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Welcome to the Marketing Matters podcast for small business owners and entrepreneurs. How would you feel about trashing your marketing funnel by building something way better instead, in these episodes, you'll learn how you can build a marketing machine in your business so that you can become findable for the people who are already searching for what you and your business have to offer. Because the best Realtor, the best interior designer, the best boutique owner, influencer, or local service provider does not win. The best marketer wins. So if you're ready for more of the right people to find you and your business, it's time you become findable. Let's get started. Let's talk about Black Friday and Cyber Monday. How do you approach that when it comes to advertising? Well, I'm going to give you 10 things that you can think about and the great news is, even if you're listening to this outside of the Black Friday Cyber Monday period, this is still going to be beneficial for you because a lot of these you can actually carry into any launch or sale or big push that you have in your business. So get ready to take notes. You have 10 things for you to think about as you get ready for Black Friday and Cyber Monday. And if you just so happen to be listening to this, the first day of our Black Friday sale for the Power of Paid Ad Summit, you can click the link below to get your ticket and you'll get some extra perks for taking action now. In fact, this will be the lowest ticket price that you'll get through the end of the event. I mean, here's the great news is the value in this event, in my opinion, will be greater than $10,000. Like, I really believe that when you walk out, you will be a different person and I really believe that you will have never experienced anything like this and you will have never gotten to learn from such exper as you will in this room. So no matter the price you pay, in my opinion, the value that you get is going to be ten times worth it. So I can't wait to see you in the room. Click the link below on this YouTube or podcast video to get your ticket to the Power of Paid Ads Summit. Okay, let's jump right in to the 10 things I want you to think about when you are advertising for a sale and especially for Black Friday and Cyber Monday. So first one is your budget. I really want you to be prepared to spend more. And here's how I think about it. If you had a $5,000 budget for the month of November for advertising, you could spend what would that be $165 a day and that would lead to $5,000 in ad spend or you could spend a thousand dollars a day for five days. Wednesday, Thursday, Friday, Saturday, Sunday, or I guess Thursday, Friday, Saturday, Sunday, Monday. That's five days. Here's the thing. You can spend that budget evenly throughout the month, or you can spend more when people's intent is higher. And what I have found after running Black Fridays for some of the largest companies in the, in the United States, and honestly, there's actually like a little bit of a dip the week or two below Black Friday and Cyber Monday because people are actually delaying their spending because they prepare to spend on that Black Friday and Cyber Monday period. In fact, I was actually in my mastermind group last week and I asked, or actually I think it was my mastermind and my other call that I do. And I had everyone raise their hand and I said, do you have intentions to buy something on Black Friday and Cyber Monday? And every hand went up that I, I couldn't. I don't think I can remember a single person not raising their hand. And so your consumers and the people who want to buy what you have to offer are going to be in a habit of buying for this period. Because who doesn't love to save money? I do. I am purchasing things for Black Friday and Cyber Monday because I want to save some money. Okay? I don't care if it's $10, $20, $500, I'm saving money. And your consumers, the people who want to buy what you have to offer are too. So consider just allocating your budget to be high when intent is high and also be okay spending more than you had pre allocated. If performance is great when you are starting to get sales and you are making more than you're spending, you need to have an unlimited budget because you're not losing money. So be ready to like, keep pulse on your budget. Wake up and spend 15 minutes each morning checking on your ads before the kids wake up, before you wake up, the pets wake up. Anybody in your situation wakes up so that you can just adjust your budget and be willing to spend more when performance is there. Number two is be ready. So the, the example that I like to give is there is a chance that performance is so good that you will miss out on actually taking advantage of high performance if you're not checking in on it. So be ready to spend more. Obviously, be ready to have a flexible budget and be ready to go all in and be ready to actually click the button that Says, let's spend more on this when things are going well. So those are kind of two different One is think about how you plan your budget. Two is be ready to spend more. And what I've seen is it like typically can peak on Black Friday and peak again on Cyber Monday, but there's a little bit of a dip over Saturday and Sunday. But be ready to spend more and you're going to get data so that you can learn from this year to make next year even better too. The third is use an rtb, which is just a reason to buy. Humans are more likely to act when there is a reason to buy. And typically RTBs are scarcity and urgency. Urgency is like, hey, the sale ends Monday. Scarcity is, hey, there's 15 spots left. Use both when it makes sense. That is your RT by RTB. Number four is communicate the RTB everywhere. And what I mean by that is in your Instagram stories, in your email, in your reels, in your TikTok, in your website, everywhere you think that you're being obnoxious, but I promise you, people are so distracted by so much that they might actually hear you. If you actually post it in all of those places consistently four or five days, people might actually hear it and buy it. So you think because it's you, it's like, man, I just said this on stories and reels and in their email and on my website and everywhere is it over communicated? No, it's just clear. So communicate that RTB everywhere. Number five competitors. Go see what they are doing. Click on the Instagram profiles, go look at their ads, do whatever you can to not copy. I repeat, not copy. We've already had a story about that of how that you can't do that. So don't copy. But do learn from them. Go see what they're doing. If you see someone's ad during Black Friday and Cyber Monday, take a look at it, watch it. What do they do to get your attention? What is their call to action? How are they communicating? What type of ad is it? How can you take those learnings and apply those to your ads too? Number six, ad variety. Just like we talk about the five love languages and there's different buying styles or different love languages. We talk about this all the time. What that