Grow Your Local Business Podcast: Episode Summary

Title: Earn More This Black Friday
Host: Leslie Presnall
Release Date: October 17, 2024

In the episode titled "Earn More This Black Friday," Leslie Presnall, a renowned local marketing expert and life coach, delves into strategic approaches to maximize sales during the pivotal Black Friday and Cyber Week period. Drawing from her extensive experience, Leslie identifies common pitfalls that local business owners often encounter and provides actionable solutions to overcome them. This comprehensive summary encapsulates the key discussions, insights, and conclusions from the episode, enriched with notable quotes and timestamps for reference.

1. Introduction to Black Friday Strategies

Leslie opens the episode by setting the stage for the upcoming Black Friday and Cyber Week sales surge, highlighting the significance of this period for local businesses. She emphasizes the importance of early planning and strategic execution to capitalize on the heightened consumer spending.

Leslie [00:24]: "Black Friday is like, so close and already here. But it's really going to be the execution and the follow through of what I'm going to teach you today that is going to make the biggest difference."

2. Identifying the Three Common Mistakes

Leslie outlines three prevalent mistakes that local business owners often make during the holiday sales season, explaining how these missteps can hinder their ability to maximize revenue.

Mistake 1: Believing Clients Aren't Spending on Themselves

Many service-based businesses mistakenly assume that their clients will refrain from discretionary spending during the holidays, focusing solely on purchasing gifts for others. This misconception leads to a slowdown in sales efforts.

Leslie [02:00]: "I see a lot of service-based business owners have this really sneaky thought that their clients are not spending money on themselves this time of year."

Impact:

• Reduced promotional activities and sales efforts.
• Missed opportunities to engage clients who are still interested in personal services.

Solution:

• Shift Mindset: Recognize that clients continue to seek personal value in services such as health, appearance, and personal development.
• Evidence-Based Belief: Encourage business owners to gather actual data from their clients rather than relying on assumptions.

Leslie [05:15]: "People, your people want what you offer all year 24/7. There's not a reason that they would want it less this time of year."

Mistake 2: Underestimating Promotional Efforts

During Black Friday and Cyber Week, the marketing landscape becomes exceptionally crowded. Business owners often underestimate the intensity and volume of promotions needed to stand out amidst the noise.

Leslie [14:30]: "Marketing is just amped up this time of year. It's incredibly noisy during Cyber Week and leading up to it."

Impact:

• Lower visibility of promotions due to oversaturation.
• Inadequate engagement leading to missed sales targets.

Solution:

• Increase Frequency: Elevate the number of promotional posts, emails, and advertisements to ensure visibility.
• Consistent Messaging: Maintain a persistent presence across all marketing channels to reinforce brand awareness.

Leslie [17:50]: "We don't think about how people are half looking at their phones. They're watching TV, they're doing other things. They’re thinking about what you have."

Mistake 3: Delaying Planning and Execution

Procrastination in preparing marketing materials and strategies for Black Friday often results in rushed campaigns that fail to achieve desired outcomes.

Leslie [25:10]: "I ended up sending one Black Friday email on Black Friday and another on Cyber Monday, and it just wasn't enough."

Impact:

• Last-minute efforts lead to subpar marketing efforts.
• Increased stress and decreased enjoyment of the holiday season.

Solution:

• Early Planning: Develop a comprehensive marketing plan well in advance of Black Friday.
• Scheduled Execution: Map out all promotional activities, allowing ample time for troubleshooting and adjustments.

Leslie [28:20]: "Decide what your sales goal is and then what’s going to get you there. So that means mapping out, getting everything mapped out, getting everything planned and scheduled."

3. Strategies to Overcome the Mistakes

Leslie provides actionable strategies to help local business owners navigate the challenges of the holiday sales season effectively.

Adopt a Proactive Sales Approach

Instead of retracting marketing efforts due to perceived client reluctance, business owners should proactively engage their audience with compelling offers.

Leslie [10:45]: "You have to tap back into the belief that they want this, they want what you have all the time."

Enhance Promotional Visibility

Increase the number and variety of promotional activities to ensure that your offers are seen by a wider audience amidst the marketing clutter.

Leslie [16:05]: "We have to talk about it over and over, and not just during Black Friday and Cyber Week, but especially during Black Friday and Cyber Week."

Comprehensive Planning and Scheduling

Develop a detailed marketing plan that covers all aspects of the promotional period, including content creation, scheduling, and performance tracking.

Leslie [30:45]: "You're going to map out your Cyber Week marketing plan so you have an action plan of what all is going to get done."

4. Introducing the Local Preneur Academy

Leslie introduces her Local Preneur Academy, a lifetime membership program designed to equip local business owners with the tools and strategies needed to thrive, especially during peak sales periods like Black Friday.

Key Features:

• Black Friday Planning Workshop: Scheduled for October 24th, this workshop helps members create irresistible offers and map out their Cyber Week marketing strategies.

  Leslie [35:00]: "So inside the Local Preneur Academy, next Thursday, we are going to have our Black Friday planning workshop."

• Comprehensive Marketing Plan: Members receive a sales tracker to monitor promotions and sales, allowing for real-time troubleshooting and optimization.

  Leslie [39:15]: "We're going to problem solve as we go so we can get the most sales versus ending Black Friday and then scratching our head as to why we didn't get results."

• Extensive Training Resources: Access to courses on becoming the local go-to person, growing a local following, creating engaging content, and converting leads into paying clients.

  Leslie [43:30]: "You're going to learn how to stand out as that local go-to person. You're going to learn how to reach more people who live in your city."

• Support and Community: Weekly business coaching calls, 24/7 support through a members-only Facebook group, and direct access to Leslie for personalized assistance.

  Leslie [49:50]: "It's where you get direct access to me to ask me anything anytime you want."

Enrollment Information:

Business owners interested in joining the Local Preneur Academy can enroll at lesliepresnall.com/enroll. Leslie also offers consultation calls on October 21st and 24th for those needing further assistance before making a decision.

5. Conclusion and Final Thoughts

Leslie wraps up the episode by reiterating the importance of strategic planning and proactive marketing during Black Friday and Cyber Week. She encourages local business owners to embrace the opportunities of the season by avoiding common mistakes and leveraging the resources available through the Local Preneur Academy.

Leslie [55:20]: "Now, if you're setting yourself up for a successful holiday season, but also for 2025, like the work you do now is what jumpstarts you for 2025, not waiting until January."

Key Takeaways:

1. Believe in Your Clients' Willingness to Spend: Shift your mindset to recognize that clients continue to seek personal value in services during the holidays.

2. Amplify Promotional Efforts: Increase the frequency and consistency of your marketing activities to stand out in the crowded holiday marketplace.

3. Plan Ahead: Develop a comprehensive and timed marketing plan well in advance to ensure seamless execution and maximize sales potential.

4. Leverage Support Systems: Utilize programs like the Local Preneur Academy to gain access to expert strategies, community support, and personalized coaching.

By implementing these strategies, local business owners can transform Black Friday and Cyber Week into lucrative opportunities, ensuring sustained growth and success throughout the holiday season and beyond.

Join Leslie Presnell and Elevate Your Local Business

For those looking to take their local business to new heights, Leslie Presnell's Local Preneur Academy offers a wealth of resources and support. Whether you're aiming to refine your marketing strategies, enhance your promotional efforts, or build a robust local presence, this program provides the tools and community to help you achieve your goals. Enroll today at lesliepresnall.com/enroll and start your journey towards becoming the local go-to expert in your industry.