Be More Like You: Scale Social Media as a Solopreneur

Most solopreneurs don’t need a new social media strategy. They need a truer one.

Early January is when you feel the itch to “fix everything”: new tools, new platforms, new offers, new content formats. But the fastest way to stall a one-person business is to keep reinventing your voice every few weeks. Consistency isn’t a branding nicety—it’s a scaling mechanism.

Seth Godin recently used a simple metaphor I love: replace stale spices and they’ll taste “more like themselves.” The label didn’t change. The spice didn’t become something new. It just got fresher, clearer, and more accurate. That’s the solopreneur move on social media too: act more like yourself, on purpose, repeatedly, until the market can recognize you instantly.

This post is part of the Small Business Social Media USA series, and it’s focused on a practical question: How do you scale your marketing as a solopreneur without a team—by becoming more like yourself, not less?

“More like yourself” is a scaling strategy, not a vibe

Answer first: Being “more like yourself” means narrowing your message, repeating your best ideas, and delivering a predictable experience across platforms.

Solopreneurs often hear “be authentic” and interpret it as “post whatever you feel.” That’s not authenticity; that’s randomness. What you’re after is identity consistency—so your audience knows what you stand for and what to expect.

Here’s the business payoff: the more predictable you are, the less cognitive load you create for buyers. People don’t hire you because you’re surprising; they hire you because you’re dependable.

A strong solopreneur brand usually has three visible traits:

• A clear point of view (you have a stance, not just tips)
• A repeatable promise (people can explain what you help with in one sentence)
• A recognizable style (your tone, structure, and content “feel” familiar)

If your social feeds look like five different people ran them across the last 90 days, it’s not a growth problem. It’s a signal problem.

The “stale spice” warning sign on social media

When your marketing is stale, it doesn’t look like bad content. It looks like content that could belong to anyone.

Common symptoms:

• You chase trending audio or formats that don’t fit your offers
• Your posts swing between topics that don’t connect (mindset → SEO → parenting → crypto)
• You rewrite your bio every month because it never “lands”
• You get polite likes but few DMs, replies, or consult requests

Freshening your “spice” doesn’t mean becoming louder. It means becoming clearer.

Step 1: Decide what you are (so your audience can decide too)

Answer first: Your identity needs to be explicit: who you help, what you help them do, and what you refuse to do.

Seth’s point is deceptively simple: first, figure out what you are and what people expect. Then you earn the right to become “more like that.”

For solopreneurs, this is the highest ROI branding work you can do because it reduces content decisions. You stop asking “What should I post?” and start asking “How would I explain this?”

A practical identity one-liner (steal this)

Write this, then tighten it until it doesn’t wobble:

I help [specific person] achieve [specific outcome] by doing [your method], without [common frustration].

Examples (swap to fit your business):

• “I help independent financial advisors get consistent inbound leads using short educational videos, without daily posting.”
• “I help local service businesses turn Google reviews into weekly social posts, without hiring an agency.”
• “I help B2B consultants package a flagship offer and market it on LinkedIn, without cold DMs.”

Now add your line in the sand:

We don’t do [thing you won’t do].

That one sentence is a magnet. It attracts the right people and repels the wrong ones—both are useful when you’re solo.

What should you be known for on social media?

If you want a simple answer: be known for one outcome and one style of help.

For the Small Business Social Media USA context, that usually means choosing one “home platform” and one content intent:

• Home platform: LinkedIn, Instagram, TikTok, YouTube, Facebook, or X
• Content intent: education, proof/case studies, community, or commentary

You can still repurpose everywhere. But your “self” needs a home.

Step 2: Build repeatable content that tastes like you

Answer first: Solopreneur growth comes from repeatable content systems—same promise, same structure, fresh examples.

Most people think scaling social media means posting more. I think that’s backward. Scale comes from repeating what works until it compounds.

One-person businesses don’t have unlimited creative bandwidth. So instead of inventing new topics forever, create content patterns that you can run weekly.

