🌐 Justin's Blog

It is the end of the year, and while I am quite busy with family events during the holiday, I am also keenly aware of the impact 2021 will forever have in my life.

The coming year will have milestones as well, but there was something special about this year that will be hard to beat. Things like:

1. Getting married

2. Selling my business

3. Visiting (and shopping for a home) in Lake Tahoe

4. Progressing in Spanish

5. Traveling to Mexico

6. Getting vaccinated

And so much more – such as having the opportunity to travel to Dallas, Vegas, Denver, Michigan, and Connecticut with Lorena.

Of course, this year has also had its hardships. Most notably, I lost my grandmother. That has been tough, and I find myself thinking about her daily. In a way, her passing has reminded me of how precious life actually is, and to not take anything, or anyone, for granted.

For now, we are ending the year in the same way that it started: busy and with family! We will be in Chicago, Michigan, Cancun, and Mexico City over the coming weeks.

After which, we come back to Austin – but only for a short period of time, as Lorena and I will be looking to make somewhere else our home in 2022.

Merry Christmas, and see you in the new year!

#personal

It's the easiest decision you'll ever have to make.

Can we talk about Black Friday sales?

Can we also make it the last time we talk about Black Friday sales?

Okay, good. I’m glad we are on the same page.

This article is the “be-all, end-all” for the discussion of whether you should, or should not, run Black Friday sales in your business. Next year, when this conversation comes up, just send this article to the person who is asking the question.

When you first start a business, you wear many hats, from janitor to CEO, and everything in between. You are the one to make the big, strategic decisions for the company, and then you are the person who has to implement them.

Smart entrepreneurs understand that they don’t have the answers to every unique situation, especially the first time around. As such, they often rely upon their network for advice on certain topics.

And inevitably, one of those topics is Black Friday.

I am a member of a few entrepreneurial groups (mostly around the WordPress space) and like clockwork, around October people begin to ask whether they should have a Black Friday sale. This then sparks lengthy discussions that go into weird directions, from ethics and capitalism to politics and cultures.

Whether you should have a Black Friday sale or not is an odd question, as the answer is quite obvious: yes, you should.

There is No Gray Area

It is incredibly stupid to not have a Black Friday sale.

For a few years while running LearnDash, I decided not to have a Black Friday sale, and I convinced myself that my decision was the right one using the same arguments I see others use today. I’m sure you have seen, or maybe even used yourself, one of these:

“Black Friday sales devalue our product.”

“It’s not fair to people who purchased before the sale.”

“It feels dishonest.”

“Current customers will get mad.”

“Current customers will want the sale retroactively applied.”

Every one of these statements is unequivocally false. If you think this way now, purge it from your head. You are wrong.

Whenever I see people present (terrible) arguments against having a Black Friday sale, I want to shake them to their senses. Though over time I have come to realize that this is just a “growing pain” that every early entrepreneur has to go through.

Look, I get it. I know that being an entrepreneur is hard. We are constantly faced with decisions, and the answers aren’t always clear. We are used to solving these complexities. But that’s not the case for this one, and this super easy decision will add thousands upon thousands of dollars to your bottom line, like it did for Maarten:

That's a wrap! Black Friday was a success! pic.twitter.com/TUXgjigqpG

— Maarten Belmans (@PoeHaH) November 30, 2021

Maximize the Impact

My first year doing a Black Friday sale, I didn’t do any kind of promotion. I just threw up a site wide sale announcement on my website and slashed the price by 50%. Even then, it resulted in over four times the normal sales on a typical day.

Over time, I added some more elements, but I never went overboard with the promotion. At a certain point, it can have diminishing returns. Remember, the point of Black Friday is that you maximize revenue for very little effort.

