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

PR (Public Relations) is a topic we touched on a couple of episodes ago and we are going deeper into practical ways you can use publicity to get known in your market, be the person journalists call and build your authority as an expert. In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with PR maven, Monica Rosenfeld, Managing Director of WordStorm PR, a boutique-sized PR agency she founded in 2000, about how you can tap into the curiosity of journalists so you get more exposure in the media! Listen to this episode to hear more about: What it means to have a “Media Mindset” Why journalists love business owners who take a proactive (vs passive) approach to the news The 3 pieces of research you MUST do on the media in your industry How to boost your credibility for months and even years AFTER your media appearances Why PR beats Social Media! The specific times it makes sense to do PR The BEST type of PR (not what you might expect!) Monica’s favourite “go-to” PR Strategy The #1 mistake PR “newbies” make and why you will NEVER get featured in the media if you make this error The “Top 5 Hook Angles” that will get a journalist’s attention The big tip you can take from Monica’s World Forest Day campaign How to make your business story “newsworthy” What to look for in a PR agent 5 ways to make the most of your media mentions And much more. SPECIAL OFFER for Content Sells Podcast Listeners! 1-hour Media Strategy Session With Monica Just $245 ex GST (normally $395 - SAVE 38%!) Go Here To Book Your Session Also mentioned in this episode: HerBusiness Success Mastermind Monica Rosenfeld Wordstorm PR Jamie Swanson Content Sells Episode 133 How To Use Photography To Advance Your Personal Brand

Pivot is definitely a word that’s been REALLY overused in recent months, considering how many businesses have had to change direction and reinvent themselves due to Covid-10 and the various restrictions in place. One area where those restrictions have been well and truly felt is in live gatherings. With many businesses having to rethink and reinvent the way they approach live events. In this episode your hosts, Suzi Dafnis and Michelle Falzon share their top tips for pivoting from a Live Event to a Virtual Event (based on their experience shifting SEVERAL live events to virtual events in recent weeks AND their more than three decades combined experience producing virtual events. Listen to this episode to hear more about: The “surprising reason” why you DO want to consider a Virtual Event as an alternative to cancelling or postponing your Live Event. What Michelle learned helping to pivot a large US-based event to Virtual in just 3 weeks! Do the same things work at a Virtual Event as at a Live Event? Suzi and Michelle weigh in with their point of view. Why you want to think about sending SWAG to your participants (and the “Do’s” and “Don’ts” of event goodies). The contents of the gift box Michelle and Suzi sent their Masterminders when they had to pivot their 2-day Live Event to a Virtual Program Top tips for encouraging the behaviours you want to see at your Live Event right from the first moments Zoom and other tech tips How long can people REALLY pay attention at a Virtual Event? The answer may surprise you! The one thing you need to do at regular intervals to keep people tuned in (and it’s got NOTHING to do with your Content!) Tips for making the most of the virtual environment (including some ideas you can ONLY do virtually that your participants will LOVE) How to make sure your event runs smoothly and on time! And much more. Also mentioned in this episode: HerBusiness Success Mastermind Zoom Victoria Labalme Elizabeth Bond - Whirlybird Words

We’ve all likely felt that feeling of overwhelm or a deadline approaching and there’s just TOO much on our plate, whether it be a new webinar we are writing and doing slides for or a Facebook LIVE we committed to or a speaking engagement, podcast interview, email campaign - you name it - there are countless sources of “content stress.” In this episode your hosts, Suzi Dafnis and Michelle Falzon discuss how very often the cause of this content stress can be traced back to one key habit they call the “ESTIMATION Habit.” Listen to this episode to hear more about: Why we often underestimate what’s involved in a project and over estimate what we can get done - and why that’s a “perfect storm” for content stress The “content stress” moment Suzi avoided by accident (and why “Cancel-elation” is a thing!) Three things you can do RIGHT NOW to have a healthier “Estimation Habit” and bring your content stress levels down The 5 important things you need to ask yourself at the START of a project What a “campaign mindset” is and why you want to develop one The simple one-page planning process that can save you MANY of your content stress headaches and give you a more realistic sense of the scope of your projects. And much more. Also mentioned in this episode: HerBusiness Success Mastermind 7 Habits of Highly Effective People - Stephen Covey Content Sells Podcast EP78 - 3-Steps To Finally Getting ANY Big Content Project DONE! Jacqui Brauman - TBA Law

