Optimized Ecommerce EP 029 – How to Gear Up for Black Friday and Cyber Monday
In today’s exciting episode of The Optimized Ecommerce Podcast, Bret Thomson joins Tanner Larsson again to talk about how Ecommerce stores can enhance Black Friday & Cyber Monday promotions and campaigns. In this episode, you will learn the vital steps of enhancing your Ecommerce store promotions and campaigns for Black Friday & Cyber Monday.
Welcome to Episode #029 of Optimized Ecommerce – How to Gear Up for Black Friday and Cyber Monday. I am your host, Tanner Larsson, CEO of BGS.
BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.
This week, Bret Thomson returns. He is one of the most in-demand copywriters & conversion strategists, an author, a coach, speaker, and mentor to thousands of people across the world. Bret consistently helps businesses scale-up by creating successful marketing campaigns.
Here’s just a taste of what we talked about today:
Brief fun description (50-100 words)
The exciting part of the year for Ecommerce stores — Black Friday and Cyber Monday
When everything gets back to normal, Ecommerce sales will never go back to the low 7% that they were. Because online stores are now established and more people are getting more comfortable purchasing online.
It shows that over 20% of the world are now comfortable shopping online. Which sets the stage for the biggest Black Friday and Cyber Monday to date!
Remember, the vast majority of Black Friday sales come from repeat purchases or a warm audience.
This year will be extra special because big retail giants, such as Walmart, have publicly announced that they are not going to have in-store Black Friday promos.
Due to the pandemic, most people have to go online to do their purchases, making it an advantage for Ecommerce stores. Yet they have to do a lot of prep work to make their Black Friday profitable.
Bret shared the statistics regarding online shoppers
U.S shoppers spent an estimated 2.8 billion in 2009, there was an increase of 17% from 2018 which is a pike of 7 to 8%.
Cyber Monday broke a new record last year, which was 9.42 billion. Reports show that this year might be the first Trillion dollar!
Bret said that now is the time for online stores to be prepared. They have to make sure their stores start converting and have a good frequency of emails.
He also mentioned that online retailers should take note that 58% of shoppers wait until Cyber Monday. This means that everyone is getting smarter now and knows that there are better deals on Cyber Monday. In fact, more and more people are starting to wait and do most of their purchases on Cyber Monday.
We also discussed a few other fun topics, including:
- Can online stores haphazard their email marketing promotions and have a successful Black Friday?
- Should online stores consider different types of buyers with different types of buying habits and personalities?
- What is Good, Better, and Best Action Plan?
- Learn all about Build Grow Scale’s GSD bundle and what it does for your business.
- Why is it vital for Ecom stores to warm up their email lists?
- The importance of putting out a revenue optimization for your online stores.
But you’ll have to watch or listen to the episode to hear about those!
How To Stay Connected With Bret Thomson
Want to stay connected with Bret? Please check out his social profiles below.
Also, Bret Thomson mentioned the GSD Bundle:
- Motherlode Black Friday GSD Bundle – is a system that consists of 50 pre-written emails, which is mainly focused on talking about segments and frequency for your business. It also includes SMS and a messenger copy and video transcription copies.
Tanner Larsson 0:07
Hey everybody, Tanner Larson here and welcome back to the optimized ecommerce podcast. I’m excited to have you guys here because today, my good friend Bret Thomson, who you guys saw on our last copywriting episode is back for another episode where Today we are going to talk about a very timely and critically important topic, which is Black Friday, Cyber Monday. we’re gearing up for that right now. It is going to be the biggest Black Friday Cyber Monday that on our predictions, and we’ll explain why there’s ever been. And there’s a massive amount that needs to happen in order to do that. So again, like I said, I’m joined by Brett today, and we’re gonna kind of hammer through a bunch of stuff, show you some really cool things and then also have a pretty cool opportunity for some of you guys towards the end. So Brett, thanks for joining me today.
Bret Thomson 0:53
Thank you, man looking forward to this as you know, the most exciting part of the year, and this year is going to be nuts crazy. And I’m going to talk about reasons why. But anyway, let’s dive in.