A simple weekly content system (3 posts, 30–45 minutes)

Pick three recurring “buckets” that reflect your brand:

1. Teach one thing (a framework, checklist, or myth-bust)
2. Show proof (a mini case study, before/after, lesson from a client)
3. Speak belief (your point of view about the industry, a mistake you see, what you’d do instead)

Then make each bucket a template:

• Teach one thing template: problem → why it happens → 3 steps → common trap → CTA
• Proof template: situation → constraint → action → measurable result → “what I’d repeat”
• Belief template: the popular advice → why it fails → your alternative → who it’s for

This is “more like yourself” in action. Your audience starts to recognize the rhythm of your thinking.

The social media consistency rule that actually matters

Consistency isn’t “post every day.” Consistency is:

• similar topics
• similar promises
• similar tone
• similar level of depth

If you can only post twice a week, fine. But make it unmistakably you.

Step 3: Tighten your brand experience across every touchpoint

Answer first: Your profile, pinned post, lead magnet, and offer should all describe the same transformation.

Solopreneurs lose leads when their social media content says one thing but their conversion path says another.

Here’s a quick alignment checklist for small business social media marketing:

The “same spice everywhere” audit (15 minutes)

Open your main platform profile and check:

• Headline/bio: Does it match your one-liner? Or is it a list of roles?
• Pinned post: Does it explain your point of view and who you help?
• Link destination: Does it offer a clear next step (not a confusing menu)?
• Offer language: Does your offer solve the exact problem your posts talk about?
• Recent posts: Could someone tell what you sell within 60 seconds?

If any of those don’t match, your brand tastes “off” even if each piece is good on its own.

A note on platform choice (USA small business reality)

If you’re marketing to American small businesses, platform fit matters:

• LinkedIn is strong for B2B services, consultants, fractional roles, and higher-ticket offers.
• Instagram works well for visually demonstrable services, local brands, lifestyle-adjacent niches, and community building.
• YouTube is the compounding engine for search-friendly education (but needs patience).
• TikTok can spike awareness fast, but you’ll need a clear bridge to email/DMs to convert.

Pick based on where your buyers already pay attention—not where other creators are loud.

Step 4: “More like yourself” doesn’t mean never evolving

Answer first: You can evolve your brand by sharpening what already works, not by abandoning it.

Replacing spices is a perfect metaphor because it implies maintenance. Not reinvention.

Here’s a healthy way to evolve as a solopreneur:

The quarterly “freshness” review

Once a quarter (January is perfect), review:

• Your top 10 posts by saves/comments/DMs
• Your top 3 lead sources (DMs, email replies, consult requests)
• The objections you hear most often

Then ask:

• What themes keep showing up?
• Where do people quote me back to myself?
• Which post led to the most conversations, not just impressions?

Your next quarter’s content should be more like your winners.

What if you’re multi-passionate?

You can be multi-passionate and still be coherent.

The trick is to unify your topics under one promise. Example:

• You can talk about content, pricing, and operations… if the promise is “a calmer, more profitable consulting business.”
• You can talk about fitness, mindset, and meal prep… if the promise is “busy professionals who want sustainable energy.”

Randomness feels like freedom. Coherence is what gets you paid.

A practical action plan for next week

Answer first: Choose one identity sentence, three content buckets, and one conversion step—then repeat for 30 days.

If you want leads (not just reach), do this:

1. Write your one-liner (who you help, outcome, method, without frustration).
2. Choose your home platform for the next 30 days.
3. Create 3 repeatable post templates (Teach/Proof/Belief).
4. Set one CTA you’ll use consistently: “Reply with X,” “DM me Y,” or “Book a consult.”
5. Repeat for 30 days, then review what created conversations.

“Your brand gets stronger when you stop trying to be interesting and start trying to be recognizable.”

That’s the whole play.

January is crowded with reinvention energy. You don’t need that. You need freshness.

What would change in your business if your social posts, offers, and profile all tasted unmistakably like you—every single week?