Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works
Can’t get traction with your marketing? Not sure how to turn your content into sales? Tune in for practical, education and advice on how you can attract, convert and keep your ideal clients using smart content marketing. Your hosts are Suzi Dafnis, HerBusiness.com and Michelle Falzon, We Are Content. Shownotes at: www.contentsellspodcast.com Instagram: @herbusiness Facebook: www.herbusinessgroup.com
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235 - The Content Marketing Tools We're Loving in 2024
05/06/2024
235 - The Content Marketing Tools We're Loving in 2024
It’s our Annual Content Marketing Tools Episode! In today’s show, your hosts, Suzi Dafnis and Michelle Falzon share the Content Marketing Tools they are loving right now! Listen to This Episode to Hear More About: -> The tool that’s recently added a bunch of AI functionality that you want to revisit! -> The “stupid simple” tool Suzi uses EVERY day that radically increases her productivity. -> The revolutionary way to create short video clips from longer videos (and why, if you currently do this manually you need to RUN **don’t walk** - to find out what this tool is - because it will save you HOURS every month!). -> The latest ChatGPT feature that’s a game changer. -> How to easily (and inexpensively) get fancy 3D mockups done of all your courses, podcasts, webinars, lead magnets and other products – look like a pro for free! And much more… Also Mentioned in This Episode: -> -> -> -> ->
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234 - How to Determine the Right Ad Budget When Getting Started With Paid Traffic with Stacey Hughes
04/22/2024
234 - How to Determine the Right Ad Budget When Getting Started With Paid Traffic with Stacey Hughes
In this episode, your hosts, Suzi Dafnis and Michelle Falzon chat with online advertising expert, Stacey Hughes about how to determine your ad budget when just getting started with paid traffic. Listen to This Episode to Hear More About: -> Why paid ads are just one piece of the marketing puzzle (and won’t solve all your problems!). -> The 3 parts of your funnel you should focus on and build specific ad campaigns around. -> Where engagement ads fit into the process (and why you need them). -> How and when to use paid ads to get people to your webinar. -> The problem of being “too keen” for the sale (and why this can blow your marketing budget out of the water!). -> The recommended percentage of revenue to spend on paid ads. -> The one campaign (and budget recommendation) Stacey says you should get started with for as little as $5 a day. -> What is a good Cost Per Lead? This answer is a doozy! -> Why you need to answer the important question “what’s happening to these leads once they enter my world?” -> The innovative campaign that can get tons more listeners to your podcast. -> Why you need your lead magnet campaign to be “always on.” -> How to think about a self-liquidating offer. -> The clever “social proof” ad hack you will want to try immediately! -> The 3 types of ads to start with. -> How to know if you should create ads with long copy or short copy. -> AI and what to expect from the platforms that’s a game changer when it comes to ad targeting. -> And much more… Also Mentioned in This Episode: -> -> -> -> -> ->
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233 – How Your Business Model Impacts Your Marketing and the Money You Make
04/08/2024
233 – How Your Business Model Impacts Your Marketing and the Money You Make
In this episode, your hosts, Suzi Dafnis and Michelle Falzon are discussing your business model and how to choose the right one for you. Plus, we’re looking at the direct impact your business model has on your marketing choices. When you get those choices wrong, it can be challenging to reach your money goals. PLUS Get the BONUS Volume/Value Matrix Free Download! This simple 4-part framework demystifies how to match your marketing to your business model and explains WHY you might be struggling to get results right now. Listen to This Episode to Hear More About: -> The 8 types of business models. -> How to know if you have a “hybrid” business model. -> Why understanding the unique relationship between the QUANTITY you want to sell and the VALUE of what you sell, is one of your most important jobs as a business owner. -> The 4 types of Volume/Value business models we wish every business owner knew! -> The one Volume/Vale quadrant you NEVER want to be in. -> What to do if you find you have the WRONG business model. -> 4 ways to change your business model -> And much more… Also Mentioned in This Episode: -> -> -> -> -> -> ->
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232 - How to Monetise Your Podcast Even if You Don’t Have a Huge Audience - with Omar Zenhom
03/25/2024
232 - How to Monetise Your Podcast Even if You Don’t Have a Huge Audience - with Omar Zenhom
Whether you have a podcast, or you’re thinking about creating one, or even if you may never have a podcast but you create regular content that you would like to monetise in some way… today’s episode is for you! In this episode, your hosts, Suzi Dafnis and Michelle Falzon speak to massively successful podcaster, Omar Zenhom. Omar is the founder and host of The $100 MBA Show. The $100 MBA Show is ranked as a top business podcast in over 30 countries. With over 200 million downloads and over 2,400 episodes, Omar knows a thing or two about what works (and what doesn’t) when it comes to making money from podcasts. Listen to This Episode to Hear More About: -> How Omar and Nicole’s first podcast failed… but gave them an invaluable lesson that was a key to their success. -> How focusing on his own unique strengths vs trying to “do what everyone else was doing” paved the way for millions of podcast downloads a month. -> The FIRST question you need to ask yourself about your podcast before you monetise. -> 7 ways to make money from your podcast (and Omar’s favourite!). -> The “big gamble” Omar and Nicole took on their podcast… and how it paid off. -> Why Omar waited until they had 10,000 a day before accepting paid ad sponsorship. -> How Omar sells his course and other products from his podcast. -> The clever way to combine your email, social and podcast audiences to get even more sponsorship dollars. -> Why you don’t need a large audience to successfully monetise your podcast. -> Why Dynamic Inserted Ads was a game changer and other ways sponsorship has changed in the last few years. -> Placement matters – the one place Omar says you should NOT put an ad on your podcast and where he suggests you place it instead. -> The sponsorship opportunities Omar says no to (and why). -> Ways to grow your email list from your podcast and the “mic drop” piece of advice Omar shares about how to choose a lead magnet that your audience will flock to sign up for from your podcast. -> Plus so much more! Also Mentioned in This Episode: -> -> -> -> -> ->
