13 years of ads experience, in your corner for your Black Friday sale.

I'll plan, build and run the Facebook and Instagram ads for your Black Friday offer - warming up new people in early November, then putting your offer in front of them, and everyone who already knows you, while your sale is on.

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THE PROBLEM

If you're planning a Black Friday offer, you'll know how this goes.

You've pulled together a bundle of your best stuff, put a decent discount on it and picked your dates.

Then the sale opens and you're refreshing your sales notifications every hour.

"Why is it so quiet?"

"Should I knock even more off the price?"

"Should I just turn the ads off?"

More often than not, it comes down to a few things stacked on top of each other, like:

  • 🙄 Switching the ads on in Black Friday week, when everyone else does and ads cost the most
  • 🙄 Showing them only to people who've never heard of you
  • 🙄 Forgetting the people who already know you - your followers, your email list and anyone who looked at your offer without buying
  • 🙄 A sales page nobody checked before the money went on ads
  • 🙄 Tracking that isn't telling Facebook who's actually buying
  • 🙄 Nobody keeping a close eye on the numbers and moving the budget to what's selling

On its own, each one costs you a few sales. Stack three or four together and you're paying the highest ad prices of the year for a quiet sale.

The Black Friday Ads Package is built to sort out every one of them.

THE PACKAGE

What it is

You've got a Black Friday offer planned - usually a bundle of your best-selling courses, programmes or digital products with a discount on it - and you want as many people as possible to buy it while the sale is on.

The Black Friday Ads Package is a fixed-price project where I plan, build and run the Facebook and Instagram ads for your sale. It starts with a kickoff call and finishes with a report showing you what sold, what each sale cost and what I'd recommend for January.

You'll know the price, the start date and the end date before we begin, and you'll be working with me directly throughout.

MY APPROACH

Why my Black Friday ads work

Most Black Friday ads get switched on in the week of the sale and pointed at people who've never heard of you, at the most expensive time of year to run ads. A small number buy straight away. Everyone else scrolls past, and that's the last you see of them.

My approach is built for those people too. It's called the CACE Framework, and it comes from thirteen years of running ads for launches and sales and testing what works and what doesn't.

It meets your ideal client where they are, keeps them engaged, and puts your offer in front of them again when they're ready. So you're not relying on the 2 to 3% who happen to be ready the first time they see you, which is exactly who every other Black Friday ad is chasing.

The CACE Framework diagram

On your Black Friday sale, it works in three phases:

  • The warm up, in early November: short videos from you shown to people who don't know you yet, while ads still cost less, plus your best posts shown to the people who already follow you
  • The sale: ads that take new people straight to your offer, and reminders, testimonials and a countdown for everyone who already knows you
  • After the sale: a report on what sold, and an audience that's warmed up and ready for whatever you're launching in January

WHAT YOU GET

What this means for you

  • You know exactly what it costs before we start, with no monthly commitment
  • With the warm up, more of the people seeing your ads already know who you are by the time your sale opens
  • Your sales page gets checked before any money goes on ads, so you're not paying to send people to a page that isn't ready
  • Your tracking is set up properly, so Facebook knows who's buying and can go and find more people like them
  • The people who already know you - your followers, your email list and anyone who looked at your offer without buying - see it again before your sale ends
  • You get a daily report, so you can see exactly what's selling and what isn't
  • You've got someone who's been running ads for 13 years keeping a close eye on your numbers throughout your sale
  • You finish with an audience you can sell to in January

WHAT'S INCLUDED

What's included

  • A kickoff call to agree your goals, your numbers and your sale dates
  • A check of your offer, your price and your deadline, with any changes I'd recommend
  • A full ad plan for your sale, including the ad spend I'd recommend based on your goals
  • A review of your sales page, with any changes I'd recommend
  • Tracking setup, so Facebook can see who's buying
  • A guide to recording your warm-up videos, covering what to say and how to approach them (Warm Up + Sale only)
  • Ad copy, written for you
  • Help with your creative (images and videos)
  • Campaign setup in your ad account
  • Running, managing and optimising your ads
  • A daily report showing what's selling and what isn't
  • Slack access to me throughout
  • An end of project report with your results and a plan for selling to your new audience in January

Not included

  • Creating your offer or building your sales page
  • Recording your videos
  • Writing your emails
  • Ad spend, which is paid on top
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RESULTS

Results from campaigns I've run

These come from launches and campaigns selling programmes online. A Black Friday sale works the same way - it's a launch with a deadline and a discount.

