December 3, 2025 • 21 mins
Black Friday 2025 was... interesting. Some people crushed it. Others had their quietest year in ages. And if you're somewhere in between trying to figure out what just happened...this episode is for you.
I'm breaking down exactly what's selling right now, what people experienced from both sides of Black Friday this year, and why specificity and human connection are the only things cutting through the noise anymore. Because spoiler alert: more AI-generated content is NOT the answer.
If you're a mom entrepreneur building a business that doesn't require you 24/7, grab your coffee and let's dive into what actually matters heading into 2026.
What You'll Learn:
- Why Black Friday 2025 had such mixed results—and what that tells us about where the online business world is headed
- The specificity secret: How my client Katherine made $11K with less than 300 people on her list (and how you can do the same)
- The warm-up you can't skip: Why sales happen AFTER trust, and how to use Black Friday as a barometer (not a failure)
- Human touch is everything: Why people are craving real connection and how to bring more of yourself into your business without burning out
- What to focus on for the rest of December and 2026: The exact shifts you need to make to stand out in an increasingly automated world
Key Takeaways:
✅ Specificity wins every time. Your offer needs to be so clear that someone reads it and goes, "Oh my God, that's for me." Not "that sounds nice"--literally "I NEED this right now."
✅ You can't skip the relationship building. The people who did well on Black Friday had been nurturing their audiences for months. If you didn't pre-warm people, use this as data...not proof you're failing.
✅ People still want people. Don't automate yourself out of your business. AI can support you, but it can't replace your experience, your perspective, and your connection.
Resources Mentioned:
- Built to SCALE: CEO Mom Edition Workshop – Tuesday, December 9th at 1:30 PM EST | $47 (goes up to $97 after the workshop starts)
Learn exactly how my client made $11K from two ultra-low-key launches and turned it into an evergreen funnel—working less than 4 hours a day with less than 300 people on her list.
Grab your seat here - https://yaelbendahan.co/built-to-scale-workshop
LINKS
📈The CEO MOMS Growth Matrix - feeling stuck or plateaued at your current revenue? Snag your custom roadmap for sustainable growth from $0 to multi-6-figures in this FREE training! >>> yaelbendahan.com/matrix
🔥Join my FREE 3-Day Program, LEVERAGE - the process that’s creating multi 6 figure years working nap times and being a full time mama of 6. Claim your spot here >>> https://yaelbendahan.com/leveragepod
💰Offers in Your Pocket - 11 Offers You Can Pull Out of Your Pocket and Sell This Week! Only $9 - yaelbendahan.com/pocketoffers
💃 Apply for the CEO Mom Mastermind if you're ready to scale sustainably to $15-20K+ months. Read more about the mastermind here OR go straight to the application here.
Want to chat about the mastermind before you join? DM me on Instagram - instagram.com/theyaelbendahan
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome to the Raising YourBusiness Podcast.
I'm your host, Al Behan, founderof CEO Mom Academy, mom of Six
and Lifelong Reading addict.
This podcast is here to empowermoms to run their businesses and
lives like the powerhouse CEO.
They are.
I want you to believe that youcan have the business success
you desire.
And be present with your familyand to give you my best tips and
(00:21):
strategies for how to make thathappen.
I'll be sharing the honestreality of balancing business
and motherhood biz models thatwork for you.
Marketing simplicity, and themindset of A CEO, mom.
Now let's dive in.
(00:41):
Hello.
Hello.
Welcome back to the podcast.
I'm feeling much better voicewise, so I'm really excited to
be back.
And it is currently the weekafter Black Friday.
So the first week of Decemberand.
If you're here, you're probablystill recovering from Black
(01:01):
Friday'cause it was just CyberMonday a couple days ago.
Or maybe you're trying to figureout what the heck happened with
your sales.
And either way I see you becausehere's what we're diving into
today, what is actually sellingright now, what people
experience from both sides ofBlack Friday this year.
And honestly, why specificityand consistent human connection
(01:24):
are the only things that seem tobe cutting through the noise
anymore.
Okay, and my goal for you is towalk away knowing exactly what
to focus on for the rest ofDecember and heading into 2026
because for their alert.
More AI content is not gonna bethe answer.
So if you are a mom entrepreneurwho's trying to build a business
that actually works with yourlife and doesn't, contradict it
or make you feel overwhelmed andburnt out, then you are in the
(01:48):
right place.
So let's dive in, but real quickbefore we get into it, I just
want to remind you about.
My workshop that I'm running onTuesday, December 9th at 1:30 PM
Eastern, it is called built thescale, CEO Mom edition.
And it is a$47 workshop whereI'm gonna be walking you through
exactly how one of my clientsmade 11 K from two super low key
(02:08):
launches, working less than fourhours a day, three, three days a
week, and then turned it into anevergreen funnel.
She's actually in the middle ofturning it into an evergreen
funnel right now.
So we are talking about a momwith.
I think she had less than 300people on her list altogether,
and she had about 200 people onher launch list who were the
ideal client for that course.
And she went from, I had thisidea to, I'm building a
(02:30):
repeatable sales system aroundthis, and I'm gonna show you the
exact process that we use.
How to create an audience ledoffer.
The simple sales stack that wetested with how to turn in
evergreen so you're notdependent on launches forever.
Plus, you're gonna walk awaywith my scale system 2026
planning visual map, and ascalable offer suite worksheet.
So you can build your ownversion of this.
I want you to create somethingthat is going to be scalable and
(02:52):
sellable in 2026.
Even with the, the industryburnout and people being like, I
don't know, and things are,might not working the same way.
I know things are not workingthe same way.
But they are still working whendone right.
So if you are a CEO mom who istired of treating time for every
dollar, and you want a businessthat actually keeps running,
even when you're feeling alittle tapped out, this one is
(03:13):
for you.
Okay?
So head to the Lincolndescription and grab your spot.
It's just$47 until the workshopstarts, and then it's going up
to$97.
