I was definitely ahead of the game when I first started talking about Black Friday on the podcast, what, a month, month and a half ago? Time flies when you’re having fun. Today is the last episode I’ll be bringing you about Black Friday. By the way, send me a DM on Instagram or somewhere else—let me know if you enjoyed hearing different perspectives on a similar topic.
Personally, I love it because the longer I’m in business, the more I realize there’s no single “right” way to do things. Everyone brings unique tweaks, and I think it’s powerful to revisit the same topic from slightly different angles, especially something as big as a Black Friday launch. So, you’ll have to tell me if you liked that approach.
For today’s guest, I have Dolly DeLong—fun fact, she’s a launching expert. Originally, when I decided to do a Black Friday episode, I posted on Threads, asking, “Who should I interview? Who’s the go-to Black Friday expert?” So many people suggested Dolly DeLong! It’s funny because, as you’ll hear in the episode, she’s one of my clients. I mostly think of her as a systems and workflow expert and a family photographer—because that’s the side of her business I help her with.
Honestly, I should have thought of her right away because I’m a huge fan of Dolly. She’s the sweetest person, and you’ll hear that in this episode.
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Table of Contents
Who is Dolly DeLong?
Dolly helps you move from scattered to strategic. She guides you through the foundational steps to make your launch process calm and organized—even just two weeks from Black Friday. She’s all about launching with intention and ensuring everything runs smoothly and strategically. And a quick aside—she runs two businesses on 20 hours a week, so she really knows what she’s talking about.
Her focus is on pre-launch strategies, like warming up your audience. If you’re planning on using these tips for Black Friday, perfect! But even if Black Friday has already passed or it’s right around the corner, her insights are valuable for any marketing campaign. You can apply what she shares to your quarterly marketing plans or any new launch. She’s amazing, and I could go on forever, but let’s jump into today’s episode!
You run two businesses on just 20 hours a week! How do you fit a Black Friday launch into that?
What really helps, and I know this might sound like a typical answer, is managing my time really well. I have two kids, I’m married, and I run a household, so each week, my husband and I have a “marriage meeting.” This is when we check in to see what’s coming up for the week. We go over our sons’ schedules—one is in kindergarten and the other is in part-time preschool. We also look at my husband’s work schedule and mine.
As I mentioned earlier, I have two sides to my business, so we review when I have photography sessions and when I’m working one-on-one with clients for their launches. At the start of each week, we map out our plan.
Is it perfect? No, it’s not, but if you have a spouse, live with someone, or are raising kids or caring for someone else, you need to take their schedules into account, too. This routine, which was actually my husband’s idea, has helped me keep a better schedule and balance my time. It allows me to honor when I’m working, when I’m being a mom, and when I’m handling other responsibilities.
Now, am I a bit of a workaholic? Yes, I won’t pretend I’ve got it all perfectly balanced. I still work when my youngest is home from preschool; I fit in work while he naps. My sessions are all scheduled for Saturdays, and I work about two hours on Sundays. I grab a couple of hours here, a couple of hours there, and it all adds up to about 20 hours a week. I balance my work with the boys’ school schedules and by planning ahead each week when I’ll focus on photography versus systems and workflow tasks.
How did you get into launching and becoming the launch expert you are today?
I didn’t start out knowing I would become a launch expert. In the beginning of my journey, about four to five years ago, I felt like I was just “throwing spaghetti at the wall,” trying to figure out my strengths in systems and workflow education. Then, a friend—who’s also a business expert—sat me down. We were at Chewy’s, and she said, “Dolly, you need to be a launch integrator. This is what you’re good at.” That conversation pushed me to position myself as a launch integrator, planner, and strategist.
Before then, I’d been doing this kind of work for free, offering strategy sessions and saying, “Here’s your launch plan” or “This is what I would do.” I never realized I could actually turn it into a business and charge for it! My husband, who was thrilled to see this direction, used to say, “You’re great at this, but are you going to get paid for it?” I hadn’t thought of allowing people to pay me—I felt like I had to just help out. Now that I’m established, getting paid, and confidently owning my expertise, it feels so rewarding.
So, to anyone listening, I hope this encourages you: if you’re good at something, lean into it. You don’t have to do it for free forever. Ask your friends what strengths they see in you, too—that’s what it took for me to realize my potential.
How can we integrate systems to improve our launches?
I have a foundational setup that I use with each of my clients and for myself. I’ve mapped out this entire baseline in Trello, my project management tool of choice. If you’re a listener who’s new to launching, I highly recommend starting by mapping things out for free—whether that’s on a Google Doc or in your preferred project management tool.
