All right. So if you're anything like me, you are so excited to get into the brass tacks of writing your pitch emails and figuring out what email goes out on, what day and wiring it. Offers and putting together countdown, timers, and all that kind of stuff. Before we get there. Now I'm going to ask you to push that proverbial break with me for a second.

Cause before we get to that, which is the next module, I want to talk about preparing your audience for your promotion. And to be honest with you, this is something that most companies do not do. And when I started out doing my very first black Friday cyber Monday promotion, I didn't do any sort of preparation.

I just kind of sent out my first sales email the day after Thanksgiving and lo and behold people bought from me and I sent more sales emails, and more people bought from me and I was really happy. And the fact of the matter is that's kind of the way things are for most companies where you know, they're going about email marketing business.

As usual, they're sending out newsletters, they are promoting stuff they're launching. And then the day after Thanksgiving surprise, you know, we have stuff on offer, buy from us. The fact is that really works well. You know, it worked so well that it can maybe continue doing black Friday promotions, subsequent years.

It worked so well for these companies that they keep doing black Friday promotions every single year. So it obviously works. But the reason you joined. Mini course is because you want to maximize the performance of your black Friday cyber Monday promotion. Right. And what I found over the years is that if I can include my audience in the upcoming promo, that not only does go a long way for building trust with my audience, but it also is very useful for me for increasing overall sales.

From that promotion. And now I'm going to, I'm going to shift gears now, let's talk about why that is. So there's three different things that I'm going to encourage you to do. All of these are optional. The first one I'm going to really encourage you to do, but the second two is, are more, nice to haves.

Let's put it that way. And the first thing that I'm gonna encourage you to do is to segment your audience based on their upcoming new year resolution. So the funny thing about black Friday is it happens to fall about a month before the new year. And what do all of us do with the new year?

Well, we come up with resolutions. We finally say we're going to lose weight. We're finally going to launch this new thing or, or whatever. So if we can find out and uncover, from our email list, what are you most excited to do in the new year? Whether that's a personal thing or, a business thing, depending on your audience, of course, and specifically, what are they most excited for as it relates to something we can help them with.

So, you know, as a, uh, somebody who helps freelancers, what would you like to do better next year? Do you wanna get more clients? Do you wanna increase your profits? You want to build an agency? What is it you want to do? Tell me. And the reason we want to do this is first off, we get a lot of great data about what our goals is of our our audience or what goals our audience has.

But the more nefarious, but really great reason to do this is that we can then use that data to adjust the promotional emails we send these people. So if somebody says, I want to start an agency in the new year, well what we can do is when we promote products to them over black Friday, cyber Monday, we can focus in on how these different things we have to offer will help them build out a fantastic and successful agency because they're going to hear

they're going to want to hear things differently than somebody who maybe wants to just get more clients or wants to stay solo, but increase profits, same offers might help, but the way we describe them will change. So stay tuned to module five because I'm going to get really in depth into how we do all of that later on.

But the rest of this module is going to be about collecting that data in different methods of doing that. So that's the first thing. The second thing is to include our audience in our upcoming promotion. So all I mean by that, and this is very simple to do, is to mention in the emails leading up to black Friday, cyber Monday, that you have a promotion coming up. You're really excited about it. You have a lot of great things on offer that are coming. Because when you want to do, I've always found that as a creator, that one thing that I can do that sets me apart from the big corporations that are also doing email marketing, but at a massive scale, is that I can engage in a lot of dialogue with my readers.

So what I'll often do is I'll drop hints about what I've got coming up. Maybe something specific that I'll be promoting or whatever else. I asked people to reply. I asked them to, you know, Hey, if you're, if you're excited, if you've been thinking about investing in one of my products and you think you might be ready to do that at the end of this year, I'd love to hear from you.

You get people replying and you're able to kind of engage in dialogue with these people and guess what? These are the people that are going to show up in the sales ledger for black Friday cyber Monday. So it's just, I think it's a great way to just kind of, whether somebody is mentally clocking in the back of their mind that Brennan has a promotion coming up, or maybe they go all out and they actually add it to their calendar saying, Hey, you know, Friday, the day after Thanksgiving be on the lookout for an email for Brennan. Regardless of which one, I do think it goes a long way with our audience to just open up and tell them, look, I've got this coming up. I want it to put it on your radar. And specifically when it comes to the next item the third part of this, it does tend to go a long way. So what third part of this? Let me, I know I've been teasing it .

The other thing I'm going to advise you to do, and again, you don't need to do this, but I think it's useful is a week or two before your promotion tell people not to buy from you. This is going to sound super counter-intuitive and dumb. I realize this, but my job, I think, as a creator is to really encourage and facilitate as much trust as possible between me and the individuals in my audience.

And I think it's pretty shitty when you buy something and then two days later it's on sale. So what I want to have happen is I tell people, look, if you're thinking of buying from me, I'd hold off because you're either you're going to miss out on it. Or you're going to miss out on a bonus or whatever else.

And I don't have any empirical data that this helps me if potentially it hurts. But I've found for my own testing. I haven't done this for clients, but with my own testing, I found that, yeah, I mean, sales definitely kind of fall off a cliff the week or two before black Friday, cyber. But I do think it goes a long way.

I do think it really encourages people to trust me and to realize I'm not out to just get them and people appreciate that. So these are the three components of preparation and this isn't a single email. This isn't something you start doing a week or two necessarily before black Friday cyber Monday.

But this is something you should start thinking about now, especially the segmentation stuff. How can you uncover what somebody's goal is and what specifically they want to do differently in the upcoming year. And how can you really get your audience to buy into the fact that you've got a great promotion coming up and as the weeks lead up to late November, you're opening up with them and you're telling them what's to come.

You're not just going to blindside them with a mass amount of sales emails or something like that. And the third thing is to potentially encourage people not to buy from you leading up to black Friday. Again, sounds counterintuitive. Probably not the smartest business thing to do, but I do think it goes a long way when it comes to building trust with your audience.