For Expertise-Based Service Businesses
Marketing that starts with your strengths — not someone else’s playbook
Together, we’ll get clear on the value you bring and how to communicate it. Then build a focused marketing approach around your strengths, values and resources. So you can take action with confidence and build momentum for your business.
Starting with a free Clarity Session
Good at what you do? Feel like marketing it is another story?
Like many coaches, consultants, speakers and service providers, you may find yourself:
Explaining what you do differently every time and still finding your elevator pitch never quite lands
Trying one marketing tactic, then abandoning it when another tactic sounds more promising
Spending more time and money on courses, books and training than you care to admit, only to feel you have nothing to show for it
Taking on everything you see someone else doing, only to find yourself going quiet and burned out
Posting or networking constantly with little to show for all the time and effort
Trying to make sure people know everything you can do to support them, only to say so much they aren’t sure what you actually do
Months later, you're back where you started. Same pitch. Same to-do list. Same question about what to do next.
It doesn’t have to stay that way.
You didn’t start your business to do things like everyone else
You started your business because you saw a better way. Yet most marketing you to follow the same formula as everyone else.
When the advice doesn’t account for differences in your offer, audience, way of working, values or resources, you end up doing more and feeling less sure about why you’re even doing it.
I’m Mike Schuster. And I’ve spent more than 30 years in marketing and for a decade ran a nearly $20 million company as president and general manager. When its strategy was failing, I led the turnaround by working with teams to build on what the business already did best.
I understand marketing. And I understand how a business runs.
Now, through FiddleSmart Marketing, I work closely with a small number of clients at a time who are building businesses around their area of expertise.
And I help people like you see what they can’t easily see about their own business.
We use the Strengths-First Marketing™ approach. Together, we start with your strengths, what your customers need and the resources you have to work with. And you end up with a clear direction, compelling message and a practical way to put it all into action.
“I was amazed at his ability to see what I couldn't about myself and how I was representing myself…"
Stacy Kaat, Business and Personal Brand Photographer
Build your Strengths-First Marketing System
A clear message. Focused priorities. A practical plan you can put into action.
Through a series of strategic sessions over 6 to 8 weeks, we’ll work through three phases:
Clarify your direction
Get clear on who you serve, the value you bring, how your offers and services fit together and what your marketing needs to do. Then put it into words people actually use and understand.
Simplify your approach
Decide which marketing activities are worth your time and what you can stop doing. Map how people go from first hearing about you to taking the next step. And set a rhythm around those activities you can sustain without burning out.
Amplify what makes a difference
Determine where to focus your efforts now, what to do next, and which activities can wait until later. Learn how to focus on taking consistent action on the few items that matter most. And then to look at what happened and adjust, without starting over each time.
And create your Strengths-First Marketing System Playbook
Your clear and compelling message, your simplified approach, your now and next priorities, and a practical plan you can sustain. All built around your business, your clients, and your strengths, values and resources.
Use it on your own, hand it to your partners or keep working with me, whichever fits. Starting at $5,000.
Ready to find your strongest next marketing move?
When marketing works with your strengths, not against them …
Where I had chaos, Mike brought clarity.
When I came to work with Mike I felt my coaching and speaking sides of my business lacked congruency of messaging and at times targeted different audiences. I wanted to align them with one clear message and create a workable way to help each aspect of my business support the other - speaking bringing in clients and clients bringing in speaking opportunities. Mike exceeded my expectations! Where I had chaos, Mike brought clarity. He helped me find the threads that tied them (speaking and coaching) all together and a strong marketing message that not only represents the core of what I do but is easy for others to grasp and act on.
- Paula Houlihan, Keynote Speaker and Executive Coach
★★★★★
Mike Schuster at FiddleSmart Marketing is the real deal. He helped me create a speaker one-sheet that not only looks amazing but positions me perfectly for decision-makers and prospects. His process was clear, professional, and focused on results. If you're a speaker, consultant, or thought leader looking to level up your marketing materials, I highly recommend working with Mike. He's sharp, easy to work with, and gets it done right.
- Matt Booth, Certified Speaking Professional
★★★★★
It really is a special opportunity to work with Mike. I was struggling to connect my message and audience. He was able to teach me how to do it in a way that keeps it as a conversation both natural and authentic instead of pushy or salesy. He is a master at his craft and will help you improve yours as well! Thanks Mike - I look forward to our next project together.
- MJ Reiners, Business Transformation Expert
★★★★★
Mike asked the right questions to fully understand my personal brand. As we reworked my home page messaging he also helped me choose the right images. I was amazed at his ability to see what I couldn't about myself and how I was representing myself, especially my home page. His suggestions were right on target. My customers say "I loved your website and knew I had to work with you!" Isn't that what we all want?
- Stacy Kaat, Business and Personal Brand Photographer
Want to see what’s possible for your business?
Three steps to sustainable growth
1
Get Clarity
Claim your free Clarity Session. We’ll identify your biggest marketing opportunity and create a clear next step tailored to your business and goals.
2
Take Action
Using a done-with-you approach, we’ll build a marketing system that aligns with your strengths and resources. And give the support needed to build momentum.
3
Enjoy Results
Show up with confidence. Attract the right clients. And expand your influence and impact. All from marketing that finally works with your strengths and values, not against them.
Ready to take the first step?
Which sounds better to you?
