Make Marketing Suck Less

3 Tell Tale Signs the 3 Word Rebellion is Right For Your Business: Transcript

Dr. Michelle Mazur [00:00:00]: Anytime you decide to work on your marketing message, it's going to require you to dig deep and do some thought work around your business, who you want to serve and what you want to be known for. And if you're like most people, by the time you find this podcast, you've already tried another messaging framework. I’m looking at you StoryBrand. So before you start digging deep into the 3 Word Rebellion, how do you know if it's right for your business? Well, there are 3 telltale signs, and that's what we are talking about on the show today. So let's do it.

Dr. Michelle Mazur [00:00:43]: 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.

Dr. Michelle Mazur [00:01:30]: The 3 Word Rebellion has become a bit of a refuge for people who tried the StoryBrand framework, and it didn't work for them. Now, StoryBrand is heralded as the gold standard for business messaging. If you tell someone you're struggling with your message, undoubtedly, they will hand you a copy of Donald Miller's book, Build A Story Brand, clarifying your message so your customers will listen. But what if you bought the book, took the course, or even worked with a StoryBrand consultant and afterwards, it didn't feel right. It just didn't work for your business. Does that mean there's something wrong with your business? Is something broken with the framework? Are you doomed to a life of craptastic messaging that confuses your clients? Well, the answer is no, no, and hell no.

Dr. Michelle Mazur [00:02:28]: Instead, you have to find the right framework that gets you to a message you want to be known for. And anytime you try a new messaging framework, whether it's the 3 Word Rebellion, StoryBrand, Red Thread, Five Lightbulbs, oh my god, there's so many of them, you should ask yourself the question, is this the right framework for my business? So you don't do all of the work and not see a result. So let's talk about how to know if 3 Word Rebellion could work for your business. And we're gonna use StoryBrand as a little bit of a foil for it. But before we do, a quick announcement. This is the last full week to join us for the 3 Word Rebellion sprint inside the Expert Up Club. So if you've been listening to the last 4 episodes and see how a 3 Word Rebellion could make your marketing suck less and give your messaging a focus that makes you referable and positions you as the only person who does what you do, then open up the podcast app, hit the Expert Up Club link and book a private tour as soon as possible or you can always go to ExpertUp.Club and book your tour there.

Dr. Michelle Mazur [00:04:01]: We are taking new members until June 25th. That's when I'm gonna close down my availability for private tours. And I am only offering the 3 Word Rebellion sprint once this year. So after you listen to this episode, if you're like, “Yes, 3 Word Rebellion is right for my business!” then go there and book your tour now. Alright. So, let's talk about how to know if the 3 Word Rebellion is right for your business and you need only one of these three signs. So I just wanted to clarify this. You don't have to have all 3.

Dr. Michelle Mazur [00:04:43]: One is good enough as a signal that this could be the framework that really works for your business. So, telltale sign number one, your business is creating something new, innovative and is on the cutting edge. The vast majority of the clients I work with and that are in the Expert Up Club are either disrupting their industry with new takes and ideas or they're a multi passionate who has a host of tools in their toolbox and they're combining them in a unique way in order to solve a specific problem for their clients. And when you have deep expertise tools and our expertise instead of the outcome or the results. And the 3 Word Rebellion is excellent at getting you focused on that outcome or results. Now, when we think about this in terms of StoryBrand, StoryBrand tends to work best for people who are in more what I think of as a commodity business. The plumber who fixes the leak in your basement. The CPA who does your taxes, the pool man who keeps your pool looking great during the summer.

Dr. Michelle Mazur [00:06:10]: The StoryBrand book is full of these examples. For many of my clients, members of the Expert Up Club, they are not in commodity businesses. So let's say you're a productivity coach like Elise Enriquez who you'll actually be hearing from on the podcast next week. And Elise has created her own system of productivity that works specifically for women and people who identify as women. She did this because women have different demands on their time in the workplace and as entrepreneurs. And so, she's combined her productivity system with coaching techniques. That makes it more complex to talk about. She's innovative.

