September 30, 2025 • 40 mins
Trevor Crump and Mark Goldhart dive into the challenges posed by iOS 26 for text messaging and email marketing. They explore innovative strategies to combat filtered messages, including Facebook groups, Discord communities, and broadcast channels. The duo shares insights on preparing for Black Friday, emphasizing the importance of scaling ad budgets gradually, maintaining evergreen campaigns, and offering at least 35% discounts. They reveal a unique two-pronged approach to Black Friday sales that has yielded a 30% improvement in overall November performance.
Follow us on Instagram and TikTok @unstoppablemarketerpodcast for more marketing insights and direct feedback!
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:00):
iOS 26 is released, which is gonna change text
messaging.
It's gonna filter out.
Unknown senders.
What is the solution?
Is it apps, Discord communities,broadcast channels, or is it
like, hey, just like everythingin life that you have to do all
of it, it's all hard.
SPEAKER_01 (00:14):
And you might need to do a lot more to do the same.
Yo, what's going on, everybody?
Welcome to the UnstoppableMarketer Podcast.
With me, as always, is MarkGoldhart.
Mark, how are you?
SPEAKER_00 (00:25):
Doing good.
How are you?
SPEAKER_01 (00:27):
I'm good.
I'm very good.
SPEAKER_00 (00:30):
It's been a crazy couple weeks.
SPEAKER_01 (00:33):
Yeah, we missed last week.
Pardon us.
Um yeah, it's been a crazycouple weeks just because of
obviously the the whole shootingof Charlie Kirk was crazy in its
(00:54):
own ways, but it has it seems tohave impacted the like there's a
strong correlation to impactinga lot of brands' performances
right now.
And and not necessarily becausewell, attention is just gone.
Yeah, that's what I was gonnasay.
It's not necessarily becausepeople are obviously people are
(01:17):
mourning that, and you know, butsometimes things happen uh
economically, like for example,where gas prices rise and then
people get nervous so they slowtheir buying down.
And then there's other thingsthat happen where it's not
necessarily a slowing of buyingand it's more of a where are
people's attention?
(01:38):
And right now people's attentionit has been on that.
Which will be which will beinteresting because how much
longer that lasts simply due tothe fact that one, the shooter
has been caught, two he had hisfuneral as well.
Is that on Sunday?
SPEAKER_00 (01:59):
Sunday, yeah.
SPEAKER_01 (02:00):
So I think I think it'll be very interesting to see
what happens this week.
SPEAKER_00 (02:03):
Yeah, it will.
SPEAKER_01 (02:04):
In my opinion.
SPEAKER_00 (02:06):
Yes, hopefully.
Um but you have a lot of thingshappening.
iOS 26 is released, which isgonna change text messaging.
It's gonna filter out.
Unknown senders.
Yes.
So in order to find unknownsenders, people have to go and
click on this like filterbutton.
Yes.
(02:27):
Um, on the top right handcorner.
SPEAKER_01 (02:30):
You're essentially just adding it's essentially
just added what one extra step.
Yeah, kind of like what Gmailhas done with their promotion
and social folder.
So it doesn't come into yourprimary inbox.
So now you have multiple inboxesin your SMS, which is going to
be extremely painful for peoplewho are heavily reliant on SMS.
(02:53):
So what needs to happen probablythe the if I remember right, you
might remember the bell curve ofyou you've got the the typical
bell curve of early adopters,you know, versus late adopters.
Yeah.
Anytime an iOS comes out, it'swhat, six months before anyone,
like everyone fully jumps on it.
(03:16):
So even though it's out, youprobably won't see the negative
impact as much for the nextcouple of months as more people
starting.
SPEAKER_00 (03:25):
It'll yeah, it'll be a gradual probably right around
Black Friday time.
It'll make everything worse overthe next two, three months.
So for text message signups umand people who haven't saved
you.
So you're gonna have to takesome preemptive measures to A
make sure that they're lookingfor the unknown sender, which is
gonna be you, yep, responding toit and then saving the contact.
SPEAKER_01 (03:50):
Yeah, I've heard that that's what they need to
do, is they need to actuallysave the contact.
SPEAKER_00 (03:54):
So if they save your contact, you'll be good.
So you're gonna have to everycompany is gonna be different
depending on your demographic.
But man, see, that just likebrought up an idea though.
Has anybody tried, instead ofdoing a text message sign-up,
just doing a depending on theplatform?
(04:14):
Like you know how on Instagramyou can have like the community
that also pushes likenotifications differently.
SPEAKER_01 (04:26):
I'm sure people have tried it, but uh you definitely
don't hear anyone talking aboutthat.
SPEAKER_00 (04:30):
I've never seen, I mean, there's not a lot of money
to be made there for oh like forlike a software to come in and
do something with that.
But I yeah, I'm curious how thatwould because it's different
than a follower, right?
SPEAKER_01 (04:44):
Well, I've had a lot of brands, yeah.
I've I've seen I've heard a lotof brands who are doing a lot
more with DMs and they're tryingto utilize uh like like you have
a uh like there's a there's acompany, SS company out there
called Manny Chat, and you canDM people who are following you
in masses.
(05:05):
Like what's it called?
SPEAKER_00 (05:06):
It's called uh a broadcast.
SPEAKER_01 (05:11):
Yes, which is essentially anybody who has an
Instagram platform, you know, af uh a follow a following or a
profile, you can create abroadcast channel and invite all
of your followers to that whereyou can do private, you know,
have private conversations,private events within a like
(05:33):
group channel that only you canessentially moderate.
Yeah, I think you can addmoderators to it now.
SPEAKER_00 (05:40):
I think you can.
SPEAKER_01 (05:42):
Um how often people like that are, you know, you
like how often consumers areutilizing it, I have no idea.
SPEAKER_00 (05:50):
I don't know, but there's just gotta be there has
to be an easier way for this.
Like that's what I'm that's whatI'm trying to figure out.
SPEAKER_01 (06:00):
Yeah.
SPEAKER_00 (06:01):
And and irregardless of how much you preempt this,
you're not gonna, your sign-uprates probably won't be what
they used to be.
SPEAKER_02 (06:11):
Yeah.
SPEAKER_00 (06:12):
Like I'm willing to bet that.
Like if you have a sign-up rate,like if you use attentive and
you have your you know, yoursign-up rates of let's let's say
it's 20% or 23% or whatever.
Sure.
My bet is that it goes down to18%.
Like, yeah.
Because you're just gonna haveenough people that again, it's
(06:34):
top of mind.
Like they're gonna say, okay, Ijust signed up for this, but
then they get distracted andthen they don't press that
filter button, and then that youhave enough other things that
fill up the unknown senders thatthey're not gonna see it.
SPEAKER_01 (06:46):
This happened to me the other day.
Like, I was wanting to buy acool like throwback University
of Utah hat, and I saw an ad forit.
And like right when it poppedup, I had a 20, it was like,
hey, 20% off your first order.
And I was like, well, I want tobuy that hat, I'm going, I might
as well get 20% off.
(07:06):
You know, I was gonna buy itwithout it.
But once I saw that carrot of20% off, so I signed up for my
SMS.
SPEAKER_00 (07:13):
And then forgot.
SPEAKER_01 (07:15):
And it took like 15 minutes for it to get to me.
So whether there was an error onthe uh on the sender side of
things or they just maybe had atoo long of a delay and I didn't
buy it.
But I was willing to buy itwithout the promo code.
Does that make sense?
SPEAKER_00 (07:35):
No, it makes sense.
We've seen that before thatsometimes the pop-ups actually
decrease conversion rates.
You know?
So I mean we've seen pop-upstotally destroy conversion rates
just by swapping it, and if theydon't work.
SPEAKER_01 (07:47):
Yeah.
SPEAKER_00 (07:48):
So yeah, this will be something that we're testing
in our agency as we, you know,in our accounts, but I do wonder
if the solution is just simplyget people to buy.
Like your best bet is that theyactually buy something.
SPEAKER_01 (08:07):
I mean, what what do you mean?
SPEAKER_00 (08:09):
Your best bet is like just don't if you're gonna
offer a discount, just offer thediscount and just get them to
buy now.
Oh, versus like sign up anddon't make them get off your
website ever.
Yeah.
Because like if you get theirtext, you'll you'll get their
number when they purchase.
SPEAKER_01 (08:25):
Which what so what you could do, right, is what so
you could just put it in thethank you message.
A lot of people don't do thatanymore.
So what would happen is whensomebody would subscribe in a
pop-up in the early days, soback when it was this was like
2016 when we were doing this,you would send an email.
So they would subscribe, youwould send an email, but on the
thank you would be like, oh,it's welcome 10 or welcome 30 or
(08:45):
whatever.
It would be like right there.
And then people stopped doingthat so that they would actually
jump into their email and go getit and add the extra step.
SPEAKER_00 (08:56):
Exactly.
SPEAKER_01 (08:57):
So instead, so what you're saying is like it's
almost like reverting back tostill sending them the email,
right?
They're still subscribing to theemail and SMS, but you're
actually giving them the coderight there once they've done
it.
It's like once they clicksubmit, then it's like, hey,
thank you, Mark.
Here's welcome code 15.
Goes yeah, enjoy your purchase.
SPEAKER_00 (09:19):
And then for the people who purchase, then you
can preempt them.
Yeah.
Because they're gonna want toget their order stat.
Yeah.
Yeah, exactly.
Yeah, we So preempting in theorder in the purchase is always
gonna be easier than before thepurchase.
Right.
Because people are gonna be moreanxious about what's going on
with their money.
Um yeah, I mean, there'sdefinitely a lot of things.
(09:40):
Like obviously, you still wantto build your email and SMS
lists, like we do know peopleconvert off of those later, and
we do know that sometimesthere's certain products that
have more of a research,discovery, educational phase to
it.
SPEAKER_01 (09:55):
Yeah.
SPEAKER_00 (09:57):
But these are things that I mean, this is just a new
world.
Like, we're gonna have to overthe next little bit.
I think every brand's gonna haveto rethink their strategies.
SPEAKER_01 (10:10):
SMS strategies, email strategies, all their
retention strategies, communitystrategies, really.
