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

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

Get the low-down on the Content Marketing Tools We’re Loving in 2023! These are tools that are helping us be more productive, more creative, more efficient and there are so many exciting things happening right now in terms of new tech! In this episode, your hosts, Suzi Dafnis and Michelle Falzon, revisit a topic they covered around this time last year as they share an UPDATE on their favourite content marketing tools (and a LOT has changed in just 12 short months!). You can check out ALL the tools mentioned on this show AND many more in our FREE freshly updated Content Marketing Tools Guide. Listen to this episode to hear more about: -> What Suzi and Michelle are STILL loving about the tools they shared in their 2022 Favourite Tools episode. -> The tidal wave of new tools created due to the AI explosion! -> Suzi’s favourite AI tool. -> The mindblowing new tool that enables you to turn yourself into a “virtual expert” using AI to tap into all your previous content! -> The super cool AI addition to a globally well-known design tool that’s a total game changer when it comes to creating literally a YEAR’s worth of social media posts in less than 10 minutes! -> The tool Suzi is using that’s making every day writing EASIER and more succinct and accurate. -> The image creation tool that is blowing Michelle’s mind. -> The super cool Zoom plugin that gives you instant meeting summaries and more. -> Wish you could “automagically” turn long form videos into lots of smaller video “nuggets” you can use for content marketing? Coming right up – we share a cool new tool that does just that! -> And much more! Also Mentioned in This Episode: -> FREE freshly updated Content Marketing Tools Guide. -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Content Sells Facebook Page -> Content Sells Podcast - Episode 185 - 6 Content Marketing Tools We’re Loving in 2022 ->  Content Sells Podcast - Episode 168  - How AI is Changing the Marketing Game for Small Business Owners -> Canva Bulk Create Feature Bridget Hallam, Throw Your Leg Over

It’s Q&A Time! In this episode, your hosts, Suzi Dafnis and Michelle Falzon, have are answering recent listener questions! We absolutely LOVE it when you ask questions and if you have something you’d like us to cover on a future show, go over to our Facebook Page and let us know! Listen to this episode to hear more about: -> What to do if you’re struggling with creating content for your email list. -> Suzi’s “email plan” tip that can save you hours! -> How to know if you’ve put too much in your lead magnet. -> The ugly truth about lead magnets (and why knowing this can help you increase your results). -> Why, in some ways, your lead magnet doesn’t matter and what you need to do immediately after someone opts in that matters WAY more. -> The important “tension” you need to create between free and paid content. -> Content ideas to nurture your free Facebook Group. -> What to think about FIRST when deciding how to market your coaching program (hint - this also applies to marketing ANY kind of program!). -> Why realising you’re not a “special snowflake” can be one of the BEST things to happen to your marketing. -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Content Sells Facebook Page -> Content Sells Podcast - Episode 4 - Finding Your Marketing Mountain -> Content Sells Podcast - Episode 11 - Step 2 Secret -> Content Sells Podcast - Episode 66 - Turning Content Into Sales With The Problem / Solution Dance -> Content Sells Podcast - Episode 206 - 16 Elements of a High-Converting Sales Page -> Amanda Farmer - Your Strata Property -> Fiona Keary - Style Liberation -> Angela Counsel – Embrace -> Kelly White -  Oak & Sage | Skin Retreat Botany

Applications work great for high ticket products and services because higher dollar sales typically require a bit more 1:1 connection and more personalized, high touch support in order for people to feel ready and confident to move forward and make the purchase. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, are talking about how you can sell high ticket items and premium products and services using an application process. The application process is something we’ve used very effectively when offering our higher value programs, like the REACH Retreat and the Marketing Success Mastermind. We’ve also used it for our annual Mastermind Experience event where people can work with us for one month and get all the perks and benefits of our main Mastermind. Listen to This Episode to Hear More About: -> How to know whether you need to add an application call to your sales process / marketing funnel. -> How to go from Webinar to Application -> How to craft the Application experience so your potential customer arrives confident and eager to buy from you vs you having to “beg” for the sale -> Why you won’t say yes to everyone who applies (and how to think about that) -> Why the application process is PERFECT for you if there are certain criteria someone needs before they should be working with you -> At what price point should you start thinking about adding an application call to the mix? -> How to know whether to make applications free, paid or another third alternative we share on this episode! -> What questions do you ask in your application form? -> What do you say on the call to make it a win/win for you and your customer (and skyrocket your results!) -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii

We know many of our listeners have some form of recurring revenue in their business model – whether that’s a membership site sharing information, or a repeatable service, a high dollar coaching program, or even a retainer arrangement – these are all recurring revenue models and you want to RETAIN as many of your recurring customers as possible. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, are diving into their many years of experience with memberships to give you their best ideas and inspiration, sharing 6 specific and powerful membership retention strategies. And even if you DON’T have a membership, there’s lots here you can map over to your business in terms of client retention, adding value and creating happy customers that refer more people to you! Listen to this episode to hear more about: -> The “leaky bucket” problem most memberships have and how to plug the gaps! -> The power of personal outreach and why you might want to add some 1:1 connection into your renewal process! -> Tips on how you can customize client interactions that have a high perceived value without taking too much of your time (and why this matters!). -> How you can use anticipation as one of your most powerful “stick strategies.” -> How to know if you have enough ‘pain of exit’ built into your membership. -> Why the right kind of rituals and celebrations can be one of your most effective ways to keep members happy and feeling like they’re making progress (and not wanting to leave!). -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii

Anyone who’s listened to this show for a while will know what big fans we are of both DOING customer surveys and gathering customer language. It’s one of the best ways you can deeply understand your market… and ALSO create powerful marketing language. So we thought it was high time we did an episode dedicated to giving you some frameworks for doing just that. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, share how you can write slam dunk marketing copy using your customer’s own words by going direct to the source and literally transforming your customer SURVEY responses (and other raw language you get from your customers through interviews, emails etc) into powerful headlines, bullet points, video scripts, sales pages, emails and more. Listen to This Episode to Hear More About: How we use Ryan Levesque’s Deep Dive Survey methodology to gather customer language. How to identify (and get rid of) useless jargon that’s actually alienating you from your ideal customers. What clues to look for when scanning your survey responses for the most powerful insights. The value of doing customer interviews (and how to ensure you don’t “knock the edges off” your customer language). Why you’re looking for the longer, more emotive responses from your customers (and what to do with them!). Michelle’s step-by-step process for turning raw customer language into powerful copy for headlines, bullet points and more. How you can use your survey data to create your Content Plan. A real-life example from Suzi’s customer language and how she’s applied that raw language to create powerful marketing copy. And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Content Sells Episode 31 “How To Use Surveys to Discover Exactly What Your Customers Want - With Ryan Levesque” -> Content Sells Episode 67 - Client Avatar Interviews Why You Need Them and How To Do Them -> Michelle Pritchard from Aligned Business Consulting

In this episode, your hosts, Suzi Dafnis and Michelle Falzon, are shaking things up and for the first time ever, are interviewing not one, but THREE guests as they talk about their breakthroughs when it comes to the MONEY part of Marketing! This is a topic we’ve touched on at different times over the years, but it’s the first time we’re approaching it like this bringing in 3 people who’ve had money breakthroughs in 3 important ways that relate to how we do our marketing: -> Mindset Breakthrough -> Price Breakthrough -> Investing in Paid Traffic Breakthrough Listen to this episode to hear more about: -> Why the “DIY” approach to your marketing where you “think” you’re SAVING money can actually be COSTING you more! -> The powerful reframe Shandra Moran of the Transit Lounge had that marketing, when done well, is actually an investment and a part of business operations. It's not just a cost or an expense. -> The importance of asking “Where is my money best INVESTED” and how treating your marketing budget like an investment can transform your results. -> How to deal with money blocks around the price you charge. -> Shifting my criteria based on where I spent money and what I spent it on. -> The “internal” work around reframing money stories and beliefs that made a difference for these 3 business owners (and what you can learn from their experience). -> What Fertility Specialist Tasha Jennings, did to get congruent with the value she was providing and charge more for her services! -> The very special list Tasha made that completely transformed her belief in the value she brings to her clients (this one tip can completely change your business!). -> How Fashion Stylist, Fiona Keary made the leap to paid traffic and scaled her business. -> And much more! Also mentioned in this episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Content Sells Episode 82 - 3 Profitable Pricing Strategies for Small Business Owners -> Content Sells Episode 160 - Why Being Opportunistic is Costing You Opportunities -> Episode 183 - Why You Don’t Need to Change Your Marketing (the Benefits of “Project Broken Record”)  -> Content Sells Episode 184 - How to Raise Your Prices – 5 Strategies For Making More Money (Without Losing Customers) -> Content Sells Episode 204 - The Perils of Overthinking and Underdoing -> Shandra Moran - The Transit Lounge -> Tasha Jennings - TashaJennings.com.au -> Fiona Keary - Style Liberation