Here are some tips for maximizing your Black Friday sale reach. These are the exact ones that I used to reach strong six figure Black Friday sales:

• Offer 50% off – Anything less than 50% is a waste of time and isn’t enough to elicit impulse purchases.
• Use countdown timers – Put a banner on every page of your website advertising the sale and include a timer for when that sale is over to create a sense of urgency. Important: include a button to your purchase page on the banner!
• Create affiliate materials – Leading up to the sale, email your affiliates to let them know of the discount. Give them promotional materials like website banners, images, videos, and email swipes. Make it as “point-and-click” as possible.
• Don’t offer lifetime deals – I won’t drain this topic, as I have written about it quite extensively already. The biggest benefit of doing a yearly Black Friday sale is that it will compound over time, assuming you have a yearly renewal.
• Renew at full-price – Black Friday special pricing is for new customers, not existing. When renewal comes for these purchases, it should renew at the full price or close to it. Be upfront about this with your promotion and you’re all good.

Black Friday is a great time to experiment with your marketing in general as well! It’s the perfect testing ground to try out those strategies you have been thinking about implementing. My friend Joe Casabona did this and had his best Black Friday ever!

? A new episode of @howibuilt is out! This week, I talk to you about lessons learned from my best Black Friday sale ever.. https://t.co/2zNJ7P8REZ https://t.co/LnYYZiouYg

— ?? Joe Casabona (@jcasabona) December 6, 2021

Black Friday is Not a Hard Decision

Many people overthink Black Friday. If that's you, then stop. It’s actually the easiest one you will ever have to make for your business.

The best part about Black Friday sales is that the world understands how it works. There is no educating people on what it means and why the sale exists. Consumers know they can get a deal on products, and that this deal is limited in time. They also know that the deals around this time of year are often the best deals ever offered by a company.

There is absolutely no need to apologize, feel bad, or feel like you owe something to those who purchased previously. If you feel this way, you are overthinking it.

Keep it simple because the reality is that Black Friday is exactly that: simple.

It is a win for your customers and a win for your business. My advice to anyone questioning Black Friday is to take the win, and put your energy into the real issues you are facing with your business. You can then use some of that Black Friday revenue to help solve it. 😉

At the end of the day, the best way to help your current customers is for your business to do well. The more money you make, the more you can do for those who have trusted you and your product. If you choose not to have a Black Friday sale, you aren’t doing everything possible to properly serve your customers.

Have the sale, and know that everyone benefits from it.

#entrepreneurship

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Normally posts like this come at Thanksgiving, but truth is I’ll be too busy to write something by then, so I’m posting a week early. 😅

I have a lot to be thankful for this year, no doubt. Though that could be said for every year that I am alive and in good health. That said, three events that come to mind:

• Getting married
• Selling LearnDash
• Visiting Mexico

The older I get, the more I realize how lucky I truly am. I’m married to in incredible woman, I am part of a loving and supportive family, I have professional success beyond what I realized ever possible, and I have my mental & physical health.

This year, Lorena and I are going to Michigan to celebrate Thanksgiving. My brother and his family recently moved back to the U.S. from Germany, so it is the first time we all are together celebrating the holiday together (yet another thing to be grateful for)!

We will be relaxing, going to a hockey game (go Wings!) and heading to Ohio to visit my grandpa. Afterwards, we fly from Detroit to Mexico City for a quick trip to celebrate Lorena’s younger sister graduating from university.

Heading back to Austin, we will catch our breath briefly before doing the rounds again for Christmas and the new year!

#personal

Lorena and I are off to Connecticut again to visit family. The trip is quick to celebrate a couple of birthdays, but it’s means a little more than that to me.

A year ago, visiting Connecticut was the first trip Lorena and I took together, and it was the first time I met her family.

Fast-forward to today, and so much has happened. We were engaged, moved to Austin, Lorena left her corporate job, we got married, traveled some more, I sold LearnDash, and now Lorena’s fitness business is starting to gain momentum. We are only just starting our lives together, and we have created some incredible memories already.

It’s always easy (and fun) to look ahead and what is to come, but I have always been someone who looks back at the path traveled. We lived a lot of great life this year, although it wasn’t without a little heartache.

One year later and life is so much different. I am not meeting strangers for the first time, I am part of the family, and it feels good.

#personal

What is happiness to you?

How do you continue to have vigor for life?

What motivates you daily?

These are questions I have asked myself over the years, and when I think on the answer, I always come to the same conclusion:

Happiness is learning.

Vigor in life is when something I learn becomes useful.

Learning new things is what motivates me daily.

