Consistency Beats Complexity

A version of this article was originally published on Linkedin, where you can read the comments and join the conversation.

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When it comes to marketing, getting started is often the most challenging part of the journey.

Why? Because marketing is so often the thing that gets pushed to the bottom of the list, especially when you're a soloist or founder and you're the one responsible for doing it.

Client work always takes priority. Revenue-generating tasks shout the loudest. And frankly, sometimes you're just too tired to think about writing a LinkedIn post or planning a new campaign.

Then, when you do carve out a bit of time for marketing, the advice you find is completely overwhelming. You're handed 50-page strategy decks, complex funnels, and content calendars that would take a whole department to implement.

So what do you do when it's just you, your laptop, and a couple of spare hours a week between client work and calls?

You strip it back. Focus on a handful of simple, doable things you can actually stick with — because when it's just you, consistency beats complexity every time.

Things like:

• Sending a short update to your existing clients once a month, sharing what you're working on
• Emailing your previous customers to let them know what's new or how you could help them now
• Sharing a simple offer or short case study every week to showcase what you do and who you do it for
• Posting a weekly quick tip, a lesson from your own work, or a perspective that speaks directly to customers you want to connect with.

These aren't big, flashy marketing moves. They're the quiet, steady actions that keep you visible, build trust, and show people that you're still alive, doing good work and open for business.

If you're a soloist or founder (especially if you're working in the Shopify Partner ecosystem) and would like some help figuring out where to start, what to do, and how to stay consistent with your marketing, maybe I can help.

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• The Client
• The Before and After Positioning Trick
• Robert Craven's Elevator Pitch