Hey Reader,

You've seen her this week. Probably twice before lunch.

She's filming from her kitchen, and she has no idea what she's doing. She's just a girl!

She's figuring it out as she goes, tee hee, and oh my gosh, you guys, she somehow had an $85,000 launch. Total surprise. She's as shocked as you are.

(My Duped co-host, Maggie Patterson, has a name for her: the BFF Next Door. Hear us talk about it here.)

I get why it works. It's charming and low-stakes.

It's hard to feel talked down to by someone who swears she fumbled her way to riches.

And you're watching all of it.

You with the degree, the certifications, and somewhere around a decade of client results. You did everything the hard way. You're not scraping by. You're also not having $85,000 launches by accident.

It's disheartening, to say the least. You close the app and go back to client work feeling deflated.

Because you made a deal a long time ago.

You would get really good at this, do work you're proud of, and keep getting better. In return, being good would be the thing that got rewarded.

Then you watch someone get rewarded for swearing she isn't good at anything.

And you start to wonder if the deal was ever real.

Maybe the degree, the years, and the care were the wrong bet.

Maybe the smart move all along was to loosen up, film the behind-the-scenes, and act a little less like you know things.

Please, for the love of all things good, don't!!!!

That act works when there's nothing complicated to say and you're selling a how-to edit video with Claude or a Yap course.

"I'm just figuring it out" fits in a 30-second reel because there's no nuance to lose.

Your point of view has "it depends" in it, and the thing a client taught you that overturned what you used to believe. None of that survives a reel, so when you try to market like her, you end up sounding like a watered-down version of yourself.

And look at what the "who, me?" routine is underneath the personality: beige. There's nothing in it anyone could disagree with.

The deal you made still holds, with one condition. The people who pay for expertise have to be able to see it.

The clients you want are hiring judgment. They want to know how you think, what you'd refuse to do, and where you believe your industry has it wrong. They're looking for proof of taste and discernment.

A point of view is that proof. It gets your thinking out of your head and into a form people can repeat.

So here's one of mine: F.U. to "I'm just a girl" marketing.

You didn't make the wrong bet. You don't have to film the reels. You don't have to act surprised by your own competence. You get to be the f@cking expert.

And if you're fed up with something in your industry too, good. That's raw material. Part of your F.U.* Point of View lives there.

(*flat-out unforgettable point of view. What else would F.U. stand for? 🤣)

This November inside The Expert Up Club, we're running a 30-day sprint where you turn what you're fed up with into a point of view and a 3 Word Rebellion® that gives people a reason to hire you.

Wanna join us and stick it to "I'm just a girl marketing?"

​Take a look at the Club and book your tour →​

Yours in rebellion,
Michelle

P.S. Hit reply and tell me what you're fed up with in your industry. I'm collecting them.

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

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