Make Marketing Suck Less for Expertise-Driven Solo Businesses – Détails, épisodes et analyse

“If I decide to use social media, then maybe I'm posting all the time and checking for likes and comments in my off hours. What you choose from marketing can affect your life. And for me, it has been really important to figure out a way to do it that works for me and lets me keep on living the life I want to be living and not feeling too stressed out by my work or feeling the need to get in there and do things at all hours of the day.”

Everyone who markets marketing programs is always so damn certain that their approach works for everyone, everywhere, no matter the business. 

They've got the one right way to do it. 

And that certainty makes you doubt yourself and your decisions. It also always has you on the lookout to find that silver bullet that's going to work flawlessly.

But what if there's no one right way to market?

How do you navigate the uncertainty and build your own confidence around marketing? 

This is what Expert Up Club member and career coach for teachers, Laura Litwiller, and I talk about on today's podcast.

In this episode, you will hear:

• The importance of having a clear message in marketing. Laura mentions how refining her message through her "3 Word Rebellion" has boosted her confidence
• Laura’s significant reduction in social media usage and what platform she uses now
• The best platforms to reach Laura's target audience of teachers exploring career changes
• Alternatives to social media, focusing on SEO, strategic partnerships, and one-on-one conversations, aiming to reach her audience more effectively.

Want to hear more about The Expert Up Club? Book Your Private Tour Here

Full show notes and transcript are here.

Let's face it. Experts are made to feel shame about their expertise. 

We too often hear things like:

>>don't be an expert, be an explorer

>>don't be smart, be curious

>>don't be an expert, be a human

And these things are said by the very people who claim to get experts known and hired for their work. 

And it is time, my friend, that we stop shitting on experts because here's the truth. 

The very thing you are told to deny about yourself, about your experience is what will make you great at marketing your business. 

Experts bring three great untapped strengths when it comes to marketing, and I'm gonna tell you all about it on this episode of the podcast.

In this episode, you will hear:

• The pressure and societal messages that make experts feel ashamed of their expertise.
• How expertise can be a superpower in marketing rather than a liability
• The three untapped strengths that experts bring to marketing: insatiable curiosity, willingness to experiment and change course, and humility.

Want to hear more about The Expert Up Club? Book Your Private Tour Here

Full show notes and transcript are here.

“I know that I'm extraordinary at what I do. And because I have messaging, because I have my packages, because I have my pricing, I can keep moving forward in confidence in one area of my life”.

There comes a time when the shit hits the fan in your life and you just can't keep showing up the way you like. 

The first thing that always goes is marketing.

Let's face it. Most of us don't have the option of just stopping marketing altogether.

We can't put our businesses on hold because we need it to pay our own bills. 

So how do you keep going? 

When marketing already sucks for you, how do you keep going when your personal life has gone off the rails?

I am thrilled to have Expert Up Club member, Nicole Trick Steinbach, on the show today to talk about how she made marketing suck less even when the proverbial shit hit the fan in her personal life. 

Want to hear more about The Expert Up Club? Book Your Private Tour Here

Full show notes and transcript are here.

Experts can spot BS a mile away.

And I believe that is what makes marketing so hard for them.

They see the pseudo-experts out there, marketing their businesses and all they see are the big promises, the quick fixes, the big rewards for little effort, the easy-to-follow blueprints, and think, “That’s not how any of this works.”

Experts look at those kinds of marketing messages and ask themselves if they really, actually, have to do that to get results? 

So today, let’s dig into what you can say to get your work in front of the people who need you that will communicate your real expertise, and won’t leave you feeling slimy.

For this week’s Three Word Rebellion Book Club, we’re reading chapters four and five and looking at why experts need to start rebellions, and the best advice I have for finding your Three Word Rebellion when you’re an expert.

In this episode:

• Three reasons why you should stage a rebellion in your industry
• A prompt for moving beyond what you want to rebel against, to imagining the change you want to create
• Two key pieces of advice when crafting your own Three Word Rebellion

Learn more about Michelle Mazur:

• Communication Rebel
• Three Word Rebellion Book Club
• Three Word Rebellion
• Three Word Rebellion Book
• Request a free 1:1 Chat 
• Finally Nail Your Message

Do you ever say to yourself, “I wish I didn’t have to market my business. I just want to work with clients. Why can’t I just do that?”

