The thing about unexpected things is…
You can EXPECT them to happen!
That is, life never goes according to plan.
No matter how detailed we’ve mapped out our week, next 3 months, 6 months, year, whatever: something is bound to come crashing through to set us off course.
It could be mother nature setting off the storm of the century.
(It’s hard to finish your website if the power’s out.)
It could be an illness.
(Hard to design a new product line when you can’t summon the energy to get out of bed.)
It could be a surprise visit from the in-laws.
A computer that suddenly won’t turn on.
Free concert tickets.
A sick kid.
(You get the idea.)
This last December I rung in the New Year with some girlfriends on a mini vacation in San Diego, California.
That was the planned part.
What I hadn’t planned was getting sick while I was down there, resulting in one of the worst respiratory illnesses I’ve ever experienced when I returned home. For several days after my vacation, I was too congested and feverish to even get out of bed.
I wasn’t about to do ANYTHING for my business or otherwise.
Fortunately, I’ve gotten used to expecting the unexpected.
While I was floating on a cloud of cold medicine, my e-mails still went out, sales and promotions happened on schedule, and my social media platforms remained active.
How was I able to do this?
Because I maintain a buffer.
A buffer is the amount of already completed and scheduled marketing for your business.
It’s when you work ahead, schedule it out, and don’t have to worry about it when the time comes.
In my opinion, anything that can be accomplished ahead of time: accomplish it ahead of time.
That way, if something comes up, (or you simply don’t FEEL like it), you have a buffer to back you up.
If having several weeks scheduled out sounds too overwhelming, just start with one.
You can do it! This week, double your efforts and get next week’s marketing done as well.
Then next week, again work on two weeks worth of marketing (you’ll be 2 weeks ahead after that.)
And so on.
Keep repeating this process, and before you know it, you’ll have MONTHS worth of scheduled marketing all set up and ready to happen automatically.
Not only will this help you with your planned events such as vacations or holidays, but it will give you some cushion for the UNplanned events which are bound to happen, sooner or later.