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

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

We have an amazing guest today! The inspiring Skye Anderton, founder & CEO of jewellery and lifestyle brand Ruby Olive. In this episode, your hosts Suzi Dafnis and Michelle Falzon chat with Skye about how she’s built her successful ecommerce business and they dive into her top content marketing strategies, including Video Storytelling (which she’s masterful at!).   **SPECIAL OFFER FOR CONTENT SELLS LISTENERS! Skye has generously offered 20% discount on full priced Ruby Olive products for Content Sells listeners! To claim your 20% discount, head over to www.rubyolive.com and use the CODE: CONTENTSELLS at the checkout. This is a one time use per person offer.   Listen to this episode to hear more about: -> How Skye got started with her business. -> How Skye and her team create 2 months worth of content in ONE DAY (and all with a sense of play that taps into their creative energy!). -> Why you don’t need expensive photo shoots to stay visually present with your audience! -> The Client Avatar process Skye used so she could SUBCONSCIOUSLY start talking to her audience with EVERY interaction. -> The bundling and upselling strategy Skye uses to massively increase Average Order Value. -> The Video Storytelling strategy that has been central to Ruby Olive’s growth. -> How to create user-generated content (and why this is SO good for your brand!). -> How to get more of YOU into your marketing vs being a faceless brand. -> And much more!   Also Mentioned in This Episode: Ruby Olive HerBusiness Marketing Success Mastermind The REACH Retreat in Hawaii Michelle Pascoe - OOPS

Even though we spend a lot of time talking about getting more STRATEGIC with our marketing, it can be really easy for “one-off” tactics and “bright shiny objects” to sneak into our marketing that aren’t very strategic at all! In this episode, your hosts Suzi Dafnis and Michelle Falzon share the idea of “Campaign Thinking” where you focus on a marketing initiative that’s directly related to one of your key strategic objectives, where you’re thinking about the whole process, from beginning to end, vs ad hoc tactics.   Listen to this episode to hear more about: -> Why a “lead magnet” is NOT a campaign! -> How sneaky campaigns can be… they can literally be hiding in plain sight! -> How to get clear on the PURPOSE of your Campaign. -> 9 things every Campaign includes (and why missing any of these could be the reason your marketing isn’t working!). -> How you can actually take stuff OUT of your marketing and get better results. -> How one person increased her small group coaching program by more than 400% simply by embracing Campaign Thinking. -> And much more!   Also Mentioned in This Episode: HerBusiness Marketing Success Mastermind The REACH Retreat in Hawaii Angela Counsel - Embrace Program Chantel Gilbert - Bluegum Electrical Oonagh Duncan

Successful strategic marketing comes from being really deliberate about your planning and clearly choosing what goes on your calendar and what does not. Poor planning means you have to expend MORE energy, and it costs MORE in terms of money, time and also lost opportunity. In this episode, your hosts Suzi Dafnis and Michelle Falzon share how to stack momentum in your annual marketing plan so that you are building from marketing promotion to marketing promotion and improving your overall results. Listen to this episode to hear more about: The ideal time to start planning next year (hint: it’s likely way earlier than you might think!). The one thing Suzi and Michelle do to get instant momentum in their year. How thinking about your year as a whole can help you avoid hot leads going cold. The way Suzi and Michelle stack momentum when planning out the marketing for their Mastermind. The high dollar retreat marketing hack that creates NEXT year’s customers before this year’s program is even finished! How to think of your annual marketing as a problem/solution based STORY that is told throughout the year in the right order. And much more! Also Mentioned in This Episode: HerBusiness Marketing Success Mastermind The REACH Retreat in Hawaii Ep 4 - Finding Your Marketing Mountain Ep 66 - Turning Content Into Sales With the Problem/Solution Dance Ep 11 - The Step 2 Secret

Not only is a competition a great way to get more leads and incentivise people to take specific actions, it’s also a really wonderful way to crowdsource content AND have that content shared to a much wider audience than you might normally be able to reach. In this episode, your hosts Suzi Dafnis and Michelle Falzon talk about Competitions and how you can use them effectively in your Content Marketing for: Lead Generation Viral Audience Marketing Customer Progress Incentives Listen to this episode to hear more about: The big thing to watch out for when choosing your competition prize. How to get QUALITY and QUANTITY when it comes to entries in your competition. How simple hashtags can save you a ton of programming and software costs (and keep things simple!) How to get your customers and wider audience sharing your competition with THEIR networks. 3 ways to use competitions inside your PAID products and programs to promote customer success (and why that’s so important). What you need to know about ensuring your competition is compliant. And much more! Also Mentioned in This Episode: HerBusiness Marketing Success Mastermind The REACH Retreat in Hawaii UpViral Software Wheel of Names Random Picker Ep 11 - The Step 2 Secret Prue Saxby - Grant Writing Academy