I believe that humans are not meant to be stagnant physically or mentally. If we aren't moving our bodies and minds, we shut down. The easiest way to prevent this is to always be learning.

This doesn't necessarily suggest that you need to learn something new. It can simply be learning an existing skill more deeply. For me, that would be learning to speak Spanish. I could study it my entire life and still never reach the same level as my English — but that doesn't mean I will stop trying!

I recently started a blog written only in Spanish as a way to practice writing and my vocabulary. It's a challenge, but I think I am up for it. I am aiming for a blog post per week on entrepreneurial related topics.

What are you learning?

#happiness

I remember when Matt Mullenweg first announced the Gutenberg editor for WordPress, there were a slew of review posts (many critical). I have been largely quiet on the matter, as I have always felt that time was needed to give it a chance to fully develop.

When I heard news that the classic editor in WordPress was going to be replaced, I was pretty happy about it. Truth be told, the classic editor was so dated it was becoming embarrassing. While once a class leader, by 2018 it was more enjoyable to write in a Google Doc.

WordPress was ready for an upgrade. While I knew it would mean a lot of work for my developers to update LearnDash accordingly, I was pleased with the direction Matt and the WordPress core team were taking to remain competitive (and to keep their investors happy).

What I didn’t expect was a complete shift from the typical WordPress value proposition.

In my ignorance, I thought that the updated experience would focus on making a killer writing experience for bloggers. Something like Medium or Substack, but better. Something done the “WordPress way” that helped writers bring their words to life on the world’s greatest CMS.

What we got was something in-between a page builder and writing tool, and as of the date of this article, it’s not a class leader in either category.

You can’t be two things at once, at least not very well. Yet, this is what we have with the Gutenberg editor.

From Day 1, Gutenberg was sold to us as a front-end page builder.

First, it was pretty apparent to everyone that it was nothing close to a front-end builder. Like, not at all.

That was a mistake, and I think the core team realized it afterwards. Since then, corporate has changed that terminology slightly to “full-site editing”, and it has caught on. This is probably for the best, as there is nothing front-end about Gutenberg, but it still conveys a similar value proposition to users.

But not only were we promised a site builder, we were also told that the new editor experience was an excellent writing tool. It was clear to all of us in attendance during its unveiling that Gutenberg was definitely not that, either.

I was okay with this at the time because everything was new. It has been years since then, and Gutenberg has come a long way (in particular as a page builder). I have seen folks create some pretty attractive websites using it. I particularly think that Kadence does an impressive job with their layouts. Websites using Gutenberg also load very fast, which is of critical importance.

But I feel that these page building developments have come at a cost: the writing experience in the Gutenberg editor is pretty bad. Is it the worst thing out there? No. It’s sufficient, but its performance largely depends on your site and the number of plugins you may have installed.

Now, I know of regular bloggers who think it’s somewhat enjoyable. While that’s great, I have to ask: is the writing experience actually better than platforms such as Medium and Substack?

I put out a tweet about how I felt Matt’s Gutenberg editor was positioned more as a page builder, and not for writing. I received some replies from folks who said they have grown to appreciate it, like this one from my friend Alex:

I like the block editor. It’s a little quirky sometimes, but I’ve gotten quite comfortable with it. Now when I go back to classic I feel the same as you.

— Alex Standiford (@AlexStandiford) August 28, 2021

This seems to be the prevailing sentiment. The experience is something that you get used to using. Though, I am not certain if that's the tagline WordPress would want to use:

“Writing in WordPress: you'll get used to it!”

The lack-luster writing experience is what gets to me the most. So much so that I don’t even bother using WordPress for this blog. I use WriteFreely instead, another open-source software but with an emphasis on writing and simplicity (I have a deep-dive article that I am finishing related to this. If you’re interested, subscribe at the end of this post to get notified).

All of this said, I always recommend WordPress to people looking to build a business that relies upon organic traffic from Google. And as a CMS, WordPress can’t be beat! You can create super advanced functionality without any code.

So, what is the real plan here?

I have to believe that there is a long-term plan with the editor experience that we are not privy to in the WordPress community. This feels especially true given the large amount of investment to come Automattic’s way in recent years. But to be fair, long-term plans are never shared from corporate. Two and three-year plans maybe, but not five to seven-year objectives.

