Inside Jess’s Black Friday Bundle: A Play-by-Play Breakdown
“ We had double the sales on day one compared to the year before and a much better overall experience as far as sales go.” Jess Campbell
Inside Jess’s Black Friday Bundle: A Play-by-Play Breakdown
Why Was Jess’s Black Friday Bundle Such a Hit?
How do you turn a seemingly overwhelming launch into a profit-packed success story? In this behind-the-scenes episode, Cindy and Jess spill the tea on Jess’s wildly successful Black Friday Bundle launch. With 35 contributors, 408 sales, and over $24,000 in profit, Jess breaks down what worked (spoiler: waitlists are game changers!) and what she'd tweak for next time.
But it’s not just about the money—Jess shares how this strategy helps nonprofit consultants build email lists and collaborate effectively. From the tech challenges (opt-in overload!) to discovering sales unicorns on her list, you’ll get a transparent look at what it takes to pull off a project like this. Ready to up your marketing game? Tune in for all the juicy details, and don’t miss this blueprint for bundling success.
Highlights:
A Waitlist Strategy Pays Off Building anticipation with a waitlist led to double the day-one sales compared to the previous year, with a 75% conversion rate.
The Power of Collaboration By partnering with 35 consultants, Jess leveraged collective networks to drive sales and list growth for everyone involved.
Email Frequency is Key Sending 12 emails in 8 days helped maintain momentum and boosted conversions, proving reminders are a kindness.
Opt-In Flexibility Matters Allowing customers to choose which items to opt into gave them control, balancing convenience with quality engagement.
Swipe Copy Simplifies SellingProviding ready-to-use marketing materials made it easy for contributors to promote the bundle effectively.
Timestamp summary:
[00:02:28] Overview of the Black Friday Bundle concept and audience.
[00:03:22] The bundle's format: 35 contributors, $97 price tag, $4,300 value.
[00:04:12] The bundle's dual purpose: affiliate income and list-building.
[00:05:40] Success metric: 87% of contributors made at least one sale.
[00:07:18] Flat-fee vs. affiliate commission models for contributors.
[00:08:36] Success of a waitlist strategy: high conversion rates.
[00:10:21] Addressing customer complaints about opt-in mechanics.
[00:13:00] Tips for creating high-quality digital products for bundles.
[00:16:15] Email strategy insights: volume matters when selling.
[00:16:47] Profit recap: $24,000 net after expenses.
[00:19:15] Contributor feedback and fun competition among sellers.
[00:20:48] Exploring upsells for future launches.
[00:23:23] Jess’s personal sales success: converting 3–4% of her list.
[00:25:00] Future plans: repeat success with more bundles next year.
Find Us Online: https://www.confessionswithjessandcindy.com/
Connect with Cindy:
Cindy Wagman Coaching https://cindywagman.com/
The Good Partnership https://www.thegoodpartnership.com/
Connect with Jess:
Out In the Boons: https://www.outintheboons.me
Transcript:
[00:01:31] Hey, Jess. Whenever we start this, I have that I don't know if it's on TikTok or Instagram, but it's we're back, baby. We're back. You know that audio? Oh, you haven't heard that? I'm gonna send it to you afterwards because I know you love a good TikTok. I was off and now I'm back on. I'm, or I'm off the wagon.
[00:01:48] I need to get back on the wagon. Well, now they're, it's it's more and more likely that it's going to be banned in the US. Which is why I'm like, I gotta get it in while I can. Wait, are you talking about the, there's an [00:02:00] audio, it's, what's her name, Carly Rae Jepsen? That one? No, it's a guy. Oh, okay.
[00:02:05] Then I don't know. I'll send you one. anyways, that's, I have that playing in my own head, in fact, we have to like, slice it to that for you guys that are like, it's the D and don't know what I'm talking about. But anyways, we're back with a fresh episode for you. Yay, this is one of our like behind the scene combos which we always love and we know you listeners love.
[00:02:28] So we're gonna start with, with a full rundown. We, I know everyone loves the like behind the scenes post launch, like what happened. So Jess, you recently had your black Friday bundle. And so we're going to share some insights from that. So first of all, what is your Black Friday bundle for people who haven't?
