Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works – Details, episodes & analysis

Have you ever tried to get PR? Does it feel like you need to speak some “strange language” or pay a PR agent thousands of dollars to get TV, Radio and Press journalists to pay attention to you?

If so, you’re going to LOVE today’s Content Sells episode!

Your hosts, Suzi Dafnis and Michelle Falzon are speaking with someone who has unlocked the power of FREE Publicity to grow her business and “become famous” in her niche.

That person is one of our Marketing Success Masterminders – property lawyer, Amanda Farmer, of Your Strata Property.

We’ve LOVED watching Amanda rack up win after win over the years when it comes to being featured in mainstream media like The Today Show, Sydney Morning Herald, Sky News, 2GB, A Current Affair, ABC News and more.

So, we invited her onto the show to share her secrets!

Listen to This Episode to Hear More About:

-> How Amanda is reaching literally millions of people for FREE via mainstream media

-> What steps Amanda took to become recognised as an expert in her niche by journalists from TV, Radio and the Press.

-> The necessity of having a story to share once a month.

-> How to know what stories journalists will find interesting (and which ones will get ignored).

-> How to build relationships with journalists and the things you must know about them and their media outlet BEFORE you connect with them!

-> How to be resilient and stay in for “the long game.”

-> The side benefits of PR that aren’t getting a flood of leads (these can actually sometimes be even more powerful).

-> Why realising journalists don’t have imagination can be a game changer when it comes to being SEEN by the media.

-> How to avoid the “curse of knowledge” when pitching stories.

-> How to be intentional about the media you want to be in (big tip - consume the media you want to be on).

-> How to come up with powerful hooks and angles that will get journalists featuring you.

-> The one most important thing to include in your FIRST media pitch to a journalist.

-> 3 “universal” types of PR worthy stories you likely have in YOUR business right now.

-> The site that publishes daily FREE Pr opportunities.

-> The “cardinal sin” when building a relationship with a journalist (and how to avoid it).

-> How to use your “PR mentions” after your appearance for long term benefit.

-> And much more…

Also Mentioned in This Episode:

-> HerBusiness Marketing Success Mastermind

-> HerBusiness Network

-> Amanda Farmer - Your Strata Property

-> Cat Matson - Impactful Presenters

-> Melinda Cohan - The Coaches Console

Finding the best way to get to the core of your authentic message can be a frustrating and difficult journey for many content marketers.

That’s why, in this episode, your hosts, Suzi Dafnis and Michelle Falzon are speaking with messaging expert, Erin Weed about how to find your core message and express yourself in a powerful and authentic way.

Erin helps leaders excavate and distil their truth through her unique method called The Dig®.

She says “I created The Dig to help you remember who you are, what you stand for and how to share it with others.”

Listen to This episode to Hear More About:

-> Why it’s not just clarity we are looking for, but EPIC Clarity (and how to get it!)

-> How to feel so confident and “on fire” about your message that you’re not only ready to tell people about what you do, but you’re unstoppable!

-> The straightforward “Grounding Question,” Erin recommends we ask ourselves when we are triggered, to quickly re-centre ourselves and bring us back to who we are.

-> Erin’s 10-word operating system.

-> The one intention we should all have when making a presentation to an audience

The real reason you might be feeling resistance to being more visible (and it’s not what you think).

-> Why self help is not about changing people, but rather helping them get back to the most true version of themselves.

-> How to find the most powerful ways for you to create your unique content with ease.

-> The 3 truths we have running all the time (and why understanding this can unlock your communication).

-> The role of facts, emotions and gut-feelings in your finding your purpose and what your core message is.

-> How to access Erin’s FREE Head-Heart-Core Video Training.

-> And much more…

Also Mentioned in This Episode:

-> HerBusiness Marketing Success Mastermind

-> HerBusiness Network

-> Erin Weed

-> Erin’s FREE Head-Heart-Core Video Training

-> EP 228 - When and How To Offer a VIP Ticket Option for Your Online Course, Challenge or Program

-> Belinda Weaver - Copywrite Matters

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:

-> HerBusiness Marketing Success Mastermind

-> HerBusiness Network

-> FREE Volume / Value Matrix Download

-> Stu McLaren Membership Workshop

-> Ep 223 - Going from Reactive to Proactive Marketing

-> Ep 224 - Exploding Mountains (When to Stop Offering a Product or Service)

-> Anita McLachlan - Sequins & Sand

We’re not sure how often someone has decided naming their podcast with the word BORING in it is a good idea, but that’s exactly what we’re about today… you’ll hear us often talk about fabulous strategies and big ideas and new innovations, but today, we’re waving the flag for the often unsung benefits of doing the BORING stuff.

In this episode your hosts, Suzi Dafnis and Michelle Falzon celebrate the mundane… because while boring can be, well “boring”, it’s rarely praised when it comes to content marketing. But doing those mundane things that need to be done day in and day out is actually one of the most powerful things you can do in ANY aspect of your business and that includes your CONTENT MARKETING.

