How I fight every November and December

“This doesn’t look good. We’d better shift to the ‘right hook mode’ right away. And I mean now.”

It was the beginning of November a few years back, and we were staring at a big screen displaying our sales numbers.

Throughout most of the year, our brand’s marketing focuses mostly on inspiring our fans.

It's all about the vibe, the community, the stories, the lifestyle.

We shoot cool lookbooks.

We create interesting videos with talented filmmakers.

We share amazing tricks from our skaters, snowboarders, and bikers.

We drop new collections and focus on storytelling around the products.

And we almost never really push sales or talk about the prices.

If this were boxing, think of it as laying down a series of 'jabs' - subtle, engaging, and consistent.

But when Black Friday and the pre-Christmas season roll in, we mix it up. After all the jabs, we switch to what I like to call the "right hook sales mode."

It's that time when we're not afraid to ask our audience for support.

Sure, we still inspire, but we also show you the best of what we've got, complete with slashed prices and unbeatable deals. And direct calls to action.

Right hooks after all the jabbing - as Gary Vee famously called it in his book "Jab, Jab, Jab, Right Hook".

It's about enjoying the process of 'fishing' most of the time. But remember, you can't just fish forever without catching anything.

When the right time comes – maybe it’s a product launch or a special offer – don’t hesitate to go for that catch. And enjoy every bit of it.

This approach isn't just about our brand. It's a lesson in balance – knowing when to engage and when to capitalize, knowing your audience well enough to ask for their support when it counts.

So, for all you aspiring entrepreneurs out there, remember this: it's all about timing. Keep your audience engaged. But when the moment is right, don't be afraid to make that big ask.

It's the balance between giving and asking that creates a successful brand story.

Carpe diem,

Tino

PS: Speaking of right hooks:

🥊The last spot for my private 1-on-1 Sessions is available and you can use my brain

🥊We have crazy Black Friday Deals on Life is Porno website

🥊Our kids’ clothing brand has also mindblowing Black Friday sales

🥊My audiobook FORBIDDEN is available for just 10 euros (if you speak Slovak or Czech)