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

Applications work great for high ticket products and services because higher dollar sales typically require a bit more 1:1 connection and more personalized, high touch support in order for people to feel ready and confident to move forward and make the purchase. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, are talking about how you can sell high ticket items and premium products and services using an application process. The application process is something we’ve used very effectively when offering our higher value programs, like the REACH Retreat and the Marketing Success Mastermind. We’ve also used it for our annual Mastermind Experience event where people can work with us for one month and get all the perks and benefits of our main Mastermind. Listen to This Episode to Hear More About: -> How to know whether you need to add an application call to your sales process / marketing funnel. -> How to go from Webinar to Application -> How to craft the Application experience so your potential cust

We know many of our listeners have some form of recurring revenue in their business model – whether that’s a membership site sharing information, or a repeatable service, a high dollar coaching program, or even a retainer arrangement – these are all recurring revenue models and you want to RETAIN as many of your recurring customers as possible. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, are diving into their many years of experience with memberships to give you their best ideas and inspiration, sharing 6 specific and powerful membership retention strategies. And even if you DON’T have a membership, there’s lots here you can map over to your business in terms of client retention, adding value and creating happy customers that refer more people to you! Listen to this episode to hear more about: -> The “leaky bucket” problem most memberships have and how to plug the gaps! -> The power of personal outreach and why you might want to add some 1:1 connection into your renewal process! -> Tips on h

Anyone who’s listened to this show for a while will know what big fans we are of both DOING customer surveys and gathering customer language. It’s one of the best ways you can deeply understand your market… and ALSO create powerful marketing language. So we thought it was high time we did an episode dedicated to giving you some frameworks for doing just that. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, share how you can write slam dunk marketing copy using your customer’s own words by going direct to the source and literally transforming your customer SURVEY responses (and other raw language you get from your customers through interviews, emails etc) into powerful headlines, bullet points, video scripts, sales pages, emails and more. Listen to This Episode to Hear More About: How we use Ryan Levesque’s Deep Dive Survey methodology to gather customer language. How to identify (and get rid of) useless jargon that’s actually alienating you from your ideal customers. What clues to look for when

In this episode, your hosts, Suzi Dafnis and Michelle Falzon, are shaking things up and for the first time ever, are interviewing not one, but THREE guests as they talk about their breakthroughs when it comes to the MONEY part of Marketing! This is a topic we’ve touched on at different times over the years, but it’s the first time we’re approaching it like this bringing in 3 people who’ve had money breakthroughs in 3 important ways that relate to how we do our marketing: -> Mindset Breakthrough -> Price Breakthrough -> Investing in Paid Traffic Breakthrough Listen to this episode to hear more about: -> Why the “DIY” approach to your marketing where you “think” you’re SAVING money can actually be COSTING you more! -> The powerful reframe Shandra Moran of the Transit Lounge had that marketing, when done well, is actually an investment and a part of business operations. It's not just a cost or an expense. -> The importance of asking “Where is my money best INVESTED” and how treating your marketing budget like an

AI is here to stay and it’s changing the marketing game for small business owners. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, deliver their first AI-related show (it won’t be the last!). They discuss the importance of crafting great prompts to get the best out of AI and share a simple “Prompt Crafting” framework you can follow to optimise the results you’re getting from AI. They also discuss the incredible opportunities available to small business owners through the use of AI for research, brainstorming ideas, creating content, translating, summarizing, editing, proofreading, and giving advice. They also discuss the limitations of AI, such as inaccuracies and biases, and how to verify the results provided by AI. Listen to this episode to hear more about: -> How we used AI to create this episode, including the graphics, show notes, content outline and marketing materials! -> What AI really means and why it’s so important for business owners to understand how it’s been designed to mimic human

Today, we’re talking about the elements of a successful sales page. A sales page is a web page where you’re… selling something! And while that might seem obvious, there is definitely a science and an ART to creating a high converting sales page. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, draw on their decades of experience creating sales pages to share their checklist of 16 Essential Elements of a High-Converting Sales Page. Listen to this episode to hear more about: -> How to find the BIG IDEA for your Sales Page (and why you NEED one!) -> How to use your customer’s objections as the inspiration for much of your Sales Page content. -> Will you have a video on your sales page or not? We’ve got opinions! -> How to give people a reason to buy now. -> Social proof tips that will drive up conversions. -> And much more! Also Mentioned in This Episode: -> HerBusiness Marketing Success Mastermind -> The REACH Retreat in Hawaii -> 23 - How to Craft an Offer That Sells -> 27 - Videos that Sell wit

We’re discussing a topic that underpins everything we do as business owners, and particularly what we do as marketers and content creators. And that is this idea of Owning More Space. What we mean by that is expanding into a bigger expression of yourself and your business in all the ways. Whether that’s… Charging more for your products or services Becoming more visible in your marketing Becoming more audacious in your messaging Offering something new that you know your market needs you to bring to the world but maybe feels a bit intimidating Owning more of your personal space and taking more downtime from your business Just to name a few ways you can own more space! In this episode, your hosts, Suzi Dafnis and Michelle Falzon share practical tips for owning more space. Listen to this episode to hear more about: -> The 3 Fundamental Orientations (and how to shift more to the “Expansion Orientation”). -> The unconscious beliefs that can cause us to shrink back from opportunities. -> Do you get the “push/pull”

Today we’re looking at something we see happen to a lot of business owners. Especially when you’re moving into new territory. For example, if you’ve never done a webinar before, or you’ve never paid for traffic before, or you’re launching a new product or service that’s different to what you’ve done before. And that is to OVER think and UNDER do! This approach comes with plenty of perils… Because new territory, while full of potential and opportunity, can also become a big hole we get stuck in when we OVERTHINK things to the point where we aren’t taking enough ACTION. Feeling like we have to “know more” or “have more planned out” or “get things perfect” before we start, can put us in a loop of procrastination and second guessing that can lead us to doing more work than we need to, delaying getting the results we want and, in many case, even prevent us from getting the results we want. In this episode, your hosts, Suzi Dafnis and Michelle Falzon share their top tips for getting out of “analysis paralysis” and

We’re talking about rebranding… and specifically the 12 questions you need to ask yourself before rebranding anything! Because this is definitely something where there can be more worms in the can than you might first imagine! And we’ve seen too many people undertake a rebrand when it was NOT needed! BUT… if you DO need a rebrand (and we cover the reasons for a rebrand in today’s show) - you definitely want to get clear on these questions FIRST. In this episode, your hosts, Suzi Dafnis and Michelle Falzon share from their decades of branding experience how to set yourself up for success with your rebrand (and also how you can tell if your rebrand is not needed!). Listen to this episode to hear more about: -> Reasons a rebrand may be needed (plus the number 1 reason NOT to rebrand!) -> The big WHY behind Suzi’s rebrand from ABN to HerBusiness (and how to get super clear on YOUR big why for your rebrand). -> How one business owner used these questions to realise she DID need a rebrand, but not right NOW (and wh

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 trans

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

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 - Michel

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

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

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 use

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

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

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

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 p

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 w