Plan your Black Friday offer

Who doesn't love a good bargain, right? I mean, I absolutely love buying video gear when it's on sale. There's something satisfying about snagging that new microphone or lighting setup at half price.

But here's what I’m hearing from some small business owners that are service-based, consultant or coaches: "Black Friday isn't for me. I don't sell retail products, and I'm not slashing my core offer by 50%."

I get it. You've worked hard to build your brand and position your expertise. The thought of discounting feels icky, and you're worried about devaluing what you offer.

But listen—just because you don't want to slash your main offer doesn't mean you can't get a massive cash injection this Black Friday. This is the biggest sales opportunity of the year and your last real chance before the holiday season hits and service-based businesses like ours naturally slow down.

You absolutely can participate in Black Friday without compromising your integrity or annoying your existing clients. Let me show you how.​

The Reality: $6.8 Billion Is Up For Grabs

Australians spent $6.8 billion across Black Friday to Cyber Monday last year, with most of that money going to digital products, coaching programmes, and online courses.smartpay+1​

But here's the catch: 70% of Black Friday search volume happens from October onwards. So you need to get visible now, not the day of Black Friday.searchenginejournal+2​

8 Black Friday Offers That Don't Sacrifice Your Brand

1. Core Offer Cash Boost 💰

Keep your main offer at the same price but add limited-time bonuses. Never discount your core product, that's not fair to existing clients who just paid full price.

Example: Keep your membership at $497/month but add bonuses or incentives to upgrade to annual membership.

2. Bundle Offer 🎁

Value stack products you already have without creating anything new. Keep your price integrity while creating irresistible value.

Example: Your $497 course stays the same price, but add templates, a one-on-one strategy session, and bonus resources. Total value: $1,500. Your price: still $497. They get an extra thousand dollars in bonuses during that limited time.

3. Mini Offer

A paid masterclass, challenge, workbook, template pack, or swipe file priced at $7, $17, or $27. Perfect for building your email list for a big launch next year.

Example: Pull one module from your full course and offer just that module at a lower price point. It's basically a "try before you buy" strategy. My monthly content planner GPT is $27 and saves me two days a month planning content.

4. Ascension Offer ⬆️

An upgraded version of what you already offer, ideal for existing clients. Offer an accelerator or premium tier with additional support or more one-on-one help.

Example: If you've got an online programme, create a VIP version with weekly coaching calls. Stacey's ascension offer is her "ads done with you on Zoom" for people already in Fab Ads Club.

5. Done For You / Done With You 🤝

Offer that extra level of support and one-on-one help people crave. The smart part? Offer it during Black Friday but schedule delivery for January and February when you actually have space.

Example: Content day, marketing strategy day, or website audit. You're getting that cash injection now, but delivering the service when you're not already maxed out. Done-for-you services accelerate your client's ROI too.

6. Event or Experience Offer 🎯

A short, time-bound container like a three-day intensive, live workshop, or challenge. People get results quickly and get to know you in ways that might normally take months or years.

Example: What Stacey and I are doing with our Black Friday Lead Machine, a three-day implementation sprint where you walk away with your complete campaign ready to launch. 

7. Membership and Recurring Offer 🔄

Create recurring, predictable revenue with a limited bonus for new members. You could also do a cohort model instead of a full year commitment for transformation makeover.

Example: Create a Cohort to achieve X result. Open it up to just five people for a three-month sprint where they master a specific topic. It's a VIP version of a membership with an accelerated transformation timeline.

8. Partnership Collab Offer 🤝

Team up with another expert to create a co-branded collaboration experience. The audience gets twice the expertise, and it shares credibility across both audiences.

Example: Combine complementary skills like myself and Stacey in our Black Friday Lead Machine content marketing strategy with Meta ads expertise. There's also the affiliate angle, promote someone else's Black Friday offer and earn commission, or create reviews and recommendations for products your audience is researching now.

BLACK FRIDAY LEAD MACHINE

You need to plan your Black Friday campaign now, as Ad costs spike in late November. Inboxes flood. The window closes fast.

If you flap about for weeks trying to DIY this, that's 40 hours you could spend making money instead of building funnels. Stacey and I are running a three-day sprint October 22-24 to help you build your complete Black Friday campaign - offer, content, and ads. By October 24th, it's done, before the chaos hits.debszabo+1​

The Bottom Line

Pick one of these eight offers. Build it. Launch it before everyone else.debszabo​

Or don't, and watch your competitors scoop up that $6.8 billion while you sit on the sidelines convincing yourself "Black Friday isn't for you".debszabo​

Your call.

Deb Szabo is the creator of Content Catalyst, helping coaches turn content into clients using AI and smart systems. 

Learn more at debszabo.com or follow @debszabo_ on Instagram.

Stacey Hughes is the founder of Fab Ads, specialising in Facebook and Instagram ads for coaches and service businesses. Work with Stacey at staceyhughes.co.

Want the full breakdown? Listen to the complete conversation on the Content Catalyst podcast.