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

A lot of our listeners have told us they want to know MORE about how to write great COPY. And in particular, how to use that copy to attract and build relationships with key strategic partners or influencers. That’s why, in this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with Copywriting Expert, Bernadette Schwerdt about how to write better copy to get more clients and to connect with strategies alliances. Listen to this episode to hear more about: The biggest mistakes Bernadette has seen people make when writing copy (after helping 9000 copywriters!) Why you need to treat yourself like an ad agency Why thinking about your target market is like spilling a glass of red wine onto a napkin! How to get over writer’s block When is the right time to hire a copywriter versus writing your own copy? The first place to look for a copywriter How to brief a copywriter so you actually get great copy that works! Why you should be worried if your copywriter isn’t challenging you How to break the ice when approaching a new potential strategic alliance The role of personalisation and how to create a compelling message that will get your partner’s attention When to “make the ask” How to show you’ve taken the time to know someone’s content and build rapport Why you want to find ways to “start small” to build to big wins How the “affiliate mentality” could be costing you finding great partnerships Why you want to be clear about what you’re really good at and find those people who need your superpower And so much more! Also mentioned in this episode: HerBusiness Success Mastermind Content Sells Episode 2 - Your Ideal Client Amanda Farmer - Your Strata Property Bernadette Schwerdt Podcast - So You Want to be a Copywriter Bernadette Schwerdt SEO Copywriting Course

Are you making it TOO HARD for people to buy from you? You’ve gotta be REALLY CLEAR and REALLY OBVIOUS about what it is you’re offering, what your core message is, what you want people to do next. And if people don’t see that right away when they land on your webpage or read your Facebook Ad or click to open your email – they lose interest pretty quickly. So you’ve spent all this time, and in many cases MONEY, to get someone’s attention and then you’ve squandered it before they’ve even had a chance to look at any of your content or move forward even one step in your funnel. That’s where being more “BOOFY” comes in. In this episode, your hosts, Suzi Dafnis and Michelle Falzon share what the “BOOF” is; why it’s taken off in our Mastermind group and how you can get more of it working for you in your marketing and content! Listen to this episode to hear more about: Why you want to get more “stupid” with your content (and trust us, it’s not a bad thing!). How to clearly and concisely communicate who you are, what you do and how you can help people (and why that matters). The single most important thing you need to AVOID when someone lands on your sales page or other content. Why your “clever” pun or cryptic or intellectual headline is turning people OFF. Seth Godin’s “Where’s the Banana?” moment and why it was a game-changer for Suzi. How to create a Connection Statement. The fatal flaw just about EVERY website has and the super simple FIX. How a grants specialist added more BOOF to her website. How a menopause expert got a BOOF Makeover for her lead magnet. The way a swimsuit seller is attracting more of her tribe by being more BOOFY! And much more! Also mentioned in this episode: HerBusiness Marketing Success Mastermind The REACH Retreat in Hawaii Seth Godin Chantelle Bell - Naturopath Prue Saxby - Grant Master Sequins & Sand - Supportive Swimwear & Resortwear Donald Miller - Marketing Made Simple Steve Krug - Don’t Make Me Think Angela Counsel - Menopause Expert, Naturopath, Embrace Program Yvonne Shepherd - Women’s Fitness Adventures Ange Sinclair - Digestive Detective Gillian Erskine - Piano Teaching Success

Imagine having a way to FUND your marketing. Often people tell us that PAYING for traffic feels out of reach or they’ve been burned in the past by spending precious dollarson marketing that didn’t work. But what if there was a way you could get a return almost right away, instead of having to wait a long time to maybe get something back much later in the sales process. In this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with SLO Marketing Expert, Brandi Mowles about how to create and make the most of a Self-Liquidating Offer and actually get FREE leads and grow a list of people who are BUYERS. **SPECIAL GIFT TO CONTENT SELLS LISTENERS** Listen to this episode to hear more about: How to build a list of buyers, instead of freebie seekers. Why Brandi’s first SLO was a flop (and what she learned that changed her approach) How she accidentally added 6-figures to her business using an SLO The power of knowing ONE specific pain point Lifetime Value / longer term focus The “overdelivery” mistake most people make when creating an SLO (and what you need to do instead) When to offer an upsell vs an order bump How an SLO helps people to make their NEXT purchase with you sooner. The power of the OTO (One Time Offer) What makes a good type of SLO? Can you connect your SLO to another funnel? How to increase your cart value What to expect in terms of breaking even vs making money on your SLO in the current ad climate And so much more! Also mentioned in this episode: HerBusiness Success Mastermind Content Sells Episode 2 - Your Ideal Client Content Sells Episode 66 - Turning Content Into Sales With The Problem / Solution Dance Brandi Mowles Brandi Mowles Podcast - Serve Scale Soar

