A major golf tournament runs four days, Thursday thru Sunday. The winning golfer is the one who has the best cumulative score over those four days, thus every day should be treated equally.
At least in theory.
In reality, the amount of media and public attention rises each day. Only the most hardcore golf fan is paying attention on Thursday. On Sunday, particularly during Tiger Woods peak, the entire world may be watching.
Now remember, logically this doesn't make sense. Day 1 counts as much as Day 4. Why isn't the level of attention the same?
Because we are human beings and one of our natural tendencies is to pay more attention as a crucial date, like the end of the golf tournament, gets closer and closer.
This is true for the players as well. On the final day people make mistakes they would have never made on Day 1 or 2. What changed? Same course. Same player. But they let the pressure get to them.
Legendary players, like Woods, would use this to their advantage. How? They would put in extra effort to stay mentally and physically steady over those four days. They treated Thursday just like Sunday. In fact, some of the great players would be able to put in such sizable leads on Thursday that by Sunday no one could catch them.
Think about that for a second, the great players would win when hardly anyone was paying attention.
I think a similar opportunity exists for most arts marketing projects. When you talk to successful arts marketer you'll learn that one thing many of them have in common is the ability to stay steady. They understand that they have 365 days to work with in a year and Day 3 matters as much as Day 266.
Arts marketers who struggle tend to get caught up in the big moment. They sweat the Opening Night or the reviews. They sweat the launch of a campaign and then lose focus in the middle of it. They get worked up during the creative process and tune out during the "boring" execution stage.
Great marketers love all those "in between" moments because they understand that if they execute well during those times they will not need to sweat out the ending. The game can be won on Thursday.
In my own little world we are working on a major subscription campaign. We started working on it in January. It launched in February. It has a function ending in August.
So this is an "in between" moment. This is the part of love. Because now I get to gradually, week by week, see how things are working and fine tune things. If we do it properly then we will feel the benefits of things we do this week for literally months.
The quiet times, the early times, the planning times, the thinking times, that is when the winning happens.
Use those times wisely.