Make Marketing Suck Less

Michelle Mazur (00:00): One of the biggest lessons I learned in my business early on is to focus on what you can control. There are so many things in business out of our control, like whether that perspective client says yes to working with us, whether or not we land that podcast interview or that TEDx Talk. We don't control whether people open our emails or not. Even though so much is out of our control, we do control the moments where the ball is still in our proverbial court. Those moments before we send the proposal out to that perspective client. The moment when we're crafting that application to the TEDx Talk. The moment before we send the email and we reconsider our subject line.

Michelle Mazur (00:58): For the overlooked experts among us, those people who are amazing at what they do, but feel like they're relatively unknown, what we control is actually the key to becoming known to the right people for our work. So those people value it and want to hire us. So what do we control? That's what we're talking about on this episode of the podcast. Let's do this.

Michelle Mazur (01:40): You're listening to the Rebel Uprising Podcast. This podcast is dedicated to helping passionate business owners become recognized leaders who make more money and impact the world by turning their messy, complicated ideas into thriving thought leadership businesses. I'm your host, Dr. Michelle Mazur, and I'll be your no BS guide in the art of building a business that gets noticed. Each week I share strategies, tools, and insights on how to turn your complicated ideas into great messaging and solid business structures. Are you ready to create an uprising in your industry? Let's do this.

Michelle Mazur (02:22): As I've been talking more and more about this overlooked expert problem, the overwhelming majority of the response has been, "Oh, that is so me. I am the person who is skilled, and experienced and have been obsessively studying my craft for years. I'm the person who doesn't love marketing. I don't like promoting myself. I'm the one who speaks in expertisee and my would be clients sometimes don't understand it until I can get them on a call with me." There's this giant sigh of relief through naming this problem of being the overlooked expert.

Michelle Mazur (03:12): I just want to say that it is so easy to blame yourself, especially since you are so driven around what you do to think it's my fault that I'm not getting my work out into the world. But here's the deal. It's not really your fault because despite the many trainings, the programs, the mastermind groups that exist out there, so many of them fail to help you figure out how to talk about your business. Because my friends, that is the one thing we do control is the message. You control what you want to be known for. You control people understanding the value of your work. You control how you tell your story. You control the conversation, but you have to take active control over that message because crafting that message is the key to going from that overlooked expert to being that business owner who is visible, and valued, and is seen as the expert that other people want to hire.

Michelle Mazur (04:33): This brings me to a fundamental misconception we have about messaging and this is why I say that you not being able to communicate about your work is not your fault because there is this misconception that is so prevalent in online business about what messaging is. It feels like everybody has a different take on what your message is. I see so many opt-ins for create your magnetic brand message. I'll give you the templates in my free download. Yeah, that's kind of what messaging is, but also not what it is. So people out there will teach you your messaging is your tagline, your positioning statement, your I help statement, your content buckets. Even your content plan. They will tell you that once you nail one of those aspects, then you've got your messaging handled. It is done. Check that box. You are good to go because you know what your message is.

Michelle Mazur (05:42): Here's the rebel truth. Those are all pieces of a much larger puzzle and if you've done some messaging work and then struggle to sit down and write a sales email, or create a new opt-in that's going to attract the right people to your email community, or even create a webinar and you're not sure what to say to lead people to your offer, you quickly realize that your message is not handled. You are missing pieces and actually you're missing quite a lot because what everyone is teaching in the online space is a part of the puzzle. But your message is so much bigger than what's being taught.

Michelle Mazur (06:43): So I define messaging as a comprehensive system consistently used across your business that allows you to become known for your work. When I say comprehensive, I mean that you use your messaging everywhere. It is in every single thing you say in your business. Your message is in your copy. It's in your social media, it's in your sales conversations. It is what you're talking about in your podcast interviews. It's what you write about on your blog posts. It's what you record your podcasts about. It's in your opt-in, your email sequence, your signature talk, the webinar, the weekly emails you send ,your TikTok videos. I can go on and spend another 20 minutes about all the places your messaging shows up, but literally every time your business speaks, whether it is to one person on a sales conversation, or you're speaking to thousands of people on a stage, what you are communicating is your message.

Michelle Mazur (07:58): If you want to hear something super meta, I'm using one of my key messages right now on this podcast. I have a whole key message around this misconception and how people don't really understand what messaging is and how it is literally every damn thing you say, write, record or create in your business. As an expert, it's important that your messaging is on point and dialed in across your marketing, copy, sales and PR efforts. So people understand what you do, how it helps them and why they should hire you.

Michelle Mazur (08:43): Hey, if you're listening to this episode and feeling like you are the overlooked expert, and it's time to make your expertise visible to those who value, need what you do and will pay you for it, one of the best ways to do that is to start advocating for your work by creating a message that resonates with your right client and shows them why your work matters to them. Now, this is the exact work we do in the 3 Word Rebellion Messaging Intensive. Come partner with me to create that one of a kind message that creates demand for your work and your expertise. You can get started by going to 3WRcall.com. That's the number 3WRcall.com and request a free consultation with me. I'd love to help you get your amazing work out into the world.

Michelle Mazur (09:45): I recently had this experience where I was listening to a guest on a podcast, and I was like, wow, she sounds really cool. I want to check out her work. Then I landed on her website and I realized that, oh, well, what she was talking about on that podcast interview, yeah, I got her on the podcast, but that's not actually what she does in her business. There was a huge disconnection and that's why you need this comprehensive cohesive message. Because if you're doing podcast interviews to get known for your work, you want people to land on your website and see that message repeated so that it is this cohesive experience for us. Because overlooked experts are so freaking talented, skilled, and smart about what it is they do, it's easy to think that your work should speak for itself. That you do great quality work, you get great results, and that should be enough, but it is not enough.

Michelle Mazur (10:58): It's why the web celebs and their affiliates grab all the cash and attention. They are out there being visible, advocating for their work and they've got powerful social proof with their large audiences. So we can't expect our work to speak for itself. You need to advocate for it. It's about making it visible to the people who need it and opting out of that visibility pyramid, because you don't have to climb the pyramid, be a part of the $25,000 mastermind to get some "exposure" for your business. But what you do need to do is understand how to communicate your expertise so that it is valuable. So that it matters to other people because my friends, your expertise, it does matter. Over the next few weeks, I'm going to be talking more about the essential pieces of messaging that many people are missing and that many of us overlooked experts don't have, but we need to create in order to become known for our work.

Michelle Mazur (12:17): Because let's face it, being overlooked sucks. Being passed over for people who have half the talent, skill and experience is infuriating. I know this from firsthand experience. It's time to get better at communicating your expertise and if you need help getting this foundational piece of your business handled, you can always go to Dr. MichelleMazur.com and see how I can help you. Because the one thing you are always in control of in your business is how you talk about it, how you communicate about your business, and it's time to take back that control.

Michelle Mazur (13:03): Thank you for listening all the way to the end of the show. Your support means the world to me. Did you know the Rebel Uprising Podcast has a quiz that can help you pinpoint the number one way to build an audience of super fans while staying true to your unique personality? We do and it's called what's your rebel roadmap to exponential impact and influence? You can take it at therebelquiz.com. If you are loving the podcast, do us a favor rate and leave us a quick five star review wherever you listen to your podcasts. It helps more people like you find the show. Until next week remember, your ideas matter and now get back out there and cause an uprising in your industry. You've got this.