Yeah, a hundred percent.
SPEAKER_00 (10:17):
Like community strategies on on how to actually
get a hold of your customers.
SPEAKER_01 (10:26):
Yeah, and it couldn't come at the sign-ups.
And it couldn't come at a worsetime.
Right before Black Friday.
Right before Black Friday, whereyou know, the majority of the
people who are gonna return whohave bought from you are usually
coming back in November.
SPEAKER_00 (10:41):
And SMS and email play a huge part in that.
So I don't know what the Ireally don't.
I wish I had an answer, but Idon't know what the answer is.
All I know is there are somethings that I know most people
haven't tried.
SPEAKER_01 (10:55):
Yeah.
SPEAKER_00 (10:56):
Like people haven't really tried.
There's the Facebook groups, andthose do great.
Like we know with certaindemographics, VIP Facebook
groups that people join performbetter than email.
SPEAKER_01 (11:09):
Totally.
There's just something weirdabout a community, and you would
think, like, oh, it's a clothingbrand, what like you know, or
I'm uh shoes or sunglasses, butlike there's something
interesting about giving peoplea little space like that,
especially in the female market.
You recognize it that it's muchmore powerful if your market is
(11:29):
female.
SPEAKER_00 (11:31):
Yes.
Although it's kind of adifferent category though,
because I'm in a bunch ofFacebook groups, but it's all
around the outdoors.
Sure.
So like I'm in company Facebookgroups, but it's around like fly
fishing gear.
And they're useful because it'ssomething very specific to a
(11:53):
hobby.
It's very specific and it's moreof like a pursuit.
It's not just like a pair ofshoes.
Like I wouldn't, I would neverbe in like a Nike Facebook
group.
Yeah.
SPEAKER_01 (12:03):
Yeah, I think that's a great idea.
Like, could could you start to,you know, part of the
conversation we want to takeright now is like we want to
kind of like mer merge this intohey, what should you be doing to
prep for Black Friday?
But one of the things that maybeyou could be doing to prepare
for Black Friday is gettinganyone who is in your SMS or
email community into a FacebookVIP community.
(12:27):
Now there's obvious risks tothose communities because they
can be shut down at the youknow, snap of a finger.
SPEAKER_00 (12:33):
Well, it goes, yeah, it goes back to the old argument
was owned media.
SPEAKER_01 (12:38):
Yeah.
SPEAKER_00 (12:39):
Like you don't own your Instagram page.
SPEAKER_01 (12:42):
You don't own your Facebook VIP community.
But you can now make the sameargument that you do not own
your email list anymore becauseat any given time, Apple can
make a change that but the WorldEconomic Forum in 2014 said that
we'll all rent and we'll all behappy in the future.
So I think that's a huge thingthat people should and can start
doing now, and and whoever'smanaging your SMS can start
(13:04):
building up a community.
SPEAKER_00 (13:06):
I just think the old way of thinking about owned
versus borrowed or renteddistribution is just I it's
probably dead.
Yeah.
Because it doesn't matter if youown it or if it's rented, it it
matters that it works.
SPEAKER_01 (13:21):
Totally.
SPEAKER_00 (13:22):
Totally.
SPEAKER_01 (13:24):
So so I think Well, because the argument was the
argument was that if if analgorithm changes Instagram
can't take it away from you.
You're in trouble.
SPEAKER_00 (13:32):
It's like, well, you know, we've already gone through
10 algorithm changes and peoplehave already seen, you know,
like we've already lived throughit, and now we're seeing us get
hit on the SMS and email side.
So at the end of the day, likewhat is the solution?
Is it Discord communities?
Is it you have your own app?
(13:54):
You know, having your own apphas helped some companies pretty
tremendously.
Sure.
Because your returning customersjust use the app, right?
And you can do pushnotifications.
SPEAKER_02 (14:03):
Yeah.
SPEAKER_00 (14:05):
And you can incentivize to turn on push
notifications for new releases.
SPEAKER_01 (14:09):
Yep.
SPEAKER_00 (14:11):
So is it apps, is it Discord communities, is it
broadcast channels, or is itlike, hey, just like everything
in life, it just you have to doall of it, it's all hard, but
yeah.
SPEAKER_01 (14:22):
And you might need to do a lot more to do the same.
SPEAKER_00 (14:25):
Yes.
SPEAKER_01 (14:25):
Right.
Right.
Whereas like as as email and SMSare getting harder and harder.
Let's say you are making ahundred thousand dollars a month
from email and SMS by sendingout four emails, five emails a
month, you may need to send outtwenty a month to do the same.
Or maybe even less.
SPEAKER_00 (14:45):
Or just yeah, you're gonna have to send out more
emails.
You're gonna have to get moreresponses, more incentives, more
at bats, better offers.
But at the end of the day, it'sgonna come down to creative and
offers.
Yep.
SPEAKER_01 (15:02):
So how about creative offers?
SPEAKER_00 (15:05):
Creative offers.
Yeah.
Taking bigger swings of notstanding in, I mean all that.
But but yes, Black Friday iscoming up.
We do know that CPMs always tendto go up dramatically.
We know that existing customerspend tends to go up as well.
We know that your cost perclicks go up, but conversion
(15:29):
rates also jump.
I mean, on average.
And oftentimes click-throughrates jump.
Yes.
So you're gonna you're generallygonna see like a hundred to two
hundred percent increase inCPMs, sometimes three hundred.
Yep.
SPEAKER_01 (15:40):
But you will see also uh 200% in conversion
rates.
In conversion rate and linkclick-through rates.
SPEAKER_00 (15:49):
And click-through rates.
So it all ends up working.
Um buyer behavior tends to bethe hottest.
So how do you properly preparefor Black Friday?
Well, number one is get yourSMS, like figure out iOS 26 and
what that means for your brand.
SPEAKER_01 (16:07):
Yep.
SPEAKER_00 (16:08):
Because if you're counting on SMS in November, I
think you should be sweating anddiscover what what the actual
impact is.
SPEAKER_01 (16:19):
Yeah.
So some things, some things thatyou can be doing right now for
that.
Um, because because uh email'sgoing through the same issue
right now, too, right?
More and more stuff is gettingpushed to promotions.
So email, like yes, SMS isgetting it is called.
SPEAKER_00 (16:34):
So your personal box doesn't yes.
And most people, and you justhave to remember, we're we're
business owners, we'remarketers, like we we're looking
at all of these tabs just toknow what's going on.
Most people don't even bother.
Totally.
Yeah, it's very true.
Most people won't even bother tolook in a promotions tab.
SPEAKER_01 (16:51):
No one does.
Unless you are looking forsomething very specific.
SPEAKER_00 (16:56):
Oh, wait, I should, yeah, unless they like have an
order confirmation email.
But they're like, I don't seethat.
Where is it?
SPEAKER_01 (17:02):
Yeah, so like some things we're working on clients
with right now on the email sideof things, is we are saying, for
example, like there's ways tofendangle getting out of the
promotion box.
One is you use a lot lessimagery.
Another is so you're using plaintext, like you're going back to,
you know, it looks like somebodyliterally HT, you know, typed it
(17:24):
out.
So plain text, you're not usingwords like sales and offers and
promotions, because that's whatit's scraping and looking for,
especially in the subject lines,trying to get people to respond
back to those emails.
So that's a really, reallyinteresting hack.
So if somebody saves an email orstars an email or replies to an
(17:46):
email, that shows Gmail or AppleMail what you're sending to them
is valuable and value equals,you know, if you if they get
enough of those value signals,it's in Gmail's best interest to
put the right stuff in yourinbox.
Right?
And the same same goes with it,it's kind of how ads work for
(18:09):
for, for example, Google Ads.
The way Google Ads is able tofunction is let's say, let's say
you type in Apple iPhone, likein Google.
And if Samsung is paying more toadvertise than Apple is, Samsung
still will not pop up at thevery top.
(18:32):
And and it's in Google's bestinterest to do that that way.
And they don't, they don't letjust the people who have the
most money win.
Right.
Because if they do start puttingthe things up that the consumer
is not looking for, then theconsumer is start to is gonna
start to say, Hey, is Google theright search engine for me to
work with?
Right.
So it's the same thing with withGmail, right?
SPEAKER_00 (18:54):
Like which by the way is the same principle in
meta.
Totally.
SPEAKER_01 (18:59):
And it's and the point I'm trying to make is it's
the same principle acrosseverything you do, whether it's
meta, whether it's Google orGmail.
If you are responding tomessages from brands, then
that's gonna signal to Google tosay, hey, we need to probably
start showing more people this.
Like people are finding thisvaluable.
(19:20):
So one of the things that we aredoing with a lot of brands is
like, let's say a brand sellslike a product that's slightly
more expensive.
Have them sign up for awarranty.
Like, you know, hey, you have alimited lifetime warranty, but
you have to sign up for it.
And when they do that, they'regonna get an email confirmation.
And you could say something likethis, right?
(19:41):
You can kind of be sneaky tosay, hey, in order to get this
warranty, you're not throughyour final step.
Your last final step is you justneed to email us back saying
received.
SPEAKER_00 (19:49):
Yes.
SPEAKER_01 (19:50):
And that that seems logical for a lot of people.
SPEAKER_00 (19:52):
It does.
SPEAKER_01 (19:53):
Okay, that makes sense.
SPEAKER_00 (19:55):
That's a really good hack.
SPEAKER_01 (19:55):
You know, or or hey, I need to save this email.
Like, hey, you need to save thisand reply received so that our
team knows you have it.
And you say it like that, andnow all of a sudden people are
going who anyone who signs upfor a warranty, no one's not
anyone who's gonna go throughthe through the uh process of
filling out a warranty sheet,which is often time like your
(20:17):
name, your email, your address,and your order number.
Those are generally the thingsyou need to apply for a
warranty.
Everyone is gonna click replyback and say received.
So prep prepare your emails.
