Heading into Black Friday, you may be scrambling to get everything together before 12:01 AM on Friday. You’re definitely not alone — I’ve been there myself, before my team and I really had a process down. Now, though, Black Friday is one of the least stressful days of the year, mostly because I have implemented a few non-negotiables into our sales setup.

If you’re new to selling your digital download products on a high-volume day like Black Friday, here are a few tips to help you keep things simple and less stressful.

1. Make it easy for them to buy

One of the biggest mistakes I see new digital download product sellers make is having a complicated shop setup. Maybe you have to set up different codes for different email lists, or use different links for different people. Whatever the deal is, it can get seriously confusing — fast.

My solution? One sale for everyone. No code for anyone. Tell everyone about the (same) discount.

I know that many business owners, especially those who also offer 1:1 services, think they need to provide different discounts or specials for specific people. You may even get bamboozled into thinking you need a super complicated setup with tons of different bells and whistles to get “more data.” 

But that’s just not true. If you make it easy for everyone to understand what’s on sale and how to take advantage of the sale, nobody is going to be confused or upset. You’ll get more purchases with less juggling, and you won’t be pulling out your hair. 

2. Make sure they know what they want

If you’re a product seller or digital download maker, most of your customers (and the internet at large) expect a sale on Black Friday. But that doesn’t mean they will automatically take advantage of your sale.

That’s why I highly recommend a bit of “priming” before the sale. Reflect their situation back on them with an email or two providing value before you mention the upcoming sale. Make sure they remember, “Oh yeah, I do have that problem,” or, “Yes, that is what I want!” From there, you can start to introduce the products or solutions you offer that address their needs.

Over at The Contract Shop®, for example, we just created a Black Friday Guide to Legal-Ish. Because our collection contract templates and bundles have become so extensive, people really need a bit of education around which templates they need and if we have something that fits their business. We don’t want them to wonder if they should take advantage of the sale. We want them to know!

Even if you have just a couple of digital download products, make sure you’re letting people know what they are for, who they’re for, and how they can help them. Plus, teasing the upcoming sale is a good way to build intrigue and interest so they’re ready to hit “BUY NOW!” the second your sale goes live.

3. Make sure you’re delivering instant value

No matter what you’re selling on Black Friday, the biggest thing is making sure people feel like they’ve made the right decision by offering them instant value. What does that look like? Well, it is different for everyone.

For some of you digital download product makers out there, it might be an email with their digital download product, offering instructions to help them get started. For others, it might be a video tutorial welcoming them, thanking them for their purchase, and showing them what they need to get ready before they take advantage of your digital download.

At The Contract Shop®, template purchasers immediately get an email with information about how to access their template as well as the other benefits to their purchase. This includes directions on how to access to our K Club™ portal to watch contract customization tutorials, a link to our Hold Your Hand™ guide, etc. Because, while purchasers could totally download their contract and start using it right then and there, they probably aren’t going to do that. I want to give them a quick win, either way.

4. Let people know you’re having a freakin’ sale!

I know this sounds like a “Duh” moment, but hear me out. Black Friday sales — or really any sale for that matter — are not a “build it and they will come” sort of project. People need to know that you’re having a sale and, because everyone and their dog is having a Black Friday sale, you need to make sure you’re letting people know about yours more frequently and in different ways.

Sure, email is the “traditional” way to deliver your Black Friday sale announcement. But what about creating a blog? What about social media posts, Instagram Stories, TikToks, and whatever else the kids are using these days? Do you have any diehard fans who would be willing to share your sale announcements? Do you know anyone you can reach out to personally who could benefit from your products? 

Black Friday can be a noisy time, unfortunately, but if you’re making sure that your ideal customers know your sale is happening, you’re much more likely to drive sales. 

And with that, it’s time to practice what I preach! 

For the first time, I’ll be offering Black Friday deals on my dCommerce™ programs, group coaching, and 1:1 support for client-based business owners looking to grow their business with digital download products. If you want to learn more, you’ll definitely want to follow me on Instagram @christinascalera. 

More of an email person? Me too. Sign up below and you’ll be the FIRST to know about these deals.