Podcast Summary: Book More Photography Clients Podcast

Episode: Your Black Friday Game Plan: How to Create an Offer That Actually Brings in Bookings

Host: Brooke Jefferson
Date: October 23, 2025

Overview

In this highly actionable episode, Brooke Jefferson walks photographers through crafting a winning Black Friday strategy that doesn’t rely on heavy discounts or traditional mini sessions. Brooke emphasizes creative, value-driven offers designed to bring in bookings (and cash flow) before the slow winter months—setting your business up for year-end success. She presents five fresh offer ideas, outlines a step-by-step planning process, and shares practical marketing tactics, all in her straightforward, encouraging style.

Key Discussion Points & Insights

Why Black Friday Matters for Photographers

• Even without selling physical products, Black Friday is prime time for photographers to boost cash flow.
• Clients are already in spending mode and receptive to compelling offers.
• Brooke: "This isn't about discounting or being salesy or losing out on money. It's just about getting creative and giving people a reason to book with you right now rather than later..." (03:20)

Five Creative Black Friday Offer Ideas

Brooke introduces five distinct offer types. She stresses choosing just one that aligns best with your business and clients—don’t overwhelm yourself or your audience.

1. Bonus Bundle (05:04)

• Book any session, receive a special bonus (e.g., complimentary photo, mini album, print credit, ornament, extra images).
• Example: “Book your 2026 senior session and get a free 5x5 mini album as my Black Friday gift.”
• Structure could involve a 50/50 payment split to generate immediate and future revenue.

2. Gift Certificate Extravaganza (07:11)

• Sell limited gift certificates, possibly with added value (“buy $200, get $50 extra”)—great for holiday gifts.
• Creates urgency—”I only have 10 available”—to spur action.

3. Priority Booking Bonus (09:29)

• Clients who book/pay during a set window get early access to your 2026 calendar, picking preferred dates.
• Especially effective for sessions with deadlines (seniors, newborns, weddings).
• Brooke: "It's kind of like a race for the best date in 2026." (10:00)

4. Session Upgrade Deal (11:07)

• Book a standard session, receive automatic complimentary upgrade to your premium/top-tier package.
• Example: “Book a classic family session and I’ll upgrade you to my signature package for free.”
• Smart way to boost early-year bookings (Jan–Mar).

5. Specific Print/Product Sale (13:15)

• Go beyond generic sitewide discounts—be strategic and specific.

  • Offer 30% off select “stocking stuffer” items, or wall collections.
  • Guides clients toward purposeful, timely purchases (holiday cards, gifts, wall art).

• Brooke: “Be really specific on what you are discounting and the purpose of it, because it helps people clearly see what they’re going to do with it.” (14:40)

Building Your Black Friday Promotion Plan

Brooke shares a clear, actionable five-step roadmap:

1. Choose & Commit to One Offer (16:12)

• Don’t overcomplicate—pick the offer that’s best for your business this year.

2. Map Out Your Promo Details (16:50)

• Clearly define offer terms, duration (1–4 days max), how people will book/pay, and create urgency.

• Consider timing: sometimes before or after Black Friday itself works better.

• Tip: Reflect on last year’s results to adjust your timing and strategy.

3. Prepare All Your Content In Advance (19:28)

• At minimum, prep a sequence of 2–3 emails (teaser, launch, reminders, final call).
• Queue up a week of social media teasers—”You cannot surprise people on Black Friday…It does not work. It will fail every time.” (20:18)
• Use countdowns, clear calls to action, and urgency.

4. Finalize Your Timeline (21:39)

• Your sale doesn’t have to be on Black Friday—consider options like Cyber Monday, Small Business Saturday, or a date that suits your audience best.

5. Set Everything Up Tech-Wise (22:20)

• Automate as much as possible: booking links, coupon codes, confirmation and follow-up emails.
• Brooke: “If you can make your entire Black Friday offer and your checkout process...automated...you are going to win in life.” (22:30)

Standout Quotes & Memorable Moments

• On not defaulting to discounts:
  • “If your brain immediately went to ‘crap, I'm going to have to discount my session’...take a deep breath, because I am not talking about any of those this year. I've got way more creative ideas than that.” (02:55)
• On offer focus:
  • “You only need one solid offer. Do not use all five of these. Do not offer every single one of these. Don’t even offer three of these together. Focus on one.” (15:50)
• On urgency and specificity:
  • “Have some urgency with limited spots...be very clear, ‘I only have five,’ ‘I'm only offering the first ten people.’” (08:20)
  • “Be really specific on what you are discounting and the purpose of it...” (14:40)
• On prepping content:
  • “You’ve got to have a whole week of teasing your audience...You cannot surprise people on Black Friday with a Black Friday sale. It does not work. It will fail every time.” (20:18)
• On automation:
  • “If you can make your entire Black Friday offer and your checkout process...automated...you are going to win in life.” (22:30)
• Final encouragement:
  • “Black Friday isn’t just for big box stores. It is a perfect chance to infuse cash into your photography business before winter and stay top of mind with your clients...Go grab a notebook, pick your offer, brainstorm. Start writing now while your brain is going.” (23:38)

Important Timestamps

• 00:45 – Why photographers should embrace Black Friday
• 03:20 – Black Friday is about creativity, not just discounting sessions
• 05:04 – Offer idea #1: Bonus bundle
• 07:11 – Offer idea #2: Gift certificate sale
• 09:29 – Offer idea #3: Priority booking bonus
• 11:07 – Offer idea #4: Session upgrade deal
• 13:15 – Offer idea #5: Specific print/product sale
• 16:12 – Step-by-step Black Friday planning begins
• 19:28 – Prepping emails and social content
• 21:39 – Choosing your sale timeline
• 22:20 – Automation and tech setup tips
• 23:38 – Final words and motivation

Conclusion

Brooke’s Black Friday episode is a practical, no-fluff guide for photographers looking to drive bookings and revenue at year’s end—without devaluing their services. Her focused advice and creative ideas help listeners stand out amid the seasonal sales noise and set themselves up for a strong finish to the year.

Brooke invites listeners to DM her on Instagram (@brookejanaephoto) with their Black Friday plans and encourages sharing the episode with fellow photographers who need marketing inspiration.