View profile

Hack Black Friday as a creator

Alex Llull
Alex Llull
Hello everyone, and thanks to the 97 new club members who joined this week!
I was going to do a profile heist write-up (an all-time Steal Club classic) for this issue, but this morning I changed my mind.
With Black Friday fast approaching, I thought it would be a great idea to recap some strategies and tactics creators are using ahead of the big day.
Let’s dive in!
𝘙𝘦𝘢𝘥𝘪𝘯𝘨 𝘵𝘪𝘮𝘦 𝘶𝘯𝘥𝘦𝘳 3 𝘮𝘪𝘯𝘶𝘵𝘦𝘴

For some companies, Black Friday is the week (or weeks) when they make the most sales.
It’s starting to look the same for creators.
Traditionally, creators made money by selling their time and skills. Most still do! (Me included)
But we live in a creator economy now.
A growing number of content creators are ceasing to sell their time for cash while still providing value to their audiences. They are productizing themselves A.K.A selling digital products (online courses, ebooks, templates, etc.).
And Black Friday is a huge day for these creators.
Here are two tactics I found that we can hopefully steal 👇
The countdown
From who?
Jack Butcher, visualization and productization master.
What to steal?
The “countdown” method: Your discounts decrease as days or hours pass.
30% off today
15% off tomorrow
0% off on black friday


code "countdown"
merch quantities limited
On the one hand, it goes against the grain.
Everyone is waiting until Black Friday for the discounts. Jack gets ahead and gives the discount a few days earlier. That means less competition.
On the other hand, it also creates a sense of urgency and FOMO:
“I need to buy today because tomorrow the discount will be lower”.
I would have caved in if I hadn’t already bought all of Jack’s products 😅
The Anti-Black Friday sale
From who?
Steph Smith, leading content at and creator of Doing Content Right.
What to steal?
Very similar to the previous tactic, do a price hike as days go by.
The only difference is Jack offered discounts in %, and Steph does it in $.
Steph Smith
📅 Black Friday is as arbitrary as any day.

So today, I'm launching an anti-Black Friday sale.

Doing Content Right is the cheapest it's been since launch: $35.

📈 But every day, prices will increase by $5, leading up until Black Friday where... the price doubles (forever)
You have an asset worth $100 that you heavily discount a few days BEFORE Black Friday. Every day, the price increases by 5$, until on BF, the price actually doubles.
Like Jack’s previous tactic, this creates a sense of urgency: “Better buy it today because tomorrow the price goes up by 5$”.
It also limits competition. While everyone waits until BF to publish their discounts, you do it a few days earlier to avoid the noise.
Plus, you have the threat of the price doubling on Black Friday, which adds to the sense of urgency.
Buying it for 75 dollars seems like a great deal after all!
More sales=Higher price
From who?
Steph Smith, again.
What to steal?
Steph used a similar tactic last year, but in that case, instead of increasing the price based on the day, she increased it based on the number of sales.
Austin Rief (☕️,☕️)
A really fascinating pricing strategy by @stephsmithio on her e-book.

For every 30 copies sold, the price increases by $5.

In a digital world of 0 marginal cost, scarcity doesn't exist. Interesting way to add urgency to a purchasing decision.
In this case, the more sales you get, the more social proof you build for the product. As well as the sense of urgency, “I must get this before the current price tier disappears.”
FOMO + Urgency + Social proof = Winning combo
But the best Black Friday strategy is...
When it comes to the most effective and widely used Black Friday strategy, this is the secret: Don’t change anything 😆
I hope you enjoyed this special issue! Let me know if you end up using one of these tactics for your BF.
Thank you and see you next week!
Alex Llull
Thief Master
Did you enjoy this issue? Yes No
Alex Llull
Alex Llull @AlexLlullTW

We moved to

Check us out there!

In order to unsubscribe, click here.
If you were forwarded this newsletter and you like it, you can subscribe here.
Created with Revue by Twitter.