You're gonna get the liveworkshop, you'll get the replay.
If you can't show up live on theday or even for the whole thing,
you are gonna get theworksheets.
And, but if you do show up live,you will get a chance to ask me
anything during q and a session.
Okay?
So let's dive in.
(03:33):
So I had a conversation thisweek with a few people in my
world, okay?
A lot of business owners that Ireally respect.
My clients, my friends and wewere all comparing notes on
Black Friday.
And let me tell you, it was allover the map.
Some people crushed it, likereally crushed it.
All right.
And I have friends who like,were like, yeah, I had like my
best Black Friday ever.
Or it was just as great as lastyear.
(03:54):
Some people were like, yeah ithappened, it was about the same.
It wasn't much better.
I hope to get, I hope to getmore, but it wasn't really much
better than last year.
But a lot of people actually hadtheir quietest Black Friday in
years.
Okay.
And I'm not just talking aboutnewbies, I'm talking about
people with solid audiences,great content, beautiful offers.
And I was just talking to myfriend Lynette, and she had an
amazing Black Friday, but shesaid when her clients, maybe
(04:16):
half them did great, half themwas a lot quieter.
So I kept hearing people saying,I don't know, people are just
not buying this year.
Or like my Black Friday salesjust not doing as well as it was
doing last year at this point.
And these were from people whohave, again, have audiences, are
experienced marketers, and Iactually spoke to some friends
of mine and.
(04:36):
They didn't even buy a lot ofstuff.
They did not buy a lot of stuffon Black Friday.
Like almost nothing.
Not even like on Amazon.
Not like the usual, even likethe impulse stuff for like the
stuff that like, I don't know,like I I always like to get on
Black Friday.
I like to get, things like,Kindle for my kids or whatever,
I don't know, a new Fitbit orsomething upgraded and and
people were not even buying thatkind of stuff.
And I actually saw someone saythat they were they work for
(04:58):
Amazon.
I saw this on threads.
I don't know if it's true ornot, so I'm not going to confirm
or deny this, but she said thatshe works for Amazon during peak
buying times.
And apparently they said theyhad to send them home early
because they were not hittingthe goals that they had intended
to, that that they hadhistorically done.
Now here's what I think ishappening.
(05:18):
And this is important'cause it'snot just about Black Friday,
okay?
It's about what's working rightnow in online business.
And it's not even just onlinebusiness, it's what's working
now in business in general.
I think people are a little bitburnt out.
Okay?
They're burnt out on noise,they're burnt out on vague
offers, they're burnt out onoverinflated coaching and people
just screaming last chance.
And they never even worn them upto begin with.
And the people who did do well,I think they had two things in
(05:41):
common.
One is specificity and the otheris relationships.
So let me break that down foryou.
The first thing is specificity.
When I say specificity, I don'tjust mean niching down.
Okay.
Your offering needs to be soclear that someone reads it and
goes, oh my God, that is for me.
Alright.
Not okay.
That sounds nice.
Or that would be a cool thing tohave.
Or maybe I'll think about it.
Literally, this is exactly whatI need right now.
(06:01):
And I saw my friend Lynette whenshe was, it was very smart
because what she did is beforeher sale even started, she goes,
these are things I'm gonna haveon sale and.
This is, and the sale was verythematic.
She was like, I've noticed thegaps that people have in their
business this year.
And so everything that's on salethis Black Friday, is to fill
those specific gaps.
And she goes, if you have anaudience gap, then here is this
(06:23):
offer for you.
If you're having a problem,selling your one-to-one
coaching, here is an offer foryou if you're having a problem.
And she literally said, if thisis your problem, here's the
solution.
If this is your problem, here'sthe solution.
It was very specific.
And and when I read that, I waslike, wow, this is amazing.
This is this, again, it, becauseit basically says if you notice
yourself in this, then it's foryou.
That's it.
End of story.
You need this thing.
(06:44):
And so I thought it wasbrilliant.
I thought it was fantastic, andI and she did really well.
And again, this is not even forpeople who have huge audiences.
I don't know if Lana has a hugeaudience.
I don't even know how big heraudience is.
I know it's pretty big.
It's decent sized.
I know she has a big audience inInstagram, 70,000 people, but I
don't know what her email listlooks like.
But even if you have a smallaudience, my client, Catherine,
(07:04):
who is going to be featured inthe Built to Scale workshop, she
launched her course lastDecember with an email list of
200 people.
Made over 5K during the holidayseason, working very few hours.
Then she relaunched it again inMay, made over six K, same list.
It barely grew.
Okay.
How her offer was creepilyspecific.
(07:25):
Okay?
It was for a very specific kindof person solving a very
particular problem, and becauseof that, the people who needed
it bought it, right?
So if you compare that to thegeneric, grow your business or
grow your Instagram stuff thatwas flooding inbox during Black
Friday, people are tired ofthat.
Another person who I saw did itreally is my friend Marissa from
Dirty Copy and her, again, heroffers were very specific.
(07:47):
And I personally feel that a lotof her audience was probably
very fresh because she's verygood at doing viral carousels
and getting her carousels goingseriously viral loads of new
followers.
People on her email list.
And I have a feeling that Idon't know, and again, I cannot
confirm or deny, but I do thinkthat people who are fresh coming
into your world really impressedwith what you're doing are the
(08:08):
best people who are likely tobuy.
Whereas maybe you might become,people who have been in your
email list for a long time.
And I've heard this from anotherfriend as well.
People who've been on their listfor a long time are just
watching, opening their email,opening their emails, and just
clicking and not really buyingbecause they're just in the
habit of.
Of following you, but they'renot necessarily in the habit of
buying from you.
(08:28):
So if you might be wondering, ifyour Black Friday launch didn't
convert as well or your BlackFriday sale didn't convert as
well, ask yourselves were, wasmy offer specific enough that
someone could see themselves init immediately as a need to
have, or do they have to domental gymnastics to figure out
if it was for them?
