Confident Content with Rachel Klaver

Ever put a marketing message out there, sure it was going to hit the mark, only to have it completely flop? You know your customer needs what you offer, but they’re just not getting it. That might be because your message isn’t landing in a way they understand. This episode is all about audience schemas—how people naturally process information, what makes content feel familiar and relevant, and why trying to change someone’s beliefs is an uphill battle. We’re covering: What audience schemas are and why they matterHow people naturally categorise and process informationWhy some content resonates deeply, while other content feels like noiseThe role of cultural background, values, and beliefs in how messages landSimple, practical ways to test and tweak your content so it actually connects Marketing isn’t about convincing people they need you—it’s about meeting them where they already are. When we understand how our audience thinks and what they care about, we can create content that feels natural, makes sense, and removes the friction between what we’re saying and what they need to hear. I’ve got a free resource to help with this—Dial In Your Dream Client—which will help you create a psychographic profile and start refining your messaging. You’ll find the link below. Would love to hear your thoughts on this one. Does your messaging match the way your audience already thinks? Have you noticed a difference when you tweak the way you talk about your offers? Let me know. Next week, we’re back with a more tactical episode, breaking down a strategic how-to. Every few weeks, I’ll be diving into marketing psychology, alternating with practical content strategy and guest interviews—so keep an eye out for those. Thanks for tuning in. Let’s get into it. Important Links Dial into your ideal client - psychographic workbook Fix your marketing strategy in two days Become a confident content creator in just two days Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Buy your copy of Be a Spider, Build a Web See omnystudio.com/listener for privacy information.

We sit down with Tiffany Bartlett, an email marketing specialist, or as she likes ot say, a "Welcome Sequence Scientist." Tiffany shares her journey from the science field to mastering email marketing strategies for service-based businesses. We explore why first impressions in email marketing matter, the elements of a strong welcome sequence, and how to create lasting connections with your audience through thoughtful email design. What You'll Learn in This Episode: Why every small business needs a well-crafted welcome/nurutre sequence.The importance of consent and why Tiffany is selective about her email lists.How email welcome sequences mimic natural human interactions.Strategies for creating 4-6 email sequences that build trust and authority.The biggest mistakes to avoid in email marketing, including overly complicated formats and poor mobile design.Why click-through rates matter more than open rates in today’s email landscape.Tips for building trust with your audience through authenticity and consistent communication. Tiffany's Top Insights: On Email Consent: "I don't want people on my list unless they want to be there. Building trust starts from the first opt-in."On Welcome Sequences: "Without a welcome sequence, it’s like leaving a visitor at your front door without saying hello."On Simplifying Emails: "Short emails can be impactful if they’re well-crafted and focused on one goal." Are your emails making a great first impression? Reflect on your own welcome sequences and think about how they can better align with your brand voice and audience needs.We’d love to hear your thoughts on this episode. What was your biggest takeaway? Let us know in the comments, and make sure to subscribe for regular support, information and advice about effective marketing strategies. Important Links Fix your marketing strategy in two days Become a confident content creator in just two days Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Buy your copy of Be a Spider, Build a Web See omnystudio.com/listener for privacy information.

Ever sat staring at a blank screen, knowing you need to create content but feeling completely stuck? Content paralysis is real, and it can feel overwhelming when you’re unsure how to begin. But here’s the good news: you don’t need perfect content—you just need to start. In this episode, we tackle the fear of starting and share simple, actionable strategies to unlock your creativity. Whether you’re overwhelmed with too many ideas or struggling to find any at all, this episode will give you the tools to break through. Your homework: Write a rough draft of a post today using this framework: Pick one question your audience has asked recently.Answer it in 2-3 sentences.Add a question to invite engagement (e.g., “Does this resonate with you?”).Bonus: Post it, even if it feels unfinished. Progress beats perfection! If you’re ready to break through content paralysis and create with confidence, this episode is for you! In this episode, we cover: What content paralysis is and why it happensHow to reframe your mindset around creating contentPractical tips like batching ideas, using content pillars, and starting smallReal-life examples for service providers and product-based businessesLow-budget, high-impact ideas to create content effortlesslyA step-by-step activity to help you take action today Let’s stay connected:If you’ve ever felt stuck creating content, this episode will help you take small steps toward consistency. Try today’s practice activity and let me know how it worked for you! Don’t forget to subscribe for more episodes packed with actionable content marketing tips and strategies. Important Links Fix your marketing strategy in two days Become a confident content creator in just two days Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Buy your copy of Be a Spider, Build a Web     See omnystudio.com/listener for privacy information.

Ever wondered why that tricky IKEA bookshelf you built has a special place in your heart? Or why people rave about their HelloFresh meals? That’s the IKEA effect in action—valuing something more because you helped create it. In this episode, I dive into the fascinating psychology of the IKEA effect and how you can harness it in your small business. Whether you're a product or service-based business, integrating this concept can increase customer loyalty, engagement, and attachment to your brand. Your homework: Think of one product or service you offer and brainstorm a small way your customers could make it more their own. It could be as simple as asking for feedback or creating a customizable element. Start small, test it, and see how your audience responds. If you’re ready to create stronger connections with your customers and make your marketing more impactful, this episode is for you! In this episode, we cover: What the IKEA effect is and how it applies to small businessesHow engaging your audience increases reach and builds loyaltyReal-life examples of businesses using the IKEA effect (from meal kits to cheese-making workshops)Ways to incorporate customization and co-creation into your products or servicesThe power of asking for feedback and advice from your audiencePractical tips to test the IKEA effect in your business today Let’s stay connected:If you found this episode helpful, let me know! I’d love to hear your thoughts or ideas. And don’t forget to subscribe for more episodes about marketing psychology and strategies to grow your business. Important Links Fix your marketing strategy in two days Become a confident content creator in just two days Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Buy your copy of Be a Spider, Build a WebSee omnystudio.com/listener for privacy information.

Do you ever stop to think about the lifestyle your business is carving out for you? Is it the one you dreamed of when you first started, or has it taken on a life of its own? This episode is all about aligning your marketing efforts not just with your business goals, but with the very life you want to live. Hi, I’m Rachel Klaver, and today we’re diving deep into how your marketing choices shape your daily routine, influence your weekly rhythms, and ultimately define the lifestyle you lead. In this episode, we'll explore: Shaping Your Perfect Business Schedule.Discovering What Drives You.When Things Don’t Feel RightSorting Out Your ValuesWrite Out Your MissionLook Up to Your Heroes. Bringing It All Together: Finally, we'll wrap up by connecting the dots between your ideal times, your values, and your marketing efforts. It’s not just about thriving in business—it's about crafting a life that’s rewarding, balanced, and perfectly tailored to who you are. Join me as we reframe the way we think about marketing—not just as a tool for business growth, but as a blueprint for building the very lifestyle we aspire to. Let's make sure that every post, every campaign, and every strategy is building towards a life you love living. Important Links Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a WebSee omnystudio.com/listener for privacy information.

There was a time when I thought evergreen content was lazy, and the worse option for small business owners. Now I teach it because I know it not only makes content marketing more manageable, but also increases leads.  Are you tired of the relentless content creation treadmill? Ever wonder if there’s a better way to keep your marketing engine running without chaining yourself to your desk? Enter my not so secret weapon:: evergreen content. Today, we're exploring the ins and outs of evergreen content—your secret weapon for consistent sales and a relaxed marketing schedule. In this episode, we dive into: The compelling reasons to adopt evergreen contentThe hidden risks of going all-in on evergreenStrategies to balance evergreen with the fresh stuffSmart ways to leverage evergreen content during your off timesTips for keeping your evergreen content fresh and effective Join me as we work through how to make your content work smarter, not harder, and how to strategically use evergreen content to free up your time while keeping your audience engaged. Let’s get your content to stick around, —long after it’s posted.  Because really - is there ANYTHING more satisfying than not being online AND still getting those leads from your content? I think not!   Important Links Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a WebSee omnystudio.com/listener for privacy information.

Storytelling in  business can be very simple, or a little more complex. The key is to really understand WHY you are telling the story, and what the expected takeaway will be for your ideal audience.  This means being selective with what you talk about, and why. The wrong stories can attract the wrong clients! I’m Rachel Klaver, a content marketing coach who loves telling stories to help people understand and lead. I’ve told stories to explain concepts to everyone fro two year olds to ninety year olds. And I love helping small business owners learn how to tell great stories.  This is part two in this little series on storytelling.  In this episode we take a look at two other story frameworks you can use to tell stories, and give an example of both.  Stories get you the clients you need.  Stories help you be remembered Stories can become part of your core marketing message Stories are powerful So let’s plan a story together.  (I’m taking  a little break from Confident Content  - to develop content for a future series here. I want to go deeper into subjects and topics I know you need. I’ll be back with a new series soon!)        In this episode we cover: Two simple storytelling models you can use to draw your ideal customers closerWhat you need to think about when creating your story How to use the same story in different formatsWhat I’ve found by using the word “I’ when telling a story       Important Links Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a Web  See omnystudio.com/listener for privacy information.

I love a good story. Best thing I ever did for my business was start prioritizing fiction in my reading to give my brain breaks for work thoughts.  I love a pretend good story, but I especially love a enticing real story with real people doing real things.  Storytelling is such an overused term in marketing, and it’s become almost meaningless in marketing speak. But stories are powerful.  I’m Rachel Klaver, a content marketing coach who loves telling stories to help people understand and lead. I’ve told stories to explain concepts to everyone for two year olds to ninety year olds. And I love helping small business owners learn how to tell great stories.  In this episode we look at why we need stories, and we walk through how to build a story on a simple framework (We’re going to do this topic over a few episodes as I don’t want to rush you!) Stories get you the clients you need.  Stories help you be remembered Stories can become part of your core marketing message Stories are powerful In this episode we cover: Why story mattersWhat you need to do with your storiesHow stories help shift perceptionWhy your brand needs a good storyHow to use a simple storytelling technique to tell a powerful story       Important Links Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a WebSee omnystudio.com/listener for privacy information.

Want to have a super effective marketing strategy? Make sure it includes email. If you’re not getting enough sales and you are avoiding emailing your list - you’re missing out on growth right now.  But what happens if you don’t have a list? Or if it’s tiny? How do you grow it? In this episode we walk through the steps you need to get your email marketing started up and sorted.  My name is Rachel Klaver, and I care about your marketing. I’m a content marketing strategist and coach who is big on email marketing and using it to build a community. Most of my work comes from people who’ve been on my email list first - and they come in keen, and ready to buy.  In this episode we go back to basics covering what to do if you are just getting started with your email marketing. I share what I’ve found to work  best, not only for me, but also for some of my strategy and content marketing coaching clients.  If you work with me, you’ve got to do email. So consider this your very own content marketing lesson to help you get started with email marketing  In this episode we cover: What you need to do before starting an email listWhy I recommend lead magnetsWhat type of lead magnet you should useWhat you need in terms of email platformsHow to optimise your signup forms How to get people to FIND your sign up formsWhat you can use to promote your lead generationWhat types of lead generation and marketing I don’t recommend for email list building        Important Links Come to Rachel’s Free content strategy workshops Attend the Storytelling Masterclass July 2nd Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a WebSee omnystudio.com/listener for privacy information.

