Fill your calendar with buyers, not busywork

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You've probably done this: spent a Sunday night staring at your phone, posting a photo of your shop with a caption you rewrote four times, then refreshing the app every ten minutes to see if anyone cared. A few likes trickle in. A customer walks past your window the next day and mentions she "saw you online." That's it. No sale, no message, no reason to believe the hour you spent mattered. Here's the uncomfortable part. The hour probably didn't matter, but not because social media doesn't work. It didn't matter because you posted randomly.