2020 was a year.
While I usually sense fatigue in my clients by this point on the calendar, this year, many folks are completely wiped out.
We do not need to go into a mad dash to finish the year. We have done enough just to get this far.
But there are three key questions that may make you feel better to answer and resolve before the clock strikes midnight on December 31.
Question 1: What is the one existing offer that you want to market for the rest of the year?
Many of us had plans to develop, expand or introduce new offers this year. Some of them were built and launched, but at this point in the year, it is not likely that you can design and develop fast enough to launch a brand new product or service by the time the holidays hit.
A more focused and ease-filled approach is to examine your best-selling, most developed and most popular offers, and choose to market the things that are easy to sell.
The fourth quarter can actually be a very profitable time for specific reasons, depending on your audience and market.
- If you market business to big business (What I call B2BigB), often large companies have budget money they must use by the end of the calendar year, or risk losing it. They are willing to pay ahead for services next year.
- If you market to small businesses (B2SmallB), some may need to write off some more business expenses to lower their tax bill for 2020.
- If you market directly to consumers (B2C), many are looking for interesting gifts for friends and family that could include service based offerings, such as gifting a coaching package or website design to a client or entrepreneurial family member.
When you choose your offer, create a simple marketing plan where you can get it in front of ideal customers through a series of Tiny Marketing Actions.
Question 2: Which half-built bridges do you want to complete before the year is over?
My friend Chris Lee introduced me to the concept of half built bridges after he heard Ryan Deiss mention it as part of a Digital Marketer training.
In this context, they were discussing how many half-built bridges exist in the form of partially done product funnels, ebooks that are written but not designed, websites that are “almost done” but not quite ready to launch, etc.
All that half-built bridges do is fill you with frustration at unrealized potential.
So looking over the last 6 weeks of 2020, identify:
1) What are the half-built bridges in my business or marketing operations?
2) Which are priority for generating ease, money or time?
3) Which can you reasonably finish by the end of the year?
Finishing a few half-built bridges will give you a sense of accomplishment, and take you one step closer to a smooth-functioning and profitable 2021.
Question 3: How will you calm your nervous system and care for yourself as the year comes to a close?
This has been an exceptionally hard year on our emotions and nervous systems. Stress has come from every direction, especially for folks who were already under strain.
It is essential to block time off now for year end to let yourself really decompress.
Everyone likes different kinds of decompression:
- Some like to walk in the woods
- Some like to curl up by the fire with a good book
- Some like series marathons snuggled under the covers (The Queen’s Gambit anyone?)
- Some like to go deep in prayer
- Some like to sweat out stress on trails or their Peloton
- Some like to talk or journal things out
- Some like to take luxurious naps
- Some will build a big fire in the back yard and burn 2020 away
Whatever your preference, my wish for you is that you take some time to acknowledge and release the intense stress felt through such a contentious and uncertain year.
Doing so will allow you to care for your mind, body and spirit, and make way for new ideas, new projects and new change in the new year.
No matter what you did or didn’t do this year, you have made it this far. Congratulations!
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