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

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 presentat

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 y

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 us

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 cl

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

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 confer

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

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

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

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 ac

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

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 l

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 n

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 “d

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

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 (a

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

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

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