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 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

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 to overcome the obstacles or fears you might have about having a 1:1 sales conversation The bonus strategy that will get you founding course buyers How to get people to attend your webinar (and how soon before the webinar you need to be promoting - the answer might surprise you) The advanced strategy that is not for the feint-hearted but comes with a big reward when done right And much more. Also mentioned in this episode: HerBusiness Success Mastermind Content Sells Episode 56 - Webinar That Sell Content Sells Episode 66 - Turning Content Into Sales With The Problem / Solution Dance

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: The inspiring “don’t take no for an answer” story that birthed Shelley’s new business idea… all from a knitted scarf! Why it’s imperative we understand that the more narrow the niche, the more isolated people feel in that niche How to be THE answer that your ideal clients have been looking for (and why it’s ok if not everyone loves you!) Why “going big” with your market can be one of the biggest strategic mistakes you can make in your business What Shelley means when she says “the deeper I go into my niche, the wider the possibilities” How to put your passion first and have the profit follow. And much more. Also mentioned in this episode: HerBusiness Success Mastermind Shelley’s NEW Book - Move the Needle: Yarns from an Unlikely Entrepreneur Holistic Equine - Sharon Barr Other ways to get in touch with Shelley: Loopslove.com Loopsclub.com knitstars.com facebook.com/loops and facebook.com/knitstars instagram.com/loopslove/

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 about her $10 million milestone and why that needed to change How your Horn Tooting is like a volume dial and what you can do to increase it a few notches (and why you’re likely at a lower volume setting than you think you are) Why phrases like “Don’t be a show off” that we learned from a young age are so insidious and keeping us from playing our best game in business and in life How to reframe horn tooting from something to be ashamed of to something to be proud of Three practical things you can to do feel more comfortable about tooting your own horn And much more. Also mentioned in this episode: HerBusiness Success Mastermind Content Sells Episode 20 - Get Awesome Client Stories, Case Studies and Testimonials Content Sells Episode 98 - How to Boost Your Authority and Profile by Entering Awards Content Sells Episode 138 - PR: How to Tap Into a Journalist’s Curiosity – with Monica Rosenfeld

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, born into extreme poverty, created an obsession with gaining financial security that became a passion for creating generational wealth Why believing in your own worth inspires others to see your value The very first thing you need to do on your path to 6-figures How to find the right business model for you Why Shaa shutdown her 7-figure high end Coaching Program How an online course can “fireproof” your business The important difference between “sanity metrics” and “vanity metrics” Shaa’s top 3 content marketing strategies Why content is like a smorgasbord #1 piece of advice to overcome roadblocks Why asking for help will make you stronger The myth around 6-figures and the journey from “making” to “taking” to “keeping” And much more. SPECIAL OFFER for Content Sells Podcast Listeners! Trial Shaa’s 6-Figure Club for just £1 for 5 days. Visit: www.Shaa.com/6figures Also mentioned in this episode: HerBusiness Success Mastermind

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 it means instead) The beauty of a well-optimised marketing funnel and why, even though it can be a monotonous job, it pays off big time Why chasing the exciting is robbing you of the successful Why you might be addicted to changing things and how that’s costing you customers, progress and results What Jeff Walker says about why we get bored with our marketing before our customers do (and why that’s a trap) The massively successful rinse and repeat business that generated millions of dollars for Suzi… and why boring was so profitable! What the law of compound interest can teach you about effective content marketing Why “boring is beautiful” Three questions you can ask yourself to get off the content rollercoaster The massive impact of having a ROUTINE and how it can change your business for the better, especially when it comes to your strategic content And much more. Also mentioned in this episode: HerBusiness Success Mastermind Content Sells Ep 111 - The Wealth Chef - Build Your Personal Brand with Ann Wilson Jeff Walker Product Launch Formula Rich Dad Ann Wilson The Wealth Chef

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 registrations and more How to get 90-95% open rates for your online magazine and why that’s blowing email open rates (often just 10-25%) out of the water for engagement and opportunity How Dale is using his 40,000 mobile phone numbers to create an entirely new revenue stream How to crowdsource your magazine content Why you don’t have to be the expert to be a best-selling publisher How to use your online magazine to open the door on strategic partnerships and high level connections Why your audience is like a bank account (and why you need to make deposits into that account first) And much more. Also mentioned in this episode: HerBusiness Success Mastermind www.mobimag.com www.mobimag.com/blueprint www.businessblueprint.com.au How to Reach Out to Your Audience After Losing Touch

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 leave you overwhelmed and confused about what to communicate How a Pilates Studio owner shifted her focus and was able to pivot to create a brand new service in just a few days, that her clients LOVED Why we find it so hard to communicate in times of uncertainty and the powerful 4-part framework for communicating ANYTHING - even when you don’t have all the facts. Why failing to communicate with your audience in times of change creates a “vacuum” (and what your audience is putting in that vacuum instead - hint: it’s not good!) Why providing psychological safety is more important than providing the facts (so don’t wait until you know everything to be communicating) How to use your support network in the tough times to stop from isolating and withdrawing from your market and your business. The GIANT mistake most people are making right now with their pre-scheduled content (and what to do about it) How to avoid sounding “tone-deaf” to your audience when THEY are going through a tough time And much more. Also mentioned in this episode: HerBusiness Success Mastermind Annie Pratt - Leading Edge Teams Liz Van Vliet - MyEACareer.com

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” is and give people taking your course a clear understanding of what that is and how they are progressing towards achieving it The “dirty little secret” the online course industry is hiding about how many people ACTUALLY complete the courses they buy (and what you can do to buck the trend) Why making the shift to seeing your Online Course as being in the “transformation business” will get you more engagement, higher completion rates, less refunds and more super fans who refer you to their friends. How to shift from being “salesy” to passionate when it comes to marketing your online course (this one is so powerful, and so unbelievably easy you will hardly believe it can be true!) And much more. Also mentioned in this episode: HerBusiness Success Mastermind Content Sells Episode 139 - How To Create Profitable Online Courses Marisa’s Live Your Message Website Marisa’s Live Your Message Facebook Group Marisa’s Experience Formula

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 specific area of expertise Why sometimes “underpricing” a course deliberately can end up being hugely profitable (with the right strategy) The 3 questions you MUST ask FIRST when you are considering creating an online course Why it’s crucial you think about what’s going to happen AFTER your online course BEFORE you build it Why it’s a good idea to host a webinar on the topic before you create your Online Course Do you deliver your course live or pre-record it? Suzi and Michelle share their insights. And much more. Also mentioned in this episode: HerBusiness Success Mastermind Katie Crane - Encore Pilates Content Sells Episode 23 - How To Craft An Offer That Sells Content Sells Episode 74 - How To Use Facebook LIVE To Grow a Following Content Sells Episode 89 - Strategic Alliances & How to Use Them in Your Business Content Sells Episode 64 - How To Succeed With Email Marketing