Hello Reader,
We are six weeks out from Black Friday, and now is the time to start thinking about how you want to show up. I know it is easy to push this off and tell yourself you will figure it out later, but later comes fast. The photographers who do well during Black Friday are not winging it. They have a plan and start early so when the sales weekend arrives, they are ready and calm instead of scrambling.
That is what we are doing this month. We are going to map out a simple plan that helps you focus on what matters most so you can approach Black Friday with confidence. You do not have to sell hard or sound pushy. You just need to be prepared and clear about what you are offering.
This Edition’s Focus: Pick Your Priorities and Build Around Them
The biggest mistake I see photographers make during Black Friday is trying to promote everything at once. Prints, calendars, workshops, courses, mentoring, presets, it is too much. When you try to sell everything, people end up not knowing what to focus on, and they buy nothing.
Instead, pick one or two things you want to put your energy behind. Maybe it is your new print collection, your 2026 calendars, or a winter mentorship package. Whatever it is, commit to it fully.
Think of that offer as your anchor. Everything you share, from your emails to your social posts, should tie back to that one thing. When your message is consistent, it builds trust and excitement.
So before you do anything else, take a few quiet minutes and ask yourself, What do I really want to sell this Black Friday, and who am I selling it to?
Once you know that, everything else starts to fall into place.
The 6 Week Countdown Plan
Here is how to pace yourself over the next six weeks so you feel organized and ready when Black Friday arrives. This is about steady progress, not perfection. Small steps each week will get you there.
Week 1 – Choose and Clarify
Decide what you are going to promote. Write it down and be clear about why it matters and who it is for. If you are offering prints, think about the story behind them. If it is a workshop, think about the experience you are inviting people into.
Week 2 – Get Things Ready
Make sure your website or store pages are up to date. Check your product descriptions, pricing, and images. Test your checkout process and fix anything that feels clunky. Start writing your first teaser post or email.
Week 3 – Build Excitement
Begin to drop hints that something special is coming. Share a behind the scenes look at what you are preparing or tell the story of why this offer matters to you. The goal this week is to warm people up and make them curious.
Week 4 – Educate and Connect
Talk about the value behind what you are selling. If you are offering prints, share what inspires your work. If it is a mentorship, talk about how it helps photographers move forward. You are not selling yet, you are helping people understand the “why.”
Week 5 – Finalize and Test
This is your prep week. Schedule your emails, double-check your discount codes, and make sure all your links work. Look at your promotion through your customer’s eyes and make sure everything feels smooth and clear.
Week 6 – Launch with Confidence
This is your moment. Send your first email early in the week, then follow with gentle reminders. Share social proof, a testimonial, or a story about someone who has worked with you or purchased from you before. Stay genuine and celebrate every sale.
What’s Next
In the next issue, we are going to dig into how to create irresistible Black Friday bundles. how to pair your products and services so they feel like a natural fit and offer real value to your audience.
Until then, keep it focused and steady. One clear offer, one simple plan, one step at a time. You’ve got this.
With gratitude and respect,
