By: Chris Gallagher
Drawing from hands-on experience in helping solopreneurs convert leads into high-ticket clients, Anthony Sutton of Growth Labs shares insights on common misconceptions that may curb success.
Social media has undeniably glorified the lives of solopreneurs, often painting a picture that successful personal brands are synonymous with thousands of followers and millions of views. The internet is brimming with ‘3, 5, 7… steps to go viral in 2025,’ and courses attracting thousands of aspiring content creators. But can true success be measured in views? After all, many individuals find themselves stuck in a never-ending cycle, and the buzz of virality can be short-lived.
The issue with striving for sheer numbers is the challenge of inconsistency. While a trending video might lead to 10 new clients in a week, that number could drop significantly as soon as a new sensation starts circulating. Especially at a time when trends come and go at the speed of light, coaches, consultants, solopreneurs, and all those on a mission to scale their personal brands often find themselves frazzled with guesswork, misleading highs, and natural fluctuations.
Without reliable data and accurate predictions, entrepreneurs may struggle to plan for their business growth. Over time, this lack of clarity could lead to significant setbacks. These challenges are all too familiar to Anthony Sutton, a personal brand consultant and founder of Growth Labs. Throughout his career, spanning coaches in sales, health and wellness, and video editing, he has observed the varied impact of letting misconceptions guide business strategies. He now works alongside clients to shift their focus to building brand awareness through a targeted conversion cycle.
“On the surface, the link between views and income seems obvious. That’s what many entrepreneurs think at some point: If I can get a million views or hundreds of thousands of followers, success will follow,” he elucidates. “Although no one is denying that impressive numbers can be a milestone worth celebrating, there is a lot more to long-term, predictable growth.”
According to Sutton, the solution lies in targeted, high-quality content. By focusing on a specific niche and positioning oneself as an expert trying to solve particular problems, their platform has a better chance of attracting the right audience. “If you’re targeting everyone, really, you’re targeting no one,” he stresses. “Aim for a small group where you know you can make a genuine impact. Do it well, and you are more likely to see results.”
To illustrate his point, Sutton alludes to a hypothetical client, a wellness coach offering a $3,000 course. There are two potential marketing strategies: 1) blasting hundreds of thousands of accounts with hopes of high conversion rates and 2) zooming in on a specific niche audience by considering factors like their needs and available capital. While the first technique might reach more people, chances are, most of them won’t be interested or may struggle to fund a relatively expensive, high-level skill course. On the other hand, directed funnels can target only those whose activity indicates potential interest and financial viability.
Sutton believes that many solopreneurs struggle to build trust, often because they may not know how to engage their audience effectively. “By diluting your content, you are also diluting a part of your personality, creating an environment where your audience only gets to know you on a surface level,” he adds. “Find your own unique style and share your values and expertise with people who can genuinely benefit. That’s what makes a real impact.”
In an era where data suggests that 82% of people are more likely to trust a company when its senior executives are active on social media, and 77% of consumers report being more likely to buy when the CEO of the business uses social media, personal branding can be a critical factor in success. Through diverse tiers, Sutton addresses the unique needs of every client, helping them refine their strategies by enhancing their personal presence.
His ‘Build & Release’ program, for instance, focuses on onboarding, document prep, audience-related questions, consistent identity, and targeted content strategy, all with the goal of increasing the customer base of the client. After understanding who the coaches are and who they want to serve, Sutton develops a roadmap filled with achievable goals. Although results vary, he has witnessed many cases where this direct, focused approach has contributed to greater success.
The program also identifies areas for improvement, providing solutions that address specific challenges. While a client struggling with conversion efficiency might benefit from Sutton’s more targeted marketing philosophy, someone grappling with closing deals could find his lead acquisition training particularly useful. A month into the program, gathered data can often provide valuable insights to inform the launch of a high-performing—not necessarily viral—ad that attracts the right accounts.
Sutton quips that his strategy ideally leads to greater independence for his clients, as the ultimate goal is for them to be equipped with the tools and knowledge to run successful businesses on their own. “If you still feel like you don’t know how to sustain growth after working with me, then I haven’t done my job right,” he shares. “At the end of the day, effective consulting is about empowering others to succeed on their own terms, with passion, expertise, and authenticity.”
Published by Anne C.
