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How to Build Your Business Using the Black Friday Hype

What is Black Friday and How Do You Cash In

For those uninitiated few Black Friday is the Friday after America’s Thanksgiving. Thanksgiving normally happens on a Thursday and the day after is what is known as Black Friday. And why is it a big deal, you may ask. Well according to Wikipedia it’s been regarded as the beginning of the American shopping season since 1952.

So lets fast-track up to 2019 and gather our bearings, this year it happens on the 29th November a mere two months away. If you happened to scoop a few killer deals last year (like me) then you may want to start putting aside some spending money so you can cash in.

WHY IS IT CALLED BLACK FRIDAY
Way back in 1961 the folks out in Philadelphia noticed that there was such a lot of pedestrian and vehicle traffic that the streets became black with humanity. Remember that back then we mostly wore hats (black hats) and seeing as that time of the year is winter, it would be fair to say everyone wore their overcoat, which I presume in 1961 was not normally brightly coloured. Probably grey brown or black.

And hey presto we have Black Friday. The busiest shopping day of the year.

BLACK FRIDAY IN SOUTH AFRICA
We were first introduced to Black Friday a mere 6 years ago on the 28th of November 2013. Back then it was a mainly online activity. More recently our major retailers joined in, which made it a lot more fun.

I personally experienced my first ever attack of shopping hysteria in 2018, I had fought my way down an isle for a deal on my list, only to discover a short woman in front of me trying to reach the last 3 on the top shelf.

Staring into her horrified eyes, I reached up and took them all for myself. At the time I felt like a conquering hero however I’ve subsequently come to feel differently about my actions.

SHOPPING HYSTERIA VIOLENCE
Since 2006 there have been 12 reported deaths and 117 injuries reported in the USA. Fortunately here in South Africa dirty looks aren’t life threatening and no one has died as a result of Black Friday.

CASHING IN ON THE CRAZY
During my foray through the packed isles with my husband in tow (also showing well advanced stages of shopping hysteria) I noticed that he was putting non-sale items into the cart. I later discovered that these non-sale items were in fact more expensive than what we usually paid.

I expect that this year, if we are brave enough to go out again that he will be wiser.

PURCHASE RELUCTANCE IS SUSPENDED
Anyone can offer their goods or services at greatly reduced prices on Black Friday. What this does is draw in many consumers who have relinquished their normal purchase reluctance. Arguments such as it’s too expensive are gone.

Like my shopping mad husband, many people simply let down their guard and take whatever they want.

LIMITED STOCK FOMO
With Black Friday only occurring once a year missing out is a real thing. Positioning goods or services at normal or above normal prices in the same vicinity is one way of making more profit.

If you are going to utilize this sales strategy then bear in mind that buyer’s remorse returns are inevitable.

A NATIONAL SHOPPING DAY
Despite Black Friday being a normal work day here in South Africa the buzz created during the past years has made it more likely that consumers will put their attention on spending during that day.

As a smaller retailer you can cash in on that break from tradition by positioning yourself around the larger stores and if you are not a retailer then you can easily amp up your advertising in the weeks prior and make the day a sales day to remember.

WHY DO RETAILERS OFFER BLACK FRIDAY
Because they make money. That’s all there is too it. Despite the incredibly reduced prices they still make money.

The reason is simple. Normally we - the buying public, control our spending. During a big sale we relinquish some of this control but not all, but add masses of humanity and the idea of limited stock and a frenzy ensues. Our normal control mechanisms go out the window and we buy way more than we intended to.

BENEFITTING FROM BLACK FRIDAY
Every business deals with purchase reluctance in some way shape or form. If you need help finding out how you can sell more on Black Friday.

Call Me

HOW TO BUILD YOUR BUSINESS USING THE BLACK FRIDAY HYPE

 
by Kim Coetzee | Sept 27 2019 | Black Friday Marketing

For those uninitiated few Black Friday is the Friday after America’s Thanksgiving. Thanksgiving normally happens on a Thursday and the day after is what is known as Black Friday. And why is it a big deal, you may ask. Well according to Wikipedia it’s been regarded as the beginning of the American shopping season since 1952.

So lets fast-track up to 2019 and gather our bearings, this year it happens on the 29th November a mere two months away. If you happened to scoop a few killer deals last year (like me) then you may want to start putting aside some spending money so you can cash in.

WHY IS IT CALLED BLACK FRIDAY

Way back in 1961 the folks out in Philadelphia noticed that there was such a lot of pedestrian and vehicle traffic that the streets became black with humanity. Remember that back then we mostly wore hats (black hats) and seeing as that time of the year is winter, it would be fair to say everyone wore their overcoat, which I presume in 1961 was not normally brightly coloured. Probably grey brown or black.

And hey presto we have Black Friday. The busiest shopping day of the year.