Because if they have to thinktoo hard, they're scrolling
past.
So what I wanna note is when youare thinking about, okay, what
(08:49):
am I gonna be selling?
What should I sell in Decemberfor next year?
What should I be selling nextyear?
What should my, what offersshould I even have in my
business?
I would focus on huge levels ofspecificity, both when it comes
to the target audience for youroffer, but also when it comes to
the exact goal transformationresult of your offer, right?
(09:10):
So a scale, just like a scale ofyour business.
It's like cute and truth is mything.
It's called Build the Scale.
So I'm not even, maybe I shouldchange the name, I don't know.
But it's not about just scalingyour business, it's scale your
business with a specific kind ofoffer working this amount of
time, with this level ofmarketing, it should be very
specific.
And I'm actually thinking now,like looking, like thinking
(09:32):
about how I do things and how Isell.
I'm thinking of pulling outkinda these different pieces,
very specific pieces of myprograms to use as funnels to
bring people into my, my coreprogram.
Because I think that is the bestway to pull people in.
You pull people in withspecificity and then they want
the full ecosystem.
They upgrade to your morepremium, containers or longer,
(09:53):
longer term containers.
I'll be thinking about what canI pull out that is very specific
that addresses a very, thisspecific problem that is problem
focused, right?
Rather not problem focused asbeing a problem, but focus on
solving a problem for someonerather than just something
that's great for people to learnor know.
But even that, that next leveloffer, your signature offer
(10:14):
needs to be very specific aswell.
And I would not drop the ball onthat because if you feel like,
okay, maybe this is this toogeneral, very overall could be
for anyone, or it's addressing ahuge like transformation that
maybe doesn't feel possible todo in three months or six months
or whatever.
I would really think about howcan I narrow down the results so
it's very specific to theproblem someone wants to solve.
(10:35):
So that is personally what Iwould recommend When you're
thinking about what you'reselling next year and what
you're thinking, okay, what isunique to me?
What do I help people with?
That is very specific to me.
What do I help make my clientswith that's very specific to
them, and what problems do theyhave that I can very uniquely
and specifically solve?
I'm using word specific a lot,but that's what I'm talking
about right now, specificity.
(10:56):
So deal with it.
Now the second part is youcannot skip the warmup.
And this one is huge.
And honestly, this, I thinkwhere a lot of people might have
dropped the ball on BlackFriday.
Because you cannot just show upthe week of Black Friday, even
the week before Black Friday,and expect people to buy from
you, right?
If you're like, Hey, I'm justletting you know this is coming,
it's gonna be great, and thenthe next week you're like, Hey,
buy this.
(11:16):
It's gonna be great.
It's so great.
Think about it like this, right?
If I invited you to my house forShabbat dinner, right?
And you never met me before,never been to my house, never
even heard my voice, they had noidea who I was.
You probably would not come.
You'd probably be like, that'screepy and weird.
And like, why are you invitingme to your house with your six
children?
But if we've been chatting formonths, if we've been, chatting
in the dms, if I've been showingup in your inbox with helpful
stuff, if you've been listeningto this podcast for a long time,
(11:38):
you've already gotten value fromme and trusted me, then yeah,
you'd probably show up, right?
And just.
Little invitation here.
If you are coming to Israel forany reason I would love to meet
up with you.
I don't see myself leavinganytime soon for various
reasons.
But I'm here and and you arealways welcome.
So sales work the same way.
(12:00):
The people who did well duringBlack Friday had been nurturing
their email their audience formonths.
They had been growing theiraudience for months.
Okay?
They'd been.
Really consistent about it.
They're not just dropping a salelink and hoping for the best.
Okay?
They'd already built trust.
They'd already proven theirvalue.
So when they said, Hey, thisthing is on sale, people were
like, cool.
I've been waiting for this.
All right.
Maybe people have seen this inthe past and and they were like,
(12:20):
oh, I'd love to get this, butmaybe I can't, it's not the
time.
I'm not ready.
And then they saw thisopportunity and they jumped on
it.
And if people were thinkingabout, I'd love to work with
them again.
I've done this in the past.
Black Friday is a great chanceto get a good deal on coaching
or on offers.
And get a sense of whatsomeone's like and how they
coach or how they teach so.
(12:42):
Here's something important thatI want you to hear.
If Black Friday did notnecessarily go the way you
wanted, do not make it mean toomuch about you and your
business.
But I would use it as abarometer.
Okay, where's my audienceactually at?
What's the relationship like?
What do they actually need fromme right now?
And this is actually a greatopportunity to ask them, send an
email, right?
Jump to the dm.
See, hey, I noticed you checkedthis out, or didn't grab this
during the sale.
What held you back, right?
(13:03):
What would've made thisno-brainer for you?
Because most of the time it'snot personal, okay?
It is information.
Maybe the offer wasn't clear.
Maybe they didn't trust you yet.
Maybe they just couldn't affordit.
Maybe the timing was off, right?
But you won't know unless youask.
And the truth is, black Fridaywas very loud and it was very
noisy.
And just because not as manypeople bought things maybe does
not mean that your offer was notgreat and it just got lost in
(13:28):
people's inboxes.
So I wanna keep that in mind aswell.
Or people might have checked outand been like, okay, I like
this, but there's just somethingelse I want more right now and
it's on sale, so I'm gonna getit.
So don't.
Take it super to heart.
I do think that it is harder toget attention during Black
Friday.
It is, even though people are ina buying mode you really have to
be able to stand outsignificantly in the inbox in
(13:50):
order to make sales.
And so again, that does comefrom, I, I do think it comes
from pre.
Kind of pre warming people up.
And also, like letting them knowhalftime what's going to be on
sale and how it's gonna work andeverything.
So they can mentally plan to buyyour thing.
But if you didn't do that asmuch as you would've liked, and
you feel like your Black Fridaysale did not do as well, you
didn't get as many opens, didn'tget as many clicks.
