Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works: Recent Episodes
HerBusiness (Hosts: Suzi Dafnis | Michelle Falzon)
Can’t get traction with your marketing? Not sure how to turn your content into sales? Tune in for practical, education and advice on how you can attract, convert and keep your ideal clients using smart content marketing.
Your hosts are Suzi Dafnis, HerBusiness.com and Michelle Falzon, We Are Content. Shownotes at: www.contentsellspodcast.com Instagram: @herbusiness Facebook: www.herbusinessgroup.com
First… a personal note from Suzi and Michelle:
Yes, this really is the last Content Sells episode after 10 incredible years. We will get on with our regular "Show Notes" in just a moment, but first, we wanted to say to you, our dear listener… THANK YOU. We are both so deeply grateful to YOU and have loved making this show for you.
Thank you for listening to us on your walks, while driving, at the gym, at work and everywhere else we enjoyed the privilege of your time and attention. We never took that responsibility lightly.
Thank you so much for your presence, your feedback, your support and, most of all, for your own adventure as a business owner and content creator – you have inspired us (and continue to inspire us) every single day! Thank you!
OK… on with the Show (notes) ;-)
It's time to say goodbye to Content Sells!
In this final episode, Suzi and Michelle close the door on a decade-long chapter – one that shaped their thinking, their teaching, their businesses, and the lives of thousands of women who tuned in every fortnight.
This final episode isn't just a farewell; it's a moment of reflection on what it really means to create content with purpose, longevity, and heart.
In this episode, your hosts Suzi Dafnis and Michelle Falzon honour the evolution of the show, the community it's built, and the role it has played inside the HerBusiness ecosystem, the Marketing Success Mastermind and beyond.
It's an intimate conversation about endings, beginnings, creative seasons, and the strategic decisions we all face as business owners.
You'll hear the behind-the-scenes insights that shaped their 10-year run — from the surprising stats about podcast longevity, to the lessons that kept them consistent, generous, collaborative, and anchored in their mantra: No content without conversion.
And while it's the end of the show, you'll hear in this episode how both Suzi and Michelle will continue to support you moving forward.
Listen to This Episode to Hear More About:
- Why Suzi and Michelle chose to end the podcast now — and how to recognise when a piece of content has fulfilled its strategic purpose.
- The surprising truth about podcast longevity — and what their 10-year run reveals about consistency and audience trust.
- Why "No content without conversion" remains the single most powerful filter you can apply to any content decision.
- How understanding your ideal client reshapes everything from episode ideas to strategic messaging.
- The real reason consistency outperforms intensity — and how fortnightly publishing built a decade-long relationship with listeners.
- What collaboration makes possible that wouldn't exist if you tried to create in isolation.
- How a podcast becomes part of your body of work — sharpening your thinking, strengthening your voice, and supporting your legacy.
- Why generosity is a growth strategy (and how it builds a community that stays with you for years).
- The "Step 2" gap most business owners miss — and why Episode 11 remains one of their most referenced teachings.
- What to do when you feel called to pivot — and how both Suzi and Michelle are evolving their work from here.
- How your 'non-negotiables' simplify decisions and create a rhythm you can sustain for years.
- Why foundational ideas need to be taught 20 different ways — and how this deepens mastery for you and your clients.
- A behind-the-scenes look at favourite episodes — from Lady Gaga insights to sales page frameworks and unforgettable guest interviews.
- The power of saying yes before you feel ready — and how Episode 1 became a threshold moment that shaped everything that followed.
- What's next for Suzi, Michelle, the Marketing Success Mastermind and the HerBusiness Network – how the work continues, even as the podcast concludes.
- And so much more…
Content Sells Podcast Episodes:
EP 01 – The Content Universe https://herbusiness.com/podcast/01-the-content-universe/
EP 02 – Your Ideal Client https://herbusiness.com/podcast/02-your-ideal-client/
EP 11 – The Step 2 Secret https://herbusiness.com/podcast/11-step-2-secret/
EP 23 – How to Craft an Offer That Sells https://herbusiness.com/podcast/how-to-craft-an-offer-that-sells/
EP 121 – Content Lessons We Learned From Lady Gaga https://herbusiness.com/podcast/content-lessons-we-learned-from-lady-gaga/
EP 206 – The 16 Essential Elements of a High-Converting Sales Page https://herbusiness.com/podcast/the-16-essential-elements-of-a-high-converting-sales-page/
EP 225 – How We Produce This Podcast https://herbusiness.com/podcast/how-we-produce-this-podcast/
EP 226 – Best Books for Content Marketers – 2024 Edition ** With Free Download "Content Sells Recommended Reading List" https://herbusiness.com/podcast/best-books-for-content-marketers-2024-edition/
EP 251 – Winning Proposals – How to Get More Clients To Say Yes More Often – Part 1 https://herbusiness.com/podcast/winning-proposals-how-to-get-more-clients-to-say-yes-more-often-part-1/
EP 252 – Winning Proposals – How to Get More Clients To Say Yes More Often – Part 2 https://herbusiness.com/podcast/winning-proposals-how-to-get-more-clients-to-say-yes-more-often-part-2/
EP 273 – How to Grow Your Podcast With Award-Winning Producer & Broadcaster Gab Burke https://herbusiness.com/podcast/how-to-grow-your-podcast-with-award-winning-producer-and-broadcaster-gab-burke/
People and Resources Mentioned:
Valerie Khoo — https://www.valeriekhoo.com
Jeff Walker — https://jeffwalker.com
Marisa Murgatroyd — https://liveyourmessage.com
Stu McLaren — https://stumclaren.com
Victoria Labalme — https://victorialabalme.com
Ryan Levesque — https://ryanlevesque.net/
Joanna Wiebe — https://copyhackers.com
Clint Salter — https://www.linkedin.com/in/clintsalter/
Susan Bradley — https://thesocialsalesgirls.com
James Wedmore — https://jameswedmore.com
Linda Diggle — https://www.lindadiggle.com
Amanda Farmer — https://www.yourstrataproperty.com.au
Fiona Keary — https://styleliberation.com.au
Susan Bell — https://www.susanbell.com.au
Cat Matson – https://www.catmatson.com.au/
People Powered Business with Kristy-Lee Billett — https://www.peoplepoweredbusiness.com.au
Riverside 2025 Podcast Statistics and Trends Report — https://riverside.com/blog/podcast-statistics
Social Media for Small Business Podcast – https://podcasts.apple.com/au/podcast/social-media-for-small-business/id467504559
Content Sells Reading List – https://herbusiness.com/podcast/best-books-for-content-marketers-2024-edition/
If you've ever felt that awful "stomach drop" when someone says "I'd love to… but," this episode is going to change how you feel about objections forever.
Instead of seeing them as deal-killers, Suzi and Michelle show you how to turn your customers' hesitations into some of your strongest buying reasons.
In this episode, your hosts Suzi Dafnis and Michelle Falzon unpack how to transform objections into benefits so you can turn hesitation into a yes,
You'll learn a simple 5-step Objection Flipping Framework you can use in your sales calls, discovery sessions, webinars, emails, and even on your sales pages, so you're no longer blindsided or tongue-tied when resistance shows up.
Suzi and Michelle also walk through real-world examples of flipping three of the most common objections around time, money and "is this right for me?" — so you can hear the framework in action and adapt it for your own business.
Plus you can get the exact phrases shared in this episode here on the Show Notes page, so you can swipe, save, and start using them in your own conversations straight away.
Listen to This Episode to Hear More About:
- The real reason objections aren't "no's" – how to recognise them as buying signals and invitations to go deeper, not as personal rejection.
- The 5-Step Objection Flipping Framework for transformation hesitation into a yes… and how to use it without sounding scripted or pushy.
- Why trying to "fix" objections too fast is keeping you stuck – and what to do instead so people feel safe enough to tell you what's really going on.
- How to ask clarifying questions that surface the true objection (which is almost never the first thing someone says out loud).
- The surprising truth about "I don't have time" – and how to flip it into a powerful reason to say yes by reframing time as focus, systems and bandwidth.
- How to reframe "I can't afford it" so you're talking about opportunity cost and ROI (not discounting your value or arguing about price).
- What to do when someone says "I'm not sure this will work for me" and how to use stories like Monique, Jen, Chloe and Sam to prove "people like me" results.
- Why generic proof doesn't move buyers – and how to share short, specific success stories that answer the only question they really care about: "Will this work for me?"
- How to give people agency, reduce pressure and still confidently invite a clear decision.
- Copy-and-paste objection phrases you can use in your own sales calls, emails and sales pages – pulled directly from the Objection Flipping Framework and the three example objections covered in this episode.
- And so much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now
Join the HerBusiness Network Find out why HerBusiness is Australia's leading network for women business owners. Join Now
EP259 – How to Use Bonuses to Overcome Buyer Objections & Make More Saleshttps://herbusiness.com/podcast/how-to-use-bonuses-to-overcome-buyer-objections-and-make-more-sales/
EP275 – The Social Proof System: How to Capture, Create & Publish Proof That Sells Your Offers (Big or Small) https://herbusiness.com/podcast/the-social-proof-system-how-to-capture-create-publish-proof-that-sells-your-offers-big-or-small/
In this episode, your hosts Suzi Dafnis and Michelle Falzon unpack a simple, repeatable system so that the client wins already happening in your world become visible marketing assets — not forgotten moments.
Listen now to see how you can turn casual comments, small wins, and big transformations into strategic social proof that builds trust and speeds up buying decisions.
Listen to This Episode to Hear More About:
- The real reason social proof sells when your copy alone doesn't. How Robert Cialdini's "social proof" principle works in the real world and why it's non-negotiable for your marketing.
- Why your best proof is probably hiding in plain sight. The everyday emails, DMs, and off-hand comments you're overlooking — and how to start spotting them instantly.
- How to build a simple "Capture" system your whole team can use. From Slack channels to shared folders, what to set up so proof is grabbed, named, and filed automatically (not "when you remember").
- The surprising truth about what counts as powerful proof. Why small, relatable wins often outperform the big, dramatic "I made a million dollars" stories — especially for newer buyers.
- How to bake social proof requests into your process. Smart "ask moments" for service providers, coaches, eCommerce brands and more, so testimonials and case studies flow naturally.
- Turning raw feedback into assets with the "Create" step. How to transform screenshots, quotes, and stories into persuasive posts, slides, emails, and case studies without feeling braggy.
- Visual vs emotional vs numerical proof — and when to use each. A fast way to choose whether to show a graph, share a story, or highlight a single sentence to maximise impact.
- What to do when you feel awkward sharing client wins. The mindset reframe that turns promotion into a genuine celebration of your clients (and why that energy is magnetic).
- The Publish rhythm: how to make proof part of your ongoing marketing, not a once-a-launch afterthought. Where to place social proof across emails, socials, webinars, sales pages and more.
- How the Capture → Create → Publish flywheel compounds over time. Why a well-run Social Proof System keeps shortening decision time and increasing conversions, month after month.
- And much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now
Join the HerBusiness Network Find out why HerBusiness is Australia's leading network for women business owners. Join Now
Ep 267: How to Use Custom GPTS with Tina Tower https://herbusiness.com/podcast/how-to-use-custom-gpts-to-save-time-create-better-content-and-sound-more-like-you-with-tina-tower/
Influence: The Psychology of Persuasion by Dr Robert Cialdini https://www.influenceatwork.com/books-and-publications/
Australian Writers' Centre https://www.writerscentre.com.au
Valerie Khoo – Writer, artist and CEO of the Australian Writers' Centre. https://valeriekhoo.com/
Sarah Brabbin - British Wildlife Sculptor https://www.sarahbrabbin.com/
Ad rules on platforms like Facebook and Instagram shift fast. This latest episode of Content Sells is your radar update.
Your hosts Suzi Dafnis and Michelle Falzon bring back ads expert Stacey Anne Hughes to unpack what's actually working (and what isn't) on Facebook & Instagram in 2025.
You'll hear her perspective on targeting, creative formats, AI in ad copy, nurturing leads—and how to avoid ad mistakes that waste your budget.
Whether ads are already in your strategy or feel like a puzzle you haven't cracked yet, you'll walk away with clarity on where to focus now to get results.
Listen to This Episode to Hear More About:
- Why "going broad" may outperform granular audience targeting now
- How Meta's AI is shifting the job you do vs. what the platform does
- The formats ads must include (video, reels, B-roll) and why static alone won't cut it
- How to use AI to generate meta-compliant ad copy: the how, and when
- What you need to know to design lead forms that don't feel like traps
- What's working right now to nurture leads fast
- Key metrics to watch (and what they're actually telling you)
- Common ad mistakes business owners still make, and simple fixes
- What's coming next (trial reels, always-on campaigns, creative testing)
- And much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now
Join the HerBusiness Network Find out why HerBusiness is Australia's leading network for women business owners. Join Now
Stacey Hughes
Gab Burke - Podcast With Gab
In this episode, your hosts Suzi Dafnis and Michelle Falzon sit down with award-winning producer and podcast strategist, Gab Burke, to unpack what actually grows a show – without the gimmicks.
From the pitfalls of long, overproduced intros to the mindset shifts needed when your downloads stall, this conversation goes deep on connection, community and craft.
You'll hear how to tighten your opening, title like a pro (without clickbait), and choose metrics that lead to better content - and better business.
We also dig into strategies for co-creating with listeners, smart partnerships, and why "success" looks different when your podcast serves your business (not the other way around).
Listen to This Episode to Hear More About…
- The real reason podcasting moves buyers: intimacy + consistency beats algorithm roulette when you design for connection, not vanity stats.
- Cut the "double intro": why long, produced opens cause drop-off—and a simple format that gets to the gold in 10–15 seconds.
- How to title each episode like a strategist, not a copycat: how to balance authenticity with discoverability—and why "Podcast expert shares…" outruns "with [Unknown Guest]."
- What to do when downloads stall: shift your success metric—completion rate, drop-off points, community actions—and make cleaner decisions.
- The surprising truth about guests with big followings: mis-aligned "influencers" won't grow your show; niche-credible experts will.
- How to co-create with your audience: inbox prompts, readouts, "Bang Back"-style segments—and turning listener stories into must-listen episodes.
- A fast growth lever you're ignoring: episode swaps with adjacent shows (plus the 60-second intro that makes them work).
- What to do when you're tapped out: republish proven hits the smart way (and why no one will mind).
- Designing your intro to completion: spot (and fix) the 7-minute "drop"—banter later, deliver value first.
- Mindset for sustainable growth: don't compare your solo effort to teams of 10+—set business-aligned goals instead.
- And much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now
Join the HerBusiness Network Find out why HerBusiness is Australia's leading network for women business owners. Join Now
Podcast With Gab (Gab Burke Free Download & Podcast Clarity Call) https://stan.store/podcastwithgab
Bang On — Myf Warhurst & Zan Rowe (ABC) https://www.abc.net.au/listen/programs/bangon
Inside the Big Day Out (ABC) https://www.abc.net.au/listen/programs/inside-the-big-day-out-podcast
The Diary of a CEO — Steven Bartlett https://stevenbartlett.com/doac/
Oprah's Super Soul (OWN/Apple Podcasts) https://podcasts.apple.com/us/podcast/oprahs-super-soul/id1264843400
Google Keyword Planner (official) https://support.google.com/google-ads/answer/7337243
Cleanfeed (remote recording) https://cleanfeed.net
Fortitude at Work (Leanne Faulkner) https://fortitudeatwork.com.au
Content Sells Podcast Facebook Page https://www.facebook.com/contentsellspodcast
In this episode, your hosts Suzi Dafnis and Michelle Falzon continue building out your repeatable sales engine with the final four parts of their 9-part “Systemising the Sale” self-check.
In Part 2 of Systemising the Sale: How to Build a Repeatable Process for Making High-Converting Offers” we dig into the practical infrastructure behind consistent conversions: sales assets you can actually find, follow-up that doesn’t rely on memory, numbers that inform smarter moves, and a debrief rhythm that compounds your learnings.
The red / orange / green ratings are BACK! Find out how you rate and where the gaps are in YOUR sales systems.
Listen to This Episode to Hear More About:
- Stop rewriting everything: How a central Sales Toolkit turns scattered files into reusable, revenue-driving assets you refine—not reinvent.
- The real reason follow-up stalls: Why “I don’t want to pester them” keeps you stuck—and the simple, respectful cadence that converts warm leads.
- Build once, reuse forever: Slide decks, email sequences, objection handlers, and Canva templates that speed execution and maintain message consistency.
- What to do when leads go cold: A plug-and-play follow-up ladder (emails, DMs, texts, retargeting) you prep before launch day.
- Metrics that matter: The 3 numbers (Leads, Sales, Conversion Rate) that diagnose bottlenecks—plus easy add-ons like source tracking and offer-day patterns.
- From gut feel to good calls: How lightweight dashboards help you decide when to turn the dials mid-promo (and what to ignore).
- Debrief like a pro: The 5-question template that turns every campaign into an accelerator for the next one.
- Rinse, repeat, and delegate: Naming conventions, timing rules, and ownership that let a VA or team member run the playbook without you.
- What to do when your sales page underperforms: Small tests to run next time so you keep momentum without rebuilding the whole funnel.
- And much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now
Join the HerBusiness Network Find out why HerBusiness is Australia’s leading network for women business owners. Join Now
EP270 – Systemising the Sale: How to Build a Repeatable Process for Making High-Converting Offers Part 1 https://herbusiness.com/podcast/how-to-build-a-repeatable-process-for-making-high-converting-offers-part1/
EP251 – Winning Proposals – How to Get More Clients to Say Yes More Often (Part 1) https://herbusiness.com/podcast/winning-proposals-how-to-get-more-clients-to-say-yes-more-often-part-1/
EP252 – Winning Proposals – How to Get More Clients To Say Yes More Often (Part 2) https://herbusiness.com/podcast/winning-proposals-how-to-get-more-clients-to-say-yes-more-often-part-2/
EP59 – How to Reach Out to Your Audience After Losing Touch https://herbusiness.com/podcast/59-reach-audience-losing-touch/
EP8 – How To Create a New Client Nurture Email Campaign https://herbusiness.com/podcast/08-create-new-client-nurture-email-campaign/
Jeff Walker https://jeffwalker.com/
Kaye Ure – Styling Individuals https://stylingindividuals.com/
If you’ve ever worried that “selling” means selling your soul—or your stories fall flat when it’s time to make an offer—this one will get you back in alignment.
In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with ghostwriter and communication expert, Kendall Cherry of The Candid Collective, going deep on storytelling that actually moves and motivates buyers.
We explore the sweet spot where narrative, ethics and revenue meet – so your message feels true, and still converts.
You’ll hear how to turn client results into persuasive case studies, why “day-in-the-life” vision casting works at every stage of the funnel, and what to post when you want qualified leads (not just likes).
We also dig into boundaries and emotion – how to be specific and resonant without oversharing – and a simple format you can use today to spark replies and sales.
By the end, you’ll have practical guardrails and repeatable structures to tell stories that sell your products and services – with zero bro marketing.
Listen to This Episode to Hear More About:
- “Sell without selling your soul”. The mindset shift that lets you charge, receive, and serve—without the icky aftertaste.
- Conversion-focused storytelling vs. “nice stories”. How to make every post point to an offer, authority, or origin—so it does a conversion job.
- The real reason your social proof isn’t converting. Turn testimonials into “money-making case studies” by revealing the middle—your diagnosis, method, and decisions.
- Why safety signals beat sales tricks. Show you are who you say you are through process transparency and nuanced examples.
- Vision casting that sells. Use “day-in-the-life” stories (before and after) to create felt relevance without trauma-dumping.
- What to do when your audience loves your content but doesn’t buy. Ditch the DIYer-Never-Buyer and write for the “Longtime Lurker” who converts.
- The surprising truth about emotion. Specific details create universal resonance; oversharing isn’t required.
- Set healthy storytelling boundaries. Create a personal “No-Fly List” so you can be candid and professional.
- How to test, pace, and iterate your stories. Tell it 10 times, watch where eyes light up, and keep the beats that land.
- Steal this format: The Lead-Qualifying Listicle. A one-post framework to surface pains/solutions, spark replies, and quietly pre-qualify buyers.
- Spokesperson Rule. As founder, you’re employee #1 and salesperson #1—use stories across TOFU, MOFU, and BOFU.
- Align or skip it. If a story doesn’t connect back to your offer or bigger brand “quilt,” don’t post it.
- And much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now
Join the HerBusiness Network Find out why HerBusiness is Australia’s leading network for women business owners. Join Now
The Candid Collective https://candidcollective.co/
Wallflower Fridays Kendall’s newsletter on stories that sell: https://wallflowerfridays.com/
Kendall’s LinkedIn https://www.linkedin.com/in/kendall-cherry/
Julia Cameron https://juliacameronlive.com/
The Artist’s Way by Julia Cameron https://juliacameronlive.com/book/the-artists-way-a-spiritual-path-to-higher-creativity/
Frieda Maher – SalesPod https://salespod.com.au/
Systemising your sales isn’t about getting fancy — it’s about getting consistent. If you’re doing sales in fits and starts, making things up as you go, or relying on last-minute hustle, you’re leaving money (and sanity) on the table.
In this episode, your hosts Suzi Dafnis and Michelle Falzon unpack the first half of a 9-part Sales System Self-Check — the practical way to find the gaps in your sales systems that are slowing your growth and start building a sales engine that reliably produces results for you.
The first five of the 9-part Sales System Self-Check are: Sales Goals, Ideal Client, High-Converting Offers, Sales Funnel, and your Marketing Calendar.
Expect clear examples, smart frameworks, and next steps you can actually do this week — so your next offer isn’t a scramble, it’s a system.
Listen to This Episode to Hear More About:
- The real reason sales feel “hard.” Why reactive, ad-hoc selling keeps you stuck — and how simple systems flip the script.
- How to set Sales Goals that drive action. Reverse-engineer revenue into leads, conversations, and conversions you can track.
- What to do when your “Ideal Client” is too broad. The surprising truth about avatars — and the ongoing system to keep yours accurate.
- The 7-Element Offer Checklist. Price, Inclusions, Name, Branding, Bonuses, Risk Reversal, Reason to Buy Now — and why documenting them boosts conversions.
- Map the journey, don’t wing it. How to design Awareness → Consideration → Conversion (plus Loyalty & Advocacy) so buyers say “yes” sooner.
- Make your calendar a sales tool. How to plan runway, offer windows, and fulfilment without burning out your team or audience.
- Red / Orange / Green self-ratings. Quick diagnostics to see exactly where your systems need work — and what to do first.
- From “nice idea” to “scheduled reality”. What to do this week if you’re in Red or Orange on goals, avatar, offers, funnel, or calendar.
- The Marketing Mountain model. Why your funnel is really an ascent — and how “ski lifts” move clients to the next offer.
- Real-world examples. How a single “Big Kahuna” goal (like adding an extra van) clarifies targets, timelines, and team focus.
- And much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now
Join the HerBusiness Network Find out why HerBusiness is Australia’s leading network for women business owners. Join Now
EP 02 – Your Ideal Client (includes Ideal Client Avatar template) https://herbusiness.com/podcast/02-your-ideal-client/
EP 254 – NEW & UPDATED! How to Craft an Offer that Sells (includes Offer Worksheet) https://herbusiness.com/podcast/how-to-craft-an-offer-that-sells-updated/
EP 04 – Finding Your Marketing Mountain https://herbusiness.com/podcast/04-finding-your-marketing-mountain/
EP 05 – Getting Customers to the Top of Your Mountain https://herbusiness.com/podcast/05-getting-customers-to-the-top-of-your-mountain/
Chantel Gilbert - Bluegum Electrical https://bluegumelectricalsolutions.com.au/
Tracey McLachlan - Davis Ogilvy https://do.co.nz/people/tracey-mclachlan/
Veronique Lutchmaya — Unique Tenants Consult https://tenantsconsult.com.au/
Kendall Cherry — The Candid Collective https://candidcollective.co/
Ever felt like your marketing strategy should be working — but the results just aren’t showing up?
Before you ditch your funnel, abandon your podcast, or pivot to the next shiny tactic… this episode is your permission to pause — and take a closer look.
Because often, it’s not that the strategy is broken… it’s that we’re quitting too soon.
In this episode, your hosts Suzi Dafnis and Michelle Falzon explore the Time-to-Result Gap — the invisible space between starting a strategy and actually seeing results — and why most business owners bail before the breakthrough happens.
They share real-world stories from inside the HerBusiness Marketing Success Mastermind, including how members like Kristy-Lee from People Powered HR and Fiona Keary from Style Liberation built momentum by staying the course (even when it felt like nothing was working).
Plus, they walk you through how to create your own “Stick-With-It” System — so you have the structure, support, and signals to follow through on a strategy long enough for it to pay off.
Whether you’re launching a lead magnet, running webinars, or building your email list — this episode will help you stop second-guessing and start getting results from the strategy you already have.
Listen to This Episode to Hear More About:
- Why so many strategies appear to be failing — when they’re actually just incomplete
- How to recognise when you’re in the “messy middle” and what to do instead of quitting
- The difference between leading and lagging indicators (and why it matters)
- What the Signal-to-Noise Ratio is — and how it can save your sanity
- The 90-Day Focus Window we use inside the HerBusiness Mastermind
- Real examples of webinar, content, and Instagram strategies that turned around because someone stayed with them
- And so much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now
Join the HerBusiness Network Find out why HerBusiness is Australia’s leading network for women business owners. Join Now
Episode 259 – How to Use Bonuses to Overcome Buyer Objections & Make More Sales
Episode 257 - How to Get FREE Leads & Buyers on Instagram with Nicole Burke
Kristy-Lee Billett – of People Powered HR
Fiona Keary – of Style Liberation
When the world around your ideal client shifts — whether it’s a new law, a tech breakthrough, a social movement, or an economic shake-up — their needs, questions, and priorities change, too.
And that creates one of the most powerful (and underused) moments for YOU to create content that meets the moment and converts more clients.
In this episode, your hosts, Suzi Dafnis & Michelle Falzon give you practical ways you can ride the wave of change and use shifts and trends happening right now in YOUR industry or market to create:
- More visibility
- More relevant offers
- More meaningful conversations
- And ultimately… more sales.
We share real-life examples of women business owners inside the HerBusiness Marketing Success Mastermind who are turning disruption into opportunity — like:
- How Donna Cross is leveraging massive aged care reforms to position herself as the go-to expert
- How Amanda Farmer is turning every legal update in the strata space into leads, trust, and revenue
- How Chantel Gilbert pivoted from general electrical services into solar and EV installations in response to environmental and financial shifts
We’ll Walk You Through:
- The 5 types of change that can create momentum in your marketing
- A simple 3-step framework to spot shifts and respond fast
- The key to getting your message heard when urgency is already high
- Why your most timely content doesn’t need to be polished — it needs to be present
Whether the changes are legislative, cultural, technological, financial, or environmental — you’ll learn how to anticipate them, respond strategically, and meet your clients in the moment they’re most ready to buy.
Listen Now to Learn:
- The 5 categories of change you want to be on the lookout for that unlock new sales opportunities
- How to become the go-to voice when your industry is shifting
- Why urgent change means less “pushing” and more natural conversions
- How to respond to trends without splitting your focus in too many directions
- The 3-step “Listen, Translate, Respond” framework to move fast with confidence
- Simple ways to tweak your message or offer that build massive relevance
- How to ride the “wave of receptivity” with timely, helpful content
- What the media, your clients, and your competitors are already noticing — and how to join the conversation strategically
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now
Join the HerBusiness Network Find out why HerBusiness is Australia’s leading network for women business owners. Join Now
Donna Cross – Culturally Directed Care Solutions cdcs.com.au (Supporting aged care providers with culturally appropriate care)
Amanda Farmer – Your Strata Property yourstrataproperty.com.au (Legal insights and education for the strata community)
Chantel Gilbert – Blue Gum Electrical bluegumelectricalsolutions.com.au (Solar, EV charging, and smart energy solutions)
Kristy-Lee Billett – People Powered HR peoplepoweredhr.com.au (HR systems, support, and legal compliance for small business)
NDIS – National Disability Insurance Scheme ndis.gov.au
McKinsey & Company Study – Digital Adoption During COVID mckinsey.com (Referenced study on rapid digital transformation in 2020)
Google Alerts google.com/alerts (Set up keyword alerts for your industry or topic)
Therese Ravell – Impact HR impacthr.com.au (Bespoke HR support for small and medium-sized businesses)
Ever wish you could duplicate your brain and hand off those repetitive content and marketing tasks to someone (or something!) that thinks just like you?
That’s exactly what today’s guest, Tina Tower of Her Empire Builder, is doing — with Custom GPTs.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with Tina as she pulls back the curtain on how she’s built dozens of Custom GPTs to streamline her business, speed up content creation, reduce overwhelm, and unlock more freedom and joy in her day.
You’ll hear real-world examples, surprising tips, and some eye-opening use cases you’ve probably never thought of.
Whether you’re Custom GPT curious or already using ChatGPT in your business, this episode will get you thinking differently about what’s possible when you train AI to really know you.
Listen to This Episode to Hear More About:
- What a Custom GPT actually is — and how it’s different from the ChatGPT you’re used to
- The first GPT Tina ever created and why it’s still relevant today
- How Tina batch-created 60 video scripts in 90 minutes using one GPT (and why it worked so well)
- The system she uses to keep her GPTs organised and integrated into daily team workflows
- Why Tina gets her Custom GPTs to talk to each other (e.g. “Wendy the Webinar Creator” chats with “Frank the Facebook Ad Strategist”)
- The emotional journey of letting AI co-write your launch emails — and why your best work is already in there
- What Tina does when her GPT outputs something that doesn’t feel like her — and how she fine-tunes it
- The key mindset shift you need to build a “Custom GPT habit” instead of starting from scratch every time
- The exact structure of Tina’s Sales Page Supercharger GPT — and why it’s already helping course creators optimise and convert better
- How to get your team onboard (and past their fears that AI will replace them)
- The dark side of GPTs nobody’s talking about — from rabbit holes to confirmation bias — and how Tina’s managing both
- And so much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now
Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. Join Now
Episode 264: The Content CEO
Episode 265: Are You Attracting the Right Leads?
Episode 266: How to Say the Thing You’ve Been Afraid to Say
Her Empire Builder
Custom GPT Sales Page Supercharger Free Download
Open AI instructions for creating a Custom GPT
Bistalk Marketing Agency
What if the one thing that could transform your marketing… is the thing you’ve been too afraid to say?
In this episode, Suzi Dafnis and Michelle Falzon explore “The Unspoken Truth Effect” — that powerful shift that happens when you stop filtering and start speaking your truth in your marketing.
If you’ve ever softened your message, held back from taking a stand, or avoided sharing something vulnerable or “too out there” — this episode is for you.
We’ll show you why saying the bold, true thing can be one of the most effective moves you make as a business owner… and exactly how to do it in a way that builds connection, not controversy.
Whether you’re sitting on a contrarian opinion, a spiritual belief, a polarising position, or a deeply personal story — it could be the very message your ideal client has been waiting to hear.
Listen to This Episode to Discover:
- Why holding back your truth can quietly sabotage your marketing
- The most common types of messages women tend to filter (and how to spot yours)
- How to say something bold without alienating your audience
- Real-world stories from women who’ve said the hard thing — and what happened next
- How to identify your unspoken truth
- What to do if you’re feeling the pull to be more real, raw, or radical — but unsure how to start
- The ripple effect of unfiltered messaging on your offers, leads, confidence and growth
- Our 3S Framework for expressing vulnerable, opinionated or polarising messages with integrity
- And much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now
Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. Join Now
Episode 259 – How to Use Bonuses to Overcome Buyer Objections
Angela Counsel – advocate for natural menopause solutions
Anne Maree Wilshire – voice coach and energetic alignment mentor
Amanda Paul, Brand Injection – lead-gen copywriter for property developers
If you’ve ever felt like your marketing is almost working — but not quite clicking — it might not be your funnel, your content, or your offer that’s the problem.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon explore a different perspective:
What if you’re attracting the wrong leads?
Because when the wrong people are entering your marketing ecosystem, it doesn’t matter how well-designed your strategy is — your content won’t convert, your sales conversations will feel heavy, and your offers won’t land.
Listen to This Episode to Hear More About:
-> The 3-part fix for getting leads who actually want to buy from you—starting now.
-> The unspoken cost of wrong-fit leads: It’s not just wasted ad spend—it’s the silent killer of momentum and confidence.
-> 7 powerful themes that reveal whether your current leads are a poor fit.
-> The important question you need to ask as soon as you get invited to speak at an event, conference or on a podcast (and why ignoring this could fill your list with leads that will NEVER buy from you).
-> Is your “freebie” secretly repelling buyers? The counterintuitive reason some lead magnets are working against you.
-> Feeling exhausted by your clients? This quiet signal says you’re marketing to the wrong people.
-> The “chaotic list” effect that makes it almost impossible for your offers to convert.
-> The real reason you’re second-guessing everything.
-> The marketing shift that filters out tyre-kickers—without sounding salesy or pushy.
-> What if you’ve outgrown your audience? Here’s what to do when the clients you’re attracting don’t match who you are now.
-> The telltale signs your audience is too scattered—and why it’s sabotaging your content (and your confidence).
-> Is your content attracting... or qualifying? The subtle shift that makes marketing easier—and more effective.
-> And so much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=General&utm_campaign=HerBusiness-Mastermind
Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist
Episode 2: Your Ideal Client https://herbusiness.com/podcast/02-your-ideal-client/
Episode 4: Finding Your Marketing Mountain https://herbusiness.com/podcast/04-finding-your-marketing-mountain/
Episode 67: Client Avatar Interviews — Why You Need Them and How to Do Them https://herbusiness.com/podcast/67-client-avatar-interviews-need/
Episode 256: How to Charge More (and Stop Underpricing & Overdelivering) with Dr Claire Zammit https://herbusiness.com/podcast/how-to-charge-more-and-stop-underpricing-overdelivering-with-dr-claire-zammit/
Evelina Kagan – High-conversion copywriter helping fashion entrepreneurs make more money with content. https://www.evelinakreative.com/
Angela Counsel – Naturopath and menopause expert. https://angelacounsel.com/
Alison Vidotto – CEO of Vidotto Group https://alisonvidotto.com/
If your marketing success is dependent on you doing everything — writing every email, scheduling every post, fixing every tech issue — this episode is for you.
Because it’s time to shift from doing it all to becoming the Content CEO in your business.
This week, your hosts, Suzi Dafnis and Michelle Falzon, share the 3 key shifts you can make to move from overwhelmed content creator to strategic content leader.
Listen to This Episode to Hear More About:
-> The real reason your content feels inconsistent and exhausting—and how to fix it with one powerful mindset change.
-> Why batching, briefing, and building systems is your new superpower (even if you’re a solo operator).
-> The 3 key shifts to becoming a Content CEO—and how to start making them today.
-> How to get 80% of your content done by someone else—and still have it feel 100% like you.
-> What to do when you feel like “no one can do it like me”—and why that belief is keeping you stuck.
-> The surprising truth about delegation: Why handing off tasks isn’t enough—and what to do instead.
-> The 3 high-leverage roles every growing business needs (and how to know which one to hire first).
-> Why your first hire doesn’t need to be full-time—or even permanent—to make a massive difference.
-> The “Who Not How” principle that unlocks freedom, focus, and faster growth.
-> How to stop being the bottleneck in your marketing—and start building a machine that runs without you.
-> The one question to ask yourself this week to start stepping into Content CEO mode.
-> And so much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=General&utm_campaign=HerBusiness-Mastermind
Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist
Episode 237 – How & When to Hire a Copywriter with Belinda Weaver https://herbusiness.com/podcast/how-and-when-to-hire-a-copywriter-with-belinda-weaver/
Belinda Weaver – Copywrite Matters https://copywritematters.com
Dan Martell – Author of Buy Back Your Time https://www.danmartell.com
Dan Sullivan and Dr. Benjamin Hardy – Authors of Who Not How https://www.strategiccoach.com
Amanda Paul – Brand Injection https://brandinjection.com.au
We’d love to hear from you! Got a bonus idea from today’s episode? Let us know over at the Content Sells Podcast Facebook Page.
Enjoying the show?Help us reach more women in business by leaving a review on Apple Podcasts. It means the world to us!
Big partnerships aren’t the only way to grow your audience or boost your visibility.
In this episode, your hosts Suzi Dafnis & Michelle Falzon explore how easy low-tech, low-cost, and low-lift alliances — like co-promoting with a local business or doing an email swap with a peer — can actually move the needle in a big way.
Whether you’re just starting out, or looking for fresh ways to expand without adding complexity, these mini but mighty collaborations can create major momentum and growth in your business.
Listen to This Episode To:
-> Discover the 'Peaches and Cream' principle—a simple test to identify perfect partnership matches.
-> Uncover five low-tech alliance models that can rapidly grow your reach without a hefty budget.
-> Learn how a local electrician partnered with a lighting store to become the go-to service provider in their area.
-> Find out why sharing the same ideal client but solving different problems is key to successful collaborations.
-> Explore how values alignment can make or break a strategic partnership.
-> See how a naturopath and a mindfulness coach teamed up to support women over 45 in complementary ways.
-> Understand why even small collaborations can have a mighty impact on your business growth.
-> Learn the art of the 'Email Swap'—a powerful, cost-free way to expand your audience.
-> Discover how to add value to your offerings with 'Bonus Swaps' in courses or lead magnets.
-> Find out how including a partner's coupon in your product shipments can delight customers and boost referrals.
-> Hear about a horticulturalist who partnered with real estate agents to create a win/win/win!
-> Understand the importance of making partnerships that make sense to your customers.
-> Learn how to co-create content with partners for mutual benefit and increased authority.
-> Discover why you don't need a big list or budget to start forming impactful alliances.
-> Find out how to overcome mindset barriers that prevent you from seeking collaborations.
-> Explore the concept of 'Guest Collaborations' that go beyond simple interviews.
-> See how a swimwear brand partnered with complementary product businesses for a successful photo shoot.
-> Learn how to identify partners who share your ideal client but offer different services.
-> Understand the benefits of local co-promotion and how it can lead to more buyers.
-> Get inspired to take the first step towards forming strategic alliances that can transform your business.
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=General&utm_campaign=HerBusiness-Mastermind
Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist
Episode 2 – Your Ideal Client https://herbusiness.com/podcast/02-your-ideal-client/
Episode 89 – Strategic Alliances: How to Use Them to Grow Your Business https://herbusiness.com/podcast/89-strategic-alliances-how-to-use-them-to-grow-your-business/HerBusiness
Chantel Gilbert - Bluegum Electrical https://bluegumelectricalsolutions.com.au/
Angela Counsel - embrace Menopause https://angelacounsel.com/
Karin van der Valk – Mindfulness and Meditation Coach https://www.facebook.com/karin.vandervalk/
Fiona Keary - Style Liberation https://www.styleliberation.com.au/
Anita McLachlan - Sequins and Sand https://www.sequinsandsand.com.au/
Chantelle Bell - Naturopath https://www.chantellebell.com.au/
Anne Maree Wilshire - Vibrant Voices https://www.vibrantvoices.com.au/
Laura Reale - Lifestyle Optical https://www.lifestyleoptical.com.au/
It’s our Annual Content Marketing Tools Episode!
Sharing the Content Marketing Tools we’re loving each year has become a bit of a tradition here at the Content Sells Podcast.
In today’s show, your hosts, Suzi Dafnis and Michelle Falzon, give you the rundown on 8 tech tools that have made a real difference to their content creation and marketing this year.
Some are cutting-edge AI-based tools and some are “old school” platforms with exciting new applications.
PLUS you can download our FREE and NEWLY Updated Content Marketing Tools Guide.
This Free Guide includes a comprehensive list of 79 content marketing tools to help you in all kinds of areas, including:
- AI Tools
- Productivity Tools
- Content Creation & Collaboration Tools
- Broadcast / Streaming Tools
- And so much more!
Listen to This Episode To:
- Discover the AI tool that edits your videos simply by tweaking the transcript – no video skills needed.
- Learn how a walkie-talkie app is revolutionising client communication and team collaboration.
- Find out how a new AI agent can autonomously build an app for you – yes, really!
- See how personalised AI assistants are streamlining tasks and remembering your preferences.
- Explore the rebranded platform that's making content delivery seamless and searchable.
- Get the scoop on the video editing app that's making social media content creation a breeze.
- Learn our preferred tool for generating custom images within your chat interface – no design skills required.
- Discover the tool that's turning voice notes into actionable content and strategies.
- Find out how to repurpose your spoken ideas into polished content effortlessly.
- See how to automate the removal of filler words from your videos for a more professional touch.
- Learn how to add interactive calls-to-action directly within your video content.
- Explore how to use AI to analyse datasets and create insightful visual reports.
- Discover how to create a personalised content hub that's easy to navigate and search.
- Find out the AI tool we use to summarise and repurpose your video content for different platforms.
- Learn how to create custom AI assistants that can help your clients with their content strategies.
- And much, much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=General&utm_campaign=HerBusiness-Mastermind
Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist
EP 257 - How to Get Free Leads & Buyers on Instagram With Nicole Burke https://herbusiness.com/podcast/how-to-get-free-leads-and-buyers-on-instagram-with-nicole-burke/
Nicole Burke – Gardenary https://www.gardenary.com/
Evelina Kagan – Evelina Kreative https://www.evelinakreative.com/
Creating high-quality content takes time — whether it’s crafting emails, mapping launch sequences, analysing survey data, building frameworks, or preparing visuals for a workshop.
And while many people are using AI to generate more content faster, that often comes at the cost of quality, voice, or effectiveness.
In this behind-the-scenes episode, your hosts Suzi Dafnis & Michelle Falzon share exactly how they’re personally using AI right now — not to replace their thinking and creativity, but to amplify it.
You’ll hear six practical and strategic ways they’re using tools like ChatGPT to save time, improve results, and create more space to focus on the parts of their business they love most.
Whether you’re new to AI, or ready to take your use to the next level, this episode will give you practical, real-world examples of how to use AI in your content creation workflow — without sacrificing your standards.
Listen to This Episode to Hear More About:
-> How to make AI a valuable thinking partner — not just a writing assistant
-> The key shift that makes AI a tool for amplifying your voice, not replacing it
-> The ChatGPT prompt that turned a messy spreadsheet of survey answers into marketing gold
-> The unexpected way AI is saving time on live events and workshops
-> Why Michelle is obsessed with Custom GPTs (and how she uses them daily)
-> How to simulate customer research — even if your list is tiny (or non-existent)
-> The AI “team member” Michelle trained to write our show notes, social posts, and summaries
-> How Suzi builds event sessions, worksheets, and slide decks with just a few well-placed prompts
-> What gave our 2-day intensive attendees a huge productivity boost — and made bold promises possible
-> Why we’re using AI to confidently promise more in our offers — and deliver it in less time
-> How we go from idea to usable asset in a fraction of the time (without skipping on quality)
-> The surprisingly useful way we’re now using visuals to sell ideas — and where AI fits in
-> Why our best frameworks are now built with AI — and how that’s improving engagement
-> The one question that’s helping us level up our offers — and the tool that’s helping us deliver
-> And so much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=General&utm_campaign=HerBusiness-Mastermind
Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist
Advanced Offer Creation 2-Day Intensive http://www.advancedoffercreation.com
Episode 66: Turning Content into Sales With "The Problem/Solution Dance" https://herbusiness.com/podcast/66-turning-content-sales-problemsolution-dance/
Emily-Jane Sarroff, The Brand Artist https://www.instagram.com/empowerwithem
You’ve got clients. You’re delivering results. But maybe you’re starting to feel maxed out… or wondering if there’s a smarter way to grow.
In this episode your hosts, Suzi Dafnis and Michelle Falzon, dive into 6 powerful questions to help you know if it’s time to introduce a higher-priced product or service into your product suite — and how to do it in a way that increases your profit, deepens client transformation, and adds spaciousness to your business.
If you’ve been sitting on an idea for a premium offer — or not sure what it would even look like — this is the episode for you.
Listen to This Episode to Hear More About:
-> The subtle clues your audience is giving you that they want something more
-> Why growing your revenue doesn’t always require new leads
-> What clients really pay more for (hint: it’s not more sessions or longer programs)
-> A smart way to structure your offer suite so you can help more people — without burning out
-> A powerful mindset shift that makes selling more expensive products feel aligned and value-driven
-> The 7 drivers that increase perceived value and justify a higher price
-> Why adding a more expensive product might actually help you serve more people — not fewer
-> How to know if your current offer is enough of a foundation for going premium
-> The single mindset shift that makes pricing a $5K offer feel just as easy as a $497 one
-> What high-ticket buyers are really looking for (it’s not what you think)
-> A simple pricing tier model that could triple your revenue — without needing more leads
-> How to spot the “hidden premium offer” sitting inside your existing program or service
-> Why some offers feel harder to sell at $500 than others do at $5,000
-> And so much more…
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=General&utm_campaign=HerBusiness-Mastermind
Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist
Episode 5: Getting Customers to the Top of Your Mountain https://herbusiness.com/podcast/05-getting-customers-to-the-top-of-your-mountain
Episode 66: Turning Content into Sales With "The Problem/Solution Dance" https://herbusiness.com/podcast/66-turning-content-sales-problemsolution-dance/
Amanda Farmer – Your Strata Property https://yourstrataproperty.com.au/
Tasha Jennings – Conceive Baby & Your Fertile Pantry https://tashajennings.com.au/
Kristy-Lee Heighway Billett - People Powered Business https://www.peoplepoweredbusiness.com.au/
We’d love to hear from you! Got a bonus idea from today’s episode? Let us know over at the Content Sells Podcast Facebook Page.
Enjoying the show?Help us reach more women in business by leaving a review on Apple Podcasts. It means the world to us!
You’ve created a solid offer. You’ve put in the work. You know it delivers value. But when it comes time to promote it… crickets. Or maybe you get some buyers, but you know there were people on the fence who just didn’t tip over into a “yes.”
What if the missing link wasn’t in the offer itself… but in the bonuses?
In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon dive deep into how to use bonuses strategically — not just as a “nice extra,” but as powerful conversion tools that help your buyers move past the objections that are keeping them stuck.
If you’ve ever wondered how to get more people saying yes without discounting, adding pressure, or constantly reinventing your core offer — this episode is going to shift how you think about your offer stack and give you a heap of practical ideas to implement right away.
Whether you’re selling a product, a service, a course, or a high-ticket offer — bonuses can play a pivotal role in helping someone say yes with confidence… if you choose the right ones.
Listen to This Episode to Hear More About:
-> Why people really say no — and how to create bonuses that crush objections
-> How to make your buyer feel seen, supported and confident to take action
-> Examples of strategic bonuses that are immediately usable, highly valuable, and reduce fear
-> When and how to use bonuses to create urgency (without adding pressure)
-> The single most important question to ask yourself when designing your next bonus
-> Why most bonuses are actually working against the sale
-> How to identify the 5 most common objections buyers have — and what bonus to use to overcome each one
-> The “No-Fail Bonus” approach
-> Real-world examples of strategic bonuses that increased conversions
-> When to use a fast-action bonus (and the number 1 mistake people make when planning a fast-action bonus that can burn you out!)
-> Why more bonuses isn’t better — and how to avoid the “bloated offer” trap
-> What to do today to transform your bonuses into conversion-boosting gifts your clients will race to buy.
Also Mentioned in This Episode:
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=General&utm_campaign=HerBusiness-Mastermind
Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist
Episode 66: Turning Content into Sales With "The Problem/Solution Dance" https://herbusiness.com/podcast/66-turning-content-sales-problemsolution-dance/
Ryan Levesque https://askmethod.com/
Dr Claire Zammit https://womancenteredcoaching.com/
Jeff Walker https://jeffwalker.com/
Gillian Erskine https://www.pianoteachingsuccess.com/
Emily-Jane Sarroff https://www.instagram.com/empowerwithem/?hl=en
Is your free content getting you caught in the “Friend Zone”?