Do you send a regular newsletter? Or maybe you’re thinking of starting one? In this episode, your hosts, Suzi Dafnis and Michelle Falzon talk about 7 of the biggest mistakes they see business owners make when it comes to sending newsletters. Listen to this episode to hear more about: What Suzi shares about her 20+ years sending a newsletter EVERY week (yes, she hasn’t missed a week!). When you do and don’t want to start a newsletter. Why a newsletter is worlds apart from a dedicated email send and why that matters when it comes to planning your marketing. How being single-minded with your newsletter will help you get more subscribers and KEEP them. Is it better to be more predictable with your newsletter format or throw in a few curve balls? Can you really send a newsletter with only one story in it? The thing that bugs Suzi most about newsletter designs! The one newsletter Michelle looks forward to getting in her inbox over all others. And much more! Also mentioned in this episode: HerBusiness Marketing Success Mastermind Content Sells Episode 46 - Are Email Newsletters Still Worth Doing? Content Sells Episode 67 - How to Use “Seeding” to Move People Forward With Your Content Next Draft by Dave Pell - Newsletter Shop Naturally - Newsletter Victoria Labalme Belinda Weaver - Newsletter Ann Handley - Annarchy Newsletter Ann Handley - How To Newsletter James Clear - Newsletter Women’s Fitness Adventures - Newsletter Seth Godin - Newsletter Shandra Moran - The Transit Lounge

Imagine coming up with a process for how to sell just about anything online, back when the internet was brand spanking new. And then imagine that process worked so well it transformed you from a just-getting-by stay at home Dad, to a multi-million dollar business owner. And then imagine the whole world wanting to know how you did it… so you make a course and start teaching people your process. And that becomes so popular you literally help change the lives of millions of people and help business owners all around the world generate more than one BILLION dollars while building your own mega successful global business. Well, that’s exactly what happened for internet OG and all round awesome human, Jeff Walker. In this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with Jeff about the product that “changed it all” for Jeff, his family and for thousands of business owners and their families all around the world - “Product Launch Formula” (or PLF for short). **Get Jeff’s Book updated and expanded book, “LAUNCH”** You’ll hear us mention Jeff’s newly updated and expanded NY Times Bestseller, “LAUNCH” – and here’s where you can go to get your hands on a copy! Listen to this episode to hear more about: How Jeff’s initial reluctance to sell turned out to be a happy accident when he was first coming up with PLF nearly 3 decades ago! What a “Launch” is and why anyone with any kind of business can use this framework to sell their product or service (seriously, take a listen to hear the weird niches this works in!). What we can learn from Hollywood and computer games to make our launches more successful. Why you need to deliver value BEFORE the sale and how to do that with 3 simple pieces of content. How to get people excited about your product before it’s even available. The power of “Enthusiasm Transfer.” Why you need to focus on Opportunity, Transformation and Ownership and how and where to apply those 3 ideas in your Pre Launch Content. The 3 Levels of Trust and why you need ALL of them to successfully connect with and sell to your audience. And much more! Also mentioned in this episode: HerBusiness Success Mastermind Launch Book - Jeff Walker

Each year, your hosts, Suzi Dafnis and Michelle Falzon share their top picks for the best books for Content Marketers. In this episode they share their recommendations to add to your reading list for 2022! Listen to this episode to hear more about: The big change this year that meant Suzi read less books than usual Michelle’s realisation as to why she’s only been inclined to listen to audio books this year. The legends who have released new editions of their most famous books (and why we love them!) And much more! Also mentioned in this episode: HerBusiness Marketing Success Mastermind Content Sells Recommended Reading List Risk Forward by Victoria Labalme Traffic Secrets by Russell Brunson Launch by Jeff Walker Get Different by Mike Michalowicz Radical Compassion by Tara Brach

It can be easy to hit burnout when you’re doing lots of marketing projects back to back. And it can also be hard to come up with your best ideas when your calendar is always filled with deadlines. In this episode, your hosts, Suzi Dafnis and Michelle Falzon talk about the concept of a “Clear Week” – what it is, when and how you would add a clear week and why you might just decide this is something you need to do too! Listen to this episode to hear more about: What a Clear Week is (and isn’t!) How Suzi plans for a Clear Week and why she puts one in after every major marketing promotion in her year Why your team will love you for bringing a Clear Week into your life How a Clear Week can help you do Deep Work The 4 approaches to Deep Work Cal Newport identified (and which ones we prefer!) And much more! Also mentioned in this episode: HerBusiness Marketing Success Mastermind Content Sells Recommended Reading List Cal Newport - Deep Work