(14:11):
You're not alone.
People were just deleting liketheir entire, all their emails
in their inbox because it was sooverwhelming for them.
So bear that in mind as well,and don't take it too much to
heart.
So moving forward, start reallybuilding that relationship Now,
find ways and opportunities tohave conversations with people.
In the dms now.
Okay?
Don't wait until your nextlaunch.
(14:32):
Don't wait until you havesomething to sell.
Start showing up, start beinghelpful, start being you.
And use any flop moments.
I'm putting that in quotes asdata, right?
Not as proof that you're failingbecause when it is time to sell,
people buy from people theyalready know and trust.
And here's the last thing, andthis one probably will not
surprise you.
AI is everywhere right now.
Chat.
GPT is writing everyone'semails, people are automating
(14:55):
everything.
And honestly, it is starting toshow, I've been in groups where
someone responds to me with whatis clearly a chat gt generated
comment, and it's so obvious'cause I know, I see what chat
GPT gives me and I can tell.
And I would never ever put thatstuff out now anymore.
And what I'm seeing work rightnow is really is human touch.
(15:16):
The programs that are sellingpeople are the ones that people
are actually investing in, arethe ones that come with real
support.
Yes.
With tools, right?
'cause I love a good AI tool.
Okay.
But.
They're not just looking for acourse that they can binge, not
just a vault of templates, butactual human beings who will
answer their questions, who willshow up on calls and help them
implement.
Okay?
People are craving that rightnow.
They're craving community.
(15:36):
They're craving real community,right?
They're craving someone whoactually sees them.
They're craving people whounderstand them.
So if you're wondering how tostand out in 2026, this is it.
Okay?
Do not try to automate yourselfoutta the equation.
Bring more of yourself in.
Yes.
Use AI to support you.
Yes, use it to speed up yourprocesses, but don't use it to
replace you because at the endof the day.
People are not gonna buy systemsnecessarily.
They're gonna buy thetransformations and the
(15:58):
transformation comes from theconnection that they have.
And I just, I was checking outan ai, a ai okay.
An AI coach that someone wasselling.
And I said, and they had a freetrial, so I checked it out.
And it was so generic.
It was so generic.
I was like, this is not what Iwould expect.
Like she, this person wastalking it up it is the best
(16:19):
thing since sliced bread andthis was going to change
everything for you.
And honestly, I feel I couldhave gotten better results from
my own chat, BT that's alreadytrained on me and my business
and everything.
It was unbelievably generic.
It told me absolutely nothingthat I did not know.
And it's not, and not even fromthe point of view of somebody
who's an experienced marketer.
So I would've known this stufftwo or three years into my
business, even a year or twointo my business, honestly.
I was like, disappointed and Iwas like, if everyone's, if
(16:40):
everyone's doing this the thingis people are still gonna buy
that stuff because people have agood name.
Like people have a name peoplehave a reputation already.
They have a, they have a namefor what they do, right?
Like they, people know them.
Whatever.
Amy Porterfield, Marie Folio.
I don't even, I don't even knowif Marie Folio is still selling.
I haven't seen her stuff inages.
I'm not hundred email list.
But now people who just haveestablished names in the
(17:02):
industry and I don't thinkthey're ever gonna like
completely fizzle out entirelybecause they just capitalize,
continue to capitalize on theirprevious results, which they had
a lot of.
And so they just use that tobring new people in.
And there's gonna be more churnthat way for sure.
But I do think that.
Real human first connection thatcannot be replaced with chat GPT
(17:22):
and cannot be replaced with AIis going to sell.
Okay?
I really think it's gonna sell.
You have to figure out what canI deliver that nobody else can,
that AI cannot.
And the truth is what you candeliver is your experience, your
perspective chat.
GPT does not have yourperspective.
Cha, GBT has everyone'sperspective all mashed together,
and that's not necessarily goingto help.
(17:43):
Okay, so if you take nothingelse away from this episode,
here's what I want you toremember going forward when
you're running a sale, whenyou're launching a new offer,
number one, specificity wins.
Okay?
Your offering needs to be sofreaking clear that the right
person immediately seesthemselves in it.
And if they have to think toohard, you've already lost them.
Number two, you cannot skip thewarmup, okay?
Sales happen after trust.
(18:04):
So if you want your next launchto go, start building that
relationship with your audiencenow.
Put out the content that's goingto, address their questions and
their thoughts and the thoughtsthat they're having that they're
not really sharing.
They're like, oh my God, how doyou read my mind?
That is the kind of stuff thatbuilds the trust that helps
people see, oh my gosh, yes, shegets me, she understands me.
And number three is people stillwant people, okay?
Do not automate yourself out,out of your business.
The human touch is what'sdefinitely gonna set you apart
(18:25):
in 2026, because more and morepeople are automating things and
coming away.
Very unsatisfied.
So if you're listening to thisand you're like, okay, but yeah,
I don't even have an offer yet,a scalable offer yet.
And I, I wanna automate things,but I also don't wanna get
burned out.
How do I, if I can't automateeverything, how am I going to
build my business withoutbringing myself out?
And I do think there's a lot ofstuff you can automate.
(18:46):
Just not there a lot there.
There's certain pivotal thingsthat I think you absolutely
cannot.
If you feel like you're stilldoing everything one-to-one,
you're customizing everydeliverable, and you're still
not necessarily selling, thisworkshop is for you.
Okay?
Built a scale, CEO Mom edition.
And we're covering audience ledoffer creation.
We're co covering the simplethree part launch path that we
(19:06):
used to validate the offer, thatrelying on on huge audiences or
perfect content or anything likethat.
I'm gonna be sharing the kind ofcontent and emails that actually
gets engagement in sales and howto turn this into a repeatable
revenue stream.
That show works whether you areshowing up live or not.
And you're also going to get theScale System 2026 Planning
Visual Map and the scalableOffer Suite worksheet and replay
(19:27):
access because life with kids isnot predictable, and This is
going to be your step-by-stepplan for launching and building
your signature suite spot.
I call it a signature sweet spotbecause your offer suite is
gonna be built around asignature offer that is going to
be very specific and is going tobe exactly what your ideal
client needs and.
(19:48):
That is what I want for you in2026.
I want simplicity and I wantscalability.
So head to the link indescription and grab your seat
now$47 before it goes up.
And if you got value from thisepisode, do me a favor,
screenshot, share in yourstories.
Tag me at the Yale bend to handand let me know what landed for
you.
Thank you so much for beinghere, for listening.
I'll see you next week and Iwould love to hear if you wanna
DM me on Instagram, how yourBlack Friday sale went, or how
(20:10):
your Black Friday buying stylewas.
I'm just so curious.
Like the more information Ihave, the better.
I love.
Information.
So if you wanna share with me, Iwould love, love, love to hear.
So have a wonderful rest of yourday and I'll see you next week.
I can't thank you enough forlistening to raising your
business.
I hope this episode has inspiredyou to take another step towards
building a business and lifethat you love, and growing your
(20:31):
income in a way that works foryou and your family.
If you enjoy this episode,please take a second to rate and
review and let's connect that onInstagram screenshot and share
it on Instagram Stories so wecan get the word out to more mom
business owners like you.
Tag me at the El Behan and shareyour biggest breakthrough from
today.
See you next week.
Welcome to the Raising YourBusiness Podcast.
I'm your host, Al Behan, founderof CEO Mom Academy, mom of Six
and Lifelong Reading addict.
This podcast is here to empowermoms to run their businesses and
lives like the powerhouse CEO.
They are.
I want you to believe that youcan have the business success
you desire.
And be present with your familyand to give you my best tips and
(00:21):
strategies for how to make thathappen.
I'll be sharing the honestreality of balancing business
and motherhood biz models thatwork for you.
Marketing simplicity, and themindset of A CEO, mom.
Now let's dive in.
(00:41):
Hello.
Hello.
Welcome back to the podcast.
I'm feeling much better voicewise, so I'm really excited to
be back.
And it is currently the weekafter Black Friday.
So the first week of Decemberand.
If you're here, you're probablystill recovering from Black
(01:01):
Friday'cause it was just CyberMonday a couple days ago.
Or maybe you're trying to figureout what the heck happened with
your sales.
And either way I see you becausehere's what we're diving into
today, what is actually sellingright now, what people
experience from both sides ofBlack Friday this year.
And honestly, why specificityand consistent human connection
(01:24):
are the only things that seem tobe cutting through the noise
anymore.
Okay, and my goal for you is towalk away knowing exactly what
to focus on for the rest ofDecember and heading into 2026
because for their alert.
More AI content is not gonna bethe answer.
So if you are a mom entrepreneurwho's trying to build a business
that actually works with yourlife and doesn't, contradict it
or make you feel overwhelmed andburnt out, then you are in the
(01:48):
right place.
So let's dive in, but real quickbefore we get into it, I just
want to remind you about.
My workshop that I'm running onTuesday, December 9th at 1:30 PM
Eastern, it is called built thescale, CEO Mom edition.
And it is a$47 workshop whereI'm gonna be walking you through
exactly how one of my clientsmade 11 K from two super low key
(02:08):
launches, working less than fourhours a day, three, three days a
week, and then turned it into anevergreen funnel.
She's actually in the middle ofturning it into an evergreen
funnel right now.
So we are talking about a momwith.
I think she had less than 300people on her list altogether,
and she had about 200 people onher launch list who were the
ideal client for that course.
And she went from, I had thisidea to, I'm building a
(02:30):
repeatable sales system aroundthis, and I'm gonna show you the
exact process that we use.
How to create an audience ledoffer.
The simple sales stack that wetested with how to turn in
evergreen so you're notdependent on launches forever.
Plus, you're gonna walk awaywith my scale system 2026
planning visual map, and ascalable offer suite worksheet.
So you can build your ownversion of this.
I want you to create somethingthat is going to be scalable and
(02:52):
sellable in 2026.
Even with the, the industryburnout and people being like, I
don't know, and things are,might not working the same way.
I know things are not workingthe same way.
But they are still working whendone right.
So if you are a CEO mom who istired of treating time for every
dollar, and you want a businessthat actually keeps running,
even when you're feeling alittle tapped out, this one is
(03:13):
for you.
Okay?
So head to the Lincolndescription and grab your spot.
It's just$47 until the workshopstarts, and then it's going up
to$97.
You're gonna get the liveworkshop, you'll get the replay.
If you can't show up live on theday or even for the whole thing,
you are gonna get theworksheets.
And, but if you do show up live,you will get a chance to ask me
anything during q and a session.
Okay?
So let's dive in.
(03:33):
So I had a conversation thisweek with a few people in my
world, okay?
A lot of business owners that Ireally respect.
My clients, my friends and wewere all comparing notes on
Black Friday.
And let me tell you, it was allover the map.
Some people crushed it, likereally crushed it.
All right.
And I have friends who like,were like, yeah, I had like my
best Black Friday ever.
Or it was just as great as lastyear.
(03:54):
Some people were like, yeah ithappened, it was about the same.
It wasn't much better.
I hope to get, I hope to getmore, but it wasn't really much
better than last year.
But a lot of people actually hadtheir quietest Black Friday in
years.
Okay.
And I'm not just talking aboutnewbies, I'm talking about
people with solid audiences,great content, beautiful offers.
And I was just talking to myfriend Lynette, and she had an
amazing Black Friday, but shesaid when her clients, maybe
(04:16):
half them did great, half themwas a lot quieter.
So I kept hearing people saying,I don't know, people are just
not buying this year.
Or like my Black Friday salesjust not doing as well as it was
doing last year at this point.
And these were from people whohave, again, have audiences, are
experienced marketers, and Iactually spoke to some friends
of mine and.
(04:36):
They didn't even buy a lot ofstuff.
They did not buy a lot of stuffon Black Friday.
Like almost nothing.
Not even like on Amazon.
Not like the usual, even likethe impulse stuff for like the
stuff that like, I don't know,like I I always like to get on
Black Friday.
I like to get, things like,Kindle for my kids or whatever,
I don't know, a new Fitbit orsomething upgraded and and
people were not even buying thatkind of stuff.
And I actually saw someone saythat they were they work for
(04:58):
Amazon.
I saw this on threads.
I don't know if it's true ornot, so I'm not going to confirm
or deny this, but she said thatshe works for Amazon during peak
buying times.
And apparently they said theyhad to send them home early
because they were not hittingthe goals that they had intended
to, that that they hadhistorically done.
Now here's what I think ishappening.
(05:18):
And this is important'cause it'snot just about Black Friday,
okay?
It's about what's working rightnow in online business.
And it's not even just onlinebusiness, it's what's working
now in business in general.
I think people are a little bitburnt out.
Okay?
They're burnt out on noise,they're burnt out on vague
offers, they're burnt out onoverinflated coaching and people
just screaming last chance.
And they never even worn them upto begin with.
And the people who did do well,I think they had two things in
(05:41):
common.
One is specificity and the otheris relationships.
So let me break that down foryou.
The first thing is specificity.
When I say specificity, I don'tjust mean niching down.
Okay.
Your offering needs to be soclear that someone reads it and
goes, oh my God, that is for me.
Alright.
Not okay.
That sounds nice.
Or that would be a cool thing tohave.
Or maybe I'll think about it.
Literally, this is exactly whatI need right now.
(06:01):
And I saw my friend Lynette whenshe was, it was very smart
because what she did is beforeher sale even started, she goes,
these are things I'm gonna haveon sale and.
This is, and the sale was verythematic.
She was like, I've noticed thegaps that people have in their
business this year.
And so everything that's on salethis Black Friday, is to fill
those specific gaps.
And she goes, if you have anaudience gap, then here is this
(06:23):
offer for you.
If you're having a problem,selling your one-to-one
coaching, here is an offer foryou if you're having a problem.
And she literally said, if thisis your problem, here's the
solution.
If this is your problem, here'sthe solution.
It was very specific.
And and when I read that, I waslike, wow, this is amazing.
This is this, again, it, becauseit basically says if you notice
yourself in this, then it's foryou.
That's it.
End of story.
You need this thing.
(06:44):
And so I thought it wasbrilliant.
I thought it was fantastic, andI and she did really well.
And again, this is not even forpeople who have huge audiences.
I don't know if Lana has a hugeaudience.
I don't even know how big heraudience is.
I know it's pretty big.
It's decent sized.
I know she has a big audience inInstagram, 70,000 people, but I
don't know what her email listlooks like.
But even if you have a smallaudience, my client, Catherine,
(07:04):
who is going to be featured inthe Built to Scale workshop, she
launched her course lastDecember with an email list of
200 people.
Made over 5K during the holidayseason, working very few hours.
Then she relaunched it again inMay, made over six K, same list.
It barely grew.
Okay.
How her offer was creepilyspecific.
(07:25):
Okay?
It was for a very specific kindof person solving a very
particular problem, and becauseof that, the people who needed
it bought it, right?
So if you compare that to thegeneric, grow your business or
grow your Instagram stuff thatwas flooding inbox during Black
Friday, people are tired ofthat.
Another person who I saw did itreally is my friend Marissa from
Dirty Copy and her, again, heroffers were very specific.
(07:47):
And I personally feel that a lotof her audience was probably
very fresh because she's verygood at doing viral carousels
and getting her carousels goingseriously viral loads of new
followers.
People on her email list.
And I have a feeling that Idon't know, and again, I cannot
confirm or deny, but I do thinkthat people who are fresh coming
into your world really impressedwith what you're doing are the
(08:08):
best people who are likely tobuy.
Whereas maybe you might become,people who have been in your
email list for a long time.
And I've heard this from anotherfriend as well.
People who've been on their listfor a long time are just
watching, opening their email,opening their emails, and just
clicking and not really buyingbecause they're just in the
habit of.
Of following you, but they'renot necessarily in the habit of
buying from you.
(08:28):
So if you might be wondering, ifyour Black Friday launch didn't
convert as well or your BlackFriday sale didn't convert as
well, ask yourselves were, wasmy offer specific enough that
someone could see themselves init immediately as a need to
have, or do they have to domental gymnastics to figure out
if it was for them?
Because if they have to thinktoo hard, they're scrolling
past.
So what I wanna note is when youare thinking about, okay, what
(08:49):
am I gonna be selling?
What should I sell in Decemberfor next year?
What should I be selling nextyear?
What should my, what offersshould I even have in my
business?
I would focus on huge levels ofspecificity, both when it comes
to the target audience for youroffer, but also when it comes to
the exact goal transformationresult of your offer, right?
(09:10):
So a scale, just like a scale ofyour business.
It's like cute and truth is mything.
It's called Build the Scale.
So I'm not even, maybe I shouldchange the name, I don't know.
But it's not about just scalingyour business, it's scale your
business with a specific kind ofoffer working this amount of
time, with this level ofmarketing, it should be very
specific.
And I'm actually thinking now,like looking, like thinking
(09:32):
about how I do things and how Isell.
I'm thinking of pulling outkinda these different pieces,
very specific pieces of myprograms to use as funnels to
bring people into my, my coreprogram.
Because I think that is the bestway to pull people in.
You pull people in withspecificity and then they want
the full ecosystem.
They upgrade to your morepremium, containers or longer,
(09:53):
longer term containers.
I'll be thinking about what canI pull out that is very specific
that addresses a very, thisspecific problem that is problem
focused, right?
Rather not problem focused asbeing a problem, but focus on
solving a problem for someonerather than just something
that's great for people to learnor know.
