Recently, we helped our client Tera Wages plan and execute a Black Friday / Cyber Monday campaign that brought in $32,004 in online course sales.
This was a 10x improvement on the BFCM campaign the exact same business ran the previous year.
Kiiiiiind of a big difference, right?
That’s why I had to hop on Zoom with Tera to dig into the exact changes that allowed her to blow last year’s BFCM campaign out of the water (as she described it).
As a bonus, she also filled me in on some recent homepage tweaks that 5x’d the number of new leads they’re getting every day.
Check out the recording below to see how Tera did it (plus a full breakdown w/ screenshots and more underneath the video)!
Check out Tera’s company, Connection Codes, here.
Breaking Down Tera’s Black Friday / Cyber Monday Campaign
First, let’s take a closer look at Connection Codes so we can understand why this strategy worked so well for them.
The Business: Connection Codes is an online program built by a marriage and family therapist to help couples overcome conflict and connect better with each other.
Their Products: Connection Codes’ primary products are a book and a handful of online courses / masterclasses that help couples improve their marriage, sexual relationship, and parenting.
Course prices range from $297 – $647.
Their Best Fit Customers: The best fit Connection Codes customer is typically people who are midway into their marriage (12-20 years), have young kids at home, and are starting to feel more friction in their relationship.
Connection Codes’ Previous Black Friday / Cyber Monday Campaign:
In 2021, Connection Codes went big for BFCM.
The campaign lasted around 10 days and featured a different offer every single day. Lots of planning. Lots of moving parts.
The results?
A few thousand dollars in sales (around one per day during the campaign).
Tera thought they could do better this year—so she took things in a completely different direction.
Instead of a long 10-day campaign window, she cut it in half to 5 days.
Instead of a different offer every day, she came up with just 2:
- Black Friday Offer: They ran a 50% off promo on their flagship marriage course, plus an offer bump that let people add their sex course for just $50.
- Cyber Monday Offer: They ran a 50% off promo on all courses.
Then, instead of trying to reinvent the wheel, she followed the proven structure and email templates we provided her in Growth University.
Here is how she structured the Black Friday campaign:
The Tuesday before Black Friday, she sent an email simply announcing that the deal was coming so their audience could plan accordingly.
Thursday, she did a surprise early cart open, followed by 3 simple cart close reminders on Black Friday.
It can’t get much simpler—until you see what she did for Cyber Monday (which was basically a shorter version of the same campaign):
That’s it! No epic pre-launch sequence, no complicated bonuses, no special products that had to be created from scratch.
Here’s what Tera had to say:
“My pain point in this business is the email sequences because it’s something I’ve never done. So having the Growth University sequence walk me through what to say in a concise way has changed everything. Growth University sequences are a game changer.”
The only question for Tera now is how she’s going to top this campaign’s performance next year.
What to Do After You Offer Your Course for 50% Off
50% off is a great deal. It’s perfect for BFCM. But it’s not something you necessarily want to do every single year.
Eventually, it can make it harder to sell your course at its full price throughout the rest of the year.
So what can you do instead? 2 things:
- Increase your course price
- Decrease the discount
For example, Connection Codes’ marriage course is currently $497. That makes the 50% off price $248.50.
Let’s say they increase the price to $697. At that price, they could decrease the discount to something like 30% and still provide customers with an impressive discount for occasions like BFCM.
But the key is to position the savings correctly.
For example, which subject line is likely to entice you more?
- Subject Line A: Get 30% off our flagship marriage course!
- Subject Line B: Save $200 on our flagship marriage course!
The percentage off might not look quite as sexy any more…but the dollar figure on the savings sure does.
Want me to find the growth opportunities in your course or coaching business? Let’s talk.
Here’s what Tera had to say about her experience in our coaching program, Growth University:
“The whole campaign was seamless and I had a confidence I don’t typically have because of Growth University.”
Are you feeling confident your current marketing efforts can get your revenue where you want it to be?
If not, let’s talk.
Book a Strategy Call with my team and we’ll walk you through the exact steps you can take to grow your course or coaching business’s revenue. Plus, if it’s a good fit, we’ll show you what it would look like for us to coach you like we coached Tera.
Grab a spot on our calendar here to get started.
On the call, we’ll show you:
- Growth opportunities you’re currently overlooking in your business.
- The step-by-step process you can use to take advantage of those opportunities.
- What it would look like to have my team individually coach you through the entire process.
Here’s the link to grab your spot.