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

One of the biggest challenges small business owners have when it comes to embracing content marketing is that it feels so BIG and OVERWHELMING… where do you begin? And what can happen is that you get all excited and start one thing, like a blog or a Facebook Group, and then you start something else, like Facebook Advertising and then you build another product and decide you’re going to do a special promotion for that and before you know it, your focus is split into a thousand different directions and you aren’t getting anything FINISHED. You’re just sitting in a big pool of overwhelm and slowly sinking. In this episode, your hosts, Suzi Dafnis and Michelle Falzon introduce you to something they’ve used for YEARS to beat overwhelm, get more focused and get more results from their content marketing… and that is the power of focusing on just ONE product and ONE ideal client… and ONE process to get the sale. FREE DOWNLOAD: Plus you can get a free download summarising the Rule of One by going here. Listen to this episode to hear more about: Why you want to turn your idea of “the funnel” upside down How using The Rule of One helped Suzi create a marketing campaign that has yielded results for more than 4 years with very little effort The ONE key distinction you need to make BEFORE you start planning your content marketing that will save you major overwhelm and get you fast-tracked to more immediate results How Suzi used the Rule of One to prioritise which marketing campaign she would focus on What we can learn from photographer Annie Leibovitz’s advice to her photography students when it comes to content marketing The “beginner’s mistake” that could be causing major overwhelm when it comes to your marketing strategy Also mentioned in this episode: Free Download - Rule of One Fiona Keary - Style Liberation

You can have the best message and do amazing content marketing, but if your offer is not irresistible, you may find you STILL don’t get enough sales. In this episode, your hosts, Suzi Dafnis and Michelle Falzon interview Michael Maidens about what it REALLY takes to create an irresistible offer. Michael is a master in the area of creating offers, having generated millions of dollars with his creative and “out of the box” approach to crafting offers for his clients. Michael also recently launched The Offer Academy where he teaches business owners his offer creation process. Listen to this episode to hear more about: Why it’s essential that your offer is “imperfect” when you launch it How to build a “feedback loop” into your marketing so you are constantly improving your offer (and results) Where and when to split test your offer Why when someone says “No”, you need to realise they may not be saying no forever and what you can do to maintain connection for follow up sales later How to find the Transformation gap between where your prospects are now and where they want to be How to create a Decision Deadline and give people a stronger reason to buy right now What an “offer success path” is and how to know where YOU are on that path What your Offer Promise is and how to craft yours And much more You can have the best message and do amazing content marketing, but if your offer is not irresistible, you may find you STILL don’t get enough sales. In this episode, your hosts, Suzi Dafnis and Michelle Falzon interview Michael Maidens about what it REALLY takes to create an irresistible offer. Michael is a master in the area of creating offers, having generated millions of dollars with his creative and “out of the box” approach to crafting offers for his clients. Michael also recently launched The Offer Academy where he teaches business owners his offer creation process. Listen to this episode to hear more about: Why it’s essential that your offer is “imperfect” when you launch it How to build a “feedback loop” into your marketing so you are constantly improving your offer (and results) Where and when to split test your offer Why when someone says “No”, you need to realise they may not be saying no forever and what you can do to maintain connection for follow up sales later How to find the Transformation gap between where your prospects are now and where they want to be How to create a Decision Deadline and give people a stronger reason to buy right now What an “offer success path” is and how to know where YOU are on that path What your Offer Promise is and how to craft yours And much more Also mentioned in this episode: The Offer Academy Content Sells Episode 23: How To Craft An Offer That Sells The Offer Academy Content Sells Episode 23: How To Craft An Offer That Sells

