Why I Ditched Daily Social Media Posting for Deeper Connections With My Audience
A few years ago, I worked with a business coach who changed my perspective on client relationships forever.
She didn't just send me automated email sequences or check-the-box follow-ups.
She wrote me actual letters—real, physical mail that showed up in my mailbox. She remembered details about my life, my struggles, and my wins.
She made me feel like I was getting the VIP treatment, not because I was paying her the most money, but because she genuinely cared about my success as a whole person.
That experience left a lasting impact on me.
I became completely devoted to working with her because she made our business relationship feel like a friendship.
And it wasn't just with her. Every time I've had a service provider who took that extra step to make me feel truly seen and valued, whether it was a photographer who remembered my dog's name or a shop owner who sent a personal thank-you note, I became a loyal customer for life.
Whether you provide a service or sell products as a creative entrepreneur, you can create that same VIP feeling for your people.
And here's the beautiful thing…cozy marketing is all about creating genuine connections rather than pushy, in-your-face selling tactics.
Why the "Post Daily" Culture Burned Me Out
Last year, I decided to test out all that advice about posting daily content. You know, the "post three times a day on Instagram" and "be consistent on TikTok every single day" mantras that every marketing guru preaches.
So, I decided to create content for my reading-focused TikTok account and post once daily from September through December.
And you know what? I actually enjoyed parts of it: the community, the excuse to read more, the creative process of making content about books I loved.
But by December, I was completely overwhelmed.
I felt like I was constantly running out of ideas, scrambling to create something new every single day, and honestly, I was just tired.
Content creation had become a dreaded, looming pressure on me, instead of something that energized me.
I realized that this constant-content approach wasn't sustainable for who I am as a person (ahem, total introvert here) or how my creative brain works.
I am not a "post three times a day on social media" person. And that's perfectly okay.
Finding My Cozy Marketing Sweet Spot
After posting daily for those three short months, I completely shifted my approach.
Instead of forcing myself into someone else's marketing mold, I designed a system that actually works with my energy and personality.
My primary marketing focus now?
My blog. Not Instagram, not YouTube, not TikTok…my blog.
Here's how I set up my cozy marketing system: I told myself I needed a minimum of nine Instagram posts per quarter. That's it.
Nine posts to establish that I'm actively in business, claim my space on the platform, and give people a taste of my business philosophy.
Once I hit those nine posts, I could breathe.
I wasn't chasing some impossible daily posting standard anymore.
Now my Instagram energy goes into Stories—maybe three stories a day, which takes about five minutes total and feels natural rather than forced.
I also run some simple ads to grow my email list, because I'd rather invest money than exhaust myself creating content constantly.
The real magic happens on my blog, though. Blog posts have staying power.
They work for you long after you publish them, especially when you use good SEO practices and create content that genuinely serves your audience. Instead of creating something that disappears into the social media abyss after 24 hours, I'm building assets that continue bringing people to my website month after month.
My Content Creation Reality
Want to know how I actually create this blog content?
I sit behind my computer or speak into my phone, and just...chat about the things I know and believe. Then I use Claude (my AI tool of choice) to help me turn those voice recordings/thoughts into polished blog posts.
This discovery (that I love to use voice dictation to create blog posts) happened in the most unexpected way.
After I burned out and had to close my previous business completely, my husband and I started doing DoorDash together to bring in some extra income.
I'd drive, he'd run into restaurants to get the food, and while I waited, I'd dictate fiction stories into my phone using Google transcription.
That's when I realized talking into my phone was so much easier for me than staring at a blank screen, trying to make every sentence perfect before moving on to the next one.
The ideas flow naturally when I'm speaking, and I don't get stuck the way I do when I'm trying to type everything from scratch.
So now, whether I'm creating new content or repurposing old training transcripts (with client details removed, of course), I use this voice-to-text approach.
It's a cozy marketing approach because it aligns with my introverted nature—I can create substantial, valuable content without the extroverted energy drain of going live all the time or constantly being on camera.
Why Focusing on People (Not Profit) Actually Grows Your Business
The difference between cozy marketing and robotic marketing comes down to one key question:
Are you focusing on cozy connection or are you focused only on selling?
When I think about the coach who sent handwritten letters, or any service provider who has made me feel truly valued, they weren't thinking about their conversion rates in that moment.
They were thinking about how to make my experience feel special and personal.
That VIP treatment, whether it comes through a thoughtful follow-up email, remembering details about someone's life, or simply responding to comments as if you're talking to friends rather than broadcasting to followers, is what transforms a business transaction into a lasting relationship.
Here's the thing about marketing that feels authentically you. it's not about having the best funnel or the most clever copy.
It's about treating each person who finds your work like they matter, because they absolutely do.
For me, cozy marketing is built on giving rather than getting.
When I sit down to create content, I'm not thinking "What can I get out of my audience?" I'm thinking, "What can I pour out for the people who follow me?"
