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This is The Steal Club, a newsletter for creative entrepreneurs.

We share lessons, strategies, frameworks, and templates to grow your audience. “Stolen” from the best creators in the industry.

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Black Friday is right around the corner. For most businesses in the world, is the one week of the year that can make or break their entire business.

It’s the same for creators, especially those whose entire business (or part of it) is based on selling digital products.

Black Friday is a great opportunity to boost your sales and reach a whole new audience.

The problem is that it’s hard to stand out. There are many creators out there, and 99% of them will run a promo on Black Friday.

How can you ensure that your products will be the ones people buy?

The answer is simple: you need to be different.

Here are a 3 distinctive Black Friday promo ideas you can steal from other creators 🕵️‍♂️ to make this Black Friday your best yet:

The reverse countdown

Jack Butcher @jackbutcher 30% off today 15% off tomorrow 0% off on black friday 🙏 code "countdown" merch quantities limited visualizevalue.com pic.twitter.com/e94AsU6gyb November 23rd 2021 7 Retweets 83 Likes

Jack Butcher (who recently crossed $2M in digital product sales) did this last year.

While everyone is waiting until Black Friday for the discounts, Jack gets ahead and gives the discount a few days earlier.

This means:

• Less competition
• And generates 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 😅 (which you can check here)

👆Disclaimer: Proud affiliate

The Anti-Black Friday sale

Steph Smith (podcast host at a16z and prev led content at The Hustle) did a Black Friday campaign for her signature product: Doing Content Right.

The difference is that she didn't wait until Black Friday. Instead, she discounted her product to $35 (usually $100) and increased the price by $5 every day until Black Friday...where she doubled the price.

Steph Smith @stephsmithio 📅 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) pic.twitter.com/d1uXmHtk43 November 17th 2021 4 Retweets 164 Likes

It's a bit similar to what Jack did with this BF promo. Instead of waiting until the actual date, do something different a few days prior.

You get ahead of your competition + you have the threat of the price doubling on Black Friday, which adds to the sense of urgency.

Now buying it for 75$ feels like a really good deal!

Price hike

We go back to Steph. In early 2022, she did a "Price Hike" type of promo for the release of her ebook (I know it's not explicitly Black Friday, but it applies anyways 🤷‍♂️)

In this case, she started selling the product at a cheap price, but the price increased as more units were sold.

Austin Rief ☕️ @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. pic.twitter.com/X9QClj0TUX March 7th 2021 50 Retweets 564 Likes

This works because the more sales you get, the more social proof you build for the product and a sense of urgency.

“I must get this before the current price tier disappears" 👇

Steph Smith @stephsmithio @Terry_Dry @austin_rief It's worked very well so far! At this point, I'll probably level it off, but I saw similar page to purchase conversion rates throughout multiple tiers and had many ppl say they ended up buying due to urgency. Terry Dry @Terry_Dry @austin_rief @stephsmithio Interesting attempt to innovate a pricing strategy. I will be interested to see if it works. Thanks for sharing as it is always beneficial to observe new developments March 9th 2021 0 Retweets 1 Likes

I did something similar earlier this year when I launched Hooks that Hook 👇

Alex Llull🕵️‍♂️ @AlexLlullTW Validating, pre-selling, and building a digital product in 14 days. A running thread of how I’m doing it. Time for some building in public: March 17th 2022 7 Retweets 57 Likes

The price hike strategy is one of the best to pre-sell a digital product!

But the best Black Friday promo strategy is...

😆🤦‍♂️

Jon Yongfook @yongfook StRaTegY pic.twitter.com/w3cqLLm1p1 November 22nd 2021 560 Retweets 3912 Likes

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