I'm not doing a Black Friday sale this year. 

Come to think of it, I can't recall ever having done one. 

I guess that makes me the black sheep online, since it seems like every Tom, Dick or Harry does them. 

 

Why am I cold on the practice? 

 

I don't like playing the game for a few reasons:

 

First, everyone does it, so you're going along with the crowd. 

 

Next, it tends to attract price shoppers who aren't as motivated to roll up their sleeves and do the work needed. 

 

Someone once suggested that I do a special "Black Friday" sale for my Secret Coach Club print newsletter - but I shot it down quickly. 

 

I suppose I could switch it to a digital format (eliminating the printing and mailing costs on my end) and cut the price way down, but then it loses its appeal since a lot of subscribers tell me they like the fact that they get it delivered to their door every month when they usually only get flyers or junk mail that way.  

 

And they would treat it less seriously, and it could very well get lost amongst 1,000,000 files on their laptops and sit there collecting virtual dust. 

 

I've never wavered in keeping the price up to chase away the wrong folks, and as an old-fashioned print thing to be unique from others. 

 

By the way, the December issue heads to the printer soon and it's going to be a doozy. 

 

Subscribe by the deadline on Monday at midnight (EST) and we'll ship it right out to you: 

 

 

Marc Mawhinney 

 

 

 

PS: Do you want to generate more referrals for your business? Grab the “Building Your Million Dollar Referral System” guide from Referral Marketing Guru by going here: