Make Marketing Suck Less

Dr. Michelle Maser (00:00): Any messaging expert worth their salt will tell you that one of the jobs of your message is to differentiate your business so you stand out. So people understand why they should hire you versus your competition. Carving out your unique place in any market is critical. Or as Sally Hogshead, the creator of the Fascination Advantage once said, Different is better than better." Because you can be the best in the world at what you do. But if people don't know about you and they don't know what makes you different, then you're just going to blend in with every other person who does what you do.

Dr. Michelle Maser (00:48): However, this is where I think experts, even those of you who are feeling overlooked can have an unfair advantage because you, my rebel friend, are different. You've got strengths, experiences, and skills other people don't have. Even if those people share your same area of expertise, there is something about you that makes you different. You've got to harness that unfair advantage and communicate it. And that's what we're talking about in this episode of the podcast. So let's do this.

Dr. Michelle Maser (01:38): 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 Maser, and I'll be your no BS guide in the art of building a business that gets noticed.

Dr. Michelle Maser (02:04): 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. In the last episode of the pod, I talked about how the overlooked expert needs to dial in their message so that they can reach and capture the hearts and minds of their right people. Remember, we are not climbing the visibility pyramid to become a web celeb that everyone knows. We are making our work known to the people who need it, to the people who will hire us, to the people who invite us on their podcasts, on their stages, to write a book because of our expertise.

Dr. Michelle Maser (02:58): So how do we start being seen by these right people? Well, it begins with differentiation. Now, you probably have heard that word thrown about a whole lot in marketing world. So what is differentiation? Differentiation in marketing is how your business stands out to your target audience, to your right fit clients. It answers the question, what makes you different from your competition? Differentiation can help you become a category of one because it uses your unique point of view, your strength, your skills, the framework you have created to do the work that you do to communicate why your business is unique.

Dr. Michelle Maser (03:50): But what does that look like in practice? What does it mean to be a category of one? We're going to look at two different crews from my industry, from messaging to really see how differentiation works. So the first crew I'm going to have you meet is crew A. They are messaging experts that created their own category. So these messaging experts include the Red Thread Method by Tampson Webster, story brand by Donald Miller, and of course the Three Word Rebellion by yours truly.

Dr. Michelle Maser (04:27): Now here's the rebel truth. All three of us do messaging. All three of us have a unique way of creating a business owner's message because a Three Word Rebellion is vastly different than from creating a red thread. And what's really cool is that these different approaches will appeal to different kinds of business owners. The type of business owner who wants a Three Word Rebellion probably is not going to be very attracted to the story brand method and vice versa. And what's amazing is this means we are captains of our own ship. I want you to picture us on our own pirate ships. And we all have a unique place in the sea of messaging that we can truly own.

Dr. Michelle Maser (05:21): And when this happens, what does it mean for our businesses? When we really stand out, when we carve that unique place? First, our work is in demand because our companies are the only ones who do what we do. If you want a Three Word Rebellion, you come to me. If you want a red thread, you go to Tampson. If you want a story brand, you go to Donald Miller or one of his associates.

Dr. Michelle Maser (05:47): Second, if we turn to economic theory, when demand outpaces supply, you can charge a premium for the work. Now, since we're the only people who do what we do, especially in the case of Tampson and I, that means we only have a limited capacity to serve, which means demand can outpace the supply. So we can just simply charge more. And finally, this differentiation means that we have opportunities to share our work on podcast, stages, media, and more, and those opportunities land in our inbox fairly regularly, because we are known for something. And to me, the best part of all of this is I don't look at these people as my competition. They are not. We are colleagues who have different approaches that appeal to different people. We are unique in what we do.

Dr. Michelle Maser (06:50): Now, let's meet crew B, the magnetic messaging experts. The other day, I typed magnetic message into the search bar of Instagram. And instantly, I found hundreds of posts about magnetic messaging from all different types of business owner. Each post was touting their magnetic messaging process and how it could help you. Some extol the virtues of not sounding like anyone else on the internet. That's a little ironic, right? You kind of see the issue if you're talking about messaging the same way as hundreds of other people. Interesting, but what was really fascinating to me as I was doing this research, I realized that magnetic messaging is a registered trademark to one of these business owners.