And while the community has for the most part adopted Gutenberg, it did feel a little forced. Meanwhile, Elementor continues to crush it. This is starting to create an awkward scenario where Matt’s homegrown page builder is losing out to a third-party page builder for WordPress. It’s not a good look currently, but I do think that the gap is starting to narrow.

I continue to pull for Gutenberg. I know that it will grow as a page builder, and maybe along the way it can become a decent writing tool as well, but I am not confident that this is a top priority. Regardless, there are smart people behind the whole project, and it shows.

#WordPress

Lorena and I completed a trip to Lake Tahoe (and Reno, NV). It was two purposed: to relax, and to see if we might be interested in moving there in the near future, as life in Texas is not really for us.

The short of it is that we think we could see ourselves in Reno. It’s an interesting area with a lot of outdoor activity. Austin has a better city, but the surrounding area and weather make Reno tempting.

No decisions being made just yet. We want to visit some more places first before we make the decision to pack-up.

Until then, here are a few glimpses of the scenery around Tahoe. It’s absolutely stunning. If you haven’t gone, grab an Airbnb. It’s worth it.

#personal

I don’t know when it happened, but sometime within the past three to five years, “lifetime deals” (LTD) for software really started to become a thing.

As a consumer, you love these. Pay a little extra upfront, lock-in the price, and never have to worry about paying again. The company gets a little extra money, and you get a lifetime benefit. Win-win, right? No, not at all. This is all win for the consumer. While offering customers a lifetime deal is tempting, if you ever want to sell your business, then you better avoid them.

Full disclosure: at one point, I gave a lifetime deal for my software, but it wasn’t really planned. Renewals weren’t a thing in WordPress back in 2013, so I didn’t really know anything different. The industry matured over time, and yearly renewals eventually became the norm.

The only other time I offered lifetime pricing was to satisfy my ego by selling LearnDash for $999 just to prove to AppSumo that I didn’t need to bother with their bogus pricing model after they wouldn’t stop bothering me about listing on their website. I sold ~20 in four days, then stopped the experiment.

All this is to say that the lifetime deal business model was never an intentional, long-term pricing strategy for me.

If you ever think that you one day you will want to sell your company (spoiler: you will), then you are doing your business harm by offering lifetime deals.

My friend Pippin Williamson sold his company the same week that LearnDash was sold. But before he made that big sale, he sold a single product from his portfolio. He wrote a blog post, and in it, he said:

All products and companies will ultimately always meet one of three fates: they will slowly fade away and die; they will be discontinued; or they will be sold or transferred to someone else to carry forward. There are no other possibilities. One of those three things will always happen.

Pippin Williamson Founder, Sandhills Dev

If you are a founder, then this will one day be your fate, too. Hopefully, you will be selling! That is far more fun than closing up shop. 😆

I will cut straight to the point: investors hate non-recurring revenue. I mean, you wouldn’t either, right? Let’s say you are looking to purchase a company and last year it did $2,000,000 in revenue and all of it represented lifetime deal sales. Wouldn’t that make you nervous? It should.

First, there is no guarantee that the following year will be better than the previous. With recurring revenue, that becomes highly more likely because of the snowball effect. Growth rules the day, always.

Second, the customers who made up that $2,000,000 can never be sold to again for the product they are using. Yes, in theory you could sell them a complimentary product, but there are no guarantees that they will want that product. Whereas, you know they want the product that they purchased the lifetime deal.

When I was selling LearnDash, I gave many management presentations to prospective buyers. Each one of them asked about the lifetime access that the earliest of customers had to the product (back in 2013)! They disliked it and wanted to quantify the loss of future revenues because of it.

Fortunately, the impact of lifetime licenses was so small at that point, it was not a major valuation factor for me. Still, I had to put their mind at peace about it. Had we offered those every year, I think those particular conversations would have been a lot more difficult.

While there are many reasons why you should not bother with offering lifetime deals, this is one that isn’t talked about enough. To be honest, I wasn’t even aware of this downside until going through an acquisition process myself.

