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

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

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

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

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 a

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” increasin

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 m

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 pla

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 app

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

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 p

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 S

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,

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

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

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 lis

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 cer

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