Hey there Reader,

So last week I got you thinking about fall/winter promos. You may have read my email last week.
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​Today I want to talk about the boring part.

I know.

"Boring" is not exactly what you want to hear in your inbox. But hang with me for a second, because this is the part almost nobody wants to do, or makes time to do, which is exactly why it's the part that actually moves the needle.

Planning.

I told you last week I've worked in radio, professional baseball, promotional modeling, and ran/run my own businesses on top of all that. Very different worlds, completely different people, same exact truth in every single one of them: nothing that looked effortless on the day was actually effortless.

But it looked that way because someone did all the unglamorous work weeks before anyone was watching.

That's the part I want to save you from learning about the hard way.

Here's what I mean in practice. If you wait until the season is already loud to figure out what you're promoting, you're not planning anymore, you're reacting. And reacting is expensive.

Not just money... time too.

It's the difference between writing your holiday posts on a random Tuesday afternoon a week or so ahead of time versus writing them at 11pm because the sale starts tomorrow and you forgot.

And look, I get it, because I built my whole business around not wanting to miss my kids' stuff. So this isn't me telling you to hustle harder. It's the opposite. Prep now so you're not tethered to your phone during the most wonderful times of the year that you actually want to be present for.

Also, and I say this from a LOT of live-event scars: something will go wrong. A vendor's late, a link breaks, the weather doesn't cooperate.

It happens every time, no exceptions. The people who look calm on the day aren't the ones with the perfect plan. They ARE the ones who left themselves room for a not-so-perfect one.

So really, that's the whole email today.

Pick one promotion.
Put a date on the calendar.
Decide what your gaol is for your promotion.
That's it, that's the assignment.

(This is basically the whole philosophy behind the Holiday Hype Kit I've put together, by the way. More on that soon.)

That's it, that's the assignment, you don't need a spreadsheet yet. We will get there.

Let's talk more next week.

Heather Blake Learn Business U ​​​

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P.S. Hit reply and tell me: what's the one promo or sale you keep meaning to plan but haven't started yet? I'll use it for next week.