Why is it important to start preparing for Q4 sales in July, seventy days before the season begins?

The concept of effective frequency explains why early preparation matters. Effective frequency is the number of times a person needs to be exposed to your artwork, message, and brand before they make a buying decision. You cannot just flip a switch and expect sales in Q4. If you’re not letting people know you exist now, showing them your work, explaining your process, and building awareness weeks and months in advance, it will be significantly difficult to have a successful Q4. Sales don’t happen from a single exposure—you need multiple impressions over time through social media posts, emails, and other touchpoints to build the momentum that leads to purchases during the peak buying season.

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Asked by teaching context · Answered by Patrick Shanahan · art-marketing-podcast · 2025-07-23