I think the other thing you cando to prep on the email side of
things in preparation for BlackFriday is take your unengaged
(20:38):
people and for sure startsending them value-based text
mess or uh text-only, not notimage emails to see if that will
start to re-engage and get themin there in that inbox so that
when it does come to BlackFriday and you start to promote,
promote, promote, something'sgonna be happening on the Gmail
(21:00):
side where maybe it's gonnastart to go into the inbox
versus the promotion folder.
SPEAKER_00 (21:03):
Correct.
SPEAKER_01 (21:04):
So those those are my thoughts on like hey, this is
how you can kind of prep tostart to get your email back and
ready.
Not to mention all the thingsthat you just talked about on
the SMS side of things.
This episode of The UnstoppableMarketer is brought to you by
BFF Creative.
Let's be real, hiring designersand video editors can get super
expensive.
And that's what I'm excitedabout what BFF Creative has
(21:26):
done.
They've built a subscriptiondesign service that gives you
the feel of an in-house creativeteam, but at a fraction of the
cost, which I'm sure we allcould use right now.
From ad creatives to socialmedia posts to video edits to
full website designs, BFF givesyou unlimited designs and
unlimited requests starting atjust$1,000 a month.
The best part about this istheir custom app makes it super
(21:47):
easy to submit projects, givefeedback, review work, and store
all of your creative in oneplace.
As a listener of the podcast,you get 25% off your first two
months with code Unstoppable25.
That means unlimited creativefor as little as$750 a month.
Go check them out right now atbffcreative.co.
SPEAKER_00 (22:07):
What if you told people you were gonna call them
for yet?
Like what if there was uh an AIbot that could call?
So like they're on the phone,they answer the phone call and
they save the number.
SPEAKER_01 (22:18):
I never would answer a number.
I didn't.
SPEAKER_00 (22:20):
Yeah, but if you're signing up for something and it
says you're gonna receive a callto sign up.
SPEAKER_01 (22:23):
Yeah, maybe.
Because those aren't filteredout.
unknown (22:26):
Right.
SPEAKER_01 (22:26):
It will sometimes say uh what is it, what does it
say when it's almost uhpotential spam or something?
SPEAKER_00 (22:32):
Unknown callers are blocked out.
You get a with this new?
Yes.
Oh.
But it preempts them.
So it says if you if you're anunknown caller, you have to
identify who you are in orderfor that call to come through.
SPEAKER_01 (22:47):
Okay.
SPEAKER_00 (22:50):
So for example, I've gotten two calls today from I
don't know who this person is,but the only reason why I saw it
is because they identifiedthemselves.
Interesting.
SPEAKER_01 (23:03):
Okay.
I think it's an interestingidea.
SPEAKER_00 (23:06):
So, anyways, that's just a little what if statement.
Who knows if that's valid ornot?
But I'm just trying to think ofhow do you get people to just
sign up, right?
Yep.
Um, now ad strategy.
So do a quick audit of lastyear, what you did, what you're
expecting to do this year.
Um you can get in depth as youwant.
(23:29):
It's usually going to beinvolved around like product
categories and discounts andconversion rates and cost per
from your ads that you did lastNovember during your sales
periods, and try to account forwhat you did through SMS signups
and emails and returningcustomers.
And then once you have thatchannel by channel report, you
(23:50):
can start projecting out.
Um, a big mistake that you'llsee a lot of people make in
Black Friday moments is theyscale too quickly.
So what I personally like to dois after the email goes out,
you're scaling up a little bitup to Black Friday before the
(24:11):
series, knowing that yourperformance will dip suck.
SPEAKER_01 (24:15):
Yes.
SPEAKER_00 (24:15):
From a ROI perspective.
SPEAKER_01 (24:17):
But it theoretically will mitigate.
So if let's say you're goingfrom$1,000 a day to$10,000 a
day, you'll see a huge decreasein performance if you do that.
Potentially.
SPEAKER_00 (24:32):
Potentially.
Based on the previoushistorical.
Yeah, there's things likeone-day click optimizations and
there's some stuff that whatyou're saying is.
SPEAKER_01 (24:41):
Generally speaking, you're gonna want to scale up.
Could we get up to three or fourthousand dollars a day before we
jump there that mitigates that?
SPEAKER_00 (24:47):
Correct.
unknown (24:48):
Yeah.
SPEAKER_00 (24:48):
So you're gonna want to start scaling up depending on
how long your sales period is,too.
Some of that factors into it,but just plan on how you scale
up.
SPEAKER_01 (24:56):
If you generally, if you jump budgets too quickly,
it'll totally wreck your 500%increase in CPMs.
SPEAKER_00 (25:04):
Yeah, generally.
Um, and just performance becauseit that it sets everything back
into learning.
SPEAKER_01 (25:10):
Yeah.
SPEAKER_00 (25:11):
But one way to mitigate bigger pushes in price
or in or in cost or what inexpenditure, expenditure in the
ad platforms is it depends onthe learning, right?
So one thing that can help thelearning is your emails and SMS
and returning customers comingback for the first part of the
sale.
Yeah.
That's gonna get the pixelfiring.
(25:32):
It can help the learning phasefor your budget increase.
So go back and look at what kindof budget you should be planning
for.
It's gonna generally, I mean, wesee depending on your brand,
sometimes it's a hundred percentincrease, sometimes it's a 10x
increase in daily budget.
SPEAKER_01 (25:50):
Yeah.
SPEAKER_00 (25:50):
Sometimes it's 20, 30, 40x.
And if budget, depending on thebrand, like sometimes we keep
going up as the sale progresses.
Yeah.
So have a forecast, some kind offorecast ready.
Yeah.
And plan to spend more.
SPEAKER_01 (26:07):
Also look at like when you say forecast, just to
kind of add addition someadditional things to
forecasting.
What one thing that I will liketo do is I would like to go look
at like what my efficiencymetrics were for a brand last
year.
And just FYI, we looked at thisbefore we came in.
Efficiency in link click-throughrates and cost per link clicks
(26:28):
and all that kind of stuff waspretty much sixes from 2024 to
2023.
Like when you look at the finalmetric with you know, the cost
per click.
Yeah.
Okay.
And and year to date for 2025compared to 2024, it's up like
10% cost per clicks.
So just uh understand that likethings are a little less
(26:50):
efficient this year.
unknown (26:52):
Yes.
SPEAKER_01 (26:53):
From from the first touch, not necessarily from the
you know, conversion rates aredown for a lot of people.
So that's a different story.
So I oftentimes, if you overBlack Friday had a let's just
call it a 10 ROI.
So for every$1 you spent in adsover Black Friday, you made$10
back.
(27:14):
Forecast as if it's going to dip20% or so.
And then also forecast as ifit's going to increase like
efficiency by 20%.
So that's generally what we liketo do.
So we have just kind of like ahere's a sandbag number.
So if I want to do a milliondollars, this is what I need to
spend in order to do that.
(27:36):
And if things efficiently getbetter, then I actually have to
spend 20% less.
So that's what we kind of liketo do oftentimes.
And that just sets a goodexpectation for your brand.
Yes, it does.
Right.
Because things don't always goand notoriously year over year,
sale over sale, when we havedata for the last five years.
The sale data, even though theBlack Friday Facebook data seems
(28:00):
the same at the top level, yearover year it is less.
It's just what's been happeningfor most people.
SPEAKER_00 (28:08):
Yes.
SPEAKER_01 (28:09):
Especially most people whose sole reliance is on
ads.
Correct.
Different if you have a reallysolid organic strategy.
And or dish, I should other sayother distribution strategies.
SPEAKER_00 (28:22):
And honestly, we see a lot of people in this
situation, but the only way outis through in certain
situations.
And in this one, you're probablybetter off just spending more
and acquiring more than you aretrying to spend less and save
whatever it is, the efficiencythat you're trying to save.
SPEAKER_01 (28:44):
I think a couple other notes on the meta side, I
agree with you, is uh don't turnoff your evergreen stuff.
That's a huge mistake.
SPEAKER_00 (28:52):
Um yes, never turn off evergreen.
Yep.
SPEAKER_01 (28:55):
Because those ads are oftentimes going to be so
much better than the ads thatyou make specifically for the
Black Friday sale.
Yes.
I think another thing tomention.
SPEAKER_00 (29:02):
And as you scale up, try to keep those separate.
Yeah.
Um generally we'll do like aone-day click optimization off
of the Black Friday ads becausewe're expecting people that they
should go buy now.
Right.
Evergreen versus one can be lessthan at a seven-day.
Yeah.
So, but you still want to scaleyour Evergreen ads because they
(29:24):
just do they generally do abetter job of of explaining who
you are, of selling what you do.
Yep.
Because a Black Friday ad islike 40% off, 30% off.
SPEAKER_01 (29:34):
Also remember that last year's best performers
could be this year's bestperformers too.
So you don't have to, yeah,don't reinvent the wheel.
Like if something was workingreally, really good last year.
Not saying don't test new stuff,but yeah, I think that's an
important thing to trust dynamicin sales too.
SPEAKER_00 (29:53):
So flex ads and dynamic ads tend to work very
well during sales periods.
So trust those.
Um last thing is discountamount.
SPEAKER_01 (30:07):
Yes.
Say it.
SPEAKER_00 (30:10):
You are not considered a real Black Friday
sell if you're not giving over30% off.
SPEAKER_01 (30:17):
Yes, we've done every year we run a survey at
the end.
A lot of times we do it beforeand after.
I'm remembering this.
SPEAKER_00 (30:26):
People are expecting 30%.
And 30% is just like baselinemeh.
SPEAKER_01 (30:30):
Yes.
If it's under 30%, it's like 78%of people do not consider that a
worthwhile Black Friday offer.
SPEAKER_00 (30:41):
Correct.
They will look somewhere else.
SPEAKER_01 (30:43):
But if it's over 50%, it doesn't impact the
conversion rate much.
SPEAKER_00 (30:51):
Correct.
SPEAKER_01 (30:52):
Does that make sense?
unknown (30:53):
Yeah.
SPEAKER_00 (30:54):
So basically the sweet spot we have found is 35,
like the lower the lower end is35%.
To 45%.
To 45%.
SPEAKER_01 (31:01):
That's a really good sweet spot for Black Friday.
If you're wanting to do asitewide sale.
