(Swipe these templates) The 3-email Black Friday strategy for course creators and solopreneurs
I know, Black Friday sounds ages away — but also, how is it even 2024?
…also, I may have already bought a 2025 planner…
Point is, time is funny, and Black Friday is closer than you think.
As a course creator or coach, you might not know if you even want to run a Black Friday sale. And hey, you don’t have to!
But if you do want to take advantage of buyer expectations (and get yourself a little cash injection while you’re at it) just know that you don't need a complicated funnel or weeks of preparation to run a successful Black Friday campaign.
Honestly, you don’t even need a sale per-se (more on that later).
All you need are three well-crafted emails — easy!
In this post, I'm going to share the exact strategies you can use, swipeable templates, and a dive into the psychology behind them — so you understand how the bread is made and aren’t just shooting plug ‘n play templates off into the ether.
i.e., no secrets!
Sound good? Great!
But first, let's talk ethics…
Ethics of Black Friday sales for course creators
(i.e. do you even want to do one?)
Yeah, I wish this was a simple “do it” or “don’t do it,” but I can’t pretend it’s that easy.
Many of us are struggling (constantly?) with with the push and pull between our anti-capitalist desires vs. our drive to see our creative businesses thrive.
So, if you’re on the fence about whether to even acknowledge Black Friday this year, here are a few questions to ask yourself:
Is a sale the best way to serve your audience right now?
Did you run a launch sequence recently (I recommend a minimum 30 days between sales to nurture).
Does a discount fit with the way you want to position your offer?
Are there alternative ways to provide value during this time that are more appealing for you?
Black Friday alternatives
Remember, you don't have to do a Black Friday sale just because everyone else is. Here are some alternatives:
Offer a valuable bonus instead of a discount (e.g., worksheets, live Q&As, mini-courses)
Offer a bundle of some of your most popular services or products
Offer a premium version of your course with 1:1 coaching or live workshops.
Use this time to give something away for free (like a mini-course or valuable resource)
Run your promotion at a different time of year when your audience might need it most
I know what you’re thinking —
“This is Black Friday post, and so far it seems to be convincing me NOT to run a Black Friday sale.”
I hear you, and don’t worry, we’re about to pivot!
Plus, the strategy I'm about to share can be adapted for any of the above approaches.
Whether you're running a sale, offering a bonus, or giving something away, these email templates can help you communicate effectively with your audience, and sell your awesome thing.
So here it is: The 3-email (plus a secret 4th, sorry!) Black Friday strategy for course creators — and solopreneurs of any other stripe
First, let me just give you the overarching structure so you know what we’re working with here:
Email #1: The Cart’s Open, Yay!
Email #2: The Transformation Spotlight
Email #3: The Objection Facer
Email #4: Last Chance (ugh, I know. We’ll talk about it.)
Now, let’s look at the strategy behind each:
Email #1 The Cart’s Open, Yay!
You’re excited, they’re excited, we’re all excited!
If you’re going to sell something, your audience first needs to know what you’re selling (ofc)! They also need to know why it’s special and why they need to act quickly. This email is all about creating urgency and highlighting the value of your offer.
Here’s how you can do that:
Clearly state your offer, focusing on how this deal is unique or time-sensitive (e.g., a one-time Black Friday price).
Emphasize the benefits — what results will the buyer achieve by purchasing?
Use urgency triggers: deadlines, limited availability, or special bonuses.
Now, some important considerations here: When you’re talking about benefits, I mean talk about benefits — not features.
What’s the outcome that they can expect from your offer?
How will it change their lives?
An exercise to help you figure this out is to write down the features of what you offer —
something like, “a one-hour strategy session with me.”
Great.
Now, I want you to ask yourself, “so what?”
Why should they care about having a one hour strategy session? What’s in it for them?
Answer that, and you have your benefits.
Email #2 The Transformation
The goal here is to show the potential outcomes of your offer.
I know, we kind of did that in the first email, but the truth is that benefits should be in all your emails. Never assume that everyone is reading every email.
But this email focuses on that transformation more specifically.
You want to create a sense of possibility — and you want readers to see themselves in the stories you share.
There are a few ways you can accomplish this (feel free to get creative!).
Here’s one formula:
Share success stories or testimonials that focus on real transformations.
