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

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

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