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

Proactive marketing involves anticipating future trends, your customer needs, and market changes and strategically planning your marketing in advance so you can achieve the goals you really want to achieve. Whereas reactive marketing can mean you never really get to your goals because that’s not what’s driving your marketing. Instead, with reactive marketing, it’s less about where you want to go and more about being driven by what’s happening right now. You’re very often responding to immediate challenges or changes in your market or industry. Or to quick ideas you have in reaction to something your competitor is doing or to plug a cashflow hole that has cropped up. Your hosts Suzi Dafnis and Michelle Falzon talk you through the ways reactive marketing might be showing up in your business and how to make the shift from reactive to proactive marketing (and be more profitable, less exhausted and more on track than ever!). Listen to this episode to hear more about: Why making the shift to proactive marketing can feel like a “baptism of fire” (and how not to get burned) The key mindset change you need to get out of the “reactive rut” 5 signs you’re marketing is reactive (and what to do about it) The problem of paying attention to your competitors The reason why you feel your campaigns are often “last minute” The brilliant idea Suzi “borrowed” from another industry that completely transformed her business How a menopause coach let go of being overly opportunistic and reactive and 10X’d her income as a result How to avoid distractions and bright shiny objects And much more!  Also mentioned in this episode: HerBusiness Marketing Success Mastermind HerBusiness Network  The REACH Retreat in Hawaii Content Sells Facebook Page Fiona Keary - Style Liberation Angela Counsel - Embrace Program Episode 191 - “Staying in Your Lane” – How To Avoid Distractions and Accelerate Your Marketing Results Episode 195 - Stacking Momentum With Your Annual Marketing Plan Episode 160 - Why Being Opportunistic is Costing You Opportunities Julia Watts - The Sample Room

MVP stands for Minimum Viable Product and it’s all about getting to market with the bare essentials of your product or program and testing the idea is actually what the market wants, BEFORE you over invest and create the entire fully fleshed out bells and whistles version of the product. Once you know “it flies” THEN you launch it. Your hosts Suzi Dafnis and Michelle Falzon talk you through how to adopt the MVP mindset and give you case studies and examples of how you can get to market quickly and get customer feedback as soon as you can. This MVP approach can SAVE you making some big and expensive mistakes AND it can actually enlist your customers to help you create your product for free, make it better and more likely to sell! Listen to this episode to hear more about: -> How to go to market with a “less than perfect” course, program, product or service. -> What you definitely DON’T skimp on when launching your MVP. -> The MVP example that involved a flip chart and a zoom connection and turned into a multi million dollar program. -> How to get invaluable feedback from your first buyers. -> What to price your MVP. -> How to position your MVP so the early version is perceived as something positive versus a prototype. -> Why the fact people like to “get in on the ground floor” of something works in your favour when launching an MVP. -> How Michelle and Suzi launched a 5-figure program with no funnel and no fancy online portal (and why they kept it that way!). -> How to become “The Scientist” in your business and why that will make you less stressed and able to create better products that sell! -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> HerBusiness Network -> Content Sells Facebook Page -> Trevor Young - Content Strategist

This episode is all about how you can get literally HOURS back each week by adopting some simple but powerful marketing systems. Your hosts Suzi Dafnis and Michelle Falzon share 3 marketing systems that are do-able and don’t need a lot of tech AND can save you from doing a bunch of stuff you don’t need to be doing. Listen to this episode to hear more about: -> What one of the biggest “red herrings” in Content Marketing is and why it’s keeping you distracted, exhausted and frustrated. -> The surprising thing about repetition and why knowing this can literally save you HOURS of time. -> What Hollywood understood in the 1930’s that most content marketers still don’t know today. -> The Rule of 7 and how to use it to your advantage. -> The surprising thing Michelle found in her Inbox and why this discovery can unlock a breakthrough when it comes to saving your time! -> Suzi’s approach to content marketing for her free Facebook Group and how you can use this one idea to get hours back each week if YOU have a Facebook Group! -> The simple way to leverage the effectiveness of your email marketing (even if you have a small list!). -> The AI “mic drop” moment (once you hear this you will never look at ChatGPT the same way again)! -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> ChatGPT -> Content Sells Facebook Page -> Lyndelle Newey - The Quilt Room Email Automation Tools: MailChimp ActiveCampaign Klaviyo Keap Ontraport

