9 people lost to three words
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Hey Reader, You know the drumbeat. Post three times a day. Be on LinkedIn. Do trial reels. Be on Threads. You need to Yap. Show up more. Show up more. Show up more. It’s so loud that it has done something strange to how experts think about marketing their own businesses. The client who came from a referral? It doesn’t count. Neither does the one who hired you after three years of the occasional check-in, nor the client who came back for more. Your best clients came to you through your reputation and relationships, but we decided that doesn’t count as marketing. The only thing that counts is the million ways to create content and the relentless pursuit of showing up more. You know what I say? F.U. to showing up more and posting until we die (oh yeah, and F.U. to doing free labor for billionaires). F.U. to the cult of content that we somehow all opted into. Worse, all that work you're putting into posting. It disappears in a day (most likely in 15 minutes). People see it (maybe…if you’re lucky). If they do, they nod, scroll, and forget. You can produce a lot of content and still be unmemorable, which is a bad trade for your sanity, your time, and your revenue goals. Relationships open the door to the clients, but what makes them walk through and choose you? One idea worth remembering. A few years ago, I worked with Mona Rose Moore, an online business manager whose 3 Word Rebellion is Calm by Choice. We landed on it in one session, and she had discovery calls coming up, so she started using it right away. Her two new clients were interviewing nine other service providers. One of them told her, “I wouldn’t want to miss out on experiencing what you have to offer.” The other said, “You had me at ‘calm by choice.’” She was up against nine other people, and what got her picked was a phrase she’d had for less than a week, but that promised the change her clients wanted. Nobody had to see that phrase three times a day. They heard it once, in a conversation, and it did the job. Guess what? You probably have one already. It’s living in your head or in your Zoom room. So before you add another platform to your plate, try a different question. What do you want people to remember? Trust me, you’ve got your own F.U.* Point of View living inside you. It’s just buried inside your brain, or it’s something you say to your clients all the dang time. This November we are digging it out. Inside The Expert Up Club, we’re running a 30-day sprint where you turn what you’re fed up with and fired up about into a point of view and a 3 Word Rebellion® that makes you THE choice for your clients. It kicks off November 12, and tour booking closes November 1. Take a look at the Club and book your tour → Yours in rebellion, P.S. What’s the one thing your clients always repeat back to you? Hit reply and tell me. There’s a decent chance it’s your idea and the beginnings of your 3 Word Rebellion. P.P.S. If the drumbeat has you convinced your referral business doesn’t count as marketing, I wrote a whole piece on why that belief took hold and what it costs you: The Cult of Content. THE F.U. POINT OF VIEW STARTS NOVEMBER 12th This November inside The Expert Up Club, you'll spend 30 days turning what you're fed up with in your industry into a point of view and a 3 Word Rebellion®. You'll leave with the one idea worth remembering: the phrase you can say in every sales call, podcast interview, and email for years, so the right people hear it once and want the conversation. Private tours booking closes November 1. You've got the idea already, Reader. Thirty days to find it.
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Make Marketing Suck Less
Marketing strategies for solo business owners who sell outside the online business bubble. Messaging and marketing for consultants, service providers, and experts whose clients live in the real world—where funnels don't work and referrals matter more than reels.