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

AI is here to stay and it’s changing the marketing game for small business owners. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, deliver their first AI-related show (it won’t be the last!). They discuss the importance of crafting great prompts to get the best out of AI and share a simple “Prompt Crafting” framework you can follow to optimise the results you’re getting from AI. They also discuss the incredible opportunities available to small business owners through the use of AI for research, brainstorming ideas, creating content, translating, summarizing, editing, proofreading, and giving advice. They also discuss the limitations of AI, such as inaccuracies and biases, and how to verify the results provided by AI. Listen to this episode to hear more about: -> How we used AI to create this episode, including the graphics, show notes, content outline and marketing materials! -> What AI really means and why it’s so important for business owners to understand how it’s been designed to mimic human intelligence and behavior -> What Natural language processing (NLP) is and why it’s a game-changer for making AI more usable, accessible and powerful. -> What tools to use -> Why AI is not to be trusted – do not believe everything it tells you (and here’s why!) -> Examples of how the results can seem “plausible” but not accurate and tips on how to verify what AI is telling you BEFORE you publish! -> Our favourite uses for AI right now (and what we DON’T think it’s any good for… yet) -> How to use AI to create emails, blog posts, headlines, split tests and more. -> Real-life examples from Suzi’s business (and the prompts she’s using!). -> What’s the story with AI and copyright?” -> How to inject more of your tone of voice and style into your AI-generated content. -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> EP 199 - Creating a Runway: How to Pave The Way For The Sale & Get More Results For Less Cost -> Samantha Konyeshi from My Uno Home Drafting Design -> FREE Download: AI Tools for Content Marketers  

Today, we’re talking about the elements of a successful sales page. A sales page is a web page where you’re… selling something! And while that might seem obvious, there is definitely a science and an ART to creating a high converting sales page. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, draw on their decades of experience creating sales pages to share their checklist of 16 Essential Elements of a High-Converting Sales Page. Listen to this episode to hear more about: -> How to find the BIG IDEA for your Sales Page (and why you NEED one!) -> How to use your customer’s objections as the inspiration for much of your Sales Page content. -> Will you have a video on your sales page or not? We’ve got opinions! -> How to give people a reason to buy now. -> Social proof tips that will drive up conversions. -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> 23 - How to Craft an Offer That Sells -> 27 - Videos that Sell with James Wedmore -> 66 - Turning Content into Sales With “The Problem/Solution Dance” -> 126 - Hooks: Why You Need Them In Your Content and How To Create a GOOD One! -> 134 - How To Use Bonuses To Get More Sales (Even From Your "Fence-Sitters") -> 168 - How to Use Social Proof to Increase Sales -> 179 - Why Your Marketing Needs to be More "BOOFY" -> 202 - The “Features” Trap – Why You Need to Focus on Benefits vs Features to Make More Sales!

We’re discussing a topic that underpins everything we do as business owners, and particularly what we do as marketers and content creators. And that is this idea of Owning More Space. What we mean by that is expanding into a bigger expression of yourself and your business in all the ways. Whether that’s… Charging more for your products or services Becoming more visible in your marketing Becoming more audacious in your messaging Offering something new that you know your market needs you to bring to the world but maybe feels a bit intimidating Owning more of your personal space and taking more downtime from your business Just to name a few ways you can own more space! In this episode, your hosts, Suzi Dafnis and Michelle Falzon share practical tips for owning more space. Listen to this episode to hear more about: -> The 3 Fundamental Orientations (and how to shift more to the “Expansion Orientation”). -> The unconscious beliefs that can cause us to shrink back from opportunities. -> Do you get the “push/pull” happening that has you take one step forward and one step back when it comes to growing your business? Find out why that might be (and how to get past it). -> The important difference between OWNING more space and TAKING more space. -> The conscious step Suzi took to deliberately own more space. -> The surprising role “practice” plays. -> The revealing questions you can ask yourself to see where you are maintaining the status quo and shrinking back. -> Why you don’t have to own more space in ALL the places! -> How to find your flow when it comes to growth and expansion - shifting from forcing to flowing. -> One of the biggest wasted opportunities on most sales pages (and the simple fix!) -> What makes a great headline for your sales page. -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> EP203 - 12 Questions to Ask BEFORE You Rebrand Anything! -> Katy Abbott - The Artist Mentor -> Liz Van Vliet, My EA Career

