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

Pivot is definitely a word that’s been REALLY overused in recent months, considering how many businesses have had to change direction and reinvent themselves due to Covid-10 and the various restrictions in place. One area where those restrictions have been well and truly felt is in live gatherings. With many businesses having to rethink and reinvent the way they approach live events. In this episode your hosts, Suzi Dafnis and Michelle Falzon share their top tips for pivoting from a Live Event to a Virtual Event (based on their experience shifting SEVERAL live events to virtual events in recent weeks AND their more than three decades combined experience producing virtual events. Listen to this episode to hear more about: The “surprising reason” why you DO want to consider a Virtual Event as an alternative to cancelling or postponing your Live Event. What Michelle learned helping to pivot a large US-based event to Virtual in just 3 weeks! Do the same things work at a Virtual Event as at a Live Event? Suzi and

We’ve all likely felt that feeling of overwhelm or a deadline approaching and there’s just TOO much on our plate, whether it be a new webinar we are writing and doing slides for or a Facebook LIVE we committed to or a speaking engagement, podcast interview, email campaign - you name it - there are countless sources of “content stress.” In this episode your hosts, Suzi Dafnis and Michelle Falzon discuss how very often the cause of this content stress can be traced back to one key habit they call the “ESTIMATION Habit.” Listen to this episode to hear more about: Why we often underestimate what’s involved in a project and over estimate what we can get done - and why that’s a “perfect storm” for content stress The “content stress” moment Suzi avoided by accident (and why “Cancel-elation” is a thing!) Three things you can do RIGHT NOW to have a healthier “Estimation Habit” and bring your content stress levels down The 5 important things you need to ask yourself at the START of a project What a “campaign mindset”

A strong Public Relations strategy can radically increase your exposure and authority by being seen in the media and alongside other go to experts and influencers in various platforms. This is often money-can’t-buy brand awareness for you and your business and when done strategically, can result in increased sales and opportunities for you as a thought leader. In this episode your hosts, Suzi Dafnis and Michelle Falzon share a special “from the vault” training delivered inside the HerBusiness Network from PR Expert Candice Meisels. This training gives you a first-pass overview of what PR is and how to use it to be seen as an expert and get picked up by the media. Listen to this episode to hear more about: The stories of two HerBusiness Members and Masterminders who are having awesome PR wins right now One of the most common misunderstandings about what PR is and is not Why PR can be so powerful for SMALL business owners (and why it’s not just for big corporations with large budgets) How PR fits into your bus

Having a great bonus strategy can be one of the single biggest needle movers when it comes to your sales results. And often people either leave out including a bonus in their offer altogether or they add a bonus that doesn’t really do the heavy lifting that is possible when you really nail your bonus strategy. In this episode your hosts, Suzi Dafnis and Michelle Falzon put the spotlight on how to use Bonuses STRATEGICALLY to get more sales, even from your “fence-sitters.” Listen to this episode to hear more about: Why people very often buy for the bonuses you offer and how to create a compelling bonus The 3 types of bonuses you need to consider including in EVERY offer How to reward and incentivise your “Fast Action Takers” How to use bonuses in campaigns that have a set deadline where the offer goes away The kinds of bonuses that can spike sales even for “always available” products or services Stuck figuring out what YOU can offer as a bonus? Check out the tips Suzi and Michelle share in this episode The cl

The photographs and images you use of yourself on your website, in social media and elsewhere are a major influence on the way your personal brand is perceived… and yet, this is an often overlooked or misunderstood content medium. In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with pioneering personal branding photographer, Jamie Swanson, about why your branding photographs are MORE than just a headshot. Listen to this episode to hear more about: Why you might want to consider “batching” your photographs and doing a new photo shoot EVERY quarter How understanding your ideal client will guide you in the choices you make around how your photos look and feel The importance of STRATEGY and INTENTION when planning out your photo shoot How to get photos that “stop the scroll” on social media and get your ideal clients paying attention to you The important mindset shift from photos as static images to powerful beginnings to a STORY you are telling your customers Why you need to find the “uncommon