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231 - Navigating The Biggest Change in 20 Years with Cheryl Rerick
03/11/2024
231 - Navigating The Biggest Change in 20 Years with Cheryl Rerick
BIG changes are coming that will impact every business that uses email marketing. In this episode, your hosts, Suzi Dafnis and Michelle Falzon speak to email automation expert, Cheryl Rerick, about the looming changes being made by Google, Yahoo, Microsoft that have a direct impact on the deliverability of your emails! These are some of the biggest changes to happen in email marketing for 20 years and you need to get ahead of the changes to ensure your emails remain compliant and that you can continue get your message into the inbox of the people on your email list. Listen to this episode to hear more about: -> Authentication practices you need to have in place by April 2024 (or put your email deliverability at risk). -> What the heck acronyms like SPF, DNS, DKIM and DMARC mean (and exactly what you need to do to be compliant). -> Why the changes are not as scary as they first sound and how they are actually good for you and for email marketing in general. -> How you can take back control of your email deliverability. -> The “non-verbal” message your email recipients could be sending that’s hurting your email deliverability (and what you need to do about it). -> List “hygiene” practices and the ideal time to remove inactive subscribers from your email list. -> The email re-engagement strategy this is SO SMART we wonder why we didn’t think of it before! -> Cheryl’s top 3 strategies for re-engaging subscribers. -> The big mistakes business owners make when it comes to navigating the big changes coming. -> How to know if the changes apply to you (hint: they do!). -> The free Google tool that gives you instant insight into how Google is rating your email reputation right now (and why knowing this is more important than ever!). -> What to do to avoid getting stuck in SPAM filters. -> Plus so much more! Also Mentioned in This Episode: -> -> -> -> -> -> ->
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230 - The 3-Word Mantra For Marketing Breakthroughs
02/26/2024
230 - The 3-Word Mantra For Marketing Breakthroughs
In today’s show, we’re sharing a MANTRA that is making a BIG difference with our students and clients when it comes to having a Marketing Breakthrough. Sometimes, a marketing breakthrough can be doing something new, and sometimes, it can be what we’re STOPPING doing that creates it. Sometimes, it’s BOTH – we have to stop one thing so we can do another. But change can be daunting. Whether you’re delving into new territory, turning off a part of your business to focus on another, or launching or closing down a product – this simple 3-word Mantra could be a powerful tool for you! Listen to this Episode to Hear More About: -> The conversation that sparked this 3-word mantra. -> How to use this mantra to stop second-guessing yourself. -> How to create an effective mantra (and why you might need one to “hack” your behaviour). -> Why adding some whimsy to your mantra actually make it more effective. -> The one thing that makes all the difference between being able to create big positive changes in your business or getting stuck with the status quo. -> How Suzi used the central idea of this mantra when selling one of her businesses. -> How to use this mantra to charge higher prices and get better at negotiating. -> When and how to use this mantra to breakthrough, even if you feel totally out of your depth. -> Plus so much more! Also Mentioned in This Episode: -> -> -> -> -> -> -> -> -> -> ->
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229 - Own Your Niche
02/12/2024
229 - Own Your Niche
Your niche is the market you serve. And we’ve all heard the advice that “you’ve got to have a niche.” But it’s not enough to have a super clear niche and really great messaging that speaks directly to them. The missing ingredient that we’re seeing a lot in the content marketing of small business owners is that they’re not really OWNING (in a deep and profound way) the niche they’ve chosen. In this episode, your hosts, Suzi Dafnis and Michelle Falzon explore what it means to really take “ownership” of your niche and WHY that’s crucial for the growth (and survival) of your business. FREE DOWNLOAD Finding Your Niche - 6 Thought-Starter Questions. We’ve put together this list of 6 questions you want to ask yourself when you are considering how you might use the power of Niching Down. . Listen to This Episode to Hear More About: -> The shift Suzi has made in the last year to get even clearer on her niche (and why that took really OWNING who she most wanted to serve). -> The questions to ask yourself to confirm if you’re really OWNING your niche or not. -> Real life examples of a Lawyer and Naturopath whose business growth EXPLODED when they doubled down on their niche and took massive OWNERSHIP of who they serve. -> Michelle’s counterintuitive advice for serving FEWER people in a deeper way. -> Why your customers need you to go “out on a limb” for them (and how to do it in a way that’s safe!). -> How owning your niche will turn the tap onto more sales and create a pipeline of eager customers. -> Plus so much more! Also Mentioned in This Episode: -> -> -> -> -> -> -> -> -> -> ->
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228 - When and How To Offer a VIP Ticket Option for Your Online Course, Challenge or Program
01/29/2024
228 - When and How To Offer a VIP Ticket Option for Your Online Course, Challenge or Program
One tactic that could be really helpful for you if you are offering an online course, a challenge, a live event or some other kind of workshop or program is to offer a VIP Ticket Option. If you’re not currently offering a VIP option, this can be a real game changer! And if you ARE already giving your customers a way to get a VIP experience, we’ve got some tips that will make it more effective for you! Your hosts Suzi Dafnis and Michelle Falzon share their top tips for what to put in your VIP offer, when and how to offer the VIP upgrade and more! Listen to this Episode to Hear More About: -> How to offer a paid VIP upgrade, even when your event ticket is FREE! -> Suzi’s tip for adding a VIP option to a Summit. -> How to use your VIP revenue to fund your advertising. -> The one thing every VIP offer MUST have to succeed (and it may not be what you think!). -> More than 15 things you can EASILY add to your VIP option to make it irresistible. -> Why people who upgrade to VIP are more likely to buy your NEXT offer. -> How to get next level engagement from your VIPs (and why that matters). -> The Cialdini Principle that every successful VIP upgrade is based on. -> The MOST important time to offer the VIP upgrade. -> Plus so much more! Also Mentioned in This Episode: -> -> -> -> ” -> -> -> ->
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227 - Content Marketing: Is 10X Easier than 2X?
