Steal This Black Friday & Cyber Monday Playbook

A letter from Gil David & Jason Portnoy

Dear Ecommerce Founder,

Imagine waking up on Black Friday to the sound of hundreds of orders coming in. Your best sales day ever.

The dashboard looks incredible. Your team is celebrating. You crank up the ads.

Then you run the numbers.

The discount took a bite. Shipping took another. Ad costs swallowed what was left.

You worked all year for this weekend. Where the hell did the profit go?

Here's the uncomfortable part: you can sell more than ever and still end up with less to show for it.

And a bigger ad budget won't fix an offer that doesn't leave enough money in the order.

30% Off.Less Room For Ads.

Full price $100 order

$45

30% off $70 order

$15

Maximum ad spend per order, keeping $10 contribution.

Example from page 5: a $100 order, $30 product cost, $15 other variable costs, and $10 contribution to keep after ads. Illustrative economics, not a client result.

In that example, your usual ROAS target suddenly isn't good enough. You need more than double the ROAS to keep the same $10 per order.

Same $10 to keep. A higher hurdle.

Your ROAS TargetMore Than Doubles.

A discount changes the maths.
Your campaign target has to change too.

2.22x

Full price

4.67x

30% off

Revenue / maximum ad spend. Same illustrative order economics as above.

Wouldn't you rather discover that before the sale?

Now add the bestseller that sells out too soon. The automated email promoting yesterday's offer. The Friday budget still running full throttle on a quiet Saturday morning.

These are expensive lessons to learn live.

We've spent more than ten years running Black Friday campaigns for ecommerce brands. Across our work, we've managed $110M+ in ad spend.

So we put the decisions, checks and weekend moves we use into one practical manual.

And we're giving you the whole thing. Free.

Twenty pages. The offer planning. The budget decisions. The email and SMS schedule. The stock checks. The plan for when something breaks.

Plus the scorecard, checklist and one-page brief you can fill in with your team.

Get your copy below. Start with the scorecard. Find the holes while there's still time to fix them.

Send Me My Free ManualPut ten years of Black Friday experience to work on your next sale

Free PDF. No purchase or strategy call required.

Before You Launch,Look Inside.

The discount trap that makes your normal ROAS target dangerously misleading. See the simple order calculation that tells you what you can actually afford to spend to get a customer. Page 5
How to build an offer customers notice without blindly reaching for a bigger percentage off. Work through the choices before you commit your margins to a sale. Page 6
Why a winning ad can become a wasted opportunity. The stock and backup-product checks to make before demand takes off and your bestseller disappears. We learned this one with 1,000 mystery boxes. Page 8
The Friday budget move we almost never make the rest of the year. When we double spend, what we check first, and why waiting until late in the day can waste the opportunity. Page 15
The Saturday-morning adjustment to have ready before you go to bed Friday. How we approach a 20-30% reduction after scaling hard, while still spending where results support it. Page 15
That sudden sales spike might have nothing to do with your ads. What to check before you hand an email-driven surge the credit for a budget increase. Page 14
What to pause immediately when something breaks... and what to leave alone. A failed checkout and a reporting outage need very different responses. Get the first-action checklist before you need it. Page 16
Turn the first order into a reason to buy again. Plan the move into Cyber Monday, December gifting and the second purchase before the weekend takes over. Page 17
Already behind? Go straight to the 48-hour starting plan. The decisions to make first when you haven't got time to do everything. Page 3

Give Me The Free ManualAll 20 pages. All the worksheets. Yours to keep.

No credit card. No call required.

3 Free Tools.One Clear Plan.

Print them. Bring them to the next team meeting. Leave with actual decisions, owners and deadlines.

INCLUDED / PAGE 4

Your CampaignReadiness Scorecard

Score your campaign out of 20. Expose what's missing, untested or still waiting for someone to own it.

INCLUDED / PAGE 18

Your FinalLaunch Checklist

Catch the code, checkout, stock and billing problems before your customers find them for you.

INCLUDED / PAGE 19

Your One-PageCampaign Brief

Get your offer, targets, dates, budget rules and responsibilities onto a page the whole team can use.

Why ListenTo High Voltage?

We're Gil David and Jason Portnoy, co-founders of High Voltage Digital.

We've been in the accounts, making the calls, for more than ten Black Friday seasons. Across our work, we've managed $110M+ in ad spend.

We've seen what happens when a promotion takes off. We've also seen what stops it dead, even when the ads are doing their job.

10+ YEARSRunning Black Friday campaigns for ecommerce brands

$110M+In ad spend managed across our work

1,000 Boxes.Gone In Days.

A client launched a $97 holiday mystery box in early November. They had 1,000 units. Enough for the month, they thought.

We sold over 100 on day one at under $10 per sale.

Less than a week later, the boxes were gone. Those ads could have kept running profitably into Black Friday.

We just ran out of boxes.

That's why this manual goes beyond ads. Your offer, inventory, site, emails and budget all have to be ready for the demand you're trying to create.

Client example from the manual. Individual results vary.

We've put those lessons into a guide your team can use before the pressure is on. Download it. Find the gaps. Make the calls early.

Gil David & Jason PortnoyCo-Founders / High Voltage Digital

Yes! I Want My Free CopyThe complete Black Friday & Cyber Monday Success Manual

Find The Gaps.Before Black Friday.

You can wait until the ads are live to find out your margins don't work, your best product is running low, or nobody knows who can approve a budget change.

Or you can download the manual and work through it now.

It's free. It's 20 pages. And you don't have to read it cover to cover to start: open the scorecard, identify the gaps, then go straight to the sections you need.

P.S. Already late getting started? Page 3 tells you what to tackle in the next 48 hours. Don't let a late start turn into an expensive weekend.

Is this really free, or do I have to book a call?

The complete manual and all three planning tools are free. You don't have to book a call or become a client to use them.

Is this for my ecommerce brand?

It's built for ecommerce founders and marketing teams already selling online and preparing a Black Friday campaign. You'll get the most from it if you're coordinating offers, paid ads, email, stock and a team.

What if our sale is only a few weeks away?

Start with the 48-hour plan on page 3, then complete the readiness scorecard. Focus on the gaps that could stop orders or destroy your margin first.