SPEAKER_00 (31:04):
Yeah.
Also, don't make it complicated.
SPEAKER_01 (31:08):
Yes.
SPEAKER_00 (31:09):
I promise you, if you if you're trying to bucket
things and make this allcomplicated, like, oh, 50% this
category, 30% other categories.
SPEAKER_01 (31:20):
We or spend 100, get 10% off, spend 200%, get 20%
off, spend 300, get 50% now.
SPEAKER_00 (31:26):
You can do free gifts and like, hey, if you
spend X amount of free gift,we've seen bundling work.
The yeah, we have tended to seejust the performance dips pretty
significantly when you're tryingto categorize it into too many
ways to try to game the system.
People just want a flat, simpleoffer, and then they want
(31:48):
surprises.
So hey, I'm coming to soar, Iknow I'm gonna get 35% off.
SPEAKER_01 (31:53):
Like I know that getting site wide, this is off.
SPEAKER_00 (31:56):
Awesome.
No matter what, I'm getting 35%off, but like I add to cart and
then I see, you know, hey, ifyou add if you spend an extra
$25.
SPEAKER_01 (32:05):
Another pair of shoes, yeah.
SPEAKER_00 (32:07):
Your total savings is 50% off.
Yeah.
SPEAKER_01 (32:10):
Sure.
But that's not the offer thatthey that's led them to say, I'm
gonna come back.
Correct.
Yeah.
SPEAKER_00 (32:17):
The other thing, the other thing that is uh but don't
like have it all mapped out andturn it into a big system on
your website.
We just tend to see conversionrates drop pretty cheaply.
Auto apply the discounts too.
Auto-apply.
Don't make people type anythingin.
SPEAKER_01 (32:32):
Put it all over your website.
You have a lot of people whowill just put it in the ads, but
they'll be like, Well, I don'twant to put it across my my like
they're trying to get it.
There might be some people whowill buy it full price.
It's like at that point, itdoesn't matter.
There's gonna be so you willmake your conversion rates will
increase so much more if it'sblastered all over your site and
if it's just auto.
(32:52):
Um, one thing I was gonna say,not to not to complicate the
offer, but let's say you'redoing a 35% off sitewide sale.
I really like the idea of givingall of your returning customers
an upgraded deal.
So, like, hey, if you're if youare a if you are a customer, you
(33:14):
know, for all of our ourcustomers, enter in this promo
code and you're gonna get a freegift with anything you purchase.
SPEAKER_00 (33:20):
Yeah, free gift.
And also a deal isn't givingthem anything different, it's
just giving it to them at adifferent time.
Yeah, for sure.
So we've seen some companieshave a lot of success with new
or returning customers andsaying because you're a loyal
customer, yes, your Black Fridaystarts now.
SPEAKER_01 (33:40):
Exactly.
Yeah, yeah.
SPEAKER_00 (33:41):
Like get it before the rush so you get your stuff
just in case it sells outbecause a lot of times things
will.
So you can get your packagefaster on time.
Yep.
You're not gonna deal withinventory issues.
SPEAKER_01 (33:56):
Yeah.
I like that.
I think another thing reallyquickly to mention, because
we've done this the last fouryears, is do two, we love doing
two Black Friday sales.
SPEAKER_00 (34:06):
Yeah, one at the beginning and one at the end.
SPEAKER_01 (34:08):
We're kind of like obsessed with this idea where it
sucked last year.
Well, I shouldn't say it sucked.
It was harder last year becausewe had the elections.
SPEAKER_00 (34:16):
And so Yeah, the elections kind of sucked the
attention from the first part ofNovember.
Yeah.
SPEAKER_01 (34:21):
So normally what we like to do is like first week,
first Friday, which I think isthe seventh this year.
You you launch a Black Fridaysale, you call it Black Friday
sale.
It goes from Friday to Monday,similar to how you would on
normal Black Friday.
You do your site-wide sale, youdon't say we're doing another
one.
You don't say this is the, youknow, you don't say it's the
only one either.
You just say this is our biggestsale of the year, it's Black
(34:42):
Friday sale.
And what happens is you competewith less CPMs, which is really
nice with lower CPMs.
Number two is you get the type Apeople who are just like, you
know, and the people who havemad FOMO who will buy
immediately.
And then what you do is youactually do a normal Black
Friday sale.
(35:02):
You do the same discount becauseyou don't want people coming
back and saying, you know, youdon't want to go 30% off and
then 40% off because then you'regonna have the people who bought
it for 30% off who are gonnasay, I want to return it to get
an extra 10%.
So you do the same discount,maybe you add a free gifted
purchase.
Because that, you know, that'snot enough for people to like
change, you know, their salesstrategy or their uh their
(35:24):
purchasing strategy.
And the beauty of doing thesecond one is for all the people
who had FOMO and didn't buy,they buy immediately because
they were like, oh my gosh, Ican't believe I missed that
T-Mobile sale or whatever.
So they go and buy.
For all the people who boughtduring the first one and loved
(35:44):
it, you get returners whoregretted not buying more for
gifts or for themselves orwhatever it might be, they buy
more.
And for the people who waited,because they're like, hey, I
just know that this is when I'mdoing my stuff.
I I know they're gonna do it.
You you end up collecting thosepeople who didn't buy, who
waited.
SPEAKER_00 (36:04):
Yes.
SPEAKER_01 (36:05):
I highly recommend you don't there's a lot of
people who want to do salesbefore and not actually over
Black Friday to compete.
That is a bad idea.
We have watched it, we've seenit, we've looked at the data.
There is just a buying seasonwhere conversion rates are
higher over Black Friday.
SPEAKER_00 (36:25):
So well, it's the expectation.
Most people are expecting thedeals during certain times.
So make sure they are there.
So you you will lose, you willlose out on money.
SPEAKER_01 (36:37):
You might you might save on cost per clicks if you
do it three weeks before andthat and only that.
But the conversion rate thatwill happen over Black Friday,
the intent to purchase is somuch higher.
SPEAKER_00 (36:52):
And we've made that mistake with brands before.
So don't make our mistake.
SPEAKER_01 (36:56):
Yeah, we have done that for you.
Anything else?
SPEAKER_00 (36:59):
Mostly it's get your email and SMS in check because
you're a large portion of yourrevenue will come from that.
Yeah.
And things have changed sincelast year.
SPEAKER_01 (37:08):
Yeah.
SPEAKER_00 (37:09):
In both of those categories in ads, be prepared
to scale up and have some kindof projection of how much you
should spend.
Yep.
And then give yourself a plusminus 20% on that projection.
SPEAKER_01 (37:23):
Yep.
Both one way or another.
SPEAKER_00 (37:25):
So it could go down or up 20%.
SPEAKER_01 (37:28):
Yeah.
And then if it goes up, you'reprepared to spend the extra.
SPEAKER_00 (37:32):
At least, and I'm just saying at least 20%.
Yeah, I agree.
You should be prepared to spendlike even more, like 50% more.
Totally.
Yeah, if it's working,performance is going.
Yeah.
And then and then, like yousaid, just let's make sure you
have the discounts in check.
We recommend 35% minimum.
SPEAKER_01 (37:52):
Yep.
SPEAKER_00 (37:54):
You you see a dramatic decrease in conversion
rate if it's under that.
Yes, you will.
Dramatic.
SPEAKER_01 (38:01):
Um and we realize there are some brands who sell
three thousand dollar products.
That's different.
A 10% off 15% off deal for stufflike that works.
SPEAKER_00 (38:13):
A thousand three three hundred dollars off of a
thousand dollars is muchdifferent than Yes.
SPEAKER_01 (38:19):
Than 10%, than$30 off of$300.
Yes.
Right.
So you usually like it's$500 andbelow.
SPEAKER_00 (38:27):
Yeah.
SPEAKER_01 (38:28):
I would say that is what that works.
Does that sound fair enough?
SPEAKER_00 (38:30):
That's fair.
SPEAKER_01 (38:31):
So keep that in mind.
SPEAKER_00 (38:34):
Like just have that in your in your brain.
30 to 35% minimum.
Agreed.
But yeah.
So that and then the two-prongedapproach of two sales periods.
Yes.
Not running the salecontinuously.
No.
Four day do it, do it Friday toMonday.
(38:56):
Two sales periods.
SPEAKER_01 (38:58):
Do it twice.
You will not regret it.
You will regret it if you don't.
SPEAKER_00 (39:04):
When doing this in the in this in the stores that
have done this, we have seengenerally a 30% improvement in
overall sales and performanceyear over year.
SPEAKER_01 (39:14):
For the entire month of November.
SPEAKER_00 (39:16):
Yes, for the entire month of November, year over
year.
Slash when you have, you know,sometimes Cyber Mondays on a you
know the first or second of buton the on the stores that have
wanted to just do an elongatedsale, very negligible
performance.
SPEAKER_01 (39:30):
Yeah, because people like you you're not adding FOMO
to get the initial spike andthen people come and they're
like, oh, okay.
SPEAKER_00 (39:39):
So it doesn't create the FOMO or the urgency.
SPEAKER_01 (39:41):
Yep.
And we've also made thatmistake.
SPEAKER_00 (39:43):
Yes, we have.
So it the yeah, the performanceof just elongating it was not as
good as the performance we'veseen by having the two periods.
SPEAKER_01 (39:51):
Yeah, I think maybe it was like three years ago or
two years ago on the podcast wedid like a draft pick for Black
Friday on like what you'd pick,and I think I picked that one,
which was I think it was threeyears ago.
I was like sale all year or allmonth.
All month.
And I was so set on it.
SPEAKER_00 (40:07):
And it didn't pan out.
And I was wrong.
So just know.
Those are our recommendations.
Okay.
Godspeed and good night.
SPEAKER_01 (40:21):
Thank you so much for listening to the Unstoppable
Marketer Podcast.
Please go rate and subscribe tothe podcast.
Whether it's good or bad, wewant to hear from you because we
always want to make this podcastbetter.
If you want to get in touch withme or give me any direct
feedback, please go follow meand get in touch with me.
I am at the Trevor Crump on bothInstagram and TikTok.
(40:43):
Thank you, and we will see younext week.
iOS 26 is released, which is gonna change text
messaging.
It's gonna filter out.
Unknown senders.
What is the solution?
Is it apps, Discord communities,broadcast channels, or is it
like, hey, just like everythingin life that you have to do all
of it, it's all hard.
SPEAKER_01 (00:14):
And you might need to do a lot more to do the same.
Yo, what's going on, everybody?
Welcome to the UnstoppableMarketer Podcast.
With me, as always, is MarkGoldhart.
Mark, how are you?
SPEAKER_00 (00:25):
Doing good.
How are you?
SPEAKER_01 (00:27):
I'm good.
I'm very good.
SPEAKER_00 (00:30):
It's been a crazy couple weeks.
SPEAKER_01 (00:33):
Yeah, we missed last week.
Pardon us.
Um yeah, it's been a crazycouple weeks just because of
obviously the the whole shootingof Charlie Kirk was crazy in its
(00:54):
own ways, but it has it seems tohave impacted the like there's a
strong correlation to impactinga lot of brands' performances
right now.
And and not necessarily becausewell, attention is just gone.
Yeah, that's what I was gonnasay.
It's not necessarily becausepeople are obviously people are
(01:17):
mourning that, and you know, butsometimes things happen uh
economically, like for example,where gas prices rise and then
people get nervous so they slowtheir buying down.
And then there's other thingsthat happen where it's not
necessarily a slowing of buyingand it's more of a where are
people's attention?
(01:38):
And right now people's attentionit has been on that.
Which will be which will beinteresting because how much
longer that lasts simply due tothe fact that one, the shooter
has been caught, two he had hisfuneral as well.
Is that on Sunday?
SPEAKER_00 (01:59):
Sunday, yeah.
SPEAKER_01 (02:00):
So I think I think it'll be very interesting to see
what happens this week.
SPEAKER_00 (02:03):
Yeah, it will.
SPEAKER_01 (02:04):
In my opinion.
SPEAKER_00 (02:06):
Yes, hopefully.
Um but you have a lot of thingshappening.
iOS 26 is released, which isgonna change text messaging.
It's gonna filter out.
Unknown senders.
Yes.
So in order to find unknownsenders, people have to go and
click on this like filterbutton.
Yes.
(02:27):
Um, on the top right handcorner.
SPEAKER_01 (02:30):
You're essentially just adding it's essentially
just added what one extra step.
Yeah, kind of like what Gmailhas done with their promotion
and social folder.
So it doesn't come into yourprimary inbox.
So now you have multiple inboxesin your SMS, which is going to
be extremely painful for peoplewho are heavily reliant on SMS.
(02:53):
So what needs to happen probablythe the if I remember right, you
might remember the bell curve ofyou you've got the the typical
bell curve of early adopters,you know, versus late adopters.
Yeah.
Anytime an iOS comes out, it'swhat, six months before anyone,
like everyone fully jumps on it.
(03:16):
So even though it's out, youprobably won't see the negative
impact as much for the nextcouple of months as more people
starting.
SPEAKER_00 (03:25):
It'll yeah, it'll be a gradual probably right around
Black Friday time.
It'll make everything worse overthe next two, three months.
So for text message signups umand people who haven't saved
you.
So you're gonna have to takesome preemptive measures to A
make sure that they're lookingfor the unknown sender, which is
gonna be you, yep, responding toit and then saving the contact.
SPEAKER_01 (03:50):
Yeah, I've heard that that's what they need to
do, is they need to actuallysave the contact.
SPEAKER_00 (03:54):
So if they save your contact, you'll be good.
So you're gonna have to everycompany is gonna be different
depending on your demographic.
But man, see, that just likebrought up an idea though.
Has anybody tried, instead ofdoing a text message sign-up,
just doing a depending on theplatform?
(04:14):
Like you know how on Instagramyou can have like the community
that also pushes likenotifications differently.
SPEAKER_01 (04:26):
I'm sure people have tried it, but uh you definitely
don't hear anyone talking aboutthat.
SPEAKER_00 (04:30):
I've never seen, I mean, there's not a lot of money
to be made there for oh like forlike a software to come in and
do something with that.
But I yeah, I'm curious how thatwould because it's different
than a follower, right?
SPEAKER_01 (04:44):
Well, I've had a lot of brands, yeah.
I've I've seen I've heard a lotof brands who are doing a lot
more with DMs and they're tryingto utilize uh like like you have
a uh like there's a there's acompany, SS company out there
called Manny Chat, and you canDM people who are following you
in masses.
(05:05):
Like what's it called?
SPEAKER_00 (05:06):
It's called uh a broadcast.
SPEAKER_01 (05:11):
Yes, which is essentially anybody who has an
Instagram platform, you know, af uh a follow a following or a
profile, you can create abroadcast channel and invite all
of your followers to that whereyou can do private, you know,
have private conversations,private events within a like
(05:33):
group channel that only you canessentially moderate.
Yeah, I think you can addmoderators to it now.
SPEAKER_00 (05:40):
I think you can.
SPEAKER_01 (05:42):
Um how often people like that are, you know, you
like how often consumers areutilizing it, I have no idea.
SPEAKER_00 (05:50):
I don't know, but there's just gotta be there has
to be an easier way for this.
Like that's what I'm that's whatI'm trying to figure out.
SPEAKER_01 (06:00):
Yeah.
SPEAKER_00 (06:01):
And and irregardless of how much you preempt this,
you're not gonna, your sign-uprates probably won't be what
they used to be.
SPEAKER_02 (06:11):
Yeah.
SPEAKER_00 (06:12):
Like I'm willing to bet that.
Like if you have a sign-up rate,like if you use attentive and
you have your you know, yoursign-up rates of let's let's say
it's 20% or 23% or whatever.
Sure.
My bet is that it goes down to18%.
Like, yeah.
Because you're just gonna haveenough people that again, it's
(06:34):
top of mind.
Like they're gonna say, okay, Ijust signed up for this, but
then they get distracted andthen they don't press that
filter button, and then that youhave enough other things that
fill up the unknown senders thatthey're not gonna see it.
SPEAKER_01 (06:46):
This happened to me the other day.
Like, I was wanting to buy acool like throwback University
of Utah hat, and I saw an ad forit.
And like right when it poppedup, I had a 20, it was like,
hey, 20% off your first order.
And I was like, well, I want tobuy that hat, I'm going, I might
as well get 20% off.
(07:06):
You know, I was gonna buy itwithout it.
But once I saw that carrot of20% off, so I signed up for my
SMS.
SPEAKER_00 (07:13):
And then forgot.
SPEAKER_01 (07:15):
And it took like 15 minutes for it to get to me.
So whether there was an error onthe uh on the sender side of
things or they just maybe had atoo long of a delay and I didn't
buy it.
But I was willing to buy itwithout the promo code.
Does that make sense?
SPEAKER_00 (07:35):
No, it makes sense.
We've seen that before thatsometimes the pop-ups actually
decrease conversion rates.
You know?
So I mean we've seen pop-upstotally destroy conversion rates
just by swapping it, and if theydon't work.
SPEAKER_01 (07:47):
Yeah.
SPEAKER_00 (07:48):
So yeah, this will be something that we're testing
in our agency as we, you know,in our accounts, but I do wonder
if the solution is just simplyget people to buy.
Like your best bet is that theyactually buy something.
SPEAKER_01 (08:07):
I mean, what what do you mean?
SPEAKER_00 (08:09):
Your best bet is like just don't if you're gonna
offer a discount, just offer thediscount and just get them to
buy now.
Oh, versus like sign up anddon't make them get off your
website ever.
Yeah.
Because like if you get theirtext, you'll you'll get their
number when they purchase.
SPEAKER_01 (08:25):
Which what so what you could do, right, is what so
you could just put it in thethank you message.
A lot of people don't do thatanymore.
So what would happen is whensomebody would subscribe in a
pop-up in the early days, soback when it was this was like
2016 when we were doing this,you would send an email.
So they would subscribe, youwould send an email, but on the
thank you would be like, oh,it's welcome 10 or welcome 30 or
(08:45):
whatever.
It would be like right there.
And then people stopped doingthat so that they would actually
jump into their email and go getit and add the extra step.
SPEAKER_00 (08:56):
Exactly.
SPEAKER_01 (08:57):
So instead, so what you're saying is like it's
almost like reverting back tostill sending them the email,
right?
They're still subscribing to theemail and SMS, but you're
actually giving them the coderight there once they've done
it.
It's like once they clicksubmit, then it's like, hey,
thank you, Mark.
Here's welcome code 15.
Goes yeah, enjoy your purchase.
SPEAKER_00 (09:19):
And then for the people who purchase, then you
can preempt them.
Yeah.
Because they're gonna want toget their order stat.
Yeah.
Yeah, exactly.
Yeah, we So preempting in theorder in the purchase is always
gonna be easier than before thepurchase.
Right.
Because people are gonna be moreanxious about what's going on
with their money.
Um yeah, I mean, there'sdefinitely a lot of things.
(09:40):
Like obviously, you still wantto build your email and SMS
lists, like we do know peopleconvert off of those later, and
we do know that sometimesthere's certain products that
have more of a research,discovery, educational phase to
it.
SPEAKER_01 (09:55):
Yeah.
SPEAKER_00 (09:57):
But these are things that I mean, this is just a new
world.
Like, we're gonna have to overthe next little bit.
I think every brand's gonna haveto rethink their strategies.
SPEAKER_01 (10:10):
SMS strategies, email strategies, all their
retention strategies, communitystrategies, really.
Yeah, a hundred percent.
SPEAKER_00 (10:17):
Like community strategies on on how to actually
get a hold of your customers.
SPEAKER_01 (10:26):
Yeah, and it couldn't come at the sign-ups.
And it couldn't come at a worsetime.
Right before Black Friday.
Right before Black Friday, whereyou know, the majority of the
people who are gonna return whohave bought from you are usually
coming back in November.
SPEAKER_00 (10:41):
And SMS and email play a huge part in that.
So I don't know what the Ireally don't.
I wish I had an answer, but Idon't know what the answer is.
