Make Marketing Suck Less for Expertise-Driven Solo Businesses

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

Welcome to the Summer Deep Dive.

In June, you were able to listen to messaging makeovers, and now it’s your turn to make over your own message.

This is a six-part series that was carefully curated to help you get clear and feel confident about your messaging, so you can show up and be radically consistent in your marketing, be known for your work, and lead people to hire you.

Today: How to stand out in a crowded marketplace.

There is only one remaining way to stand out in business: How you communicate with your audience and prospective clients.

The hard pill to swallow about online business is that anyone, anywhere can steal what you do. They can copy your services, your strategy, your client experience, etc.

But the way you communicate, your messaging? That’s uniquely yours and it can’t be copied.

I’m sharing how to strategically craft your messaging so that you do stand out in business, so that you can feel confident in your services, and make an even bigger impact.

In this episode:

• Why the combination of your words, your voice, and your personality can’t be duplicated
• Three service providers who’ve successfully differentiated themselves in the market

Learn more about Michelle Mazur:

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

Welcome to the Summer Deep Dive.

In June, you were able to listen to messaging makeovers, and now it’s your turn to make over your own message.

This is a six-part series that was carefully curated to help you get clear and feel confident about your messaging, so you can show up and be radically consistent in your marketing, be known for your work, and lead people to hire you.

Today: Why you should ditch the client avatar and what you should do instead.

How many ideal client avatars have you created for your business? Probably a crap ton, right?

Every business program wants you to do one and they all kind of sound the same. And they don’t really work.

You know why? Because your ideal client avatar isn’t a real person! They’re a figment of your imagination!

Do you know who you can't market or sell to? People who don't freaking exist.

So let's burn all of those ideal client avatars and start paying attention to what actual clients say and have conversations with actual people. 

Here’s how.

In this episode:

• How to create an empathy map to dive into what your real clients are thinking, saying, and doing
• Why you need to use your clients’ own words about their struggles and goals when they hired you

Learn more about Michelle Mazur:

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

Welcome to the Summer Deep Dive.

In June, you were able to listen to messaging makeovers, and now it’s your turn to make over your own message.

This is a six-part series that was carefully curated to help you get clear and feel confident about your messaging, so you can show up and be radically consistent in your marketing, be known for your work, and lead people to hire you.

Today: How to Assess the Effectiveness of Your Message

How do you know your message is working? Get curious.

Operationalizing curiosity in your business means asking better questions.

With my clients, I’m always asking questions about the assumptions they are making about their audience and their most ideal clients. If I don’t understand something, I ask. If I want to get to the “why,” I dive in with better questions.

And I do this in all areas of my business. I’m always asking more and better questions so I can get better results for my clients and my business.

Today, I want to ask you some questions that will help you make more sales in your business, make your marketing easier, and help you become known for your ideas and your work.

In this episode:

• How to use your message to get out of the referrals rut
• Why you need to craft a client journey
• How your story works with your client journey
• How your message supports your marketing assets and your plan

Learn more about Michelle Mazur:

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