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

Brian Kurtz is definitely an “OG” when it comes to Direct Response Marketing. In addition to sending over 1 billion (with a “B”!) pieces of direct mail in his 40 year career, he’s also pioneered other platforms like TV infomercials, where he was responsible for buying media in excess of $80 million, selling over 3 million books via direct response television over a three year period. He was instrumental in growing the publishing company, Boardroom, from a tiny operation to, at its height, over $157 million. Sending between 50 million and 200 million pieces of DIRECT MAIL a year - yes, BEFORE EMAIL when you used to have to pay to send anything to anyone… He’s worked with the who’s who of the most amazing direct response copywriters and marketers who have ever lived - people like Dan Kennedy, Gary Bencievenga, Eugene Schwartz, Parris Lamprolous, Clinton Makepiece, Jay Abraham just to name a few. To generate millions of dollars in sales and he pioneered many of the direct response strategies that we still see at play in modern online marketing today. Listen to this episode to hear more about: How Brian was able to build a multi-million best-selling magazine that “nobody had heard of” that competed with the Wall Street Journal and Business Week… all by direct mail! The 1980’s mail-list management techniques and philosophies that are STILL true today if you want to monetise and grow your list The single most important philosophy you need when growing your business The surprising way loving humanity can help you grow your influence, reach and income What you REALLY need to know about your ideal client to reach them with your message Lessons learned from sending 150 million pieces of direct mail a year The mistakes most content marketers make that can be overcome with a bit of Direct Marketing 101 When to focus on the “sizzle” and when to focus on the “steak” Brian’s 41, 39, 20 rule that will change the way you market forever And much more. Also mentioned in this episode: HerBusiness Success Mastermind Work with Brian Brian’s Blog

Your marketing funnel includes all the steps you get people to take - from first finding out about you, through to buying from you. And there are myriad ways you can put your marketing funnel together. Regardless of what your funnel looks like, chances are you are not going to make it perfect the first time. And that’s where people go wrong. They think, “It’s not working, I have to try something else.” And then they are off chasing their next bright shiny object. In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon share what you can do instead of abandoning your funnel - and that’s how to optimise your funnel. What are the improvements you need to make, where do you need to focus and what do you do first? Because chances are, you are actually on a real winner with your funnel, if you just know how to tweak it. Listen to this episode to hear more about: The life-long sales lesson Michelle learned as a kid at the Royal Easter Show watching the product spruikers Tips for demonstrating your physical product - whether in person or selling online And much more. Also mentioned in this episode: HerBusiness Success Mastermind Content Sells Podcast Episode 4 Finding Your Marketing Mountain Content Sells Podcast Episode 66 Turning Content into Sales With “The Problem/Solution Dance” Fiona Keary - Style Liberation Angela Counsel - 7 Day Hormone Reset Marie Cosgrave - Print2Metal Marion Metz - Admin Magic 4 U HerBusiness Facebook Group

Ever felt the pressure to conform to what everyone else is doing with their content and online marketing? Ever struggled to “be decisive” and made a quick decision and then wished you’d taken a bit more time before you leapt? Ever wonder how to move forward when the way is not entirely clear? If so, you are going to LOVE this week’s show where your hosts, Suzi Dafnis and Michelle Falzon speak with performer, in-demand consultant to Fortune 500 companies, film-maker, actor and author, Victoria Labalme, about her NEW book, Risk Forward. Get Victoria’s Book - Risk Forward! Purchase Victoria’s book now and get BONUS Gifts! Find out more at www.riskforward.com/book Listen to this episode to hear more about: How to embrace the fog of not knowing and use that as a starting point for creating the life and business you love How to take “micro” risks that are in tune with your “Inner Current” and help you create the projects that are more in line with who you really are and what you really enjoy doing Why goal-setting can lead you astray (and what to do instead) How to take a “Full Spectrum” approach to your content What one best-selling author learned from Victoria when she encouraged him to Risk Forward and share more of his hidden genius Why “goal contagion” is rife and how to protect yourself from mistakenly taking on someone else’s dream and sacrificing your own Victoria’s unusual take on uncertainty and why it will help you “exhale” and breathe a sigh of relief Why saying NO to opportunities can be one of the most creative things you ever do (even if you have nothing specific to take its place) Why “picking your lane” is not always the best advice And much more. Also mentioned in this episode: HerBusiness Success Mastermind Risk Forward Book Ryan Levesque - ASK Method Shelley Brander - The Power of a Niche

