Black Friday: How to Make $1 Million w/ Ezra Firestone (2019)

Black Friday: How to Make $1 Million w/ Ezra Firestone (2019)

– Hey, Black Friday’s
right around the corner and I don’t want you to
leave any money on the table. I want you to have the
best Black Friday ever. So how do we do it? Well we better ask a few
experts, see what they did. And I knew of one who’s
absolutely perfect for this. My friend Ezra Firestone,
who’s the master marketer behind BOOM! By Cindy Joseph, Smart Marketer, and Zipify Apps. And last year he told me that on BOOM!, they did $700,000 just on Black Friday, $100,000 on Thanksgiving, and then this year he plans to do $1,000,000 dollars on Black Friday. In this interview today he lays out for you exactly how he’s gonna do it. He walks us through the
complete plan for this year, for 2019 Black Friday. Okay, enough of me talking and driving. Let’s get to it, let’s
hear what Ezra has to say. (electronic fanfare) Tell me why should I care? Why should I listen to Ezra Firestone, what he has to say about Black Friday? – Every year for the past,
since, let’s say 2016, I have done between four
and five million dollars in revenue in November and December. And I have been running Black Friday, Cyber Monday promotions since 2008. I have been literally figuring out what the best system
structure, sales process, email process, advertising process, multichannel retargeting process,
sales page, landing page, you know, anticipation process
works for this sale event. Because if you are like me, and you are an e-commerce
merchant through and through, you understand the power that
exists in this buying season. The cultural and societal
conditioning that we receive that this is the time to
buy gifts and share gifts. From the Christmas to all
the holidays to the all that, to purchasing for ourselves
to make ourselves feel good, like, this is when, if you just look at where the money is flowing in e-commerce, the e-commerce sector,
maybe for retail too, I don’t really understand
the retail market as much, but this is when the
money, the opportunity for sales, is at its
highest in most markets. And so, you know, I’ve
been an online merchant with my own e-commerce
store since early 2007. So I’ve now been doing
this for 12 years straight. And every year for me, my Black Friday, Cyber Monday
sales have done better. – What do you expect to do this year? – You know, projections are difficult. So this year I expect my holiday sales to be up 30% year over
year from last year. So last year– – And I know you told me what you did last year when we talked previously, but it was sizable. – Yeah, let me pull it up. I’m gonna go into my
analytics for my Shopify store and I’m gonna pull up
November, December last year and I’m gonna find out. And I also actually have here
the campaign strategy document for our 2019 holiday sale
and I can kinda run you through a little bit of
that if you’re interested while these stats are loading. – Yes, please. – Okay, cool, so basically, you know, from, we do a pre-sale campaign. So what we’ve discovered is
that 80 to 90% of our sales on Black Friday, Cyber Monday,
come from warm audiences. We are not really a big cold
audience for gifting business when it comes to our holiday sales. Some businesses really do extremely well. So basically, we’ve found that 80 to 90% of our sales, Black Friday, Cyber Monday, like, true, kind of monetization
comes from warm audiences. Which is past buyers,
past email subscribers, past fans and followers,
past website visitors. So we really structure our sale to kind of monetize that audience. And some businesses have a much
more cold audience strategy for the holiday sale, but for us, I’m gonna just show you what we do. And yes, we do still run some, obviously we’re running cold ads all of those months and those work too. And we’re doing gift, and we’re doing all that kind of stuff. But the real bulk of the value
comes from the engagement of the past buyers and subscribers. So we run a pre-sale
campaign from Friday 11/8, this year it’ll be
Friday 11/8, November 8th to Thanksgiving, Thursday, November 28th. And it will be three dedicated emails. And it will be a whole bunch of ads. And these dedicated emails
will kinda introduce and educate the audience on
what, sort of, our brand is. And there’ll be sort of sub-themes on our pro-age messaging
and beauty within. You know, it’ll be about affirmations. And all of this will be going
to an early-bird opt-in page. Where it’s like, “Hey, here’s
a little bit of content and oh, by the way, we’ve got
this really big sale coming up and you should opt-in to be
the first to hear about it.” Because what we’ve discovered is that when we build anticipation for a sale event, it
performs almost double. People really like the idea
of knowing about something in advance and then waiting for it and then engaging with
it, and so in particular, all of the buyers that are
