Make Marketing Suck Less for Expertise-Driven Solo Businesses

Are you making marketing harder than it needs to be by over marketing your business? 

Whether you’re following the advice of web celebs telling you that you need to be everywhere or you are easily distracted by the latest marketing craze, it’s time to pause.

You might be making marketing harder than it needs to be by doing too much! 

In this episode is an inside peek into one of the strategies I teach in the ExpertUp Club called “Do Less but Better Marketing”. Here’s what you’ll discover:

• The difference between non-essentialist approach and the essentialist approach to marketing

• Why if social media is a part of your strategy then you want to embrace being social

• What strategy is and why it matters for your business

• The 3 jobs your marketing should do for your business

• The 3 marketing tactics to fulfill those jobs

Marketing bites.

It's something we don't talk enough about in business. As a solo business owner you're someone with just one or two people on your team, you're juggling a lot in your business client delivery, sales, and marketing.

Let's face it,

Marketing is one of those things that takes a ton of time and effort, and sometimes you see very little reward and payoff. So why does marketing suck so bad? 

Today on the pod, we're going to deep dive into five reasons marketing bites and what to do about it.

In this episode you'll hear:

• Why traditional marketing isn’t working for you

• When the shiny new way is really a paradox of choice

• The importance of having your message dialed in

• Why content pillars aren’t leading to clients wanting to work with you

• The emotional reason why marketing sucks

On this series of bonus pods, I will help one business owner identify one action that solves their biggest marketing headache.

This way, marketing becomes easier and more effective (and sucks less). 

When Christie Pearl took the Discover Your Marketing Achilles' heel assessment, her biggest marketing headache was growing her audience.

The good news is that she was definitely focused on the right people who were the closest to saying yes to signing up as her client. However, she needed to reach more of them and “educate” them. 

How can you meet people where they are and give them the info they need to decide to work with you & how can you reach more of those people?

Listen in and hear the specific strategy I give Christie, which accomplishes BOTH growing her audience and getting her people to sign up as clients!

Want your own hot seat? Start by taking the marketing assessment at drmichellemazur.com/marketing 

Then look out for an email later this summer telling you how to get on the show.  

I never felt like I fit in with what was happening in online business. I didn't belong. I thought differently. I was doing business differently. And I felt like my expertise, my knowledge wasn't valued. 

And so many times, so many times I felt passed over and ignored. And that's a really lonely place to be. And if you're listening to this podcast, I bet you felt that way too, that it's been hard to find a place where your skills, your knowledge, your experience is valued, a place where you fit in. 

That's why today I wanted to share with you the experience of other experts who feel the same way and how they finally found a place to call home in the Expert Up Club. 

What makes the club truly remarkable is not me. It's not what you can learn, but it's the people inside the community. I am constantly amazed by their generosity and support of each other, and I can't wait for you to meet them.

In this episode you will hear:

• Five experts from the Expert Up Club

• What Rebecca finds helpful in the Expert Up Club as she pivots her business 

• Laura’s impression of the workshops hosted within the community 

• How the club helped Brad narrow in on his ideal client

• Why Jessica invested in the Expert Up Club and what pleasantly surprised her when she joined

• Diann’s three powerful questions to ask yourself if you're on the fence about joining the Expert Up Club

On this series of bonus pods, I will help one business owner identify one action that solves their biggest marketing headache.

This way, marketing becomes easier and more effective (and sucks less). 

This week we have Elizabeth Des Roches. She is a business coach with years of experience owning her own business and has a very unique set of tools in her toolbox

When Elizabeth took the Discover Your Marketing Achille’s heel assessments her biggest marketing headache was showcasing the results her clients achieve.

The was impacting her ability to invite people into her sales process.

Why wasn’t she sharing the result? Because every time she sat down to write up her clients, results…she though “This is too good to be true. No one is going to believe this.” 

When you’re an expert, doing amazing work, how do you highlight results that are too good to be true? Let’s dive in and figure that out! 

Want your own hot seat? Start by taking the marketing assessment at drmichellemazur.com/marketing 

Then look out for an email later this summer telling you how to get on the show.  

How many marketing courses have you purchased? How many of those courses did you implement and finish? 

