Module 6: Sustainable Marketing Systems

Concept

The Consistency Trap

Marketing advice insists on daily posting, weekly newsletters, constant engagement. But maintaining perfect consistency can be challenging with variable focus and energy. You might post brilliantly for three weeks, then need a break for two months. You might write ten articles during intense focus periods, then nothing for a quarter.

Fighting your natural patterns often leads to frustration. Build marketing around your bursts, not despite them.

Hyperfocus Batching Is Your Superpower

When marketing inspiration strikes, ride it completely. When energy is high, you might draft 10-20 posts instead of one, or record multiple videos in sequence. Sometimes a single session can cover weeks or even months of content.

Batching works because:

• Starting is the hardest part
• Momentum makes creation easier
• Context switches often reduce focus
• Your brain is already in the mode

Mini-scenario: Sam used to stress about posting daily, forcing mediocre content when exhausted. After embracing batch creation, she now blocks one Saturday monthly when energy peaks. She creates multiple posts in one focused session, schedules them across the month, then forgets about social media. Her engagement increased while her stress disappeared. The consistent presence happens automatically while she focuses on client work.

The "Good Enough" Revolution

Your perfectionist brain might want to spend three hours on one Instagram post. But good enough published typically beats perfect draft. Your audience benefits from your insights, not perfection.

Good enough means:

• Aim for one take for videos when possible
• Try one edit for writing when energy allows
• Consider one revision maximum
• Aim to publish within 24 hours of creation

Focus on sharing value, not achieving perfection.

Automation Over Discipline

Schedule batched content to publish automatically. Use tools that post without you. Create systems that market while you're focusing on client work.

Automation tools provide executive function support. Your past self markets for your future self.

Play to Your Strengths

ADHD entrepreneurs often excel at:

• Connecting unusual ideas
• Authentic, unfiltered communication
• Passionate explanations
• Quick pivots and experiments
• Real-time problem solving

Build marketing around these strengths. Long-form SEO posts might feel draining. Quick voice notes sharing insights might feel natural.

Action Framework

1. Step 1: Choose One Primary Channel

   Why: Focus eliminates choice paralysis and concentrates energy effectively.

   Pick one channel where your audience gathers and you communicate naturally. Not three, not five—one. Consider removing other apps temporarily.

2. Step 2: Design Your Batch Sessions

   Why: Low-friction environments make it easier to capitalize on energy bursts.

   Aim for a focused session (often 2-4 hours) monthly when energy allows. Prepare:

   • Topic list (keep running notes)
   • Templates for quick starts
   • Tools ready and logged in
   • Snacks and hydration
   • Minimal distractions

3. Step 3: Create Content Templates

   Why: Structure reduces activation energy for starting.

   Build frameworks for quick creation:

   • Problem/Solution posts
   • Behind-the-scenes updates
   • Quick tips lists
   • Client wins (with permission)
   • Lessons learned

   Similar to the communication templates in Module 4: Client Systems, these frameworks save cognitive energy for creative content.

4. Step 4: Set Up Scheduling Tools

   Why: Automation maintains presence without daily executive function.

   Choose one scheduling tool. Learn it well. Upload your batch, schedule across the month, then step away.

   Examples include Buffer, Hootsuite, Later—pick what fits your primary channel.

5. Step 5: Implement the "Ship It" Rule

   Why: Deadlines overcome perfectionism that stalls creators.

   When you finish creating something, aim to publish within 24 hours. Use a timer if helpful. Remember: done often beats perfect.

6. Step 6: Create Repurposing Workflows

   Why: Maximizing each creation session honors the energy invested.

   One piece of content becomes:

   • Long post → 5 short posts
   • Video → Audio → Text → Quotes
   • Client work → Case study → Tips → Tutorial

   Work smarter, not harder.

7. Step 7: Build Your Marketing Minimum

   Why: Realistic baselines prevent all-or-nothing thinking.

   Define your minimum viable presence:

   • One monthly batch session
   • 10-15 pieces of content
   • Scheduled across the month
   • Minimal daily management

   That's your baseline—everything else is bonus. Track ROI as you'll learn in Module 5: Money Management, and scale sustainably using strategies from Module 7: Scaling.