There are very few things in this world I hate: Chestnuts. Undertipping. Clogged toilets. The television show Small Wonder.

Oh, and one more thing: when entrepreneurs want to play “Black Friday Cyber Monday” (BFCM).

That’s because about 90% of the time, Black Friday is not the right move for most businesses. Here’s why:

  • BFCM is notorious for loss-leader discounts to attract buyers with an easy yes so they buy more. So, unless you have a clear strategy to bring people to a richer purchase, you’re setting yourself up to discount for no reason. 

  • You forfeit all your differentiation (one of the most important elements of good marketing)... it’s you along with a bazillion other guys screaming for people’s attention.

  • Discounting rarely works the way you think it will - you erode your value and train people to buy on price.

  • The market is super crowded with bigger brands with bigger budgets, making it even harder - and more expensive - to break through.

  • Deal-seekers are often more demanding and expensive to serve.

  • You leave money on the table!

It’s so much better to stay out of the muck and create an offer that solves a real problem for your most valuable customers and offer it when the marketing waters are a whole lot calmer. 

Because you’re better than Black Friday. 

Rooting for you!

xo, Heather

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