Emphasize how these results are achievable and realistic for the reader.
Remind them of the time-limited nature of your offer to keep the urgency alive.
Social proof is always a great selling point, so if you have real testimonials, definitely use them — even if they’re just screenshots of emails or social media comments.
If you’re new in business and don’t have social proof, you can still lay out a potential future (“Imagine if…”).
No matter which way you go, my main advice is to be veeeerry specific.
Compare these:
“Imagine if you could feel more confident”
“Imagine effortlessly sharing your opinions without replaying entire conversations in the shower later.”
Which is more memorable? Relatable?
Always be specific.
Email #3 Objection Facer
I know, I know. We all want to pretend that no one out there has any objections to our offers.
In fact, maybe we shouldn’t mention them at all?
I mean, we don’t want to place objections in their heads if they don’t have them yet… right?
No. You must face objections head on in sales. People will always have them.
Even if you have the most life-changing offer ever, people will worry about money, time, trust (and other things, but especially those three).
Your best strategy is to face these head on. That’s why we have a whole email dedicated to it!
Here’s your plan:
Identify common objections your audience might have (e.g., “I don’t have enough time,” “Is this really worth it,” “I’ve already tried to fix this thing before and it didn’t work. How will this time be different?”).
Provide reassurance by explaining how your offer overcomes these objections. This could be through bonuses, ease of implementation, or social proof.
Reinforce the deadline (always!).
Many solpreneurs have FAQs and will sent FAQ emails — but they often forget to make sure that some of their “Qs” are actually objection-busters, not just “when will class be?”
Okay?
Email #4 Last Chance
Sorry! Had to sneak a fourth email in here on you. I recommend sending this one on the same day as email #3 — just later. So there are really only a few hours left for them to get the thing.
This email is for those who are still on the fence, and those that are just generally procrastinators (most of us!).
I’ve seen many successful launches have more than half of their signups come through on this one email. People forget, inboxes get busy.
Don’t skip it, but do it your way.
Strategy:
Highlight the deadline and the consequences of missing out (e.g., “Prices go back up tomorrow”).
Restate the benefits and outcomes they can expect by purchasing. (Remember, be specific. Use examples).
Include another testimonial if you have it.
A lot of us hate “last chance” emails, so I also want to give you some ways that you can do it differently:
Acknowledge that you hate last chance emails, but you know some people might’ve missed earlier emails, so here’s the tl;dr.
Talk about how much of a procrastinator you are (tell a story) so you know first hand how important reminders are.
Talk about how much of a planner/overthinker you are — and so you understand how they maybe needed all three days to decide, but now’s the moment of truth.
Pssst… want to see the EXACT emails I used for a flash sale like this? Drop your email below and I’ll send them right over! 👇
How this super simple Black Friday strategy works
This 4-email sequence taps into key psychological triggers that drive action and purchases.
As your reader progresses through each email, they’re not just learning about your offer — they’re being guided through an emotional and logical journey that helps them decide to say “yes.”
Or “no,” if that’s what’s right for them! We’re ethical, we respect that.
Now I want to give you a little peek into the psychology of this structure. Here are some of the persuasion techniques we use and how they work:
Scarcity + Urgency
The Cart Open Email creates immediate excitement by highlighting the limited-time nature of your offer.
At this stage, your reader may be thinking, “Oh, Black Friday already? Is this something I need?”
The deadline grabs their attention and forces them to pause. They’re starting to evaluate your offer, maybe keeping it in the back of their mind but not yet committed.
However, they’re also wondering, “Why is this happening now? Do I have to act right away?”
That’s where transparency matters. By openly sharing why your offer is limited-time — maybe it’s a test, a reward for loyal subscribers, or a way to manage your workload — you’re allowing the reader to feel in control.
You’re giving them a deadline, but it’s grounded in real reasons that respect their decision-making process.
They’re intrigued, but might set it aside for “later.”
Social Proof
The Transformation Spotlight Email leverages the power of testimonials and results.
By now, the reader is intrigued but needs more convincing.
They’re asking themselves, “Can this really work for me? I’ve seen offers like this before.”
Here’s where you introduce relatable success stories and real results, helping them visualize the transformation they could achieve.
They see themselves in the stories you share.
“Wow, if this worked for someone else in a similar situation, it could work for me too.”