Lead Magnets - we LOVE ‘em! When done well they can be the entry point for multi-million dollar campaigns. They are that “thin edge of the wedge” that you can use to introduce people to you and your products and services. But when done badly they can be a time suck and even when they generate leads, if you’re making one very specific mistake, those leads are not likely to turn into sales. In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon reveal what this #1 Lead Magnet Mistake is (and what you can do about it) so you can start getting more leads that turn into sales… and fast. Listen to this episode to hear more about: Why this #1 mistake has NOTHING to do with the design, format or title of your Lead Magnet (and all the other things people get distracted by without doing ONE very important thing FIRST). What the “Outside in” approach is and why it’s wasting your time How this #1 Mistake showed up in Suzi’s webinars and what she did to fix it (and unleashed a flood of leads in the process) When one lead magnet is better than multiple leads magnets (more is not always better) The shocking surprise Suzi found in her lead magnet stats Why you might want to can a lead magnet that’s generating you lots of leads The missing lead magnet stat most people overlook And much more. Also mentioned in this episode: HerBusiness Success Mastermind HerBusiness What’s Your Networking Personality Quiz Content Sells Podcast - Episode 66 - Turning Content Into Sales With The Problem/Solution Dance Content Sells Podcast - Episode 11 - The Step 2 Secret

Demonstrating your product in your marketing will get you more leads, more sales and more loyal and happy customers, but a lot of people think they don’t really have much to demonstrate, or that unless they’ve got a physical product, piece of software or some kind of tool or gadget that a demo is not for them. In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon are talking about why and how ANYONE can demonstrate their product or service and improve their results when it comes to attracting, converting and keeping their ideal clients. Listen to this episode to hear more about: The life-long sales lesson Michelle learned as a kid at the Royal Easter Show watching the product spruikers Tips for demonstrating your physical product - whether in person or selling online And much more. Also mentioned in this episode: HerBusiness Success Mastermind HerBusiness Facebook Group Karina Pellicone - Plum Petal Jewellery Temple of the Sun Jewellery Austin Kleon - Show Your Work Deb Bower - Olive and Ash Rachelmiller.com Ryan Levesque - ASK Method

Got an awesome Facebook Group but struggling to translate that engagement into actual money-producing sales? In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon share their top tips for turning your Facebook Group members into customers. Looking specifically at how you can not only get people to make the leap from your Facebook Group to your paid offers, but also how you can use your Facebook Group to “prime the pump” so buying from you just feels like the natural next step. Listen to this episode to hear more about: Why most Facebook groups don’t live up to their potential to generate sales from group members Why you need a reason for every piece of content in your group How to use your Facebook Group as an objection-buster, creating friction-less sales The specific thing you need to ask people to do next (and it’s not what you might think) The WRONG way to use lead magnets in your group (and what you can do about it to grow your email list and create a surge in new sales) How to avoid getting stuck in the “Friend Zone” with your Facebook Group members and the ideal time to “ask for a bigger commitment” Why you want to think of your Facebook Group like a storefront window on your paid offers How to harness the power of FOMO to get your group members ASKING YOU how they can buy from you Why not thinking of your Facebook Group like a restaurant is costing you sales How to use a pop up Facebook Group to catapult pre-launch sales Why you don’t want your Facebook Group to be too organised And much more. Also mentioned in this episode: HerBusiness Success Mastermind HerBusiness Facebook Group Fiona Keary - Style Liberation Fiona Keary - 35+ Where To Shop Peta Gillian - Strong Healthy Women Angelacounsel.com Rachelmiller.com Content Sells Episode 4 - Finding Your Marketing Mountain Content Sells Episode 8 - How to Create a New Client Email Nurture Campaign Content Sells Episode 81 - How to Write a Call to Action from Buttons to Blogs with Joanna Wiebe Content Sells Episode 56 - How to Use Seeding to Move Forward With Your Content

