Strategic Storytelling: Recent Episodes
Cathy Goodwin, Ph.D.
Strategic Storytelling blends together the magic of storytelling with practical strategies for copywriting and marketing, especially creating content, branding, and planning. Forget about movies, bedtime stories, and fairy tales: Cathy Goodwin, an online strategist and published author, show you how business storytelling will directly impact your bottom line. No fairy godmothers allowed!
Most business advice says: “Show empathy. Tell clients you’ve been there too.”
But here’s the truth: clients don’t care if you’ve walked in their shoes. What they care about is whether you understand their challenges—and whether you’ll treat them without judgment.
In this episode of Strategic Storytelling, you’ll discover:
- Why oversharing personal stories can backfire with clients.
- The #1 rule of empathy that keeps clients from walking away.
- Three practical ways to show clients you “get” them—through words, processes, and stories.
- How to tell stories that build trust, respect your clients, and attract the right kind of business.
If you want to build stronger client relationships, win more business, and avoid common empathy pitfalls, this episode is for you.
Resources mentioned in this episode:
- Free guide: The 3 Most Important Stories Every Entrepreneur Needs. Click here.
- Workbook: Cast the Characters of Your Business Story. Click here.
How To Sell A Service No One’s Heard Of: Storytelling Strategies For Innovative Offers
When you’re offering something that's new to your audience—whether it’s brand new to the world or simply unfamiliar to your audience—you face two major challenges: they're confused about what you offer and they don’t see the value of the service.
In this episode of the Strategic Storytelling podcast, I will show you how to use story—not fluff, not oversharing personal problems—to create clarity, establish relevance, and communicate the impact of your offer.
You’ll learn:
- The three reasons prospects get confused about a new service (#3 is the most common reason for offering any service)
- Real-world examples of small businesses solving this problem through stories (including those who should be using stories more than they are)
- A five-point checklist to craft stories that educate and convert (not just any story will work)
If you’re a service-based solopreneur or small business owner launching something innovative—or reintroducing an offer that’s being overlooked—this episode is for you.
Resources: * Downloadable Workbook: Cast the Characters in Your Business Story – Learn how to build strong stories using four essential roles: hero, guide, obstacle, and cheerleader. Click here. * Work With Cathy: Want help crafting a story that clarifies your unique offer? Click here to get started.
What is the most important question to ask about storytelling? It's not "How much did this story express your feelings?" or "How much do you want to tell this story?" or even "What is the impact of this story?"
It's "What is the business purpose of this story?" Why am I telling this story? Whats the ROI of this story?
After all, when you tell a story in a business environment, you are investing time and/or money. Your story becomes a business tool. Is it worth what you invested?
In this episode, I give you 3 questions to assess the ROI of your story. I explain:
...What we mean by storytelling ROI (and why it's so important)
...Using stories to begin a financially rewarding relationship
...3 crucial steps to maximize your story's ROI
...The shift in storytelling mindset that changes everything
There's also a bonus tip at the end of the podcast to help you be more prepared with the right story.
RESOURCES:
Ebook (currently free) Three Essential Stories For Your Next, Best Client: Get Them Ready Before You Need Them Click here.
Previous podcast where I build a relationship from a story. Click here.
My most popular consulting program: The Strategic Intensive Click here.
My website. Click here. More ideas for business stories: 30 Business Storytelling Prompts To Find Your Next Story. Click here.
Storytelling can become more productive when you start with a template. And it’s not easy to find templates for business stories. In this episode, we explore a surprising (and fun) story structure for service-based solopreneurs, adapted from a holiday classic and inspired by Ann Handley’s Everybody Writes.
This story template covers a lot of bases. It’s a variation of a success story. It focuses on the client, not the guide. It makes you think of your service as a problem-solving mechanism: What need do you fulfill?
You will learn… …what makes this such a good template …some differences between these fairy stories and business reality …how this structure connects the client’s need with your service …how to adapt this template for a service-based solopreneur
And, as usual, it’s short and to the point. No need to take notes: I've prepared a takeaway guide to your own version of this template.
RESOURCES:
Ann Handley’s book - Everybody Writes Strategic Intensive - Solve that marketing problem. The Ultimate Story Template- download your personal guide to this story
RELATED PODCASTS:
Interview with Jaquette Timmons - Stories of a Financial Coach. Click hereWhich do people admire: Talent or Hard Work. Click here.
NOTE: I mentioned a story that seems patterned on Rudolph: Danger the Dogyard Cat.
Danger the dogyard cat
I found it when I was living in Alaska and it’s still popular. The book was written by Libby Riddles, who was a real Alaska musher and the first woman to win the Iditerod, a grueling challenge for dogsled racing. In this children's book, ae feisty cat named Danger gets adopted from the pound. He has to confront all the sled dogs who initially don’t take him seriously. Then one day there’s a crisis and the team needs a leader to follow. I forget the exact details, but ultimately Danger the cat ends up leading the dogs and they win the race. Click here to learn more.
If you’ve ever been asked, “How did you get started?” you know how often this question comes up in podcasts, interviews, networking events, and client meetings.
But instead of giving a throwaway answer to satisfy their curiosity, what if you could use that moment to attract your next best client?
In this episode, we explore how you can transform the most common origin story question into a powerful marketing tool. You'll learn how to frame your response to show your passion, uniqueness, and credibility—without sounding scripted or obnioxious.
You will discover:
- Why most people waste their origin story—and how not to toss yours away
- Two origin story strategies: Show your passion or highlight your unique difference
- What to do if your origin story doesn’t fit those categories
- A pro tip for “connecting the dots” between an unrelated past career and your current offer (so you increase your credibility)
- How to use your story as part of your website, podcast appearances, or live networking
Resources:
- Download the free guide: The 3 Essential Stories You Need for Your Next, Best Client. Click here for access.
- Want personalized help shaping your origin story to fit your strategy? Book a consultation by starting here.
If you find this episode helpful: Please leave a review on Apple or Spotify. It helps others find the show—and helps you build a stronger storytelling strategy.
We usually talk about the stories we tell about ourselves. We use stories to showcase our marketable qualities. We explain and promote our offers.
In this episode, we flip the script. We focus on getting other people to tell their stories. Often their stories will be essential for our own marketing.
For example, when you interview a podcast guest, you want that guest to tell an exciting story that will be memorable to your audience.
When you ask for a testimonial, you want a story about how you helped the client.
When you conduct client research or an intake interview, you want the client's uncensored point of view.
Too many entrepreneurs rely on generic “why” questions and end up with boring, same-old answers. Besides your own storytelling, you want to find a way to get others to tell their stories.
On this episode, you’ll discover:
...Why “why” questions sabotage your interviews
...Questions to ask to spark meaningful, entertaining stories
...The four-part interview structure that produces the best stories
...Why you must avoid opinions and advice (and get good stories instead)
...How to understand why they might avoid hard-core truth in their stories
As always, please leave a review, preferably on Apple or Spotify. Let me know how you're using your client's stories in your marketing. What works? What doesn't?
Links & Resources:
- Video Course: The Client Advantage – Use your clients’ backstories to enter the conversation in their heads.
- 30 Prompts To Tell Your Business Story – $9
- FREE: The 3 Stories You Need Before Landing Your Next Client
- For a deep dive into research, positioning, and strorytelling: The Strategic Intensive
- My website is here.
We all hear that stories are powerful—but do they actually bring in sales?
In this episode of Strategic Storytelling, I break down how stories make money for your business, both indirectly (as a smart marketing tool) and directly (by increasing conversions).
You'll learn what makes a story profitable, how to align your storytelling with strategy, and what to avoid if you don’t want your content to fall flat.
Whether you're writing a landing page, planning a campaign, or building your brand, this episode will show you how to use stories not just to entertain, but to earn.
What You’ll Learn:
- The difference between “fun to tell” and strategic stories
- How stories can help you plan, clarify, and position your business
- What makes a selling story and how to craft one
- How storytelling keeps you from killing the sale by being too pushy
- Tips to use storytelling to connect with your audience’s “before” picture
Resources Mentioned:
Cast the characters for your selling story
From Story Telling to Story Selling: Tell your selling story
Find your client's backstory
Story-Driven Planning Workbook Podcast on Story-Based Strategy
Work With Me: Need feedback on your story, landing page, or website? I offer personal video reviews so you can get fast, thorough, fluff-free feedback. Click here to learn more and sign up.
Connect With Me: Website: https://cathygoodwin.com Subscribe & Review: If you enjoyed this episode, please subscribe and leave a review on Apple or Spotify. It helps others discover the power of strategic storytelling.
When you're a solopreneur or running a right-sized business, hiring a mentor isn’t as simple as following someone else’s success story. In this episode of Strategic Storytelling, we unpack the reasons why traditional mentor models — often built for corporate careers or celebrity entrepreneurs — don’t work for most small business owners.
You’ll discover:
- Why their story may be inspiring... but useless to your business
- How to identify the right kind of support based on your business archetype
- Three powerful alternatives to traditional mentorship — including the idea of a "personal advisory board"
- How to use your own intuition as your most powerful decision-making tool
Before you invest in a high-ticket program or follow someone else’s path, tune in to rethink what "mentoring" really means for your stage of business.
RESOURCES AND MENTIONS:
Your Mess is Not Your Message: A Guide to Solopreneur Branding This book contains a detailed discussion of the archetypes discuss here. Free with Kindle Unlimited.
FREE: What is your archetype? Take this quiz...and then learn more about your archetype from my book. Intuition: A Guide For Career and Business. I wrote this quite a while ago and it's still good.
Podcast with Robert Middleton (an Educator). Podcast with Cindy Bidar (a Role Model). Podcast with Ellen Finkelstein (also a Role Model)
One of many dozens of articles on personal advisory boards
Get in touch with me.
What do invisibility, time travel, and telepathy have in common?
It's not just a party game or a job intervew question, "Choose your superpower." These 3 storytelling superpowers that can transform your marketing.
In this episode of Strategic Storytelling, we’ll explore how to:
- Make your writing “invisible” so your message becomes the star (not your clever wordplay)
- Use time travel to guide your audience from frustration to solution
- Tap into the power of telepathy to respond directly to your client’s unspoken desires
Whether you're writing sales pages, emails, or social posts, these three tools will help you create copy that connects deeply and converts naturally.
No magic tricks. Just strategy.
Mentioned:
- Blog post on how to research your client's inner dialogue
- The Client Advantage course for going deeper into customer understanding
Listen now to discover how to:
- Make your story irresistible and unforgettable
- Avoid common copywriting traps that kill connection
- Use storytelling as a sales strategy (not just a creative flourish)
💡 If you found this episode helpful, please subscribe, leave a review, (preferably on Apple or Spotify) and share it with a friend or colleague. Visit cathygoodwin.com for more storytelling tips and resources.
To be a guest on the podcast. Go here and fill out the form.
IN this episode of Strategic Storytelling, we explore why your real, everyday stories—not dramatic or overly polished ones—are often the most powerful for your content.
As an example, I talk about ]how comedian Loni Love stayed true to her voice despite pressure to "play a character," and how that lesson applies directly to your brand storytelling.
If you've ever been told your story isn’t “exciting” enough, or you're not being "vulnerable" enough, this episode is for you.
You will learn...
- Why “authentic storytelling” doesn’t mean airing all your struggles
- The danger of following cookie-cutter storytelling advice
- What Loni Love’s comedy journey reveals about audience connection
- Why the best content starts with your actual experience—no exaggeration needed
- How to spot the right advice (and ignore what doesn’t feel right)
Links and Resources:
- Book Mentioned: I Tried to Change So You Don’t Have To by Loni Love
Want help developing your unique voice and content strategy? Book a consultation: https://cathygoodwin.com
Struggling to find the right words for your marketing? In this episode, we unpack why your business story isn’t just relatable — it’s a strategic treasure trove!
You’ll discover how storytelling becomes a diagnostic tool to uncover your most powerful marketing message.
Whether you're a coach, freelancer, or creative entrepreneur, your story already holds the key to your branding, positioning, and message.
We'll explore three story types that reveal your value proposition, brand positioning, and unique angle.. The breakthrough is in the story you've already experienced.
You will learn…
...What is an aha moment and how it can help your strategy...The 3 types of stories that can give you new insights into branding and positioning (including that don’t depend on your personal journey)
...How real-world business owners used stories to develop their strategy (and in some cases, transform their businesses)
You can also download a workbook to create your own path from story to strategy. Currently free when you click here.
I can also work with you one-to-one to take your own story on the journey to finding a new business model and a new strategy. Click here.
Reach out to me with your story! I'll give you a quick answer.
Don't forget to rate and review this episode, preferably at Apple or Spotify. that' how we grow.
A lot of solopreneur marketing challenges become easier with a story -- and with knowing the clients' backstory.
In this episode, we’re tackling a challenge many solopreneur service providers face: how to sell when your offer seems “non-essential” or even frivolous.
From personal shopping to manicures, pantry organizing to lighting setups — these services are often dismissed as luxuries. But as the backstories reveal, the real value often lies beneath the surface.
You will learn ...
... many non-essential services can be critical when you understand why people buy
... how to uncover the emotional backstories that drive buying decisions
... how to position your offer as a solution to deep, often unspoken needs.
You’ll hear real-world examples of frivolous products that become "must haves" when you learn why they're purchased.
If you're a coach, consultant, or creative struggling to articulate your value, this episode will show you how to connect with your audience where it matters most — at the story behind the need.
Please leave a review at Apple and/or Spotify. That's how we grow!
Want to learn more about backstories: I have a free guide you can download here.
Have you ever faced a blank page, saying to yourself, “I know I need a story…a good story…for business. But I keep drawing a blank.”
And most of the story prompts—those questions beginning “Tell me a story about” are not designed for business. They’re designed to get your personal stories. So you get prompts like, “What was your proudest moment…” which rarely helps your business.
As I’ve said many times, a business story serves a purpose. It doesn’t just amuse and entertain. It supports your strategy…which is rarely about helping you feel good about yourself.
In this episode I talk about story prompts and introduce my newest product—a list of 30 story prompts for b business stories, one for each day in a month. A no-brainer at $7 when you click here.
The podcast helps you understand:
- What is a story prompt and how does it help
- Why some prompts may work well for personal stories but not for stories you use in business
- A tip about how to start a collection of prompts for business stories
- A sample: 5 business prompts you can use now (with tips about how to use them)
- Why the prompt “Talk to your former self…” isn’t helpful for business stories
In this episode, I mentioned a movie: Harold and Maude - a classic oldie.
Introducing: 30 Prompts for Strictly Business Stories - Click here for immediate download. Just $7.
If you’re a small service-oriented business, you want to get people to talk about you! But how do you do this?
Small companies—especially service-based solopreneurs—can’t generate buzz the same way as big companies. They need to dip into their client’s backstories. When someone says, “You seem to be talking to me!” -- that's how your buzz begins!
In this episode, I talk about what it means for a solopreneur to create buzz. It’s not the same thing as big-company buzz.
You’ll get examples of stories that never became the subject of conversation, and how they’re different from stories that generated buzz.
You’ll also learn:
Why my first website didn’t get clients for relocation coaching
How backstories hold the key to going viral
3 reasons why backstories help generate buzz
RESOURCES AND MENTIONS:
Christina Hills - Get her ebook “Web Design for Non-Techies” If you click at a different time, you'll get a different resource.
Peter Guber - Tell to Win - Buy on Amazon. https://amzn.to/3G0dHNg
My book on relocation (free with Kindle Unlimited - available in paperback or ebook on Amazon) Click here.
My DIY 1course can help you find your client’s backstory. Click here.
FREE ebook on finding your client’s backstory. Click here.
My website.
"You're the expert." How do you feel when you hear those words?
You'd better get used to hearing that sentenence if you're a service-based solopreneur! Because when you sell a service, you’re selling expertise.
You’re offering knowledge and skills beyond what “everybody” has.
You hire a licensed electrician because a handyman might do the job...but you want to be sure they won't set the place on fire by mistake.
You hire a professional decorator because you want someone with flair who adds something to the project…something your best friend just can't do.
So how do you get labeled as an expert?
You can present credentials and testimonials. You can talk about how long you’ve been in business and point to a list of satisfied clients.
But your most effective strategy for presenting yourself as an expert will be the stories you tell.
They won’t necessarily be about you or your successes. These stories have specific qualities that communicate, “I know what I’m talking about.”
You’ll never have to say that directly. Your audience knows. In this episode, you’ll hear examples of 2 stories from a business book, The End of Average.
We'll analyze stories to see how they work.
RELATED PODCAST: Episode 128: How to use your brand archetype to brand yourself as an expert.
MENTIONED: Todd Rose, The End of Average
RESOURCES: How to create content that establishes you as a credible expert in your field - Self-paced course. Click here.
FREE Report - 17 surprising ways to use stories to market your business -
FREE with Kindle Unlimited - Grow Your Business One Story At A Time
You’ve got a nice draft of the copy, all set to go…but will your audience ever read that copy?
The answer is: Not unless you’re reeling them in with a strong headline!