A strong Public Relations strategy can radically increase your exposure and authority by being seen in the media and alongside other go to experts and influencers in various platforms. This is often money-can’t-buy brand awareness for you and your business and when done strategically, can result in increased sales and opportunities for you as a thought leader. In this episode your hosts, Suzi Dafnis and Michelle Falzon share a special “from the vault” training delivered inside the HerBusiness Network from PR Expert Candice Meisels. This training gives you a first-pass overview of what PR is and how to use it to be seen as an expert and get picked up by the media. Listen to this episode to hear more about: The stories of two HerBusiness Members and Masterminders who are having awesome PR wins right now One of the most common misunderstandings about what PR is and is not Why PR can be so powerful for SMALL business owners (and why it’s not just for big corporations with large budgets) How PR fits into your business and your marketing strategy Where the “PR Power” in your business is likely “hiding” and how to find it How to position yourself as an expert to the media Why you need to shrug off Imposter Syndrome to be seen and heard using PR And much more. Also mentioned in this episode: HerBusiness Success Mastermind Candice Meisels PR Amanda Farmer - Your Strata Property Peta Gillian - Strong Healthy Women Content Sells Podcast EP133 - How To Use Photography to Advance Your Personal Brand With Jamie Swanson Dr Robyn Miller - The Mental Load Project

Having a great bonus strategy can be one of the single biggest needle movers when it comes to your sales results. And often people either leave out including a bonus in their offer altogether or they add a bonus that doesn’t really do the heavy lifting that is possible when you really nail your bonus strategy. In this episode your hosts, Suzi Dafnis and Michelle Falzon put the spotlight on how to use Bonuses STRATEGICALLY to get more sales, even from your “fence-sitters.” Listen to this episode to hear more about: Why people very often buy for the bonuses you offer and how to create a compelling bonus The 3 types of bonuses you need to consider including in EVERY offer How to reward and incentivise your “Fast Action Takers” How to use bonuses in campaigns that have a set deadline where the offer goes away The kinds of bonuses that can spike sales even for “always available” products or services Stuck figuring out what YOU can offer as a bonus? Check out the tips Suzi and Michelle share in this episode The clever hack people like Jeff Walker, Amy Porterfield, Stu McLaren and Ryan Levesque use when coming up with their bonuses to make them a slam dunk Why you don’t always have to create something NEW as a bonus (and a clever idea for re-purposing a very specific existing service into a bonus) Why you need to always attach a dollar amount to your bonuses (and how to do that - including the recommended total value of your bonuses) And much more. Also mentioned in this episode: HerBusiness Success Mastermind Content Sells Podcast Ep 23 - How to Craft an Offer that Sells Ange Sinclair - Digestive Detective

The photographs and images you use of yourself on your website, in social media and elsewhere are a major influence on the way your personal brand is perceived… and yet, this is an often overlooked or misunderstood content medium. In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with pioneering personal branding photographer, Jamie Swanson, about why your branding photographs are MORE than just a headshot. Listen to this episode to hear more about: Why you might want to consider “batching” your photographs and doing a new photo shoot EVERY quarter How understanding your ideal client will guide you in the choices you make around how your photos look and feel The importance of STRATEGY and INTENTION when planning out your photo shoot How to get photos that “stop the scroll” on social media and get your ideal clients paying attention to you The important mindset shift from photos as static images to powerful beginnings to a STORY you are telling your customers Why you need to find the “uncommon commonalities” with your customers and VISUALISE those in your personal branding photos What you can learn from “the Cauliflower” example that will change how you see personal branding photography forever The single most important question you need to ask yourself BEFORE you choose your photographer and plan out your shoot How to use photos to build more trust with your audience The types of shots you need to get when you book your personal brand photo shoot The types of images that get the MOST ENGAGEMENT What Jamie learned about personal branding while grass skiing! And much more. Also mentioned in this episode: HerBusiness Success Mastermind Jamie Swanson’s Personal Brand Journey Podcast Jamie Swanson’s Photographer Training Website Tracy Harris - Mums With Hustle Content Sells Podcast Ep 102 - Instagram! Grow Your Audience (and Your Buyers) With Tracy Harris Erica Stacey - Scout Digital Training

Content Momentum is the idea of keeping people in momentum from the point they first join your email list or click on your Facebook ad, or download your lead magnet, all the way to the point where they BUY from you. The problem is, people often design marketing funnels where they are not thinking about momentum at all - they let leads and customers fall out of the process or they put unnecessary gaps, pauses or BLOCKS on their customers moving forward and buying from them. In this episode your hosts, Suzi Dafnis and Michelle Falzon revisit a topic they talked about waaaay back in 2015 (Episode 11 The Step 2 Secret) and share how you can get and keep your leads and customers in momentum by always offering the next step (this concept might make sense to you but trust us, very few people really execute well on this!). Listen to this episode to hear more about: The easiest way to “kill” momentum and why you are probably doing this one thing right now in your marketing funnels If you offer a free trial, do this to keep the momentum going and get more people signing up sooner for your paid product or service The EXACT moment to keep people in momentum in your marketing (and the surprisingly easy way to do it) The mindset shift you need to make to really embrace and create Content Momentum Why it doesn’t matter if people consume your lead magnet or the step before… you STILL offer a next step (the reason why will have you rethinking your content strategy!) What you can learn from Tarzan when it comes to creating content momentum and a higher converting funnel Why the “Problem/Solution Dance” is key to creating and maintaining momentum and how to choreograph more of it in your marketing content And much more. Also mentioned in this episode: HerBusiness Success Mastermind Episode 11 - The Step 2 Secret Episode 66 - Turning Content Into Sales With The “Problem / Solution” Dance Ange Sinclair - Digestive Detective