[00:02:51] Yeah. All right. So Black Friday bundle is something I've been running for, this is the third year. It [00:03:00] is a collection of fellow nonprofit consultants who all contribute a digital product, not a freebie. Let me do here. Not a freebie. in the past, it's been like 20 people, 25 people this year. We had 35 contributors and we for one week sell it.
[00:03:22] And so it's 97, but it's valued at this year. It was valued at 4, 300. And so it's just a really great deal. some of these products aren't even available for sale. And they're certainly if you were to individually buy them all up would be like thousands and thousands of dollars. so it's a big project for me every year because it's a lot of coordinating and management and customer service and all the things.
[00:03:51] but it was great. And, I, I have to say, I don't know what kind of masochist I am, but I, every time I do it, I'm like, I [00:04:00] kind of love launching. Oh, I do too actually. Yeah. I love something with a start and an end date. Yeah. I love it. There's some momentum and energy. huh. huh. Okay, before we get into this.
[00:04:12] In fact, I have a new business idea that I need you to talk me off the ledge. But talk about we'll talk about it later. That's for our retreat.Okay, before we dive into what worked, what didn't work from, so the audience for this, your audience, the work that you do managing it is other consultants.
[00:04:32] And the benefit for them to participate is A, they make some money through affiliate sales, which we'll talk about, but also it's an audience builder, right? It's a list builder. You get paid to build your email list, right? So even if you aren't selling, this year, I'm really proud. I think 87 percent of contributors sold at least one bundle, which Compared to years prior is a [00:05:00] much improvement.
[00:05:00] I was so proud of how hard everyone worked this year. but let's say you're one of the, couple of people that didn't, sell anything. You're still growing your email list because to get the digital items, you have to opt in to email lists. and so I ran a survey to, On Friday, it's only been a couple days, and people are like, 78 people, 130 people, people are growing their lists quite significantly because a lot of consultants have either no lists or very tiny lists, like 40 people strong kind of tiny lists, and so they've essentially doubled or tripled their email subscribers in one week.
[00:05:40] Yeah. And counting. Which, can I just say, I love. because I've seen people where they're like, in order to participate you have to have a list of 5, 000 people. And first of all, so few consultants, if any, have that. but it's really more about quality over [00:06:00] quantity. and I just think that's soit's just, It's inclusive, but you have, in order to make money, you also have to work and sell it.
[00:06:09] So, yeah, totally. And I've actually thought I was thinking about this post. to talk to you or respond to the first kind of point, I am more concerned about the quality of the product for the customer than I am about the sales for both myself and the consultants. So like that is on a tier of priorities is where that logic comes from.
[00:06:31] Yeah. But I have thought, if people would rather Get paid a flat fee, let's call it $200 to be a contributor and not earn affiliate commissions. Like for some people, for example, Brooke Ria and r, are biz besties. They each sold above 50 bundles. They were in the top three, which, how much does that, how much did they each, does each person get?
[00:06:55] per bundle? Between the 50 percent. So 50 bucks. [00:07:00] Okay. They each earned like 2, 500 bucks. Yeah. So they would not want to take me up on my 200 flat fee. That would make no sense. But for someone who has no email list and is maybe new to marketing, they might want the other deal. and so that's just like something I'm thinking about for the future.
[00:07:18] and But I also think this kind of pushes people out of their comfort zone as far as selling, which is, a bit of a new phenomenon for quite a lot of the people in this bundle. So what worked well this launch? Yeah. So I have to say, and Cindy probably, understands this intimately because it's her first summit she's doing right now.
[00:07:40] This is my third bundle and so, and I've done summits like in the tens and so I have to say what worked well is just like this isn't my first rodeo by a long, long, long stretch. I had most of the materials already created. so it wasn't building much from scratch. I always write [00:08:00] my emails fresh from scratch.
[00:08:01] I provide swipe copy to the, contributors, but I write my own. and I, was still able to produce fresh content somehow, some way. and so that was good. One thing that worked swimmingly well that I am going to double down on is I encouraged and did myself a waitlist strategy. So over the like two or three weeks leading into the bundle, I encouraged people to sign up for a waitlist would, which would give them a 24 hour limited time Extra discount.