You might have many of the ingredients of a successful Facebook Group… a great idea, an engaged crowd, a big launch, a steady traffic stream… but it can still fall flat if you don’t have some fundamental systems in place. In this episode, your hosts Suzi Dafnis and Michelle Falzon share the essential systems and processes you need to ensure you have a successful Facebook Group. Listen to this episode to hear more about: The 4 specific phases of your Facebook Group “Life Cycle” and why you need to consider each phase BEFORE you start! Paid vs Free: The key distinctions between the processes you might want to have in place when your group is a “free” group anyone can join vs when your group is a perk someone gets only once they’ve purchased a specific product or program from you. The checklist of questions to ask yourself to confirm you even need to START a Facebook Group! How to think about your Facebook Group team - roles, access levels and how and what to communicate. The essential system you must have in place that could SAVE your group from being snatched out from under you! The process Suzi has in place to make the most of one of THE most important pieces of real estate in your Group. And much more! Also Mentioned in This Episode: HerBusiness Marketing Success Mastermind The REACH Retreat in Hawaii HerBusiness Facebook Group EP 77 - Secrets to Creating Engaged Online Communities - With Susan Garrett EP 152 - How to Get People From Your FREE Facebook Group to your Paid Offer EP 186 - How to Get More Sales From Your Existing Social Media Followers

Something we know many business owners struggle with is building your own personal profile. While we might all conceptually think, “Yes! That’s what I want.” Often when it comes down to tooting your own horn or being seen, we can clam up and want to hide. In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon share 5 super simple content strategies you can use to start building your profile and getting yourself more known. Listen to this episode to hear more about: How to inject more of YOU into your content marketing with some simple ideas that you can treat like a checklist (every business owner needs these 5 things happening if they want to start building their profile). The ideal images of yourself to share (and it goes beyond that old headshot you got taken a few years back!). The unexpectedly easy way to get personal branding images that don’t cost anything! Tips on creating a compelling bio. How to put your best foot forward and resist the temptation to “downplay” your achievements. Exactly what kind of content to share to boost your profile. 3 Simple Ways to make yourself more visible on your website (with real life examples). What you need to do to revamp your Social Media profiles. And much more! Also Mentioned in This Episode: HerBusiness Marketing Success Mastermind The REACH Retreat in Hawaii HerBusiness Facebook Group Ep 133 - How To Use Photography to Advance Your Personal Brand - With Jamie Swanson Ep 145 - Toot Your Own Horn, Dammit! Belinda Weaver - Copywrite Matters Valerie Khoo - Power Stories Get New Clients Coaching Week

So often we see women in business who either DON’T KNOW what their “lane” is – that is they don’t have a clear plan. OR they keep getting thrown off course by zig zagging all over the place, chasing bright shiny opportunities, or thinking they have to do it like this other person in their field. When really, the KEY is finding what it is YOU have to contribute, what it is YOU want to do and create in your business and then facing forward – looking at that destination and keeping your eyes on the prize. Cause it’s the only way to get there! . In this episode, your hosts, Suzi Dafnis and Michelle Falzon are talking about WHY it’s so important to “stay in your lane” and run your own race, versus constantly looking at what everyone else is doing. It’s about having a really clear plan – what IS my lane? What IS the game I’m playing and then doubling down and doing it. Listen to this episode to hear more about: What to do first if you realise, “oh yeah, I can feel that I’m wandering all over the track.” Why “Less is more” and how to use that as an anthem when criticism and distractions come along that could potentially knock you off course. How to manage your own flood of ideas and stay focused on your priorities.How a menopause expert was able to “curb her opportunism,” stay in her lane and 10X her income and impact as a result. How “picking her lane” in one of her earliest businesses enabled Suzi to breakthrough to a 7-figure success story. What to do when the lane you’re in isn’t working anymore and you need to CHANGE lanes. And much more! Also Mentioned in This Episode: HerBusiness Marketing Success Mastermind The REACH Retreat in Hawaii Ep 160 - Why Being Opportunistic is Costing You Opportunities Angela Counsel Denise Duffield-Thomas