01/15/2024
227 - Content Marketing: Is 10X Easier than 2X?
Over the years there’s been a lot of buzz around this idea of “10X-ing.” And with the release of the book “10X is Easier Than 2X” by Dan Sullivan and Dr Benjamin Hardy Suzi and Michelle got to thinking about this idea of 10X and especially how it relates to women marketers and business owners. Is it all hype? Is 10X REALLY easier than 2X? Or is there even any merit in comparing the two? Do we actually need BOTH? If you’ve ever been “turned off” by the “bro marketer” take on 10X, then this is the episode for you. Your hosts Suzi Dafnis and Michelle Falzon share their views on the 10X vs 2X debate. This is a “juicy” show and they say some things that might surprise you, whichever side of the 10X debate you might be on. Listen to This Episode to Hear More About: -> Why you can’t always increment your way to growth. -> The big distinction Suzi & Michelle hope every reader gets when reading books like “10X is Easier Than 2X.” -> The massive takeaway from Dan Sullivan and Ben Hardy’s book that unlocked the 10X idea for many of our Masterminders. -> The fascinating journey Suzi took from starting a business in her bedroom to having “$2 million dollars DAYS.” -> What Michelle says about “Waterfalls and Volcanoes” that could change your view on when to grow and when to consolidate. -> The role our sense of our current identity plays in our ability to have transformational growth in our marketing and business. -> Plus so much more! Also Mentioned in This Episode: -> -> -> -> -> ->
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226 - Best Books for Content Marketers – 2024 Edition
01/01/2024
226 - Best Books for Content Marketers – 2024 Edition
It’s time for our annual review of the books we’re recommending for the new year! Join your hosts Suzi Dafnis and Michelle Falzon as they share books they’ve loved and learned from that can help you be a more effective content marketer in 2024 (plus get your hands on our NEWLY UPDATED and hugely popular Content Sells Recommended Reading List!). Some books featured on today’s show are brand “newies” and others are classic “oldies” Suzi and Michelle have pulled out of the vault because they’ve been re-reading them and recommending them to clients and students so much recently. Listen to This Episode to Hear More About: -> The book Michelle and Suzi couldn’t believe had never been featured on the show before! -> How to get your hands on the hugely popular Content Sells Recommended Reading List. -> The book that can literally give you back HOURS in your business every week (so you can finally have the freedom to do the high-value work that brings you energy and joy instead). -> The book that shows you how to create ideas people actually remember, which is especially needed right now in this time of less than 24-hour news cycles, 7 second tik tok videos and “fake” news, where most ideas just don’t survive. -> The book that shows you how to get strangers to want to buy your stuff. -> The book any service provider must read because it shows you how to make your intangible offer a lot more tangible (and why that matters). -> The book that BOTH Suzi and Michelle put on their list (and how they loved it and ALSO have some contentious opinions on a key idea shared in this book). -> Plus so much more! Also Mentioned in This Episode: -> -> -> -> -> -> -> -> -> -> -> -> -> ->
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225 - How We Produce This Podcast
12/18/2023
225 - How We Produce This Podcast
Well, it’s episode 225 and we figured it was about time we shared how we produce this podcast! Your hosts Suzi Dafnis and Michelle Falzon have had numerous questions from listeners over the years about various aspects of the podcast and how it gets made. In this episode they pull back the curtain on their process from end-to-end. Including how they come up with podcast episode ideas, how they batch their recordings, what to think about when recording, tools and software and processes they’ve found useful and so much more. So, whether you already HAVE a podcast and you’re looking for some tips to make your life easier; or you’re thinking about doing a podcast and wondering how it works from start to finish, this show is for you (and even if you don’t plan on having a podcast, you can take these tips and map them to ANY content you create regularly like blogs, newsletters, videos etc). Listen to this episode to hear more about: -> The 3 stages of podcast production and the must-know tips and pitfalls to avoid at each stage. -> The simple, free and EASY tool Suzi & Michelle have used for 9 years to plan every single episode of their show (right from Episode 1!). -> How to plan so you can be several episodes ahead and avoid feeling like you’re on the “Podcast Hamster Wheel.” -> How Suzi & Michelle batch their recordings. -> The clever calendar “hack” that makes it possible to schedule podcast recordings even though both presenters have insanely busy schedules. -> The most important thing to remember when the “record” button goes on. -> Systems for engaging the team in an efficient way and so everyone knows what their role is. -> The “easy button” when it comes to getting your podcast on ALL the podcast platforms. -> How to handle guest interviews, co-hosting and what to do when there’s a blooper (to edit, or not to edit, that is the question!). -> Plus so much more! Also Mentioned in This Episode: -> -> -> -> -> -> -> -> Tools Mentioned: -> -> -> -> -> -> -> ->
