Make Marketing Suck Less

Speaker 1 (00:00): You've done the hard work of unearthing your three word rebellion during this book club, and maybe you're on the precipice of finding it or you've still got some digging to do. But once you've found it, there's a common pitfall I want you to avoid. Your three word rebellion is the entry point into your world and your work. It's what gets people's attention and makes them curious to know more. And nowadays, it's a big job to get anyone's attention. Once you have it, you have to know what to do with it. You have to expertly lead people to your work, and that's where this pitfall comes in. You don't know what to say next so you relapse into talking like an expert and losing that person who needs the work you do. So how do you avoid it? How do you stop talking like an expert? Well, that's what we're going to dig into on today's pod. Let's do this.

(01:23): Get ready for the Rebel Uprising Podcast, the only podcast dedicated to business owners who feel overlooked for their expertise, skills, and experience. Let's claim your expertise and turn your complex ideas into unmistakable messaging that grows your business. I am your host, Dr. Michelle Mazur, the author of the 3 Word Rebellion and your Rebel Truth Telling Guide to Building a Business that Gets Noticed. It's hard to believe that this is the last week of the book club. And during our four weeks together, you've claimed your expertise with your "I am the one who knocks" statement. You've discovered your motivation for starting your own movement, and you realized why it's important for experts to step up and lead. And then in the third week of the book club, we started the free writing process to dig in and find your three word rebellion. And in the last episode, you heard from experts just like you, about their three word rebellion and what it did for their business.

(02:39): This week in the book club, we're diving into why three words aren't enough for experts to be known and hired for their work. Now, I'm sure you're like, "Wow, that's surprising. Michelle, you're known for three word rebellions." Yes, and I know what a three word rebellion is excellent for. Your three word rebellion is that powerful entry point for your work. It's how you get your audience's attention, and it's how you make them curious. You make them hungry to know more. But once you've got that attention, you need to know what to do with it. That means you've got to explain what the "tell me more" is and be able to lead them to hire you. And here's what I don't want for you. After doing all of this hard work, I don't want you to fall back into using the language of expertise and speaking over the head of your client and losing them again. Because rebel truth time, your clients don't want to become an expert in what you do.

(03:57): They want to benefit from your expertise. I'm going to say that one more time because this is such an important point that we overlook, experts miss. Your client has no interest in becoming an expert in your work. They want to benefit from your expertise. And to do that, you need two more crucial pieces of messaging to turn people who don't know you at all into people who are interested and then hire you for your work. And these two pieces of messaging are the client decision journey and your three signature stories. Now, your three word rebellion is the keystone that you build all of your messaging around. It's the focal point that holds all of your messaging together. So every piece of message that we build out stems from your three word rebellion. So let's talk about that first piece of messaging, the client decision journey. Now, this is the most substantial piece of messaging that I create for my clients.

(05:20): And then my clients use this to create their website copy, to create marketing assets, to create their social media posts, their blog posts, figure out what their signature talk is going to be, and so much more. Literally every time your business speaks, it's rooted in this client decision journey. Because every time your business communicates, it should be preparing people for your work. Your client decision journey is rooted in your three word rebellion and essentially answers the question, "Tell me more about that. How do I do that?" And this journey has four types of key messages that build the argument for your work. So talking point number one is creating an empathy map. This set of messages are for people who don't know you or your work so they are unaware. They are most of the population. And with these key messages, the goal is to get their attention with your three word rebellion, but also by empathizing with their struggle and where they are right now.

(06:40): Through these messages, you help people decide if your business is for people like them. The second main talking point is establishing the villain. These are key messages that define or diagnose your audience's problem and reframe that problem by naming a villain. And by the way, that villain is never them. It's always an outside force. The third talking point is your unique solution. These key messages are for people who are familiar with you, the problem you solve, the villain you slay and want to know more about your solution. These messages highlight your expertise and describe your philosophy framework and the results you get from a high level point of view. And then the final talking point are the sales messages. Now these are for people who understand the problem you solve and your unique solution, and they want to know the nitty gritty details about how you work and the results you expect to see.

