Black Friday Marketing: 3 Ways to create a service-based offer

Black Friday Marketing: 3 Ways to create a service-based offer

3 Ways to create a Black Friday offer

According to Australia Post, the week of the Black Friday / Cyber Monday sales last year was the biggest online shopping week Australia’s history.

However, it’s not just eCommerce and brick and mortar businesses that can participate in Black Friday and Cyber Monday sales.

Service-based small business owners can put together Black Friday marketing offers too!

What is Black Friday?

Black Friday started in America and is the Friday following the Thanksgiving holiday.

It marks the beginning of the Christmas holiday sales season and has significantly risen in popularity amongst both offline and online businesses in recent years.

While it started as a one-day event, many businesses now offer specials over four days and incorporate the promotion around Cyber Monday, which is aimed at online buyers.

This year, Black Friday sales will occur on Friday 29 November 2019. Cyber Monday will be on 2 December 2019.

While the promotional period is more significant in the United States, the popularity is growing here in Australia, with most of the large and small retailers now participating.

black friday marketing for service based businesses

So, how can service-based small businesses participate in Black Friday marketing promotions?

Well, I’ve put together a list of 3 ways a service-based small business can create an offer and promote their services on Black Friday and Cyber Monday.

These offers can be promoted for one-day only on Black Friday, or over the four-day sales period through to Cyber Monday.

You also have the option to have a separate offer for each day over the promotional period.

I recommend that you create Black Friday marketing materials that reference the urgency and take advantage of the hype around this sales promotion.

And share on social media in the days leading up to the sale that you have a special offer coming up that your clients should look out for.

I also recommend promoting your offer in multiple places, including sharing it across your social media pages, emailing your list (a couple of times), and where relevant, posting it in Facebook Groups that have Black Friday and Cyber Monday promotional threads.

1. Create a value-added offer

One of the best ways to attract clients is with an irresistible offer.

That is an offer that’s packed full of value and solves the exact problem that they have.

So, how do you increase the value? With additional bonuses or services!

My tip is to consider what you already have within your business that you could include, rather than having to spend a heap of time creating something new.

Do you have any resources or tools that you give your VIP clients? Or, perhaps do you have a training or workshop that you’ve provided, which could be easily turned into a short online masterclass?


If you’re stuck for Black Friday marketing ideas and wondering what value you can add, check out the list of suggested bonus offers below:

  • An extra coaching or accountability session with you
  • Resources such as a planner, checklist or workbook
  • An audit or review where you will critique their business and provide feedback
  • Access to a short course or online training program
  • Templates, spreadsheets, or copywriting swipe files
  • A ticket to an event you’re hosting in the future
  • Access to your ‘black book’ of contacts
  • Exclusive access or a behind-the-scenes tour

Whatever you choose to add, ensure that it’s related to your services and something that will add extra value for your clients.

2. Bundle your services

Combining your services into a bundle is another excellent way to provide increased value to your clients.

Perhaps you have several resources or tools that you provide your clients individually that you could bundle up into a unique ‘Toolkit’.

For example, you could create an Email Marketing Toolkit where you have a training video on how to set up your email system, a workbook, email copywriting templates, a list of subject lines that get opened, and a swipe file containing an email welcome sequence.

If you sell each of these resources separately, then you can show a saving on the discounted bundled price.

Alternatively, maybe you have several online training courses that you could offer on a 2-for-the-price-of-1 basis.

The key to effectively bundling your services is to pack as much value into your bundle so that you have your clients saying, ‘what a deal’!

The key to effectively bundling your services is to pack as much value into your bundle so that you have your clients saying, ‘what a deal’! #blackfridaymarketing Click To Tweet

3. Discount your services

I’m not a big fan of this one, and I recommend that you do not discount your main service or signature offer in your Black Friday marketing campaign.

Instead, offer a discount on one of your introductory or lower-cost services.

This way, you can introduce your services to new clients without them having to spend much money or take a significant risk to work with you.

And, once you’ve worked with them and shown them what you can do, then you have the option to up-sell them to your signature offer or program.

If they choose not to take you up on your more premium offer, then instead take the opportunity to ask them for a testimonial that you can add to your website sales page.

The keys to a successful marketing campaign over this Black Friday and Cyber Monday sales period is to plan out your communications well in advance, and to create an offer that’s irresistible to your clients.

Not sure where to start when it comes to marketing your service-based small business?
What you need is a marketing strategy and plan that reduces your overwhelm, and helps you take actionable steps forward. That’s where I can help. Get started today by downloading my 72-point Ultimate Marketing Checklist by clicking on the button below.

Did you find this post helpful? Please don’t forget to share it on Facebook or PIN it to Pinterest.

Hayley Robertson
Hayley Robertson
I provide marketing training, one-off marketing strategy sessions, and business coaching programs to service-based small business owners. I teach you how to successfully attract new clients and grow your business without the stress and overwhelm. Before starting my business, I spent more than 15 years working for some of Australia's largest service-based organisations and hold a Masters of Business Administration (MBA) and a Bachelor of Management (Marketing). Learn more about me here.