means for you is your audience is full of people who have different preferences. Some want the data, some with the emotions, some with the logic, some with the testimonials. Some want to hug someone, to feel seen. Some want you to help with the pain, with the pleasure with the ease, have a variety of different ads, test multiple different ads. Have multiple different ads on different platforms. For those of you that are one of my clients, you, in my opinion, should absolutely be doing a search and a social. Google and Instagram or tik tok and YouTube. Mix it up and be everywhere that you can be. I got one of my favorite text messages in a while as an advertiser, and it was from one of the teammates that works with my husband, Kyle, and her name is Briana. And she messaged me and she was like, hey, I just saw you on Tik Tok, Facebook, Instagram and YouTube today. I think it was all. I think it was those four. And I was like, wow, the ads machine is working. I truly was like, evil laughing on the inside. I was so excited. Like, that's what I want for you. That's possible for you, for you to be the one that someone literally can't stop seeing. I'll say it till I die, that's possible. Don't get someone to find you and then you're not reminding them. Find, remind, bind, rewind. That is the strategy. That is the method. And so having ad variety, whether it's different types of ads, different places that your ads are, that is how you win with paid ads on Black Friday. All right, that was number six. Number seven is pour gasoline on the fire. So you know your ideal customers can find you, right? And they'll find you through your ads. And maybe you're running social media ads when they get to your Instagram. It needs to be cleaned up. If you're sending people to your website, it needs to be cleaned up. Make sure that once someone does find you, there's more that you have to offer. That's why I say it's like pouring gasoline on the fire. You're. You've already got a fire. It's your, it's your current website, it's your Instagram, it's your email list. It's anything you've created, even if it's small. You've heard Jade's story. If not, go listen to the podcast. But her family made 90, $90,000 in bookings in the first month from ads, and they had 500 followers. You don't have to big Audi have to have a big audience to be found. And you don't have to have a big audience for people to buy. Many of you know this business surpassed seven figures and had less than 5,000 followers. You don't need a big audience. You just need the right offer in the right Messaging and to get in front of the right people by being findable. So make sure when they do find you that it's not looking ratchet up in there. What I mean by that is make sure your Instagram profile has organized highlights. Make sure the links are in the right order. Make sure your YouTube page has some content in a, in a description. Make sure your website has a lead magnet or a call to action, or an offer or a discount or some extra piece of value that you can add to them. Go the extra mile so that when they do find you, you're pouring gasoline on the fire by ad and they're having a really great experience. Number eight, diversify. Just like you don't buy just one stock at a time, don't put all your eggs in one ad or one campaign. Diversify. Multiple channels, multiple ads. I kind of basically just used that one twice. But it's true. I know ad variety was number six and diversity or diversify is number eight. Both matter and add variety. Think about different ad messaging diversity. Think of different ad channels. Number nine is reviews. Don't send people to an ad, to a channel, to a YouTube page, to an Instagram profile, to a website that does not have third party validation. I think I said it in maybe the episode right before this one. So if you're listening back to back, I'm, I'm, I'm just doing this so that it's repeated and so that you remember it and it sticks. But you don't want to launch a campaign or ads or anything for Black Friday and Cyber Monday where there's no reviews. You need credibility and third party validation and you are 270% more likely to get a sale when there is I think it's a minimum of like seven testimonials and reviews. So have the, the word of mouth, the, the reviews, the testimonials, the other people advocating on your behalf that what you have to offer is valuable and good. People love seeing that other people would rather give you money to solve their problem than keep that money. That is just the, the best gift that they can offer is giving you reviews and feedback. So ask for them. And definitely don't launch something that has zero reviews. Get some, some people to use it for free, experience it for free or a low price before you actually start launching it. Yes, it says a product with five. Oh, here it is. I got the stat. It says a. According to the Spiegel Research Center, a product with five reviews is 270% more likely to be purchased compared to A product with no reviews. Boom. Go ask your clients for feedback and use those. Use that feedback in your ads and have that feedback wherever you're sending people from your ads. Last is mean what you say. So don't say it's the best price of the year. If it's a lie, don't say this is the lowest price ever. If it's a lie, don't say there's three left. If that's a lie, just mean what you say. Because you teach people how to treat you and you don't want to teach them to treat you with, yeah, right, they'll change the price and do a random Black Friday sale at, you know, December 17th. Like, don't do that. Mean what you say now. There is a balance. You can change your mind on things later, but. But hear me, hear me, hear me. You can change your mind. But if you change your mind, what you can't do is go back on your word. If you said this is the lowest price in my opinion, change your mind and have a price that's low, but don't go lower than what you said. Honor your word. If you don't, it will come back to bite you, I promise you. So you don't want to lose credibility because credibility is so hard to gain back and sometimes virtually impossible. So mean what you say. So, for example, for the Black Friday, if you happen to listen to this, during the Black Friday Cyber Monday period, you will get the lowest possible price for your ticket that you will get until the event begins. The event will start and the best price you would have gotten is this Black Friday and Cyber Monday time period. So that's why I would encourage you to get the link below to be in the room at the summit. Mean what you say. Go kill it with your Black Friday and Cyber Monday ads. I hope this rapid fire episode was helpful for you. Uh, please review the podcast if you haven't. It would mean so much because reviews matter. Third party validation. You can get it too. Thankful for you. I cannot wait to see you on the next episode where you are going to get to hear from a fashion influencer. Her name is Lauren. She's a retired teacher turned fashion influencer. And you'll get to hear from her on her wins on the next episode. I cannot wait to see you soon.