Make Marketing Suck Less

Michelle Mazur [00:00:00]: Your marketing message is a bit like a puzzle.

There are multiple pieces that come together in a unique way that form a compelling and persuasive story about why your right-fit clients would choose to work with you.

But too many times, business owners are missing a piece of the puzzle and, no, their cat didn't steal it. Because once you've helped your client diagnose their problem and dispel any misconceptions that they might have about the work you do, you think they are ready for your offer, but they're not.

So what is this piece of the puzzle?

Keep listening to find out.

Michelle Mazur [00:00:44]: Welcome to Make Marketing Suck Less. The podcast that knows marketing is freaking hard, especially when you're a solo business owner trying to juggle it all. I'm your host, Dr. Michelle Mazur, author of the 3 Word Rebellion and founder of the Expert Up Club. Forget the latest marketing fads and tactics promising social media stardom. I'm here with research-backed strategies to help you clarify your message and get twice as effective with your marketing. And while I can't promise you'll ever love marketing, I'm here. to make you hate it a tiny bit less.

Michelle Mazur [00:01:31]: If you've been following along with this minimum viable marketing message deep dive, we're at the point where you have met your audience where they are by using their own language. We've talked about their problems and got really specific with empathizing with them and even dispelled some misconceptions. And you're like, great. They are now ready to hear about how they can work with me. Not so fast, my friend. There is one last step that you have to make, another connection in your messaging to get people absolutely primed to step into your sales process.

Michelle Mazur [00:02:16]: So let's talk about this. And this is the most common mistake I see at this stage because you're at the point where you are nurturing people. So if we go back to the grow, engage, offer framework, we are firmly in the engage phase. We are nurturing people, we are getting them ready for the work that we do. We're diagnosing their problem, we're dispelling the misconceptions, and we think that's enough, and it's not. Because if you remember when we talked about the problem statement, there's a lot of different ways that someone could solve a problem that they have, that you have diagnosed for them.

Michelle Mazur [00:03:05]: So here's an example. My problem is my house is messy. Right? Now there's a lot of different ways I could solve that problem. I could get a Roomba. I could hire a house cleaner to come over once a week to clean the house. I can make my husband clean the house. If I had kids, I could bribe them to clean the house. I could strap my 20-pound orange cat to a Swiffer and push him around the house, or I could just do it myself, or I could do nothing.

Now those are all viable solutions to the problem of an untidy house. Now what you have to do at this point is advocate for your solution. Because as we've talked about in past episodes, just because a person has the problem that you solve, it doesn't mean they're yet aware of your solution, because they have a lot of solutions to choose from. So let's continue with how to introduce your solution without talking about your offer. So in the last episode, we talked about Bev Feldman, who is a ConvertKit automation consultant. She's also a member of the Expert Up Club. The problem she solves for people is, basically, their email marketing is not working to make sales. So there could be a lot of solutions to that problem of email marketing isn't working to bring me in sales.

So one could be email copy. Right? Another could be the landing page, the sales page. Another could be not sending enough emails, people don't know about your offer. Another one could be your messaging is off. It's not clear why people should open your emails. Your subject lines are terrible. Or it could be the tech stuff that Bev solves for.

Michelle Mazur [00:05:06]: So since she's concerned with deliverability and getting the right emails to the right people, that's the connection she has to make. Is it your copy, or is it that your emails aren't reaching the inbox? So when we're making this connection between the problem and your solution to the problem, we have to bridge that gap for our audience. I am always doing this. Like, one of the things that I help people within the Expert Up Club is to grow their audience so they can reliably relaunch a leveraged program. The reason their audience is not growing could be a myriad of issues, a myriad of problems. It could be they're not marketing. It could be they need to run ads. It could be their messaging, which makes that my solution.

But they know they have the problem of my audience isn't growing. So then I need to bridge the gap and show you the role messaging plays in your marketing to grow your audience. Then I also need to show you, like, why my solution is unique from my competitors, how I am different, give people a reason to choose you. That is what this piece of messaging does. It presents a high-level version of your solution, shows how you're different and gives people a reason to choose you to go look at your offer. So this is a very potent piece of your messaging. It might be something that you are skipping yourself. And if you want to work with me on it and other Experts who are out there marketing right now.

Michelle Mazur [00:07:16]: Obviously, the Expert Up Club is the best way to do that. Come and book a private tour with me of the club. I will tailor this tour to your business so you can make the best decision about whether the club is for you or not. No pressure. No hype. Just a nice conversation. So you can go to ExpertUp.Club and book your private tour now. And in the meantime, think about, are you skipping from problem to your offer without giving people a good feel for your solution and why they should choose your business over all the other options they have out there.

Michelle Mazur [00:08:05]: If the Make Marketing Suck Less pod is making your marketing more effective 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 Make Marketing Suck Less podcast is a production of Communication Rebel. Our production coordinator is Jessica Gulley-Ward. The podcast is edited by Steven Mills, our executive producer is me, Dr. Michelle Mazur.

The make marketing suck less podcast is recorded on the unseated traditional lands of the coast salish peoples, specifically the first people of Seattle, the Duwamish people, original stewards of the land, past, and present.