Content Momentum is the idea of keeping people in momentum from the point they first join your email list or click on your Facebook ad, or download your lead magnet, all the way to the point where they BUY from you. The problem is, people often design marketing funnels where they are not thinking about momentum at all - they let leads and customers fall out of the process or they put unnecessary gaps, pauses or BLOCKS on their customers moving forward and buying from them. In this episode your hosts, Suzi Dafnis and Michelle Falzon revisit a topic they talked about waaaay back in 2015 (Episode 11 The Step 2 Secret) and share how you can get and keep your leads and customers in momentum by always offering the next step (this concept might make sense to you but trust us, very few people really execute well on this!). Listen to this episode to hear more about: The easiest way to “kill” momentum and why you are probably doing this one thing right now in your marketing funnels If you offer a free trial, do this t

Evergreen Webinars enable you to run one pre-recorded webinar over and over again to new leads coming into your marketing funnel. When done well they can be AWESOME, operating as an “online salesperson” for you 24/7. When done badly they can be complex, misleading and downright icky. In this episode your hosts, Suzi Dafnis and Michelle Falzon share their love/hate relationship with Evergreen Webinars (it’s more love than hate!) plus the various strategies and ways of making your evergreen webinar successful. Listen to this episode to hear more about: How to structure your webinar How you can use your webinar in different situations, other than a LIVE webinar to get results. The role of a lead magnet - when you use one to lead into your webinar, and when you don’t Ideal webinar “next steps” to offer once someone has seen your presentation Behind the scenes on HerBusiness most successful Evergreen Webinar strategy Suzi and Michelle’s PET PEEVE when it comes to Evergreen Webinars The BIG mistake most marketers

You might start out really enthusiastic about your content plans, but within no time you can be left feeling overwhelmed, disinterested and out of ideas. In this episode, your hosts Suzi Dafnis and Michelle Falzon give you a shot in the arm of motivation and inspiration to help you get back on the content horse if you feel like you’ve fallen off, got off track or run out steam. Suzi and Michelle share three of the most powerful ways they’ve found to stay motivated when it comes to creating content for the long term. Listen to this episode to hear more about: How to keep the “new year glow” on your marketing plans, all year long! One small tweak you can make to the way you layout your content plan that can transform your daily motivation (and that of your team) Why you might want to consider making a “grand declaration” to friends, colleagues or even your customers! The ideal length of time to forward plan your content in detail (and why more or less than that is almost guaranteed to demotivate you!) The “dai

Have you ever mapped out your Customer Journey? Have you ever written down the journey someone takes step by step as they go from not knowing about you through to being your customer and beyond? If you HAVE then you know what a game-changing experience it can be. If you HAVEN’T then maybe by the end of this episode we will have inspired you to take a look at that as something you might want to do. In this episode your hosts, Suzi Dafnis and Michelle Falzon not only talk about getting clear on your Customer Journey, they also share how taking the time to do that will ALSO help you organise and inspire your content… and here’s the best part… it will also make your content WAY more effective at attracting, converting and KEEPING your customers AND you also won’t be wasting your time creating content that you don’t need. Imagine that. No more random blog posts. No more week in week out creating a newsletter that you’ve forgotten why you’re doing it. No more sitting at your computer or in front of your camera thin

Ever felt “icky” about having a sales conversation or making an offer? Being vulnerable to the pang of rejection or having to ask people to “buy your thing” can feel intimidating… and often when we are presented with buying objections - we can freeze up or feel rejected or stutter and stumble not knowing what to say. In this episode your hosts, Suzi Dafnis and Michelle Falzon introduce you to Bari Baumgardner, one of the world’s leading authorities on using live events as a way to grow your sales, your community and your business and she’s helped the “who’s who” to have sales conversations with HUMANITY that are geared and SERVING rather than SELLING. Bari shares how you can feel GREAT about helping people move forward with you, rather than like a used car salesman pushing your product. This is a MUST-LISTEN episode for anyone who ever sells a product anywhere, not just at live events. You can also get Bari’s FREE Online Workshop over at www.liveeventworkshop.com . This episode is a recording from a presentat