With Mike’s guidance:
✅ Done-with-you approach (minimal homework)
✅ Strategy tailored to your values and strengths
✅ Clear step-by-step process
✅ Implementation support available
✅ Confidence-building feedback
✅ Focusing on what actually works for your business
✅ Marketing that aligns with your strengths and values
Continuing to Do It Yourself:
❌ Figuring it out yourself between sessions
❌ Generic advice that may not fit your situation or business
❌ Guessing what to do next
❌ Strategy with no help putting it into action
❌ Second-guessing decisions
❌ Chasing every new tactic or trend in hopes something works
❌ Forcing yourself to use uncomfortable approaches
If you’re tired of going it alone, I’d love to support your next step
Questions you may have
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Absolutely. Unlike consultants who hand you a plan and disappear, I offer ongoing implementation support.
I'm here to help you put your strategy into action whether that’s through an implementation partnership, custom done-for-you implementation services, or by providing guidance during our work together.
Because strategy only works when it's actually implemented. -
That's exactly what we'll figure out in your free Clarity Session. I'll assess where you are, what you need most, and recommend the best path forward.
No pressure, just clear guidance on your next right step. -
The done-with-you approach of the programs minimizes your homework burden.
We do the heavy lifting during our sessions, so you're not spending hours between meetings trying to figure things out on your own.
Most clients find this approach saves them significant time compared to trying to tackle marketing themselves.
And, of course, if you’d prefer we can also discuss done-for-you services that require very little input on your end. -
That's exactly why the FiddleSmart Marketing approach exists.
Together, we’ll build a marketing system that feels natural and aligns with your values.
No pushy tactics, no manipulation, no compromising who you are. If it doesn't feel authentic to you, we don't do it. -
You'll begin to gain confidence and clarity immediately. And that's the foundation everything else builds on.
But this is about playing the long game where efforts compound over time.
So, for sustainable business results, it can often take 6 - 12 months of consistent activity.
That’s because we're building momentum through authentic relationships rather than just feeding advertising systems with dollars. Or doing whatever it takes to get transactions.
We want to see what's resonating and gaining traction before amplifying it.
If the needle isn't moving after 13 weeks of consistent effort, we refine the approach. -
I won't promise to 5x or 10x your business. There are too many factors outside our control for those kinds of guarantees.
What I can promise is this: Clarity in your message and approach leads to confidence.
Confidence enables focus so you no longer waste time second guessing decisions and starting and stopping techniques before they have a chance to work.
And when it's all in alignment, your marketing works more efficiently.
You'll waste less money on ineffective tactics. Spend less time on marketing activities that don't generate results. And enjoy better conversations with prospects.
The real value is in building a sustainable foundation that continues working long-term.
You’re not chasing fads that get a quick results that fades away. -
The approach works whether you’re just starting to promote your business or if you’ve been in business for years.
The principles of clarity, focus and alignment apply regardless of your revenue level or how long you’ve been in business.
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No. We'll identify the platforms and approaches that work best for your specific situation and strengths.
You don't need to be on every platform or use every tool. We focus on what actually works for your business and audience.
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Not at all. My goal is to provide genuine value and help you identify your next right marketing move.
We'll spend the full hour focused on your business and challenges. If there's a way I can help beyond the session, I'll mention it and we can schedule a follow-up meeting to discuss further, but there's no pressure.
People get significant value from the session alone and walk away with clear direction on what to do next.
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I hear this a lot. Many marketing programs use one-size-fits-all approaches that don't account for your unique values, strengths, resources or business model.
My approach is different. I take the time to understand your specific situation and create something tailored to how you work best.
Plus, my done-with-you methodology means you're not left with a lot of information and trying to figure out implementation on your own.
You’re also learning as we go. I’d rather help you learn how to best promote your business instead of making you dependent on my services. -
No problem at all.
Start with the free Clarity Session to get immediate value and clear direction.If you want ongoing marketing insights and actionable tips, join my email newsletter "The Aligned Marketer." You'll get weekly guidance that helps you build momentum while you decide on next steps.
There's no pressure to move faster than feels right for your business.
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Yes. Thanks to online conference tools, our sessions can easily be conducted virtually.
So, your location doesn't matter as long as we can find meeting times that work for both of us.
And, if you’re based close to Madison, Wisconsin, we can also meet in person instead of online if you prefer.
Still have questions? Reach out or let’s talk about them in your Clarity Session.
Ready to build the business you left “corporate” to start?
Your expertise has real value. Marketing shouldn’t be the thing standing between you and the impact you want to make.
Picture promoting your business in a way that finally feels natural. Having conversations about your work that flow easily. And clients who refer others because they love working with you.
The other path is the one you know. Hours lost sorting through marketing advice found online or offered by an AI tool. Dollars wasted on programs that were never designed for your business. And the feeling of always starting over every time you sit down to promote yourself.
You get to choose. I’m here to work with you to build a system around your strengths, values and resources. And free up your time and energy for the meaningful work that inspired you to escape “corporate” in the first place.
No pressure. No pitch with artificial deadlines. Simply 60 minutes focused on your business and your next marketing move.
Is your homepage costing you business?
Get a free 5-Second Message Clarity Scorecard & Report for your homepage.
11 different aspects of your page will be evaluated to determine how well your site communicates what you do, who you serve, why it matters and what visitors should do next.
You’ll get specific recommendations to improve clarity and connect with your target market. Delivered to your inbox within 2-3 business days.
“Such direct, simple recommendations”
— Liza