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Hi Reader,

I've been saying this a lot lately to members of The Expert Up Club, and maybe you need to hear it too...

Marketing can never capture all that you are capable of.

(And frankly, that's not marketing's job.)

Marketing's one job is to open a door, make an invitation, and entice people to take one step further in understanding how you can help them.

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Let me tell you about my friend and client, Jeff Felton.

When I first discovered Jeff, he was "The Welcome Sequence Guy."

A friend recommended him.

I immediately followed Jeff on threads, opted into his newsletter, and a couple of months later, I bought his welcome sequence product.

Do you know why I did this? Because welcome sequences are the bane of my existence, and he's THE guy.

But then he did what most experts do...

He started diluting his messaging around being "the welcome sequence guy" and became the “all things email guy.”

Because here's a secret about Jeff:

He's not just great at welcome sequences.

He's also a genius at email marketing strategy, orchestrating launches, crafting post-purchase sequences that keep clients coming back, and creating newsletters that people actually read and buy from.

But when we worked together in a BOLD Messaging Session, I noticed he was walking away from the very messaging that got him on my radar (which is what experts often do because they can bring so much).

When Jeff started to branch out, his message became unclear about how to work with him.

So, I encouraged him to zoom back in on being "The Welcome Sequence Guy."

Because marketing isn't about wowing people with everything you can do.

It's about inviting them through one clear door, then surprising and delighting them with all you can do once they're inside.

******

This is exactly why the Offer phase of the GEO framework is so crucial.

Your job isn't to document every detail of your process or every capability.

Your job is:

• To make one clear invitation,
• Solve one specific problem
• Give people an easy way into your world.

Then, you get to blow their mind with how much more you bring to the table.

Make them feel like the smartest person in the world for working with you.

So next time you're tempted to explain every facet of your work, remember Jeff, The Welcome Sequence Guy.

Pick your door, make it clear, then let your full expertise unfold once they step through.

Yours in rebellion,
Michelle

P.S. Struggling to find your "one clear door"? Let's tackle it together in a BOLD Messaging Sesh.

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​ Dr. Michelle Mazur Message Strategist & Founder of The Expert Up Club ​Podcast / 3 Word Rebellion Book​ ​

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