[00:08:36] So instead of the bundle being 77. I had like less than a hundred people opt in, but I had a 75 percent conversion rate or something insane and other, not every single person, participated in this strategy, mostly cause I think they were like confused by it. But, we [00:09:00] had.double the amount of sales on day one compared to the year before and just a much better overall experience, as far as sales go.
[00:09:10] And so I think it was just a great way to build hype, get excitement. Everyone loves the deal. and it went really smooth. So I would push that harder the next time. Where did that idea come from? It, just me walking. Yeah. I love it. I love it. Can I say though, for, 2025, I literally think I'm going to schedule, like a meeting in my calendar.
[00:09:35] a 60 minute walk every day. I usually do a 60 minute walk, but sometimes it's like really early or it's well, my daughter's at volleyball or it's like just when I can squeeze it in, but I do my best thinking. And it's like such high return on the investment that it should, I'm like, I need this to be a business decision.
[00:09:57] Yeah. Oh, that is so [00:10:00] wise. Yeah. So it just was happening during yeah. Oh, beach walk. Love that. Okay. Yeah. Any learnings or things you would do differently next year? Yeah. So one of the things that I have to say, I'm just going to say it. Come at me if you will. It is only older white men that complain about this exclusively.
[00:10:21] But So there's 35 different items and the way it works now is that the customer has to individually opt into each and every individual item, which can take time. but the alternative is that you automatically would be added to 35 email list and I would rather give people control over what they do and do not opt into.
[00:10:43] And we had some feedback, like I had one guy send a very long email, that I was like, dude, if you would have just taken the time you spent on this email and opted in, it would be done.do you know how many emails you got of this feedback? It was [00:11:00] like, I know it wasn't just me, other contributors got it as well.
[00:11:04] It was probably the same people who complained to you. Maybe, but like in the like less than tens. Okay, versus how many people sold? Or how many were sold? How many? I know, drumroll, I know. Uh, 408.Holy. Okay, so like even if you had 40 people complain, it's a drop in the bucket. It's a drop in the bucket. And I'm toying with the idea of having a both and option.
[00:11:34] So is there a button where you can say, Yes, I want them all. And then at the end of the bundle, you get added to all of those lists. Sure. Or so I'm having, I'm like toying with that. Cause it wouldn't be that much work to execute. but I'm also asking feedback because as a contributor myself, I wouldn't want people to just be added to my, or like, and I wouldn't just automatically add people.
[00:11:55] Like I would give them a download and then they could choose to upload that list [00:12:00] of automatic people or not. But still, I feel like then I wouldn't want that, but some Subscribers. Yeah. Like I feel like you're hitting. Yeah, yeah. Fair. Um, other than the feedback, I've gotten a couple feedback pieces of just the quality of the, items, which is just really hard to assess when you're meeting.
[00:12:20] Um, this is a no and actually I think we need to have a whole episode about what a quality digital product or digital opt in is because, you need to make it something that people actually want. Yeah. That is in high demand. So for example, my contribution was, four email templates designed for people to send the very last three days of the year, which are the three most profitable days of the giving year.
[00:12:44] So it was like a note. it's a really valuable product, that I would normally sell for 97 bucks. And that's how much the whole thing was. so, And then there's also like some learnings around, I always struggle with this. I know, [00:13:00] this about me, how much am I responsible for teaching the other consultants about like marketing?
[00:13:07] So for example, some people that can, where contributors had I don't know if clunky is the right word, but like, The opt in, yeah. It was difficult, made it look like a checkout page, so people were like, why am I having to pay money? I'm like, you shouldn't have to be paying any money. It's email address and first name, maximum.
[00:13:26] Only make this simple. And I think people just getif you're asking people for their last name or their organization name or their job title on their, on your opt in page, unless you really plan to use that information in a mail merge situation, like stop asking for that information.
[00:13:44] You're making it harder for people to say yes. and I just go back and forth, like how much of my time should be there? Yeah, and here's what I did because this is so with the summit that I have coming up depending on when this airs or just had We [00:14:00] so I have the first option. I honestly have a double opt in almost so the first registration you just fill in your name, your email address, and I ask for your specialty because I segment based on if you're a fundraiser or anything else.
