Last-Minute Marketing

That Doesn’t Add Stress

December (and honestly, most months) can feel loud and overwhelming for business owners. There’s pressure to promote, post, sell, and plan—often all at once.

The truth is: you don’t need to do more to stay visible.
You need to do a few things consistently.

Consistency beats intensity. A handful of steady, thoughtful actions builds trust far more effectively than last-minute campaigns or constant promotion.

That’s why I put together a short, calming resource:

Last-Minute Marketing Made Simple

Easy, stress-free visibility tips for December and beyond

This guide is designed for service-based businesses, consultants, and community organizations who want to stay visible without burning out or overspending.

Inside, you’ll find:

  • Simple ways to communicate clearly (without always selling)
  • Easy social media engagement ideas that don’t require new content
  • How to use your Google Business Profile to stay visible locally
  • Why responding to reviews matters more than posting every day
  • What to track so your marketing actually supports your business
  • A free visibility boost using local partnerships
  • A gentle approach to setting a marketing budget that makes sense

No pressure. No complicated funnels. Just practical actions you can start right away.

If you’d like support applying these ideas to your own business—or figuring out what not to do—I’m always happy to talk.

Based in Royersford, Pennsylvania. Working with businesses locally and worldwide.

Thinking Ahead to January?


The guide also includes a simple January Preparation List—no pressure, no overwhelm—just a few thoughtful steps to help you start the year with clarity.

Available for writing, content strategy, and communication consulting.


Karilen

strong start academy expands in downtown las vegas

Honoring the Legacy of Tony Hsieh through Community Partnerships

Local leaders, residents, and community supporters in Downtown Las Vegas, Nevada celebrated an educational milestone for the city on Friday, Dec. 12, the late Tony Hsieh’s 52nd birthday, now known as Tony Hsieh Day.

The Strong Start Academy Elementary School at the Tony Hsieh Education Center held a ribbon-cutting ceremony to celebrate the opening of a new building. City officials, school leaders, the Hsieh family, friends, and construction partner Builders United attended.  

Tony Hsieh supported the arts, small businesses, and education in Las Vegas. He was also known for leading the Las Vegas-based retail company Zappos and his bestselling book, Delivering Happiness. In 2012, Hsieh led a visionary effort to create more community in Las Vegas by investing $350 million in local businesses through the Downtown Project, now named DTP Companies. 

Strong Start Academy Elementary School opened in 2021, first as a mobile school, and was the nation’s first city-run charter school. The non-profit Strong Start Academy, originally founded by the city of Las Vegas, operates the school and is now run by an independent 501 (c) (3) board.

The Kindergarten through 5th-grade school is at 310 South 9th Street. The school’s location was formerly home to the 9th Bridge School, a DTP organization reflecting Tony’s passion for experiential learning. The new classroom building, for third through fifth graders, increases the school’s capacity to 360 students.


Dr. Tammy Malich, Director of Youth Development and Social Initiatives, opened the event.

Las Vegas Mayor Shelley Berkley spoke on the importance of the school for the city, especially for those who “historically face barriers to accessing education” and typically attend one or two-star schools. One-star schools do not meet the state requirements for academic performance, while two-star schools partially meet requirements. Mayor Berkley said, “Strong Start not only prepares students for success in school, but the world they will inherit.” Strong Start is a four-star school, meaning all students demonstrate satisfactory academic performance.

Ward 3 Councilwoman Olivia Diaz noted the opportunities created by the school for all parties, especially the support to embrace one’s own culture, and thanked the Hsieh family and the school. 

School principal Ms. Miriam Benitez also emphasized the partnerships between the school, the city, and the family and expressed gratitude for the support of the school community. Principal Benitez shared some of the documented benefits of a bilingual education. She said, “It opens doors for the future. Dual language programs are proven to strengthen cognitive skills, problem-solving, and creativity, with students consistently outperforming peers academically over time.” Principal Benitez thanked Richard and Judy Hsieh for “continuing the spirit of giving and community that Tony was known for”. The partnership with the city helps with the ongoing issue of space, a known challenge for charter schools. 

The school fills a need for education in downtown Las Vegas, preparing students for the future inside and outside of school by creating cultural competency, empathy, cross-cultural understanding, and the ability to collaborate with others from diverse backgrounds. Importantly, they value their own heritage and the heritage of others, Ms. Benitez shared.

President of Builders United, Kallen Kildea, concluded the remarks, reinforcing the deep collaboration between the school and the city. Kildea noted that with the completion of the construction of the physical building, he thinks the “human construction” project that will happen inside is even more meaningful. He described the Strong Start as an educational experience based on culture, language, and community. Kildean says the school is an example of what public commitment and private craftsmanship can achieve together.

After the ribbon-cutting, in an annual school program, students learned about Tony Hsieh’s life, which included a cultural performance by Tony’s mom, Dr. Judy Hsieh. The students learned that Tony loved his family, animals, and community, supported small businesses and artists, and was known for interesting hats. Dr. Hsieh gave the students a hat for her yearly gift.

According to the Strong Start handbook, “The mission of Strong Start Academy Elementary School is to provide equitable, high-quality academics as we prepare our bilingual, civic-minded thinkers to maximize their potential in their community and the world.” All Strong Start students benefit from proven dual-language instruction. Children do not need to be bilingual to attend, only open to the dual language learning experience. 

The author attended the ribbon-cutting event and continues to follow Strong Start Academy’s growth. For interview requests or more information, please contact karilenmays at gmail dot com or 425-533-3332.

Strong Start Academy expands in downtown Las Vegas, honoring Tony Hsieh’s legacy through community partnerships and educational growth.

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4th Quarter Marketing Plan

It’s the 4th quarter, and I can’t stand to waste time.

So my pain is your gain, and I am giving away marketing advice.

Learn from my mistakes during 18 years in business self employed as a writer and advisor to hundreds of leaders.

Start now – just takes your time to download and read 10 pages.

If you want help and don’t have $11, reach out and I will gift you the bundle.

4th Quarter Huddle

Business Owners, especially local business owners:

Are you 10/10 confident your marketing plan aligns with your business goals?

I’m working on some marketing how-to guides based on my 18 years in business, so get it for FREE while you can. After October 31 it will be part of a paid bundle.

Get it here: https://karilen.gumroad.com/l/Q4marketingplays

Or subscribe if you’d like to be the first to see my next products.

hanging out a shingle

This idiom originates from a time when a business owner may have made a sign for their shop with an actual shingle. It is something I should have done years ago. I have ‘put out a shingle’ before but as a business writer and before that as a resume writer. In the past few years, I freelanced in several roles, including as a facilitator, content creator, ghostwriter, organizational transformation advisor, article writer, and more. But I wasn’t taking a stand that I could do this work as my career.

Now I am going full boar into the organizational domain. I want to work again on helping in work situations.

What do I do exactly? I can do many things, including creating content for businesses and facilitating groups. So for this chapter, I need to live into the answer.

I like listening, facilitating, and moving early-stage projects forward. I also write regularly and could write for a meaningful purpose. I facilitate decisions and meetings and advise groups and individuals on professional issues focusing on self-management.

It could make more sense for me to join an organization as a member. I am exploring what will work best.

Read more on the self-management page and contact me to schedule a session.

Thanks to Greg Rosenke via Unsplash for the featured image.

Trying something New – Substack

I started a newsletter. Not sure why I will publish more there compared there, but I am trying. Right now it is free. I don’t know what I am writing about. I am open to requests. Please check it out.

https://kmays.substack.com/

How to get (back) to inbox zero

Recently, I heard someone mention that they were working on getting their inbox to zero. If you are new to this concept, you may be used to leaving messages in and even using the inbox as a pseudo-to-do list. This is not processing email, and I am guilty of this myself. But I immediately thought of ways to focus on getting to inbox zero.

Some of us might need more time to get a handle on our email if we have been letting it pile up. We might need to declare email bankruptcy or start over. Even so, this article on how to get to inbox zero may help.

When considering the habit or goal of inbox zero, consider how achievable it is based on the current situation.

It can be a good idea to ask when is a realistic timeframe to achieve this goal? Am I aiming for today, this week, or the end of the month? Is this practice new, something I have done before, or something I am already doing (even if not perfectly)?

If there are thousands of emails or I don’t have the flexibility to dedicate more time to the task than I currently am, then it doesn’t make sense to try to get to inbox zero today (or probably this week). That’s okay. Time spent preparing and working toward a goal can be helpful too, even if it is to get a handle on how to make the goal happen.

For both veteran GTD-ers and newbies, it is worth stepping back for a few minutes, making a plan, and reviewing some good practices.

Make time for the change on the calendar. How much and when, you ask?

If this is to make a change or get back on the inbox zero wagon, then consider putting some new time on your calendar for email processing. Maybe start with 30 minutes a day for email, or two one-hour blocks to bookend the day.

If you feel like you need an empty inbox before you can set the priorities for the day or week, process emails on Monday morning and/or every morning.

It may feel better to have a sense of a clear inbox before leaving work for the day. Schedule a time block at the end of your day to process email. I like to do both. You could even set up three dedicated times to process email. The minimum time blocks I felt were sufficient were two sessions, but when there were full days of client delivery work, sometimes that did not happen every day. I’ve heard of people doing one. I can also see checking email more than twice a day, especially if disciplined with processing.