Instead of offering a lifetime deal, think creatively about other ways to increase revenue while simultaneously delivering continuous value to justify recurring payments.

#entrepreneurship

For a number of years now, I have had an urge to take contribute to a non-profit cause. The problem is, I can never land on where to dedicate time and money.

Growing up, I used to help the less fortunate through my church. There is a part of me that feels like perhaps this is the “easiest” way to get back involved with making a positive impact in the lives of others. But in my typical fashion, I like to really overthink things. Who wants easy, anyhow?

I have been afforded many opportunities in my life, and I want to give back. I simply do not know where.

With kids?

With adults?

With entrepreneurs?

I’d like to make some meaningful impact, somewhere. At this point, though, I am spinning my wheels on the matter.

#personal

Since selling LearnDash, I have received countless messages of support and congratulations, all of which have further validated my decision that Liquid Web is the perfect new home for the LearnDash brand.

And as you would expect, I also have received a number of questions. Many people wanted to know why I sold in the first place.

Recently, I had a Twitter Spaces conversation with David Bisset from Post Status and Marieke van de Rakt (CEO at Yoast). We talked about a lot, but the main point was for us to explore reasons why WordPress companies are selling like crazy, and what this may mean for the greater WordPress market going forward.

While we did venture into a variety of different topics, the overarching theme seemed to be around why a business owner would choose to sell. I gave my thoughts during the call, but they were more general. I have had some time to think more on the topic, especially how it relates to my reasons for making the sale.

The motives for selling all start from the same place.

While the motives may vary from person-to-person on selling their business, the decision to sell the company in the first place is always the result of self reflection. It’s a moment where you assess your desires and measure those against where you spend the majority of your time (working).

This is the same process that people go through when switching jobs. Yes, there are outside motivators (money, more time, better title, etc.) but it starts with understanding personal desires given prevalent circumstances.

When I did this in 2020, I came to realize a few things which ultimately led me to sell:

• I was not passionate about WordPress or e-learning anymore.
• Managing the business burnt me out.
• I was feeling guilty about my lack of passion.

For me, it’s important to be passionate about what I am doing. When I have passion, I get excited. When I get excited, work doesn’t feel like work. I didn’t have passion, so everything seemed hard.

It was hard to deal with employee requests, it was hard to deal with upset customers, it was hard to deal with software development issues, it was hard to push forward with a timeline. When things feel hard for me, I become less creative. Creativity is why LearnDash has been able to compete so well across both the e-learning and WordPress verticals.

I thought perhaps I just needed to work less. So, I augmented my schedule and empowered other employees to do more, but after some time I still felt the same… worse perhaps.

That’s not to say I was depressed. I was bored, and tired. I was “punching in and punching out” every day. No drive, just getting tasks done. I knew what I should have been doing, but I just couldn’t anymore. I just didn’t care.

This lack of caring made me feel guilty. In my mind, I was letting everyone down, from my employees to my customers. The company deserved better and I knew it. The guilt was probably the hardest part of it all. I hate letting people down, and I was letting everyone down (at least in my mind).

To put it another way: LearnDash wasn’t living up to its full potential. It needed fresh ideas. It needed a new energy and I couldn’t bring it. A sale would infuse the company with exactly what it needed while taking care of both employees and customers.

I sold because it was in the best interest of everyone, including myself. I feel lighter now. I don’t have the guilt, and I am excited to take on new entrepreneurial projects in industries completely unrelated to e-learning and WordPress. I’m just as excited to see how the company takes off now that it has the backing of folks that are willing and eager to take it to the next level.

Exploring Twitter Spaces for personal use.

As an aside, this was my first Twitter Spaces experience. It was pretty cool!

I appreciate how it fosters a dialogue rather than a formal interview or podcast format. Actually, it makes me want to host these with some of my friends. We talk about business pretty regularly. I think having this in a public forum could be insightful for aspiring entrepreneurs.

If you’re on Twitter, then follow-me! This way you’ll be alerted when I'm having discussions on Twitter Spaces. These will be calm, informal conversations. Don’t expect fancy editing or audio. I suspect my friends and I will talk about what we always talk about: the success and (funny) failures of starting, growing, and selling a business.

#happiness