After working with multiple Soloists in 2025, I am convinced that content heavily optimized for the algorithm and reach won’t give results for your business. Worse – it might actually damage it.
For solo businesses, algorithm matters much less.
Why?
- Soloists sell premium offers
Deep trust with a few ideal buyers matters significantly more than shallow trust with a large number of buyers. We are not selling clicks like Buzzfeed. We are not an e-commerce business selling 8-dollar products. Soloist businesses depend on depth than width.
- Soloists depend on Conversations
As the great Brad Farris put it, “All Sales comes from Conversations”. You need to talk and build a relationship with your ideal buyers. Initiating honest, authentic conversations with 3 people who liked your post or replied to your email is better than aiming for 100 likes on your post or having 10,000 subscribers on your YouTube.
We need a marketing strategy that optimizes conversations, not awareness.
- Over-optimization leads to quality lapse
If we over-optimize for the algorithm, we run into the danger of sounding like everybody else. All the hooks, YouTube thumbnails, and email subject lines start looking the same. The content becomes commodity as your perspective is lost.
This perspective is the very thing that clients are looking to buy from Soloists.
To sum it up –
- More depth, less width
- More unique perspective, less commodity content
- More conversations, less awareness