It would be great, right? If the results you get for your clients could just speak for themselves. If people would land on your website and think, wow, she’s a badass expert, I’m going to book a call.

But it doesn’t work that way.

People need to know your business exists. They need to know that your expertise can solve their problem.

That’s why in today’s Three Word Rebellion Book Club, we’re diving into chapters two and three of the book to talk about why experts need to lead, and lead with their expertise. We’re also going to talk about finding the motivation to build a movement–no matter how large or small–around your work.

In this episode:

• An equation for a building a thriving business and a movement around your work
• Why you need to be clear on what change you’re trying to create
• How to build devotion from your audience by being devoted to them
• Two questions that will help you clarify who your people are

Learn more about Michelle Mazur:

• Communication Rebel
• Three Word Rebellion Book Club
• Three Word Rebellion
• Three Word Rebellion Book
• Request a free 1:1 Chat 
• Finally Nail Your Message

Resources:

• Against the Rules: Six Levels Down
• Rebel Uprising Ep 279: Are You The Overlooked Expert?

In an industry where you hear “you just need to be one step ahead of your clients,” claiming your expertise is a rebellious act.

When I first started my business, a well-intentioned friend advised me not to use “doctor” in my branding because I would intimidate people. Clearly, I did not listen to that advice.

The hard-earned expertise of my Ph.D. in communication, plus my 25 years of experience, is what gives me the license to do the work that I do. It’s what makes me excellent at my work. It’s given me the ability to get my clients results.

But our culture is set up to dismiss expertise as unnecessary. We can do our own research and be our own experts.

The Rebel Truth? If you want real results, hire an expert.

And your job as an expert business owner is to figure out how to communicate your experience, skills, and knowledge to your audience and clients.

For the next five weeks, we are going to read and see how we can use my book, Three Word Rebellion, to communicate your expertise and what makes you unique in a way that matters to your clients.

But before we can communicate it, we have to own our expertise for ourselves.

And that’s what I’m talking about today.

In this episode:

• Why experts suck at communicating their expertise
• The elements of expertise
• Five steps to creating your “I am the one who knocks” statement

Learn more about Michelle Mazur:

• Communication Rebel
• Three Word Rebellion Book Club
• Three Word Rebellion
• Three Word Rebellion Book
• Request a free 1:1 Chat 
• Finally Nail Your Message

Resources:

• Michael Lewis on Why Americans Don’t Trust Experts - Vox
• Breaking Bad - "I am the Danger" Scene S4 E6
• StrengthsFinder
• How to Fascinate
• Myers Briggs Test and Personality Assessment
• The Enneagram Institute

As we dive deep into your messaging this summer, I wanted to let you know about an absolutely free opportunity to get more support on creating your one-of-a-kind message that makes you the obvious choice for your client.

It’s the Three Word Rebellion Book Club.

In September, we’ll read the book and do the exercises together. You’ll get bonus book content that will help you unearth your Three Word Rebellion and we’ll have live book club meetings so that you can share your answers and ahas as you work on crafting your message.

Sound good? Sign up at drmichellemazur.com/club

Now back to our Summer Deep Dive.

Today, we’re talking about return on investment.

How much time, energy, and money have you invested in marketing? 

Maybe it was courses, or hiring someone to write copy or some other service, heck, maybe you hired a marketing team and a publicist.

Now, be honest. How did it go? If you’re like most people, probably somewhere between meh and total waste of time, effort, and money.

There’s a reason why I say you have to nail your message and your offer before you invest in marketing. 

And to show you, I’m going to give three client case studies that highlight three ways getting  your message right makes your marketing work.