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224 - Exploding Mountains! (When To Stop Offering a Product or Service)
12/04/2023
224 - Exploding Mountains! (When To Stop Offering a Product or Service)
This episode is all about Exploding Mountains. Your hosts Suzi Dafnis and Michelle Falzon talk you through the 5-point checklist for knowing whether you need to stop delivering a particular product or service (even one that is profitable!). Listen to this episode to hear more about: -> What a Marketing Mountain is and why you need to understand this concept to have a successful business -> How “turning the funnel upside down” can be a game changer for your marketing -> The “hand drawn” business model that can take you just 2 minutes but save you YEARS of trial and error -> The “Ski-Lift Strategy” for easily offering an upsell to your customers (especially good for high ticket sales) -> The Marketing Mountain Suzi exploded (and why it was one of the best things she did for her business at the time) -> Why understanding who you are selling to helps you to see which Mountains to keep and which ones you want to “detonate” -> How many mountains is too many mountains (and how to tell which ones you don’t need)? -> The major mistake most businesses make when they aren’t getting enough sales. -> And much more! Also mentioned in this episode: -> -> -> -> -> -> -> -> -> -> -> -> -> ->
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223 - Going from Reactive to Proactive Marketing
11/20/2023
223 - Going from Reactive to Proactive Marketing
Proactive marketing involves anticipating future trends, your customer needs, and market changes and strategically planning your marketing in advance so you can achieve the goals you really want to achieve. Whereas reactive marketing can mean you never really get to your goals because that’s not what’s driving your marketing. Instead, with reactive marketing, it’s less about where you want to go and more about being driven by what’s happening right now. You’re very often responding to immediate challenges or changes in your market or industry. Or to quick ideas you have in reaction to something your competitor is doing or to plug a cashflow hole that has cropped up. Your hosts Suzi Dafnis and Michelle Falzon talk you through the ways reactive marketing might be showing up in your business and how to make the shift from reactive to proactive marketing (and be more profitable, less exhausted and more on track than ever!). Listen to this episode to hear more about: Why making the shift to proactive marketing can feel like a “baptism of fire” (and how not to get burned) The key mindset change you need to get out of the “reactive rut” 5 signs you’re marketing is reactive (and what to do about it) The problem of paying attention to your competitors The reason why you feel your campaigns are often “last minute” The brilliant idea Suzi “borrowed” from another industry that completely transformed her business How a menopause coach let go of being overly opportunistic and reactive and 10X’d her income as a result How to avoid distractions and bright shiny objects And much more! Also mentioned in this episode:
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222 - The Power of an MVP
10/30/2023
222 - The Power of an MVP
MVP stands for Minimum Viable Product and it’s all about getting to market with the bare essentials of your product or program and testing the idea is actually what the market wants, BEFORE you over invest and create the entire fully fleshed out bells and whistles version of the product. Once you know “it flies” THEN you launch it. Your hosts Suzi Dafnis and Michelle Falzon talk you through how to adopt the MVP mindset and give you case studies and examples of how you can get to market quickly and get customer feedback as soon as you can. This MVP approach can SAVE you making some big and expensive mistakes AND it can actually enlist your customers to help you create your product for free, make it better and more likely to sell! Listen to this episode to hear more about: -> How to go to market with a “less than perfect” course, program, product or service. -> What you definitely DON’T skimp on when launching your MVP. -> The MVP example that involved a flip chart and a zoom connection and turned into a multi million dollar program. -> How to get invaluable feedback from your first buyers. -> What to price your MVP. -> How to position your MVP so the early version is perceived as something positive versus a prototype. -> Why the fact people like to “get in on the ground floor” of something works in your favour when launching an MVP. -> How Michelle and Suzi launched a 5-figure program with no funnel and no fancy online portal (and why they kept it that way!). -> How to become “The Scientist” in your business and why that will make you less stressed and able to create better products that sell! -> And much more! Also Mentioned in This Episode: -> -> -> -> ->
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221 - 3 Easy Marketing Systems That Can Save You HOURS Every Week!
10/09/2023
221 - 3 Easy Marketing Systems That Can Save You HOURS Every Week!