In this episode of the Content Sells Podcast, your hosts, Suzi Dafnis and Michelle Falzon, delve into the art of guiding your audience seamlessly from free offerings to paid products and services.
Listen to This Episode to Hear More About:
-> Why your content might be getting you stuck in the “friend zone” with your audience (and how to fix this!).
-> The number 1 reason why your amazing free content still isn’t converting.
-> The real reason people aren’t buying (and it’s not what you think).
-> One tiny shift that turns “nice content” into “I need this now” moments.
-> The biggest mistake most business owners make with their lead magnets.
-> How doing the “Problem/Solution Dance” is your new superpower when it comes to converting prospects to paid customers.
-> How to choreograph content that creates momentum (and sales).
-> Why your freebie might actually be killing your offer.
-> How to design your content like a journey — not a jumble.
-> What you need to do to transition from “random acts of content” to having a high-converting journey.
-> Why generosity without intentionality leads to content burnout.
-> The crucial difference between being helpful… and being strategic.
-> The importance of every piece of content having a “conversion job”? (Yep. Every piece).
-> How solving the wrong problem first derails your entire funnel.
-> A practical example of a freebie that failed—and exactly why.
-> Real-world story: How a sunscreen promo converted cold leads fast.
-> The mindset shift that transforms content creators into Journey Designers.
-> The art of creating desire for what comes next… without being pushy.
-> How to lead your audience up your “marketing mountain” with ease.
-> A simple content formula to move people from stuck… to sold.
-> The most overlooked part of content strategy that’s costing you sales.
-> And much, much more!
Also Mentioned in This Episode:
Free High-Converting Offer Download Download Your Free Ultimate High-Converting Offer Blueprint Learn how to craft a high-converting offer with our 7-step framework. https://her-business.lpages.co/high-converting-offer-blueprint/?utm_source=Website&utm_medium=General&utm_campaign=High-Converting-Offer-Blueprint
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=General&utm_campaign=HerBusiness-Mastermind
Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist&_gl=1mr24nx_gaMTU4MjQzNjgxLjE3NDIzOTY3MTg._ga_JPH1DW3BLJ*MTc0Mjg0MDkyMS43LjEuMTc0Mjg0MTU2My4zNi4wLjA.
Episode 66: Turning Content into Sales With "The Problem/Solution Dance" https://herbusiness.com/podcast/66-turning-content-sales-problemsolution-dance/
Loretta Brandolini - Reluminate Beauty https://reluminatebeauty.com.au/
Frieda Maher - Sales Pod https://salespod.com.au/
The “Elaine” Awkward Dance from Seinfeld https://youtu.be/Xc9t_kVcMdg?si=ip0yK26eEsMP5ygv&t=58
Imagine turning your Instagram account into a lead-generating powerhouse—without spending a cent on ads!
In this episode of the Content Sells Podcast, your hosts, Suzi Dafnis and Michelle Falzon are joined by Instagram marketing expert Nicole Burke of Gardenary, who has built a massive 1.2 million+ following and leveraged Instagram to grow a multi-million-dollar business.
In this episode Nicole shares her exact strategy for turning Instagram followers into engaged buyers, including:
-> How she tripled her followers in a year and doubled her revenue—twice!
-> The #1 decision that skyrocketed her business growth.
-> How to create hooks that grab attention in just 1.5 seconds.
-> Why "engagement" isn’t enough—and how to convert likes into leads.
-> Her secret Instagram content formula (and how reels, carousels, and memes work together).
-> The DM automation strategy she used to scale her business—without spending hours replying manually.
-> How service-based and non-visual businesses can still thrive on Instagram.
If you’ve been wondering how to actually turn your Instagram content into sales—without feeling salesy—this episode is for you!
Download your FREE copy of the Guide now.
Listen to This Episode to Hear More About:
-> Why undercharging is a massive issue (and how it’s keeping you stuck).
-> The real reason many women hesitate to raise their prices (hint: it’s deeper than just money).
-> The shocking statistic about women-owned businesses and why most aren’t making it past six figures.
-> Why offering MORE isn’t always the answer – and how to create high-value offers without overloading yourself or your clients.
-> How pricing is directly connected to transformation (and why charging more often gets your clients better results).
-> The Power Penalty – why women who charge more fear being seen as greedy or unlikeable.
-> How cultural conditioning plays into your pricing mindset (and how to shift it).
-> The fundamental issue Suzi, Claire and Michelle all have with the concept of ‘charging what you’re worth’-- and a much more empowering way to think about your pricing instead.
-> The 10X value principle – how to craft offers that feel like an “answered prayer” for your clients.
-> Claire’s personal experience of raising her prices from $10K to $25K – and what happened when she did!
-> How your own glass ceiling may be stopping you from confidently making high-ticket offers.
-> The “Confidence Gap” research and why women often feel they need to be 85% certain before making an offer.
-> The impact of pricing on client commitment—why higher prices often lead to more engaged and successful clients.
-> The key mindset shift that makes charging more feel natural, aligned, and good for your business.
Also Mentioned in This Episode:
Nicole’s Instagram account:https://www.instagram.com/gardenaryco/
Nicole’s Grow on the Gram Workshop: https://heynicoleburke.com/instagram
Episode 254 – How to Craft an Offer That Sells (NEW & UPDATED!):https://herbusiness.com/podcast/how-to-craft-an-offer-that-sells-updated/
Marketing Success Mastermind – Apply Here Now:https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=Podcast&utm_campaign=HerBusiness-Mastermind
Shandra Moran - The Transit Lounge: https://thetransitlounge.com/
Elizabeth Bond - Zenbird Words: https://zenbirdwords.com.au/
Tasha Jennings - Conceive Baby: https://tashajennings.com.au/
Ros Lockley - Communikeys: https://communikeys.com.au/
Are you undercharging for your offers? If you've ever hesitated to raise your prices because you're worried about scaring off clients, feeling “salesy,” or questioning how to define and charge for the value you bring – this episode is for you!
Your hosts, Suzi Dafnis and Michelle Falzon, are joined by Dr. Claire Zammit, founder of the Women-Centered Coaching Institute and creator of Feminine Power, to explore the hidden costs of undercharging—not just for your business but for your clients, too.
Claire has helped over 70,000 women break through their invisible barriers to create extraordinary results in their businesses and lives. She shares powerful insights on why women struggle to charge more, the deep-seated beliefs that hold them back, and how to confidently price your offers in a way that serves both you and your clients.
Listen to This Episode to Hear More About:
-> Why undercharging is a massive issue (and how it’s keeping you stuck).
-> The real reason many women hesitate to raise their prices (hint: it’s deeper than just money).
-> The shocking statistic about women-owned businesses and why most aren’t making it past six figures.
-> Why offering MORE isn’t always the answer – and how to create high-value offers without overloading yourself or your clients.
-> How pricing is directly connected to transformation (and why charging more often gets your clients better results).
-> The Power Penalty – why women who charge more fear being seen as greedy or unlikeable.
-> How cultural conditioning plays into your pricing mindset (and how to shift it).
-> The fundamental issue Suzi, Claire and Michelle all have with the concept of ‘charging what you’re worth’-- and a much more empowering way to think about your pricing instead.
-> The 10X value principle – how to craft offers that feel like an “answered prayer” for your clients.
-> Claire’s personal experience of raising her prices from $10K to $25K – and what happened when she did!
-> How your own glass ceiling may be stopping you from confidently making high-ticket offers.
-> The “Confidence Gap” research and why women often feel they need to be 85% certain before making an offer.
-> The impact of pricing on client commitment—why higher prices often lead to more engaged and successful clients.
-> The key mindset shift that makes charging more feel natural, aligned, and good for your business.
Also Mentioned in This Episode:
The Woman-Centered Coaching Institute https://womancenteredcoaching.com/
The Ultimate High-Converting Offer Blueprint: Learn how to craft a high-converting offer with our 7-step framework. Download here... https://her-business.lpages.co/high-converting-offer-blueprint/?utm_source=Website&utm_medium=Podcast&utm_campaign=High-Converting-Offer-Blueprint
Advanced Offer Creation 2-Day Intensive with Suzi & Michelle: Get our personal help working directly with you in a boardroom setting to create your High-Converting Offer! https://her-business.lpages.co/advanced-offer-creation-direct/?utm_source=Website&utm_medium=Podcast&utm_campaign=Advanced-Offer-Creation
Apply For Mastermind: Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=Podcast&utm_campaign=HerBusiness-Mastermind
Listen to Episode 254, NEW & Updated How to Craft an Offer That Sells https://herbusiness.com/podcast/how-to-craft-an-offer-that-sells-updated/
Ros Lockley - Communikeys: https://communikeys.com.au/
See a real-life case study of what a high-converting offer looks like from our Masterminder, Gillian Erskine of Piano Teaching Success.
Join your hosts, Suzi Dafnis and Michelle Falzon, as they step you through the 7 elements in Gillian’s offer for The Studio, her successful Membership program to help Piano Teachers grow successful, profitable businesses.
Special thanks to Gillian for kindly agreeing to let us share her case study with you.
You can learn more about Gillian and her awesome business over at www.pianoteachingsuccess.com
Listen to This Episode to Hear More About:
-> How the 7 elements of a high-converting offer were applied to Gillian Erskine’s successful membership for piano teachers.
-> The pricing strategy that made ‘The Studio’ a no-brainer offer (and why it works).
-> Why NOT showing your price upfront can actually boost conversions - Gillian’s smart approach.
-> What’s the perfect price for YOUR offer? The genius behind Gillian’s “less than one lesson” pricing model.
-> How Gillian turned her inclusions into ‘mini-offers’—and why that skyrocketed conversions.
-> Gillian’s brilliant Bonus Strategy that made her membership feel like a no-risk bargain.
-> How Gillian used risk reversal to eliminate ALL objections and make buying easy for her ideal customers.
-> Scarcity without sleaze—how The Studio creates urgency in a way that FEELS good.
-> Think your audience won’t pay? The simple shift that made Gillian’s offer a “no-brainer.”
-> Why naming your offer is just as important as pricing it (and how ‘The Studio’ nails it).
-> How Gillian used visuals to make her offer feel tangible—and why it worked so well.
-> The power of an entry-level offer—how The Studio became a stepping stone to high-ticket sales.
-> The #1 mistake Gillian avoided that most membership owners make.
-> What YOU can steal from this strategy to create your own six-figure offer!
-> Plus, so much more!
Also Mentioned in This Episode:
The Ultimate High-Converting Offer Blueprint Learn how to craft a high-converting offer with our 7-step framework. DOWNLOAD HERE: https://her-business.lpages.co/high-converting-offer-blueprint/?utm_source=Website&utm_medium=Podcast&utm_campaign=High-Converting-Offer-Blueprint
Advanced Offer Creation 2-Day Intensive with Suzi & Michelle Get our personal help working directly with you in a boardroom setting to create your High-Converting Offer! APPLY NOW: https://her-business.lpages.co/advanced-offer-creation-direct/?utm_source=Website&utm_medium=Podcast&utm_campaign=Advanced-Offer-Creation
Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. APPLY NOW: https://www.herbusinessmastermind.com
Learn More About Piano Teaching Success Discover more about Gillian Erskine and the amazing work she does helping piano teachers grow profitable businesses. Piano Teaching Success: http://www.pianoteachingsuccess.com
Listen to Episode 254, NEW & Updated How to Craft an Offer That Sells Go Here to Listen Now: https://herbusiness.com/podcast/how-to-craft-an-offer-that-sells-updated/
Leanne Faulkner - Rereadable: https://rereadable.com.au/
NEWSFLASH! We’ve updated one of our most popular episodes EVER with the latest strategies, examples and success tips and it comes with a Brand NEW and highly valuable downloadable worksheet! Get yours now!
Join your hosts Suzi Dafnis and Michelle Falzon as they share why THIS is the “Year of the Offer” and why you need a high-converting offer now more than EVER.
PLUS they share the 7 universal elements every high-converting offer must have in order to succeed (regardless of your niche, your product or whether you sell business-to-business or direct to the consumer).
Plus get your hands on our BRAND NEW Download The Ultimate High-Converting Offer Blueprint For Women Business Owners which includes a step-by-step Worksheet for YOU to create your own High-Converting Offer!
Go here to your FREE Download Now! https://her-business.lpages.co/high-converting-offer-blueprint/?utm_source=Website&utm_medium=Podcast&utm_campaign=High-Converting-Offer-Blueprint
Listen to This Episode to Hear More About:
-> Why crafting a high-converting offer is more critical than ever…right now!
-> The biggest mistake most women in business make when it comes to making offers.
-> The 7 essential elements every high-converting offer must have to succeed.
-> Real-life examples of offers that sell, from solar services to skincare to music teacher memberships.
-> The difference between a great product and a great offer—and why it’s critical to know both.
-> How to use the FREE The Ultimate High-Converting Offer Blueprint For Women Business Owners to craft your own high-converting offer.
-> Pricing strategies: How a single shift increased one entrepreneur’s quote by 500% — and she still landed the deal!
-> How to uncover “invisible value” in your offer to make it irresistible.
-> The hidden costs of undercharging — and why it could be hurting your credibility.
-> The role of naming and branding in making your offer stand out in a crowded market.
-> Risk reversal strategies that make saying “yes” a no-brainer for your ideal clients.
-> The secret power of bonuses—how to add irresistible value without increasing your workload.
-> How to use the art of scarcity to create urgency that drives action (without feeling pushy).
-> Why Suzi has declared this “The Year of the Offer” – and how to join the movement.
-> Why women business owners struggle with pricing and how to break free from undervaluing yourself.
-> The surprisingly easy (and effective!) way to overcome the fear of sounding “salesy” with your high-converting offer.
-> The one simple tip that can make custom quotes easier to ping-stone” offers.
-> Plus, so much more!
Also Mentioned in This Episode:
Free High-Converting Offer Download - Download Your Free Ultimate High-Converting Offer Blueprint. Learn how to craft a high-converting offer with our 7-step framework. https://her-business.lpages.co/high-converting-offer-blueprint/?utm_source=Website&utm_medium=Podcast&utm_campaign=High-Converting-Offer-Blueprint
Apply For Mastermind - Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=General&utm_campaign=HerBusiness-Mastermind
Join the HerBusiness Network - Find out what this is Australia’s leading network for women business owners. https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist
Episode 82: 3 Profitable Pricing Strategies for Small Business Owners https://herbusiness.com/podcast/82-3-profitable-pricing-strategies-for-small-business-owners/
Episode 22: How to Use Guarantees and Risk Reversal in Your Content to Get More Sales https://herbusiness.com/podcast/use-guarantees-risk-reversal-content-get-sales/
Episode 37: What’s in a Name? How to Name Things https://herbusiness.com/podcast/37-whats-name-name-things/
Loretta Brandolini - Reluminate Beauty https://reluminatebeauty.com.au/
Ange Sinclair - Digestive Detectivehttps://www.instagram.com/digestive_detective/
Tasha Jennings - Conceive Baby https://tashajennings.com.au/
Chantel Gilbert - Bluegum Electrical Services https://bluegumelectricalsolutions.com.au/solar/solar-installation/
Gillian Erskine - Forte School of Music https://fortemusic.com.au
Tracey McLachlan - Davis Ogilvyhttps://do.co.nz/
Juliet Robinson - Big Goals https://biggoals.com.au
Zoe - Flight Wear
It’s time for our annual review of the books we’re recommending for the new year!
Join your hosts Suzi Dafnis and Michelle Falzon as they share books they’ve loved and learned from that can help you be a more effective content marketer and create the business and live you love in 2025!
Plus get your hands on our NEWLY UPDATED and hugely popular Content Sells Recommended Reading List!
Go here to get the FREE 2025 Content Sells Recommended Reading List Now!
Listen to this Episode to Hear More About:
-> How to get your hands on the hugely popular Content Sells Recommended Reading List.
-> The book Michelle has re-read on a regular basis for the last 20 years… and why you need to read it too!
-> Which book Suzi loved so much she bought HUNDREDS of copies for HerBusiness Network members.
-> See which book written by a Grammy-winning record producer was Michelle’s favourite book of the year!
-> Find out which book will help you pivot your skills so you can thrive at every stage of your career and why embracing this shift is critical for long-term success as a content marketer.
-> Planning on writing a book this year? We’ve got the perfect recommendation for you!
-> Get the inside story on the book that reveals why your second act could be even more powerful than your first and how to align your content marketing to reflect this growth.
-> Discover the counterintuitive secret to staying fulfilled and productive when you’re feeling stuck or burnt out.
-> Learn how to reframe your priorities to achieve greater clarity and impact in both your content and your life.
-> Plus, so much more!
Also Mentioned in This Episode:
HerBusiness Marketing Success Mastermind: https://her-business.lpages.co/herbusiness-mastermind-eoi/
HerBusiness Network: http://herbusiness.com/
Amazing Bookstore in Portugal that Suzi mentioned (named the most beautiful bookstore in the world): https://www.livrarialello.pt/en/home
The Content Sells Podcast Reading List (all the books featured in this episode are listed there along with DOZENS of highly recommended business and personal development books that are perfect for content marketers!).
Welcome to Part 2 of this Episode! If you’re someone who makes proposals to clients you definitely want to tune into today’s show.
In this episode, your hosts, Suzi Dafnis & Michelle Falzon, continue to share their best advice on how you can uplevel your proposals and win more of the projects you’re pitching for more of the time!
And even if you don’t sell via proposal, the tips being shared can be mapped over to sales conversations and other parts of your marketing - so this episode has something for everyone.
Definitely tune into Part 1 of this episode, where we share a detailed step-by-step explanation of the Winning Proposal Framework - exactly how to structure your proposals for success!
Listen to This Episode to Hear More About:
-> The #1 mistake most businesses make with proposals—and how to fix it instantly.
-> Why your proposal’s visual design can make or break the deal (and how to master it).
-> How one catering business used visual storytelling to win high-value contracts and sell for millions!
-> Simple layout tricks that make your proposals easier to read and more persuasive.
-> Discover how using a photo of YOU (instead of stock images) could transform your proposals.
-> The art of "visual storytelling" in proposals—captivating your client, one step at a time.
-> How to set the perfect tone for trust and connection in your proposals.
-> The power of assumptive language: What to say to guide your client to a "yes" effortlessly.
-> Why "walking your client through" a proposal live is the ultimate game-changer.
-> The critical reason you should NEVER email your proposal before presenting it.
-> What to do when clients go straight to the pricing section—and how to regain control.
-> Boost buy-in during your proposal meeting with these strategic, open-ended questions.
-> How to handle price objections while protecting your value.
-> Why a summary checklist can be the subtle nudge your client needs to move forward.
-> FAQ sections: The hidden tool that addresses doubts before they arise.
-> One-click approval: How to remove every barrier between your client and a "yes."
-> How follow-up timing can make or break a deal—and how to perfect it.
-> Haven’t heard Part 1 yet? Hit pause and listen to Episode 251 to unlock the full winning proposal strategy.
-> FREE DOWNLOAD: The Winning Proposal Framework—get all the details from Part 1 and Part 2!
-> And much more…
Also Mentioned in This Episode:
HerBusiness Marketing Success Mastermind: her-business.lpages.co/herbusiness-mastermind-eoi
HerBusiness Network: https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist
Get Your FREE Winning Proposal 5-Part Structure Download Here: https://her-business.lpages.co/serve-leadbox/MPHMhe86qHbCiwb65vN6iJ/
Episode 251 - Winning Proposals - How to Get More Clients to Say Yes More Often Part 1: https://herbusiness.com/podcast/winning-proposals-how-to-get-more-clients-to-say-yes-more-often-part-1/
Donna Cross - Culturally Directed Care Solutions: https://cdcs.com.au/who-we-are/
Episode 241 - The Power of Plain Language with Susan Bell: https://herbusiness.com/podcast/the-power-of-plain-language-with-susan-bell/
If you’re someone who makes proposals to clients – perhaps you sell high-value products and services - like solar installations, leadership consulting, interior design services, custom software development, etc, you definitely want to prick your ears up for this episode.
Just like there’s a formula for a winning webinar, sales video, or sales page, there’s also a winning formula for sales proposals. Most businesses that we see are getting this wrong in some fairly important ways, and so we wanted to address that.
That’s why, in this episode, your hosts, Suzi Dafnis & Michelle Falzon, are sharing their best advice on how you can uplevel your proposals and win more of the projects you’re pitching for more of the time!
And even if you don’t sell via proposal, the tips being shared can be mapped over to sales conversations and other parts of your marketing - so this episode has something for everyone.
PLUS BONUS DOWNLOAD – The Winning Proposal Checklist Free Resource Alert! Download the Winning Proposal Checklist you can use to make your proposals more engaging and effective (and to earn you more sales)!
Get Your Free Bonus Winning Proposal Checklist: https://herbusiness.com/podcast/the-winning-proposal-5-part-structure/
PLUS stay tuned for Part 2, where we dive into the visual elements, language, and live presentation techniques that make a Winning Proposal stand out!
Listen to This Episode to Hear More About:
-> The game-changing advice our Mastermind clients are using to win bigger projects—straight from real-world feedback.
-> The secret mindset shift that transforms your proposal from “just a document” into a powerful connection and sales conversion tool.
-> How to know if you are losing clients by presenting your price too soon (find out exactly when and how to introduce pricing in your next proposal).
-> Why most proposals fall flat—and the ONE change you can make to avoid a “No” response.
-> The 5-part structure that turns your proposal into a compelling, client-centred communication that closes the sale.
-> The power of a well-crafted “Introduction and Recap” — a simple but often overlooked step to hook your client from the first page.
-> Transitioning from sales conversations to proposals: how to keep the momentum going and close the deal.
-> Why your proposal might be overloaded with details and how you can simplify and clarify using the Essentials, Extras, and Boundaries framework.
Why you need a “Solution Overview” section to paint a vivid picture of success—without overwhelming your client.
-> The most common mistake Suzi & Michelle see in proposals that causes your clients to lose interest fast.
-> Client-first, not price-first! Why it matters to showcase value before introducing the financial investment.
-> How to frame your pricing so it feels natural instead of transactional.
-> Proposals as relationship-builders: how to make yours feel like a friendly conversation instead of a dry contract.
-> Curious about ROI? See how calculating the client’s return on investment can boost proposal success.
-> Adding social proof for a win: the power of case studies and testimonials in boosting client confidence.
-> Want more “Yeses?” Discover why and how to present your proposal live rather than just “emailing it over.”
-> Is your proposal visually engaging? Tune in for the elements that make or break proposal design.
-> And much more…
Also Mentioned in This Episode:
HerBusiness Marketing Success Mastermind: https://her-business.lpages.co/herbusiness-mastermind-eoi/
HerBusiness Network: href="https://shrtlnk.co/ELSaH
Get Your FREE Winning Proposal 5-Part Structure Download Here: https://her-business.lpages.co/serve-leadbox/MPHMhe86qHbCiwb65vN6iJ/
Episode 246 - 5 Metrics to Track Your Sales Funnel Success: https://herbusiness.com/podcast/5-numbers-to-track-for-sales-funnel-success/
Shandra Moran - The Transit Lounge: https://thetransitlounge.com/
Chantel Gilbert - Bluegum Electrical: https://www.bluegumelectricalsolutions.com.au/
In this episode, your hosts, Suzi Dafnis and Michelle Falzon are sharing ways to START creating a powerful community even BEFORE people become your customers – that is, how you can build community and connection in your MARKETING.
Because when you can do that, you actually make it EASIER for people to buy from you and you can accelerate the lead time before someone becomes a customer.
You can even enlist your paid customer community – those raving fans who really love what you do, to participate in your marketing community activities to provide powerful social proof and build trust in your market.
Listen to This Episode to Hear More About:
-> How you can drive loyalty, sales, and referrals for free.
-> The secret to giving prospects a “taste” of your expertise that builds community and increases conversions.
-> Why building community makes people buy sooner.
-> The simple and fast strategy that can shorten the path to conversion by attracting more of your ideal clients into your world.
-> The power of consistency: Why your audience craves routine and how it builds lasting trust.
-> Secrets to Q&A success—how you can craft engaging sessions that keep your audience coming back for more.
-> How you can use the “Ask Me Anything” magic to showcase your expertise and build trust.
-> The surprisingly easy way to engage your audience and guide your next offer (this has been a game-changer for Suzi & Michelle).
-> How to run a high-impact online group without letting it become a “ghost town.”
-> How you can turn followers into contributors (and why this is a massive leverage point for your marketing).
-> Harness the power of hashtags to showcase your community in action—An effortless method to boost social proof.
-> Why mini-events are a powerful tool for building connections and conversions (and the specific type of event we recommend).
-> How to seed your community-driven marketing content so that it effortlessly and naturally leads to your paid offers.
-> Avoid the “hard sell” with these 5 ideas that naturally lead prospects to your paid services.
-> Transform prospects into loyal advocates—How your community can drive more word-of-mouth than any ad campaign.
-> Tips to create buzz before you go live—Avoid “crickets” and build excitement for your community events.
-> And much more…
Also Mentioned in This Episode:
-> https://her-business.lpages.co/herbusiness-mastermind-eoi/ -> https://herbusinessnetwork.com -> https://herbusiness.com/podcast/31-use-surveys-discover-what-customers-want-how-give-them-ryan-levesque/ -> https://herbusiness.com/podcast/57-how-to-use-seeding-to-move-people-forward-with-your-content/ -> https://herbusiness.com/podcast/77-secrets-to-creating-engaged-online-communities-with-susan-garrett/ -> https://herbusiness.com/podcast/84-facebook-group-engagement-with-kate-toon/ -> https://herbusiness.com/podcast/109-how-to-create-your-first-online-challenge/ -> https://herbusiness.com/podcast/112-how-to-create-your-first-online-challenge-part-2/ -> https://herbusiness.com/podcast/get-people-to-your-paid-offer/ -> https://herbusiness.com/podcast/facebook-groups-the-essential-systems-and-processes-for-success/ -> https://herbusiness.com/podcast/5-numbers-to-track-for-sales-funnel-success/ -> https://www.herempirebuilder.com/ -> https://www.yourstrataproperty.com.au/ -> https://styleliberation.com.au/ -> https://dogsthat.com/ -> https://reluminatebeauty.com.au/pages/about-us
Social Media can be a “hungry beast,” and trying to keep up with social posts that get results can feel overwhelming, confounding, and like we’re always playing catch-up!
That’s why, in this episode, your hosts, Suzi Dafnis and Michelle Falzon, are sharing their top tips for creating a Social Media Calendar that gets results while keeping YOU sane :-)
Listen to This Episode to Hear More About:
-> The biggest mistake small businesses make with social media (and how to avoid it).
-> Why winging your social posts is a recipe for overwhelm—and what you can do to fix it!
-> The simple planning hack that will have you hitting the ground running in January
-> The secret to saving HOURS on social media every month.
-> Why knowing the “Big Rocks” in your marketing plan is key to a successful social media calendar.
-> Why every post should have a conversion purpose (and how to make it happen!).
-> How planning your social media in phases can drive more sales and boost engagement.
-> The overlooked opportunity cost of random posting - you will be amazed by how much it’s costing your business.
-> Why social media can be a waste of time for some businesses, who aren’t taking one crucial step in their planning process.
-> The EASY way to map out your year’s social media posts (without tearing your hair out).
-> Why batching is NOT productive (unless you’ve done this first).
-> From “tease” to “launch”—how to time your social media posts to build anticipation for your offers.
-> The #1 way to make sure every social post supports your broader marketing strategy.
-> The key to creating campaigns that resonate all year long (and boost your conversions).
-> And much more…
Also Mentioned in This Episode:
-> https://her-business.lpages.co/herbusiness-mastermind-eoi/ -> https://herbusinessnetwork.com -> https://herbusiness.com/podcast/15-create-great-content-without-burning/ -> http://herbusiness-downloads.s3.amazonaws.com/content-sells/ep78-marketing-success-plan.pdf -> https://www.google.com/url?q=https://herbusiness.com/podcast/stacking-momentum-with-your-annual-marketing-plan/ -> https://herbusiness.com/podcast/plan-your-next-launch-like-a-pro/ -> https://herbusiness.com/podcast/why-you-need-to-plan-next-year-now/ -> https://www.bluegumelectricalsolutions.com.au/ -> https://reluminatebeauty.com.au/pages/about-us
As this episode goes to air we’re right at the start of November so we thought it would be great to give you a gentle nudge to get your annual plan for next year done THIS MONTH.
And here’s why…
You don’t want to be planning the year in January.
You’re already behind.
That’s why your hosts, Suzi Dafnis and Michelle Falzon, are sharing the planning structure and framework they use in their Mastermind and businesses for planning the upcoming year in the November of the year before.
When you can start deep-dive planning in November, by the time January arrives your business is set up for success.
Listen to this episode to hear more about:
-> The ONE shift in your annual planning that could skyrocket your results next year… and why NOW is the time to start.
-> Why November is the sweet spot for planning the year ahead—and how waiting until January could leave you missing out on critical growth.
-> The “Big Kahuna” strategy that can radically change your business in just one year.
-> The “mental marinade” effect: How giving yourself thinking time unlocks breakthroughs and avoids strategic missteps.
-> How to use 11 months of hindsight to create a crystal-clear, data-driven plan for the year ahead.
-> How to create space for game-changing ideas to emerge naturally.
-> The unexpected side benefit of planning ahead that enables you to “ride the coat-tails” of major events and holidays.
-> The 90-day recalibration trick: How checking in on your progress every quarter can keep your year on track.
-> How a simple planning tweak helped one entrepreneur cut her launches and make more money—and how you can apply the same strategy.
-> How one tweak in your planning can prevent burnout and still keep you moving forward.
-> The “early bird” method: How getting ahead with your planning sets you up for success.
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Episode 15 - How to Create Content Without Burning Out
-> Episode 78 - 3-Steps to Finally Getting ANY Big Content Project DONE!
-> Episode 247 - Plan Your Next Launch Like a Pro
-> Episode 248 - The Power of “Plain Language” - With Susan Bell
-> Elizabeth Bond - Zenbird Words
Launching is one of the most powerful things you can do in your business.
Whether you’re launching a new product, service, or even a course, a well-thought-out launch can mean the difference between ‘winging it’ and getting by versus hitting your goal number of sales and creating real momentum for your business.
And, while there are many aspects to launching, in this episode, your hosts, Suzi Dafnis and Michelle Falzon, walk you through a step-by-step roadmap for the planning part of a successful launch.
What are the ground rules and “must do’s” BEFORE you launch?
Listen to this episode to hear more about:
-> The hidden power behind a well-executed launch and how it can make or break your business success.
-> Why planning your launch is more than just picking a date—it’s about creating a momentum-building strategy.
-> How an unplanned launch could lead to overwhelm, wasted effort, and missed opportunities.
-> The secret to turning a launch into a buzzworthy, revenue-driving event your audience can’t resist.
-> Discover the 5 phases of a successful launch that can transform your results—hint: it’s not just about the “open cart”!
-> Why a clear launch goal is the foundation for everything, from your offer to your marketing tactics.
-> How to craft an irresistible launch offer that aligns perfectly with your goals and audience.
-> The surprising role of audience warm-up in creating a successful launch.
-> How to leverage your email list, no matter the size, to maximize your launch revenue.
-> Is it better to offer a high-ticket or low-ticket offer when launching?
-> How long should your open cart period REALLY be? Learn the ideal timing to keep excitement and urgency high.
-> Why planning your post-launch activities is just as important as the launch itself.
-> What successful launches have in common—a tried-and-tested strategy used by top business leaders.
-> The often-overlooked pre-launch strategy that makes a massive difference in driving conversions.
-> Why urgency and scarcity are your best friends when it comes to making sales during a launch.
-> How to map out your launch dates to create a seamless flow between phases and avoid last-minute chaos.
-> The insider’s guide to building an effective launch team—even if you’re a solopreneur.
-> Budgeting for your launch: What costs to plan for, and why it’s more than just ads.
-> The one debrief question that could reveal the goldmine in your launch—are you asking it?
-> Why the best launches never go to plan—but how a solid roadmap can save you from disaster.
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Episode 23 - How to Craft an Offer That Sells
-> Episode 31 - How to use surveys to discover exactly what your customers want, and how to give it to them - with Ryan Levesque
-> Episode 176 - How To Successfully Launch Anything - with Jeff Walker
-> Episode 195 - Stacking Momentum with Your Annual Marketing Plan
-> Episode 199 - Creating a Runway: How to Pave The Way for the Sale & Get MORE Results for LESS Cost!
-> Episode 242 How to Find Your Core Message & Purpose - with Erin Weed
-> Episode 246 - 5 Numbers to Track For Sales Funnel Success
-> Patricia Viscount Consulting
Knowing your sales funnel metrics can also make all the difference between consistently hitting your sales goals and constantly feeling like you're falling short.
And yet, even though these are some of the most important numbers to track in your business, they are often the most overlooked and misunderstood.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, dive into the 5 numbers to track for Sales Funnel Success. Plus how you can understand them and actually USE them to confidently make decisions and more consistently hitting your sales goals.
Listen to This Episode to Hear More About:
-> What a sales funnel really is and how to map out the stages your customers move through.
-> The 5 key metrics every business should track to maximise conversions and business growth.
-> How to determine which areas of your funnel are underperforming and where potential customers are dropping off.
-> The essential metric that shows you how much it costs to acquire a new lead.
-> Why tracking one specific ratio can make a huge difference in how you manage your paid advertising campaigns.
-> How understanding the long-term value of your customers can transform your approach to marketing and sales.
-> The critical number that reveals whether you're losing customers faster than you're gaining them—and how to fix it.
-> The surprising relationship between tracking your funnel numbers and reducing the emotional stress of running your business.
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Episode 216 - Easy Steps for Optimising Your Online Sales Process
-> Episode 239 - Why Your Promotional Emails Aren’t Working and What to Do About It (with guest Kathy Farah)
-> Episode 245 - 8 Website Mistakes That Could Cost You
-> Kathy Farah
-> Susan Bradley - Social Sales Girls
We love a good system. And when it comes to content marketing, having clear systems, or ways of doing things can save you a lot of time and rework.
In fact, you can create a ton of successful marketing content in a streamlined way when you have good systems.
Which is why, in today’s Content Sells episode, your hosts, Suzi Dafnis and Michelle Falzon are sharing 4 Must-Have Marketing Systems That Can Save You HOURS Every Week!
Listen to This Episode to Hear More About:
-> Why even a “back of the napkin” marketing plan is better than none
-> Discover the project planning tools Suzi uses in her own business to keep productivity high
-> Why you need to build a “runway” into your project plans and the specific part of the process most of us forget when planning out our campaigns.
-> The content planning process in place for the HerBusiness Growth Retreat.
-> The one thing you must always do before pressing the “send” button on your emails.
-> How to collect more awesome testimonials and case studies.
-> How to create a powerful “Feedback Loop” that accelerates your business growth.
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> HerBusiness Growth Retreat
-> Episode 199 - Creating a Runway: How To Pave The Way For The Sale & Get MORE Results For LESS Cost!
-> Episode 245 - 8 Website Mistakes That Could Cost You
-> Kristy-Lee Billett, People Powered HR
Attracting high-paying clients can make ALL the difference in terms of your profitability and also how much you ENJOY and THRIVE in your business.
In today’s Content Sells episode, your hosts, Suzi Dafnis and Michelle Falzon are speaking with coaching and business expert Melinda Cohan about her Brand New Book “The Professional Coach” and how you can use her frameworks to grow your business and find more high paying clients you LOVE working with.
While her book is geared towards Coaching Businesses, the GEMS Melinda shares in this episode are so valuable for ALL business types.
PLUS checkout Melinda’s SPECIAL OFFER for Content Sells listeners when you buy her Must-Read Book.
VISIT: TheProfessionalCoachBook.com
Listen to This Episode to Hear More About:
-> Why you need to shift from an “Amateur” to “Professional” mindset in your business.
-> The 8 Pillars of Professionalism that help you grow a more successful and robust business.
-> Why we’re getting what it means to have a “work ethic” wrong (and how that’s burning us out!).
-> How to come up with your Unique Value Proposition – what makes you uniquely and unapologetically you!
-> Why you may be taking the services you offer for granted and why that’s diminishing the value you are getting paid.
-> How to deliver “exquisite client support” (and why this matters now more than ever!).
-> How to set professional pricing and why this doesn’t have to be daunting.
-> The difference between being burdened by your business and liberated by your business.
-> Rememberable and Repeatable and Writedownable… the 3 things your unique value proposition needs to be.
-> How jargon is killing your ability to attract high value clients.
-> The business success roadmap Melinda has shared with over 100,000 business owners
-> How to apply the power of leverage to: time, wisdom, expertise, content and impact.
-> How to get off the “feast or famine” rollercoaster when it comes to business growth.
-> How to get clients unstuck using a simple idea Melinda learned from a world champion dog trainer.
-> How Melinda is making money “fun”!
-> What if money was a lover? The groundbreaking question Melinda asks to change our relationship with money.
-> How to shake off the employee mindset that may be holding you back from your business going beyond being a “hobby”.
-> Why “charge what you’re worth” has nothing to do with pricing and is one of the most damaging pieces of advice in the business world.
-> “Aligned Pricing” - how to align your pricing with the results you’re delivering so you can better communicate value.
-> The “reverse” thinking that will help you price and package your products in a profitable and aligned way.
-> How to “Protect your sparkle” and the role of self care in business (Melinda shares a “mic drop” piece of advice around self care that will blow your mind!)
-> How to have a big business while protecting your self care (even during busy launches).
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Get The Professional Coach Book + Bonuses HERE
-> Melinda Cohan - The Coaches Console
-> Episode 15 - How to Create Great Content Without Burning Out
-> Episode 77 - Secrets to Creating Engaged Online Communities With Susan Garrett
-> Episode 110 - Villains, Superpowers and Designing a Successful Content Strategy With Melinda Cohan
Have you ever tried to get PR? Does it feel like you need to speak some “strange language” or pay a PR agent thousands of dollars to get TV, Radio and Press journalists to pay attention to you?
If so, you’re going to LOVE today’s Content Sells episode!
Your hosts, Suzi Dafnis and Michelle Falzon are speaking with someone who has unlocked the power of FREE Publicity to grow her business and “become famous” in her niche.
That person is one of our Marketing Success Masterminders – property lawyer, Amanda Farmer, of Your Strata Property.
We’ve LOVED watching Amanda rack up win after win over the years when it comes to being featured in mainstream media like The Today Show, Sydney Morning Herald, Sky News, 2GB, A Current Affair, ABC News and more.
So, we invited her onto the show to share her secrets!
Listen to This Episode to Hear More About:
-> How Amanda is reaching literally millions of people for FREE via mainstream media
-> What steps Amanda took to become recognised as an expert in her niche by journalists from TV, Radio and the Press.
-> The necessity of having a story to share once a month.
-> How to know what stories journalists will find interesting (and which ones will get ignored).
-> How to build relationships with journalists and the things you must know about them and their media outlet BEFORE you connect with them!
-> How to be resilient and stay in for “the long game.”
-> The side benefits of PR that aren’t getting a flood of leads (these can actually sometimes be even more powerful).
-> Why realising journalists don’t have imagination can be a game changer when it comes to being SEEN by the media.
-> How to avoid the “curse of knowledge” when pitching stories.
-> How to be intentional about the media you want to be in (big tip - consume the media you want to be on).
-> How to come up with powerful hooks and angles that will get journalists featuring you.
-> The one most important thing to include in your FIRST media pitch to a journalist.
-> 3 “universal” types of PR worthy stories you likely have in YOUR business right now.
-> The site that publishes daily FREE Pr opportunities.
-> The “cardinal sin” when building a relationship with a journalist (and how to avoid it).
-> How to use your “PR mentions” after your appearance for long term benefit.
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Amanda Farmer - Your Strata Property
-> Cat Matson - Impactful Presenters
-> Melinda Cohan - The Coaches Console
Finding the best way to get to the core of your authentic message can be a frustrating and difficult journey for many content marketers.
That’s why, in this episode, your hosts, Suzi Dafnis and Michelle Falzon are speaking with messaging expert, Erin Weed about how to find your core message and express yourself in a powerful and authentic way.
Erin helps leaders excavate and distil their truth through her unique method called The Dig®.
She says “I created The Dig to help you remember who you are, what you stand for and how to share it with others.”
Listen to This episode to Hear More About:
-> Why it’s not just clarity we are looking for, but EPIC Clarity (and how to get it!)
-> How to feel so confident and “on fire” about your message that you’re not only ready to tell people about what you do, but you’re unstoppable!
-> The straightforward “Grounding Question,” Erin recommends we ask ourselves when we are triggered, to quickly re-centre ourselves and bring us back to who we are.
-> Erin’s 10-word operating system.
-> The one intention we should all have when making a presentation to an audience
The real reason you might be feeling resistance to being more visible (and it’s not what you think).
-> Why self help is not about changing people, but rather helping them get back to the most true version of themselves.
-> How to find the most powerful ways for you to create your unique content with ease.
-> The 3 truths we have running all the time (and why understanding this can unlock your communication).
-> The role of facts, emotions and gut-feelings in your finding your purpose and what your core message is.
-> How to access Erin’s FREE Head-Heart-Core Video Training.
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Erin Weed
-> Erin’s FREE Head-Heart-Core Video Training
-> EP 228 - When and How To Offer a VIP Ticket Option for Your Online Course, Challenge or Program
-> Belinda Weaver - Copywrite Matters
Are you bamboozling your audience with jargon?
Are you being too complex or technical with your copy?
In this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with HerBusiness Marketing Success Mastermind member, Susan Bell of Susan Bell Research about the power of “Plain Language” and you can be massively more effective with your content when you are more straight forward.
Listen to This Episode to Hear More About:
-> Why Plain Language is a lot more than using simpler language in our writing
-> The 4 elements of Plain Language.
-> How to make sure your reader can get & find the information they need, when they need it.
-> The keys to being more understandable!
-> How to communicate so people can actually USE the information you are sharing.
-> Why getting your users to understand begins with YOU understanding your users!
-> The “Hop, skip and jump” phenomenon that stops your clients actually reading and understanding your content.
-> The “Plain language edit” – how to create plain language content.
-> What you can learn when reading your own content – the “breath” test that shows you where you may be losing your readers.
-> Where and how to treat your most important information.
-> The vital piece of information you must always put at the top of any page or website.
-> The precious value of white space!
-> The “word count” hack that lets you know you’ve stepped over plain language barrier and you’re probably being too complex!
-> How to use headings as a way to make it easier for people to navigate your content.
-> How to use “big business” user testing ideas in small business to create more effective communication your market loves (and understands!)
-> The RIGHT way to use jargon (what you must do every time you use jargon)
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Susan Bell - Susan Bell Research
-> Belinda Weaver - Copywrite Matters
-> EP 237 - How & When to Hire a Copywriter with Belinda Weaver
Your website is one of your most important assets as a small business owner. It’s often the first point of contact potential clients have with your business.
So you definitely want to know the common website mistakes that could be costing you clients and sales.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon draw on their decades of experience seeing plenty of websites to identify some of the TOP website mistakes that cost you sales.
Listen to This Episode to Hear More About:
-> How you might be confusing people as soon as they arrive on your website (and why that means they are almost guaranteed to leave immediately).
-> How to craft a compelling headline and the “unforgivable” mistake we see on most websites.
-> The right and wrong way to use visuals on your site when it comes to making sales.
-> What Seth Godin told Suzi about a “banana” that changed the way she created her websites from that day forward.
-> The tech hiccup you need to see your web admin about right now to make sure it’s not happening to you (this one costs you visitors even BEFORE they get to your website!)
-> The must-do process when thinking about your website navigation.
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Amazon Cloudfront
-> Google Cloud CDN
-> Ep 23 - How to Craft an Offer That Sells
-> EP 25 - Is SEO Still Relevant When Creating Content With Kate Toon
-> EP 206 - 16 Essential Elements of a Successful Sales Page
-> Yvonne Shepherd - Women’s Fitness Adventures
-> Stacey Morgan - ROAR Success
Wondering why your promotional emails aren’t working? Maybe you’re not getting enough people opening them or clicking on them or buying from you!
In this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with email marketing expert Kathy Farah about why your promotional emails might not be working, the common mistakes and practical steps to overcome those mistakes so you can get better results from your email list (even if you have a small list!).
Listen to This Episode to Hear More About:
-> Why being afraid to promote/sell to your email list is stifling your growth potential
-> How to know how often to send emails to your list.
-> Kathy’s top tips for segmenting and personalising your emails (and why this is HUGELY important if you want to get better results).
-> How to avoid getting stuck in the “features trap” and focus more on the benefits you’re offering in your emails.
-> The secret to a clear and compelling call to action (and Kathy answers the age-old question, “How many calls to action should I put in my emails?!”
-> Why a small, sweet list is more profitable than a big rambly list and how to CLEAN your list of the inactive people dragging down your deliverability.
-> How to optimise your subject line to get more of your emails opened.
-> How to segment your email list.
-> How to avoid alienating your subscribers.
-> How to use AI to help you be more benefit-focused by feeding in your product features.
-> How to avoid the spam folder!
-> The metrics that will let you know whether you are succeeding or failing with your email marketing.
-> The power of short sentences.
-> What you need to have done BEFORE and AFTER you add your CTA in your email.
-> How to use your own Spam folder to avoid being caught by other people’s spam filters.
-> How to use the 80/20 rule for deciding how often to send promo emails.
-> The possibly-contentious automation to add to your emails after 100 days of subscriber inactivity.
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Belinda Weaver - Copywrite Matters
-> EP 23 - How to Craft an Offer That Sells
-> EP 52 - 8 Types of Subject Lines that Will Get Your Emails Opened
-> EP 202 - The “Features” Trap – Why You Need to Focus on Benefits vs Features to Make More Sales!
-> EP 207 - How AI is Changing the Marketing Game For Small Business Owners
-> EP 231 - Email Marketing – Navigating The Biggest Change in 20 Years with Cheryl Rerick
->EP 237 - How & When to Hire a Copywriter with Belinda Weaver
We get it! Creating, sharing, posting, saving, scheduling content – it can be a lot!
In this episode, your hosts, Suzi Dafnis and Michelle Falzon are sharing 5 ways a virtual assistant can help you with your content marketing.
Listen to This Episode to Hear More About:
-> The FIRST thing you need to realise about ANY VA
-> Our big “gripe” with the current mindset around Virtual Assistants (and why this has to CHANGE!).
-> Why looking for a “unicorn” VA who can do all the things is being unrealistic (and what you need to do instead).
-> How to get yourself out of the weeds when it comes to scheduling your content and set your VA up for success instead.
-> What a busy HR Business Owner found was the KEY to a successful relationship with her VA.
-> The biggest mistake MOST people make when hiring a Virtual Assistant.
-> What “creative” work to outsource to your VA and what to keep to yourself.
-> How and when to build in approval steps that keep things streamlined but also ensure the quality of your content is maintained.
-> Why you might want to consider having the person who schedules your content also be the person to REPORT on that content.
-> Why you’ve likely struggled with VAs in the past (and the one simple thing you can do to change that).
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Belinda Weaver - Copywrite Matters
-> EP 231 - Email Marketing – Navigating The Biggest Change in 20 Years with Cheryl Rerick
-> EP 237 - How & When to Hire a Copywriter with Belinda Weaver
-> Kristy-Lee Billet - People Powered HR
-> Shandra Moran - The Transit Lounge
-> Virginia Wells - WellSorted
-> Gillian Erskine - Forte School of Music
-> Greg Jenkins - MonkeyPod Marketing
Are you thinking about hiring a copywriter?
When should you do it? What is the best way to go about it? How much should you pay?
