268 - Making The Most of Big Changes: How To Turn Shifts & Trends Into Sales
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
Release Date: 08/11/2025
268 - Making The Most of Big Changes: How To Turn Shifts & Trends Into Sales
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
When the world around your ideal client shifts — whether it’s a new law, a tech breakthrough, a social movement, or an economic shake-up — their needs, questions, and priorities change, too. And that creates one of the most powerful (and underused) moments for YOU to create content that meets the moment and converts more clients. In this episode, your hosts, Suzi Dafnis & Michelle Falzon give you practical ways you can ride the wave of change and use shifts and trends happening right now in YOUR industry or market to create: More visibility More relevant offers More meaningful...
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267 - How to Use Custom GPTs to Save Time, Create Better Content, and Sound More Like You - With Tina Tower
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
Ever wish you could duplicate your brain and hand off those repetitive content and marketing tasks to someone (or something!) that thinks just like you? That’s exactly what today’s guest, Tina Tower of Her Empire Builder, is doing — with Custom GPTs. In this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with Tina as she pulls back the curtain on how she’s built dozens of Custom GPTs to streamline her business, speed up content creation, reduce overwhelm, and unlock more freedom and joy in her day. You’ll hear real-world examples, surprising tips, and some eye-opening use...
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266 - How to Say the Thing You’ve Been Afraid to Say in Your Marketing (And Why It Changes Everything)
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
What if the one thing that could transform your marketing… is the thing you’ve been too afraid to say? In this episode, Suzi Dafnis and Michelle Falzon explore “The Unspoken Truth Effect” — that powerful shift that happens when you stop filtering and start speaking your truth in your marketing. If you’ve ever softened your message, held back from taking a stand, or avoided sharing something vulnerable or “too out there” — this episode is for you. We’ll show you why saying the bold, true thing can be one of the most effective moves you make as a business owner… and exactly...
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265 - Are You Attracting the Right Leads? (And What To Do If You’re Not)
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
If you’ve ever felt like your marketing is almost working — but not quite clicking — it might not be your funnel, your content, or your offer that’s the problem. In this episode, your hosts, Suzi Dafnis and Michelle Falzon explore a different perspective: What if you’re attracting the wrong leads? Because when the wrong people are entering your marketing ecosystem, it doesn’t matter how well-designed your strategy is — your content won’t convert, your sales conversations will feel heavy, and your offers won’t land. Listen to This Episode to Hear More About: -> The...
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264 - The Content CEO: How to Shift From Doing It All to Leading a Marketing Machine
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
If your marketing success is dependent on you doing everything — writing every email, scheduling every post, fixing every tech issue — this episode is for you. Because it’s time to shift from doing it all to becoming the Content CEO in your business. This week, your hosts, Suzi Dafnis and Michelle Falzon, share the 3 key shifts you can make to move from overwhelmed content creator to strategic content leader. Listen to This Episode to Hear More About: -> The real reason your content feels inconsistent and exhausting—and how to fix it with one powerful mindset change. -> Why...
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263 - Mini But Mighty: Small-Scale Strategic Alliance Strategies To Grow Your Business
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
Big partnerships aren’t the only way to grow your audience or boost your visibility. In this episode, your hosts Suzi Dafnis & Michelle Falzon explore how easy low-tech, low-cost, and low-lift alliances — like co-promoting with a local business or doing an email swap with a peer — can actually move the needle in a big way. Whether you’re just starting out, or looking for fresh ways to expand without adding complexity, these mini but mighty collaborations can create major momentum and growth in your business. Listen to This Episode To: -> Discover the 'Peaches and Cream'...
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262 - The Content Marketing Tools We're Loving in 2025
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
It’s our Annual Content Marketing Tools Episode! Sharing the Content Marketing Tools we’re loving each year has become a bit of a tradition here at the Content Sells Podcast. In today’s show, your hosts, Suzi Dafnis and Michelle Falzon, give you the rundown on 8 tech tools that have made a real difference to their content creation and marketing this year. Some are cutting-edge AI-based tools and some are “old school” platforms with exciting new applications. PLUS you can download our FREE and NEWLY Updated Content Marketing Tools Guide. This Free Guide includes a comprehensive list...
