Why Your Black Friday Sale Won’t Work Without These 2 Types of Posts
LISTEN ON SPOTIFY LISTEN ON APPLE PODCASTS
You’ve probably felt it — sales just hit differently this year.
You’re showing up, sharing offers you know are good, but the results?
Not what they used to be.
Here’s the truth: buyer behavior has changed.
Your audience isn’t scrolling, seeing one post, and buying. They’re cautious, skeptical, and watching longer before they trust anyone with their money.
If you’re not sure what your audience actually needs to see before they buy, grab my free Buyer Journey Content Map. It walks you through the five stages your audience moves through — and exactly what kind of content helps them move from follower to buyer.
And if you’re planning any kind of Black Friday, Small Business Saturday, or Cyber Monday sale, this matters a lot. Because no matter how good your offer is, if your audience doesn’t already trust you, your sale won’t convert.
Let’s fix that — before you start promoting.
Why Buyer Behavior Has Changed (and What It Means for Your Black Friday Sales)
People aren’t tired of spending money. They’re tired of being burned.
Every business owner I know has bought something — a course, a coaching program, a “done-for-you” service — that didn’t deliver. Add that to the constant “scale faster, hustle harder” messaging we see online, and your audience’s guard is up.
They’re not saying no to you. They’re saying, “Prove it.”
Prove that you understand their problem. Prove you can actually help. Prove you deliver on what you promise.
That’s where your content strategy comes in. Because right now, sales don’t come from louder marketing — they come from trust-based marketing.
2 Types of Content That Build Trust and Boost Black Friday Sales
To sell in this market, you need two content pillars in your pre-launch strategy: connection content and trust-building content.
Everything else — reels, carousels, stories, emails — should tie back to these two types of posts.
If you’re unsure which stage your audience is in or what kind of content they actually need to move toward a purchase, download the free Buyer Journey Content Map. It’ll help you figure out what your audience needs to see before they’re ready to buy.
How to Create Connection Content That Builds an Engaged Audience
Connection posts aren’t about “I love coffee” or “I’m a book lover.”
That describes half the internet.
They’re about why you do what you do, who you help, and why it matters.
Ask yourself:
What made me start this business?
Why do I help this specific type of person?
What values or experiences shape the way I work?
Create content that answers those questions and shows your audience the why behind your work.
Then repeat it — often.
If you’re worried about sounding repetitive, you’re not repeating yourself enough. Most people don’t see every post, and it takes multiple touchpoints before trust sticks.
Think of it like asking your kid to clean their room. You’ve got to say it more than once before it happens — your audience is no different.
How to Use Client Stories and Case Studies to Build Trust Online
Trust-building content shows proof that what you do actually works.
This is where client stories, testimonials, and case studies come in — but we’re not talking about screenshots.
You want storytelling that walks readers through:
The problem your client faced
What wasn’t working before
What changed when they worked with you
The results they got
What life or business looks like now
When your audience can see that transformation, they picture themselves in that story. It tells them, “She gets me — and she can help me, too.”
You can share these stories across multiple formats:
A blog post or email featuring the client’s full story
A social carousel breaking it down into mini-lessons
A podcast episode where your client shares their journey firsthand
The more you tell those stories — even if it’s the same story told multiple ways — the more credibility and trust you build.
How Consistent Content Builds Trust and Increases Conversions
Consistency is trust.
When your audience keeps seeing you show up with the same message, same values, and real proof, they start believing you can actually deliver.
So don’t shy away from repetition — it’s what keeps your message top of mind. That familiarity creates trust, and trust creates conversions.
By the time your Black Friday offer goes live, they won’t be wondering who you are or whether your offer works. They’ll already know.
Done-for-You Holiday Content Plan for Busy Business Owners
If you’re already juggling sick days, spirit week, and the 400th “Mom, I can’t find my shoes” moment of the week — you don’t need another thing to plan.
That’s exactly why I created the Holiday Helper Content Plan.
It’s a done-for-you strategy and posting schedule built around connection, trust, and sales. You’ll get four weeks of plug-and-play posts and emails so you can stay consistent, build trust, and actually make sales — without spending hours on planning.
👉 Grab the Holiday Helper Content Plan here.
Start Building Trust Now for a Profitable Black Friday Sale
Buyer behavior has changed, but that’s not a bad thing.
Your audience just needs more connection and more proof before they buy.
And that’s something you can absolutely give them.
Start building that trust now with the right content, and by the time your Black Friday offer drops, you’ll already have the momentum you need to make real sales, not just noise.
If you’re ready to map out what kind of content your audience actually needs before they buy, start with my free Buyer Journey Content Map.
And when you’re ready to take the planning off your plate completely, grab the Holiday Helper Content Plan — your four-week done-for-you content strategy designed to build trust, make sales, and save your sanity this holiday season.
Because trust and connection shouldn’t be an afterthought — they’re the reason your content converts.
