Episode 74 - The Behavioural Science Edge: How Smart CRM Marketers Win Black Friday (and Beyond)

Welcome to episode 74 of the Retention Blueprint! 

Why do so many brands lose money on their biggest sales day of the year?

Because they train customers to buy once, not again.

Every Black Friday, brands flood inboxes with discounts and forget what actually drives long-term growth: retention. 

And what drives retention is consistent behaviour.

The key to consistent behaviour = psychology.

If you want to keep customers beyond the sale, you need to understand why people buy, not just what they buy.

Small, apparently insignificant details can make a massive difference to how people act.

That’s where behavioural science can give CRM & Retention marketers an edge.

In this episode, we explore four behavioural science principles you can apply this week to Black Friday CRM Marketing activity.

📰 Top Story: The Behavioural Science Edge  

🕵️‍♂️ 1. Information Gap Theory

Humans are wired to close knowledge gaps. When there’s something we don’t know but want to know, dopamine kicks in. 

This is the same chemical that keeps us scrolling.

When there is an information gap, you’re not selling a product. You’re selling the relief of curiosity.

Instead of shouting “50% OFF!”, tease what your customers don’t yet know:

• “The offer your future self will thank you for.”
  

• “Our most successful customers always choose this option: find out why.”

🧩 2. The Choice Paradox: Simplify to Sell

Black Friday overwhelms people. 

Fifty deals. Five deadlines. Thirty product lines. 

And as choice increases, cognitive dissonance rises, and so does the propensity to disengage, freeze and bounce.

Simplify decision-making:

• Curate 2-3 (max 4) clear options.

• Label them “Most Popular”, “Customer Favourite.”, “Best Value” 

When you reduce cognitive friction, you increase conversion.

If you have an extensive range, this requires segmentation and personalisation.

🎁 3. Reciprocity:  Give Before You Get

Customers love free stuff.

But, here’s the thing, when they get the free stuff, they feel indebted even if they didn't ask for it.  

People feel a desire to relieve themselves of the psychological debt.   

That’s Reciprocity bias.

Sometimes it can cost a bit, but the ROI will pay back massively for the right cohorts.

🏷️ 4. Labelling: Tell Them Who They Are

Language shapes identity.

Labelling is the use of language to refer to the prospect in a way that drives the desired behaviour. 

For example, flattering labels work; a charity might say, "Our most generous donors donate $100”

Call someone a loyal member, and they’ll act like one.

Try it:

• “For our most loyal customers - your exclusive deal is waiting.” vs

• “Your exclusive deal is waiting.”

Same offer. 40% higher engagement.

Black Friday is the perfect time to use positive labelling. Make customers feel recognised and they’ll come back long after the discounts end.

👉 Inside my CRM Marketing Strategy 2.0 Course, I’ll show you how to leverage 32 behavioural science principles that prompt action and drive loyalty with 39 case studies to match. Keep reading to find out more.

📰 🚀 Why This Matters Now

Most brands will spend millions chasing one-day revenue spikes that vanish by Christmas.

Winning CRM Marketing teams use behavioural science to drive loyalty long after the sale ends.

That’s what my CRM Marketing 2.0 Strategy Course teaches, how to:
 ✅ Build data-driven, emotionally intelligent CRM marketing
 ✅ Turn curiosity into a habit
 ✅ Design CRM marketing customers want to engage with

It can be watched in one evening (the length of a good movie), maximising your impact at this critical time, and includes practical exercises you can apply to your CRM Marketing immediately. 

Modules include: 

Module 1 - Definitions: Understand how CRM drives commercial impact through both direct conversion and customer experience initiatives that support the entire journey.

Module 2 - Measuring CRM Marketing: Prove your program's dollar value to stakeholders and fast-track experimentation to drive rapid, measurable results.

Module 3 - Moments of Truth Learn how to identify and optimise the make-or-break moments where CRM Marketing has the biggest impact on retention.

Module 4 - Audiences / Targeting: Create customer avatars to develop CRM Marketing that resonates with identifiable segments in your data.

Module 5 - Lifecycle Programs: Build lifecycle programs that align audience insights with business objectives across all moments of truth, and automate CRM programs that actually work. 

Module 6 - Onboarding: Master 10 proven principles and 12 case studies to maximise the impact of your onboarding programs at this critical stage.

Module 7 - Creating Habit: Make your brand the default choice using proven principles and leverage 16 case studies that drive habitual customer behaviour.

Module 8 - Customer Love: Build customer love programs that drive commercial impact while raising your profile as a customer-centric leader in your business.

Module 9 - Behavioural Science Implement 32 behavioural science techniques with matching case studies to drive customers to that 'feels right' decision and boost conversions, loyalty and value. 

Module 10 - CRM UX: Design CRM creative that resonates and converts using science-backed principles for subject lines, copy, and calls to action.

Module 11 - Master 68 niche AI tools and expert prompt engineering techniques to create brand-aligned copy and visuals at scale.

What people are saying

“This content is rich with relatable examples and proven frameworks that can translate across functions and verticals.”

“A brilliant course, offering insights in to a wide ranging selection of topics.”

“Love the idea of using a 80% confidence interval”

“Great use-cases and examples”

“(A) powerful guide through the complexities of managing customer relationships.” 

“This course has given me more information on the strategic framework (for CRM Marketing) in 1.5 hours than I've picked up in my previous roles.”

For this weekend only, the course is available for $109 $149. 

Every week leading up to Black Friday, the price will go up, so if you want to take advantage of this special price, make sure you buy before 11th November. 

Use coupon code: BFSPECIALTWO

Pro-Tip. Get your company to pay it, ask your boss, and you can put it on expenses. If you need an invoice, ping me at [email protected].

Until next week, 

Tom