really gonna maybe buy once or even twice over the holiday
sale, they’re gonna engage on the Black Friday through
Cyber Monday weekend. And then we’ve got a bunch
of sub-campaigns after that. So Campaign Number One is 11/8 to 11/28. Three to four dedicated
emails to the list. PSs and when we’re not
sending a dedicated email to go join the early-bird
list, all the content that we send out, our blog
posts, things like that, there’s a PS image at the bottom of that in the email that links over
to the early-bird opt-in page. And we’ve got four or five sub-themes. Because what we used to do is like, “Hey the sale’s going on,
Black Friday, Cyber Monday. “Buy it, yay, yay, yay.” And then hey, you know, transition into, “Hey, the holidays are coming up, and make sure you get your orders before the shipping deadline.” “Hey, this is your last chance.” It was all about the sale. This year, we’re sub-theming it. So basically, we’ve got
our pre-launch campaign, then we’ve got Black
Friday and Cyber Monday. Friday 11/29 through Monday
12/2, or December 2nd. And that is 10 dedicated emails, Friday, Saturday, Sunday, Monday. We’re sending 10 dedicated emails. And two emails that are content
emails with PS images in it. And I think it’s three
emails Black Friday, two emails Saturday, two emails Sunday, and three emails on Monday. So it’s a total of 10 emails
over that five-day period, Friday, Saturday, Sunday,
Monday, four-day period and we have found that emailing that heavy works extremely well. With two of those emails, one
on Saturday, one on Sunday being content emails that
have the PS images in them, not being straight sale. – So they’re not just
straight promo emails. You’re still doing like, “Hey–” – Two of the 10, two of the 10 are not straight promo emails. All emails on Black Friday, all emails on Cyber
Monday are straight promo. Saturday, Sunday is one straight promo and one content with a PS image. And, you know, the idea there is to reintroduce our brand, tell our story. What are our affirmations? What does empowerment
mean to us as a company? What are we committed to as a company? While other companies are
pushing over-consumption and a going-out-of-business
sale type of creative, we’re gonna be pushing,
“Feel good about who you are and what you’re buying, and
buy as a reward to yourself,” which is why our people buy our stuff. Our people don’t buy our stuff as, you know, gifts for other people. And we’re gonna highlight
our sustainability efforts because we know that our
audience cares about that. We’re gonna show that our
customers love our products and use a ton of social proof. And so it’s really gonna be
our BOOM! brand campaign, sustainability, and customer engagement in terms of testimonials and stuff. And we’re gonna use a lot of GIF imagery. We’re also gonna be running ads that are themed for Black Friday. Ads that are themed for Cyber Monday. And our ads are, anyone who
visits our holiday landing page from email or ads, we’re retargeting them. We’re retargeting people on YouTube and Google Display Network. We’re running awareness ads to our sales to past buyers, subscribers, and fans on Facebook and on Instagram
and on YouTube as well. So we’re kind of using this cross-channel, both awareness and retargeting platform, retargeting advertising to all of our cold and warm audiences
for that sale event, in addition to our emails. Okay. One of the other things
that we do is, of course on Black Friday, Cyber
Monday, we are calling out and promoting in the emails,
and promoting on the offer page our most popular and our
highest-margin items. Because for us, it’s an
opportunity to make profit. Everybody’s so focused on revenue. I would rather have lower
revenue, higher profits. So I’m pulling out my
more profitable products and I’m pushing those up to the
top of the emails and stuff. Okay, now, we did our pre-sale from November 8th to November 28th. We came out hard body, hard body, on Black Friday, Cyber Monday, from November 29th to December 2nd. Now, the next phase of our campaign is our holiday sale phase, which is Tuesday, December 3rd
through Monday, December 9th. It has eight emails. Two of those emails have PS images. And the concept is, “Add
color to your life.” Our hero product is, so
it’s a whole new concept. It’s like we’re focusing
on one of our products. Our hero product. And we’re gonna obviously
link to the sale page. ‘Cause we always do a sale landing page that’s got a countdown timer,
that shows your coupon, that shows off our bundles. I mean it’s kind of like a
pre-sale holiday sale page that we can link to individual
product offer pages. And we can talk a lot about
how we optimize those. We build those templates in our Zipify Pages landing page builder. And we have a mobile version,
and a desktop version, fast-loading, yada yada, but anyways. The concept is really a
monochromatic shot campaign. All based off the shade
