Content Sells: Attract, Convert & Keep Your Ideal Clients with Content Marketing That Works

HerBusiness (Hosts: Suzi Dafnis | Michelle Falzon)
  • 5.0 (117)
  • MARKETING
  • UPDATED MONTHLY

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

  1. 25 AUG

    269 - Stop Quitting Too Soon: How to Get Results From the Strategy You Already Have

    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. They share real-world stories from inside the HerBusiness Marketing Success Mastermind, including how members like Kristy-Lee from People Powered HR and Fiona Keary from Style Liberation built momentum by staying the course (even when it felt like nothing was working). Plus, they walk you through how to create your own “Stick-With-It” System — so you have the structure, support, and signals to follow through on a strategy long enough for it to pay off. Whether you’re launching a lead magnet, running webinars, or building your email list — this episode will help you stop second-guessing and start getting results from the strategy you already have. Listen to This Episode to Hear More About: Why so many strategies appear to be failing — when they’re actually just incomplete How to recognise when you’re in the “messy middle” and what to do instead of quitting The difference between leading and lagging indicators (and why it matters) What the Signal-to-Noise Ratio is — and how it can save your sanity The 90-Day Focus Window we use inside the HerBusiness Mastermind Real examples of webinar, content, and Instagram strategies that turned around because someone stayed with them And so much more… Also Mentioned in This Episode: Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now Join the HerBusiness Network Find out why HerBusiness is Australia’s leading network for women business owners. Join Now Episode 259 – How to Use Bonuses to Overcome Buyer Objections & Make More Sales Episode 257 - How to Get FREE Leads & Buyers on Instagram with Nicole Burke Kristy-Lee Billett – of People Powered HR Fiona Keary – of Style Liberation

    55 min

  2. 11 AUG

    268 - Making The Most of Big Changes: How To Turn Shifts & Trends Into Sales

    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 conversations And ultimately… more sales. We share real-life examples of women business owners inside the HerBusiness Marketing Success Mastermind who are turning disruption into opportunity — like: How Donna Cross is leveraging massive aged care reforms to position herself as the go-to expert How Amanda Farmer is turning every legal update in the strata space into leads, trust, and revenue How Chantel Gilbert pivoted from general electrical services into solar and EV installations in response to environmental and financial shifts We’ll Walk You Through: The 5 types of change that can create momentum in your marketing A simple 3-step framework to spot shifts and respond fast The key to getting your message heard when urgency is already high Why your most timely content doesn’t need to be polished — it needs to be present Whether the changes are legislative, cultural, technological, financial, or environmental — you’ll learn how to anticipate them, respond strategically, and meet your clients in the moment they’re most ready to buy. Listen Now to Learn: The 5 categories of change you want to be on the lookout for that unlock new sales opportunities How to become the go-to voice when your industry is shifting Why urgent change means less “pushing” and more natural conversions How to respond to trends without splitting your focus in too many directions The 3-step “Listen, Translate, Respond” framework to move fast with confidence Simple ways to tweak your message or offer that build massive relevance How to ride the “wave of receptivity” with timely, helpful content What the media, your clients, and your competitors are already noticing — and how to join the conversation strategically Also Mentioned in This Episode: Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now Join the HerBusiness Network Find out why HerBusiness is Australia’s leading network for women business owners. Join Now 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)

    53 min

  3. 28 JULY

    267 - How to Use Custom GPTs to Save Time, Create Better Content, and Sound More Like You - With Tina Tower

    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 cases you’ve probably never thought of. Whether you’re Custom GPT curious or already using ChatGPT in your business, this episode will get you thinking differently about what’s possible when you train AI to really know you. Listen to This Episode to Hear More About: What a Custom GPT actually is — and how it’s different from the ChatGPT you’re used to The first GPT Tina ever created and why it’s still relevant today How Tina batch-created 60 video scripts in 90 minutes using one GPT (and why it worked so well) The system she uses to keep her GPTs organised and integrated into daily team workflows Why Tina gets her Custom GPTs to talk to each other (e.g. “Wendy the Webinar Creator” chats with “Frank the Facebook Ad Strategist”) The emotional journey of letting AI co-write your launch emails — and why your best work is already in there What Tina does when her GPT outputs something that doesn’t feel like her — and how she fine-tunes it The key mindset shift you need to build a “Custom GPT habit” instead of starting from scratch every time The exact structure of Tina’s Sales Page Supercharger GPT — and why it’s already helping course creators optimise and convert better How to get your team onboard (and past their fears that AI will replace them) The dark side of GPTs nobody’s talking about — from rabbit holes to confirmation bias — and how Tina’s managing both And so much more… Also Mentioned in This Episode: Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. Join Now Episode 264: The Content CEO Episode 265: Are You Attracting the Right Leads? Episode 266: How to Say the Thing You’ve Been Afraid to Say Her Empire Builder Custom GPT Sales Page Supercharger Free Download Open AI instructions for creating a Custom GPT Bistalk Marketing Agency