Tanner Larsson 1:06
Alright, so guys, to preface this, everybody in the e commerce space knows Black Friday, Cyber Monday is big, right? From a retail standpoint. 30% of the years retail sales occur from Black Friday through Christmas. Okay, so that’s a huge, huge chunk of your year sales. ecom is no different. There are some brands that you may sell more during Valentine’s Day or Father’s Day or things like that. But by and large, the vast majority of e commerce brands have their biggest months of the year through q4, specifically because of Black Friday and Cyber Monday. And Cyber Monday specifically online. However, Black Friday has spilled over into the online world, especially this year. Now Brett’s gonna share a bunch of crazy stuff with you in a minute. But what I want to talk about is why is this year so important. So as it stands right now, it’s 2020. Right? We are in the middle of action on offer in the middle, we’re in some phase of COVID still happen, right. And while COVID has been, you know very detrimental to a lot of places in the world, and a lot of people in a lot of environments and industries, it has been a blessing for the e commerce industry. Now pre pre COVID ecommerce online shopping, there was only about 7% of the population was shopping online. Okay. And that was accounting for trillions of dollars a year, billions of dollars a year, excuse me in sales, and trillions of dollars, trillions of products bought, purchased and all kinds of stuff, right? massive amount. But that’s only 7%. Now, once COVID, hit back February, March, all of that store shut down. Well, that didn’t mean people stopped consuming. They just had to all of a sudden shift their patterns of consumption. So now all of a sudden, people who either weren’t confident shopping online, didn’t like it had never done it. Were all of a sudden given no other option. But to become comfortable with shopping online. And spending money, retail or e commerce sales have just skyrocketed ever since then. Now, it’s I mean, even if things get back to whatever normal is post COVID, everything opens back up. Yes, retail sales will pick back up. But ecom sales will never go back to the low 7% that they were or econ shoppers, because now there’s a new normal establish more people are comfortable. And predictions have been as high as 20 plus percent are now of the world are now shopping online comfortable. Okay, that’s a huge difference from seven to 20. So that setting the stage for the biggest Black Friday, Cyber Monday. And then the final thing I’ll do before I let Bret say something is this year is going to be really interesting because again, COVID is happening, right? Whether COVID is happening or not, it’s a big deal. But this is extra special, because the big retail giants, many of them are saying, Hey, we’re not going to have in store Black Friday anymore, at least for the next year. So as an example, Walmart has already publicly announced that there will be no doorbusters no Black Friday deals in the store. I’m sure they’re still going to do them online, but not the traditional retail Black Friday thing that everybody’s so used to. So where are those deals going to happen? Where are people going to go? They’re going to have to go online. So we predict this is going to be the biggest Black Friday ever. And whether it’s the biggest or just a regular black friday still leads to the fact that you need to do a lot of prep work to make it a profitable Black Friday for you. So Bret, I’m going to segue into I babbled a bunch. What do you want to add to that?
Bret Thomson 4:29
I think what you’re saying is insane. Everyone’s saying the same thing, but it’s not as our predictions. As you know, without ecom insiders, I have the role of putting together GST reports and the biggest one each years is the Black Friday bundle or we we call the cyber five now and the cyber five is a period between Thanksgiving and solid Monday. So I’ll read out some stats because I did a little research because to see what everyone’s saying and there’s it varies as you can imagine. But here’s the cool thing. If you look at I mean, even before COVID the uptrend issue with e commerce is significant. So for U.S shoppers spent an estimated 2.8 billion in 2009 is up 17% from 2018. So that’s a spike of 7 to 8%. Just from that Cyber Monday broke new record last year, which 9.42 billion in 2009. And like I said, if it’s Cyber Monday on the day was nine, 9 billion. What year 2019. So, some people are saying, like he said, it’s gonna be 20% increase of I’ve seen some people saying it’s gonna be a first trillion dollar kind of interview, q4 interview. Yeah, so like for another one? Yes. 7.43 billion, which is up nine and a half percent from 2018. So the outcome even without this is significant. So now, like you said, with, with COVID ever been more comfortable buying online, it’s just going to go through the roof. And like you said that now’s the time to, to get prepared for it. And get Make sure your stores converting and make sure you have a good frequency of emails, because apparently, it says he 42% of online retailers check their email. And so they offer it for promotions that they’re accustomed to it, you know. And the other the other cool thing is 58% of shoppers actually wait until Cyber Monday. So everyone’s getting smarter now to know that there’s typically better deals on Cyber Monday. So a lot more people are starting to wait until doing their most of their purchases on Cyber Monday.
Tanner Larsson 6:43
Yup, well we see people even getting crazy. And now that now there’s pre Black Friday deals, right? Like they’re, they’re trying to prolong the Black Friday experience and know and then you got stores doing Black Friday in July and stuff like that, which that’s a cool little angle that we could talk about in a different episode. But I mean, when it comes to this, like guys, you got to think about this. This is the one time of year when the entire planet for the most part is conditioned and amped up in this buyer’s frenzy to go out and consume at massive levels, get their Christmas shopping, done their holiday shopping, and then like there’s no legitimate reason for this other than a manufactured buying frenzy that’s been created over the years with Black Friday and Cyber Monday. Now the right now in 2019, the average adult spent $400 on Black Friday alone, okay? Now online Cyber Monday, those numbers were 400 Plus, okay, so that people are spending, you know, 800 to $1,000 per person through the Black Friday, Cyber Monday timeframes. It’s a massive amount, they’re gonna spend it somewhere it might as well be with you. Okay. And when when you think about 30% of the retail sales are done in this last from Thanksgiving towards the end of December towards Christmas. That’s a massive time to soak up a lot of money. And the reason is, is people are expecting discounts they’re expecting good deals is when you put your best foot forward and give them the biggest crazy deals the biggest bundles. And here’s the thing, though, it doesn’t always have to be discounted price. Okay, you don’t have to sell a cheap offer, right? Black Friday could be you take your best selling products and create a bundle and create a combined discount, which still leaves you with a bigger profit margin than you would have selling them individually. But the perceived value to the customer is better. Or it’s a great time to launch new products or pre sell new products that you haven’t got yet. There’s lots of strategies that you can do to do that. But as Bret touched on, your store has to convert your buyers journey has to be optimized. And most importantly, the vast majority of Black Friday sales come from repeat purchases. They don’t come from repeat purchases purchases excuse me or warm audience. They don’t come from cold traffic. The lion’s share of Black Friday sales are going to come from people who are already on your prospect email list. They’re going to come from customer your customer email list, your messenger list, your you know your your warm audience have captured retargeting ads. It’s not a cold market play, you still can do really well. But the big wins come from automated follow up to existing lists of people. That’s where you make the most money out of Black Friday. And the crazy thing is all the prep work happens in advance. Once it’s set up. It kind of runs itself for the most part. But the problem is and Bret you can talk about this because I know you’ve seen it before with our members. Most people don’t have a real plan for Black Friday. Hmm,
Bret Thomson 9:37
Absolutely. And I love what you touched on before to about people going earlier in the market that’s become common practice. Now. In fact, one stat I saw was 40% of the people start shopping on first November. So that’s why we’re seeing so many different so many early campaigns out there. So all these things need to be thought out and put into action because it’s just a missed opportunity, the days of going live, you know, teasing them at Thanksgiving and then going live if you’ve missed a big chunk of the boat, because there’s so much so much opportunity people in that buying frenzy beforehand. So let’s talk.