Today we’re looking at something we see happen to a lot of business owners. Especially when you’re moving into new territory. For example, if you’ve never done a webinar before, or you’ve never paid for traffic before, or you’re launching a new product or service that’s different to what you’ve done before. And that is to OVER think and UNDER do! This approach comes with plenty of perils… Because new territory, while full of potential and opportunity, can also become a big hole we get stuck in when we OVERTHINK things to the point where we aren’t taking enough ACTION. Feeling like we have to “know more” or “have more planned out” or “get things perfect” before we start, can put us in a loop of procrastination and second guessing that can lead us to doing more work than we need to, delaying getting the results we want and, in many case, even prevent us from getting the results we want. In this episode, your hosts, Suzi Dafnis and Michelle Falzon share their top tips for getting out of “analysis paralysis” and shifting into a more action oriented approach. Listen to this episode to hear more about: -> Our top 3 tips for escaping the overthinking / undergoing trap and reaching your business goals sooner and with less stress. -> How to balance “being strategic” with “getting stuff done!” -> How to tell when you’re obsessing over details that don’t matter. -> The glorious benefits of taking imperfect action. -> Why thinking you need to “learn more” can sometimes work against you. -> The benefits of knowing “just enough to be dangerous!” -> What a teenage garage band can teach you about escaping overthinking and undergoing! -> When to seek advice (and when not to!). -> How to take bigger action than you might feel comfortable with (and why it’s so crucial!). -> Why you need to take action much EARLIER than you might think and MORE OFTEN than you think. -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> James Clear - Atomic Habits -> Shandra Moran - The Transit Lounge

We’re talking about rebranding… and specifically the 12 questions you need to ask yourself before rebranding anything! Because this is definitely something where there can be more worms in the can than you might first imagine! And we’ve seen too many people undertake a rebrand when it was NOT needed! BUT… if you DO need a rebrand (and we cover the reasons for a rebrand in today’s show) - you definitely want to get clear on these questions FIRST. In this episode, your hosts, Suzi Dafnis and Michelle Falzon share from their decades of branding experience how to set yourself up for success with your rebrand (and also how you can tell if your rebrand is not needed!). Listen to this episode to hear more about: -> Reasons a rebrand may be needed (plus the number 1 reason NOT to rebrand!) -> The big WHY behind Suzi’s rebrand from ABN to HerBusiness (and how to get super clear on YOUR big why for your rebrand). -> How one business owner used these questions to realise she DID need a rebrand, but not right NOW (and why the TIMING of your rebrand is so important). -> Why you need a branding STORY and how to use that story to enlist the support of your team, your customers and your wider market and key stakeholders. -> How to get clear on what you need to prioritise for the launch of your rebrand (and why you don’t have to do EVERYTHING at launch!). -> And much more! Also mentioned in this episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Content Sells Podcast Episode 2 - Your Ideal Client -> Content Sells Podcast Episode 23 - How To Craft an Offer That Sells -> Content Sells Podcast Episode 133 – How To Use Photography to Advance Your Personal Brand with Jamie Swanson -> Content Sells Episode 196 - Campaign Thinking Vs Ad Hoc Marketing -> Content Sells Episode 199 – Creating a Runway: How to Pave The Way for the Sale & Get MORE Results for LESS Cost! -> Jo Alilovic, 3D HR Legal