In this episode we’re talking about something that’s a bit of content marketing “chestnut” – there was a time whenever you saw a content marketer on a speaker lineup, they talked about this… but, while we’ve touched on it in numerous ways, and we’ve done a couple of interviews with people who are doing this… we’ve never actually done a show, just you and I, dedicated to this idea… That “ol’ chestnut” your hosts, Suzi Dafnis and Michelle Falzon are talking about is “Repurposing Content”  and in this episode they explain why repurposing is not just taking a blog post and turning it into 5 social posts and 3 videos. Instead see how you can create less CORE content and reimagine it in ways that are strategic and conversion-focused. Listen to This Episode to Hear More About: -> The ONE thing you need to know about EVERY single piece of content you create. -> Why no matter how efficient your content creation is, if you’re missing one important ingredient, chances are you’re working too hard making content that’s not turning into results for you. -> How to originate your Core Content in the format that suits you - so you actually LOVE creating content and it’s EASY! -> The difference between IP and Core Content (and how much of each you need). -> Why you’re probably over-investing in Core Content and why that’s keeping you exhausted. -> How to use more Content Bridges to leverage just a few pieces of Core Content for even better results! -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Content Sells Facebook Page -> Episode 170 - Repurposing Your Content and Making More With Less - with Ruth Buczynski -> Ryan Deiss - Digital Marketer -> Episode 1 - The Content Universe -> Episode 65 - How to Create Great Models & Frameworks -> Episode 111 - The Wealth Chef - Build Your Own Personal Brand with Ann Wilson -> Episode 207 - How AI is Changing the Game for Small Business Owners -> Episode 213 - 11 Content Marketing Tools We’re Loving -> Cath Cosgrave Consulting -> Dr Morten Hansen -> Elliott Connie - Solution Focused Brief Therapy -> Kerwin Rae -> Ruth Buczynski, NICABM -> Ann Wilson, The Wealth Chef -> Shandra Moran - The Transit Lounge

We’re covering a topic that can make a massive difference to your results… and that’s getting more referrals. And while we all love a good referral, in many businesses, it tends to be something that happens organically. In this episode, your hosts Suzi Dafnis and Michelle Falzon cover 6 specific things you can do to cultivate and systemise your content marketing to actually encourage more referrals on a regular basis. Listen to this episode to hear more about: -> The type of referral that has a 90% trust rating. -> How to structure a referral so it leads to an “effortless” sale. -> The different types of referrals (and why you want to create systems for a VARIETY of these). -> The PERFECT time to ask for a referral. -> How to reduce your “churn rate” with referrals. -> How to identify the ideal referral partner (and what to do next!). -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Content Sells Facebook Page -> Referral Factory -> FriendBuy -> Hello Referrals -> Karen Parish - Red&Crew -> Amey Lee - Heart Content -> Loren Bartley - Impactiv8 -> Kristy-Lee Billett - People Powered HR

Striving for perfection is often what keeps us from launching our new product, sending that email, putting ourselves out there for that opportunity, reaching out to that amazing strategic partner, putting our hand up for that media opportunity, opening that new store, or any other great thing that you might be holding back on because you don’t yet have things perfect enough! In this episode, your hosts, Suzi Dafnis and Michelle Falzon’s big message is to EMBRACE what’s IMPERFECT in your life, your business, your message, your experience and go for it anyway. They share some of their top tips and observations around this topic based on their own personal journeys of embracing imperfection and also what they’ve seen work with the literally hundreds and hundreds of business owners they support. Listen to This Episode to Hear More About: -> The staggering scientific results that show women rate their performance more poorly than men do (even though actual performance is about on par!). -> Why underestimating our performance is a trap that can keep us stuck in seeking perfection (and what to do instead). -> Why our criteria for success needs to be rewired to actually be successful. -> How to overcome the almost reflex action of overcompensating and actually get paid what you’re worth and feel great about it! -> How Michelle’s friend’s terrible spelling helped her have a big a-ha around what behaviours actually lead to success. -> Why feeling you have to “know it all” and be the “guru” is holding you back. -> 8 ways perfection could be showing up in your life. -> 6 instantly usable hacks for overcoming perfectionism and taking powerful (and imperfect!) action instead! -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Content Sells Facebook Page -> Episode 202 - The Features Trap -> Claire Zammit - Evolving Wisdom -> Stephanie Burns -> Samantha Konyeshi

There’s a strategy we have long loved and wanted to cover on the show… and that strategy is all about how you can boost your authority, grow your audience and own the space by publishing a report. Now, what do we mean by a report… Well, the dictionary defines a report as: An account given of a particular matter, especially in the form of an official document, after thorough investigation or consideration by an appointed person or body. And that’s a pretty good definition for what we’re talking about. In this instance YOU are the appointed body! Yes, you are appointing yourself as the creator of a report! And that immediately goes to helping your credibility. Plus reports can be incredibly newsworthy. Meaning you could pick up some PR - whether that’s in mainstream media or in your own market niche related media AND they can work really well as a lead magnet to grow your list and attract new prospects to your business. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, share their top tips for creating and publishing a report (and how to use that report to get noticed, grow your list and build your profile as an authority in your space). Listen to this episode to hear more about: -> The simple format question that will elevate your report to “authority” status. -> How to use a report to get invited onto podcasts and get more speaking opportunities. -> Why adding a “Step 2” to your report could supercharge your results with one simple additional page in your funnel. -> Why you don’t want to wait for people to consume your report to invite them to the “next” step with you. -> How to gain momentum by publishing a report on a regular basis (and which is better? Quarterly, Bi-Annually or Annually?). -> The one thing you MUST include in your report content. -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Content Sells Facebook Page -> Episode 11 - Step 2 Secret -> Episode 45 - Content Marketing Trends with Joe Pulizzi -> Episode 202 - The Features Trap -> Episode 207 - How AI is Changing the Marketing Game for Small Business Owners -> Content Marketing Institute -> Susan Bell Research -> Jacki Short - Sydney Centre for Creative Change

