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Hey Reader,

There are plenty of places I love boring.

When Maggie Patterson talks about building a boring business? I’m in.

No drama. No endless pivots. Just a business that runs, pays well, and lets me live my life? Yes, please.

But when it comes to your messaging? Boring gets your business ignored.

And most business owners don’t even realize they’re doing it.

So today, I’m introducing you to the Unholy Trinity of Boring—three messaging sins that make your message invisible to the people you want to work with.

Let’s dig in.

1 | Clichés You know these offenders:

✨ Take it to the next level
🧲 Magnetize your audience
🪄 Create irresistible offers
💰 Build your 6-figure business

I’ve got a list of 50+ of these bad boys, but I’ll spare you the rest.

The bottom line: Even if your client is reading your website right now, phrases like these won’t stick—because their brain has already seen them 500 times.

It files them under “nothing new to see here” and moves on.

2 | Jargon This one hurts—because it’s how we talk about our work. It's the language of our expertise. Phrases like:

• “Activating aligned visibility strategies”
• “Creating synergy between departments”
• “A trauma-informed lens rooted in somatic awareness”

Your peers might love it. You might love it. But your potential clients? Their brains are tapping out.

They don’t know what it means, and their brain is not interested enough to figure it out.

3 | Word Salad The slickest of the bunch—and the most insidious.

These are the poetic-sounding phrases that feel smart but leave your reader thinking: “Wait, what do you actually do?”

One real-life example I saw recently (names not included to protect the well-intentioned):

Sounds awesome. But wait… what am I paying you for?

Here’s the rebel truth: Your client’s brain is lazy—on purpose.

According to Seven and a Half Lessons About the Brain, your brain burns 20% of your body’s metabolic budget just to function.

So it looks for ways to conserve energy. And one way it does that?

It ignores anything it’s seen before. Anything that feels too familiar. Too vague. Too boring.

That’s why the Unholy Trinity is so dangerous: Your right-fit client might see your post, email, or sales page—but their brain decides it’s not worth reading.

Which means they scroll past. Click away. And you lose the sale before the conversation even starts.

So what do you do instead? That’s what we’re unpacking in Thursday’s email.

Until then, here’s your homework:

👉 Pull up your last LinkedIn post. Your website homepage. Your About page. See if any part of the Unholy Trinity is creeping in.

Because if your messaging is being ignored—it’s costing you clients.

And the good news? You can fix it.

See you Thursday.

Yours in rebellion,
Michelle

PS: If you’re ready to break up with boring for good, the 3 Word Rebellion Sprint is starting soon inside The Expert Up Club. You’ll learn to say what matters—and say it like no one else can.

You can close the deal—if someone would just book the damn call.

Let’s fix that.

In my Done-for-You Marketing Message Service, we cut through the jargon, vague vibes, and overthinking to create a message that’s bold, clear, and makes people want to know more.

You’ll walk away with words that do the heavy lifting—ones that sound like you and get your best-fit clients leaning in.

I’ve got 1 spot open for July.

If your marketing is the weak link in your sales process, this is where you start.

👉 Check it out + book your call​

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

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