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.

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.

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.

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:

1. Pick one question your audience has asked recently.
2. Answer it in 2-3 sentences.
3. 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.

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 businesses
• How engaging your audience increases reach and builds loyalty
• Real-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 services
• The power of asking for feedback and advice from your audience
• Practical 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 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 Web

See 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 content
• The hidden risks of going all-in on evergreen
• Strategies to balance evergreen with the fresh stuff
• Smart ways to leverage evergreen content during your off times
• Tips 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 Web

See 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.

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 matters
• What you need to do with your stories
• How stories help shift perception
• Why your brand needs a good story
• How 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 Web

See omnystudio.com/listener for privacy information.