Tanner Larsson 10:16
Let’s talk about that real quick. Let’s talk. So, obviously, what we know most email stores, let’s talk about email for a second. Yeah, we know that from from all the stores become in contact with thousands a year that most ecom stores don’t do email. Right? They’re not their email marketing is not a big part. And we know during the rest of the regular year that up to about 30% of your daily sales can come from automated email follow up if you get set it up right with it and then broadcast. But the problem is, is most people don’t do that. So when they cut when it comes to Black Friday, people think oh, well, I’ll write like three or four emails or write an email. My plan is to write an email a day or something like that, when it happens, but really, there’s no more plan or like I’m going to increase my budget on adspend. I’m going to spend create some more creatives for my ads, but that’s their plan. So how does that when it comes to email? Does that work? Can you can you haphazard that and have a successful Black Friday?
Bret Thomson 11:18
Yeah, well, I think the thing we’d worked out last, last year was like close to 60% of people going early or waiting for Cyber Monday. So we came up with the strategy to go early and give them it that hotlist remember that hotlist campaign that we so and that’s when we when when you and I kind of brainstorm that GST report, we wanted to give people a clear strategy to follow and implement sort of just being haphazard, like you said, so that, that hotlist campaign made me was a bunch of money, where we I think we, we started teasing them, at the end of October, just saying, hey, if you want to see our cyber Monday, or Black Friday, discount early before the big rush, enter your details here, and credit, kind like a VIP lists, and essentially, they’ve given you permission to email them some discounts before the big rush came in. So we’re doing that again this year and with the GST report, but you and I remember that so many members who’ve actually just implemented that they earned a big cash injection before all that came, you know, so that with Yeah, got finished. Go ahead. No, you go.
Tanner Larsson 12:37
Okay, so what I was gonna say on that, guys, I want you to hear what he said. We started teasing for Black Friday, Cyber Monday, end of October. Okay. Yeah, well, we’re almost to the end of October right now, as we’re recording this, right. So this is a big deal. Like, it takes a lot of prep and a lot of sequencing and the thing is, is you’re trying to you’re not just trying to have like sell a little bit more on Black Friday, Black Friday is your time to really capitalize. So you got to look at your buyer and realize you’ve got different types of buyers with different types of buying habits and and personalities. So this early bird list this hotlist, right, this is people, you could say, hey, you don’t want to have to be crazy out of your mind when this promotion starts, if you’d like to see what we have early, get into you get the people who are like, Oh my god, they’re the ones that camp outside it for deals or they go to the movies two days early and sit outside in line to make sure they see it like they want to get in early before everybody else. You can also take the angle of Hey, don’t risk us running out of stock on your favorite products, you can go ahead and get the same deals, but get them early. And then you’ve got the people who have to see the deal live they wait and then but then they try to act within that timeframe. Then you got the people who need to be are on the fence and have to be pushed over. Then you’ve got people who are waiting for cyber monday who want the early Cyber Monday who wants to in time Cyber Monday and who also may be pushed over the fence on Cyber Monday. And then you have a whole another set of buyers that are oh crap. It was Black Friday, Cyber Monday. I totally forgot. But I still want the discounts. Please give me a deal. Right? Yep, all these different buyer types and every single brand niche, whatever you want to call it has those buyer types and design your black friday campaign to hit all of those different segments. But you have to do that in a very sequential process. So
Bret Thomson 14:24
Tanner Larsson 14:25
Um anything you want to add to that?
Bret Thomson 14:27
Yeah, look, I think another thing I love that what we what we did last year was we created a good better and Best Action Plan.
Tanner Larsson 14:37
I forgot about that we did.