When it comes to growing e-commerce stores, Susan Bradley of The Social Sales Girls knows her stuff. She’s grown and sold ecommerce businesses and has taught  thousands of people how to find their audience and turn website traffic into paying customers.   In this episode your hosts, Suzi Dafnis and Michelle Falzon, pick Susan’s amazing ecommerce brain for strategies for using content to grow your eCommerce business.   Listen to this episode to hear more about: The “go-to” lead magnet type all e-commerce businesses should have How to use discount codes and coupons The minimum number of visitors you need to your online store each month to make your marketing viable. The place where 40% of your sales come from (not where you think) Why your e-commerce lead generation content needs to be different to other business models How to keep your content focused on the sale  The two biggest determinants of whether you will convert a prospects into a customer?  The importance of the frequency of your communications Why y

There’s almost nothing we love more than a content marketing campaign that really converts! One of the first things you need to make that happen is a strong hook that is going to immediately get people’s attention. Whether that’s for a Facebook ad, an email subject line, the topic of your lead magnet, your sales video, your webinar, your YouTube video… you get the picture… you need a catchy idea that is going to be relevant and interesting and attract the attention and curiosity of your IDEAL clients enough to get them clicking the link or watching the video or opening the email or whatever it is you want them to do next. But great hooks don’t always just pop into your mind - sometimes it takes a bit of work to come up with a good hook and that’s what we want to help you with. In this episode your hosts, Suzi Dafnis and Michelle Falzon, share 6 ideas to give you inspiration for your hooks. Listen to this episode to hear more about: Why a hook is not a headline (but a headline can contain your hook) How to us

We’re talking to someone who has recently had 66% engagement in her Facebook Group. That’s a pretty amazing number… and as we found out on the show… she’s actually JUST updated those numbers to a whopping 90% engagement (that’s 9 out of 10 of her members have engaged with her in the last month!). Fiona Keary is a business owner we LOVE - she is a long time member of the HerBusiness Community and the HerBusiness Marketing Success Mastermind and we’ve seen her go from strength to strength year on year. As the brains behind Style Liberation she has created 1:1 and online services, products and courses and on this episode she gives us the inside story on her AMAZING engagement statistics and how she’s getting her Facebook Group Community so involved. Be sure to check out Fiona’s Facebook Group 35+ Where To Shop to see all these strategies in action! Listen to this episode to hear more about: The smart move Fiona made on Day 1 when it came to launching her Facebook Group How niching down to women 35+ and being cl

Amanda Farmer of Your Strata Property, a one-stop-shop for information and education about strata living shares with us how she converted 23% of her prospects from a small email list of just over 300 people into her PAID membership. It’s quite extraordinary what she’s been able to do with a small, very strategic list and in this episode you learn just how special this list was and what she did to get those kinds of mammoth conversion rates. 23% - that’s almost one in 4 of the prospects on her email list converting to PAID customers and she did it all in just a matter of days. Listen to this episode to hear more about: How a small niche became a flourishing business What the key mistakes were that Amanda made when starting her Membership How closing her membership and only re-opening it twice a year reinvigorated her numbers The unexpected benefit of a closed membership on Amanda’s ability to focus on her paid members How Amanda planned out her campaign step-by-step The eye-opening insight Amanda gained from

One of our most popular episodes was way back in 2017 when we shared some of our favorite books of the year… so we decided to do it again! Between us we read a LOT of books and these are our TOP picks when it comes to content marketing books for 2019. Listen to this episode to hear more about: The HerBusiness Book Club and why it’s one of Suzi’s favourite things What we’ve learned from Seth Godin (and the amazing way he was able to distil online marketing to just a few lines) The book that had Michelle nodding every 5 minutes and spontaneously shouting “that’s right!” How crafting memorable moments became one of our most memorable books of 2019 The one book Michelle used as a “manual” when revamping a client’s online course that resulted in more than double their goals being met Some of the biggest myths about creating habits busted… and the book that revealed all And much more. Also mentioned in this episode: HerBusiness Success Mastermind Content Sells Reading List

