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

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 lis

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 cer

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

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 th

In this episode we’re talking about one thing we do every year to grow our businesses. We make sure THIS is the FIRST thing that goes in our calendars when we are planning out our year… and we build everything else around it. It’s something we’ve been doing in one form or another for at least 20 years and we wouldn’t be without it. It keeps us on track. It brings us great joy and connection. It has opened up a world of opportunity and helped us to grow our businesses. What is it that we’re talking about you may ask? Hosts, Suzi Dafnis and Michelle Falzon share their experience being part of various Masterminds… as well as running their own Mastermind. 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: Why a Mastermind is different to a course The surprising benefit of being in a Mastermind that neither Suzi or Michelle expected Why peer to peer feedback is critical to success in business How

If you are looking to get out of your overwhelm and know with confidence, exactly what to do next in your business… or if you’re feeling overwhelmed or scattered or swamped (and who doesn't feel that way sometimes)… You are going to love this episode. If you’ve got way too many things on your to do list; if you feel confused by all the options around what you could be doing next; or you're lying awake at night deliberating over whether you should do “this” or “that”... getting clearer on your VISION can help! In this episode, your hosts, Suzi Dafnis and Michelle Falzon share what they’ve learned over more than two decades each creating visions for themselves, their businesses and helping thousands of others do the same. Listen to this episode to hear more about: Why you need to get clear on your Vision BEFORE your Marketing Mountain! How to relish making a clear and compelling vision (even if you’ve tried to do this before and found it difficult) Why the “text book” version of creating a vision is likely lea

Creating an online challenge can be a great way to grow your audience, get clients and share your impact. They can be free or paid. They can be part of a marketing campaign for lead generation or part of the fulfilment of a larger program. In short, Challenges can be AWESOME. But coming up with the right idea and hook for your Challenge can be… well, a challenge (do you like what we did there?)! In this episode, your hosts, Suzi Dafnis and Michelle Falzon share their top tips for creating a hot hook and topic for your next Online Challenge - and setting yourself and your challenge-takers up for success. Listen to this episode to hear more about: The very FIRST thing you should do when deciding the topic for your Challenge How Suzi came up with her Find Your Focus 5-Day Challenge name and why it was a struggle to get there! The ‘clarity’ breakthrough that made all the difference on a recent Challenge Why you want to survey your audience BEFORE you decide your Challenge topic (and who to do it so you get relia

Between them, Suzi Dafnis and Michelle Falzon have done about a “hundred million” slide presentations. OK… maybe that’s a slight exaggeration… but they’ve done a LOT! In this episode, your hosts, share their top tips for great slide presentations. Listen to this episode to hear more about: How to find great content ideas “hiding in plain sight” - just like the topic for this podcast! The FIRST thing you need to do when prepping for a slide presentation The one question to ask your audience that will dramatically improve the connection you make with your audience through your slides Suzi’s behind the scenes hack for ensuring she’s always on point with every slide Michelle’s simple way to make sure you don’t forget “unfinished” slides in your deck Design disasters and how to avoid them How to know if you are inflicting “death by a thousand bullet points” on your audience - and the workarounds that will bring your audience back to life! The MINDSET shift you need to make and remember every time you create a sli

Will Hamilton has sold literally millions and millions of dollars in online courses and education products in the tennis instruction niche. And when you bear in mind his products usually sell for less than $100 a pop, you quickly realise that’s a LOT of sales he’s made online! So he knows a thing or two about what works and what doesn’t. And for many years online courses were his primary breadwinner… He’s created tennis instruction programs with the likes of Wimbledon Champions Martina Navratalova and Aussie Pat Rafter and other tennis greats like Gigi Fernandez and the Bryant brothers. BUT… he discovered an amazing new alternative to online courses that he’s switched to providing for his market and it has been blowing up his results. In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon ask Will to share the ins and outs of this ground-breaking “Playbook” strategy. Listen to this episode to hear more about: How Will went from a “hit and miss” approach with his online courses, to “constant winners”

