Welcome to "Confident Content," the ultimate podcast for small business owners who want to create marketing content with confidence. I'm Rachel Klaver, your tru...
Today, we’re diving into a topic that can feel a little intimidating, even for the most experienced business owners—sales pages. If the idea of writing one makes you break out in a cold sweat, you’re not alone. Many of us associate sales pages with pushy, over-the-top tactics, but the truth is, when done well, a sales page is simply another way to have an honest, structured conversation with potential customers. And to help us demystify sales pages, I’m joined by Angela Pickett, an experienced and highly approachable sales page and website copywriter. Angela’s background is fascinating;before she became a copywriter, she spent 15 years working as a diplomat in Australia, China, and Vietnam. It turns out that the same skills that made her a great diplomat;clear communication, attention to detail, and the ability to connect with people,also make her an incredible copywriter. Now, she helps business owners, government organizations, and not-for-profits craft clear, compelling copy that actually works. In today’s episode, we’ll be covering: What a sales page really is (and isn’t). Who actually needs one—and why. How a sales page differs from a regular website page. The key elements that make a sales page effective. Why some sales pages give the whole concept a bad name. A step-by-step breakdown of a high-converting sales page. And why design is just as important as the words on the page. So tune in, pull up your website and let Angela take you through what you have got right,and what you may be missing. 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.
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55:24
Why I'm Digging In Deep To Substack
Shifting from LinkedIn to Substack: Why I’m Making the MoveI’ve been rethinking where I put my energy when it comes to content creation. For a long time, LinkedIn has been a big part of my strategy—it’s been great for visibility and engagement. But over time, I’ve started to feel like it’s not the best fit for the kind of content I really want to create.I love deep, thoughtful writing. I love exploring ideas in a way that goes beyond what works best for LinkedIn’s algorithm. And honestly? I want to build something I own, where I’m not constantly trying to work around a platform’s shifting rules. That’s why I’m making the move to focus more on Substack.This episode is all about that shift—why I’m doing it, the benefits and challenges of moving away from LinkedIn, and what this means for how I’ll be showing up in my content.Things We Cover in This Episode: Why I’m pulling back from LinkedIn and what’s changed for me The pros of moving to Substack—owning my audience, long-form content, less noise, and better community-building The challenges of leaving LinkedIn behind, including discoverability and audience migration The difference between free and paid Substack models, and what I’m considering What this means for my content moving forward and how you can stay connected If you’ve ever thought about shifting your content strategy away from social platforms and into something you control, this episode will give you some insight into the thought process behind my decision. 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.
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19:52
Marketing psychology: Hitting them where they care with audience schemas
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 matter How people naturally categorise and process information Why some content resonates deeply, while other content feels like noise The role of cultural background, values, and beliefs in how messages land Simple, 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.
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18:53
Getting Sales from an Email Sequence with Tiffany Bartlett
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.
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55:01
Breaking Through The Content Paralysis Block - Simple Steps to Get Unstuck
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 happens How to reframe your mindset around creating content Practical tips like batching ideas, using content pillars, and starting small Real-life examples for service providers and product-based businesses Low-budget, high-impact ideas to create content effortlessly A 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.
Welcome to "Confident Content," the ultimate podcast for small business owners who want to create marketing content with confidence. I'm Rachel Klaver, your trusted content marketing coach, and I'm here to empower you every step of the way.
In each episode of "Confident Content," we dive deep into the world of content creation, equipping you with the knowledge and support you need to become a pro in crafting captivating marketing materials. Whether it's long or short-form content, including engaging blogs, compelling videos, or captivating captions, we cover it all. Consider this podcast your go-to resource for all your content creation needs.
But "Confident Content" is more than just expert advice from me. We bring in guest experts who share their invaluable insights and knowledge, providing you with diverse perspectives and strategies. Plus, we offer live coaching sessions where I personally work with small business owners like you, helping you fine-tune your content marketing strategies for optimal results.
Being a small business owner myself, I understand the challenges of finding the time, energy, and focus to create effective marketing content. With over twenty years of experience in content marketing, I've honed my skills and developed my own system, which I share with my "Content Masterwebbers" and in my book, "Be a Spider, Build a Web."
"Confident Content" is your gateway to building a sticky content web that effectively markets your business. I'm bringing my wealth of knowledge and experience directly to you, so you can grow your business with confidence.
Subscribe to "Confident Content" today and gain access to practical, up-to-date, step-by-step tactics and strategies that will not only attract your target audience but also align with your values and goals. Get ready to embark on an exciting journey of confidence-building in content creation.
Let's unleash the power of your content together. Join me on "Confident Content" and let's get ready to get confident with our content!
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