The truth is, most people don’t get past the headline when they’re reading a sales letter. And yet headlines can be incredibly hard to write…unless, of course, you start with a good story.
In this episode you’ll get three tips for using stories to write headlines. It’s one of my favorite topics because we tell business stories to help the copywriting—not to entertain or amuse the audience.
You will learn:
- The purpose of a headline in copywriting (and it’s usually not to sell)
- Why an AI headline generator will often not be enough to get a great headline
- A good example of a client’s hidden backstory
- The kind of story that’s not helpful in writing headlines
- Why to write a headline for what the client consciously wants (not what you know is good for them)
And more!
RESOURCES
Free ebook on finding the client’s backstory: Click here,
Course on writing headlines: Click here.
Telling the right story, the right way, can lead to more clients and more sales.
You don’t have to come up with a story that keeps you in suspense--a story that could be made into a movie or a slick Superbowl commercial.
The selling story for a solopreneur calls for two key ingredients. You don't have to dig into your life story to come up with edge-of-the-seat excitement. In this episode, I'll share two ways you can tweak your story to turn listeners into buyers.
You will discover...
...the two tricks to get increasing sales from your story
...when a memorable story can work effectively to explain a concept (but not be a selling story)
...the trap to avoid when you share your client's problem with your audience
...the one element to include when you describe your solution
...some good examples of solutions that could become great stories
If you enjoyed this episode, don't forget to leave a review, preferably with Apple or Spotify.
Would you like to be featured in a future podcast? If you're a profit-oriented solopreneur, send me an email with a burning question about marketing or storytelling...and you'll be featured.
Related Episode: When nobody understands what you do, tell these 2 stories.
NOTES AND RESOURCES
Kendra Perry
My book Grow your business one story at a time
Cindy Bidar
Christina Hills
Article on pitching a story at networking events
Strategic consult
Video review
What kind of stories can you tell to explain complex or unusual concepts? What metaphors?
This podcast gives just one example: How do you explain web development, especially the role of designers and copywriters? One way is to use a football metaphor. Each player on a team has a role to play. The copywriter is the quarterback and the designer is the offensive line.
How do these roles work together? Why is one the quarterback and another the offensive line?
That's what we talk about in the podcast. It's very short and to the point.
Here's a question for you: What stories do you tell when you need to explain a concept? What metaphors do you use?
If you'd like to work with me on your metaphors, visit this link to set up a consultation.
What does it mean to know your client? This episode was created after I saw an email encouraging. entrepreneurs to know their customers. Demographics, psychographic, big problem...anything, they said.
There's a better way. Find their story. What brought them here? What have they tried? Those are the questions that will help you write the copy.
If they say, "The other way took too long," you how them that your way is shorter. If they say, "The other provider was rude," you show them why you're polite.
In this episode, we'll talk about... ...the importance of interviews in market research ...the very worst question you can ask in an interview ...the 3 points you need to uncover in your client's backstory ...two mistakes that can make your interview go on longer (or at least SEEM to go on forever) ..why it may not be a good idea to offer a reward (bribe?) for participating
If you'd like to learn more about the customer backstory, I have a free resource for you: https://cathygoodwin.com/baggage
Also check out my newest book, Your Mess is Not Your Message. It's about branding yourself as a small business and it's free with Kindle Unlimited. Please leave a review so I'll know what you think!
I'm also available for a 90-minute consultation or a quick video review of your work. If you'd like to have my critique your website in a future episode of this podcast, send me a message here. Or reply to a newsletter post.
When you run a service business, you need clients...the right kind of clients. Clients you can work with. Clients who will be successful when they follow your instructions.
Your instructions might take the form of coaching. Or you might need to get clients to cooperate by filling out forms or simply delivering papers to you. If nothing else, you don't want them to make things worse by interfering with your job.
So even if you're a plumber you need clients to do something...at least tell you what's wrong and get out of your way.
In this episode, we talk about using a client's back story to find out if they'll be coachable. It's a form of qualifying the customer to see if they'll be good clients.
We review the 3 parts of the client's backstory with reference to different services. Then we put the all together by looking at clients for one type of service--a dog trainer. We'll see how the different parts of their backstory help us know if they'll be good clients for us.
Want to learn more? I have a low-cost course on finding the client's backstory that you can review here at this link.
I also have a free ebook you can download about the client's backstory, especially the baggage clients bring to their appointments. Click here to get your copy immediately.
We can always work together with the Strategic Intensive to figure out the backstory of your clients and how you can use it
Your story has a hero and a guide. Sometimes your story has cheerleaders and a villain.
But your story doesn’t have a wizard or fairy godmother or magician. And you probably know the reason: Your story doesn’t promise magic.
But sometimes clients expect magic and you have to correct them, This episode looks at 3 reasons clients falsely expect magic.
But can you make magic happen for your clients? We also look at 3 ways that you can offer magic solutions–legitimately. Well, you're not a magician but you appear to be making magic.
What you’ll learn in this episode:
- 3 types of magic your clients may expect
- Why Cinderella and the Wizard of Oz do not help you write marketing stories
- 3 things you can do that make the client think there’s magic
FREE: Learn about archetypes and discover your own archetype. Click here.
I have a book coming out in January 2025 that explains the process of branding for small business, including how to use the archetypes. You can sign up here. You'll be notified upon delivery.
What's the most difficult page to write on your website? Your About Page.
People don't like to write this page because they don't like to write about themselves. It feels like boasting. It violates the rule: "The nail that stands out gets pounded down."
Your About Pag has to answer three questions:
1 - Why are you in this field?
2 -Why are you passionate about what you do?
3 - How do we know you're good at what you do?
Each of these questions can be answered with a story. This episode gives you examples from real business owners who use stories artfully and intelligently.
You will learn...
...how to use a story to connect the dots between what you were and what you do now
...the best way (and the worst way) to show you’re passionate about what you do
...how to show you’re qualified to make the offer
People mentioned:
Jacquette Timmons.
Chuck Rylant -
Carlos Batara
Cindy Bidar - Podcast featuring Cindy as a guest
Ellen Finkelstein - Podcast featuring Ellen as a guest
Additional resources:
Write your About Page With Stories - video DIY course on writing your About Page when YOU are the business.
Grow your business one story at a time - my book on business
Strategic Intensive consultation
https://www.marketingwords.com/blog/write-copy-future-pacing/?ref=cathy_goodwin
I recently came across a workshop on writing creative nonfiction.
And that made me ask the question: What is the difference between creative writing and business writing? What about a course in film script writing? ?
Of course the more writing you do, the better you get. And you'll get better a storytelling. But sometimes we're tempted to share a story works as a creative story but doesn't work as a business story.
Boundaries are blurred for big companies. They tell stories that could qualify as purely creative. Think of the Budweiser puppies or the Christmas story of an old man dining alone. Solopreneurs do not use stories like these...and they shouldn't.
So I want to set the record straight on business vs creative...a business vs a literary story. And let's remember that memoir is more like fiction than business.
This episode discusses... ...3 differences between literary fiction and business stories. ...the hidden plot in memoir ...how the purpose of the book influences the way people read it (and specifically, the differences in reading business books vs. creative books
RESOURCES: Do you want to take a creative story and translate it to business? Sign up for the Strategic Intensive and I'll help you. We can also cover marketing and storytelling topics that are holding you back.
Brand your business by telling stories - a DIY course
Can you become an extremely successful online marketer by telling stories?
Connie Ragen Green has several best-selling books and courses, as well as an international practice in business coaching. She's accomplished this goal with strong, consistent marketing and an abundance of content creation.
Connie has used stories extensively, especially personal stories. She has entire books where the subject is business, but the stories are directly from her personal life. However, she doesn’t just spill her guts or (heaven forbid) share her “mess.”
Connie is extremely strategic in her use of stories and she has been extremely successful.
In this episode, I interview Connie (who I've known for a long time) to get a behind-the-scenes view of how she really makes this happen.
In an informal conversation, we talked about:
How Connie made the career change from teaching elementary school to entrepreneurship
How Connie used her teaching experience to incorporate stories into her marketing
A funny story about one of the downsides of being a Role Model archetype
Stories that Connie avoids that are just too personal
Her advice on when to censor yourself when telling stories (this is really good)
Stories taken the wrong way The story behind Connie’s road trip to see customers (and her “can do” spirit)
How Connie incorporated a shift to lifestyle subjects
A story that could be Connie’s branding story
How the world of work has changed and how these changes create incredible opportunities for ordinary people.
We do all this in just under half an hour!
Learn more about Connie:
connieragengreen.com @Conniegreen on X (formerly twitter) Connie Ragen Green on Amazon to get all her books
Resources:
Cathy's website: https://CathyGoodwin.com Cathy's consulting program: Click here to learn how to tell your own stories.
What is the stage of your client’s awareness? You may think it’s not important—but a customer stage can be like a specific niche. You target that stage of awareness. If you target the wrong stage, you lose the customer…maybe forever.
For example, when I was looking for a software company, I narrowed down my search to three companies. I knew a lot about the functions of marketing. I knew why I needed software. I just wanted a test drive. I was not just solution aware: I was product aware.
To my astonishment, the company refused to give me a test drive! They wanted to talk to me on the phone. I didn’t want to talk to anybody. I’d already got my questions answered. I just wanted to finalize my decision. That company lost me forever.
In this podcast, I illustrate with a detailed example of a resume service for career changers. When is the prospective client even aware she has a problem? When does she realize she’s got a problem with her resume, not some other aspect of a job search?
When you listen to the prospective client’s story, be sensitive to stages. Are you targeting clients who are aware they have a pain, but not aware that solutions are available? Are you targeting clients who have done all their research and are down to the wire?
That’s what this podcast explains with the detailed examples. Once you understand your prospect’s level of awareness, you can fine-tune your copy to meet the challenge.
RELATED RESOURCES:
FREE: What is your client’s story? What baggage do they bring with them? Click here for your download.
DIY VIDEO COURSE: How to nail your prospect’s story so well they think you’ve read their mind! Learn what makes a good story and how to research one. Click here to learn more.
How many times have you gone to a website and found it was just plain boring? Like, it felt like reading one of your old college textbooks? In this episode, we explore
...why there's so much wimpy copy out there ...parallels between writing wimpy copy and getting stronger by working out ...why stories solve the biggest problem of writing wimpy copy: saying good things about yourself ...two micro-tips to make stories come alive ...why you need to get into your audience's mind to write strong copy ...examples of strong copy with stories
RESOURCES:
FREE: 7 Copywriting Tips to Jumpstart your Sales. Click here to learn more.
Course on writing copy by telling stories - Click here to learn more.
Course on getting into your prospect's mind - Click here to learn more.
Story consultation: your 2-week sprint to transform your marketing, beginning with a 90-minute consultation. Click here.
What's a cat story?
People who have cats tend to be fanatical about them. They tell stories about how cute the cats can be, how spoiled they are, and how they drive their owners crazy.
If you're been on Facebook for more than 5 minutes, you realize that people can't get enough cat stories.
But there are 3 lessons a solopreneur from cat stories, even if you're not a cat person. Why do these stories have so much appeal? What do they do for the storyteller?
This episode isn't typical, but it was fun to record and I hope you enjoy it, whether or not you like cats! Please leave a comment and tell me the role cats -- and cat stories -- play in your own life.
Related episodes:
How do you add a personal story (especially a cat story!) to your portfolio...and still come across and credible and knowledgeable? Dorie Clark does this really well.
The Right Way To Tell a Cat Story for Personal Branding
Lisa Yoder tells us how to appeal to a special-interest audience. She uses cat lovers as one of her humorous examples.
How To Add Stories to Your Course Design
Consultation:
My one-to-one consultation on marketing your solopreneur business more effectively. Click here to learn more.
Want to improve your learners' experience of your course?
Get them to remember your course content? Teach complex concepts in a framework that makes sense to them?
When learners have a good experience, they return for more. As a marketer, that's what you're hoping for!
Course designer Lisa Yoder shows us why and how to incorporate stories into course design. Even if (like me) you already have successful courses out there, she shows us surprising ways to build your course with stories.
This episode goes a little longer than most episodes in this podcast -- and it's packed with information. I was busy taking notes myself.
You will learn:
...How university courses differ from entrepreneurial online courses
...How some courses are done better online vs. in person
...What Is course design (especially backwards design)
...3 ways you can use stories in course design
...A surprising way to use “non-examples” to figure out a pattern
...Why it’s important to Identify your “why” as a course creator
...Putting together the why, how, and what
...How “running analogies” can pull your course together in a meaningful way (Lisa illustrates with examples of hiking)
...A sneaky but effective way to tap into an audience's world to introduce them to a new concept (this comes after 24:00, so keep listening!)
...The role of chunking in the way we learn
Books mentioned by Lisa:
Understanding by Design book Grant Wiggins and Jay McTighe
Brain Rules (Updated): 12 Principles for Surviving and Thriving at Work, Home, and School by John Medina
Where you can fnd Lisa: Website: https://connectedcoursedesigns.com/
Register for the free Summit-First Framework Course at:
https://connectedcoursedesigns.com/summit_first_framework_free/
Email: Lisa@ConnectedCourseDesigns.com
Cathy’s course on course design: 5 steps to a profitable course
Cathy's website: https://CathyGoodwin.com
Have you ever heard a story that was so memorable you couldn't forget it? A story that taught you a hard lesson -- but made you smile at the same time?
This week I'm doing something a little different. I've collected three of my favorite stories that appear over and over again.
I see them in business books, in blog posts, in articles, and in speeches. And yet they're not about business.
These are iconic stories. We "get" them right away...and we don't easily forget them.
Ideally, you'll come up with your own iconic story...but in the meantime, use one of these. Or collect iconic stories and use them as needed...not too much, but for special effect.
This episode has 3 special stories that seem perfectly suited to teaching their lesson. I explain why I think these stories work--the magic ingredients they pull together.
In effect, these stories are about concepts. I explain concept stories in my ebook on storytelling, Grow your business one story at a time.
Learn about my flagship consulting program, the Strategic Intensive.
Tell your own branding story: a DIY course.
How do you introduce yourself to prospective clients?
Nicole Kepic introduced herself to her email list with a traditional origin story -- solid credentials, burnout, and reinvention as a copywriter to female entrepreneurs.
Nicole tells that story to show us the person behind the website. She also highlighted her deep experience with copywriting. But she's got a better story: she can tell an origin story that shows she's human and shows how she serves her clients.
In this super-informal episode--two copywriters chatting--you will learn:
...how Nicole uses personal anecdotes to introduce copywriting principles (much more effectively than most business owners) ... how Nicole can change her origin story to illustrate why she's so effective with entrepreneurs
...how changing the copywriting has a much greater impact on entrepreneurs than on big businesses
...Nicole's down-to-earth advice for other business owners who want to tell stories (at the very end)
Resources:
Reach Nicole Kepic at NicoleKepic.com (she has a beautiful website)
Read my book on Amazon about telling stories for business (types of stories for business)
FREE report on story archetypes for immediate download (how small businesses brand themselves)
Numbers can be extremely powerful when you know how to use them -- and sooner or later you have to use them. You use numbers in your stories and also in your copywriting, especially on sales pages.
The way you present your numbers can make your price seem small and your outcomes seem large. You can also seem to presenting honest results rather than made-up, imaginary numbers.
In this short episode you will discover…
…how to make prices seem small and results seem large
…how your numbers can make an outcome seem more realistic (at least some people think so)
...the common numbers bias that can influence medical decisions
…why you should pay more attention to value than to price
...the value vs. price tradeoff that we all face (and the ethical decisions we face as a result)
Book mentioned: Random acts of medicine by Anupam B. Jena and Christopher Worsham
Resources:
The Strategic Intensive: My consulting program that takes your marketing forward on a two-week sprint. We can choose your story, review your numbers, and find assets you didn’t know you had.
Copywriting with Stories: A self-paced video course to put persuasive copy around your carefully curated stories. If you want to make your content more interesting, this is your course.
FREE: 7 Copy Tips To Jumpstart Your Sales.
Lots of business owners have been advised, "Just tell a story. Any story."
Or they're told, "Stories hold your audience's attention. Stories captivate your listeners."
All that is true. Absolutely.
But stories can do a lot more than entertain your audience. And when you tell a story as a solopreneur, you need a specific reason.
In this podcast. we first look at 4 key reasons to tell a story. You'll notice that any story you tell will brand your business. People remember you as "that woman who...'" or "that guy who..."
So buckle up and learn...
...4 reasons to tell a story; that is, what part of marketing does your story carry out?
...why every story is not a selling story
...3 guidelines for telling a story that sells for you
RESOURCES
Podcast with Cindy Bidar, talking about how she uses her personal life in stories
Podcast with Ellen Finkelstein, who uses stories very differently
Podcast about your origin story (which you're commonly advised to share)
Low-cost workbook: The characters in your selling story
Video course on creating a selling story
Video course on positioning yourself as an expert by telling stories
Finally...do you see how much we covered in just over 10 minutes? That should give you an idea about working with me for 90 minutes on the Strategic Intensive consultation. We'll cover any aspect of your marketing or storytelling, and you'll come away with a new game plan.
My website has all kinds of offers, free and paid. Come have a look!
Storytelling for service-based solopreneurs isn't just for fun. It's not a device to gain attention and draw in a crowd of people from your niche.
So what can a story do for your business? In this episode, you'lll learn how to use stories to make y.our marketing easier.
You will learn...
... 4 ways you can use stories to complete marketing activities - with samples
...Why every story you tell is a branding story (whether you plan them this way or not)
...What’s different about a selling story
...3 guidelines for telling a business story (the second will be a surprise)
Resources:
FREE: Link to story archetypes
Kindle Book on storytelling (free with Kindle U limited): Grow your business one story at a time
Course on creating your selling story
Workbook on characters in your selling story
Podcasts on the characters in your story:
The hero The guide The cheerleaders The villain
Episode 151 - The second-most important character in your selling story is—drumroll, please—the guide. That is you!
The guide is the person, spirit or animal who helps the hero solve their problem or problems. The way you write yourself into your story will have a huge impact on your audience. They’re considering hiring you as a guide and they want to know several things.
You want to convince people that your story is special and that you are unique. How do you do that?
In this episode you will learn:
The 3 major roles the guide can play in solving the hero’s problem.
How our. DIY economy is affecting the role of the guide.
Empathy and expertise: how does that affect the. Client’s choice?
Why it’s important to understand how people choose their guide.
Why being a guide as a solopreneur is very different from being a guide in a fairy tale or hero’s journey.
RESOURCES:
A Workbook for Casting the Characters In Your Selling Story
Course: How to Write a Story That Sells
Donald Miller’s book on storytelling - Storybrand
Random Acts of Medicine - offers helpful (and surprising) info on working with medical guides (including the notion that sometimes a brand-new doctor will be more effective than an experienced one)
Intuition for Career and Business Decisions (an ebook from Amazon)
FREE: What is your story archetype: a guide to business branding
NOTE: Error at 3:35 - should be “Maybe the guide solves the problem for the client,” not "maybe the hero solves the problem)
We've talked about the hero in your story. We had an episode about the villain. And today we're going to talk about the character nobody mentions: the cheerleader.
You can't be with the hero all the time, no matter how good you are. The cheerleader helps the heroes achieve their goals by just being there.
You as the guide can help the hero find supportive cheerleaders. Sometimes people have to pay for this support, but often that support is available if your client--the hero--knows where to look. Sometimes you show them why it's important.
When you help the hero find a cheerleader, you gain credibility as a guide. You help your heroes solve their problems.
Additional resources:
Who's your hero's story -- a podcast
Who is the villain of your story - a podcast
How to write a story that sells - a self-paced video course
In this podcast episode we are going to look at casting the characters in your story.
We’ve already talked about the villain. The other characters are the hero, the guide and the cheerleaders.
Who is the hero of your story?
The hero has a problem. Often it’s a serious problem. Sometimes it's trivial, like a leaky faucet. You have a more dramatic story when the hero has a serious problem that requires steps to solve.
You are the guide who solves that problem. We will talk about the guide's role in the next podcast.
Here's what we cover and what you will learn.
-- There are 3 kinds of heros - you, your client, or an imaginary person.
-- There are 3 qualities the hero possesses - these will surprise you. The hero can’t be a loser even though the hero brings you a problem.
People don’t want to identify with losers: so who do they choose?
What about the hero who’s the client of a lawyer or tax preparer? The hero doesn’t do a lot of work, but the hero can’t be totally passive.
-- Finally, what happens to the hero? You don't wave a wand but your client -- the hero -- does come away as a different person.
The hero sells your story. The hero is the client. The prospect turns to your story and sees the hero as a mirror. That’s the essence of a selling story.
Other podcasts you may like:
The villain in your story - episode 148
You don’t have to be passionate to be a passionate advocate - episode 135
What is a persuasive story - episode 46
And I have a product: How to tell a story that sells. Choosing characters is just one component.
If you'd like to work with me, learn about the Strategic Intensive coaching program.
Learn about the five archetypes of small business branding when you click here.
In this episode, I’m joined by Dr. Michelle Mazur, a communications coach and consultant. Her slogain is, "Make marketing suck less."
Let's face it: Most of us didn't go into business to be marketers. But it's something we have to do. It will always suck for a lot of people...but she helps make marketing easier and more fun.
Storytelling is one of the ways to make marketing more fun. For Michelle, that's am unusual way. to deal with the client's pain. Instead of magnifying the pain, she suggests we name a villain that the client can fight.
You will learn:
- Why having a villain in your story makes you a better marketer
- Some especially evil villains in online marketing (including mine, Michelle's and some others)
- Why you should give your villain a name (like "web slubs" or "overlord")
- Why internal blocks cannot be true villains
- Where storytelling has gone off track
You can find Michelle at her website: Dr. Michelle Mazur
Resources mentioned:
bookshop.org
Christina Hills - Website Creation Workshop
Course: A Story That Sells
Your story's location may seem trivial or straightforward.
"It's a beach story."
"One day I was in my home office..."
"Mary went home to apartment 3701..."
Don't those locations bring a special vibe to your story? The story's location tells a lot about your characters and about you.
If Mary lives in apartment 3701, she'll seem different from someone living in apartment 301.
She'll seem even more different from someone living on a farm.
If she lives in the middle of a city, her whole life will be vastly different from someone living in the suburbs, let alone in the country.
If you're working from a kitchen table you're very different from someone working from the patio of a large estate.
In this episode we touch briefly on the power of a story's location.
Does your story's location fit your story archetype? What if you want to change the story's location? And why should you? What are some mistakes people make when assigning a location to their story?
Listen here for the answers.
RESOURCES:
FREE: What is a story archetype (and what's yours)?
COURSE: What is a story that sells - a selling story? How does that differ from a paid story?
FREE PODCAST: What is a Role Model story archetype? Who's a good example?
FREE PODCAST: Can your audience relate to your story?
Branding and selling are very different activities in business.
A branding story introduces you to your audience. It tells something about you and how you provide the service.
A selling story makes the audience say, "I want what she's having!"
In this episode I explain the difference and show that one story can be both. I illustrate with 4 powerful examples of good stories.
One story is purely a branding story. The three others establish a brand and also help you sell.
Resources: Episode 141: What makes a story relatable (or why your audience can't follow your story)
Episode 117: What's a Role Model archetype? Interview with Cindy Bidar.
Book: What's a good business story?
Free report: What's the archetype system of branding?
How do you tell a selling story? A self-study course.
How do you brand with a story? A self-study course.
My website: https://cathygoodwin.com
Consultation: https://CathyGoodwin.com/storyconsult
It's really important to be innovative in your business.
Being innovative is one of the ways people realize you are credible. You've gone beyond the basics to develop your own framework or explain your ideas in a new way.
But will you market yourself as an innovator? That's a different question.
In this podcast we will ... ...explain the difference between innovation in business and innovation as an archetype ...show examples of business owners who are true innovators vs. those who innovate but brand differently ...explain why you may not want to market as an Innovator.
RESOURCES: The archetype framework (and how to decide which one is yours)
My book on storytelling (available as an Amazon ebook)
Another podcast: a Role Model archetype
Home study course: Brand yourself with storytelling
You've probably heard that "your story must bring out emotion in your listeners."
And that's because you've also heard, "People buy on emotions."
But is that always true?
Lots of times people make buying decisions based on logic and rationality. They evaluate the offer coolly, based on their needs.
The truth is, sometimes people make buying decisions without bringing emotion into the picture at all. Educator archetypes rarely tell emotional stories; they don't expect their clients to make decisions emotionally at all.
In this episode you will learn... ...why the phrase "people buy on emotion" is only partly true ...when people buy on emotion (even if they know they need to be more rational) ...how and when to use purely rational stories that bring forth no emotion at all ...how a story can restore the balance between emotion and logic ...the way you can use emotional appeals in stories Don't forget to subscribe and leave a rating and review, preferably on the Apple site.
Resources: Book on Amazon: Grow your business one story at a time Free guide: Your story archetype (and a quiz to reveal yours)
This episode mentioned
Carlos Batara Ian Brodie Alicia Forest
Does your story contribute to your strategy? Is your story a part of your brand?
You get all kinds of advice to "be sure your content includes a story."
The real question is, what is the purpose of your story? Will you motivate people to buy? Or are you telling the story to get people to like you more? Or do you want to build their trust, so they believe you'll solve their problem?
In this episode of the Strategic Storytelling podcast, you'll get three questions to ask about your story. The answers help you understand if you have a real business story. Are adding value to your business strategy? Or are you adding more fluff?
For instance, Harry and Elaine are both money coaches. Harry is an Educator. Elaine is a role model. They're in the same field, but they'll have very different stories.
To be effective, stories have to be believable. You'll get examples of unbelievable and believable stories.
Resources: FREE guide to story archetypes: What are archetypes and what is yours? Click here. Create content and tell stories to be believable. Click here. Sell with a story. Click here. Strategic Intensive: A 2-week sprint to solve your marketing challenges.
Calling yourself a "healer" brings special challenges in marketing.
And in some ways, everyone is a healer. We all pay money to relieve our pain.
But when you call yourself a healer, people get confused. Just what do you do, anyway? You might be a reiki practitioner, EFT practitioner, a psychotherapist, a health coach...or just a "healer."
But if you're a healer, how do you explain what you do? You may think everyone knows. But even if people think they understand, you've got a special twist.
You also want to encourage people to choose YOU from your many competitors.
And the best way to achieve these objectives is to tell the right kind of story...the story that answers the questions nobody asks.
That’s what we’re exploring in this episode of the Strategic Storytelling podcast.
What you’ll learn in this episode:
- Why every service-based business is (usually) run by a healer
- Why you need to balance the conflict of running a business and healing people in pain
- The. best ways to structure a story to explain what you do
Resources mentioned:
The Strategic Intensive, my premier consultation offering. EFT Websites, a low-cost course about designing websites for healers Personal branding with stories, a course for people concerned about bragging too much.
Have you ever told a story -- a brilliant story! -- and your audience just looked at you blankly? They just didn't get it. Or they couldn't relate: they couldn't put themselves into the story.
Stories succeed when people put themselves in the picture. They're in the airplane seat. They're in the room you're describing. They can feel the problem: their chest gets tight, their stomach hurts...it's real.
But here's the catch. It doesn't have to be a personal story. In fact, you can tell a personal story that leaves everyone cold.
In this video, I talk about 4 kinds of stories: personal and not relatable, relatable but not personal, not relatable and not personal...and last but not least: stories that are personal and relatable.
There's one archetype that gets away with stories that are neither personal nor relatable. And there's another archetype that tells personable, relatable stories.
So before telling a story, ask yourself: Will my audience put themselves in this story? If they can't see themselves in the picture, your story will fail.
And if they can put themselves in the picture, you've got a winner, whether the story's personal or not.
Come listen here. And if you like the episode, don't forget to leave a rating and a review, especially on Apple or Spotify.
RESOURCES AND MENtIONS:
FREE - The four archetypes (and a quiz to discover yours)
COURSE - From Storytelling to Story-Selling: Tell a story that brings sales.
Gabrielle Dolan mentioned in the podcast)
OTHER PODCASTS: Interview with a Role Model archetype, Cindy Bidar How to decide if the story you love will boost your business How to craft a selling story for your small business What is a celebrity archetype (and it's probably not you)
“What niche am I supposed to target?”
That’s always a popular question when I meet a group of fellow business owners. Even if they’re experienced veterans, they wonder, “Did I let some people get away? Am I being too narrow in my focus?”
It’s a familiar struggle…and we keep going back to it. Even though we think we’ve got a niche we want to revisit. Men? Women? Married? Single? Age bracket?
Sound familiar?
In this episode of the Strategic Storytelling podcast, I have the answer: the clients backstory.
What do they say when they come? What don’t they say?
Most importantly, will they pay? And who’s picking up the tab?
What you’ll learn in this episode:
- Why your mentor probably won’t help you choose a niche
- Why you shouldn’t be too quick to choose a niche
- How to turn a backstory into a profitable niche
- The most important qualities to look for when choosing a niche
- Why your niche may not be ready to buy from you
The toughest part of choosing a niche is finding their backstory. And I’ve got a product to help. Click here.
I can also help you target your niche as you write the copy. We can do this in a 90-minute coaching session. Click here to learn more.
Don't forget to subscribe and leave a rating and review!
So you've got something to teach people. You're the only one...or one of the few.
But your audience isn't stupid. They know a lot already. Who likes being treated like a child...especially a stupid child? Who likes being treated like a newbie when you're not?
In this episode of Strategic Storytelling, I'll show you three ways to use stories to get past the barrier. Instead of saying "you should do this," you can tell a story
There's at least 3 ways to use stories to make your point: as examples, as a step-by-step story, and as a novelistic story you made up. They're all here, with examples.
What you’ll learn in this episode:
- Why being preach-y turns people off (and they stop listening)
- Three ways to use stories to avoid talking down to people
- How stories can come from your experience or from a far-away place
Resources mentioned:
Common mistakes associated with creating a website (a guest post I wrote long ago)
Todd Rose’s book: The End of Average
Chuck Rylant’s book: How to Be Rich
Relocation Strategy: Dealing with the stress of moving
“I have many happy clients. How can I get them to share testimonials?"
That’s what my reader asked me when I was looking for new applications for. telling stories.
It's a complaint I hear from other service business owners too. Let's face it: if you're a small, service-based business, you need credibility. Nobody wants to be your first client!
In this episode of the Strategic Storytelling podcast, I share the reasons people don't leave good testimonials. It'll help you navigate the challenge more easily. Let's face it: writing a good testimonial is almost as hard as writing about yourself. Nobody teaches you how. So how can yours be better?
In this episode you will learn...
- What is a testimonial
- Why your testimonials are about the clients, not about you
- Why clients won't write testimonials
- Two ways to teach your clients to write testimonials
Resources mentioned:
Link to my infographic on testimonials
Course: What is a selling story Course: Content for credibility
Other episodes
Episode 64: These 2 stories bring in more sales Episode 108: Get credibility when you can't get a testimonial (because your service is too sensitive)
There’s something appealing about telling stories. We all want to talk about what happened to us..especially the bad parts.
But when you're writing for business, it's important to tell your story only when you have a purpose for that particular story.
Too many people write stories for validation. They say, "My cat died. Here's how I feel." Or they say the business hit a wall. Here's what happened"
There's a place to write about your business. Psychologists talk about it all the time. It's as effective (at least for some) as a therapy session.
That's not what I'm talking about here.
In this episode, you'll learn
- the right way to tell a story about your life
- how some well-known business owners shared their stories
- what to expect from your audience
Resources mentioned:
- Interview with Cindy Bidar
- FREE booklet on story archetypes
- Book by Dorie Clark
Of the five archetypes I've identified, the Celebrity holds greatest awe and power.
***If you're new to my community, you can download a free report featuring the five archtypes when you click here.
Think of Taylor Swift and think of those folks in People magazine. We don't want to BE a Celebrity, but we can learn from Celebrities. It's no accident that real celebrities tend to be spokespeople for all kinds of brands.
So now let's look at business.
Chances are you'll meet a celebrity somewhere along your business journey. You'll be tempted to use them as examples along the way.
But the truth is, you probably are not a Celebrity. You can't apply Celebrity strategies to your business..and win.
Join me on this fun podcast to learn about Celebrity archetypes -- what they are and how to use them in your business
As you know, I've got five story archetypes for basic branding for small, service-based businesses. You can learn more about them in my free report here.
http://cathygoodwin.com/archI talk a lot about the most common archetypes - the Role Model and Educator, and sometimes the Innovator. But I rarely talk about Celebrities or Passionate Advocates...with good reason.
You feel, "I'm already passionate about my work!" But that doesn't mean you're a true Passionate Advocate.
Advocates set limits on what they do. They have to be hard-nosed about it or they'll run out of time. Worse, their clients expect perfection, which they can never deliver.
Listen to this short podcast to learn why it's a good thing to be passionate about your work, but not to brand yourself on your passions!
To get one-on-one help for your branding, let's talk! Cllck here to learn more.
We have lots of stories of celebration, where people talk about their wins. What we need are more stories of pulling the plug.
For example, in this episode I talk about someone who decided not to get a drivers license. In a typical story, she'd try and try to pass the test. She'd spend hours studying.
But in this story the woman decides she won't bother. She'll move to a city where she can take a car or just ride public transit or even walk.
A variation of this story is a "you can go home again" story. You can quit and then go back.
The original idea for this story comes from research psychologist Barry Staw. You can read his ideas in this article from HBR.
If you’re a service based solopreneur, entrepreneur or independent professional, your brand is YOU. Your About Page will be critical to your online success.
And yet, if you’re like most business owners, you’ll tell me the About Page is the most difficult page to write for your website.
That’s because most people hate to talk about themselves. And business owners are people! It’s easy to feel like you’re boasting. It’s common to wonder, “Will I come across as an obnoxious jerk?”
The truth is, your About Page isn’t about you.
Your About Page answers the client’s question: Why should I hire you and not someone else?