Bret Thomson 14:38
It was really smart. And I was raved about it because what the GSD report we put together was over 100 pages or 50 pre written emails, which included hotlist emails dot teaser emails and nurture emails and then the sale that goes to an isolated is to put the hand up and said yes, I’m keen to know about what you’re doing. And that can. So that was maybe 15-20 emails, it was about 20 plus emails for the actual Black Friday campaign, which worked really well. And then there was themed flows. Like if I like this, this is the good, better best. Because you know that this thing
Tanner Larsson 15:18
You know what Bret hang on, let’s let’s back up and then re address this because I want to set the stage for people so that we can kind of go through this and you can really go through it. So, guys, sorry to interrupt Bret. I know he was sharing some gold right there. And I’m gonna let him get back to it. But I want to I want to clear the air for people who don’t mean it. You know what we’re talking about? We’re saying GSD and this and whatnot.
let’s, let’s just do that. So first thing first. As you can see in the background of Brett, he’s got a ecom insider on that banner. Ecom insider is our business accelerator program for stores that are already profitable already doing well. But really what but having struggle scaling and really want to take it to that next level and really go from like a six figure store to a seven or a seven figure to an eight, and really, really hammer that out while doing it themselves. Right? So we’re the business accelerator that helps them now inside of that program, and I guys I’m not pitching you ecom Insider, you either like it or you don’t I’m not worried about that. I’m just telling you about the GSD now set the stage so the GSD is called the Get Shit Done report and every single month, we deliver a new get shit done reporter GST report, sorry, Bret likes get stuff done report to our members. Okay. And in those reports, there are a turnkey marketing action plan. Okay, they’re either an email campaign, a Ad campaign, a promotional strategy, any kind of business growth and accelerator thing that we can help them give them like they implement this one thing. Every month, at the end of the year, they’ll have at least 12 things irrespective of anything else we teach them to do, that those 12 things will grow their business significantly. Okay. So every month, we do that, every year, we have evolved our Black Friday, Cyber Monday promotion used to be it started out with just a few emails, now it’s grown into into this behemoth. Now, what I want to do is actually not for the sake of like trying to get you to buy AI or anything like that I want you guys, we’re going to go through it. Okay, and kind of walk you through the different campaigns and the different structures. And just so you can see how much effort goes into a solid black friday promotion. And so you guys can get an idea how you can structure your own. Okay, so with this, there was a good, better best. Now, the reasoning behind that in the GSD. And this was now that Bret reminded me of it was we’re gonna present this just massive, like, fun factor of Holy crap, I have to do all this stuff. Now. Just like there are buyers. Inside our ecom insider program, there’s different types of members, there’s the members who are like anything you tell me to do, I’m going to do all of it 100% and get it done. And I have time and the team and the resources to do that I’m done, I’m going to do it. And then you’ve got the guy who’s like, Uh, I’d love to do it all. But I’m just not really going to be able to do that. So I don’t have quite the resource base to do that. So we have a middle plan for them. And then there’s those people that they’re they’re either super small and just starting out or they’re lazy. And they just, you know what, I’m not even going to do half of that. So we’ve also created a lite version of the same campaign, where each piece builds on the next to create this massive flow. So we had members who only did the lite version, the beginner version, we had people who did the medium version, we have people who do the full shebang. It just was whatever fit your business. Okay, so with that kind of explanation, Bret, let’s go ahead and talk through our GSD bundle and kind of explain to them kind of what’s in it, but also like, what are the campaigns what do they do? How does the different sequencing and just kind of go through the whole thing All right.
Bret Thomson 18:53
Okay, cool. Thanks for that mate. So the first thing we did, which is really which we do every year now we have a black friday mastermind where we pull some of our best memory
Tanner Larsson 19:04
Free Friday mastermind.
Bret Thomson 19:06
Yeah, pretty bad for and we pull some over big hidden seven, eight figure members, we all jump on the zoom. And we’re just gonna do a round table session where we say what worked last year for you What are you doing this year? And we did that again this year was really awesome. We went deep on segmentation on a seven digit a lot a lot of cool things on how to segment and that did just blast everyone. And we also talked about the importance of warming your email list up because a lot of people email is the most neglected part of an e commerce store. So you don’t want to like grab our motherlode of emails and say, Hey, I haven’t heard from you for three months and boom but because your delivery right or does tank so so we talked about, you know, really smart ways to warm them up which you should be doing right now. And we also talked about the importance now more than ever, is a time to put out like revenue optimization best practices in place to store because you’re going to be throwing a lot of traffic to your Want to be making sure it’s gonna convert? Right. And there was also talking about some cool lead generation strategies from Jeremy talked about it. I’ve seen giveaways before but there’s but you know, there’s there’s people that do an okay job there’s people to do I suck at it. But there’s Jeremy who like, crushes it, right? Yeah. And even how He resurrected Facebook Messenger. So we we give that to members, Robert that I only say that because we want to make sure that every time we run a campaign is updated to 2020 where we are right now. So insane that we
Tanner Larsson 20:38
Well there were elements, right that we said, Hey, this didn’t work so well. And it was just one person, it didn’t work so well. But it didn’t work. So well, for a number of people. We looked at why it didn’t work. And then we removed that out or re edited it down to fit with what did work, or Hey, this didn’t work for me. So I changed it to this. And this worked really well. And then someone else says this, the same thing. And then collectively through the data of our members and our amplified stores, we’re able to like dial in what actually works every single year.
