Three Lies About Holiday Season Non-Retail Business

Tomorrow is November first. The retail stores are already standing by with their ladders, ready to rip down the Halloween decorations and


The Best Way to Grow Business During the Holiday Season

replace them with Turkey’s and Pilgrims and Santa and Menorah’s. The highest season of US consumerism is upon us – whether that excites you or not, here we are.

It’s long been the prevailing mindset that this time of year is a coast to January unless you are a retail operation selling items that can be wrapped. Service related businesses, coaching services, growth and development programs often assume that their ideal clientele are not going to be focused again until after New Year’s.  Today I’m going to share the three lies about holiday season business that cause many small business owners to stall and tread water through this last few months of the year, rather than grasping the opportunity it holds. As you understand the three lies, you’ll have a much better grasp of the best way to grow your business during the holiday season.

Lie Number One: There is no market for service and growth oriented businesses during the holidays.

This lie assumes that everyone who would be interested in utilizing your services is consumed by food, alcohol, shopping and parties with no brain space left of for introspection or focused action. The reality is that many people use the end of the year as a time to re-assess and re-group. Most small business owners use this time to review their numbers, their goals and their results. It’s a time that many pat themselves on the back for a job well done, or lament that they fell short of their objectives and expectations. Thus, this is a perfect time for those who offer all kinds of services or growth and development opportunities – to step in. Whether your service is business consulting, life coaching, body work, personal organizing, health coaching, marketing planning or more, your clients will be looking for you as they review their year and plan for the next one. Now is a great time to get in touch with prior clients and customers.  Reach out to your market with an understanding that the New Year is just around the corner and your expertise will be appreciated by your ideal audience right now.

Lie Number Two: Most potential clients are waiting until January to invest in themselves – if there is any money left over from the shopping and socializing frenzy.

There is definitely a yes and no aspect to this one. Yes, people often over-extend financially during the holidays and thus do not feel able to invest in themselves in the manner they might at other times of year. But the flip side of this coin is that your clients are always able to invest in the services and results that are meaningful enough and beneficial enough to them. This lie, more than the other two, is only true when you do not present your offerings in the right way to the right people.  People put their money into things that solve a problem causing them emotional distress, or things that give them joy and benefit. It’s up to you to be reaching your perfect audience with a message tailored to their needs on an emotional level as much as on a factual one. This is the place where all your ongoing work defining your audience, clarifying your values and honing your message come into play and it is definitely the best way to grow your business during the holiday season.

Lie Number Three: The only way to grow business and compete during the holiday season is to jump to the frenzy of intense, inauthentic, falsely cheery holiday marketing.

The reality of this option is that it causes us to  lose “good judgment and compels falsely cheery delivery of marketing spam in the guise of a Holiday buying opportunity for one’s customers” – as I wrote about in How to Protect Your Business from Holiday-Itis. Hopefully this is not who you want to be, nor the brand that you want to portray . Instead, the best way to grow your business during the holiday season is to be exquisitely clear as to who needs what you have to offer and thus who can you help and impact with your services, and where will you find them. This should be how you think about your marketing all the time, but in order to stand out from all the noise during the holiday season, you must be elevated from the masses in terms of how intimately you know your ideal client.

If you’ve been a client of mine anytime within the past 10 years, feel free to check in for a tune-up.  We will spend half a day reviewing, revising and revamping your messaging – making sure you are on track and on point. Think of it as a mini-retreat for your business.  This is my holiday offering to you!  Give me a call and we will go from there.

If we’ve never worked together before and you’d like to meet and discuss your business goals and dreams and stuck places, please reach out and we will make it so.


Deborah Tutnauer

Entrepreneur Business Success Coach at Deborah Tutnauer, LLC
Inspiring change in people for over 25 years, Deborah Tutnauer, MEd, MSWdigs deep to help authentic entrepreneurs move away from the stories that no longer serve them while clarifying and solidifying those that really do! Deborah helps frustrated entrepreneurs get exquisitely clear about meaning, purpose and expertise, then facilitates the creation of a financially sustainable and joyfully structured framework in which business and business people thrive.

Coaching both privately and in groups, Deborah is also a speaker, author, event leader and consultant. Creator of the Foundation and Framework Intensive, Question Master and Leader of the Entrepreneur Business Success Club, Deborah has been called an “Architect of Magical Business and Soul Structure”by her clients because she has a powerful ability to perform alchemy, changing passions and dreams into money and time by design.

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