“NO – it does NOT have to be a race to the bottom!”
Because when all everyone’s doing is cut deeper and deeper discounts… it’s a bloodbath.
However…
There IS a way to get more sales than with even the deepest of discounts.
But first:
Did you know why the word BLACK in Black Friday is important in the first place?
It’s because its meaning is *completely* engineered by admen like us.
Completely engineered!
The original meaning is a pretty dark one – just like Black Monday of the Wall Street mega crash of 1987.
Or like Black Thursday was the day in 1929 that signaled the start of the Great Depression.
The first Black Friday was the day after Thanksgiving in 1966 – so many people went out to shopping it caused traffic accidents and even violence.
So Philadelphia police department named it Black Friday.
Give it a couple of decades though and… admen started to re-create its meaning!
“Black Friday means great advantages for consumers and the economy.
It’s your duty to make the most of it”
Reframe and Repeat.
“Black Friday means great advantages for consumers and the economy.
It’s your duty to make the most of it”
Reframe and Repeat.
And… suddenly – so it is!
Also – accountants now use BLACK to signify profit.
So Black Friday means profitable Friday to retailing and to the economy.
Not all untrue either, if you ask me – but you have to admire how the term has been completely reframed and used to create a new, positive context.
So as you go through your Black Friday promotions and others in your market…
Remember the ultimate power to influence isn’t prices…
The power lies in the words, my friend.
The earliest symbolic representation of meaning we ALL imbibe in mother’s milk, literally.
Is there anything more powerful you could focus on in your business?
If you agree, you may want to consider a mentoring stint with me or some other accelerated way of increasing the power of the words you use in your marketing.
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