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Listen "Turn Black Friday Buyers into Regulars with Sarah Mathias from This Is Growth"
Episode Synopsis
Today we are diving into the questions every small product business is asking in mid November. Am I ready for Black Friday. Is it too late to plan. What should I focus on if I do not have much time. How do I reengage a quiet list. How do I stand out in a crowded inbox. And once the weekend is over, how do I turn those new customers into repeat buyers.
This episode is packed with practical, commercial advice to help you stay focused and profitable during the busiest season of the year.
I am joined by Sarah Mathias, founder of This Is Growth. I have long admired Sarah’s straight talking business advice and I am so excited to bring her to the podcast. Sarah helps product brands become more profitable and more memorable through smart, commercial marketing that brings the whole picture together. She blends brand, email, content, ads and conversion strategy in a way that feels clearer, more strategic and more doable for small product businesses.
If you have been feeling behind, overwhelmed or unsure where to put your energy, this episode will help you get focused fast.
Timestamps
00:00 Introduction and Black Friday Readiness
01:01 Meet Sarah Mathias: E-commerce Expert
02:29 Current State of Black Friday Preparations
04:19 Effective Last-Minute Strategies
07:12 The Power of Email Marketing
09:33 Consumer Behavior and Email Frequency
17:36 Alternative Black Friday Strategies
19:21 Value-Based Campaigns and Brand Perception
27:29 Big Brands vs. Small Businesses
30:07 The Genius of Brand Recruitment
31:13 Navigating Black Friday Dilemmas
33:26 Effective Email Marketing Strategies
37:39 Post-Black Friday Customer Retention
46:13 Planning and Organizing for Success
51:28 Final Thoughts and Workshop Invitation
In this episode we cover
What to do if you feel behind
What is still possible in mid November and what is not worth your time.
Where to focus when time is short
Why email is the fastest way to generate revenue and how to use segmentation to warm up your best buyers.
How to reengage a quiet email list
Who to email first, what to send, and why no one is judging you for going quiet.
How often you can email during Black Friday
Why most small brands send far too few emails, and why unsubscribes are not the problem people think they are.
What to do if you cannot offer a big discount
Alternative strategies that still convert, including bundles, gifts with purchase and value based messaging.
How to write subject lines that stand out
Why your subject line needs to be clear, bold and unmissable during Black Friday week.
How to turn new customers into repeat buyers
Why Q1 is critical for retention and the simple offers that bring customers back quickly.
Short term planning for December
Why gifting, last shipping dates and customer expectations matter more than you think.
What brands who are thriving right now have in common
Planning, simple strategy and a trading calendar that keeps everything moving.
If you only do one thing this week
Email your list. Email outperforms social at every turn in Q4 and most small brands are not emailing nearly enough.
Links mentioned
Small Business Collaborative
Website: https://www.smallbusinesscollaborative.co.uk/
Instagram: https://www.instagram.com/small_business_collaborative/
Sarah Mathias, This Is Growth
Instagram: https://www.instagram.com/thisisgrowthecom/
Website: https://www.thisisgrowth.co.uk/
Free Workshop: From One Time to Lifetime
If you are listening in real time, Sarah and I are hosting a free workshop together this week.
From One Time to Lifetime: How to turn your seasonal customers into returning customers
Date: Thursday 20 November
Time: 12 pm UK time
Register free: https://smallbusinesscollaborative.myflodesk.com/retention
You will learn:
• How to identify your highest value customers
• How to bring Q4 customers back quickly in Q1
• The key retention levers that work for small product brands
• A simple plan you can follow for the next three months
Come live if you can. It will be a practical, high value session.
If you enjoyed this episode
Share a screenshot while you listen. If you are packing orders or making products, tag both of us on Instagram so we can cheer you on.
Thank you for listening to Let’s Talk Shop.
This episode is packed with practical, commercial advice to help you stay focused and profitable during the busiest season of the year.
I am joined by Sarah Mathias, founder of This Is Growth. I have long admired Sarah’s straight talking business advice and I am so excited to bring her to the podcast. Sarah helps product brands become more profitable and more memorable through smart, commercial marketing that brings the whole picture together. She blends brand, email, content, ads and conversion strategy in a way that feels clearer, more strategic and more doable for small product businesses.
If you have been feeling behind, overwhelmed or unsure where to put your energy, this episode will help you get focused fast.
Timestamps
00:00 Introduction and Black Friday Readiness
01:01 Meet Sarah Mathias: E-commerce Expert
02:29 Current State of Black Friday Preparations
04:19 Effective Last-Minute Strategies
07:12 The Power of Email Marketing
09:33 Consumer Behavior and Email Frequency
17:36 Alternative Black Friday Strategies
19:21 Value-Based Campaigns and Brand Perception
27:29 Big Brands vs. Small Businesses
30:07 The Genius of Brand Recruitment
31:13 Navigating Black Friday Dilemmas
33:26 Effective Email Marketing Strategies
37:39 Post-Black Friday Customer Retention
46:13 Planning and Organizing for Success
51:28 Final Thoughts and Workshop Invitation
In this episode we cover
What to do if you feel behind
What is still possible in mid November and what is not worth your time.
Where to focus when time is short
Why email is the fastest way to generate revenue and how to use segmentation to warm up your best buyers.
How to reengage a quiet email list
Who to email first, what to send, and why no one is judging you for going quiet.
How often you can email during Black Friday
Why most small brands send far too few emails, and why unsubscribes are not the problem people think they are.
What to do if you cannot offer a big discount
Alternative strategies that still convert, including bundles, gifts with purchase and value based messaging.
How to write subject lines that stand out
Why your subject line needs to be clear, bold and unmissable during Black Friday week.
How to turn new customers into repeat buyers
Why Q1 is critical for retention and the simple offers that bring customers back quickly.
Short term planning for December
Why gifting, last shipping dates and customer expectations matter more than you think.
What brands who are thriving right now have in common
Planning, simple strategy and a trading calendar that keeps everything moving.
If you only do one thing this week
Email your list. Email outperforms social at every turn in Q4 and most small brands are not emailing nearly enough.
Links mentioned
Small Business Collaborative
Website: https://www.smallbusinesscollaborative.co.uk/
Instagram: https://www.instagram.com/small_business_collaborative/
Sarah Mathias, This Is Growth
Instagram: https://www.instagram.com/thisisgrowthecom/
Website: https://www.thisisgrowth.co.uk/
Free Workshop: From One Time to Lifetime
If you are listening in real time, Sarah and I are hosting a free workshop together this week.
From One Time to Lifetime: How to turn your seasonal customers into returning customers
Date: Thursday 20 November
Time: 12 pm UK time
Register free: https://smallbusinesscollaborative.myflodesk.com/retention
You will learn:
• How to identify your highest value customers
• How to bring Q4 customers back quickly in Q1
• The key retention levers that work for small product brands
• A simple plan you can follow for the next three months
Come live if you can. It will be a practical, high value session.
If you enjoyed this episode
Share a screenshot while you listen. If you are packing orders or making products, tag both of us on Instagram so we can cheer you on.
Thank you for listening to Let’s Talk Shop.
More episodes of the podcast Let’s Talk Shop
The Real Results Behind Sales Growth Lab
05/10/2025
Traditional Sales Skills Are Not Dead
19/09/2025
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