Yes, I want to earn money…I'm absolutely trying to make a living over here with my creative business.
But I believe in natural reciprocity. When you genuinely try to help others, they often want to help you in return.
And if they don't? That's okay too.
Perhaps I'm not the right teacher for them, or maybe my approach isn't the best fit for their business. I can move on knowing I helped someone, even if they never become a customer of mine.
This philosophy shows up in how I create content.
Instead of corporate-speak and robotic language, I focus on storytelling.
I weave myself into my content so that people understand who I am, picking up little tidbits about my personality, values, and approach to business along the way.
I try to make my writing visual and visceral, even though I'm just using words.
Instead of saying "implement systems for efficiency," I might talk about "creating the kind of business rhythms that feel as natural as your morning coffee ritual." I want to conjure up images in people's minds as they read, making the experience feel warm and personal rather than like they're reading a manual.
Building Trust Through Connection
The most sustainable creative businesses aren't built on viral moments or aggressive sales tactics.
They're built on trust that grows slowly and steadily, one genuine interaction at a time.
I've learned this through 13+ years in business.
The more I share, the more open I am, the more people can see me and who I really am, the more it tends to resonate.
People connect with my authentic experiences, like burning out from trying to keep up with hustle culture, or discovering that speaking into my phone while doing DoorDash was the key to easier content creation.
This isn't about oversharing or having no boundaries.
It's about marketing as if I'm speaking to friends, because that approach has always served me well. Some of my long-term clients have become genuine friends over the years, and that's because I've always approached our working relationship with the same warmth and authenticity I'd bring to a friendship.
How Voice-to-Text Helped Me Create Content That Actually Sounds Like Me
The most effective (and cozy) marketing feels like a conversation where everyone's voice matters.
When I'm creating content, whether it's a blog post or Instagram stories, I'm literally talking it through.
Because I start with voice recordings, it naturally lends itself to sounding conversational rather than robotic.
I'm not staring at a blank screen trying to craft the perfect marketing message; I'm sharing thoughts the same way I'd chat with a friend about something I'm excited about.
This approach takes a little more time because I’m talking things through and then revising my words afterward, but it builds relationships that last.
When someone feels heard and valued, they're not just more likely to buy from you, they're more likely to stick around for the long haul and recommend you to others who might be a great fit for your work.
Simple Ways to Make Every Interaction Feel Personal
You don't need a huge team or fancy systems to make people feel valued.
Some of the most meaningful touches are the simplest ones, and often they happen naturally when you approach your business with genuine care for the people you serve.
The key is remembering that there are real people behind every email address, every social media follow, every website visit.
When I set that boundary of nine Instagram posts per quarter, it wasn't just about protecting my energy, it was about making sure that when I do create content, I have the mental space to make it meaningful rather than just checking a box.
Measuring What Really Matters
Traditional marketing metrics focus on numbers: clicks, conversions, and reach.
(While important…ew.)
Cozy marketing success looks different.
You're building something more sustainable than viral moments. You're building a community of people who genuinely connect with you and your creative work.
The most telling measurement might be how you feel about your marketing efforts.
When I was trying to post daily on TikTok, I felt constantly drained and scrambling for ideas.
Now that I focus on blog posts and occasional Instagram posts and Stories, I actually enjoy the content creation process.
I look forward to sitting down with my phone and just talking through something I'm excited to share.
That shift in how marketing feels (from draining to energizing) tells me I'm on the right track. When your marketing approach aligns with your values and personality, the work becomes more enjoyable and sustainable.
Building Your Creative Business One Connection at a Time
Cozy marketing isn't about having perfect systems or following someone else's formula.
It's about showing up authentically, treating people with care, and building relationships that enhance both your life and theirs.
This approach takes patience.
You probably won’t go viral or achieve overnight success. But what you will build is much more valuable: a community of people who genuinely connect with your work and want to support your creative journey for the long term.
Start small and work with your natural energy.
Maybe daily posting isn't your thing. That's okay. Maybe going live feels too extroverted. That's perfectly fine too.
Find the marketing approaches that feel sustainable and authentic to who you are.
For me, that's speaking my thoughts into my phone and turning those conversations into blog posts. It's setting a reasonable minimum number of posts for Instagram, rather than chasing impossible daily posting standards.
It's focusing on giving value first and trusting that the right people will find and connect with my work.
Your art deserves to be seen by people who will treasure it, and those people are looking for authentic connections with the artists and creatives they support.
When you lead with warmth, honesty, and genuine care for the people who find your work, you're not just marketing, you're building the kind of creative business that sustains both your art and your life.
Join the Conversation
What's one small step you could take this week to make your marketing feel more like you? What would it look like to work with your natural energy instead of forcing yourself into someone else's marketing mold? I'd love to hear about your own cozy marketing methods. Let us know in the comments below!
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