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Hi Reader,

My hubby texted me this pic, and it stopped me in my tracks!

It perfectly explains what I do for a living (and why marketing feels so dang hard for experts like us).

Those concentric circles? They tell a brutal truth about expertise.

Starting with that massive outer ring - "What I think" - that vast universe of brilliant ideas swirling in your expert brain.

Then it shrinks. Dramatically. To "What I can put into words." Holy heck, it’s hard to take our thoughts and articulate them (even to ourselves)

Gets even smaller: "What I say to other people." Because damn, it’s hard to get people to listen.

And finally, that itty-bitty inner circle: "What people actually understand."

insert dramatic sigh here

Honestly, I'd add one more microscopic circle in the middle: "What people actually act on."

******

Let that sink in for a second.

All that genius in your head? All those fantastic ideas?

Your potential clients only grasp a fraction of what you're saying. And an even smaller fraction will take action on it.

This explains why marketing sucks and why it’s a struggle to get clients - even though you're brilliant at what you do.

Here's the thing about expertise: People don't want to become the expert (that's your job). They want to benefit from your expertise.

So when you're marketing:

• That big outer circle of "what you think" includes a ton of stuff that feels crucial to you... but isn't crucial for your client's decision-making​
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• You've got to distill all that brilliance into words that lead people to a decision (whether that's joining your email list, following you, or *gasp* actually hiring you)
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• Since they're only catching a fraction of what you're saying, you need to say it repeatedly and consistently (you're not being boring, you're being smart)

This is precisely why you need a clear, consistent marketing message.

One that takes all that expertise swimming in your head and transforms it into words that make people think "THIS is exactly what I need."

What circle hits closest to home for you? The gap between "what you think" and "what you can put into words"?

Or is it the tiny space between "what you say” and "what they understand"?

Hit reply and let me know. I'd love to hear where you're getting stuck in these circles.

Yours in rebellion,
Michelle

P.S. If you're tired of brilliant ideas getting lost in translation (and ready for a message that leads to sales), I can help in two different ways.

#1. Nail Your Message Workshop

Craft three essential pieces of your marketing message so you can explain WTF you do & why it matters to prospective clients.

→ Get on the Interested List Here. 🙋🏻‍♀️

#2. Done-for-You Messaging

Let me translate your expertise into a compelling, clear marketing message that makes your business the obvious choice for your client.

​→ Get ALL the Gory 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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