You don’t need to share your life story. You probably don’t need to share your company’s mission. But if you do, you need to create a context.
I’ll show you exactly how to frame your story and avoid the most common mistakes of About Pages.
What you’ll learn in this episode:
- What “likable” means to a prospective client (it’s not the same as being a good friend)
- What story really matters when you write your About Page (and it’s not your life story or origin story)
- Why most websites don’t need a mission statement (and what to write instead)
Resources:
My course on finding your client’s backstory - Click here
My course on “Bragging 101” - How to find your personal brand by telling stories - Click here
My course on “Write your About Page” - Click here
Strategic Intensive - a 2 week sprint to overcome your biggest marketing challenge (which might be writing your About Page) - Click here.
Free webinar recording - Write your About Page with Stories
When we think of business storytelling, most business owners think of stories as a way to relate to clients - and certainly I encourage that direction. You can use stories to engage clients, explain a complex offer, communicate your value, and much, much more.
In this episode, we’re going to talk about another way to use storytelling. We look at 3 ways to use stories to help plan your next steps and develop your strategy. These stories help grow your business, but you rarely share them with your clients.
RESOURCES:
Enter the conversation in your clients' mind: a self-paced video course
Planning With Stories Workbook - A fun way to set goals you'll actually achieve - Click here.
Podcast Episode on Finding your Backstory.
Podcast Episode on Planning with Stories
HBR article on Inspirational Stories
Strategic Intensive: The 2-week sprint that can transform your marketing
My website: http://CathyGoodwin.com
Numbers make stories more vivid. When we say, "Apartment 101," you may get a picture in your mind of the door with the number.
But there's a downside. When you use numbers to suggest how you value something, your audience will be judging you. They assign their ow values to every story.
In this episode you will learn... ...how the vividness of numbers makes your story more clear (and how that can be a downside) ...how casual references to certain details will send a message to your audience (and it may not be the message you want them to hear) ...how context will be important to your audience's response to your story
Resources:
Strategic Intensive Program Background on story archetypes - FREE guide Understanding your client's backstory - FREE guide
When you're a service-based entrepreneur, your brand is YOU. You are selling yourself. And, as you know, the best way to do this is with a story.
Your best story may be an origin story - the story of how you got started. And you're often advised to present your struggles and hardships.
But is that a good approach? What will most impress your clients and customers?
Research studies addressed the question, "What impresses employers and investors most?" They compared stories that focused on hard work with stories that focused on natural talents.
In this episode, you'll discover 3 reasons why focusing on natural talents may bring you more clients (although many people believe the opposite is true).
You'll get a recipe for presenting yourself using these insights - without bragging or self-promotion.
RESOURCES:
Article Link
Free Report on Story Archetypes
Podcast Episode Featuring Nicole Lewis-Keeber - How A Story Can Traumatize Your Audience
Strategic Intensive Consultation
Content creation is one of the most important activities of a business owner, especially for online marketing.
As a prolific writer myself, I've found that anyone who writes a lot will sooner or later experience a challenge: how can I find ideas for my next article?
That article might appear as a blog post or be recorded as a podcast episode.
It's the same problem I had when I was first doing comedy. You write your own material and it's tough.
For comedy, I was advised to "get mad and get even." Something that annoys you can be transformed into knock-it-out-of-the-park material. I give a couple of examples (carefully chosen for a G-rated podcast) in this episode.
It works equally well for business owners, especially if you're an Educator archetype. Role models benefit from sharing personal stories or even personal anecdotes. Educators get clients when they create aha moments that lead to new ways of learning.
Still, all archetypes can use stories to make a point and this method works well when your well of ideas feels very, very dry.
When you read articles by others in your field, you'll usually find some that make you mad. They're sharing ideas that could best be described as "cockamanie" if you want to be polite. Sometimes they're just ridiculous and unusable. Sometimes they leave out a key point, such as promising you'll earn thousands of dollars. from a single article or ebook.
Now you can turn your annoyance into an article, providing useful and often novel information.
You've got a great article - even a memorable one. Your listeners gain from the advice. And you're back to being in agood mood.
RESOURCES:
FREE: Archetypes for branding your small business - click here.
My podcast featuring Cindy Bidar (a Role Model archetype) will air in September.
Strategic Intensive consultation - available beginning September 20, 2023.
Stories, by definition, evoke emotions. Strong stories encourage your audience to see themselves in your story.
But what does your audience experience when you share a story about your own struggles?
Maybe you want them to get the message, “I’ve been there.”
Maybe you offer a service to clients who seek help for difficult, sensitive problems.
Maybe you’ve struggled in your own business and you want to demonstrate, “I’m human.”
How will your story land with your audience? Will you inspire them or inadvertently create an uncomfortable response?
To answer this question, we can turn to Nicole Lewis-Keeber, The Business Therapist.
Nicole is passionate about the impact of small “t” trauma on businesses and she's trained and certified with Brené Brown’s Dare To Lead™ methodology. She's one of the few professionals who combine therapeutic processes with business coaching, helping entrepreneurs gain emotional and well as financial sustainability.
In this podcast episode, Nicole explains how a story can inadvertently trigger strong negative emotions. She provides a framework and guidelines for sharing a difficult story when it’s appropriate to your offer and your audience.
Tune in to discover…
…key points to consider as you incorporate storytelling in your business
…essential questions to ask when sharing a difficult story seems appropriate - even essential - to your marketing
…what can trigger an audience’s negative emotions as they listen to your story
…why the wrong story can come across as manipulative (and change your relationship with your audience forever)
…when and how you might consider “trigger warnings” before sharing a hard story
…why you can replace a struggle story with a joyful story
It’s a subject we rarely discuss but it’s important in today’s dynamic marketing environment. Nicole is one of the few professionals who combine an understanding of psychological trauma with the realities of entrepreneurship.
Listen to Episode 112 here and you’ll come away with the understanding to choose the right story for your business and manage your shares when the topic becomes sensitive.
RESOURCES:
Business Therapist Nicole Lewis-Keeber
Consultations for storytelling - the Strategic Intensive
FREE guide to understanding your prospective client's backstory - Click here
As marketers - especially copywriters - we're taught to begin a project by asking, "What does the client need?"
Copywriting training usually includes a list of basic needs, such as "finance" and "love."
We get copywriting templates that encourage the question, "Are you struggling with..."
But what if you offer a service that's not about struggle? Spa services? Wardrobe consulting? Interior design? Bridal consulting?
These business owners often wonder how to promote services that involve pleasure, not pain? It may seem odd to encourage clients to buy something that isn't urgent.
I wondered that, too, when I started copywriting.
But then I learned it was important to listen to the client's backstory. Often something that seems totally unnecessary - even silly - can fill an important role in the client's life.
That's the subject of today's podcast.
RESOURCES:
FREE - Find the client's backstory. Click here.
Nail your client's motivation to buy (course) - Click here.
Copywriting Basics - a Udemy course - Click here.
Copywriting Review - Click here.
Strategic Intensive consultation - Click here.
If you're a coach. consultant, lawyer, accountant or other service professional, you know you're successful when your clients succeed.
That means the relationship works two ways.
In the classic hero's journey stories, the guide appears.
Think of Cinderella and the fairy godmother. Cinderella didn't interview godmothers and choose the best one ("Home ball, she didn't follow instructions to leave right at midnight. She almost blew the whole opportunity.
Unlike Cinderella's godmother, you have to screen your clients. You don't want to end up with a client who will hire you, not do the work, and then tell the world you're an incompetent consultant.
You can encourage clients who will be motivated when you tell a selling story.
This episode shows you how to design a story to clarify exactly the kinds of clients you'd like to work with. You'll understand why the process is mutual - the client hires you and you choose your clients.
RESOURCES:
FREE - Discover what motivates your clients - Click here.
Self-paced video course - Discover exactly how to discover your client's motivation. Click here.
Self-paced video course - From Story-Telling to Story-Selling. Click here.
Entrepreneurs, small business owners and independent professionals face one big challenge. The services you offer might not have existed 20 years ago - even 10 years ago.
Coaches, consultants, and healers might be unfamiliar to the clients who need them the most.
Even more traditional services - such as accountants, financial planners, or psychotherapists - offer services very differently to very different kinds of clients.
How do you explain what you do?
It's a two-sided problem. You explain to your prospective clients who might want to hire you. But you also need to explain to your copywriter, designer and possibly business coach.
As you might expect, we start with two stories. They're stories you already have. You use them to communicate exactly what you do in a crowded world to a potentially confused audience.
RESOURCES
The Strategic Intensive Program - a consultation with prework and followup.
Click here to learn more.
FREE report to find the client's backstory. Click here to download.
If you're an entrepreneur or small service-based business, what are clients concerned about before they sign up?
"Can we trust you?" is Testimonials —
Link to my relocation book
Link to backstory
Link to course on backstory and on credibility
Credibiliity = cred30 - 6 pillars of content credibility
Nicole lewis-keeper
Sally hogshead
Show you understand
Pull questions -pull the reader to you
Have your own framework
If you’re marketing online, you probably know, “The money is in the list.”
To grow your list in today’s market, you almost always need to offer your prospective clients something of value such as an ebook, a recording, or an invitation to a webinar or workshop. This offering is known as a lead magnet (sometimes also called a “freebie” or “free giveaway”).
Your lead magnet has two purposes: to attract prospects to sign up and also to screen prospects so you get a list of qualified leads.
On Strategic Storytelling Podcast Episode #107, you'll discover...
…how to tell if your business requires a lead magnet
…when to start writing your lead magnet
… what to do before you start writing your lead magnet
… how to avoid the most common mistakes in positioning your lead magnet
…what kinds of stories to use in a lead magnet.
RESOURCES:
My podcast on stages of awareness (essential for choosing your topic)
Lead Magnet Makeover Course - Replace your tired old lead magnet with a list building asset (course by Cindy Bidar via my affiliate link)
Copywriting Review - Get a detailed review of your lead magnet and website with steps and suggestions.
Strategic Intensive - Work with me to design a lead magnet that will support your brand and attract targeted subscribers.
Don't forget to leave a rating and review!
What makes a story grab your audience’s attention?
With all the stories going around, it’s hard to make a story stand out. Just opening my email today, I got a handful of stories about people who took a cruise, went gardening, took the kids to the beach, went to the dentist, went for a medical checkup (with a little TMI) and …well you get the idea.
Each story was designed to hook my interest. Most marketers - let’s face it - get the same advice. Just tell a story. People will listen. You’ll engage with them. That’s all you have to do.
But some stories capture our attention and go viral.
We can use an analogy from the news media. The story of Elizabeth Holmes and Theranos has gone extremely viral. If you get hooked, you'll find all kinds of stories, videos, podcasts, and more.
Yet other stories about medical actions don't capture our attention. Several years ago, NPR investigated the Merck company's role in popularizing bone density tests. Few people read the story. When they do, they don't get hooked.
In this podcast episode, you'll learn about specific factors that make a story go viral, in business or in the news media.
You'll also learn to recognize stories that can only be called cringeworthy...stories that are destined to disappear, and frankly the storyteller hopes they'll be buried forever.
Finally, you'll get examples of memorable business stories, by real people that combine persuasiveness with staying power. You'll see the contrast between those strong stories and the stories that would be better left untold.
When I work with clients, we focus on finding a story that will not just be memorable, but will support their brand and build credibility. Click here to learn more about my flagship program, the Strategic Intensive.
FREE guide - 3 common storytelling mistakes (and the 1 simple way to fix them)
The Merck Company story is reported here by NPR.
You're writing copy to target your ideal clients. But they may not be ready to hear you. They may not know they have a problem; they may not be ready to look for solutions.
You may have heard of the 5 levels of awareness identified by iconic copywriter Eugene Schwartz. You write copy differently - and share different stories - depending on the client's level of awareness.
In this podcast we do two things. First, you'll discover the 5 levels of awareness and be able to recognize them in the client's backstory.
A prospective client who's not aware she has a problem will bring one type of backstory. Her story changes when she's identified the problem and chooses from two or three possible solutions.
As you listen to a client backstories you'll discover their level of awareness. You'll reach your ideal clients more effectively as you target your message to their backstories and their awareness levels.
Additionally, our clients have different levels of marketing awareness. Some clients are hearing pitches from half a dozen different competitors. Some are completely new to your industry and to marketing pitches from you and your competitors.
Resources
These ideas originally appeared in Eugene Schwartz's book, Breakthrough Advertising. It's now out of print, hard to find, and expensive.
I've discussed client backstories on various podcasts, most recently in an interview with Shawn Fink (Episode 100).
You can learn more from my free report on client motivation.
Go in-depth with the self-paced video course, The Client Advantage. Use coupon code CLIENT30 to take an additional 30% off the published price.
Take a deep dive into your marketing, find your story, and start revising your copy with the Strategic Intensive. A fast and friendly way to transform marketing for small service-based businesses.
You know you need a change. A new direction in business...maybe a whole new business. A new career. A major move from corporate to entrepreneurship.
You might be changing because well, it's time! Or you might be facing pressures from yourself or your market. You change. Your market changes. You're facing west and they're heading east, or vice versa.
I've gone through many transitions myself, and coached others through theirs. It's rarely smooth or easy. These three stories keep coming up:
Crawling when you need to run
Flying when you need to take the bus
Going native when you signed on to be a tourist
In this episode you'll gain an understanding of each story, with lots of examples. Most people identify with one story. Mine is, I tend to jump right into something instead of moving more slowly.
I've had quite a few clients who got hooked on their "temporary" career and couldn't go past it...they went native.
If you'd like to explore further these transitions, the Strategic Intensive is the best place to start. It's more than a consult: we get into action and help you move quickly.
I also have an audio program where I interviewed 12 business owners on their transition from side hustle to success. They tell it like it is! Click here to learn more - and you can grab it at a special price for now.
And if you found this episode helpful, you may know someone who's in a transition and could benefit from these ideas. I'd be especially grateful if you'd leave a rating and a review on Apple (preferably) or wherever you listen to podcasts.
Business storytelling is just one more tool in your marketing bag. But sometimes it's harder to be objective about storytelling decisions than about other business decisions, such as whether to attend a networking event or how to price your new offer.
In this episode, we explore a common challenge among business owners. You have a story you REALLY like. You're eager to share it.
Someone advises, "Maybe that's not the best story for your business right now."
You resist. After all, you're really attached to this story.
And that may be a sign you shouldn't tell the story. We see a similar phenomenon among writers who get attached to phrases, metaphors and, yes, stories. It can be hard to let go...and yet that's exactly when you should.
In this episode I suggest 3 questions you can ask to decide if this story is really so perfect you shouldn't resist...and when it's time to realize you're too close and too attached.
References and resources:
Natalie Goldberg's books (they've been around and are worth discovering):
Writing Down the Bones
Thunder and Lightning (she talks about the chicken story here)
Self-paced video course on Persuasive Storytelling (use code SPRING40 for a discount while this message is visible).
Strategic Intensive to choose your story.
FREE: 3 Surprising Ways A Copywriter Can Grow Your Business - Ebook to download.
Does someone want to connect with you on LinkedIn? Do you get messages like these: “It looks like you’re doing some pretty amazing things with storytelling.”
“I’d love to learn more about your journey to success.”
“Let’s get to know each other better.”
"I'm a huge fan of what you're doing."
Or even...
It was amazing meeting you at [event] and learning about your company. The conversation on [related topic] was pretty interesting and knowledgeable. I am looking forward to knowing more about you and your exciting role.
On the surface, these messages sound like they're interested in YOU.
But when you look more closely, they're formulaic templates. They're not about you at all. They could be sent to anyone.
The truth is, they're presenting an outline of a story...not a real story.
In this podcast episode, we explore what's wrong with these messages and some easy ways to connect by focusing on the story of your target connection.
My LinkedIn account: https://linkedin.com/in/cathygoodwin
Learn about finding the client's story with this free guide - https://cathygoodwin.com/baggage
Business decisions and career decisions will be influenced by the way you tell a story. When you tell an old story because "everyone knows this" you make choices with less successful outcomes.
In this episode, we review the retirement story as an example.
Many (maybe most) people make career and business decisions in the context of a retirement story. It's the story they've heard all their working lives.
In this episode we review two of the most common retirement stories: "I have to wait till I retire" and, "If you retire you must be old."
When you question these traditional stories you can choose to build your business with a new story. You find that when you replace the word "retirement" with "transition," you find many new possibilities.
Most importantly, your business looks different. You'll hear examples of successful business owners who shifted the direction of their business as they changed their retirement story.
1:06 - the traditional story and why it doesn’t work
1:40 -why that story creates problems and negative experience
2:50 - creating a vision board
3:06 - 2 ways the story gets told - and what’s wrong with each one
4:55 - why saying “transition” instead of “retirement” leads to a new story
5:45 - why “I have to wait till retirement” is a story and what to do instead
8:00 - how your story affects your decisions
8:40 — what you can do if you’re not sure what to do next
9:40 - Story of Olga Kotelko who became a track-and-field star at age 77
10:25 - Recap of 2 stories
“There’s a gap between what I know they need and what they think they need.”
