Content Sells Master Course

I’ve been in marketing for a long time… and every now and then a strategy comes along that is truly revolutionary. It changes the way you do things and it produces results like nothing else has. And creating a lead magnet marketing system is one of those strategies.

And I speak from first-hand experience. 

The lead magnet marketing systems we’ve implemented here at HerBusiness have been game-changers – they’ve made a significant difference, not only to our bottom line but also to the number of people we can help and the impact we can make in the world.

Which is why I’m really thrilled to be able to offer the Content Sells Master Course to you today. 

Your presenter, Michelle Falzon, is someone I have known for a long time and I know she gets results for her clients. She’s produced dozens of lead magnet marketing systems resulting in tens of thousands of leads and sales for her clients.

In fact, our most successful lead magnet system is one Michelle helped us to design.

So, I know you are in good hands.

Content Sells Course Overview & Dates

PART 1: Matching Your Ideal Client with Your Ideal Offer (14 January)

This part is all about beginning with the end in mind. We “reverse engineer” from here. This is where most people go wrong — they start with their lead magnet and try to build a funnel from there. The key is to build your marketing system backwards from the ultimate goal you want to achieve.

Getting clear on WHAT is at the top of your mountain – Identifying WHAT you sell (your Ultimate Desired Conversation Activity).

Getting clear on WHO is going to climb your mountain – Including a process for creating a buyer persona (Avatar) for each of your ideal clients. This step is so important it is at the foundation of your entire marketing system and you’ll learn why.

Understanding your numbers – What is your goal in terms of sales (how many people need to climb this mountain)? Understanding “lifetime” value vs “transactional” value. An easy way to work out how much you can invest to attract people to your marketing system and calculate Return on Investment (ROI).

PART 2: How to Use a Marketing System to Get Your Ideal Client to Buy from You  (17 January, 2020)

This part is all about creating your Marketing System — the best path to move your ideal client from the bottom of the mountain to the top.

Understanding funnels – The psychology of the funnel. Types of funnels. The power of “if”/”then.” Roughing out your funnel. What a marketing funnel looks like. The importance of autoresponders. How much free content to give away? Why you need a plan for those who don’t make it all the way to the top (because they might one day).

The “Step 2 Secret” – The powerful strategy you can easily implement, right on the thank you page of your lead magnet and works for just about every business, whether you are selling a product or a service. Sample funnel diagram.

Marketing System Blueprint – The specific funnel blueprint that is getting results right now, whether you’re driving traffic from your own list, JV’s or paid media.

PART 3: Growing Your List with More of Your Ideal Clients (21 January, 2020)

This part is all about what you can do to encourage your ideal client to start the journey — how to craft a lead magnet offer that will not only get a high percentage of opt-ins, but will also pave the way for your ideal client to reach the top of the mountain.

Your lead magnet can’t be a 30-foot cliff – How to create a lead magnet offer that is the perfect first step for your ideal client and will position them, right from the start, to buy from you (and the big mistake most people make that turns people off).

Topic, Type and Trigger – The three T’s, how to name your lead magnet, choose the right type of lead magnet and what specific calls to action work best.

Why thinking laterally will get you more optins – Turning the “me” to “you” and truly getting to the heart of what kind of offer will work requires thinking laterally. Learn why the best way to sell is NOT selling and why you must start out with an “agnostic” mindset when it comes to presenting your product or service in your lead magnet.

Part 4 (LIVE): How to Attract More of Your Ideal Clients into Your Marketing System  (24 January, 2020 10:30am AEDT )

This part is all about how you get your ideal client to the mountain (promotion) and then nurture them through the “funnel”, the “bucket” and beyond (content marketing).

Your promotional “real estate” – Discover the difference between a “squeeze page” and your website and why knowing that one thing will dramatically boost your conversions. Plus, how (and when!) to use squeeze pages, web pages and pop ups to promote your offer.

Owned, Earned and Paid Promotion – Strategies for driving traffic to your marketing system from your blog, social media channels, JV partners, affiliates and paid advertising.

Marketing beyond the funnel – Not everyone will make it to the top of your mountain. Here’s how you can nurture those who don’t make it to the top (because they might one day!). Nurturing and list segmentation strategies you must know to keep your list healthy and your community thriving. Plus an overview of your ongoing content marketing calendar.



Your Course Portal gives you access to all the training recordings, slides and handouts. You can work through the program at your own pace, reviewing the sessions as often as you like.


The exclusive Facebook Group is a place to network, learn from and be encouraged by your fellow participants and receive direct feedback on your specific marketing system questions by course presenter, Michelle Falzon.

When we ran this program before, people raved about the bit difference that the additional access and support made to their results. You can make SO much more progress when you’ve got a supportive, like-minded network around you. And because Michelle Falzon and Suzi Dafnis are in there all the time — answering questions and giving you support — that’s access to you just can’t get this cost effectively anywhere else.

A suite of practical worksheets and templates including the:

  • Client Avatar Template
  • Customer Interview Template
  • Marketing System Plan-On-A-Page
  • Template Course Exercises
  • Marketing Campaign Funnel Template
  • Lead Magnet Cheat Sheet

Here’s a quick recap of everything you receive as part of your Content Sells Master Course:

  • 4 x 90 minute Course Modules. Parts 1, 2 and 3 are pre-recorded. Part 4 is LIVE
  • Access to all Course Recordings (for a limited time)
  • Bonus Course templates and exercises so you can make headway each week
  • Bonus Course Portal with access to your recordings, slides and worksheets
  • Bonus Facebook Group to post questions and have them answered throughout the program by your course presenter, Michelle Falzon, and HerBusiness CEO, Suzi DafnisYou are just moments away from getting access to EVERYTHING you need when you join the Content Sells Master Course.

I look forward to personally welcoming you into the Content Sells Master Course.

— Suzi Dafnis



Event Details

  • Content Sells
  • Date: 14th January, 2020
  • Time: 10:30am AEDT
  • Price: FREE (Login for Premium Member Discount)
  • Venue: Online Course

  • Register Now

About the Guest

Michelle Falzon, Director of We are Content, has more than 25 years experience in marketing and communications from her early days in TV, radio and press (documentary films, TV and radio commercials) through to print (book publishing, magazines, marketing collateral) and on to her early adoption of digital marketing in the...