A high-end retreat can be an excellent way to create a higher value product to offer to your customers (and they can be great fun and an awesome way to travel, too!). But they DO take some special consideration when marketing a high-end retreat. In this episode, your hosts, Suzi Dafnis and Michelle Falzon share their experience successfully marketing the REACH Retreat in Hawaii and give you 7 of their top tips for marketing a high-end retreat. Join Suzi and Michelle at the REACH Retreat! Follow this link to get more information and to apply now: http://thereachretreat.com/ Listen to this episode to hear more about: Why you need to market a high-end retreat differently to your other programs The rapid and massive increase in people looking for more purpose-based travel experience What you can learn from the half-a-trillion-dollar a year “Wellness Market” Why you might be missing out on customers if you are still only offering traditional “classroom” learning experiences What a home brewing retreat in Boothbay Harbour, Maine, tells us about the retreat market (and why you need to take this seriously) How to use a Retreat as a “slack adjuster” in your business - adding a higher level of profitability to your existing marketing funnels How much lead time do you need to promote a high-end retreat? How to maintain scarcity and urgency even if you’re marketing your retreat over a long period of time How Michelle and Suzi used Facebook LIVE to generate $50,000 in Retreat sales in 5 days What to take into account when considering your Retreat Early Bird Pricing The “one email” approach to Retreat sales How to use your family and friends to help you sell your Retreat How a business consultant used Word of Mouth to fill his retreat to Africa Do you offer an application process or not? Why you want to be able to say “no” to some Retreat participants How to “piggyback” your Retreat marketing onto all your other marketing efforts And much more Also mentioned in this episode: HerBusiness REACH Retreat Global Wellness Tourism Congress Report Homebrewers Retreat, Boothbay Harbour, Maine USA Women's Fitness Adventures Style Liberation James Schramko Superfast Business Content Sells Episode 2: Your Ideal Client 

Your lead magnet is one of the best ways to get people starting the journey towards buying from you because it’s typically a very low commitment someone needs to make - and they get something of value in return. But how much time do you REALLY have to spend creating your lead magnet? In this episode, your hosts, Suzi Dafnis and Michelle Falzon dispel the myth that you need to spend a ton of time creating your lead magnet. Instead, they show you 3 lead magnets you can create in 3 hours (or less!) with minimum fuss and maximum impact. Tune into this episode to see how you can create your lead magnet in the same amount of time it takes to watch a movie… and get cracking attracting more people into your world and making more sales. Also included with this episode is the FREE Lead Magnet Starter Guide, which outlines various types of lead magnets, how to choose your topic plus tips for creating effective lead magnet content. Listen to this episode to hear more about: Why you are only limited by your imagination when it comes to what format your lead magnet can take Why you NEED a lead magnet The places you can promote your lead magnet (hint: it’s not just for your website!) The NUMBER 1 thing you can do to leverage EVERY lead magnet you create Why your Lead Magnet Thank You page is one of the most wasted pages in your marketing funnel (and what you can do about it) How to get 50% or more of the people who opt in for your lead magnet to IMMEDIATELY take the next step with you Why the amount of time you spend on your lead magnet is not an indicator of the success of your lead magnet Why you DON’T want to solve ALL the problems with your lead magnet (and how you can create a balance between problem and solution) How to break through if you’re currently STUCK creating your lead magnet How to use your Lead Magnet to test a new product idea or marketing hook Why an “ugly” experimental version of your lead magnet is EVEN better than a perfectly designed lead magnet Do you need a dedicated landing page for your lead magnet? How to make the most of your existing content when creating a new lead magnet The smart trick Suzi did that turned one lead magnet into multiple lead magnets in just a couple of hours Do “Fill in the blanks” type lead magnets REALLY work? The visually intriguing lead magnet attracting the MOST attention right now And much more Also mentioned in this episode: Mindmap Tools list: Lucid Chart  iMindMapMindMeisterCoggle MindManager Episode 9 - 5 Specific Lead Magnets That Get Results  Episode 11 - The Step 2 Secret  Episode 52 - 8 types of subject lines that will get your emails opened  Episode 66 - Turning Content Into Sales With The Problem / Solution Dance 