You’ll hear industry experts talk passionately about their favorite tools, almost as if it’s the only way to do things. Personally, I use Trello, but everyone has strong opinions. Just start with a tool that feels right for you because this is going to be the “home base” for your launch planning—it’s how you’ll organize everything.
In the past, I relied on memory to keep track of things, which I don’t recommend! Since having kids, I’ve realized how important it is to have systems in place to retain information and processes. I always suggest having a central system or SOP (Standard Operating Procedure) for where all your launch details will live.
Choose a platform early on, and remember it can evolve as your business grows. You might start with Google Docs, then later move to something like ClickUp or Asana. You don’t need the fanciest or most expensive tools—start with free options and work with what you already use in your business. Especially if you’re launching for the first time, I recommend keeping costs low. I wouldn’t want a new client to go into debt buying tools for a launch before even having an audience to launch to.
I’m kind of the conservative, lean minded launch integrator where I do talk about all of these tech and app setups for my clients, but I try to see what they already have and then we add onto it, depending upon what they’re launching and what they want their launch strategy to look like. If it’s more simple or if they want a little bit more complicated, then we add to that.
Psst: Want to grab Dolly’s Black Friday launch plan? Head here (affiliate link, but I bought it myself too so I can vouch for it).
Can you share more about your Trello setup? What are the phases we need for a Black Friday Launch?
I like to break down launches into four distinct phases: the planning (or pre-pre-launch), the pre-launch, the launch, and the post-launch.
In the initial planning phase, I sit down and map everything out—whether it’s my own launch or a client’s—so that we’re not just hoping for the best. This is where we audit their offer, set launch dates, and clarify the basics: What’s the offer? Who’s it for? What’s the pricing? What are the goals? We also identify content pillars, figure out where they’re active, and how to integrate all of that into the launch plan. I look at their content strategy, social media, audience, and tech stack. This foundational strategy session typically takes about two hours, covering all the essentials.
Once that’s mapped out, we move into the pre-launch, or “priming” phase. This is where we start warming up the audience. It’s a phase where many business owners struggle—not because they’re lazy (business owners are some of the hardest-working people I know!) but because consistency and structure can feel limiting or even boring to creative minds. There’s often a temptation to just chase viral moments, but the pre-launch is about building anticipation. Here, we focus on growing the email list and creating a strong buildup for the cart opening.
Then comes the actual launch phase—the one everyone loves because it’s the “money-making” phase. It’s where people often have high hopes, sometimes unrealistically so, like expecting a $19 product to generate millions. While it’s great to have big goals, I encourage a realistic approach, which is why we start with thorough planning and preparation.
Finally, there’s the post-launch phase. This is where we review what worked, what didn’t, and discuss adjustments for future launches. Should this offer become evergreen? Should you plan to relaunch? It’s about learning and refining rather than jumping straight to the next shiny thing. Many people focus only on the launch itself, overlooking the importance of planning, execution, and follow-up—three phases that are critical for long-term success.
Once the launch part starts, how do you evaluate how things are going? I feel like we get in our heads if the start isn’t strong.
I’ll be open and honest with listeners: I try to stay as unemotional as possible, but the truth is, I can be a wreck during my own launches. People might think, “Oh, she has it all together,” but I don’t. I’m often all over the place, wondering why I’m not practicing what I preach. It’s easy to invest your self-worth in the outcome of a launch, and sometimes things flop, sometimes they go well, and sometimes they exceed expectations. So many factors play into a launch, and even if you prep thoroughly, it ultimately comes down to key questions: Is your product marketed well? Is the message clear about who it’s for, or is it too vague?
The pre-launch phase is crucial for fine-tuning your messaging. If your offer isn’t targeted, people will be confused when you open your cart—they won’t know if it’s meant for them or someone else. Your pre-launch needs to make your messaging super clear about who the offer is for. Another tough truth: you need an audience to talk to. Growing your email list is essential, and I’m not talking about spending money on ads—many people don’t have the budget for that. This is where organic marketing comes into play.
Launching is about promoting and marketing yourself, so you need systems in place for consistent pre-launch marketing. If you’re thinking, “I want to launch this digital product,” but you haven’t been building an email list or establishing yourself as an authority, I’d suggest holding off and focusing on your marketing first. Consider creating long-form content, building social proof, and gathering case studies that strengthen your position.
I’m a long-term thinker, and I encourage business owners to think the same way. Focus on building a sustainable approach rather than aiming for short-term wins that only chase shiny new trends.
