bests. (£97 value).

Advanced Pacing Calculator & Training Zone Generator - personalise to your client's goals (£97 value).

"Injury Prevention Toolkit" - my comprehensive warm-up and cooldown routines, plus mobility exercises used by elite athletes. (£97 value)

Running gait analysis template with common fault-finding guide and my exclusive "Form Fix" video series addressing common running technique issues. (£97 value)

And, for the first 10 people, a 1-2-1 onboarding call to create a bespoke 12 month plan to make the next year the best one yet. (£147 value)

See how you can add £100s of value without hitting your pocket? 

And create an offer that, for the right people, would seriously ramp up the old FOMO.

Now, there’s a lot more that goes into a successful Black Friday offer than your offer itself but without a stellar offer, you’re doomed to failure even if you get the promo bang on.

Later

Colin