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

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 s

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 t

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:

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 a

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, b

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

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 registration

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

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”

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

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 “newbie

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

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”

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 bus

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 cl

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

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 t

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

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 “dai

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 thin