One of my favorite parts of having a detailed psychometric profile is being able to load it up into chatGPT, and then asking it to help me work out what type of content marketing I can do.  Yes, some of it is not the best. Yes I’ll always rewrite the content it produces.  But getting it to generate ideas using an in depth profile helps you target your audience in fresh ways you may not have thought of My name is Rachel Klaver, and I care about your marketing. I’m a content marketing strategist and coach who’s never liked the straight demographic approach to marketing. I see so many small business owners not getting deep enough with looking at the whole of the person who buys from them so this series is helping you work this stuff out yourself if you can.  In this episode we’re going to look at how I got chatGPT to find holes in my profiling and several ways I’ve always helped me create some simple videos with my newly minted client psychographic profile. I’ll also talk a little about how I like to work with chatGPT on this type of work - and how I get a better level of results. I have learned that chatGPT works better WITH my brain, rather than instead of it NOTE: Please do take the time to listen to parts one to three if you don’t have a psychographic profile.      In this episode we cover: Content Personalization: Using the psychographic profile, I can help tailor content that feels more personalised and relevant to your audience. This could involve segmenting your content to address specific sub-groups within your audience based on their interests, struggles, or desires.Engagement Strategies: I can suggest strategies to increase engagement, like interactive content (polls, quizzes), user-generated content campaigns, or live Q&A sessions. These approaches can make your audience feel more involved and valued.Emotional Connection: We can work on crafting stories or messages that resonate emotionally with your audience. This could be through narrative-driven content that aligns with their values, challenges, and aspirations, effectively building a deeper connection.Educational Content: Based on their learning preferences, we can create educational content that’s both informative and easy to digest. This might include step-by-step guides, video tutorials, or even infographics that simplify complex topics they care about.Conversion-Focused Content: Aligning content with the decision-making styles of your psychographic profile, we can develop content that gently guides them through the buyer’s journey, from awareness to decision, emphasising clear, relevant calls-to-action.Feedback and Adaptation: Implement mechanisms for feedback on content, such as surveys or comment sections, to understand how well it’s meeting their needs and how it could be improved.Community Building: Develop content that fosters a sense of community, such as highlighting community stories, shared experiences, and common goals. This could also involve creating exclusive groups or forums where your audience can interact.Trend Analysis: Keep the content fresh and relevant by integrating current trends that resonate with your audience's interests and values, ensuring that the content remains dynamic and timely.           Important Links Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a WebSee omnystudio.com/listener for privacy information.

Having a super robust psychographic profile of your ideal customer (you may need one per offer, or a few for your business over all) can help you better create content, decide where to spend your marketing time and energy, and develop further products and services that you know they will love (making your business easier to grow) When I look at one of mine, it immediately helps me think of content that best fits their needs and is going to attract people like my current ideal clients. I have two overlapping sets of common types - and tend to talk to them both on slightly different platforms, with email currently blending the two together (this may change in the future) The more I dig into talking to the whole of my ideal persona, the more my content hits the mark faster. And the more engagement I get on my posts. It helps me talk to pain points, share bliss,  In the last two episodes we’ve broken down exactly what you look at when developing a profile. In this episode we look at the different ways you can collect the information and data you need to make an as accurate as possible picture.  If you know you want more of your ideal clients, then this is a great place to start.  Let's work out how to get collecting, so we can create content that makes more of an impact and grows our business.    In this episode we cover: The need for both qualitative and quantitative dataWhere information may be hiding right in front of youWhat to do if you have NO dataQuestions you could ask your current clientsWhat a focus group is and what you need to think to run itThe benefits and risks of using facebook posts and groups to collect data.  Important Links Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a WebSee omnystudio.com/listener for privacy information.

What are the common personality traits of your ideal customer? And what values do they hold that make buying from you such a great fit? This is part two of a series on using Psychographics to determine your ideal audience. We’re going to talk about how to choose the right ones in part three, but today we’re digging deep on what areas you can look like, with real examples you can note down and look at This episode before this focused on Lifestyle, Hobbies and Interests. Please do listen to that one and this to get the full picture of what you should be looking for.  If you’re a new business, I recommend just working through this list and making a stab in the dark. You can change or adapt it as you go, grow and determine where it’s not sitting right. However for more established businesses, the next episode will go through to find out this information so you’ve got a clear image based on real data as much as possible.  Using the categories we discuss in this podcast can help you determine your content, pulling out commonalities in your ideal customer’s interests and curating content around this. It can help shape your messaging and know how to talk best to your ideal customer   Essentially, we tap into finding common ground which goes far beyond “we’re the same age” or “we live in the same city” Grab a pen and pencil and take notes as we break down how to determine who your target ideal customer really is     In this episode we cover: The lifestyle factors you can explore to create a clear picture of your ideal audience. The scope and range of hobbies and interests your ideal clients may haveWhy it’s a good idea to use this on yourself as a small business ownerWhat interests you might be able to dig deep and connect withWhy it’s so important to take time to do this  Important Links Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a WebSee omnystudio.com/listener for privacy information.