Listen to this episode to hear more about:

• What one of Michelle’s mentors taught her about the link between BORING and making a LOT of money
• Why bright shiny marketing strategies can seem like fun but they will burn you out in the end
• Why embracing “boring” does NOT mean being boring to your audience (and what it means instead)
• The beauty of a well-optimised marketing funnel and why, even though it can be a monotonous job, it pays off big time
• Why chasing the exciting is robbing you of the successful
• Why you might be addicted to changing things and how that’s costing you customers, progress and results
• What Jeff Walker says about why we get bored with our marketing before our customers do (and why that’s a trap)
• The massively successful rinse and repeat business that generated millions of dollars for Suzi… and why boring was so profitable!
• What the law of compound interest can teach you about effective content marketing
• Why “boring is beautiful”
• Three questions you can ask yourself to get off the content rollercoaster
• The massive impact of having a ROUTINE and how it can change your business for the better, especially when it comes to your strategic content
• And much more.

Also mentioned in this episode:

• HerBusiness Success Mastermind
• Content Sells Ep 111 - The Wealth Chef - Build Your Personal Brand with Ann Wilson
• Jeff Walker Product Launch Formula
• Rich Dad
• Ann Wilson The Wealth Chef

While print magazines are in decline, there ARE some amazing opportunities to add a DIGITAL magazine to your content strategy.
In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with innovative publisher and serial entrepreneur, Dale Beaumont, who is pioneering a very different, very modern take on the online magazine, known as www.mobimag.com, the world’s first made for mobile publishing platform.

Listen to this episode to hear more about:

• The limitations of “speaker” vs “publisher”
• How you can become your own magazine publisher (and why you want to!)
• The most important device of all that you need to be thinking of when considering an online magazine strategy
• How the new era of content is more about “owning” media than “paying for” media
• How to incorporate a digital magazine into your content strategy - even if you never thought you needed one!
• Why this special type of magazine is way more than your old-fashioned idea of a mag… it’s also a container for your video, podcasts, event registrations and more
• How to get 90-95% open rates for your online magazine and why that’s blowing email open rates (often just 10-25%) out of the water for engagement and opportunity
• How Dale is using his 40,000 mobile phone numbers to create an entirely new revenue stream
• How to crowdsource your magazine content
• Why you don’t have to be the expert to be a best-selling publisher
• How to use your online magazine to open the door on strategic partnerships and high level connections
• Why your audience is like a bank account (and why you need to make deposits into that account first)
• And much more.

Also mentioned in this episode:

• HerBusiness Success Mastermind
• www.mobimag.com
• www.mobimag.com/blueprint
• www.businessblueprint.com.au
• How to Reach Out to Your Audience After Losing Touch

What to do with your Content Marketing when things get tough?

Of course, it doesn’t have to be a global pandemic, like what we’re seeing now for times to get tough… all of us at one point or another are going to experience those difficult times…

Whether it’s a downturn in our industry, the loss of a big client that creates cashflow issues, a personal health crisis, issues with your team and perhaps losing a key team member or not being able to find the right support team. Really, the list is endless of what CAN go wrong!

In this episode your hosts, Suzi Dafnis and Michelle Falzon answer the question: “How do you get going and keep going when a crisis hits or a big challenge forces you to change the way you are operating?” Especially seeing as the tendency can be to isolate and shutdown… but this is the VERY time you need to be connecting and communicating with your audience!

Listen to this episode to hear more about:

• The particular place you need to put your focus when crisis hits and why not doing this will leave you overwhelmed and confused about what to communicate
• How a Pilates Studio owner shifted her focus and was able to pivot to create a brand new service in just a few days, that her clients LOVED
• Why we find it so hard to communicate in times of uncertainty and the powerful 4-part framework for communicating ANYTHING - even when you don’t have all the facts.
• Why failing to communicate with your audience in times of change creates a “vacuum” (and what your audience is putting in that vacuum instead - hint: it’s not good!)
• Why providing psychological safety is more important than providing the facts (so don’t wait until you know everything to be communicating)
• How to use your support network in the tough times to stop from isolating and withdrawing from your market and your business.
• The GIANT mistake most people are making right now with their pre-scheduled content (and what to do about it)
• How to avoid sounding “tone-deaf” to your audience when THEY are going through a tough time
• And much more.

Also mentioned in this episode:

• HerBusiness Success Mastermind
• Annie Pratt - Leading Edge Teams
• Liz Van Vliet - MyEACareer.com

If you have an online course or you are thinking of creating an online course, there’s growing evidence that you need to elevate the EXPERIENCE your course takers have beyond the everyday to become something amazing that they love taking part in AND that they learn a lot from.

In this episode your hosts, Suzi Dafnis and Michelle Falzon speak with online course “Experiencification” expert, Marisa Murgatroyd about the specific things you can do to transform an “ordinary” course into an extraordinary experience.

Get Marisa’s FREE Webinar Training:
Go here for free access.