Bret Thomson 21:06
Yeah, I’ll give you an example of that, which is really cool. Because when we did the 2019 version, we said, you know, we had the hot list. And then you know, a week later we go to the main list or two, or whatever. And so we thought it would be best to kind of not send all those emails to to the hot list because they’ve just recently seen it. But Devin had a good test is none and I always send the buyers buyers, the buyers. I love bargains.
Tanner Larsson 21:34
So big deal. Definitely performed.
Bret Thomson 21:37
Yeah. So So getting back to what you’re saying that the good, better best. So I’ll start with like the best, you know. So the best is obviously the hot place. I think even if you can do a live version, you should definitely do a hotlist, which is again and say, Hey, guys, I know there’s this inviting them to find out what we’re doing that fit through Black Friday earlier. That’s something that everyone should be doing. Just getting them to opt in, and then just emailing them properly about their discounts and given and like everything you should always even though people have a brand, they’re very, I don’t want to seem too high P and they don’t want to seem like to put too much urgency and scarcity on that. But you know, you don’t have to do that. Only if you want to make money.
Tanner Larsson 22:25
If you like money, right?
Bret Thomson 22:26
Yeah, but it has to be believable, right? It’s really important has to be believable, like, so you can do it in your own style. But you know, like I hated every time you give people a last chance email. And although I’ve seen those, you know, subject lines a gazillion times they make more money than all the rest. Yeah. So. So it’s saying that so the hotlist is everything is mandatory, right, get a cash injection before the rush happens, then we do the full campaign we start off at thanks Thanksgiving goes through all the way through to Black Friday on triggers, obviously, the Cyber Monday. And then we also had another cleanup campaign, which is your idea, you know, Tanner, which is like people who just got lost in the overwhelm and say, Listen, you know, he’s, he’s a backdoor link if you want to kind of clean up some bundles or what those imply that and we’re very good at or talking about that the frequency as well. And this is where segmented is so so important. Like essentially, there’s not too uncommon for some days to have four emails a day. Now that might not get it every single person but the people have a high click as an open rate openers, and you know, they based on their frequency and it’s okay to send those more emails and, and but the ones who are not responding, can minimize a frequency that’s going to help the deliverability right.
Tanner Larsson 23:51
And you know, the other type of segment is you know, our campaigns can change based on buying habits like hey, this guy’s bought off the hot list and off of this list and off of this like okay, let’s we can go ahead and accelerate him to the next bundle get him to buy quicker or you know, hey so and so hasn’t bought, let’s let’s shift the offer or whatever so you can you can have all these different automations in place if you have the campaign depth to do it so that you can treat people based on their actions and that’s the big thing like Bret said this this campaign is it’s well over 50 emails plus you know, messenger training and all the different and you know the retargeting tie ins and all the different pieces that go along with that and the giveaway strategies, all this different stuff. That all kind of works together and ties in. But it doesn’t matter. You don’t just take off all of those, edit them to your thing and then just start sending them out. There’s literally different segmentation, different tagging options, different triggers, different everything that goes through the entire email sequence, various sequences that there are, that are what make it effective. If you just blast everybody with all 50 emails, you’d fall on your face and it would backfire on you. You have to leverage the the automation that’s delivered to you through klaviyo, or ontraport, or Infusionsoft, or whatever mailing platform you’re using to do this, okay? It’s critical because that’s and that’s where the magic comes in. Anybody can write a whole bunch of emails, right? Now, whether you’re writing good emails or not to their story, but knowing how to sequence offers, when you’re we’re talking 50 plus emails, but in a timeframe of less than two weeks, right? Really, maybe three minutes total, if you count the pre the pre warm up. How do you do that? That takes that takes an art. But when you do it that way, that’s how you extract maximum profit without pissing off your customers and actually endearing them to you. That’s what the whole kind of catch up process at the bottom is in the catch all is like, hey, these people think about this. Think about you. How overwhelmed is your inbox get during Black Friday, Cyber Monday with thousands of promotions, hundreds of emails, all this different stuff? Huh? Is there a chance that you might have missed a promo from a store you actually cared about, or from a product that you were interested in? happens every year, I guarantee it. So by not only playing cleanup, and and giving them this extra campaign, you make more money, but you also endear yourself to your customers by giving them like making them feel special and making them feel the exception. Nobody in the right mind ever wants to not be the exception to the rule. Right? It makes them feel better when it’s like oh, man, they they went the extra mile for me. Everybody loves that campaign does exactly that.
Bret Thomson 26:32
Yeah. And you’re right and also if anyone’s listening or watching this. And I feel like a lot of that stuff is overwhelming. Like we get it we totally get. That’s why we create we talk about he’s a good version, the lite version, then that overwhelm kind of stop you and it’s all of that’s a learned skill. You know.
