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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.

Weekly hand curated podcast episodes for learning

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47 - How To Use Power Words To Instantly Attract Attention and Ignite Sales

We all know words are powerful. A well-written movie can make us laugh or cry. A powerful ad can make us buy something or donate money to a cause. A caring note from a friend when we’re feeling down can cheer us up and help us feel connected. But there are SOME words that are way more powerful than others… these are the words that persuade and influence us in ways other words can’t… and they are what are known as Power Words. In this episode, hosts Suzi Dafnis and Michelle Falzon share 3 ideas for using Power Words in your content to instantly attract attention and ignite sales.

31mins

30 Jan 2017

Rank #1

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131 - Evergreen Webinars - Content That Works For You

Evergreen Webinars enable you to run one pre-recorded webinar over and over again to new leads coming into your marketing funnel. When done well they can be AWESOME, operating as an “online salesperson” for you 24/7. When done badly they can be complex, misleading and downright icky. In this episode your hosts, Suzi Dafnis and Michelle Falzon share their love/hate relationship with Evergreen Webinars (it’s more love than hate!) plus the various strategies and ways of making your evergreen webinar successful. Listen to this episode to hear more about: How to structure your webinar How you can use your webinar in different situations, other than a LIVE webinar to get results. The role of a lead magnet - when you use one to lead into your webinar, and when you don’t Ideal webinar “next steps” to offer once someone has seen your presentation Behind the scenes on HerBusiness most successful Evergreen Webinar strategy Suzi and Michelle’s PET PEEVE when it comes to Evergreen Webinars The BIG mistake most marketers make when going “evergreen” and how it can hurt your credibility Why you never want to “pretend” you evergreen webinar is live The easy way to get your first Evergreen Webinar recorded and ready Advice on how and when to offer the webinar after someone opts in - is it minutes, hours or days in the future? The answer might surprise you. And much more. Also mentioned in this episode: HerBusiness Success Mastermind Episode 56 - Webinars That Sell Episode 4 - Finding Your Marketing Mountain Evergreen Webinar Tools: Stealth Seminar Easy Webinar Webinar Ninja EverWebinar Chiron Spectra

52mins

20 Apr 2020

Rank #2

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67 - Client Avatar Interviews - Why You Need Them & How To Do Them

In this episode we talk about how important it is to have an ideal client avatar and specifically, the importance of doing 1 to 1 interviews with people who represent your ideal client. Doing real-life interviews with people who represent your ideal client avatar might sound weird, scary or intimidating at first… but once you listen to this episode, you will not only know WHY they’re so crucial (hint – interviews allow you to go DEEP with your understanding of who you serve, how they feel and what their secret issues) you’ll also know HOW to do them and… we’re guessing you might even feel a tiny bit EXCITED to get started :-)

55mins

6 Nov 2017

Rank #3

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17 - Not Your Usual Content Ideas (Part 1)

We’re talking about innovative content ideas that are either not very well known or are new and could be just the right thing for you to try out. We explore interactive content ideas like surveys, polls, competitions and quizzes and Adopted Content - content that you don't create but you curate and collate, add value to and present to your ideal customer. Great download bonus.

42mins

4 Jan 2016

Rank #4

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119 - Communicating Your Value Through Your Content

We’ve just concluded the annual HerBusiness REACH Retreat in Hawaii (A-Mazing!). And one topic we discussed was how to communicate your value. It brought up some REALLY fascinating conversation about what stops us from really charging what we’re worth and owning the value we bring… so we thought we’d continue the discussion (and some tips on how to overcome those blocks) on today’s show! Listen to this episode to hear more about: Why you’re not alone if you sometimes feel like a “fraud” The BIG reason many people don’t create their sales content (Hint: It’s not always because you don’t have the skill) How to deal with criticism from others when you raise your prices or start really owning and sharing the value you bring The “rip off” complaint and why it’s not as scary as you might think And much more. Also mentioned in this episode: HerBusiness REACH Retreat in Hawaii HerBusiness Success Mastermind Episode 27 - Videos That Sell with James Wedmore Episode 73 - How We Got Started With Facebook LIVE Episode 56 - Webinars That Sell Episode 22 - How To Use Guarantees & Risk Reversal in Your Content To Get More Sales Episode 65 - How To Create Great Visual Models & Frameworks

