Make Marketing Suck Less

All right, rebels, I've got a question for you. If I challenge you to get a hundred people who didn't know you at all to stop by your favorite social media account and give it a little bit of love in the next 24 hours, would you know what to post in order to make that happen?

And no, you can't post a cat picture or any kind of meme. You have to post something that would capture the hearts and minds of your ideal people. Now would you know what to post? Would you know what to say or would you just stare at the blinking cursor and think, damn you Michelle, why did you give me this challenge? Now don't worry. Most business owners wouldn't know what to post either.

And most business owners don't know how to intentionally capture the hearts and minds of people who don't know them at all.

In fact, it's the hardest type of content to create. 

Like how do we capture people's attention who don't know us from Adam? And you know what? We're not even that great at knowing what to say to get people interested in the work we do and forget about inviting them to do business with us, right? So what most business owners do is throw some content spaghetti against the wall and hope something sticks. We hope that they follow us or book a console call or maybe they buy a book and most likely inside we're feeling scattered and overwhelmed. Like we have all of these ideas and most likely we have all of these ideas scattered and about a million different Google documents and on post notes and in journals.

And we just throw things out there all the time and hope things work. And that's not a great place to grow a business from. And what we really need to do is create a way to have conversations that grow an audience with new people. Like, how do we get new people's attention? What kind of conversations do you need to be having and how do you engage people? How do you get them to come to your newsletter or, and then once you get them there, how do you make your offer? How do you let them know what you do?

This is what I call a customer journey and it's what lets you create a persuasive brand message that lets you grow your business with intention.

And that's the subject of our show today. It's all about being more intentional with the content we create and not just creating disposable content that we create once and then throw away and never think about again. And I want you to stick around to the end of the show because I've created a tool for you and it's going to help you be more intentional and help you organize the chaos of ideas into a structured, concise, persuasive brand message. 

All right, so let's talk about how to be more intentional. 

So every time you sit down to create content, ask yourself this question, and this is the question I ask every single time I create content, what does my business need? 

That's it. That's the question I want you to ask. What does my business need? And the great thing about this question, there are only THREE possible answers. Does it need new eyeballs, newe leads, or more sales?

So those are your options, new eyeballs, new leads, or new sales. And the great thing, it's only one of those three things. 

So don't over complicate it. Seriously, it is that easy. 

So for me, right now in my business, I am fully booked up with one on one clients. It's the end of January, I can't take on a new client until mid to late February. So I'm looking for new eyeballs. And first some new leads to fill up my late February spots. Right? So I've got some time. So focusing on getting my name in front of some new people sounds great to me. And generating some new leads, very cool. And the other thing I think a lot of business owners fall into is we think that we always need sales, sales, sales, when sometimes we need more eyeballs and more leads.

So don't fall into the trap and always think about, oh, it's always about sales. Because sometimes it's not 

Give some love to leads and eyeballs, keep your eye on all three of these things because you should be creating content for all three buckets. But sometimes, yeah, you'll look and you're like, hey, I got no money coming in. So it is about creating content to generate sales.

So let's talk about the kinds of content you need to create that help you with the eyeballs, the leads, and the sales. 

So we'll talk about eyeballs first. 

So when we want to get in front of new people, we're talking about creating conversations for audience growth. So this is the unaware people, they don't know you. They don't know what you sell, they don't know the problem you solve, they don't know anything right there. They don't know that you exist.

So the worst thing you can do with this audience is to lead with your solution because it's very pushy. 

It's kind of like going on a first date with someone and them asking if you want to get married, or for your social security number because they want to buy a house with you. That's what leading with your solution, with what you do is like when you meet someone who doesn't know you.

So what you want to do is capture their attention by talking about the problem before their problems. 

So it's, it's, this is kind of meta here. So it's talking about the internal struggle that they're feeling that in some ways we can all relate to.

So here's an example for me when I want to talk to an audience who doesn't know me. I talk about things like bro marketing. I talk about how hard it is to show up every day and share about your business. I talk about the imposter complex. I talk about the inner critic. I talk about not feeling enough. I talk about perfectionism and I give hope about those things. I talk about the internal struggles they feel and provide them with some, I don't even want to say it's not inspiration, but just some, not even motivation, but I help them feel more powerful about that and feel more uplifted. Like they can do it, that they've got this, that they can overcome what that voice in their head is saying or that they don't have to be like those bro marketers out there, that there's an alternative to that.

And that really works for grabbing people's attention. And so when I'm doing this, my CTA is aren't about like, hey, join my list. They're more about, hey, I spend most of my time on Instagram. So if you're on Instagram, follow me. I'm at 
@drmichellemazur, but it's about double tapping, like double tap, like my post, follow me, share the post comments. And it's really just about engaging with them, getting to know them. And the goal is just to get them to follow you on social media on that platform so they can get familiar with what you're about and your work. So maybe they go check out your profile and see if they want to follow you because essentially you want to move them to a second location.