Your Sales Funnel is a process or series of steps for taking someone from not knowing about you or your offer to actually buying the specific product or service you want to sell. And we’re seeing a LOT of obsession about this BEFORE people launch their Sales Funnels, but then they launch and there can be this sense of “TICK” – that job is done. When really, you’re just at the STARTING line and your work is just beginning. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, share the “optimisation mindset” you need to have when it comes to getting results from your online sales process – because it’s very rare that the first thing you put together will totally knock it out of the park. And that’s why they’ve dedicated today’s episode to what happens AFTER you launch your sales funnel. What do you focus on? How do you optimise the various moving parts to keep getting better and better results? Listen to this episode to hear more about: -> The “hard truth” business owners need to accept when it comes to creating an online sales funnel (and why it’s better to know this at the START). -> The VERY FIRST place you should consider optimising your sales process. -> Which metrics to obsess over (and which ones to ignore so you don’t get caught in the weeds). -> Tips for doubling your Click Through Rate. -> What to considering split testing on your Sales Page. -> The most wasted opportunity in almost every sales funnel. -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Content Sells Facebook Page -> Episode 4 - Finding Your Marketing Mountain -> Episode 11 - Step 2 Secret -> Episode 29 - How To Create a Landing Page That Converts Part 1 -> Episode 30 - How To Create a Landing Page That Converts Part 2 -> Episode 206 - The 16 Essential Elements of a High Converting Sales Page -> Episode 207 - How AI is Changing the Marketing Game for Small Business Owners -> Fiona Keary - Style Liberation -> Louise Davis - Louise Davis Consulting

Not getting the results from webinars like you used to? Have you ever considered offering a low-priced workshop into the mix as a way to attract BUYERS right from the start of your sales process and open the door on your higher priced services, courses or products? In this episode, your hosts, Suzi Dafnis and Michelle Falzon, share WHY you might want to use this strategy of adding a PAID low-cost workshop as well as where, when and HOW it might fit into your marketing mix. Listen to this episode to hear more about: -> Why Suzi and Michelle are fans of the paid workshop (and the counterintuitive reason they work). -> How you can instantly radically increase your show up rate. -> The strategy for doubling your conversions. -> How to attract more buyers and less tyre kickers. -> The ideal price point for your low cost workshop. -> The “fine balance” you need to strike between price, value and next steps. -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Content Sells Facebook Page -> Ep 23 - How to Craft an Offer That Sells -> Ep 56 - Webinars That Sell -> Ep 66 - Turning Content Into Sales With The “Problem / Solution” Dance -> Ep 176 - How to Successfully Launch Anything - With Jeff Walker -> Ep 178 - How to Get FREE Leads With a Self-Liquidating Offer - with Brandi Mowles -> Ep 199 – Creating a Runway: How to Pave The Way for the Sale & Get MORE Results for LESS Cost! -> Ep 204 - The Perils of Overthinking and Underdoing -> Shandra Moran - Transit Lounge

Imagine being able to go from “Tired & Trapped” with your marketing and business model, to achieving “Freedom & Flexibility” where you are able to unhook your income from your time and make more by doing less – sound like a pipe dream? If you’re a coach, consultant, course creator or other type of expert, best-selling author and 6-time Inc 5000 CEO, Ryan Levesque, has spent more than a decade decoding the exact steps you can take to do just that. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, dive deep with Ryan on the new “revolution” he sees coming for people with expertise and those who help others through coaching and consulting. He calls it the Hybrid Expert Revolution and he shares why NOW is the exact moment to make “The Switch” from a “1:1” to “Group” approach to expand your impact and your income. Listen to this episode to hear more about: -> Ryan’s BRAND NEW Hybrid Expert Method (be one of the first in the world to learn this approach). -> The 3 Key Shifts giving coaches, consultants, course creators and other experts more LEVERAGE in their business. -> Ryan’s moving personal story of going from his death-bed due to overwork serving customers 1:1, to being able to leverage his expertise into MULTIPLE 7 & 8-figure businesses and living a more balanced “dream” lifestyle. -> How to navigate switching to more leveraged group programs while also RETAINING your current income! -> The REALISTIC process for experts to move from 1:1 to Groups (hint: it doesn’t happen overnight and you need to take a “hybrid” approach). -> The FIRST place Ryan recommends you start when creating a group program. -> How to avoid creating a “Frankenstein” business with one very specific mindset shift. -> And much more! Also mentioned in this episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Content Sells Facebook Page -> Ryan’s Upcoming Hybrid Expert Workshop -> Episode 2 - Your Ideal Client -> Episode 23 - How To Craft An Offer That Sells -> Episode 67 - Client Avatar Interviews -> Erica Webb - Self-Kind Hub