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After mapping out what Heather thought would be a strong Black Friday strategy, the results came back and they were some of the lowest she’s ever seen. Instead of spiraling, she pivoted fast. She brought back her “12 Days of Sales” promo, led with her bestselling Alphabet Kit, and immediately saw stronger results, including her biggest revenue day in months. Inside this episode, Heather breaks down exactly what went wrong, why memberships are a tougher sell right now, how offer complexity silently kills conversions, and why one-time purchases are outperforming recurring offers this season. If your recent promotion didn’t go the way you hoped, this is the behind-the-scenes clarity you’ve been looking for. Listen to the full breakdown now!

Key Takeaways:

• (01:40) The original Black Friday plan and why she scheduled it early
• (03:00) How her tiered membership + multiple bonuses complicated the offer
• (07:30) Reviving her “12 Days of Sales” strategy
• (11:00) The mindset shift after a disappointing launch
• (15:00) Why the week after Christmas is an underrated selling window

Episodes Mentioned:

#27: How to Navigate December as an Online Business Owner

#126: How to Plan the Rest of 2025 and Finish the Year Strong

#127: A New Marketing Strategy Inspired by Olive & June

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