Libsyn Directory

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

Release Date: 11/17/2025

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...

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...

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...

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...

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...

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,...

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....

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...

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...

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...

More Episodes

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 your marketing.
Why your best proof is probably hiding in plain sight. The everyday emails, DMs, and off-hand comments you’re overlooking — and how to start spotting them instantly.
How to build a simple “Capture” system your whole team can use. From Slack channels to shared folders, what to set up so proof is grabbed, named, and filed automatically (not “when you remember”).
The surprising truth about what counts as powerful proof. Why small, relatable wins often outperform the big, dramatic “I made a million dollars” stories — especially for newer buyers.
How to bake social proof requests into your process. Smart “ask moments” for service providers, coaches, eCommerce brands and more, so testimonials and case studies flow naturally.
Turning raw feedback into assets with the “Create” step. How to transform screenshots, quotes, and stories into persuasive posts, slides, emails, and case studies without feeling braggy.
Visual vs emotional vs numerical proof — and when to use each. A fast way to choose whether to show a graph, share a story, or highlight a single sentence to maximise impact.
What to do when you feel awkward sharing client wins. The mindset reframe that turns promotion into a genuine celebration of your clients (and why that energy is magnetic).
The Publish rhythm: how to make proof part of your ongoing marketing, not a once-a-launch afterthought. Where to place social proof across emails, socials, webinars, sales pages and more.
How the Capture → Create → Publish flywheel compounds over time. Why a well-run Social Proof System keeps shortening decision time and increasing conversions, month after month.
And much more…

Also Mentioned in This Episode:

Apply For Mastermind
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Ep 267: How to Use Custom GPTS with Tina Tower
https://herbusiness.com/podcast/how-to-use-custom-gpts-to-save-time-create-better-content-and-sound-more-like-you-with-tina-tower/

Influence: The Psychology of Persuasion by Dr Robert Cialdini
https://www.influenceatwork.com/books-and-publications/

Australian Writers’ Centre
https://www.writerscentre.com.au

Valerie Khoo – Writer, artist and CEO of the Australian Writers’ Centre.
https://valeriekhoo.com/

Sarah Brabbin - British Wildlife Sculptor
https://www.sarahbrabbin.com/

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