Make Marketing Suck Less for Expertise-Driven Solo Businesses

What if you could do LESS marketing in 2025 and create MORE demand for your work? I know it sounds counterintuitive, but it's possible, and in this episode, I reveal how The Expert Up Club's Marketing Retreat helps established business owners transform their marketing strategy through experimentation and personalized support.Episode Highlights:Why what you do today in your marketing pays off in 3-6 monthsHow the Marketing Retreat helps you identify what's working and what to dropThe power of bringing an experimental mindset to your marketingWhy personal support matters in transforming your marketing strategyResources:Book a private tour of The Expert Up Club: https://expertup.club/

This week, I'm sharing our most recent episode of Duped, discussing how Dr. Robert Cialidini's book "Influence" has been weaponized in online business. *******Do you know what book is one of the most used—and abused—in online business? Many celebrity entrepreneurs and top marketers cite it as influential…which makes sense given its title.  It’s Robert Cialdini’s Influence: The Psychology of Persuasion.While we have referenced this book many times on the pod, we have never actually done a deep dive to get into the nitty-gritty of it all.  In this episode, we explore Robert Cialidini and his code of ethics for anyone who uses his work. We then examine three of his seven weapons of influence and cover the next four in the next episode. We discuss: Who is Robert Cialdini?Dr. Cialdini’s code of ethics.Background on the book Influence.What Cialdini means by “principles”.The first three principles and how they show up in online business.ReciprocityLiking/FamiliarityScarcityHow to protect yourself as a consumer. For detailed show notes and links to everything mentioned in this episode, please visit duped.online. For more Duped, including monthly bonus episodes, join the Patreon: https://patreon.com/duped

This week on the podcast, we're doing something a little bit different. A pod takeover. I invited my friend, Michelle Warner to take over my podcast feed.  Her podcast Sequence Over Strategy is the only business podcast that I religiously listen to. Michelle and I are incredibly aligned with how we approach business (and she's also the opening speaker for the Make Marketing Suck Less virtual event). Aligning Marketing and GrowthDo you struggle to decide your marketing strategy? Do you know if you want to reach as many people as possible or just your target audience? Michelle Warner, a business designer and strategist, discusses a shift in her marketing strategy. Previously focused on one-on-one work and relationship marketing, she’s now transitioning to teaching more bootcamps, which requires a higher volume of leads. This shift means she needs to balance her marketing strategies, incorporating more traffic marketing alongside relationship marketing to align with her new product mix.Michelle explains the difference between relationship marketing (deep, authentic connections) and traffic marketing (mass outreach) and stresses the importance of aligning marketing strategies with your business model. She also highlights her involvement in Michelle Mazur’s summit, "Make Marketing Suck Less," which aims to help businesses find suitable marketing strategies.For more details and to join the summit visit: https://drmichellemazur.com/event

A special invite to the Make Marketing Suck Less Virtual Event!Social media feels like a 20-lb weight choking all the joy out of my business.All the "shoulds." All the rules. All the head trash around having the "perfect" hook." Maybe you feel it, too?Here's the deal: you don't have to RELY on social media for audience growth.You've got a ton of options. Finding what works for you is freeing.I'm hosting a virtual event, Make Marketing Suck Less to help you do just that. I'm gathering 10 business owners to reveal their  BEST marketing method to book more business this year beyond likes & shares.Because this is a conversation that the industry needs to have, as there is no ONE way to market your business.Your way is unique based on your strengths, who you serve, and how you want to show up.Join us here: https://drmichellemazur.com/event

Is your business flying under the radar?  Happy clients who get great results see you as their secret weapon.  Being the best-kept secret kind of sucks, doesn't it? It means that you're losing out on clients revenue, opportunities to let your expertise shine through so that it reaches more people.  How can you stop flying under the radar? Well, it starts by letting go of this one pesky little thought that stops you from putting your work out in the world.  And then it's just about following this three-step process that will help make marketing suck less. Are you ready for that? Let's dive in. In this episode: Why no one is actually noticing what you're doing as much as you are Two big Rebel Truths about getting marketing right  The three steps to making marketing less intimidating Resources mentioned:   Brene Brown Wes Kao Spotlight Effect Don't Like Marketing?  Here’s what to do at the minimum Achilles’ Heel Assessment Minimum Viable, Meaningful Marketing Message Episode  

400 episodes.  That number blows my mind. Most podcasts don’t even make it to episode 10 before vanishing into the internet ether. But somehow—through algorithm changes, personal crises, recessions, and a whole lot of terrible marketing advice—I’ve made it here. And I’m still going.To celebrate, I’m not just popping confetti. I’m sharing the four rebel truths this podcast has been built on from day one. These are the hills I’ll die on. If you only listen to one episode of my show, let it be this one—because these truths will radically change how you market your business (without hating every second of it.)Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

What if a recession could actually help your business grow?Sounds bananas, right? But hear me out. In every economic downturn, some businesses thrive. And I believe yours can be one of them—if you position yourself as the expert people are desperately searching for right now.When budgets tighten, people get picky. They’re not gambling on vague promises or “just one step ahead” service providers. They want someone who knows their stuff. That’s where we come in.Here’s how to capitalize on this moment—without burning out, selling out, or shouting into the void.Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

Do you ever get that gut-punch feeling when some bro marketer suddenly “finds his zone of genius” and lands clients left and right... meanwhile you’ve got actual results, actual experience, maybe even a degree (or three), and your inbox is quieter than a library on a Friday night?Same. And I’ve had enough.Let’s talk about why the flashy fakes keep winning—and what we, the real experts, can do about it.Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

