Okay, full disclosure: pumpkin spice everything gives me the ick. (Don’t come for me—I know some of you love it). But even I can admit fall has a way of sneaking in and shifting the vibe. The mornings are crisp, the kids are back in a routine, and the year suddenly feels like it’s on fast-forward.

And in business? That’s the perfect cue to stop, breathe, and ask: Is my marketing actually doing what I want it to do?

Every fall, I give my clients (and myself) a little marketing reset. It’s not about blowing things up or starting from scratch (WELL, maybe sometimes it is). It’s about dusting off what’s already working, tossing what isn’t, and making sure your efforts are actually pointing you in the right direction before the holiday chaos hits.

Step 1: Take Stock of the Summer Hustle

Summer’s a whirlwind—campaigns flying, content cranked out, deadlines stacked. But when the dust settles, do you really know what worked? Ask yourself:

• What posts or emails actually got engagement (beyond likes)?
• Did the money we spent bring results we can measure?
• Where did we feel stretched too thin for too little payoff?
  

This isn’t about beating yourself up—it’s about clarity.

Step 2: Add Some Seasonal Flair

Even if PSLs make me gag, fall is packed with easy themes you can play with. Think: cozy resets, new routines, gearing up for the holidays. A few ways to lean in without forcing it:

• Refresh your visuals with warm tones or fall textures.
• Drop a limited-time fall promo (scarcity works, folks).
• Share how your team is shifting gears as the season changes.
  

Your audience is already craving fresh starts—meet them there.

Step 3: Clean Up the Back End

This one’s not sexy, but it matters. Check your tools, budgets, and systems. Do you still need every subscription you’re paying for? Are your email flows lined up with promos on the horizon? Is your ad budget ready for the holiday rush? Think of it like swapping sandals for boots—necessary, even if you don’t love the chore.

Step 4: Show the Humans Behind the Work

Fall naturally feels more personal—gatherings, stories, slowing down (a little). This is the time to let your people see your people. Share your team’s fall quirks (who’s obsessed with apple cider, who still wears shorts in October), founder reflections, or family traditions. That connection outlasts any paid ad.

Step 5: Narrow Your Focus

Fall is the bridge between summer sprints and year-end madness. Instead of doing everything, pick 2–3 priorities you can actually crush. Maybe it’s one campaign, a website refresh, or finally committing to consistent email marketing. The point is focus—do less, but do it well.

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Here’s the thing about fall: it reminds us that change is coming whether we like it or not. (Just like pumpkin spice.) But in your business, change doesn’t have to feel chaotic. A quick refresh now makes the rest of the year feel lighter, clearer, and way more intentional. So light that overpriced fall candle, grab a mug of whatever doesn’t give you the ick, and take a moment to make sure your marketing is set up to carry you through the season ahead.