What to Do in January (to Set Up Your Year)

There's an opportunity, and I don't want you to waste it.

As we down tools at the end of the year, I know it can be tempting to just cruise through January. But if you do, you'll be missing out on the opportunity to get some really foundational work done in your video production business and set yourself up properly for 2025.

There’s a way you can rest and recover from a big year while still using the incredible opportunity that January offers.

The Importance of January in Your Video Production Business

We’ve made it through another year—maybe a little battered, maybe a little bruised—but with plenty to celebrate and lessons to absorb.

It’s natural at the end of the year to look back and reflect on everything you’ve achieved. But often, people focus too much on the gap—the difference between what they hoped to accomplish and what they actually achieved. Instead, I encourage you to focus on the gain: everything you’ve done, the challenges you’ve overcome, and the victories you’ve had. Acknowledging these wins builds momentum, confidence, and positivity, making the next steps much easier.

Now, as we approach the end of the year, you’ve likely thrown everything at it—worked hard, faced challenges, and you’re probably looking forward to a break. And that’s important.

Think of athletes who train for big events. They have an off-season—a time to step back, reflect, and reset. The same concept applies to your business. You need to complete the cycle, rest, reflect, and refine your approach before you launch into the new year.

So take a short break. Disconnect from your business. Spend time with family, get into nature, and do things you’ve neglected. Even allow yourself to do nothing—because sometimes, that’s when the best ideas surface.

But once that phase is over, use January wisely. This is your off-season, and if you use it right, it will set you up for a powerful 2025.

How to Approach January: The Off-Season Strategy

Athletes don’t stop training in the off-season; they just change how they train. Instead of intense workouts, they maintain fitness in different ways. This ensures they don’t lose their edge when the season starts.

For your video production business, the equivalent of off-season training is focusing on marketing and internal processes. This is the time when client work is lower, sales calls are fewer, and you can finally work on your business rather than in it.

If you completely switch off in January, you risk losing momentum and having to start from scratch when business picks up again. Instead, find a balance—rest, recuperate, but also work on projects that will set you up for success.

Key Projects to Focus on in January

Here are the core areas where you should invest time and energy in January:

1. Refining Your Website

Your website is often the first impression potential clients get. Is it up to date? Does it reflect your best work? Does it clearly communicate your expertise?

A full redesign might not be necessary, but a facelift can do wonders. Update your portfolio with recent projects, refresh testimonials, and ensure your messaging is aligned with where you want your business to go in 2025.

2. Creating or Updating Your Showreel

A strong showreel gives potential clients a quick sense of your style and capabilities. Some production companies dismiss showreels as unnecessary, but they serve an important role in your marketing. If done right, they provide an immediate visual impact.

Consider creating showreels for different industries you work with—having a specific reel for corporate clients, another for real estate, another for training videos, etc., can make your outreach more effective.

3. Improving Your Proposal Template

Your proposal is a crucial sales tool. It should look professional, be well-structured, and clearly communicate the value you bring. If your current template feels outdated or ineffective, now is the time to revamp it.

4. Building Your Proof Elements

Prospective clients will often research you before reaching out. What they find—your reviews, case studies, and testimonials—can make or break their decision to hire you.

• Google Reviews: Request feedback from past clients and build up positive online reviews.

• Case Studies: Document successful projects and highlight the impact you’ve made for clients.

• Client Testimonials: Gather video or written testimonials that showcase client satisfaction.

Each of these elements strengthens your credibility and makes sales conversations much easier.

5. Developing Your Outreach Strategy

How will you attract new clients in 2025? Whether it’s SEO, pay-per-click advertising, cold outreach, content marketing, or networking, you need a clear strategy.

For example, if LinkedIn is a key platform for you, spend time optimizing your profile, building connections, and developing a system for outreach. If you rely on referrals, formalize the process—build a list of contacts, craft scripts for reaching out, and strategize how to ask for recommendations.

6. Streamlining Your Internal Processes

How can you improve efficiency in your business? Are there repetitive tasks that could be automated or delegated? Is your workflow as smooth as it should be?

Use January to document your processes, refine project management tools, and ensure your systems support your growth.

Setting Yourself Up for Success in 2025

Imagine stepping into February with an updated website, a fresh showreel, a refined proposal template, and a solid outreach plan. Picture having strong proof elements in place that make client acquisition easier. Think about how much more confident and prepared you’ll feel.

This isn’t about working at full speed in January—it’s about working smartly. You don’t need to grind, but you also shouldn’t coast.

Take Action

January is a unique opportunity. Use it to get ahead while your competitors are still waking up from the holiday break.

If you want support in implementing this strategy, I offer video business coaching designed to production company owners take control of their growth. My coaching provides structure, accountability, and direct guidance to ensure you make the most of this critical month.

However you decide to approach January, I encourage you to be intentional about it. Take a break, recharge, but also set yourself up for a successful and profitable 2025.