No, you do not HAVE to create Black Friday deals. This year or any year.

Unless you already have a very large and engaged email list (which guarantees a quick cash injection with any kind of flash sale), my sincere blessing to you is DO NOT, because this can so easily undermine your larger campaigns and launches for the rest of the year.

Yes, of course, if you have any well-selling digital product that you can just discount for the week and write and schedule a few emails / social posts – I think your time creating this promo will be well spent. But do not expect an influx of sales either.

Why Black Friday Deals Hurt your Coaching Business

You see, this week, your competition for the hard-earned cash is not just with your peers within your niche. Oh, it is much more epic than that.

You are essentially competing with every seller in every niche that puts on a Black Friday Sale!

Anything that entices the buyer to reach for their credit card or fork out their hard-earned cash.

It also overwrites anything you know about your ideal client, so your pain point-based or nurturing content gets mixed in with simple, impulsive purchases of pretty candles or aromatic bath salts, anything that catches their eye before your content, especially any emotionally driven shopping.

A friend of mine, the other day, said shopping for her is better than an orgasm. I wouldn’t quite agree, but I get it. I even invented a word for those days I feel down and shop online for things I do not really need – I call it “stressoshopping”.

So this next week is when you are going to compete with nonsensical things that bring the “emotional orgasm”, which frankly is rarely a feeling one gets buying a coaching program or an online course.

What to do instead

But here is what you COULD do – use the next week to GIVE SOMETHING AWAY!

Here is the thing, as shoppers, we WILL be in a more receptive state to “get” things. But we are more likely to direct our money towards what makes us feel good. So why not leverage that receptivity to grow your email list with a juicy freebie, which will also add a feel-good factor as it will cost nothing, while everyone else is offering deals that do!

And then when the frenzy is over, you can create a launch and still get clients who pay full fees before the year is out.

So you benefit in 2 ways:

First is your list is not exhausted from your sale emails; in fact, they are delighted they got something from you. So then later you can have your launch knowing that your list is not feeling you have bombarded them with offers and starts desensitising to your excessive presence in their inbox (we all do that, start ignoring emails from even the most favourite of our online people when they become a bit too frequent).

Second: you get to actually expand your list, which is the most important asset a business has for making profits, both short and long term.

I am not that much into freebies, and I talked about it both in my blog and in my books, but this is one of those rare occasions when I think giving something away for free that you would normally charge for is good, as long as you do not have to deliver it personally. I am talking about digital products.

Alternatively, it can be

• a secret video training,
• a checklist,
• a how-to guide,
• a guided meditation,
• a chapter from your upcoming book,
• a secret strategy – anything that is super RELEVANT to the small struggles of your ideal client that can make their lives a little easier.  

The most important point this Black Friday week is to preserve your nervous system and focus on a long-term vision (I am referring to not desensitizing your audience).

And as an online visibility expert, I am here to help. You can book a consultation here

P.S.: I am also working on a very cool guide to outsmarting the AI algorithms and ensuring your discoverability in 2026. It should be ready in a couple of weeks. If you want to be the first to be invited to get the training, you can join the waitlist here.