BLACK FRIDAY IN SOUTH AFRICA

We were first introduced to Black Friday a mere 6 years ago on the 28th of November 2013. Back then it was a mainly online activity. More recently our major retailers joined in, which made it a lot more fun.

I personally experienced my first ever attack of shopping hysteria in 2018, I had fought my way down an isle for a deal on my list, only to discover a short woman in front of me trying to reach the last 3 on the top shelf.

Staring into her horrified eyes, I reached up and took them all for myself. At the time I felt like a conquering hero however I’ve subsequently come to feel differently about my actions.

SHOPPING HYSTERIA VIOLENCE

Since 2006 there have been 12 reported deaths and 117 injuries reported in the USA. Fortunately here in South Africa dirty looks aren’t life threatening and no one has died as a result of Black Friday.

CASHING IN ON THE CRAZY

During my foray through the packed isles with my husband in tow (also showing well advanced stages of shopping hysteria) I noticed that he was putting non-sale items into the cart. I later discovered that these non-sale items were in fact more expensive than what we usually paid.

I expect that this year, if we are brave enough to go out again that he will be wiser.

PURCHASE RELUCTANCE IS SUSPENDED

Anyone can offer their goods or services at greatly reduced prices on Black Friday. What this does is draw in many consumers who have relinquished their normal purchase reluctance. Arguments such as it’s too expensive are gone.

Like my shopping mad husband, many people simply let down their guard and take whatever they want.

LIMITED STOCK FOMO

With Black Friday only occurring once a year missing out is a real thing. Positioning goods or services at normal or above normal prices in the same vicinity is one way of making more profit.

If you are going to utilize this sales strategy then bear in mind that buyer’s remorse returns are inevitable.

A NATIONAL SHOPPING DAY

Despite Black Friday being a normal work day here in South Africa the buzz created during the past years has made it more likely that consumers will put their attention on spending during that day.

As a smaller retailer you can cash in on that break from tradition by positioning yourself around the larger stores and if you are not a retailer then you can easily amp up your advertising in the weeks prior and make the day a sales day to remember.

WHY DO RETAILERS OFFER BLACK FRIDAY

Because they make money. That’s all there is too it. Despite the incredibly reduced prices they still make money.

The reason is simple. Normally we - the buying public, control our spending. During a big sale we relinquish some of this control but not all, but add masses of humanity and the idea of limited stock and a frenzy ensues. Our normal control mechanisms go out the window and we buy way more than we intended to.

BENEFITTING FROM BLACK FRIDAY

Every business deals with purchase reluctance in some way shape or form. If you need help finding out how you can sell more on Black Friday.

Call Me

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Strategy vs Tactics Planning Ahead

STRATEGY VS TACTICS ARE ABOUT PLANNING AHEAD

 
by Kim Coetzee | Oct 7 2018 | Strategy vs Tactics

As a business owner it's easy to get bogged down in the day to day running of your business. The idea of strategic thinking vs tactical thinking might seem more like something that somebody else does. Somebody with more time, less problems and more money. Don't be fooled. Anyone can think strategically as long as they understand their competitors and their clients, which lets face it you as a business owner already have an excellent idea of.

Strategical vs Tactical Thinking is Simple.

Strategic thinking in business, is as simple as:  Action aimed at expansion with the knowledge of how the opposition will react. Knowing what they will do (be it one action or a multiple choice of reactions) and having your next move, based on their possible reaction, planned and ready for implementation. Whilst at the same time continuing your initial action aimed at expansion.

Tactical thinking would be that which is more immediate. EG Sales team meeting targets. Production schedules maintained. # of New Customers.

Tactical thinking is crucial to achieving expansion. In a world where everybody only uses tactical thinking, expansion would not be a problem. Everyone would just be getting on with their own thing. Or would they?

What happens when your competitor considers your business a hump in the road to their own success. When they decide to implement some strategical thinking!

How easy would it be for your opposition to expand and grow bigger  than your business? Is it possible for them to get your clients to move across to them? Would your business survive this?

Fool Proof Expansion

There is evidence of the reality of the business world all around, whether you know about it or not. Yet there remains one foolproof way to weather any storm. Flourish and prosper!

How you flourish and prosper is up to you and your abilities. One thing remains true in every case however. You need more clients!

You need more people believing in your product or service and wanting them.

Achieving that requires marketing and advertising. Getting the word out about your product or service. Getting that word out in a great enough volume so that the demand for your product exceeds all other demands.

Think Big

When a challenge comes along it may require tactical thinking to win the battle.

Strategic thinking is the knowledge of how the opposition will react. Knowing what they will do (be it one action or a multiple choice of reactions) and having your next move, based on their possible reaction, planned and ready for implementation. Whilst at the same time continuing your initial action aimed at expansion.

Don't just win the battle. Think ahead.

