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Create Black Friday Magic; Small Business Marketing

black-fridayBlack Friday; Small Business Saturday; Cyber Monday; and the latest – Giving Tuesday. Some business owners are feeling a bit frantic, wondering, “How do I capture some of this business?” Rather than sitting on the sidelines wringing your hands, you can end the year strong with some brain power applied.

Ask a devoted shopper why they leave a warm bed in the wee hours of the morning and chances are they say something like “It’s fun being out there with other crazy shoppers!” or “There are some great deals if you get there early!” The magic of these marketing events for customers are the sense of belonging created; being part of a special group, a scarcity mentality and the fear of missing an opportunity. Rather than trying to fit into one of these marketing days, focus on the human needs they address and your business can capture some year-end traffic.

  1. Sense of belonging. Everyone likes belonging to a club and feeling included. If you’re a B2C business, consider a holiday open house with refreshments for “special guests” (everyone!) and their friends.
  2. Scarcity. For the same reason parents want to be the first at Target to get that limited edition toy. Customers will flock to your business if they believe there is a limited supply. Advertise special offers for the “first fifty” (this one can backfire – choose wisely) or a discounted, yet valuable, service available for a limited time.
  3. Opportunity. Part of Black Friday’s magic is the sense that the greatest deals of the year happen on this day, and if you miss it, you’ll have to wait another year. For B2B businesses, consider assembling a package of services or products that are available only during your year-end.

Finally, Black Friday, Cyber Monday and now Giving Tuesday exist only because someone said they exist. You can do the same – announce your special day or event and, with proper planning, create your own small business marketing magic.

The Gratitude Game; Small Business Motivation


One of my early coaches gave me an exercise to magnify my gratitude and ultimately my results, and it’s a lot of fun: it’s called the YAHOO! Game. It’s “thank you” on steroids. If your GoogleAnalytics show that your numbers are going up, shout “YAHOO!”. If your phone is ringing more and more, give it a “YAHOO!”. Customer checks in the mail? “YAHOO!” It may feel silly at first but trust me, keep going because after a few shout-outs you’ll feel really good. If it feels silly enough to make you laugh, well, laughter is a good thing, too.

It’s the time of year when we think of expressing our thanks more often. Expand your gratitude, make it bigger, declare it loudly; you will be rewarded in so many ways.

Helen Dutton, A Vision of Your Own, has provided business and personal coaching for small business owners since 2000, providing online and face to face coaching for entrepreneurs, small business owners, start-up businesses as well as established businesses across the country. Clients come from New Hampshire, her home state, but she has also acted as a mentor to business owners in Atlanta, Chicago, Los Angeles, the Denver area, and closer to home in the Boston area. Helen helps her clients develop their small business ideas, create marketing plans, improve operation efficiency, build customer service systems, build management and leadership skills, and develop confidence as a business owner. Helen provides business tips and resources through her blog and her newsletter, where you can also find business templates to help your business prosper.