This topic was decided upon after I got myself into a wee argument with an anonymous account on Tiktok. I’ve been creating some content around thriving during the recession as a small business owner and this person made the comment that “all anyone needs to do is focus on selling to Boomers” Well if only marketing was that simple!  Yes, it’s true that some people in the Boomer generation are well placed to spend money. But there’s money to be found in every generation.  I’m not a fan of marketing to straight demographics - and have talked about that before. This is part one of a series on using Psychographics to determine your ideal audience. We’re going to talk about how to choose the right ones in a future episode, but today we’re digging deep on what areas you can look like, with real examples you can note down and look at This episode focuses on Lifestyle, Hobbies and Interests. (Our next episode drills down on personality traits and values) All of these are important elements to cover.  If you’re a new business, I recommend just working through this list and making a stab in the dark guess. You can change or adapt it as you go, grow and determine where it’s not sitting right Using the categories we discuss in this podcast can help you determine your content, pulling out commonalities in your ideal customer’s interests and curating content around this.  Essentially, we tap into finding common ground which goes far beyond “we’re the same age” or “we live in the same city” Grab a pen and pencil and take notes as we break down how to determine who your target ideal customer really is In this episode we cover: The lifestyle factors you can explore to create a clear picture of your idea audience. The scope and range of hobbies and interests your ideal clients may haveWhy it’s a good idea to use this on yourself as a small business ownerWhat interests you might be able to dig deep and connect withWhy it’s so important to take time to do this  Important Links Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a WebSee omnystudio.com/listener for privacy information.

If you’re a business owner with big dreams, at some point you’re going to need more help than just you to reach them.  Using outsourced help can feel scary initially as it’s all about investing in something and someone else who will have control over areas you’ve always run But this gives you more time, capacity and energy to not only focus on what you do best, but to get more of your time for other things you love. In today’s Confident Content episode we talk to business coach Sarah Greener about her journey with VAs, and what she’s learned about herself, her business and how to get the best out of her outsourced help If you’ve got this on your radar, or you know you want to have this as a goal, sit back and have a listen - there’s a lot of hard won knowledge shared in this episode.  (This is a recording of a Linkedin Live we did together)     In this episode we cover: Why it makes sense to outsource to growWhat Sarah uses virtual assistant help forWhy she chose off shore VA supportHow Saah learned to get the most out of VA helpWhat you need to have in place for outsource successWhy this relates to business growth        Important Links Come to Sarah Greener’s masterclass MAY 7th (and get a discount) Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Become a part of our Facebook group Buy your copy of Be a Spider, Build a WebSee omnystudio.com/listener for privacy information.

What’s the next steps in growing a small business where some of your work is products, and some of it is one of pieces? This is the question I helped Benadette Ballantyne answer for her art business in today’s live coaching session Bernadette Ballantyne is  mother of two residing in Waikato. After a career as a teacher, she  managed to turn my passion for art, into a full-time gig and resigned from teaching in 2022. In her commission based art business, she  specialises in soft pastel portrait drawings, focusing mainly on both pets and people. She also produces her own original artworks to sell and produce fine art prints. In this coaching session we walked through what her goals are and whether they are reflected in her marketing. I gave her some ways to grow areas of her business. Part of Berandette’s actions was to “show what she needs to grow” As you listen to this episode, perhaps you can check your own marketing too - are you showing what you need to grow? In this episode we cover: How to make sure your website reflected your growth plansHow to show up as a creative onlineWhat type of content you need to have as part of your regular marketingHow to give yourself “days off” marketing and keep it consistentWhy it’s important to not look at your competitors when marketing Important Links Discover Bernadette’s Art Buy my content marketing planner Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a WebSee omnystudio.com/listener for privacy information.