[00:14:16] But again, you use that information. It makes sense. Yeah, but then I have a whole other opt in form that like after they commit, after they register, A, they get redirected to a page that has the, I call it, what do I call it, an onboarding form or something? and an email that says, and don't forget to fill in the onboarding form, where I ask for how long they've been in business,what their, again, I ask for their specialty, I collect their mailing address, cause we, one of our sponsors, handwritten, we send, Cards to everyone who provides all of that.
[00:14:49] So we, that is how I collect more information and I have a fun. So there's. As of now, 374 people registered for the [00:15:00] thing, for the summit. 214 of them have filled in the onboarding form. That's a great conversion. And yeah, no extra emails other than the one that they get right when they register. So, that's my workaround, which I find, super, super helpful.
[00:15:16] Because I still get some data, but it's not a barrier for them to sign up. Yeah, and I think we need to be really clear though because like you're about to produce a summit which is like a way different experience Than like someone trying to opt in for a guide. Yeah, and I think you got to know what do you your audience?
[00:15:32] Yeah, like right there and so Again, I don't think that was my job, but for anyone listening who might need to re evaluate their opt ins, I think the point is to just make it as seamless and easy as possible for people to say yes.other things that worked really well, Yes. Okay. So I sent a lot of emails.
[00:15:55] I sent 12 emails in eight days and [00:16:00] I got a couple, like I got this one guy that wrote back and was like, it's just funny that the number of emails that you sent are, is like the opposite of the advice of what some of the consultants in this bundle would probably provide. And I literally was like, well, that's bad advice.
[00:16:15] Yeah. I don't want to get into it. Like. You and Christy are the email people, I know who participated in the bundle, and both of you would say, send lots of emails, Well, and the data doesn't lie, so just so everyone knows, I probably had, over a hundred unsubscribes in that week, but I also got, Gained like 276 and I ended up earning like 24, 000 as a net profit after I played all my affiliates and did all the expenses and stuff.
[00:16:47] And so I'm like, I don't know. Okay. I think. And that's the thing, like we, this is also about monitoring the right metrics because yeah, [00:17:00] the whole purpose for us building email lists. As consultants, is to sell to our email list. Oh my gosh, I've been thinking about that. should I, do I need to send an email that's literally a subject line?
[00:17:11] It's I sell stuff sometimes. Just I wonder if nonprofits need to be like, I raise money sometimes. Yeah, guess what? That's why you're here. Yeah. And it's not a secret. So let's stop treating it like a secret. And I really, this time, because even, Cindy, like you are, I feel like more, you've been more comfortable with the quantity of emails.
[00:17:31] And for example, on the first day of the, waitlist sale, which I really was like, get this deal, like before it goes away, I sent three emails and I really, for the first time felt like reminders are kindness. Yeah, like I'm so busy right now. Yeah, and like I need all the help I can get yeah and how sad would it have been to wake up on Tuesday and be like look and if someone's offended because You're offering them [00:18:00] 4, 000 worth of value for 77 on that first day like Yeah, you're not well be offended go for sure.
[00:18:08] Bye No, I didn't do an opt out like I didn't do that Yeah,if you're if you don't want to receive these emails and i've played with that all of 2024 Which is why I was like i'm sticking to what i've been doing all year But the truth is like I want a list of buyers, and I'm great about segmenting, so the second you buy, you stop getting emails, and so the rest of the folks, that were probably like, this is too much, unsubscribed, but the vast majority of people, I think that was like 1 percent of my list didn't.
[00:18:40] And so now I know. what else worked really well? I think providing swipe copy and marketing materials to everyone in the group was really helpful. I sent daily updates to folks. and it was great. different people had different goals. So Rhea Brooke and Rach were just like vying for the top spot.[00:19:00]
[00:19:00] crown. they're so funny about it. But other people like, Christie, she, she emailed me and she one day made the top three and she was like, that was my goal. I just wanted to make the top three one time. And she like did it. Other people were like, I just wanted to sell one bundle. Like I did it. Yeah. so that was, that worked really well.
[00:19:15] That was really fun. Yeah, it was great. I mean, my big goal, like my stretch, like this is never happening goal was 500. For reference, I sold 292 last year. And so the fact that we cropped over 400 was like felt really, really, really, really good. And like it worked. I've gotten really great feedback from all the contributors.
[00:19:39] And I have to say like,I like. Gathering and using this model and our friend, Brooke, you're Bridget Babbage was messaging me on the side and she was like, how can you like leverage that? And I don't quite have the answer.but and I mean, this was the thing. Third [00:20:00] essential bundle I did in 2024.