These are questions we get asked all the time.
And getting good answers to these questions is important because good copy can make a MASSIVE difference to your results.
There’s a lot to think about when hiring a copywriter.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon speak with copywriting expert, Belinda Weaver from Copywrite Matters.
Belinda is not only an experienced copywriter herself, she has also taught thousands of copywriters and she understands the specific needs of small business owners when it comes to finding, hiring and successfully working with a copywriter.
Get Belinda’s FREE GIFT for Content Sells Listeners HERE:
3 Tips Copywriting Essentials Mini-Course
This course is for you if you’re “Copy Curious” and would like to get a feel for the craft of copywriting.
It includes Belinda’s 3 best tips for shifting gears from writing on instinct to writing copy that really hits the mark with readers and customers.
Listen to This Episode to Hear More About:
-> The signs that you need to hire a copywriter
-> How much to pay for a copywriter
-> Where and how to find a copywriter that’s right for you (there are many different types of copy and you want the right writer for each job!)
-> The 3 main types of copywriters and why you don’t want to get these mixed up!
-> When to chose the all-rounder copywriter vs specialist copywriter
-> The shift in the copywriter’s role given the rise of AI
-> Why listening is one of the most important traits of your copywriter
-> How to create an awesome brief for your copywriter
-> How to support your copywriter understand your brand voice
-> The ideal first project for your next copywriter hire
-> Why you may need to reframe your thinking about how much you pay your copywriter
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Belinda Weaver - Copywrite Matters
-> Belinda’s 3 Tips Copywriting Essentials Mini-Course
-> Michelle Martin - Professional Performance Coach
There is a really powerful type of content marketing that you can use at various points in your marketing funnel. Whether that's at the very top of your funnel when you are acquiring new leads or in the middle of your funnel when you want to help people get more informed so they can feel ready to buy from you. Or even at the bottom of your funnel where you can use this strategy to help people figure out exactly which of your products or services is the right one for them to purchase.
And that strategy is to create a Quiz!
In this episode, your hosts, Suzi Dafnis and Michelle Falzon look at the best practices of creating a high converting quiz and they share the 7 steps you need to take to make your Quiz.
PLUS BONUS - NEW High Converting Quiz 7-Step Checklist...
Listen to This Episode to Hear More About:
-> The first thing you need to do when considering if a quiz is right for you.
-> How to use a quiz to learn a LOT more about your new leads (and then what to do with that knowledge to get more sales).
-> How to use a quiz if you want to get people to register for your webinar.
-> Our top tip for tailoring the quiz to your ideal client avatar, so you’re attracting more of the people you really want!
-> The important step people leave too late in the process that you actually need to be thinking about surprisingly early when creating your quiz.
-> How to fast track finding a compelling topic for your quiz that will attract your prospect in droves.
-> What you need to think about when categorising people based on their quiz results.
-> The thing you must do right away when someone has completed your quiz.
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Suzi’s What’s Your Networking Personality? Quiz Example
-> The NEW High Converting Quiz 7-Step Checklist
-> Ryan Levesque - The ASK Method
-> bucket.io
-> Ep 02 - Your Ideal Client
-> Ep 69 - Why You Need to Find Your Niche
-> Ep 146 - The Power of a Niche With Shelley Brander
-> Ep 218 - Imperfection is Beautiful
-> Episode 229 - Own Your Niche
-> Seona Roberts - The Hooked On Crochet Club
It’s our Annual Content Marketing Tools Episode!
In today’s show, your hosts, Suzi Dafnis and Michelle Falzon share the Content Marketing Tools they are loving right now!
Listen to This Episode to Hear More About:
-> The tool that’s recently added a bunch of AI functionality that you want to revisit!
-> The “stupid simple” tool Suzi uses EVERY day that radically increases her productivity.
-> The revolutionary way to create short video clips from longer videos (and why, if you currently do this manually you need to RUN don’t walk - to find out what this tool is - because it will save you HOURS every month!).
-> The latest ChatGPT feature that’s a game changer.
-> How to easily (and inexpensively) get fancy 3D mockups done of all your courses, podcasts, webinars, lead magnets and other products – look like a pro for free!
And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> The NEW 2024 Content Marketing Tools Guide
-> Ep 225 - How We Produce This Podcast
-> Katie Crane - The Pilates Professional
In this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with online advertising expert, Stacey Hughes about how to determine your ad budget when just getting started with paid traffic.
Listen to This Episode to Hear More About:
-> Why paid ads are just one piece of the marketing puzzle (and won’t solve all your problems!).
-> The 3 parts of your funnel you should focus on and build specific ad campaigns around.
-> Where engagement ads fit into the process (and why you need them).
-> How and when to use paid ads to get people to your webinar.
-> The problem of being “too keen” for the sale (and why this can blow your marketing budget out of the water!).
-> The recommended percentage of revenue to spend on paid ads.
-> The one campaign (and budget recommendation) Stacey says you should get started with for as little as $5 a day.
-> What is a good Cost Per Lead? This answer is a doozy!
-> Why you need to answer the important question “what’s happening to these leads once they enter my world?”
-> The innovative campaign that can get tons more listeners to your podcast.
-> Why you need your lead magnet campaign to be “always on.”
-> How to think about a self-liquidating offer.
-> The clever “social proof” ad hack you will want to try immediately!
-> The 3 types of ads to start with.
-> How to know if you should create ads with long copy or short copy.
-> AI and what to expect from the platforms that’s a game changer when it comes to ad targeting.
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Stacey Hughes
-> Ep 178 - How to Get Free Leads With a Self-Liquidating Offer - With Brandi Mowles
-> Ep 224 - Exploding Mountains (When to Stop Offering a Product or Service)
-> Alex Hanlon - Engine No. 2
In this episode, your hosts, Suzi Dafnis and Michelle Falzon are discussing your business model and how to choose the right one for you.
Plus, we’re looking at the direct impact your business model has on your marketing choices.
When you get those choices wrong, it can be challenging to reach your money goals.
PLUS Get the BONUS Volume/Value Matrix Free Download!
This simple 4-part framework demystifies how to match your marketing to your business model and explains WHY you might be struggling to get results right now.
Listen to This Episode to Hear More About:
-> The 8 types of business models.
-> How to know if you have a “hybrid” business model.
-> Why understanding the unique relationship between the QUANTITY you want to sell and the VALUE of what you sell, is one of your most important jobs as a business owner.
-> The 4 types of Volume/Value business models we wish every business owner knew!
-> The one Volume/Vale quadrant you NEVER want to be in.
-> What to do if you find you have the WRONG business model.
-> 4 ways to change your business model
-> And much more…
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> FREE Volume / Value Matrix Download
-> Stu McLaren Membership Workshop
-> Ep 223 - Going from Reactive to Proactive Marketing
-> Ep 224 - Exploding Mountains (When to Stop Offering a Product or Service)
-> Anita McLachlan - Sequins & Sand
Whether you have a podcast, or you’re thinking about creating one, or even if you may never have a podcast but you create regular content that you would like to monetise in some way… today’s episode is for you!
In this episode, your hosts, Suzi Dafnis and Michelle Falzon speak to massively successful podcaster, Omar Zenhom.
Omar is the founder and host of The $100 MBA Show. The $100 MBA Show is ranked as a top business podcast in over 30 countries.
With over 200 million downloads and over 2,400 episodes, Omar knows a thing or two about what works (and what doesn’t) when it comes to making money from podcasts.
Listen to This Episode to Hear More About:
-> How Omar and Nicole’s first podcast failed… but gave them an invaluable lesson that was a key to their success.
-> How focusing on his own unique strengths vs trying to “do what everyone else was doing” paved the way for millions of podcast downloads a month.
-> The FIRST question you need to ask yourself about your podcast before you monetise.
-> 7 ways to make money from your podcast (and Omar’s favourite!).
-> The “big gamble” Omar and Nicole took on their podcast… and how it paid off.
-> Why Omar waited until they had 10,000 a day before accepting paid ad sponsorship.
-> How Omar sells his course and other products from his podcast.
-> The clever way to combine your email, social and podcast audiences to get even more sponsorship dollars.
-> Why you don’t need a large audience to successfully monetise your podcast.
-> Why Dynamic Inserted Ads was a game changer and other ways sponsorship has changed in the last few years.
-> Placement matters – the one place Omar says you should NOT put an ad on your podcast and where he suggests you place it instead.
-> The sponsorship opportunities Omar says no to (and why).
-> Ways to grow your email list from your podcast and the “mic drop” piece of advice Omar shares about how to choose a lead magnet that your audience will flock to sign up for from your podcast.
-> Plus so much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Omar Zenhom
-> The $100 MBA Show
-> Ep 225 - How We Produce This Podcast
-> Sue Jalowiec - Knit It Now
BIG changes are coming that will impact every business that uses email marketing.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon speak to email automation expert, Cheryl Rerick, about the looming changes being made by Google, Yahoo, Microsoft that have a direct impact on the deliverability of your emails!
These are some of the biggest changes to happen in email marketing for 20 years and you need to get ahead of the changes to ensure your emails remain compliant and that you can continue get your message into the inbox of the people on your email list.
Listen to this episode to hear more about:
-> Authentication practices you need to have in place by April 2024 (or put your email deliverability at risk).
-> What the heck acronyms like SPF, DNS, DKIM and DMARC mean (and exactly what you need to do to be compliant).
-> Why the changes are not as scary as they first sound and how they are actually good for you and for email marketing in general.
-> How you can take back control of your email deliverability.
-> The “non-verbal” message your email recipients could be sending that’s hurting your email deliverability (and what you need to do about it).
-> List “hygiene” practices and the ideal time to remove inactive subscribers from your email list.
-> The email re-engagement strategy this is SO SMART we wonder why we didn’t think of it before!
-> Cheryl’s top 3 strategies for re-engaging subscribers.
-> The big mistakes business owners make when it comes to navigating the big changes coming.
-> How to know if the changes apply to you (hint: they do!).
-> The free Google tool that gives you instant insight into how Google is rating your email reputation right now (and why knowing this is more important than ever!).
-> What to do to avoid getting stuck in SPAM filters.
-> Plus so much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind -> HerBusiness Network -> Cheryl Rerick -> Get Cheryl’s FREE Email Deliverability Workshop -> Ep 11 - The Step 2 Secret -> Google Postmaster Tools -> Melanie Campbell - Confidently Peri
In today’s show, we’re sharing a MANTRA that is making a BIG difference with our students and clients when it comes to having a Marketing Breakthrough.
Sometimes, a marketing breakthrough can be doing something new, and sometimes, it can be what we’re STOPPING doing that creates it. Sometimes, it’s BOTH – we have to stop one thing so we can do another.
But change can be daunting.
Whether you’re delving into new territory, turning off a part of your business to focus on another, or launching or closing down a product – this simple 3-word Mantra could be a powerful tool for you!
Listen to this Episode to Hear More About:
-> The conversation that sparked this 3-word mantra.
-> How to use this mantra to stop second-guessing yourself.
-> How to create an effective mantra (and why you might need one to “hack” your behaviour).
-> Why adding some whimsy to your mantra actually make it more effective.
-> The one thing that makes all the difference between being able to create big positive changes in your business or getting stuck with the status quo.
-> How Suzi used the central idea of this mantra when selling one of her businesses.
-> How to use this mantra to charge higher prices and get better at negotiating.
-> When and how to use this mantra to breakthrough, even if you feel totally out of your depth.
-> Plus so much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Made to Stick Book by Chip and Dan Heath
-> EP 174 - How to Create Time For Big Ideas That Grow Your Business
-> EP 204 - The Perils of Overthinking and Underdoing
-> EP 205 - How Owning More Space Helps You Reach More People With Your Content Marketing
-> EP 214 - The Hybrid Expert Revolution - With Ryan Levesque
-> EP 223 - Going from Reactive to Proactive Marketing
-> EP 224 - Exploding Mountains (When to Stop Offering a Product or Service)
-> EP 226 - Best Books For Content Marketing - 2024 Edition
-> Michelle Pascoe - Oops
Your niche is the market you serve. And we’ve all heard the advice that “you’ve got to have a niche.”
But it’s not enough to have a super clear niche and really great messaging that speaks directly to them.
The missing ingredient that we’re seeing a lot in the content marketing of small business owners is that they’re not really OWNING (in a deep and profound way) the niche they’ve chosen.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon explore what it means to really take “ownership” of your niche and WHY that’s crucial for the growth (and survival) of your business.
FREE DOWNLOAD Finding Your Niche - 6 Thought-Starter Questions. We’ve put together this list of 6 questions you want to ask yourself when you are considering how you might use the power of Niching Down.
Go here to get your list of questions now.
Listen to This Episode to Hear More About:
-> The shift Suzi has made in the last year to get even clearer on her niche (and why that took really OWNING who she most wanted to serve).
-> The questions to ask yourself to confirm if you’re really OWNING your niche or not.
-> Real life examples of a Lawyer and Naturopath whose business growth EXPLODED when they doubled down on their niche and took massive OWNERSHIP of who they serve.
-> Michelle’s counterintuitive advice for serving FEWER people in a deeper way.
-> Why your customers need you to go “out on a limb” for them (and how to do it in a way that’s safe!).
-> How owning your niche will turn the tap onto more sales and create a pipeline of eager customers.
-> Plus so much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> This is Marketing Book - Seth Godin
-> Don’t Make Me Think Book - Steve Krug
-> Episode 69 - Why You Need To Find Your Niche
-> Episode 99 - How to Grow a 7-Figure Business in a Tiny Niche with Clint Salter
-> Episode 146 - The Power of a Niche with Shelley Brander
-> Angela Counsel - Embrace Program
-> Clint Salter
-> Shelley Brander - Knit Stars
-> Brigit Hallam - Throw Your Leg Over
One tactic that could be really helpful for you if you are offering an online course, a challenge, a live event or some other kind of workshop or program is to offer a VIP Ticket Option.
If you’re not currently offering a VIP option, this can be a real game changer! And if you ARE already giving your customers a way to get a VIP experience, we’ve got some tips that will make it more effective for you!
Your hosts Suzi Dafnis and Michelle Falzon share their top tips for what to put in your VIP offer, when and how to offer the VIP upgrade and more!
Listen to this Episode to Hear More About:
-> How to offer a paid VIP upgrade, even when your event ticket is FREE!
-> Suzi’s tip for adding a VIP option to a Summit.
-> How to use your VIP revenue to fund your advertising.
-> The one thing every VIP offer MUST have to succeed (and it may not be what you think!).
-> More than 15 things you can EASILY add to your VIP option to make it irresistible.
-> Why people who upgrade to VIP are more likely to buy your NEXT offer.
-> How to get next level engagement from your VIPs (and why that matters).
-> The Cialdini Principle that every successful VIP upgrade is based on.
-> The MOST important time to offer the VIP upgrade.
-> Plus so much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> Discounted Copy of “Influence: The Psychology of Persuasion” by Robert Cialdini
-> Episode 66 - Turning Content into Sales With “The Problem Solution Dance”
-> Episode 11 - The Step 2 Secret
-> Episode 202 - The “Features” Trap - Why You Need to Focus on Features vs Benefits to Get More Sales
-> Episode 206 - The 16 Essential Elements of a High Converting Sales Page
-> Melanie Campbell - Confidently Peri
Over the years there’s been a lot of buzz around this idea of “10X-ing.” And with the release of the book “10X is Easier Than 2X” by Dan Sullivan and Dr Benjamin Hardy Suzi and Michelle got to thinking about this idea of 10X and especially how it relates to women marketers and business owners.
Is it all hype? Is 10X REALLY easier than 2X? Or is there even any merit in comparing the two? Do we actually need BOTH?
If you’ve ever been “turned off” by the “bro marketer” take on 10X, then this is the episode for you.
Your hosts Suzi Dafnis and Michelle Falzon share their views on the 10X vs 2X debate. This is a “juicy” show and they say some things that might surprise you, whichever side of the 10X debate you might be on.
Listen to This Episode to Hear More About:
-> Why you can’t always increment your way to growth.
-> The big distinction Suzi & Michelle hope every reader gets when reading books like “10X is Easier Than 2X.”
-> The massive takeaway from Dan Sullivan and Ben Hardy’s book that unlocked the 10X idea for many of our Masterminders.
-> The fascinating journey Suzi took from starting a business in her bedroom to having “$2 million dollars DAYS.”
-> What Michelle says about “Waterfalls and Volcanoes” that could change your view on when to grow and when to consolidate.
-> The role our sense of our current identity plays in our ability to have transformational growth in our marketing and business.
-> Plus so much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> 10X is Easier Than 2X - Dan Sullivan & Dr Benjamin Hardy
-> Sockable Fundraising
-> Episode 183 - Why You Don’t Need to Change Your Marketing (The Benefits of “Project Broken Record”)
-> Anna Von Zinner - Book Me Now
It’s time for our annual review of the books we’re recommending for the new year!
Join your hosts Suzi Dafnis and Michelle Falzon as they share books they’ve loved and learned from that can help you be a more effective content marketer in 2024 (plus get your hands on our NEWLY UPDATED and hugely popular Content Sells Recommended Reading List!).
Some books featured on today’s show are brand “newies” and others are classic “oldies” Suzi and Michelle have pulled out of the vault because they’ve been re-reading them and recommending them to clients and students so much recently.
Listen to This Episode to Hear More About:
-> The book Michelle and Suzi couldn’t believe had never been featured on the show before!
-> How to get your hands on the hugely popular Content Sells Recommended Reading List.
-> The book that can literally give you back HOURS in your business every week (so you can finally have the freedom to do the high-value work that brings you energy and joy instead).
-> The book that shows you how to create ideas people actually remember, which is especially needed right now in this time of less than 24-hour news cycles, 7 second tik tok videos and “fake” news, where most ideas just don’t survive.
-> The book that shows you how to get strangers to want to buy your stuff.
-> The book any service provider must read because it shows you how to make your intangible offer a lot more tangible (and why that matters).
-> The book that BOTH Suzi and Michelle put on their list (and how they loved it and ALSO have some contentious opinions on a key idea shared in this book).
-> Plus so much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> The REACH Retreat in Hawaii
-> Buy Back Your Time - Dan Martell
-> Made to Stick - Chip & Dan Heath
-> $100M Leads - Alex Hormozi
-> $100M Offers - Alex Hormozi
-> Selling The Invisible - Harry Beckwith
-> 10X is Easier Than 2X - Dan Sullivan & Dr Benjamin Hardy
-> Ask - Ryan Levesque
-> Episode 31 - How to Use Surveys to Find Out Exactly What Your Customer Wants - With Ryan Levesque
-> Episode 67 - Client Avatar Interviews - Why You Need Them and How to Do Them
-> Tracey Bode - Zyteq
-> Chantel Gilbert - Bluegum Electrical
Well, it’s episode 225 and we figured it was about time we shared how we produce this podcast!
Your hosts Suzi Dafnis and Michelle Falzon have had numerous questions from listeners over the years about various aspects of the podcast and how it gets made. In this episode they pull back the curtain on their process from end-to-end. Including how they come up with podcast episode ideas, how they batch their recordings, what to think about when recording, tools and software and processes they’ve found useful and so much more.
So, whether you already HAVE a podcast and you’re looking for some tips to make your life easier; or you’re thinking about doing a podcast and wondering how it works from start to finish, this show is for you (and even if you don’t plan on having a podcast, you can take these tips and map them to ANY content you create regularly like blogs, newsletters, videos etc).
Listen to this episode to hear more about:
-> The 3 stages of podcast production and the must-know tips and pitfalls to avoid at each stage.
-> The simple, free and EASY tool Suzi & Michelle have used for 9 years to plan every single episode of their show (right from Episode 1!).
-> How to plan so you can be several episodes ahead and avoid feeling like you’re on the “Podcast Hamster Wheel.”
-> How Suzi & Michelle batch their recordings.
-> The clever calendar “hack” that makes it possible to schedule podcast recordings even though both presenters have insanely busy schedules.
-> The most important thing to remember when the “record” button goes on.
-> Systems for engaging the team in an efficient way and so everyone knows what their role is.
-> The “easy button” when it comes to getting your podcast on ALL the podcast platforms.
-> How to handle guest interviews, co-hosting and what to do when there’s a blooper (to edit, or not to edit, that is the question!).
-> Plus so much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> The REACH Retreat in Hawaii
-> Content Sells Facebook Page
-> Ep 200 - Celebrating 200 Episodes!
-> EP206 - The 16 Essential Elements of a High-Converting Sales Page
-> Anita McLachlan, Sequins & Sand
-> Field of Dreams Movie
Tools Mentioned:
-> Trello
-> Slack
-> Google Docs
-> Zoom
-> Riversidefm
-> Google Calendar
-> Libsyn
-> Blue Yeti Microphone
This episode is all about Exploding Mountains.
Your hosts Suzi Dafnis and Michelle Falzon talk you through the 5-point checklist for knowing whether you need to stop delivering a particular product or service (even one that is profitable!).
Listen to this episode to hear more about:
-> What a Marketing Mountain is and why you need to understand this concept to have a successful business
-> How “turning the funnel upside down” can be a game changer for your marketing
-> The “hand drawn” business model that can take you just 2 minutes but save you YEARS of trial and error
-> The “Ski-Lift Strategy” for easily offering an upsell to your customers (especially good for high ticket sales)
-> The Marketing Mountain Suzi exploded (and why it was one of the best things she did for her business at the time)
-> Why understanding who you are selling to helps you to see which Mountains to keep and which ones you want to “detonate”
-> How many mountains is too many mountains (and how to tell which ones you don’t need)?
-> The major mistake most businesses make when they aren’t getting enough sales.
-> And much more!
Also mentioned in this episode:
-> HerBusiness Marketing Success Mastermind
-> HerBusiness Network
-> The REACH Retreat in Hawaii
-> Content Sells Facebook Page
-> Angela Counsel - Embrace Program
-> Episode 4 - Episode 4 - Finding Your Marketing Mountain
-> Episode 41 - Creating Content That Keeps Your Customers Coming Back - With Stu Mclaren
-> Episode 160 - Why Being Opportunistic is Costing You Opportunities
-> Episode 161 - How to Make Money With Your Online Course (Even if You’re in a Weird Niche) - With Bonnie Christine
-> Stu McLaren
-> Bonnie Christine
-> Ryan Levesque
-> Sockable
-> Stacey Morgan
Proactive marketing involves anticipating future trends, your customer needs, and market changes and strategically planning your marketing in advance so you can achieve the goals you really want to achieve.
Whereas reactive marketing can mean you never really get to your goals because that’s not what’s driving your marketing. Instead, with reactive marketing, it’s less about where you want to go and more about being driven by what’s happening right now. You’re very often responding to immediate challenges or changes in your market or industry. Or to quick ideas you have in reaction to something your competitor is doing or to plug a cashflow hole that has cropped up.
Your hosts Suzi Dafnis and Michelle Falzon talk you through the ways reactive marketing might be showing up in your business and how to make the shift from reactive to proactive marketing (and be more profitable, less exhausted and more on track than ever!).
Listen to this episode to hear more about:
- Why making the shift to proactive marketing can feel like a “baptism of fire” (and how not to get burned)
- The key mindset change you need to get out of the “reactive rut”
- 5 signs you’re marketing is reactive (and what to do about it)
- The problem of paying attention to your competitors
- The reason why you feel your campaigns are often “last minute”
- The brilliant idea Suzi “borrowed” from another industry that completely transformed her business
- How a menopause coach let go of being overly opportunistic and reactive and 10X’d her income as a result
- How to avoid distractions and bright shiny objects
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- HerBusiness Network
- The REACH Retreat in Hawaii
- Content Sells Facebook Page
- Fiona Keary - Style Liberation
- Angela Counsel - Embrace Program
- Episode 191 - “Staying in Your Lane” – How To Avoid Distractions and Accelerate Your Marketing Results
- Episode 195 - Stacking Momentum With Your Annual Marketing Plan
- Episode 160 - Why Being Opportunistic is Costing You Opportunities
- Julia Watts - The Sample Room
MVP stands for Minimum Viable Product and it’s all about getting to market with the bare essentials of your product or program and testing the idea is actually what the market wants, BEFORE you over invest and create the entire fully fleshed out bells and whistles version of the product. Once you know “it flies” THEN you launch it.
Your hosts Suzi Dafnis and Michelle Falzon talk you through how to adopt the MVP mindset and give you case studies and examples of how you can get to market quickly and get customer feedback as soon as you can.
This MVP approach can SAVE you making some big and expensive mistakes AND it can actually enlist your customers to help you create your product for free, make it better and more likely to sell!
Listen to this episode to hear more about:
-> How to go to market with a “less than perfect” course, program, product or service.
-> What you definitely DON’T skimp on when launching your MVP.
-> The MVP example that involved a flip chart and a zoom connection and turned into a multi million dollar program.
-> How to get invaluable feedback from your first buyers.
-> What to price your MVP.
-> How to position your MVP so the early version is perceived as something positive versus a prototype.
-> Why the fact people like to “get in on the ground floor” of something works in your favour when launching an MVP.
-> How Michelle and Suzi launched a 5-figure program with no funnel and no fancy online portal (and why they kept it that way!).
-> How to become “The Scientist” in your business and why that will make you less stressed and able to create better products that sell!
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> HerBusiness Network
-> Content Sells Facebook Page
-> Trevor Young - Content Strategist
This episode is all about how you can get literally HOURS back each week by adopting some simple but powerful marketing systems.
Your hosts Suzi Dafnis and Michelle Falzon share 3 marketing systems that are do-able and don’t need a lot of tech AND can save you from doing a bunch of stuff you don’t need to be doing.
Listen to this episode to hear more about:
-> What one of the biggest “red herrings” in Content Marketing is and why it’s keeping you distracted, exhausted and frustrated.
-> The surprising thing about repetition and why knowing this can literally save you HOURS of time.
-> What Hollywood understood in the 1930’s that most content marketers still don’t know today.
-> The Rule of 7 and how to use it to your advantage.
-> The surprising thing Michelle found in her Inbox and why this discovery can unlock a breakthrough when it comes to saving your time!
-> Suzi’s approach to content marketing for her free Facebook Group and how you can use this one idea to get hours back each week if YOU have a Facebook Group!
-> The simple way to leverage the effectiveness of your email marketing (even if you have a small list!).
-> The AI “mic drop” moment (once you hear this you will never look at ChatGPT the same way again)!
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> ChatGPT
-> Content Sells Facebook Page
-> Lyndelle Newey - The Quilt Room
Email Automation Tools: MailChimp ActiveCampaign Klaviyo Keap Ontraport
In this episode we’re talking about something that’s a bit of content marketing “chestnut” – there was a time whenever you saw a content marketer on a speaker lineup, they talked about this… but, while we’ve touched on it in numerous ways, and we’ve done a couple of interviews with people who are doing this… we’ve never actually done a show, just you and I, dedicated to this idea…
That “ol’ chestnut” your hosts, Suzi Dafnis and Michelle Falzon are talking about is “Repurposing Content” and in this episode they explain why repurposing is not just taking a blog post and turning it into 5 social posts and 3 videos. Instead see how you can create less CORE content and reimagine it in ways that are strategic and conversion-focused.
Listen to This Episode to Hear More About:
-> The ONE thing you need to know about EVERY single piece of content you create.
-> Why no matter how efficient your content creation is, if you’re missing one important ingredient, chances are you’re working too hard making content that’s not turning into results for you.
-> How to originate your Core Content in the format that suits you - so you actually LOVE creating content and it’s EASY!
-> The difference between IP and Core Content (and how much of each you need).
-> Why you’re probably over-investing in Core Content and why that’s keeping you exhausted.
-> How to use more Content Bridges to leverage just a few pieces of Core Content for even better results!
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Content Sells Facebook Page
-> Episode 170 - Repurposing Your Content and Making More With Less - with Ruth Buczynski
-> Ryan Deiss - Digital Marketer
-> Episode 1 - The Content Universe
-> Episode 65 - How to Create Great Models & Frameworks
-> Episode 111 - The Wealth Chef - Build Your Own Personal Brand with Ann Wilson
-> Episode 207 - How AI is Changing the Game for Small Business Owners
-> Episode 213 - 11 Content Marketing Tools We’re Loving
-> Cath Cosgrave Consulting
-> Dr Morten Hansen
-> Elliott Connie - Solution Focused Brief Therapy
-> Kerwin Rae
-> Ruth Buczynski, NICABM
-> Ann Wilson, The Wealth Chef
-> Shandra Moran - The Transit Lounge
We’re covering a topic that can make a massive difference to your results… and that’s getting more referrals.
And while we all love a good referral, in many businesses, it tends to be something that happens organically.
In this episode, your hosts Suzi Dafnis and Michelle Falzon cover 6 specific things you can do to cultivate and systemise your content marketing to actually encourage more referrals on a regular basis.
Listen to this episode to hear more about:
-> The type of referral that has a 90% trust rating.
-> How to structure a referral so it leads to an “effortless” sale.
-> The different types of referrals (and why you want to create systems for a VARIETY of these).
-> The PERFECT time to ask for a referral.
-> How to reduce your “churn rate” with referrals.
-> How to identify the ideal referral partner (and what to do next!).
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Content Sells Facebook Page
-> Referral Factory
-> FriendBuy
-> Hello Referrals
-> Karen Parish - Red&Crew
-> Amey Lee - Heart Content
-> Loren Bartley - Impactiv8
-> Kristy-Lee Billett - People Powered HR
Striving for perfection is often what keeps us from launching our new product, sending that email, putting ourselves out there for that opportunity, reaching out to that amazing strategic partner, putting our hand up for that media opportunity, opening that new store, or any other great thing that you might be holding back on because you don’t yet have things perfect enough!
In this episode, your hosts, Suzi Dafnis and Michelle Falzon’s big message is to EMBRACE what’s IMPERFECT in your life, your business, your message, your experience and go for it anyway.
They share some of their top tips and observations around this topic based on their own personal journeys of embracing imperfection and also what they’ve seen work with the literally hundreds and hundreds of business owners they support.
Listen to This Episode to Hear More About:
-> The staggering scientific results that show women rate their performance more poorly than men do (even though actual performance is about on par!).
-> Why underestimating our performance is a trap that can keep us stuck in seeking perfection (and what to do instead).
-> Why our criteria for success needs to be rewired to actually be successful.
-> How to overcome the almost reflex action of overcompensating and actually get paid what you’re worth and feel great about it!
-> How Michelle’s friend’s terrible spelling helped her have a big a-ha around what behaviours actually lead to success.
-> Why feeling you have to “know it all” and be the “guru” is holding you back.
-> 8 ways perfection could be showing up in your life.
-> 6 instantly usable hacks for overcoming perfectionism and taking powerful (and imperfect!) action instead!
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Content Sells Facebook Page
-> Episode 202 - The Features Trap
-> Claire Zammit - Evolving Wisdom
-> Stephanie Burns
-> Samantha Konyeshi
There’s a strategy we have long loved and wanted to cover on the show… and that strategy is all about how you can boost your authority, grow your audience and own the space by publishing a report.
Now, what do we mean by a report…
Well, the dictionary defines a report as: An account given of a particular matter, especially in the form of an official document, after thorough investigation or consideration by an appointed person or body.
And that’s a pretty good definition for what we’re talking about.
In this instance YOU are the appointed body! Yes, you are appointing yourself as the creator of a report!
And that immediately goes to helping your credibility.
Plus reports can be incredibly newsworthy. Meaning you could pick up some PR - whether that’s in mainstream media or in your own market niche related media AND they can work really well as a lead magnet to grow your list and attract new prospects to your business.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, share their top tips for creating and publishing a report (and how to use that report to get noticed, grow your list and build your profile as an authority in your space).
Listen to this episode to hear more about:
-> The simple format question that will elevate your report to “authority” status.
-> How to use a report to get invited onto podcasts and get more speaking opportunities.
-> Why adding a “Step 2” to your report could supercharge your results with one simple additional page in your funnel.
-> Why you don’t want to wait for people to consume your report to invite them to the “next” step with you.
-> How to gain momentum by publishing a report on a regular basis (and which is better? Quarterly, Bi-Annually or Annually?).
-> The one thing you MUST include in your report content.
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Content Sells Facebook Page
-> Episode 11 - Step 2 Secret
-> Episode 45 - Content Marketing Trends with Joe Pulizzi
-> Episode 202 - The Features Trap
-> Episode 207 - How AI is Changing the Marketing Game for Small Business Owners
-> Content Marketing Institute
-> Susan Bell Research
-> Jacki Short - Sydney Centre for Creative Change
Your Sales Funnel is a process or series of steps for taking someone from not knowing about you or your offer to actually buying the specific product or service you want to sell.
And we’re seeing a LOT of obsession about this BEFORE people launch their Sales Funnels, but then they launch and there can be this sense of “TICK” – that job is done.
When really, you’re just at the STARTING line and your work is just beginning.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, share the “optimisation mindset” you need to have when it comes to getting results from your online sales process – because it’s very rare that the first thing you put together will totally knock it out of the park.
And that’s why they’ve dedicated today’s episode to what happens AFTER you launch your sales funnel.
What do you focus on? How do you optimise the various moving parts to keep getting better and better results?
Listen to this episode to hear more about:
-> The “hard truth” business owners need to accept when it comes to creating an online sales funnel (and why it’s better to know this at the START).
-> The VERY FIRST place you should consider optimising your sales process.
-> Which metrics to obsess over (and which ones to ignore so you don’t get caught in the weeds).
-> Tips for doubling your Click Through Rate.
-> What to considering split testing on your Sales Page.
-> The most wasted opportunity in almost every sales funnel.
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Content Sells Facebook Page
-> Episode 4 - Finding Your Marketing Mountain
-> Episode 11 - Step 2 Secret
-> Episode 29 - How To Create a Landing Page That Converts Part 1
-> Episode 30 - How To Create a Landing Page That Converts Part 2
-> Episode 206 - The 16 Essential Elements of a High Converting Sales Page
-> Episode 207 - How AI is Changing the Marketing Game for Small Business Owners
-> Fiona Keary - Style Liberation
-> Louise Davis - Louise Davis Consulting
Not getting the results from webinars like you used to? Have you ever considered offering a low-priced workshop into the mix as a way to attract BUYERS right from the start of your sales process and open the door on your higher priced services, courses or products?
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, share WHY you might want to use this strategy of adding a PAID low-cost workshop as well as where, when and HOW it might fit into your marketing mix.
Listen to this episode to hear more about:
-> Why Suzi and Michelle are fans of the paid workshop (and the counterintuitive reason they work).
-> How you can instantly radically increase your show up rate.
-> The strategy for doubling your conversions.
-> How to attract more buyers and less tyre kickers.
-> The ideal price point for your low cost workshop.
-> The “fine balance” you need to strike between price, value and next steps.
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Content Sells Facebook Page
-> Ep 23 - How to Craft an Offer That Sells
-> Ep 56 - Webinars That Sell
-> Ep 66 - Turning Content Into Sales With The “Problem / Solution” Dance
-> Ep 176 - How to Successfully Launch Anything - With Jeff Walker
-> Ep 178 - How to Get FREE Leads With a Self-Liquidating Offer - with Brandi Mowles
-> Ep 199 – Creating a Runway: How to Pave The Way for the Sale & Get MORE Results for LESS Cost!
-> Ep 204 - The Perils of Overthinking and Underdoing
-> Shandra Moran - Transit Lounge
Imagine being able to go from “Tired & Trapped” with your marketing and business model, to achieving “Freedom & Flexibility” where you are able to unhook your income from your time and make more by doing less – sound like a pipe dream?
If you’re a coach, consultant, course creator or other type of expert, best-selling author and 6-time Inc 5000 CEO, Ryan Levesque, has spent more than a decade decoding the exact steps you can take to do just that.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, dive deep with Ryan on the new “revolution” he sees coming for people with expertise and those who help others through coaching and consulting.
He calls it the Hybrid Expert Revolution and he shares why NOW is the exact moment to make “The Switch” from a “1:1” to “Group” approach to expand your impact and your income.
Listen to this episode to hear more about:
-> Ryan’s BRAND NEW Hybrid Expert Method (be one of the first in the world to learn this approach).
-> The 3 Key Shifts giving coaches, consultants, course creators and other experts more LEVERAGE in their business.
-> Ryan’s moving personal story of going from his death-bed due to overwork serving customers 1:1, to being able to leverage his expertise into MULTIPLE 7 & 8-figure businesses and living a more balanced “dream” lifestyle.
-> How to navigate switching to more leveraged group programs while also RETAINING your current income!
-> The REALISTIC process for experts to move from 1:1 to Groups (hint: it doesn’t happen overnight and you need to take a “hybrid” approach).
-> The FIRST place Ryan recommends you start when creating a group program.
-> How to avoid creating a “Frankenstein” business with one very specific mindset shift.
-> And much more!
Also mentioned in this episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Content Sells Facebook Page
-> Ryan’s Upcoming Hybrid Expert Workshop
-> Episode 2 - Your Ideal Client
-> Episode 23 - How To Craft An Offer That Sells
-> Episode 67 - Client Avatar Interviews
-> Erica Webb - Self-Kind Hub
Get the low-down on the Content Marketing Tools We’re Loving in 2023!
These are tools that are helping us be more productive, more creative, more efficient and there are so many exciting things happening right now in terms of new tech!
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, revisit a topic they covered around this time last year as they share an UPDATE on their favourite content marketing tools (and a LOT has changed in just 12 short months!).
You can check out ALL the tools mentioned on this show AND many more in our FREE freshly updated Content Marketing Tools Guide.
Listen to this episode to hear more about:
-> What Suzi and Michelle are STILL loving about the tools they shared in their 2022 Favourite Tools episode.
-> The tidal wave of new tools created due to the AI explosion!
-> Suzi’s favourite AI tool.
-> The mindblowing new tool that enables you to turn yourself into a “virtual expert” using AI to tap into all your previous content!
-> The super cool AI addition to a globally well-known design tool that’s a total game changer when it comes to creating literally a YEAR’s worth of social media posts in less than 10 minutes!
-> The tool Suzi is using that’s making every day writing EASIER and more succinct and accurate.
-> The image creation tool that is blowing Michelle’s mind.
-> The super cool Zoom plugin that gives you instant meeting summaries and more.
-> Wish you could “automagically” turn long form videos into lots of smaller video “nuggets” you can use for content marketing? Coming right up – we share a cool new tool that does just that!
-> And much more!
Also Mentioned in This Episode:
-> FREE freshly updated Content Marketing Tools Guide.
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Content Sells Facebook Page
-> Content Sells Podcast - Episode 185 - 6 Content Marketing Tools We’re Loving in 2022
-> Content Sells Podcast - Episode 168 - How AI is Changing the Marketing Game for Small Business Owners
-> Canva Bulk Create Feature
Bridget Hallam, Throw Your Leg Over
It’s Q&A Time!
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, have are answering recent listener questions!
We absolutely LOVE it when you ask questions and if you have something you’d like us to cover on a future show, go over to our Facebook Page and let us know!
Listen to this episode to hear more about:
-> What to do if you’re struggling with creating content for your email list.
-> Suzi’s “email plan” tip that can save you hours!
-> How to know if you’ve put too much in your lead magnet.
-> The ugly truth about lead magnets (and why knowing this can help you increase your results).
-> Why, in some ways, your lead magnet doesn’t matter and what you need to do immediately after someone opts in that matters WAY more.
-> The important “tension” you need to create between free and paid content.
-> Content ideas to nurture your free Facebook Group.
-> What to think about FIRST when deciding how to market your coaching program (hint - this also applies to marketing ANY kind of program!).
-> Why realising you’re not a “special snowflake” can be one of the BEST things to happen to your marketing.
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Content Sells Facebook Page
-> Content Sells Podcast - Episode 4 - Finding Your Marketing Mountain
-> Content Sells Podcast - Episode 11 - Step 2 Secret
-> Content Sells Podcast - Episode 66 - Turning Content Into Sales With The Problem / Solution Dance
-> Content Sells Podcast - Episode 206 - 16 Elements of a High-Converting Sales Page
-> Amanda Farmer - Your Strata Property
-> Fiona Keary - Style Liberation
-> Angela Counsel – Embrace
-> Kelly White - Oak & Sage | Skin Retreat Botany
Applications work great for high ticket products and services because higher dollar sales typically require a bit more 1:1 connection and more personalized, high touch support in order for people to feel ready and confident to move forward and make the purchase.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, are talking about how you can sell high ticket items and premium products and services using an application process.
The application process is something we’ve used very effectively when offering our higher value programs, like the REACH Retreat and the Marketing Success Mastermind.
We’ve also used it for our annual Mastermind Experience event where people can work with us for one month and get all the perks and benefits of our main Mastermind.
Listen to This Episode to Hear More About:
-> How to know whether you need to add an application call to your sales process / marketing funnel.
-> How to go from Webinar to Application
-> How to craft the Application experience so your potential customer arrives confident and eager to buy from you vs you having to “beg” for the sale
-> Why you won’t say yes to everyone who applies (and how to think about that)
-> Why the application process is PERFECT for you if there are certain criteria someone needs before they should be working with you
-> At what price point should you start thinking about adding an application call to the mix?
-> How to know whether to make applications free, paid or another third alternative we share on this episode!
-> What questions do you ask in your application form?
-> What do you say on the call to make it a win/win for you and your customer (and skyrocket your results!)
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
We know many of our listeners have some form of recurring revenue in their business model – whether that’s a membership site sharing information, or a repeatable service, a high dollar coaching program, or even a retainer arrangement – these are all recurring revenue models and you want to RETAIN as many of your recurring customers as possible.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, are diving into their many years of experience with memberships to give you their best ideas and inspiration, sharing 6 specific and powerful membership retention strategies.
And even if you DON’T have a membership, there’s lots here you can map over to your business in terms of client retention, adding value and creating happy customers that refer more people to you!
Listen to this episode to hear more about:
-> The “leaky bucket” problem most memberships have and how to plug the gaps!
-> The power of personal outreach and why you might want to add some 1:1 connection into your renewal process!
-> Tips on how you can customize client interactions that have a high perceived value without taking too much of your time (and why this matters!).
-> How you can use anticipation as one of your most powerful “stick strategies.”
-> How to know if you have enough ‘pain of exit’ built into your membership.
-> Why the right kind of rituals and celebrations can be one of your most effective ways to keep members happy and feeling like they’re making progress (and not wanting to leave!).
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
Anyone who’s listened to this show for a while will know what big fans we are of both DOING customer surveys and gathering customer language. It’s one of the best ways you can deeply understand your market… and ALSO create powerful marketing language.
So we thought it was high time we did an episode dedicated to giving you some frameworks for doing just that.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, share how you can write slam dunk marketing copy using your customer’s own words by going direct to the source and literally transforming your customer SURVEY responses (and other raw language you get from your customers through interviews, emails etc) into powerful headlines, bullet points, video scripts, sales pages, emails and more.
Listen to This Episode to Hear More About:
- How we use Ryan Levesque’s Deep Dive Survey methodology to gather customer language.
- How to identify (and get rid of) useless jargon that’s actually alienating you from your ideal customers.
- What clues to look for when scanning your survey responses for the most powerful insights.
- The value of doing customer interviews (and how to ensure you don’t “knock the edges off” your customer language).
- Why you’re looking for the longer, more emotive responses from your customers (and what to do with them!).
- Michelle’s step-by-step process for turning raw customer language into powerful copy for headlines, bullet points and more.
- How you can use your survey data to create your Content Plan.
- A real-life example from Suzi’s customer language and how she’s applied that raw language to create powerful marketing copy.
- And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Content Sells Episode 31 “How To Use Surveys to Discover Exactly What Your Customers Want - With Ryan Levesque”
-> Content Sells Episode 67 - Client Avatar Interviews Why You Need Them and How To Do Them
-> Michelle Pritchard from Aligned Business Consulting
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, are shaking things up and for the first time ever, are interviewing not one, but THREE guests as they talk about their breakthroughs when it comes to the MONEY part of Marketing!
This is a topic we’ve touched on at different times over the years, but it’s the first time we’re approaching it like this bringing in 3 people who’ve had money breakthroughs in 3 important ways that relate to how we do our marketing:
-> Mindset Breakthrough
-> Price Breakthrough
-> Investing in Paid Traffic Breakthrough
Listen to this episode to hear more about:
-> Why the “DIY” approach to your marketing where you “think” you’re SAVING money can actually be COSTING you more!
-> The powerful reframe Shandra Moran of the Transit Lounge had that marketing, when done well, is actually an investment and a part of business operations. It's not just a cost or an expense.
-> The importance of asking “Where is my money best INVESTED” and how treating your marketing budget like an investment can transform your results.
-> How to deal with money blocks around the price you charge.
-> Shifting my criteria based on where I spent money and what I spent it on.
-> The “internal” work around reframing money stories and beliefs that made a difference for these 3 business owners (and what you can learn from their experience).
-> What Fertility Specialist Tasha Jennings, did to get congruent with the value she was providing and charge more for her services!
-> The very special list Tasha made that completely transformed her belief in the value she brings to her clients (this one tip can completely change your business!).
-> How Fashion Stylist, Fiona Keary made the leap to paid traffic and scaled her business.
-> And much more!
Also mentioned in this episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Content Sells Episode 82 - 3 Profitable Pricing Strategies for Small Business Owners
-> Content Sells Episode 160 - Why Being Opportunistic is Costing You Opportunities
-> Episode 183 - Why You Don’t Need to Change Your Marketing (the Benefits of “Project Broken Record”)
-> Content Sells Episode 184 - How to Raise Your Prices – 5 Strategies For Making More Money (Without Losing Customers)
-> Content Sells Episode 204 - The Perils of Overthinking and Underdoing
-> Shandra Moran - The Transit Lounge
-> Tasha Jennings - TashaJennings.com.au
-> Fiona Keary - Style Liberation
AI is here to stay and it’s changing the marketing game for small business owners.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, deliver their first AI-related show (it won’t be the last!).
They discuss the importance of crafting great prompts to get the best out of AI and share a simple “Prompt Crafting” framework you can follow to optimise the results you’re getting from AI.
They also discuss the incredible opportunities available to small business owners through the use of AI for research, brainstorming ideas, creating content, translating, summarizing, editing, proofreading, and giving advice. They also discuss the limitations of AI, such as inaccuracies and biases, and how to verify the results provided by AI.
Listen to this episode to hear more about:
-> How we used AI to create this episode, including the graphics, show notes, content outline and marketing materials!
-> What AI really means and why it’s so important for business owners to understand how it’s been designed to mimic human intelligence and behavior
-> What Natural language processing (NLP) is and why it’s a game-changer for making AI more usable, accessible and powerful.
-> What tools to use
-> Why AI is not to be trusted – do not believe everything it tells you (and here’s why!)
-> Examples of how the results can seem “plausible” but not accurate and tips on how to verify what AI is telling you BEFORE you publish!
-> Our favourite uses for AI right now (and what we DON’T think it’s any good for… yet)
-> How to use AI to create emails, blog posts, headlines, split tests and more.
-> Real-life examples from Suzi’s business (and the prompts she’s using!).
-> What’s the story with AI and copyright?”
-> How to inject more of your tone of voice and style into your AI-generated content.
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> EP 199 - Creating a Runway: How to Pave The Way For The Sale & Get More Results For Less Cost
-> Samantha Konyeshi from My Uno Home Drafting Design
-> FREE Download: AI Tools for Content Marketers
Today, we’re talking about the elements of a successful sales page.
A sales page is a web page where you’re… selling something!
And while that might seem obvious, there is definitely a science and an ART to creating a high converting sales page.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, draw on their decades of experience creating sales pages to share their checklist of 16 Essential Elements of a High-Converting Sales Page.
Listen to this episode to hear more about:
-> How to find the BIG IDEA for your Sales Page (and why you NEED one!)
-> How to use your customer’s objections as the inspiration for much of your Sales Page content.
