At Visualist, we know that running a creative business today means wearing a lot of hats—marketing included.
That’s why we’re building an AI-powered operating system to help wedding pros and other creatives streamline their monetization, design, and client workflows—so they can focus on the work only they can do.
But software is only part of the solution. We also believe in community and conversation. That’s why we launched our Instagram Live series: honest, actionable chats with experts who get what it’s like to build a business today.
Recently, we spoke with Tayler Cusick-Hollman: founder of ENJI, marketing educator, and advocate for doing less, better. ENJI helps small business owners create sustainable marketing plans—no marketing degree (or meltdown) required.
In this conversation, Tayler shared practical guidance on the most pressing challenges we hear from our community—and experience ourselves. She unpacked why marketing feels harder right now, and what to do instead.
Why marketing feels harder in 2025
Tayler was clear: marketing in 2025 isn't the same as it used to be.
What worked a couple of years ago—posting consistently, writing clever captions, running a quick ad—often doesn’t deliver like it used to.
She described the collective mood as the “melty face emoji 🫠”: that feeling of burnout, confusion, and pivot fatigue many business owners are navigating this year. It’s not your fault. The market is shifting. Algorithms are unpredictable. Buyers are cautious. The answer isn’t more, but different.
The myth of doing it all
So where does the pressure of doing more come from?
Internal pressure
When things slow down, the instinct is often: “I must not be doing enough.” We pile on new platforms—Pinterest, TikTok, newsletters, YouTube—in the hope that something works. But more often, this just spreads us and our message even thinner.
External pressure
We’re constantly seeing peers and influencers succeeding with totally different strategies. One swears by Reels, another by email, another by paid ads. Tayler put it simply: “That’s how you end up with a marketing plan that’s way too big for one person.”
At Visualist, we see how much time wedding pros spend just managing emails, timelines, and feedback loops—which is why our platform is designed to reduce that load, so your marketing energy goes further.
What channels actually work in 2025
Tayler’s advice? Go deeper, not wider. Focus on what’s human, not just hype. These three channels are still delivering:
1. Referrals and relationships
This is Tayler’s top-performing marketing strategy—for good reason. Clients, peers, and collaborators hold major influence in a year where trust matters more than ever.
Pro tip: Schedule 20 minutes each month to check in with past clients or vendors. A kind note or coffee invite can go further than any ad.
2. Email marketing
Email is still one of the best ways to build a relationship over time—on your own terms, free from the whims of the algorithm.
We’ve seen how wedding pros use it not just for newsletters, but to streamline proposals and automate check-ins and follow-ups—especially when their tools are all in one place.
Your Instagram grid might catch someone’s attention, but email is where connection deepens. As Tayler put it: “ People need more time to make a decision on whether they're gonna buy from you or book your service."
3. Instagram (with boundaries)
Instagram isn’t dead. But it’s no longer about volume. Tayler recommends treating it as your virtual storefront—somewhere people can check your vibe and decide if you’re a fit.
Mindset shift: Show up for connection, not just conversion.
Tayler's top tips for creative small business owners
These are the mindset and strategy shifts Tayler encourages all solopreneurs to embrace this year:
Pick 2-3 channels you can commit to
You don’t need to be everywhere. Email + Instagram? Pinterest + referrals? Choose what feels sustainable.
Follow your customers—and what feels good
Find the sweet spot between where your ideal clients spend time and where you actually enjoy showing up. Hate being on camera? Skip YouTube. Try a newsletter.
Invest in long-term trust, not quick hacks
Sustainable businesses are built on relationships, not algorithms. Marketing helps take someone from not knowing you exist → to getting to know your brand → to trusting and booking you.
Marketing ≠ selling
Good marketing isn't just hard selling. In reality, it's thoughtful, human, and value-driven. “Marketing isn’t just shouting into the void,” Tayler said. “It’s about creating touchpoints that build trust over time.”
This is exactly the kind of long-game thinking we build for at Visualist—where every client interaction, from onboarding to feedback, becomes an opportunity to show up with clarity and consistency.
Your 2025 sanity checklist
If you’re feeling overwhelmed, start here:
✅ Choose 2-3 channels to focus on
✅ Reconnect with past clients and your referral network
✅ Make email part of your long game
✅ Let go of what isn’t working—or what you hate doing
✅ Remember, it takes time: Connection > Content > Conversion
Want more support like this?
If you want more expert advice on running your creative business—without burning out—join us at @visualist.team for our regular IG Live chats.
Want to tackle your productivity head-on? Visualist helps wedding pros streamline their workflows, reduce busywork, and win back time for what matters most.