47mins

4 Nov 2019

Rank #5

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133 - How To Use Photography to Advance Your Personal Brand With Jamie Swanson

The photographs and images you use of yourself on your website, in social media and elsewhere are a major influence on the way your personal brand is perceived… and yet, this is an often overlooked or misunderstood content medium. In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with pioneering personal branding photographer, Jamie Swanson, about why your branding photographs are MORE than just a headshot. Listen to this episode to hear more about: Why you might want to consider “batching” your photographs and doing a new photo shoot EVERY quarter How understanding your ideal client will guide you in the choices you make around how your photos look and feel The importance of STRATEGY and INTENTION when planning out your photo shoot How to get photos that “stop the scroll” on social media and get your ideal clients paying attention to you The important mindset shift from photos as static images to powerful beginnings to a STORY you are telling your customers Why you need to find the “uncommon commonalities” with your customers and VISUALISE those in your personal branding photos What you can learn from “the Cauliflower” example that will change how you see personal branding photography forever The single most important question you need to ask yourself BEFORE you choose your photographer and plan out your shoot How to use photos to build more trust with your audience The types of shots you need to get when you book your personal brand photo shoot The types of images that get the MOST ENGAGEMENT What Jamie learned about personal branding while grass skiing! And much more. Also mentioned in this episode: HerBusiness Success Mastermind Jamie Swanson’s Personal Brand Journey Podcast Jamie Swanson’s Photographer Training Website Tracy Harris - Mums With Hustle Content Sells Podcast Ep 102 - Instagram! Grow Your Audience (and Your Buyers) With Tracy Harris Erica Stacey - Scout Digital Training

43mins

18 May 2020

Rank #6

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102 - Instagram! Grow Your Audience (and Your Buyers!) with Tracy Harris

INSTAGRAM… while we’ve all likely seen the rise of the “Instagram Influencer,” many business owners are still wondering… is it for me? And if so, how do I grow a following and then turn that following into customers? In this episode your hosts, Suzi Dafnis and Michelle Falzon talk to someone who has not grown her own following and customer base on Instagram very successfully herself, she’s also taught other women in business to do it as well. Founder of the Mums With Hustle Podcast and Social Media Society, Tracy Harris shares how to grow your audience (and your buyers!) with easy to do Instagram strategies. EXTRA RESOURCES: Our guest today has kindly offered to provide all our Content Sells listeners with her Instagram Stories Strategy Pack. Go here to get yours: mumswithhustle.com/stories Listen to this episode to hear more about: What being crystal clear on your ideal client REALLY sounds like The one thing Tracy said about her ideal client that had both Suzi and Michelle asking all listeners to pay SPECIAL attention to How to get clear on the PURPOSE of your Instagram account The one thing you MUST put in your Instagram Bio (it’s so easy but most people don’t do it and they are missing out!) How to connect with your audience through the content you share How to decide what aspects of business and personal life are you going to bring into your Instagram feed The “3 to 5” content strategy that will make your Instagram content strategy a breeze and give your audience a consistent message they will LOVE Why you need to use the ENTIRE Instagram platform (and what that even means!) Why you need to “drop the fear” when it comes to sharing your story The mental shift you need to make from “Talking to your Followers” to “Person to Person communication” How sharing about her Smoothie bowls became a cornerstone of Tracy Harris’ Instagram strategy (and why you need your own “smoothie bowl” equivalent) How to invite interactions and start conversations on Instagram, even if you have a small number of followers Why Instagram has the village feel FB doesn't have Three things Tracey Harris did consistently to go from starting from scratch to mega success on Instagram Why you want to engage more than you post How to create a strong “Visual Vibe” Why you need to let go of the “hair thing” - how Tracy’s desire to show up daily for her community helped her let go of needing to feel “picture perfect”. Why sometimes the posts you almost don’t share are likely the most relatable and the EXACT messages you need to be sharing MORE of How to use the questions sticker in IG stories to get more interaction The power of learning through play and how to not take your Instagram presence too seriously And much more. Also mentioned in this episode: Instagram Stories Strategy Pack Mums With Hustle Podcast Social Media Society