Ever started a Facebook Group and had it turn into a ghost town? How do you keep people engaged and loving being part of your Facebook Group? In this episode your hosts, Suzi Dafnis and Michelle Falzon speak to someone who has MASTERED the art of keeping people engaged in her Facebook Groups. Kate Toon of KateToon.com. Discover how Kate does it and what strategies and ideas you can borrow to boost engagement in your own Facebook Group.  Even if you don’t have a group and you never plan on having one… this episode is a masterclass in how to nurture and grow a thriving community - relevant to any other groups you have, including live event groups, online courses and other communities you might want to keep alive and vibrant with your content. Listen to this episode to hear more about: The first thing you need to think about when setting up a group The different levels of “love” Kate gives to her paid vs free groups When to allow “free posting” on your groups and when not to How to “Turn Up” and be 100% present in your group (and why that’s KEY to engagement) How Kate grows engagement in her Facebook Groups even though she is often NOT consistent at posting What you can learn about Kate’s “eggplant” post in one of her business groups that drove massive engagement How to create “spillover” engagement from post to post Why being unapologetically you is one of the best strategies to maintaining a successful Facebook Group When you might want to consider getting another Admin to help you with your Group Why you need to reward your “regulars” Why Kate doesn’t believe in regular “day” posts like “Finish it Friday” How to use a Facebook Group to build engagement and interest in your book Also mentioned in this episode: KateToon.com Confessions of a Misfit Entrepreneur Book by Kate Toon Kate’s Facebook Groups Misfit Entrepreneurs SEO for Success

To build an EPIC business today you need to connect in more meaningful ways with your customers than you EVER have before... and one of THE most powerful ways to do that is to tell your STORIES. In this episode your hosts Suzi Dafnis and Michelle Falzon talk to Valerie Khoo, author of Power Stories and CEO and founder of the Australian Writers’ Centre about powerful ways to share your stories as part of your content marketing strategy. How do you find your stories? Where should you share them and how can you use them to influence followers and convert customers? It’s all in this episode… along with the opportunity to access a brand new content writing coursefrom Valerie and her team at the Australian Writers’ Centre. Listen to this episode to hear more about: The most under-utilised tool in your small business arsenal How to use stories to demonstrate your “care factor” and bring your customers closer to you How to harness the power of your story with one sentence Why you need to be telling your “Passion” story (and an example of Val’s Passion Story) How to go from a “swirl” of ideas to a fully fledged, powerful story How to find relevance in your story for your audience The one story you need to tell succinctly when you first meet a new customer The single biggest mistake almost all small businesses make on their “About” page on their website The 3 parts to a customer story that distinguish it from “just another testimonial” How “The Biggest Loser” TV show can teach you to write AMAZING customer stories The 3 ingredients you need to include to tell your customer stories successfully How to make your stories easier to share and, importantly, easier for others to tell on your behalf The very first place you should be sharing your customer stories (and it’s not what you might think) Ways to tell stories about your product that your audience will love How Val used the power of storytelling to sell a 2 year old Bunnings outdoor furniture set on eBay that could change everything about the way you market YOUR products The simple piece of advice about your product stories that saves you having to make it “whizz bang” and just gets you started! Also mentioned in this episode: Australian Writers’ Centre Brand new Australian Writers’ Centre content writing course

If you’ve ever asked the question “What do I charge for my product?” or “How can I increase my pricing when my competitors are all charging less?” or “How can I test my pricing” you are going to love this next episode which is all about 3 of our favourite profitable pricing strategies. In this episode, your hosts, Suzi Dafnis and Michelle Falzon show how your pricing strategy and your content strategy need to work together to help you get more sales. Also included with this episode is the FREE Volume/Value Matrix Download. Listen to this episode to hear more about: The role your “Mojo” plays in your pricing (and why you might need to work on your thinking as much as your pricing) One of the MAIN reasons people undercharge (and what you can do about it) How to come up with the most profitable pricing for a NEW product The 4 types of business models and why you MUST know which pricing strategy is most relevant to your model Where the NO GO zone is when it comes to your pricing How knowing your “touch / automation” balance can give you clarity around your pricing strategy How to use refundable deposits The ONE time we recommend you use coupons and discounts How to increase your prices without upsetting your customers And much more Also mentioned in this episode: Volume Value Matrix FREE Download Episode 43 — Woops I lost My Mojo — How to find your voice and get more confident with your content creation Zero to One Bookby Peter Thiel You might think a little unrelated to content marketing but you’ll see in this episode how your pricing strategy absolutely needs to be supported by your content marketing strategy — so watch out for that episode next!

