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Hey Reader,

I've always been the type of person who leans into a crisis rather than running from it.

Right now, our economy is pretty wonky. Uncertainty and fear are at an all-time high, and for solo business owners like you, it's a scary time out there.

Most people have two instincts:

1. Ostrich it - Do nothing and hope that stability will come.
2. Low-key freak out - Panic without a clear plan of action.

I want to offer you a third approach: strategic action.

During this uncertain time, you don't need to change your offer. You need to change how you talk about it.

When budgets tighten, your expertise needs to be seen as necessary, not just nice to have.

My friend, Michelle Warner, shared a gem on a colleague call last week that she learned in business school:

When the economy tanks, people aren't building dream homes. They're renovating what they've got.

How Can You Be a Renovator?

In a Harvard Business Review article about the elements of value, which is based on Maslow's Hierarchy of Needs.

If you don't remember, Maslow's pyramid has core needs for safety and security at the bottom, with self-actualization at the top.

When selling offers in a downturn, people are interested in the functional and emotional benefits of your offer - not the self-actualization, life-changing, or social impact aspects. Those become "nice to haves."

If you're currently talking about:

• Making an impact
• Transforming lives
• Finding purpose
• Building a business you love
• Leaving a Legacy

Don’t kill me, but those things are nice-to-have, not necessary.

However, if you can tie your offer to the emotional and the functional, your offer will be seen as more essential.

How can you fix, restore, revitalize, revamp, and optimize something for your clients?

A Real Life Example

Let me give you an example from The Expert Up Club.

Original value proposition: Be known for your work. (More about life-changing, affiliation, self-actualization, providing hope)

Current value proposition: Do less marketing and create more demand for your offer. (Very functional - saves time, makes money, simplifies what you're already doing, reduces anxiety)

It's a simple change, but I'm speaking to different needs that feel more essential during economic uncertainty.

Would You Be Up for This?

I'm thinking about hosting a completely free community conversation about how to fix your message during an economic downturn so that:

• Your business can be more resilient
• Your expertise can be seen as essential, not expendable

Is this something you'd be interested in?

If I get 25 people to say yes, I’ll schedule this conversation!

Remember, this is not the time to ostrich.
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There are things within your control that you can tweak right now so your business can withstand the economic uncertainty we're currently facing.

Yours in rebellion,
Michelle

P.S. If you want to fix your marketing message so your business is seen as necessary—not nice to have- I’ve opened up 3 more 1:1 DFY spots this quarter. Get all the details here.
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​ Dr. Michelle Mazur Message Strategist & Founder of The Expert Up Club ​Podcast / 3 Word Rebellion Book​ ​

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