49mins

11 Mar 2019

Rank #7

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83 - The Stories You Must Tell to Build An Epic Business with Valerie Khoo

To build an EPIC business today you need to connect in more meaningful ways with your customers than you EVER have before... and one of THE most powerful ways to do that is to tell your STORIES. In this episode your hosts Suzi Dafnis and Michelle Falzon talk to Valerie Khoo, author of Power Stories and CEO and founder of the Australian Writers’ Centre about powerful ways to share your stories as part of your content marketing strategy. How do you find your stories? Where should you share them and how can you use them to influence followers and convert customers? It’s all in this episode… along with the opportunity to access a brand new content writing coursefrom Valerie and her team at the Australian Writers’ Centre. Listen to this episode to hear more about: The most under-utilised tool in your small business arsenal How to use stories to demonstrate your “care factor” and bring your customers closer to you How to harness the power of your story with one sentence Why you need to be telling your “Passion” story (and an example of Val’s Passion Story) How to go from a “swirl” of ideas to a fully fledged, powerful story How to find relevance in your story for your audience The one story you need to tell succinctly when you first meet a new customer The single biggest mistake almost all small businesses make on their “About” page on their website The 3 parts to a customer story that distinguish it from “just another testimonial” How “The Biggest Loser” TV show can teach you to write AMAZING customer stories The 3 ingredients you need to include to tell your customer stories successfully How to make your stories easier to share and, importantly, easier for others to tell on your behalf The very first place you should be sharing your customer stories (and it’s not what you might think) Ways to tell stories about your product that your audience will love How Val used the power of storytelling to sell a 2 year old Bunnings outdoor furniture set on eBay that could change everything about the way you market YOUR products The simple piece of advice about your product stories that saves you having to make it “whizz bang” and just gets you started! Also mentioned in this episode: Australian Writers’ Centre Brand new Australian Writers’ Centre content writing course

44mins

18 Jun 2018

Rank #8

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62 - How I Grew An Audience of 70,000 Raving Fans - with Amber Renae

What does it take to grow a massive following of people who love to buy from you?   In this episode, your hosts, Suzi Dafnis and Michelle Falzon welcome special guest, blogger and personal branding expert, Amber Renae.

38mins

28 Aug 2017

Rank #9

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12 - Why a Manifesto is Good for Business

Like Apple’s “Here’s to the crazy ones,” a manifesto – a public declaration of intent – can be what separates your business from the crowd. A well-designed manifesto can connect you and your team to your mission statement, clarify your goals, build stronger connections with your ideal clients, cement customer loyalty, and attracting a tribe. In this episode of the Content Sells podcast, Suzi Dafnis and Michelle Falzon go over the steps to creating a manifesto for your business - from getting in a writing headspace to distribution, and give examples of several strong business manifestos in action today. Listen to this episode to hear more about: Word choice Design – format, appearance, and distribution Types of manifestos and where they’re best used Selling your manifesto (or not) Polarising your audience Also mentioned in this episode: Mailchimp Aweber Vertical Response Salesforce Ontraport Active Campaign Infusionsoft Constant Contact Convertkit (for bloggers)

36mins

23 Nov 2015

Rank #10

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56 - Webinars That Sell

Webinars are a great way to educate and to share information about your products and services and they are ALSO a great way to SELL. However, we see a lot of people hosting webinars where they give a lot of great information but they don’t know how to transition to making an offer… or when they do, they haven’t put enough of the foundation pieces in place to make that offer convert. In this episode, hosts Suzi Dafnis and Michelle Falzon share the webinar structure that they’ve used to make hundreds of thousands of dollars in sales from webinars. This is the very same structure you can adapt for use in YOUR business.

