Three-part year: a campaign system for £1M+ businesses

Executive overview

Most businesses run ad-hoc campaigns and wonder why growth is uneven. The three-part year layers three simultaneous campaign types to create consistent demand throughout the year.

Run a weekly LAPS cycle, a quarterly spotlight, and a year-round big message. Each layer serves a different purpose and together they build demand-supply tension that lets you raise prices and choose clients.

The weekly LAPS cycle is the real money-maker — most founders overlook it entirely.

The perfect repeatable week

• Divide your annual capacity target by 40 weeks to get a weekly sales goal.
• Track four metrics every week: leads, appointments, presentations, sales (LAPS).
• A lead is a signal of interest; an appointment is scheduled attention; a presentation delivers the value proposition; a sale is someone who acts on it.
• Aim for consistent ratios — e.g. 30 leads → 6 appointments → 4 presentations → 2 sales.
• Repeat the same mini-campaign 40–45 times a year without reinventing it.
• Proven formats: weekly workshops, discussion groups with new members each week, scorecards or quizzes people complete weekly.

The quarterly spotlight

• Run four spotlight campaigns per year — one every 90 days — to re-energise your list.
• Three spotlight types: product update, special guest or speaker, special experience.
• Examples: announcing new features, hosting a notable speaker, taking clients on a trip or summit.
• Purpose is engagement and novelty, not direct sales.

The annual big message

• Dominate social channels year-round with a single consistent idea — not product pitches or pricing.
• Three content angles: remarkable stories others share, disruptive ideas that reframe thinking, a game worth playing.
• A "game worth playing" shifts belief: once someone believes X is the key, objections disappear.
• Examples: "10,000 steps a day", "ancient monk wisdom for the modern world", "become a key person of influence."
• Batch-record content in a few hours to sustain months of output.

Why the system works

• The three layers create demand-supply tension: more people want to work with you than you can take on.
• That tension lets you raise prices, select clients, and build a waiting list.
• Consistency beats creativity — the repeatable week compounds over 40+ iterations.