of our current product. Little mini-demos, how to use the product, how to use it just off the plane, how to use it before a family dinner, how to use it for a night out. And the campaign will really
focus on our Boomstick Color, which is our hero product, and why it is the star
of our product line. It will communicate
the ease and simplicity of the use of that. And so we’ve got a bunch of different creative
ideas for it and tutorials. It’s all gonna be about
this core hero product, and a bunch of different ways to use it and why it’s awesome. Okay, so that’s a sub-campaign. Now we’re not really saying, “Hey, go get a big percentage
off, hey, yada yada.” I mean yes, you get 10%
off during the holiday or whatever we’re giving,
and we’ll mention that. But it’s really about
this particular product. And then, we move into– by the way, if you buy once, I’ll get to that, you’re removed from all
these rest of these emails. If you’ve bought once, you’re
not getting these second and third and fourth campaigns. If you bought during Black
Friday, Cyber Monday, something else is happening. So if you bought during Campaign One, you were on the pre-sale list, then we did Black Friday,
Cyber Monday campaign over those emails and ads and you bought, you are excluded from ads and
you are excluded from emails for the second, third,
fourth, fifth campaign. And I’m doing something
else to you, or with you. I’m communicating to
you in a different way. So okay, now we move
to our third campaign, which is December 10th
through December 14th. And this is where we
make a lot of our money. This is the standard shipping deadline. If you want– we don’t give free shipping. A lot of people do and they
miss out on the opportunity to do this and if they do
give free shipping, fine. But you can still run this campaign. A ton of our money is made on
what’s called Green Monday, or there’s a date that’s usually between December 10th and December 15th. I think it falls on
Wednesday the 11th this year. But basically, it’s the
last time you can order with standard ground shipping
and receive your product in time for the holiday gifting
period, or for yourself. And so, we basically do
nine dedicated emails from December 10th through December 14th, where we’re highlighting. Each email dives really deep
into one specific product. So, the way we did that second campaign, it was all about one product; now we do nine emails over the course of 10, 11, 12, 13, 14, five days where it’s all about every
one of our other products. Nectar, silk, cotton, gold. And every one of those emails is like, “Here’s what this thing is,
here’s why it’s awesome, here’s how you use it, and go get it.” And then it links over to
that individual product page, probably bypassing the holiday sale page. Okay, that’s the third campaign. – You’re literal– this is
the strategy you’re going to use this November, December? – That’s right, yeah. It’s nuanced in that there’s things we’re doing on the ad side, there’s things we’re doing
on the landing page side, there’s things we’re doing on the up-sale, cross-sale
side, there’s nuance here. But this is a high level of the sort of energetic,
promotional strategy. This is what I can give
in a podcast, okay. Fourth campaign, we’re
at December 16th now. Let me recap the campaigns. Campaign One, 11/8 through 11/28 pre-sale, get on the early-bird list. Campaign Two, open the sale,
Black Friday, Cyber Monday. Friday 11/29, which is Black Friday, through Monday 12/2, that is Cyber Monday. Campaign Three, holiday sale 12/3, sort of introducing, “Hey, we’re
gonna have a holiday sale.” It’s not about Black Friday, Cyber Monday. It’s now about the holidays, 12/3 to 12/9, really focusing on our hero product. A whole bunch of different
content about that, eight emails. Now, I just went over Campaign Four. Standard shipping deadline, Tuesday, 12/10 to Saturday, 12/14, nine
emails, one about each product. Now, we have Monday,
12/16 to Thursday, 12/21, the two-day shipping deadline. Six dedicated emails with two PS images. Every one of these campaigns has content, not just emails about the sale. We’re mixing in content as well. So two of those six emails have content emails going to our blog with PSs about the sale. And it’s the same idea
as the holiday opener that was about color, but it’s about our second most popular stick, which is our Glo product. Same thing, six emails, all
about one individual product that we did not highlight
in the previous campaign, standard shipping, that showed
off a bunch of our products. We didn’t highlight this one. This one is saved for your
two-day shipping deadlines. So while we’re saying,
“This product’s amazing. Here’s all about how to use it.” We’re also saying, “Last chance to get this
with two-day shipping.” Okay, now here’s where last
year, everyone stops there. Last year, and this is our,
let me just count them. It might be our sixth
campaign so pre-sale, pre-sale to get you on the
early-bird list, opt-in, optimizing for the opt-in