One of the worst things you can waste your money on as a small business owner is outsourced marketing. And the two biggest sucks of money are often SEO and social media marketing.  Before all those offering those services come at me, I do often recommend outsourced help to small business owners. I’m not opposed to people getting help at the right stage. But what makes my nose crinkle up in distaste and I let out a deep  sigh of frustration is the number of times I’ve worked with a small business owner who’s laid out a heap of money with little to no impact.  Sometimes it’s worse. The content is so far removed from the business’ values, voice and offer that it’s doing the opposite of what’s intended.  When people approach me for marketing, they often say they want help  with “learning how to do my social media”  I know I could make money doing just that. But I know that there is stuff we need to check and sort first. Because I can train anyone on “how” to use social media, and what to post. But what I really care about is “will it make your business grow?” Today we’re walking through the areas I look at with my one on one clients, before we go anywhere near social media. If you know you need to get better results from your social media - or work out why that outsourced solution isn’t getting you the results you need, then this episode is for you.  In this episode we cover: Why it’s not enough to just “get help with social media”What you need to be able to explain about your own businessWhy you need to make sure your business is ready for marketingWhat questions you can walk through so you or someone else can get better results on your social media    Important Links Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a WebSee omnystudio.com/listener for privacy information.

I adore content marketing because it makes getting hot leads coming in at scale, with  low to no cost marketing, a completely possible experience. With a sticky content web, talking to all parts of the customer journey, you can attract, build a relationship with, and convert completely from your marketing. If you’re a service based business you may also need to have a one on one meeting to talk details, dates and get them over the line. That’s where many small business owners get into problems  There’s no point getting those beautiful content marketing leads if you can’t convert them to a sale. Yes, hopefully your content has done all the heavy lifting for you. But you still need to have a robust sales process.  When it comes to sales, how would you score yourself on the “I can convert this into a sale” equation. If you know this is an area you need help in, then today’s episode is all for you.  Today I talk to Natalie Tolphoff. Many female small business owners in New Zealand and beyond will be familiar with Nat’s no-bullshit, motivational style. She’s well known for teaching business owners to cultivate powerful self-belief and become confident selling in a simple, authentic, and successful way Natalie and I share many of the same values when it comes to serving our audience - but we present them in a completely different way. I love we both share a dedication to help our clients take consistent action, to drop the need to be perfect, and see a growth in revenue (and that beautiful thing called profit! ) with confidence.  If you know you need a butt-kicking reminder to get your sales sorted this year, consider this episode that exactly.  Let’s get started.      In this episode we cover: Why you need to really understand your worth How Natalie is currently getting her leadsWhy she really believes in prequalificationWhat’s holding back people from asking for the saleHow to see sales as customer service        Important Links Find out about Iona and Grow My Business here Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a Web See omnystudio.com/listener for privacy information.

There’s nothing worse than creating content that just attracts the sound of crickets. And look - it’s going to happen to all of us in some capacity at some stage, and that’s normal. What’s not normal or good is if it happens nearly every time you post. We need to get engagement on our posts to build out a community. And there’s lots of ways you can do that!  My name is Rachel Klaver and I am a content marketing coach. I work with small business owners to help them create effective and sales making content that builds their business. Which includes… increasing that engagement. We can do this in a mix of relatable, controversial or educational content. (and even then there’s a few hooks!) Not ever post is designed to have incredible engagement of course (and we’ll cover that in the podcast) but we want to get it on the ones that matter. We’ll go through the key types of engagement building content, we’ll look at what I don’t count as engagement (no vanity stuff here) and how to use engagement to also improve your content!    In this episode we cover: What engagement isWhy we dont need it on ever postThe types of content that makes people engage mostWhy this content doesn’t always lead to a saleWhat you need to considerWhy you don’t need to do it all to get the success.    Important Links Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a Web  See omnystudio.com/listener for privacy information.