As a service-based business, you probably recognize this problem.
For instance, you know your clients mostly need to build their confidence. They need to jump in and take action.
But when they come to you, they say, “I don’t have the right technology.” Or “I need to learn copywriting.”
That's the topic of this episode, where I interview Shawn Fink.
Shawn has a unique positioning strategy. She focuses on coaching her clients to find the courage and clarity to make significant life changes.
Shawn's business explains exactly why we need to respond to the client's backstory. Clients rarely know just what they need or even what they want. The coaching process begins with the backstory but then morphs in surprising directions.
Clients rarely arrive with the statement, “I know what I want and how to get there. I need the courage to move forward.”
Shawn’s marketing has to integrate her unique offer with the client’s backstory.
We first learn a little about Shawn's coaching goals and the beliefs that underlie her work with clients. Next, we take a closer look at the client's backstory. We talk about why you need to separate the client's perspective from the offer when you plan your marketing.
Some highlights:
6:04 – Clients face a choice when the next step seems scary: uplevel or pivot.
11:34 – Begin a discussion of the client's backstory.
18:50 – From backstory to marketing story
21:40 – Dealing with the different backstories: each is unique but you can find a common thread that drives your marketing.
27:16 - Generic tips on "being brave" to leave with our listeners
29:12 – Shawn rejects the common advice to feel the fear and do it anyway. It's BS, she says...and here's what to do instead.
34:94 - Don't miss the thoughts Shawn wants to leave with out listeners.
Resources: http://ShawnFink.com
http://CathyGoodwin.com/baggage - Learn more about backstories and the 3 steps we covered.
You've got a great story for business...and you're ready to write "The End." But it's rarely a good idea to end your business story this way. When you're writing a story to sell, you'll get more results with a story that ends with the client's transformation.
In this podcast episode, we'll talk about how to show your client reached a transformation. You'll discover ... how to tailor the transformation to be meaningful to the clients you're trying to attract; ...why it's important to frame the story as a "to" rather than a "from;" ...some examples of selling stories from other service-based business owners.
Resources mentioned: Self-paced video course on how to tell a story that's designed to sell Udemy course on storytelling that explains why CInderella doesn't make a good business storyThe Ebook Grow Your Business One Story At A Time: Click here.
When you're a solopreneur or small service-based business, the brand is YOU. The stories you tell will contribute to your brand and position, even when you're not intending to brand with them. A casual story gets remembered and follows you everywhere.
I've observed several business owners over the years. As their businesses grow, they become more established. They develop a group of loyal followers who respect them as professionals. With this new position comes a certain freedom. Over and over, we see established professionals sharing details of their personal lives.
These people are smart. If they'd shared too much too early, their audience would have been turned off quickly. They'd have been labeled as unreliable or worse. Now these stories add a new dimension to their brand. They seem more approachable and more relatable.
In this podcast episode, you'll hear about some business owners who made the shift in their storytelling as they became more established. One business owner, Connie Ragen Green, is particularly easy to follow because she's written so many books. We can see how she goes from being "strictly business" to combining business with personal stories, and ultimately to books that totally focus on the personal.
In my own world, I was "strictly business" myself. However, last year I wrote a book about fighting the stereotypes of aging. This book grew out of my experience as a marketer and writer, but it's not about business.
I'd be interested to hear your experiences as a business owner who's experienced growth. Do you find yourself sharing more comfortably (and more personally) as you grow your business?
Resources and references
Learn about story archetypes here.
Connie Ragen Green has many books on Amazon. Connie Ragen Green - The Road Trip: An Entrepreneur’s Journey of Self-DiscoveryConnie Ragen Green - In Pursuit of Healthy-ness Connie Ragen Green- Intersection of Hope and Synchronicity Dorie Clark - The Long Game Angela Duckworth - Grit Cathy Goodwin - Aging in Sneakers
This podcast looks at 3 ways your website resembles an Easter egg:
(1) Websites, like Easter eggs, rarely last forever.
After working with dozens of business owners to create a compelling, “stand-out” online presence, I’ve discovered that the most constant success factor is a willingness to change. Your website may need change for several reasons - you, your market, your environment and more.
(2) Websites, like Easter eggs, are fun to decorate, so it’s easy to forget what’s under the shell.
(3) Websites, like Easter eggs, can be hidden away and found only during a treasure hunt. Good for eggs. Bad for websites.
On the podcast, you'll discover creative ways to deal with each of these challenges as you create your website.
Resources:
Free report to download: http://CathyGoodwin.com/webplan
Critique/review of your website: http://mycopy.info/yourtweak
Copywriting support for your website: http://cathygoodwin.com/writeweb
Your client says, "I don't want to work with you anymore."
Or they disappear.
What can you do?
You can try to find out why they've left. Usually, that's a lost cause. Some clients don't know why they left. Some don't want to hurt your feelings. Some fear confrontation.
Your client has a story. You just don't know - and you may never know - what it is.
Even worse, they won't answer questions like, "How can I make things better?" Why should they? That's work. Hire your own coach or hold a focus group.
This podcast explores the similarity between personal and business breakups, especially when you're ghosting.
The truth is, breaking up and being ghosted may be just what you need for your business.
Starting at 9:25 you'll get 3 very specific ways to deal with a business breakup - especially what to do before it happens so you minimize the damage.
Free report: What motivates your client? Three keys to finding their story.
Being a podcast guest brings many rewards. You open up opportunities. You get exposure in several ways.
Small podcast? You still benefit.
Link to the interview on your website. Your prospective clients get a new view of how you think and speak.
Besides, you never know if just one juicy prospect is listening to that podcast - someone who's hearing about you for the first time, who'd never know about you any other way.
Podcast hosts get lots of pitches - even those with small audiences. Most of those pitches are pretty awfful. That's because guests are making assumptions about the host's story.
In this episode, we'll help you bridge the gap. You'll know how to pitch by responding to the host's backstory - what they're really thinking.
If you own a service business, you probably know this already: Writing a book can bring you exposure, credibility, and ultimately, more clients. You get transformed from "business owner" to "thought leader."
On this podcast, Jane Tabachnik talks about an essential component of authorship: "finding your why". She explains what this really means: it's not about your psychological needs, but rather about relating to your audience.
We talk about the 2 types of whys - for the author and for the audience.
Jane considers this element so important, she won't work with authors who come with no understanding of their "why."
You'll also learn about a forthcoming summit from Jane on the topic of marketing your book. I have a session on using stories to write and promote your book. The summit is free for a limited time. Get the details here.
You'll find lots of lists of "website mistakes." This episode introduces 3 common mistakes that can be fixed with storytelling.
For one thing, you need to be sure you're telling the right story - consistent with your clients' backstory and your own archetype.
You may get advised to choose certain websites as models of good marketing. They're usually great websites - but they won't work for you.
You'll get lots of examples of websites that use the right stories (and a few that don't).
Resources mentioned here:
Free download - Marketing Archetypes Free download - What Motivates Your Client Blog Post - Hardest mistake to fix when you create a website Designers and marketers tell you why to start with copywriting. Consultation: Strategic Intensive "Tweak and Critique" - video review of your website
Should you swear when you're onstage for your business? The answer is, "sometimes." Only one of the five archetypes can get away with swearing...and I'll explain which one.
For the other archetypes, swearing can backfire.
Your audience may want you to swear, but you can't make assumptions.
And swearing seems stronger in certain settings, such as the written word and in one-to-one settings.
One caveat: Avoid "lazy" swearing. Even people who swear like sailors (to use an outdated saying) will be annoyed. We see this a lot in standup comedy, where it doesn't get a laugh. We need to recognize lazy swearing in business, too, where it sends the wrong message.
Enjoy the episode! Don't forget to leave a rating and a review. Visit my website, https://cathygoodwin.com, to get more info on storytelling, marketing, and copywriting.
If you've been following the soap opera saga of British royalty Harry and Meghan, you know they generated some explosive content. Apparently, they were surprised at the reaction of their many readers and listeners. Most business owners don't share worldwide fame, but many have amassed a large following of admirers.
Any business owner - or anyone who shares a story - can get reactions they totally didn't expect when they planned the communication. One way I work with clients is to plan stories so you won't deliver surprises and get unexpected reactions to your best stories.
In this episode, I share 3 ways you risk getting an unexpected surprise from your story. You'll also discover simple steps you can take to avoid these reactions, while you still get your point across.
The story archetype framework can help you create a consistent message for your small business when the brand is YOU. You can download a free guide to the story archetypes.
Your download includes a short quiz to help you identify your own story archetype. You can begin using it immediately!
Business storytelling can be used to explain a concept, describe what you do, or show why you're so passionate about serving your clients.
Business storytelling can also be used for "story-selling:" you craft your story to appeal to buyers and motivate them to take action.
In this episode of Strategic Storytelling, you'll see an example of the way we can transform a "good enough" story into a strong story that delivers sales. We'll work with a story that was submitted to me by a workshop participant. The business owner (a financial executive - a corporate controller, to be exact) found a need for a product she could create. She needed a story to get prospective customers involved and motivated. Her first story was not bad...but you'll see what we did to make it even better.
Don't forget to subscribe! Leave a rating and a review.
If you'd like to work with me to power up your story (or find the best one to use), we can begin with a Strategic Intensive program. Click here to learn more. You can also work with me on writing your copy, where we incorporate stories. Click here to learn more about how I write or help clients write their own copy. Download my FREE guide to the most common storytelling mistakes (and the one big fix for all three).
As an entrepreneur, you've probably heard the saying, "A Confused Mind Doesn't Buy." So when you're thinking of expanding your business to encompass your new interests, you may wonder: Do I have to hold back on something I really care about?
I often see this with clients who have been in business a while. As you grow, your interests expand. For instance, on this podcast, I talk about a business coach who used to be "strictly business." She'd talk about sales, marketing, and accounting. Mention "mindset" and she'd insist, "My clients don't tolerate that woo-woo stuff."
After several years of success, she began working with affiliates and writing her own books on topics like gratitude, wellness and even spirituality. Secondly, as you build a following, your audience takes a new interest in you. They want to know more about the way you think. You've earned so much credibility, you'll get followers when you talk about topics that once seemed far removed from your business identity.
So you might try integrating your new interests into a new, more powerful story. Far from creating confusion, you may find your audience treasures your complexity.
If you'd like my help on creating your new story, check out the Strategic Intensive - a consultation program where we build a foundation for your marketing. Click here to learn more.
In the podcast, I refer to the story archetypes. You can learn more (and discover your own archetype) with a free download at http://CathyGoodwin.com/arch
The authors mentioned are Tim Ferriss, Arlie Hochschild and Chris Guillebeau.
Entrepreneurs and small business owners often believe the sequence "Idea --> Create Offer --> Start Marketing." It sounds logical, doesn't it?
Truth is, if you wait till you've got a finished product, you've waited too long. You need to get some signs of success before committing to production and creation.
There's a good section in a book published several years ago, with the memorable title of A Year Without Pants. That was pre-pandemic, before the days of widespread telecommuting. The author worked for the company that made Wordpress.com. They created marketing materials before they implemented features, which raises the question, "How do you write about something that doesn't exist?"
I encourage my own clients to do things when they launch a new product or service - before creating the program or product itself. First, write the sales letter. Second, tell a story about the product from the client's perspective.
In this short episode, you'll learn more about how to make it happen. You'll save a lot of trouble when you get ready to market your new offer. Your copywriter will love you.
The book: A Year Without Pants. Free download: Understanding Your Client's Motivation. Video course: Step-by-step to enter the conversation in your client's mind. Work at your own pace.
My website: https://CathyGoodwin.com
When I moved to Philly almost 12 years ago, I had to decide what to keep and what to toss. I was tempted to follow the maxim, "When in doubt, throw it out." But over time, I've learned that sometimes taking something along will actually save time and space in the future.
Moving to a New Year also encourages the question, "What do we take along? What do we leave behind? And what do we add to our new life?"
My recommendations may seem counter-intuitive, but they're based on my experience working with busy, successful solopreneurs and independent professionals. What I've found is that each of these tips actually expands your opportunities because you become more energized, more alive, and just more of who you are.
References: My course on moving from a side hustle to a full-time business: Click here.Chris Guillebeau's book on side hustles. One-to-one consultations on business strategy and branding. Click here.
Just after I recorded this podcast, a marketing coach popped up in my inbox with advice to share your story of personal trauma. Yep, another Cringe of the Day.
You can't miss the Harry & Meghan story, which is one big cringe for many of us. But if you pay attention, you'll see many successful business owners who are doing the same thing: baring their souls because they think it's a wise move.
And where do they get their insights? From coaches like the one who just popped up. They tell you to share your personal stories...and sometimes it's hard to say no. Harry & Meghan have publicists, interviewers, and ghostwriters egging them on. Ordinary business owners have to contend with podcast hosts, bloggers, and event organizers.
This podcast episode highlights 3 mistakes that are so easy for business owners to make. And you'll learn what to do instead, namely, tell a story that supports your brand and plays to your strengths.
Download my free report on branding: http://mycopy.info/brandsteps
Ask me about one-on-one consulting to tell your story and grow your business.
As a small business owner, you're unabashedly in business because you want to earn revenue. Often that means increasing prices in order to reach your realistic profit goals.
So how do you announce a price increase?
Reviewing what's out there, I found two strategies. One is to share your "why." The other is to associate your price increase with an increase in value.
Each of these strategies assumes a story about you - and a backstory about your clients. But...is that backstory accurate? Is there a better story to tell? Or do you need a story at all?
In this episode you'll discover why these popular strategies can alienate your clients. This topic is controversial and I'd love to get your perspective. What do you recommend, as a marketer and as a client?
Leave a comment and don't forget to subscribe! To learn more about finding your client's backstory, you can download my free guide here.
Mentioned in the podcast:
Episode #82 - How to respond when someone projects their story intro your narrative Apple Spotify Stitcher Other platforms
Utpal M. Dholakia in Harvard Business Review
Hubspot - Let Customers Know About A Price Increase
Forbes - Chris Kille article on price increases
Go through your inbox and you’ll find yourself responding to messages with, “I bet whoever wrote this is blushing beet red by now. The word ‘cringeworthy’ was designed for this.”
We’ve all made at least one cringe-creating mistake and I bet you’ve seen plenty of examples, too.
In my experience, these mistakes don’t happen because business owners don’t know any better. The problem is, we get busy and we take good advice out of context. We apply a piece of advice that’s great for someone else’s marketing story archetype…but dangerous to ours.
We’re encouraged to knock out a blog post in fifteen minutes or less. I’m a pretty fast writer but I make cringeworthy mistakes when I do that. I have to review…and review again.
We’re told to begin with a story of something embarrassing so we appear vulnerable. Who can forget that email about the person who lost their underwear at an inopportune moment?
We’re told to be controversial. Take a stand. Criticize your industry. Take aim at the competition. We’re not warned, “But don’t come across like a victim.”
We’re told, “Don’t give away the store. Don’t share too much.” We’re not warned, “Don’t leave your audience thinking you’re a scam artist.”
In the right context, each piece of advice can be extremely useful.
If you’re a Role Model Archetype, you’ll share your own struggles – more accurately, how you conquered those struggles to become a success.
If you’re a Celebrity archetype you’re probably not reading this email…but you can get away with a lot. Celebrities attract passionately loyal followers who want them to be outrageous.
Celebrity archetypes can get away with a lot…and Role Models are next. If you’re not familiar with story archetypes, download this free guide.
On this podcast, you won’t just learn about mistakes. (That would be mistake #3). You’ll discover how to fix them…especially the third: you’ll find a rare example of how to turn snark into strategy.
More mistakes? Look up Podcast Episode #81 on networking mistakes. Apple Spotify Your favorite platform
Learn more about storytelling when you visit my website and purchase my kindle book: Grow Your Business One Story At A Time.
If your services relate to problem-solving, I’m willing to bet that few people will call you for an appointment until they’ve experienced a sharp defining moment. Psychologists call these experiences “crystallizing moments” as things come together clearly.
We often think of “last-straw moments” as pretty extreme, such as the person who wakes up in jail with no memory of how he got there. But game-changing moments feel huge to the client, not necessarily to anyone else.
These last-straw moments are also called "crystallizing moments." A lot of things come together and your client realizes, "Something has GOT to change, right now." That's usually when they call you.
In this short episode, you'll get several examples of these "last straw" moments with tips on how to incorporate them into your content creation.
Learn more about collecting your clients' last-straw moments when you download this free guide: Understand What Motivates Your Clients. http://CathyGoodwin.com/baggage
Read my kindle book - Grow Your Business One Story At A Time
Visit my website CathyGoodwin.com to learn more about becoming a better copywriter and content creator.
And don't forget to subscribe and leave a review!
When you tell stories, you influence your audience. In business and in life, you're encouraged to share stories that reflect your audience's reality.
But all too often, you're faced with someone who projects their reality onto your story.
In this episode, I'm joined by Nicole Lewis-Keeber, a life coach who's also a licensed therapist, with special expertise in trauma. She will explain how foisting a story on your listener can create a great deal of harm. It can even be considered a micro-trauma.