Sian Burton

Sian Burton

High-ticket coach, Australia

"After making my way through different ad agencies, I was ready to give up on Facebook ads. No matter what the issue, there's another strategy to try, which sets Danny apart. When your ads aren't working, he's the one you want behind the scenes on your account."

Sian was launching a live challenge every eight weeks. She'd been through four ad agencies in two years, and every sign-up was costing her around $50 AUD, roughly £26. Every one of those agencies told her that was just what leads cost in her market.

It wasn't. I rebuilt her messaging, and her next launch brought in 415 registrations at $6.91 each. Those registrations turned into sales too, and we went on to work together for four years.

415registrations in one launch
$6.91each, down from $50
Lisa Johnson

Lisa Johnson

Five-day challenge, selling her One To Many programme

"He's always been able to answer any questions I have straight away and tell me clearly why things are or aren't working, and what we need to do to fix it."

Lisa's launches were already doing around £100,000 when we met, but she'd been through five different ads managers to get there. I reworked the ads she'd been running and rebuilt her campaigns.

3,700 people signed up for her five-day challenge, and the campaigns behind it brought in 324 sales of her £1,997 programme from £6,650 of ad spend. It was her first launch to pass a million pounds.

3,700challenge sign-ups
324sales of a £1,997 programme
£6,650of ad spend
Lisa's first multi six figure launch result screenshot
These campaigns brought in £587,551 of a launch that passed £1 million.
Chantelle Davison

Chantelle Davison

Choice Words, courses and challenges for women

I ran the ads for Chantelle's challenge, and they brought in 1,800 leads, which got her to her sales target. She's now running at a consistent £11,000 to £16,000 a month.

1,800challenge leads
James Boardman

James Boardman

The Top 1% Club, a mastermind for business owners

"It was that level of authority that really made me sit up and go, that's the guy."

James runs live days for the members of his Top 1% Club. We ran a campaign inviting six and seven figure business owners to apply to spend one of those days with him and his clients, walking across the South Downs.

£437.40 of ad spend brought in 13 applications, and three of those people joined the Top 1% Club at £15,000 a year. That's £45,000 a year in new recurring revenue.

13applications
£437.40of ad spend
£45,000a year in new members

A client's January launch

Ads running while the cart was open

For this client's January 2022 launch, I ran the ads while their cart was open, alongside the ads for the masterclass that led into it. Between them, they brought in 14 sales worth $15,996.76, at $149.98 per sale. This is the closest thing to a Black Friday sale: ads selling straight to an offer with a deadline.

14sales
$15,996.76in sales
$149.98per sale
January launch result screenshot
14 sales worth $15,996.76 from ads running while the cart was open.
Michael Heppell
"They've helped me remove the element of luck from my marketing, with their data-driven approach, I'm always able to justify the spend and track the return on every investment. The results were fantastic, with a brilliant conversion rate from challenge to purchase."

MICHAEL HEPPELL

TIMING

Why timing matters

November is one of the busiest months of the year to run ads. Every big retailer, every ecommerce brand and everyone else with a Black Friday offer is going after the same attention, so there's more competition for ad space on Facebook and Instagram and reaching people costs more.

The last thing I want to be doing for a client is paying peak prices to introduce them to strangers in Black Friday week.

That's what the warm up is for. It starts building and warming up your audience in early November, while it costs less to reach them, so that when your sale opens you're selling to people who already know who you are.

It's also why I need to hear from you by the end of October for Warm Up + Sale (or by 13 November for Sale Only) - and with only three spots, the earlier you get in touch the better.

PRICING

Pricing

Sale Only

£997+ VAT

For when you want ads running while your sale is on, without the warm up. Get in touch by 13 November.

  • Before your sale: kickoff call, offer check, sales page review, tracking setup, ad copy and creative, and campaigns built ready to go
  • While your sale is on (any days from 21 to 30 November): ads taking new people straight to your offer, plus reminders for your followers, your email list and anyone who's looked at your offer without buying
  • Every day of your sale: budget moved towards the ads that are selling
  • Early December: your report, with your results and my recommendations

Warm Up + Sale

£1,497+ VAT

Everything in Sale Only, with almost three weeks of warm-up ads before it - these build and warm up your audience before your sale opens. Get in touch by the end of October.