Try out an email processing schedule, and adjust based on how it is going and how you are feeling about your productivity.

What is processing? Think of it like blocking and tackling.
Processing is sorting. Getting to inbox zero means focusing on the habit of processing, which is another way of saying figuring out what to do with this email.

Again, for those familiar with Getting Things Done (or GTD) processing — now called clarifying — this may be old hat.

How to process email:
During the calendar block, turn off notifications, close your door or browser tabs, and stay focused on the task of processing email.
If you are relatively up to date, then start with the oldest emails first.
Read the email.
Then do, decide, or delegate. To deal with the email, respond to it, archive it, or schedule time to deal with it.
Be disciplined by staying on task.

Options for what to do after reading an email:
Delete it.
Accept a calendar invite.
Write a quick response and archive the email.
Write a quick response and set aside time on the calendar for further processing or doing the work.

Do not spend all your email processing time figuring out what to do with one email or actually doing work.

To help with this, use the two-minute rule.

Take up to two minutes to review and handle one email.

If an email requires work, decisions, or more than two minutes for any reason, move on — by setting aside time or adding something to the to-do list.

If you spend the entire email time handling one email, this will work against you. Also, you may need to think about a response, design something, or review something. So, put this in another inbox or on your task list or calendar. Don’t spend the entire time doing one email…unless you decide that is more important than inbox zero.

Two-minute responses are shorter than you might think. Typing more than a sentence or two will lead to items staying in your inbox.
If you find you need a lengthy back and forth, is it possible to let the person know you will review the email, and ask could they get on a call to talk? Similarly, if you have five emails from the same person who really needs a conversation, file them into a folder and set up a call.

Here is a bonus idea for extra support. Let colleagues know that you are working on getting and staying current with your inbox. Then, when you send brief replies or don’t reply to something not requiring a response, they will know you are working toward your goal and not just ignoring them or being short. Letting others know your priorities can help achieve them and add context to interactions.

Thank you Tony

I still am sitting with disbelief in some moments about Tony Hsieh dying. Saturday morning I got a text message with a news article saying he had died while visiting family. The stories and tributes from admiring fans and loved ones flood the internet, full of articulate and heartfelt memories and appreciation. It was and is unbelievable. I keep hoping I will wake up and figure it out somehow, and find myself back in Tony’s presence spontaneously dancing or doing whatever antics he’d bring. Even with his name in the subject of the Forbes email in my inbox today, a part of me wonders at times when and if I will wake up from this nightmare. I can’t help it. I guess denial is part of grief, so it makes sense.

The nightmare is that a larger than life friend to many has been abruptly taken by death in a tragic accident. Death is easier to accept and cope with when it is abstract. Then when it hits close to home, it takes our life, plans, and sense of reality and changes it. This has felt like a punch in the throat/heart/stomach.

Many others have been closer to Tony for longer. He was a friend to me. I met him when Zappos and Downtown Project were clients. We hit it off pretty quickly.

Nervous to facilitate the chief executive of our key client, I was trying my best and outside of my comfort zone, learning about startups, fashion, and more about business in general. Early on Tony invited and tried to convince me to move to Vegas. I did not have a good excuse and he spread rumors that I was moving and brought it up in meetings to talk about it and put me on the spot. He was unrelenting when he had a vision.

A bit later in our friendship I might text him how you doing or thinking of you. Come to Vegas he would say. Or when are you coming to Fergusons? I would think about when I could make the next trip…and why I was not there now. His efforts at including me in outings, connecting with new people, and family style meals were consistent, as I would visit and connect with old friends from prior visits and other visitors in my temporary cohort. I would often extend my trip. I took time off and didn’t know what to do and he told me Come to Vegas. I did. I was so glad.

There were animals and often a family atmosphere. We would walk around and check in and say hi to people and the chickens or Marley or whatever in the time available. Even if Tony wasn’t around I would spend time with his friends, whoever else was around, and of course Marley and Blizzie. Tony was so warm and concerned with people’s needs and well-being. I saw him always feeding people, and often making soup. I would text him after I landed and was on the way to the trailer park or before that to his apartment. There is soup. Or pizza’s here. Help yourself he would say.

One time I had a migraine and he picked me up with his bus and asked if I needed anything so I could come to the Zappos company party. I was going to stay in my trailer and rest. He convinced me I could rest and hydrate on the bus, and I got dressed and went. A group of people was on the bus as this happened.

The last exchange we really had was typical Tony, wondering how I was doing and trying to help. It started from an accidental group text from him to his house keeper, so I had to respond and then we got into a conversation. Tell me your passions work and non work and I will brainstorm ways we can work together, he texted. We hadn’t spoken in more than a year, but that did not matter. He was ever supportive. I worked on the passions and sent them to him.