Giving yourself time to map out your Black Friday launch
That’s why I encourage business owners who want to launch something to give themselves a bit of time to plan it out. I’m not suggesting an intense, six-to-nine-month prep period, but maybe start with a four-week pre-launch phase and then move into the actual launch. Begin by establishing a consistent weekly marketing rhythm, and once that’s in place, you can gradually add in elements like social proof. Think about how you can share testimonials or success stories for the product you’re about to launch, both on social media and through long-form content, like blogs, podcasts, or YouTube videos. Also, consider integrating email marketing and focusing on growing your email list.
I know this might sound overwhelming—it’s how my brain works all the time—but I want to encourage listeners not to fear launching. At the same time, take it seriously, follow a pre-launch plan, and recognize that launching has many puzzle pieces. Give yourself grace; you may not get it perfect the first time, or you might be pleasantly surprised by your results.
Focus on audience growth, clear messaging, and consistent time for your launch prep each week. Remember, your main objective is to serve your clients, so don’t put them on the back burner. Manage your time well. For example, I dedicate about two to four hours a week to my own launch work, while the rest of my time goes to client projects. It’s essential to keep generating income while you’re planning your launch.
I think one of the problems with launching is that a lot of relaunch the same product to our audiences over and over again. How can we grow our audience before a Black Friday launch?
If you decide to relaunch a product that has real transformational value, you still need a plan for growing your email list consistently throughout the year. That’s where a strategic marketing approach comes in. Have a specific plan for how you’ll infuse email list growth and lead generation into your marketing weekly or quarterly. For beginner business owners, this might sound intense, but as you grow, you’ll find a rhythm and a marketing cadence that works for you.
Personally, I set aside time once a year to plan. Around December 30th or the first weekend of the new year, I head to a hotel for the weekend while my husband takes over with the kids. During this time, I plan out the next two or three quarters of marketing for both sides of my business: photography and systems workflow and launch education. Ideally, I’d plan the entire year, but realistically, I focus on the next six months. I’m not planning client work that hasn’t been booked yet; instead, I’m mapping out how I want to increase visibility and my marketing approach. This sets a structure for how I’ll show up for each side of my business.
If you feel the need to do the same, I recommend setting aside a weekend to plan out your next month or quarter. It’s essential to have a visibility plan and a marketing plan, especially if you want people to notice what you’re launching. Simply putting up a landing page and saying “something is coming” won’t work. Instead, define your visibility and marketing strategies: How will you grow your email list during this period?
A bonus tip: consider collaborating with other business owners to cross-promote. Think about how these collaborations can benefit both you and your partner, whether it’s sharing services, digital products, or group programs. For some “homework,” I suggest paying attention to how larger business owners in the online space partner with other well-known names. They’re not just doing it because they’re friends—it’s a strategic way to borrow each other’s audiences and get in front of new eyes. That’s really what it comes down to.
Do you have templates that can help with a Black Friday launch? Where can people find and connect with you after this?
I recently created a template called the Digital Product Launch Planner. It’s essentially my Trello board—a base template I share with all my one-to-one clients. We start with this skeleton, and during our strategy session, we customize it to fit their needs. But this template is the foundational structure.
If you enjoy listening to podcasts (which I assume you do since you’re here), you can find me on The Systems and Workflow Magic Podcast. I don’t think we have a podcast episode lined up together yet, Kara, but we should! I’m planning to invite you on soon. Full disclosure for everyone—Kara has been my secret weapon for creating content for the photography side of my business. She’s been amazing, so definitely consider hiring her!
Black Friday Launch Planning
Quick reminder before you go: Dolly is one of the creators behind the Black Friday Toolkit with Mara. I’ll link to it as well if you’re interested, because having something ready to go, with copy-and-paste templates, can really help you stay focused over the next couple of weeks and actually get things done while enjoying the holidays.
I feel lucky here in Canada since we celebrate Thanksgiving in October, so I can enjoy Black Friday without holiday stress. But I know that’s not the case for everyone—many of you are traveling or gearing up for Thanksgiving. So, if you’re looking for a done-for-you, step-by-step Black Friday resource, this is the one I’d recommend.
LINKS MENTIONED
- Watch Dolly’s FREE Webinar On Black Friday Trends
- Grab Dolly’s Black Friday Toolkit
- Follow Dolly on Instagram
- Grab Dolly’s Trello Black Friday Launch Planner
- Learn more about working with our marketing agency here
- Follow me on Instagram
