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 tun

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,

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. W

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 nu

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 l

In this episode, your hosts Suzi Dafnis and Michelle Falzon continue building out your repeatable sales engine with the final four parts of their 9-part “Systemising the Sale” self-check. In Part 2 of Systemising the Sale: How to Build a Repeatable Process for Making High-Converting Offers” we dig into the practical infrastructure behind consistent conversions: sales assets you can actually find, follow-up that doesn’t rely on memory, numbers that inform smarter moves, and a debrief rhythm that compounds your learnings. The red / orange / green ratings are BACK! Find out how you rate and where the gaps are in YOUR sales systems. Listen to This Episode to Hear More About: Stop rewriting everything: How a central Sales Toolkit turns scattered files into reusable, revenue-driving assets you refine—not reinvent. The real reason follow-up stalls: Why “I don’t want to pester them” keeps you stuck—and the simple, respectful cadence that converts warm leads. Build once, reuse forever: Slide decks, email sequences, o

If you’ve ever worried that “selling” means selling your soul—or your stories fall flat when it’s time to make an offer—this one will get you back in alignment. In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with ghostwriter and communication expert, Kendall Cherry of The Candid Collective, going deep on storytelling that actually moves and motivates buyers. We explore the sweet spot where narrative, ethics and revenue meet – so your message feels true, and still converts. You’ll hear how to turn client results into persuasive case studies, why “day-in-the-life” vision casting works at every stage of the funnel, and what to post when you want qualified leads (not just likes). We also dig into boundaries and emotion – how to be specific and resonant without oversharing – and a simple format you can use today to spark replies and sales. By the end, you’ll have practical guardrails and repeatable structures to tell stories that sell your products and services – with zero bro marketing. Listen t

Systemising your sales isn’t about getting fancy — it’s about getting consistent. If you’re doing sales in fits and starts, making things up as you go, or relying on last-minute hustle, you’re leaving money (and sanity) on the table. In this episode, your hosts Suzi Dafnis and Michelle Falzon unpack the first half of a 9-part Sales System Self-Check — the practical way to find the gaps in your sales systems that are slowing your growth and start building a sales engine that reliably produces results for you. The first five of the 9-part Sales System Self-Check are: Sales Goals, Ideal Client, High-Converting Offers, Sales Funnel, and your Marketing Calendar. Expect clear examples, smart frameworks, and next steps you can actually do this week — so your next offer isn’t a scramble, it’s a system. Listen to This Episode to Hear More About: The real reason sales feel “hard.” Why reactive, ad-hoc selling keeps you stuck — and how simple systems flip the script. How to set Sales Goals that drive action. Reverse-en

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

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 genera

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 batc

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 sa

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

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

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

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

Creating high-quality content takes time — whether it’s crafting emails, mapping launch sequences, analysing survey data, building frameworks, or preparing visuals for a workshop. And while many people are using AI to generate more content faster, that often comes at the cost of quality, voice, or effectiveness. In this behind-the-scenes episode, your hosts Suzi Dafnis & Michelle Falzon share exactly how they’re personally using AI right now — not to replace their thinking and creativity, but to amplify it. You’ll hear six practical and strategic ways they’re using tools like ChatGPT to save time, improve results, and create more space to focus on the parts of their business they love most. Whether you’re new to AI, or ready to take your use to the next level, this episode will give you practical, real-world examples of how to use AI in your content creation workflow — without sacrificing your standards. Listen to This Episode to Hear More About: -> How to make AI a valuable thinking partner — not just a

You’ve got clients. You’re delivering results. But maybe you’re starting to feel maxed out… or wondering if there’s a smarter way to grow. In this episode your hosts, Suzi Dafnis and Michelle Falzon, dive into 6 powerful questions to help you know if it’s time to introduce a higher-priced product or service into your product suite — and how to do it in a way that increases your profit, deepens client transformation, and adds spaciousness to your business. If you’ve been sitting on an idea for a premium offer — or not sure what it would even look like — this is the episode for you. Listen to This Episode to Hear More About: -> The subtle clues your audience is giving you that they want something more -> Why growing your revenue doesn’t always require new leads -> What clients really pay more for (hint: it’s not more sessions or longer programs) -> A smart way to structure your offer suite so you can help more people — without burning out -> A powerful mindset shift that makes selling more expensive products fe

You’ve created a solid offer. You’ve put in the work. You know it delivers value. But when it comes time to promote it… crickets. Or maybe you get some buyers, but you know there were people on the fence who just didn’t tip over into a “yes.” What if the missing link wasn’t in the offer itself… but in the bonuses? In this episode of the Content Sells Podcast, your hosts Suzi Dafnis and Michelle Falzon dive deep into how to use bonuses strategically — not just as a “nice extra,” but as powerful conversion tools that help your buyers move past the objections that are keeping them stuck. If you’ve ever wondered how to get more people saying yes without discounting, adding pressure, or constantly reinventing your core offer — this episode is going to shift how you think about your offer stack and give you a heap of practical ideas to implement right away. Whether you’re selling a product, a service, a course, or a high-ticket offer — bonuses can play a pivotal role in helping someone say yes with confidence… if y

Is your free content getting you caught in the “Friend Zone”? In this episode of the Content Sells Podcast, your hosts, Suzi Dafnis and Michelle Falzon, delve into the art of guiding your audience seamlessly from free offerings to paid products and services. Listen to This Episode to Hear More About: -> Why your content might be getting you stuck in the “friend zone” with your audience (and how to fix this!). -> The number 1 reason why your amazing free content still isn’t converting. -> The real reason people aren’t buying (and it’s not what you think). -> One tiny shift that turns “nice content” into “I need this now” moments. -> The biggest mistake most business owners make with their lead magnets. -> How doing the “Problem/Solution Dance” is your new superpower when it comes to converting prospects to paid customers. -> How to choreograph content that creates momentum (and sales). -> Why your freebie might actually be killing your offer. -> How to design your content like a journey — not a jumble. -> What