The Steal Club - 🕵️‍♂️ Black Friday must steal tactics

Hey thieves,

Black Friday is just a month away, and it’s a must for anyone selling digital products.

The challenge?

It’s HARD to get noticed.

For smaller creators like us, Black Friday can feel tricky—offering big discounts might seem like you’re devaluing your product.

But here’s a different way to look at it:

Offering a discount isn’t about making your product “cheap.”

It’s about letting new customers enter your ecosystem at a low risk.

If they love it, they’ll be back.

It’s a great opportunity to build a loyal customer base.

So, how do you stand out on the day with more marketing emails than ever?

In today’s email, we steal three tactics to help you break through this Black Friday 👇

Stolen Tactics

#1 - The Discount Countdown

Jack Butcher ran a very smart Black Friday campaign a few years back.

Rather than waiting until Black Friday to release discounts on his digital products, Jack Butcher gave a discount a few days earlier, but with a twist:

→ The discount amount decreased daily until it reached zero on Black Friday.

Why was this so effective? Two reasons:

“I need to buy today because tomorrow the discount will be lower.”

Something else that makes this tactic effective is that it gives you an excuse to communicate continually about the discounts:

It’s a fun, different way to sell a digital product on social media.

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#2 - The Black Friday un-sale

Everyone is throwing around discounts on Black Friday.

It's what works, right?

Not for Katelyn Bourgoin.

Instead of offering a discount, she's raising her product's price.

"Wait what?"

Yep, you read that right. Katelyn is using Black Friday's scarcity to raise her product's prices.

You can get it now for the current price or wait until after Black Friday when the price will increase by $50.

The whole point of giving away discounts is to give people an excuse to overcome their objections and buy.

Who said discounts are the only available excuse? A price increase could work too!

Another smart thing to do is to make clear on all your messaging that you are doing it 👇

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#3 - The Price Hike

We’ve covered this tactic before, but I think it can work especially well on Black Friday.

Steph Smith's latest product racked $80k+ in pre-sale.

The secret sauce?

The "Price Hike" strategy.

Here's how it works for her newest product, Internet Pipes:

What I love about it is the baked-in scarcity and the FOMO it generates.

Most people would think twice before spending $250+ on a product. But this pricing strategy makes it seem like you need to get it now, or else you'll miss a huge opportunity.

I hope you enjoyed today’s email and found it steal-worthy!

See you soon with more thefts (and maybe a Black Friday discount for The Vault? 👀 )

Alex Llull, Chief Thief