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

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

Imagine making $3 million in sales with your online program (already awesome!). Now imagine taking that SAME content and repurposing it into a range of NEW products and programs that brings in an ADDITIONAL $15 million in sales! Yep -- you read that right. Adding $15M and more than 500% in revenue with ONE Repurposing Strategy. In this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with a very special guest -- Ruth Buczynski of The National Institute for the Clinical Application of Behavioral Medicine. Ruth is not only a leader in her field making a difference to the lives of thousands of health and mental health practitioners worldwide, she’s also a genius online marketer and content creator and she’s developed a way to keep repackaging and repurposing her paid content into saleable products that are generating millions and serving her audience more fully in the process. This can be a GAME-CHANGER in your business - especially if you already sell online courses or you deliver large programs or certifications - because Ruth has literally cracked the code on how you can launch one large product and then, over time, repurpose that content into smaller and smaller products. SPECIAL GIFT As a special gift from Ruth and the team at The National Institute for the Clinical Application of Behavioral Medicine - here’s a “no-optin-required” link to “Working With Perfectionism” (for all us content perfectionists out there!) Listen to this episode to hear more about: The simple philosophy that catapulted Ruth’s business growth How Ruth pivoted from a “one and done” approach to a repurposing strategy (and why that immediately turned into 3X revenue) The counterintuitive repurposing pricing strategy that will blow your mind (and make a massive difference to your income) How Ruth was able to make an additional $3 million in revenue from a $1 million product Why you “gotta have chunks!” to make this strategy work The things you need to consider BEFORE you start your repurposing strategy (that make ALL the difference!) The KEY to repurposing content so it’s powerful, relevant and still wanted over and over by your market How Ruth structures her annual calendar and her product promotions (this alone is worth listening to this episode for - absolute GOLD!) What frequency should you be offering your repurposed content? (Ruth’s answer might surprise you!) The simple 3-email strategy that is bringing in millions and helping more practitioners get the support they need. And much more! Also mentioned in this episode: HerBusiness Success Mastermind Working With Perfectionism - Special Gift from RuthBuczynski 

Have you ever tried to get into a popular restaurant only to be told they’re booked out but they’ll contact you if they have a cancellation? Or wanted to buy something from your favourite clothing store that was sold out, so you asked to be notified when it was back in stock? In this episode, your hosts, Suzi Dafnis and Michelle Falzon talk about one of the most powerful ways you can build up demand BEFORE you launch or to keep prospective customers warm when you sell out of, or temporarily close access to, your product or service… and that is the Waitlist Strategy! Listen to this episode to hear more about: What types of products, services and campaigns a Waitlist can work for. How to use the “Sold Out”, “Closed” or “Launch” type of Waitlist (and why they are very different strategies). Why understanding “buying intent” is important when deciding your Waitlist strategy. What to say to people to get them to JOIN your Waitlist. How to nurture your Waitlist so they are primed and ready to buy when you open (or re-open) your doors. Can a Waitlist go “stale”? What’s the ideal length of time for someone to be on your Waitlist in order for them to buy from you? How to adopt an “all roads lead to Waitlist” approach (and why this might make sense for you). How to incentivise and reward the people on your Waitlist. And much more! Also mentioned in this episode: HerBusiness Success Mastermind Mastermind Experience 30-Day short program Belinda Weaver - Copywrite Matters Content Sells Episode 11 - The Step 2 Secret

In our 6th Anniversary (wow!!) show, we’re talking about how you can make the SHIFT to a more Social Proof-led marketing philosophy where you stop talking about “the thing” you’re selling and start talking almost exclusively about the people who’ve already had success with the thing you’re selling! In this episode, your hosts, Suzi Dafnis and Michelle Falzon share the inside story on a recent sold out campaign for The Mastermind Experience, which relied almost solely on Social Proof, plus their top tips for using Social Proof at every step in the journey up your Marketing Mountain. To learn more about the Mastermind Experience they mention in this episode, visit: www.herbusiness.com/mastermindexperience Listen to this episode to hear more about: How social proof sold out our event in record time! How to break free of the myth that you have to be talking about “the thing” you sell in order for people to want to buy “the thing” (and what you talk about instead) The specific changes we made to our sales page that seriously upped the ante on the social proof for our 12-month Mastermind that resulted in a MASSIVE increase in interest and conversion How to feature your customers in your marketing in addition to the more traditional testimonial Why you need to be obsessed about getting your customer’s results How to get social proof in the first place Tips on tracking, capturing and organising your customer stories The dos and don’ts of customer case studies The objection-handling “hack” that will neutralise the “no” and have more people saying YES to you! And much more! Also mentioned in this episode: HerBusiness Success Mastermind Mastermind Experience 30-Day short program Episode 20 - How to Get Awesome Client Stories & Testimonials (also includes the 6 Questions to Ask for Terrific Testimonials Bonus Download) Episode 21 - How to Boost Engagement With User Generated Content Episode 53 - Ideas For Adding Compelling Social Proof to Your Content Robert Cialdini interview HerBusiness Podcast Robert Cialdini book - Influence Robert Cialdini book - Pre-suasion