objective, giving email leads. We also run that to cold traffic and we get a whole bunch of
email leads from cold traffic that we monetize in
January, February, March. That’s a nuance that I didn’t mention. Kind of a sub-level of what we’re doing with that early-bird, we’re
going out to cold with that, even though we don’t intend
them to buy over the holiday. Okay then we have Black
Friday, Cyber Monday. Then we have the holiday sale opener. Then we’ve got the standard shipping, which goes over all the
different individual products. Then we’ve got the two-day shipping. Now this is the sixth and final campaign. And it is from December
24th through December 31st. And it is our New Year’s sale
where we’re basically saying, “Hey, this is your last chance
to buy before the new year. You can still get this holiday discount.” Of course if you bought in any
one of those other campaigns, you’re not gonna get these emails. But last year, I just
wanna show you, last year, from December 24th to December 31st, 2018, we generated $467,000 in revenue. – Whoa. – At 55% of those people
being repeat buyers. So, this campaign works extremely
well and nobody runs it. And it’s like, “Last chance to buy before the end of the year.” We weave in a sub-theme
about 2020 empowerment. We say, “Hey, set yourself
up on the right foot for the next year,” a lot
like the fitness people do. And the December 24th
through December 31st, last chance to buy and get your discount before the end of the year crushes. And nobody does that,
that’s our sixth campaign. Now, I mentioned, and this
is the last thing I’ll do before I answer any questions you have, I mentioned that we, if you bought in any one of the campaigns you get removed from the main list. But we do what is known as
a discount ladder automation to 1X buyers during the sale. So let’s say you bought
Black Friday, Cyber Monday, which is gonna exclude you from all the rest of the campaigns, right? You will still get the blog post ones. Each one of those campaigns
had content emails, right, with PSs about the sale. So if you bought once,
you’d still receive those. So you might receive six
emails over the month that were all content but
you already did your buying on Black Friday, Cyber Monday, so you’re not getting the promotions for those other campaigns. So– you with me? – Yes. – Okay, so three days after
you bought the first time, you get an automation email that says, “Hey, we really appreciate
you purchasing.” Maybe it’s 72 hours, I
think it’s, or 48 hours. It’s either 48 or 72, I have
to look at our automation. “Hey, we really appreciate
that you bought once. You know, just so happy that you did that. Because you bought once,
we want to offer you the opportunity to get
an even bigger discount. For the next 72 hours
only, you can get 15% off. Instead of, you got 10 the first time, for making your second purchase. You can give it to a friend,
you can buy it for yourself, you can buy something you always wanted. The biggest discount we will ever offer. You only have 72 hours.” And then we ping them Day One. And then Day Two we send two emails and then Day Three we send three emails. And this is happening concurrently. Every campaign that happens,
every person that buys in Campaign One, Campaign
Two, Campaign Three, Campaign Four, Campaign
Five, a few days later is getting this, what I
call a discount ladder, because it’s a bigger
discount than the first one, coupled with the deadline. And that converts, 10 to 15%
of 1X buyers buy a second time. – Hmm. So you’re really,
you’re doing everything you can to extend customer lifetime value here. – Yeah, and of course
we’re also running ads to those people with
that same communication. This is a omni-channel communication. So yes, email is our biggest driver. But everything that’s happening in emails, every one of these
sub-campaigns has ad created that matches it, that goes to the group during the correlated times. – So in Klaviyo when you make a segment, so the segment that’s
getting these emails, you can also sync those to
Facebook as a custom audience. And then you re-market
to that custom audience with an ad and creative that matches what they see in the email. – And that’s across not just
Facebook, not just Instagram, but also YouTube, Google Display Network, and then of course we’ve
got our branded search and Google Shopping and,
you know, what have you. – So the total number of
touchpoints here are wild. Once you enter the BOOM! Funnel, I’m gonna hear from Ezra
literally dozens of times. – Well you know, I think last year we sent 37 dedicated email blasts
between Black Friday and the end of the year,
or maybe it was 45. But you know, some of
those were to unopens, because we also mail to unopens, so basically we communicate a whole lot and we get away with it because most of the
year we’re adding value. We only run a sale every six weeks. And when we do run a sale, sometimes it’s not even a discount, it’s just like a new product announcement. So there’s not a lot of ways