This episode is all about how you can get literally HOURS back each week by adopting some simple but powerful marketing systems. Your hosts Suzi Dafnis and Michelle Falzon share 3 marketing systems that are do-able and don’t need a lot of tech AND can save you from doing a bunch of stuff you don’t need to be doing. Listen to this episode to hear more about: -> What one of the biggest “red herrings” in Content Marketing is and why it’s keeping you distracted, exhausted and frustrated. -> The surprising thing about repetition and why knowing this can literally save you HOURS of time. -> What Hollywood understood in the 1930’s that most content marketers still don’t know today. -> The Rule of 7 and how to use it to your advantage. -> The surprising thing Michelle found in her Inbox and why this discovery can unlock a breakthrough when it comes to saving your time! -> Suzi’s approach to content marketing for her free Facebook Group and how you can use this one idea to get hours back each week if YOU have a Facebook Group! -> The simple way to leverage the effectiveness of your email marketing (even if you have a small list!). -> The AI “mic drop” moment (once you hear this you will never look at ChatGPT the same way again)! -> And much more! Also Mentioned in This Episode: -> -> -> -> -> Email Automation Tools:
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220 - Repurposing: Strategies for Sustainable Content Marketing
09/18/2023
220 - Repurposing: Strategies for Sustainable Content Marketing
In this episode we’re talking about something that’s a bit of content marketing “chestnut” – there was a time whenever you saw a content marketer on a speaker lineup, they talked about this… but, while we’ve touched on it in numerous ways, and we’ve done a couple of interviews with people who are doing this… we’ve never actually done a show, just you and I, dedicated to this idea… That “ol’ chestnut” your hosts, Suzi Dafnis and Michelle Falzon are talking about is “Repurposing Content” and in this episode they explain why repurposing is not just taking a blog post and turning it into 5 social posts and 3 videos. Instead see how you can create less CORE content and reimagine it in ways that are strategic and conversion-focused. Listen to This Episode to Hear More About: -> The ONE thing you need to know about EVERY single piece of content you create. -> Why no matter how efficient your content creation is, if you’re missing one important ingredient, chances are you’re working too hard making content that’s not turning into results for you. -> How to originate your Core Content in the format that suits you - so you actually LOVE creating content and it’s EASY! -> The difference between IP and Core Content (and how much of each you need). -> Why you’re probably over-investing in Core Content and why that’s keeping you exhausted. -> How to use more Content Bridges to leverage just a few pieces of Core Content for even better results! -> And much more! Also Mentioned in This Episode: -> -> -> -> -> -> -> -> -> -> -> -> -> -> -> -> ->
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219 - How To Get More Referrals
08/28/2023
219 - How To Get More Referrals
We’re covering a topic that can make a massive difference to your results… and that’s getting more referrals. And while we all love a good referral, in many businesses, it tends to be something that happens organically. In this episode, your hosts Suzi Dafnis and Michelle Falzon cover 6 specific things you can do to cultivate and systemise your content marketing to actually encourage more referrals on a regular basis. Listen to this episode to hear more about: -> The type of referral that has a 90% trust rating. -> How to structure a referral so it leads to an “effortless” sale. -> The different types of referrals (and why you want to create systems for a VARIETY of these). -> The PERFECT time to ask for a referral. -> How to reduce your “churn rate” with referrals. -> How to identify the ideal referral partner (and what to do next!). -> And much more! Also Mentioned in This Episode: -> -> -> -> -> -> -> -> -> ->
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218 - Imperfection is Beautiful: Our Top 6 Tips For Overcoming Perfectionism
08/07/2023
218 - Imperfection is Beautiful: Our Top 6 Tips For Overcoming Perfectionism
Striving for perfection is often what keeps us from launching our new product, sending that email, putting ourselves out there for that opportunity, reaching out to that amazing strategic partner, putting our hand up for that media opportunity, opening that new store, or any other great thing that you might be holding back on because you don’t yet have things perfect enough! In this episode, your hosts, Suzi Dafnis and Michelle Falzon’s big message is to EMBRACE what’s IMPERFECT in your life, your business, your message, your experience and go for it anyway. They share some of their top tips and observations around this topic based on their own personal journeys of embracing imperfection and also what they’ve seen work with the literally hundreds and hundreds of business owners they support. Listen to This Episode to Hear More About: -> The staggering scientific results that show women rate their performance more poorly than men do (even though actual performance is about on par!). -> Why underestimating our performance is a trap that can keep us stuck in seeking perfection (and what to do instead). -> Why our criteria for success needs to be rewired to actually be successful. -> How to overcome the almost reflex action of overcompensating and actually get paid what you’re worth and feel great about it! -> How Michelle’s friend’s terrible spelling helped her have a big a-ha around what behaviours actually lead to success. -> Why feeling you have to “know it all” and be the “guru” is holding you back. -> 8 ways perfection could be showing up in your life. -> 6 instantly usable hacks for overcoming perfectionism and taking powerful (and imperfect!) action instead! -> And much more! Also Mentioned in This Episode: -> -> -> -> -> -> ->
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217 – Grow Your Audience & Boost Your Authority By Publishing a Report
07/24/2023
217 – Grow Your Audience & Boost Your Authority By Publishing a Report