Hi - my name is Rachel Klaver and I’m a content marketing coach and strategist for small business owners. If you’ve seen my content you know I love cameras. But it wasn’t always like that. Yes, as a young child I loved performing, but adolescents and early adult life really robbed me of my confidence. When I started my business, the last thing I wanted to do was turn up on video or show my face.  Now, I love it. In fact, a dirty little secret… I find being in front of the camera one of my happy places. But I know that’s not normal for many.  If you know you need to get more camera confident this year, this episode is most definitely for you  Today I talked to Michelle Sokolich. She’s been someone I’ve admired for a long time in terms of her video work - and it’s my goal one day to find the right project to work with her on. (so I’m a fan girl!) Michelle believes every business has a story…and sharing your story through video has the power to move your customers, to create an honest connection so they feel like they know you before they walk through the door. After Directing and Producing in television for 16 years, Michelle founded Show & Tell so she could share the human stories behind the business world. Here brand stands for realness, empathy, passion…and above all a love of visual storytelling. (you can see why I’m so excited to have her on this podcast!)  Michelle wants to help you grow your business by standing out from the crowd. She creates authentic and emotive video content for well-known NZ brands, and teaches people online to get in front of the camera and create their own marketing videos with their phone. Michelle and I share so much in common with our love of helping small business owners (and specially women) really learn to find their confident centre, love the body they are in, and learn to take hold of the power of being unashamedly yourself.  (Oh and she also co host an awesome podcast called BodAlmighty which is all about loving the skin you’re in.  If you know you need a butt-kicking reminder to get your sales sorted this year, consider this episode that exactly.  Let’s get started.  In this episode we cover: Why we need to get in front of the camera and let ourselves be seen (both photos and videos)Being yourself on cameraWhat's holding us back? (being uncomfortable in our skin, spotlight syndrome)Tips to help us be comfortable in our own skinTips to help us get in front of the camera Some video ideas that don't require you being on camera Important Links Find out about Iona and Grow My Business here Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a Web  See omnystudio.com/listener for privacy information.

I’m using the phrase “Imagine how thankful March Rachel will be if you do this now” when working on my marketing tasks at the moment. I’m looking at a very booked March and April, and anything I do now to ensure my marketing goes on no matter what is going to make that easier.   I’m not naturally good at working ahead. My ADHD and my propensity to over book my calendar, coupled with my distincy love of no work nights and weekends means that it’s much more preferable to wing it.    But I’ve learned the hard way what happens when I drop the marketing balls for too long. So batching to work ahead has become one of the tools I use.    It works for me because high on my motivational chart is time freedom. I’ll do anything now to give me time later. I’ve got books to read, beaches to walk and puppies to cuddle. All of that is worth pushing through right now.    Along with the core motivation of time freedom, I’m also motivated by two other common motivators. Meeting our sales goals (so we and our team get paid), and being able to develop creatively. (which also needs both time and money.)   Working out what your core motivators are can help you get your marketing done more consistently. Today we walk through what the common core motivators are and how you cna use them to work out what type of content might be easiest for you to make      In this episode we cover: Why our core motivators get us there when other things can’tHow you can use them to adapt your activityWhat core motivators are common for small business ownersHow to ensure your motivators don’t take you down the wrong pathWhat core motivators I’m using in my business at the moment (and why they change over our lifetimes)           Important Links Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a Web       Important Links Come to Rachel’s Free content strategy workshops Register interest for Rachel’s content coaching programme Get a FREE copy of THE MARKETING FIX Rachel’s SUBSTACK Rachel’s YouTube Channel Join the My MAP IT Marketing Strategy School Become a part of our Facebook group Buy your copy of Be a Spider, Build a Web See omnystudio.com/listener for privacy information.