  • By 2 November: kickoff call, offer check, sales page review, tracking setup and your guide to recording your warm-up videos
  • 2 to 20 November: your warm-up videos shown to new people, and your best posts shown to your followers
  • 21 to 30 November: your sale ads, aimed at the people the warm up has reached as well as new people
  • Early December: your report, plus a plan for selling to your new audience in January

Both are paid in full up front, and there are only three spots.

Ad spend is paid on top. I'd usually expect that to be at least £1,000 across your sale, plus around £300 for the warm up if you choose that option. We'll work out the right figure together, based on your goals and the data you've already got.

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IS IT RIGHT FOR YOU?

This is for you if

  • You're a coach, course creator or expert selling courses, programmes, memberships or digital products online
  • You've got a Black Friday offer planned, or you know what's going into it
  • Your sales page is built and can take payments, or will be before your sale opens
  • You've got at least £1,000 to put into ads for your sale
  • For the warm up, you're happy to record three short videos on your phone or laptop

This isn't for you if

  • You sell physical products or run an ecommerce store
  • You need someone to create your offer or build your sales page
  • You're looking for someone to run your whole Black Friday campaign, including your emails

ABOUT ME

Why me

Danny Young holding a tablet

I've been running Facebook and Instagram ads since 2013 for coaches, course creators, experts and service providers - launches, challenges, live events and offers sold straight from a sales page.

Deep Echo is just me, so when you work with me, you work with me - I'm the one planning your campaign, writing your ads, keeping an eye on your numbers every day and answering your messages.

And because I'm only taking on three of these, your sale gets the attention it deserves.

MY PROMISE

Guarantees, and my promise to you

I don't offer a guarantee, and I'd be wary of anyone who does.

Ads are brilliant at putting your offer in front of the right people at the right time. What they can't do is make people want an offer that isn't right for them. Your offer, your price, your sales page and the way you show up for your sale all play a big part too, and those are in your hands.

What I can promise is that I'll bring my A-game to every part of this that's mine:

  • Full access to me throughout, during office hours
  • Priority responses when you message me, usually within a few hours
  • A daily report, so you always know what's happening
  • Regular, honest communication about what the data's telling us (good and bad)
  • Hard work, commitment and dedication from the kickoff call to the final report

The sales that do best are the ones where we both bring our A-game. You know your audience and your offer better than anyone, so I'll be asking for your input, your content and some quick decisions along the way - especially before your sale opens.

It's a joint effort, and I'll be holding up my end every step of the way.

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FAQ

Questions people ask

What's the difference between the two options?

Sale Only runs the ads while your sale is on. Warm Up + Sale adds almost three weeks of ads beforehand, building and warming up your audience while it costs less to reach them, so that when your sale opens there are more people who already know who you are.

How soon do I need to get in touch?

By the end of October for Warm Up + Sale, and by 13 November for Sale Only. The sooner the better, as there are only three spots.

My sale only runs for a few days. Does that matter?

Not at all - the sale ads run for as long as your sale is open, whether that's the whole week or just Black Friday to Cyber Monday. We'll plan around your dates on the kickoff call.

Do I need to record videos?

Only for Warm Up + Sale. You'll record three videos of three to five minutes each, sharing something genuinely useful with your audience. I'll give you a guide to what to say and how to approach them, and your phone or laptop camera is absolutely fine.

Do you guarantee results?

I don't, because the ads are one part of your sale, and your offer, your price and your sales page play a big part too. What I do promise is all set out above, under "Guarantees, and my promise to you".

What happens after Black Friday?

You'll get your report, and we'll go through what sold and how you can sell to your new audience in January. If you'd like to keep working together after that, we can talk about running your ads on a monthly basis.

How do I get started?

Click the button and send me a message on WhatsApp. We'll have a chat about your Black Friday offer, and if it's a good fit, I'll send you a client agreement and an invoice, which is paid in full up front, then we'll book your kickoff call.

Got a Black Friday offer planned? Let's have a chat about it.

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