Make Marketing Suck Less for Expertise-Driven Solo Businesses

“If I could just figure out the right way to market.” 

I hear this all the time from my clients, and maybe you've thought it yourself. 

Because I get it. 

There are so many marketers out there who are promising you that they have the proven formula or that there is some secret to success in marketing that only they have. 

And if you pay them, they will tell you all the secrets, and you'll never have to stress about marketing again. 

But what happens? 

• You buy the course or the program. 
• Do the work 
• Then those results never quite materialize as they promised.

And not only that, what they are teaching is making marketing suck more, not less.

So let's deconstruct why there's no one right way to market and how letting go of that idea is going to help your business. 

And fair warning, I'm gonna get a little ranty on this episode.

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

Full show notes and transcript are here.

What if I told you that 95% of marketing advice out there wasn't for people like you? 

If you're following this advice or beating yourself up for not following it, you're wasting time, energy, and resources doing more marketing that doesn't lead to results. 

You're unintentionally making your marketing suck more, not less. So how do you know if you're following the right guidance? 

Buckle up, because this episode will shift how you think about marketing. 

In this episode, you'll hear:

• How much of the commonly available marketing advice doesn't work for solo business owners or those not primarily creators
• The distinctions between being a creator and a business owner and how these identities affect marketing strategies
• How creators need a large audience to monetize their content, whereas business owners need a smaller, targeted audience.

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

Full show notes and transcript are here.

Sometimes when it comes to marketing, we are our own worst enemies. 

We are kicking off a brand new series about how we unintentionally make marketing suck more for our businesses. 

And sometimes we don't even realize we are doing these things, but there are these tiny ways that we sabotage our business, our sanity with the choices we make when it comes to marketing.

Let's jump right in with the first big sabotage I see all the time. 

In this episode, you will hear:

• How solo business owners unknowingly make marketing harder for their businesses through certain choices
• The instinct to add more marketing strategies and how it may be more beneficial to subtract instead.
• How to focus on fewer marketing tactics that are more effective, particularly for solo business owners

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

Full show notes and transcript are here.

This week, I'm sharing our most recent episode of Duped, discussing how Dr. Robert Cialidini's book "Influence" has been weaponized in online business. 

*******
Do you know what book is one of the most used—and abused—in online business? Many celebrity entrepreneurs and top marketers cite it as influential…which makes sense given its title.  

It’s Robert Cialdini’s Influence: The Psychology of Persuasion.

While we have referenced this book many times on the pod, we have never actually done a deep dive to get into the nitty-gritty of it all.  

In this episode, we explore Robert Cialidini and his code of ethics for anyone who uses his work. We then examine three of his seven weapons of influence and cover the next four in the next episode. 

We discuss: 

• Who is Robert Cialdini?
• Dr. Cialdini’s code of ethics.
• Background on the book Influence.
• What Cialdini means by “principles”.
• The first three principles and how they show up in online business.
  • Reciprocity
  • Liking/Familiarity
  • Scarcity
• How to protect yourself as a consumer. 

For detailed show notes and links to everything mentioned in this episode, please visit duped.online. For more Duped, including monthly bonus episodes, join the Patreon: https://patreon.com/duped

One of the things that pisses me off about online business is how people play fast and loose with words. 

A lot of the time, they use words in a way where they don't mean what they think they mean. 

And this past year, I've noticed a lot of people talking about messaging and how they help you with your messaging. 

But when I look at their programs, because, believe it or not, I take a lot of courses on messaging and marketing to keep my own skills sharp, I often find the program isn't about messaging. 

It's about copywriting or content marketing or just straight-up marketing, 

Or it's just a snippet of what messaging is, like an elevator pitch or content buckets. And nothing makes marketing suck more for you as a solo business owner than being confused about what your business actually needs. 

So it's time to revisit what the difference is between marketing, messaging, and copywriting with examples so you know where to focus, and you're not wasting your time or money focused on the wrong damn thing. 

In this episode, you will hear:

• Why online business is confused about the differences between the three
• Defining what the difference is between messaging, copywriting, and marketing
• How to know what your business needs

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

Full show notes and transcript are here.

“Figuring out how to explain what you do in ways that resonate with other people and connects them to what they're feeling right now is tricky.”

Have you ever been talking to someone explaining what you do and they're staring at you like you're speaking a language they've never even heard before and don't even know how to begin to comprehend. 

Please know you're not alone. 

So many brilliant business owners struggle to connect with their clients, not because they lack knowledge, but because they're stuck in expert speak.

 It's like we think, if I can just give you all the information, then that will be enough. You'll be wowed, and you'll book a call with me. Unfortunately, that's not how it works. 

And what's really happening is how we can help them, how our expertise benefits them and their lives is getting lost in translation. 

Zoa Conner is a functional health and wellness expert who helps you feel better, not older, through personalized lifestyle guidance and education, knows this firsthand.

When Zoa and I first met, her message was getting lost and she’ll tell you how she overcame it and how it’s making marketing suck less for her! 

In this episode, you will hear:

• The critical role of messaging in getting clients ready for the work you do
• The difficulties small businesses face in competing with larger companies and the emphasis on local SEO.
• How initial consultations are structured to identify client concerns and create personalized plans.
• The importance of continuously revisiting and optimizing marketing strategies for better client alignment and business growth.

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

Full show notes and transcript are here.

“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've been thinking all that time I'm spending over here on social, and I'm not spending really any quality time with the people that voluntarily chose to be in my world by opting into my thing.”

Riddle me this, Batman.

Why do we spend so much time on marketing that leads nowhere vs. focusing on marketing that works to get clients?

 It's probably because everybody on the interwebs is screaming at you to do more marketing and do it on social media, when for so many people, that is just a waste of time. 

At least that's what my guest, Norma Frahn, found out. When she right-sized her marketing efforts, she realized that social media wasn’t better for business. She changed course.
 
Want to hear more about The Expert Up Club? Book Your Private Tour Here

Full show notes and transcript are here.

Marketing feels like a time suck of doom. 

There's all this doubt. 

>>>Is it really working? 

>>>Am I getting it right? Whatever right means. 

And then despite spending so much time on your marketing, you're just not seeing the results you want to see. 

And then there's the beating yourself up of feeling like you're never doing enough despite your best efforts. 

And what I want for you is to stop the doubt, the worry, the beating yourself up. I don't want you to feel like you're wasting your time, energy, and money on marketing. 

Because as a solo business owner, you've got too much going on for any of that nonsense. 

• But how do you stop? 
• How can you make marketing suck less?

I've got something brand new just for you. 

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

Full show notes and transcript are here.