Dr. Michelle Maser (07:45): And those other magnetic messaging people are infringing on that trademark and could be sued. Oops. Another reason to have a message that actually stands out, so you're not infringing on someone else's intellectual property. So when you are in the sea of magnetic messaging experts, where there are hundreds of people who claim to do what you do, what does this mean for your business, beside the fact that they might get sued? The first thing it means is that they're fighting for a small piece of an overcrowded market, because there was that initial person who carved out magnetic messaging and had their boat. And now hundreds of other people have boarded their ship competing for the exact same clients.

Dr. Michelle Maser (08:38): Number two, in economic terms, when supply outweighs demand, you compete on price. When there are so many magnetic messaging experts to choose from, and there's no compelling reason for who you should choose, you will always choose the business that is going to be the best value, because there's not a compelling reason to choose your business. It's this race to the bottom.

Dr. Michelle Maser (09:10): And finally, they get passed over for opportunities to share their expertise on stages, podcast, interviews, and more because there are so many people saying the same thing that they actually can't be known for something. And then that means that they are in fact overlooked and passed over.

Dr. Michelle Maser (09:32): 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 Three 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 3WR call.com and request a free consultation with me. I'd love to help you get your amazing work out into the world.

Dr. Michelle Maser (10:33): So here's my question for you. What crew do you want to be a part of in your industry? Do you want to be crew A, where you're carving out your unique place in the market? Or crew B, where you're competing for the same clients with the same marketing message. Now it's probably an easy decision for you. Crew A, right? Because being a category of one is better than being one of many. And this doesn't just apply to my industry. It applies to yours too. There is always a dominant marketing message in an industry that people tend to flock to. So for instance, how many life coaches talk about living your purpose or aligning with your purpose or living your best life? A lot, hundreds, if not thousands.

Dr. Michelle Maser (11:33): How many coaches talk about the high five habit? One, Mel Robbins. Now it's time to assess, to ask yourself what crew you currently are in. Are you in crew A? You have figured out how to use your unfair advantage and communicate your difference to the right people. Or are you in crew B? Are you one of many saying the same things as other people, other experts in your field? Now, if you're in crew B, you're probably wondering how do I move my business over to being in that category of one, to having my own unique spot in the marketplace? How do I stop sounding like everyone else on the internet? You do that by using words, words that build an argument for your work. Words that no one else can use, because the words are based on your unique strengths, process, and voice words. That you can trademark and are uncopyable.

Dr. Michelle Maser (12:48): Now, whatever you aren't so good with words? Because if you're listening to this podcast, I bet messaging is an obstacle for you. So I've got a few resources for you to check out. First, I recently upgraded the Three Word Rebellion Playbook into a many audio workshop. So you can start finding your one of a kind message today, and you can get that at no cost. It's great if you want to refresher about my process. You can do that at threewordrebellion.com.

Dr. Michelle Maser (13:21): Another option, if you don't have it all ready. And if you do, this is a good reminder to go back and read I, the Three Word Rebellion book. If you don't have it yet, get it. It's an inexpensive way to access my brain and the process I use with clients. You can do that at 3WRbook.com. And if you've been stuck on this for a while, figuring out what is your message, you feel too close and it's time to get some expert help, apply for a consultation to see if working with me one on one to carve out your unique place in the market is a right fit for your business. And you can do that at 3WRcall.com. We will have all of these links in the show notes.

Dr. Michelle Maser (14:10): And let me leave you with this. Different is better than better. If people don't know why they should choose you, then you're always going to blend in. You can always be that overlooked expert, but if you embrace what makes you different, figure out a way to communicate it, it is better for your business and for your clients to. Different is your unfair advantage as an expert. You are different. It's just about packaging all of that up into a message that gets your business on the radar. 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? And you can take it at therebelquiz.com.

Dr. Michelle Maser (15:13): 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.