Marketing During “Off” Seasons (Like Summer or Holidays)

Let’s talk about the weird, quiet stretches on the freelance music teacher calendar.

You know the ones:

Summer break
The holidays
That awkward post-recital slump
Mid-January when everyone’s still in pajamas

These seasons can feel like a full stop.

Students travel, families go into hibernation mode, and suddenly your inbox is quieter than you’d like.

So the question is…

Should you stop marketing during these “off” times?

Nope. But you should market differently.

First: Off-seasons aren’t failures—they’re rhythms.

Freelance businesses have seasons, not just schedules.

You’re not doing anything wrong if things slow down in July or January.

But here’s the secret:
How you show up during the quiet seasons sets you up for the busy ones.

Think of it like gardening.

Summer might feel like dry soil… but what you plant now?

That’s what blooms in September.

So what kind of marketing does work in off-seasons?

Here’s what I recommend:

1. Focus on nurturing, not selling.
This is the time to show up with value—tips, encouragement, behind-the-scenes moments. Stay top-of-mind without shouting “Buy from me!”

2. Reconnect with your list.
Summer is a great time to warm up your email audience, run a simple re-engagement sequence, or share a few “what I’m working on” updates.

3. Talk to future students.
Plant seeds for fall enrollment or back-to-school offers. Preview what’s coming, share early-bird bonuses, and invite people to get on your waitlist.

4. Evaluate and prep.
This is prime time to refresh/redo your website, update your welcome sequence, or build out new evergreen offers. Do the foundational work now so it’s ready when inquiries pick back up.