All I know is there are somethings that I know most people
haven't tried.
SPEAKER_01 (10:55):
Yeah.
SPEAKER_00 (10:56):
Like people haven't really tried.
There's the Facebook groups, andthose do great.
Like we know with certaindemographics, VIP Facebook
groups that people join performbetter than email.
SPEAKER_01 (11:09):
Totally.
There's just something weirdabout a community, and you would
think, like, oh, it's a clothingbrand, what like you know, or
I'm uh shoes or sunglasses, butlike there's something
interesting about giving peoplea little space like that,
especially in the female market.
You recognize it that it's muchmore powerful if your market is
(11:29):
female.
SPEAKER_00 (11:31):
Yes.
Although it's kind of adifferent category though,
because I'm in a bunch ofFacebook groups, but it's all
around the outdoors.
Sure.
So like I'm in company Facebookgroups, but it's around like fly
fishing gear.
And they're useful because it'ssomething very specific to a
(11:53):
hobby.
It's very specific and it's moreof like a pursuit.
It's not just like a pair ofshoes.
Like I wouldn't, I would neverbe in like a Nike Facebook
group.
Yeah.
SPEAKER_01 (12:03):
Yeah, I think that's a great idea.
Like, could could you start to,you know, part of the
conversation we want to takeright now is like we want to
kind of like mer merge this intohey, what should you be doing to
prep for Black Friday?
But one of the things that maybeyou could be doing to prepare
for Black Friday is gettinganyone who is in your SMS or
email community into a FacebookVIP community.
(12:27):
Now there's obvious risks tothose communities because they
can be shut down at the youknow, snap of a finger.
SPEAKER_00 (12:33):
Well, it goes, yeah, it goes back to the old argument
was owned media.
SPEAKER_01 (12:38):
Yeah.
SPEAKER_00 (12:39):
Like you don't own your Instagram page.
SPEAKER_01 (12:42):
You don't own your Facebook VIP community.
But you can now make the sameargument that you do not own
your email list anymore becauseat any given time, Apple can
make a change that but the WorldEconomic Forum in 2014 said that
we'll all rent and we'll all behappy in the future.
So I think that's a huge thingthat people should and can start
doing now, and and whoever'smanaging your SMS can start
(13:04):
building up a community.
SPEAKER_00 (13:06):
I just think the old way of thinking about owned
versus borrowed or renteddistribution is just I it's
probably dead.
Yeah.
Because it doesn't matter if youown it or if it's rented, it it
matters that it works.
SPEAKER_01 (13:21):
Totally.
SPEAKER_00 (13:22):
Totally.
SPEAKER_01 (13:24):
So so I think Well, because the argument was the
argument was that if if analgorithm changes Instagram
can't take it away from you.
You're in trouble.
SPEAKER_00 (13:32):
It's like, well, you know, we've already gone through
10 algorithm changes and peoplehave already seen, you know,
like we've already lived throughit, and now we're seeing us get
hit on the SMS and email side.
So at the end of the day, likewhat is the solution?
Is it Discord communities?
Is it you have your own app?
(13:54):
You know, having your own apphas helped some companies pretty
tremendously.
Sure.
Because your returning customersjust use the app, right?
And you can do pushnotifications.
SPEAKER_02 (14:03):
Yeah.
SPEAKER_00 (14:05):
And you can incentivize to turn on push
notifications for new releases.
SPEAKER_01 (14:09):
Yep.
SPEAKER_00 (14:11):
So is it apps, is it Discord communities, is it
broadcast channels, or is itlike, hey, just like everything
in life, it just you have to doall of it, it's all hard, but
yeah.
SPEAKER_01 (14:22):
And you might need to do a lot more to do the same.
SPEAKER_00 (14:25):
Yes.
SPEAKER_01 (14:25):
Right.
Right.
Whereas like as as email and SMSare getting harder and harder.
Let's say you are making ahundred thousand dollars a month
from email and SMS by sendingout four emails, five emails a
month, you may need to send outtwenty a month to do the same.
Or maybe even less.
SPEAKER_00 (14:45):
Or just yeah, you're gonna have to send out more
emails.
You're gonna have to get moreresponses, more incentives, more
at bats, better offers.
But at the end of the day, it'sgonna come down to creative and
offers.
Yep.
SPEAKER_01 (15:02):
So how about creative offers?
SPEAKER_00 (15:05):
Creative offers.
Yeah.
Taking bigger swings of notstanding in, I mean all that.
But but yes, Black Friday iscoming up.
We do know that CPMs always tendto go up dramatically.
We know that existing customerspend tends to go up as well.
We know that your cost perclicks go up, but conversion
(15:29):
rates also jump.
I mean, on average.
And oftentimes click-throughrates jump.
Yes.
So you're gonna you're generallygonna see like a hundred to two
hundred percent increase inCPMs, sometimes three hundred.
Yep.
SPEAKER_01 (15:40):
But you will see also uh 200% in conversion
rates.
In conversion rate and linkclick-through rates.
SPEAKER_00 (15:49):
And click-through rates.
So it all ends up working.
Um buyer behavior tends to bethe hottest.
So how do you properly preparefor Black Friday?
Well, number one is get yourSMS, like figure out iOS 26 and
what that means for your brand.
SPEAKER_01 (16:07):
Yep.
SPEAKER_00 (16:08):
Because if you're counting on SMS in November, I
think you should be sweating anddiscover what what the actual
impact is.
SPEAKER_01 (16:19):
Yeah.
So some things, some things thatyou can be doing right now for
that.
Um, because because uh email'sgoing through the same issue
right now, too, right?
More and more stuff is gettingpushed to promotions.
So email, like yes, SMS isgetting it is called.
SPEAKER_00 (16:34):
So your personal box doesn't yes.
And most people, and you justhave to remember, we're we're
business owners, we'remarketers, like we we're looking
at all of these tabs just toknow what's going on.
Most people don't even bother.
Totally.
Yeah, it's very true.
Most people won't even bother tolook in a promotions tab.
SPEAKER_01 (16:51):
No one does.
Unless you are looking forsomething very specific.
SPEAKER_00 (16:56):
Oh, wait, I should, yeah, unless they like have an
order confirmation email.
But they're like, I don't seethat.
Where is it?
SPEAKER_01 (17:02):
Yeah, so like some things we're working on clients
with right now on the email sideof things, is we are saying, for
example, like there's ways tofendangle getting out of the
promotion box.
One is you use a lot lessimagery.
Another is so you're using plaintext, like you're going back to,
you know, it looks like somebodyliterally HT, you know, typed it
(17:24):
out.
So plain text, you're not usingwords like sales and offers and
promotions, because that's whatit's scraping and looking for,
especially in the subject lines,trying to get people to respond
back to those emails.
So that's a really, reallyinteresting hack.
So if somebody saves an email orstars an email or replies to an
(17:46):
email, that shows Gmail or AppleMail what you're sending to them
is valuable and value equals,you know, if you if they get
enough of those value signals,it's in Gmail's best interest to
put the right stuff in yourinbox.
Right?
And the same same goes with it,it's kind of how ads work for
(18:09):
for, for example, Google Ads.
The way Google Ads is able tofunction is let's say, let's say
you type in Apple iPhone, likein Google.
And if Samsung is paying more toadvertise than Apple is, Samsung
still will not pop up at thevery top.
(18:32):
And and it's in Google's bestinterest to do that that way.
And they don't, they don't letjust the people who have the
most money win.
Right.
Because if they do start puttingthe things up that the consumer
is not looking for, then theconsumer is start to is gonna
start to say, Hey, is Google theright search engine for me to
work with?
Right.
So it's the same thing with withGmail, right?
SPEAKER_00 (18:54):
Like which by the way is the same principle in
meta.
Totally.
SPEAKER_01 (18:59):
And it's and the point I'm trying to make is it's
the same principle acrosseverything you do, whether it's
meta, whether it's Google orGmail.
If you are responding tomessages from brands, then
that's gonna signal to Google tosay, hey, we need to probably
start showing more people this.
Like people are finding thisvaluable.
(19:20):
So one of the things that we aredoing with a lot of brands is
like, let's say a brand sellslike a product that's slightly
more expensive.
Have them sign up for awarranty.
Like, you know, hey, you have alimited lifetime warranty, but
you have to sign up for it.
And when they do that, they'regonna get an email confirmation.
And you could say something likethis, right?
(19:41):
You can kind of be sneaky tosay, hey, in order to get this
warranty, you're not throughyour final step.
Your last final step is you justneed to email us back saying
received.
SPEAKER_00 (19:49):
Yes.
SPEAKER_01 (19:50):
And that that seems logical for a lot of people.
SPEAKER_00 (19:52):
It does.
SPEAKER_01 (19:53):
Okay, that makes sense.
SPEAKER_00 (19:55):
That's a really good hack.
SPEAKER_01 (19:55):
You know, or or hey, I need to save this email.
Like, hey, you need to save thisand reply received so that our
team knows you have it.
And you say it like that, andnow all of a sudden people are
going who anyone who signs upfor a warranty, no one's not
anyone who's gonna go throughthe through the uh process of
filling out a warranty sheet,which is often time like your
(20:17):
name, your email, your address,and your order number.
Those are generally the thingsyou need to apply for a
warranty.
Everyone is gonna click replyback and say received.
So prep prepare your emails.
I think the other thing you cando to prep on the email side of
things in preparation for BlackFriday is take your unengaged
(20:38):
people and for sure startsending them value-based text
mess or uh text-only, not notimage emails to see if that will
start to re-engage and get themin there in that inbox so that
when it does come to BlackFriday and you start to promote,
promote, promote, something'sgonna be happening on the Gmail
(21:00):
side where maybe it's gonnastart to go into the inbox
versus the promotion folder.
SPEAKER_00 (21:03):
Correct.
SPEAKER_01 (21:04):
So those those are my thoughts on like hey, this is
how you can kind of prep tostart to get your email back and
ready.
Not to mention all the thingsthat you just talked about on
the SMS side of things.
This episode of The UnstoppableMarketer is brought to you by
BFF Creative.