In this episode:

• Shifting the focus to take a boring solution to a revolutionary result that people want
• How your message makes you one-of-a-kind
• Why your message is key to creating a cohesive audience journey and brand messaging platform

Learn more about Michelle Mazur:

• Communication Rebel
• Three Word Rebellion Book Club
• Three Word Rebellion
• Three Word Rebellion Book
• Request a free 1:1 Chat 
• Finally Nail Your Message

As we dive deep into your messaging this summer, I wanted to let you know about an absolutely free opportunity to get more support on creating your one-of-a-kind message that makes you the obvious choice for your client.

It’s the Three Word Rebellion Book Club.

In September, we’ll read the book and do the exercises together. You’ll get bonus book content that will help you unearth your Three Word Rebellion and we’ll have live book club meetings so that you can share your answers and ahas as you work on crafting your message.

Sound good? Sign up at drmichellemazur.com/club

Now back to our Summer Deep Dive.

Today, we’re talking storytelling.

Do you ever wonder what makes certain business owners successful? It's the stories they tell. Naturally, human beings are storytelling machines because we want to be relatable, we want to connect with each other and find our common ground.

And when we show up again and again with the same stories and the same messaging, we are practicing radical consistency, which I believe is the cornerstone to every successful business.

Let’s talk about the stories you need to be able to tell, and why they help you grow your audience, make sales, and feel good doing it.

In this episode:

• Why rags to riches success stories don’t connect with your audience, no matter how many marketing bros use them
• How to craft a connection story that is both true and relatable 
• Why you need to give prospective clients a reason to believe in your results, from little client wins to major successes
• How to identify and use elevated social proof for your process

Learn more about Michelle Mazur:

• Communication Rebel
• Three Word Rebellion Book Club
• Three Word Rebellion
• Three Word Rebellion Book
• Request a free 1:1 Chat 
• Finally Nail Your Message

As we dive deep into your messaging this summer, I wanted to let you know about an absolutely free opportunity to get more support on creating your one-of-a-kind message that makes you the obvious choice for your client.

It’s the Three Word Rebellion Book Club.

In September, we’ll read the book and do the exercises together. You’ll get bonus book content that will help you unearth your Three Word Rebellion and we’ll have live book club meetings so that you can share your answers and ahas as you work on crafting your message.

Sound good? Sign up at drmichellemazur.com/club

Now back to our Summer Deep Dive.

Today, we’re talking about Brand Messaging Platforms.

Every major brand in the world uses them, but unless you’ve been to business school, you’ve probably never heard of one.

So what is it?

A Brand Messaging Platform documents how you write and speak about your business every day. It explains the unique value that your business brings to your clients, how your business is different from everyone who does what you do, and how to take people from casual onlookers to clients.

Sounds pretty important and useful, right? So let’s dig into building one.

In this episode:

• Four key reasons to create a brand messaging platform for your business
• Why you need to stop worrying about repeating yourself
• The essential pieces of a brand messaging platform

Learn more about Michelle Mazur:

• Communication Rebel
• Three Word Rebellion Book Club
• Three Word Rebellion
• Three Word Rebellion Book
• Request a free 1:1 Chat 
• Finally Nail Your Message

As we dive deep into your messaging this summer, I wanted to let you know about an absolutely free opportunity to get more support on creating your one-of-a-kind message that makes you the obvious choice for your client.

It’s the Three Word Rebellion Book Club.

In September, we’ll read the book and do the exercises together. You’ll get bonus book content that will help you unearth your Three Word Rebellion and we’ll have live book club meetings so that you can share your answers and ahas as you work on crafting your message.

Sound good? Sign up at drmichellemazur.com/club

Now back to our Summer Deep Dive.

Today, we’re talking about using your messaging to lead people to your offer.

That’s the purpose of messaging, right?

But when was the last time you told the world how they could work with you?

I’m not talking about spreading value through your emails and social posts. So really, when was the last time you directly told people about your offer?

Today, I’m taking my own advice and sharing how you can work with me, and giving you an example of how you can share your offer.

In this episode:

• What makes me qualified to call myself an expert
• Who I work with
• What my process is, from first call to marketing plan

Learn more about Michelle Mazur:

• Communication Rebel
• Three Word Rebellion Book Club
• Three Word Rebellion
• Three Word Rebellion Book
• Request a free 1:1 Chat 
• Finally Nail Your Message