Hey Reader,

So while most people were recovering from too much cheese and pretending to enjoy family board games, I was having an absolute blast repositioning my entire business.

(I know. I'm fun at parties. Wanna hang?)

But, it wasn't some massive overhaul. It was one small insight that created big ripples through everything I do.

Remember that email I sent right before Christmas? The one about the online business bubble vs. real-world marketing?

Yeah. That wasn't just an email. That was me working through something that's been bugging the crap out of me for years.

Because I kept watching experts, people with actual credentials, real results, decades of experience—follow online business advice that was never meant for them.

And then beat themselves up when it didn't work.

Lead magnets that get zero downloads. Launches that fall flat. Webinars no one attends.

It's not their fault. It's because they're following a playbook designed for people selling TO the online business world.

And their clients? They're not IN that world.

So I spent the holidays (between eggnog lattes and watching Severance for the third time) getting crystal clear on what I've been seeing but couldn't quite articulate:

Even within real-world businesses, there are three completely different models—and each one requires different marketing.

Not every real-world business markets the same way.

A consultant landing 5 corporate contracts per year? Completely different marketing needs than a coach serving 30 clients. Or a community leader serving 100 members.

Here's the quick breakdown:

The High-Touch Model (3-10 high-value contracts per year)

Your marketing mix: 90% relationships. 10% visibility.

What you DON'T need: Email funnels. Lead magnets. Launches. Daily social posts. (I know. Wild.)

The Scalable Service Model (20-40 clients per year)

Your marketing mix: 60% relationships. 40% strategic content.

What you DO use (but differently): Email for relationship-building. Thought leadership. Collaborations.

The Leveraged Expert Model (40-100+ clients/members per year)

Your marketing mix: 40% collaborations. 30% visibility. 30% email/content.

What you DO use (but with real-world principles): Workshops that teach. Email that nurtures. Strategic partnerships and collaborations.

The difference isn't just HOW MANY clients you need—it's WHO you're selling to, WHY you're using specific tactics, and HOW you execute them.

(A workshop for corporate buyers who want training ≠ a "free webinar" that's actually a 90-minute pitch. Totally different animals.)

I'm writing an absolutely epic blog post breaking all of this down—complete with self-assessments, marketing mix formulas, and what to actually focus on based on your model.

But it's not quite ready yet. (Turns out repositioning your entire business while watching holiday movies takes time. Who knew?)

So here's what I want to know:

Hit reply and tell me: Which model do you think you are?

High-Touch? Scalable Service? Leveraged Expert?

And if you're not sure? Tell me how many clients you need per year and what you're currently doing for marketing. I'll tell you which model you're in.

(I'm genuinely curious. Plus, your answers will help me make the blog post even better.)

Yours in rebellion,
Michelle

P.S. If you're thinking "Wait, I use email marketing AND I'm in the real-world ecosystem—does that mean I'm doing it wrong?" Nope. I'll explain exactly how this works in the big post. But spoiler: It's not WHAT you use. It's WHO you're using it for and HOW.

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

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