The Secrets Behind Successful Black Friday Ad Copy

Angela Allan
5 min readOct 18, 2020

Black Friday is coming up!

Last week I joined forces with ManyChat again for “5 Proven ManyChat Strategies to Attract Holiday Shoppers and Boost Sales” with my fellow Bot Blondes, and Amazon pro Paul Baron, where we unpacked expert #quicktitbits to help online sellers crush it this holiday season.

(You can register for the replay here.)

Now I’m jumping in here to talk about one of those crucial elements for your Black Friday campaigns…


Yes, copywriting plays an important part on how successful your campaigns are.

Don’t believe me?

Well, I worked on the world’s leading chat marketing conference, Conversations, and this year, we managed to sell more tickets six weeks prior to the start date than any other year in the history of the conference with ZERO ad spend, and that is because of good strategy and copywriting.

Keep in mind, this was a 100% virtual conference, during a global pandemic.

Impressive, no?

So, I’m going to give you a quick download of my copywriting brain 🧠 and give you three copywriting tips you can use today to boost your conversion rates.

Here we go…

1. Start with a hook

A ‘hook’ answers the question, ‘what gets people excited about what I am saying?’ Include a ‘power’ word like powerful, exclusive, game-changing, or staggering, and one of the persuasive techniques, which is called “YAY without the BOO” (put simply, the good without the bad).

For example, I wrote a sentence for my LinkedIn Magic Scripts as a YAY: “Want to know the foolproof LinkedIn formula for attracting high-ticket B2B prospects” without the BOO: “without feeling like a salesy slimeball”.

This can be applied for your lead magnets, emails, landing pages, and even your Messenger chatbots for your Black Friday sales.

Using persuasion techniques and “power” or “trigger” words that get people excited, will encourage others to read (or tap a button) to learn more.

You could see a 12.7% increase in your conversion rates simply by sprinkling a few power words into your copy.

Need a cheat sheet of my top 100 power words? Go here and get it for free (it opens in Messenger).

2. Don’t forget your calls-to-action (CTAs)

In emails, and on sales pages and websites, you need to add a CTA (call to action) at the end to get your users to perform the desired action.

The CTA is one of the most important parts of conversion tactics. For once, you can tell people what to do, and they actually like it!

CTAs include things like:

  • Buy Now
  • Buy Now & Save $X
  • Read This:
  • Watch This:
  • Learn More About…

One of my favourite things to do to make your CTAs really stand out and convert more readers faster is a technique I honed during the time I wrote emails as dating expert Matthew Hussey.

We wrote his CTAs as direct response (which stirs up emotions), and here’s a few I wrote for him:

  • Click Here to Get Instant Access to <Program Name>
  • Let’s Do This Together, Matt: Give Me My <Program Name> Now
  • Add Our LIVE Session to Your Calendar Now
  • Download Your Cheat Sheet Here
  • Get the Love You Deserve Today, <Name> + A Spot on Our BONUS Masterclass
  • Save Your Spot on My <Program Name> + Claim Your Free Gift

All of these should hyperlink to your video, free gift, blog post or sales page. If you have Google Analytics (UTM link) or a link management tool like you can include a trackable link so you can see the source (your email/Messenger bot/Facebook Ad) and how many people clicked on it.

3. Reward Your Audience For Performing an Action

This works for landing pages or chatbot conversations where someone needs to perform the desired action to get access to something.

This could be clicking a button, giving their email address, or signing up for a free webinar.

Instead of writing “Thank you for giving your email address” or whatever it is, you use language that reassures them that they have made the right decision.

I’ll refer to copy I created for Matthew Hussey.

Here’s an example of one I wrote:

Nice Work.
You’re About to Flip the Script So Your Guy Will be Waiting by HIS Phone for YOUR Text!
Click the button below to download your free copy of “Guide”…

Can you see how little tweaks like replacing a boring “Thank you” with a praise/reward technique makes you, as the reader, feel empowered, smart, and reassured that you are making a wise decision and that you are on the right path?

This is such a powerful tool to use, and you can employ this tactic right now on your confirmation and success pages for your Black Friday sales.

Now, go forth and kick butt this Black Friday with these 3 tips!

✏️ Want 3 tips to lift your copywriting prowess?

Click here to participate in my free How to Give Good Copy Challenge (it will open in my Messenger chatbot), which will deliver three tips to set you on the path to copywriting greatness.

Want to download my copywriting brain 🧠 and unlock 4 of my winning tactics to boost your conversion rates?

Click here to get my Proven Profit Boosters – these are the exact copy templates I use every single day in my business, coupled with 10+ years of money-making conversion copywriting tactics. Whip out these templates every time you need to deliver a freebie to your audience!

📣 A huge shout out to everyone who joined us live for Conversations 2020 last week. Our session had over 250 attendees and 90+ joined us for our networking session afterwards. You can grab a replay link here for a limited time.



Angela Allan

Queen of Giving Good Copy 👑 | Award-Winning Digital Marketer | Journalist | Speaker | Instagram: @misssoot