But even that, that next leveloffer, your signature offer
(10:14):
needs to be very specific aswell.
And I would not drop the ball onthat because if you feel like,
okay, maybe this is this toogeneral, very overall could be
for anyone, or it's addressing ahuge like transformation that
maybe doesn't feel possible todo in three months or six months
or whatever.
I would really think about howcan I narrow down the results so
it's very specific to theproblem someone wants to solve.
(10:35):
So that is personally what Iwould recommend When you're
thinking about what you'reselling next year and what
you're thinking, okay, what isunique to me?
What do I help people with?
That is very specific to me.
What do I help make my clientswith that's very specific to
them, and what problems do theyhave that I can very uniquely
and specifically solve?
I'm using word specific a lot,but that's what I'm talking
about right now, specificity.
(10:56):
So deal with it.
Now the second part is youcannot skip the warmup.
And this one is huge.
And honestly, this, I thinkwhere a lot of people might have
dropped the ball on BlackFriday.
Because you cannot just show upthe week of Black Friday, even
the week before Black Friday,and expect people to buy from
you, right?
If you're like, Hey, I'm justletting you know this is coming,
it's gonna be great, and thenthe next week you're like, Hey,
buy this.
(11:16):
It's gonna be great.
It's so great.
Think about it like this, right?
If I invited you to my house forShabbat dinner, right?
And you never met me before,never been to my house, never
even heard my voice, they had noidea who I was.
You probably would not come.
You'd probably be like, that'screepy and weird.
And like, why are you invitingme to your house with your six
children?
But if we've been chatting formonths, if we've been, chatting
in the dms, if I've been showingup in your inbox with helpful
stuff, if you've been listeningto this podcast for a long time,
(11:38):
you've already gotten value fromme and trusted me, then yeah,
you'd probably show up, right?
And just.
Little invitation here.
If you are coming to Israel forany reason I would love to meet
up with you.
I don't see myself leavinganytime soon for various
reasons.
But I'm here and and you arealways welcome.
So sales work the same way.
(12:00):
The people who did well duringBlack Friday had been nurturing
their email their audience formonths.
They had been growing theiraudience for months.
Okay?
They'd been.
Really consistent about it.
They're not just dropping a salelink and hoping for the best.
Okay?
They'd already built trust.
They'd already proven theirvalue.
So when they said, Hey, thisthing is on sale, people were
like, cool.
I've been waiting for this.
All right.
Maybe people have seen this inthe past and and they were like,
(12:20):
oh, I'd love to get this, butmaybe I can't, it's not the
time.
I'm not ready.
And then they saw thisopportunity and they jumped on
it.
And if people were thinkingabout, I'd love to work with
them again.
I've done this in the past.
Black Friday is a great chanceto get a good deal on coaching
or on offers.
And get a sense of whatsomeone's like and how they
coach or how they teach so.
(12:42):
Here's something important thatI want you to hear.
If Black Friday did notnecessarily go the way you
wanted, do not make it mean toomuch about you and your
business.
But I would use it as abarometer.
Okay, where's my audienceactually at?
What's the relationship like?
What do they actually need fromme right now?
And this is actually a greatopportunity to ask them, send an
email, right?
Jump to the dm.
See, hey, I noticed you checkedthis out, or didn't grab this
during the sale.
What held you back, right?
(13:03):
What would've made thisno-brainer for you?
Because most of the time it'snot personal, okay?
It is information.
Maybe the offer wasn't clear.
Maybe they didn't trust you yet.
Maybe they just couldn't affordit.
Maybe the timing was off, right?
But you won't know unless youask.
And the truth is, black Fridaywas very loud and it was very
noisy.
And just because not as manypeople bought things maybe does
not mean that your offer was notgreat and it just got lost in
(13:28):
people's inboxes.
So I wanna keep that in mind aswell.
Or people might have checked outand been like, okay, I like
this, but there's just somethingelse I want more right now and
it's on sale, so I'm gonna getit.
So don't.
Take it super to heart.
I do think that it is harder toget attention during Black
Friday.
It is, even though people are ina buying mode you really have to
be able to stand outsignificantly in the inbox in
(13:50):
order to make sales.
And so again, that does comefrom, I, I do think it comes
from pre.
Kind of pre warming people up.
And also, like letting them knowhalftime what's going to be on
sale and how it's gonna work andeverything.
So they can mentally plan to buyyour thing.
But if you didn't do that asmuch as you would've liked, and
you feel like your Black Fridaysale did not do as well, you
didn't get as many opens, didn'tget as many clicks.
(14:11):
You're not alone.
People were just deleting liketheir entire, all their emails
in their inbox because it was sooverwhelming for them.
So bear that in mind as well,and don't take it too much to
heart.
So moving forward, start reallybuilding that relationship Now,
find ways and opportunities tohave conversations with people.
In the dms now.
Okay?
Don't wait until your nextlaunch.
(14:32):
Don't wait until you havesomething to sell.
Start showing up, start beinghelpful, start being you.
And use any flop moments.
I'm putting that in quotes asdata, right?
Not as proof that you're failingbecause when it is time to sell,
people buy from people theyalready know and trust.
And here's the last thing, andthis one probably will not
surprise you.
AI is everywhere right now.
Chat.
GPT is writing everyone'semails, people are automating
(14:55):
everything.
And honestly, it is starting toshow, I've been in groups where
someone responds to me with whatis clearly a chat gt generated
comment, and it's so obvious'cause I know, I see what chat
GPT gives me and I can tell.
And I would never ever put thatstuff out now anymore.
And what I'm seeing work rightnow is really is human touch.
(15:16):
The programs that are sellingpeople are the ones that people
are actually investing in, arethe ones that come with real
support.
Yes.
With tools, right?
'cause I love a good AI tool.
Okay.
But.
They're not just looking for acourse that they can binge, not
just a vault of templates, butactual human beings who will
answer their questions, who willshow up on calls and help them
implement.