to buy from us at a discount. And because we’re constantly
offering that value and constantly doing blog
content and yada yada, like we can get away with a very
aggressive holiday campaign and it works extremely well for us. – So the trick to being able to send 30 to 40 emails
for the holidays is to provide a whole
bunch of value up front. – Maybe. Maybe, maybe I’ve
convinced myself of that. But maybe also one of the
things that we think is like, “Dude, nobody gets your fricking emails.” Everybody gets 150 emails a day. They don’t see the first one that came in. They just see the third one. That’s why we go 7 am, 5 pm, 10 pm, to open our sale and close our sale, for Black Friday, for Cyber Monday. For each one of these
kind of sub-campaigns, we’ll have two or three emails to open and close, because
dude, people don’t see them. I have given up, as a consumer,
I’ve given up on email. I don’t use it for my
business, I only use Slack. And people email my customer support desk. And occasionally I go in there and see who’s selling me stuff. But it’s like, I think most people, I think like while email still is the biggest driver of revenue, you can email a lot more than you think you can
without pissing people off. Because it just gets buried. – 100% you can send way
more emails than you think without creating an issue, especially when you’re providing value. So you’ve got your whole
2019 strategy laid out. It’s early September. I’ve been beating this drum
starting in the summer: “Hey, you gotta start– you need to start at least thinking about Black Friday.” And then in August we recorded an episode. We called it, “Start Planning To Have Your Best Black
Friday Ever, Start Now.” We sent that email out. That had one of the
highest unsubscribe rates of any email I’ve sent. People don’t wanna hear it. They don’t wanna hear like,
“Listen, you need to start.” ‘Cause I think email marketing campaigns and Black Friday feels like homework. You know, we talked a lot about that passion is an unfair
advantage that you have. But then, like, you gotta do
the campaigns and start early to get it done right, and
that feels like homework. What are your thoughts? – Well, look man, I am in this not only because I love it and I enjoy it. And I think that one
of the things you said, like one of the
counterpoints I would make is you were talking about,
“You gotta be passionate.” And my viewpoint is, passion
comes from doing something. Humans like winning behavior. They like when they do well at something. If you do something long
enough, you get good at it. And then you fall in love with
it because you’re good at it because that’s a cycle that you win at. And we like winning cycles. So I feel like, yes, that is true. And I also feel like you can be passionate about anything you decide
to put your attention on. What I think about your last statement of people feel like it’s
homework, it’s like dude, I’m in this to make money. I’m in this to take care of my family. I’m in this to pay my employees better. I’m in this to make great products. I’m in this to serve the
world unselfishly and profit. And if you ignore Black
Friday, Cyber Monday, and don’t prepare for it,
and don’t create good assets, and don’t create a cohesive theme, and don’t think about
your advertising strategy and your email strategy, and
don’t have your copy written, well, you’re just gonna make
less money than you could. And if that is the situation that you wanna find yourself in, fine. But why would you do that? Why not take advantage of
the statistically-proven time of year where you
could make the most money by sending more emails
than you think you should, planning your strategy, doing your ads? Yeah, look, they call it work
for a reason, it is work. It’s not easy, it takes energy and effort. But it’s like dude, there’s almost nothing that you could focus on that
would be more profitable for the time you spent on it if you’re an e-commerce merchant
with any kind of following. I think that that is a silly attitude from these imaginary people,
or I guess not imaginary because they unsubscribe from you. But I feel like that is a just
misguided and silly response to, “Hey, get your shit together
and get your holiday sale in order,” is, they’re gonna bail on you. You probably don’t want
them on your list anyways. – So this year we’ve got an even, we have shorter deadlines,
the way the calendar falls. We have less time than ever. Does that change your approach this year? – Yeah, you know, it’s kind of a bummer. You know, we have a week,
I think it’s a week less, or something like that,
the way it works out. I don’t know if it will change
how effective things are. What I do know is that
our strategy is iterative. And this is an iteration
on last year’s strategy. As every other year has been. With everything that we
learn, we then ideate about how we think we
