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

First… a personal note from Suzi and Michelle: Yes, this really is the last Content Sells episode after 10 incredible years. We will get on with our regular "Show Notes" in just a moment, but first, we wanted to say to you, our dear listener… THANK YOU. We are both so deeply grateful to YOU and have loved making this show for you. Thank you for listening to us on your walks, while driving, at the gym, at work and everywhere else we enjoyed the privilege of your time and attention. We never took that responsibility lightly. Thank you so much for your presence, your feedback, your support and, most of all, for your own adventure as a business owner and content creator – you have inspired us (and continue to inspire us) every single day! Thank you! OK… on with the Show (notes) ;-) It's time to say goodbye to Content Sells! In this final episode, Suzi and Michelle close the door on a decade-long chapter – one that shaped their thinking, their teaching, their businesses, and the lives of thousands of women who tuned in every fortnight. This final episode isn't just a farewell; it's a moment of reflection on what it really means to create content with purpose, longevity, and heart. In this episode, your hosts Suzi Dafnis and Michelle Falzon honour the evolution of the show, the community it's built, and the role it has played inside the HerBusiness ecosystem, the Marketing Success Mastermind and beyond. It's an intimate conversation about endings, beginnings, creative seasons, and the strategic decisions we all face as business owners. You'll hear the behind-the-scenes insights that shaped their 10-year run — from the surprising stats about podcast longevity, to the lessons that kept them consistent, generous, collaborative, and anchored in their mantra: No content without conversion. And while it's the end of the show, you'll hear in this episode how both Suzi and Michelle will continue to support you moving forward. Listen to This Episode to Hear More About: Why Suzi and Michelle chose to end the podcast now — and how to recognise when a piece of content has fulfilled its strategic purpose. The surprising truth about podcast longevity — and what their 10-year run reveals about consistency and audience trust. Why "No content without conversion" remains the single most powerful filter you can apply to any content decision. How understanding your ideal client reshapes everything from episode ideas to strategic messaging. The real reason consistency outperforms intensity — and how fortnightly publishing built a decade-long relationship with listeners. What collaboration makes possible that wouldn't exist if you tried to create in isolation. How a podcast becomes part of your body of work — sharpening your thinking, strengthening your voice, and supporting your legacy. Why generosity is a growth strategy (and how it builds a community that stays with you for years). The "Step 2" gap most business owners miss — and why Episode 11 remains one of their most referenced teachings. What to do when you feel called to pivot — and how both Suzi and Michelle are evolving their work from here. How your 'non-negotiables' simplify decisions and create a rhythm you can sustain for years. Why foundational ideas need to be taught 20 different ways — and how this deepens mastery for you and your clients. A behind-the-scenes look at favourite episodes — from Lady Gaga insights to sales page frameworks and unforgettable guest interviews. The power of saying yes before you feel ready — and how Episode 1 became a threshold moment that shaped everything that followed. What's next for Suzi, Michelle, the Marketing Success Mastermind and the HerBusiness Network – how the work continues, even as the podcast concludes. And so much more… Content Sells Podcast Episodes: EP 01 – The Content Universe https://herbusiness.com/podcast/01-the-content-universe/ EP 02 – Your Ideal Client https://herbusiness.com/podcast/02-your-ideal-client/ EP 11 – The Step 2 Secret https://herbusiness.com/podcast/11-step-2-secret/ EP 23 – How to Craft an Offer That Sells https://herbusiness.com/podcast/how-to-craft-an-offer-that-sells/ EP 121 – Content Lessons We Learned From Lady Gaga https://herbusiness.com/podcast/content-lessons-we-learned-from-lady-gaga/ EP 206 – The 16 Essential Elements of a High-Converting Sales Page https://herbusiness.com/podcast/the-16-essential-elements-of-a-high-converting-sales-page/ EP 225 – How We Produce This Podcast https://herbusiness.com/podcast/how-we-produce-this-podcast/ EP 226 – Best Books for Content Marketers – 2024 Edition ** With Free Download "Content Sells Recommended Reading List" https://herbusiness.com/podcast/best-books-for-content-marketers-2024-edition/ EP 251 – Winning Proposals – How to Get More Clients To Say Yes More Often – Part 1 https://herbusiness.com/podcast/winning-proposals-how-to-get-more-clients-to-say-yes-more-often-part-1/ EP 252 – Winning Proposals – How to Get More Clients To Say Yes More Often – Part 2 https://herbusiness.com/podcast/winning-proposals-how-to-get-more-clients-to-say-yes-more-often-part-2/ EP 273 – How to Grow Your Podcast With Award-Winning Producer & Broadcaster Gab Burke https://herbusiness.com/podcast/how-to-grow-your-podcast-with-award-winning-producer-and-broadcaster-gab-burke/ People and Resources Mentioned: Valerie Khoo — https://www.valeriekhoo.com Jeff Walker — https://jeffwalker.com Marisa Murgatroyd — https://liveyourmessage.com Stu McLaren — https://stumclaren.com Victoria Labalme — https://victorialabalme.com Ryan Levesque — https://ryanlevesque.net/ Joanna Wiebe — https://copyhackers.com Clint Salter — https://www.linkedin.com/in/clintsalter/ Susan Bradley — https://thesocialsalesgirls.com James Wedmore — https://jameswedmore.com Linda Diggle — https://www.lindadiggle.com Amanda Farmer — https://www.yourstrataproperty.com.au Fiona Keary — https://styleliberation.com.au Susan Bell — https://www.susanbell.com.au Cat Matson – https://www.catmatson.com.au/ People Powered Business with Kristy-Lee Billett — https://www.peoplepoweredbusiness.com.au Riverside 2025 Podcast Statistics and Trends Report — https://riverside.com/blog/podcast-statistics Social Media for Small Business Podcast – https://podcasts.apple.com/au/podcast/social-media-for-small-business/id467504559 Content Sells Reading List – https://herbusiness.com/podcast/best-books-for-content-marketers-2024-edition/

