The 3-Week Black Friday Plan For Health Experts

“So better that we make one clear promise with one clear offer that gets one clear result.”

– Joy Houston

Ready for a smarter path to better clients?

• Mistake 1: creating a brand new offer in a panic. It comes together rushed; it never meets the quality standard you hoped for, and you risk a lowered perception of value in your brand. Bummer.

• Mistake 2: the Black Friday menu. You pull out everything that’s been sitting around or hasn’t sold in a while and throw it all on one page. Any time you give people a multiple-choice offer, your conversion drops.

The fix for both is the same. Pick one thing with one clear result, and give yourself the time between now and Black Friday to promote it well and get your people hungry for it.

(The exception: an e-commerce store doing one percentage off site-wide. That’s one discount across every product, and it can work too.)

Pick the offer and how you’ll position it.

Page: one Black Friday page where people see the offer, check out and pay.

Promote: make sure everybody knows you’re having a Black Friday promotion, through your content, your social media and your groups.

That’s it. We keep it that simple on purpose.

Step 1: Pick one offer you already sell

Before you pick, your offer needs to pass four questions. Check off all four:

1. Does it already exist?
2. Does it deliver a specific result in 30 days or less?
3. Can you fulfill on 50 of them without adding hours to your week?
4. Does it lead naturally to your backend offer?

Here’s how mine answers. My Black Friday item is our profitable online offer. It helps people turn their expertise into a scalable online offer, fast. It already exists. It delivers inside 30 days (some people did it in three days). It’s typically sold as DIY, with an AI concierge pulling the answers out of them, so 50 more doesn’t add hours to my week. And it ascends naturally into our mastermind.

Then write down your proof. A story that comes to mind for me is Pamela. She’s a recent graduate of our mastermind, and she went from fully in clinic to fully free, making all of her income in the online space so she can travel. Have several testimonials? List a few key ones instead.

(Individual results vary. Pamela’s story and the three-day finish are real outcomes from our community, not a promise of yours.)

Now decide: cut the price, or stack the cool with bonuses.

A price cut is the most common Black Friday move. Usually it’s 30% off site-wide, or 30% off the main offer you hope to sell.

You don’t want to devalue your offers. Discount them once a year, twice at most. My mastermind members and private clients typically do Black Friday and one other (their anniversary sale, Labor Day or Memorial Day).

Your hero offer, the main thing you sell, is the one to protect. That’s why a lot of brands stack on helpful bonuses that put rocket fuel on a main offer. Adding value keeps them from devaluing the thing they want to sell.

Mine is a bonus play. People normally do this offer in their own world, so I’m adding a sprint where my team and I support them in getting it done completely, thoroughly, and well. They get feedback, and hopefully meet promotional partners in that community who can cross-sell each other’s offers.

Last call in this step: what do existing clients get? If someone bought the day before your sale opens, are you doing anything about that? For me, promotions happen during the promotion. Totally optional. Decide it before you need to.

Step 2: Build one Black Friday page

One page. Get clear on these four things:

• The page link. I like to use the slug, which is anything after the slash. Mine is blackfriday. You can buy a custom domain and forward it, but mine doesn’t run long enough to bother.
• One keyword. On some platforms it’s not easy for your followers to grab a link. A trigger word with an automation delivers the link to people who can’t easily click it.
• The close date. Some people close at midnight on Black Friday. I wait all the way through Thanksgiving weekend and end it at midnight on Cyber Monday.
• Bump offers or upsells. You certainly can. I keep my Black Friday special really simple, so I don’t do any.

Our members and private clients get Black Friday promotional pages already built in HighLevel and ready to customize. That’s a huge time saver. Building from scratch? Same four things, same one page.

Step 3: Promote for three weeks

Get your page done by Halloween and you’re good to go. That gives you three weeks of November to warm people up:

1. Teach the problem your offer solves.
2. Share the proof. Testimonials and case studies warm people up to the idea that it could happen for them. An interview or collab with someone who got results is a great fit here.
3. Push hard. Tell everyone it’s available at the discounted price or with the added bonuses, and make sure they know exactly when the cart closes.

Roughly sketch it out now. A plan on paper in October beats a scramble in November.

This is the part that keeps the team calm. I calculate conversion low, at just 2% of your active list: the people who frequently open and click through on your emails.

My active list is about 8,000 people. 2% is 160.

If my goal were 100, there’s no gap. I’m highly likely to hit it. If I wanted a cohort of 200, that’s more than the 160 my list will likely give me, so there’s a gap of 40 people. You close that gap with hand-raisers: sell-by-chat conversations started from the trigger word.

I’m keeping mine at 2%. That’s a beautiful bump for the business, and nobody has to freak out about a huge gap between the goal and what we’ll likely close naturally.

(2% is my rule of thumb for planning, not a promise. Your list and your offer decide your number.)

For three weeks you’re going to say your offer over and over. So write it as one smooth sentence now: what it is, the result it gets, what’s included and when the cart closes.

My first draft was clunky. That’s the point of writing it down early. You smooth it out before the first email goes out.

You can wing Black Friday again this year. Or you can make the decision this week and let the plan carry the rest.

The FREE Black Friday planner walks you through every blank: your four questions, your price or bonuses, your page, the math, three weeks of content, and your one sentence. Hit print, and you get your whole plan as a PDF.

Here’s to your best Black Friday yet, with your Q4 priorities right where you left them.