Tanner Larsson 26:52
What is the? We talked about kind of like the whole overarching one, and how it goes from pre to main campaign for Black Friday, main campaign Cyber Monday, the tie in between the two, the follow up, and then the catch up the good cleanup campaign. That’s kind of and then you’ve got messenger and giveaway and all the stuff that goes along with that. And they’re all sequence to work
Bret Thomson 27:12
together. Right? Yeah, but we’ve also have eroded the full motherlode, you can customize your cart abandonments, and you’re welcome just because there’s going to be way more cart abandonment than ever before. So now’s the time, as an option, you can actually incentivize them faster and more with a bigger discount. And if you’re a bit of a pro, you can actually segment your cart abandonment to low that value and high value. So if someone’s added a lot of dollar value to the cart, then you can you know, go with a higher discount is to try and get that over the line. So so we carry on the Black Friday, Cyber Monday kind of conversation through that journey, even if there are in post purchase as well now’s the time to set up a VIP list. So we put a VIP list together aid campaign. So we really went all out when it comes to that and so that that kind of completes the the best the good better best that their completes the best. It’s the hot list, the main campaign or for the for the cyber five period. And and some some flows plus SMS and, and messenger copy as well.
Tanner Larsson 28:24
So cyber five guys, that’s that. He says like, Oh, it’s the one campaign it’s like five campaigns within one campaign. But it’s just it’s in the way we break it down. It’s the main offer campaign with the ancillary offer campaigns bolted on to it. But you’re really looking at like seven to 10 campaigns if you use SMS, and messenger and then also the cart abandoned is a huge one. Most people never change their cart abandonment emails. We change it with the promotion and Cyber Monday by Friday is a perfect time for you to do that. really enhance the offer enhance the thing plus, make them realize that you actually are taking this part of it seriously. And the thing about again about Black Friday, Cyber Monday, and why it’s so hot. If you think about this, like fishing, okay, when you I love to fish when you go out fishing, if you’re casting into a spot and every single time you’re pulling out fish, you don’t stop fishing until it doesn’t you stop hooking fish, even if you’re playing catch and release, that’s fine, or you’ve got your limit, you’re going to keep trying to swap them out and go for the biggest one. So you’re going to keep fishing that hotspot until it dies off. Same thing with Black Friday, Cyber Monday, you don’t stop just because you got a sale from a customer. Many customers will make multiple purchases with you during that black friday sequence. Sometimes you’re hooking the same fish, okay. Plus, they’re telling other people and the fish are hanging out and they’re all gathered together seeing what everybody else is doing. Oh that looks fun. I want to get booked. Boom. So this is your window to strike and you need to keep fishing until the it’s played out or the herd moves on, and they’re not going to move on until the very, very tail end of cyber Monday. And even then you still got that cleanup campaign to help you out. So if you’re sitting there going, Oh my God, I’ve never, I can’t send that many emails to my list. Well, again, if you hate money, No, you can’t. But if you like money, even if you’ve never sent emails before, that’s super important. After the warm up comes in, so maybe let’s say you’re, you know, have never sent emails to your list hardly at all, besides like the customer welcome email or something, then maybe you can’t, aren’t in a place to be able to do the full best version, because you need to take up part of the hot list version with maybe a warm up sequence, which Bret talks about, and how to engage your list and get them ready for emails. And then you shorten the hot list. And we have training for all that stuff like it because different people have different needs based on where they’re at, and what kind of store they have. So Bret, let me jump in there on you. But I wanted to do to actually talk also about what’s the bare minimum, like the lite version, so to speak, that someone should do? You know?
Bret Thomson 31:06
Yeah, I believe that the lite version and this is what we put in our GST report was hotlist and just the main campaign that campaign from cyber five? If that’s all you do, you’re just simply make more money. I mean, some could argue there’s just an even lighter version is to miss the hotlist. I just think that’s stupid, right? You know, yeah, financially stupid, because we know that somebody said 40% of people started buying in first November. And this is going to be a mad rush and competition. So you know, it’s not too hard just to invite people to put their hand up and go to the market earlier. So for that reason, I think that is the lite, the lite version, just those two, two campaigns.
Tanner Larsson 31:59
Yeah. Another stat that I just have my notes over here that I want to make sure we talked about was that another thing about Black Friday is not just the frequency of purchases, the size of purchase, on average, through Black Friday, shoppers are spent are spending 28%, more than average on a store. So if you think about every one of your sales, you know, on average has 28% more added to the cart 28% more money than your normal cart value, before you start doing any hyped promotions or scarcity or special deals or bundles. So it’s not uncommon for things to just go straight crazy through the roof, we have a one of our amplified partners for is actually it’s not that uncommon. But this one specifically is an apparel store. And the entire q4, we had them above 10% conversion rate for the entire q4 with no matter what form of traffic you threw at them. And there’s a lot of things that went into that. But one of the things was this exact Black Friday, Cyber Monday campaign, even with all those emails, with all that stuff, the conversion rate was baseline of 10%. Okay, so there’s just a massive amount that you can make, you could have had a whole crappy first three quarters of the year, clean up on q4 and still end up on an amazing, amazing year. Yeah, we had members that have shared stuff like that, like they did, you know, $200,000 in the first three quarters, or two or three quarters of the year. And then in q4, they did over a million dollars, because there wasn’t because they were going to do that naturally, because they got their store dial down, their conversions were good. And then they implemented a good campaign. And so they did more in one quarter than in basically through half a quarter than they did multiple years prior add it all together. So it’s a huge, huge opportunity for you guys to really, and I am hyping this a little bit because I want you to realize how serious Black Friday is for your business. And so many stores, like oh, yeah, I’m just going to make more money. Well, it doesn’t happen just natural, you might make a little bit more. But if you want to really make an impact, you’re going to do have to do what Brett’s talking about.