There’s a strategy we have long loved and wanted to cover on the show… and that strategy is all about how you can boost your authority, grow your audience and own the space by publishing a report. Now, what do we mean by a report… Well, the dictionary defines a report as: An account given of a particular matter, especially in the form of an official document, after thorough investigation or consideration by an appointed person or body. And that’s a pretty good definition for what we’re talking about. In this instance YOU are the appointed body! Yes, you are appointing yourself as the creator of a report! And that immediately goes to helping your credibility. Plus reports can be incredibly newsworthy. Meaning you could pick up some PR - whether that’s in mainstream media or in your own market niche related media AND they can work really well as a lead magnet to grow your list and attract new prospects to your business. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, share their top tips for creating and publishing a report (and how to use that report to get noticed, grow your list and build your profile as an authority in your space). Listen to this episode to hear more about: -> The simple format question that will elevate your report to “authority” status. -> How to use a report to get invited onto podcasts and get more speaking opportunities. -> Why adding a “Step 2” to your report could supercharge your results with one simple additional page in your funnel. -> Why you don’t want to wait for people to consume your report to invite them to the “next” step with you. -> How to gain momentum by publishing a report on a regular basis (and which is better? Quarterly, Bi-Annually or Annually?). -> The one thing you MUST include in your report content. -> And much more! Also Mentioned in This Episode: -> -> -> -> -> -> -> -> -> ->
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216 – Easy Steps for Optimising Your Online Sales Process
07/10/2023
216 – Easy Steps for Optimising Your Online Sales Process
Your Sales Funnel is a process or series of steps for taking someone from not knowing about you or your offer to actually buying the specific product or service you want to sell. And we’re seeing a LOT of obsession about this BEFORE people launch their Sales Funnels, but then they launch and there can be this sense of “TICK” – that job is done. When really, you’re just at the STARTING line and your work is just beginning. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, share the “optimisation mindset” you need to have when it comes to getting results from your online sales process – because it’s very rare that the first thing you put together will totally knock it out of the park. And that’s why they’ve dedicated today’s episode to what happens AFTER you launch your sales funnel. What do you focus on? How do you optimise the various moving parts to keep getting better and better results? Listen to this episode to hear more about: -> The “hard truth” business owners need to accept when it comes to creating an online sales funnel (and why it’s better to know this at the START). -> The VERY FIRST place you should consider optimising your sales process. -> Which metrics to obsess over (and which ones to ignore so you don’t get caught in the weeds). -> Tips for doubling your Click Through Rate. -> What to considering split testing on your Sales Page. -> The most wasted opportunity in almost every sales funnel. -> And much more! Also Mentioned in This Episode: -> -> -> -> -> -> -> -> -> -> ->
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215 - Unlocking the Benefits of Low-Cost Workshops
06/26/2023
215 - Unlocking the Benefits of Low-Cost Workshops
Not getting the results from webinars like you used to? Have you ever considered offering a low-priced workshop into the mix as a way to attract BUYERS right from the start of your sales process and open the door on your higher priced services, courses or products? In this episode, your hosts, Suzi Dafnis and Michelle Falzon, share WHY you might want to use this strategy of adding a PAID low-cost workshop as well as where, when and HOW it might fit into your marketing mix. Listen to this episode to hear more about: -> Why Suzi and Michelle are fans of the paid workshop (and the counterintuitive reason they work). -> How you can instantly radically increase your show up rate. -> The strategy for doubling your conversions. -> How to attract more buyers and less tyre kickers. -> The ideal price point for your low cost workshop. -> The “fine balance” you need to strike between price, value and next steps. -> And much more! Also Mentioned in This Episode: -> -> -> -> -> -> -> -> -> -> ->
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214 - The Hybrid Expert Revolution - With Ryan Levesque
06/08/2023
214 - The Hybrid Expert Revolution - With Ryan Levesque
Imagine being able to go from “Tired & Trapped” with your marketing and business model, to achieving “Freedom & Flexibility” where you are able to unhook your income from your time and make more by doing less – sound like a pipe dream? If you’re a coach, consultant, course creator or other type of expert, best-selling author and 6-time Inc 5000 CEO, Ryan Levesque, has spent more than a decade decoding the exact steps you can take to do just that. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, dive deep with Ryan on the new “revolution” he sees coming for people with expertise and those who help others through coaching and consulting. He calls it the Hybrid Expert Revolution and he shares why NOW is the exact moment to make “The Switch” from a “1:1” to “Group” approach to expand your impact and your income. Listen to this episode to hear more about: -> Ryan’s BRAND NEW Hybrid Expert Method (be one of the first in the world to learn this approach). -> The 3 Key Shifts giving coaches, consultants, course creators and other experts more LEVERAGE in their business. -> Ryan’s moving personal story of going from his death-bed due to overwork serving customers 1:1, to being able to leverage his expertise into MULTIPLE 7 & 8-figure businesses and living a more balanced “dream” lifestyle. -> How to navigate switching to more leveraged group programs while also RETAINING your current income! -> The REALISTIC process for experts to move from 1:1 to Groups (hint: it doesn’t happen overnight and you need to take a “hybrid” approach). -> The FIRST place Ryan recommends you start when creating a group program. -> How to avoid creating a “Frankenstein” business with one very specific mindset shift. -> And much more! Also mentioned in this episode: -> -> -> -> -> -> -> ->
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213 - The 11 Content Marketing Tools We’re Loving in 2023
05/29/2023
213 - The 11 Content Marketing Tools We’re Loving in 2023