-> Will you have a video on your sales page or not? We’ve got opinions!
-> How to give people a reason to buy now.
-> Social proof tips that will drive up conversions.
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> 23 - How to Craft an Offer That Sells
-> 27 - Videos that Sell with James Wedmore
-> 66 - Turning Content into Sales With “The Problem/Solution Dance”
-> 126 - Hooks: Why You Need Them In Your Content and How To Create a GOOD One!
-> 134 - How To Use Bonuses To Get More Sales (Even From Your "Fence-Sitters")
-> 168 - How to Use Social Proof to Increase Sales
-> 179 - Why Your Marketing Needs to be More "BOOFY"
-> 202 - The “Features” Trap – Why You Need to Focus on Benefits vs Features to Make More Sales!
We’re discussing a topic that underpins everything we do as business owners, and particularly what we do as marketers and content creators.
And that is this idea of Owning More Space.
What we mean by that is expanding into a bigger expression of yourself and your business in all the ways.
Whether that’s…
- Charging more for your products or services
- Becoming more visible in your marketing
- Becoming more audacious in your messaging
- Offering something new that you know your market needs you to bring to the world but maybe feels a bit intimidating
- Owning more of your personal space and taking more downtime from your business
Just to name a few ways you can own more space!
In this episode, your hosts, Suzi Dafnis and Michelle Falzon share practical tips for owning more space.
Listen to this episode to hear more about:
-> The 3 Fundamental Orientations (and how to shift more to the “Expansion Orientation”).
-> The unconscious beliefs that can cause us to shrink back from opportunities.
-> Do you get the “push/pull” happening that has you take one step forward and one step back when it comes to growing your business? Find out why that might be (and how to get past it).
-> The important difference between OWNING more space and TAKING more space.
-> The conscious step Suzi took to deliberately own more space.
-> The surprising role “practice” plays.
-> The revealing questions you can ask yourself to see where you are maintaining the status quo and shrinking back.
-> Why you don’t have to own more space in ALL the places!
-> How to find your flow when it comes to growth and expansion - shifting from forcing to flowing.
-> One of the biggest wasted opportunities on most sales pages (and the simple fix!)
-> What makes a great headline for your sales page.
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> EP203 - 12 Questions to Ask BEFORE You Rebrand Anything!
-> Katy Abbott - The Artist Mentor
-> Liz Van Vliet, My EA Career
Today we’re looking at something we see happen to a lot of business owners. Especially when you’re moving into new territory.
For example, if you’ve never done a webinar before, or you’ve never paid for traffic before, or you’re launching a new product or service that’s different to what you’ve done before.
And that is to OVER think and UNDER do!
This approach comes with plenty of perils…
Because new territory, while full of potential and opportunity, can also become a big hole we get stuck in when we OVERTHINK things to the point where we aren’t taking enough ACTION.
Feeling like we have to “know more” or “have more planned out” or “get things perfect” before we start, can put us in a loop of procrastination and second guessing that can lead us to doing more work than we need to, delaying getting the results we want and, in many case, even prevent us from getting the results we want.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon share their top tips for getting out of “analysis paralysis” and shifting into a more action oriented approach.
Listen to this episode to hear more about:
-> Our top 3 tips for escaping the overthinking / undergoing trap and reaching your business goals sooner and with less stress.
-> How to balance “being strategic” with “getting stuff done!”
-> How to tell when you’re obsessing over details that don’t matter.
-> The glorious benefits of taking imperfect action.
-> Why thinking you need to “learn more” can sometimes work against you.
-> The benefits of knowing “just enough to be dangerous!”
-> What a teenage garage band can teach you about escaping overthinking and undergoing!
-> When to seek advice (and when not to!).
-> How to take bigger action than you might feel comfortable with (and why it’s so crucial!).
-> Why you need to take action much EARLIER than you might think and MORE OFTEN than you think.
-> And much more!
Also Mentioned in This Episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> James Clear - Atomic Habits
-> Shandra Moran - The Transit Lounge
We’re talking about rebranding… and specifically the 12 questions you need to ask yourself before rebranding anything!
Because this is definitely something where there can be more worms in the can than you might first imagine! And we’ve seen too many people undertake a rebrand when it was NOT needed!
BUT… if you DO need a rebrand (and we cover the reasons for a rebrand in today’s show) - you definitely want to get clear on these questions FIRST.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon share from their decades of branding experience how to set yourself up for success with your rebrand (and also how you can tell if your rebrand is not needed!).
Listen to this episode to hear more about:
-> Reasons a rebrand may be needed (plus the number 1 reason NOT to rebrand!)
-> The big WHY behind Suzi’s rebrand from ABN to HerBusiness (and how to get super clear on YOUR big why for your rebrand).
-> How one business owner used these questions to realise she DID need a rebrand, but not right NOW (and why the TIMING of your rebrand is so important).
-> Why you need a branding STORY and how to use that story to enlist the support of your team, your customers and your wider market and key stakeholders.
-> How to get clear on what you need to prioritise for the launch of your rebrand (and why you don’t have to do EVERYTHING at launch!).
-> And much more!
Also mentioned in this episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Content Sells Podcast Episode 2 - Your Ideal Client
-> Content Sells Podcast Episode 23 - How To Craft an Offer That Sells
-> Content Sells Podcast Episode 133 – How To Use Photography to Advance Your Personal Brand with Jamie Swanson
-> Content Sells Episode 196 - Campaign Thinking Vs Ad Hoc Marketing
-> Content Sells Episode 199 – Creating a Runway: How to Pave The Way for the Sale & Get MORE Results for LESS Cost!
-> Jo Alilovic, 3D HR Legal
We’re talking about the “Features Trap” that most business owners get stuck in. We’re all in love with our own product and we can become obsessed with all the “things” that make our product great… but guess what? Your market is not interested in your product or services FEATURES! They want to know about its BENEFITS!
In this episode, your hosts, Suzi Dafnis and Michelle Falzon share how you can rewire your marketing brain to be more BENEFIT focused and less stuck in the Features Trap!
Listen to This Episode to Hear More About:
-> Why it’s so hard to let go of talking about your product’s features and the massive boost in results you can get when you make the leap and focus on benefits instead. -> How to turn a feature into a benefit (this is the way to escape the “Features Trap!” -> What benefits to focus on to overcome and obliterate objections. -> The simple framework for articulating your benefits that is a NO BRAINER and guarantees you focus on benefits vs features. -> Why and how to obsess over the transformation from “Pain Island” to “Pleasure Island” and less about “the boat!” (Hint: your product is the boat!). -> The counterintuitive message you need to share with your audience to get them buying from you more often. -> And much more!
Also mentioned in this episode:
-> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Skye Anderton of Ruby Olive Jewellery -> Content Sells Podcast Episode 2 - Your Ideal Client -> Content Sells Podcast Episode 23 - How To Craft an Offer That Sells
In this episode we’re doing something that’s become a tradition! It’s our annual Best Content Marketing Books episode!
Your hosts, Suzi Dafnis and Michelle Falzon LOVE talking books and they’ve got some GOODIES to share!
Plus we’ve released our newly updated 2023 Content Sells Reading List which you can get here!
Listen to This Episode to Hear More About:
-> The book Michelle read early in the year that “just wouldn’t leave her alone.”
-> How one author is demystifying “charisma” and why you need to be more charismatic in your marketing.
-> The books Suzi loved so much she literally bought HUNDREDS of copies of to share!
-> The non-business book that Michelle can’t take off her bedside table and the “rules” it contains (which, unlike most rules, can give you more freedom and expansion in your life!).
-> Why asking the simple question “who?” instead of “how?” can be a gamechanger for you and your business (and the book to read to help you build more leverage, growth and support into your business.
-> And much more!
Also mentioned in this episode:
-> HerBusiness Marketing Success Mastermind
-> Content Sells NEWLY UPDATED Reading List for 2023
-> Cues: Master the Secret Language of Charismatic Communication – Vanessa Van Edwards
-> Chill and Prosper - Denise Duffield-Thomas
-> Shortcut: How Analogies Reveal Connections, Spark Innovation and Sell Our Greatest Ideas - John Pollack
-> The Gap and the Gain - Dan Sullivan, Benjamin Hardy
-> Wolf Pack - Abby Wambach
-> Who Not How - Dan Sullivan, Benjamin Hardy
It’s our 200th Episode!!!
When we were talking about how to celebrate this milestone moment, we decided it would be fun to go live, invite some of our cherished listeners to the show and do some celebrating, reminiscing and sharing of some of the top strategies we’ve covered here on the show!
And that’s exactly what we’re doing!
Join your hosts, Suzi Dafnis and Michelle Falzon (and Special Guests) to recap some of the most popular episodes from the Content Sells Library AND get the chance to win a great PRIZE!
Mentioned in this episode:
-> HerBusiness Marketing Success Mastermind -> Content Sells NEWLY UPDATED Reading List for 2023 -> Belinda Weaver - Copywrite Matters -> Deb Bower - Olive and Ash -> Anna Von Zimmer - Book Me Now -> Kris Urquhart - My Natural Awakenings -> Prue Saxby - Grant Writing Academy -> Sue Bell - Susan Bell Research -> Shandra Moran - The Transit Lounge -> Iman Iskander - Culture of Care -> Tasha Jennings - Conceive Baby -> Jayne Gallagher - Honey & Fox -> Michelle Pascoe - MichellePascoe.com -> Julia Watts - Sample Room -> Kristy-Lee Heighway Billett - People Powered HR -> Episode 15 - How to Create Great Content Without Burning Out -> Episode 23 - How to Craft an Offer That Sells -> Episode 27 - Videos That Sell With James Wedmore -> Episode 46 – Are email newsletters still worth doing? -> Episode 56 - Webinars That Sell -> Episode 163 - New High Converting Alternative to Online Courses With Will Hamilton -> Episode 168: How to Use Social Proof to Increase Sales -> Episode 170 - Repurposing Your Content & Making More With Less - With Ruth Buczynski -> Episode 177 - 7 Most Common Newsletter Mistakes (and How to Fix Them) -> Episode 178 - How to get FREE leads with a self-liquidating offer with Brandi Mowles -> Episode 179 - Why Your Marketing Needs to Be More Boofy -> Episode 188 - How To Brief a Graphic Designer -> Episode 191 - Staying in your Lane - How to Avoid Distractions & Accelerate Your Marketing Results -> Episode 195 - Stacking Momentum With Your Annual Plan
We’re covering a topic that’s made a massive difference to not only our own marketing results, but also to our Marketing Success Masterminders, who we’ve been working pretty closely with over the last year or so to really double down on this…
In this episode, your hosts Suzi Dafnis and Michelle Falzon share the idea of creating a RUNWAY for your marketing and how that Runway can actually help you pave the way for your offer and dramatically increase the results you get in terms of MORE sales, for LESS cost!
Listen to this episode to hear more about:
-> Why you need the “campaign before the campaign.”
-> The “blindspot” most people have when it comes to creating their runway (and why that’s costing you sales).
-> The tweak Suzi made to her runway that caused sales to take off!
-> What you DON’T say in the early part of your Runway.
-> Why you need to think of your Runway like a series of chillies, getting hotter and hotter as you lead up to launch.
-> 14 ideas for starting off your Runway.\
-> How factoring in your Runway can save you from overcommitment and bad launches!
-> And much more!
Also mentioned in this episode:
-> FREE Bonus Download - 14 Runway Ideas To Boost Your Results
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Launch! Book by Jeff Walker
-> Stu McLaren - The Membership Experience
-> Angela Counsel - Embrace Program
-> Episode 57 - How to Use "Seeding" to Move People Forward with Your Content
-> Episode 170 - Repurposing Your Content: Making More With Less with Ruth Buczynski
-> Episode 197 - How Video Storytelling Grew My eCommerce Sales - With Skye Anderton
-> Episode 198 - 5 Easy Ways to Use Case Studies to Tell Customer Stories
We’re digging back into a topic that’s super important and that we haven’t touched on in a while - and that’s CASE STUDIES.
In this episode, your hosts Suzi Dafnis and Michelle Falzon share 5 Easy Ways you can use case studies to tell your customer stories.
Listen to this episode to hear more about:
-> 5 formats your case studies can take so more people see them, love them and are motivated to move forward with YOU!
-> Suzi’s top tip when creating video interviews with customers.
-> The recent tweak Suzi and Michelle made to how they capture video interviews at live events (game-changer!)
-> Why we’re lovin’ Reels & Stories and how to NAIL your Customer Case Study for Insta, FB and TikTok.
-> 3 surprising ways to repurpose your video case studies.
-> The “hybrid” strategy for using photos and screenshots to make compelling case studies.
The unlikely places you need to include Case Studies AFTER you’ve made the sale!
And much more!
Also mentioned in this episode:
-> HerBusiness Marketing Success Mastermind
-> The REACH Retreat in Hawaii
-> Influence Book by Robert Cialdini
-> EP20: How To Get Awesome Client Stories, Case Studies & Testimonials
-> Ep53: 5 Ideas For Adding Compelling Social Proof To Your Content (and why you need it!)
-> EP170 - Repurposing Your Content: Making More With Less with Ruth Buczynski
-> EP197 - How Video Storytelling Grew My eCommerce Sales - With Skye Anderton
-> Prerna from Content Bistro
Long Form High Quality Case Study Video Examples:
-> Fiona Keary - Style Transformation
-> Yvonne Shepherd - Women’s Fitness Adventures
-> Chantel Gilbert - Bluegum Electrical
Short form REELS Case Study Video Examples:
-> Sunset Cocktails - REACH Retreat Hawaii
-> HerBusiness Mastermind - Noosa
We have an amazing guest today! The inspiring Skye Anderton, founder & CEO of jewellery and lifestyle brand Ruby Olive.
In this episode, your hosts Suzi Dafnis and Michelle Falzon chat with Skye about how she’s built her successful ecommerce business and they dive into her top content marketing strategies, including Video Storytelling (which she’s masterful at!).
**SPECIAL OFFER FOR CONTENT SELLS LISTENERS!
Skye has generously offered 20% discount on full priced Ruby Olive products for Content Sells listeners!
To claim your 20% discount, head over to www.rubyolive.com and use the CODE: CONTENTSELLS at the checkout.
This is a one time use per person offer.
Listen to this episode to hear more about:
-> How Skye got started with her business.
-> How Skye and her team create 2 months worth of content in ONE DAY (and all with a sense of play that taps into their creative energy!).
-> Why you don’t need expensive photo shoots to stay visually present with your audience!
-> The Client Avatar process Skye used so she could SUBCONSCIOUSLY start talking to her audience with EVERY interaction.
-> The bundling and upselling strategy Skye uses to massively increase Average Order Value.
-> The Video Storytelling strategy that has been central to Ruby Olive’s growth.
-> How to create user-generated content (and why this is SO good for your brand!).
-> How to get more of YOU into your marketing vs being a faceless brand.
-> And much more!
Also Mentioned in This Episode:
Ruby Olive
HerBusiness Marketing Success Mastermind
The REACH Retreat in Hawaii
Michelle Pascoe - OOPS
Even though we spend a lot of time talking about getting more STRATEGIC with our marketing, it can be really easy for “one-off” tactics and “bright shiny objects” to sneak into our marketing that aren’t very strategic at all!
In this episode, your hosts Suzi Dafnis and Michelle Falzon share the idea of “Campaign Thinking” where you focus on a marketing initiative that’s directly related to one of your key strategic objectives, where you’re thinking about the whole process, from beginning to end, vs ad hoc tactics.
Listen to this episode to hear more about:
-> Why a “lead magnet” is NOT a campaign!
-> How sneaky campaigns can be… they can literally be hiding in plain sight!
-> How to get clear on the PURPOSE of your Campaign.
-> 9 things every Campaign includes (and why missing any of these could be the reason your marketing isn’t working!).
-> How you can actually take stuff OUT of your marketing and get better results.
-> How one person increased her small group coaching program by more than 400% simply by embracing Campaign Thinking.
-> And much more!
Also Mentioned in This Episode:
HerBusiness Marketing Success Mastermind
The REACH Retreat in Hawaii
Angela Counsel - Embrace Program
Chantel Gilbert - Bluegum Electrical
Oonagh Duncan
Successful strategic marketing comes from being really deliberate about your planning and clearly choosing what goes on your calendar and what does not.
Poor planning means you have to expend MORE energy, and it costs MORE in terms of money, time and also lost opportunity.
In this episode, your hosts Suzi Dafnis and Michelle Falzon share how to stack momentum in your annual marketing plan so that you are building from marketing promotion to marketing promotion and improving your overall results.
Listen to this episode to hear more about:
- The ideal time to start planning next year (hint: it’s likely way earlier than you might think!).
- The one thing Suzi and Michelle do to get instant momentum in their year.
- How thinking about your year as a whole can help you avoid hot leads going cold.
- The way Suzi and Michelle stack momentum when planning out the marketing for their Mastermind.
- The high dollar retreat marketing hack that creates NEXT year’s customers before this year’s program is even finished!
- How to think of your annual marketing as a problem/solution based STORY that is told throughout the year in the right order.
- And much more!
Also Mentioned in This Episode:
- HerBusiness Marketing Success Mastermind
- The REACH Retreat in Hawaii
- Ep 4 - Finding Your Marketing Mountain
- Ep 66 - Turning Content Into Sales With the Problem/Solution Dance
- Ep 11 - The Step 2 Secret
Not only is a competition a great way to get more leads and incentivise people to take specific actions, it’s also a really wonderful way to crowdsource content AND have that content shared to a much wider audience than you might normally be able to reach.
In this episode, your hosts Suzi Dafnis and Michelle Falzon talk about Competitions and how you can use them effectively in your Content Marketing for:
- Lead Generation
- Viral Audience Marketing
- Customer Progress Incentives
Listen to this episode to hear more about:
- The big thing to watch out for when choosing your competition prize.
- How to get QUALITY and QUANTITY when it comes to entries in your competition.
- How simple hashtags can save you a ton of programming and software costs (and keep things simple!)
- How to get your customers and wider audience sharing your competition with THEIR networks.
- 3 ways to use competitions inside your PAID products and programs to promote customer success (and why that’s so important).
- What you need to know about ensuring your competition is compliant.
- And much more!
Also Mentioned in This Episode:
- HerBusiness Marketing Success Mastermind
- The REACH Retreat in Hawaii
- UpViral Software
- Wheel of Names Random Picker
- Ep 11 - The Step 2 Secret
- Prue Saxby - Grant Writing Academy
Not only is a competition a great way to get more leads and incentivise people to take specific actions, it’s also a really wonderful way to crowdsource content AND have that content shared to a much wider audience than you might normally be able to reach.
In this episode, your hosts Suzi Dafnis and Michelle Falzon talk about Competitions and how you can use them effectively in your Content Marketing for:
- Lead Generation
- Viral Audience Marketing
- Customer Progress Incentives
Listen to this episode to hear more about:
- The big thing to watch out for when choosing your competition prize.
- How to get QUALITY and QUANTITY when it comes to entries in your competition.
- How simple hashtags can save you a ton of programming and software costs (and keep things simple!)
- How to get your customers and wider audience sharing your competition with THEIR networks.
- 3 ways to use competitions inside your PAID products and programs to promote customer success (and why that’s so important).
- What you need to know about ensuring your competition is compliant.
- And much more!
Also Mentioned in This Episode:
- HerBusiness Marketing Success Mastermind
- The REACH Retreat in Hawaii
- UpViral Software
- Wheel of Names Random Picker
- Ep 11 - The Step 2 Secret
- Prue Saxby - Grant Writing Academy
You might have many of the ingredients of a successful Facebook Group… a great idea, an engaged crowd, a big launch, a steady traffic stream… but it can still fall flat if you don’t have some fundamental systems in place.
In this episode, your hosts Suzi Dafnis and Michelle Falzon share the essential systems and processes you need to ensure you have a successful Facebook Group.
Listen to this episode to hear more about:
- The 4 specific phases of your Facebook Group “Life Cycle” and why you need to consider each phase BEFORE you start!
- Paid vs Free: The key distinctions between the processes you might want to have in place when your group is a “free” group anyone can join vs when your group is a perk someone gets only once they’ve purchased a specific product or program from you.
- The checklist of questions to ask yourself to confirm you even need to START a Facebook Group!
- How to think about your Facebook Group team - roles, access levels and how and what to communicate.
- The essential system you must have in place that could SAVE your group from being snatched out from under you!
- The process Suzi has in place to make the most of one of THE most important pieces of real estate in your Group.
- And much more!
Also Mentioned in This Episode:
- HerBusiness Marketing Success Mastermind
- The REACH Retreat in Hawaii
- HerBusiness Facebook Group
- EP 77 - Secrets to Creating Engaged Online Communities - With Susan Garrett
- EP 152 - How to Get People From Your FREE Facebook Group to your Paid Offer
- EP 186 - How to Get More Sales From Your Existing Social Media Followers
Something we know many business owners struggle with is building your own personal profile.
While we might all conceptually think, “Yes! That’s what I want.” Often when it comes down to tooting your own horn or being seen, we can clam up and want to hide.
In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon share 5 super simple content strategies you can use to start building your profile and getting yourself more known.
Listen to this episode to hear more about:
- How to inject more of YOU into your content marketing with some simple ideas that you can treat like a checklist (every business owner needs these 5 things happening if they want to start building their profile).
- The ideal images of yourself to share (and it goes beyond that old headshot you got taken a few years back!).
- The unexpectedly easy way to get personal branding images that don’t cost anything!
- Tips on creating a compelling bio.
- How to put your best foot forward and resist the temptation to “downplay” your achievements.
- Exactly what kind of content to share to boost your profile.
- 3 Simple Ways to make yourself more visible on your website (with real life examples).
- What you need to do to revamp your Social Media profiles.
- And much more!
Also Mentioned in This Episode:
- HerBusiness Marketing Success Mastermind
- The REACH Retreat in Hawaii
- HerBusiness Facebook Group
- Ep 133 - How To Use Photography to Advance Your Personal Brand - With Jamie Swanson
- Ep 145 - Toot Your Own Horn, Dammit!
- Belinda Weaver - Copywrite Matters
- Valerie Khoo - Power Stories
- Get New Clients Coaching Week
So often we see women in business who either DON’T KNOW what their “lane” is – that is they don’t have a clear plan. OR they keep getting thrown off course by zig zagging all over the place, chasing bright shiny opportunities, or thinking they have to do it like this other person in their field.
When really, the KEY is finding what it is YOU have to contribute, what it is YOU want to do and create in your business and then facing forward – looking at that destination and keeping your eyes on the prize. Cause it’s the only way to get there! .
In this episode, your hosts, Suzi Dafnis and Michelle Falzon are talking about WHY it’s so important to “stay in your lane” and run your own race, versus constantly looking at what everyone else is doing. It’s about having a really clear plan – what IS my lane? What IS the game I’m playing and then doubling down and doing it.
Listen to this episode to hear more about:
- What to do first if you realise, “oh yeah, I can feel that I’m wandering all over the track.”
- Why “Less is more” and how to use that as an anthem when criticism and distractions come along that could potentially knock you off course.
- How to manage your own flood of ideas and stay focused on your priorities.How a menopause expert was able to “curb her opportunism,” stay in her lane and 10X her income and impact as a result.
- How “picking her lane” in one of her earliest businesses enabled Suzi to breakthrough to a 7-figure success story.
- What to do when the lane you’re in isn’t working anymore and you need to CHANGE lanes.
- And much more!
Also Mentioned in This Episode:
- HerBusiness Marketing Success Mastermind
- The REACH Retreat in Hawaii
- Ep 160 - Why Being Opportunistic is Costing You Opportunities
- Angela Counsel
- Denise Duffield-Thomas
Feel like you’re putting a ton of effort into your marketing and getting nowhere? Imagine putting in LESS effort and getting MORE results. Sounds like a pipe dream!
But in this episode, your hosts Suzi Dafnis and Michelle Falzon chat with Denise Duffield-Thomas, author of the best-selling (and newly re-released) book, Chill & Prosper, about how she’s done EXACTLY that. Growing a multi-million dollar business selling ONE product AND making time for her young family.
No, she’s not a unicorn (although she is pretty special). In this episode Denise shares some simple things she’s done that made all the difference… and that YOU can do too!
BOOK BONUSES
Find out about Denise’s book Chill & Prosper and all the great BONUS Gifts she has when you purchase a copy.
Go here for more info.
Listen to this episode to hear more about:
- What does it ACTUALLY mean to ‘Chill & Prosper’?
- Why here “All roads lead to Bootcamp” mindset has resulted in more than 8000 graduates of her Money Bootcamp program and been the cornerstone of her massively successful business.
- The 3 word phrase she had made into a lightbox that keeps her team focused on keeping things simple (and hugely profitable!).
- The structure she uses to create FREEDOM in her business instead of what it can be for many people, a PRISON.
- Her fantastic distinction between your marketing being “Effort-Less” vs “Effort-None” (she’s a realist but she also bucks the status quo and we LOVE that!).
- Why she doesn’t let herself record a new Money Bootcamp product every year (this one piece of advice could be a game-changer for you too).
- How to use “Money Language” in your marketing (and why you WANT to!)
- The “working hard” mindset and why it’s keeping so many people, well, WORKING HARD! And how you can start to shift that to allow making money in your business to be easier.
- Boundaries – how to have ‘em and how to keep ‘em!
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- Marketing Mastermind Experience
- The REACH Retreat in Hawaii
- Denise Duffield-Thomas
- Chill & Prosper Book + Bonuses
- Money Bootcamp
- Kylie Maidment from Switched-On Kids Cognition
Ever wondered if your fledgling business could ever become a multi-million dollar success story? Perhaps that’s what you dream about and what you’re working towards.
In this episode, your hosts Suzi Dafnis and Michelle Falzon chat with Lorraine Dallmeier of Formula Botanica, who took a tiny business with 200 students and turned it into a global success story with more than 40,000 students worldwide, all helping people create their own cosmetic and skin care formulations using natural, ecologically friendly methods.
Lorraine shares how she grew a multi-million dollar business (with virtually no ad budget) and how her content strategy now sees her with a readership to rival household name, multinational cosmetic brands!
FREE COURSE
Plus get the FREE Course Lorraine shared with Content Sells listeners. Go here for the special link.
Listen to this episode to hear more about:
- How you can get massive growth without paid marketing (yes, organic growth is still a thing!)
- How Lorraine was able to get consistent, linear organic growth going from 1000 people to 200,000 people on her site each month.
- What it takes to go from 3 blog posts (that Lorraine tells us were “rubbish”) to a rich, SEO-packed library of more than 400 blog posts that attract new clients from all over the globe.
- From “Side-hustle” to “Credible Business” – how Lorraine navigated that journey with two small children and why she decided to throw herself “all in” after just 4 months dabbling in this business.
- The power of consistency and why “plugging away at Content Marketing” meant Lorraine saw a direct correlation between the number of visitors to her site going up and the revenue going up.
- The two pieces of content Lorraine ensures gets published every week, without fail.
- Her “two pronged” approach to content that keeps Google happy and thrills her students.
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- Marketing Mastermind Experience
- The REACH Retreat in Hawaii
- Formula Botanica
- FREE Formula Botanica Foundations Course
- Formula Botanica Blog
- Formula Botanica YouTube Channel
- Connect with Lorraine on LinkedIn
- Michelle Pascoe
So much of what we do as marketers has a design element.
Whether it’s your branding, your website design, the lead magnet you’re sending, your Facebook ads, the style of your social media posts, the brochure you leave with clients, the look and feel of your online course or membership – so much of what we do requires DESIGN.
In this episode, your hosts Suzi Dafnis and Michelle Falzon thought of building on that and share the advice they’re regularly giving to their Members, Masterminders, and clients about how to effectively brief their designers.
Listen to this episode to hear more about:
- Why you might be frustrated with your designers (and why it’s not their fault!).
- The Design Brief tip that can help you find (and keep) the best designers.
- When to “give up” on a designer and when to persevere.
- 10 essential points to include in your written design brief (and yes, you wanna do a written design brief!).
- Why skipping the written design brief step is a sure-fire path to your job taking longer, missing the mark and costing more!
- How to get a designer to prioritise your work.
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- Marketing Mastermind Experience
- The REACH Retreat in Hawaii
- EP 138 - How to Tap Into a Journalist’s Curiosity - With Monica Rosenfeld
- EP 185 - 6 Content Marketing Tools We’re Loving Right Now
- Episode 187 - 5 Content Marketing Tasks To Outsource Today!
Does everything in your business feel like it’s falling on your shoulders? Many small business owners get stuck in that trap of feeling like they have to do everything themselves (especially if cashflow is tight). But then it’s hard to grow because you become the bottleneck in your business.
And then you can’t take any breaks because you have to keep everything going all the time.
So then you get exhausted or resentful or both!
In this episode, your hosts Suzi Dafnis and Michelle Falzon share 5 Content Marketing tasks for you to consider outsourcing asap so you can get more support with your marketing.
Listen to this episode to hear more about:
- The REAL cost of not paying someone else to do those “in the weeds” tasks.
- The “mowing your lawn” approach to deciding what to outsource.
- The job roles inside your dream marketing team.
- The very FIRST role to consider hiring some external support for (and it doesn’t have to be full time - even a few hours a week will make a massive difference!).
- The 5 marketing tasks you want to look at outsourcing ASAP.
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- Marketing Mastermind Experience
- The REACH Retreat in Hawaii
- EP185 - 6 Content Marketing Tools We’re Loving Right Now
- Kristy Smith - Virtual Elves
We know getting more sales from EXISTING social media followers can be a challenge for many business owners.
Perhaps you’ve experienced this – you’ve built up a healthy following on Instagram or you’ve got hundreds or perhaps even thousands or more people in your Facebook Group, or you’ve expanded the number of connections you have on LinkedIn… but how do you turn those followers into buyers?
In this episode, your hosts, Suzi Dafnis and Michelle Falzon share 6 quick and easy ideas for you to get more sales from your existing social media followers that you can implement right away (woot!).
Listen to this episode to hear more about:
- Suzi’s best advice on how often you should be sharing posts with a call to action and optin.
- The big thing missing from most social posts that share customer successes (making this ONE tweak can get you a ton more customers).
- How you can use Facebook Guides and Instagram Highlights to move people from social to your funnel (and why that matters!).
- The power of Custom Audiences and how you can start building your Email List (and Custom Audience) from your Facebook Group!
- How to take a social media interaction and turn it into a personal outreach (and then how to take that outreach and turn it into sales!).
- The precious few days after someone joins your Facebook Group or other online community, and what you need to be communicating (the answer may surprise you - because we’re not all about “nurturing” - there’s something ELSE we encourage you to do INSTEAD!).
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- Marketing Mastermind Experience
- How To Craft Offers That Sell FREE Training - 7 June
- The REACH Retreat in Hawaii
- EP11 - The Step 2 Secret
- EP23 - How to Craft and Offer That Sells
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, are talking about something they haven't done before on this show, which is to dig into some of their favourite marketing software and tools! That's right! While always being focused on getting the latest tool or software can be a bit of a distraction, there ARE some tools that we've used and love that we wanted to share with you!
PLUS BONUS Download
Click Here for the Free “Content Marketing Tools Cheat Sheet”
Listen to this episode to hear more about:
- Our top 6 favourite marketing software tools we’re using right now.
- Why you might keep signing up for tools you don’t use.
- Our number one recommendation when it comes to the tech for your marketing funnel (Hint: hire someone to do it for you!).
- The amazing tool Suzi’s been using that’s been a game changer for SIMPLE video editing and more.
- The handy tool we use to plan out and curate content for this very podcast!
- The drawing tool that even non-artists can use to spice up their ads, presentations and trainings.
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- Marketing Mastermind Experience
- The REACH Retreat in Hawaii
- Greg from MonkeyPod Marketing
- Belinda Weaver of Copywrite Matters
All the tools discussed in today’s show (and many more) are summarized for you here in this Free “Content Marketing Tools Cheat Sheet”
Price can be such a tricky issue – not only from a strategic, tactical point of view in terms of how you position yourself in your market and what your pricing strategy is, but also from a MINDSET point of view. In this episode, your hosts, Suzi Dafnis and Michelle Falzon share 5 strategies for raising your prices and making more money (without losing customers).
PLUS BONUS Download
Click Here for the Free “2 Column Value Brainstorm Template”
Listen to this episode to hear more about:
- Why YOU need to be sold on your offer before you can ask anyone else to buy it!
- The simple (but powerful) “2 column” exercise that can radically increase your confidence around higher pricing (and make your market want your product EVEN more!).
- The concept of “Future Gain” and why that needs to be factored into your pricing justification.
- How to figure out the right pricing level for you and your product.
- Why understanding your “Volume Strategy” is essential when considering your pricing.
- 5 Strategies for “painlessly” increasing your pricing.
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- Marketing Mastermind Experience
- The REACH Retreat in Hawaii
- EP82 - 3 Profitable Pricing Strategies For Small Business Owners
- EP23 - How to Craft and Offer That Sells
Are bright shiny objects ruining your business? Are you skipping from idea to idea, but finding nothing seems to “stick?” Are you so busy always making “new” stuff that you’re missing out on the benefits of, shock horror, focusing on FEWER things that you do over and over?
In this episode, your hosts, Suzi Dafnis and Michelle Falzon ask these exact questions, along with sharing how the idea of a “broken record” that just keeps playing the same part over and over could be the key to your next business breakthrough.
Listen to this episode to hear more about:
- How a fashion stylist changed her business, claimed back her sanity and made a massive breakthrough when she discovered “Project Broken Record.”
- Why you may need to reframe your view on repetition - instead of boring you, it could be liberating you from overwhelm!
- How to know when to stick with an idea vs abandoning it and moving on.
- Why we stop doing things, even when they’re working really well (and how to save ourselves from making this mistake!).
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- The REACH Retreat in Hawaii
- Episode 173 - The Cost of New vs Rinse and Repeat
Are you being too bland and broad in your business? If you’re not getting the results you want, chances are a LOT of it comes down to the fact you’re throwing your net too wide and being too general with your messaging and marketing strategies. Many people really STRUGGLE to get specific with their messaging; their niche; their strategies and more…
And it’s costing money, time AND opportunity.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon look at WHERE we struggle to get specific and WHY that matters. Plus, they share 3 “Get Specific” Marketing Strategies that can be game changers for your business… exploding your results overnight.
Listen to this episode to hear more about:
- 3 of the biggest reasons business owners struggle to get specific (ouch, these are close to the bone!)
- The trick your mind plays on you that’s stopping you from getting the clients you really want (and the counterintuitive hack to overcome it).
- The surprising role FEAR plays in our struggle to get specific and how that plays out in our content and our marketing.
- What a dance studio owner, knitting membership creator and menopause expert have in common when it comes to the power of growing a bigger business by focusing on a smaller, more specific audience.
- Why getting specific actually makes it easier for people to refer MORE of your perfect customers to you.
- The art of adding specificity to your hooks (and why that changes the game with your lead generation).
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- The REACH Retreat in Hawaii
- Jonathan Fields Article
- Content Sells Episode 99 - How to Grow a 7-Figure Business in a Tiny Niche with Clint Salter
- Content Sells Episode 46 - The Power of a Niche with Shelley Brander
- Content Sells Episode 161 - How to Make Money With Your Online Course with Bonnie Christine
- Content Sells Episode 163 - The NEW High-Converting Alternative to Online Courses with Will Hamilton
- Content Sells Episode 116 - Using Amazon to Reach New Customers – with Dylan Frost
- Content Sells Episode 179 - Why Your Marketing Needs to be More "BOOFY"
- Content Sells Episode 176 - How To Successfully Launch Anything with Jeff Walker
- Angela Counsel - Menopause Expert, Naturopath, Embrace Program
- Karina Pellicone - Plum Petal Jewellery
A lot of our listeners have told us they want to know MORE about how to write great COPY. And in particular, how to use that copy to attract and build relationships with key strategic partners or influencers. That’s why, in this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with Copywriting Expert, Bernadette Schwerdt about how to write better copy to get more clients and to connect with strategies alliances.
Listen to this episode to hear more about:
- The biggest mistakes Bernadette has seen people make when writing copy (after helping 9000 copywriters!)
- Why you need to treat yourself like an ad agency
- Why thinking about your target market is like spilling a glass of red wine onto a napkin!
- How to get over writer’s block
- When is the right time to hire a copywriter versus writing your own copy?
- The first place to look for a copywriter
- How to brief a copywriter so you actually get great copy that works!
- Why you should be worried if your copywriter isn’t challenging you
- How to break the ice when approaching a new potential strategic alliance
- The role of personalisation and how to create a compelling message that will get your partner’s attention
- When to “make the ask”
- How to show you’ve taken the time to know someone’s content and build rapport
- Why you want to find ways to “start small” to build to big wins
- How the “affiliate mentality” could be costing you finding great partnerships
- Why you want to be clear about what you’re really good at and find those people who need your superpower
- And so much more!
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Content Sells Episode 2 - Your Ideal Client
- Amanda Farmer - Your Strata Property
- Bernadette Schwerdt Podcast - So You Want to be a Copywriter
- Bernadette Schwerdt SEO Copywriting Course
Are you making it TOO HARD for people to buy from you? You’ve gotta be REALLY CLEAR and REALLY OBVIOUS about what it is you’re offering, what your core message is, what you want people to do next.
And if people don’t see that right away when they land on your webpage or read your Facebook Ad or click to open your email – they lose interest pretty quickly.
So you’ve spent all this time, and in many cases MONEY, to get someone’s attention and then you’ve squandered it before they’ve even had a chance to look at any of your content or move forward even one step in your funnel.
That’s where being more “BOOFY” comes in.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon share what the “BOOF” is; why it’s taken off in our Mastermind group and how you can get more of it working for you in your marketing and content!
Listen to this episode to hear more about:
- Why you want to get more “stupid” with your content (and trust us, it’s not a bad thing!).
- How to clearly and concisely communicate who you are, what you do and how you can help people (and why that matters).
- The single most important thing you need to AVOID when someone lands on your sales page or other content.
- Why your “clever” pun or cryptic or intellectual headline is turning people OFF.
- Seth Godin’s “Where’s the Banana?” moment and why it was a game-changer for Suzi.
- How to create a Connection Statement.
- The fatal flaw just about EVERY website has and the super simple FIX.
- How a grants specialist added more BOOF to her website.
- How a menopause expert got a BOOF Makeover for her lead magnet.
- The way a swimsuit seller is attracting more of her tribe by being more BOOFY!
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- The REACH Retreat in Hawaii
- Seth Godin
- Chantelle Bell - Naturopath
- Prue Saxby - Grant Master
- Sequins & Sand - Supportive Swimwear & Resortwear
- Donald Miller - Marketing Made Simple
- Steve Krug - Don’t Make Me Think
- Angela Counsel - Menopause Expert, Naturopath, Embrace Program
- Yvonne Shepherd - Women’s Fitness Adventures
- Ange Sinclair - Digestive Detective
- Gillian Erskine - Piano Teaching Success
Imagine having a way to FUND your marketing. Often people tell us that PAYING for traffic feels out of reach or they’ve been burned in the past by spending precious dollarson marketing that didn’t work. But what if there was a way you could get a return almost right away, instead of having to wait a long time to maybe get something back much later in the sales process.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with SLO Marketing Expert, Brandi Mowles about how to create and make the most of a Self-Liquidating Offer and actually get FREE leads and grow a list of people who are BUYERS.
SPECIAL GIFT TO CONTENT SELLS LISTENERS
Listen to this episode to hear more about:
- How to build a list of buyers, instead of freebie seekers.
- Why Brandi’s first SLO was a flop (and what she learned that changed her approach)
- How she accidentally added 6-figures to her business using an SLO
- The power of knowing ONE specific pain point
Lifetime Value / longer term focus - The “overdelivery” mistake most people make when creating an SLO (and what you need to do instead)
- When to offer an upsell vs an order bump
- How an SLO helps people to make their NEXT purchase with you sooner.
- The power of the OTO (One Time Offer)
- What makes a good type of SLO?
- Can you connect your SLO to another funnel?
- How to increase your cart value
- What to expect in terms of breaking even vs making money on your SLO in the current ad climate
- And so much more!
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Content Sells Episode 2 - Your Ideal Client
- Content Sells Episode 66 - Turning Content Into Sales With The Problem / Solution Dance
- Brandi Mowles
- Brandi Mowles Podcast - Serve Scale Soar
Do you send a regular newsletter? Or maybe you’re thinking of starting one?
In this episode, your hosts, Suzi Dafnis and Michelle Falzon talk about 7 of the biggest mistakes they see business owners make when it comes to sending newsletters.
Listen to this episode to hear more about:
- What Suzi shares about her 20+ years sending a newsletter EVERY week (yes, she hasn’t missed a week!).
- When you do and don’t want to start a newsletter.
- Why a newsletter is worlds apart from a dedicated email send and why that matters when it comes to planning your marketing.
- How being single-minded with your newsletter will help you get more subscribers and KEEP them.
- Is it better to be more predictable with your newsletter format or throw in a few curve balls?
- Can you really send a newsletter with only one story in it?
- The thing that bugs Suzi most about newsletter designs!
- The one newsletter Michelle looks forward to getting in her inbox over all others.
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- Content Sells Episode 46 - Are Email Newsletters Still Worth Doing?
- Content Sells Episode 67 - How to Use “Seeding” to Move People Forward With Your Content
- Next Draft by Dave Pell - Newsletter
- Shop Naturally - Newsletter
- Victoria Labalme
- Belinda Weaver - Newsletter
- Ann Handley - Annarchy Newsletter
- Ann Handley - How To Newsletter
- James Clear - Newsletter
- Women’s Fitness Adventures - Newsletter
- Seth Godin - Newsletter
- Shandra Moran - The Transit Lounge
Imagine coming up with a process for how to sell just about anything online, back when the internet was brand spanking new. And then imagine that process worked so well it transformed you from a just-getting-by stay at home Dad, to a multi-million dollar business owner.
And then imagine the whole world wanting to know how you did it… so you make a course and start teaching people your process. And that becomes so popular you literally help change the lives of millions of people and help business owners all around the world generate more than one BILLION dollars while building your own mega successful global business.
Well, that’s exactly what happened for internet OG and all round awesome human, Jeff Walker.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with Jeff about the product that “changed it all” for Jeff, his family and for thousands of business owners and their families all around the world - “Product Launch Formula” (or PLF for short).
*Get Jeff’s Book updated and expanded book, “LAUNCH”*
You’ll hear us mention Jeff’s newly updated and expanded NY Times Bestseller, “LAUNCH” – and here’s where you can go to get your hands on a copy!
Listen to this episode to hear more about:
- How Jeff’s initial reluctance to sell turned out to be a happy accident when he was first coming up with PLF nearly 3 decades ago!
- What a “Launch” is and why anyone with any kind of business can use this framework to sell their product or service (seriously, take a listen to hear the weird niches this works in!).
- What we can learn from Hollywood and computer games to make our launches more successful.
- Why you need to deliver value BEFORE the sale and how to do that with 3 simple pieces of content.
- How to get people excited about your product before it’s even available.
- The power of “Enthusiasm Transfer.”
- Why you need to focus on Opportunity, Transformation and Ownership and how and where to apply those 3 ideas in your Pre Launch Content.
- The 3 Levels of Trust and why you need ALL of them to successfully connect with and sell to your audience.
- And much more!
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Launch Book - Jeff Walker
Each year, your hosts, Suzi Dafnis and Michelle Falzon share their top picks for the best books for Content Marketers.
In this episode they share their recommendations to add to your reading list for 2022!
Listen to this episode to hear more about:
- The big change this year that meant Suzi read less books than usual
- Michelle’s realisation as to why she’s only been inclined to listen to audio books this year.
- The legends who have released new editions of their most famous books (and why we love them!)
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- Content Sells Recommended Reading List
- Risk Forward by Victoria Labalme
- Traffic Secrets by Russell Brunson
- Launch by Jeff Walker
- Get Different by Mike Michalowicz
- Radical Compassion by Tara Brach
It can be easy to hit burnout when you’re doing lots of marketing projects back to back. And it can also be hard to come up with your best ideas when your calendar is always filled with deadlines.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon talk about the concept of a “Clear Week” – what it is, when and how you would add a clear week and why you might just decide this is something you need to do too!
Listen to this episode to hear more about:
- What a Clear Week is (and isn’t!)
- How Suzi plans for a Clear Week and why she puts one in after every major marketing promotion in her year
- Why your team will love you for bringing a Clear Week into your life
- How a Clear Week can help you do Deep Work
- The 4 approaches to Deep Work Cal Newport identified (and which ones we prefer!)
- And much more!
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- Content Sells Recommended Reading List
- Cal Newport - Deep Work
When you’re doing a lot of NEW things in your business it can be really taxing. So, while we do want to keep innovating and growing, it’s also important to realise the COST of doing something new.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon weigh up when it makes sense to do something new and when we might just be chasing the next “bright shiny” and actually need to double down on “rinsing and repeating” what we’re ALREADY doing instead.
Listen to this episode to hear more about:
- How to evaluate Opportunity Cost and why being opportunistic can actually be costing you more than it’s gaining you
- How to decide when to add a new promotion to your annual calendar (and get our rule of thumb on the percentage of new vs rinse and repeat you want in your marketing calendar!)
- Why “tweaking” instead of “starting new” can actually be your highest leverage point
- Why we forget about the ripple effect of changes and how that can come back around to bite us in the you-know-what!
- The difference between blind repetition and strategic iteration (and why it matters!)
- And much more!
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Content Sells Episode 160 - Why Being Opportunistic is Costing You Opportunities
- Content Sells Episode 140 “Online Courses as Experiences”
In this episode, your hosts, Suzi Dafnis and Michelle Falzon share the results of a massively successful marketing campaign they’ve just completed making a high ticket offer that SOLD OUT and made $40,000 in just a few days. And what’s really cool about this is they did it without a website, without an optin page, without a ton of emails. It’s the “no funnel” funnel approach you are going to LOVE.
Tune into this episode where they spill the beans on what they did, why it worked and how you can adapt these ideas to sell out your own High Ticket Offer.
Listen to this episode to hear more about:
- What led to the idea (and why that matters)
- Why listening to ourselves saying “If only we could find a way for people to EXPERIENCE the Mastermind -- it would sell itself” turned out to be a good move (and why you wanna pay attention to the “side conversations” you may be having in your business”)
- How we kept it simple and why we think that actually worked in our favour when it comes to selling higher dollar offers
- The power and importance of DEMONSTRATING your product -- even if you think it’s not something that easily lends itself to demonstration
- How a COVID-induced pivot actually worked MASSIVELY in our favour
- How we handled objections (hint, it’s all about embracing them and not running away from them!)
- The cool video-based response we gave that got people over the line
- And much more!
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Mastermind Experience 30-Day short program
- Elizabeth Bond - Whirly Bird Words
- Content Sells Episode 153 - Why and How to Demonstrate Your Product
For many brick and mortar businesses and other offline businesses that rely on people meeting up “in real life,” the last couple of years has been tough, especially with lockdowns and other restrictions.
The need to future proof your business so that your model works regardless of whether you can do things in person or not, is greater than ever.
And, while there are a few cases where the shift from offline to online might not work -- it’s surprising just how many offline businesses can pivot to online and THRIVE. Because waiting for things to return to normal isn’t a strategy, either.
In today’s episode, your hosts Suzi Dafnis and Michelle Falzon share some top tips for taking your offline business online. Plus, we’re sharing stories from our Marketing Success Masterminders and other HerBusiness Network Members who’ve made the change, even in the most unlikely industries.
Listen to this episode to hear more about:
- 5 Ways to use Content Marketing to take your offline business online
- How to grow your email list (and why cafes, clothing stores and other retailers NEED to double down on email)
- Why you only need one social media channel (so stop using “it’s too much work” as an excuse)
- How to come up with innovative offers when your main offer can’t happen due to lockdown!