We recently recorded a show on virtual events and it caused quite a buzz with tons of people telling us how useful the episode was and that they want MORE when it comes to how to navigate, put together and make the most of virtual events. So, in today’s episode, your hosts, Suzi Dafnis and Michelle Falzon focus on one specific and super important part of running a virtual event and that’s how you can keep up the energy and interaction that you might see at an in person event, even on Zoom or another online platform, where people AREN’T all together in one room. Because at ANY event, whether it’s in person or virtual, keeping the energy high and the interaction happening is key to an awesome outcome. Listen to this episode to hear more about: The pre-event rituals Suzi and Michelle use to get “in the zone” before a virtual event Why a tech rehearsal may be more important than you realise Suzi’s BIG recommendation when it comes to deciding whether you should try to deliver your virtual event solo or with a support team The 3-part “Teach, Do, Review” framework Michelle uses to structure her virtual programs that maintains energy and keeps people engaged Why sometimes you just need to “get out of the way” to boost the energy and interaction of your virtual audience Smart ways to use breakout rooms Fun things we’ve been doing at our virtual events that you can do too And much more. Also mentioned in this episode: HerBusiness Success Mastermind Content Sells Episode 137: Pivoting From a Live Event to a Virtual Event Content Sells Episode 140: Online Courses as Experiences with Marisa Murgatroyd

One of our most popular annual episodes is back!  We’re sharing our favourite books of the year. Between us we read a LOT of books and these are our TOP picks when it comes to content marketing books we've read lately that you may want to add to your 2021 reading list. PLUS Get the Content Sells UPDATED Reading List 2020 Edition here now. 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 Donald Miller about the neanderthal brain and marketing checklists! The book that changed Michelle’s approach to marketing Why upper limits are not just a personal development concept - they impact your content marketing too! The “joyful read” that will inspire you, no matter where you are on your business journey What you can learn from a Venture Capitalist about “owning the frame” when it comes to your content The ancient personality typing system that can give your Content Marketing more empathy And much more. Also mentioned in this episode: HerBusiness Success Mastermind Content Sells Reading List Gay Hendricks - The Big Leap Shelley Brander - Move The Needle - Yarns From an Unlikely Entrepreneur Donald Miller - Marketing Made Simple Ian Morgan Cron - The Road Back To You Lisa Sasevich - Meant For More Pat Flynn - SuperFans Oren Klaff - Pitch Anything

If you’ve been a long time listener you will know that for the last couple of years we’ve asked our Marketing Success Masterminders to share their top marketing strategies with you. And we’re doing it again this year! Not only do we LOVE these tips because they’re what’s working RIGHT NOW for other business owners like you… we ALSO get to show off these amazing women who we get to work with every day of the year inside the Mastermind. In this episode, your hosts Suzi Dafnis and Michelle Falzon share 9 Content Marketing Tips and give you extra resources for each tip covered. Marketing Success Mastermind: Want to apply for the Marketing Success Mastermind and get ongoing support with your marketing strategy, approach and results? Click Here to Apply for the Marketing Success Mastermind Listen to this episode to hear more about: The online TV show strategy that is boosting the profile of a thriving piano teaching business The membership marketing funnel that got a 100% conversion rate How telling customer stories is helping a Victorian-based technology company grow year on year The LinkedIn strategy a market researcher is using to get new leads, sales and speaking engagements The Free Facebook Group strategy that’s fueling a thriving online course and membership How a renovation expert is using a podcast to revolutionise her business The Instagram Live strategy that has a Melbourne fertility expert’s business booming How this website design company is getting 95% of its business from referrals and having it’s BEST YEAR EVER The small, but counterintuitive tweak a roofing business is using to get a higher conversion rate after a customer requests a quote And much more. Also mentioned in this episode: HerBusiness Marketing Success Mastermind Gillian Erskine: Forte Music School Peta Gillian: Strong Healthy Women Susan Bell: Susan Bell Research Fiona Keary: Style Liberation Website | 35+ Where to Shop Facebook Group Bernadette Janson: The School of Renovating | She Renovates Podcast Tasha Jennings: TashaJennings.com | Zycia Karen Parish: Red &Crew Joanna Anderson: B Anderson Roofing Content Sells Episodes: Episode 57 How To Use “Seeding” To Move People Forward With Your Content Episode 20 How to Get Awesome Client Stories, Case Studies and Testimonials Episode 66 Turning Content Into Sales With The Problem Solution Dance Episode 125 - How She’s Getting 66% engagement in her Facebook Group with Fiona Keary Episode 11 The Step 2 Secret Episode 102 Grow Your Audience and Your Buyers with Tracy Harris Episode 38 - 10 Low Cost Ways To Grow Your Email List - cover referrals

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 single most important thing you do in your busy day today How going slow to go fast relates to a “Campaign Mindset” that can save you from “knee jerk” marketing Why sometimes feeling like you are “going fast” is an illusion And much more. Also mentioned in this episode: HerBusiness Success Mastermind Going Slow To Go Fast - How To Conduct a Tactical Pause - By Colonel (USA, retired) John Vermeesch, MS Amy Geach - Maida Learning