If you've ever felt that awful "stomach drop" when someone says "I'd love to… but," this episode is going to change how you feel about objections forever. Instead of seeing them as deal-killers, Suzi and Michelle show you how to turn your customers' hesitations into some of your strongest buying reasons. In this episode, your hosts Suzi Dafnis and Michelle Falzon unpack how to transform objections into benefits so you can turn hesitation into a yes, You'll learn a simple 5-step Objection Flipping Framework you can use in your sales calls, discovery sessions, webinars, emails, and even on your sales pages, so you're no longer blindsided or tongue-tied when resistance shows up. Suzi and Michelle also walk through real-world examples of flipping three of the most common objections around time, money and "is this right for me?" — so you can hear the framework in action and adapt it for your own business. Plus you can get the exact phrases shared in this episode here on the Show Notes page, so you can swipe, save, and start using them in your own conversations straight away. Listen to This Episode to Hear More About: The real reason objections aren't "no's" – how to recognise them as buying signals and invitations to go deeper, not as personal rejection. The 5-Step Objection Flipping Framework for transformation hesitation into a yes… and how to use it without sounding scripted or pushy. Why trying to "fix" objections too fast is keeping you stuck – and what to do instead so people feel safe enough to tell you what's really going on. How to ask clarifying questions that surface the true objection (which is almost never the first thing someone says out loud). The surprising truth about "I don't have time" – and how to flip it into a powerful reason to say yes by reframing time as focus, systems and bandwidth. How to reframe "I can't afford it" so you're talking about opportunity cost and ROI (not discounting your value or arguing about price). What to do when someone says "I'm not sure this will work for me" and how to use stories like Monique, Jen, Chloe and Sam to prove "people like me" results. Why generic proof doesn't move buyers – and how to share short, specific success stories that answer the only question they really care about: "Will this work for me?" How to give people agency, reduce pressure and still confidently invite a clear decision. Copy-and-paste objection phrases you can use in your own sales calls, emails and sales pages – pulled directly from the Objection Flipping Framework and the three example objections covered in this episode. 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 EP259 – How to Use Bonuses to Overcome Buyer Objections & Make More Saleshttps://herbusiness.com/podcast/how-to-use-bonuses-to-overcome-buyer-objections-and-make-more-sales/ EP275 – The Social Proof System: How to Capture, Create & Publish Proof That Sells Your Offers (Big or Small) https://herbusiness.com/podcast/the-social-proof-system-how-to-capture-create-publish-proof-that-sells-your-offers-big-or-small/

In this episode, your hosts Suzi Dafnis and Michelle Falzon unpack a simple, repeatable system so that the client wins already happening in your world become visible marketing assets — not forgotten moments. Listen now to see how you can turn casual comments, small wins, and big transformations into strategic social proof that builds trust and speeds up buying decisions. Listen to This Episode to Hear More About: The real reason social proof sells when your copy alone doesn't. How Robert Cialdini's "social proof" principle works in the real world and why it's non-negotiable for your marketing. Why your best proof is probably hiding in plain sight. The everyday emails, DMs, and off-hand comments you're overlooking — and how to start spotting them instantly. How to build a simple "Capture" system your whole team can use. From Slack channels to shared folders, what to set up so proof is grabbed, named, and filed automatically (not "when you remember"). The surprising truth about what counts as powerful proof. Why small, relatable wins often outperform the big, dramatic "I made a million dollars" stories — especially for newer buyers. How to bake social proof requests into your process. Smart "ask moments" for service providers, coaches, eCommerce brands and more, so testimonials and case studies flow naturally. Turning raw feedback into assets with the "Create" step. How to transform screenshots, quotes, and stories into persuasive posts, slides, emails, and case studies without feeling braggy. Visual vs emotional vs numerical proof — and when to use each. A fast way to choose whether to show a graph, share a story, or highlight a single sentence to maximise impact. What to do when you feel awkward sharing client wins. The mindset reframe that turns promotion into a genuine celebration of your clients (and why that energy is magnetic). The Publish rhythm: how to make proof part of your ongoing marketing, not a once-a-launch afterthought. Where to place social proof across emails, socials, webinars, sales pages and more. How the Capture → Create → Publish flywheel compounds over time. Why a well-run Social Proof System keeps shortening decision time and increasing conversions, month after month. And much more… Also Mentioned in This Episode: Apply For Mastermind 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 Ep 267: How to Use Custom GPTS with Tina Tower https://herbusiness.com/podcast/how-to-use-custom-gpts-to-save-time-create-better-content-and-sound-more-like-you-with-tina-tower/ Influence: The Psychology of Persuasion by Dr Robert Cialdini https://www.influenceatwork.com/books-and-publications/ Australian Writers' Centre https://www.writerscentre.com.au Valerie Khoo – Writer, artist and CEO of the Australian Writers' Centre. https://valeriekhoo.com/ Sarah Brabbin - British Wildlife Sculptor https://www.sarahbrabbin.com/