Listen to this episode to hear more about:

• Why your online course is not about “Information Transfer”
• The importance of understanding people don’t just care about what they’re learning, they care about how they FEEL during the experience
• The perils of taking people’s attention for granted and how you can earn the right to ask people to give you their time and money for your online training
• Why it’s essential you understand what the “win state” is and give people taking your course a clear understanding of what that is and how they are progressing towards achieving it
• The “dirty little secret” the online course industry is hiding about how many people ACTUALLY complete the courses they buy (and what you can do to buck the trend)
• Why making the shift to seeing your Online Course as being in the “transformation business” will get you more engagement, higher completion rates, less refunds and more super fans who refer you to their friends.
• How to shift from being “salesy” to passionate when it comes to marketing your online course (this one is so powerful, and so unbelievably easy you will hardly believe it can be true!)
• And much more.

Also mentioned in this episode:

• HerBusiness Success Mastermind
• Content Sells Episode 139 - How To Create Profitable Online Courses
• Marisa’s Live Your Message Website
• Marisa’s Live Your Message Facebook Group
• Marisa’s Experience Formula

There are a bunch of reasons why you might want to offer an online course. Everything from wanting to create a core product that you offer as one of your main revenue producing activities, through to providing a free or low cost entry level course that gets people into your world and introduces them to your higher dollars programs and much, much more.

In this episode your hosts, Suzi Dafnis and Michelle Falzon tap into their decades of experience creating successful online courses to give you some of their top tips for having your own profitable, knock-it-out-of-the-park online course.

Listen to this episode to hear more about:

• The types of Online Courses (there are more ways to use an online course strategically in your business than you might first think!)
• When you should NOT offer an Online Course
• How to use an Online Course to grow your email list
• Why you need to STOP underestimating your expertise and get your course done!
• How Katie Crane, Pilates Instructor is helping OTHER Pilates Instructors with her specific area of expertise
• Why sometimes “underpricing” a course deliberately can end up being hugely profitable (with the right strategy)
• The 3 questions you MUST ask FIRST when you are considering creating an online course
• Why it’s crucial you think about what’s going to happen AFTER your online course BEFORE you build it
• Why it’s a good idea to host a webinar on the topic before you create your Online Course
• Do you deliver your course live or pre-record it? Suzi and Michelle share their insights.
• And much more.

Also mentioned in this episode:

• HerBusiness Success Mastermind
• Katie Crane - Encore Pilates
• Content Sells Episode 23 - How To Craft An Offer That Sells
• Content Sells Episode 74 - How To Use Facebook LIVE To Grow a Following
• Content Sells Episode 89 - Strategic Alliances & How to Use Them in Your Business
• Content Sells Episode 64 - How To Succeed With Email Marketing

PR (Public Relations) is a topic we touched on a couple of episodes ago and we are going deeper into practical ways you can use publicity to get known in your market, be the person journalists call and build your authority as an expert.

In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with PR maven, Monica Rosenfeld, Managing Director of WordStorm PR, a boutique-sized PR agency she founded in 2000, about how you can tap into the curiosity of journalists so you get more exposure in the media!

Listen to this episode to hear more about:

• What it means to have a “Media Mindset”
• Why journalists love business owners who take a proactive (vs passive) approach to the news
• The 3 pieces of research you MUST do on the media in your industry
• How to boost your credibility for months and even years AFTER your media appearances
• Why PR beats Social Media!
• The specific times it makes sense to do PR
• The BEST type of PR (not what you might expect!)
• Monica’s favourite “go-to” PR Strategy
• The #1 mistake PR “newbies” make and why you will NEVER get featured in the media if you make this error
• The “Top 5 Hook Angles” that will get a journalist’s attention
• The big tip you can take from Monica’s World Forest Day campaign
• How to make your business story “newsworthy”
• What to look for in a PR agent
• 5 ways to make the most of your media mentions
• And much more.

SPECIAL OFFER for Content Sells Podcast Listeners!

1-hour Media Strategy Session With Monica
Just $245 ex GST (normally $395 - SAVE 38%!)

Go Here To Book Your Session

Also mentioned in this episode:

• HerBusiness Success Mastermind
• Monica Rosenfeld Wordstorm PR
• Jamie Swanson Content Sells Episode 133 How To Use Photography To Advance Your Personal Brand

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 Michelle weigh in with their point of view.
• Why you want to think about sending SWAG to your participants (and the “Do’s” and “Don’ts” of event goodies).
• The contents of the gift box Michelle and Suzi sent their Masterminders when they had to pivot their 2-day Live Event to a Virtual Program
• Top tips for encouraging the behaviours you want to see at your Live Event right from the first moments
• Zoom and other tech tips
• How long can people REALLY pay attention at a Virtual Event? The answer may surprise you!
• The one thing you need to do at regular intervals to keep people tuned in (and it’s got NOTHING to do with your Content!)
• Tips for making the most of the virtual environment (including some ideas you can ONLY do virtually that your participants will LOVE)
• How to make sure your event runs smoothly and on time!
• And much more.

Also mentioned in this episode:

• HerBusiness Success Mastermind
• Zoom
• Victoria Labalme
• Elizabeth Bond - Whirlybird Words