[00:20:02] So I don't know how much room there is to do like a fourth or, it's okay, but there is something about like collaborating with other consultants and like all of us piggybacking off of each other's marketing and PR and like lists and stuff. one thing I'll share that I want to do. For the next one, Brooke did this, SmartyPants Brooke, she did like an upsell, checkout page situation after her bundle, so like after people opt into her specific item, she like had a redirect page for, a product and she texted me yesterday that like that earned her an additional, I don't know, 13 or 1, 500, for doing essentially like almost no extra work.
[00:20:48] so that's something that I could try for just myself. yeah, I don't really have anything like lessons learned, Other than the things I would experiment with and try, because everything, for the most part, [00:21:00] went really well. and, people love a deal. They do. I do.
[00:21:05] Yeah.
[00:21:09] Love deals. We did a lot of Black Friday shopping this year. Good. Hey. Big things that, yeah, I got a new jacket, and, Like nice. Yeah. Oh my gosh, you would okay. I have to tell you this story really quick. So I live in southern california. It's not cold, even though when the sun goes down, it gets cold for us.
[00:21:28] And, we were celebrating my friend, Nicole, who you know, her 40th birthday and she is from the East Coast. So she had a friend fly in from New Jersey. And yeah. The past kind of couple of days have been just like gloomy and cold and like colder. And, Caitlin is her name. Kate was like walking around in sandals and like all this stuff.
[00:21:52] And my friend, Nicole was literally like, we were going to dinner in an igloo for her birthday. And she was like, do I [00:22:00] need to wear my Canada goose? And her husband was like, What has happened to you? it's gonna be 62 degrees. what is, what, where has my East Coast life gone? Oh my god. I like literally wore a fur.
[00:22:15] Oh my god. I wore a fur jacket,Before people come at me, it was my grandma's. So it's vintage, um, but like, oh my gosh. Yeah, so you say coat, I'm like, oh my gosh. Oh no, I got like a full on winter, yeah. For real cold. For real cold, yeah. Even though I'm wearing it now and it's not that cold, but I still, I like, I don't want to be even a little cold.
[00:22:39] Hey, me neither. Me neither. so yeah, I would also say, to the folks listening, if there's anyone out there that also wants to do a bundle, I would love to be a participant and not always the host. Um, just because, like, I think, oh, this was actually something really cool.every single time, I don't know if cool [00:23:00] is the right word.
[00:23:00] Every single time I am a sales unicorn, like my list is so engaged and it is. I've got a great list and great community. that conversion that well, what is it? One to 3%, you should expect. Yeah. every time I think I'm like some like sales unicorn queen, sure enough. So I think personally, I sold like.
[00:23:23] 115 of the bundles which I think shakes out like either between like around that three four percent Yeah, and every time I think I'm different I'm not but I'm still proud of my list like it's always a good test to be like, are they responding to this? and I know that number is probably a little low just because So many people on my list are on other people's lists.
[00:23:45] They just bought from like other people. So another thing lesson learned, but anyone out there call me. I promise I'm good at selling. Yeah. Amazing. Jess, thanks for being so transparent and [00:24:00] sharing all of the things. Um, thanks always. Yeah. And, like you said, reach out to Jess if you want to do your own, or, I'm sure Well, actually don't, because I'm like, not teaching on that, sorry.
[00:24:11] No, no, but like, if you want her to contribute to yours. Oh, yes. Yeah. But I'm not teaching people how to do it. And I'm sure you'll do this again next year, yes? Yeah, so the plan for next year is I'll probably do the freebie extravaganza again, which was a great list builder. And then we did Christmas in June, followed by this Black Friday bundle.
[00:24:29] So they're just too good to not do good. Yeah. You and I should maybe do like a joint VIP day of like how to build A good lead magnet and anyways, we definitely need to have a conversation message us maybe just and I will do a one off training like full long Get it done kind of situation.
[00:24:54] Yeah, like workshop style. Yeah maybe I don't know when but [00:25:00] like if there's demand i'd be open to it because I like one off things and or like I like the kind of thing where you sort of build it you get it done and it exists for people so anyways all right we'll see you next time