Copywriting expert Joanna Wiebe discusses crafting compelling calls to action, optimizing buttons for conversions, and reducing customer anxiety. She shares strategies for tailoring CTAs to audience needs and emphasizes the importance of clear messaging in driving engagement and sales.

As our market gets more sophisticated and we see more and more of our competitors stepping into content marketing strategies, there’s one area that will really help set you apart and that is the level of CONNECTION you are able to create with your ideal customers through your content. How do you create a strong connection with your customer and prospects so they buy from you in the first place… and then keep coming back to buy from you again and again? In this episode, your hosts Suzi Dafnis and Michelle Falzon are going to focus on five ways you can build a stronger connection with YOUR customers. Listen to this episode to hear more about: The one thing you need to put at the centre of all your communications that will GUARANTEE connection The 3 clues that you’re creating powerful connections with your customers Five tips for creating stronger connections in all your customer contact points How to use client interviews and surveys to bring customers closer to you Why your failure to segment your email list will be driving a wedge between you and your best customers (and what you can do about it) How a fashion stylist is using a Facebook Group to create more connection with her audience (and why they are loving it) Clever ways to acknowledge “milestone moments” How to get emotional in your content without coming on too strong (and why being more emotive will create stronger bonds with your customers) Also mentioned in this episode: New Client Email Nurture Sequence Free Download Epsiode 8 – How to Create a New Client Email Nurture Campaign Episode 32 - 9 Ways to Segment Your Email List for Better Results Episode 67 - Client Avatar Interviews - why you need them and how to do them Episode 76 - How To Reassure People After They Optin or Buy From You Brene Brown   Fiona Keary of Style Liberation  Canva  Ryan Levesque – ASK Method  Tina Tower – Begin Bright Dominique Antarakis The Copy Collective  Headspace Runtastic TOMS shoes  SF Capital Heidi Dening Workable Wellness  Jenny Boss Nutrition

In this episode we interview someone who is an expert in the area of “Influence” – Julie Masters shares with us her insights on how we can create more influential content that not only reaches our ideal customers, but also changes their hearts and minds. YOUR FREE RESOURCES FOR THIS EPISODE:  You also get a special free gift to go with this episode – Julie’s Influencer Code eBook so you can learn how YOU can become the leading authority in your space and you can get that here. www.herbusiness.com/influencercode Listen to this episode to hear more about: The 3 types of Influence The perfect storm that has fundamentally changed what it means to be an Influencer (and how you can become one) How the “Echo Effect” can help you understand just how influential you REALLY are Why you need to know the Charismatic Language of your audience The massive shift in who and how we trust that is changing the face of who holds the real power and influence today How becoming an Influencer is the fastest way to attract top talent The shift in perspective you need to make when creating content that will immediately make you more influential Why Julie hates the word confidence and what you need to focus on instead What you can learn from Flamenco dancers about claiming your space and feeling more certain in your communications Why you don’t have to be right (and why “being right” is stopping you from being more influential) Why naming the elephant in the room can be one of the best ways to turn around a “tough crowd” and convert them into your biggest fans The one thing you can do to instantly get people listening to you What to do if an interaction gets hostile or negative The age old debate – are extroverts MORE suited to be influencers than introverts? 3 Tips to make a more influential LIVE presentation Why you want to “own the energy early” in all your communications The 4 things you need to be clear you want your audience to do before you say a word Why “What do I want to say” is the wrong (and most debilitating) question you can ask before making a presentation (and what to ask instead) Also mentioned in this episode: Inside Influence Podcast Buzz Sumo Marter Mothers Nappies  Megan Washington TED Talk