If you didn’t notice I got lazy last week

I missed my first newsletter since I started and to be quite frank with you guys..I hated it.

As I sat down reflecting on November earlier this week

I noticed some of the best things that happened to me were because I was in “the zone” in all areas.

Consistent routine, consistent actions, and focus.

As soon as the black friday weekend ended I felt a big weight off my shoulders

Then I got comfortable, skipped a few gym days, ate some extra desserts, and slept for a couple more hours..you get the point

What I’m trying to say here is structure is key and without it, you can not accomplish what you want to accomplish.

Once things start falling into place don’t stop the habits that got you there, those fundamentals are key.

Be consistent, be disciplined, and watch the Moementum come.

In case you have some extra free time check out the podcast I did with the boyz from @DTCPOD

I did not hold back, we talked

‣ Going viral on TikTok + Tiktok Shop

‣ Building micro brands in high-barrier markets

‣ Underrated marketing hacks for rapid growth

The Power Of An Audience + Brand

To kick things off let’s first talk about the BFCM Weekend we just had.

   - This Cotton Rib Tank by SKIMS was the #1 selling product (Globally)

   - This Luxe Sateen Core Sheet Set by Brooklinen came in second

   - For whatever reason these regular Boxer Shorts by SNOCKS came in third.

Out of the 9.3 BILLION dollars processed by Shopify on Black Friday, these 3 dominated and sold millions of units throughout that weekend, let that sink in.

Here’s what you need to understand

The brands you see above didn’t dominate one day out of the year randomly or by surprise.

They marketed, tested, and produced year-round. They kept building an audience every single day leading up to that huge event.

Most people hear black Friday and think of acquiring net new customers!

That couldn’t be any further from the truth.

Think about it this way, you and I as consumers don’t go looking for new brands and stores to shop from during the holidays we go to the brands we already love and want in hopes of finding a deal worth paying for.

The brands above did the same.

They focused on reminding their existing audience about what makes their brand unique and offered them exciting deals.

With the most basic static ads, the most straightforward messaging, and a good offer they were able to dominate.

If they had just launched these ads as a brand new company they would’ve never succeeded..because they would have no audience.

If you’re asking how we did…Here’s a screenshot I took from our Shopify dashboard..you can say we did alright.

So let’s talk about the Real Black Friday Playbook

1. Black Friday is about RE-engaging. The recipe for a successful November is to have an audience in the first place. 90% of your sales come from people who are already familiar with your brand.

8 weeks before black friday we started testing new campaigns for 2 main objectives - the first was warming up audiences to our content and garnering attention with educational-based videos. The second was retargeting those people and other Look A Like audiences to sign up for early access.

This is building TOF awareness and attracting new prospects without trying to compete with advertisers for low CPAs.

PS. You can duplicate this recipe for any holiday or event not just BFCM.

2. Adding “NEW” to the picture: If you take a look at the brands above they not only made new offers and gave fat discounts. They brought excitement to their already existing audience by rolling out new products. Skims released a for him line, brooklinen released new color sets and bundles and we at NZT did the same.

You want to turn your audience into enthusiastic buyers and the best way to do that is giving them NEW sh*t.

So whether it’s building new bundles or adding new SKUs make sure you give your audience something NEW.

3. Make it WORTH it: Black Friday isn’t always about profit, for some brands it’s about getting rid of old inventory, for others, it’s increasing AOV, you need to figure that out for yourself and build a strategy that can help you accomplish.

Most importantly, you’re competing in a market thats going to have terms like “Free” “Clearance” and ‘Biggest sale of the year” so if you’re going to do BFCM make sure you go balls to the walls.

Mix up your offers, give big discounts (that you can afford), give gifts, and be prepared to spend as much money on advertising as possible.

The TLDR is this:

Black Friday success isn’t just about how much you spend on ads; it’s about how well you prepare for it year-round.

The marketing sprint you do for Black Friday is the same one you can do for New Year, Valentine's Day, or any other holiday that makes sense for your brand.

Don’t mind me if I’m rusty after missing last week, but I hope you got some value out of this today.

Lastly, I need you to do one thing for me

Reply with any other topics you’d like me to cover for next week!

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