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Hey Reader,

Let’s play a quick game.

I'm going to name something, and you decide if it’s essential, a treat, a postponable, or an expendable.

Ready?

• Toilet paper? Essential. No questions asked.
• Fancy lip gloss? Treat.
• A new couch when your old one still works? Postponable.
• An app that teaches your cat to manifest abundance? Expendable. (Sorry, Brody.)

Now here’s the part that matters for your business: Your clients are playing this exact same game with your offer right now.

The Harvard Business Review says that every time your potential clients see your service, your course, your program—they’re unconsciously sorting it:

✅ Essential — “I need this now.”

🍫 Treat — “Feels good, price is right. I’ll indulge.”

📅 Postponable — “I want it, but not right now.”

🚫 Expendable — “Cool idea. Not happening.”

And if you land in the wrong bucket? You're getting snoozed. Deferred. Forgotten.

Especially in an uncertain economy, 'nice to have' doesn’t cut it.

Essential wins. Postponable waits. Expendable disappears.

******

Your job right now?

Audit your message.

Ask yourself:

• Am I solving a problem my clients feel today?
• Am I speaking their language (not marketing jargon)?
• Am I helping them connect the dots to why this matters right now?

You didn’t come this far to get filed under "maybe someday." Let’s fix it.

Michelle

P.S. If you’re ready to get your marketing message truly positioned for right-now results, my Done-For-You Messaging Strategy is built for this moment.

It’s where we refine your expertise into a clear, client-winning message—so your work gets seen as essential, not expendable. See how we can work together here.​

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

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