If I could only do two things to grow sales in the next five months, this is exactly what I’d pick. Not a list of twenty tactics. Two.
We’re heading into September through January, the highest selling season in online business. Some entrepreneurs make up to 80% of their annual revenue in this window alone. That’s not hype, that’s just the reality of consumer buying behaviour at this time of year. The question isn’t whether the opportunity is there. It’s whether you’re set up to take it.
Lever one, the bandwagon effect
You’ve felt this. You see a keyword flooding the comments on someone’s post, and something in you goes, “I need that too.” That’s the bandwagon effect, and it’s the single biggest reason Jessie Jean’s second launch outperformed her first. Not better copy. Not a better offer. Momentum.
Three things are happening in your brain when this kicks in.
First, FOMO. You don’t want to be the one left behind while everyone else moves forward.
Second, risk reversal. When people you know, like and trust are doing something, your brain quietly decides it must be safe to invest in. This matters more than ever right now, with so many people burned by bad investments and genuinely cautious about where their money goes.
Third, your reticular activating system, the filtering mechanism in your brain that decides what’s worth paying attention to out of the roughly 70,000 pieces of information you’re exposed to every minute. The first time you see something, your brain might skip straight past it. The second, third and fourth time, especially from people you trust, your brain switches on and starts actively reinforcing that this is important.
This is why you suddenly notice a word everywhere after hearing it once. It’s not new. Your brain just decided it mattered.
So the practical question for your marketing is, where can you build momentum other people can see? If a lead magnet takes off, say so. “2,000 people have downloaded this.” If you’ve supported 100 clients, say that too. Numbers create momentum, and momentum creates buyers. Stop hiding your traction. Show it.
Lever two, sales engines, specifically webinars
Webinars still work. They’re lower lift than a free challenge, and they’re one of the most reliable sales engines in the market right now, which is exactly why so many people are ditching evergreen webinars in favour of running them weekly, fortnightly or monthly.
Think about the difference between running a webinar twice a year versus 48 times. Twice a year, you’re guessing. Forty eight times, you know exactly where people drop off, you can recite your offer without thinking about it, and you can answer objections before your audience has even finished typing the question. That level of fluency doesn’t come from more content. It comes from more reps.
If your offer sits above the four to five hundred dollar mark, you almost certainly need a bridge between your free content and the sale, and a webinar is that bridge. Look at any of the recent seven figure AI launches. Callan Faulkner ran a paid challenge and a webinar. Nikki Sweeney, webinar. Gemma Bonham-Carter, webinar. This isn’t a coincidence, it’s the pattern.
What this means for your Q4
If you’re building towards a group offer for the first time, or you already have one and it’s not converting the way it used to, these are the two places I’d put my energy before anything else. Build momentum your audience can see, and get in the habit of running webinars regularly enough that you become genuinely excellent at selling on them.
Quarter four rewards the businesses that show up consistently, not the ones scrambling in December.
If you want to see exactly what this looks like in practice, join my free webinar, In Demand. I’ll walk you through the exact triggers to wake your audience up and head into quarter four with your best sales season yet.