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261 - 6 Ways AI is Saving Us Time With Our Content
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
Creating high-quality content takes time — whether it’s crafting emails, mapping launch sequences, analysing survey data, building frameworks, or preparing visuals for a workshop. And while many people are using AI to generate more content faster, that often comes at the cost of quality, voice, or effectiveness. In this behind-the-scenes episode, your hosts Suzi Dafnis & Michelle Falzon share exactly how they’re personally using AI right now — not to replace their thinking and creativity, but to amplify it. You’ll hear six practical and strategic ways they’re using tools like...
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260 - 6 Smart Questions - How to Know if You’re Ready to Add a More Expensive Product or Service
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
You’ve got clients. You’re delivering results. But maybe you’re starting to feel maxed out… or wondering if there’s a smarter way to grow. In this episode your hosts, Suzi Dafnis and Michelle Falzon, dive into 6 powerful questions to help you know if it’s time to introduce a higher-priced product or service into your product suite — and how to do it in a way that increases your profit, deepens client transformation, and adds spaciousness to your business. If you’ve been sitting on an idea for a premium offer — or not sure what it would even look like — this is the episode...
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259 - How to Use Bonuses to Overcome Buyer Objections & Make More Sales
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
You’ve created a solid offer. You’ve put in the work. You know it delivers value. But when it comes time to promote it… crickets. Or maybe you get some buyers, but you know there were people on the fence who just didn’t tip over into a “yes.” What if the missing link wasn’t in the offer itself… but in the bonuses? In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon dive deep into how to use bonuses strategically — not just as a “nice extra,” but as powerful conversion tools that help your buyers move past the objections that are...
info_outlineWhen the world around your ideal client shifts — whether it’s a new law, a tech breakthrough, a social movement, or an economic shake-up — their needs, questions, and priorities change, too.
And that creates one of the most powerful (and underused) moments for YOU to create content that meets the moment and converts more clients.
In this episode, your hosts, Suzi Dafnis & Michelle Falzon give you practical ways you can ride the wave of change and use shifts and trends happening right now in YOUR industry or market to create:
- More visibility
- More relevant offers
- More meaningful conversations
- And ultimately… more sales.
We share real-life examples of women business owners inside the HerBusiness Marketing Success Mastermind who are turning disruption into opportunity — like:
- How Donna Cross is leveraging massive aged care reforms to position herself as the go-to expert
- How Amanda Farmer is turning every legal update in the strata space into leads, trust, and revenue
- How Chantel Gilbert pivoted from general electrical services into solar and EV installations in response to environmental and financial shifts
We’ll Walk You Through:
- The 5 types of change that can create momentum in your marketing
- A simple 3-step framework to spot shifts and respond fast
- The key to getting your message heard when urgency is already high
- Why your most timely content doesn’t need to be polished — it needs to be present
Whether the changes are legislative, cultural, technological, financial, or environmental — you’ll learn how to anticipate them, respond strategically, and meet your clients in the moment they’re most ready to buy.
Listen Now to Learn:
- The 5 categories of change you want to be on the lookout for that unlock new sales opportunities
- How to become the go-to voice when your industry is shifting
- Why urgent change means less “pushing” and more natural conversions
- How to respond to trends without splitting your focus in too many directions
- The 3-step “Listen, Translate, Respond” framework to move fast with confidence
- Simple ways to tweak your message or offer that build massive relevance
- How to ride the “wave of receptivity” with timely, helpful content
- What the media, your clients, and your competitors are already noticing — and how to join the conversation strategically
Also Mentioned in This Episode:
Apply For Mastermind
Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community.
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Join the HerBusiness Network
Find out why HerBusiness is Australia’s leading network for women business owners.
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Donna Cross – Culturally Directed Care Solutions
cdcs.com.au
(Supporting aged care providers with culturally appropriate care)
Amanda Farmer – Your Strata Property
yourstrataproperty.com.au
(Legal insights and education for the strata community)
Chantel Gilbert – Blue Gum Electrical
bluegumelectricalsolutions.com.au
(Solar, EV charging, and smart energy solutions)
Kristy-Lee Billett – People Powered HR
peoplepoweredhr.com.au
(HR systems, support, and legal compliance for small business)
NDIS – National Disability Insurance Scheme
ndis.gov.au
McKinsey & Company Study – Digital Adoption During COVID
mckinsey.com
(Referenced study on rapid digital transformation in 2020)
Google Alerts
google.com/alerts
(Set up keyword alerts for your industry or topic)
Therese Ravell – Impact HR
impacthr.com.au
(Bespoke HR support for small and medium-sized businesses)