Why I Tell My Clients to Post Less—and Talk More

How one badass weekly post and 20 strategic comments will out-convert your daily content grind.

'Post ONE time a week' is advice I never thought I would give my clients.

And yet that's exactly what I said to my mastermind group The Collective when I delivered our monthly workshop.

My previous advice for a bare minimum strategy? Post 3X a week.

Now before you pull out the burning torches and pitchforks 🤫, hear me out…

My daily social feed on LinkedIn is filled with posts from people saying things like…

‘Oh boy, reach is DOWN…AGAIN!’

‘Far too much content that so I don't see the people I want to see.’

‘Summer is here, reach is gonna suck for the next few months.’

All from wonderful service providers and coaches who are creating and posting content daily…if not multiple times a day.

So, busy feeding the content machine, they forgot to focus on talking to the actual humans who buy from them.

Sound familiar?

The content treadmill isn't just exhausting - it's a trap.

More posts = more shallow content = weaker connections = fewer conversions = higher rates of burnout.

(and engagement on your content continues dropping as more content fills the social feed 😮)

(and the platform creators modify the algorithms to reduce your organic reach so you’ll buy content boosts 😅)

The math doesn't add up, does it?

You would think more content equals more visibility, but you're just creating more noise, competing for attention instead of standing out by building actual relationships.

BUT when I notice my reach is down, I just go drop 10 to 20 comments and my visibility climbs right back up.

(and my connection grow, requests to work with me hit my inbox, and I start getting podcast invites 👏)

Which is why I’m recommending ‘post ONCE per week.’

And then use the time you would have spent creating all those other posts to have real conversations in the comments instead.

Not "great post!" fluff. Strategic, intentional, thoughtful comments that start actual conversations with the right people:

• Your ideal clients

• Current and past clients

• Peers targeting your ideal audience

• Industry leaders in your space

Wanna know why this works?

It’s because…

Comments are conversations. Conversations build trust. Trust converts connections into clients.

Plus, when you comment strategically, you're borrowing someone else's audience - getting seen by MORE people than your own posts reach.

It's counterintuitive, but it works.

Before you dismiss this as 'taking the easy way out,' let me be clear…

This isn't about working less - it's about using the time you’re already investing more wisely (it just happens to be easier to do as well).

Instead of spreading your energy across multiple posts, you're concentrating it where it matters most…building TRUST.

I’ve been doing this for years cause it WORKS.

Remember those frustrating posts I mentioned at the beginning?

The ones complaining about reach being down and content overload?

Here's your chance to break free from that cycle.

Instead of posting an 'Oh boy, reach is DOWN…AGAIN!' piece of content, I'm challenging you to try something that actually works...

Create ONE exceptional post. Dive deep into your expertise - no surface level educational stuff that we all give an eyeroll to these days cause we can get that from AI.

Then spend the time you would have used creating MORE posts this week to leaving meaningful comments on 15-20 posts from people you'd actually want to work with.

Not sure what a meaningful comment that converts into conversation looks like?

Try using my VALUE framework:

Validate what they're feeling
Add something useful
Link to relevant experience or wisdom
Understand their real challenge
Engage them in actual conversation

Here's how it looks in action:

(V) ‘I get this completely - pricing brings up the brain monkeys.

(A) What shifted everything for me was realizing I was pricing my time instead of the transformation I deliver.

(L) What shifted things for me was seeing marketing pro Dan Kennedy's quote 'people don't buy products, they buy better versions of themselves.'

(U) Start by looking at what your best clients said made the biggest difference after working with you.

(E) I'd love to hear what you (and everyone) here think about pricing your transformation versus your time.’

Now do you get why comments are content (and conversation) making you look like a total badass?

Stop being a content machine. Start being a relationship builder.

Because every comment is a chance to add VALUE - Validate, Add insight, Link experience, Understand challenges, and Engage in real conversation.

What's your biggest fear about posting less frequently?