The Black Friday Dilemma
Let's talk about something that keeps course creators up at night.
Black Friday is coming. Everyone's running sales. Your inbox is already flooded with "70% OFF EVERYTHING!" emails.
Should you join in? Or does discounting your course feel... wrong?
Here's the truth: Black Friday can be incredibly profitable for course creators. But only if you do it strategically.
Done poorly, it trains customers to wait for sales. Done well, it becomes your biggest revenue month of the year.
Let me show you how to do it well.
Why Course Creators Hesitate
I get it. You've poured months into creating your course. You've priced it based on the transformation it provides.
Slashing that price by 50% feels like saying, "Actually, it wasn't worth what I charged."
Plus, there's the fear:
- What if my regular customers feel cheated?
- What about people who paid full price last week?
- Will I attract the wrong buyers—deal hunters who never engage?
These are legitimate concerns. And they're exactly why you need a strategy, not just a sale.
The Strategic Mindset Shift
Here's how I want you to think about Black Friday:
It's not about discounting. It's about reaching people who weren't going to buy otherwise.
Every audience has segments:
- Ready buyers – They'll purchase at full price
- Fence-sitters – Interested but need a push
- Price-sensitive – Can't afford full price right now
- Not aware – Don't know you exist yet
Your regular marketing converts ready buyers. Black Friday reaches the fence-sitters and price-sensitive folks.
These aren't bad customers. They're often people who genuinely need your course but have budget constraints.
The question isn't whether to discount. It's how to structure your offer strategically.
Black Friday Promotion Models
You have more options than just "X% off." Let me walk you through the most effective approaches.
Model 1: The Classic Discount
The straightforward percentage or dollar amount off.
Best for: Lower-priced courses ($100-$300) where the discount amount feels significant.
Example:
- Regular price: $197
- Black Friday: $97 (50% off)
Protect your brand by:
- Making it truly time-limited (not "extended" later)
- Only offering this discount once per year
- Communicating the reason clearly
Model 2: The Bundle Deal
Instead of discounting one course, create more value.
Best for: Creators with multiple products.
Example:
- Main course: $297
- Bonus course: $197
- Normally: $494 total
- Black Friday bundle: $347 (30% savings)
This feels like getting a deal without devaluing either course.
Model 3: The Bonus Stack
Keep your price, add extra value.
Best for: Premium courses where discounting feels wrong.
Example:
- Course: $497 (no discount)
- Black Friday bonuses:
- Private coaching call ($150 value)
- Exclusive template pack ($97 value)
- Bonus module ($197 value)
- "Get $444 in bonuses when you enroll this weekend"
You're rewarding action without lowering perceived value.
Model 4: The Payment Plan Deal
Offer better payment terms, not a lower price.
Best for: Higher-priced courses with existing payment plans.
Example:
- Regular: $997 or 4 payments of $297
- Black Friday: $997 or 4 payments of $247 (no extra fees)
The total price stays the same, but entry becomes easier.
Model 5: The Early Access or Founding Member Deal
Discount tied to a new offer or upcoming launch.
Best for: Courses about to launch or membership programs.
Example:
- "Founding member pricing: $29/month (locks in forever)"
- "Pre-launch price: 40% off before doors open in January"
This positions the discount as special, not desperate.
Model 6: The Charity or Cause Tie-In
Connect your sale to something meaningful.
Best for: Mission-driven creators.
Example:
- "Get 30% off, and I'll donate 10% of all Black Friday sales to [cause]"
This gives people a reason beyond just saving money.
Planning Your Timeline
Black Friday success comes from preparation, not last-minute scrambling.
6-8 Weeks Before: Strategy
Decide:
- Which model will you use?
- What's your offer?
- What's your discount level?
- How long will the sale run?
4-6 Weeks Before: Create Assets
Build:
- Updated sales page (or sale overlay)
- Email sequences (warm-up + sale)
- Social media content
- Graphics and visuals
- Any bonus content you're including
2-4 Weeks Before: Warm Up Your Audience
Start planting seeds:
- Increase engagement on social
- Deliver extra value in emails
- Hint that something special is coming
- Build anticipation without revealing details
Week Of: Execute
- Send your promotional emails
- Post on social media
- Engage with questions
- Handle customer service
After: Follow Up
- Thank buyers
- Address abandoned carts
- Gather feedback
- Document what worked
The Email Sequence That Sells
Your email strategy makes or breaks your Black Friday. Here's a framework:
Pre-Sale Warm-Up (Week Before)
Email 1: The Hint "Something special is coming next week. If you've been thinking about [Course], you'll want to watch your inbox..."
Email 2: The Story Share a transformation story. Connect emotionally. Don't mention the sale yet.
Email 3: The Announcement "Tomorrow at 9 AM, I'm opening my only sale of the year..."