    57 min

  4. 14 JULY

    266 - How to Say the Thing You’ve Been Afraid to Say in Your Marketing (And Why It Changes Everything)

    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 how to do it in a way that builds connection, not controversy. Whether you’re sitting on a contrarian opinion, a spiritual belief, a polarising position, or a deeply personal story — it could be the very message your ideal client has been waiting to hear. Listen to This Episode to Discover: Why holding back your truth can quietly sabotage your marketing The most common types of messages women tend to filter (and how to spot yours) How to say something bold without alienating your audience Real-world stories from women who’ve said the hard thing — and what happened next How to identify your unspoken truth What to do if you’re feeling the pull to be more real, raw, or radical — but unsure how to start The ripple effect of unfiltered messaging on your offers, leads, confidence and growth Our 3S Framework for expressing vulnerable, opinionated or polarising messages with integrity And much more… Also Mentioned in This Episode: Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. Join Now Episode 259 – How to Use Bonuses to Overcome Buyer Objections Angela Counsel – advocate for natural menopause solutions Anne Maree Wilshire – voice coach and energetic alignment mentor Amanda Paul, Brand Injection – lead-gen copywriter for property developers

    58 min

  5. 30 JUNE

    265 - Are You Attracting the Right Leads? (And What To Do If You’re Not)

    If you’ve ever felt like your marketing is almost working — but not quite clicking — it might not be your funnel, your content, or your offer that’s the problem. In this episode, your hosts, Suzi Dafnis and Michelle Falzon explore a different perspective: What if you’re attracting the wrong leads? Because when the wrong people are entering your marketing ecosystem, it doesn’t matter how well-designed your strategy is — your content won’t convert, your sales conversations will feel heavy, and your offers won’t land. Listen to This Episode to Hear More About: -> The 3-part fix for getting leads who actually want to buy from you—starting now. -> The unspoken cost of wrong-fit leads: It’s not just wasted ad spend—it’s the silent killer of momentum and confidence. -> 7 powerful themes that reveal whether your current leads are a poor fit. -> The important question you need to ask as soon as you get invited to speak at an event, conference or on a podcast (and why ignoring this could fill your list with leads that will NEVER buy from you). -> Is your “freebie” secretly repelling buyers? The counterintuitive reason some lead magnets are working against you. -> Feeling exhausted by your clients? This quiet signal says you’re marketing to the wrong people. -> The “chaotic list” effect that makes it almost impossible for your offers to convert. -> The real reason you’re second-guessing everything. -> The marketing shift that filters out tyre-kickers—without sounding salesy or pushy. -> What if you’ve outgrown your audience? Here’s what to do when the clients you’re attracting don’t match who you are now. -> The telltale signs your audience is too scattered—and why it’s sabotaging your content (and your confidence). -> Is your content attracting... or qualifying? The subtle shift that makes marketing easier—and more effective. -> And so much more… Also Mentioned in This Episode: Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=General&utm_campaign=HerBusiness-Mastermind Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist Episode 2: Your Ideal Client https://herbusiness.com/podcast/02-your-ideal-client/ Episode 4: Finding Your Marketing Mountain https://herbusiness.com/podcast/04-finding-your-marketing-mountain/ Episode 67: Client Avatar Interviews — Why You Need Them and How to Do Them https://herbusiness.com/podcast/67-client-avatar-interviews-need/ Episode 256: How to Charge More (and Stop Underpricing & Overdelivering) with Dr Claire Zammit https://herbusiness.com/podcast/how-to-charge-more-and-stop-underpricing-overdelivering-with-dr-claire-zammit/ Evelina Kagan – High-conversion copywriter helping fashion entrepreneurs make more money with content. https://www.evelinakreative.com/ Angela Counsel – Naturopath and menopause expert. https://angelacounsel.com/ Alison Vidotto – CEO of Vidotto Group https://alisonvidotto.com/