A question we get all the time is “I know I need to keep in touch with my customers, but what do I talk to them about? Where do I get my content ideas from?” So, in this episode, your hosts, Suzi Dafnis and Michelle Falzon share 3 content brainstorming ideas that can fast track your content creation and give you all the topics you need for a year! And, if you’re not someone who batches your content for a year in advance, that’s ok too, because you can use these ideas to stay just a few weeks ahead, or as inspiration for a specific campaign (you can also use these ideas on social, for your email marketing, for your videos, for content in your Facebook Group, your Youtube channel, your LinkedIn profile - really anywhere you share your ideas and connect with your community!). Listen to this episode to hear more about: How to use an organic Facebook Traffic expert’s amazing strategy to create dozens of social media ideas in literally minutes How to get brilliant video content ideas with the click of a mouse The

Ever feel like you’re in a weird niche and therefore couldn’t possibly make money from an online course? I mean, who out there would want to learn how to do what you do? In this episode, your hosts Suzi Dafnis and Michelle Falzon chat to artist, Bonnie Christine who has grown a multi-million dollar business teaching surface and pattern design to other artists. Listen to this episode to hear more about: How Bonnie Christine prepares for success by having a 5-month runway to her course launch The exact strategies that enabled Bonnie to double her email list size EVERY year for the past 4 years! What content Bonnie gives away for free and WHEN she does it (this part is the really important bit!) How you can collaborate with your “competitors” for a win/win outcome The inspiring spirit of contribution that sees Bonnie give 10% of her GROSS revenue to philanthropic causes Why the success of your NEXT launch depends on how you treat your audience in between launches (and what you can do in between launches that ma

Being opportunistic is like a badge of honour we all need to wear as business owners, right? In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon take a second look at what it means to be opportunistic and why jumping every time the window of opportunity opens could actually be COSTING you the opportunities you already have! Listen to this episode to hear more about: The mantra you might find helpful the next time your opportunistic self wants to add ANOTHER idea to your already full schedule Why opportunities can lead to overwhelm and how to sift through the ones to say yes to and the ones to say no to When a “no” is actually a “not right now” What Bruce Lee can teach us about content marketing and where to focus our time and energy And much more. Also mentioned in this episode: HerBusiness Success Mastermind Morten Hanson “Great At Work - The Hidden Habits of Top Performers”

Clubhouse - what’s all the fuss about? Is the social network based on voice that’s got everyone talking a giant waste of time or one of the hottest new ways to grow an audience and find customers, strategic partners and a support network? Your hosts, Suzi Dafnis and Michelle Falzon speak with Clubhouse early adopter, experienced moderator and one of the first ever Clubhouse course creators, Shana Bresnahan about what Clubhouse is, how it works and what you can do to get value from this new platform. Get Shana’s FREE Clubhouse Course here: Freeclubhousecourse.com Listen to this episode to hear more about: 3 reasons everyone needs to be paying attention to Clubhouse How to create a Clubhouse profile that gets you noticed and attracts outreach from the people you want to be talking to SEO tips for getting found on Clubhouse Why the first 80 characters in your profile are the most important Hate emojis? You might need to rethink your position based on one of Shana’s big tips that makes the most of a particular C

If you’ve ever felt like you’ve overwhelmed people who bought your online course by giving too much content; or you’ve ever delivered an information session and had people tune out; or you’ve run a 5-day Challenge or 3-Day event and wondered why you didn’t get high feedback scores when you put your heart and soul into it - it’s likely because you were missing this 3-part approach to your content. In this episode, your hosts, Suzi Dafnis and Michelle Falzon are diving into the “teach, do, review” approach that can totally revolutionise how you deliver your Course, Training & Event Content by making it more effective and engaging and delivering REAL results for your students and clients. Listen to this episode to hear more about: How to cure your content from being a “blurtfest” where you share a ton of information but bore your students to distraction Why wanting to share all that you know is one of the WORST things you can do for your students Why creating space in your courses and content for people to

Brian Kurtz is definitely an “OG” when it comes to Direct Response Marketing. In addition to sending over 1 billion (with a “B”!) pieces of direct mail in his 40 year career, he’s also pioneered other platforms like TV infomercials, where he was responsible for buying media in excess of $80 million, selling over 3 million books via direct response television over a three year period. He was instrumental in growing the publishing company, Boardroom, from a tiny operation to, at its height, over $157 million. Sending between 50 million and 200 million pieces of DIRECT MAIL a year - yes, BEFORE EMAIL when you used to have to pay to send anything to anyone… He’s worked with the who’s who of the most amazing direct response copywriters and marketers who have ever lived - people like Dan Kennedy, Gary Bencievenga, Eugene Schwartz, Parris Lamprolous, Clinton Makepiece, Jay Abraham just to name a few. To generate millions of dollars in sales and he pioneered many of the direct response strategies that we still see at

