The True Essence of Consistent Marketing for Makers and Crafters

Why “Consistency” Feels So Hard for Makers

If you’ve ever told yourself
“I just need to be more consistent with marketing,”
you’re not alone.

Most handmade sellers don’t struggle with motivation.
They struggle with definitions.

Because somewhere along the line, “consistent marketing” got translated into:

• posting every day

• being on every platform

• never missing a week

• always having something “new” to say

And for makers - who are already creating, producing, packing, parenting, and living - that version of consistency is unsustainable.

The problem isn’t you.
It’s the definition you were handed.

The Myth of Constant Output

Let’s clear this up:

Consistent marketing does NOT mean constant content.

Constant output leads to:

• burnout

• resentment toward your business

• disappearing for weeks (or months) at a time

Which ironically creates less consistency, not more.

For makers, consistency isn’t about volume.
It’s about repeatability.

What Consistent Marketing Actually Looks Like

Consistent marketing for makers is built on three things:

1. A Small Number of Clear Messages

Instead of reinventing your content every week, consistent marketing means:

• repeating the same core ideas

• saying them in slightly different ways

• letting people catch up to your message

Your audience doesn’t need novelty.
They need clarity.

If someone followed you for 30 days, could they clearly answer:

• what you sell?

• who it’s for?

• why it’s different?

That’s consistency.

2. A Few Platforms You Can Sustain

You don’t need to be everywhere.

Consistent marketing looks like:

• choosing 1-2 primary platforms

• showing up there in a way that fits your energy

• letting everything else be optional or seasonal

For many makers, that means:

• one main platform (like Instagram)

• one long-term asset (email, blog, or Pinterest)

Consistency isn’t daily posting.
It’s not disappearing entirely.

3. Systems That Work on Low-Energy Days

This is the piece most advice skips.

True consistency includes:

• weeks where you’re tired

• days where life takes over

• seasons where business isn’t the priority

If your marketing only works when you’re energized and inspired, it’s fragile.

Consistent marketing means:

• having go-to content types

• reusing what already works

• knowing what to post without thinking

That’s what keeps you visible even when you’re human.

Why Slow Consistency Beats Hustle Every Time

Slow, steady visibility compounds.

When you show up with the same clear message over time:

• trust builds

• recognition grows

• selling feels easier

Your audience doesn’t think:
“She’s repetitive.”
They think:
“Oh, I know what she does.”

That’s the goal.

A Gentle Reframe to Take With You

If consistency has felt heavy, try this instead:

Consistent marketing isn’t about doing more.
It’s about deciding what matters and letting that be enough.

You don’t need louder goals.
You need quieter systems.

Want Help Simplifying Your Visibility?

This is exactly why I created my Visibility Cheat Sheet.

It helps you:

• focus on what actually moves the needle

• stop overthinking what to post

• build visibility that works even on low-energy days

If you’re ready for marketing that fits your life (not the other way around),
grab the Visibility Cheat Sheet and let consistency feel lighter.