I was inspired to create this podcast when I read comments in a Facebook group, Community of Single People: people who are happily single with no interest in changing their status.
They reported therapists and doctors who seriously advised them, "If you just start dating and get married, your problems will go away." Nicole dismisses this story as nonsense. Bringing a new person into your life, she says, can add even more problems!
Even worse, these authority figures are projecting their story into someone else's narrative.
If you're single without children, they assume your story will be, "I'm lonely and depressed." That's their belief about single people - a belief, Nicole says, will be created and reinforced by the surrounding society.
It's not just about being single.
If you're older than sixty, your story must be, "I'm weak and frail and helpless...and maybe broke, too."
If you're a new business owner, your story must be, "I don't know how to do anything and I'll probably fail."
These stories are especially harmful when we hear them from authority figures (such as doctors and therapists), who are supposed to be the experts.
They're also harmful when we hear them from friends and coworkers. We don't want to make them feel bad or disrupt a relationship. But when a coworker expresses dismay at a single coworker's life, she's imposing her story: "Being alone on a holiday will make you feel depressed." The single person's real story is, "I clove being alone on holidays and wouldn't want it any other way."
At 17:00 Nicole talks about the ways these forced stories can create trauma. Some even create negative trauma adaptations, with the need to cope through substance abuse and self-destructive actions.
At 21:54 - Nicole suggests appropriate ways to respond when someone forces their story into your narrative. She encourages us to be direct and not accept the forced story.
Nicole can be found at https://nicole.lewis-keeber.com/
Whether you’re looking for a content creator, a designer, or an accountant, most likely you won't start with a search engine. You'll ask around before you get serious.
The WSJ recently wrote about a corporate trend: avoiding the usual job posts in favor of queries to a well-connected thought leader.
Alas, all too many business owners think of networking in terms of The Coffee Date. If you’ve been in business awhile, you’ve probably got enough Coffee Date Stories to fill a comedy set at a business-oriented comedy show.
On this podcast, I share a few stories of networking gone wrong. Some of them feature experienced marketers who should know better…or just had a very bad day.
Even better you’ll discover how to use stories to make sure you connect effectively, so you don’t waste your time and theirs.
And you’ll learn a technique I found in Dorie Clark’s excellent book, The Long Game, on how to respond to that inevitable question: “Can we get together and talk about our businesses?” Not surprisingly, she’s far more tactful than I am.
If you’d like to learn more about backstories, you can download my free report, How To Learn What REALLY Motivates Your Clients.
I also have a course on this topic. Use the coupon LISTEN20 to get a 30% discount.
Just browsing and enjoying the content? Click here to buy me a virtual coffee.
When I work on content strategy for lawyers, financial planners, and other professional service businesses, they point out that they can’t promise their clients a “win.” Lawyers can’t promise they’ll win court cases, financial planners can’t promise they’ll make you rich, and real estate agents can’t guarantee your home will sell in 30 days.
These service professionals often wonder how they can hire a copywriter. They associate copywriting with Tony Soprano’s brash personality and strong language. As a result, they end up with boring, me-to websites … so nice they could win a Miss Congeniality award.
Here are 3 guidelines for effective professional services marketing when you need to combine professionalism with persuasion.
If you find this podcast helpful, be sure to leave me a rating and a review. Come visit my website http://CathyGoodwin.com to learn more about marketing with stories. I have many ways we can work together.
Download my free report - How to discover what really motivates your clients. http://CathyGoodwin.com/baggage
"Your copywriting needs to be edgy!" is the advice I've given for years.
I could have added, "And your books need to be even more edgy!"
For a good part of summer and fall of 2022, I worked on a book with a message. The book grew out of my standup comedy sets, where I used humor to send messages that fight stereotypes about being single and growing older. Audiences remember stories - especially light-hearted stories.
I got distracted from some parts of my business, but I also learned many lessons that apply to business writing as well.
This episode tells the story of how I came to write this book. You'll also discover 5 lessons I learned from writing this book, with examples and, of course, stories. The language in this episode is (as always with me) completely G-rated. I don't mention the title, which contains a mild swear word. You can read the trigger warnings and order the book at http://CathyGoodwin.com/agebook
As I say in the podcast, the book originally was targeted to women around 35; it's turned out to be popular with Millennials as well as women over sixty. And almost half of my reviews on Amazon are coming from men. That was one of the biggest surprises.
I have a website to support the book - http://AgingInSneakers.com
For background, I recorded an earlier episode on edgy copywriting:
Click here for Apple.
Click here for Spotify.
Or just look for Episode #77 from wherever you are now.
When I work on content strategy for lawyers, financial planners, and other professional service businesses, they point out that they can’t promise their clients a “win.” Lawyers can’t promise they’ll win court cases, financial planners can’t promise they’ll make you rich, and real estate agents can’t guarantee your home will sell in 30 days. Life coaches can't promise you'll reach all your goals.
Some services try to create a strong personality. They write brash copy so they sound like a version of Tony Soprano.You can't make false promises or exaggerate.
Other services go to the opposite extreme. They tiptoe around their brand by following the industry standards. They make copycat websites. They don't stand out in the online world. And they don't communicate value to their clients.
In this episode you'll discover 3 ways to differentiate yourself by focusing on service delivery, not outcomes. You can use the 5 story archetypes as a guide.
You probably know that storytelling can be fun. And you probably know storytelling can be the most important tool in your marketing kit.
But how do you evaluate what you're really getting from telling that story?
In this podcast we look at your investment in storytelling: the time you take to plan your story (and most business owners don't plan enough); the cost of any training of consultation; and finally, the opportunity cost: when you use stories in your content, you give up opportunities for straight information, alternative stories, and more.
On the "return" side, you'll find many ways to benefit from storytelling. We'll just look at 3: reinforcing your brand, enhancing the value of your offer, and clarifying what your clients will gain.
You'll gain a greater appreciation for storytelling, and hopefully you'll get answers to the question, "Is storytelling just a lot of trendy fluff? What's the benefit to the bottom line?"
Free download - The surprising way to discover what really motivates your market - Click here.
BTW - the link to the "pants" story is
https://www.banterist.com/ebay_dkny_mens_1/
I get a lot of questions about edgy copy because it’s popular today - for all the wrong reasons. Business owners want content that startles and grabs attention. And there’s a lot of pressure to write like you talk…and make that talk informal...sometimes with words that can get you in trouble with the content filters.
But…is that always a good thing? We want copy that’s bold … but is this the way to stand out?
The answer is "Absolutely yes!" for some businesses...but not for most.
The truth is, the best edgy copy is relatable to your audience. For some businesses, that means using language that would make a sailor (or a Tony Soprano) blush with shame. For others, it might be ultra-feminine language, so sweet it might as well be written in pink.
This episode shows you how to give your content the edge so you become irresistible to your ideal audience. You sort out your best followers and the others realize, "Hey, this isn't my scene." And that's a good thing.
Related podcasts: Episode #30.
Apple.
Spotify.
FREE download. Discover what really motivates your market. Click here.
Quiet quitting - means you tell a story beginning, “I’m not paid enough to do this."
Quiet quitting has been around a long time. I know many people who did the bare minimum to avoid being fired or keep their business going.
In this episode, we explore the full story behind quiet quitting. You'll also discover a better story to tell - a way to change your Quiet Quitting story into a Strategic Success story.
Success might come from doing less....or doing more even when the rewards aren't easily found.
This episode demonstrates how you can understand a concept more easily when you start with a story. Learn more when you download my free report on storytelling for branding: http://mycopy.info/brandsteps
And if you'd like to get a better understanding of business storytelling, check out my kindle ebook Grow Your Business One Story At A Time.
When I started my copywriting business on the Internet, lots of my competitors were writing on the back of their business cards: “Free 30-minute consultation.”
It was an effective strategy that led to many long-term, profitable client relationshps.
Today we’re seeing a backlash.
“I offer a free report on my business card,” says one business coach. “If I offer a free session, people think I’m selling.”
He’s probably right. We hear the word “free call” and our sales radar starts to ping.
We also see a backlash on low-end programs — the first step in some funnels — and offers that include free consultations.
To many people, a “free call” means a sales pitch. And they’re scared.
Prospects consider your consultation — free or paid — in the context of their backstory.
In this episode we review 3 common backstories your client tells herself when she hears the words, "Free Session."
Free offer - http://cathygoodwin.com/baggage
Course: http://cathygoodwin.com/clientadvtc coupon listen20
We've all seen those promises: 100 ideas to write your blog post or 68 ideas for your next article.
These ideas are usually titles like, "What I'd Most Like To Do In The Next 6 Months," or "Behind The Scenes of My Business.
These templates can help you structure your article. But they're like the bread you use to make a sandwich.
When you follow instructions to make a sandwich, you probably hear, "Begin with 2 slices of bread. Use white, rye, wheat or a dinner roll."
Those instructions will get you through the process...but you won't have an appetizing sandwich. To make your sandwich great, you need to start with the filling and then put the bread around it.
In this episode, you'll discover how templates can give you structure, but you'll see why you need a story to create content that commands attention. Your story is the filling for the sandwich. It's what makes you different and the reason people buy.
To learn more about creating a filling ... i.e., a great story, download m free report: What REALLY Motivates Clients to Buy From You.
http://CathyGoodwin.com/baggage
You can also sign up for my course - The Client Advantage - when you click here: http://CathyGoodwin.com/clientadvtc
Use the coupon code CLIENT30 to take $20 (29%) off the published price.
"I've heard this all before."
"You sound just like everybody else in your field."
"I can't remember...what did you say again?"
Content creation takes work. Nobody wants to hear those responses after putting in effort to create what should have been a remarkable blog post, web page, podcast or landing page.
In this episode we talk about specific ways to achieve originality in your message. In particular, we'll talk about the importance of creating a framework as a container for your message.
Once you've established a framework your messaging becomes infinitely easier. When I established my 5 story archetype framework, I was able to create content more easily. I was also able to help clients with branding questions.
Resouces:
Podcast on voice - Episode 37
Listen on Apple
Listen on Spotify
Listen anywhere - search for Episode 37
Course on credibility
You want to grow a business ... but what happens when you keep telling yourself stories keep you from moving forward? Stories that seem so real and vivid you never think to question them?
The truth is, comfort zones are just too ... comfortable.
Mike Krupit is an entrepreneur who's consulted with many companies over the years. Mike now supports business owners and entrepreneurs who are serious about developing profitable businesses.
Mike talks about how we can get out of our way when we recognize these stories that hold us back. He points out that we're encouraged to be open and authentic...but we need the right kind of authenticity. Balancing openness with professionalism holds the key.
Sources on the call:
Herminia Ibarra - The Authenticity Paradox (HBR article Mike uses with his clients)
Herminia Ibarra - Working Identity - book on Amazon
Mike can be found at https://www.trajectify.com/contact-us
Many organizations are still struggling to rebuild community after the pandemic forced everyone apart.
Alex Hillman is the founder of Indy Hall, one of the first coworking spaces in Philadelphia. He had to answer the question, "How do you keep a space-based community together when the space goes away?"
In this episode, Alex shares stories that show why Indy Hall coworking is far more than a piece of real estate. He shows how the community helps members find their way, grow and change.
Around 28:40, he shares some advice on choosing the best stories to tell - not necessarily stories of your most impressive success.
Alex is an entertaining and sought-after speaker. Enjoy your time with this episode! Reach Alex at indyhall.org or his email, alex@indyhall.org and share what resonated with you.
Thinking of starting or growing a blog? This episode breaks down the steps - which are not what most marketers will tell you. You'll save a lot of time (and enjoy a more successful blog) when you stop and ask just a few extra questions.
To discover your marketing archetype (which helps you create a blog consistent with your marketing style), download this free report - http://cathygoodwin.com/arch
Branding consultants and courses often try to learn from big-name consumer products , such as beer and cola drinks.
Small service-based businesses run into trouble when they try to copy the big guys - like a petite female competing with big, muscular power lifters in a weight training class.
Big brands wear their brands like beach towels. Small business branding starts when you take off the towel.
This episode uses a fun summer metaphor to highlight the difference between large and small business branding...and why your whole approach to branding has to be different.
Learn more in my book, Grow Your Business One Story At A Time. I have a free guide to branding for small business, which you can download here.
Visit my website, http://CathyGoodwin.com, for more resources - free and for sale.
Don't forget to rate and review this podcast episode!
Ellen Finkelstein uses email marketing to grow her list. She sends out emails every day - 7 days per week - and each email begins with a story from her own everyday life.
Ellen is what I'd call a role model archetype.
That means her promise is, "I'm just like you. If I can do it, you can do it." She uses stories to build profitable relationships with her very large, responsive list.
In this episode you'll discover Ellen's system for...
...choosing which stories to include in her emails
...finding stories when nothing seems to appear
...deciding what to leave out of her email stories.
We also talked about how her Role Model archetype influences her marketing.
You can learn more about Ellen at her website,
ChangeTheWorldMarketing.com
Storytelling has been a big business buzzword for a long time. Small business owners frequently are encouraged, "Learn to tell stories!" or even, "You can't market without storytelling in the 21st century!"
Of course there's a backlash. We're hearing criticism of storytelling. It's fake. Companies use stories to come across as warm and fuzzy when they're cold as ice. People are tired of hearing stories.
There's some truth to those criticisms...and we can learn from them. But...stop telling stories? That's another...story. This episode explains.
Download your free guide to the 3 Common Storytelling Mistakes (and the 1 Fix You Can Apply).
http://cathygoodwin.com/mistake
Episode #22 explains what I mean by "concept story."
For a deeper explanation of concept stories, hero's journey and other stories, look up my book: Grow Your Business One Story At A Time.
Don't forget to subscribe and leave a rating as well as a review. Drop by my website and say hello - http://CathyGoodwin.com
You plan your next offer -a program or product.
Some business owners get an idea and dive right in. I’m in this category. We execute fast…and wish we’d taken more time to plan.
Others like to nail every detail. They want to be crystal clear on the step-by-step systems. They lose time by overthinking.
I call these categories the "jumpers" and the "clingers." They tell different stories. They operate differently. And they can be extremely successful. The challenge is step beyond your comfort zone to try a different style...or to leverage your current style for maximum productivity.
That's what we talk about in this episode: using your work style to be more productive on your own terms.
I'm Cathy Goodwin and my website is http://cathygoodwin.com
Small businesses get the "too expensive!" objection all the time. In this episode we dive into the client stories that might drive these objections.
Sometimes the clients don't "get" your value - but sometimes your offer conflicts with their story. I share some recommendations to help you deal with these objections more productively and profitably.
Learn more about getting inside the client's mind with this free guide - http://cathygoodwin.com/baggage
I also work with clients through the Strategic Intensive.
Certain story templates are more effective when it comes to attracting more clients and generating more sales.
Is it because they create more intense conflict?
The surprising answer is, "No."
In his book, Story Paradox, Author Jonathan Gottschall reveals a stunning fact: the higher the level of poetic justice on a TV show, the higher it performs in the ratings.
In this episode of Strategic Storytelling, you'll discover the real reason these stories work...and you'll be able to apply these insights to your own business.
Jonathan Gottschall's book, The Story Paradox explores the darker side of storytelling.
My ebook, Grow Your Business One Story At A Time, explains how to use storytelling purposefully for business growth.
Visit my website for more resources.
…
When you're a small service-based business, you are the brand ... and you deliver the value to your clients.
Prospective clients come to you with the question, "Can you really do the job?"
This question breaks down into 2 questions: Why are you qualified? And How committed are you? Are you a dilettante, trying things out? Or will you be there for me when I need you?
In this episode, you'll discover how these questions arise. You'll hear two kinds of stories to answer these questions.
Based on my online video course, Content for Credibility.
Without credibility, you can't have a successful business. That's the lesson from Mitchell Levy, a Global Credibility Expert.
In this episode, Mitchell explains why credibility is important. He identifies some surprising indicators of credibility, such as being coachable, being a servant leader and showing up.
We also talked about using stories to reinforce credibility (and how the wrong story can kill your credibility fast). We came up with some memorable examples!
This episode will give you a new perspective on how to use credibility as an essential source of business growth.
Mitchell can be reached at http://mitchelllevy.com
My course on credibility:
http://cathygoodwin.com/credcourse
As a new business owner, I was advised to share stories that would build the know, like, and trust factor. I soon discovered 3 types of stories that had the opposite effect. They created distance, confused my audience, and left them saying, "That's bizarre."
You'll discover why these types of stories don't work (and what to do instead).
Mentioned:
Relocation book on Amazon
Free report on understanding clients
Free report on story archetypes
A lot of business owners have been told, "Stories entertain and captivate your audience." If you buy that, you're not getting the full power of storytelling. Stories can support for your strategy and simplify your marketing.
That's the big difference between personal and business stories. Personal stories might get an appreciative laugh, but business stories can do so much more. Anyway, your business audience might not be amused by your personal stories.
I've referenced the topic indirectly. This episode clearly shows the difference between personal and business stories - and how strategizing your story helps you go beyond entertainment to reach your business goals.