Okay?
People are craving that rightnow.
They're craving community.
(15:36):
They're craving real community,right?
They're craving someone whoactually sees them.
They're craving people whounderstand them.
So if you're wondering how tostand out in 2026, this is it.
Okay?
Do not try to automate yourselfoutta the equation.
Bring more of yourself in.
Yes.
Use AI to support you.
Yes, use it to speed up yourprocesses, but don't use it to
replace you because at the endof the day.
People are not gonna buy systemsnecessarily.
They're gonna buy thetransformations and the
(15:58):
transformation comes from theconnection that they have.
And I just, I was checking outan ai, a ai okay.
An AI coach that someone wasselling.
And I said, and they had a freetrial, so I checked it out.
And it was so generic.
It was so generic.
I was like, this is not what Iwould expect.
Like she, this person wastalking it up it is the best
(16:19):
thing since sliced bread andthis was going to change
everything for you.
And honestly, I feel I couldhave gotten better results from
my own chat, BT that's alreadytrained on me and my business
and everything.
It was unbelievably generic.
It told me absolutely nothingthat I did not know.
And it's not, and not even fromthe point of view of somebody
who's an experienced marketer.
So I would've known this stufftwo or three years into my
business, even a year or twointo my business, honestly.
I was like, disappointed and Iwas like, if everyone's, if
(16:40):
everyone's doing this the thingis people are still gonna buy
that stuff because people have agood name.
Like people have a name peoplehave a reputation already.
They have a, they have a namefor what they do, right?
Like they, people know them.
Whatever.
Amy Porterfield, Marie Folio.
I don't even, I don't even knowif Marie Folio is still selling.
I haven't seen her stuff inages.
I'm not hundred email list.
But now people who just haveestablished names in the
(17:02):
industry and I don't thinkthey're ever gonna like
completely fizzle out entirelybecause they just capitalize,
continue to capitalize on theirprevious results, which they had
a lot of.
And so they just use that tobring new people in.
And there's gonna be more churnthat way for sure.
But I do think that.
Real human first connection thatcannot be replaced with chat GPT
(17:22):
and cannot be replaced with AIis going to sell.
Okay?
I really think it's gonna sell.
You have to figure out what canI deliver that nobody else can,
that AI cannot.
And the truth is what you candeliver is your experience, your
perspective chat.
GPT does not have yourperspective.
Cha, GBT has everyone'sperspective all mashed together,
and that's not necessarily goingto help.
(17:43):
Okay, so if you take nothingelse away from this episode,
here's what I want you toremember going forward when
you're running a sale, whenyou're launching a new offer,
number one, specificity wins.
Okay?
Your offering needs to be sofreaking clear that the right
person immediately seesthemselves in it.
And if they have to think toohard, you've already lost them.
Number two, you cannot skip thewarmup, okay?
Sales happen after trust.
(18:04):
So if you want your next launchto go, start building that
relationship with your audiencenow.
Put out the content that's goingto, address their questions and
their thoughts and the thoughtsthat they're having that they're
not really sharing.
They're like, oh my God, how doyou read my mind?
That is the kind of stuff thatbuilds the trust that helps
people see, oh my gosh, yes, shegets me, she understands me.
And number three is people stillwant people, okay?
Do not automate yourself out,out of your business.
The human touch is what'sdefinitely gonna set you apart
(18:25):
in 2026, because more and morepeople are automating things and
coming away.
Very unsatisfied.
So if you're listening to thisand you're like, okay, but yeah,
I don't even have an offer yet,a scalable offer yet.
And I, I wanna automate things,but I also don't wanna get
burned out.
How do I, if I can't automateeverything, how am I going to
build my business withoutbringing myself out?
And I do think there's a lot ofstuff you can automate.
(18:46):
Just not there a lot there.
There's certain pivotal thingsthat I think you absolutely
cannot.
If you feel like you're stilldoing everything one-to-one,
you're customizing everydeliverable, and you're still
not necessarily selling, thisworkshop is for you.
Okay?
Built a scale, CEO Mom edition.
And we're covering audience ledoffer creation.
We're co covering the simplethree part launch path that we
(19:06):
used to validate the offer, thatrelying on on huge audiences or
perfect content or anything likethat.
I'm gonna be sharing the kind ofcontent and emails that actually
gets engagement in sales and howto turn this into a repeatable
revenue stream.
That show works whether you areshowing up live or not.
And you're also going to get theScale System 2026 Planning
Visual Map and the scalableOffer Suite worksheet and replay
(19:27):
access because life with kids isnot predictable, and This is
going to be your step-by-stepplan for launching and building
your signature suite spot.
I call it a signature sweet spotbecause your offer suite is
gonna be built around asignature offer that is going to
be very specific and is going tobe exactly what your ideal
client needs and.
(19:48):
That is what I want for you in2026.
I want simplicity and I wantscalability.
So head to the link indescription and grab your seat
now$47 before it goes up.
And if you got value from thisepisode, do me a favor,
screenshot, share in yourstories.
Tag me at the Yale bend to handand let me know what landed for
you.
Thank you so much for beinghere, for listening.
I'll see you next week and Iwould love to hear if you wanna
DM me on Instagram, how yourBlack Friday sale went, or how
(20:10):
your Black Friday buying stylewas.
I'm just so curious.
Like the more information Ihave, the better.
I love.
Information.
So if you wanna share with me, Iwould love, love, love to hear.
So have a wonderful rest of yourday and I'll see you next week.
I can't thank you enough forlistening to raising your
business.
I hope this episode has inspiredyou to take another step towards
building a business and lifethat you love, and growing your
(20:31):
income in a way that works foryou and your family.
If you enjoy this episode,please take a second to rate and
review and let's connect that onInstagram screenshot and share
it on Instagram Stories so wecan get the word out to more mom
business owners like you.
Tag me at the El Behan and shareyour biggest breakthrough from
today.
See you next week.
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