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

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 power and importance of DEMONSTRATING your product -- even if you think it’s not something that easily lends itself to demonstration How a COVID-induced pivot actually worked MASSIVELY in our favour How we handled objections (hint, it’s all about embracing them and not running away from them!) The cool video-based response we gave that got people over the line And much more! Also mentioned in this episode: HerBusiness Success Mastermind Mastermind Experience 30-Day short program Elizabeth Bond - Whirly Bird Words Content Sells Episode 153 - Why and How to Demonstrate Your Product

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 list (and why cafes, clothing stores and other retailers NEED to double down on email) Why you only need one social media channel (so stop using “it’s too much work” as an excuse) How to come up with innovative offers when your main offer can’t happen due to lockdown! The one thing missing from just about every website - and why you need to fix this FAST when you shift your business online Why the first shift to online happens in your mind How to turn what you know into products and sales How a women’s adventure group made a 180 degree pivot and came out the other side stronger and able to help more people How a gym owner shifted to all online classes and why she’ll never go back to brick and mortar How a home organiser was able to keep her income going, even when she couldn’t visit people’s homes! How an electrical and solar “Trade” business defied the odds and shifted all it’s marketing online And much more! Also mentioned in this episode: HerBusiness Success Mastermind THE RESOURCE EXTRAVAGANZA! Episode 10: Low Cost Ways to Grow Your Email List Episode 23: How to Craft an Offer That Sells The Anatomy of a Strong Call to Action Landing Pages That Convert Template Is SEO Still Relevant When Creating Content? Pivoting From a Live Event to a Virtual Event How To Create Profitable Online Courses Womens Fitness Adventures Strong Healthy Women The School of Renovating Well Sorted Blue Gum Electrical Style Liberation Digestive Detective Erica Webb Yoga

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 certifications - because Ruth has literally cracked the code on how you can launch one large product and then, over time, repurpose that content into smaller and smaller products. SPECIAL GIFT As a special gift from Ruth and the team at The National Institute for the Clinical Application of Behavioral Medicine - here’s a “no-optin-required” link to “Working With Perfectionism” (for all us content perfectionists out there!) Listen to this episode to hear more about: The simple philosophy that catapulted Ruth’s business growth How Ruth pivoted from a “one and done” approach to a repurposing strategy (and why that immediately turned into 3X revenue) The counterintuitive repurposing pricing strategy that will blow your mind (and make a massive difference to your income) How Ruth was able to make an additional $3 million in revenue from a $1 million product Why you “gotta have chunks!” to make this strategy work The things you need to consider BEFORE you start your repurposing strategy (that make ALL the difference!) The KEY to repurposing content so it’s powerful, relevant and still wanted over and over by your market How Ruth structures her annual calendar and her product promotions (this alone is worth listening to this episode for - absolute GOLD!) What frequency should you be offering your repurposed content? (Ruth’s answer might surprise you!) The simple 3-email strategy that is bringing in millions and helping more practitioners get the support they need. And much more! Also mentioned in this episode: HerBusiness Success Mastermind Working With Perfectionism - Special Gift from RuthBuczynski 

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 re-open) your doors. Can a Waitlist go “stale”? What’s the ideal length of time for someone to be on your Waitlist in order for them to buy from you? How to adopt an “all roads lead to Waitlist” approach (and why this might make sense for you). How to incentivise and reward the people on your Waitlist. And much more! Also mentioned in this episode: HerBusiness Success Mastermind Mastermind Experience 30-Day short program Belinda Weaver - Copywrite Matters Content Sells Episode 11 - The Step 2 Secret

In our 6th Anniversary (wow!!) show, we’re talking about how you can make the SHIFT to a more Social Proof-led marketing philosophy where you stop talking about “the thing” you’re selling and start talking almost exclusively about the people who’ve already had success with the thing you’re selling! In this episode, your hosts, Suzi Dafnis and Michelle Falzon share the inside story on a recent sold out campaign for The Mastermind Experience, which relied almost solely on Social Proof, plus their top tips for using Social Proof at every step in the journey up your Marketing Mountain. To learn more about the Mastermind Experience they mention in this episode, visit: www.herbusiness.com/mastermindexperience Listen to this episode to hear more about: How social proof sold out our event in record time! How to break free of the myth that you have to be talking about “the thing” you sell in order for people to want to buy “the thing” (and what you talk about instead) The specific changes we made to our sales page that seriously upped the ante on the social proof for our 12-month Mastermind that resulted in a MASSIVE increase in interest and conversion How to feature your customers in your marketing in addition to the more traditional testimonial Why you need to be obsessed about getting your customer’s results How to get social proof in the first place Tips on tracking, capturing and organising your customer stories The dos and don’ts of customer case studies The objection-handling “hack” that will neutralise the “no” and have more people saying YES to you! And much more! Also mentioned in this episode: HerBusiness Success Mastermind Mastermind Experience 30-Day short program Episode 20 - How to Get Awesome Client Stories & Testimonials (also includes the 6 Questions to Ask for Terrific Testimonials Bonus Download) Episode 21 - How to Boost Engagement With User Generated Content Episode 53 - Ideas For Adding Compelling Social Proof to Your Content Robert Cialdini interview HerBusiness Podcast Robert Cialdini book - Influence Robert Cialdini book - Pre-suasion