When we weren’t playing around or connecting, it felt like we were debating. I learned to understand this is how he loved. This is how he cared. It hurts so much to think that we won’t be together again in this life. No more texts instructing me to come to a place at a time not knowing anything else or late night jams or llama bus cigarettes. It feels overwhelming and impossible to articulate what his life and friendship meant even if I had not visited him for a while. He will always be an unlikely and special friend. A complete surprise. May his spirit live on in the best possible way.

I am continuing to remember and celebrate Tony, and learn from our short dance together. Here are a few things which he taught me.

  1. Be yourself. There is no other you. The world needs You. Tony went out of his way to encourage and support me and many other people. And the world needs you now.
  2. Share what you have. Whether it is your attention, your home, or a meal, share what you have. Tony was always offering resources, hosting, and sharing. Sharing creates more connection. I met friends I never would have made if it were not for all Tony shared.
  3. Play. There were puns. Magic. Dancing. Every day. As adults we often overlook this need.
  4. Stay focused on you priorities. Tony was always focused on whatever his priority was, often connection, an event, or orchestrating multiple meetups.
  5. Learn. Tony was always sharing whether it was an app that helped him or taking square pictures on the iPhone or how he was structuring his day or what he was reading.

So grateful to have had the honor. Rest in peace friend.

Try, there is!

Do or do not. There is no try.

-Yoda, Star Wars: The Empire Strikes Back

Many people recognize this quote from Yoda when he speaks to Luke as his ship sinks in a swamp. What do you think and feel about the well-known Yoda quote?

Though beloved by many, Yoda is only a fictional character. We still have to think, pray, and decide for ourselves. It may not be obvious at times what is ours to try on and what is not.

For a long time, I have thought about this movie quote. I find it easy to misuse the advice, so it isn’t always supportive. In fact, it may rarely be supportive. Let me explain…

The first time I remember seeing and thinking about the quote was in my 9th grade Government class. Our wonderfully engaging teacher, Mr. Croft, wrote it on the board before class. I don’t remember why he wrote it there. I remember a heated (for 14-year-olds) discussion on it. For years I thought of the one-liner as a motivational statement. The saying feels similar to Just do it! On the surface, it seems good. The quote, like listening to Eye of the Tiger, helped me get my head in the game.

20 years or so ago, the saying started to bother me, and then even more in recent years as I came to value God and other ‘things’ like presence and being more, it just didn’t resonate. Similarly, what I learned about neural pathways did not add up with this advice. Now I also live in a regular state of mystery, often not knowing what I will or won’t do until it happens. The quote doesn’t apply much of the time.

For Yoda and Luke, there was an immediate situation that needed action, and waiting meant failure. There was no time for trying, learning, and failing.

Emergencies or life and death situations, like what first responders regularly encounter, or other urgent situations call for this advice. Sometimes we only get one shot. We have to give it our all. I realize that sometimes we only get that one shot, so we need to put our whole heart and self into it. Waiting means we miss the chance to act, and the moment passes us by.

For the most part, trying and learning enriches us and those around us. Trying requires some openness to failure and ambiguity. Ideally, we are trying things and learning when it is not an emergency.

This year I started drawing to pass the time in a quiet way when the coronavirus took over our schedules and I was quite lonely. I had no idea if it would work since at almost 40 years old I have never really drawn, much less how well it would work.

Don’t get me wrong; learning is not always easy and fun. Sometimes it is necessary though. Sometimes we unlearn, relearn, or start over in life and learn something new. What else are we here for?

I stand for learning. I like trying. I also support not doing and not trying if that is best for someone.
If I only did what I knew I could absolutely do, and there was no option for imperfectly trying, I would not even write this post.
I would not have pursued my last career or attempted many of the things in my life, which have all led to knowing amazing individuals. When I am in a spirit to just try rather than do versus do not, life feels better for me.

Besides, neuroscience research on the brain and learning grows all the time. It teaches us that we can change and learn, and this depends on neural pathways. So there is no do or do not. We try! And with support come the neural pathways and learning or changing.

We don’t know what is happening or what will come. So we have to try. In fact, some of the answers are not found in doing at all.

How can we rise to challenges, despite this not knowing?
How can we be creative in our lives?
What is our work at a given time in our life?

So how about it?

Do you try, or only do or do not?

Do you try to be a kind person?

Even trying to do some things (like be a good person) can make a big difference.

I want to say again, I am for trying. I am for accepting failures as part of life. I am for learning.

Lexi, former longtime shelter dog, New York, USA, now adopted. Drawing by Karilen Mays.