39. How to create a podcast that converts listeners to clients with Michelle Falzon

Michelle Falzon is the co-host of Content Sells podcast for a fortnightly dose of practical, educational advice on how you can attract, convert and keep your ideal clients using smart content marketing… and all without being too salesy or burning yourself out. It’s a podcast that cuts to the chase when it comes to creating content that sells. She 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, and marketing collateral) and on to her early adoption of digital marketing in the late 90s and early 2000s (websites, social media, CPM and PPC advertising, conversion funnels, eBooks, quizzes, online course creation and more).

Combine that with several years specialising in event marketing for globally renowned speakers and thought leaders, and she has developed a unique combination of skills and experience to help you leverage your content, communicate your message and reach your market.

In this episode we talk about:

  • What made Michelle Falzon start a podcast
  • Michelle’s long history in direct marketing and content marketing
  • How she really believes that content sells, creates great value and can strategically create clients
  • The importance of taking the time to be systematic in having a marketing strategic system approach in order to get more leads
  • The reinvention of direct marketing
  • The opt-in email list all the way through to a sale
  • Starting a business through cost effective platforms
  • The online entrepreneurship today
  • Reframing the sales conversation
  • How Michelle is passionate in helping people
  • The great thing about current marketing systems
  • How Michelle is working to help people with quality and as much value as she can
  • How podcasting can help as a marketing platform
  • The buyer journey stages
  • The awareness phase
  • The consideration phase
  • The conversion stage
  • Loyalty and nurturing of customers by giving them a great experience so that they come back and buy again
  • Having the time to expand upon ideas and give people the value that they are really looking for
  • The importance of having a podcast and being seen as the top leader in order to add value and loyalty, even after the sale
  • The ideal client avatar
  • Understanding the big fears of customers
  • The importance of being specific in terms of what you’re selling
  • Thinking about a product or service that has underlying benefits that could provide to your ideal customers
  • How Michelle loves the podcasting medium

How complicated is it to create a podcast?

I think you can make it as complicated or as simple as you like. For me, I find that it’s kind of paved this road ahead of me. It’s all about the technology that we have right now; I’ve got this fantastic microphone and it’s not expensive. I just plug in the USB to my laptop and all I need really is an internet connection with the Skype connection, some basic recording software and I’m on the way. So, I think you can make it complicated but I think there are a couple of really simple things you can do just to streamline the process.”

What are the most important things to consider?

  • Having a podcast that somebody can stumble on or a platform like iTunes is awesome. That can come into somebody’s field of awareness.
  • The consideration phase. You’ve got the time depending how long your podcast is. You’ve got the time to really expand your idea, to give them value and that’s what people are looking for. So, a podcast gives you that platform to really help people consider you as a viable alternative.
  • Once you’ve got a community or customers, having a podcast and being seen as the top leader, continuing to add value after the sale or continuing to even remain the top of mind is how we get the loyalty happening.

Which podcast should I follow, why and how often?

“I have an appetite for podcasts and I’ve actually got my kid into them. In fact, my son who’s only ten has now become a huge fan of Rich Rolls podcast”. Also, I like a lot marketing related podcasts, obviously. I also really love the MUFF, anything inspirational and “On Being with Krista Tippett is a real favourite of mine. I cry, I laugh. I do love podcasting. I’m an audible fan as well.”

Where to find Michelle Falzon


Website: http://wearecontent.com.au


Facebook: https://www.facebook.com/yeswearecontent

Twitter: https://twitter.com/michelle_falzon

Google Plus: https://plus.google.com/+MichelleFalzon/posts

LinkedIn: https://au.linkedin.com/in/michellefalzon

Author: Ronsley Vaz

Ronsley is the founder & chief day dreamer at AMPLIFY. He is an author, speaker & serial entrepreneur.

He has a Masters’ degree in Software Engineering and an MBA in Psychology and Leadership. He is known as the creator of We Are Podcast – the first Podcasting Conference in the Southern Hemisphere, and the host of The Bond Appetit Podcast and Should I Start a Podcast. He has an audience of over 3 million in 133 countries.

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