- The one thing missing from just about every website - and why you need to fix this FAST when you shift your business online
- Why the first shift to online happens in your mind
- How to turn what you know into products and sales
- How a women’s adventure group made a 180 degree pivot and came out the other side stronger and able to help more people
- How a gym owner shifted to all online classes and why she’ll never go back to brick and mortar
- How a home organiser was able to keep her income going, even when she couldn’t visit people’s homes!
- How an electrical and solar “Trade” business defied the odds and shifted all it’s marketing online
- And much more!
Also mentioned in this episode:
- HerBusiness Success Mastermind
- THE RESOURCE EXTRAVAGANZA!
- Episode 10: Low Cost Ways to Grow Your Email List
- Episode 23: How to Craft an Offer That Sells
- The Anatomy of a Strong Call to Action
- Landing Pages That Convert Template
- Is SEO Still Relevant When Creating Content?
- Pivoting From a Live Event to a Virtual Event
- How To Create Profitable Online Courses
- Womens Fitness Adventures
- Strong Healthy Women
- The School of Renovating
- Well Sorted
- Blue Gum Electrical
- Style Liberation
- Digestive Detective
- Erica Webb Yoga
Imagine making $3 million in sales with your online program (already awesome!). Now imagine taking that SAME content and repurposing it into a range of NEW products and programs that brings in an ADDITIONAL $15 million in sales!
Yep -- you read that right. Adding $15M and more than 500% in revenue with ONE Repurposing Strategy.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with a very special guest -- Ruth Buczynski of The National Institute for the Clinical Application of Behavioral Medicine.
Ruth is not only a leader in her field making a difference to the lives of thousands of health and mental health practitioners worldwide, she’s also a genius online marketer and content creator and she’s developed a way to keep repackaging and repurposing her paid content into saleable products that are generating millions and serving her audience more fully in the process.
This can be a GAME-CHANGER in your business - especially if you already sell online courses or you deliver large programs or certifications - because Ruth has literally cracked the code on how you can launch one large product and then, over time, repurpose that content into smaller and smaller products.
SPECIAL GIFT As a special gift from Ruth and the team at The National Institute for the Clinical Application of Behavioral Medicine - here’s a “no-optin-required” link to “Working With Perfectionism” (for all us content perfectionists out there!)
Listen to this episode to hear more about:
- The simple philosophy that catapulted Ruth’s business growth
- How Ruth pivoted from a “one and done” approach to a repurposing strategy (and why that immediately turned into 3X revenue)
- The counterintuitive repurposing pricing strategy that will blow your mind (and make a massive difference to your income)
- How Ruth was able to make an additional $3 million in revenue from a $1 million product
- Why you “gotta have chunks!” to make this strategy work
- The things you need to consider BEFORE you start your repurposing strategy (that make ALL the difference!)
- The KEY to repurposing content so it’s powerful, relevant and still wanted over and over by your market
- How Ruth structures her annual calendar and her product promotions (this alone is worth listening to this episode for - absolute GOLD!)
- What frequency should you be offering your repurposed content? (Ruth’s answer might surprise you!)
- The simple 3-email strategy that is bringing in millions and helping more practitioners get the support they need.
- And much more!
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Working With Perfectionism - Special Gift from RuthBuczynski
Have you ever tried to get into a popular restaurant only to be told they’re booked out but they’ll contact you if they have a cancellation? Or wanted to buy something from your favourite clothing store that was sold out, so you asked to be notified when it was back in stock?
In this episode, your hosts, Suzi Dafnis and Michelle Falzon talk about one of the most powerful ways you can build up demand BEFORE you launch or to keep prospective customers warm when you sell out of, or temporarily close access to, your product or service… and that is the Waitlist Strategy!
Listen to this episode to hear more about:
- What types of products, services and campaigns a Waitlist can work for.
- How to use the “Sold Out”, “Closed” or “Launch” type of Waitlist (and why they are very different strategies).
- Why understanding “buying intent” is important when deciding your Waitlist strategy.
- What to say to people to get them to JOIN your Waitlist.
- How to nurture your Waitlist so they are primed and ready to buy when you open (or re-open) your doors.
- Can a Waitlist go “stale”? What’s the ideal length of time for someone to be on your Waitlist in order for them to buy from you?
- How to adopt an “all roads lead to Waitlist” approach (and why this might make sense for you).
- How to incentivise and reward the people on your Waitlist.
- And much more!
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Mastermind Experience 30-Day short program
- Belinda Weaver - Copywrite Matters
- Content Sells Episode 11 - The Step 2 Secret
In our 6th Anniversary (wow!!) show, we’re talking about how you can make the SHIFT to a more Social Proof-led marketing philosophy where you stop talking about “the thing” you’re selling and start talking almost exclusively about the people who’ve already had success with the thing you’re selling!
In this episode, your hosts, Suzi Dafnis and Michelle Falzon share the inside story on a recent sold out campaign for The Mastermind Experience, which relied almost solely on Social Proof, plus their top tips for using Social Proof at every step in the journey up your Marketing Mountain.
To learn more about the Mastermind Experience they mention in this episode, visit: www.herbusiness.com/mastermindexperience
Listen to this episode to hear more about:
- How social proof sold out our event in record time!
- How to break free of the myth that you have to be talking about “the thing” you sell in order for people to want to buy “the thing” (and what you talk about instead)
- The specific changes we made to our sales page that seriously upped the ante on the social proof for our 12-month Mastermind that resulted in a MASSIVE increase in interest and conversion
- How to feature your customers in your marketing in addition to the more traditional testimonial
- Why you need to be obsessed about getting your customer’s results
- How to get social proof in the first place
- Tips on tracking, capturing and organising your customer stories
- The dos and don’ts of customer case studies
- The objection-handling “hack” that will neutralise the “no” and have more people saying YES to you!
- And much more!
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Mastermind Experience 30-Day short program
- Episode 20 - How to Get Awesome Client Stories & Testimonials (also includes the 6 Questions to Ask for Terrific Testimonials Bonus Download)
- Episode 21 - How to Boost Engagement With User Generated Content
- Episode 53 - Ideas For Adding Compelling Social Proof to Your Content
- Robert Cialdini interview HerBusiness Podcast
- Robert Cialdini book - Influence
- Robert Cialdini book - Pre-suasion
In this episode we’re talking about one thing we do every year to grow our businesses. We make sure THIS is the FIRST thing that goes in our calendars when we are planning out our year… and we build everything else around it.
It’s something we’ve been doing in one form or another for at least 20 years and we wouldn’t be without it.
It keeps us on track. It brings us great joy and connection. It has opened up a world of opportunity and helped us to grow our businesses.
What is it that we’re talking about you may ask?
Hosts, Suzi Dafnis and Michelle Falzon share their experience being part of various Masterminds… as well as running their own Mastermind.
To learn more about the Mastermind Experience they mention in this episode, visit: www.herbusiness.com/mastermindexperience
Listen to this episode to hear more about:
- Why a Mastermind is different to a course
- The surprising benefit of being in a Mastermind that neither Suzi or Michelle expected
- Why peer to peer feedback is critical to success in business
- How asking the “wrong” people for advice can lead you astray
- What to look for in a Mastermind
- How to know you’re ready for a Mastermind
- And much more!
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Mastermind Experience 30-Day short program
- Ep 160 - Online Courses as Experience With Marisa Murgatroyd
- Ep 161 - How To Make Money With Your Online Course (Even If You Are In a “Weird” Niche”) with Artist, Bonnie Christine
If you are looking to get out of your overwhelm and know with confidence, exactly what to do next in your business… or if you’re feeling overwhelmed or scattered or swamped (and who doesn't feel that way sometimes)…
You are going to love this episode.
If you’ve got way too many things on your to do list; if you feel confused by all the options around what you could be doing next; or you're lying awake at night deliberating over whether you should do “this” or “that”... getting clearer on your VISION can help!
In this episode, your hosts, Suzi Dafnis and Michelle Falzon share what they’ve learned over more than two decades each creating visions for themselves, their businesses and helping thousands of others do the same.
Listen to this episode to hear more about:
- Why you need to get clear on your Vision BEFORE your Marketing Mountain!
- How to relish making a clear and compelling vision (even if you’ve tried to do this before and found it difficult)
- Why the “text book” version of creating a vision is likely leading you astray
- The vision Suzi wrote in the sand that opened the door on a multi-million dollar business
- The reason you want to EMBRACE the tension between where you are now and where you want to be
- And much more!
Also mentioned in this episode:
- HerBusiness Success Mastermind
Creating an online challenge can be a great way to grow your audience, get clients and share your impact. They can be free or paid. They can be part of a marketing campaign for lead generation or part of the fulfilment of a larger program.
In short, Challenges can be AWESOME. But coming up with the right idea and hook for your Challenge can be… well, a challenge (do you like what we did there?)!
In this episode, your hosts, Suzi Dafnis and Michelle Falzon share their top tips for creating a hot hook and topic for your next Online Challenge - and setting yourself and your challenge-takers up for success.
Listen to this episode to hear more about:
- The very FIRST thing you should do when deciding the topic for your Challenge
- How Suzi came up with her Find Your Focus 5-Day Challenge name and why it was a struggle to get there!
- The ‘clarity’ breakthrough that made all the difference on a recent Challenge
- Why you want to survey your audience BEFORE you decide your Challenge topic (and who to do it so you get reliable results)
- The clever, low cost way you can test your hooks BEFORE you create your Challenge
- How you can leverage your hook across various content needed for your Challenge - from your ads and emails to your instruction and challenge exercises.
- Why you need to be clear on “what’s next” BEFORE you start your Challenge and how to use the Problem/Solution Dance to come up with a HOT hook that ALSO opens the door on the next thing you want to offer someone
- And much more!
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Episode 66 Turning Content into Sales With “The Problem/Solution Dance”
Between them, Suzi Dafnis and Michelle Falzon have done about a “hundred million” slide presentations. OK… maybe that’s a slight exaggeration… but they’ve done a LOT!
In this episode, your hosts, share their top tips for great slide presentations.
Listen to this episode to hear more about:
- How to find great content ideas “hiding in plain sight” - just like the topic for this podcast!
- The FIRST thing you need to do when prepping for a slide presentation
- The one question to ask your audience that will dramatically improve the connection you make with your audience through your slides
- Suzi’s behind the scenes hack for ensuring she’s always on point with every slide
- Michelle’s simple way to make sure you don’t forget “unfinished” slides in your deck
- Design disasters and how to avoid them
- How to know if you are inflicting “death by a thousand bullet points” on your audience - and the workarounds that will bring your audience back to life!
- The MINDSET shift you need to make and remember every time you create a slide deck
- How to visualise more of your data (and why that matters)
- Tech tips that you can use… even if you aren’t “tecchy”
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
Will Hamilton has sold literally millions and millions of dollars in online courses and education products in the tennis instruction niche. And when you bear in mind his products usually sell for less than $100 a pop, you quickly realise that’s a LOT of sales he’s made online!
So he knows a thing or two about what works and what doesn’t. And for many years online courses were his primary breadwinner… He’s created tennis instruction programs with the likes of Wimbledon Champions Martina Navratalova and Aussie Pat Rafter and other tennis greats like Gigi Fernandez and the Bryant brothers.
BUT… he discovered an amazing new alternative to online courses that he’s switched to providing for his market and it has been blowing up his results.
In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon ask Will to share the ins and outs of this ground-breaking “Playbook” strategy.
Listen to this episode to hear more about:
- How Will went from a “hit and miss” approach with his online courses, to “constant winners” with his Playbook approach
- The sure-fire way to overcome the “I don’t have enough time” objection from your customers
- Why the “I haven’t finished the LAST course I bought” issue is getting bigger and how you can actually capitalise on that with Playbooks
- How Will delivers continuous “5 minute wins” and what you can do to get more of that in your online products
- Why the BIG win can actually be an obstacle to people buying from you and how smaller, super specific wins are proving to be super motivating when it comes to getting people to buy from you
- The “GPS” method for discovering the core transformation and hook for your offer
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Will Hamilton Fuzzy Yellow Balls
- Martina Navratalova Singles Playbook
A question we get all the time is “I know I need to keep in touch with my customers, but what do I talk to them about? Where do I get my content ideas from?”
So, in this episode, your hosts, Suzi Dafnis and Michelle Falzon share 3 content brainstorming ideas that can fast track your content creation and give you all the topics you need for a year!
And, if you’re not someone who batches your content for a year in advance, that’s ok too, because you can use these ideas to stay just a few weeks ahead, or as inspiration for a specific campaign (you can also use these ideas on social, for your email marketing, for your videos, for content in your Facebook Group, your Youtube channel, your LinkedIn profile - really anywhere you share your ideas and connect with your community!).
Listen to this episode to hear more about:
- How to use an organic Facebook Traffic expert’s amazing strategy to create dozens of social media ideas in literally minutes
- How to get brilliant video content ideas with the click of a mouse
- The unusual but surprisingly powerful way to use Clubhouse to create your content plan
- Why being generous and hosting a Q&A session could give you a ton of content ideas
- What most people leave out of their surveys (and why it’s a crying shame, because when you do this your content basically writes itself!)
- The “Battle of the Batch” - do you REALLY need to have your content created months in advance?
- The “30-day cheat” that turns one month’s content into an entire year’s worth
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- HerBusiness Hub - library of trainings, including Rachel Miller Session
- Rachel Miller’s PostDeck App
- Content Sells Podcast Episode 159 “Clubhouse: Grow Your Community and Influence” with Shana Bresnahan
- Content Sells Podcast Episode 31 – How to use surveys to discover exactly what your customers want, and how to give it to them with Ryan Levesque
- Content Sells Podcast Episode 154 - #1 Lead Magnet Mistake
Ever feel like you’re in a weird niche and therefore couldn’t possibly make money from an online course? I mean, who out there would want to learn how to do what you do?
In this episode, your hosts Suzi Dafnis and Michelle Falzon chat to artist, Bonnie Christine who has grown a multi-million dollar business teaching surface and pattern design to other artists.
Listen to this episode to hear more about:
- How Bonnie Christine prepares for success by having a 5-month runway to her course launch
- The exact strategies that enabled Bonnie to double her email list size EVERY year for the past 4 years!
- What content Bonnie gives away for free and WHEN she does it (this part is the really important bit!)
- How you can collaborate with your “competitors” for a win/win outcome
- The inspiring spirit of contribution that sees Bonnie give 10% of her GROSS revenue to philanthropic causes
- Why the success of your NEXT launch depends on how you treat your audience in between launches (and what you can do in between launches that makes ALL the difference)
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Bonnie Christine and her wonderful programs
- Stu McLaren
Being opportunistic is like a badge of honour we all need to wear as business owners, right?
In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon take a second look at what it means to be opportunistic and why jumping every time the window of opportunity opens could actually be COSTING you the opportunities you already have!
Listen to this episode to hear more about:
- The mantra you might find helpful the next time your opportunistic self wants to add ANOTHER idea to your already full schedule
- Why opportunities can lead to overwhelm and how to sift through the ones to say yes to and the ones to say no to
- When a “no” is actually a “not right now”
- What Bruce Lee can teach us about content marketing and where to focus our time and energy
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Morten Hanson “Great At Work - The Hidden Habits of Top Performers”
Clubhouse - what’s all the fuss about? Is the social network based on voice that’s got everyone talking a giant waste of time or one of the hottest new ways to grow an audience and find customers, strategic partners and a support network?
Your hosts, Suzi Dafnis and Michelle Falzon speak with Clubhouse early adopter, experienced moderator and one of the first ever Clubhouse course creators, Shana Bresnahan about what Clubhouse is, how it works and what you can do to get value from this new platform.
Get Shana’s FREE Clubhouse Course here:
Freeclubhousecourse.com
Listen to this episode to hear more about:
- 3 reasons everyone needs to be paying attention to Clubhouse
- How to create a Clubhouse profile that gets you noticed and attracts outreach from the people you want to be talking to
- SEO tips for getting found on Clubhouse
- Why the first 80 characters in your profile are the most important
- Hate emojis? You might need to rethink your position based on one of Shana’s big tips that makes the most of a particular Clubhouse quirk
- How to create “Connection Points” on Clubhouse that get you conversations with potential clients, alliances and build your network
- How and when to join or start your own Club on Clubhouse
- Why Clubhouse could be one of your best sources of Market Research
- The #1 tip when considering starting a Clubhouse room
- What’s converting on Clubhouse right now (the answer may surprise you)
- How to use LinkedIn and Instagram to supplement your Clubhouse experience and create more connections and sales
- The “pod” strategy that is helping small groups of people working together to get massive traction on Clubhouse
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Shana’s Free Clubhouse Course
If you’ve ever felt like you’ve overwhelmed people who bought your online course by giving too much content; or you’ve ever delivered an information session and had people tune out; or you’ve run a 5-day Challenge or 3-Day event and wondered why you didn’t get high feedback scores when you put your heart and soul into it - it’s likely because you were missing this 3-part approach to your content.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon are diving into the “teach, do, review” approach that can totally revolutionise how you deliver your Course, Training & Event Content by making it more effective and engaging and delivering REAL results for your students and clients.
Listen to this episode to hear more about:
- How to cure your content from being a “blurtfest” where you share a ton of information but bore your students to distraction
- Why wanting to share all that you know is one of the WORST things you can do for your students
- Why creating space in your courses and content for people to “try” to implement, even with imperfect knowledge, is key for successful learning outcomes
- How this 3-part process can get you more student success stories
- Why there’s more to the “review” step than just Q&A
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- REACH Retreat
- Net Promoter Score
- Jenny De Lacy - Talking Digital
Brian Kurtz is definitely an “OG” when it comes to Direct Response Marketing.
In addition to sending over 1 billion (with a “B”!) pieces of direct mail in his 40 year career, he’s also pioneered other platforms like TV infomercials, where he was responsible for buying media in excess of $80 million, selling over 3 million books via direct response television over a three year period.
He was instrumental in growing the publishing company, Boardroom, from a tiny operation to, at its height, over $157 million. Sending between 50 million and 200 million pieces of DIRECT MAIL a year - yes, BEFORE EMAIL when you used to have to pay to send anything to anyone…
He’s worked with the who’s who of the most amazing direct response copywriters and marketers who have ever lived - people like Dan Kennedy, Gary Bencievenga, Eugene Schwartz, Parris Lamprolous, Clinton Makepiece, Jay Abraham just to name a few.
To generate millions of dollars in sales and he pioneered many of the direct response strategies that we still see at play in modern online marketing today.
Listen to this episode to hear more about:
- How Brian was able to build a multi-million best-selling magazine that “nobody had heard of” that competed with the Wall Street Journal and Business Week… all by direct mail!
- The 1980’s mail-list management techniques and philosophies that are STILL true today if you want to monetise and grow your list
- The single most important philosophy you need when growing your business
- The surprising way loving humanity can help you grow your influence, reach and income
- What you REALLY need to know about your ideal client to reach them with your message
- Lessons learned from sending 150 million pieces of direct mail a year
- The mistakes most content marketers make that can be overcome with a bit of Direct Marketing 101
- When to focus on the “sizzle” and when to focus on the “steak”
- Brian’s 41, 39, 20 rule that will change the way you market forever
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Work with Brian
- Brian’s Blog
Your marketing funnel includes all the steps you get people to take - from first finding out about you, through to buying from you. And there are myriad ways you can put your marketing funnel together.
Regardless of what your funnel looks like, chances are you are not going to make it perfect the first time. And that’s where people go wrong.
They think, “It’s not working, I have to try something else.” And then they are off chasing their next bright shiny object.
In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon share what you can do instead of abandoning your funnel - and that’s how to optimise your funnel. What are the improvements you need to make, where do you need to focus and what do you do first? Because chances are, you are actually on a real winner with your funnel, if you just know how to tweak it.
Listen to this episode to hear more about:
- The life-long sales lesson Michelle learned as a kid at the Royal Easter Show watching the product spruikers
- Tips for demonstrating your physical product - whether in person or selling online
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Content Sells Podcast Episode 4 Finding Your Marketing Mountain
- Content Sells Podcast Episode 66 Turning Content into Sales With “The Problem/Solution Dance”
- Fiona Keary - Style Liberation
- Angela Counsel - 7 Day Hormone Reset
- Marie Cosgrave - Print2Metal
- Marion Metz - Admin Magic 4 U
- HerBusiness Facebook Group
Ever felt the pressure to conform to what everyone else is doing with their content and online marketing? Ever struggled to “be decisive” and made a quick decision and then wished you’d taken a bit more time before you leapt? Ever wonder how to move forward when the way is not entirely clear?
If so, you are going to LOVE this week’s show where your hosts, Suzi Dafnis and Michelle Falzon speak with performer, in-demand consultant to Fortune 500 companies, film-maker, actor and author, Victoria Labalme, about her NEW book, Risk Forward.
Get Victoria’s Book - Risk Forward! Purchase Victoria’s book now and get BONUS Gifts!
Find out more at www.riskforward.com/book
Listen to this episode to hear more about:
- How to embrace the fog of not knowing and use that as a starting point for creating the life and business you love
- How to take “micro” risks that are in tune with your “Inner Current” and help you create the projects that are more in line with who you really are and what you really enjoy doing
- Why goal-setting can lead you astray (and what to do instead)
- How to take a “Full Spectrum” approach to your content
- What one best-selling author learned from Victoria when she encouraged him to Risk Forward and share more of his hidden genius
- Why “goal contagion” is rife and how to protect yourself from mistakenly taking on someone else’s dream and sacrificing your own
- Victoria’s unusual take on uncertainty and why it will help you “exhale” and breathe a sigh of relief
- Why saying NO to opportunities can be one of the most creative things you ever do (even if you have nothing specific to take its place)
- Why “picking your lane” is not always the best advice
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Risk Forward Book
- Ryan Levesque - ASK Method
- Shelley Brander - The Power of a Niche
Lead Magnets - we LOVE ‘em! When done well they can be the entry point for multi-million dollar campaigns. They are that “thin edge of the wedge” that you can use to introduce people to you and your products and services.
But when done badly they can be a time suck and even when they generate leads, if you’re making one very specific mistake, those leads are not likely to turn into sales.
In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon reveal what this #1 Lead Magnet Mistake is (and what you can do about it) so you can start getting more leads that turn into sales… and fast.
Listen to this episode to hear more about:
- Why this #1 mistake has NOTHING to do with the design, format or title of your Lead Magnet (and all the other things people get distracted by without doing ONE very important thing FIRST).
- What the “Outside in” approach is and why it’s wasting your time
- How this #1 Mistake showed up in Suzi’s webinars and what she did to fix it (and unleashed a flood of leads in the process)
- When one lead magnet is better than multiple leads magnets (more is not always better)
- The shocking surprise Suzi found in her lead magnet stats
- Why you might want to can a lead magnet that’s generating you lots of leads
- The missing lead magnet stat most people overlook
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- HerBusiness What’s Your Networking Personality Quiz
- Content Sells Podcast - Episode 66 - Turning Content Into Sales With The Problem/Solution Dance
- Content Sells Podcast - Episode 11 - The Step 2 Secret
Demonstrating your product in your marketing will get you more leads, more sales and more loyal and happy customers, but a lot of people think they don’t really have much to demonstrate, or that unless they’ve got a physical product, piece of software or some kind of tool or gadget that a demo is not for them.
In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon are talking about why and how ANYONE can demonstrate their product or service and improve their results when it comes to attracting, converting and keeping their ideal clients.
Listen to this episode to hear more about:
- The life-long sales lesson Michelle learned as a kid at the Royal Easter Show watching the product spruikers
- Tips for demonstrating your physical product - whether in person or selling online
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- HerBusiness Facebook Group
- Karina Pellicone - Plum Petal Jewellery
- Temple of the Sun Jewellery
- Austin Kleon - Show Your Work
- Deb Bower - Olive and Ash
- Rachelmiller.com
- Ryan Levesque - ASK Method
Got an awesome Facebook Group but struggling to translate that engagement into actual money-producing sales?
In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon share their top tips for turning your Facebook Group members into customers. Looking specifically at how you can not only get people to make the leap from your Facebook Group to your paid offers, but also how you can use your Facebook Group to “prime the pump” so buying from you just feels like the natural next step.
Listen to this episode to hear more about:
- Why most Facebook groups don’t live up to their potential to generate sales from group members
- Why you need a reason for every piece of content in your group
- How to use your Facebook Group as an objection-buster, creating friction-less sales
- The specific thing you need to ask people to do next (and it’s not what you might think)
- The WRONG way to use lead magnets in your group (and what you can do about it to grow your email list and create a surge in new sales)
- How to avoid getting stuck in the “Friend Zone” with your Facebook Group members and the ideal time to “ask for a bigger commitment”
- Why you want to think of your Facebook Group like a storefront window on your paid offers
- How to harness the power of FOMO to get your group members ASKING YOU how they can buy from you
- Why not thinking of your Facebook Group like a restaurant is costing you sales
- How to use a pop up Facebook Group to catapult pre-launch sales
- Why you don’t want your Facebook Group to be too organised
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- HerBusiness Facebook Group
- Fiona Keary - Style Liberation
- Fiona Keary - 35+ Where To Shop
- Peta Gillian - Strong Healthy Women
- Angelacounsel.com
- Rachelmiller.com
- Content Sells Episode 4 - Finding Your Marketing Mountain
- Content Sells Episode 8 - How to Create a New Client Email Nurture Campaign
- Content Sells Episode 81 - How to Write a Call to Action from Buttons to Blogs with Joanna Wiebe
- Content Sells Episode 56 - How to Use Seeding to Move Forward With Your Content
We recently recorded a show on virtual events and it caused quite a buzz with tons of people telling us how useful the episode was and that they want MORE when it comes to how to navigate, put together and make the most of virtual events.
So, in today’s episode, your hosts, Suzi Dafnis and Michelle Falzon focus on one specific and super important part of running a virtual event and that’s how you can keep up the energy and interaction that you might see at an in person event, even on Zoom or another online platform, where people AREN’T all together in one room. Because at ANY event, whether it’s in person or virtual, keeping the energy high and the interaction happening is key to an awesome outcome.
Listen to this episode to hear more about:
- The pre-event rituals Suzi and Michelle use to get “in the zone” before a virtual event
- Why a tech rehearsal may be more important than you realise
- Suzi’s BIG recommendation when it comes to deciding whether you should try to deliver your virtual event solo or with a support team
- The 3-part “Teach, Do, Review” framework Michelle uses to structure her virtual programs that maintains energy and keeps people engaged
- Why sometimes you just need to “get out of the way” to boost the energy and interaction of your virtual audience
- Smart ways to use breakout rooms
- Fun things we’ve been doing at our virtual events that you can do too
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Content Sells Episode 137: Pivoting From a Live Event to a Virtual Event
- Content Sells Episode 140: Online Courses as Experiences with Marisa Murgatroyd
One of our most popular annual episodes is back! We’re sharing our favourite books of the year.
Between us we read a LOT of books and these are our TOP picks when it comes to content marketing books we've read lately that you may want to add to your 2021 reading list. PLUS Get the Content Sells UPDATED Reading List 2020 Edition here now.
Listen to this episode to hear more about:
- The HerBusiness Book Club and why it’s one of Suzi’s favourite things
- What we’ve learned from Donald Miller about the neanderthal brain and marketing checklists!
- The book that changed Michelle’s approach to marketing
- Why upper limits are not just a personal development concept - they impact your content marketing too!
- The “joyful read” that will inspire you, no matter where you are on your business journey
- What you can learn from a Venture Capitalist about “owning the frame” when it comes to your content
- The ancient personality typing system that can give your Content Marketing more empathy
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Content Sells Reading List
- Gay Hendricks - The Big Leap
- Shelley Brander - Move The Needle - Yarns From an Unlikely Entrepreneur
- Donald Miller - Marketing Made Simple
- Ian Morgan Cron - The Road Back To You
- Lisa Sasevich - Meant For More
- Pat Flynn - SuperFans
- Oren Klaff - Pitch Anything
If you’ve been a long time listener you will know that for the last couple of years we’ve asked our Marketing Success Masterminders to share their top marketing strategies with you.
And we’re doing it again this year!
Not only do we LOVE these tips because they’re what’s working RIGHT NOW for other business owners like you… we ALSO get to show off these amazing women who we get to work with every day of the year inside the Mastermind.
In this episode, your hosts Suzi Dafnis and Michelle Falzon share 9 Content Marketing Tips and give you extra resources for each tip covered.
Marketing Success Mastermind:
Want to apply for the Marketing Success Mastermind and get ongoing support with your marketing strategy, approach and results?
Click Here to Apply for the Marketing Success Mastermind
Listen to this episode to hear more about:
- The online TV show strategy that is boosting the profile of a thriving piano teaching business
- The membership marketing funnel that got a 100% conversion rate
- How telling customer stories is helping a Victorian-based technology company grow year on year
- The LinkedIn strategy a market researcher is using to get new leads, sales and speaking engagements
- The Free Facebook Group strategy that’s fueling a thriving online course and membership
- How a renovation expert is using a podcast to revolutionise her business
- The Instagram Live strategy that has a Melbourne fertility expert’s business booming
- How this website design company is getting 95% of its business from referrals and having it’s BEST YEAR EVER
- The small, but counterintuitive tweak a roofing business is using to get a higher conversion rate after a customer requests a quote
- And much more.
Also mentioned in this episode:
- HerBusiness Marketing Success Mastermind
- Gillian Erskine: Forte Music School
- Peta Gillian: Strong Healthy Women
- Susan Bell: Susan Bell Research
- Fiona Keary: Style Liberation Website | 35+ Where to Shop Facebook Group
- Bernadette Janson: The School of Renovating | She Renovates Podcast
- Tasha Jennings: TashaJennings.com | Zycia
- Karen Parish: Red &Crew
- Joanna Anderson: B Anderson Roofing
Content Sells Episodes:
- Episode 57 How To Use “Seeding” To Move People Forward With Your Content
- Episode 20 How to Get Awesome Client Stories, Case Studies and Testimonials
- Episode 66 Turning Content Into Sales With The Problem Solution Dance
- Episode 125 - How She’s Getting 66% engagement in her Facebook Group with Fiona Keary
- Episode 11 The Step 2 Secret
- Episode 102 Grow Your Audience and Your Buyers with Tracy Harris
- Episode 38 - 10 Low Cost Ways To Grow Your Email List - cover referrals
Today we want to focus on one very specific idea… it’s really more of a mindset that we’ve been talking about a lot lately with our Masterminders, clients and members and we wanted to share it on the show…
And that is this idea of slowing down so you can actually go faster. It can sound counterintuitive, “But wait, I want to get to 6-figures this year in my business!” Or “I’ve got a webinar in 4 days!” Or “My clients are screaming at me right now because my website went down. You want me to what???”
“You want me to go slow to go fast?” And our answer is, in a lot of cases, YES. Even in what appears to be urgent chaos.
In this episode, your hosts Suzi Dafnis and Michelle Falzon look at the benefits of the “Tactical Pause.”
Listen to this episode to hear more about:
- The lesson to be learned from US Airport Security staff who need speed, but ask for slow.
- What a retired US Army Colonel can teach content marketers about pausing before creating
- The 3 parts to a Tactical Pause
- Why pausing to refresh could be the single most important thing you do in your busy day today
- How going slow to go fast relates to a “Campaign Mindset” that can save you from “knee jerk” marketing
- Why sometimes feeling like you are “going fast” is an illusion
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Going Slow To Go Fast - How To Conduct a Tactical Pause - By Colonel (USA, retired) John Vermeesch, MS
- Amy Geach - Maida Learning
This episode is a companion piece to two other shows we did recently on Online Courses…
The first - episode 139 - was all about how to CREATE Profitable Online Courses, where we shared some of our top tips for thinking about what course to create and ways to go about putting it together.
The second - episode 140 - went deeper into how to make an amazing online course as we chatted with world-leading expert in creating Online Courses as EXPERIENCES, Marisa Murgatroyd.
In this episode, your hosts Suzi Dafnis and Michelle Falzon look at what happens once you’ve created your course or you’re clear on your course strategy and you’re ready to LAUNCH it - that is, you’re ready to get people BUYING your program.
Listen to this episode to hear more about:
- Our top 3 launch strategies
- The SIMPLE launch strategy that gets you to PAID customers as fast as possible
- How to do a “Bootstrap Founders Launch” - perfect if you don’t have a big email list
- The “DM” strategy that could get you your first online course sales!
- How to overcome the obstacles or fears you might have about having a 1:1 sales conversation
- The bonus strategy that will get you founding course buyers
- How to get people to attend your webinar (and how soon before the webinar you need to be promoting - the answer might surprise you)
- The advanced strategy that is not for the feint-hearted but comes with a big reward when done right
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Content Sells Episode 56 - Webinar That Sell
- Content Sells Episode 66 - Turning Content Into Sales With The Problem / Solution Dance
Ever had a passion or a “weird” idea for a business and wondered… “could I really make a living out of this?” That’s what our guest, Shelley Brander wondered when she left her highly lucrative branding business behind to double down on her passion business in the knitting niche.
And not only did she “make a living,” she made a LIFE doing what she loves, creating a worldwide movement AND a multi-million dollar business in the process.
Your hosts Suzi Dafnis and Michelle Falzon chat today with the founder of the Loops retail store, LoopsClub monthly subscription box, globally renowned Knit Stars program and the Knit the World Together movement, Shelley Brander, about how she got started, how she grew and what’s next for her massively successful business.
GET Shelley’s Brand New Book! **Shelley’s new book, "Move the Needle: Yarns from an Unlikely Entrepreneur" is being published by Hay House for release in January 2021.
And it is available for pre-order now via Amazon.
Listen to this episode to hear more about:
- The inspiring “don’t take no for an answer” story that birthed Shelley’s new business idea… all from a knitted scarf!
- Why it’s imperative we understand that the more narrow the niche, the more isolated people feel in that niche
- How to be THE answer that your ideal clients have been looking for (and why it’s ok if not everyone loves you!)
- Why “going big” with your market can be one of the biggest strategic mistakes you can make in your business
- What Shelley means when she says “the deeper I go into my niche, the wider the possibilities”
- How to put your passion first and have the profit follow.
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Shelley’s NEW Book - Move the Needle: Yarns from an Unlikely Entrepreneur
- Holistic Equine - Sharon Barr
Other ways to get in touch with Shelley:
- Loopslove.com
- Loopsclub.com
- knitstars.com
- facebook.com/loops and facebook.com/knitstars
- instagram.com/loopslove/
In this episode, your hosts Suzi Dafnis and Michelle Falzon chat about a topic that is near and dear to their hearts… it’s something they so regularly find themselves needing to support other women business owners to do… AND to remind themselves to do… that we they thought it was high time they did an episode on it.
Today’s topic is all about tooting our own horn.
Because here’s the thing… it’s been scientifically proven that women self-promote less than men do.
We’re far more likely to downplay and underestimate our value and achievements than men are.
In fact, in a Harvard Business Review study they found men rate their performances 33% higher than equally performing women do in multiple settings - confirming there really is a gender gap when it comes to self-promotion.
Listen to this episode to hear more about:
- The self-talk that holds us back from tooting our own horn (and what to say to ourselves instead)
- Why YOUR horn tootin’ makes a difference to OTHER women business owners
- What stopped Suzi sharing about her $10 million milestone and why that needed to change
- How your Horn Tooting is like a volume dial and what you can do to increase it a few notches (and why you’re likely at a lower volume setting than you think you are)
- Why phrases like “Don’t be a show off” that we learned from a young age are so insidious and keeping us from playing our best game in business and in life
- How to reframe horn tooting from something to be ashamed of to something to be proud of
- Three practical things you can to do feel more comfortable about tooting your own horn
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Content Sells Episode 20 - Get Awesome Client Stories, Case Studies and Testimonials
- Content Sells Episode 98 - How to Boost Your Authority and Profile by Entering Awards
- Content Sells Episode 138 - PR: How to Tap Into a Journalist’s Curiosity – with Monica Rosenfeld
One of the big milestones many business owners have in mind when they are first starting out is to hit that 6-figure mark.
In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with an entrepreneur, author and business owner who is passionate about helping people reach that milestone.
Her name is Shaa Wasmund and she is the author of the number one bestsellers Do Less, Get More and Stop Talking, Start Doing. She has been a lifelong supporter of encouraging more women into business. In 2015 Shaa received an MBE for her services to business and entrepreneurship. She was recently named one of the Top 20 Most Influential Entrepreneurs in the UK by the Sunday Times.
And today she runs one of the biggest and most active business Facebook Groups in the UK, The Freedom Collective.
Shaa has built a multi-million-pound online business from her back garden. So she’s practised what she preaches when it comes to reaching 6-figures and beyond.
Listen to this episode to hear more about:
- How Shaa’s early years, born into extreme poverty, created an obsession with gaining financial security that became a passion for creating generational wealth
- Why believing in your own worth inspires others to see your value
- The very first thing you need to do on your path to 6-figures
- How to find the right business model for you
- Why Shaa shutdown her 7-figure high end Coaching Program
- How an online course can “fireproof” your business
- The important difference between “sanity metrics” and “vanity metrics”
- Shaa’s top 3 content marketing strategies
- Why content is like a smorgasbord
-
1 piece of advice to overcome roadblocks
- Why asking for help will make you stronger
- The myth around 6-figures and the journey from “making” to “taking” to “keeping”
- And much more.
SPECIAL OFFER for Content Sells Podcast Listeners!
Trial Shaa’s 6-Figure Club for just £1 for 5 days.
Visit: www.Shaa.com/6figures
Also mentioned in this episode:
- HerBusiness Success Mastermind
We’re not sure how often someone has decided naming their podcast with the word BORING in it is a good idea, but that’s exactly what we’re about today… you’ll hear us often talk about fabulous strategies and big ideas and new innovations, but today, we’re waving the flag for the often unsung benefits of doing the BORING stuff.
In this episode your hosts, Suzi Dafnis and Michelle Falzon celebrate the mundane… because while boring can be, well “boring”, it’s rarely praised when it comes to content marketing. But doing those mundane things that need to be done day in and day out is actually one of the most powerful things you can do in ANY aspect of your business and that includes your CONTENT MARKETING.
Listen to this episode to hear more about:
- What one of Michelle’s mentors taught her about the link between BORING and making a LOT of money
- Why bright shiny marketing strategies can seem like fun but they will burn you out in the end
- Why embracing “boring” does NOT mean being boring to your audience (and what it means instead)
- The beauty of a well-optimised marketing funnel and why, even though it can be a monotonous job, it pays off big time
- Why chasing the exciting is robbing you of the successful
- Why you might be addicted to changing things and how that’s costing you customers, progress and results
- What Jeff Walker says about why we get bored with our marketing before our customers do (and why that’s a trap)
- The massively successful rinse and repeat business that generated millions of dollars for Suzi… and why boring was so profitable!
- What the law of compound interest can teach you about effective content marketing
- Why “boring is beautiful”
- Three questions you can ask yourself to get off the content rollercoaster
- The massive impact of having a ROUTINE and how it can change your business for the better, especially when it comes to your strategic content
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Content Sells Ep 111 - The Wealth Chef - Build Your Personal Brand with Ann Wilson
- Jeff Walker Product Launch Formula
- Rich Dad
- Ann Wilson The Wealth Chef
While print magazines are in decline, there ARE some amazing opportunities to add a DIGITAL magazine to your content strategy.
In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with innovative publisher and serial entrepreneur, Dale Beaumont, who is pioneering a very different, very modern take on the online magazine, known as www.mobimag.com, the world’s first made for mobile publishing platform.
Listen to this episode to hear more about:
- The limitations of “speaker” vs “publisher”
- How you can become your own magazine publisher (and why you want to!)
- The most important device of all that you need to be thinking of when considering an online magazine strategy
- How the new era of content is more about “owning” media than “paying for” media
- How to incorporate a digital magazine into your content strategy - even if you never thought you needed one!
- Why this special type of magazine is way more than your old-fashioned idea of a mag… it’s also a container for your video, podcasts, event registrations and more
- How to get 90-95% open rates for your online magazine and why that’s blowing email open rates (often just 10-25%) out of the water for engagement and opportunity
- How Dale is using his 40,000 mobile phone numbers to create an entirely new revenue stream
- How to crowdsource your magazine content
- Why you don’t have to be the expert to be a best-selling publisher
- How to use your online magazine to open the door on strategic partnerships and high level connections
- Why your audience is like a bank account (and why you need to make deposits into that account first)
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- www.mobimag.com
- www.mobimag.com/blueprint
- www.businessblueprint.com.au
- How to Reach Out to Your Audience After Losing Touch
What to do with your Content Marketing when things get tough?
Of course, it doesn’t have to be a global pandemic, like what we’re seeing now for times to get tough… all of us at one point or another are going to experience those difficult times…
Whether it’s a downturn in our industry, the loss of a big client that creates cashflow issues, a personal health crisis, issues with your team and perhaps losing a key team member or not being able to find the right support team. Really, the list is endless of what CAN go wrong!
In this episode your hosts, Suzi Dafnis and Michelle Falzon answer the question: “How do you get going and keep going when a crisis hits or a big challenge forces you to change the way you are operating?” Especially seeing as the tendency can be to isolate and shutdown… but this is the VERY time you need to be connecting and communicating with your audience!
Listen to this episode to hear more about:
- The particular place you need to put your focus when crisis hits and why not doing this will leave you overwhelmed and confused about what to communicate
- How a Pilates Studio owner shifted her focus and was able to pivot to create a brand new service in just a few days, that her clients LOVED
- Why we find it so hard to communicate in times of uncertainty and the powerful 4-part framework for communicating ANYTHING - even when you don’t have all the facts.
- Why failing to communicate with your audience in times of change creates a “vacuum” (and what your audience is putting in that vacuum instead - hint: it’s not good!)
- Why providing psychological safety is more important than providing the facts (so don’t wait until you know everything to be communicating)
- How to use your support network in the tough times to stop from isolating and withdrawing from your market and your business.
- The GIANT mistake most people are making right now with their pre-scheduled content (and what to do about it)
- How to avoid sounding “tone-deaf” to your audience when THEY are going through a tough time
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Annie Pratt - Leading Edge Teams
- Liz Van Vliet - MyEACareer.com
If you have an online course or you are thinking of creating an online course, there’s growing evidence that you need to elevate the EXPERIENCE your course takers have beyond the everyday to become something amazing that they love taking part in AND that they learn a lot from.
In this episode your hosts, Suzi Dafnis and Michelle Falzon speak with online course “Experiencification” expert, Marisa Murgatroyd about the specific things you can do to transform an “ordinary” course into an extraordinary experience.
Get Marisa’s FREE Webinar Training:
Go here for free access.
Listen to this episode to hear more about:
- Why your online course is not about “Information Transfer”
- The importance of understanding people don’t just care about what they’re learning, they care about how they FEEL during the experience
- The perils of taking people’s attention for granted and how you can earn the right to ask people to give you their time and money for your online training
- Why it’s essential you understand what the “win state” is and give people taking your course a clear understanding of what that is and how they are progressing towards achieving it
- The “dirty little secret” the online course industry is hiding about how many people ACTUALLY complete the courses they buy (and what you can do to buck the trend)
- Why making the shift to seeing your Online Course as being in the “transformation business” will get you more engagement, higher completion rates, less refunds and more super fans who refer you to their friends.
- How to shift from being “salesy” to passionate when it comes to marketing your online course (this one is so powerful, and so unbelievably easy you will hardly believe it can be true!)
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Content Sells Episode 139 - How To Create Profitable Online Courses
- Marisa’s Live Your Message Website
- Marisa’s Live Your Message Facebook Group
- Marisa’s Experience Formula
There are a bunch of reasons why you might want to offer an online course. Everything from wanting to create a core product that you offer as one of your main revenue producing activities, through to providing a free or low cost entry level course that gets people into your world and introduces them to your higher dollars programs and much, much more.
In this episode your hosts, Suzi Dafnis and Michelle Falzon tap into their decades of experience creating successful online courses to give you some of their top tips for having your own profitable, knock-it-out-of-the-park online course.
Listen to this episode to hear more about:
- The types of Online Courses (there are more ways to use an online course strategically in your business than you might first think!)
- When you should NOT offer an Online Course
- How to use an Online Course to grow your email list
- Why you need to STOP underestimating your expertise and get your course done!
- How Katie Crane, Pilates Instructor is helping OTHER Pilates Instructors with her specific area of expertise
- Why sometimes “underpricing” a course deliberately can end up being hugely profitable (with the right strategy)
- The 3 questions you MUST ask FIRST when you are considering creating an online course
- Why it’s crucial you think about what’s going to happen AFTER your online course BEFORE you build it
- Why it’s a good idea to host a webinar on the topic before you create your Online Course
- Do you deliver your course live or pre-record it? Suzi and Michelle share their insights.
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Katie Crane - Encore Pilates
- Content Sells Episode 23 - How To Craft An Offer That Sells
- Content Sells Episode 74 - How To Use Facebook LIVE To Grow a Following
- Content Sells Episode 89 - Strategic Alliances & How to Use Them in Your Business
- Content Sells Episode 64 - How To Succeed With Email Marketing
PR (Public Relations) is a topic we touched on a couple of episodes ago and we are going deeper into practical ways you can use publicity to get known in your market, be the person journalists call and build your authority as an expert.
In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with PR maven, Monica Rosenfeld, Managing Director of WordStorm PR, a boutique-sized PR agency she founded in 2000, about how you can tap into the curiosity of journalists so you get more exposure in the media!
Listen to this episode to hear more about:
- What it means to have a “Media Mindset”
- Why journalists love business owners who take a proactive (vs passive) approach to the news
- The 3 pieces of research you MUST do on the media in your industry
- How to boost your credibility for months and even years AFTER your media appearances
- Why PR beats Social Media!
- The specific times it makes sense to do PR
- The BEST type of PR (not what you might expect!)
- Monica’s favourite “go-to” PR Strategy
- The #1 mistake PR “newbies” make and why you will NEVER get featured in the media if you make this error
- The “Top 5 Hook Angles” that will get a journalist’s attention
- The big tip you can take from Monica’s World Forest Day campaign
- How to make your business story “newsworthy”
- What to look for in a PR agent
- 5 ways to make the most of your media mentions
- And much more.
SPECIAL OFFER for Content Sells Podcast Listeners!
1-hour Media Strategy Session With Monica
Just $245 ex GST (normally $395 - SAVE 38%!)
Go Here To Book Your Session
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Monica Rosenfeld Wordstorm PR
- Jamie Swanson Content Sells Episode 133 How To Use Photography To Advance Your Personal Brand
Pivot is definitely a word that’s been REALLY overused in recent months, considering how many businesses have had to change direction and reinvent themselves due to Covid-10 and the various restrictions in place.
One area where those restrictions have been well and truly felt is in live gatherings. With many businesses having to rethink and reinvent the way they approach live events.
In this episode your hosts, Suzi Dafnis and Michelle Falzon share their top tips for pivoting from a Live Event to a Virtual Event (based on their experience shifting SEVERAL live events to virtual events in recent weeks AND their more than three decades combined experience producing virtual events.
Listen to this episode to hear more about:
- The “surprising reason” why you DO want to consider a Virtual Event as an alternative to cancelling or postponing your Live Event.
- What Michelle learned helping to pivot a large US-based event to Virtual in just 3 weeks!
- Do the same things work at a Virtual Event as at a Live Event? Suzi and Michelle weigh in with their point of view.
- Why you want to think about sending SWAG to your participants (and the “Do’s” and “Don’ts” of event goodies).
- The contents of the gift box Michelle and Suzi sent their Masterminders when they had to pivot their 2-day Live Event to a Virtual Program
- Top tips for encouraging the behaviours you want to see at your Live Event right from the first moments
- Zoom and other tech tips
- How long can people REALLY pay attention at a Virtual Event? The answer may surprise you!