Let’s be real: your offer can be life-changing, your messaging can be tight, and people can tell you they love your work—but when it comes time to buy? Crickets.I’ve seen it over and over again (and yep, I’ve been there too).Here’s what’s really going on: you’re saying the right thing… to the wrong person… in the wrong place.That’s why I keep coming back to something Eugene Schwartz laid out back in 1966. It’s called the Customer Awareness Spectrum, and it’s the foundation for how I help clients inside the Expert Up Club—and in my one-on-one work—create marketing that actually moves people.Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

Let’s be real: it is maddening to be great at what you do and still feel invisible. Years of experience, glowing testimonials, maybe even a PhD… and still, your dream clients are ghosting you.Meanwhile, someone with half your credentials and a catchy tagline is booked out and bragging on Instagram. If you've ever wanted to yell, “But I’m actually GOOD at this!” — same. And that moment is exactly what led me to a major breakthrough in how I show up in my business.Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

Let’s play a quick game. I say a thing, and you tell me if it’s:EssentialA TreatPostponableExpendableToilet paper? Essential.Fancy lip gloss? Treat.A new couch when the old one still works? Postponable.An app that teaches your cat to manifest abundance? …Expendable (sorry to my kitties cat…you manifest enough Churus).Here’s the rebel truth:Your clients are playing this exact same game with your offer.Right now. Whether they realize it or not.And if you land in the wrong bucket, guess what? They’re not buying.So let’s talk about how to make your offer feel like a must-have, not a maybe someday—especially in a shaky economy where “nice to have” just doesn’t cut it anymore.Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

Here’s a strange but true fact: some businesses actually thrive during economic downturns. Weird, right?But once I really sat with that, I realized it’s not because these businesses have some BS “recession-proof” product. Nope. They’re thriving because they’ve nailed one crucial thing:They’ve positioned what they do as essential, not optional.And that’s exactly what I want to help you do too.Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

Three years ago, clients came to me wanting TEDx stages and book deals. Now? They just want to make money, simplify their marketing, and stay afloat in a dumpster-fire economy.Let me break down how I’m dramatically shifting my message to meet the moment—and why you should too.Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

AI is everywhere in marketing right now, and I get it—it's tempting to let it do all the heavy lifting. But if your strategy is just "Hey, Claude, write me 10 LinkedIn posts about email marketing," then we need to talk. Because that approach? It's turning business owners into content-producing robots, all sounding the same. Like the Borg. "You will be assimilated."So, let’s pull back the curtain. AI isn’t here to replace you—it’s here to amplify your unique thoughts, ideas, and experiences. Here’s how I use AI to make marketing suck less while keeping my voice and message 100% human.Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

It’s a shit show out there. The economy is a dumpster fire, the stock market is on a rollercoaster, and it feels impossible to know what’s coming next. And for business owners? That uncertainty can be paralyzing.Most people react in one of two ways:Freeze completely and do nothing.Frantically try everything at once.Neither works. But there’s a third option that does.Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

Whenever I tell someone that I work with business owners to do less marketing while creating more demand, more interest in their programs, their offers, their services, and their expertise, these people look at me like I have lost my ever loving mind. Like I have 27 heads because the idea of doing less and getting more, it just doesn't make sense. Don't you need to do more marketing in order to get more clients? And, actually, you don't. So today, we’re talking about the shocking truth behind doing less marketing and why you'll see better results.Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

Do you freak out a little bit at the idea of narrowing your focus to speak to one specific client? Because if you do that, wouldn't that mean you're losing out on other potential clients? So today, we are talking about a word that you've heard a lot about that probably makes you roll your eyes. But in 2025, this word is more important than ever. I'm talking about niching. Through my many years in business, I've seen clients flat out reject the idea of getting radically specific about who they serve. Because what if? What if I'm missing out on potential clients, but I love working with so many different types of people? Me too, my friend. Me too. But here's the deal. There's a truth about niching down and the clients you're actually losing by trying to talk to everyone. Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

Once upon a time, you created a new offer. You launched it, and at first, it sold like gangbusters. People are clamoring for it. You have a wait list for it. They're excited, and you feel like this success train is just gonna roll forever. You figured it out, finally. Except it doesn't. And at some point, the sales, they just peter out.It's so easy to blame the offer, to think, “Oh my gosh, I need to tweak this thing to make it more appealing so people want it again.” Sometimes, you might even throw the whole offer out the window and think, “It's just not gonna work. I need to create something new.”But before you do this, I want you to listen to this episode. Because what if it's not your offer at all? What if your struggle to book calls and get people interested in your product, your program, or your service has nothing to do with what you're offering.Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

Here's what makes marketing suck for experts. And it has absolutely nothing to do with how smart you are, your nuanced approach, or that you're not curious enough. You're preyed upon by unscrupulous business owners because you are curious. You love learning. So when you see that shiny new marketing program, you're tempted to buy it because surely you need to learn more about marketing, right? You're not an expert in marketing and learning will get you there. But what if that wasn't true? What if you don't need to learn anything more about marketing? Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.

You've grown your audience. You've nurtured and engaged them by building a case for why they should work with you. You've helped them diagnose what problem they're actually having. And now it's time for the moment. You know, the one where you have to transition from being helpful to actually inviting people to work with you, and that's when shit gets weird. We are tackling the O in the GEO framework, the Offer phase. Because, let's face it, this is where most of us start squirming in our seats. But it doesn't have to be this way. Want to hear more about The Expert Up Club? Book Your Private Tour HereFull show notes and transcript are here.