Get the low-down on the Content Marketing Tools We’re Loving in 2023! These are tools that are helping us be more productive, more creative, more efficient and there are so many exciting things happening right now in terms of new tech! In this episode, your hosts, Suzi Dafnis and Michelle Falzon, revisit a topic they covered around this time last year as they share an UPDATE on their favourite content marketing tools (and a LOT has changed in just 12 short months!). You can check out ALL the tools mentioned on this show AND many more in our FREE freshly updated Content Marketing Tools Guide. Listen to this episode to hear more about: -> What Suzi and Michelle are STILL loving about the tools they shared in their 2022 Favourite Tools episode. -> The tidal wave of new tools created due to the AI explosion! -> Suzi’s favourite AI tool. -> The mindblowing new tool that enables you to turn yourself into a “virtual expert” using AI to tap into all your previous content! -> The super cool AI addition to a globally well-known design tool that’s a total game changer when it comes to creating literally a YEAR’s worth of social media posts in less than 10 minutes! -> The tool Suzi is using that’s making every day writing EASIER and more succinct and accurate. -> The image creation tool that is blowing Michelle’s mind. -> The super cool Zoom plugin that gives you instant meeting summaries and more. -> Wish you could “automagically” turn long form videos into lots of smaller video “nuggets” you can use for content marketing? Coming right up – we share a cool new tool that does just that! -> And much more! Also Mentioned in This Episode: -> FREE freshly updated Content Marketing Tools Guide. -> -> -> -> -> ->
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212 - Your Content Marketing Questions Answered
05/15/2023
212 - Your Content Marketing Questions Answered
It’s Q&A Time! In this episode, your hosts, Suzi Dafnis and Michelle Falzon, have are answering recent listener questions! We absolutely LOVE it when you ask questions and if you have something you’d like us to cover on a future show, go over to our Listen to this episode to hear more about: -> What to do if you’re struggling with creating content for your email list. -> Suzi’s “email plan” tip that can save you hours! -> How to know if you’ve put too much in your lead magnet. -> The ugly truth about lead magnets (and why knowing this can help you increase your results). -> Why, in some ways, your lead magnet doesn’t matter and what you need to do immediately after someone opts in that matters WAY more. -> The important “tension” you need to create between free and paid content. -> Content ideas to nurture your free Facebook Group. -> What to think about FIRST when deciding how to market your coaching program (hint - this also applies to marketing ANY kind of program!). -> Why realising you’re not a “special snowflake” can be one of the BEST things to happen to your marketing. -> And much more! Also Mentioned in This Episode: -> -> -> -> -> -> -> -> -> -> ->
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211 - Boosting High-Ticket Sales With Application Calls
05/01/2023
211 - Boosting High-Ticket Sales With Application Calls
Applications work great for high ticket products and services because higher dollar sales typically require a bit more 1:1 connection and more personalized, high touch support in order for people to feel ready and confident to move forward and make the purchase. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, are talking about how you can sell high ticket items and premium products and services using an application process. The application process is something we’ve used very effectively when offering our higher value programs, like the REACH Retreat and the Marketing Success Mastermind. We’ve also used it for our annual Mastermind Experience event where people can work with us for one month and get all the perks and benefits of our main Mastermind. Listen to This Episode to Hear More About: -> How to know whether you need to add an application call to your sales process / marketing funnel. -> How to go from Webinar to Application -> How to craft the Application experience so your potential customer arrives confident and eager to buy from you vs you having to “beg” for the sale -> Why you won’t say yes to everyone who applies (and how to think about that) -> Why the application process is PERFECT for you if there are certain criteria someone needs before they should be working with you -> At what price point should you start thinking about adding an application call to the mix? -> How to know whether to make applications free, paid or another third alternative we share on this episode! -> What questions do you ask in your application form? -> What do you say on the call to make it a win/win for you and your customer (and skyrocket your results!) -> And much more! Also Mentioned in This Episode: -> ->
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210 - Retention Strategies for Membership & Recurring Revenue Businesses
04/17/2023
210 - Retention Strategies for Membership & Recurring Revenue Businesses
We know many of our listeners have some form of recurring revenue in their business model – whether that’s a membership site sharing information, or a repeatable service, a high dollar coaching program, or even a retainer arrangement – these are all recurring revenue models and you want to RETAIN as many of your recurring customers as possible. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, are diving into their many years of experience with memberships to give you their best ideas and inspiration, sharing 6 specific and powerful membership retention strategies. And even if you DON’T have a membership, there’s lots here you can map over to your business in terms of client retention, adding value and creating happy customers that refer more people to you! Listen to this episode to hear more about: -> The “leaky bucket” problem most memberships have and how to plug the gaps! -> The power of personal outreach and why you might want to add some 1:1 connection into your renewal process! -> Tips on how you can customize client interactions that have a high perceived value without taking too much of your time (and why this matters!). -> How you can use anticipation as one of your most powerful “stick strategies.” -> How to know if you have enough ‘pain of exit’ built into your membership. -> Why the right kind of rituals and celebrations can be one of your most effective ways to keep members happy and feeling like they’re making progress (and not wanting to leave!). -> And much more! Also Mentioned in This Episode: -> ->
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209 - How to Convert Survey Responses into Copy That Attracts & Converts Your Ideal Customers
04/03/2023
209 - How to Convert Survey Responses into Copy That Attracts & Converts Your Ideal Customers