- The one thing you need to do at regular intervals to keep people tuned in (and it’s got NOTHING to do with your Content!)
- Tips for making the most of the virtual environment (including some ideas you can ONLY do virtually that your participants will LOVE)
- How to make sure your event runs smoothly and on time!
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Zoom
- Victoria Labalme
- Elizabeth Bond - Whirlybird Words
We’ve all likely felt that feeling of overwhelm or a deadline approaching and there’s just TOO much on our plate, whether it be a new webinar we are writing and doing slides for or a Facebook LIVE we committed to or a speaking engagement, podcast interview, email campaign - you name it - there are countless sources of “content stress.”
In this episode your hosts, Suzi Dafnis and Michelle Falzon discuss how very often the cause of this content stress can be traced back to one key habit they call the “ESTIMATION Habit.”
Listen to this episode to hear more about:
- Why we often underestimate what’s involved in a project and over estimate what we can get done - and why that’s a “perfect storm” for content stress
- The “content stress” moment Suzi avoided by accident (and why “Cancel-elation” is a thing!)
- Three things you can do RIGHT NOW to have a healthier “Estimation Habit” and bring your content stress levels down
- The 5 important things you need to ask yourself at the START of a project
- What a “campaign mindset” is and why you want to develop one
- The simple one-page planning process that can save you MANY of your content stress headaches and give you a more realistic sense of the scope of your projects.
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- 7 Habits of Highly Effective People - Stephen Covey
- Content Sells Podcast EP78 - 3-Steps To Finally Getting ANY Big Content Project DONE!
- Jacqui Brauman - TBA Law
A strong Public Relations strategy can radically increase your exposure and authority by being seen in the media and alongside other go to experts and influencers in various platforms. This is often money-can’t-buy brand awareness for you and your business and when done strategically, can result in increased sales and opportunities for you as a thought leader.
In this episode your hosts, Suzi Dafnis and Michelle Falzon share a special “from the vault” training delivered inside the HerBusiness Network from PR Expert Candice Meisels.
This training gives you a first-pass overview of what PR is and how to use it to be seen as an expert and get picked up by the media.
Listen to this episode to hear more about:
- The stories of two HerBusiness Members and Masterminders who are having awesome PR wins right now
- One of the most common misunderstandings about what PR is and is not
- Why PR can be so powerful for SMALL business owners (and why it’s not just for big corporations with large budgets)
- How PR fits into your business and your marketing strategy
- Where the “PR Power” in your business is likely “hiding” and how to find it
- How to position yourself as an expert to the media
- Why you need to shrug off Imposter Syndrome to be seen and heard using PR
- And much more.
Also mentioned in this episode: * HerBusiness Success Mastermind * Candice Meisels PR * Amanda Farmer - Your Strata Property * Peta Gillian - Strong Healthy Women * Content Sells Podcast EP133 - How To Use Photography to Advance Your Personal Brand With Jamie Swanson * Dr Robyn Miller - The Mental Load Project
Having a great bonus strategy can be one of the single biggest needle movers when it comes to your sales results. And often people either leave out including a bonus in their offer altogether or they add a bonus that doesn’t really do the heavy lifting that is possible when you really nail your bonus strategy.
In this episode your hosts, Suzi Dafnis and Michelle Falzon put the spotlight on how to use Bonuses STRATEGICALLY to get more sales, even from your “fence-sitters.”
Listen to this episode to hear more about: * Why people very often buy for the bonuses you offer and how to create a compelling bonus
* The 3 types of bonuses you need to consider including in EVERY offer
* How to reward and incentivise your “Fast Action Takers”
* How to use bonuses in campaigns that have a set deadline where the offer goes away
The kinds of bonuses that can spike sales even for “always available” products or services
* Stuck figuring out what YOU can offer as a bonus? Check out the tips Suzi and Michelle share in this episode
* The clever hack people like Jeff Walker, Amy Porterfield, Stu McLaren and Ryan Levesque use when coming up with their bonuses to make them a slam dunk
* Why you don’t always have to create something NEW as a bonus (and a clever idea for re-purposing a very specific existing service into a bonus)
* Why you need to always attach a dollar amount to your bonuses (and how to do that - including the recommended total value of your bonuses)
* And much more.
Also mentioned in this episode: * HerBusiness Success Mastermind * Content Sells Podcast Ep 23 - How to Craft an Offer that Sells * Ange Sinclair - Digestive Detective
The photographs and images you use of yourself on your website, in social media and elsewhere are a major influence on the way your personal brand is perceived… and yet, this is an often overlooked or misunderstood content medium.
In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with pioneering personal branding photographer, Jamie Swanson, about why your branding photographs are MORE than just a headshot.
Listen to this episode to hear more about: * Why you might want to consider “batching” your photographs and doing a new photo shoot EVERY quarter * How understanding your ideal client will guide you in the choices you make around how your photos look and feel * The importance of STRATEGY and INTENTION when planning out your photo shoot * How to get photos that “stop the scroll” on social media and get your ideal clients paying attention to you * The important mindset shift from photos as static images to powerful beginnings to a STORY you are telling your customers * Why you need to find the “uncommon commonalities” with your customers and VISUALISE those in your personal branding photos * What you can learn from “the Cauliflower” example that will change how you see personal branding photography forever * The single most important question you need to ask yourself BEFORE you choose your photographer and plan out your shoot * How to use photos to build more trust with your audience * The types of shots you need to get when you book your personal brand photo shoot * The types of images that get the MOST ENGAGEMENT * What Jamie learned about personal branding while grass skiing! * And much more.
Also mentioned in this episode: * HerBusiness Success Mastermind * Jamie Swanson’s Personal Brand Journey Podcast * Jamie Swanson’s Photographer Training Website * Tracy Harris - Mums With Hustle * Content Sells Podcast Ep 102 - Instagram! Grow Your Audience (and Your Buyers) With Tracy Harris * Erica Stacey - Scout Digital Training
Content Momentum is the idea of keeping people in momentum from the point they first join your email list or click on your Facebook ad, or download your lead magnet, all the way to the point where they BUY from you.
The problem is, people often design marketing funnels where they are not thinking about momentum at all - they let leads and customers fall out of the process or they put unnecessary gaps, pauses or BLOCKS on their customers moving forward and buying from them.
In this episode your hosts, Suzi Dafnis and Michelle Falzon revisit a topic they talked about waaaay back in 2015 (Episode 11 The Step 2 Secret) and share how you can get and keep your leads and customers in momentum by always offering the next step (this concept might make sense to you but trust us, very few people really execute well on this!).
Listen to this episode to hear more about: * The easiest way to “kill” momentum and why you are probably doing this one thing right now in your marketing funnels * If you offer a free trial, do this to keep the momentum going and get more people signing up sooner for your paid product or service * The EXACT moment to keep people in momentum in your marketing (and the surprisingly easy way to do it) * The mindset shift you need to make to really embrace and create Content Momentum * Why it doesn’t matter if people consume your lead magnet or the step before… you STILL offer a next step (the reason why will have you rethinking your content strategy!) * What you can learn from Tarzan when it comes to creating content momentum and a higher converting funnel * Why the “Problem/Solution Dance” is key to creating and maintaining momentum and how to choreograph more of it in your marketing content * And much more.
Also mentioned in this episode: * HerBusiness Success Mastermind * Episode 11 - The Step 2 Secret * Episode 66 - Turning Content Into Sales With The “Problem / Solution” Dance * Ange Sinclair - Digestive Detective
Evergreen Webinars enable you to run one pre-recorded webinar over and over again to new leads coming into your marketing funnel.
When done well they can be AWESOME, operating as an “online salesperson” for you 24/7. When done badly they can be complex, misleading and downright icky.
In this episode your hosts, Suzi Dafnis and Michelle Falzon share their love/hate relationship with Evergreen Webinars (it’s more love than hate!) plus the various strategies and ways of making your evergreen webinar successful.
Listen to this episode to hear more about: * How to structure your webinar * How you can use your webinar in different situations, other than a LIVE webinar to get results. * The role of a lead magnet - when you use one to lead into your webinar, and when you don’t * Ideal webinar “next steps” to offer once someone has seen your presentation * Behind the scenes on HerBusiness most successful Evergreen Webinar strategy * Suzi and Michelle’s PET PEEVE when it comes to Evergreen Webinars * The BIG mistake most marketers make when going “evergreen” and how it can hurt your credibility * Why you never want to “pretend” you evergreen webinar is live * The easy way to get your first Evergreen Webinar recorded and ready * Advice on how and when to offer the webinar after someone opts in - is it minutes, hours or days in the future? The answer might surprise you. * And much more.
Also mentioned in this episode: * HerBusiness Success Mastermind * Episode 56 - Webinars That Sell * Episode 4 - Finding Your Marketing Mountain * Evergreen Webinar Tools: + Stealth Seminar + Easy Webinar + Webinar Ninja + EverWebinar * Chiron Spectra
You might start out really enthusiastic about your content plans, but within no time you can be left feeling overwhelmed, disinterested and out of ideas.
In this episode, your hosts Suzi Dafnis and Michelle Falzon give you a shot in the arm of motivation and inspiration to help you get back on the content horse if you feel like you’ve fallen off, got off track or run out steam.
Suzi and Michelle share three of the most powerful ways they’ve found to stay motivated when it comes to creating content for the long term.
Listen to this episode to hear more about:
- How to keep the “new year glow” on your marketing plans, all year long!
- One small tweak you can make to the way you layout your content plan that can transform your daily motivation (and that of your team)
- Why you might want to consider making a “grand declaration” to friends, colleagues or even your customers!
- The ideal length of time to forward plan your content in detail (and why more or less than that is almost guaranteed to demotivate you!)
- The “daily tallies” strategy that has proved the game changer motivating our Masterminders in a range of businesses from property, health, fitness and more…
- Why you want to spend time focusing on the results your customers are getting (and the side effect that will keep you motivated)
- The “Grit” secret every successful content marketer uses to “stay in the game”
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Episode 111 - The Wealth Chef - Build your Personal Brand - with Ann Wilson
- Order your HerBusiness Planner
- Angela Duckworth - GRIT: The Power of Passion and Perseverance
Have you ever mapped out your Customer Journey? Have you ever written down the journey someone takes step by step as they go from not knowing about you through to being your customer and beyond?
If you HAVE then you know what a game-changing experience it can be.
If you HAVEN’T then maybe by the end of this episode we will have inspired you to take a look at that as something you might want to do.
In this episode your hosts, Suzi Dafnis and Michelle Falzon not only talk about getting clear on your Customer Journey, they also share how taking the time to do that will ALSO help you organise and inspire your content… and here’s the best part… it will also make your content WAY more effective at attracting, converting and KEEPING your customers AND you also won’t be wasting your time creating content that you don’t need.
Imagine that. No more random blog posts. No more week in week out creating a newsletter that you’ve forgotten why you’re doing it. No more sitting at your computer or in front of your camera thinking “what the heck do I write or talk about with my audience today?”
Because when you have a clearly laid out and documented Customer Journey you can use that journey almost like the framework for your content, so you are ONLY ever creating the content that you need and every piece of content has a clear purpose.
Listen to this episode to hear more about:
- Exactly what a Customer Journey is and why you want to start at the “Zoomed out” level first
- Why knowing your Marketing Mountains gives you an “unfair” advantage when it comes to mapping your Customer Journey
- How to get to the next level of detail after you’ve mapped out the key milestones in your Customer Journey
- How to avoid a “default setting” Customer Journey
- The universal steps EVERY customer takes on EVERY Customer Journey and how to use that to get a headstart
- How to know with confidence which part of the Customer Journey to focus on optimising your content for
- The “REAL” Truth behind our “No Content Without Conversion” catch cry (and why most people understand this)
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Amy Geach - Maida Learning
- Episode 4 - Finding Your Marketing Mountain
- Episode 49 Creating Your Customer Experience by Design Not by Default with Jason Friedman
Ever felt “icky” about having a sales conversation or making an offer? Being vulnerable to the pang of rejection or having to ask people to “buy your thing” can feel intimidating… and often when we are presented with buying objections - we can freeze up or feel rejected or stutter and stumble not knowing what to say.
In this episode your hosts, Suzi Dafnis and Michelle Falzon introduce you to Bari Baumgardner, one of the world’s leading authorities on using live events as a way to grow your sales, your community and your business and she’s helped the “who’s who” to have sales conversations with HUMANITY that are geared and SERVING rather than SELLING.
Bari shares how you can feel GREAT about helping people move forward with you, rather than like a used car salesman pushing your product.
This is a MUST-LISTEN episode for anyone who ever sells a product anywhere, not just at live events.
You can also get Bari’s FREE Online Workshop over at www.liveeventworkshop.com .
This episode is a recording from a presentation Bari recently delivered to our HerBusiness Marketing Success Mastermind which is an inner circle group we host for women business owners to grow their business and find a support system from their peers. You can apply for the Mastermind by visiting: herbusinessmastermind.com
Listen to this episode to hear more about:
- How Bari got over being so scared of selling she even quit Girl Scouts to avoid selling cookies, to become one of the most successful, authentic, confident and empathic sales person you will ever meet
- How to SERVE hard and SELL easy (this one is a HUGE relief for anyone who hates selling but loves looking after their customers)
- The REAL reasons behind some of the most common objections you hear every day (and the one simple question you can ask to get to those reasons)
- The one reframe you need to make BEFORE your next sales conversation that will change your life!
- How understanding what triggers YOU will make you more effective in your sales conversations and reveal the blindspots that are likely stopping customers from saying yes to you
- The most common objections - why they are universal and how to respond to each one when it comes up
- What to do if your customer tells you they have to “talk it over with their spouse / partner”
- Why “being polite” is not serving you or your customers
- How to have more human conversations that naturally lead to people wanting to buy from you
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- FREE Live Event Workshop from Bari Baumgardner
- SAGE Event Management
- The Holistic Equine
When it comes to growing e-commerce stores, Susan Bradley of The Social Sales Girls knows her stuff. She’s grown and sold ecommerce businesses and has taught thousands of people how to find their audience and turn website traffic into paying customers. In this episode your hosts, Suzi Dafnis and Michelle Falzon, pick Susan’s amazing ecommerce brain for strategies for using content to grow your eCommerce business. Listen to this episode to hear more about: * The “go-to” lead magnet type all e-commerce businesses should have * How to use discount codes and coupons * The minimum number of visitors you need to your online store each month to make your marketing viable. * The place where 40% of your sales come from (not where you think) * Why your e-commerce lead generation content needs to be different to other business models * How to keep your content focused on the sale * The two biggest determinants of whether you will convert a prospects into a customer? * The importance of the frequency of your communications * Why you need to show the SAME content multiple times and in multiple places * How many times you need to get someone to visit your website on average before they buy (the answer might surprise you) * The specific and powerful strategy designed specifically for people who’ve visited your online store in the last 30 days that could double your sales * How Susan uses email automation to get more sales more often from the SAME customers * Tips for using SMS in your sales cycle * The role of Facebook Groups in getting more social proof and sales for your ecommerce store * The unusual way you can use Instagram Influencers to get sales * Susan’s #1 email marketing strategy * And much more.
Also mentioned in this episode: HerBusiness Success Mastermind Social Sales Girls Website Social Sales Girls Inner Circle Social Sales Girls Facebook Page Social Sales Girls - 0 to 50k on Shopify
There’s almost nothing we love more than a content marketing campaign that really converts! One of the first things you need to make that happen is a strong hook that is going to immediately get people’s attention.
Whether that’s for a Facebook ad, an email subject line, the topic of your lead magnet, your sales video, your webinar, your YouTube video… you get the picture… you need a catchy idea that is going to be relevant and interesting and attract the attention and curiosity of your IDEAL clients enough to get them clicking the link or watching the video or opening the email or whatever it is you want them to do next.
But great hooks don’t always just pop into your mind - sometimes it takes a bit of work to come up with a good hook and that’s what we want to help you with.
In this episode your hosts, Suzi Dafnis and Michelle Falzon, share 6 ideas to give you inspiration for your hooks.
Listen to this episode to hear more about:
- Why a hook is not a headline (but a headline can contain your hook)
- How to use the language your customers give you to make your hooks better
- Why a “flabby tummy” is better than a “fat stomach”
- How to ask provocative questions to appeal to your audience (and the one “beginner mistake” that will make your question hook a non-starter)
- The 5 thought-starter prompts for a question type of hook
- How to use statistics to get attention (even if you don’t have any statistics of your own)
- How to borrow from global stories and thought leaders to create powerful hooks
- How to use humour to get more people clicking
And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Episode 11 - The Step 2 Secret
- Episode 54 - Pleasure and Pain - Is there Enough of it in Your Content
- Episode 114 - How To Stop Writing so Apologetically and Start Selling More
- Episode 121 - Content Lessons We Learned From Lady Gaga
We’re talking to someone who has recently had 66% engagement in her Facebook Group. That’s a pretty amazing number… and as we found out on the show… she’s actually JUST updated those numbers to a whopping 90% engagement (that’s 9 out of 10 of her members have engaged with her in the last month!).
Fiona Keary is a business owner we LOVE - she is a long time member of the HerBusiness Community and the HerBusiness Marketing Success Mastermind and we’ve seen her go from strength to strength year on year.
As the brains behind Style Liberation she has created 1:1 and online services, products and courses and on this episode she gives us the inside story on her AMAZING engagement statistics and how she’s getting her Facebook Group Community so involved.
Be sure to check out Fiona’s Facebook Group 35+ Where To Shop to see all these strategies in action!
Listen to this episode to hear more about:
- The smart move Fiona made on Day 1 when it came to launching her Facebook Group
- How niching down to women 35+ and being clear about who this group is for and who it’s not for has been central to Fiona’s success (in other words, it’s BEST not to try to please everyone!)
- Why this Facebook Group worked where others had failed (and the ONE thing Fiona did different that everyone should know before starting a Facebook Group)
- The role of creating a “safe space” in an online community and how you can create that safety for your members
- The 5 things Fiona did to enable her group to “take on a life of it’s own”
- The smart use of customer stories to seed her paid offers
- Why sometimes you’re best to block people in your group who don’t share your values
- How to know how much content to give in a free group and when to pull back so you don’t give too much and cannibalise your paid offers
- The balance between free content and marketing offers in her content plan
- The 3 pieces of content Fiona posts EVERY week that have been central to her group’s massive success
- Why you MUST know the problem you are solving for your group - right from the start
- The perils of not showing people what you do in your paid offers (and how to get around that)
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Style Liberation
- 35+ Where To Shop Facebook Group
- HerBusiness REACH Retreat
- Episode 27 - Videos That Sell With James Wedmore
- Episode 29 - How To Create a Landing Page That Converts - Part 1
- Episode 30 - How to Create a Landing Page That Converts - Part 2
- Episode 114 - How To Stop Writing so Apologetically and Start Selling More
- Kristy-Lee Billett - The Footprint Group
Amanda Farmer of Your Strata Property, a one-stop-shop for information and education about strata living shares with us how she converted 23% of her prospects from a small email list of just over 300 people into her PAID membership.
It’s quite extraordinary what she’s been able to do with a small, very strategic list and in this episode you learn just how special this list was and what she did to get those kinds of mammoth conversion rates.
23% - that’s almost one in 4 of the prospects on her email list converting to PAID customers and she did it all in just a matter of days.
Listen to this episode to hear more about:
- How a small niche became a flourishing business
- What the key mistakes were that Amanda made when starting her Membership
- How closing her membership and only re-opening it twice a year reinvigorated her numbers
- The unexpected benefit of a closed membership on Amanda’s ability to focus on her paid members
- How Amanda planned out her campaign step-by-step
- The eye-opening insight Amanda gained from her April launch that enabled her to more than double her results on her September launch
- How Amanda’s “All roads lead to Waitlist” strategy enabled her to create a list of ideal buyers who were begging her to open her membership
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Your Strata Property
One of our most popular episodes was way back in 2017 when we shared some of our favorite books of the year… so we decided to do it again!
Between us we read a LOT of books and these are our TOP picks when it comes to content marketing books for 2019.
Listen to this episode to hear more about:
- The HerBusiness Book Club and why it’s one of Suzi’s favourite things
What we’ve learned from Seth Godin (and the amazing way he was able to distil online marketing to just a few lines) - The book that had Michelle nodding every 5 minutes and spontaneously shouting “that’s right!”
- How crafting memorable moments became one of our most memorable books of 2019
- The one book Michelle used as a “manual” when revamping a client’s online course that resulted in more than double their goals being met
- Some of the biggest myths about creating habits busted… and the book that revealed all
- And much more.
Also mentioned in this episode:
HerBusiness Success Mastermind
Content Sells Reading List
As we near the end of the year we were thinking about how we’d like to round things out and one of the things we’ve done over the past year that was really popular was to share some of the top Marketing tips from the very talented women in our Marketing Success Mastermind… and so we’ve decided to do that again!
We recently asked our Masterminders to share the #1 content marketing strategy or tip that is most effective for them in their business right NOW... so you know it’s relevant and actually working for other people like you, in business TODAY.
Listen to this episode to hear more about:
- The one strategy an online legal kit firm is using to create compelling customer stories, even in a regulated industry
- How a fitness business is using MVPs to iterate faster and get to what’s working sooner (without an excess cost of time and money)
- How to apply the “MVP” philosophy to all kinds of products and industries… even books!
- The incredibly smart thing a music education business to leverage a big industry conference by creating their own “online show” - and how that dramatically improved their authority and brand awareness
- The unexpected “knock-on” effects of spending time creating and curating your customer stories
- How to create a “peaches and cream” match when looking for strategic alliances - and how businesses as diverse as sales CRMs, electrical trades, fashion and music are winning with strategic partnerships
- How a fashion stylist is taking one 2-minute piece of regular content she creates every week and repurposing it across social, email and other platforms to get maximum leverage
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Episode 121 - Content Lessons Learned from Lady Gaga
- Episode 20 - How To Get Awesome Client Stories and Customer Testimonials
- Strong Healthy Women
- Black Rock Music
- Piano Teaching Success
- Zyteq
- Talking Mats Australia
- RP Emery Legal Kits
- SalesPod
- Lady Gaga Enigma Residency Las Vegas
We’ve just been to see Lady Gaga LIVE in Las Vegas! And boy, did she have us in the palm of her hand. Standing ovation after standing ovation as she made her way through some of the world’s most-loved Jazz songs.
The entire evening was a masterclass in how to create a connection to your audience, know your message and be unapologetically true to yourself.
We thought there were SO many lessons we could apply to our marketing and communications that we decided there were a “million reasons” (see what we did there!) to do a podcast episode sharing our top takeaways from this epic concert and this truly once in a generation performer (can you tell we had an amazing time!?). And don’t even get us started on the costumes… did we mention we LOVE her?
We also recorded a video version of this podcast, which you can check out on our Facebook Page.
Listen to this episode to hear more about:
- What you can learn from George Gershwin about knowing when to follow the rules and when to innovate
- How Lady Gaga handles failure and the brilliant reframe that can get you to success sooner
- How she proved her promoters wrong with her Jazz shows and what we can take from that when it comes to our offers to our audiences
- The one thing Lady Gaga did right at the start of her show that guaranteed her a standing ovation at the end of EVERY song and how we can use that same idea to encourage the behaviour we most want from our audience
- The role of vulnerability in creating connection with our most ideal customers
- Why we each need to pick up our own damn torches
- And much more.
Also mentioned in this episode:
- HerBusiness REACH Retreat in Hawaii
- HerBusiness Marketing Success Mastermind
- Lady Gaga Enigma Residency Las Vegas
That’s a wrap on the 2019 HerBusiness REACH Retreat in Hawaii. WOW what a week! So we thought we’d pull the curtain back on the marketing we used to fill this high end retreat (you’ll notice many of the strategies we’ve already shared on this podcast were key to our success).
Listen to this episode to hear more about:
- Why you need to focus on the pleasure and pain of your offer WAY more than the features of your offer.
- The copy approach we used to get our ideal clients applying
- How we used Facebook LIVES to tell our customer stories
- The branding secrets we used to create a recogniseable look and feel for the campaig
- And much more.
Also mentioned in this episode:
- HerBusiness REACH Retreat in Hawaii
- HerBusiness Success Mastermind
- Episode 54 - Pleasure and Pain - Is there enough of it in your content?
- Episode 73 - How We Got Started With Facebook LIVE
- Episode 20 Get Awesome Client Stories and Testimonials
- Episode 53 - 5 Ideas for adding compelling social proof to your Content
- Episode 57 - How To Use Seeding To Move People Forward With Your Content
- Episode 23 - How To Craft An Offer That Sells
- Episode 81 - Call to Action with Joanna Wiebe
We’ve just concluded the annual HerBusiness REACH Retreat in Hawaii (A-Mazing!). And one topic we discussed was how to communicate your value. It brought up some REALLY fascinating conversation about what stops us from really charging what we’re worth and owning the value we bring… so we thought we’d continue the discussion (and some tips on how to overcome those blocks) on today’s show!
Listen to this episode to hear more about:
- Why you’re not alone if you sometimes feel like a “fraud”
- The BIG reason many people don’t create their sales content (Hint: It’s not always because you don’t have the skill)
- How to deal with criticism from others when you raise your prices or start really owning and sharing the value you bring
- The “rip off” complaint and why it’s not as scary as you might think
- And much more.
Also mentioned in this episode:
- HerBusiness REACH Retreat in Hawaii
- HerBusiness Success Mastermind
- Episode 27 - Videos That Sell with James Wedmore
- Episode 73 - How We Got Started With Facebook LIVE
- Episode 56 - Webinars That Sell
- Episode 22 - How To Use Guarantees & Risk Reversal in Your Content To Get More Sales
- Episode 65 - How To Create Great Visual Models & Frameworks
Online presentation platforms are AWESOME (think Zoom Calls, Facebook LIVEs, Webinars). It’s an ideal way to reach a lot of people in a really powerful, easy way to deliver trainings, create connection, sell stuff and get people using your product… BUT…
One of the BIG problems we see is that even though there are LOTS of opportunities to create a dynamic back and forth between you and your audience - most people really end up offering a decidedly ONE way conversation in their online presentations… where they are essentially talking AT their audience.
In this episode your hosts Suzi Dafnis and Michelle Falzon share their top 5 tips for encouraging comments and interaction during a live training.
Listen to this episode to hear more about:
- When you DO want to talk in a “one-way” conversation and why most of the time you need more “two-way” communication.
- How starting small with some really easy “training wheels” interactions can make a BIG difference to your results
- How to structure your questions so people actually answer them (instead of leaving you “tap dancing” to silence!)
- Why it’s SO crucial to acknowledge the early commenters (and how to do it so you create a flood of EXTRA comments and interactions)
- What you can do to get interaction that makes your audience feel comfortable
- The power of non-verbal feedback and how to get it
- How you are currently sabotaging the level of interaction you are getting on your live online presentations and the counterintuitive, slightly scary thing you need to do change it immediately (it’s only scary once and then it’s FUN!)
- And much more.
Also mentioned in this episode:
- HerBusiness REACH Retreat in Hawaii
- HerBusiness Success Mastermind
- Fiona Keary - Style Liberation
- Amanda Farmer - Your Strata Property
Ever get stuck part way through a content project? Sometimes find it difficult to even get started with a new piece of content? Always having to come up with new ideas and finding that a challenge? Take it from us… we’ve seen just about every content block, obstacle and unreasonable deadline there is… and we’ve developed some hacks that help us work better, faster and break through procrastination and other blocks.
In this episode your hosts Suzi Dafnis and Michelle Falzon share their top personal hacks for creating compelling content…
Listen to this episode to hear more about:
- Why you might want to consider sharing your content project with others (and specifically WHEN to do that)
- How to find that “easy first step” even when you feel completely blocked or thoroughly daunted by your content project
- What role self-awareness plays in our ability to get unstuck
- Why it’s OK to have a big “whine” about your project (and in fact, it can probably HELP you make progress!)
- Why simply changing your environment can change your attitude to your project
- The benefits of “staring out the window” and why every content project needs time to “percolate” - even the small ones!
- How trying to filter and audit our ideas is likely blocking our creativity (and what to do instead)
- And much more.
Also mentioned in this episode:
- HerBusiness Success Mastermind
- Tess Brook - Mediator
In this episode, your hosts Suzi Dafnis and Michelle Falzon talk with Amazon marketing expert and multi-million dollar Amazon seller, Dylan Frost about how different types of businesses (large and small, service-based and product-based) can find new customers on Amazon.
Listen to this episode to hear more about:
- Some of the WEIRDEST things people have ever bought on Amazon
- Dylan’s TOP 3 Content Strategies for succeeding on Amazon
- How Amazon strategies can map over to other parts of your business
- How relevant is having an email list when you have a ready-made audience of customers on Amazon?
- Even though the focus is mostly on physical products, there ARE big opportunities for service providers on Amazon
- How to get started if you want to be a seller on Amazon
- The art of “bootstrapping” and how Dylan used this strategy to grow a $22 million business selling on Amazon
- How and why you want to avoid talking about features over benefits (and Dylan's top tips for avoiding “technobabble”)
- Why Amazon is the world’s largest billboard (and how you can use that to your advantage)
- How to use Amazon as your “reverse showroom”
- How to get sales from Amazon even if your customers don’t buy on that platform (this could be one of the most effective and unheard-of ways you can use Amazon)
- And much more.
Also mentioned in this episode:
- The Wholesale Formula
- Strangest Things You Can Buy on Amazon
Today your hosts Suzi Dafnis and Michelle Falzon talk about a topic they started discussing way back in Episode 08 - How to Create a New Client Email Nurture Campaign
In this session expand on that discussion to look at 3 vital pieces of content you need to create for new customers.
FREE RESOURCE: New Customer Email Sequence Template
Get the step by step template that outlines the recommended email sequence to send to new customers.
Listen to this episode to hear more about:
- The 5 Goals of your New Customer Communications that you can apply to your nurture sequence
- How to Reassure your customers right after they buy from you
- Tips for Connecting in your emails, phone calls and other messaging
- Why you need to Orientate people to “how we do things round here”
- The best way to Switch On new customers to use the product or service they just purchased from you (and why you want that as soon as possible)
- How to identify the milestones that matter in your new customer’s experience
- The role of direct mail in your new customer communications
- A smart and inexpensive postcard strategy we learned from our friend Alexi Neocleous
- And much more.
Also mentioned in this episode:
Alexi Neocleous
Episode 08 - How to Create a New Client Email Nurture Campaign
Bonjoro
REACH Retreat
Something we see a lot of when we are asked to review people’s content is that many business owners and marketers hold back their power and use phrases that defer to others or that self deprecate.
The thing is, writing in that apologetic tone doesn’t inspire confidence and it can be costing you sales and strategic alliances and invitations to speak at conferences and so much more.
And in today’s episode your hosts, Suzi Dafnis and Michelle Falzon share how they’ve personally overcome this challenge as well as their top tips for writing in a more confident, less apologetic tone.
Listen to this episode to hear more about:
- How to restate “negative” or “self-deprecating” statements easily to make them more powerful
- The common language trap that almost all women business owners fall into and the “warning signs” to look out for
- What deferring to others looks like in your writing and why you “think” it’s showing respect when actually it’s showing weakness (and what to do instead)
- Why we feel so compelled to make “damaging admissions” and what you need to be sharing to build rapport, show transparency and get past unhelpful “blurting”
- The Marianne Williamson quote both Michelle and Suzi have used to help get past writing apologetically
- Why you can play to the strengths of the situation, even if you don’t feel like you can play to your own strengths
- Why, at first, it may feel like you are overdoing it with your new writing style… and that’s perfectly ok… you need to KEEP going!
- How to replace meaningless words with meaningful ones
- The often unconscious habit of adding “tag lines” to our statements and why that’s costing you sales and respect
- The 3 main reasons women in business use apologetic speech and writing patterns
- The role of “strategic softening” and how to do it so you don’t become a doormat
- Two key questions to ask yourself if you find you are a regular “strategic softener”
- And much more.
Also mentioned in this episode:
- Harvard Business Review Article - Replace Meaningless Words With Meaningful Ones
- Victoria Simon and Holly Pederson - Fearless Communication Tips
- Tara Mohr - Playing Big Book
- Watch Tara Mohr’s Playing Big webinar
Whether you are hosting a live event, a webinar, a Facebook LIVE or ANY kind of content, inviting a panel of guests to contribute can be an AWESOME strategy (when you know how to do it right).
In this episode, your hosts Suzi Dafnis and Michelle Falzon, share their top tips when it comes to hosting a panel, based on their many years of experience being on panels and putting panels together for all kinds of purposes.
FREE RESOURCE: We have a Bonus How To Host a Guest Panel Checklist that outlines the steps we discuss in today’s episode.
Listen to this episode to hear more about:
- What makes a GREAT panellist guest (and one question you need to ask yourself EVERY time beforeyou invite someone onto your panel)
- How to use a panel to showcase your most successful client stories (and WHEN the perfect time to do that is!)
- How many people to include in your panel and how to think about the diversity of your panel
- Do you prep your panel in advance? Some important Do’s and Don’ts
- Why you always need to allow time and space to “follow the white rabbit” in your panels
- The minimum duration for any panel (and the biggest mistake people make when allowing a panel in their event timeline)
- Setup tips that will make your panel look amazing AND be a pleasure for your panellists and your audience
- Why you may want to rethink the “barstool” as the default panel seating!
- How to position a panel if you want to use it to help you sell your product or service
- And much more.
Also mentioned in this episode:
- How to Host a Panel Checklist
- Content Sells Episode 71 - How To Be An Amazing Interviewer
In Part 1 We covered the things you need to think about BEFORE you launch your first Online Challenge so you are set up for success right from the start.
And in today’s episode your hosts, Suzi Dafnis and Michelle Falzon, dig deeper into the strategies you can implement DURING your Online Challenge to get the best results.
FREE RESOURCE: Get your pre-challenge setup tips summarised in this handy Your First Online Challenge Cheat Sheet.
Listen to this episode to hear more about:
- The most important thing you can do right after someone opts in for your Online Challenge
- How to get people interacting in you Challenge from Day 1
- How to format your welcome message to new people joining your challenge
- What sort of platform to use to deliver your content… Facebook or ???
- What kind of Facebook Group is best suited to the Challenge format (secret, closed or public)?
- How to know whether you shut your group down or leave it open at the end of your Challenge
- The importance of creating rituals and regular celebration (and some fun ideas that are easy to implement but deliver BIG results)
- The importance of creating peak moments in your challenge (and why you may need less than you think you do!)
- The difference between “Sequential” and “Repetition” based Challenges - and what that means for your content
- How to create your challenge exercises
- How often to communicate with the people participating in your challenge
- How to convert people into your paid next step at the end of your Challenge
- And much more.
Also mentioned in this episode:
- Your First Online Challenge Cheat Sheet
- Content Sells Episode 109 - How To Create Your First Online Challenge - Part 1
- Content Sells Episode 66 - Turning Content Into Sales With the Problem Solution Dance
- The Power of Moments Book by Chip and Dan Heath - https://heathbrothers.com/the-power-of-moments/
Becoming known as an authority in your space is a lot about building a powerful personal brand. But how do you begin and what are the ingredients you need to focus on to leverage your brand and make a hugely successful business in the process?
Today your hosts Suzi Dafnis and Michelle Falzon are talking to someone who has done that very successfully in her own business. Ann Wilson, otherwise known as The Wealth Chef has created an incredibly successful business and an AMAZING personal brand that spans books, live events, online courses and more, as she lives her purpose of teaching the same recipe for financial freedom that enabled her to be financially free within 8 years, to others.
Ann is an author and a sought after expert featured in Cosmo, Women’s Health, Huffington Post, CNBC and Sunday Times and she shares her personal branding and business building wisdom in this brand new episode.
Listen to this episode to hear more about:
- The number one trait Ann values above all others when it comes to successful content marketing
- How you can have a strong personal brand AND create a business that’s saleable
- How to repurpose your content in a smart way that has you create core ideas once but gives you dozens of pieces of new content across multiple platforms and media
- And much more.
Also mentioned in this episode:
- Ann Wilson Wealth Chef Website: https://thewealthchef.com/
- Ann Wilson Wealth Chef Book: https://www.goodreads.com/en/book/show/22323775-the-wealth-chef
One piece of really powerful core content can completely shift your business… and even open up new business opportunities. Which is something we love to hear about on this show, and today we’re talking to someone who has done just that.
In this episode, your hosts Suzi Dafnis and Michelle Falzon chat with CEO of Coaches Console and creator of the Villains and Superpowers framework, Melinda Cohen, about how to create powerful content and leverage it across all aspects of your business, from front end marketing through to onboarding, engagement and retention.
RESOURCE: Get Melinda’s powerful Villains and Superpowers Facilitator’s Guide at www.coachesconsole.com/villains-superpowers
Listen to this episode to hear more about:
- How you can find your best core content by accident (and what to look for)
- Why you want to surface people’s objections EARLY in the conversation when they feel most hopeful
- How to handle perfectionism using an unexpected superpower that will get you moving forward
- How to create content that shifts the mindset of your customers (and what that’s so important)
- The brilliance of building in accountability to your content and how that increases conversion
- The shift from “me” to “them” and how it will change your approach to marketing forever
- The Power of the Redirect from Villain to Superpower
- How to get more conversions by giving your clients more progress
- And much more.
Also mentioned in this episode:
- Villains and Superpowers Facilitator’s Guide at www.coachesconsole.com/villains-superpowers
Creating an online challenge can be a great way to get new leads into your business and create fast results. Challenges can also help you encourage your existing customers to make progress and consume your current product or service.
In this episode, hosts Suzi Dafnis and Michelle Falzon share their best tips and strategies for creating your very first online challenge.
Including why you would start one, who you want to target, how you decide on the duration and so much more...
FREE RESOURCE: Get all the tips summarised in this handy Your First Online Challenge Cheat Sheet.
Listen to this episode to hear more about:
- How to decide what duration to make your Online Challenge
- The one sure-fire way to tell if an Online Challenge is NOT right for you
- How to get NEW customers using an Online Challenge
- Why you might want to consider adding a Challenge to your existing product delivery or onboarding - especially if you sell online courses, coaching or other digital information or expertise.
- How to make the PROGRESS really visible for people taking the challenge (and why that matters)
- The ONE essential thing your Challenge must deliver to participants in order to be successful
- WHO your ideal client is for your Online Challenge
- How to name your Challenge
- The perfect traffic sources for your Challenge
- How a photographer is using a weekend Challenge to get new clients
- How a fitness consultant for women over 50 is using a Challenge to create buzz and more interest in her online programs
- Whether you can get by just using Facebook to run your Challenge or you need a different tech setup
- And much more.
Also mentioned in this episode:
- Your First Online Challenge Cheat Sheet
- Content Sells Episode 02 - Your Ideal Client
- Content Sells Episode 77 - Secrets to Creating Engaged Online Communities with Susan Garrett
- Whole Life Challenge
- Peta Gillian - Strong Healthy Women
- Chantelle Bell - 5 Day Detox
- Rachel Miller - Moolah Marketing
- Jamie Swanson - Photographer
- Sonia Ferlauto - ACS Debt Collection
Should you start a podcast? And if so, HOW do you do it?
Today your hosts Suzi Dafnis and Michelle Falzon respond to a bunch of questions they’ve had from listeners who are thinking about starting their own podcasts.
We’ve had people ask us whether they SHOULD start a podcast, HOW they start one and what they can do to get more exposure for their podcast once they start it… so we thought we’d take some of the things we’ve learned creating literally hundreds of podcast episodes between us and share them with you in this episode.
In fact, in fact, we’ve got so much to share we couldn’t fit it into just one episode, so consider this Part 2!
FREE RESOURCE: To help you with the tech side (which can often be one of the big roadblocks to starting your podcast), we’ve got a cheat sheet for you! It’s Your Podcast Getting Started Tech Guide… which includes the software and hardware we recommend to get your podcast up and running as cost-effectively and with as little fuss and as possible.
Get your FREE Resource: The Podcasting Getting Started Tech Guide
Listen to this episode to hear more about:
- How to find your IDEAL listener
- How your existing content can give you a clue to your most popular podcast topics and themes
- Three things you can do today with your EXISTING emails to kickstart your podcast audience
- How to decide if you need a dedicated Facebook page, website and other resources for your podcast
- Tools to help you get your podcast on all the popular platforms, including Apple Podcasts and Stitcher
- The highly leveraged way to get early listeners that you likely already have access to (but don’t know about)
- And much more.
Also mentioned in this episode:
- The Podcasting Getting Started Tech Guide
- Content Sells Episode 107 -How To Start a Successful Podcast (Part 1)
- Content Sells Episode 71 - How To Be an Amazing Interviewer
- Content Sells Episode 36 - Your Voice as Content - with Juliet Jordan
- Reach Retreat in Hawaii
- Libsyn
- Whooshkaa
Should you start a podcast? And if so, HOW do you do it?
In this episode, hosts Suzi Dafnis and Michelle Falzon respond to a bunch of questions they’ve had from listeners who are thinking about starting their own podcasts.
We’ve had people ask us whether they SHOULD start a podcast, HOW they start one and what they can do to get more exposure for their podcast once they start it… so we thought we’d take some of the things we’ve learned creating literally hundreds of podcast episodes between us and share them with you in this episode.
In fact, we’ve got so much to share we couldn’t fit it into just one episode, so consider this Part 1!
FREE RESOURCE: To help you with the tech side (which can often be one of the big roadblocks to starting your podcast), we’ve got a cheat sheet for you! It’s Your Podcast Getting Started Tech Guide… which includes the software and hardware we recommend to get your podcast up and running as cost-effectively and with as little fuss and as possible.
Get your FREE Resource The Podcasting Getting Started Tech Guideby visiting: www.herbusiness.com/podcastingtools
Listen to this episode to hear more about:
- How to get clear about the purpose of your podcast (and why that’s crucial to do FIRST)
- How to brand and theme your podcast (get this wrong and you can be behind the 8-ball before you start!)
- Podcast formats and structures that really work
- How to use Podcasting to grow your audience (including one clever trick that could take as little as one hour and get you leads for months or even years down the track!)
- Where to find the best idea for your podcast theme and regular topics
- How to know what frequency to publish your podcast - is daily, weekly or monthly best?
- And much more.
Also mentioned in this episode:
- Your Podcast Getting Started Tech Guide herbusiness.com/podcastingtools
- James Wedmore Mind Your Business Podcast
- Reach Retreat in Hawaii
- Content Sells Episode 98 - How To Boost Your Authority By Entering Awards
- Content Sells Episode 2 - Your Ideal Client
How to increasing your Email Marketing Impact Welcome to Part 3 (our final episode in this 3-Part Series!).
So far we’ve discussed how to grow the size of your email list and the quality of your email list and in this episode it’s all about increasing the level of engagement in your email list!
On today’s show your hosts, Suzi Dafnis and Michelle Falzon give you tips and ideas for getting more interaction happening with your email subscribers (and why you want this now, more than EVER!).
EXTRA RESOURCES: You can also get a FREE Resource Your 90-Day Email Impact Planby visiting: www.herbusiness.com/emailimpact
Listen to this episode to hear more about:
- How to measure the level of engagement in your emails (including the 5 numbers you want to track regularly to take the pulse of your email engagement)
- Why a more responsive list means your Email Service Provider will give you better deliverability (and why this is a BIG deal!)
- How to use surveys to get more people opening and clicking on your emails
- What clues to look for in past emails that will help you create EVEN more engaging emails in the future (including one SUPER easy tip that takes just a few minutes and requires no tech savvy whatsoever!)
- The simple two word phrase that will skyrocket your list engagement and get more of your subscribers knowing, liking and trusting you.
- Tips for upleveling your emails… yep… if you want more engaged readers, you gotta write better emails!
- And much more.
Also mentioned in this episode:
- Your 90-Day Email Impact Plan: www.herbusiness.com/emailimpact
- Content Sells Episode 6 - Strategies for Creating Emails That Sell without being Salesy: https://herbusiness.com/podcast/06-strategies-for-creating-email-campaigns-that-sell-without-being-salesy/
Welcome to the second of a 3-Part Series… where we show you how to grow the size of your email list, the quality of your email list and the level of engagement in your email list!
On today’s show your hosts, Suzi Dafnis and Michelle Falzon share how you can increase the QUALITY of your list…because when it comes to email marketing, we’d take a small quality list over a big un-targeted list any day of the week!
EXTRA RESOURCES: You can also get a FREE Resource Your 90-Day Email Impact Plan by visiting: www.herbusiness.com/emailimpact
Listen to this episode to hear more about:
- Tips for segmenting new people arriving on your email list so you can send them more targeted emails
- The fastest way for you to become irrelevant to your audience (and what you can do about it, like right now!)
- How to make sure new people you add to your list are MOST like your existing BEST customers
- How to find the “secret sauce” that makes your IDEAL email list subscriber
- Why you might actually be better off REMOVING people from your list (and why keeping certain subscribers is likely putting you offside with your email service provider)
- And much more.
Also mentioned in this episode:
Your 90-Day Email Impact Plan
Belinda Weaver - Copywrite Matters
Amanda Farmer - Your Strata Property
Content Sells Episode 2 - Your Ideal Client
Content Sells Episode 56 - Webinars That Sell
How to increasing your Email Marketing Impact - there’s so much to share we can’t contain it in just one episode! So welcome to the 3-Part Series… where we show you how to grow the size of your email list, the quality of your email list and the level of engagement in your email list!
Welcome to Part 1! On today’s show your hosts, Suzi Dafnis and Michelle Falzon talk all things email list growth - how to to get more subscribers for FREE and how you can also earn and pay for subscribers (profitably).
EXTRA RESOURCES: You can also get a FREE Resource Your 90-Day Email Impact Planby visiting: www.herbusiness.com/emailimpact
Listen to this episode to hear more about:
- What Suzi is OBSESSING over right now when it comes to her email list
- The ONLY 3 channels you can use to grow your email list
- The one thing you MUST do on social media if you want to grow your list and transform your “followers” into “subscribers” (and better still, “customers”!)
- What to do with that list of personal contacts or that pile of business cards in your top drawer - how to turn them into subscribers WITHOUT infringing SPAM laws
- The one thing that’s GUARANTEED to turn more of your website visitors into email subscribers (even if you just do this one easy to implement strategy you will already be growing your list faster!)
- How bricks and mortar stores can get more email subscribers (and why you really want to make that happen!)
- How to use PR to grow your list...
- And much more.
Also mentioned in this episode:
- Your 90-Day Email Impact Plan
- Chantel Gilbert - Blue Gum Electrical
- Peta Green - Strong Healthy Women
- Content Sells Episode 11 - the Step 2 Secret
- Seona Roberts
What’s an Online Summit? Think of it like going to a conference or event, except instead of having to go to a convention centre and stay in a hotel, imagine the conference is happening VIRTUALLY and you can attend the sessions by visiting different links in the online summit website.
In this episode, your hosts Suzi Dafnis and Michelle Falzon talk all things Online Summit - how to host one, how to get people attending, how many guests to have and more… they even share behind the scenes of the recent HUGELY successful HerBusiness Business Growth Summit.
EXTRA RESOURCES: You can also get a FREE Online Summit Checklist to accompany this episode. Go here to get yours: mumswithhustle.com/stories
Listen to this episode to hear more about:
- Why and when you would think about putting on an Online Summit
- How Suzi Dafnis managed to get Seth Godin, Amy Porterfield, Robert Cialdini, Gretchen Rubin and other AMAZING guests for her recent Business Growth Summit
- How to enlist the support of your community (and why that’s essential for success)
- How to get clear on the purpose of your Online Summit
- How to “bake in” the next step sale after people attend your Online Summit
- How to incorporate Facebook LIVES to radically boost Online Summit engagement and attendance
- What kind of lead time you need for planning and promotion of your Online Summit
- And much more.