1hr 16mins

5 Jun 2017

Rank #11

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80 - 5 Ways To Build a Stronger Connection With Your Customers

As our market gets more sophisticated and we see more and more of our competitors stepping into content marketing strategies, there’s one area that will really help set you apart and that is the level of CONNECTION you are able to create with your ideal customers through your content. How do you create a strong connection with your customer and prospects so they buy from you in the first place… and then keep coming back to buy from you again and again? In this episode, your hosts Suzi Dafnis and Michelle Falzon are going to focus on five ways you can build a stronger connection with YOUR customers. Listen to this episode to hear more about: The one thing you need to put at the centre of all your communications that will GUARANTEE connection The 3 clues that you’re creating powerful connections with your customers Five tips for creating stronger connections in all your customer contact points How to use client interviews and surveys to bring customers closer to you Why your failure to segment your email list will be driving a wedge between you and your best customers (and what you can do about it) How a fashion stylist is using a Facebook Group to create more connection with her audience (and why they are loving it) Clever ways to acknowledge “milestone moments” How to get emotional in your content without coming on too strong (and why being more emotive will create stronger bonds with your customers) Also mentioned in this episode: New Client Email Nurture Sequence Free Download Epsiode 8 – How to Create a New Client Email Nurture Campaign Episode 32 - 9 Ways to Segment Your Email List for Better Results Episode 67 - Client Avatar Interviews - why you need them and how to do them Episode 76 - How To Reassure People After They Optin or Buy From You Brene Brown Fiona Keary of Style Liberation Canva Ryan Levesque – ASK Method Tina Tower – Begin Bright Dominique Antarakis The Copy Collective Headspace Runtastic TOMS shoes SF Capital Heidi Dening Workable Wellness Jenny Boss Nutrition

51mins

7 May 2018

Rank #12

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115 - 3 Vital Pieces of New Customer Content

Today your hosts Suzi Dafnis and Michelle Falzon talk about a topic they started discussing way back in Episode 08  - How to Create a New Client Email Nurture Campaign In this session expand on that discussion to look at 3 vital pieces of content you need to create for new customers. FREE RESOURCE: New Customer Email Sequence Template Get the step by step template that outlines the recommended email sequence to send to new customers. Listen to this episode to hear more about: The 5 Goals of your New Customer Communications that you can apply to your nurture sequence How to Reassure your customers right after they buy from you Tips for Connecting in your emails, phone calls and other messaging Why you need to Orientate people to “how we do things round here” The best way to Switch On new customers to use the product or service they just purchased from you (and why you want that as soon as possible) How to identify the milestones that matter in your new customer’s experience The role of direct mail in your new customer communications A smart and inexpensive postcard strategy we learned from our friend Alexi Neocleous And much more. Also mentioned in this episode: Alexi Neocleous Episode 08 - How to Create a New Client Email Nurture Campaign Bonjoro REACH Retreat

30mins

9 Sep 2019

Rank #13

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54 - Pain and Pleasure - Is There Enough of it in Your Content?

Chrissy Amphlett, the legendary lead singer of the Australian 80’s rock band, The Divinyls famously sang, “It's a fine, fine line between pleasure and pain.” And with your marketing content this is SO true… both of these emotional states can influence people in a big way to take action, click your link, buy your thing.  BUT way too many people are creating content that is bland and lacking emotion. In this episode, hosts Suzi Dafnis and Michelle Falzon talk about how and when you can use the emotions of pleasure and pain to make your content marketing more compelling and to build a stronger relationship with your community (and, importantly, get more sales).

53mins

8 May 2017

Rank #14

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127 - How to Use Content To Grow Your eCommerce Business

When it comes to growing e-commerce stores, Susan Bradley of The Social Sales Girls knows her stuff. She’s grown and sold ecommerce businesses and has taught  thousands of people how to find their audience and turn website traffic into paying customers.   In this episode your hosts, Suzi Dafnis and Michelle Falzon, pick Susan’s amazing ecommerce brain for strategies for using content to grow your eCommerce business.   Listen to this episode to hear more about: The “go-to” lead magnet type all e-commerce businesses should have How to use discount codes and coupons The minimum number of visitors you need to your online store each month to make your marketing viable. The place where 40% of your sales come from (not where you think) Why your e-commerce lead generation content needs to be different to other business models How to keep your content focused on the sale  The two biggest determinants of whether you will convert a prospects into a customer?  The importance of the frequency of your communications Why you need to show the SAME content multiple times and in multiple places How many times you need to get someone to visit your website on average before they buy (the answer might surprise you) The specific and powerful strategy designed specifically for people who’ve visited your online store in the last 30 days that could double your sales How Susan uses email automation to get more sales more often from the SAME customers Tips for using SMS in your sales cycle  The role of Facebook Groups in getting more social proof and sales for your ecommerce store  The unusual way you can use Instagram Influencers to get sales Susan’s #1 email marketing strategy  And much more.    Also mentioned in this episode:    HerBusiness Success MastermindSocial Sales Girls WebsiteSocial Sales Girls Inner CircleSocial Sales Girls Facebook Page Social Sales Girls - 0 to 50k on Shopify

1hr 1min

24 Feb 2020

Rank #15

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46 - Are Email Newsletters Still Worth Doing?

There was a time when the Email Newsletter was the go-to strategy for most businesses and the main method for communicating with their customers viaemail, but with all the different email marketing and content marketing strategies available to us now, is the Email Newsletter still relevant? In today’s episode, hosts Suzi Dafnis and Michelle Falzon explore the questions “Do our customers and prospects still read newsletters?”, “Are they still worth the effort of putting together?” And their answer is... it depends!

35mins

16 Jan 2017

Rank #16

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110 - Villains, Superpowers and Designing a Successful Content Strategy with Melinda Cohen

One piece of really powerful core content can completely shift your business… and even open up new business opportunities. Which is something we love to hear about on this show, and today we’re talking to someone who has done just that. In this episode, your hosts Suzi Dafnis and Michelle Falzon chat with CEO of Coaches Console and creator of the Villains and Superpowers framework, Melinda Cohen, about how to create powerful content and leverage it across all aspects of your business, from front end marketing through to onboarding, engagement and retention. RESOURCE: Get Melinda’s powerful Villains and Superpowers Facilitator’s Guide at www.coachesconsole.com/villains-superpowers Listen to this episode to hear more about: How you can find your best core content by accident (and what to look for) Why you want to surface people’s objections EARLY in the conversation when they feel most hopeful How to handle perfectionism using an unexpected superpower that will get you moving forward How to create content that shifts the mindset of your customers (and what that’s so important) The brilliance of building in accountability to your content and how that increases conversion The shift from “me” to “them” and how it will change your approach to marketing forever The Power of the Redirect from Villain to Superpower How to get more conversions by giving your clients more progress And much more. Also mentioned in this episode: Villains and Superpowers Facilitator’s Guide at www.coachesconsole.com/villains-superpowers

42mins

1 Jul 2019

Rank #17

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87 - How To Make Your Offer Irresistible with Michael Maidens

You can have the best message and do amazing content marketing, but if your offer is not irresistible, you may find you STILL don’t get enough sales. In this episode, your hosts, Suzi Dafnis and Michelle Falzon interview Michael Maidens about what it REALLY takes to create an irresistible offer. Michael is a master in the area of creating offers, having generated millions of dollars with his creative and “out of the box” approach to crafting offers for his clients. Michael also recently launched The Offer Academy where he teaches business owners his offer creation process. Listen to this episode to hear more about: Why it’s essential that your offer is “imperfect” when you launch it How to build a “feedback loop” into your marketing so you are constantly improving your offer (and results) Where and when to split test your offer Why when someone says “No”, you need to realise they may not be saying no forever and what you can do to maintain connection for follow up sales later How to find the Transformation gap between where your prospects are now and where they want to be How to create a Decision Deadline and give people a stronger reason to buy right now What an “offer success path” is and how to know where YOU are on that path What your Offer Promise is and how to craft yours And much more You can have the best message and do amazing content marketing, but if your offer is not irresistible, you may find you STILL don’t get enough sales. In this episode, your hosts, Suzi Dafnis and Michelle Falzon interview Michael Maidens about what it REALLY takes to create an irresistible offer. Michael is a master in the area of creating offers, having generated millions of dollars with his creative and “out of the box” approach to crafting offers for his clients. Michael also recently launched The Offer Academy where he teaches business owners his offer creation process. Listen to this episode to hear more about: Why it’s essential that your offer is “imperfect” when you launch it How to build a “feedback loop” into your marketing so you are constantly improving your offer (and results) Where and when to split test your offer Why when someone says “No”, you need to realise they may not be saying no forever and what you can do to maintain connection for follow up sales later How to find the Transformation gap between where your prospects are now and where they want to be How to create a Decision Deadline and give people a stronger reason to buy right now What an “offer success path” is and how to know where YOU are on that path What your Offer Promise is and how to craft yours And much more Also mentioned in this episode: The Offer Academy Content Sells Episode 23: How To Craft An Offer That Sells The Offer Academy Content Sells Episode 23: How To Craft An Offer That Sells

