Celebrity Entrepreneur Marketing Myths: How They’re Screwing You Over

Do you ever feel like the marketing advice you’re following is a one-way ticket to burnout as you create content, post on social media, and try to keep up with everything in addition to working with your clients?

It’s time to call out the celebrity entrepreneurs doing you dirty with their one-size-fits-all marketing playbooks. They’ve built their businesses on tactics that work for them—but they’re dead wrong for solo service business owners like you.

In today’s episode, I explain why their advice is not only misguided but harmful and what you should do instead to build a sustainable business as a solopreneur.

Listen to this episode now:

If you’ve been pouring time and energy into your marketing and still feel like you’re not progressing, this episode will be a relief.

I’m unpacking one of the biggest myths in the online business world: that success hinges on building a large audience. But here’s the truth: You don’t need a huge audience to be successful. In fact, focusing on that can be a huge mistake.

Today, I’m sharing how a small, highly engaged audience can be your most powerful asset when it comes to selling your services. What the big names in the industry won’t tell you is that the most impactful marketing you can do is about doing the basics well.

The Biggest Myth About Building an Audience

Let’s start with the biggest myth: the idea that you need a massive audience to sell your services successfully.

You’ve all seen those flashy ads and heard the celebrity entrepreneurs preaching about the magic number of followers, email subscribers, or likes you need to “make it.” They brag about their enormous social media followings and email subscribers and how that’s the answer for all of us.

This myth is pervasive because celebrity entrepreneurs sell courses and programs to teach these marketing tactics and need a big audience for the type of businesses they run.

Celebrity entrepreneurs run businesses that rely on one-to-many offers rather than one-to-one services like creatives and consultants. The reality is that most done-for-you service businesses don’t need to market at this scale or an audience of thousands.

When selling your services, you don’t need a big audience; you need a small, engaged audience that genuinely knows, likes, and trusts you.

Would you rather have 10,000 followers who never buy from you or 100 true fans excited to work with you? I know what I’d pick, and I’m going to guess it’s probably the same for you, too.

Let me share a quick story. One of my clients has tried many different marketing tactics over the years and has realized that most require far too much time and energy for the return. She’s currently having one of her best years ever in business after dropping all of those things and focusing on referrals and relationships.

Trust is everything for the professional services she offers, and nothing will ever beat referrals and relationships when landing new clients.

The Distraction of Shiny Marketing Tactics

From social media to email funnels to content calendars, you’re bombarded with strategies that promise they will be the “thing” to skyrocket your business.

Honestly, it’s no wonder many service business owners get caught up in this cycle. You’re told that you have to be on every platform, that you have to post daily, and that you have to do X, Y, and Z to stay relevant.

But what happens? You end up spending more time on marketing than running your business—and for what? A few likes? A couple of comments?

Many of these tactics are distractions. They distract you from the core activities that move the needle in your business—like serving your clients, honing your craft, and building relationships that turn into referrals.

Reality check: chasing every new marketing trend is a surefire way to waste time, energy, and resources.

Marketing trends come and go, and the truth is there’s a much simpler way to market your business.

The Alternative: Building Relationships and Asking for Referrals

What should you do instead if all your time and energy into these marketing tactics is wasted?

The answer is simple: build real relationships and ask for referrals.

Yes, I know you’ve probably built a lot of your business this way, but how much of it was intentional, and how much just happened?

Here’s the thing. Other marketing tactics can absolutely work for your business, but they’ll require much more effort than focusing on relationships and referrals.

This type of relationship-driven marketing is 99% easier than most other marketing you can do. So, instead of deciding you need to add more marketing, why not get proactive about nurturing your relationships and asking for referrals?

The big bonus of this approach is the time it saves and the fact that it feels much more natural as you build real connections.

What if you didn’t try so hard to grow your audience and you focused on nurturing the one you already have? When was the last time you checked in with your past clients? Your collaborators? Other people you’re connected to?

It’s far too easy to let relationships fade and fizzle when, with a little effort, you can stay connected. It’s so much easier to maintain existing ones than to constantly find and build new ones.

Beyond relationships, consider your referrals. Do they happen by accident, or are you asking for them? 
Your best sales force is your existing clients. They already know the value of what you offer, and if you’ve done your job right, they’re happy to recommend you to others.

Don’t be afraid to ask for referrals. You’d be surprised how many people will refer you if you ask and how many assume you’re booked and don’t need them.

Forget the Masses: Focus on Meaningful Connections

In the same way, you’re building a strategically small business as a solo service business owner; you want to build a small, tight-knit community of people around your business.

Remember, more isn’t always better. You don’t need to reach the masses, to be everywhere, or to go viral. You’re a solo service business owner who doesn’t need any of that!

It’s not about how many people you reach but how deeply you connect with the right ones.

When you shift your focus from quantity to quality, you’ll see better results and save yourself time, energy and stress. By keeping your marketing efforts strategically focused on relationships and referrals, you’ll have a business that’s rooted in trust and will grow sustainably.

If you’re using other forms of marketing, that doesn’t mean you need to stop. But you shouldn’t overlook the simplest, most sustainable tactics you can use for your service business.

Connection Beats Chasing Crowds

Don’t let celebrity entrepreneurs and their one-size-fits-all marketing advice lead you to burnout and frustration. Their tactics might work for their massive businesses, but they’re often a recipe for disaster when applied to a solo service business like yours.

Focus on what works with the least amount of effort—building genuine, meaningful connections with a small but mighty community that truly values what you offer.Remember, your business isn’t about reaching the masses; it’s about connecting deeply with the right people. By shifting your focus from quantity to quality, you’ll be able to untether yourself from wasting time and energy on marketing that makes you feel like you’re spinning your wheels.

If you accept it, your mission is to get proactive about nurturing relationships and asking for referrals.

Be sure to check out the new Breaking Free From the Time vs. Money trap mini-training here.

As a reminder, the BS-Free Service Business Mastermind is now accepting new members.