Also mentioned in this episode:
- Herbusiness www.herbusiness.com
- Business Growth Summit
- IDEAL Business Accelerator
- HerBusiness Mentoring
- REACH Retreat in Hawaii
- Seth Godin
- Amy Porterfield
- Gretchen Rubin
- Denise Duffield-Thomas
- Jonathan Fields
- Guy Kawasaki
- Victoria Labalme
- Valerie Khoo
INSTAGRAM… while we’ve all likely seen the rise of the “Instagram Influencer,” many business owners are still wondering… is it for me? And if so, how do I grow a following and then turn that following into customers?
In this episode your hosts, Suzi Dafnis and Michelle Falzon talk to someone who has not grown her own following and customer base on Instagram very successfully herself, she’s also taught other women in business to do it as well. Founder of the Mums With Hustle Podcast and Social Media Society, Tracy Harris shares how to grow your audience (and your buyers!) with easy to do Instagram strategies.
EXTRA RESOURCES: Our guest today has kindly offered to provide all our Content Sells listeners with her Instagram Stories Strategy Pack. Go here to get yours: mumswithhustle.com/stories
Listen to this episode to hear more about:
- What being crystal clear on your ideal client REALLY sounds like
- The one thing Tracy said about her ideal client that had both Suzi and Michelle asking all listeners to pay SPECIAL attention to
- How to get clear on the PURPOSE of your Instagram account
- The one thing you MUST put in your Instagram Bio (it’s so easy but most people don’t do it and they are missing out!)
- How to connect with your audience through the content you share
- How to decide what aspects of business and personal life are you going to bring into your Instagram feed
- The “3 to 5” content strategy that will make your Instagram content strategy a breeze and give your audience a consistent message they will LOVE
- Why you need to use the ENTIRE Instagram platform (and what that even means!)
- Why you need to “drop the fear” when it comes to sharing your story
- The mental shift you need to make from “Talking to your Followers” to “Person to Person communication”
- How sharing about her Smoothie bowls became a cornerstone of Tracy Harris’ Instagram strategy (and why you need your own “smoothie bowl” equivalent)
- How to invite interactions and start conversations on Instagram, even if you have a small number of followers
- Why Instagram has the village feel FB doesn't have
- Three things Tracey Harris did consistently to go from starting from scratch to mega success on Instagram
- Why you want to engage more than you post
- How to create a strong “Visual Vibe”
- Why you need to let go of the “hair thing” - how Tracy’s desire to show up daily for her community helped her let go of needing to feel “picture perfect”.
- Why sometimes the posts you almost don’t share are likely the most relatable and the EXACT messages you need to be sharing MORE of
- How to use the questions sticker in IG stories to get more interaction
- The power of learning through play and how to not take your Instagram presence too seriously
- And much more.
Also mentioned in this episode:
- Instagram Stories Strategy Pack
- Mums With Hustle Podcast
- Social Media Society
Today we’re talking about how to use Surveys— not just as a way to learn more about your audience (which they are AWESOME for!) but also something that BOTH Suzi and Michelle have found is reallypowerful — and that is using your surveys as a way to CREATE your content.
It’s such a shame to get all that great information from a survey and only use it ONCE to gain some insights and then put it in a drawer. In this episode, your hosts Suzi Dafnis and Michelle Falzon explore how your audience is literally handing to you on a silver platter how they want to be communicated with through their survey responses — from the words they use to the issues they raise. And, how you can USE that information to create ALL kinds of content from headlines to lead magnets and everything in between.
EXTRA RESOURCES: We HIGHLY recommend Ryan Levesque’s awesome book “Ask” if you want to learn more about how to create surveys for your audience and analyse your results. You can get the book for FREE here (plus shipping costs): https://book.askmethod.com/
Listen to this episode to hear more about:
- Why you need to be surveying your audience WAY more than you probably are right now (and what the TOP reasons are for sending a survey)
- How to know for sure if your new product is living up to market expectations (and what to do about it if it’s not)
- How to use a survey to build buzz for your new product or upcoming campaign (yes, getting people to answer questions about a topic you are about to promote REALLY works!)
- How and WHEN to use a survey as part of your sales process so that when you DO make your offer it is seen as the EXACT answer to what your audience is looking for
- How to use your surveys for inspiration on headlines and bullet points in your copy
- Why a “flubby belly” is better than a “stomach” and other important truths about the language your market is using
- How a regular survey or a themed survey can actually turn into a lead magnet or even get your media exposure!
- And much more.
Also mentioned in this episode:
- Jeff Walker
- Joe Pulizzi
- Ryan Levesque
It’s a milestone day! This is Episode 100! We posted our first episode of Content Sells on September 18, 2015… and since then we’ve published an episode virtually every two weeks.
Now it’s time to clink a glass of Champagne and celebrate… with some AWESOME Content Marketing insights of course!
What we thought might be fun, given how much we love our community, was to share some of YOUR brilliance here on this episode… so we asked some of our MOST loyal listeners to share with us their most effective marketing strategy that is working for them right now.
Plus we share some of our insights after 100 episodes of the show!
Listen to this episode to hear more about:
- How fashion stylist, Fiona Keary of Style Liberation, is using a weekly live Retail Review in her Facebook Group to get new clients and build a thriving community.
- How Amanda Farmer - a lawyer with a difference - created a membership site focused on apartment owners called Your Strata Property and is leveraging Strategic Alliances to grow her business.
- What Yvonne Shepherd, CEO of Women’s Fitness Adventures did to REALLY understand her Ideal Client that has enabled her to enjoy MASSIVE growth in the last 12 months.
- How doing client interviews transformed the results Tracey Bode was getting in her amazing business providing electronic assistive technology to people with disabilities.
- How Amanda McLean re-purposed her content to save time and get noticed on more platforms when she launched her new program, the Gravitas Project.
- How an online legal documents business run by Nadia McLeod and her husband, used surveys and client feedback to decide “what’s next”
- How Frieda Maher, got her effective sales diagnostic up and running as part of her SalesPod service by letting go of one idea that was holding her back.
- How Peta Green of Strong Healthy Women is monitoring her results and using her numbers to get significant increases in her conversions.
- How hand therapist, Amy Geach is using the power of a waitlist to get more customers by creating scarcity that is turning into sales. And much more.
Also mentioned in this episode:
- Fiona Keary
- Amanda Farmer
- Yvonne Shepherd
- Tracey Bode
- Amanda McLean
- Nadia McLeod
- Frieda Maher
- Peta Green
- Amy Geach
- Seona Roberts
There is real power in “niching down” - that is, going for a smaller and more specific slice of a larger market. But it can be hard to let go of the many to focus on the few. One person who made that leap and took a giant leap forward in his business, his income and his love for his business is head of the Dance Studio Owners Association and Studio Success Formula, Clint Salter.
Clint took a tiny niche and turned it into a BIG business! And in this episode, your hosts Suzi Dafnis and Michelle Falzon chat with Clint about how he transitioned from helping all business owners to only helping dance studio owners and what tips he would give to other business owners ready to tap into the power of a niche.
FREE DOWNLOAD: Finding Your Niche: 6 Thought Starter QuestionsWe’ve put together this list of 6 questions you want to ask yourself when you are considering how you might use the power of Niching Down
Listen to this episode to hear more about:
- How being the expert of everything can be exhausting (and what to do instead)
- What role the pursuit of “EPIC meaning” has in your decision to niche down
- Why “broader is not better”
- How to get your team more laser focused by focusing on a narrower niche
- The number one thing people in Clint’s community are attracted to (the answer may surprise you)
- How to focus on a niche even you think it’s too small
- When and how to pivot your business from a broader focus to a niche focus
- Why you need to think of your niching down as an “experiment’
- And much more.
Also mentioned in this episode:
- FREE Download - Finding Your Niche: 6 Thought Starter Questions
- Dance Studio Owners Association
- 69 - Why You Need To Find Your Niche where we talked about the power of niching down
There are literally dozens and dozens of awards being offered each year acknowledging businesses and business owners.
And being a finalist or winner can be a really awesome way to raise your profile and build your credibility.
In this episode, your hosts Suzi Dafnis and Michelle Falzon share tips and strategies, they have personally used with great success, for finding, entering and winning awards.
FREE DOWNLOAD: Plus as a bonus resource, you can also download the 20 Must-Enter Awards For Women Business Owners overviewthat features a list of awards that may be worth entering this year!
Listen to this episode to hear more about:
- How to use awards as a credibility builder (even if you don’t win!)
- How to choose the right awards to enter
- The big mistake most people make when they win an award that is drastically reducing the credibility and authority they could be getting from their prize.
- One tweak to all your emails that you want to make once you are a finalist or winner of an award
- How to use PR to make the most of your award win
- Why not winning the first few awards you enter is not an indication of future performance (and how one HerBusiness member went from winning “nothing” to winning so many awards she could barely keep up).
- How to better convey your value in a succinct way in your awards entries
- Why entering awards is GREAT for your sales conversations and marketing copy, even if you don’t win!
- How to extend the lifespan of your award win credibility from weeks or months to years!
- How to use your award win to have more journalists pay attention to you
- Why entering an award is a good move if you want more speaking opportunities
- How to make an awesome awards entry, even when they have super small word limits
- How to create an events calendar and give yourself enough time to make a winning entry
- How to show evidence of your success in awards applications, even when you’re not allowed to attach any extra materials or examples
- Why and when a small local award could be better for your business and your profile than a big national or international award
- One quick and easy way to find awards related to your specific industry
- How long to allow for the completion of your awards application?
- How to find and repurpose content you ALREADY have when completing your awards application
- Where to get support for your awards application – for everything from copywriters to designers and PR suppliers
- Answering the question “Is it best to have a professional writer complete the awards application?”
- The 3 things you MUST do if you want to get the best results from using a writer to help you with your awards application
- How you can use awards to celebrate your own achievements, feel acknowledged and get a surge of momentum and incentive to move forward
Also mentioned in this episode:
- FREE Download - 20 Must-Enter Awards for Women Business Owners
- Episode 57 - How to Use Seeding To Move People Forward With Your Content
- Maria Louise Anderson - Sustainable Marketing Services
- Chantel Gilbert - Bluegum Electrical Solutions
- Sonia Ferlauto - Accelerated Collection Services
- Matt Church – Thought Leaders
- Louise Lucas - The Property Education Group
- Josephine Meli - My Freight Career
- Joanne Ivy - Cranberry
- Kim Batina - Precise Business Solutions
- Boost Awards
- Frances Pratt - Kiss to Sell
- Michelle Pascoe - Optimum Operating Procedures and Services
- Think Brick Awards
Think of this episode as a chat around the kitchen table or the coffee table as your hosts, Suzi Dafnis and Michelle Falzon share some things that have been going on for us around this idea of continuing to be seen and heard and how sometimes that means finding the courage to do stuff that scares us… we chat a bit about how we deal with that - in the hope that it also helps you too.
Because here’s the thing - creating content, growing a business, positioning yourself as an authority - they’re all things that are going to take you to the edge of your comfort zone in one way or another. And you have a couple of choices when new opportunities to play a bigger game and have your voice heard in a whole new way arise -- you can shrink back, you can keep the status quo, or you can step out into that new territory.
It’s all about finding the courage to stand out and take those next steps.
Listen to this episode to hear more about:
- How winning a recent award came from a moment of courage and acceptance for Suzi
- How to handle the “push/pull” of being seen and then wanting to retreat into your introverted cave (and why that’s perfectly ok!)
- Why you really need to celebrate and acknowledge all the aspects of your personality and brand (even the bits you might want to hide or think are not interesting) to really stand out
- The one thing that helps Suzi keep stepping out and being seen, even though she’s quite introverted and it doesn’t always come naturally
- How one moment of “discomfort” resulted in an international speaking engagement for Michelle
- Why and how to push through the doubts you might have around a big vision and showing up in the world in a bigger way
- The importance of being your own hero
- Why a dash of audaciousness won’t go astray when showing up and standing out
- How to get clear on your bold goal (and why having one will make it easier for you to stand out)
- Much, much more...
Also mentioned in this episode:
- Hellenic Australian Chamber of Commerce and Industry
- Jeff Walker Product Launch Formula
- HerBusiness REACH Retreat Hawaii
- Brene Brown TED Talk
- Miracle Babies
- KeepCup
With a laptop and a smartphone, Natalie Sisson built a six-figure education business that she can run from anywhere in the world. And one of the keys to that success has been her book publishing strategy.
In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with Natalie, who has just released her new book The Freedom Plan, about how you can use a book as a way to build your profile.
Ttap into her wealth of experience as someone who literally built her business based on her content and ideas.
FREE DOWNLOAD: Get the first 3 chapters of Natalie’s new book The Freedom Plan here for free.
Listen to this episode to hear more about:
- Natalie’s opinion on whether it’s best to go with a publisher, self-publish or use a hybrid publisher
- How big a platform you REALLY need to launch your own book (the answer may surprise you)
- Innovative ways to get your book content created without it feeling like a slog (and how Natalie used her blog content to create her first book)
- Why you don’t have to be off in a hut in Siberia writing a book in isolation and how to get it done in and around your busy life
- The one key to your content that will guarantee your book has a long shelf life
- The merits of a “virtual” book tour
- How to keep your book top of mind for your audience after the initial publication push
- Why you need to think of your book as an entry point to the rest of your services
- How Natalie is offering other products and services to readers of her books (and why you want to do that too)
- Much, much more...
Also mentioned in this episode:
- EP55: How To Use a Book To Grow Your Brand, Your Profits & Your Profile with Linda Diggle
Livecasts are something we’ve been doing more of and we're LOVING it… Technically, a Facebook Live is a live broadcast but what we’re talking about here is more like crafting your own event or show that you can broadcast to create a real experience for your viewers — just like Oprah!
In this episode your hosts, Suzi Dafnis and Michelle Falzon share how they are using Livecasts to attract and get new clients.
FREE DOWNLOAD: Also get the top tips from today’s episode summarised in this easy reference handout: 9 Tips for Successful Livecasts
Listen to this episode to hear more about:
- How you can stream your EXISTING events and expand your audience
- How including a Livecast option in your offer can overcome objection at the point of purchase - especially if your offer includes a live event
- Why a Livecast can make your life easier in terms of not having to do live events at all (or at least not in geographically diverse areas)
- What opening “Suzi’s Bar” had to do with one of our more successful Livecasts ever!
- The exact point in your sales process to offer a Livecast for maximum impact
- Why you want to include “ads” in your show and how and when to position them
- The secret to including guests on your Livecast
- Much, much more...
Also mentioned in this episode:
- Episode 81 -How To Write a Call To Action - From Buttons to Blogs with the wonderful Joanna Wiebe
- Episode 13 - Call To Action Mistakes and Must Haves
- Zoom
- Mevo
- Mevo Customer Group
Ever thought about joining or starting a Mastermind? A Mastermind is a group of peers who come together in some regular way to share ideas, support each other and help each other succeed.
In today’s episode your hosts, Suzi Dafnis and Michelle Falzon share firstly — why you might want to think about BEING IN a Mastermind as well as when you might consider STARTING YOUR OWN Mastermind.
HERBUSINESS MARKETING SUCCESS MASTERMIND - APPLICATIONS NOW OPEN.
Go here to learn more or apply: www.herbusinessmastermind.com
Listen to this episode to hear more about:
- What exactly IS a Mastermind and how do they work?
- Why Napoleon Hill had to say about Masterminds in his book Think and Grow Rich
- The highlights from Suzi’s experience over 20 years being in Masterminds (and why she wouldn’t be without one)
- How Michelle has increased her ROI on her Mastermind investment every year since joining one.
- Struggling with confidence? Hear how Michelle gave her confidence a massive boost joining a Mastermind in the US
- Why you want to step outside your comfort zone
- What to look for in the IDEAL Mastermind for YOU
- When it might make sense to start your OWN Mastermind
- Michelle and Suzi’s top tips for starting and structuring your Mastermind
- Much, much more...
Also mentioned in this episode:
- Napoleon Hill — Think and Grow Rich
- HerBusiness Marketing Success Mastermind
- Episode 90 — Using a Connection Statement to Get New Clients
Many of us are finding ourselves on video a lot more than we used to - even if we aren’t making content videos to put on YouTube, maybe we are being seen on camera more with our clients on Zoom Calls, Webinars, Skype Meetings etc.
And while you might have thought about your makeup and spent time mapping out what you’re actually going to say… very often people overlook one VERY important part of their video - the BACKGROUND!
It makes up the majority of the shot and can REALLY impact how long people watch your video and what they think of your brand.
In today’s episode your hosts, Suzi Dafnis and Michelle Falzon are talking about how to make your videos look great!
Specifically, what you can do to make your backgrounds and your settings look great - as well as some tips on relatively inexpensive equipment options that will make a massive difference to how fabulous you look on screen.
FREE DOWNLOAD: Plus, we’ve got this FREE resource for you Pro Tips for Choosing Video Backgroundswhich you can download here.
Listen to this episode to hear more about:
- How to avoid looking messy, bland or washed out on your next video
- How a few well-placed props can boost your “Authority Bling” and get people seeing you as a leader in your field
- How even a simple nook in your home can be transformed into your own personal film studio
- Why you want to think about putting yourself in a real-life work situation when recording your videos
- How shared workspaces can be a boon for your videos and spice up your backgrounds
- Why you might want to think about using a large screen TV as part of your backdrop (plus a cheaper alternative if that’s all too hard!)
- How to get your backgrounds looking different even if you are regularly filming in the same space (and why it’s CRUCIAL you add some variety to your video set)
- What you need to know about “depth of field” that will get your video looking like the pros in no time
- What to do with pesky blinds, pictures, and other “set destroyers”
- Is a “custom backdrop” something you should check out?
- Suzi’s “dream set” and how you can get a similar feel for a fraction of the budget
- Much, much more...
Also mentioned in this episode:
- MarieTV
- WeWork
- Belinda Weaver - Copywrite Matters
- Nadine Shaw - Essential Solutions for Everyday
- Valerie Khoo - Australian Writers’ Centre
Coupons and discounts CAN be very powerful when it comes to getting new customers, generating cashflow and boosting sales... but we are putting a BIG asterisk on today’s episode that says - you must use this tactic VERY strategically!
It’s not the only tool in your toolbox when it comes to getting your market to buy from you.
Because what can happen is that you’re not getting the sales you want or you are thinking up ideas for a new campaign and it can be REALLY easy to jump to offering 20% off or providing some other discount as your first idea, when you really don’t have to… and when doing so could actually HURT your business rather than help it.
So you want to be really clear about WHY and WHEN you offer a discount or coupon. Because they can be AWESOME when done well… and when not done well you are essentially giving away profit you didn’t need to sacrifice.
In today’s episode your hosts, Suzi Dafnis and Michelle Falzon dig deep into WHEN you might want to think about offering a discount or coupon, HOW you can do it to get the most bang for your buck and some tips on what NOT to do.
FREE DOWNLOAD: See our best ideas for getting people to buy MORE from you after they claim their discount or coupon by getting the 10 Step 2 Secret Examples download here:
Listen to this episode to hear more about:
- How you might be using discounts to erode your value (and what you can do instead)
- Why you need to have a healthy belief in your product and your pricing BEFORE you even think about offering a discount
- The “bulk order” strategy you can use to turn every sale into a higher dollar value
- An idea to get your “first time shoppers” leaping into action and buying from you right away
- The clever discount strategy HerBusiness member Anita McLachlan of Sequins and Sand is using to tap into her IDEAL customers
- What a “Loss Leader” is and why it’s OK (sometimes!) not to make money on that first sale
- How to use discounts and coupon codes to activate your current client base to give you more referrals
- The “early bird” discount strategy that can help you get people signing up for your events sooner
- Ways to discount that aren’t just about offering $$ off!
- Why it’s more about “perceived value” and how to pack a punch with your discount messaging
- The big mistake Suzi and Michelle see retailers make ALL the time with their discounting strategy that is costing them BIG TIME
- Much, much more...
Also mentioned in this episode:
- Anita McLachlan Sequins and Sand Swimwear
- HerBusiness Mentoring
- Episode 11 - The Step 2 Secret
What do you do when you have a particular feature or benefit of your product or service that YOU know is awesome… but it’s not immediately obvious to your potential customers that it’s awesome?
How do you treat a feature or benefit that is often undervalued? Do you hide it in your marketing and trust people will just find it once they buy, or do you shout it from the rooftops?
Well, we’re going to answer that for you in TODAY’s episode - where we are going to help you perform the magic trick of making the INVISIBLE, visible when it comes to the value what you’re offering delivers.
In this episode, your hosts Suzi Dafnis and Michelle Falzon answer questions for you as we help you perform the magic trick of making the INVISIBLE, visible when it comes to the value you’re offering delivers.
FREE DOWNLOAD: Get the 7 Ways To Make the Invisible Visible in Your Marketing Offers Cheat Sheet here.
Listen to this episode to hear more about:
- How Suzi took a feature of her Membership offering that was majorly overlooked and turned it into one of the key features of her offer, driving a TON more sales in the process
- The best-kept secret in Suzi and Michelle’s Mastermind Group and how they were able to change up the way they talked about it to potential customers that made all the difference to it’s perceived value
- How to VISUALISE your features and benefits in a way that makes them more visible (even the tricky ones!)
- Why sometimes it’s just about acknowledging the “elephant in the room”
- How the stories your customers tell can help you bring a “secret” value more to the offer
- Much, much more...
Also mentioned in this episode:
- Free Workshop - Get More Clients
- Jennifer Gale - Fit & Fifty Plus
- Anna James - Sohovian
- Belinda Weaver - Copywrite Matters
- Amey Lee - Heart Content
- Kate Mitchell - Blue Sky Results
- Loren Bartley - Impactiv8
- Vivienne Kane - MinuteMan Prahran
- Natasha Hawker - Employee Matters
One of the KEYS to moving more towards connection is to feel comfortable and confident communicating your value. Problem is, any time you’re trying to communicate your value to get new clients it’s pretty certain that you’ll hit roadblocks.
In this episode your hosts, Suzi Dafnis and Michelle Falzon talk about the #1 thing you MUST master if you want to communicate your value and connect with more clients.
FREE WORKSHOP: We cover more about this Connection Statement and how you can build a Connection Network in the FREE Get New Clients Workshop: www.getnewclientsworkshop.com
Listen to this episode to hear more about:
- The difference between having a network, and networking (and why getting new clients is NOt about “Networking”)
- What the “Connection Scale” is and why you need to know where you are on it
- How to overcome isolation and grow your network
- The perils of treating your interactions as “transactions” and how to build stronger connections
- The #1 thing you MUST master if you want to communicate your value and connect with more clients
- How to avoid people getting bored and their eyes glazing over when you try to answer the question “So, what do you do?”
- How to make the most of every interaction you have in your business
- The 4 things you NEED to include in your Connection Statement to make it effective
- How and when to use your Connection Statement to get more clients and expand your network
- Much, much more...
Also mentioned in this episode:
- Free Workshop - Get More Clients Workshop
One of the BEST ways we’ve found to grow our businesses is through Strategic Alliances. But how do you start? What are you looking for in a Strategic Alliance partner? Where can you find good Strategic Alliances?
In this episode, your hosts, Suzi Dafnis and Michelle Falzon answer all those questions and more.
FREE DOWNLOAD: Plus you can get a free download Strategic Alliance Success Framework by going here:
Listen to this episode to hear more about:
- 6 types of Strategic Alliances and how to know which one is right for you
- The “Peaches and Cream” test and how to use it to pick awesome Strategic Alliances
- What you can learn from Spotify and Uber’s Strategic Alliance for your small business
- How a formal dress hire company in Canada used Strategic Alliances to grow their business
- Suzi and Michelle’s favourite partnerships - what worked and why
- Much, much more...
Also mentioned in this episode:
- Free Download - Strategic Alliance Framework [INSERT LINK]
- Fiona Keary - Style Liberation
- Chantel Gilbert - Bluegum Electrical
- Rent, Frock, Repeat
- Headspace
One of the biggest challenges small business owners have when it comes to embracing content marketing is that it feels so BIG and OVERWHELMING… where do you begin?
And what can happen is that you get all excited and start one thing, like a blog or a Facebook Group, and then you start something else, like Facebook Advertising and then you build another product and decide you’re going to do a special promotion for that and before you know it, your focus is split into a thousand different directions and you aren’t getting anything FINISHED. You’re just sitting in a big pool of overwhelm and slowly sinking.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon introduce you to something they’ve used for YEARS to beat overwhelm, get more focused and get more results from their content marketing… and that is the power of focusing on just ONE product and ONE ideal client… and ONE process to get the sale.
FREE DOWNLOAD: Plus you can get a free download summarising the Rule of One by going here.
Listen to this episode to hear more about:
- Why you want to turn your idea of “the funnel” upside down
- How using The Rule of One helped Suzi create a marketing campaign that has yielded results for more than 4 years with very little effort
- The ONE key distinction you need to make BEFORE you start planning your content marketing that will save you major overwhelm and get you fast-tracked to more immediate results
- How Suzi used the Rule of One to prioritise which marketing campaign she would focus on
- What we can learn from photographer Annie Leibovitz’s advice to her photography students when it comes to content marketing
- The “beginner’s mistake” that could be causing major overwhelm when it comes to your marketing strategy
Also mentioned in this episode:
- Free Download - Rule of One
- Fiona Keary - Style Liberation
You can have the best message and do amazing content marketing, but if your offer is not irresistible, you may find you STILL don’t get enough sales.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon interview Michael Maidens about what it REALLY takes to create an irresistible offer. Michael is a master in the area of creating offers, having generated millions of dollars with his creative and “out of the box” approach to crafting offers for his clients. Michael also recently launched The Offer Academy where he teaches business owners his offer creation process.
Listen to this episode to hear more about:
- Why it’s essential that your offer is “imperfect” when you launch it
- How to build a “feedback loop” into your marketing so you are constantly improving your offer (and results)
- Where and when to split test your offer
- Why when someone says “No”, you need to realise they may not be saying no forever and what you can do to maintain connection for follow up sales later
- How to find the Transformation gap between where your prospects are now and where they want to be
- How to create a Decision Deadline and give people a stronger reason to buy right now
- What an “offer success path” is and how to know where YOU are on that path
- What your Offer Promise is and how to craft yours
- And much more
You can have the best message and do amazing content marketing, but if your offer is not irresistible, you may find you STILL don’t get enough sales.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon interview Michael Maidens about what it REALLY takes to create an irresistible offer. Michael is a master in the area of creating offers, having generated millions of dollars with his creative and “out of the box” approach to crafting offers for his clients. Michael also recently launched The Offer Academy where he teaches business owners his offer creation process.
Listen to this episode to hear more about:
- Why it’s essential that your offer is “imperfect” when you launch it
- How to build a “feedback loop” into your marketing so you are constantly improving your offer (and results)
- Where and when to split test your offer
- Why when someone says “No”, you need to realise they may not be saying no forever and what you can do to maintain connection for follow up sales later
- How to find the Transformation gap between where your prospects are now and where they want to be
- How to create a Decision Deadline and give people a stronger reason to buy right now
- What an “offer success path” is and how to know where YOU are on that path
- What your Offer Promise is and how to craft yours
- And much more
Also mentioned in this episode:
- The Offer Academy
-
Content Sells Episode 23: How To Craft An Offer That Sells
-
The Offer Academy
- Content Sells Episode 23: How To Craft An Offer That Sells
A high-end retreat can be an excellent way to create a higher value product to offer to your customers (and they can be great fun and an awesome way to travel, too!).
But they DO take some special consideration when marketing a high-end retreat.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon share their experience successfully marketing the REACH Retreat in Hawaii and give you 7 of their top tips for marketing a high-end retreat.
Join Suzi and Michelle at the REACH Retreat!
Follow this link to get more information and to apply now: http://thereachretreat.com/
Listen to this episode to hear more about:
- Why you need to market a high-end retreat differently to your other programs
- The rapid and massive increase in people looking for more purpose-based travel experience
- What you can learn from the half-a-trillion-dollar a year “Wellness Market”
- Why you might be missing out on customers if you are still only offering traditional “classroom” learning experiences
- What a home brewing retreat in Boothbay Harbour, Maine, tells us about the retreat market (and why you need to take this seriously)
- How to use a Retreat as a “slack adjuster” in your business - adding a higher level of profitability to your existing marketing funnels
- How much lead time do you need to promote a high-end retreat?
- How to maintain scarcity and urgency even if you’re marketing your retreat over a long period of time
- How Michelle and Suzi used Facebook LIVE to generate $50,000 in Retreat sales in 5 days
- What to take into account when considering your Retreat Early Bird Pricing
- The “one email” approach to Retreat sales
- How to use your family and friends to help you sell your Retreat
- How a business consultant used Word of Mouth to fill his retreat to Africa
- Do you offer an application process or not?
- Why you want to be able to say “no” to some Retreat participants
- How to “piggyback” your Retreat marketing onto all your other marketing efforts
- And much more
Also mentioned in this episode:
- HerBusiness REACH Retreat
- Global Wellness Tourism Congress Report
- Homebrewers Retreat, Boothbay Harbour, Maine USA
- Women's Fitness Adventures
- Style Liberation
- James Schramko Superfast Business
- Content Sells Episode 2: Your Ideal Client
Your lead magnet is one of the best ways to get people starting the journey towards buying from you because it’s typically a very low commitment someone needs to make - and they get something of value in return.
But how much time do you REALLY have to spend creating your lead magnet?
In this episode, your hosts, Suzi Dafnis and Michelle Falzon dispel the myth that you need to spend a ton of time creating your lead magnet. Instead, they show you 3 lead magnets you can create in 3 hours (or less!) with minimum fuss and maximum impact.
Tune into this episode to see how you can create your lead magnet in the same amount of time it takes to watch a movie… and get cracking attracting more people into your world and making more sales.
Also included with this episode is the FREE Lead Magnet Starter Guide, which outlines various types of lead magnets, how to choose your topic plus tips for creating effective lead magnet content.
Listen to this episode to hear more about:
- Why you are only limited by your imagination when it comes to what format your lead magnet can take
- Why you NEED a lead magnet
- The places you can promote your lead magnet (hint: it’s not just for your website!)
- The NUMBER 1 thing you can do to leverage EVERY lead magnet you create
- Why your Lead Magnet Thank You page is one of the most wasted pages in your marketing funnel (and what you can do about it)
- How to get 50% or more of the people who opt in for your lead magnet to IMMEDIATELY take the next step with you
- Why the amount of time you spend on your lead magnet is not an indicator of the success of your lead magnet
- Why you DON’T want to solve ALL the problems with your lead magnet (and how you can create a balance between problem and solution)
- How to break through if you’re currently STUCK creating your lead magnet
- How to use your Lead Magnet to test a new product idea or marketing hook
- Why an “ugly” experimental version of your lead magnet is EVEN better than a perfectly designed lead magnet
- Do you need a dedicated landing page for your lead magnet?
- How to make the most of your existing content when creating a new lead magnet
- The smart trick Suzi did that turned one lead magnet into multiple lead magnets in just a couple of hours
- Do “Fill in the blanks” type lead magnets REALLY work?
- The visually intriguing lead magnet attracting the MOST attention right now
- And much more
Also mentioned in this episode:
- Mindmap Tools list:
Lucid Chart
iMindMap
MindMeister
Coggle
MindManager - Episode 9 - 5 Specific Lead Magnets That Get Results
- Episode 11 - The Step 2 Secret
- Episode 52 - 8 types of subject lines that will get your emails opened
- Episode 66 - Turning Content Into Sales With The Problem / Solution Dance
Ever started a Facebook Group and had it turn into a ghost town? How do you keep people engaged and loving being part of your Facebook Group?
In this episode your hosts, Suzi Dafnis and Michelle Falzon speak to someone who has MASTERED the art of keeping people engaged in her Facebook Groups. Kate Toon of KateToon.com.
Discover how Kate does it and what strategies and ideas you can borrow to boost engagement in your own Facebook Group.
Even if you don’t have a group and you never plan on having one… this episode is a masterclass in how to nurture and grow a thriving community - relevant to any other groups you have, including live event groups, online courses and other communities you might want to keep alive and vibrant with your content.
Listen to this episode to hear more about:
- The first thing you need to think about when setting up a group
- The different levels of “love” Kate gives to her paid vs free groups
- When to allow “free posting” on your groups and when not to
- How to “Turn Up” and be 100% present in your group (and why that’s KEY to engagement)
- How Kate grows engagement in her Facebook Groups even though she is often NOT consistent at posting
- What you can learn about Kate’s “eggplant” post in one of her business groups that drove massive engagement
- How to create “spillover” engagement from post to post
- Why being unapologetically you is one of the best strategies to maintaining a successful Facebook Group
- When you might want to consider getting another Admin to help you with your Group
- Why you need to reward your “regulars”
- Why Kate doesn’t believe in regular “day” posts like “Finish it Friday”
- How to use a Facebook Group to build engagement and interest in your book
Also mentioned in this episode:
- KateToon.com
- Confessions of a Misfit Entrepreneur Book by Kate Toon
- Kate’s Facebook Groups
-
- Misfit Entrepreneurs
- SEO for Success
To build an EPIC business today you need to connect in more meaningful ways with your customers than you EVER have before... and one of THE most powerful ways to do that is to tell your STORIES.
In this episode your hosts Suzi Dafnis and Michelle Falzon talk to Valerie Khoo, author of Power Stories and CEO and founder of the Australian Writers’ Centre about powerful ways to share your stories as part of your content marketing strategy. How do you find your stories? Where should you share them and how can you use them to influence followers and convert customers?
It’s all in this episode… along with the opportunity to access a brand new content writing coursefrom Valerie and her team at the Australian Writers’ Centre.
Listen to this episode to hear more about:
- The most under-utilised tool in your small business arsenal
- How to use stories to demonstrate your “care factor” and bring your customers closer to you
- How to harness the power of your story with one sentence
- Why you need to be telling your “Passion” story (and an example of Val’s Passion Story)
- How to go from a “swirl” of ideas to a fully fledged, powerful story
- How to find relevance in your story for your audience
- The one story you need to tell succinctly when you first meet a new customer
- The single biggest mistake almost all small businesses make on their “About” page on their website
- The 3 parts to a customer story that distinguish it from “just another testimonial”
- How “The Biggest Loser” TV show can teach you to write AMAZING customer stories
- The 3 ingredients you need to include to tell your customer stories successfully
- How to make your stories easier to share and, importantly, easier for others to tell on your behalf
- The very first place you should be sharing your customer stories (and it’s not what you might think)
- Ways to tell stories about your product that your audience will love
- How Val used the power of storytelling to sell a 2 year old Bunnings outdoor furniture set on eBay that could change everything about the way you market YOUR products
- The simple piece of advice about your product stories that saves you having to make it “whizz bang” and just gets you started!
Also mentioned in this episode:
- Australian Writers’ Centre
- Brand new Australian Writers’ Centre content writing course
If you’ve ever asked the question “What do I charge for my product?” or “How can I increase my pricing when my competitors are all charging less?” or “How can I test my pricing” you are going to love this next episode which is all about 3 of our favourite profitable pricing strategies.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon show how your pricing strategy and your content strategy need to work together to help you get more sales.
Also included with this episode is the FREE Volume/Value Matrix Download.
Listen to this episode to hear more about:
- The role your “Mojo” plays in your pricing (and why you might need to work on your thinking as much as your pricing)
- One of the MAIN reasons people undercharge (and what you can do about it)
- How to come up with the most profitable pricing for a NEW product
- The 4 types of business models and why you MUST know which pricing strategy is most relevant to your model
- Where the NO GO zone is when it comes to your pricing
- How knowing your “touch / automation” balance can give you clarity around your pricing strategy
- How to use refundable deposits
- The ONE time we recommend you use coupons and discounts
- How to increase your prices without upsetting your customers
- And much more
Also mentioned in this episode:
- Volume Value Matrix FREE Download
- Episode 43 — Woops I lost My Mojo — How to find your voice and get more confident with your content creation
- Zero to One Bookby Peter Thiel
You might think a little unrelated to content marketing but you’ll see in this episode how your pricing strategy absolutely needs to be supported by your content marketing strategy — so watch out for that episode next!
We first saw the guest on today’s show, Joanna Wiebe, speak at a conference in the US a few years ago and she completely blew us away. Not only is she an incredibly talented copywriter, she also ascribes to one of the key ideas of this show, and that is; “No content without conversion.”
She’s just as talented looking at the metrics and boosting conversion rates and she’s sought after by well-known and highly successful brands such as Hubspot, HootSuite, Asana, MindValley and Booking.com when they want to boost the number of people clicking and buying from their web pages.
Today we’re going to be speaking with Joanna about How to Write a Call to Action - From Buttons to Blogs and everything in between.
Because, you can create awesome content and have people love reading your blog or your Facebook posts or watching your Facebook live, but if you can’t get them to take the next step with you, you will miss out on growing your email list, making more sales and getting your customers to stay loyal to you.
In today’s episode we also have a special gift for you, courtesy of our guest. It’s her “Where Stellar Messages Come From” eBook and while more than 10,000 businesses have purchased this book, you can get it for zero dollars as a listener of this podcast.
The ebook contains more than 50 pages of straightforward, actionable techniques and tactics to improve your message, including some really awesome worksheets.
Listen to this episode to hear more about:
- Why a “Call to Action” is really more of a “Call to V___”
- The specific change you need to make to the way you structure your Call to Action
- Why MICRO copy is of MACRO importance when it comes to conversions
- The one word Joanna recommends works SUPER well in your button text
- How adding a sense of immediacy to your button copy can increase clicks
- Which is better – writing a call to action in first person or third person?
- The one tweak Joanna made to a call to action for Dressipi.com that got a 123.9% increase in clicks with 100% confidence
- Why your button is like a doorbell
- How to help people feel good about moving forward with you
- Why reducing anxiety is one of THE most important things your call to action needs to do
- The one thing you MUST do BEFORE you publish ANY call to action
Also mentioned in this episode:
- FREE Gift - “Where Stellar Messages Come From” eBook www.herbusiness.com/buttons
- Copyhackers.com
- Dressipi.com
- Copyblogger.com
As our market gets more sophisticated and we see more and more of our competitors stepping into content marketing strategies, there’s one area that will really help set you apart and that is the level of CONNECTION you are able to create with your ideal customers through your content.
How do you create a strong connection with your customer and prospects so they buy from you in the first place… and then keep coming back to buy from you again and again?
In this episode, your hosts Suzi Dafnis and Michelle Falzon are going to focus on five ways you can build a stronger connection with YOUR customers.
Listen to this episode to hear more about:
- The one thing you need to put at the centre of all your communications that will GUARANTEE connection
- The 3 clues that you’re creating powerful connections with your customers
- Five tips for creating stronger connections in all your customer contact points
- How to use client interviews and surveys to bring customers closer to you
- Why your failure to segment your email list will be driving a wedge between you and your best customers (and what you can do about it)
- How a fashion stylist is using a Facebook Group to create more connection with her audience (and why they are loving it)
- Clever ways to acknowledge “milestone moments”
- How to get emotional in your content without coming on too strong (and why being more emotive will create stronger bonds with your customers)
Also mentioned in this episode:
- New Client Email Nurture Sequence Free Download
- Epsiode 8 – How to Create a New Client Email Nurture Campaign
- Episode 32 - 9 Ways to Segment Your Email List for Better Results
- Episode 67 - Client Avatar Interviews - why you need them and how to do them
- Episode 76 - How To Reassure People After They Optin or Buy From You
- Brene Brown
- Fiona Keary of Style Liberation
- Canva
- Ryan Levesque – ASK Method
- Tina Tower – Begin Bright
- Dominique Antarakis The Copy Collective
- Headspace
- Runtastic
- TOMS shoes
- SF Capital
- Heidi Dening Workable Wellness
- Jenny Boss Nutrition
In this episode we interview someone who is an expert in the area of “Influence” – Julie Masters shares with us her insights on how we can create more influential content that not only reaches our ideal customers, but also changes their hearts and minds.
YOUR FREE RESOURCES FOR THIS EPISODE:
You also get a special free gift to go with this episode – Julie’s Influencer Code eBook so you can learn how YOU can become the leading authority in your space and you can get that here.
www.herbusiness.com/influencercode
Listen to this episode to hear more about:
- The 3 types of Influence
- The perfect storm that has fundamentally changed what it means to be an Influencer (and how you can become one)
- How the “Echo Effect” can help you understand just how influential you REALLY are
- Why you need to know the Charismatic Language of your audience
- The massive shift in who and how we trust that is changing the face of who holds the real power and influence today
- How becoming an Influencer is the fastest way to attract top talent
- The shift in perspective you need to make when creating content that will immediately make you more influential
- Why Julie hates the word confidence and what you need to focus on instead
- What you can learn from Flamenco dancers about claiming your space and feeling more certain in your communications
- Why you don’t have to be right (and why “being right” is stopping you from being more influential)
- Why naming the elephant in the room can be one of the best ways to turn around a “tough crowd” and convert them into your biggest fans
- The one thing you can do to instantly get people listening to you
- What to do if an interaction gets hostile or negative
- The age old debate – are extroverts MORE suited to be influencers than introverts?
- 3 Tips to make a more influential LIVE presentation
- Why you want to “own the energy early” in all your communications
- The 4 things you need to be clear you want your audience to do before you say a word
- Why “What do I want to say” is the wrong (and most debilitating) question you can ask before making a presentation (and what to ask instead)
Also mentioned in this episode:
- Inside Influence Podcast
- Buzz Sumo
- Marter Mothers Nappies
- Megan Washington TED Talk
In this episode, your hosts Suzi Dafnis and Michelle Falzon share 3 Steps To Finally Getting ANY Big Content Project DONE! And this is a way for you to actually get some of those bigger content projects done - you know the ones you “mean” to get up and happening but another week or month slips by and you haven’t got your blog running or you didn’t get that new lead magnet created or your website still has that outdated video on it.
Whatever the project is, we’ve got a 3-step process for helping you GET. IT. DONE.
YOUR FREE RESOURCES FOR THIS EPISODE:
You also get the special download to go with this episode - it is the Marketing Success Plan framework and you can get that here.
Listen to this episode to hear more about:
- What we “borrowed” from Angela Duckworth’ book “GRIT” and why you want to do this too!
- The role Goal Setting plays in getting stuff done (and why you might have been doing this wrong all these years!)
- The one tweak you can make to the kind of goals you set that can END procrastination and get you moving!
- Why “low level” goals might not sound sexy, but they sure can deliver AMAZING results when you understand a concept known as GOAL STRUCTURE
- What Olympic Gold Medallist Michael Phelps can teach us all about getting big projects done
- The 3-part Marketing Success Plan Suzi and Michelle use to tackle large projects and get into momentum
Also mentioned in this episode:
- Grit: The Power of Passion and Perseveranceby Angela Duckworth
- Linda Diggle – The Book Boffin
- Episode 55 - How to Use a Book to Grow Your Brand)
Imagine having studied human and animal behaviour for decades and TRULY understanding how to motivate and encourage certain actions over others… and then imagine applying that knowledge to become a world champion in your field (many times over) and grow an online community of tens of thousands of the world’s most loyal and enthusiastic fans.
That’s exactly what our guest, Susan Garrett has done.
In this episode, your hosts Suzi Dafnis and Michelle Falzon chat with Susan about what it takes to grow an amazing community, how she’s embraced Facebook LIVE and what a difference it’s made to how she connects with her community and so much more.
Also included in this episode is a bonus download from our guest – It’s the Say Yes Kindness Code, which is the code Susan shares with every member in her community to help them embrace the values and behaviours of her group. Because, as Susan says “My students are a reflection of my ability to teach.”
Listen to this episode to hear more about:
- Why you can’t change your community but there is one thing you CAN change that will make a big impact on the way they respond to you
- The one question Susan always asks herself before she creates ANY piece of content
- The surprising thing Susan did to get “accidentally” have her most popular Facebook LIVE ever, gaining 40,000 views in just 3 days
- Why trying to “go viral” with your content is exhausting (and ineffective) and what you want to do instead.
- How Susan has set up her Facebook strategy, inlcuding how many groups and how often she posts content
- How you can use “codes” to encourage more of the behaviour you want to see in your community
- How to instantly make everyone in your group feel welcome and happy to be there
- The role Values play in every community and why you need to be crystal clear on what yours are
- Why you might consider deleting a post or comment from a member of your community and what to do once you delete it (important)
- Susan’s unusual launch strategy using Facebook LIVE
- The single most important thing you need to do to establish your authority in your community (and it’s not what you think)
- Why showing yourself “falling on your face” every now and then is good for your community and your authority
- The biggest mistake people make when chooseing a niche
- Exactly how many avatars you need (and why)
- Why you don’t need a lot of people in your community to make it profitable
- The reason you don’t want to go for the money, instead you want to go for the _______
- Susan’s incredibly easy and amazingly powerful Facebook LIVE content formula
- The “Open Loop” approach that will get more people watching your videos for longer
- Why you want to focus on deliberately “planting gems” in your content and how to do that
Also mentioned in this episode:
- Say Yes Kindness Code
- Susan Garrett Facebook page
- Susan Garrett website
- Susan Garrett blog
- Content Sells Podcast Episode 31 – 9 Ways To Segment Your Email List For Better Results
- Jeff Walker Product Launch Formula
Ever purchased something from an organisation that had incredible content and incredible marketing RIGHT up to that point where you purchased… and then you felt like you got dropped like a hot potato?
How did it make you feel? Chances are, it’s not good.
That moment right after someone has purchased from you is one of THE most important times to be reassuring them and telling them they did the right thing.
In this epsiode, your hosts Suzi Dafnis and Michelle Falzon look at the phenomenon of Buyers Remorse – why you need to know about it and what you can do to reassure people right after they buy from so you get less refunds and customer service hassle and more repeat customers and referrals.
Also included in this episode is a bonus gift – the New Customer Email Nurture Template and it gives you an outline of the new client nurture process which includes the first vital step we’ve been talking about today REASSURE and also addresses the other 4 key elements - connect, orientate, switch on and move forward.
Listen to this episode to hear more about:
- The 5-part nurture framework that you want to know when creating any post purchase or post optin content
- The one thing you can do that immediately puts you on the “back foot” with your customers right after they buy from you (and what you can do about it)
- Why knowing a little bit about the psychological theory of “cognitive dissonance” could get you more sales and more loyal customers
- The two conversations going on in the mind of your customer right after they buy from you (hint: you only want one of these to “win” out)
- The keys to a great post purchase email sequence
- The (unexpected) thing you need to say to someone after they buy from you
- How and when to share customer stories to help people feel confident in their purchase
- The power of doing what you DIDN’T say you would do – and when you want to employ this strategy
- Gifts on purchase – are they a good idea or not?
- The one strategy Michelle gets all her clients to implement that blows customers away and creates raving fans
- The surprising reason a Facebook Group could help you reassure your customers (and exactly what content you want to focus on to do that)
Also mentioned in this episode:
- Episode 8 How To Create a New Client Nurture Email Campaign https://herbusiness.com/podcast/08-create-new-client-nurture-email-campaign/
- Episode 49 - Creating Your Customer Experience by Design and Not By Default
https://herbusiness.com/podcast/49-creating-customer-experience-design-not-default-jason-friedman/ - Jason Friedman, CX Formula https://www.cxformula.com/
- Adore Beauty https://www.adorebeauty.com.au/
- HerBusiness Premium Membership http://herbusiness.com/
Is your business leaving you feeling tired and overwhelmed? If so, you’re not alone. “So busy I can barely sit down” seems to be the default setting for most business owners. But, imagine if you could work LESS and make MORE. Imagine having a highly functioning team, a great marketing system, a community of people who buy from you again and again, powerful systems that work even when you’re not in the office and a lifestyle that gives you plenty of spare time.