If I were a betting person, I'd guess you'd need both hands to count the number of courses you bought, and yet the ones you've completed is probably close to zero. 

There is a reason for that. These marketing courses always seem like they are the thing, the solution to grow your audience, fill your client pipeline, and make marketing easier. 

Not just make it easier, make it completely automated. Hands off so you can get clients in your sleep. 

However, the reality is different because once you log in, there is a talking head on a screen that’s info dumping on you.

It’s too easy to get stuck and feel overwhelmed.

Plus, there’s one missing piece of your business foundation that makes it near impossible to implement the course.  

So how about we change that? How about we talk about what you need to actually get something out of those marketing courses? So let's do that. On today's Pod.

In this episode you will hear:

• The #1 challenge that many entrepreneurs face when purchasing marketing courses online

• Why your marketing won’t work if you don’t nail your message

• How to create your minimum viable meaningful marketing message (MVMMM)

• Why you shouldn’t wait to create your MVMMM

On this series of bonus pods, I will help one business owner identify one action that solves their biggest marketing headache.

This way, marketing becomes easier and more effective (and sucks less). 

This week we have Leah Steele from Searching for Serenity.

When she took the discover your marketing Achilles' Heel assessment, her biggest marketing headache was around making offers to her audience.

As we dove in, I found that Leah had a very particular problem. Her work serves two very different clients. 

She offers the same solution to both, but why they buy has a different motivation.

So, how do you market when you're speaking to two different groups of people?

Listen in and hear what Leah I figure out. Plus, I give her a strategy that helps her easily build relationships with the right fit people on LinkedIn. 

Want your own hot seat? Start by taking the marketing assessment at drmichellemazur.com/marketing 

Then look out for an email later this summer telling you how to get on the show.  

What if the common business advice about how to grow your business is not meant for you?

What if how you've been taught to market and sell was meant for the masses and not for someone with your very particular set of skills?

If marketing doesn't seem to be working for your business, let me tell you, there's nothing wrong with you or your business.

It is because how you've been taught to market doesn't work for an expert like you. 

So let's bust through some of the biggest misconceptions so you can stop trying to market like everyone else and start communicating the value of your work so the people who need to hire you, know you exist.

In this episode:

• Why claiming your expertise is not going to limit opportunities for your business
• Why you shouldn’t correlate the size of your audience (or your bank account) to the depth of your expertise
• Why you don’t need to be making Reels or dancing on TikTok to build an audience (you’re welcome)

Learn more about Michelle Mazur & The Expert Up Club:

• Join The Expert Up Club Open House
• The Rebel Expert Manifesto
• Communication Rebel

Resources:

• We've hit 300! Hooray! Here's What's Next.

Welcome to the first ever Make Marketing Suck Less Hotseat! 

On this series of bonus pods, I will help one business owner identify one action that solves their biggest marketing headache.

This way, marketing becomes easier and more effective (and sucks less). 

This week we have Jenn Hume for Hell Yes Tech, through the Discover Your Marketing Achilles' Heel assessment, she realized that she was killing when it came to nurturing her audience!

However, her audience was growing at the speed of the sloths. 

Listen in as we break down what's happening in her marketing, and I give her an unconventional strategy that will help with her audience growth (and yours too). 

Want your own hot seat? Start by taking the marketing assessment at drmichellemazur.com/marketing 

Then look out for an email later this summer telling you how to get on the show.  

Sometimes we think we need to prove how smart we are in order to make people want to work with us.  

On the surface, this makes sense in a world where we are told we only need to be one step ahead of our clients or we need to be just 20% smarter. 

Being an expert is a competitive advantage, but showing how smart you are and how much you know in your marketing is not the best way to find clients. 

It actually might have the opposite effect. It might push clients away from you. 

Let's talk about this sneaky little thought of needing to prove your smarts and how it keeps you from attracting clients and what to do instead. Let's do it.

In this episode, you will hear:

• How simplifying your message makes it easier for people to understand and care about it.

• Why the “Voice of the Customer” research is essential for capturing the benefits of your expertise.

• The importance of business owners not falling into the trap of proving energy in their marketing approach

• Why potential clients want to benefit from the expertise of business owners, not become experts themselves.