Sale Period (3-5 Days)
Email 4: The Launch Clear, direct. What's the offer? Why now? How long?
Email 5: The Deep Dive Focus on one specific benefit or module. Help them visualize the transformation.
Email 6: FAQ & Objections Answer common questions. Address concerns directly.
Email 7: Social Proof Share testimonials, results, case studies.
Email 8: Last Chance 24 hours left. Create urgency (but be honest about it).
Email 9: Final Hours This is it. If they don't act now, the opportunity is gone.
Post-Sale
Email 10: Thank You For buyers: Welcome them, set expectations, build excitement. For non-buyers: "The sale is over, but here's valuable content anyway..."
Pricing Psychology That Works
Some specific tactics that increase conversions:
Show the Math
Don't just say "30% off." Show exactly what they save.
"Regular price: $297. Black Friday price: $197. You save $100."
Stack the Value
List everything they get with values attached:
- Core course ($497 value)
- Bonus templates ($97 value)
- Private community ($49/month value)
- Live Q&A calls ($150 value)
- Total value: $793
- Black Friday price: $297
Use Anchoring
If you have multiple tiers, show them together:
- VIP with coaching: $997
- Standard (most popular): $297 ← Black Friday deal
- Payment plan: 3 x $109
The comparison makes your deal feel more valuable.
Countdown Timers
Real urgency works. But only if it's real.
Add a countdown timer to your sales page and emails. But make sure the deadline is genuine—don't "extend" unless there's a legitimate reason.
Protecting Your Brand While Discounting
Here's how to run a sale without cheapening your brand:
Be Transparent About Why
"I run one sale per year—this is it. It's my way of making this accessible to more people during a season when many are investing in themselves."
Keep Your Positioning Strong
Don't suddenly talk about your course like it's cheap. Maintain the same quality messaging, just at a better price point.
Limit the Duration
The shorter your sale, the more exclusive it feels. 3-5 days is ideal. Longer feels desperate.
Communicate With Previous Buyers
If someone bought at full price recently, consider offering them something:
- A bonus they didn't get
- Credit toward a future purchase
- First access to your next offer
This prevents resentment and shows you value them.
Make It Clear This Is Rare
"This is the only time I discount this course. Next opportunity: Black Friday 2027."
When they know it won't happen again soon, they take it seriously.
What to Do If You Don't Want to Discount
That's completely valid. Here are alternatives:
Free Challenge or Masterclass
Run free, high-value content during Black Friday week. Make sales at full price to people who experience your teaching.
Early Bird for New Course
Announce an upcoming course with special pre-launch pricing. It's not a discount—it's founding member access.
Bundle with Partner
Collaborate with another creator. Each promotes the other's offer. No discounts, but combined reach.
Give to Charity Instead
"I'm not running a sale, but I'm donating 20% of all November sales to [cause]."
This gives people a reason to buy now without cheapening your offer.
Common Mistakes to Avoid
Starting Too Late
If you start planning the week before, you'll scramble. Preparation is everything.
Discounting Too Deep
60-70% off makes people wonder what's wrong with your course. 20-40% feels generous without being suspicious.
No Warm-Up
Cold pitching on Black Friday doesn't work. Your audience needs to be primed.
Fake Urgency
"Sale ends tonight!" followed by "Extended 24 hours!" followed by "Final extension!" destroys trust. Mean what you say.
Ignoring Existing Customers
Your best customers might feel forgotten. Give them early access or exclusive bonuses.
No Follow-Up
People who almost bought are valuable. Have an abandoned cart sequence. Follow up after the sale.
Measuring Success
Track these metrics:
Revenue: Total sales during the promotional period
Conversion rate: Percentage of page visitors who bought
Email metrics: Open rates, click rates on sale emails
Average order value: Especially if you offered bundles or upsells
Customer quality: Do sale buyers complete the course? Leave reviews?
After your promotion, review what worked. Document everything for next year.
The Long Game
Here's what I want you to remember.
Black Friday isn't just about one weekend.
Done right, it introduces your course to people who become long-term customers. They complete your course, get results, and buy your next offer at full price.
Done wrong, it trains people to wait and damages your brand.
The difference is strategy.
Plan ahead. Protect your positioning. Deliver genuine value. And make it truly special.
Your One Small Win Today
Open a document and answer these questions:
- What's my Black Friday offer going to be? (Pick one model from above)
- What's my promotion timeline?
- What do I need to create before the sale?
Don't overthink it. Pick one model, sketch the timeline, and list 3-5 assets you'll need.
That's your Black Friday plan in 10 minutes.
Next Step
Running a sale is just one part of marketing your course. Learn how to build a complete promotional strategy in The Complete Guide to Marketing Your Online Course.