A pipe dream?
In this epsiode our guest, James Schramko, shares how this became a reality for him and how you can do it too. Hot on the heels of the release of his NEW book “Work Less, Make More” we chat with James about the keys to creating a business that gives you the leverage to the live you love.
Also included in this episode is a bonus gift – the Work Less Make More Book Preview with James Schramko. And you can find that over at www.herbusiness.com/workless
Listen to this episode to hear more about:
- The difference between being effective and being productive
- How you can harness the power of routine to actually get you out of the rut (rather than in it)
- The first (surprising) step you need to take when building a team
- How to grow a team even if you’re still finding your feet financially
- Why “getting emotional” can win you business and help you stand out from the competition
- The FLAW James sees in the funnel model where you ascend people through a series of progressively higher value sales (and why you want to think of it more like a “Chocolate Wheel” than an “Ascension Model”)
- What leverage REALLY is and how to get more of it
- The role compromise plays in business and why the level of compromise you’re willing to accept will directly determine your level of success in business
- Why you need to add a “chooser” to your website – pronto!
- Why the key benchmark you will ever need is to benchmark yourself
- How to train your team
- The secret ingredients in an offer that converts
Also mentioned in this episode:
- Work Less Make More Book Preview with James Schramko www.herbusiness.com/workless
- Jennifer Lim – Australian Artist and Content Sells Listener: https://jenniferlimart.com/
- HerBusiness REACH Retreat - https://herbusiness.com/learn-item/the-reach-retreat/
- Johari Window - https://en.wikipedia.org/wiki/Johari_window
- Peter Drucker - https://en.wikipedia.org/wiki/Peter_Drucker
- Superfast Business Online Coaching - https://www.superfastbusiness.com/
- Silver Circle Coaching Group https://www.silvercircle.com/
In our last episode we shared how we got started with Facebook Live.
In this epsiode we’re taking it one step further and looking at How to Use Facebook LIVE to Grow a Following.
Because once you get started, and you’ve got the tools and resources in place and you’ve done some practice, the NEXT thing you want to do is grow a following.
So, we caught up with the amazing Sonia Stringer who has grown a MASSIVE following of more than 500,000 people through her business and Savvy Network Marketing Women
Facebook Group… and Facebook LIVE has been a key part of her content and community building strategies.
Also included in this episode is a bonus download – The Facebook LIVE Action Sheet, which you can use to step you through the process of getting started… or getting into momentum if you’ve already tried Facebook LIVE.
Listen to this episode to hear more about:
- Why starting a business by accident can often lead to incredible success
- How to create your own “Oprah” talk show
- How to host a “Virtual Party” using Facebook LIVE
- The first place you want to start to grow a massive community
- How Sonia used her own personal Facebook Profile as the starting place to grow her 500,000 person following
- The clever tip that could be JUST the thing you need to hear to get over your nerves and create your VERY FIRST Facebook LIVE
- Why trying to be perfect is actually what will keep you from doing a great job on Facebook LIVE
- How to find your comfort zone when streaming live (or presenting or interviewing at any time)
- The super easy strategy to get people interacting with you within the first 10 seconds of your Facebook LIVE (and why this early engagement is so important)
- The impact of the Imposter Sydnrome and how to stop it from holding you back
- The power of small, brave steps
- The one question you need to ask yourself before every Facebook LIVE that will instantly remove your nerves and connect you to your most powerful self
Also mentioned in this episode:
- Facebook LIVE Action Sheet
- Be Live TV: https://belive.tv/
- Bue Jeans Streaming: https://www.bluejeans.com/
- Book – “Half The Sky: Turning Oppression Into Opportunity For Women Worldwide” by Nicholas D. Kristof, Sheryl WuDunn https://www.booktopia.com.au/half-the-sky-turning-oppression-into-opportunity-for-women-worldwide-nicholas-d-kristof/prod9781844086825.html?source=pla&gclid=EAIaIQobChMIy6PCqaaY2QIVngMqCh3kjgIiEAQYASABEgJlj_D_BwE
- Sonia Stringer Facebook Page: https://www.facebook.com/savvynetworkmarketingwomen
Has the idea of doing a Facebook LIVE for your audience crossed your mind? Or maybe you are ALREADY doing Facebook LIVEs but you still feel a little uncomfortable and you’d love to have a breakthrough… well this is the episode for you!
or you’d love
If so, there are some fascinating and exciting NEW ways you can be using books to grow your brand, your profile and your profits.
In today’s episode, hosts Suzi Dafnis and Michelle Falzon share tips on how THEY got started with Facebook LIVE and some of the strategies that are REALLY working right now to get engagement, connection AND sales.
Plus, included in this episode is a bonus download – The Facebook LIVE Action Sheet, which you can use to step you through the process of getting started… or getting into momentum if you’ve already tried Facebook LIVE.
Listen to this episode to hear more about:
- The one thing Michelle and Suzi did to get them out of procrastination and starting their very first Facebook LIVE
- Do you need to script your Facebook LIVE? Get the lowdown on how to get your key points across
- How to get your community on your side and barracking for you the first time you do a Facebook LIVE (this one tip will help you feel SO much more comfortable AND ensure everyone forgives any small – or big! – mistakes you make)
- What to do AFTER the LIVE screening to make the most of your video
- How to make the most of comments and emojis during your Facebook LIVE
- What equipment and software you need
- 4 ideal ways to use Facebook LIVE in your business right now
- What you need to do BEFORE your Facebook LIVE to ensure you get way more traction and engagement
- What duration is best? Longer or shorter?
- How to cope with nerves right before hitting the GO button
- The “Download” strategy that will also help build your email list and get people moving forward with you
- How Suzi and Michelle generated 5-figures in sales in just 5 days using Facebook LIVE as the SOLE marketing method
- What’s the buzz with Messenger bots? How do they work and do I need one?
- The one software tool we wouldn’t be without when it comes to Facebook LIVE
- How to do Facebook LIVEs with people who are in a different location to you
Also mentioned in this episode:
- Facebook LIVE Action Sheet
- HerBusiness Premium Member Facebook Group: https://www.facebook.com/groups/herbusinessmembers/
- REACH Retreat: https://her-business.lpages.co/the-herbusiness-reach-retreat-closed/
- REACH Week Faceboook LIVE Videos: https://www.facebook.com/HerBusiness/photos/a.73015961958.97244.53069326958/10157187025746959/?type=3&theater
- Email Marketing Edge Closing Offer Facebook LIVE Video (with the sideways start LOL!): https://www.facebook.com/HerBusiness/videos/10157473948406959/
- Offers That Sell Closing Offer Facebook LIVE from Las Vegas: https://www.facebook.com/suzi.dafnis/videos/vb.599788262/10155107920833263/?type=2&theater
- Be Live TV: https://belive.tv/
Looking back over 2017 it was an amazing year on the Content Sells Podcast.
We had some AWESOME guests and discussed some really diverse topics. So, we decided it would be fun to take a look at the 5 Most Listened To Content Sells Episodes of 2017.
In this episode, your hosts Suzi Dafnis and Michelle Falzon, reveal the 5 most popular episodes of 2017 and share their top tips and lessons learned from each.
This is a great way to discover episodes you want to learn more about and get a quick jolt of Content Marketing Goodness to start off your year!
PLUS we have a FREE BONUS DOWNLOAD for you!
This episodes FREE Bonus for you is a the super dooper Content Sells Recommended Reading List, which contains a comprehensive list of Suzi and Michelle’s favourite content marketing, business and personal development books.
Go here to get your FREE Content Sells Recommended Readling List Now
And now… let’s reveal our Top 5 most popular episodes of 2017!
Drumroll please…
Mentioned in this episode:
- Episode 49 – Creating your customer experience by design not by default with Jason Friedman
- Episode 53 – 5 Ideas for Adding Compelling Social Proof to Your Content (and why you need it!)
- Episode 48 – How to turn your communication into a memorable work of art with Victoria Labalme
- Episode 52 – 8 Types of Subject Lines that will Get Your Emails Opened
- Episode 45 – Content marketing trends for 2017 with Joe Pulizzi
There are going to be times when an interview is the PERFECT format for you to capture AWESOME content.
Whether it’s interviewing customers for a case study, or speakers at your next event, or you’re interviewing authors and other experts as content for your community… there is definitely an art to getting the most out of the person you’re interviewing and crafting an amazing interview.
So, in this episode we’re giving you a few key tips we’ve gained from having a combined 40 years experience interviewing people to help YOU become an Amazing Interviewer.
Because while the environment you’re in or the person you’re interviewing might change, YOU are the only constant - so if you can hone your interviewing skills you can really make a big difference to the quality of the content you get.
PLUS we have a FREE BONUS DOWNLOAD for you!
This episodes bonus for you is a free download all about one of the most important interviews you can do - and that’s to interview your client avatar.
Go here to get your FREE Client Avatar Interview Guide
where you’ll also find the podcast episode all about how to interview your clients.
Listen to this episode to hear more about:
- Key lessons you can learn from Oprah’s interview style
- Suzi’s tips for doing your research (it makes all the difference)
- Why “noticing something” can be your secret weapon when it comes to getting an interview with a difference
- How to know when to ask an “open-ended” question and when to ask a “closed-ended” question
- How to take back control of an interview that goes sideways
- One thing Michelle discovered that completely changed her interview style
- The “annoying” thing many new interviewers do and how to easily avoid it
- Two things you can do to instantly get your interview subject “present” to your interview
- Top tips for when you are the on camera interviewer
- The one HUGE mistake when you plan on editing out your questions and relying solely on your interview subject’s responses (this can make or break your interview!)
- Why you don’t need to be afraid to go “off script”
Also mentioned in this episode:
- South By South West event
- Booked For Lunch
- Scott Stratten - UnSelling: the New Customer Experience
- Krista Tippett – On Being
- Content Sells Episode 67 – Client Avatar Interviews – Why You Need Them and How To Do Them
- Content Sells Episode 20 – How To Get Awesome Client Stories, Case Studies and Testimonials
- “Ask” by Ryan Levesque
- Content Sells Episode 31 With Ryan Levesque
Here at the Content Sells Podcast we are big fans of Ryan Levesque and his ASK Method – which is a way for you to get super-clear about what various groups or segments of your market REALLY want and how to give it to them, using surveys, quizzes and segmentation funnels.
Ryan’s been a guest on the show previously (check out that interview here).
Recently, Ryan ran a big public event called ASKLIVE! in Las Vegas and Suzi and Michelle both attendeded.
There were so many awesome takeaways we decided… they were too good not to share!
So, in this episode we’re each sharing some of our top tips and takeaways from the ASKLIVE! event.
And as with every episode of Content Sells, we’ve got a special gift for you - a copy of Ryan’s book ASK: The Counterintuitive Online Method to Discover Exactly What Your Customers Want to Buy...Create a Mass of Raving Fans...and Take Any Business to the Next Level – Go here to find out how you can get your copy.
Listen to this episode to hear more about:
- Innovative ways to capture and tell your customer stories
- Why you want to interview speakers, guests and other contributors to your live events and how you can make the most of that content
- Ideas for running a competition at your live event (or online community) to boost engagement
- Why getting to the truth faster in your business is the key to growth
- Why you want to stop thinking big and start thinking small
- Tips for niching down
Also mentioned in this episode:
- “Ask” by Ryan Levesque
- Content Sells Episode 31 With Ryan Levesque
In this episode, we talk about why you need to find your niche and the power of niching down - that is focusing in on serving a very specific and narrow slice of your market.
Because the tendency for many small business owners is “I wanna serve everyone - let me make my market as big as possible so I can make as many sales as possible.”
But the interesting thing is... by going broad and trying to reach everyone we can very often end up being nothing to no one.
In this episode, we share some of the books we’ve read recently that have really made an impact on us. Some have been shared with the HerBusiness community and many have been shared with our elite Marketing Mastermind group. They've told us how much they loved them, and how much they’ve helped them with their businesses and their content marketing - so we wanted to share these with you...
Of course, if we were to share ALL our favourite books of ALL time this would be a 20 hour episode! So we’re covering some of the books we’ve been getting into REACENTLY… and you’ll notice a bit of a theme around how you can stay focused and get results - which is really relevant when it comes to content marketing - so while they are not content marketing books specifically, they will definitely help you be a better content marketer!
In this episode we talk about how important it is to have an ideal client avatar and specifically, the importance of doing 1 to 1 interviews with people who represent your ideal client.
Doing real-life interviews with people who represent your ideal client avatar might sound weird, scary or intimidating at first… but once you listen to this episode, you will not only know WHY they’re so crucial (hint – interviews allow you to go DEEP with your understanding of who you serve, how they feel and what their secret issues) you’ll also know HOW to do them and… we’re guessing you might even feel a tiny bit EXCITED to get started :-)
In this episode we talk about one of the key dynamics you want to have in your content if you want to move someone from not knowing anything about you right to the point where they buy from you.
This is one of THE most effective dynamics you can have in any form of communication to influence someone… not just getting people to buy from you and increasing your sales conversions, but also really handy if you are using your content to educate people or to persuade them to take any action.
The right visual model can be (and has been) a million dollar idea for some of our most well known business content creators - people like Robert Kiyosaki and Stephen Covey… learn the secrets they used to create powerful mental models and how you can apply them to YOUR content
In this episode, your hosts, Suzi Dafnis and Michelle Falzon talk about how to turn your content into gorgeous visual models that attract attention and supercharge the effectiveness of your content… including the 7-step process you can follow to create your visual models.
If your inbox is exploding with more emails than you can read, you’re not alone. That’s EXACTLY what your customers are experiencing too! So, how can you get your emails opened and, more importantly READ and CLICKED ON, when there are so many others competing for your ideal customer’s attention?
In this episode, your hosts, Suzi Dafnis and Michelle Falzon share the 4-part system for succeeding with email marketing.
Are you a small business owner who doesn’t have a big splashy budget for your marketing… but you still want to grow your audience and your sales? If so, this episode is for you.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon look at 5 Ways To Promote Your Content (that won't break the bank). These strategies are ideal if you don’t have a huge marketing budget and you’re looking for ways to get more people reading, watching and clicking on your content.
What does it take to grow a massive following of people who love to buy from you?
In this episode, your hosts, Suzi Dafnis and Michelle Falzon welcome special guest, blogger and personal branding expert, Amber Renae.
Are you fine with giving away free content but when it comes to asking for the sale “the resistance” comes up? Your palms get clammy. Your heart beats faster and you feel a growing reluctance as the moment you will have to ask for the sale approaches If so, you’re not alone. The “Resistance” is a BIG deal and it’s impacting a LOT of people.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon ask the question, “how can you deal with the 'Resistance' so you can feel great about asking for the sale AND about showing up more fully in your business and your content?”
Learn how John Gallagher, co-founder of LearningHerbs.com and Herbmentor.com, grew a massive email list, attracted thousands of people to his membership site and successfully sold thousands of products online over the past 13 years, providing education on herbs and herbal remedies.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon chat to John about his “low frills” process for staying connected to his content and his audience that has seen his business grow from strength to strength for more than a decade.
Maybe you have an email list you have neglected, or a client base that hasn’t heard from you for a while. How do you re-warm those connections? What do you say when you first reach out? Do you apologise? And what do you say about why you were absent?
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, explore the 5 parts of the Getting Back in Touch Framework.
You can use this framework to reconnect with your audience in a way that feels authentic and moves people forward towards buying from you.
We each have different learning styles, but the big problem is, when we create our content we tend to tailor it to suit our OWN learning style!
That’s great for other people who receive and process information like WE do, but you could be missing out on sharing your message and winning new clients who have very different learning styles to you.
In this episode, your hosts, Suzi Dafnis and Michelle Falzon explore the 7 different learning styles and how you can create content that speaks to ALL 7 of those learning styles.
There is a way to make people more inclined to move forward with you BEFORE you formally or overtly ask them to take that next step.
It’s known as “seeding” and when you do this well, your content becomes much more powerful and your conversions increase.
And that’s because, at it’s core, seeding really paves the way for the sale by building curiosity and desire in a subtle way that let’s people see the possibilities for solving their problem using your products or services, without it feeling salesy.
The problem is, many people don’t do this at all in their content. Or when they do, it often either comes across heavy-handed or it’s so subtle that it barely registers in their customer’s mind.
In this episode, hosts Suzi Dafnis and Michelle Falzon, share 7 key pieces of content you can seed so that you pave the way for the sale.
Webinars are a great way to educate and to share information about your products and services and they are ALSO a great way to SELL.
However, we see a lot of people hosting webinars where they give a lot of great information but they don’t know how to transition to making an offer… or when they do, they haven’t put enough of the foundation pieces in place to make that offer convert.
In this episode, hosts Suzi Dafnis and Michelle Falzon share the webinar structure that they’ve used to make hundreds of thousands of dollars in sales from webinars. This is the very same structure you can adapt for use in YOUR business.
Has the concept of writing a book crossed your mind? Or maybe you ALREADY have a book that’s either written and awaiting publication or that’s already been published.
If so, there are some fascinating and exciting NEW ways you can be using books to grow your brand, your profile and your profits.
In this episode, hosts Suzi Dafnis and Michelle Falzon chat with Book publishing and marketing expert, Linda Diggle of bookboffin.com about the latest book publishing platforms, fundraising ideas and marketing strategies.
Chrissy Amphlett, the legendary lead singer of the Australian 80’s rock band, The Divinyls famously sang, “It's a fine, fine line between pleasure and pain.”
And with your marketing content this is SO true… both of these emotional states can influence people in a big way to take action, click your link, buy your thing. BUT way too many people are creating content that is bland and lacking emotion.
In this episode, hosts Suzi Dafnis and Michelle Falzon talk about how and when you can use the emotions of pleasure and pain to make your content marketing more compelling and to build a stronger relationship with your community (and, importantly, get more sales).
Social Proof is based on the idea that we tend to do what we observe other people are doing.
It’s why nightclubs like to have people queue out onto the street or why restaurants will fill their tables from the window first - so people driving or walking by will think –“Hey, this is a popular place, let’s go in.”
We all inherently find “safety in numbers” and you can use this compelling quirk of humanity in your content-based marketing.
In this episode, hosts Suzi Dafnis and Michelle Falzon look at 5 ideas for adding compelling social proof to your content (and it goes WAY beyond just including a few testimonials on your website!).
The humble subject line might only be a few words but it is actually one of the most important pieces of content we create in our email marketing.
Getting even a small bump in open rates for your emails puts so many more people into your marketing efforts. So, getting those subject lines working is really a high leverage activity. Make just a few tweaks and you could have a big impact on your bottom line.
In this episode, hosts Suzi Dafnis and Michelle Falzon look at 8 of their favourite types of subject lines and share examples.
One of the more common questions we get asked is “What aspects of my Content Marketing are okay to outsource to someone else and what should I keep doing myself?”
In this episode, hosts Suzi Dafnis and Michelle Falzon answer that question, looking at what you need to keep doing and what you can find someone else to do, as well as 4 tips for successfully outsourcing.
One of the big questions we often get asked is, “How many avatars do you need?”. Many people aren’t sure - do I just stick with one? What if I serve multiple people? How many avatars is too many? In this episode, hosts Suzi Dafnis and Michelle Falzon, explore how you canthink about your avatars and determine what is the right number to focus on in YOUR business. Plus, included in this episode is a bonus download –7 Essential Steps to Creating Your Ideal Client Avatar.
Note: There is some static in the recording due to a bandwidth issue.
Are you creating your customer experience by design or by default? Customer Experience expert, and CEO of CXFormula.com Jason Friedman has spent a lifetime creating amazing experiences, from theatrical exploits for the likes of Fleetwood Mac and Peter Gabriel; to customer experiences for big brands like Foot Locker, Disney and W Hotels; and raising billions of dollars in endowments for organisations like Harvard and Stanford Universities.
In today’s episode, Jason shares his secrets for WOW-ing your customers with your hosts Suzi Dafnis and Michelle Falzon.
How can you communicate with impact? This is a question Strategic Performance Coach and Performing Artist, Victoria Labalme has spent a lifetime exploring as she’s worked on stage and screen as an actor and also helped elite entrepreneurs, best-selling authors, top teams and C-suite executives to communicate with confidence, authenticity and impact... and to find the “unexpected twist” that makes it their own and distinguishes their brand.
We all know words are powerful. A well-written movie can make us laugh or cry. A powerful ad can make us buy something or donate money to a cause. A caring note from a friend when we’re feeling down can cheer us up and help us feel connected.
But there are SOME words that are way more powerful than others… these are the words that persuade and influence us in ways other words can’t… and they are what are known as Power Words.
In this episode, hosts Suzi Dafnis and Michelle Falzon share 3 ideas for using Power Words in your content to instantly attract attention and ignite sales.
There was a time when the Email Newsletter was the go-to strategy for most businesses and the main method for communicating with their customers viaemail, but with all the different email marketing and content marketing strategies available to us now, is the Email Newsletter still relevant? In today’s episode, hosts Suzi Dafnis and Michelle Falzon explore the questions “Do our customers and prospects still read newsletters?”, “Are they still worth the effort of putting together?” And their answer is... it depends!
Content marketing is changing all the time. Wouldn’t it be great if you had some way of knowing those changes before they happen so you could get in front of them and do more of what works and less of what doesn’t?
In today’s episode, hosts Suzi Dafnis and Michelle Falzon get out the crystal ball and take a look at content marketing trends for 2017 with one of the world’s most respected experts and a real pioneer of content marketing, Joe Pulizzi from the Content Marketing Institute.
Your abandoned cart content is some of the most important strategic content you can be creating in your business. The people abandoning your cart are most likely your best potential customers - after all, they got all the way through your marketing process, chose the product or service they wanted and it was only at that last moment that you lost them - and that could have been for a variety of reasons that may mean they STILL want to buy that particular item from you. In this episode of Content Sells, Suzi Dafnis and Michelle Falzon look at how to prevent them abandoning the shopping cart in the first place, and what to do to recover them if they do.
Ever feel like you’ve lost your mojo? Things go wrong, something happens that shakes you up or plants a seed of doubt. And it can cause you to question “who am I to be creating content / writing blogs / making videos etc?” If so, you’re not alone. It happens to all of us. We move in and out of that state of feeling confident and in the flow. Even massively successful women tell us they have times when they definitely don’t have their mojo working.
In today’s episode, hosts Suzi Dafnis and Michelle Falzon share a few key things they have personally done that have helped them get our mojo back and really find their voice and their confidence, plus they share the 5 top things women from the Businesswomen’s Hall of Fame consistently do to maintain their confidence.
One of the best ways to guarantee ongoing sales and cash in the door is to adopt a recurring revenue model where, instead of a one-off transaction, each sale is leveraged into an automatic repeat purchase via the likes of membership or subscription-based services.
In this episode, hosts Suzi Dafnis and Michelle Falzon interview one of the world’s most respected membership site experts, Wishlist Co-Founder and Tribe Membership Course Creator Stu McLaren, to find out his secrets for creating content that keeps customers coming back time after time.
Research shows that once someone has made a commitment - they’re more likely to follow through with the next step. It’s known as the “Commitment Bias” and you can make the most of it to get more sales, more engaged community members and more impact...
In today’s episode, hosts Suzi Dafnis and Michelle Falzon are talking about how you can use micro commitments to create more compelling content - whether that action is for people to join your community, or to support a cause, or buy your product, or make a change in their life... whatever outcome you are looking to bring into the world... it really helps to think about the level of commitment you are asking for and when you ask for that commitment.
There is a page on your website that is possibly a bit neglected or in need of a revamp. Because, even though it’s not a page you might think about very often, people are arriving on it more often than you may be realising… and that is your Error 404 Page. There are a few specific things you can be doing to transform this page from a neglected ‘no-go’ zone into an engaging sales person for your site. In today’s episode, hosts Suzi Dafnis and Michelle Falzon share some ideas with you to help lift this poor, neglected page out of the shadows and revamp it into an engaging piece of communication that brings your clients and prospects closer to you, rather than pushing them away.
We hear from people all the time that their #1 problem with content marketing is all the writing involved! Whether that’s writing a blog post or email sequence, crafting a sales page or a video script or even putting together a tweet or Facebook ad, creating content that sells involves writing copy. So, if you’ve got to do it, you may as well find a way to make it easier and feel more “natural”, even if writing doesn’t come naturally to you.In this episode, hosts Suzi Dafnis and Michelle Falzon, invite a REAL natural writer, Sonia Simone co-found of Rainmaker Digital and host of The Pink Haired Marketer Podcast, to share her secrets for producing content in a way that feels natural and expresses your voice in an authentic way.
A recent HerBusiness community survey found that 85% of all respondents rated Email Marketing as one of their Top 3 Marketing Priorities right now and 45% rated email marketing as the #1 marketing priority in their business right now.
And to do email marketing successfully, you really need a list.
So, in this 1st Anniversary episode, hosts Suzi Dafnis and Michelle Falzon decided to share 10 of their favourite low-cost ways for growing your email list.
In his famous play, Romeo and Juliet, Shakespeare famously asked “What’s in a name? That which we call a rose, by any other name would smell as sweet.” But in this episode, your hosts Suzi Dafnis and Michelle Falzon share why choosing the right name – whether it’s for your business or your lead magnet; your course or your new 7 step process – is so important. Get this wrong and you could be sabotaging your success before you even get started, but get your naming right and you could be fast-tracking your results. Includes BONUS How to Name Things Checklist - free download.
It used to be that as a small business owner, unless your product was directly related to something that required you to use your voice, like a radio announcer or a public speaker or sales trainer, you might not have ever really thought about getting voice training or learning more about how to use your voice.
But today, chances are you’re using your voice more and more in your marketing - with the rise of webinars, podcasts and video marketing - and this is set to increase with things like Facebook LIVE taking off - and what this means is that your audience is expecting to hear from you more and more.
In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon chat with one of the world’s best voice coaches, Juliet Jordan who has helped actors, politicians, celebrities, CEOs and even international espionage agents to use their voice confidently and effectively.
We can probably all agree that getting sales is the life-blood of any business and yet, many small business owners often feel uncomfortable and ill-equipped when it comes to asking for the sale.
In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon share 3 content marketing approaches that make the sale feel like the natural next step. In fact, combined with the power of automation, these 3 step-by-step systems
It can be easy to get off track and either create too much content, or not the right content - when you don’t have a sound strategy or plan for your content marketing.
In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon look at how you can create a Content Plan that will give you a bird’s eye view of your content across multiple channels and for multiple ideal client avatars.
Creating good content takes time and effort. Writing a blog post, recording a video, preparing an eBook – whatever content you are creating, it can be really easy to assume that once you’ve published it you then need to move on to creating the next piece of content. But that’s a low-leverage approach to content marketing that is very likely to lead to burnout and spending unnecessary resources. The real power of content marketing happens when you systemise recycling and re-purposing your content.
In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon look at different ways you could be re-purposing your content and giving it new life across various media.
Plus, included in this episode is a free download - The Content Re-Purposing Plan which will help you plan out your “Core Content” and systemise the various ways you can re-use that material to more effectively reach your audience.
Segmentation is simply dividing your list into clear, definable segments based on certain criteria. When you segment your list, you can create content tailored specifically for each distinct group so it feels more personalised - and relevant.
In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon look at 9 different ways you could be segmenting your list, giving real-life examples and tips and advice on how to implement segmentation into your content marketing.
What if you could find a way to figure out EXACTLY what your prospects want and then deliver it to them via a highly effective sales process, tailored to their specific preferences?
In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon talk to #1 bestselling author and leading marketer, Ryan Levesque, of askmethod.com to find how he was able to use his Ask Method to create marketing funnels that were so effective he was able to build multi-million dollar businesses in 23 different industries, generating more than 52,000 leads a DAY and over $100 million dollars in sales in the process.
In Part 2 of our exploration of How to Create a Landing Page that Converts, we dive deeper into the 11 elements you need to focus on to get results with your landing pages.
Because a bad landing page stops your prospects in their tracks and really prevents them from beginning the journey with you. And that can be expensive and leave you tearing your hair out wondering, “Why aren’t my marketing funnels working?”
If you ever need to send someone to a page to sign up for a course, a free trial, an eBook, to join your community, or request a quote or a free consultation, one of the biggest factors impacting your results will be how well your landing page converts.
In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon walk you through the first five of 11 elements you need to get right when creating a Landing Page that converts. Includes bonus free download "Landing Pages that Convert" template.
Here on this podcast we’re all about helping you create content that converts and we wanted to turn our attention to blogging because it’s something a lot of people do, but many don’t get the results they want - and so today we want to take you through some strategies for getting more leads, more optins and more sales from the readers of your blog - and even how you can use your blog as a lead magnet instead of an ebook or other more traditional lead magnets.
If you’re not currently using video in your content marketing, now is the time to start. In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon ask video marketing expert, James Wedmore, of jameswedmore.tv http://jameswedmore.tv/ that very question. And to help you create powerful sales videos minus the Dzickdz factor, James shares his powerful 8-Step Sales Video Formula, which has enabled him to grow a 7-figure online business and also help thousands of other business owners achieve their goals using video marketing.
We look at how to bring all the many piece of the content marketing universe together into your own content marketing strategy and a process whereby we can support you to do that. Join us for the next step.
In this episode we look at the five reasons to make Webinars part of your content strategy. Get handy tools learn about the different types of webinars you can run to help turn prospects into customers. Great if you're new to webinar or haven't gotten teh results you wanted from your webinars. Free download - How to Present to a Virtual Audience - included.
Kate Toon is an award-winning SEO copywriter and SEO consultant with almost two decades of experience in all things advertising, digital and writing. She has worked with big brands such as Westpac, The RTA, Curash and Kmart. And she’s helped countless small businesses produce great content and improve their SEO.
Kate is also the founder of The Clever Copywriting School and The Recipe for SEO Success eCourse, as well as co-host on the Hot Copy Podcast
The average person in business sends and receives an average of 122 emails per day. That's a lot of email content competing for attention in your customer's inbox! And as competition has stepped up, so too has the innovation and the rate of change in terms of what'ss working and what's not in Email Marketing. In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon give you their take on 4 of the big email trends they think you really need to be aware of in 2016.
Every day we’re being pitched offers - but not all them stick. So, what makes the difference? Is there a “secret formula” for creating offers that compel people to buy?
In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon give you a 7-part framework for creating offers that sell. They also explore the two things you must do BEFORE you start on your offer… which are crucial if you want to get more sales, more customers and make more of an impact.
Risk Reversal is the idea of finding ways to remove the risks your prospective customer is likely to be worried about at the moment they are making the decision to buy your product or service. In this episode we provide three main ways you can help customers feel better about handing over their money and trying out your product or service. Plus we look at what makes a powerful and effective guarantee that gets you more sales. Free worksheet (included) helps you create your own effective guarantee.
Hey. If your wondering where this week’s episode is… we’re now publishing new Content Sells episodes every two weeks, so watch our for next week’s episode on How To Use Guarantees and Risk Reversal In Your Content To Get More Sales. - Suzi and Michelle
User-generated content is it a great way to leverage your community in a way that gives value back to them and engages them with your business. In this episode we look at how to harness and encourage users to provide content, how to do the heavy lifting of content creation for you and how to build this great content strategy into your marketing activities. Great, easy-to-follow examples. Free download included.
One of the most valuable pieces of content that we all have as small business owners that we are often not making the best use of, and that can be user-generated, are our Customer Stories. In this episode we look at the role and importance of having customer stories in your content marketing and how to get awesome customer stories, testimonials and case studies.
Content design can really make us stand out in a good or bad way. It’s not an area in which we want to compromise. Our websites are often one of the first types of content our prospects see and so in this episode we invited a successful web designer to give you tips on the design elements that really make websites convert. Greg Merliees of Studio1Design is our guest.
We pick up this episode with three more not-usual content ideas that your customers will love. In this episode we explore real-time content (which is generating a real buzz), user-generated content (a great way to get your community to help you create valuable content and behind-the-scenes-content (an innovative way to lift the lid on your business and to draw your customers closer to you by letting them 'behind the curtains'. Great download bonus.
We’re talking about innovative content ideas that are either not very well known or are new and could be just the right thing for you to try out. We explore interactive content ideas like surveys, polls, competitions and quizzes and Adopted Content - content that you don't create but you curate and collate, add value to and present to your ideal customer. Great download bonus.
Everybody wants traffic – more visitors to their site, their optins, their sales pages etc. But very few people are actually really prepared to turn that traffic into sales. In this episode you learn what you must do BEFORE you drive traffic to your offers to boost your conversion rates, reduce your costs and create content that sells.
In this episode, your hosts Suzi Dafnis and Michelle Falzon share the importance of your traffic building your email list, the numbers you need to know, how you can figure out what you can afford to pay for a lead, the three channels for traffic and some of their favourite and top performing traffic channels and strategies.
Plus, included in this episode is a free download – Know Your Numbers Cheat Sheet
Listen to this episode to hear more about:
- How to calculate cost per lead and revenue per lead
- The steps you need to complete BEFORE you spend a dollar on traffic
- The three traffic channels – owned, earned and paid
- Specific traffic strategies that work
- The most trusted channels and how to leverage them
- How to get more referrals and word of mouth
- The very best time in the sales process to ask for a referral
- The power of Joint Ventures
We love content marketing and we KNOW that great content definitely sells… BUT… it can seem like there’s always a new deadline. Always a new piece of content to create. And, because it’s so important to be consistent with your content, and because your audience has an expectation, it can become stressful trying to keep up and be fresh and creative.
So how do you avoid burnout, or feeling like you are not getting anywhere? In this episode of Content Sells, your hosts, Suzi Dafnis and Michelle Falzon explore a brand new model that will help you maintain your enthusiasm for your content and creating more sustainable and effective content.
Plus, included in this episode is a free download – a visual summary of the Sustainable Content Model.
Listen to this episode to hear more about:
- The 5-Part Sustainable Content Model
- How to generate great ideas
- Tips for capturing ideas at the initial “inspiration” phase
- The step you MUST put in between brainstorming and creation to get better results and create content that really connects and sells
- The two steps in the Sustainable Content Model that most people struggle with or just leave out – and why they are so crucial
- The role of celebrating and looking back to help you move forward
- The inside story on how a new model gets created
We’ve been getting some great questions from listeners, so we decided to host a Content Sells Q&A session every once in a while.
Today, your hosts, Suzi Dafnis and Michelle Falzon will be answering Olga’s question about finding images for her blog and website – including our top resources for paid stock images, free and public domain images and also how to create your own images.
We also answer Karen’s question about what to do if you’re not a natural content creator and Sandra’s question about pop ups - we’re sharing what tools to use, what makes an effective popup and what you want to avoid so you don’t annoy your visitors (we’ve all had those annoying pop ups, right!).
And we’ve got some pointers for Amanda who has struggled with creating her customer avatar.
Seeing how other people solve problems that you may also have is a great way to learn and we hope you enjoy this Q&A episode.
Plus, included in this episode is a free download relating to Olga’s question about where to find great images - 20 Great Image Ideas for Your Content Marketing
Listen to this episode to hear more about:
- Where to find inexpensive (or free) stock photos
- How to make your content more visual (and why that’s important)
- The kind of visual that will increase engagement
- Creative Commons and Public Domain
- How to use your own images
- Ways to have your community create your images
- Tips for creating content, even if you’re not a natural at it
- The power of re-purposing
- Why repetition is good
- Pop up do’s and don’ts
- 7 essential steps when creating your customer avatar
How do you create an effective Call To Action? What can you do to get more people clicking on your links, watching your videos and buying your stuff? In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon share some of the biggest mistakes people make when it comes to motivating your customers and prospects to take action. Plus, what you can do to create a compelling call to action that gets your more leads, more sales and more happy customers. Includes a free downloadable checklist you can use when creating your next call to action – whether you’re writing an email, creating your website, making your next video or even in your next sales meeting. Once you know the mistakes to avoid and the must-haves to include, you will see your open rates, click through rates, conversion rates and satisfactions rates go up.
Plus, included in this episode is a free download – The Anatomy of a Strong Call To Action (includes a 13-point Checklist).
Listen to this episode to hear more about:
- The definition of a Call To Action (CTA)
- The surprising results adding emotion to your CTA will have on your results
- Why command verbs are your best friend when it comes to conversion
- The single word you can add to your CTA to increase optins
- The “next step” mistake most people make without realising
- The #1 mistake when it comes to using optin buttons
- How to use your P.S. in emails more effectively
- How you can optimise conversions in emails, websites, blog posts and more by making one small tweak
- The Anatomy of a Strong Call To Action (includes a 13-point checklist)
Also mentioned in this episode:
- IPA Databank Study on emotion in advertising
- Results of using “Get” in Call To Action
Like Apple’s “Here’s to the crazy ones,” a manifesto – a public declaration of intent – can be what separates your business from the crowd. A well-designed manifesto can connect you and your team to your mission statement, clarify your goals, build stronger connections with your ideal clients, cement customer loyalty, and attracting a tribe.
In this episode of the Content Sells podcast, Suzi Dafnis and Michelle Falzon go over the steps to creating a manifesto for your business - from getting in a writing headspace to distribution, and give examples of several strong business manifestos in action today.
Listen to this episode to hear more about:
- Word choice
- Design – format, appearance, and distribution
- Types of manifestos and where they’re best used
- Selling your manifesto (or not)
- Polarising your audience
Also mentioned in this episode:
- Mailchimp
- Aweber
- Vertical Response
- Salesforce
- Ontraport
- Active Campaign
- Infusionsoft
- Constant Contact
- Convertkit (for bloggers)
What is the “Step 2” Secret? And why do your hosts, Suzi Dafnis and Michelle Falzon say this is one of their favourite and most effective secret weapons for getting more engagement and conversions?
In this episode Suzi and Michelle reveal the “Step 2” secret and how it can save you from making one of the biggest mistakes with their online content marketing.
Included in this episode is the importance of beginning with the end in mind and the 5 essentials to bear in mind when crafting your Step 2.
In this episode you will learn:
- What the “Step 2” secret is
- Why every piece of content you create needs a Step 2
- The most wasted piece of real estate on the Internet
- The promise of speed and automation
- Why you need to “vary the medium”
- The importance of acknowledgement
Are eBooks still effective anymore? We say YES and in this episode, your hosts Suzi Dafnis and Michelle Falzon reveal their best eBook strategies, including how to choose your title and topic, essential cover design tips, how to grab attention and the importance of having a clear next step.
They also answer the question “How long should my eBook be?” and give you tips on ways to fast track your eBook creation and design and offer 5 ways to promote your eBook to generate more leads and more sales.
- In this episode you will learn:
- How to choose your eBook title and topic
- Common cover design mistakes to avoid
- How to craft your call to action and where to put it on your eBook
- The ideal length for your eBook
- Promotion ideas to get more people opting in to receive your eBook
One of the most effective ways to grow your email list and generate more new leads is to create an effective lead magnet that your ideal prospects will want to receive in exchange for their details.
In this episode of Content Sells, your hosts, Suzi Dafnis and Michelle Falzon share what’s worked and what hasn’t worked in their extensive lead magnet experience (between them they have had tens of thousands of lead magnet downloads and produced hundreds of lead magnets).
In this episode will learn:
- What is a lead magnet?
- An exploration of the various types of lead magnets such as eBooks, Checklists, Tools and Quizzes
- A review of the lead magnets getting best results and how
- How to find the right lead magnet for your specific situation
Episode 08: How To Create A New Client Email Nurture Campaign
Many people use email marketing to create new leads, but often forget to use the power of email communication once those leads become customers.
In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon show you how to leverage your email marketing to not only keep your new customers, but also keep them buying from you again and again, including tips and strategies for creating an effective new client nurture sequence (including a New-Customer Email Template).
In this episode you will learn:
- The 4 Stages of Loyalty
Plus we’ll dive into the 5 elements of a successful post purchase email nurture campaign:
- Reassure
- Connect
- Orientate
- Switch On
- Move Forward
Welcome to Episode 07 of Content Sells with your hosts Suzi Dafnis and Michelle Falzon.
In today’s episode we’re focusing on 5 common email marketing mistakes and what you can do to avoid them.
Listen in today to see if any of these mistakes sound familiar to you. Because if these flaws are present in your email marketing strategy, they are costing you leads, sales and money and the good news is, most of them are easily fixed.
Today you’ll learn:
- How to write less boring email copy
- How to use personalisation to your advantage
- What permission marketing means
- Why making it hard for people to unsubscribe is a mistake
- The importance of being consistent
- 5 “First Impression” mistakes most people make with their email marketing
- Tips on using graphics effectively in your emails
Welcome to Episode 06 of Content Sells with your hosts Suzi Dafnis and Michelle Falzon.
Today we’re talking about Strategies For Creating Email Campaigns that Sell, Without Being Salesy.
A lot of small business owners are concerned about being too salesy or hypey in their email marketing and alienating their subscribers as a result.
So today we share with you some of the things we’ve learned about how to create email marketing campaigns that sell without you having to use overly salesy language or high pressure tactics that are likely making you and your readers feel uncomfortable.
Today you’ll learn:
- Why email is still one of the most effective tools in your marketing toolbox
- The importance of realising your email is part of a larger ecosystem
- The “reverse logic” that will transform your email marketing strategy
- How to craft a clear call to action
- The power of autoresponders
- Why segmentation is vital
- 4 ways you can maintain trust
Welcome to Episode 05 of Content Sells with your hosts Suzi Dafnis and Michelle Falzon.
In today’s episode we’re talking about how you craft a journey that gets more of your WHO (your ideal clients) - from the bottom of your Marketing Mountain to the top to purchase your WHAT (the specific thing you want your customers to buy from you).
This concept of the Marketing Mountain is explained in more detail in episode 4. Essentially, your Marketing Mountain is the process you use to turn a prospect into a customer. Some like to call it a “funnel” – we like to turn that idea upside down and think of it as a “Mountain”… and there’s a specific reason for that, which you’ll learn more about in today’s episode.
Today you’ll learn:
-
The psychology and 5 stages of the Buyers Journey
-
The big shift that’s occurred in the last 5 years
-
The keys to getting optin, engagement and conversion
-
A recap of Cialdini’s 6 Tools of Influence
-
Why focussing on the transformation at the top of the mountain is important for your content all along the way
Today's show notes are available at: http://www.contentsellpodcast.com/ascend
Why you need to think of your marketing system more like a mountain than a funnel.
Welcome to Episode 04 of Content Sells with your hosts Suzi Dafnis and Michelle Falzon.
In today’s episode we share with you a really important model that is at the heart of the Content Sells philosophy and it’s what we call your Marketing Mountain (plus free download at: http://bit.ly/contentsells-ep04-marketingmountain).
Your Marketing Mountain is your marketing system. It’s the specific process you are going to use to move your ideal client from not knowing anything about you, to being a loyal and happy customer.
Instead of thinking of your marketing system like a funnel where leads pour in the top and magically spill out the bottom, it can really help to think of it instead like a mountain, where you have to craft a journey that really inspires your ideal clients to make the trip from the bottom of the mountain to the top.
Today you’ll learn:
-
Why you need to begin with the end in mind
-
Where most people go wrong with their content marketing strategy
-
The reason why we talk about “Mountains” rather than “Funnels”
-
The REAL issue stopping your leads turning into customers
-
How to package your offer
-
Why your mountain starts with your WHAT and your WHO
-
What to do if you have more than one ideal client.
Today's show notes are available at: http://contentsellspodcast.com/04-finding-your-marketing-mountain/
Your ideas are valuable - time to get them organised!
Welcome to Episode 03 of Content Sells with your hosts Suzi Dafnis and Michelle Falzon.
In today’s episode, we’re answering the following question:
How can you organise the ideas swirling around in your head to create content that attracts, converts and keeps your ideal clients? (Plus free download at: http://bit.ly/contentsells-ep03-5CoreContentIdeas).
With so much of our marketing today being around providing valuable content to our audiences, we really need to stand out from the crowd. So, it’s getting more and more important to leverage our intellectual property and really make the most of our ideas.
But how do you find and capture your best ideas?
And then, how do you package those ideas in a way that engages people and attracts them to you?
In this episode we’re going to be taking a look at some strategies for really valuing and making the most of your intellectual property… AND how you can package those ideas into content that sells.
Today you’ll learn:
-
How to uncover your “invisible” intellectual property
-
Why focusing on our intellectual property is not just for authors or speakers - we’ve all got expertise in our various businesses and the world needs your particular area of genius
-
The question to ask yourself when evaluating your ideas
-
The 5 core content ideas you are already sitting on but didn’t know you had
-
How to create powerful models
-
The role of metaphors
-
Why leveraging your stories is an important part of your IP
-
The importance of capturing what you do into identifiable steps and processes
-
How you can use research to create unique intellectual property.
Today's show notes are available at: http://contentsellspodcast.com/03-getting-your-ideas-out-of-your-head/
Understanding your audience.
Welcome to Episode 02 of Content Sells with your hosts Suzi Dafnis and Michelle Falzon.
In today’s episode we’re talking about the importance of really understanding your audience BEFORE you create your content (plus free download at: http://bit.ly/contentsells-ep02-client-avatar).
Having a crystal clear picture of your WHO (the ideal clients you want to attract) helps you focus your efforts so you’re not running around creating “one size fits all” content that doesn’t have any impact.
In this episode you’ll learn more about:
-
The philosophy of building your content strategy around your audience
-
How to avoid “marketing blah blah” and create content that gets noticed
-
Why it’s OK to polarise people
-
How to create your ideal client avatar (for B2B and B2C)
-
Why your goal is empathy
Because if you try to say everything to everyone, you end up saying nothing to no-one. In this episode you’ll get the foundations you need to create a client-centred content marketing strategy and be on your way to creating content that sells.
Today's show notes are available at: http://contentsellspodcast.com/02-your-ideal-client/
Your marketing is all interconnected.
Welcome to Episode 01 of Content Sells with your hosts Suzi Dafnis and Michelle Falzon. Today’s episode asks you - What's the purpose of your content? And we take a look at the Content Universe (plus free download athttp://bit.ly/contentsells-ep01-content-octagon).
Many people think of content marketing in a one-dimensional way – they focus on blogging or tweeting or writing eBooks. But if you want to harness the real power of content marketing to make sales and attract your ideal clients, it needs to be a strategic part of your business and you need to realise it’s more like an ecosystem or a universe, where many different parts work together.
Today we share with you a framework, called the Content Octagon, that can help you plan for and get clear on all the essential elements in a successful content marketing strategy, including:
-
Getting clear on your purpose
-
Understanding your audience
-
Developing your intellectual property
-
Creating your core content
-
Creating content bridges
-
Conversion strategies
-
The technology you need to make it work.
Today's show notes are at: http://contentsellspodcast.com/01-the-content-universe/
Hello world!
Welcome to the very first episode of Content Sells with your hosts Suzi Dafnis and Michelle Falzon. We’re referring to this as episode ZERO because we want to give you an overview of what’s to come.
What’s it all about?
Everybody’s jumping on the Content Marketing bandwagon.
But most people are doing it wrong. Spinning their wheels creating a heap of content, including lead magnets, blog posts, webinars, email campaigns, you name it, but still not getting any closer to their goals.
So, how do you create content that sells?
Join Suzi Dafnis and Michelle Falzon, two content marketers who know how to turn content into customers, each week, as we give you content marketing strategies that help you attract, convert and keep your ideal clients.
Plus, along with occasional guest experts, we’ll show you how to implement those strategies - so the content you create, whether it’s the pages on your website, what you do on social media, what you say when you’re asked to give a presentation or interact with your audience on any platform online and offline, is really working for you.
Who is Content Sells for?
This podcast is for anyone who is ultimately responsible for the marketing in their organisation, including;
-
those who are just getting started with content marketing and keen to embrace these new strategies
-
anyone who might already be doing content marketing and just not getting the traction they want
Looking forward to sharing Content Sells with you… and remember, “no content without conversion!”