Discover 17 ways storytelling can help grow your business with this free guide: http://mycopy.info/17ways
We hear a lot about rebranding. Bt what happens when you take your business in a new direction? Or direct your energy toward a new target market?
This episode introduces 3 steps you need to rebrand profitably with a new story.
Find your story archetype here
Online course creation has become a major industry. If you're a business owner, your course gives you new opportunities to grow your business, find clients and gain credibility.
Designing a course can be challenging. How do you know what to include? How do you figure out how to sequence the modules?
Explore a new way to design your course by starting with a story. You'll appeal to more students and have fun with the process.
My course on course creation is
http://mycopy.info/createyourcourse
Use the code COURSE50 for a 50% discount as a thankyou for listening.
Free guide: 17 surprising ways to grow your business with storytelling
http://mycopy.info/17ways
Creating your story is just the first part storytelling. You also need a way to tell your story. As a business storyteller, your goal is to get listeners and readers involved in your story. They will see themselves in your story. They will want to jump in and join the story.
Or realize "this isn't my story" and go elsewhere, saving you both some time.
Learn more about storytelling when you download 17 Surprising Ways to Grow Your Business With Stories - free when you click here: http://mycopy.info/17ways
Enjoy the podcast - and don't forget to leave a rating and a review, preferably on the Apple website.
Most stories will attract attention. Small business owners need to go beyond attracting attention to create stories that attract and persuade.
How do you attract your ideal clients? Create a story with elements they can relate to. A story that helps them see themselves in the story.
How do you do this? It's a pretty simple tweak, actually... but you have to decide consciously to structure your story this way.
This episode shows you how.
To better enter the conversation in your client's mind, download my free guide - http://cathygoodwin.com/baggage
If you like this podcast, don't forget to leave a review and subscribe!
From Cathy Goodwin - cathygoodwin.com
They're not paying attention to your content? No surprise: there's a lot of noise in the background.
This episode (based on my new course - http://cathygoodwin.com/credcourse ) introduces the 2 factors that influence credibility...illustrated with a story.
When classical violinist Joshua Bell agreed to a journalism-inspired gig ... not on a concert hall, but on a subway station in Washington DC. Why was he ignored in the subway? This story holds clues to getting your message heard on the crowded Internet. You might also like my free report - Understanding Your Client's Motivation to Buy - http://cathygoodwin.com/baggage
Business storytelling works like a muscle. When you need a story, you have to be ready. Just as you do workouts and exercises to be ready to play tennis or basketball, you need to exercise your storytelling muscles so you'll be ready when you need a story.
You don't always need a story - but when you need one, you need to have the skills to choose and tell that story.
Just as your gym workouts prepare you for basketball, these exercises prepare you for the storytelling event that makes a difference.
Free download: 17 surprising ways to use storytelling for business -
http://mycopy.info/17ways
When you’re new to your business or career field, you might be asking yourself, “Am I really qualified to do this?”
Your friend, mentor or coach assures you, “Of course! You know more than you realize.”
They might even say, "You have impostor syndrome!:
Are they right Do you suffer from impostor syndrome? Or are you being encouraged to be an impostor?
How. can you tell? Look to the truth of your story.
Frankly, most of us have been impostors at one time or another. When you’re just getting started, it’s easy to tell yourself, “I’ll fake it till I make it.” You may not even realize you're doing it.
On the other hand, a lot of qualified business people have trouble claiming their true and powerful stories.
What are the signs of an impostor? Some of them may surprise you!
Does this episode resonate? Let me know in the comments or send me a message.
Mentioned in this podcast:
Episode 45: Your connect the dots story
Episode 37: Why story has more impact than voice
5 story archetypes – http://cathygoodwin.com/arch
The long game - http://cathygoodwin.com/clarklong
Your company offers a product that can solve a big problem, but nobody understands the concept.
In marketing terms, you're introducing an idea that's "new to the world." They've never seen anything like it before.
How do you communicate what you offer? How do you make it believable?
This podcast shows you how 2 types of stories can overcome this challenge and make a totally new concept seem believable and even essential.
Learn more about getting inside your client's mind with my free report- http://cathygoodwin.com/baggage
I mention my book on relocation, available on Amazon here.
Yes - you should include vulnerability in your business story. But not YOUR vulnerability: it's about your clients.
The experts don't tell you to bare all. They associate vulnerability with being brave. They tell you to be very choosy about your audience.
You do need to know enough about shame and vulnerability to enter the conversation in your client's mind. Clients can feel vulnerable when they call you - no matter what you offer.
Understand their fear by digging through their baggage. Learn more at http://cathygoodwin.com/baggage
And forget everything you've heard about "being vulnerable" in business.
When you get an "aha moment" (almost what used to be called a "Eureka moment") you see the world a new way. Maybe you ask a new question. Maybe you see a way to reconcile conflicting viewpoints. Above all, you get a surprise.
This episode shows 3 ways a story can create an aha moment. When you create this kind of moment, you find your readers or listeners often are more willing to listen to you with an open mind...or discover an important lesson on their own.
Learn more about the role of storytelling in marketing from this free report - http://mycopy.info/17ways
Small businesses can be urged to come up with a catchy headline, slogan or product name. But what does a "catchy" slogan do for us?? For a big brand of cola or sportswear, a catchy tag line may stand out.
Small businesses don't have time. Clients make decisions by clicking a mouse. They don't see our ads on television and magazines. We have to go for "persuasive," even "profitable" content.
Instead of being catchy, focus on entering the conversation in your client's mind. I explain more in my free report -
http://cathygoodwin.com/baggage
Don't forget to leave a rating and a review - help the podcast continue to grow!
You share "your story" -- especially a personal story--and you get backlash.
Often that story will be the one story your audience will hear about you. You're judged (fairly or not) by that one story.
Inspired by the Ted Talk, Danger of a Single Story, this episode shows why you need to realize that any story can become your branding story. You'll be identified by the story, which can become distorted.
Your audience reviews your story through the lens of their backstory. I have a free report on finding your client's backstory - http://cathygoodwin.com/baggage
Some unusual examples here! Tell me what you think.
Please leave a rating and review - preferably on Apple - and share widely.
In your business story, you're the guide and your client is the hero. In traditional stories, the guide just appeared to save the hero's life, money, or dream. Cinderella's godmother showed up spontaneously; Luke Skywalker finds one Yoda.
There's a hidden step to your own business hero story. In this episode, you'll learn about the 7 steps in Donald Miller's Storybrand framework, based on my interpretation of his deservedly popular book. We apply the steps to a fairy tale hero - Cinderella - and a contemporary business client.
We'll have some fun imagining Cinderella's godmother promoting herself for the role as she competes against other godmothers.
The godmother (and you) need to understand the client's backstory. You can download a free guide to help you enter the conversation in the client's mind: http://cathygoodwincom/baggage
Enjoy the episode!
Storytellling for business doesn't work like storytelling for movies and novels. You start with different ingredients and you assemble them strategically.
Persuasive stories don't follow the "beginning, middle, and end" structure.
They don't follow the "and then one day" style of improv either.
They're designed to show how you help clients. They don't leave you feeling good. They leave you feeling, "I want what they're having."
I mentioned a couple of free guides:
Enter the conversation in your client's mind:
http://cathygoodwin.com/baggage
Discover your story archetype:
http://cathygoodwin.com/arch
If you like this episode, please don't forget to leave a rating and a review. We're still in the early stages and I'd love to connect with you.
Entrepreneurs rarely find their businesses by walking a straight line. They move from lawyer to professional organizer, from corporate exec to life coach, or from police officer to financial planner. As they pivot, prospects ask skeptically, "Are you really qualified to do this?” They won’t connect the dots for you. That’s why you need a story that shows exactly how you got from there to here.
This episode walks you through 4 parts of a successful connect-the-dots story…a story that won’t just satisfy curiosity, but helps you position yourself as an expert…and relate more effectively to prospective clients.
References to archetypes are explained in this free guide.
Learn how to speak directly to your target market with this course
and tips for personal branding with stories
Small service businesses walk a fine line in branding. They don't want to blend in with everyone else (like "little boxes" of the famous song).
But sometimes it's tempting to go to the other extreme: an original name to describe your service.
The middle bear approach - not too hot or too cold - begins by telling a story that resonates with your client's story. We're all hard-wired to categorize. Your challenge is to help the client find a way to understand what you do, yet differentiate from the competition.
That's what we cover in this episode. The free ebook mentioned is http://cathygoodwin.com/baggage
As you build a portfolio of business stories, business owners often come up against a challenge: you've got a story but the audience can't relate to the context. How do you get your audience involved in a story about an experience that feels unfamiiliar - even alien - to them?
That's a daily challenge for Neil Bardhan, a Philadelphia-based business storytelling consultant. In this episode, you'll hear Neil's own story, which integrates his background in science, drama, and storytelling.
In a case study of a recent project, Neil explains exactly how he coaches ordinary people to tell their stories to an audience that's totally outside their world. He'll share very specific tips to make your story relatable to a broad audience. Neil can be reached through his website, BardhanConsulting.com
We rarely associate"productivity" with "storytelling." But content creation is the biggest challenge of online marketing. Storytelling helps you create more effective marketing content more quickly.
Learn how storytelling helps small business marketing (especially for solopreneurs) with creating content, branding, and targeting, with examples and how-tos. You'll see why we no longer think of storytelling as right-brained and productivity as left-brained: they work together to support your marketing strategy.
Don't forget to leave a review and a rating!
More about branding with archetypes: http://cathygoodwin.com/arch
Book on Amazon kindle:
http://mycopy.info/kbstory
And my course on branding with stories -
http://mycopy.info/storybrand
Noted business author and influencer Dorie Clark presented a thoughtful Ted Talk on December 21. We feel busy, she says, because we try to do the impossible, we want to feel "in demand," and (perhaps most importantly) we want to avoid dealing with something large or small. To illustrate the last point, Dorie illustrates with a story about her late cat, Gideon.
In this episode, I analyze why the story works. I would classify Dorie as an "Educator" archetype (although of course she has no awareness of my framework and likely wouldn't care). However, I'm. constantly surprised at how many successful business owners conform consistently to one of the story archetypes.
Here's a good example of a personal story that fits the brand of an Educator archetype, well-presented and successful on a number of dimensions.
Anyone can make business plans - but turning business plans into business actions mean you need to believe you can do everything on your planning sheet. You need a clear picture of what you want your business to look like. You need that that "I can do it" belief and that "I'll enjoy making it happen" feeling.
Stories help you set goals that you're more likely to achieve, instead of an abstract wish list that looks good and gives you nothing but guilt.
The truth is, the use of stories for planning has a long and respectable history. Scenario planning was used in WWII to anticipate the unthinkable.
In this episode you'll discover why stories are particularly effective for small business planning and the 3 kinds of stories you can use as you plan your own business.
Content is based on my book Grow Your Business One Story At A Time - http://mycopy.info/kbstory - Free with Amazon Kindle Unlimited.
You attend a marketing workshop, get interviewed on a podcast, Or you're being interviewed for a podcast and the host says, "So let's start with this question: What's your story?"
How would you answer this question?
Would you find yourself stopped cold, wondering what to say?
Would you bring up your tried-and-true rags to riches hero's journey story?
You have a window of opportunity to showcase your strengths...or convince your followers you're a flake. Here are 2 tips to choose a story that makes the sale.
Learn more with my FREE report- 3 story mistakes most business owners make (and how to avoid them):
http://CathyGoodwin.com/mistake
Storytellers sometimes experience external distractions. A classic example comes from the time a large black fly landed on a presenter's head during a political debate.
You can't always control outside distractions. But sometimes, the way you tell your story can send your audience's mind moving in a direction where you don't want them to go.
In this episode we look at 3 ways you can distract your audience by making these common mistakes...and with just a few tweaks, you can create story experiences that completely engage and captivate your audience.
You can download a free guide - 17 ways to use storytelling to grow your business - here: http://mycopy.info/17ways
Ask any copywriter: Clients want their content to "sound like me." But online writing doesn't get read like a literary classic. Readers skim and scan. They notice phrases and expressions. They remember stories. Owners of small businesses and online entrepreneurs will be most productive when they focus on message - not voice.
Free download on branding with story archetypes - http://mycopy.info/brandsteps
A lot of copywriting guides promise to give you a set of "power words" to jazz up your copy and get better results.
The truth is, you'll get more bang for the buck by starting with your power story. Not all "power words" will be powerful for your brand Stories will help you relate directly to your clients and their stories.
This episode gives you a detailed example of how to start with a story and then go on to write compelling copy for your sales pages and landing pages. Copywriting becomes infinitely easier and delivers more results when you start with your story.
You run a small service-based business and you want to recognize the holidays. The big brands (such as cola drinks, sportswear, and beer) share heart-warming stories with universal impact. You need stories that resonate with prospective clients and reinforce your personal brand. This episode tells you exactly how to do this...with some general holiday marketing tips at the very end.
Story archetypes: http://cathygoodwin.com/arch
Blog version: http://cathygoodwin.com/holidaycopy
Copywriting with stories: http://mycopy.info/storybrand
Can you use made-up stories to market your real business?
The short answer is “yes.” The longer answer is, “Only under certain conditions.”
In this episode, we look at 2 kinds of made-up stories that can be harmful to your credibility and 1 kind of story that will almost always benefit your marketing.
Down my free guide to 3 common storytelling mistakes - click here.
I wrote a blog post on this topic also
When you're a business owner for a service-based business, the brand you are promoting is YOU.
But if you're like many business owners, you lose clients every day because you're held back by fear of being seen as conceited and obnoxious.
That's called FOB syndrome: Fear of Bragging.
The truth is, your clients want you to brag - but not by declaring how amazing and successful you are. They want you to reassure them you're an ethical, professional, approachable expert.
In this episode, you'll learn exactly how to do that by sharing the right kinds of stories. You'll also find some tips about increasing your self-confidence ... ideas you'll probably find surprising.
If you'd like to get hands-on training in Bragging 101, I have a very affordable course you can claim at
http://cathygoodwin.com/brag101
Entrepreneurs and small business owners often wonder about the whole storytelling thing. They figure stories just help entertain and captivate your audience. That's true, but stories do a lot more...if you have the right story.
So now you've got a story with lots of the right qualities: a hero, guide, and a suspenseful plot. How can you assess the business value of the story...will it help grow your business or just bring a few laughs?
This episode gives you 3 questions you can ask to test your story's value as a profitable marketing partner. The right story will transform your business; the wrong story will drive away your best audience.
You can learn even more about the value of stories to grow your business through my Amazon kindle book - Grow Your Business One Story At A Time. It's free to Kindle Unlimited subscribers.
I also have a free report you can download - 17 surprising ways to use stories for business growth: http://mycopy.info/17ways
Don't forget to leave a rating and a review! Excellent way to build storytelling karma. .
Many business storytellers encourage us to learn from Disney movies and classic epic journey stories. In this light-hearted episode, I suggest that you might do better to take lessons from old-time country-and-western songs.
PBS recently called attention to the universality of this music with an 8-part primetime series, so maybe it's getting more cool. What bears study is the way these songs communicate fairly complex stories, using a shorthand of specific description.
Many people look down on this genre but it's been played in the US White House and on mainstages all over the world. Like good marketing content, the words resonate with people at an emotional level, transcending national boundaries.
It's a very different kind of episode. Let me know if you like it!
If you'd like to learn more about storytelling, I have a free report: 17 ways to use storytelling to grow your business. Download at
http://mycopy.info/story17
Many business storytellers encourage us to learn from Disney movies and classic epic journey stories. In this light-hearted episode, I suggest that you might do better to take lessons from old-time country-and-western songs.
PBS recently called attention to the universality of this music with an 8-part primetime series, so maybe it's getting more cool. What bears study is the way these songs communicate fairly complex stories, using a shorthand of specific description.
Many people look down on this genre but it's been played in the US White House and on mainstages all over the world. Like good marketing content, the words resonate with people at an emotional level, transcending national boundaries.
It's a very different kind of episode. Let me know if you like it!
If you'd like to learn more about storytelling, I have a free report: 17 ways to use storytelling to grow your business. Download at
http://mycopy.info/story17
If you're the least bit unconventional, sooner or later you'll be advised to brand yourself as a maverick, renegade or rebel. t
That's a really bad idea, because it...
...violates the "show don't tell" rule. Real mavericks don't have to explain who they are.
...doesn't communicate a benefit
...may actually backfire.
Understanding the pitfall of this branding approach will highlight principles of branding we often fail to recognize. This is a fun podcast with some helpful tips for branding your business ...which is different from branding like the big guys.
Lots of small business owners work hard on website marketing, yet feel like something is missing. They've done everything right and yet they don't get the results that should be theirs.
With Halloween around the corner, I remember the days when my website felt more like a haunted house than a warm, friendly place to welcome clients.
Today my clients tell me they feel the same way. Their sites are haunted by ghosts of past mentors. They sound creaky with too many voices.
This light-hearted video helps you identify 5 tips to transform your website from a haunted house everyone avoids to a friendly home on the Internet where your prospects and clients feel like welcome guests.
Some of my free materials on website marketing are:
Website planning guide
10 signs you need a website makeover
Entrepreneurs, solopreneurs, and small business owners often get advised, "Tell the origin story for your business."
But where does your business origin story fit your business marketing strategy? Tell your story to highlight your passion for your business, your expertise and skill, the way you differentiate yourself, and your credibility.
In this podcast we analyze 3 examples of origin stories - 2 from medium-sized companies and 1 from a solopreneur. You'll discover how stories work to highlight your advantages and what pitfalls to avoid when sharing your story, so you'll get more clients and avoid sending the wrong message.
Learn more in my book, Grow Your Business One Story At A Time. http://mycopy.info/kbstory and my website http://CathyGoodwin.com
Business owners, especially those with small businesses that offer professional services, often get advised to, "Make your mess your message."
This is awful advice for marketing. The original "mess to message" comes from psychologists, who meant, "Your mistakes are telling you something! You need to stop and pay attention."
They didn't mean, "Make your mess your business message."
They weren't thinking of entrepreneurs.
This episode shows how sharing your mess can backfire as well as how well-chosen personal stories can support your growth. I refer to a book, The Road Trip, that's especially effective.
If you liked this episode, be sure to visit my kindle book on Amazon - Grow Your Business One Story At A Time. Stop by my website and say hello!
Entrrepeneurs and small business owners often hear that "What's your story" really means, "Tell your origin story."
But business storytelling has a purpose. So you can choose from different kinds of origin stories, depending on what you need to communicate to your ideal clients.
What makes a good origin story? And what are the pitfalls of origin stories for business storytelling? That's what we talk about here.
This episode draws from my book, Grow your business one story at a time.
Business storytelling experts tell you to share your journey story. Usually that means a story of your struggles to go from broke to successful entrepreneurship
But what if you never were broke? What if you didn't go through a struggle? Or what if you actually turn your audience away by sharing Too Much Information?
In this episode we'll look at examples of journey stories that backfired. We'll admire an amazing story from blogger Jon Morrow. You'll discover which story archetype will benefit most from sharing journey stories.
Based on my book, Grow Your Business One Story At A Time.
http://mycopy.info/kbstory
Business storytelling experts tell you to share your journey story. Usually that means a story of your struggles to go from broke to successful entrepreneurship
But what if you never were broke? What if you didn't go through a struggle? Or what if you actually turn your audience away by sharing Too Much Information?
In this episode we'll look at examples of journey stories that backfired. We'll admire an amazing story from blogger Jon Morrow. You'll discover which story archetype will benefit most from sharing journey stories.
Based on my book, Grow Your Business One Story At A Time.
http://mycopy.info/kbstory
Small business storytelling begins with your strategic purpose. It's absolutely not a fairy tale!
So forget about finding the arc of the story. Entrepreneurs can't look to the movies for models of business stories.
In this episode, we take a close look at Cinderella. We see what a business Cinderella would look like and how to turn the original Cinderella story into a marketing story that would work.
Episode based on Grow Your Business One Story At A Time - http://mycopy.info/kbstory
And my Udemy course has a whole section on this - http://mycopy.info/udemystoryoct
Business storytelling has become popular...you can tell because you'll find lots of wrongheaded advice all over the Internet.
A common mistake is to focus on the "story arc," a concept popular among classes designed for novelists and movie writers. Instructors often turn to Disney movies for examples.
The truth is, the story structure of a popular movie can be exactly what your content creation doesn't need. When we look closely at fairy tale arcs, we see how they actually defeat the business purpose of a business story. Entrepreneurs and small business owners can't afford to do this.
In this episode, we take a close look at Cinderella. We see what a business Cinderella would look like and how to turn the original Cinderella story into a marketing story that would work.
Episode based on Grow Your Business One Story At A Time - http://mycopy.info/kbstory
Learn more from my website, cathygoodwin.com
And you can download free - 3 common mistakes of storytelling made by most business owners -
http://mycopy.info/3storymistakes
Your most important story isn't about you. It's about how you work with clients to help them reach their goals.
Your success story has 4 parts: hero, crisis, solution, and outcome. We'll walk through examples of how these parts come together for a lead-generating success story.
You'll also see examples of success stories that miss the mark and how to transform them so they work for you.
This episode is based on my Amazon Kindle book, Grow Your Business One Story At A Time. http://mycopy.info/kbstory
Learn more about stories on my website, cathygoodwin.com
Storytelling for business? You're not limited to a hero's journey story. In fact, your story starts with a purpose - not a structure. You have many stories to choose from.
My favorite type of story is the concept story. As the name implies, it's a story that communicates a concept. You might want to explain a new-to-the-world business idea. You might want to soften a tough message with a tender story.
This episode gives examples of all these stories. You'll discover why the iconic "drunk who loses car keys" story actually represents a classic concept story and you'll see examples all around you. (The medical story was told to me by a doctor at a social event. The speaker's story was based on a real person.)
You'll discover the pitfalls of the concept story. Tell it wrong and nobody will believe you.
http://cathygoodwin.com/archLearn more when you read my kindle book, Grow Your Business One Story At A Time, available at http://mycopy.info/kbstory
My website has several free reports on storytelling. You can visit here
Learn more about archetypes (and find yours) at
Storytelling experts often suggest there's only ONE type of story for you to tell: your hero's journey. That's been a successful format for classics (think Ulysses) and blockbuster films (think Star Wars).
Business storytelling doesn't begin with your structure - it begins with your purpose. In this episode, we explore what a hero's journey really is, why it's probably not the best story for you, and the 3 types of stories to grow your business.
Learn more in my kindle book on Amazon http://mycopy.info/kbstory (free if you have kindle unlimited)
and for more - here's a free 30-minute training that goes into much more detail.
https://cathygoodwin.lpages.co/webinar-storybasics/
"My copywriting is boring!" is one of the most common reasons small business owners seek out a copywriter. This podcast episode gives you 3 tips to avoid boring copy...and why you shouldn't go too far the other way when you try to be exciting.
One challenge of a story: avoid sharing a story
http://cathygoodwin.com/fishstory
"My copywriting is boring!" is one of the most common reasons small business owners seek out a copywriter. This podcast episode gives you 3 tips to avoid boring copy...and why you shouldn't go too far the other way when you try to be exciting.
One challenge of a story: avoid sharing a story
http://cathygoodwin.com/fishstory
"My copywriting is boring!" is one of the most common reasons small business owners seek out a copywriter. This podcast episode gives you 3 tips to avoid boring copy...and why you shouldn't go too far the other way when you try to be exciting.
One challenge of a story: avoid sharing a story
http://cathygoodwin.com/fishstory
"My copywriting is boring!" is one of the most common reasons small business owners seek out a copywriter. This podcast episode gives you 3 tips to avoid boring copy...and why you shouldn't go too far the other way when you try to be exciting.
One challenge of a story: avoid sharing a story
http://cathygoodwin.com/fishstory
Walt Disney was a master storyteller, not a story creator. To get attention for your business story, finding your story is just the first step.
Your story needs to do 3 things: invite your audience to become part of the story; challenge the hero (and never, ever save your hero with a fairy godmother; and remain consistent with your brand through your story archetype.
Content creation takes time. Entrepreneurs and small business owners are busy. So productivity can be critical to your digital marketing success.
One way to be productive is to repurpose content: a podcast episode becomes a blog post and a video. But how do you get time to write the content? And what can you write about?"
Enter the advice column hack. It's surprisingly easy, productive, and fun. It solves two content creation challenges: Staring at the blank page and knowing what to write about.
In the episode you'll see a reference to my free guide - Nail your client's motivation. http://cathygoodwin.com/baggage
Don't forget to rate the episode and leave a review!
Entrepreneurs can use storytelling to simplify their marketing - if they choose the right stories. A campfire story or a bedtime story — no way! A story just to entertain your audience? Not strong enough.
This episode introduces 3 qualities of a story that supports your business.
First, your story has a strategic purpose. It fits into your strategic plan.
Second, your story reinforces your brand - particularly your story archetype that’s the foundation of your brand. Learn more about archetypes at http://cathygoodwin.com/arch
Finally, your story reinforces your credibility. Listeners find themselves nodding along, never doubting what they hear.
Learn more about strategic storytelling on my website - http://cathygoodwin.com
You're a solopreneur or small business. Your market has changed. Your tech has changed. Maybe you've changed too.
Time to rebrand your business...but you know you need more than a new logo, colors, and type font. You need a new story. In fact, you need 3 new stories.
You'll learn exactly what kinds of stories and how to tell them. This episode is based on my kindle ebook on Amazon: Grow Your Business One Story At A Time. http://mycopy.info/kbstory
I also offer a course on branding your business:
Stand Out With Your Story
http://cathygoodwin.com/brandstorysl
As a business owner you'll spend a lot of time learning what your prospective clients really want. You can use surveys, interviews and observation. You can take notes of what clients say when they call you. You can note the questions they ask online.
When you ask questions, a lot of people start with what seems obvious. They ask "why" questions.
The problem is ...
...most people don't know why. they do anything
...you get abstract answers
..answering a "why" question feels like work...
and more.
In this podcast, we talk about the challenge of learning about clients, how to avoid those "why" questions, and what's a better way to learn what clients really want.
You can also download a free report 0n nailing a client's motivation - http://cathygoodwin.com/baggage
Copywriting can take lessons from that party game, "If you could pick a superpower, what would it be?"
As a small business owner or entrepreneur, you can have some fun with this as you implement your marketing. This episode shows you how to use 3 of the most highly desired superpowers - invisibility, time travel, and telepathy - to create persuasive content that delivers results.
The results can seem like magic but in fact, they're very practical. You'll be expanding on some of the most basic copywriting tips.
You're invited to expand on your powers of telepathy with my free report - Discover What Really Motivates Your Client. http://cathygoodwin.com/baggage
If you'd like to go for a deeper dive, check out my course, The Client Advantage. You'll discover the 3 essential parts of your client's backstory and I go into more depth to help you conduct research to enter the conversation in your client's mind.
Thanks for listening! Don't forget to rate and review the podcast.
As an entrepreneur, you may find your best clients hire you when they realize you share their values. But how do you create content that displays your values without a fiery manifesto or preachy statement of beliefs?
The truth is, clients recognize your values by the kind of stories you tell. You can say things like, "We are a client-centered business." But will this statement give you credibility as a business owner who genuinely cares for clients?
Or can you send a stronger, more believable message when you share a story that shows how you translate your values into action?
This episode shows how to use stories to communicate your values and how the wrong story, inadvertently, will literally send the wrong message.
Entrepreneurs and small business owners: It's midnight. Do you know what's keeping your client awake?
You know their demographics. You might have your ideal client avatar, complete with her name and picture.
What's missing? You need to join the conversation that's going on in their minds
This episode helps you discover the baggage your clients bring when they arrive to work with you.
You can learn more with this free report:
http://cathygoodwin.com/baggage
We keep hearing that stories help your business. And they will...but only if they are the right stories.
These 3 stories get told a lot, and marketing consultants sometimes advise you to tell them. But they won't do a thing to help your business.
They are...
...the irrelevant origin story
... the story that makes your clients do emotion work
...the story that insults your clients (and probably you too)
You're sharing the perfect story...but you sense your audience is drifting away. You want them involved, on the edge of their seats.
What's happening? You lose your audience in one of two ways. You're standing between them and the story...or you distracted them with something that didn't make sense.
When you watch a play, you want to keep the magic alive. And when you share a story, you need this crucial ingredient to keep your audience's attention fully tuned to where you want it to be.
Copywriters can accelerate growth in your small business...but most entrepreneurs miss out on a great deal of value when they work with copywriters. Hiring a copywriter, paying for services and collaborating for effective content creation: these activities require careful planning to avoid the most common mistakes.
A lot of small business owners hire some form of mentors or coaches. (Actually, top business leaders have always done this - they just call them "consultants.") The best mentor will bring out the best in you ... the worst have the potential to kill your business.
This episode suggests you pay attention to your mentor's story - and read between the lines. It's based on an ebook I just revised: Choose A Mentor Who Will Guide You To Success.
http://cathygoodwin.com/mentorbook
"What's your story?" As an entrepreneur, you respond with your core story - the gateway to online marketing, source of your marketing message, and inspiration for copywriting.
Introducing the 2 parts of your core story. To differentiate your business, consider positioning against the element that's most commonly associated with your business....whether you're a life coach, lawyer, accountant, massage therapist or yes, even a copywriter.
When someone asks, "How did you get started?" it's tempting to begin at the beginning. The truth is...your origin story doesn't just satisfy curiosity.
The way you tell your "How I Got Started" story influences your "How I Will Reach Success" story.
Did you get started because a lot of people saw your talent and wanted to hire you?
Did you get frustrated finding a solution to a problem and finally gave up and wrote your own?
Did you fall into something by accident (and realize you're going to have to put a spin on your origin story - or do without one?
Stories do much more than entertain and captivate. Download this free guide for 17 ways to use storytelling to grow your business – immediate access.
Check out my short course – Build Your Personal Brand By Telling Stories. Click here for more.
For
Want to change careers, add a side hustle, move to entrepreneurship..or just grow where you are? These 3 stories will give you support and guide you along the way. For more see http://midlifecareerstrategy.com
When you offer a professional service, people hire you because they see you as an authority. So when you create content, your challenge is to get prospects to say, "They know their stuff!"
But a lot of business owners don't realize they're an authority ... or are afraid they'll come across as bragging.
The truth is...your clients want you to brag! And the surprising truth is: you don't have to write about yourself to be seen as an authority.
Get ready to learn how to position yourself as an expert ... with copywriting and storytelling.
Melanie Yost, LCSW, is a success coach with a background as a psychotherapist. Periodically she runs a leadership workshop where participants identify their styles by interacting with horses. I'd known Melanie online for years, but I never met her in person. Then I attended a workshop in Virginia. It was a powerful experience, even though I'm still scared of horses.
When people talked about being stuck or figuring out what to do next, Melanie likes to say, "That's your story." So I knew I'd have to interview her for this show.
We begin by talking about the stories people tell themselves and how people change their stories. I talk about how I changed my story from being unfit and interested in sports, to the point now where people think I used to be a tomboy.
9:35: Examples of how people learn to change their stories
11:50: Changing your story can be like writing a new character into a novel
12:30: Why stories we tell ourselves are so helpful in understanding our world
13:25: Melanie talks about her workshop with horses and how someone can change their story
16:10: How work with horses is like a metaphor or movie script of our actions, which makes it easier to see our actions more clearly.
20:45: Stories aren’t good or bad – it’s what’s getting in the way of what you want to do.
22:10: Using stories in coaching.
23:00: Using stories to deal with conflict situation
27:40: Why it’s important to temper your story for your audience
28:10: When someone hits your hot buttons, there’s really a story unraveling here.
29: 00 – “When you begin to look at your story, you play the same role in every story. People need to be the hero or the comedian or the funny sidekick. When you’re in a situation, ask what’s the story.”
We’re like the main character in a murder mystery.
Donna Kozik is a book consultant, famous for her "Write Your Book In A Weekend" program. She's worked with hundreds of
authors, teaching them how ordinary people can become successful. She was one of the first to say, "Your best business
card is a book."
Donna begins by sharing the story of what motivated her to build a successful business. It all happened in the cat food
aisle of the supermarket.
Some highlights:
5:30 - why Donna encourages her authors to include stories in their book
6:25 - creative idea for a way to get stories you need for a book - a really good idea to "put it out there"
9:17 - biggest mistake people make in telling a story - especially a memoir - and what they need to share
13:30 - what she encourages authors to write -- and not to write -- in the front of each book
...and what is a recipe for disaster when you write this
14:30 - how to write your life story for a book - this is a really good tip!
16:10 - what are some different spins you can put on a story and how the spin alters the meaning of a story
18:20 -- Surprising answer to the question, "Have you ever had to talk someone out of putting a story in the book?"
21:35 - the number one inhibition that holds people back from writing a book -
and how to deal with it (Donna feels strongly about this)
27:35 - how your story can be your legacy
29:05 - final thought: the importance of being brave
Alex Hillman is the founder of IndyHall, the oldest coworking space in Philadelphia and one of the oldest and longest-running in the United States.
Alex is an expert on creating and maximizing value from community. He talks about using stories to create and maintain community.
Best quote: “Rules are the scar tissue of past decisions.”
In the first ten minutes we talk about Alex’s background and some stories about Indy Hall. Some highlights from the show:
13:40: For creating community, the key is writing yourself into the story – and now you have a story you can talk about.
14:25: “The story of why these microphones on the table is more important than the fact that we have these microphones on the table.”
18:40: The importance of letting go of the story and letting stories bubble up: giving people permission is the secret.
22:50: How to get a message across: how the Indy Hall team uses stories to help potential members see themselves in the Indy Hall story
25:40: Indy Hall’s unique membership level: You can’t buy your way into becoming a keyholder. You have to earn your privileges. Two stories of how this tradition came to be a part of the Indy Hall culture.
30:00 The role of the leader is to find out the stories everyone else has.