When you’re doing a lot of NEW things in your business it can be really taxing. So, while we do want to keep innovating and growing, it’s also important to realise the COST of doing something new. In this episode, your hosts, Suzi Dafnis and Michelle Falzon weigh up when it makes sense to do something new and when we might just be chasing the next “bright shiny” and actually need to double down on “rinsing and repeating” what we’re ALREADY doing instead. Listen to this episode to hear more about: How to evaluate Opportunity Cost and why being opportunistic can actually be costing you more than it’s gaining you How to decide when to add a new promotion to your annual calendar (and get our rule of thumb on the percentage of new vs rinse and repeat you want in your marketing calendar!) Why “tweaking” instead of “starting new” can actually be your highest leverage point Why we forget about the ripple effect of changes and how that can come back around to bite us in the you-know-what! The difference between blind repetition and strategic iteration (and why it matters!) And much more! Also mentioned in this episode: HerBusiness Success Mastermind Content Sells Episode 160 - Why Being Opportunistic is Costing You Opportunities Content Sells Episode 140 “Online Courses as Experiences”

In this episode, your hosts, Suzi Dafnis and Michelle Falzon share the results of a massively successful marketing campaign they’ve just completed making a high ticket offer that SOLD OUT and made $40,000 in just a few days. And what’s really cool about this is they did it without a website, without an optin page, without a ton of emails. It’s the “no funnel” funnel approach you are going to LOVE. Tune into this episode where they spill the beans on what they did, why it worked and how you can adapt these ideas to sell out your own High Ticket Offer. Listen to this episode to hear more about: What led to the idea (and why that matters) Why listening to ourselves saying “If only we could find a way for people to EXPERIENCE the Mastermind -- it would sell itself” turned out to be a good move (and why you wanna pay attention to the “side conversations” you may be having in your business”) How we kept it simple and why we think that actually worked in our favour when it comes to selling higher dollar offers The power and importance of DEMONSTRATING your product -- even if you think it’s not something that easily lends itself to demonstration How a COVID-induced pivot actually worked MASSIVELY in our favour How we handled objections (hint, it’s all about embracing them and not running away from them!) The cool video-based response we gave that got people over the line And much more! Also mentioned in this episode: HerBusiness Success Mastermind Mastermind Experience 30-Day short program Elizabeth Bond - Whirly Bird Words Content Sells Episode 153 - Why and How to Demonstrate Your Product

For many brick and mortar businesses and other offline businesses that rely on people meeting up “in real life,” the last couple of years has been tough, especially with lockdowns and other restrictions. The need to future proof your business so that your model works regardless of whether you can do things in person or not, is greater than ever. And, while there are a few cases where the shift from offline to online might not work -- it’s surprising just how many offline businesses can pivot to online and THRIVE. Because waiting for things to return to normal isn’t a strategy, either. In today’s episode, your hosts Suzi Dafnis and Michelle Falzon share some top tips for taking your offline business online. Plus, we’re sharing stories from our Marketing Success Masterminders and other HerBusiness Network Members who’ve made the change, even in the most unlikely industries. Listen to this episode to hear more about: 5 Ways to use Content Marketing to take your offline business online How to grow your email list (and why cafes, clothing stores and other retailers NEED to double down on email) Why you only need one social media channel (so stop using “it’s too much work” as an excuse) How to come up with innovative offers when your main offer can’t happen due to lockdown! The one thing missing from just about every website - and why you need to fix this FAST when you shift your business online Why the first shift to online happens in your mind How to turn what you know into products and sales How a women’s adventure group made a 180 degree pivot and came out the other side stronger and able to help more people How a gym owner shifted to all online classes and why she’ll never go back to brick and mortar How a home organiser was able to keep her income going, even when she couldn’t visit people’s homes! How an electrical and solar “Trade” business defied the odds and shifted all it’s marketing online And much more! Also mentioned in this episode: HerBusiness Success Mastermind THE RESOURCE EXTRAVAGANZA! Episode 10: Low Cost Ways to Grow Your Email List Episode 23: How to Craft an Offer That Sells The Anatomy of a Strong Call to Action Landing Pages That Convert Template Is SEO Still Relevant When Creating Content? Pivoting From a Live Event to a Virtual Event How To Create Profitable Online Courses Womens Fitness Adventures Strong Healthy Women The School of Renovating Well Sorted Blue Gum Electrical Style Liberation Digestive Detective Erica Webb Yoga