Bret Thomson 34:03
So yeah. Especially like it was a bit of The star night. This year it’s, it’s, it’s gonna be the biggest ecommerce year in history. So it’s, you’ve got to really step up and put put things into action. It’s,
Tanner Larsson 34:22
it’s not going to get smaller than next year either. It’s just going to continue like this is that’s wrong. It just keeps building on itself and it just keeps getting bigger and bigger. So guys, this is super important. Now, here’s the thing I can imagine a lot of you guys are probably sitting back going, Okay, I love what they’re saying. I understand I need to plan. But how the heck am I supposed to come up with this? I don’t even know the structure of a hotlist. I don’t know how to write emails. I’m like, I’m just a beginner at this. Or I don’t have the time to do that. Well, that’s what our members say. And again, that’s why we give them the gsds. But Bret, why don’t you tell them what we’re actually going to do this year, which we’ve never done before.
Bret Thomson 34:59
Yeah I guess a concept Tanner you and I talked about last year, we never got around to doing it right and we’re full transparency anyone who’s known ten or longer than five minutes and the BGS culture, you know, we’re not the pushy sales title, we know we are the best out there and we let people come to us, but we thought, wouldn’t it be cool to do a like bundle up the GST and kind of sell it as an individual package for people that’s a bit of an intro to let people know what give them a bit of a taste of what it is like. So we’re doing that this year, with bundle up the mother lode Black Friday GSD which is 109 pages, there’s 50 pre written emails, it talks about all the segments in that and the frequency, we’ve got the good, the bad and the best. We’ve got a SMS and a messenger copy and all that cool stuff. I’ve also got a recording a video recording of our mastermind which is fire and and also a full transcription of that. So we got that transcribed if you if you prefer to read through it, where you get the mastermind of five big hidden ecommerce stores talking about what their best practices are and lead for Lead Gen and segmenting and, and things like that. So So that’s, that’s the core essence of, of what that what we’re putting out for the first time ever. which is which is cool. And the other part is as as a bit of a bonus. Because here’s the thing, well, I wrote all those emails, so I pretty much didn’t have a life for a month to write 50 emails. But But if all you need to do is change maybe 10 20% of that just to match your brand voice so to do that, several months earlier, I wrote a very comprehensive copywriting masterclass GST, which is because why copywriting journey, I went from earning a dismal $18,000 a year from my first business, I learned copywriting and then $200,000 in 12 months, and then over seven years have generated over $250 million in sales. And that’s someone who fail English all through school. But I did 10 things very, very well when it comes to copywriting. And I’ll put those 10 things into these GST reports, which you can give to your team. So you can get up to scratch with copywriting really fast, and edit the templates that we have, and, and get them up a lot faster. So so that’s that part. And the other part was, you know, after Black Friday that the summer five kind of period finishes, we can still make good revenue in December. So last year, I put together a very, very cool campaign together, it’s called a 12 Days of Christmas campaign where we there’s a new offer every offer 12 days straight. And we’re given that as an extra bonus as well. So So for that, that’s the kind of bundle we’re putting. We’re putting out there for the first time ever. As as I won’t talk about the price now because to be honest with you, it’s it’s an insult to my copywriting skills. Hello.