We’re talking about the “Features Trap” that most business owners get stuck in. We’re all in love with our own product and we can become obsessed with all the “things” that make our product great… but guess what? Your market is not interested in your product or services FEATURES! They want to know about its BENEFITS! In this episode, your hosts, Suzi Dafnis and Michelle Falzon share how you can rewire your marketing brain to be more BENEFIT focused and less stuck in the Features Trap! Listen to This Episode to Hear More About: -> Why it’s so hard to let go of talking about your product’s features and the massive boost in results you can get when you make the leap and focus on benefits instead. -> How to turn a feature into a benefit (this is the way to escape the “Features Trap!” -> What benefits to focus on to overcome and obliterate objections. -> The simple framework for articulating your benefits that is a NO BRAINER and guarantees you focus on benefits vs features. -> Why and how to obsess over the transformation from “Pain Island” to “Pleasure Island” and less about “the boat!” (Hint: your product is the boat!). -> The counterintuitive message you need to share with your audience to get them buying from you more often. -> And much more! Also mentioned in this episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Skye Anderton of Ruby Olive Jewellery -> Content Sells Podcast Episode 2 - Your Ideal Client -> Content Sells Podcast Episode 23 - How To Craft an Offer That Sells

In this episode we’re doing something that’s become a tradition! It’s our annual Best Content Marketing Books episode! Your hosts, Suzi Dafnis and Michelle Falzon LOVE talking books and they’ve got some GOODIES to share! Plus we’ve released our newly updated 2023 Content Sells Reading List which you can get here! Listen to This Episode to Hear More About: -> The book Michelle read early in the year that “just wouldn’t leave her alone.” -> How one author is demystifying “charisma” and why you need to be more charismatic in your marketing. -> The books Suzi loved so much she literally bought HUNDREDS of copies of to share! -> The non-business book that Michelle can’t take off her bedside table and the “rules” it contains (which, unlike most rules, can give you more freedom and expansion in your life!). -> Why asking the simple question “who?” instead of “how?” can be a gamechanger for you and your business (and the book to read to help you build more leverage, growth and support into your business. -> And much more! Also mentioned in this episode: -> HerBusiness Marketing Success Mastermind -> Content Sells NEWLY UPDATED Reading List for 2023 -> Cues: Master the Secret Language of Charismatic Communication – Vanessa Van Edwards -> Chill and Prosper - Denise Duffield-Thomas -> Shortcut: How Analogies Reveal Connections, Spark Innovation and Sell Our Greatest Ideas - John Pollack -> The Gap and the Gain - Dan Sullivan, Benjamin Hardy -> Wolf Pack - Abby Wambach -> Who Not How - Dan Sullivan, Benjamin Hardy

It’s our 200th Episode!!! When we were talking about how to celebrate this milestone moment, we decided it would be fun to go live, invite some of our cherished listeners to the show and do some celebrating, reminiscing and sharing of some of the top strategies we’ve covered here on the show! And that’s exactly what we’re doing! Join your hosts, Suzi Dafnis and Michelle Falzon (and Special Guests) to recap some of the most popular episodes from the Content Sells Library AND get the chance to win a great PRIZE! Mentioned in this episode: -> HerBusiness Marketing Success Mastermind -> Content Sells NEWLY UPDATED Reading List for 2023 -> Belinda Weaver - Copywrite Matters -> Deb Bower - Olive and Ash -> Anna Von Zimmer - Book Me Now -> Kris Urquhart - My Natural Awakenings -> Prue Saxby - Grant Writing Academy -> Sue Bell - Susan Bell Research -> Shandra Moran - The Transit Lounge -> Iman Iskander - Culture of Care -> Tasha Jennings - Conceive Baby -> Jayne Gallagher - Honey & Fox -> Michelle Pascoe - MichellePascoe.com -> Julia Watts - Sample Room -> Kristy-Lee Heighway Billett - People Powered HR -> Episode 15 - How to Create Great Content Without Burning Out -> Episode 23 - How to Craft an Offer That Sells -> Episode 27 - Videos That Sell With James Wedmore -> Episode 46 – Are email newsletters still worth doing? -> Episode 56 - Webinars That Sell -> Episode 163 - New High Converting Alternative to Online Courses With Will Hamilton -> Episode 168: How to Use Social Proof to Increase Sales -> Episode 170 - Repurposing Your Content & Making More With Less - With Ruth Buczynski -> Episode 177 - 7 Most Common Newsletter Mistakes (and How to Fix Them) -> Episode 178 - How to get FREE leads with a self-liquidating offer with Brandi Mowles -> Episode 179 - Why Your Marketing Needs to Be More Boofy -> Episode 188 - How To Brief a Graphic Designer -> Episode 191 - Staying in your Lane - How to Avoid Distractions & Accelerate Your Marketing Results -> Episode 195 - Stacking Momentum With Your Annual Plan    

