What to post, where, and how often.
Plain answers to the questions every business owner asks about marketing. Which channels are worth your time, whether TikTok is for you, how to keep posting, and how to make content without a team.
What should I post?
Product, proof, process, people and point of view. Most brands have all five and post one. These pieces help you pick, and keep picking.
What to post when you have nothing to say.
Five kinds of post every business already has material for, and a way to rotate them so the feed never runs dry.
How to plan a month of posts around one idea.
One idea for the month, written as an opinion, and every post pointing the same way. How to plan it.
Reels or carousels? How to choose for your brand.
Reels get you found, carousels build trust. Which to use when, and a monthly split you can keep.
How to turn your comments and messages into next month's posts.
Sort what customers write to you into three piles, and each one gives you a post that answers it.
What do people ask before they buy what you sell?
The questions people type into Google before buying what you sell, and how to turn each one into a post.
How to show your product is worth the price.
Three posts that show what your price pays for, so customers see the value before they ask.
Use TikTok for post ideas, even if you never post there.
The kinds of video that keep coming back on TikTok, and how to make your own version for Instagram.
Which channels should I be on?
Where your customers already look, and nowhere you cannot keep up. Start with the channel you have, add one when it earns its place, and use email for the people who already buy.
Do I need to be on TikTok?
A three-question test for a small brand, what it costs in hours, and how to start without it becoming a second job.
Which channels are worth your time when you are a team of one.
Instagram first, then one more. How to choose the second channel from where your customers actually are.
How to choose an influencer when you are a small brand.
Fit beats follower count. Where to start, what to check in a creator's feed, and why one long partnership beats ten short ones.
What should I send to my mailing list?
What goes in one monthly email to everyone, and when regulars and gift buyers get a short one of their own.
How to build a mailing list people are glad to stay on.
Where to ask for sign-ups, what to promise, and the one test that keeps every email welcome.
How often, and when, should I post?
A rhythm you can hold beats a burst you cannot. Twice a week, every week, is the rate that compounds.
How often should a small brand post?
The number that works for one person with a business to run, and how to hold it through a busy month.
How to keep posting when you are the whole marketing team.
The problem is rarely time. It is the number of decisions per post. Cut those and the habit holds.
Is there a best time to post?
The honest answer, where to find your own, and the one thing that matters more than the hour.
When should I start posting about a season?
Customers start searching before a season arrives. How to find the right week for your product, for free.
How do I make content without a team?
One brand profile, one photo day and a phone go further than most owners expect. How to plan, shoot and draft without a studio.
A month of content from one photo day.
One shoot, one brand profile, a month of posts. How to plan the day so it lasts.
How to post about a trend before it passes.
A two-day routine from spotting a trend to posting it, with the photos and formats ready before the trend arrives.
Can I make my product videos with AI?
Your phone for the product in use, AI for the shots you cannot film. Which tool suits which job.
How to get captions from AI that still sound like you.
Give AI your own words first, ask for many versions and choose carefully. The three steps that keep captions yours.
Will AI do my marketing for me?
Which marketing jobs to hand to AI, and the three decisions to keep for yourself.
Is my brand clear?
Before anyone reads a post they read the brand. What your website and channels say about you, and how to make it one voice.
See your brand the way a new customer does.
What a stranger sees in thirty seconds on your Instagram and website, and how to check it with someone outside the business.
How to make your posts feel like they come from one brand.
One sentence about who you are for keeps five kinds of post feeling like one brand. How to write it and use it.
How to make people remember your brand.
People remember a feeling and a look that stays the same. The habits that make your brand the one they recall.
Can AI check that my posts still sound like me?
Paste twenty captions and three you are proud of into an AI tool, and it shows which ones sound least like you.
Who are my customers?
Who buys, why they buy and what they will want next. Your orders, your reviews and ten short conversations tell you more than any survey.
Who actually buys from you? How to find out in an hour.
The customers who message you are not always your typical buyers. An hour with your last twenty orders shows who is.
Why do customers buy from me? Ask ten, with AI's help.
AI drafts the questions and sums up what ten customers tell you. Why people buy from you, in an afternoon.
Do I need to change my posts to reach younger customers?
Keep your own voice and show that you do what you say. Three posts that earn younger customers' trust.
What will my customers want next? Read your competitors' reviews.
The words in competitors' reviews change before buying habits do. Read them each quarter to see what to offer and say next.
Is it working?
Which numbers to watch, whether posting pays for your time, and what to do when your usual posts slow down.
Which Instagram numbers actually matter?
Saves, shares and comments show who cared. Where to find each in five minutes, and what to do with it.
Is posting worth my time?
A thirty-day check with three counts: where new customers found you, who orders again, and which posts they mention by name.
When your usual posts get less attention, change the picture first.
Change the picture first and keep the idea. The early signs to watch, and how to shoot the new version.
Is my brand getting stronger? A monthly check in four questions.
Four questions, scored from one to five once a month, show whether your brand is getting stronger and what to work on next.
How do I grow?
What to check before you spend more, which trends are worth acting on, how to win back regulars and when an event pays off.
Should I spend more on marketing when sales go flat?
Three early decisions to check before you spend more when sales flatten, and what to change for each.
What do customers love about you? Make it your main message.
The thing customers praise without being asked is your strongest message. How to find it and put it first.
Will customers really buy my new product? Test a small batch first.
Polls tell you what people hope to do. Test a new product with a small batch before you trust a yes.
How to win back regulars who stopped buying.
One friendly question to regulars who stopped buying shows why, and each answer has its own way back.
Should I jump on this trend? How to tell a fad from a lasting change.
A fad is worth a post; a lasting change is worth changing what you sell. How to tell them apart.
Is a pop-up or event worth it for a small brand?
One small event a season, planned for the people who come, and what it costs you in hours.
How do I know which marketing advice to follow?
Two questions sort useful marketing advice from the rest, and a four-week trial for anything that passes.
How to grow when you have a few hundred followers.
A small following that buys from you is a strong start. The habits that turn it into a bigger one.