(07:57): Now, the client decision journey is how you build the case for your work. These key messages keep you on message and make sure that you are not falling into speaking the expertise ease that your clients just aren't interested in. So this is how you're building your argument for your work. But then how do you emotionally connect with your people? Well, that's where the second set of messages comes in and these are your signature stories. Now, signature stories are stories that you're going to tell time and again, whether it's on copy for your website, in signature talks, on podcast interviews, when you're writing a guest blog post. These are your go to stories that establish a connection with your right client. Now, I view storytelling in a very different way than most messaging folks. I view stories as support for your client decision journey. So if we think about your client decision journey as building an argument for your work, your stories serve as evidence.

(09:18): Evidence that shows that you really understand what's happening for your client and you empathize with them. Stories that show what is possible, stories that showcase your expertise. So there are three types of signature stories that I help clients identify. The first one is your connection story. And this story essentially answers the question, why do you do the work you do? Why are you so into your area of expertise? This really allows you to show your human side and shows how you became an expert and what makes you so passionate about the work you do. The second type of story is the reason to believe story. Now, these are your client stories. These are the stories you tell to paint a picture of what is possible for your would be clients. Now, obviously, we're delivering these reason to believe stories, when we're delivering sales messages and our unique solution. But for me, these are the stories that are the most fun to create and write because you get to brag about the people that you love working with and showcase their brilliance and how your expertise help them along the way.

(10:51): Now the final story is where you get to showcase your expertise and this is elevated social proof. This is where we look outside of our own stories of our client stories and bring in the stories of other people. They might be public figures. This is where we can start bringing in some of that research that we love so much to support the client decision journey and help people make the right decision for them. So those are the three types of signature stories that you need to make that emotional connection and to highlight your expertise. Now, once you've dialed in your messaging, then it's time to launch your rebellion because now you have everything you need. You have your three word rebellion, you have your client decision journey, you have your signature stories. So now you get to create marketing assets and take your message to the market.

(11:59): And the question I want to leave you with is how do you want to market your business? Forget about all the shoulds, like you should be on social media, you need to be on TikTok. You should be doing Pinterest, you should be on podcast interviews. Forget about the shoulds and forget about what other people tell you about how you should be marketing your business. I want you to figure out how you want to market your business. What is aligned for you? How do you like best showing up? And if you can answer those questions, then you can create a way to launch your rebellion and market your business in a way that feels amazing. So come on over to the book club Facebook group and let me know how do you want to show up? How do you want to market your business? Now, if you're thinking, "Wow, Michelle, this sounds great. I'm going to get my three word rebellion. Now I need to create these other two pieces of messaging. Is there any way I can get your help?"

(13:17): And the answer to that is absolutely, the fastest way to get all of this messaging handled so you can start creating those marketing assets and start marketing your business consistently with a consistent message is to work with me one on one in the three word rebellion messaging intensive. Now, this is where we will create your three word rebellion, your client decision journey, and find your signature stories. And then we can talk about that marketing strategy and the assets that need to be created to launch your three word rebellion in style. If you're ready to for that, go to 3wrcall.com. That's the number 3-W-R-call.com and book a consultation with me. Until next time, always remember your mission as an expert is to explain the work you do in a way that's so compelling that the people who need your work can easily find and hire you. Rebel on, my expert friend.

(14:29): If the Rebel Uprising Podcast is helping you claim and communicate your expertise so that your clients can find and hire you, please share the show with a friend. The easiest way to do that is through PodLink. You can find the show at pod.link/rebel, and that page will allow anyone you share the show with to subscribe and start listening in their favorite podcast player. That's pod.link/rebel. The Rebel Uprising Podcast is a production of Yellow House Media. Our production coordinator is Lou Blazer. Our production assistant is Emily [inaudible 00:15:08]. The podcast is edited by Steven Mills. Our executive producers are Sean and Tara McMullin. The Rebel Uprising Podcast is recorded on the unseated traditional land of the Coast Salish Peoples, specifically the first people of Seattle, the Duwamish people, original stewards of the land, past and present.