could make it better. And we implement that. So our strategy is quite similar. We’ve got a pre-sale and
a bunch of sub-campaigns and ads and emails that support that. And then a whole bunch of nuance about what communications
we’re making when and why, which is what makes the thing work. What products we’re promoting,
what deadlines we’re using, how we’re doing our couponing, where it’s like a different coupon for each sub-campaign that expires. Our strategy is the same, you know. – Let’s break down, ’cause I
don’t wanna overwhelm people. And I think that’s–
over and over I’ve heard that’s like the number-one thing that merchants struggle
with, is feeling overwhelmed. Because there is so much out there, there’s so much opportunity, you find yourself kind
of spinning your wheels and not getting anywhere. If we were to break, if you
had to break your strategy down to like, “This is the skeleton version, that this is the bare minimum
work you gotta put in to do,” what would that look like? – Buy Zipify Pages, copy
my early-bird opt-in and early-bird thank-you templates, build out a holiday early-bird
list and opt-in page, do email and ad traffic
to your warm audiences to go there and subscribe. Then, open the sale on Black
Friday with three emails, 7 am, 5 pm, 10 pm, you know. Run ads to the same
audiences you’re emailing, send at least one email Saturday,
at least one email Sunday. And then send three emails Cyber Monday, 7 am, 5 pm, 10 pm, local time if possible. Opening and closing the Cyber
Monday sale, run ads that day. And then have at least two
to three other deadlines that you do two to three
emails on those days. Even if you did nothing else, you’ll get 80% of the way there. “Hey, this is your last
chance for standard shipping for our holiday sale:” three emails. “Hey, this is your last
chance for two-day shipping, holiday sale:” three emails on that day. “Hey, you know, we’re
running a New Year’s sale, last chance to buy before the new year:” three emails that day,
run ads the whole time. You’re mostly there. – And in that strategy, do I
wanna be setting up segmenting, so when someone makes
a purchase they don’t– let’s say, they get the 7 am email, they make a purchase, they then do not get the 5 pm and 10 pm emails? – Ideally you are pulling out buyers. You can create a segment
in Klaviyo of people who bought between X date and X date. You know, you can say people who bought between Black Friday
and the end of the year, even if the end of the
year hasn’t happened. And then you can have that
dynamically populating and then you can exclude those
people from all your emails. And I would do the work of
setting up the automation that offered 1X buyers, a, you know, the trigger to enter the
automation is the list or the segment of “bought once between this date and this date,” I would set up the
three day automation of, “buy a second time, get a bigger discount, here’s the deadline,” I
would do that work as well, because that’s really profitable. So yeah, I mean it’s
basically like early-bird, Black Friday, Cyber Monday
sale, a few deadlines, and your end-of-the-year sale. And you could do those all on one day. You know, you could do
three emails in one day for each of those deadlines to engage. And then the end of the year, and then your three-email automation that happens once they buy once. Supplement that with ads and you’ve got a real good structure. – I love the discount ladder. I had not thought of doing
that, that’s really good. Like if you’ve got
someone who’s purchased, give them the opportunity
to buy again, why not? – Bigger discount,
works so well, you know? Yeah. – Give me your wisdom. I want the crash course on subject lines. I think that’s the hardest thing to write. – So, you know, we use Klaviyo
to split test subject lines on a campaign level. So if we’re running a sale campaign, like let’s say from Black
Friday through Cyber Monday. Or it’s for 10 days, it’s
launching our new product. We will have a thesis of
emojis in the subject line versus no emojis in the subject line. Capital letters in the subject line versus no capital letters. Customer quotes versus
ownership benefit statements. We’ll have a thesis and
then we’ll test that. And I think that that is
a better piece of advice. Because each group of people, like BOOM!’s people do
not respond to emojis. Smart Marketer’s people
do respond to emojis. Well, BOOM!’s people are
older women 50 and over. And Smart Marketer’s people
are millennials, right. So it’s like, what works
is based on the audience. I would say find a thesis
of emojis versus not, caps versus not, customer
testimonials versus not, questions versus curiosity statements. Whatever, some idea of
what you wanna test. And test that on six to 10 emails over a week in a given campaign, either blog content or otherwise, and start to find out what
resonates with your audience. – And that was also the same advice given by master email
marketers at Chubby’s, who said, “Hey, we just–
