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

Are you being too bland and broad in your business? If you’re not getting the results you want, chances are a LOT of it comes down to the fact you’re throwing your net too wide and being too general with your messaging and marketing strategies. Many people really STRUGGLE to get specific with their messaging; their niche; their strategies and more… And it’s costing money, time AND opportunity. In this episode, your hosts, Suzi Dafnis and Michelle Falzon look at WHERE we struggle to get specific and WHY that matters. Plus, they share 3 “Get Specific” Marketing Strategies that can be game changers for your business… exploding your results overnight. Listen to this episode to hear more about: 3 of the biggest reasons business owners struggle to get specific (ouch, these are close to the bone!) The trick your mind plays on you that’s stopping you from getting the clients you really want (and the counterintuitive hack to overcome it). The surprising role FEAR plays in our struggle to get specific and how that plays out in our content and our marketing. What a dance studio owner, knitting membership creator and menopause expert have in common when it comes to the power of growing a bigger business by focusing on a smaller, more specific audience. Why getting specific actually makes it easier for people to refer MORE of your perfect customers to you. The art of adding specificity to your hooks (and why that changes the game with your lead generation). And much more! Also mentioned in this episode: HerBusiness Marketing Success Mastermind The REACH Retreat in Hawaii Jonathan Fields Article Content Sells Episode 99 - How to Grow a 7-Figure Business in a Tiny Niche with Clint Salter Content Sells Episode 46 - The Power of a Niche with Shelley Brander Content Sells Episode 161 - How to Make Money With Your Online Course with Bonnie Christine Content Sells Episode 163 - The NEW High-Converting Alternative to Online Courses with Will Hamilton Content Sells Episode 116 - Using Amazon to Reach New Customers – with Dylan Frost Content Sells Episode 179 - Why Your Marketing Needs to be More "BOOFY" Content Sells Episode 176 - How To Successfully Launch Anything with Jeff Walker Angela Counsel - Menopause Expert, Naturopath, Embrace Program Karina Pellicone - Plum Petal Jewellery

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”