Day 2 of The Copywriter Club live event in London.
I’m trying to finish all my work — this newsletter, plus my health newsletter which goes out each Thursday — before 9am so I don’t have to lug my laptop to the conference venue.
Fortunately, a reader writes in:
===
Hi John,
Greetings!
Are you planning to make a Black Friday/Cyber Monday offer, especially of your Copy Riddles course?
The reason I ask is so that I can start saving for it and blissfully ignore other offers.
===
The grand answer is no, I’m not planning any kind of Black Friday offer on Copy Riddles or any of my other courses. In case you’re curious, here are two reasons why:
For one thing, I don’t know when Black Friday falls. Maybe there are ways around this significant obstacle. But even if there are, the following obstacle remains…
Black Friday typically means discounts. And several years ago, I copied and adopted, without shame or remorse, Daniel Throssell’s policy of not running sales or discounting offers down from an established price.
My reasoning is simple:
I sell expensive offers to a small batch of dedicated buyers. I never want one of these buyers to open a new email from me and be faced with a cheerful message, informing them that a course they bought from me now costs hundreds of dollars less — “Haha, sucks for you, shoulda waited for Black Friday!”
I’ve consulted clients who run regular discounts to large lists. They say they’ve never ever gotten a complaint from earlier buyers about a new sale.
I can believe it. But I still won’t do it. I can imagine that if I found myself on the other end of such a deal, I wouldn’t complain either, but I would still feel soured. And I would think twice when buying the next time.
One of the greatest copywriters of all time, Robert Collier, once said that the most effective appeal he knew to get people to buy is to say, “The price is going up.”
Well, the price of Copy Riddles is not going up, at least today. (It’s also not going down, today, tomorrow, or ever.)
So the only urgency I can appeal to today is if you actually plan to go through this course and profit from it.
The sooner you buy it, the sooner you can go through it, and the sooner you will take your copywriting skills to a new level. If you do this honestly, it will be worth much more to you than any discount on this course that I could offer. In case you would like to get started now: