213. Baking it Down - Hit the Breaks

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🛑 Hit the Breaks - How to take big bakery breaks.

In this week's Baking it Down Podcast - Episode 213 - Hit the Breaks, we cover the fact of life that just sometimes, along your business journey, you need to take a big break. 

If you've listened to past podcasts, you know we're anti-"big break" when it comes to marketing because it's really hard to stop and start marketing when funnels are long and competition is well, competitive. 

However, the beauty of being your own boss is that when life requires significant breaks, you're able to take them - with the correctly set expectations that it will impact your marketing and lead generation. With the right setup, that negative effect can be mitigated. And that's what today's podcast is on - the strategy behind big breaks.

Note - if you're taking a small break, like something under 2 weeks, disregard this strategy. You likely don't even need to alter your current marketing much, if at all, for a small break. We are talking big breaks, as in 2 months. 

⛔ 1. Make an announcement 

When it comes to big breaks, we need to c-o-m-m-u-n-i-c-a-t-e effectively because nothing is more frustrating than to go place an order with your favorite baker for an event that just happens to fall during that baker's big break. So we need our audience to fully comprehend our break and what it entails.

• ⛔ Add a defined start and stop date for your big break. I'm talking "July 1, 2025 - August 15, 2025" type specificity. This can help your audience plan around your break without being ambiguous. 
• ⛔ Unpin ALL pinned posts and JUST leave this announcement post pinned. We want to make sure all the attention is brought to a singular point - our break announcement. 
• ⛔ Do NOT put the dates you're out of town. Thieves can use this information to figure out that your house is homeowner-free and rob ya. Again, this podcast is for "taking a break from my bakery" breaks, not "at the beach for the week" breaks.

⛔ 2. Schedule out posting and newsletters

Contrary to "taking a break," we don't want to fully ghost our socials and newsletters. We live in an algorithmic world, so fully ghosting can make it really hard to reach our audience when we return. So we make maintenance posts just so Zuck doesn't think we've fully abandoned our baking ship. 

• ⛔ Schedule fewer posts during this absence. While we're not working, we don't want to post at the same frequency as when we were working - it's confusing. Bring your scheduled posts down to once a week - if you're taking off 2 months, that's only 8 posts.
• ⛔ In each of these posts, you're going to reiterate your break start and end dates. This way, your posts are sending a confusing message of "Wait, I thought she was on break? But she just posted about baking a fun set??"
• ⛔ The copy should not drive sales. We don't want to have any CTAs in our maintenance posts, because we don't want people to take an action at all. We're on break. So don't ask people to click to your website, place an order, or contact you.

With your newsletter - constantly drive folks who caught ya "on your big break," to sign up for your newsletter so they can get the inbox exclusive on your 'big break return." It's a decent way to grow your email list while still staying in touch about your break schedule. You may want to send an email giving folks a heads up about the break (1 month out), the official break announcement, 1 newsletter during your break with a reminder about the return, then a return-day announcement. 

⛔ 3. Update all auto-responses

Your business has a lot of auto-responders designs for big