Ad rules on platforms like Facebook and Instagram shift fast. This latest episode of Content Sells is your radar update. Your hosts Suzi Dafnis and Michelle Falzon bring back ads expert Stacey Anne Hughes to unpack what's actually working (and what isn't) on Facebook & Instagram in 2025. You'll hear her perspective on targeting, creative formats, AI in ad copy, nurturing leads—and how to avoid ad mistakes that waste your budget. Whether ads are already in your strategy or feel like a puzzle you haven't cracked yet, you'll walk away with clarity on where to focus now to get results. Listen to This Episode to Hear More About: Why "going broad" may outperform granular audience targeting now How Meta's AI is shifting the job you do vs. what the platform does The formats ads must include (video, reels, B-roll) and why static alone won't cut it How to use AI to generate meta-compliant ad copy: the how, and when What you need to know to design lead forms that don't feel like traps What's working right now to nurture leads fast Key metrics to watch (and what they're actually telling you) Common ad mistakes business owners still make, and simple fixes What's coming next (trial reels, always-on campaigns, creative testing) 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 why HerBusiness is Australia's leading network for women business owners. Join Now Stacey Hughes Gab Burke - Podcast With Gab

In this episode, your hosts Suzi Dafnis and Michelle Falzon sit down with award-winning producer and podcast strategist, Gab Burke, to unpack what actually grows a show – without the gimmicks. From the pitfalls of long, overproduced intros to the mindset shifts needed when your downloads stall, this conversation goes deep on connection, community and craft. You'll hear how to tighten your opening, title like a pro (without clickbait), and choose metrics that lead to better content - and better business. We also dig into strategies for co-creating with listeners, smart partnerships, and why "success" looks different when your podcast serves your business (not the other way around). Listen to This Episode to Hear More About… The real reason podcasting moves buyers: intimacy + consistency beats algorithm roulette when you design for connection, not vanity stats. Cut the "double intro": why long, produced opens cause drop-off—and a simple format that gets to the gold in 10–15 seconds. How to title each episode like a strategist, not a copycat: how to balance authenticity with discoverability—and why "Podcast expert shares…" outruns "with [Unknown Guest]." What to do when downloads stall: shift your success metric—completion rate, drop-off points, community actions—and make cleaner decisions. The surprising truth about guests with big followings: mis-aligned "influencers" won't grow your show; niche-credible experts will. How to co-create with your audience: inbox prompts, readouts, "Bang Back"-style segments—and turning listener stories into must-listen episodes. A fast growth lever you're ignoring: episode swaps with adjacent shows (plus the 60-second intro that makes them work). What to do when you're tapped out: republish proven hits the smart way (and why no one will mind). Designing your intro to completion: spot (and fix) the 7-minute "drop"—banter later, deliver value first. Mindset for sustainable growth: don't compare your solo effort to teams of 10+—set business-aligned goals instead. 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 why HerBusiness is Australia's leading network for women business owners. Join Now Podcast With Gab (Gab Burke Free Download & Podcast Clarity Call) https://stan.store/podcastwithgab Bang On — Myf Warhurst & Zan Rowe (ABC) https://www.abc.net.au/listen/programs/bangon Inside the Big Day Out (ABC) https://www.abc.net.au/listen/programs/inside-the-big-day-out-podcast The Diary of a CEO — Steven Bartlett https://stevenbartlett.com/doac/ Oprah's Super Soul (OWN/Apple Podcasts) https://podcasts.apple.com/us/podcast/oprahs-super-soul/id1264843400 Google Keyword Planner (official) https://support.google.com/google-ads/answer/7337243 Cleanfeed (remote recording) https://cleanfeed.net Fortitude at Work (Leanne Faulkner) https://fortitudeatwork.com.au Content Sells Podcast Facebook Page https://www.facebook.com/contentsellspodcast