As we near the end of the year we were thinking about how we’d like to round things out and one of the things we’ve done over the past year that was really popular was to share some of the top Marketing tips from the very talented women in our Marketing Success Mastermind… and so we’ve decided to do that again! We recently asked our Masterminders to share the #1 content marketing strategy or tip that is most effective for them in their business right NOW... so you know it’s relevant and actually working for other people like you, in business TODAY. Listen to this episode to hear more about: The one strategy an online legal kit firm is using to create compelling customer stories, even in a regulated industry How a fitness business is using MVPs to iterate faster and get to what’s working sooner (without an excess cost of time and money) How to apply the “MVP” philosophy to all kinds of products and industries… even books! The incredibly smart thing a music education business to leverage a big industry confer

We’ve just been to see Lady Gaga LIVE in Las Vegas! And boy, did she have us in the palm of her hand. Standing ovation after standing ovation as she made her way through some of the world’s most-loved Jazz songs. The entire evening was a masterclass in how to create a connection to your audience, know your message and be unapologetically true to yourself. We thought there were SO many lessons we could apply to our marketing and communications that we decided there were a “million reasons” (see what we did there!) to do a podcast episode sharing our top takeaways from this epic concert and this truly once in a generation performer (can you tell we had an amazing time!?). And don’t even get us started on the costumes… did we mention we LOVE her? We also recorded a video version of this podcast, which you can check out on our Facebook Page. Listen to this episode to hear more about: What you can learn from George Gershwin about knowing when to follow the rules and when to innovate How Lady Gaga handles failure

That’s a wrap on the 2019 HerBusiness REACH Retreat in Hawaii. WOW what a week! So we thought we’d pull the curtain back on the marketing we used to fill this high end retreat (you’ll notice many of the strategies we’ve already shared on this podcast were key to our success).  Listen to this episode to hear more about: Why you need to focus on the pleasure and pain of your offer WAY more than the features of your offer. The copy approach we used to get our ideal clients applying How we used Facebook LIVES to tell our customer stories The branding secrets we used to create a recogniseable look and feel for the campaig And much more. Also mentioned in this episode: HerBusiness REACH Retreat in Hawaii HerBusiness Success Mastermind Episode 54 - Pleasure and Pain - Is there enough of it in your content? Episode 73 - How We Got Started With Facebook LIVE Episode 20 Get Awesome Client Stories and Testimonials Episode 53 - 5 Ideas for adding compelling social proof to your Content Episode 57 - How To Use Seeding

We’ve just concluded the annual HerBusiness REACH Retreat in Hawaii (A-Mazing!). And one topic we discussed was how to communicate your value. It brought up some REALLY fascinating conversation about what stops us from really charging what we’re worth and owning the value we bring… so we thought we’d continue the discussion (and some tips on how to overcome those blocks) on today’s show! Listen to this episode to hear more about: Why you’re not alone if you sometimes feel like a “fraud” The BIG reason many people don’t create their sales content (Hint: It’s not always because you don’t have the skill) How to deal with criticism from others when you raise your prices or start really owning and sharing the value you bring The “rip off” complaint and why it’s not as scary as you might think And much more. Also mentioned in this episode: HerBusiness REACH Retreat in Hawaii HerBusiness Success Mastermind Episode 27 - Videos That Sell with James Wedmore Episode 73 - How We Got Started With Facebook LIVE Episode

Online presentation platforms are AWESOME (think Zoom Calls, Facebook LIVEs, Webinars). It’s an ideal way to reach a lot of people in a really powerful, easy way to deliver trainings, create connection, sell stuff and get people using your product… BUT… One of the BIG problems we see is that even though there are LOTS of opportunities to create a dynamic back and forth between you and your audience - most people really end up offering a decidedly ONE way conversation in their online presentations… where they are essentially talking AT their audience. In this episode your hosts Suzi Dafnis and Michelle Falzon share their top 5 tips for encouraging comments and interaction during a live training. Listen to this episode to hear more about: When you DO want to talk in a “one-way” conversation and why most of the time you need more “two-way” communication. How starting small with some really easy “training wheels” interactions can make a BIG difference to your results How to structure your questions so people ac