Your marketing funnel includes all the steps you get people to take - from first finding out about you, through to buying from you. And there are myriad ways you can put your marketing funnel together. Regardless of what your funnel looks like, chances are you are not going to make it perfect the first time. And that’s where people go wrong. They think, “It’s not working, I have to try something else.” And then they are off chasing their next bright shiny object. In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon share what you can do instead of abandoning your funnel - and that’s how to optimise your funnel. What are the improvements you need to make, where do you need to focus and what do you do first? Because chances are, you are actually on a real winner with your funnel, if you just know how to tweak it. Listen to this episode to hear more about: The life-long sales lesson Michelle learned as a kid at the Royal Easter Show watching the product spruikers Tips for demonstrating your physical

Ever felt the pressure to conform to what everyone else is doing with their content and online marketing? Ever struggled to “be decisive” and made a quick decision and then wished you’d taken a bit more time before you leapt? Ever wonder how to move forward when the way is not entirely clear? If so, you are going to LOVE this week’s show where your hosts, Suzi Dafnis and Michelle Falzon speak with performer, in-demand consultant to Fortune 500 companies, film-maker, actor and author, Victoria Labalme, about her NEW book, Risk Forward. Get Victoria’s Book - Risk Forward! Purchase Victoria’s book now and get BONUS Gifts! Find out more at www.riskforward.com/book Listen to this episode to hear more about: How to embrace the fog of not knowing and use that as a starting point for creating the life and business you love How to take “micro” risks that are in tune with your “Inner Current” and help you create the projects that are more in line with who you really are and what you really enjoy doing Why goal-setting

Lead Magnets - we LOVE ‘em! When done well they can be the entry point for multi-million dollar campaigns. They are that “thin edge of the wedge” that you can use to introduce people to you and your products and services. But when done badly they can be a time suck and even when they generate leads, if you’re making one very specific mistake, those leads are not likely to turn into sales. In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon reveal what this #1 Lead Magnet Mistake is (and what you can do about it) so you can start getting more leads that turn into sales… and fast. Listen to this episode to hear more about: Why this #1 mistake has NOTHING to do with the design, format or title of your Lead Magnet (and all the other things people get distracted by without doing ONE very important thing FIRST). What the “Outside in” approach is and why it’s wasting your time How this #1 Mistake showed up in Suzi’s webinars and what she did to fix it (and unleashed a flood of leads in the process) When

Demonstrating your product in your marketing will get you more leads, more sales and more loyal and happy customers, but a lot of people think they don’t really have much to demonstrate, or that unless they’ve got a physical product, piece of software or some kind of tool or gadget that a demo is not for them. In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon are talking about why and how ANYONE can demonstrate their product or service and improve their results when it comes to attracting, converting and keeping their ideal clients. Listen to this episode to hear more about: The life-long sales lesson Michelle learned as a kid at the Royal Easter Show watching the product spruikers Tips for demonstrating your physical product - whether in person or selling online And much more. Also mentioned in this episode: HerBusiness Success Mastermind HerBusiness Facebook Group Karina Pellicone - Plum Petal Jewellery Temple of the Sun Jewellery Austin Kleon - Show Your Work Deb Bower - Olive and Ash Rach

Got an awesome Facebook Group but struggling to translate that engagement into actual money-producing sales? In today’s episode, your hosts, Suzi Dafnis and Michelle Falzon share their top tips for turning your Facebook Group members into customers. Looking specifically at how you can not only get people to make the leap from your Facebook Group to your paid offers, but also how you can use your Facebook Group to “prime the pump” so buying from you just feels like the natural next step. Listen to this episode to hear more about: Why most Facebook groups don’t live up to their potential to generate sales from group members Why you need a reason for every piece of content in your group How to use your Facebook Group as an objection-buster, creating friction-less sales The specific thing you need to ask people to do next (and it’s not what you might think) The WRONG way to use lead magnets in your group (and what you can do about it to grow your email list and create a surge in new sales) How to avoid getting s