58mins

13 Aug 2018

Rank #18

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104 - 3 Ways To Increase Your Email Marketing Impact (Part 1: Grow Size of List)

How to increasing your Email Marketing Impact - there’s so much to share we can’t contain it in just one episode! So welcome to the 3-Part Series… where we show you how to grow the size of your email list, the quality of your email list and the level of engagement in your email list! Welcome to Part 1! On today’s show your hosts, Suzi Dafnis and Michelle Falzon talk all things email list growth - how to to get more subscribers for FREE and how you can also earn and pay for subscribers (profitably). EXTRA RESOURCES: You can also get a FREE Resource Your 90-Day Email Impact Planby visiting: www.herbusiness.com/emailimpact Listen to this episode to hear more about: What Suzi is OBSESSING over right now when it comes to her email list The ONLY 3 channels you can use to grow your email list The one thing you MUST do on social media if you want to grow your list and transform your “followers” into “subscribers” (and better still, “customers”!) What to do with that list of personal contacts or that pile of business cards in your top drawer - how to turn them into subscribers WITHOUT infringing SPAM laws The one thing that’s GUARANTEED to turn more of your website visitors into email subscribers (even if you just do this one easy to implement strategy you will already be growing your list faster!) How bricks and mortar stores can get more email subscribers (and why you really want to make that happen!) How to use PR to grow your list... And much more. Also mentioned in this episode: Your 90-Day Email Impact Plan Chantel Gilbert - Blue Gum Electrical Peta Green - Strong Healthy Women Content Sells Episode 11 - the Step 2 Secret Seona Roberts

45mins

8 Apr 2019

Rank #19

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75 – Work Less Make More, with James Schramko

Is your business leaving you feeling tired and overwhelmed? If so, you’re not alone. “So busy I can barely sit down” seems to be the default setting for most business owners. But, imagine if you could work LESS and make MORE. Imagine having a highly functioning team, a great marketing system, a community of people who buy from you again and again, powerful systems that work even when you’re not in the office and a lifestyle that gives you plenty of spare time. A pipe dream? In this epsiode our guest, James Schramko, shares how this became a reality for him and how you can do it too. Hot on the heels of the release of his NEW book “Work Less, Make More” we chat with James about the keys to creating a business that gives you the leverage to the live you love. Also included in this episode is a bonus gift – the Work Less Make More Book Preview with James Schramko. And you can find that over at www.herbusiness.com/workless Listen to this episode to hear more about: The difference between being effective and being productive How you can harness the power of routine to actually get you out of the rut (rather than in it) The first (surprising) step you need to take when building a team How to grow a team even if you’re still finding your feet financially Why “getting emotional” can win you business and help you stand out from the competition The FLAW James sees in the funnel model where you ascend people through a series of progressively higher value sales (and why you want to think of it more like a “Chocolate Wheel” than an “Ascension Model”) What leverage REALLY is and how to get more of it The role compromise plays in business and why the level of compromise you’re willing to accept will directly determine your level of success in business Why you need to add a “chooser” to your website – pronto! Why the key benchmark you will ever need is to benchmark yourself How to train your team The secret ingredients in an offer that converts Also mentioned in this episode: Work Less Make More Book Preview with James Schramko www.herbusiness.com/workless Jennifer Lim – Australian Artist and Content Sells Listener: https://jenniferlimart.com/ HerBusiness REACH Retreat - https://herbusiness.com/learn-item/the-reach-retreat/ Johari Window - https://en.wikipedia.org/wiki/Johari_window Peter Drucker - https://en.wikipedia.org/wiki/Peter_Drucker Superfast Business Online Coaching - https://www.superfastbusiness.com/ Silver Circle Coaching Group https://www.silvercircle.com/

1hr 7mins

26 Feb 2018

Rank #20