Over the hills and through the woods to Grandmother’s house we go.
I admit, I am a bit ashamed that I have not seen my mother in a number of months. She is getting up there in age and not well physically. Luckily my brother is living with her to assist.
I am a bit surprised that there is not more traffic, though I may not be noticing since I am writing this email traveling at 83 mph.
HA! Just kidding.
However, I am not kidding about NEVER doing a black Friday discount again.
Ya see, here is the thing about discounts,
- They cheapen the brand
- They train your buyers to WAIT, because they know a better price will be coming along soon
- They become expected
- They become predictable
Take Jos. A Bank, a men’s clothing store on the brink of collapse. In 2020 they closed over 100 stores, about 20% of their outlets, ana federal bankruptcy filing.
If you went in there on any random day, the suits all have price tags of $500-$800. But then you look around, and there are signs everywhere; Buy One get one 1/2 off, BOGO, Buy two get both 50% off… you get the drift.
I really don’t think they EVER sold a suit at full price!
My friend and ace copywriter Daniel Throssell sums it up like this:
I once worked with a small family business that had dug itself into a huge hole. They sold high-ticket courses that cost a pretty penny …
… but they NEVER sold them for full price.
Every single month, like clockwork, they ran a huge sale on their products. It was utterly predictable. And of course …
nobody bought outside the ‘discount’ times.
Both the customer list and the business had become hopelessly addicted to discounts, like some form of course-selling crack. And so
… the owners brought me in and asked for help.
My advice? Do a “last ever sale”.
The idea was basically:
- Do one last, blow-the-doors-off sale
- Tell the list that this sale would be the last one ever
- After the sale, never discount again
Sounds simple … and it was.
As I explained:
- All the people who need discounts to buy … will buy.
- And even people who didn’t buy now … would know there was no point “waiting” for a future sale.
- Plus, anyone who joined the list in future … would never know that sales had ever been a thing.
In other words, a neat solution … in theory.
But … Did it work? … …
… ha.
DID IT EVER WORK
It blew the doors off … Permanently silenced people asking for discounts … And restored the courses’ price integrity.
That’s What I Am Talkin’ About!”
So I am following Disney’s, Daniel’s and Jos. A Banks advice.
No more discounts.
This is my last Black Friday Sale!
Just become an annual DSNi Inner Circle Cast Member for just $997 (where you will get two months free) and I will gift you The Ultimate Client Experience Blueprint, a $2,497.00 value.
Imagine, having a business where you attract lifetime clients, make more money and have engaged employees all for under $3 a day. If you think you can’t afford it, just give up one of your “iced, Ristretto, 10 shot, venti, with breve, 5 pump vanilla, 7 pump caramel, 4 Splenda, [and] poured, not shaken” coffees.
Your bank account and your waistline will thank you.
Only two more days until this deal is OVER. Get it here