Let's be real, hiring designersand video editors can get super
expensive.
And that's what I'm excitedabout what BFF Creative has
(21:26):
done.
They've built a subscriptiondesign service that gives you
the feel of an in-house creativeteam, but at a fraction of the
cost, which I'm sure we allcould use right now.
From ad creatives to socialmedia posts to video edits to
full website designs, BFF givesyou unlimited designs and
unlimited requests starting atjust$1,000 a month.
The best part about this istheir custom app makes it super
(21:47):
easy to submit projects, givefeedback, review work, and store
all of your creative in oneplace.
As a listener of the podcast,you get 25% off your first two
months with code Unstoppable25.
That means unlimited creativefor as little as$750 a month.
Go check them out right now atbffcreative.co.
SPEAKER_00 (22:07):
What if you told people you were gonna call them
for yet?
Like what if there was uh an AIbot that could call?
So like they're on the phone,they answer the phone call and
they save the number.
SPEAKER_01 (22:18):
I never would answer a number.
I didn't.
SPEAKER_00 (22:20):
Yeah, but if you're signing up for something and it
says you're gonna receive a callto sign up.
SPEAKER_01 (22:23):
Yeah, maybe.
Because those aren't filteredout.
unknown (22:26):
Right.
SPEAKER_01 (22:26):
It will sometimes say uh what is it, what does it
say when it's almost uhpotential spam or something?
SPEAKER_00 (22:32):
Unknown callers are blocked out.
You get a with this new?
Yes.
Oh.
But it preempts them.
So it says if you if you're anunknown caller, you have to
identify who you are in orderfor that call to come through.
SPEAKER_01 (22:47):
Okay.
SPEAKER_00 (22:50):
So for example, I've gotten two calls today from I
don't know who this person is,but the only reason why I saw it
is because they identifiedthemselves.
Interesting.
SPEAKER_01 (23:03):
Okay.
I think it's an interestingidea.
SPEAKER_00 (23:06):
So, anyways, that's just a little what if statement.
Who knows if that's valid ornot?
But I'm just trying to think ofhow do you get people to just
sign up, right?
Yep.
Um, now ad strategy.
So do a quick audit of lastyear, what you did, what you're
expecting to do this year.
Um you can get in depth as youwant.
(23:29):
It's usually going to beinvolved around like product
categories and discounts andconversion rates and cost per
from your ads that you did lastNovember during your sales
periods, and try to account forwhat you did through SMS signups
and emails and returningcustomers.
And then once you have thatchannel by channel report, you
(23:50):
can start projecting out.
Um, a big mistake that you'llsee a lot of people make in
Black Friday moments is theyscale too quickly.
So what I personally like to dois after the email goes out,
you're scaling up a little bitup to Black Friday before the
(24:11):
series, knowing that yourperformance will dip suck.
SPEAKER_01 (24:15):
Yes.
SPEAKER_00 (24:15):
From a ROI perspective.
SPEAKER_01 (24:17):
But it theoretically will mitigate.
So if let's say you're goingfrom$1,000 a day to$10,000 a
day, you'll see a huge decreasein performance if you do that.
Potentially.
SPEAKER_00 (24:32):
Potentially.
Based on the previoushistorical.
Yeah, there's things likeone-day click optimizations and
there's some stuff that whatyou're saying is.
SPEAKER_01 (24:41):
Generally speaking, you're gonna want to scale up.
Could we get up to three or fourthousand dollars a day before we
jump there that mitigates that?
SPEAKER_00 (24:47):
Correct.
unknown (24:48):
Yeah.
SPEAKER_00 (24:48):
So you're gonna want to start scaling up depending on
how long your sales period is,too.
Some of that factors into it,but just plan on how you scale
up.
SPEAKER_01 (24:56):
If you generally, if you jump budgets too quickly,
it'll totally wreck your 500%increase in CPMs.
SPEAKER_00 (25:04):
Yeah, generally.
Um, and just performance becauseit that it sets everything back
into learning.
SPEAKER_01 (25:10):
Yeah.
SPEAKER_00 (25:11):
But one way to mitigate bigger pushes in price
or in or in cost or what inexpenditure, expenditure in the
ad platforms is it depends onthe learning, right?
So one thing that can help thelearning is your emails and SMS
and returning customers comingback for the first part of the
sale.
Yeah.
That's gonna get the pixelfiring.
(25:32):
It can help the learning phasefor your budget increase.
So go back and look at what kindof budget you should be planning
for.
It's gonna generally, I mean, wesee depending on your brand,
sometimes it's a hundred percentincrease, sometimes it's a 10x
increase in daily budget.
SPEAKER_01 (25:50):
Yeah.
SPEAKER_00 (25:50):
Sometimes it's 20, 30, 40x.
And if budget, depending on thebrand, like sometimes we keep
going up as the sale progresses.
Yeah.
So have a forecast, some kind offorecast ready.
Yeah.
And plan to spend more.
SPEAKER_01 (26:07):
Also look at like when you say forecast, just to
kind of add addition someadditional things to
forecasting.
What one thing that I will liketo do is I would like to go look
at like what my efficiencymetrics were for a brand last
year.
And just FYI, we looked at thisbefore we came in.
Efficiency in link click-throughrates and cost per link clicks
(26:28):
and all that kind of stuff waspretty much sixes from 2024 to
2023.
Like when you look at the finalmetric with you know, the cost
per click.
Yeah.
Okay.
And and year to date for 2025compared to 2024, it's up like
10% cost per clicks.
So just uh understand that likethings are a little less
(26:50):
efficient this year.
unknown (26:52):
Yes.
SPEAKER_01 (26:53):
From from the first touch, not necessarily from the
you know, conversion rates aredown for a lot of people.
So that's a different story.
So I oftentimes, if you overBlack Friday had a let's just
call it a 10 ROI.
So for every$1 you spent in adsover Black Friday, you made$10
back.
(27:14):
Forecast as if it's going to dip20% or so.
And then also forecast as ifit's going to increase like
efficiency by 20%.
So that's generally what we liketo do.
So we have just kind of like ahere's a sandbag number.
So if I want to do a milliondollars, this is what I need to
spend in order to do that.
(27:36):
And if things efficiently getbetter, then I actually have to
spend 20% less.
So that's what we kind of liketo do oftentimes.
And that just sets a goodexpectation for your brand.
Yes, it does.
Right.
Because things don't always goand notoriously year over year,
sale over sale, when we havedata for the last five years.
The sale data, even though theBlack Friday Facebook data seems
(28:00):
the same at the top level, yearover year it is less.
It's just what's been happeningfor most people.
SPEAKER_00 (28:08):
Yes.
SPEAKER_01 (28:09):
Especially most people whose sole reliance is on
ads.
Correct.
Different if you have a reallysolid organic strategy.
And or dish, I should other sayother distribution strategies.
SPEAKER_00 (28:22):
And honestly, we see a lot of people in this
situation, but the only way outis through in certain
situations.
And in this one, you're probablybetter off just spending more
and acquiring more than you aretrying to spend less and save
whatever it is, the efficiencythat you're trying to save.
SPEAKER_01 (28:44):
I think a couple other notes on the meta side, I
agree with you, is uh don't turnoff your evergreen stuff.
That's a huge mistake.
SPEAKER_00 (28:52):
Um yes, never turn off evergreen.
Yep.
SPEAKER_01 (28:55):
Because those ads are oftentimes going to be so
much better than the ads thatyou make specifically for the
Black Friday sale.
Yes.
I think another thing tomention.
SPEAKER_00 (29:02):
And as you scale up, try to keep those separate.
Yeah.
Um generally we'll do like aone-day click optimization off
of the Black Friday ads becausewe're expecting people that they
should go buy now.
Right.
Evergreen versus one can be lessthan at a seven-day.
Yeah.
So, but you still want to scaleyour Evergreen ads because they
(29:24):
just do they generally do abetter job of of explaining who
you are, of selling what you do.
Yep.
Because a Black Friday ad islike 40% off, 30% off.
SPEAKER_01 (29:34):
Also remember that last year's best performers
could be this year's bestperformers too.
So you don't have to, yeah,don't reinvent the wheel.
Like if something was workingreally, really good last year.
Not saying don't test new stuff,but yeah, I think that's an
important thing to trust dynamicin sales too.
SPEAKER_00 (29:53):
So flex ads and dynamic ads tend to work very
well during sales periods.
So trust those.
Um last thing is discountamount.
SPEAKER_01 (30:07):
Yes.
Say it.
SPEAKER_00 (30:10):
You are not considered a real Black Friday
sell if you're not giving over30% off.
SPEAKER_01 (30:17):
Yes, we've done every year we run a survey at
the end.
A lot of times we do it beforeand after.
I'm remembering this.
SPEAKER_00 (30:26):
People are expecting 30%.
And 30% is just like baselinemeh.
SPEAKER_01 (30:30):
Yes.
If it's under 30%, it's like 78%of people do not consider that a
worthwhile Black Friday offer.
SPEAKER_00 (30:41):
Correct.
They will look somewhere else.
SPEAKER_01 (30:43):
But if it's over 50%, it doesn't impact the
conversion rate much.
SPEAKER_00 (30:51):
Correct.
SPEAKER_01 (30:52):
Does that make sense?
unknown (30:53):
Yeah.
SPEAKER_00 (30:54):
So basically the sweet spot we have found is 35,
like the lower the lower end is35%.
To 45%.
To 45%.
SPEAKER_01 (31:01):
That's a really good sweet spot for Black Friday.
If you're wanting to do asitewide sale.
SPEAKER_00 (31:04):
Yeah.
Also, don't make it complicated.
SPEAKER_01 (31:08):
Yes.
SPEAKER_00 (31:09):
I promise you, if you if you're trying to bucket
things and make this allcomplicated, like, oh, 50% this
category, 30% other categories.
SPEAKER_01 (31:20):
We or spend 100, get 10% off, spend 200%, get 20%
off, spend 300, get 50% now.
SPEAKER_00 (31:26):
You can do free gifts and like, hey, if you
spend X amount of free gift,we've seen bundling work.