Tanner Larsson 38:21
So, guys, this is uh, this is a kind of a very interesting thing for us. I mean, we don’t ever release our gsds or our content out to the public, it’s always members only. Our philosophy is that we take care of the family, if you’re in the family, we take care of it, we take care of you, we provide for you, right? So we decided like, Hey, this is a crazy year, things are different. We wanted to do it last year, we didn’t get around to it. So we said hey, this year, we’re gonna do it. So what we’re actually doing is everything Bret just described, including the bonuses we are going to make available for purchase to the public. Okay, so you all you got to do if you want to get involved in that is the URL will be on the screen right here. But it is buildgrowscale.com forward slash bf the letters B and F for my Friday. So buildgrowscale.com forward slash bf. Again, it’ll be on the screen right here if you’re watching this on YouTube, but if you’re on iTunes, just write down buildgrowscale.com forward slash bf. Now, there’s a caveat here. We’re not just throwing this out to the wind, anybody who wants it, we still want to help businesses that are good businesses, you have to be an ethical business owner, you have to be a person of integrity. If you if you run a shady type of store, we’re not we don’t want to work with you. I’m sorry. It’s just against our code of like, who we choose to do business with. So the only caveat here is that, you know, you’re going to have to go through a hoop or so to kind of just let us know that you guys are legitimate and that you guys are, you know, whether that’s talking to Bret or answering a question or something like that, that that’ll be on that page and you can go through it and then you can get access to it and this will be a limited time. Kind of offer because by limited time, I mean, it’s a very timely offer. So after the Black Friday, you know, thing is, you may not want to spend that kind of money on on a program or on a package until about the same time next year. So you may rather than have it sit, so it better for you that you strike fast, because theoretically, and not even theoretically, in actuality, let’s just say that, you grab this package, now, you implement it, you’re going to make multiples on your money on your investment from just buying this package through the Black Friday, and it could be your best year ever, simply because you actually have sequences that you’ve never had before. You have a detailed promotion strategy that you’ve never had before, you have the ability to actually extract money from an email list that you’ve spent all this money building, but have no idea how to monetize. And when I say you, I’m talking about 90% of the business owners out there probably closer to 95. So chances are listening to this, you’re like, that’s me, I’ve never I don’t send an email. I don’t know what I’m doing when it comes to email. Well, Brett’s made this a legitimate no brainer. This is not a hard pitch by any means. If you think you got black friday covered, cool, take any of the good nuggets we got out of here dial in your own promo, and we wish you the absolute best. But if you could use a little leg up and really want to dial in your Black Friday and Cyber Monday for this year, next year, whatever I highly recommend you check out check it out the offer build grow scale.com forward slash bf right what else you want to say on that.
Bret Thomson 41:34
Now I’ll just look forward to hearing your success stories. We’re looking we’re looking for case studies, to be honest with you this, this is where we know how good this this little bundle is. And we’re just looking for really good solid businesses to take this and implemented it and, and kind of share share their results with us because we love data with data data free. So if you’re open to share your wins with us and
Tanner Larsson 42:01
make it even better for next year.
Bret Thomson 42:03
Absolutely. And you
Tanner Larsson 42:05
know, that brings up something else that we want to just be totally because, you know, Brett’s talked about how transparent we are and we are. So I’m not gonna lie to you guys. there’s a there’s a method to our madness, not in just helping you. But we know for a fact that if you use this black friday campaign, you buy it, you implement it and you follow, you’re gonna make so much money and you’re gonna be so happy with your results that you’re going to come back to us wanting to do something with us, you’re going to want to join our programs, you’re gonna want to come to our events. This is literally us fishing, right, We’re sinking the hook and you’re gonna come back you’re gonna come you’re gonna jump in the boat on your own right after this. So we’re just chumming the waters you’re gonna be super excited love what you get out of it by delivering we’re delivering such massive value that it’s almost impossible for you to not want to come back and work with us and we know that and we’re okay with that by delivering such value to you. We’re excited that in the future we’ll get to work with you more because we will have demonstrated that we actually walked the walk and that we can really make an impact in your business.
Bret Thomson 43:07
Absolutely. Hundred percent
Tanner Larsson 43:10
so again, guys, that’s it. This is the this is the offer it’s it’s a very casual podcast based offer like nothing fancy there’s no sales pages, no crazy thing or any of that. Build grow scale.com forward slash bf to get the Black Friday Cyber Monday motherload mega offer that includes the Christmas 12 days a Christmas campaign bonus, the copywriting how to cram your emails together and how to just basically like become an instant copywriting talent, so to speak, just by following up and then the entire motherlode campaign for Black Friday, Cyber Monday at build gross scale.com Ford slash Black Friday, links on the screen. And right now guys, again, if you enjoyed this episode, if you learned something from this or if you have some insight on Black Friday, post a comment below, leave us a review, let us know and make sure that you are subscribed to this podcast. We do all kinds of crazy stuff like this, we’re also going to be doing more special offers that are only for podcast listeners and subscribers. We’ve decided to do some of that stuff. Plus, Bret and I have a whole series of copywriting specific episodes planned out that are all about ecom stores and dialing in different aspects of copy how to do it right really go deep dive into some examples and how to do that. Probably even if you live critiques, right, Bret?
Bret Thomson 44:22
Yeah, absolutely. I’m looking forward to that.
Tanner Larsson 44:24
Yeah, so we’re gonna do all of that. And that’s all to come. So make sure that you’re subscribed. So this is a video podcast. So we are on YouTubes. We’re also on iTunes and Stitcher and anywhere else you listen to your podcast. So make sure you’re subscribed to an audio version and then also hop over to the YouTube channel and make sure you’re subscribed there and if you need links or you want the show notes to the various places in the various episodes, go to build gross scale, com forward slash podcast and everything is there all the links to all the platforms and every shows, show notes video and everything is just all in one place for you right there. Again, that’s build gross scale.com forward slash podcast. Now with that guys, we will see you in the next episode.
Bret Thomson 45:03
See ya guys.
Ecommerce Store Audit
Want us to do an Audit on your e-commerce store and show you how you can make some quick changes that will dramatically increase sales and profits without increasing your traffic?
Ecommerce Store Audit
Want us to do an Audit on your e-commerce store and show you how you can make some quick changes that will dramatically increase sales and profits without increasing your traffic?