In this episode we’re talking about one thing we do every year to grow our businesses. We make sure THIS is the FIRST thing that goes in our calendars when we are planning out our year… and we build everything else around it. It’s something we’ve been doing in one form or another for at least 20 years and we wouldn’t be without it. It keeps us on track. It brings us great joy and connection. It has opened up a world of opportunity and helped us to grow our businesses. What is it that we’re talking about you may ask? Hosts, Suzi Dafnis and Michelle Falzon share their experience being part of various Masterminds… as well as running their own Mastermind. To learn more about the Mastermind Experience they mention in this episode, visit: www.herbusiness.com/mastermindexperience Listen to this episode to hear more about: Why a Mastermind is different to a course The surprising benefit of being in a Mastermind that neither Suzi or Michelle expected Why peer to peer feedback is critical to success in business How asking the “wrong” people for advice can lead you astray What to look for in a Mastermind How to know you’re ready for a Mastermind And much more! Also mentioned in this episode: HerBusiness Success Mastermind Mastermind Experience 30-Day short program Ep 160 - Online Courses as Experience With Marisa Murgatroyd Ep 161 - How To Make Money With Your Online Course (Even If You Are In a “Weird” Niche”) with Artist, Bonnie Christine

If you are looking to get out of your overwhelm and know with confidence, exactly what to do next in your business… or if you’re feeling overwhelmed or scattered or swamped (and who doesn't feel that way sometimes)… You are going to love this episode. If you’ve got way too many things on your to do list; if you feel confused by all the options around what you could be doing next; or you're lying awake at night deliberating over whether you should do “this” or “that”... getting clearer on your VISION can help! In this episode, your hosts, Suzi Dafnis and Michelle Falzon share what they’ve learned over more than two decades each creating visions for themselves, their businesses and helping thousands of others do the same. Listen to this episode to hear more about: Why you need to get clear on your Vision BEFORE your Marketing Mountain! How to relish making a clear and compelling vision (even if you’ve tried to do this before and found it difficult) Why the “text book” version of creating a vision is likely leading you astray The vision Suzi wrote in the sand that opened the door on a multi-million dollar business The reason you want to EMBRACE the tension between where you are now and where you want to be And much more! Also mentioned in this episode: HerBusiness Success Mastermind

Creating an online challenge can be a great way to grow your audience, get clients and share your impact. They can be free or paid. They can be part of a marketing campaign for lead generation or part of the fulfilment of a larger program. In short, Challenges can be AWESOME. But coming up with the right idea and hook for your Challenge can be… well, a challenge (do you like what we did there?)! In this episode, your hosts, Suzi Dafnis and Michelle Falzon share their top tips for creating a hot hook and topic for your next Online Challenge - and setting yourself and your challenge-takers up for success. Listen to this episode to hear more about: The very FIRST thing you should do when deciding the topic for your Challenge How Suzi came up with her Find Your Focus 5-Day Challenge name and why it was a struggle to get there! The ‘clarity’ breakthrough that made all the difference on a recent Challenge Why you want to survey your audience BEFORE you decide your Challenge topic (and who to do it so you get reliable results) The clever, low cost way you can test your hooks BEFORE you create your Challenge How you can leverage your hook across various content needed for your Challenge - from your ads and emails to your instruction and challenge exercises. Why you need to be clear on “what’s next” BEFORE you start your Challenge and how to use the Problem/Solution Dance to come up with a HOT hook that ALSO opens the door on the next thing you want to offer someone And much more! Also mentioned in this episode: HerBusiness Success Mastermind Episode 66 Turning Content into Sales With “The Problem/Solution Dance”

Between them, Suzi Dafnis and Michelle Falzon have done about a “hundred million” slide presentations. OK… maybe that’s a slight exaggeration… but they’ve done a LOT! In this episode, your hosts, share their top tips for great slide presentations. Listen to this episode to hear more about: How to find great content ideas “hiding in plain sight” - just like the topic for this podcast! The FIRST thing you need to do when prepping for a slide presentation The one question to ask your audience that will dramatically improve the connection you make with your audience through your slides Suzi’s behind the scenes hack for ensuring she’s always on point with every slide Michelle’s simple way to make sure you don’t forget “unfinished” slides in your deck Design disasters and how to avoid them How to know if you are inflicting “death by a thousand bullet points” on your audience - and the workarounds that will bring your audience back to life! The MINDSET shift you need to make and remember every time you create a slide deck How to visualise more of your data (and why that matters) Tech tips that you can use… even if you aren’t “tecchy” And much more. Also mentioned in this episode: HerBusiness Success Mastermind

Will Hamilton has sold literally millions and millions of dollars in online courses and education products in the tennis instruction niche. And when you bear in mind his products usually sell for less than $100 a pop, you quickly realise that’s a LOT of sales he’s made online! So he knows a thing or two about what works and what doesn’t. And for many years online courses were his primary breadwinner… He’s created tennis instruction programs with the likes of Wimbledon Champions Martina Navratalova and Aussie Pat Rafter and other tennis greats like Gigi Fernandez and the Bryant brothers. BUT… he discovered an amazing new alternative to online courses that he’s switched to providing for his market and it has been blowing up his results. In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon ask Will to share the ins and outs of this ground-breaking “Playbook” strategy. Listen to this episode to hear more about: How Will went from a “hit and miss” approach with his online courses, to “constant winners” with his Playbook approach The sure-fire way to overcome the “I don’t have enough time” objection from your customers Why the “I haven’t finished the LAST course I bought” issue is getting bigger and how you can actually capitalise on that with Playbooks How Will delivers continuous “5 minute wins” and what you can do to get more of that in your online products Why the BIG win can actually be an obstacle to people buying from you and how smaller, super specific wins are proving to be super motivating when it comes to getting people to buy from you The “GPS” method for discovering the core transformation and hook for your offer And much more. Also mentioned in this episode: HerBusiness Success Mastermind Will Hamilton Fuzzy Yellow Balls Martina Navratalova Singles Playbook