The Cost of Last-Minute Marketing: Why Planning Ahead Boosts Enrollment for Your Workshops & Courses
As a wellness entrepreneur and creative you put your heart and soul into crafting transformational experiences for your clients. Whether you're launching a new course, hosting a retreat, or offering a specialized workshop, your goal is to reach the people who need your work the most.
But here’s the problem: not having a plan. The result? Low enrollment, unnecessary stress, wasted resources, and missed opportunities to serve the people who need you.
I get it! As a creative person myself, sometimes inspiration strikes and you feel the urge to create something and move forward quickly. You feel excited and you want to get moving on your idea, but in a crowded market place you need a good strategy and enough time to promote your offer.
Why Last-Minute Marketing Hurts Your Business
You might think you can put together a few posts on Instagram and send out an email the week before your event, but this approach often leads to:
Low Sign-Ups – People need time to consider an investment in a course or workshop. If they see it too late, they may already have other commitments.
Marketing Burnout – Scrambling to promote an event at the last minute leads to stress and exhaustion, making the whole process feel overwhelming.
Missed Opportunities for Visibility – Many potential clients need multiple touchpoints before they commit. A rushed marketing plan doesn’t allow time for that.
How Far in Advance Should You Plan?
A well-executed marketing strategy doesn’t have to be complicated, but it does require time. Ideally, you should start promoting your workshop or course at least 6-8 weeks in advance for in-person or online workshops or events. Here’s why:
Building Awareness (8 Weeks Out) – Introduce the topic and create curiosity through educational content (blog posts, social media posts, email newsletters).
Generating Interest (6 Weeks Out) – Share personal stories, testimonials, or behind-the-scenes looks at your offering.
Encouraging Action (4 Weeks Out) – Start sending direct invitations, highlight early-bird pricing, and ramp up promotional efforts.
Closing Enrollment (Final 2 Weeks) – Remind your audience of the deadline and address any objections they might have.
How to Stay on Track with Your Marketing
If planning ahead feels overwhelming, you’re not alone. Many of my clients struggle with the marketing side of their business—after all, your expertise is in guiding and supporting others, not in creating content calendars and social media campaigns. But with a clear plan, you can make the process smoother and more effective.
Here are some key steps to help you stay on track:
✔ Create a Strategic Marketing Plan – Outline what you need to promote, when, and on which platforms. Work backward from your event date to set deadlines for content creation, emails, and social posts.
✔ Schedule Social Media & Emails in Advance – Use scheduling tools like Later, Planoly, or Meta’s built-in planner to map out posts, and use email marketing software to schedule your emails, so you’re not scrambling at the last minute.
✔ Design Consistent Branding & Messaging – Create simple, reusable templates for graphics and email layouts to save time and ensure a polished, professional look. Canva is great for this and connects to some email marketing platforms.
✔ Track Engagement & Adjust as Needed – Monitor which posts, emails, or strategies get the most response so you can refine your approach for future launches. Consider boosting some posts or scheduling some ads to get your event out to more people.
There are countless ways to spread the word about your event, course, or offering, but the key to success lies in creating a clear, strategic plan and allowing ample time for promotion.
By planning ahead and organizing your marketing efforts, you’ll create a system that supports your business growth—without the stress of last-minute scrambling.
