Ending the month strong used to be a phrase I hated to hear.
Friday, the end of the week, is like a reward for a hard week of work, but the end of the month is like a reminder of what you didn’t accomplish, or worse, in the corporate world it’s “month end”. A time to work long hours, paperwork and getting everything set up to do it again next month.
Owning a gift basket company cured me of that.
It didn’t take away the paperwork, but it really taught me how to plan a head… months ahead. While you were hunting for Easter eggs, I was organizing color schemes for Christmas baskets. While you were taking your summer holiday I was sourcing Valentine treats.
Planning a head is truly the soul of your marketing plan, but it does something else. It allows you to end the month strong, with work you did a few months ago instead of frantically working the last few days of the month.
Why is this important in the marketing world?
Because month end is always going to mean paper work and a variety of other month end distractions that keep us on track but don’t add any value to the growth of our business. Because of these activities, we can spend an equivalent of a week doing something other than marketing our business. This may work in a large corporation, but in a business where there is only YOU, a week is a long time to be out of circulation.
Planning a head, means taking a look at your number one or two marketing activities and ensuring those activities are maintained through all ups and downs and month ends. I know this sounds like a best case scenario, but can you imagine a month where you’re hitting your basic sales targets in the first week of the month so that everything else is gravy.
Don’t try to finish the month strong, the last week of the month. Plan for it always!