Stop Panic Creating Content: A Strategic Guide to December Revenue Growth

Over the last few weeks, I've noticed a concerning pattern among ambitious business owners - the urge to panic create new content, offers, and lead magnets as we approach the end of the year.

It's a trap I've fallen into myself, and I've recently had to give some tough love to both my clients and myself about this very issue.

As business owners, we often feel pressured to create something new - whether that's a lead magnet, an offer, or a masterclass - especially when we hit those transitional periods in our business calendar.

This pressure can lead to rushed decisions, poorly planned launches, and ultimately, burnout.

In this blog, we'll dive into:

• Why we fall into the trap of panic creating content

• The hidden costs of pre-selling without proper planning

• My personal wake-up call with Black Friday offers

• Strategic alternatives to creating new content

• How to optimise your existing content and systems

• Practical steps for sustainable December revenue growth

The Trap of Panic Creating Content

Last week, I spoke with three clients who all had crystal clear plans up until the end of November. We'd worked extensively on their September launches, October's smaller offers, and Black Friday preparations for November. But when December loomed, that familiar panic set in: "What am I going to do in December?"

The common thoughts that emerged were:

• Maybe I should create a new lead magnet to entice people onto my list

• Perhaps I should pre-sell something for January

• I could quickly whip up a new offer for the holiday season

The Pre-Selling Trap: Robbing Peter to Pay Paul

Pre-selling can be a brilliant strategy when it's planned and strategic. I've used it successfully myself, pre-selling my audience builder course in November and December for January delivery. However, there's a crucial difference between strategic pre-selling and panic pre-selling.

When Pre-Selling Goes Wrong

When we panic pre-sell, we often:

• Commit to January delivery without considering our actual January capacity

• Sacrifice our strategic January launch plans for short-term December revenue

• End up trying to deliver pre-sold content while simultaneously launching our main revenue-generating programs

My Black Friday Wake-Up Call

Let me share a personal story that perfectly illustrates this challenge.

Despite having successful forward-facing revenue streams through my mastermind, mini mind, and consultancy clients, I found myself caught in the Black Friday panic trap.

I spent weeks trying to force a Black Friday offer.

I considered my current offerings - the mastermind, the mini mind, consultancy - but none felt right. I thought about discounting my Audience Builder course but didn't want to devalue it. Finally, I contemplated creating new implementation days, only to realise my January calendar was already packed with mastermind retreats and client commitments.

Strategic Alternatives to Panic Creating

Instead of creating new content, here's where you should focus your energy:

1. Optimise Your Current Content

• Review and refresh your cold audience content

• Update your warm audience messaging

• Ensure you're clearly communicating December offers

2. Enhance Your Lead Magnet

• Update existing content

• Add new valuable links

• Improve the connection to your offers

3. Refine Your Ad Strategy

• Test new copy angles

• Update graphics

• Adjust messaging for seasonal relevance

4. Revamp Your Welcome Sequence

• Update outdated information

• Improve low-performing emails

• Strengthen the connection to current offers

The Power of Strategic Focus

Remember, developing a new lead magnet requires almost as much work as developing a new offer.

It needs to be strategic, specific, and intentionally guide people through a journey. Panic creating rarely leads to these outcomes.

One of my clients perfectly demonstrates this point. We'd been running the same lead magnet for seven months, and when the ad costs started rising, our first instinct was to create something new. Instead, we tested a completely new ad angle - and halved the lead cost overnight.

Moving Forward Strategically

As we approach the end of the year, resist the urge to panic create.

Instead, focus on optimising what you already have. Give yourself December to slowly work on improvements that will set you up for a strong January launch.

Most importantly, remember that your time is your most valuable resource. When you do offer things that give your time specifically, ensure they're strategic, intentional, and priced to reflect your expertise.

By focusing on improving each step of your customer journey rather than creating new content from scratch, you'll save time, energy, and set yourself up for sustainable success in the new year.

Remember, it's not about creating more - it's about making what you have work harder for you.

What next?

If you’ve found this blog post useful, here are some ways you can be a part of my world:

1) Love an Instagram story? Good, me too! Come say hi & access plenty more of my free tips over on: @sophiegriffithsco

2) Listen to my podcast! It’s all about taking big, bold moves in your marketing with strategic, practical advice and loads of inspiration too! Click here to find out more and listen!

3) Interested in working with me? To check out the client services I offer here click here

Listen to the full podcast episode for additional insights and tips here.