Confident Content with Rachel Klaver

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.

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.

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.

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 Right Sorting Out Your Values Write Out Your Mission Look 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.

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 closer What you need to think about when creating your story How to use the same story in different formats What 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.

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 list Why I recommend lead magnets What type of lead magnet you should use What you need in terms of email platforms How to optimise your signup forms How to get people to FIND your sign up forms What you can use to promote your lead generation What 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.

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 data Where information may be hiding right in front of you What to do if you have NO data Questions you could ask your current clients What a focus group is and what you need to think to run it The 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.

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 have Why it’s a good idea to use this on yourself as a small business owner What interests you might be able to dig deep and connect with Why 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.

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 plans How to show up as a creative online What type of content you need to have as part of your regular marketing How to give yourself “days off” marketing and keep it consistent Why 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.

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 leads Why she really believes in prequalification What’s holding back people from asking for the sale How 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.

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 camera What's holding us back? (being uncomfortable in our skin, spotlight syndrome) Tips to help us be comfortable in our own skin Tips 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.

My heart dies a little everytime I spy any business saying they can’t see the point of email marketing but ESPECIALLY when it comes to ecommerce and retail Before I introduce my live coaching client today and her incredible business let me rant a bit - Emails are meant to make you money. If they aren’t it’s not the platform's fault. It’s yours. And.. if you are really serious about growing your business you need to be serious about email! Today we’re talking e commerce email marketing, and how to best use flows, and automation to build your community. We take a look at some of the things Perzen is already doing, what she needs to prioritise and what is possible with email marketing automation. I’m helping one of my old (but not in years!) client Perzen Patel better automate her emails and how to find deeper ways to connect with her audience. I want Perzen and you to get more sales from your emails in 2024. So let’s dig in and get learning (While Perzen uses Klaviyo, the principles are valid across all good email marketing platforms) In this episode we cover: What the bare basics of email for ecommerce needs to include (and how it’s different to service based businesses) What results Perzen’s already had Where it’s all getting tricky in her emails What other types of flows and emails Perzen can do How to move ourselves out of a “this is the frequency i feel comfortable sending” mindset Important Links Discover Dolly Mumma 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.