Content Sells: Attract, Convert & Keep Your Ideal Clients With Content Marketing That Works

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.