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

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 genera

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 batc

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 sa

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

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

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

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

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

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 fe

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 y

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

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 Instagra

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:

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 h

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 cra

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 thi

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

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 Check

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 consist

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 r