The RD Entrepreneur SymposiumHow to Take Advantage of Black Friday or Other Holidays for Sales
with Samantha Scruggs, MS, RD, LDN
How to Take Advantage of Black Friday or Other Holidays for Sales
Samantha Scruggs, MS, RD, LDN
Samantha is a private nutrition practice owner who developed a second love of marketing. While she resisted the temptation to start a marketing business in addition to her brick and mortar practice, eventually the passion became too strong to ignore. She now offers marketing services and courses for health services providers, especially Dietitians. She still runs her private practice as well. She lives in Mount Holly NC with her husband, 3 daughters, and 2 cats, also female. She enjoys her estrogen dominated household way more than her husband.
What we’ll cover:
Why RDs should do Black Friday or Cyber Monday
Crafting an offer people will love
Marketing the offer on social media
You can still make a difference in the world, there’s nothing wrong with selling nutrition during the holidays.
Great time because people are ready to buy. How are you going to make sure your offer speaks to what people are thinking about right now.
Messaging that gets people interested and buying.
7:29 Why Black Friday
10:05 Why nutrition. Common objections: no one wants nutrition counseling during the holidays, no one wants counseling as a gift, I don’t know what to offer.
It’s not what you’re offering that is keeping your Black Friday from being profitable. It’s how you position and package it.
“People still eat in December.”
The holidays work if you let them.
14:35 Creating an offer. How to create an offer that people want to buy when things are a little crazier. Need to speak to them in the place that they’re in during the holidays.
Offer vs Product.
Offer – how you position your product in the marketing place (product, price, packaging, copy, launch) – what are people really buying (the result)
Product: the thing people get when they buy
19:30 Positioning examples (same product, 3 different offers, 3 upsells)
If someone has said yes once, it’s more likely that they’ll say yes again.
26:10 Step 1. Pick out a product, package it into something desirable for the season
Step 2. Do some market research and create an offer that aligns with the desires of your ideal client.
Step 3. Create your landing pages, hook up the tech, offer it on social.
29:36 Key terminology and different “funnel” strategies to set up your offer
Microcommitments lead to bigger commitments
One time offer
VSL (video sales letter)
38:40 Building your Black Friday funnel
Outline the customer experience
Ex: opt-in > thank you page tripwire > one click upsell > cross-selling email follow up > free phone call > goal = new PP client
43:00 Ex: Tripwire 7/9.99 > one click upsell 49.99 > thank you page with one time offer > cross-selling email f/u > free video series/VSL with offer > Goal = course sale
This type of customer experience allows them to make smaller commitments before getting to the big one; warms them up.
46:21 Importance of audience priming
Goal: get people used to you and your offerings before shoving something down their throat
Gathering people into an audience for when they’re ready to buy (not when you’re ready for them to buy)
50:13 Examples of audience priming
51:12 Rule of 7
Save your data with your CTA – FB pixel