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
275 - The Social Proof System: How to Capture, Create & Publish Proof That Sells Your Offers (Big or Small)
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
In this episode, your hosts Suzi Dafnis and Michelle Falzon unpack a simple, repeatable system so that the client wins already happening in your world become visible marketing assets — not forgotten moments. Listen now to see how you can turn casual comments, small wins, and big transformations into strategic social proof that builds trust and speeds up buying decisions. Listen to This Episode to Hear More About: The real reason social proof sells when your copy alone doesn’t. How Robert Cialdini’s “social proof” principle works in the real world and why it’s non-negotiable for...
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274 – Ad Expert Shares What’s New With Facebook and Instagram – with Stacey Hughes
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
Ad rules on platforms like Facebook and Instagram shift fast. This latest episode of Content Sells is your radar update. Your hosts Suzi Dafnis and Michelle Falzon bring back ads expert Stacey Anne Hughes to unpack what’s actually working (and what isn’t) on Facebook & Instagram in 2025. You’ll hear her perspective on targeting, creative formats, AI in ad copy, nurturing leads—and how to avoid ad mistakes that waste your budget. Whether ads are already in your strategy or feel like a puzzle you haven’t cracked yet, you’ll walk away with clarity on where to focus now to get...
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273 - How to Grow Your Podcast With Award-Winning Producer & Broadcaster Gab Burke
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
In this episode, your hosts Suzi Dafnis and Michelle Falzon sit down with award-winning producer and podcast strategist, Gab Burke, to unpack what actually grows a show – without the gimmicks. From the pitfalls of long, overproduced intros to the mindset shifts needed when your downloads stall, this conversation goes deep on connection, community and craft. You’ll hear how to tighten your opening, title like a pro (without clickbait), and choose metrics that lead to better content - and better business. We also dig into strategies for co-creating with listeners, smart partnerships, and why...
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272 - How to Build a Repeatable Process for Making High-Converting Offers (Part 2)
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
In this episode, your hosts Suzi Dafnis and Michelle Falzon continue building out your repeatable sales engine with the final four parts of their 9-part “Systemising the Sale” self-check. In Part 2 of Systemising the Sale: How to Build a Repeatable Process for Making High-Converting Offers” we dig into the practical infrastructure behind consistent conversions: sales assets you can actually find, follow-up that doesn’t rely on memory, numbers that inform smarter moves, and a debrief rhythm that compounds your learnings. The red / orange / green ratings are BACK! Find out how you rate...
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271 - Grow Your Business With Stories That Sell with Kendall Cherry
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
If you’ve ever worried that “selling” means selling your soul—or your stories fall flat when it’s time to make an offer—this one will get you back in alignment. In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with ghostwriter and communication expert, Kendall Cherry of The Candid Collective, going deep on storytelling that actually moves and motivates buyers. We explore the sweet spot where narrative, ethics and revenue meet – so your message feels true, and still converts. You’ll hear how to turn client results into persuasive case studies, why...
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270 - How to Build a Repeatable Process for Making High-Converting Offers
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
Systemising your sales isn’t about getting fancy — it’s about getting consistent. If you’re doing sales in fits and starts, making things up as you go, or relying on last-minute hustle, you’re leaving money (and sanity) on the table. In this episode, your hosts Suzi Dafnis and Michelle Falzon unpack the first half of a 9-part Sales System Self-Check — the practical way to find the gaps in your sales systems that are slowing your growth and start building a sales engine that reliably produces results for you. The first five of the 9-part Sales System Self-Check are: Sales Goals,...
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269 - Stop Quitting Too Soon: How to Get Results From the Strategy You Already Have
Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
Ever felt like your marketing strategy should be working — but the results just aren’t showing up? Before you ditch your funnel, abandon your podcast, or pivot to the next shiny tactic… this episode is your permission to pause — and take a closer look. Because often, it’s not that the strategy is broken… it’s that we’re quitting too soon. In this episode, your hosts Suzi Dafnis and Michelle Falzon explore the Time-to-Result Gap — the invisible space between starting a strategy and actually seeing results — and why most business owners bail before the breakthrough happens....
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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...
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
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Join the HerBusiness Network
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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)