The lipstick effect in action: survival strategies for slow seasons

Quick Disclaimer! If you already got this newsletter, MY BAD! I missed a link, tried to edit - and somehow canceled! Let's try this again!

I've never NOT been booked & busy. Not since I launched Cedar June in 2021.

Sure, I've been fortunate with client referrals flowing in like clockwork. And yes, I've said yes to projects that weren't 100% aligned but still taught me valuable lessons (and paid the bills in the meantime... amiright?)

That is, until now.

I have the entire next week—10 whole days—blocked off just for Cedar June because:

A. I wanted dedicated time to focus on my rebrand & website build B. For the first time EVER, I don't have a brand build on the books

I'm equal parts excited about having this time to pour into Cedar June and scared shit-less about the vast unknown waiting on the other side of these 10 days.

After a year of comfortable MRR and ALWAYS knowing where my next paycheck was coming from (thanks to the Brand Bestie retainer), I'm suddenly face-to-face with the uncomfortable reality of not knowing what comes next.

And if I'm being honest—it sucks.

I opened up about this "slow season" in a couple of Instagram stories and was surprised by how many fellow service providers responded with "SAME." This season feels different somehow.

We're all noticing a collective clutching of wallets. The world gets a little crazier with each news cycle. Many of us (myself included) are vocalizing a no-spend on investments until Q2.

But that never means there aren't clients out there. That there isn't a way through... right?

There's plenty of content floating around about how to "recession-proof" your business.

But what about when you're already in the thick & shit of it, wondering if that business you've poured your heart and soul into is going to make it out alive?

What about when you're half wondering if it's time to dust off that resume and look for a "real job" again?

What can you do as a "hail mary" in that situation to turn the game around?

What moves will make the biggest impact when the rubber hits the road?

I clearly don't have it all figured out.

In fact, I probably never will—and that's actually one of the things I love/hate about Digital Marketing. Things are always changing and shifting, and to keep up & keep converting, you have to shift right along with them.

It's never the same thing every day or every year—and if you aren't being challenged, you're probably doing it wrong.

That said, if there's anything I've learned in my 30 years of life and almost 4 years of entrepreneurship, it's how to roll with the punches.

So this week's newsletter is my best advice for pivoting while you're in the deep end & creating more income for your brand—whether we're in a recession or the end of the world as we know it.

↓ Let's dive in...

Survival Strategies For Slow Seasons

When business slows down, it's time to get strategic. Here are my top moves for turning things around when you're feeling that slow-season panic:

📧 GET EMAILING

I mean this in more ways than one. If you have an email list, send out some sales emails, let your people know you have client spaces open, reach out to past clients and let them know how you can help them in your current season, Ask your favorite people to send referrals your way, follow up with any leads.

💸 MAKE IT EASY FOR PEOPLE TO GIVE YOU MONEY

Make sure it’s easy for people to give you money: No one is out here trying to jump through hoops to give you their money. Make sure your links are up to date and that there is as little friction as possible between someone being interested and then opting to work/buy from you.

🗣️ TALK TO YOUR AUDIENCE

Talk to your audience: we often forget how much people love giving you their opinions and feedback. Ask your audience what they need right now, and then figure out how you can try to fill that gap. Open up the conversation.

🧪 TEST THOSE BACK-POCKET IDEAS

This is one of the best times to test the ideas that have already been in the back of your head (I know they are in there), whether it’s an offer you are still wishy-washy about or an idea for a masterclass, workshop, etc. Now is the perfect time to ask your audience if they are interested and then test it out!

📣 REVISIT YOUR POSITIONING & MESSAGING

I know I mentioned this in a different context in last week's newsletter, too - but working on the messaging & positioning of your brand could be the missing piece that puts some energy back into your slow season. Think about it; there is so much noise in the world at the moment - I would argue it is more important than ever to be able to clearly articulate what you do & why you do it in as few words as possible. Check out my friend Hanna’s mini messaging market resource here: & blog post here for help.

💄 LOOK FOR THE LIPSTICK

Depending on how well-versed you are in the marketing world - you may have heard of the lipstick effect. The idea is that when the economy goes down, sales of “little treats” or “pleasures” actually go up. You may not be seeing a lot of traction with your high ticket offers at the moment - so instead, track back to the previous points of testing ideas and see where you can solve a bite-size problem for a lower ticket price.

The key during these slower times isn't just survival—it's setting yourself up to thrive when things pick back up. Which of these strategies could you implement this week? What's your brand's "lipstick" offer?

↓ THE LIPSTICK EFFECT IN ACTION

Speaking of the lipstick effect, I'm not about to sit here in a slow season & rot (even though, full transparency, I definitely allowed myself a morning menty B and break from work to process all the fears and emotions that come with this unexpected slow season).

So here's one of the "lipstick offers" I'm testing right now...

#1 Brand Brushstrokes

Remember earlier this summer when I tested an illustration-only offer? I needed some time to marinate on it and figure out exactly where it would fit in my offer ecosystem.

Well, it finally has a name and a purpose—and I've opened up 4 beta spots!

Brand Brushstrokes gives you:

3 custom illustrations designed specifically for your brand
1 seamless pattern created from your illustrations
All files in multiple formats + all your brand colors
Implementation guidance so you know exactly how to use them
Complete in just 2 weeks
Beta price: $500 (regular price will be $690)

This is perfect if:

You like your current branding but feel it needs unique visual elements
You're tired of using the same stock graphics as everyone else
You want instant brand recognition across all your platforms
You need versatile visuals for your website, social, email, and maybe even merch!

Ready to add some custom brushstrokes to your brand?

ADD SOME BRUSHSTROKES TO YOUR BRAND

Only 4 beta spots available at this special rate!

Coming Soon...Join me for a Design Masterclass

I'm planning on FINALLY teaching a masterclass that has been sitting on the backburner of my brain forever...

2D Design 101

In this live masterclass, I'll teach you how to sharpen your design skills so your followers and biz besties will be wondering who you've got on retainer (psst... it's just you 😜). Plussss:

The 6 core design principles that instantly elevate any graphic
How to fix the top three mistakes I see EVERYWHERE in DIY brand graphics
How to create balanced layouts that naturally guide the eye
Color theory basics that ensure your graphics feel cohesive
Typography tricks that even professional designers use
Simple fixes for the most common design mistakes I see entrepreneurs make
How to apply these principles specifically in Canva (no fancy software needed!)

BONUS: Submit one of your social media posts or website graphics before the masterclass, and I'll select several to redesign live during our session! See exactly how these principles transform real-world examples from our community.

Perfect for: