Taking people from
Bingers
to Buyers
Yes you absolutely can
Sell direct from your content
Join us live, online on June 24, 12–1:30pm (AEST) for Bingers to Buyers masterclass, and learn exactly what it takes to sell direct from your content, while others are floundering in this trust recession.
Your prospective clients need more from you
According to Google’s research, before a consumer will buy, they need 7 hours of engagement, across 11 touchpoints, in 4 separate locations.
SEO has changed irrevocably. It’s now Search Everything Optimisation
In a zero-click world, where prospects may be researching you on multiple platforms – and may not click through to your website – how do we make our businesses ‘findable’?
Yes you can win work as a one-person marketing machine
The more effective your digital marketing is, the shorter your sales process can be. Selling direct from your content means no more drawn-out, multi-meeting, face-to-face sales process (and maybe stop so much face-to-face networking, too!).
We need each other more than ever
There’s a difference between broadcasting, growing an audience of engaged qualified leads, and building a real community of people who talk to each other, not just through you. Yes AI is making many things a lot easier, but it’s also destroying your unfair advantage (so let’s not do that).
The online business world has changed irrevocably
If you’re feeling like marketing and selling online used to be easier, you’re not wrong – and, it’s not that your business isn’t doing excellent work. It’s that the ‘trust recession’ is affecting the way people purchase.
According to the Edelman Trust Barometer, trust in business among Australians dropped sharply from 60% in 2024 to 48% in 2025.
The rapid proliferation of AI-generated text, videos and audios are undermining trust in digital information and the authenticity of human communication, making it increasingly difficult for people to distinguish real from fake.
Synthetic content is eroding our shared reality and making community connection far more important – and more difficult – than ever.
When trust is scarce, it becomes more valuable
People want to do business with people who they know, like, and trust – this has always been true. So when trust becomes more scarce, it becomes more valuable.
Trusted leaders and brands don’t just survive economic downturns – they gain market share. Earned trust compounds over time and pays dividends – with repeat clients who become raving fans – that bring friends!
Earned trust translates into word-of-mouth referrals, media opportunities, and collaborations for cross-pollination.
With earned trust, you can charge premium, secure higher commitment from clients, and build communities around your business that does your marketing for you. Your business becomes a self-sustaining ecosystem where everyone thrives.
Yes, you can sell direct from your content. Yes, even if your offer is premium priced. Yes, even if it’s a long commitment. Yes, even in 2026.
But it takes more than saying “buy now!!”
Together, we cover:
Designing your 7-11-4 strategic framework
No, you don’t need to dance on TikTok, but you do need an omnichannel approach that works to your communication strengths and capacity.
The six types of content – and why the easiest type is making a comeback in AI search
We examine the six types of content in my StoryFlow framework, and why the easiest type of content, which is often the most overlooked, is becoming ever more important in AI search – and why.
Quick and simple AEO
AEO, or Answer Engine Optimisation, is structuring and formatting content so that AI-powered tools like ChatGPT, Perplexity, Google AI Overviews, and voice assistants can easily understand, trust, and cite it as direct answers to user queries. We kickstart our AEO to help us be found not just by search engines, but by AI itself.
Brand you
Sharing the person behind the brand is not about performative vulnerability; rather, it’s about developing parasocial relationships with thousands online, while ensuring you’re protecting yourself from more than you’re comfortable sharing.
Smart AI
How to ensure you’re using AI for the right things – and not outsourcing your unfair advantage to it. If you want to hand everything over to AI, this masterclass is not for you. But if you’re keen to learn how to get the most out of it, without destroying your unique point-of-difference, you’re going to love this.
The Momentum Effect for launching
The Momentum Effect uses the power of creativity, connection and networks to create massive visibility, reach and sales during launches and limited time offers, without burning through cash on ads.
Sell direct from your content
So how do you sell direct from your content, without custom quotes or sales calls (especially as people are increasingly reluctant to book these?). I’ll share behind-the-scenes of what I do, why, and how it’s working.
“I felt like I knew Brook before I walked in the door – that’s how effective her writing and marketing is.”
“My business grew 30% in 2024 while working with Brook. Brook is continually developing and expanding her thinking and what she offers.Her marketing communication gets better and better as she truly walks her talk.”
Most people are working far too hard, focusing their marketing on the wrong things.
Doing more of the wrong things doesn’t make more money. It just makes you better at the wrong things.
ENOUGH!
Your 7-11-4 framework
We centre your communication strengths and build from what you’ve already got. You’ll walk away with a clear 7-11-4 strategic framework that works to your strengths, goals and capacity, plus a clear list of actions, by priority.
BTS of my year
I’ll walk you through my weekly promotional plan which allows me to travel overseas several times a year, while launching, promoting, and stacking recurring revenue, month-on-month. I’ll share the thinking behind this and the real nuts-and-bolts of making it happen.
Get obsessed
You cannot sell direct from your content if your energy is wavering, your self-belief is MIA, and your point-of-difference is slim-to-none. Together, we’ll get obsessed with your offerings again, so you can sell them with enthusiasm.
Become a category of one
When your branding renders your competitors irrelevant, people don’t buy due to price or convenience. In their eyes, you’re in a category of one. Build client loyalty, real community, and become unforgettable. No massive audience numbers required.
About me, Brook McCarthy
Hi! I’m Brook McCarthy. I’m a business coach and digital marketing trainer with 20+ years’ experience in digital communications and a background in Public Relations.
Over the last 14+ years that I’ve been coaching and training business owners and leaders, things have changed drastically. From keywords and backlinks, to AI search, AEO, and ‘Search Everything Optimisation’.
I make sales regularly, direct from my content, and have clients from across the world. In this masterclass, I’m synthesising the latest-and-greatest trends and insights on online buying that you need to know. Expect this to be sharp, action-based (not theory-driven) masterclass, to show you how to shorten your sales cycle, and tie your marketing efforts more directly to your sales.
I specialise in values-based professional services, working with owners who know the value of building their professional reputation alongside their business. I despise jargon, marketing speak, and same-same-not-different “advice” that you can pick up from any business book. Expect swearing, jokes, and a no-holds barred approach to making this as highly relevant and valuable as possible.
PS: Noodle soup is my love language.
“Working with Brook is an investment in your business and yourself. No fluff, just tried and true, evidence-based methods and processes that work.”
June 24, 12-1:30pm (Melb/Syd time)
LIVE, ONLINE (yes, there’s a recording).
$77 AUD
Includes GST
Let me be straight with you
There’s no reason why you can’t be selling your services direct from your content. After all, the purpose of content marketing is to raise awareness and educate, nurture and engage people. Selling is simply the final step.
But content marketing, digital marketing, social media marketing – these has been mainstream for 18 years now, so consumers are sophisticated, and have likely been burned, several times over.
The good news is that for owners, leaders and marketers with high integrity, who are committed to building and sustaining real relationships? We have a distinct advantage. The more fake the internet becomes, the more realness stands out.
Even better, big numbers are irrelevant to being found and selling straight from your content. You don’t need to be an influencer, and you certainly don’t need to keep learning from the Big Online Gurus with eye-wateringly large online audiences and substantial marketing teams.
This is not a deep dive on AEO, GEO and being found via AI. It’s not an in depth examination of your brand point-of-difference. It is the 10,000 foot view, 2026-lens on how to create compelling content that gets you found, binged, and SOLD. From strangers, to browsers, to bingers, to buyers. This is not a talk fest – you’ll be asked to examine what you’re doing and what, what you want, and where you’re going. You’ll be getting stuck in with me, together.
You don’t need to look a certain way, or parrot popular-sounding opinions. You’re not too late. Instead, you’ll be equipped and empowered to become a category of one and sell direct through your content, your way. Let’s go.
Got questions?
What kinds of business owners is this for?
We specialise in values-based service businesses. Our clients are consultants, coaches, accountants, designers, health professionals, therapists, creatives.
Most are online business owners, though some have staff and bricks-and-mortar businesses. All are keen on no-fluff, no-hype, highly practical and actionable education that doesn’t treat you like a fool.
I don't currently run promotions or launches. Is this relevant?
Any business can benefit from running promotions or launches. It’s not whether or not you’re currently doing it, the better question is whether or not you want big injections of cash following a period of intense promotion. If you’re keen and curious, then yes, this is for you.
I'm not much of a writer. Is this still for me?
We aren’t covering ‘how to write business blogs’ (though we’re touching on this). We are all about working to you communication strengths, which might mean speaking on stage, podcasting, videos, appearing in media, online summits, challenges, and yes, articles and blog writing too.
I don't like social media. Is this still for me?
There’s only one rule in business – exchange value for cash. So if you don’t want to use social media, that’s totally fine. But I will be asking you to pick channels, and marketing by telepathy is never recommended. Instead, we’ll find the perfect combination of channels and content that you can commit to. After all, you’re building relationships with thousands online. So courier pigeon ain’t going to cut it.
I don't like selling. Is this still for me?
If you are burnt out – or ready to stop sales calls and sales meetings, then great! You’re going to get oh so much value from this masterclass, to help you sell direct from your content. If you hate the way particular people sell, and you want to find a way that feels natural and good for you, driven by consent, then great! You’re in the right place.
Selling is pivotal to being in business, so if you are strongly adverse to selling – regardless of the format and the style – then you’re likely better off in a job, not a business.
Marketing is bringing diminishing returns. Will this help?
You better believe it. If your goals include tying marketing to sales, then this is going to be pivotal. If your goals include building a real community around your business, you’re going to love this. If your goals include increasing your sales conversion rate, you need to be in this (Zoom) room.
What level of knowledge or experience is this for?
This is an intermediate to advanced level experience. This is not “follow the leader and colour between the lines”. Rather, you are treated as an independent, savvy and intelligent individual who takes responsibility for their actions and results. Bring your curly conundrums and next-level questions.
How much will you cover AI in this masterclass?
This is NOT an indepth masterclass on AI marketing, so if that’s what you’re looking for, get in touch and I can recommend some great people and courses. Instead, this is what you need to know about AI search, AEO, and what to use AI for, and what NOT to use AI for. Think of it as the most important “what I need to know” for getting found online in 2026.
Will the sessions be recorded and can I get a copy of the recording?
Yes, absolutely. While it’s best if you can attend live, we understand that things happen, or perhaps you need to join late or leave early. You’ll have a copy of the masterclass, AI summary, and transcript, within 24 hours.
I'm not sure. Can I ask further questions?
Absolutely. Just send us an email at hello@hustleandheart.com.au