Hey Reader,

Think about how you buy milk.

27 varieties on the shelf. Whole, 2%, oat, almond, organic, store brand. At the end of the day? It's milk. So you grab what you like at the lowest price.

Milk is milk. Brand loyalty in a commodity category is almost impossible to build.

That's exactly what happens when your marketing focuses on describing your solution and how you work — without giving people a reason to choose you over the seventeen other consultants who do something similar.

Your potential client reads your site, reads a competitor's site, thinks "they all seem the same" — and books a call with whoever is cheapest.

We think that if we just explain ourselves clearly enough, clients will figure out why we are the right-fit for them.

But clients aren't detectives. It’s not their job to connect the dots between what they need and why they should choose you.

They'll just move on.

So if being clearer isn’t the solution, what is?

It's positioning — giving people a specific reason to choose you first, not 27th.

Positioning is the mental real estate you own in your client's head.

When their exact problem shows up, your name shows up with it. When it's working, you stop competing on price and start getting chosen on fit.

When it's not working? You're milk.

There are four things that make positioning click — and most experts are fuzzy on at least one of them. (Usually the one that matters most.)

I broke all four down in a new video, including how to spot which piece is making your message blend in.

Your people are better than milk. Go watch it.

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Yours in rebellion,
Michelle

P.S. Watch the video and realize your positioning has a weak link? Hit reply and tell me which part feels the fuzziest. I might have a suggestion for you!

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

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