THIS wins when everyone's giving out the same thing 👇️ 

This weekend, I'll be taking my kids trick-or-treating.

And here's what I've noticed over the years: The game has changed.

Sure, some houses still hand out king-sized candy bars. But the real winners? The ones giving out glow sticks, light-up toys, and fidget pop-its.

My wife's a dietitian, so we're the house doing glow sticks this year. And honestly? The kids are just as excited. Maybe more.

It's not about the sugar anymore. It's about the experience.

The houses that "get it" aren't just participating in Halloween—they're creating moments kids actually remember.

And honestly? That's exactly what we should be doing with Black Friday.

Because if your Black Friday strategy is just "throw a discount on the table and hope people show up," you're the house with the lights off wondering why no one knocked.

Today in 3 minutes or less:

✔️ Why Black Friday isn't about discounts anymore

✔️ What the glow stick houses understand (that you should too)

✔️ Your one move to prep before November hits

 🪤 The Discount Trap

Here's the thing about Black Friday in the SaaS world: Everyone's running a deal.

30% off. 50% off. Three months free.

It's noise.

I see agency owners panic-create "Black Friday bundles" every year. They throw everything together, slash the price, and wonder why it doesn't move.

Meanwhile, the agencies that crush it? They pick ONE pain point their clients have been complaining about all year and solve it in a way that feels premium, not desperate.

If you're just competing on price, you're the house handing out fun-size Snickers while your neighbor is literally making kids glow in the dark.

Your clients—whether they're roofers, dentists, gym owners, or whoever you serve—they're not looking for the cheapest option. They're looking for the thing that makes their life noticeably better. The thing their competitors ask them about.

So instead of asking "how much should I discount?" ask "what experience am I creating?"

✨ What The Glow Stick Houses Understand

The best Black Friday campaigns I've run (and seen work) have three things in common:

1. They're visible before the day arrives. Those Halloween houses? Decorations up all month. You knew where to go before you even left your driveway. Start teasing about your offer as soon as you can. Not the price—the transformation. Let people wonder what's coming.

2. They offer something people actually want. Not just "stuff on sale" but genuine value that solves a real problem. What's the thing your clients keep asking you for? That's your Black Friday offer.

3. They make it feel special. Limited. Exclusive. The kind of thing you'd be bummed to miss. Cap it. "First 50 only" or "Nov 29-Dec 1 only." Scarcity isn't sleazy when the value is real.

You don't need a massive budget or a complicated funnel.

You need clarity on what you're offering and the guts to actually promote it.

🎃 Your Move This Week:

Pick ONE thing you're going to offer for Black Friday.

Not a bundle of everything. Not a "choose your own adventure" pricing page.

One clear offer that makes someone say "oh, I need that."

Then spend this week making sure people know it's coming.

Tease it on social. Drop hints in your emails. Build anticipation.

Be the house everyone's planning to visit—not the one they stumble across if they have time.

To profiting more and working less. 💸 

-Matt

GOLDEN NUGGET OF THE WEEK 👑

Couldn't make it to Dallas for the HighLevel Summit? I've got you.

HighLevel announced 300+ new features…

I reacted to all the announcements and asked agency owners what they're actually going to use. Here’s your recap 👇

READY TO JOIN THE HL PRO TOOLS FAM?

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