Make Marketing Suck Less

Dr. Michelle Mazur (00:00): The kind of person who sits there thinking about how to market themselves aren't the kind of people who are developing these exquisite expertises. Ever since I heard that quote from Michael Lewis, who is the author of Moneyball and the host of Against the Rules, I've been thinking about you, because that's you, isn't it? The person with the exquisite expertise, the business owner who gets their clients amazing results. Your clients love you and love to tell other people about you, and probably some of them wish they would have found you sooner because they got burned by another business. How do we get experts, the businesses that get clients results known and hired for their work? That's a question that I've been not so quietly working on behind the scenes in my business. And today I get to answer this question for you and introduce you to the brand new community, the Expert Up Club. So let's do this.

(01:19): 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. So I've been obsessed with that Michael Lewis quote ever since I heard it over a year ago. And I've been thinking about how I could use my specific expertise, my particular set of skills to solve that issue of people not knowing that you as an expert exist to help them. How could I get experts to market themselves in a way that feels good and is easy for them and maybe it's even enjoyable. What would that look like? Because the fact of the matter is we need you.

(02:33): Your clients need you, and this industry definitely needs you. One of the reasons online business is so fucked up is because the person who is best for the job, that's you, is too often passed over for the person with the flashy marketing. And frankly, I am sick of expert business owners having to come in and fix what is broken and also having to hear that, "Oh, I really wish I could hire you because you are exactly what I need, but I paid some other bullshit coach a shit ton of money to fix my problem, which they didn't fix." So what if we could change that? What if we could flood the zone with experts? I believe it would change online business for the better. And I also believe it would change your business because you would be seen as the person or the business who is most qualified and would be hired by your best fit clients.

(03:44): And the best part is your clients wouldn't be getting duped anymore by the other business owners who are great at marketing but not so great at delivering results. This would change the industry for the better, and I believe it's going to make marketing and being known for your work far easier for you because you're going to be able to know what do you need to say in order to turn strangers on the internet into clients? How can you position yourself to become known for your expertise so people are regularly reaching out to you to be a guest on their podcast or to teach in their masterminds or speak on their stages? How can you create a really, really simple system that allows you to spend less time on marketing so you can do what you love, which is working with your clients, which is learning and being curious and getting better at what you do.

(04:47): So how do we do that? How do we flood the zones with experts? This is exactly the reason why I created the Expert Up Club to support you the expert business owners to get recognized and hired for your exquisite work. So the way we do this, and this is based on my own research, my 11 years being a business owner, me working with so many clients is that the Expert Up Club is going to be based on three core pillars. And we've been talking about the three core pillars in the last three episodes of the show. I'm going to hook that up for you in the podcast show notes so you can go back and listen for more. But the three core pillars that help you get known for your expertise are this: Pillar number one, translate your expertise into a minimum viable, meaningful message.

(05:51): Because the one thing I know for sure that it is super hard to market your business effectively if you don't know what to say to appeal to people who don't know you yet or you don't know what to say to move people from, "I know you, but ugh, do you have the problem that I solve?" So during the Expert Up Club, one thing we will be doing is translating your expertise into that message that leads people to your work. And then this brings me to the second pillar, which is amplifying your message by experimenting with your marketing and creating a simple marketing strategy that plays to your strengths. Too many people are doing too much marketing, like they're trying all the shiny things and they're not sure what works. Or for some of you, you've just kind of given up on marketing, but you need to in order to make your work visible.

(06:55): Marketing is a key part of that. So we will create a very simple marketing strategy and then what we're going to do is create experiments. So for example, an experiment could look like, "Hey, I'm curious if LinkedIn could help me book consultation calls." Great, let's test that research question by figuring out like, okay, how are you going to show up on LinkedIn? What are the actions you're going to take? How are you going to know it's successful? And how long is this experiment going to run? So then you can make a decision about whether you should continue or not continue or change things as you go so that you can figure out what's actually going to work for your business. And then the final pillar, which I believe is the most important pillar and the pillar that sits over the whole Expert Up Club, is collaboration.

(07:54): Collaboration with other business owners who are aligned with your values, who can help you spread your message faster than before, who can provide you feedback and support on your message that you can collaborate with, co-promote with, and just share your experiences so you don't feel so damn alone in this online space. So those are the core pillars in the Expert Up Club. I just want to say, if you haven't been one of my one-on-one 3 Word Rebellion messaging intensive clients, I would have you start with the first pillar of translating your expertise. If you are an alumni of working with me, we'll start with pillar two, unless you need to refine your message. All right. So what are the benefits of becoming a founding member of the Expert Up Club? Well, this is what you get. You're going to get the core workshops and for the first time these are going to be delivered live, but they will also be available to you asynchronously via like a private podcast feed, the replay recording, and even transcripts so that you can get the information you need to take action.

(09:14): And the cool thing is that I'm designing these workshops for you to actually do the work while we are on the call together. So I'm not teaching you a whole lot of things. I'm going to be guiding you through how to create that message. Then to support you in creation of that message and then marketing that message, we are going to have office hours twice a month with me. One will be live, the other one will be asynchronously in the circle community. There will also be three quarterly marketing retreats where we're going to create a 90-day marketing plan for you and figure out what your experiments for that 90 days will be. You're also going to have access to this community of really awesome experts like people who kick ass, who we're all on the same mission together. And finally, once we get going, I will be sourcing experts to talk about different topics the community is interested in.

(10:17): And as a founding member, you get to help shape who I bring in. You get to help shape the community. I think that's one of the most exciting things about being a founding member outside of you get to lock in the price for as long as you're a member of the club. And speaking of the price, what is the investment in a 12-month membership in the Expert Up Club? You have two different options. So the first option is a one-time payment of $2,000. And this is just a one-year membership, full payment due upfront. You won't pay again for the next 12 months, or you can choose a more budget friendly option, which is for quarterly payments of 550. So you have the one-year membership with the first payment due when you join. Then additional payments are due every 90 days. So that is how the payment works.

(11:17): And if you're like, "All right, I am interested. What's next?" Your next step to join this movement of experts that will change the industry is just to go to fill out an application at expertup.club. We will link that in the show notes for you. Fill out your application. If you have questions and you want to talk to me, pay attention to question number 10 in the application and just indicate you want to jump on a quick call with me or you want to have an email conversation. I'm happy to answer any questions you have and help you make the right decision about whether the club is for you. And if you're listening to this and it's the end now and you haven't turned away from the podcast, I just want to say check out the club. You can get more details because my vision for this is to help so many experts get known for their work.

(12:23): And the only way we can change the industry for the better is together. We can't do this alone. We can't bootstrap audience growth. We can't bootstrap visibility. We can't bootstrap becoming known for our work. We have to work together. So I hope I see you in the club. 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 Pod.link. 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 Blaser. Our production assistant is Emily Kilduff. The podcast is edited by Steven Mills. Our executive producers are Sean and Tara McMullin. The Rebel Uprising podcast is recorded on the unceded traditional land of the Coast Salish peoples, specifically the first people of Seattle, the Duwamish people, original stewards of the land past and present.