The yeah, we have tended to seejust the performance dips pretty
significantly when you're tryingto categorize it into too many
ways to try to game the system.
People just want a flat, simpleoffer, and then they want
(31:48):
surprises.
So hey, I'm coming to soar, Iknow I'm gonna get 35% off.
SPEAKER_01 (31:53):
Like I know that getting site wide, this is off.
SPEAKER_00 (31:56):
Awesome.
No matter what, I'm getting 35%off, but like I add to cart and
then I see, you know, hey, ifyou add if you spend an extra
$25.
SPEAKER_01 (32:05):
Another pair of shoes, yeah.
SPEAKER_00 (32:07):
Your total savings is 50% off.
Yeah.
SPEAKER_01 (32:10):
Sure.
But that's not the offer thatthey that's led them to say, I'm
gonna come back.
Correct.
Yeah.
SPEAKER_00 (32:17):
The other thing, the other thing that is uh but don't
like have it all mapped out andturn it into a big system on
your website.
We just tend to see conversionrates drop pretty cheaply.
Auto apply the discounts too.
Auto-apply.
Don't make people type anythingin.
SPEAKER_01 (32:32):
Put it all over your website.
You have a lot of people whowill just put it in the ads, but
they'll be like, Well, I don'twant to put it across my my like
they're trying to get it.
There might be some people whowill buy it full price.
It's like at that point, itdoesn't matter.
There's gonna be so you willmake your conversion rates will
increase so much more if it'sblastered all over your site and
if it's just auto.
(32:52):
Um, one thing I was gonna say,not to not to complicate the
offer, but let's say you'redoing a 35% off sitewide sale.
I really like the idea of givingall of your returning customers
an upgraded deal.
So, like, hey, if you're if youare a if you are a customer, you
(33:14):
know, for all of our ourcustomers, enter in this promo
code and you're gonna get a freegift with anything you purchase.
SPEAKER_00 (33:20):
Yeah, free gift.
And also a deal isn't givingthem anything different, it's
just giving it to them at adifferent time.
Yeah, for sure.
So we've seen some companieshave a lot of success with new
or returning customers andsaying because you're a loyal
customer, yes, your Black Fridaystarts now.
SPEAKER_01 (33:40):
Exactly.
Yeah, yeah.
SPEAKER_00 (33:41):
Like get it before the rush so you get your stuff
just in case it sells outbecause a lot of times things
will.
So you can get your packagefaster on time.
Yep.
You're not gonna deal withinventory issues.
SPEAKER_01 (33:56):
Yeah.
I like that.
I think another thing reallyquickly to mention, because
we've done this the last fouryears, is do two, we love doing
two Black Friday sales.
SPEAKER_00 (34:06):
Yeah, one at the beginning and one at the end.
SPEAKER_01 (34:08):
We're kind of like obsessed with this idea where it
sucked last year.
Well, I shouldn't say it sucked.
It was harder last year becausewe had the elections.
SPEAKER_00 (34:16):
And so Yeah, the elections kind of sucked the
attention from the first part ofNovember.
Yeah.
SPEAKER_01 (34:21):
So normally what we like to do is like first week,
first Friday, which I think isthe seventh this year.
You you launch a Black Fridaysale, you call it Black Friday
sale.
It goes from Friday to Monday,similar to how you would on
normal Black Friday.
You do your site-wide sale, youdon't say we're doing another
one.
You don't say this is the, youknow, you don't say it's the
only one either.
You just say this is our biggestsale of the year, it's Black
(34:42):
Friday sale.
And what happens is you competewith less CPMs, which is really
nice with lower CPMs.
Number two is you get the type Apeople who are just like, you
know, and the people who havemad FOMO who will buy
immediately.
And then what you do is youactually do a normal Black
Friday sale.
(35:02):
You do the same discount becauseyou don't want people coming
back and saying, you know, youdon't want to go 30% off and
then 40% off because then you'regonna have the people who bought
it for 30% off who are gonnasay, I want to return it to get
an extra 10%.
So you do the same discount,maybe you add a free gifted
purchase.
Because that, you know, that'snot enough for people to like
change, you know, their salesstrategy or their uh their
(35:24):
purchasing strategy.
And the beauty of doing thesecond one is for all the people
who had FOMO and didn't buy,they buy immediately because
they were like, oh my gosh, Ican't believe I missed that
T-Mobile sale or whatever.
So they go and buy.
For all the people who boughtduring the first one and loved
(35:44):
it, you get returners whoregretted not buying more for
gifts or for themselves orwhatever it might be, they buy
more.
And for the people who waited,because they're like, hey, I
just know that this is when I'mdoing my stuff.
I I know they're gonna do it.
You you end up collecting thosepeople who didn't buy, who
waited.
SPEAKER_00 (36:04):
Yes.
SPEAKER_01 (36:05):
I highly recommend you don't there's a lot of
people who want to do salesbefore and not actually over
Black Friday to compete.
That is a bad idea.
We have watched it, we've seenit, we've looked at the data.
There is just a buying seasonwhere conversion rates are
higher over Black Friday.
SPEAKER_00 (36:25):
So well, it's the expectation.
Most people are expecting thedeals during certain times.
So make sure they are there.
So you you will lose, you willlose out on money.
SPEAKER_01 (36:37):
You might you might save on cost per clicks if you
do it three weeks before andthat and only that.
But the conversion rate thatwill happen over Black Friday,
the intent to purchase is somuch higher.
SPEAKER_00 (36:52):
And we've made that mistake with brands before.
So don't make our mistake.
SPEAKER_01 (36:56):
Yeah, we have done that for you.
Anything else?
SPEAKER_00 (36:59):
Mostly it's get your email and SMS in check because
you're a large portion of yourrevenue will come from that.
Yeah.
And things have changed sincelast year.
SPEAKER_01 (37:08):
Yeah.
SPEAKER_00 (37:09):
In both of those categories in ads, be prepared
to scale up and have some kindof projection of how much you
should spend.
Yep.
And then give yourself a plusminus 20% on that projection.
SPEAKER_01 (37:23):
Yep.
Both one way or another.
SPEAKER_00 (37:25):
So it could go down or up 20%.
SPEAKER_01 (37:28):
Yeah.
And then if it goes up, you'reprepared to spend the extra.
SPEAKER_00 (37:32):
At least, and I'm just saying at least 20%.
Yeah, I agree.
You should be prepared to spendlike even more, like 50% more.
Totally.
Yeah, if it's working,performance is going.
Yeah.
And then and then, like yousaid, just let's make sure you
have the discounts in check.
We recommend 35% minimum.
SPEAKER_01 (37:52):
Yep.
SPEAKER_00 (37:54):
You you see a dramatic decrease in conversion
rate if it's under that.
Yes, you will.
Dramatic.
SPEAKER_01 (38:01):
Um and we realize there are some brands who sell
three thousand dollar products.
That's different.
A 10% off 15% off deal for stufflike that works.
SPEAKER_00 (38:13):
A thousand three three hundred dollars off of a
thousand dollars is muchdifferent than Yes.
SPEAKER_01 (38:19):
Than 10%, than$30 off of$300.
Yes.
Right.
So you usually like it's$500 andbelow.
SPEAKER_00 (38:27):
Yeah.
SPEAKER_01 (38:28):
I would say that is what that works.
Does that sound fair enough?
SPEAKER_00 (38:30):
That's fair.
SPEAKER_01 (38:31):
So keep that in mind.
SPEAKER_00 (38:34):
Like just have that in your in your brain.
30 to 35% minimum.
Agreed.
But yeah.
So that and then the two-prongedapproach of two sales periods.
Yes.
Not running the salecontinuously.
No.
Four day do it, do it Friday toMonday.
(38:56):
Two sales periods.
SPEAKER_01 (38:58):
Do it twice.
You will not regret it.
You will regret it if you don't.
SPEAKER_00 (39:04):
When doing this in the in this in the stores that
have done this, we have seengenerally a 30% improvement in
overall sales and performanceyear over year.
SPEAKER_01 (39:14):
For the entire month of November.
SPEAKER_00 (39:16):
Yes, for the entire month of November, year over
year.
Slash when you have, you know,sometimes Cyber Mondays on a you
know the first or second of buton the on the stores that have
wanted to just do an elongatedsale, very negligible
performance.
SPEAKER_01 (39:30):
Yeah, because people like you you're not adding FOMO
to get the initial spike andthen people come and they're
like, oh, okay.
SPEAKER_00 (39:39):
So it doesn't create the FOMO or the urgency.
SPEAKER_01 (39:41):
Yep.
And we've also made thatmistake.
SPEAKER_00 (39:43):
Yes, we have.
So it the yeah, the performanceof just elongating it was not as
good as the performance we'veseen by having the two periods.
SPEAKER_01 (39:51):
Yeah, I think maybe it was like three years ago or
two years ago on the podcast wedid like a draft pick for Black
Friday on like what you'd pick,and I think I picked that one,
which was I think it was threeyears ago.
I was like sale all year or allmonth.
All month.
And I was so set on it.
SPEAKER_00 (40:07):
And it didn't pan out.
And I was wrong.
So just know.
Those are our recommendations.
Okay.
Godspeed and good night.
SPEAKER_01 (40:21):
Thank you so much for listening to the Unstoppable
Marketer Podcast.
Please go rate and subscribe tothe podcast.
Whether it's good or bad, wewant to hear from you because we
always want to make this podcastbetter.
If you want to get in touch withme or give me any direct
feedback, please go follow meand get in touch with me.
I am at the Trevor Crump on bothInstagram and TikTok.
(40:43):
Thank you, and we will see younext week.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
CrimeLess: Hillbilly Heist
It’s 1996 in rural North Carolina, and an oddball crew makes history when they pull off America’s third largest cash heist. But it’s all downhill from there. Join host Johnny Knoxville as he unspools a wild and woolly tale about a group of regular ‘ol folks who risked it all for a chance at a better life. CrimeLess: Hillbilly Heist answers the question: what would you do with 17.3 million dollars? The answer includes diamond rings, mansions, velvet Elvis paintings, plus a run for the border, murder-for-hire-plots, and FBI busts.