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

What is the “Step 2” Secret? And why do your hosts, Suzi Dafnis and Michelle Falzon say this is one of their favourite and most effective secret weapons for getting more engagement and conversions? In this episode Suzi and Michelle reveal the “Step 2” secret and how it can save you from making one of the biggest mistakes with their online content marketing. Included in this episode is the importance of beginning with the end in mind and the 5 essentials to bear in mind when crafting your Step 2. In this episode you will learn: What the “Step 2” secret is Why every piece of content you create needs a Step 2 The most wasted piece of real estate on the Internet The promise of speed and automation Why you need to “vary the medium” The importance of acknowledgement

Are eBooks still effective anymore? We say YES and in this episode, your hosts Suzi Dafnis and Michelle Falzon reveal their best eBook strategies, including how to choose your title and topic, essential cover design tips, how to grab attention and the importance of having a clear next step. They also answer the question “How long should my eBook be?” and give you tips on ways to fast track your eBook creation and design and offer 5 ways to promote your eBook to generate more leads and more sales. In this episode you will learn: How to choose your eBook title and topic Common cover design mistakes to avoid How to craft your call to action and where to put it on your eBook The ideal length for your eBook Promotion ideas to get more people opting in to receive your eBook

One of the most effective ways to grow your email list and generate more new leads is to create an effective lead magnet that your ideal prospects will want to receive in exchange for their details. In this episode of Content Sells, your hosts, Suzi Dafnis and Michelle Falzon share what’s worked and what hasn’t worked in their extensive lead magnet experience (between them they have had tens of thousands of lead magnet downloads and produced hundreds of lead magnets). In this episode will learn: What is a lead magnet? An exploration of the various types of lead magnets such as eBooks, Checklists, Tools and Quizzes A review of the lead magnets getting best results and how How to find the right lead magnet for your specific situation

Episode 08: How To Create A New Client Email Nurture Campaign Many people use email marketing to create new leads, but often forget to use the power of email communication once those leads become customers. In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon show you how to leverage your email marketing to not only keep your new customers, but also keep them buying from you again and again, including tips and strategies for creating an effective new client nurture sequence (including a New-Customer Email Template). In this episode you will learn: The 4 Stages of Loyalty Plus we’ll dive into the 5 elements of a successful post purchase email nurture campaign: Reassure Connect Orientate Switch On Move Forward

Welcome to Episode 07 of Content Sells with your hosts Suzi Dafnis and Michelle Falzon. In today’s episode we’re focusing on 5 common email marketing mistakes and what you can do to avoid them. Listen in today to see if any of these mistakes sound familiar to you. Because if these flaws are present in your email marketing strategy, they are costing you leads, sales and money and the good news is, most of them are easily fixed. Today you’ll learn: - How to write less boring email copy- How to use personalisation to your advantage- What permission marketing means- Why making it hard for people to unsubscribe is a mistake- The importance of being consistent- 5 “First Impression” mistakes most people make with their email marketing- Tips on using graphics effectively in your emails

Welcome to Episode 06 of Content Sells with your hosts Suzi Dafnis and Michelle Falzon. Today we’re talking about Strategies For Creating Email Campaigns that Sell, Without Being Salesy. A lot of small business owners are concerned about being too salesy or hypey in their email marketing and alienating their subscribers as a result. 
So today we share with you some of the things we’ve learned about how to create email marketing campaigns that sell without you having to use overly salesy language or high pressure tactics that are likely making you and your readers feel uncomfortable. Today you’ll learn: - Why email is still one of the most effective tools in your marketing toolbox- The importance of realising your email is part of a larger ecosystem- The “reverse logic” that will transform your email marketing strategy- How to craft a clear call to action- The power of autoresponders- Why segmentation is vital- 4 ways you can maintain trust

