8 - Winning the Attention War: Unfair Advantages

Q4 2026 WORKSHOP - DAY 1

Winning the Attention War: Unfair Advantages

The most expensive thing on BFCM is the attention.

Everyone is advertising.

Everyone has a discount.

Everyone is increasing budgets.

Everyone is trying to reach the same customers.

So during BFCM, you don't just compete on product or offer. You compete for attention.

The brands that win usually have an unfair advantage that allows them to acquire or manufacture attention better than competitors.

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1. Get the FULL attention of your email database
   If email open rate on BFCM is 30%, you’re missing out on the other 70%. What we do is create a custom audience of that list on Meta, and target them with a reach campaign.
   
   The creatives can be “Black Friday Sale is LIVE” and use the colors and logo of the brand so it’s recognizable.
   
2. Get the attention of your IG followers
   If your organic reach is only 10% of your followers, you’re missing out on the other 90%. What we do is create a custom audience on Meta, and target them with a reach campaign.
   
   The creatives can be “Black Friday Sale is LIVE” and use the colors and logo of the brand so it’s recognizable.
   
3. To get new users’ attention we can do what was mentioned before in the HYPE strategy: View Content and Visit IG Profile. A lead generation VIP list is also an option.
   
4. Hack: Viral Ads
   “Tag the person who should gift this to you 👀”
   “Tag someone who needs this.”
   “Who's buying this for you this Christmas?”
   Hype → “Save this for Black Friday”
   
5. Negative Hooks
   “Don’t buy this on Black Friday if (...)”
   “Don’t buy this on Black Friday unless (...)”

“Your Black Friday wishlist is probably wrong.”

“Stop buying things just because they’re 50% OFF.” (Cosmetics, nutrition, etc… productive purchases)

“If you’re buying this just because it’s Black Friday, DON’T.”

6. Work on stopping the scroll
   Doesn’t look like an ad
   
   

High color contrast


Looks at you directly, eye contact




Something unexpected (upside down boot example)

7. Trybe (affiliate marketing)
   Performance-Based UGC
   https://jointrybe.com/