Look at you, you’re creating a personal connection that builds trust and bridges the gap between curiosity and action.
They’re starting to think, “Maybe this could work for me after all.”
Objection Handling
The Objection Facer Email tackles common hesitations head-on.
Now, your reader might be seriously considering the offer but still has a few lingering doubts. “What if I don’t have time?” or “Is this really going to give me the results I need?”
You’re anticipating their concerns and offering solutions that make them feel understood.
“Okay, maybe time won’t be an issue because it’s self-paced,” or “That guarantee makes it feel less risky.”
By validating their concerns and offering clear solutions, you create reassurance that allows them to move past those blocks.
You’re no longer just selling, you’re problem-solving.
The reader begins to see your offer as the answer to their specific problem.
“They understand my concerns, and it seems like they’ve thought this through. Maybe this really could be the solution I’ve been looking for.”
Loss Aversion
The Last Chance Email, as a rule, plays on our natural tendency to prefer avoiding losses over acquiring gains.
I know… that feels icky.
So here’s how to do it better:
Instead of using fear-based tactics, focus on the real reasons for your time limit — maybe it’s about managing your workload, making sure you have time to focus on your 1:1 clients, offering a bonus that won’t be available later, or helping them take advantage of a season when they’re already looking for solutions.
The key here is balance and transparency.
You need to give them all the information — time is indeed limited, and you do believe that their life will be improved if they take advantage of your offer.
So let them know that.
It’s time to implement!
Alright, there you have it! A Black Friday strategy, should you choose to partake. :)
Here are some quick reminders to make the most of all this:
Personalize the emails: Use your voice and speak directly to your audience's needs and desires.
Focus on value: Emphasize what students will gain, not just the discount.
Be authentic: Create genuine urgency without resorting to hype or manipulation.
Test your emails: Send them to yourself first to catch any errors.
Prepare your sales page: Ensure it's optimized to convert the traffic from your emails.
Here are your options
If you’d like to run this Black Friday strategy — so you can get a quick cash injection into your biz this season — you’ve got two options:
Option 1:
Take the strategies I’ve laid out here and give it a go on your own. This isn’t brand new, groundbreaking stuff. These psychological triggers and sales tactics have been around for years — and for good reason: they work.
You’ve got the roadmap in front of you, and with some effort, you can absolutely set up this email sequence yourself and see results.
Going the DIY route? Make sure you grab this checklist so that your sales page is ready to sell.
Option 2:
If you want a little extra help (and to save yourself some time in the process), we can work together 1-on-1 to get everything set up for you!
Here’s what that looks like:
We’ll review your offer and identify exactly who it’s best suited for.
We’ll refine your messaging to speak directly to your audience’s needs and desires.
I’ll help you craft each email so that it flows seamlessly and encourages conversions.
We’ll finesse your sales page to make sure it’s ready to convert the traffic these emails will drive to.
Instead of spending weeks trying to figure out the best way to do it on your own, you can lean on my expertise and get it done quickly — without endlessly tweaking copy if that’s not your thing.
Ready to get started? Book a free 15-minute strategy call below.
On the call, we’ll:
Evaluate your current strategies: We’ll take a look at your business goals to see whether a Black Friday sale (or another short, email-only sale) fits into your existing plans. Whether it’s Black Friday or not, we’ll identify where a quick, high-impact sale could work best.
Tailor a strategy to your sales calendar: I’ll show you how a simple 3- or 4-email sequence could align with your existing funnel and engage your audience. We’ll tweak the approach to make sure it fits your unique business and audience.
Make sure we’re a great fit: This call is also an opportunity to see if my approach aligns with your needs. If it feels like a good match, we can move forward with a fully custom email sequence that’s designed to deliver quick results and cash flow — without adding extra stress.
Any questions? Send me an email - hello@nicolecopy.com.
“Nicole is an excellent copywriter. She was able to quickly get a feel for my brand and help me create great copy that reflected me.”
“She easefully slid into the message my people needed to hear, and created in a way that it truly sounded like me. It didn’t sound or feel salesy, which was so important to me.”
“Nicole was able to take all my existing materials and develop a deeper understanding of my brand and voice without me having to educate her… She took the initiative to understand me and my brand without a lot of extra work on my part.”