Anyone who’s listened to this show for a while will know what big fans we are of both DOING customer surveys and gathering customer language. It’s one of the best ways you can deeply understand your market… and ALSO create powerful marketing language. So we thought it was high time we did an episode dedicated to giving you some frameworks for doing just that. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, share how you can write slam dunk marketing copy using your customer’s own words by going direct to the source and literally transforming your customer SURVEY responses (and other raw language you get from your customers through interviews, emails etc) into powerful headlines, bullet points, video scripts, sales pages, emails and more. Listen to This Episode to Hear More About: How we use Ryan Levesque’s Deep Dive Survey methodology to gather customer language. How to identify (and get rid of) useless jargon that’s actually alienating you from your ideal customers. What clues to look for when scanning your survey responses for the most powerful insights. The value of doing customer interviews (and how to ensure you don’t “knock the edges off” your customer language). Why you’re looking for the longer, more emotive responses from your customers (and what to do with them!). Michelle’s step-by-step process for turning raw customer language into powerful copy for headlines, bullet points and more. How you can use your survey data to create your Content Plan. A real-life example from Suzi’s customer language and how she’s applied that raw language to create powerful marketing copy. And much more! Also Mentioned in This Episode: -> -> -> -> ->
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208 - The "Money Part" of Marketing - Mindset, Pricing and Investing For Business Growth
03/20/2023
208 - The "Money Part" of Marketing - Mindset, Pricing and Investing For Business Growth
In this episode, your hosts, Suzi Dafnis and Michelle Falzon, are shaking things up and for the first time ever, are interviewing not one, but THREE guests as they talk about their breakthroughs when it comes to the MONEY part of Marketing! This is a topic we’ve touched on at different times over the years, but it’s the first time we’re approaching it like this bringing in 3 people who’ve had money breakthroughs in 3 important ways that relate to how we do our marketing: -> Mindset Breakthrough -> Price Breakthrough -> Investing in Paid Traffic Breakthrough Listen to this episode to hear more about: -> Why the “DIY” approach to your marketing where you “think” you’re SAVING money can actually be COSTING you more! -> The powerful reframe Shandra Moran of the Transit Lounge had that marketing, when done well, is actually an investment and a part of business operations. It's not just a cost or an expense. -> The importance of asking “Where is my money best INVESTED” and how treating your marketing budget like an investment can transform your results. -> How to deal with money blocks around the price you charge. -> Shifting my criteria based on where I spent money and what I spent it on. -> The “internal” work around reframing money stories and beliefs that made a difference for these 3 business owners (and what you can learn from their experience). -> What Fertility Specialist Tasha Jennings, did to get congruent with the value she was providing and charge more for her services! -> The very special list Tasha made that completely transformed her belief in the value she brings to her clients (this one tip can completely change your business!). -> How Fashion Stylist, Fiona Keary made the leap to paid traffic and scaled her business. -> And much more! Also mentioned in this episode: -> -> -> -> -> -> -> -> -> ->
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207 - How AI Is Changing The Marketing Game for Small Business Owners
03/13/2023
207 - How AI Is Changing The Marketing Game for Small Business Owners
AI is here to stay and it’s changing the marketing game for small business owners. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, deliver their first AI-related show (it won’t be the last!). They discuss the importance of crafting great prompts to get the best out of AI and share a simple “Prompt Crafting” framework you can follow to optimise the results you’re getting from AI. They also discuss the incredible opportunities available to small business owners through the use of AI for research, brainstorming ideas, creating content, translating, summarizing, editing, proofreading, and giving advice. They also discuss the limitations of AI, such as inaccuracies and biases, and how to verify the results provided by AI. Listen to this episode to hear more about: -> How we used AI to create this episode, including the graphics, show notes, content outline and marketing materials! -> What AI really means and why it’s so important for business owners to understand how it’s been designed to mimic human intelligence and behavior -> What Natural language processing (NLP) is and why it’s a game-changer for making AI more usable, accessible and powerful. -> What tools to use -> Why AI is not to be trusted – do not believe everything it tells you (and here’s why!) -> Examples of how the results can seem “plausible” but not accurate and tips on how to verify what AI is telling you BEFORE you publish! -> Our favourite uses for AI right now (and what we DON’T think it’s any good for… yet) -> How to use AI to create emails, blog posts, headlines, split tests and more. -> Real-life examples from Suzi’s business (and the prompts she’s using!). -> What’s the story with AI and copyright?” -> How to inject more of your tone of voice and style into your AI-generated content. -> And much more! Also Mentioned in This Episode: -> -> -> -> -> FREE Download: AI Tools for Content Marketers
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206 - The 16 Essential Elements of a High-Converting Sales Page
03/06/2023
206 - The 16 Essential Elements of a High-Converting Sales Page
Today, we’re talking about the elements of a successful sales page. A sales page is a web page where you’re… selling something! And while that might seem obvious, there is definitely a science and an ART to creating a high converting sales page. In this episode, your hosts, Suzi Dafnis and Michelle Falzon, draw on their decades of experience creating sales pages to share their checklist of 16 Essential Elements of a High-Converting Sales Page. Listen to this episode to hear more about: -> How to find the BIG IDEA for your Sales Page (and why you NEED one!) -> How to use your customer’s objections as the inspiration for much of your Sales Page content. -> Will you have a video on your sales page or not? We’ve got opinions! -> How to give people a reason to buy now. -> Social proof tips that will drive up conversions. -> And much more! Also Mentioned in This Episode: -> -> -> -> -> -> -> -> -> ->
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