How should I think about preparing for Q4 as an artist?

Think of yourself like an elite surfer who trains all year long—running, lifting weights, cross-training, monitoring diet—so they’re ready when the big waves hit. As an artist, you’ve been creating all year, posting on social media, sending emails, doing shows, capturing email addresses, learning about marketing. The difference is that unlike surfers who don’t know when waves will come, you know exactly when your ‘big wave’ arrives—Q4 comes every year at the same time. Your job is to elevate your current marketing level during this period. Don’t do all that preparation work and then miss the opportunity by not marketing when it matters most. You don’t need to be perfect; you just need to take whatever level you’re currently at and elevate it for this critical selling season.

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Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2025-10-03