every email campaign that goes out, we split
test the offer, the content, and the subject before it goes out, so we don’t have to wonder
what will and won’t work. We just go and figure it out.” – Yeah. Yeah, and we do the same thing
with our content, you know? Text emails versus HTML emails,
short copy versus long copy, buttons versus text links, you know, we’ll do that on a campaign basis as well. – What’s the one thing
that like, that will make or break someone this Black Friday? – You know, a lot of people
just don’t do enough. They don’t send enough emails, they don’t have their
ad budgets high enough, they don’t have a really
nice holiday pre-sale page built in Zipify Pages
that’s optimized for mobile, that loads fast, that shows off their products, that has a countdown. Not automatically applying the discount with the link when
someone clicks the coupons so the person doesn’t have to– someone clicks the link in their email, it auto-applies the
discount, you could do that in Klaviyo, through a
dynamically applied coupon code rather than making them copy the code and paste it in at the cart. You know, these kind of things. – You touched on landing pages there. I’m running these re-marketing
ads that match my emails. I’m sending out 30, 40 emails; where is all that traffic
going to on my website? – Ideally, you have a
holiday pre-sale page, which you can think of as
a stylized collection page that highlights, in order,
your most popular items, your most profitable items,
your bundles, et cetera, right, in either rows of three
or rows of four on mobile, rows of, you know, columns,
two columns with two products or one, you know, column of one product, that has a countdown timer that’s styled to match the ads in the emails so it all feels coherent and cohesive from a design perspective,
which could be as simple as a hero banner at the
top, I have templates and Zipify Pages, and that
is faster loading and has less content on mobile
than it does on desktop. Zipify Pages also allows
you to build a mobile, tablet and desktop version of your page with all different content. And we send all of our
traffic to this hero, kind of pre-sale page, which is a styled
category page essentially, and that way, we can retarget
people who visit that and don’t make a purchase, rather than just doing our traditional,
you know, dynamic product ads retargeting, it can be holiday
sales specific retargeting. We know they were part
of the holiday sale, we know they visited that page, and that works really well for us. – I’m so thrilled that you
were able to break down, “Hey, this is what our
campaign looks like, in detail. Here’s what a successful
campaign looks like,” ’cause you know from
a decade of experience going into it that this
will very likely work. So, hearing that, and
being able to hear it, in September, is very–
is telling and inspiring, and I appreciate you
for sharing it with us. Clearly you have an abundance mentality. – Hey man, I’m trying to
help as many– you know, I believe in my tagline: serve the world unselfishly and profit, man, like, I’m trying to be in a role of service. I love our community. I love what e-commerce merchants do. I always try to buy from
merchants rather than on Amazon, like, I wanna
be a good supporter of this community, and I
feel a lot of responsibility of like, you know, somehow or another, I’ve convinced 300,000
people on the internet to listen to me, and I’m
like, kind of surprised by that, and also I want
to continue to do the work to like, serve them well
so that I keep my audience. And I feel like the way to do that is to stay humble and have integrity
and do as good as you can and talk about what’s working. And like, the people who resonate with the stuff I have to say will buy my apps, buy my courses, and, you
know, tell their friends about me, and stuff like that. So like, yeah. I feel like the more you
share, the better, you know? – Anything else before we wrap it up? I mean, where can I go to learn
more about Ezra Firestone? – You can go to You can follow me on Instagram, where all of it seems to be happening at
@EzraFirestone on Instagram. And I’m also on Facebook,, if that’s your jam. I blog at You can find me at
Zipify, Z-I-P-I-F-Y Apps on the Shopify App Store or You know, hey, thanks
for having me on, man. I really appreciate it. I love the community
that you’ve built here. I love your podcast and always
fun to hang out and talk. – Well thank you Ezra. I appreciate it. Yeah! Let’s all hope everybody has an amazing Black Friday. – Black Friday Cyber Monday,
it’s time, get ready! – All right, start working on it now! It will pay off, I promise. (electronic fade out)

1 thought on “Black Friday: How to Make $1 Million w/ Ezra Firestone (2019)

  1. Wow, super awesome strategy! Tons of work, but if you want to have a million dollar business you have to do the million dollar work!

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