We’re covering a topic that’s made a massive difference to not only our own marketing results, but also to our Marketing Success Masterminders, who we’ve been working pretty closely with over the last year or so to really double down on this… In this episode, your hosts Suzi Dafnis and Michelle Falzon share the idea of creating a RUNWAY for your marketing and how that Runway can actually help you pave the way for your offer and dramatically increase the results you get in terms of MORE sales, for LESS cost!   Listen to this episode to hear more about: -> Why you need the “campaign before the campaign.” -> The “blindspot” most people have when it comes to creating their runway (and why that’s costing you sales). -> The tweak Suzi made to her runway that caused sales to take off! -> What you DON’T say in the early part of your Runway. -> Why you need to think of your Runway like a series of chillies, getting hotter and hotter as you lead up to launch. -> 14 ideas for starting off your Runway.\ -> How factoring in your Runway can save you from overcommitment and bad launches! -> And much more!   Also mentioned in this episode: -> FREE Bonus Download - 14 Runway Ideas To Boost Your Results -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Launch! Book by Jeff Walker -> Stu McLaren - The Membership Experience -> Angela Counsel - Embrace Program -> Episode 57 - How to Use "Seeding" to Move People Forward with Your Content -> Episode 170 - Repurposing Your Content: Making More With Less with Ruth Buczynski -> Episode 197 - How Video Storytelling Grew My eCommerce Sales - With Skye Anderton -> Episode 198 - 5 Easy Ways to Use Case Studies to Tell Customer Stories

We’re digging back into a topic that’s super important and that we haven’t touched on in a while - and that’s CASE STUDIES. In this episode, your hosts Suzi Dafnis and Michelle Falzon share 5 Easy Ways you can use case studies to tell your customer stories. Listen to this episode to hear more about: -> 5 formats your case studies can take so more people see them, love them and are motivated to move forward with YOU! -> Suzi’s top tip when creating video interviews with customers. -> The recent tweak Suzi and Michelle made to how they capture video interviews at live events (game-changer!) -> Why we’re lovin’ Reels & Stories and how to NAIL your Customer Case Study for Insta, FB and TikTok. -> 3 surprising ways to repurpose your video case studies. -> The “hybrid” strategy for using photos and screenshots to make compelling case studies. The unlikely places you need to include Case Studies AFTER you’ve made the sale! And much more! Also mentioned in this episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> Influence Book by Robert Cialdini -> EP20: How To Get Awesome Client Stories, Case Studies & Testimonials -> Ep53: 5 Ideas For Adding Compelling Social Proof To Your Content (and why you need it!) -> EP170 - Repurposing Your Content: Making More With Less with Ruth Buczynski -> EP197 - How Video Storytelling Grew My eCommerce Sales - With Skye Anderton -> Prerna from Content Bistro Long Form High Quality Case Study Video Examples: -> Fiona Keary - Style Transformation -> Yvonne Shepherd - Women’s Fitness Adventures -> Chantel Gilbert - Bluegum Electrical Short form REELS Case Study Video Examples: -> Sunset Cocktails - REACH Retreat Hawaii -> HerBusiness Mastermind - Noosa