Dr. Michelle Mazur [00:06:59]: She's created something new and that requires a 3 Word Rebellion. And Elise’ 3 Word Rebellion is “The Productivity Shift” because she'll shift how you think of productivity. And she'll actually move you away from that dude bro productivity that we hear so much about and have so many books on, so many books on that. Or if you're like one of my past clients who is a lawyer who wants to put love back into the law or a coach who combines energy work with years of experience in finance, StoryBrand can't capture that level of innovativeness. It can't capture that magic, but a 3 Word Rebellion can because it's focused on the result or the change your work is creating. So if you are doing something new, if you are a multi passionate, if you have deep expertise, a 3 Word Rebellion can really give your business a focus and a message you want to be known for.

Dr. Michelle Mazur [00:08:08]: Let's talk about telltale sign number two, your business produces intangible results. Where are my coaches at? This reason is for you. We've always heard that results are either a number or an event, something concrete. You land a book deal. You make so much money. You bring in so many new leads. Like, what is the concrete thing? Even in Miller's book, he talks about the fact that most business owners, the endings that their clients experience are fuzzy and vague. And he's right. But there's a reason for that. If you are producing intangible results or if the results you produce take a long time, it can be really hard to talk about the change you create. I even think of the messaging work I do. People leave the work after 90 days working one-on-one with me and yes they have all of these intangible results. They feel more confident. They're more clear. They're able to market with their message. They're seeing that clients are actually showing up and ready to work with them.

Dr. Michelle Mazur [00:09:29]: But all of those are a little fuzzy. And Donald Miller would tell you no. Like, those aren't the type of results. But you and I, we're not handymen. We're not coming to a house hanging blinds, installing a door and putting up a picture and the job is done and instant results. Because what if you're giving people a way to feel more confident in their body? The ability to trust themselves as a parent. Or you're a career coach like Expert Up Club member, Laura Littweiler, who coaches teachers to explore opportunities beyond the classroom. And in fact, that's her 3 Word rebellion.

“Beyond The Classroom” because Laura doesn't necessarily want her clients to leave teaching, but she wants them to know what is possible so that they can make the best decision for them. And that's not either a number or an event, and that makes it more difficult to message to, but the 3 Word Rebellion allows you to figure out what that message is when you're focused on that change you're creating. And it doesn't have to be a number or event.

Dr. Michelle Mazur [00:1043:31]: And the final telltale sign that the 3 Word Rebellion is right for your business is you want your business, is you want your business to have a one of a kind message. You wanna position yourself as the only person who does what you do. And my major critique of StoryBrand has always been this. It produces boring as fuck messaging, which is fine if you're doing something straightforward that solves an easy to understand problem and produces a clear cut result. However, if you're doing something different or difficult to explain without using a billion words, then you don't want to be boring.

Dr. Michelle Mazur [00:11:31]: You want a message that is intriguing, a message that makes people lean forward and say, “Oh, tell me more!” Or they read it and immediately Google for more information about the work you do or they hear you on a podcast and they go to your website. If you want that for your business, then what you want is a one of a kind message that helps you stand out and helps you be that recognized leader in your industry. I'm gonna just be honest. I can't think of another framework that helps you do exactly that. The 3 Word Rebellion is the only one. I am familiar with so many messaging frameworks, all the ones that I mentioned at the beginning of the show. And this framework is the only one that actually gets you to a one of a kind message.

Dr. Michelle Mazur [00:12:28]: Let's recap. So it's worth it to find your 3 Word Rebellion and even join us in the Expert Up Club for the 3 Word Rebellion sprint if, number one, you're doing something different in your industry with your deep expertise or your multi passionate self. Number two, the results you produce are intangible or they take a long time to see, like, a concrete event or a number. And then, finally, if you deserve a one of a kind message that positions you as your only as the only choice, if you fit one of the three of those, go forth and find your 3 Word Rebellion. And I hope that I get to support you in finding it inside the Expert Up Club. Next week, we are kicking off our summer series talking to business owners just like you about why marketing sucks and how they are making it suck less for their business. You won't want to miss these conversations.

Dr. Michelle Mazur [00:13:45]: 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.