The goal here is to get them to go to a second location with you, whether that's your website or you listen to your podcast or get them on your email list.

You want them to engage in some way, and that might take see you a few times in your feed or engaging with them in multiple conversations before they say yes to actually moving to the next step with you. 

But hey, it's worth it. But those are the kinds of things that's the problem before the problem because all right, once you get their interest and they're kind of digging you, then you move on to this next step, which is creating conversations for lead generation.

And this is getting people to raise their hand and say, yeah, like, hey, I think I have the problem you solve. I'm interested. And at this point you've built up some trust. You've grabbed their attention and now they're looking to you to help them with their problem. So here you can start giving them solutions, helping them diagnose the problem they have. Because obviously there can be, you know, like if you're not making money in your business, let's say there's a lot of different PR, there's a lot of different solutions to that, right? So you want to be like the expert that you are and help them diagnose the problem because yes, it might be your message, it might be something else, right? So you can give them solutions, help them figure something out, give them quick wins, share your framework. What do you think I'm doing here?

This is part of the framework that I do, right? You can give them some kind of quick win and this is the time when you want them to kind of take the conversation offline, get them to raise their hand. So talk about the struggles and challenges. I'm not a big believer in pressing into their pain points and like making them feel it’s really hard for me. It's really about empathizing with them. It's really about seeing how challenging their struggles are. Like, wow, it's hard to be in that position. Like, man, it sucks not to be able to talk about what you do and to be really amazing at something and not be able to shout it from the rooftops. Like how freaking frustrating is that? And just feeling that for them and talking about that and showing them that there's a different way, that there's a little solution, there's a path ahead. And so we present our solutions and our viewpoints. 

So this whole podcast, for instance, is part of my lead generation. It's part of nurturing. It's part of the education. I hope I'm helping you by listening to this. So your possible calls to action here are our, you know, you have an opt in, a PDF, a masterclass, quizzes, consults. Maybe you have a low product offer or a book you're selling, but you just want to take the conversation to a next level, get their digits, get their email address, you know, really get them to raise their hand and say, hey, yeah, I'm interested in exploring this relationship a little bit further. Let's see where this can go. 

So now when they raise their hand and say yes, then we can create conversation for sales. And so you can see how late this is in the relationship.

So most people start here, right? Like, hey, buy my stuff, buy my stuff, look how great my stuff is. It's fast, it's efficient, buy my stuff, buy my stuff, buy my stuff. And with people that we've just met, that's a real big turnoff. So when we are in this third phase and we want to create sales, we want money for our business. We're generating revenue. This is where we're making the offer. We're telling people all, this is how I work with people. This is what the framework is, this is the benefits, this is the results you get. This is my credibility. Here are the testimonials that I have. Yeah, ask for the damn sale is the call to action. Like, hey, do you want to work with me? Make sure you say those words. It's very important. And even when like you're full up or you're like in between launches, having a waiting list of people who want to work with you.

So those are the three intentions and you should be creating content. So what should you do to make this actionable for you? 

Step one, brainstorm content for each type or each intention of the customer journey. So what are the topics you could talk about for getting more eyeballs on your business? For lead ge? For sales? It's about experimentation. What's gonna work best for your audience?And you're going to have to play here and look at it as experimentation and play because some things will work like gangbusters, other things will fall flat. And that's okay. It's all about experimenting in play. 

And then once you experiment and find out what works and what doesn't, you can start creating marketing assets that you can repurpose and use again and again. And now I have created something that I'm really excited about that is just for you, that allows you to really be more intentional with your messaging, to stop throwing spaghetti against the wall.

I know you want to get in front of more people and grow your business. And I also know you struggle to show up because you feel scattered and overwhelmed and you have too many ideas and you don't know what's the right direction to take your business and your message is strewn across a hundred different Google Docs, journals, and post-it notes from all the different courses and programs you've taken over the years. And I know that it would be nice if there was just one tool that could organize that chaos into a simple, concise, persuasive brand message on a page that you could use to create all of your content, all of your social media and your marketing.

Well that is, that’s what I have created. I've created the 3 Word Rebellion one page Brand Message Map and it is a downloadable template. 

Not only will this tool save you time and give you structure, but this map will set you up for 2020 so you're not going to be just throwing spaghetti against the wall and wasting money and time on ads and marketing and that's not going to work, but it's going to help you have that one of a kind message that attracts more of the right client so you can sell more of your services at higher prices. And the best part is once it's done, if you have a team, you can just hand it off to them and they can create content for you that's on-brand. 

So you can grab a copy of this 
here for $99 and since you're a listener of the Rebel Rising Podcast, if you use the code “REBEL” at checkout, you'll get 50% off. So pretty cool. Great deal. 

It’s time to put your scattered ideas into a structured, persuasive brand message that sells on a single page and rebel, It is time to be more intentional as you grow your business.