I'm having a little “I said what I said moment” today when I claim there is only one remaining way to stand out in business: how you communicate with your audience and your prospective clients.
I've had this idea for a while, but didn't want to boldly claim it without a bit of evidence first. But lately, I've been getting multiple signs that it's time to break this down because quite a few other people are beginning to think the same thing (ahem, integrated marketing godfather, Don Schultz).
The hard pill to swallow about working online is that anyone, anywhere can steal what you do. They can copy your services, your strategy, your client experience, etc. But how you communicate, your messaging, is uniquely you, uniquely yours.
On the podcast today, I'm sharing how to strategically craft your messaging so that you do in deed stand out in business, so that you can feel confident in the services you provide your clients and make an even bigger impact.
Listen in or read through the transcript below
- Content Inc. by Joe Pulizzi
- Don Schultz
- 3 Word Rebellion book
- Caroline Mays
- Kari Schwear
- Ignite your Champions
- 3 Word Rebellion Messaging Intensive
Hey rebel. It might be hard to believe that there is only one way left to stand out. This honestly has been an idea that has floated through my head for a while now, but I didn't feel quite comfortable coming out with such a bold claim until I kept seeing signs, you know, the type of signs that are basically saying, “Hey, Michelle, you're right about this thing. Other people are saying it too. Maybe it's time for you to say it.”
That is what we're going to do today, we're going to talk about the only remaining way left to stand out in business and guess what? It's probably not what you think it is. So let's dive in.
So this idea that I've had for a while now, it has felt a little self-serving for my business, but then I also realized that it is advocating for something that I strongly believe because I have built this business on the mission that communication changes the world. If we can communicate what it is that we do, if we powerfully can communicate the value of our business, we can impact more people. We have more opportunities to reach more people and really to make a difference.
This idea that's been rolling around in my head was something that was confirmed for me when I was reading the book Content Inc. by Joe Pulizzi. In the book he talks about the father of integrated marketing, Don Schultz, and Schultz believes that anyone, anywhere can copy anything your business does. So they can copy your services. They can copy your marketing strategy. They can copy your customer experience. They can copy the kinds of deliverables that your business creates.
Except Schultz believes there is one thing that is unmistakable and uncopyable and uniquely yours in your business - and that is how you communicate with your audience and your prospective clients.
A few days ago, I was reading a former Rebel Uprising guest, Ash Ambirge’s creative news writing letter called Meat and Hair, which is a great name (If you're not on this list, you totally should get on this list, especially for like a little creative dose every day) and in one of her newsletters, she talked about how a company she supports believes that product based differentiation is going away.
Differentiating, standing out based on what you're selling, that's a thing of the past. You have, instead you have to differentiate yourself through messaging. So this is the second time I'm seeing the same idea reinforced - that the only way to stand out, the only way to differentiate what it is you do is through your messaging and how you are powerfully communicating the value your business creates.
If you think about it, there's an infinite number of ways to communicate your message. There are so many different words. Our voice and how we speak plays into it. Our personality plays into it. And when we think about those three ingredients, there are so many different ways to talk about what it is you do.
So I think about this in terms of my business and my story, because it's interesting this past year I've noticed that people are now talking more and more about messaging over the past three years. When I first wrote the 3 Word Rebellion book. There weren't very many people talking about messaging. There was literally the StoryBrand book and that was about it. And now I'm seeing copywriters doing messaging for your website so that your copy converts, there are marketing consultants doing messaging for your marketing, social media consultants, doing messaging for your social media. Business coaches doing messaging. Everyone is doing messaging.
Maybe you feel like you're in a field like that too where people are coming out of the word work, claiming to do what you do. But here's the deal. I don't worry about the competition. I just don't, because first I know that a marketing consultant doing your messaging is going to be focused on driving traffic to your website. How do we grow your brand awareness? Whereas a copywriter is going to be focused on the messaging for the website and you need a cohesive strategy. And so far I'm still the only one who provides that.
But not only that, the way I communicate about my work, the 3 Word Rebellion framework, is unique. It is uniquely mine and uniquely me. Let's face it. If you are the type of person who wants a 3 Word Rebellion, you know where you need to go for that, there is no one else who can offer what I do.
Yup. Tons and tons and tons of messaging people, but only one 3 Word Rebellion framework out there and that gets me known. That brings business to me. It gives me podcast opportunities and speaking opportunities and so many opportunities because I communicate differently about the work that I do.
I've also seen this again and again, with my clients. So for instance, I've talked about Caroline Mays before, like she writes bios, but she's the only one who can help you uncaged your epic credential. She is an epic credential writer. It's so specific and it perfectly encapsulates her personality and what it is she does for people.
And there are many coaches who can help you decide whether the sober life is for you or it's not for you. But if you want someone to take you through a process to question the drink, then you've got to go to my friend and client, Kari Schwear. She is the question the drink coach.
And there are tons of consultants who can help you build community in your business. But if you want to ignite your champions and have people advocate for your business, then you've got to read my friend and client Tracy. Warren's new book, Ignite your Champions.
All of these people, who've gone through the 3 Word Rebellion process, the framework they have this message that is unmistakable, that is incomparable. They have found a way to differentiate themselves from all the other people out there because messaging and communication is always going to be the wild, wild west of standing out. That is the place where you can play. That is the place where you can innovate and create something new and communicate it to the world.
So if you're ready to finally stand out to get noticed, to get more opportunities, to make a difference with your work. Then I would love to talk to you about the 3 Word Rebellion Messaging Intensive. It is the only program that helps you powerfully communicate the value your business creates, whether you're talking to one person or a million.
And yes, the focus is on finding your 3 Word Rebellion, which will uniquely help you stand out. But also creating the key messages, the necessary conversations to help people act on your message to help people decide whether or not they want to like, or follow you or go to your website or opt in for your email community or reach out and contact you and say, Hey, I'm interested in working with you.
That's what messaging does for you. So if that sounds fascinating to you, I encourage you to go to dr.michellemzur.com/3wr and request a consultation with me; they're completely free. And really the purpose of this is to make sure that this is the right time and I'm the right person to help you make this decision.
Because, yes, messaging communication is the only remaining way to differentiate yourself. You can create a completely different service, but someone is going to come along and steal that model or a completely different product or a completely different course. But the way you communicate about it, you can reach new people. You can make a bigger difference in their lives and have more opportunity come to you.
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