    30 min

  6. 16 JUNE

    264 - The Content CEO: How to Shift From Doing It All to Leading a Marketing Machine

    If your marketing success is dependent on you doing everything — writing every email, scheduling every post, fixing every tech issue — this episode is for you. Because it’s time to shift from doing it all to becoming the Content CEO in your business. This week, your hosts, Suzi Dafnis and Michelle Falzon, share the 3 key shifts you can make to move from overwhelmed content creator to strategic content leader. Listen to This Episode to Hear More About:  -> The real reason your content feels inconsistent and exhausting—and how to fix it with one powerful mindset change. -> Why batching, briefing, and building systems is your new superpower (even if you’re a solo operator). -> The 3 key shifts to becoming a Content CEO—and how to start making them today. -> How to get 80% of your content done by someone else—and still have it feel 100% like you. -> What to do when you feel like “no one can do it like me”—and why that belief is keeping you stuck. -> The surprising truth about delegation: Why handing off tasks isn’t enough—and what to do instead. -> The 3 high-leverage roles every growing business needs (and how to know which one to hire first). -> Why your first hire doesn’t need to be full-time—or even permanent—to make a massive difference. -> The “Who Not How” principle that unlocks freedom, focus, and faster growth. -> How to stop being the bottleneck in your marketing—and start building a machine that runs without you. -> The one question to ask yourself this week to start stepping into Content CEO mode. -> And so much more… Also Mentioned in This Episode: Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=General&utm_campaign=HerBusiness-Mastermind Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist Episode 237 – How & When to Hire a Copywriter with Belinda Weaver https://herbusiness.com/podcast/how-and-when-to-hire-a-copywriter-with-belinda-weaver/ Belinda Weaver – Copywrite Matters https://copywritematters.com Dan Martell – Author of Buy Back Your Time https://www.danmartell.com Dan Sullivan and Dr. Benjamin Hardy – Authors of Who Not How https://www.strategiccoach.com Amanda Paul – Brand Injection https://brandinjection.com.au   We’d love to hear from you! Got a bonus idea from today’s episode? Let us know over at the Content Sells Podcast Facebook Page. Enjoying the show? Help us reach more women in business by leaving a review on Apple Podcasts. It means the world to us!

    57 min

  7. 2 JUNE

    263 - Mini But Mighty: Small-Scale Strategic Alliance Strategies To Grow Your Business

