Here's the thing about Black Friday that nobody wants to admit: most people are doing it completely wrong.

They're slashing prices and praying. They're throwing up a quick "50% off everything!" post on Instagram and wondering why their sales are flat. They're convinced their audience is "too sophisticated" for Black Friday, or their business is "too small" to make it worth it.

Meanwhile, there are course creators and coaches quietly crushing six-figure weeks using strategies that have nothing to do with desperate discounts.

I'm sitting down with Mara and Becca, two-thirds of the powerhouse trio behind the upcoming Black Friday Summit (along with their co-host Dolly). Mara has run over 100 Black Friday campaigns since 2018—yes, you read that right.

We're spilling ALL the tea today. From the JCPenney catalog strategy that generated massive buzz to why trying to beat the crowd by running your sale early might actually backfire, this conversation is packed with the kind of behind-the-scenes insights that separate the pros from the amateurs.

If you've been sitting on the fence about Black Friday because you think your business is "too small" or your audience "won't go for it," we're about to bust those myths wide open. Spoiler alert: There's no business too small for Black Friday, and yes, even if you only have 15 people on your email list, it can still be worth your time.

What You'll Learn:

Why novelty is the secret sauce that makes Black Friday campaigns absolutely crush it
The "January implementation" strategy that's changing the game for course creators in 2025
How to prep for Black Friday without becoming a stressed-out mess by Thanksgiving
Why shorter sales pages are the move right now (and when a Google Doc might actually be genius)
The biggest myths about Black Friday that are keeping you from cashing in
Real numbers and results from campaigns that generated six figures
How service providers can absolutely nail Black Friday sales (yes, even photographers and designers!)
The exact timeline you need to prep without losing your mind

Resources Mentioned:

Mara, Bekah, and Dolly’s Black Friday Summit (August 26-28): http://gemmabonhamcarter.com/blackfridaysummit
Gemma’s Black Friday in a Box program: https://gemmabonhamcarter.com/blackfriday
Mara: marakucirek.com
Bekah: rebekahreadcreative.com
Dolly: dollydelongphotography.com/

Your Next Steps:

Work with Me: https://www.gemmabonhamcarter.com/programs
What I Use to Run My 7-Figure Business: https://gemmabonhamcarter.com/tools
Connect on Social: https://www.instagram.com/gemma.bonhamcarter

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Episode 230 | How to Win Black Friday 2025 [Interview with the Black Friday Summit hosts]