Evergreen Webinars enable you to run one pre-recorded webinar over and over again to new leads coming into your marketing funnel. When done well they can be AWESOME, operating as an “online salesperson” for you 24/7. When done badly they can be complex, misleading and downright icky. In this episode your hosts, Suzi Dafnis and Michelle Falzon share their love/hate relationship with Evergreen Webinars (it’s more love than hate!) plus the various strategies and ways of making your evergreen webinar successful. Listen to this episode to hear more about: How to structure your webinar How you can use your webinar in different situations, other than a LIVE webinar to get results. The role of a lead magnet - when you use one to lead into your webinar, and when you don’t Ideal webinar “next steps” to offer once someone has seen your presentation Behind the scenes on HerBusiness most successful Evergreen Webinar strategy Suzi and Michelle’s PET PEEVE when it comes to Evergreen Webinars The BIG mistake most marketers make when going “evergreen” and how it can hurt your credibility Why you never want to “pretend” you evergreen webinar is live The easy way to get your first Evergreen Webinar recorded and ready Advice on how and when to offer the webinar after someone opts in - is it minutes, hours or days in the future? The answer might surprise you. And much more. Also mentioned in this episode: HerBusiness Success Mastermind Episode 56 - Webinars That Sell Episode 4 - Finding Your Marketing Mountain Evergreen Webinar Tools: Stealth Seminar Easy Webinar Webinar Ninja EverWebinar Chiron Spectra

You might start out really enthusiastic about your content plans, but within no time you can be left feeling overwhelmed, disinterested and out of ideas. In this episode, your hosts Suzi Dafnis and Michelle Falzon give you a shot in the arm of motivation and inspiration to help you get back on the content horse if you feel like you’ve fallen off, got off track or run out steam. Suzi and Michelle share three of the most powerful ways they’ve found to stay motivated when it comes to creating content for the long term. Listen to this episode to hear more about: How to keep the “new year glow” on your marketing plans, all year long! One small tweak you can make to the way you layout your content plan that can transform your daily motivation (and that of your team) Why you might want to consider making a “grand declaration” to friends, colleagues or even your customers! The ideal length of time to forward plan your content in detail (and why more or less than that is almost guaranteed to demotivate you!) The “daily tallies” strategy that has proved the game changer motivating our Masterminders in a range of businesses from property, health, fitness and more… Why you want to spend time focusing on the results your customers are getting (and the side effect that will keep you motivated) The “Grit” secret every successful content marketer uses to “stay in the game” And much more. Also mentioned in this episode: HerBusiness Success Mastermind Episode 111 - The Wealth Chef - Build your Personal Brand - with Ann Wilson Order your HerBusiness Planner Angela Duckworth - GRIT: The Power of Passion and Perseverance

Have you ever mapped out your Customer Journey? Have you ever written down the journey someone takes step by step as they go from not knowing about you through to being your customer and beyond? If you HAVE then you know what a game-changing experience it can be. If you HAVEN’T then maybe by the end of this episode we will have inspired you to take a look at that as something you might want to do. In this episode your hosts, Suzi Dafnis and Michelle Falzon not only talk about getting clear on your Customer Journey, they also share how taking the time to do that will ALSO help you organise and inspire your content… and here’s the best part… it will also make your content WAY more effective at attracting, converting and KEEPING your customers AND you also won’t be wasting your time creating content that you don’t need. Imagine that. No more random blog posts. No more week in week out creating a newsletter that you’ve forgotten why you’re doing it. No more sitting at your computer or in front of your camera thinking “what the heck do I write or talk about with my audience today?” Because when you have a clearly laid out and documented Customer Journey you can use that journey almost like the framework for your content, so you are ONLY ever creating the content that you need and every piece of content has a clear purpose. Listen to this episode to hear more about: Exactly what a Customer Journey is and why you want to start at the “Zoomed out” level first Why knowing your Marketing Mountains gives you an “unfair” advantage when it comes to mapping your Customer Journey How to get to the next level of detail after you’ve mapped out the key milestones in your Customer Journey How to avoid a “default setting” Customer Journey The universal steps EVERY customer takes on EVERY Customer Journey and how to use that to get a headstart How to know with confidence which part of the Customer Journey to focus on optimising your content for The “REAL” Truth behind our “No Content Without Conversion” catch cry (and why most people understand this) And much more. Also mentioned in this episode: HerBusiness Success Mastermind Amy Geach - Maida Learning Episode 4 - Finding Your Marketing Mountain Episode 49 Creating Your Customer Experience by Design Not by Default with Jason Friedman