    Big partnerships aren’t the only way to grow your audience or boost your visibility. In this episode, your hosts Suzi Dafnis & Michelle Falzon explore how easy low-tech, low-cost, and low-lift alliances — like co-promoting with a local business or doing an email swap with a peer — can actually move the needle in a big way. Whether you’re just starting out, or looking for fresh ways to expand without adding complexity, these mini but mighty collaborations can create major momentum and growth in your business. Listen to This Episode To: -> Discover the 'Peaches and Cream' principle—a simple test to identify perfect partnership matches. -> Uncover five low-tech alliance models that can rapidly grow your reach without a hefty budget. -> Learn how a local electrician partnered with a lighting store to become the go-to service provider in their area. -> Find out why sharing the same ideal client but solving different problems is key to successful collaborations. -> Explore how values alignment can make or break a strategic partnership. -> See how a naturopath and a mindfulness coach teamed up to support women over 45 in complementary ways. -> Understand why even small collaborations can have a mighty impact on your business growth. -> Learn the art of the 'Email Swap'—a powerful, cost-free way to expand your audience. -> Discover how to add value to your offerings with 'Bonus Swaps' in courses or lead magnets. -> Find out how including a partner's coupon in your product shipments can delight customers and boost referrals. -> Hear about a horticulturalist who partnered with real estate agents to create a win/win/win! -> Understand the importance of making partnerships that make sense to your customers. -> Learn how to co-create content with partners for mutual benefit and increased authority. -> Discover why you don't need a big list or budget to start forming impactful alliances. -> Find out how to overcome mindset barriers that prevent you from seeking collaborations. -> Explore the concept of 'Guest Collaborations' that go beyond simple interviews. -> See how a swimwear brand partnered with complementary product businesses for a successful photo shoot. -> Learn how to identify partners who share your ideal client but offer different services. -> Understand the benefits of local co-promotion and how it can lead to more buyers. -> Get inspired to take the first step towards forming strategic alliances that can transform your business. Also Mentioned in This Episode: Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=General&utm_campaign=HerBusiness-Mastermind Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist Episode 2 – Your Ideal Client https://herbusiness.com/podcast/02-your-ideal-client/ Episode 89 – Strategic Alliances: How to Use Them to Grow Your Business https://herbusiness.com/podcast/89-strategic-alliances-how-to-use-them-to-grow-your-business/HerBusiness Chantel Gilbert - Bluegum Electrical https://bluegumelectricalsolutions.com.au/ Angela Counsel - embrace Menopause https://angelacounsel.com/ Karin van der Valk – Mindfulness and Meditation Coach https://www.facebook.com/karin.vandervalk/ Fiona Keary - Style Liberation https://www.styleliberation.com.au/ Anita McLachlan - Sequins and Sand https://www.sequinsandsand.com.au/ Chantelle Bell - Naturopath https://www.chantellebell.com.au/ Anne Maree Wilshire - Vibrant Voices https://www.vibrantvoices.com.au/ Laura Reale - Lifestyle Optical https://www.lifestyleoptical.com.au/

    57 min

  8. 20 MAY

    262 - The Content Marketing Tools We're Loving in 2025

    It’s our Annual Content Marketing Tools Episode! Sharing the Content Marketing Tools we’re loving each year has become a bit of a tradition here at the Content Sells Podcast. In today’s show, your hosts, Suzi Dafnis and Michelle Falzon, give you the rundown on 8 tech tools that have made a real difference to their content creation and marketing this year. Some are cutting-edge AI-based tools and some are “old school” platforms with exciting new applications. PLUS you can download our FREE and NEWLY Updated Content Marketing Tools Guide. This Free Guide includes a comprehensive list of 79 content marketing tools to help you in all kinds of areas, including: AI Tools Productivity Tools Content Creation & Collaboration Tools Broadcast / Streaming Tools And so much more! Listen to This Episode To: Discover the AI tool that edits your videos simply by tweaking the transcript – no video skills needed. Learn how a walkie-talkie app is revolutionising client communication and team collaboration. Find out how a new AI agent can autonomously build an app for you – yes, really! See how personalised AI assistants are streamlining tasks and remembering your preferences. Explore the rebranded platform that's making content delivery seamless and searchable. Get the scoop on the video editing app that's making social media content creation a breeze. Learn our preferred tool for generating custom images within your chat interface – no design skills required. Discover the tool that's turning voice notes into actionable content and strategies. Find out how to repurpose your spoken ideas into polished content effortlessly. See how to automate the removal of filler words from your videos for a more professional touch. Learn how to add interactive calls-to-action directly within your video content. Explore how to use AI to analyse datasets and create insightful visual reports. Discover how to create a personalised content hub that's easy to navigate and search. Find out the AI tool we use to summarise and repurpose your video content for different platforms. Learn how to create custom AI assistants that can help your clients with their content strategies. And much, much more… Also Mentioned in This Episode: Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. https://her-business.lpages.co/herbusiness-mastermind/?utm_source=Website&utm_medium=General&utm_campaign=HerBusiness-Mastermind Join the HerBusiness Network Find out what this is Australia’s leading network for women business owners. https://her-business.lpages.co/request-an-invitation/?utm_source=Website&utm_medium=General&utm_campaign=membership-waitlist EP 257 - How to Get Free Leads & Buyers on Instagram With Nicole Burke https://herbusiness.com/podcast/how-to-get-free-leads-and-buyers-on-instagram-with-nicole-burke/ Nicole Burke – Gardenary https://www.gardenary.com/ Evelina Kagan – Evelina Kreative https://www.evelinakreative.com/

    1h 2m
See All (273)

5
out of 5
117 Ratings

About

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

Information

You Might Also Like