Stop Selling Yourself On Social Media… Beat the promo ick...

Self-promotion feels gross.

Most business owners I work with would rather clean bathrooms than post about their latest achievement.

The constant "look at me" energy of social media clashes with how they actually want to show up in the world.

Authentically.

Raw.

Vulnerable.

Here's the thing… (And what I've observed): the most effective business owners on social media rarely talk about themselves directly.

They've figured out how to build authority without the sleazy feeling that comes with traditional self-promotion.

Storytime… The Client We Had to Walk Away From

We were working with a small home security company. They came in wanting content that would "blow up," but our back-and-forth made it clear their version of success was out of step with ours. They leaned toward big, flashy ideas, like "how I protected my $5M car collection"; while we pushed for something grounded in strategy & longterm growth: client serving videos, documentary-style shoots, following technicians on real installs, and capturing candid process. Our extensive research data (we had close to 24 hrs worth) showed that authentic, non-staged content performed better, especially in an industry where trust is everything.

The tension grew as their leadership kept drifting back toward gawdy spectacle. They weren't looking for strategy, they were chasing shortcuts. And in home security, a business built on reliability and credibility, gimmicks undermine the very thing customers are buying. After a few months, it became obvious this wasn't a fit. We parted ways, and it was the (hard) but right call.

That experience reminded us of one of AMP's core principles:

Trend-chasing is a sugar rush, not a growth plan.

Real growth comes from consistency, clarity, and a system designed to last.

Why Trend-Chasing Backfires

Jumping on every viral format, constantly pivoting messaging, and copying competitors is a purely reactive way of doing business. At the core of social media and content, there's an intent. Customers are looking for something specific, and you help them find it. Sure the extra eyes might land, but lets be honest how many of them are the "right" audience?

Here's what most businesses miss: people go to social media for distraction, entertainment, or escapism.

They aren't necessarily looking for answers to specific problems (although when they are, you should be there with real, relevant information).

The modern consumer is smart and will see through surface-level trend chasing focused on your own ends rather than what clients actually want. We call them infovores.

Most brands wouldn't know how to leverage virality, let alone maintain a higher level of interest. Going viral is definitely helpful, but only if you can convert that attention into genuine connection. Without long-term thinking and authentic positioning, viral moments become missed opportunities.

Actionable Concepts: Share Other People's Wisdom

Content curation solves the self-promotion problem immediately. Instead of broadcasting your achievements, you become the person who finds and shares valuable insights. Think of yourself like a trusted advisor, sifting through information for your friends.

The strategy works because you're providing value without asking for anything in return. HootSuite (from 2024 but still relevant, hello evergreen content I see you!) recommends sharing 60% curated content and 40% original content, which means most of your posts can focus on highlighting other people's work.

When you consistently share high-quality resources, people start seeing you as a trusted filter. They come to you not because you're selling, but because you're solving problems they actually have.

The key is sharing from a place of openness and philanthropy. Before sharing others' content, test it first. I often consider my company a guinea pig for my clients' companies; if a strategy, tool, or insight works for us, then I know it has real value when I share it with our audience.

Tell Stories That Connect

I'll use our company as an example. Our goal is to help SME owners build strong businesses, that, in turn, creates strong communities.

Storytelling is a POWERFUL mechanic to help your audience understand who you are.

Stories let you demonstrate expertise without claiming it directly. Instead of posting "We're experts in brand strategy," you share how a specific challenge got solved.

The difference is subtle but powerful.

Stories show your thinking process, your problem-solving approach, and your results without feeling promotional.

Focus on the customer's transformation, not your role in creating it. Let people draw their own conclusions about your capabilities.

Build Quiet Authority

Research shows that teams led by quieter leaders often outperform those led by domineering personalities, especially when employees are proactive and self-motivated.

The same principle applies to social media.

Quiet authority distinguishes you in an oversaturated market where everyone's shouting about their achievements.

It's not flashy, boastful, or incendiary.

It's focused, patient, kind, and firm.

• This means sharing insights without attaching your name to them.

• Offering solutions without taking credit.

• Demonstrating competence through consistent value rather than explicit claims.

Try not to fall into the preachy method, it never really works well.

Too polished can also look fake.

Keep it grounded and consistent.

Most brands don't focus on consistency, and they fail.

How AMP Practices What We Preach

At AMP, we apply the same discipline to our own content that we bring to our clients. We post four times per week, balancing a mix of:

• Behind-the-scenes content that reveals our process

• Client outcomes and stories that highlight results

• Educational insights to help business owners think differently about branding

• Creative inspiration that keeps our feed approachable and human

That cadence loosely mirrors our 60/40 philosophy… around 60% curated or repurposed insights from our expertise and industry experience, or our own thoughts using the true voice system, and 40% fresh, original content. It keeps us visible, valuable, and consistent.

We also send a quarterly newsletter, which isn't just a recap of projects but a focused conversation. It distills stories, creative takeaways, and brand strategy insights into something practical and inspiring for business owners. No hype, no empty updates, the main goal is just clarity and perspective. The newletter actually is designed as a tool for our clients to use, NOT a sales focused thing.

Why Subtle Approaches Work Better

The numbers ain't lying, research confirms that 78% of people agree intelligent thought leadership increases trust and makes them more likely to engage with a company. But 73% warn that poor-quality thought leadership can harm a company's reputation.

The key insight: people want to discover your expertise for themselves. When you let them reach their own conclusions about your capabilities, those conclusions stick stronger and last longer.

Self-promotion feels gross because it forces conclusions on people.

Value-driven content lets them arrive at those conclusions naturally.

The business owners who master this approach find social media energizing rather than draining.

They're building relationships instead of broadcasting achievements.

They're solving problems instead of claiming expertise.

That shift changes everything.

Ash Murrell is the founder of AMP Visual Media, helping SME owners across Eastern Ontario discover their True Voice through comprehensive brand and marketing systems. Based in Belleville, AMP serves businesses from Kingston to Toronto who are ready to move from surviving to thriving.