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Hi Reader,

"But I'm afraid I'll miss out on clients!"

I hear this ALL. THE. TIME. when I suggest getting more specific about who you serve.

The fear is real. The resistance is strong. And it's not your fault.

Your brain is hardwired to resist narrowing things down.

There's a fascinating book called "Subtract" that proves humans automatically think "what can I ADD?" when faced with a problem.

So when we're not getting enough clients, we think: "Who ELSE can I market to?" instead of "How can I get radically more specific?"

By trying to talk to everyone, you're connecting with no one.

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Let me tell you about Tracey Warren from Ignite Your Champions.

Tracey used to position herself as helping "small businesses build relationships on social media."

Yawn. Vague. Forgettable. A million people do that.

Inside The Expert Up Club she had an epiphany. Her passion? Helping nonprofits retain their donors and build relationships throughout the year.

Think about it - have you ever donated to a charity? What happens after you give them money?

NOTHING!

You don't hear from them until the next fundraiser.

With her new focus, Tracey's marketing instantly became clearer, more powerful, and more referable.

The brilliance? She doesn't just have to talk to nonprofits. I bet you can think of a charity you wish would keep you in the loop. That's her client.

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Here's why niching works:

1. It gives people one clear door to walk through. When someone needs exactly what you do, they know you're the one.
2. People need to see themselves in your message. When you're too general, people bounce to find someone who "gets" them.
3. It makes you referable. People can easily explain what you do.

You're already losing out on clients right now - you just don't know how many because they don't feel like you're talking to them.

In The Expert Up Club, our Grow, Engage, Offer framework helps you speak your client's language through empathy maps, microstories, and belief statements that connect deeply.

One crucial tip: 80% of your content should be about your client's lived experience - not about you or your offer. Only 20% should be about you and your business.

Don't be afraid of niching down. Your brain might resist it, but your business will thank you.

Hit reply and let me know - what's holding YOU back from getting more specific?

Yours in rebellion,
Michelle

P.S. If you're ready to get clarity on your niche and create marketing that actually connects, I'm opening up private tours for The Expert Up Club on March 25th.

Get on the interest list at drmichellemazur.com/interest and I'll reach out to you personally.
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​ Dr. Michelle Mazur Message Strategist & Founder of The Expert Up Club ​Podcast / 3 Word Rebellion Book​ ​

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