Use Authentic Deadlines in Your Marketing

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Photo by ahmadreza sajadi on Unsplash

An essential tactic many solopreneurs (maybe you) are missing is to use deadlines in their marketing. Do you clearly announce a reasonable expiration time/date when you are selling something or enrolling people into a program?

While I don’t recommend the use of FOMO in marketing, I advocate for using authentic deadlines.

Let me explain the reasons for deadlines and what kinds I would consider to be honest and reasonable.

Why Deadlines?

What are authentic deadlines in marketing?

These are due dates to buy your product/service at a special price, or to get a special bonus, that are connected to dates that truly mean something to you.


  • A holiday with special meaning for you, e.g. Thanksgiving sale, Solstice sale, etc.
  • Your birthday
  • Business anniversary day

Another type: any special time of the year when your audience will naturally want to reflect on life or to work on themselves. Examples:

  • Start of year
  • Start of quarter
  • Midyear Pause
  • Completing the year well

As mentioned before, one of the reasons for deadlines is to help your business maintain a predictable level of income. Therefore, you should create a consistent rhythm of offerings in your business, and have a reasonable deadline each time you announce an offering.

For example, every month I lightly launch a simple online course and I have 2 authentic deadlines each time:

I encourage you to start using authentic deadlines in your marketing. Do it for the legitimate reasons I’ve listed above, and try out the ways I’ve suggested that feel meaningful to you.

Your audience will learn your rhythm of offerings, and they will come to expect (and respect) your authentic deadlines. You’ll find that it gets easier and easier to market your offerings over time.

Written by

Authentic Business Coach & Author of 4 Books including "Authentic Content Marketing" and "Joyful Productivity"

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