Welcome to Episode 05 of Content Sells with your hosts Suzi Dafnis and Michelle Falzon. In today’s episode we’re talking about how you craft a journey that gets more of your WHO (your ideal clients) - from the bottom of your Marketing Mountain to the top to purchase your WHAT (the specific thing you want your customers to buy from you). This concept of the Marketing Mountain is explained in more detail in episode 4. Essentially, your Marketing Mountain is the process you use to turn a prospect into a customer.  Some like to call it a “funnel” – we like to turn that idea upside down and think of it as a “Mountain”… and there’s a specific reason for that, which you’ll learn more about in today’s episode. Today you’ll learn: - The psychology and 5 stages of the Buyers Journey - The big shift that’s occurred in the last 5 years - The keys to getting optin, engagement and conversion - A recap of Cialdini’s 6 Tools of Influence - Why focussing on the transformation at the top of the mountain is important for your content all along the way Today's show notes are available at: http://www.contentsellpodcast.com/ascend

Why you need to think of your marketing system more like a mountain than a funnel.Welcome to Episode 04 of Content Sells with your hosts Suzi Dafnis and Michelle Falzon. In today’s episode we share with you a really important model that is at the heart of the Content Sells philosophy and it’s what we call your Marketing Mountain (plus free download at: http://bit.ly/contentsells-ep04-marketingmountain). Your Marketing Mountain is your marketing system. It’s the specific process you are going to use to move your ideal client from not knowing anything about you, to being a loyal and happy customer. Instead of thinking of your marketing system like a funnel where leads pour in the top and magically spill out the bottom, it can really help to think of it instead like a mountain, where you have to craft a journey that really inspires your ideal clients to make the trip from the bottom of the mountain to the top. Today you’ll learn: - Why you need to begin with the end in mind - Where most people go wrong with their content marketing strategy - The reason why we talk about “Mountains” rather than “Funnels” - The REAL issue stopping your leads turning into customers - How to package your offer - Why your mountain starts with your WHAT and your WHO - What to do if you have more than one ideal client.   Today's show notes are available at: http://contentsellspodcast.com/04-finding-your-marketing-mountain/  

Your ideas are valuable - time to get them organised!Welcome to Episode 03 of Content Sells with your hosts Suzi Dafnis and Michelle Falzon. In today’s episode, we’re answering the following question: How can you organise the ideas swirling around in your head to create content that attracts, converts and keeps your ideal clients? (Plus free download at: http://bit.ly/contentsells-ep03-5CoreContentIdeas). With so much of our marketing today being around providing valuable content to our audiences, we really need to stand out from the crowd. So, it’s getting more and more important to leverage our intellectual property and really make the most of our ideas. But how do you find and capture your best ideas?  And then, how do you package those ideas in a way that engages people and attracts them to you? In this episode we’re going to be taking a look at some strategies for really valuing and making the most of your intellectual property… AND how you can package those ideas into content that sells.
 Today you’ll learn: - How to uncover your “invisible” intellectual property - Why focusing on our intellectual property is not just for authors or speakers - we’ve all got expertise in our various businesses and the world needs your particular area of genius - The question to ask yourself when evaluating your ideas - The 5 core content ideas you are already sitting on but didn’t know you had - How to create powerful models - The role of metaphors - Why leveraging your stories is an important part of your IP - The importance of capturing what you do into identifiable steps and processes - How you can use research to create unique intellectual property. Today's show notes are available at: http://contentsellspodcast.com/03-getting-your-ideas-out-of-your-head/

Understanding your audience.Welcome to Episode 02 of Content Sells with your hosts Suzi Dafnis and Michelle Falzon. In today’s episode we’re talking about the importance of really understanding your audience BEFORE you create your content (plus free download at: http://bit.ly/contentsells-ep02-client-avatar). Having a crystal clear picture of your WHO (the ideal clients you want to attract) helps you focus your efforts so you’re not running around creating “one size fits all” content that doesn’t have any impact. In this episode you’ll learn more about: - The philosophy of building your content strategy around your audience - How to avoid “marketing blah blah” and create content that gets noticed - Why it’s OK to polarise people - How to create your ideal client avatar (for B2B and B2C) - Why your goal is empathy Because if you try to say everything to everyone, you end up saying nothing to no-one. In this episode you’ll get the foundations you need to create a client-centred content marketing strategy and be on your way to creating content that sells. Today's show notes are available at: http://contentsellspodcast.com/02-your-ideal-client/