When a competitor attacks either overtly or covertly. Handle the emergency, but understand where the weakness that allowed that attack to occur, came from. Remedy it, but understand too what it took for the opposition to make that move. Understand that they stretched their resources in some way in order to effect that attack. Ask yourself if it is possible to maximize your expansion because of their momentary weakness.

Think Big, Think Beyond the Battle.

 

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How to Write a Newsletter That Brings in Business

HOW TO WRITE A NEWSLETTER THAT BRINGS IN BUSINESS

 
by Kim Coetzee | Sept 27 2018 | Why Newsletters are Vital

What is it that makes people clam up the minute they need to talk to a crowd?

Avoiding the issue, has it's perks. But leaving these unreasonable fears unchallenged can have a negative impact on your business.

Particularly when you're a small business and you need to do everything yourself.

STAY IN TOUCH WITH YOUR CLIENTS

It's incredibly important to stay in touch with your clients.

The reasons behind it are numerous.  Without getting complicated, they boil down to basic human relations. Specifically yours.

It doesn't matter if you're a one man show or a multinational corporate conglomerate. We all need people to Know Like and Trust us if we're going to stay in business.

The way to do that is by communicating. Regularly!

The secret to writing a newsletter that brings in business, has as much to do with the technical side of it, as it does the content. Specifically:

  • Understanding Personalized Bulk Communication
  • Understanding The Consequences of Your Medium Choices
  • Managing Bulk Personalized Communication
  • Responding to Feedback

Understanding Personalized Bulk Communication

The first step to a successful newsletter is putting yourself in your readers shoes. Understand that when the guy gets your newsletter it's going to be addressed to him personally. He's going to think you personally wrote to him.

But that's not going to be true and he's going to realize that really soon. As soon as he realizes he will feel that the message is not for him.

Thats human instinct. "Oh, this is for someone else, I shouldn't be reading this". That process can happen in less than a second. If you haven't made him feel like the message was for him personally in that brief period of time, you will have lost him.

BUT... ALL IS NOT LOST, he will for that brief moment, remember you.

This may remind him that he actually needed to speak to you. So actually, even if your newsletter was complete drivel and won the award for worst newsletter in the world. You would still achieve the goal of being remembered.

Of course this presumes that you have a business relationship with him in the first place.

Understanding the Consequences of Your Medium Choices

*Medium* - The thing you use to transmit your message.

There are two ways to get a personalized written communication to a client. 1) On a piece of paper (a letter in an envelope) and 2) Electronically (an email). Both come with delivery challenges.

If you're sending the letter through the post there are numerous things that can stop that letter being opened and read.

  • Wrong Address
  • Postal Service Loses It
  • Secretary/Wife Throws it Out
  • It gets Wet in the Mail Box
  • The Dog Eats It
  • Your Recipient Throws It Out Unopened

These are just a few of the main reasons. For email it's gets even tougher.

  • Wrong email address
  • It gets blocked by a spam filter
  • Your URL is blacklisted and you don't know it.
  • It gets lost in recipients "inbox" and later deleted, unread.
  • Recipient deletes it by mistake.
  • Recipient thinks all email from you is junk mail.
  • Recipient cant remember you.
  • Someone else reads recipients email first and decides you're junk mail.

There are things you can do to reduce "non delivery" but remember the closer you get to personalized delivery the more expensive it gets. At the very least you need to manage your bulk communications.

Managing Bulk Personal Communications

Having a system for your bulk mail is crucial. Every step of the way needs to ensure that your recipient gets your message in a courteous and respectful way. The envelope should be clean. The name should be correctly spelled.

The mail should arrive at a convenient time. It should not be offensive. And you should take the time to make sure that he actually got the message. Did the email go through? Did the letter arrive?

Responding to Feedback

With all the management that goes into sending out bulk mail there is also the message that gets through perfectly and is responded to immediately. This is exactly what you where hoping for. So make sure that you attend to that enquiry as if that newsletter was sent to that client alone and that his enquiry was the only one you were wanting.

WRITING CONTENT THAT CONVERTS INTO BUSINESS

The more personalized your content, the more likely your recipient is to read your message. But that's a challenge when it comes to bulk mail.

Each of your clients is unique so figuring out what to say that will appeal to them individually is possibly the hardest part of a newsletter.

Which is why database management is so important. Knowing when someones birthday is. Knowing if they're parents or grandparents are just a few ways for you to connect with your clients reality.

Because even though it's a Newsletter - aka All About You, it should never be "All About You"

Every communication to your client should be about them!

It should be about how their lives can be improved. About how they benefit. Yes, it's true that your relationship with them may be at the stage where they are interested in you. When that has ocurred you can and should let them know stuff about yourself that will make them feel more connected with you.

Just make sure it's good stuff. Keep the negativity out of it.

The main thing is to make it about your client. If you keep that one simple rule foremost in your mind, you are sure to create a newsletter that your client will respond to favourably.

HAPPY WRITING

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