Strategic Storytelling

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'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

Angela Wills created her Life  Style Freedom business by making connections. She believed business doesn't dictate your lifestyle: your lifestyle creates your business.  “I'm really passionate about helping business owners find a business model that supports their lifestyle.”  - Angela Willis Angela is a very down-to-earth business owner who's built her business by understanding her clients. She understands the juggling act of being a parent and a business owner.   “That is a skill," she says. "To me, it comes naturally now…the ability to connect with telling stories.  Being approachable as well as businesslike is a skill…when people know who you are, they don't even look at the subject line. "They want to know you…it'll become, ‘Angela has a course and I'm in.'”   Our interview was especially fun when Angela and I gave each other new ideas for connection. I suggested that Angela focus on “connecting the dots” in her career move from chemistry to business. We talked about how she made that journey. And then I asked, "But what about people in business who have trouble making connections?" That's a question I have. I'm not a mom and I live in the city with a cat. Can people connect with me?  Angela says yes. People connect with all kinds of activities. “There are people who don't go out a lot..but they bake bread. Or they do interior decorating.” So she had some very specific suggestions for the way I can connect to people as a cat lady in the big city. For one thing, we cat ladies have problems with time management, just as moms do. They're just different problems.  Highlights of the interview: : How Angela's stories connect with her clients Why Angela believes everyone has the potential to connect with clients, using stories How Angela's chemistry background helped her get started as an entrepreneur How to keep your business lean and simple (avoiding surprises and crises) Angela's suggestions for helping me connect with an audience that's very different from me RESOURCES: Link to Angela's free course Angela's website Living Lifestyle Freedom Cathy Goodwin's Website    

Solopreneurs often get advised to show their real selves--to come out from behind the website and reveal who they really are. And one way to do this is to tell stories. What's wrong with this advice? First of all, "Just tell a story" means, "Curate a good story portfolio." A story may represent your self...but you have many selves. The first part of this podcast talks about this point. Which self is the Real You? At about 5.0, you'll get 3 tips to share authentic stories: 1 - know what "be yourself" really means 2 - why "I understand where you're coming from" can mean "I'm clueless" (and what to do instead) 3 - how your audience will have way too much fun with your fish story (with one of my favorite real examples)  This podcast will be especially helpful for solopreneurs who want to showcase their authentic, human selves...but wonder which side to share. After all, you're one person when you attend your friend's formal wedding. And you're another person altogether when you're attending a picnic with friends who enjoy four-letter words every other sentence.  If you'd like to see how one solopreneur combines personal stories with financial knowledge, listen to the previous episode of this podcast. Jacquette Timmons, a financial behaviorist, tells stories to make people understand the role emotions play in finance...and she does this without making you uncomfortable about hiring her. Click here for the link. REFERENCES: Article by Herminia Ibarra: The Authenticity Paradox  Book: Getting to Yes And: The Art of Business Improv Book: Training to Imagine If you're wondering if you've got a fish story on the line, I'll be happy to take a look! Sign up here. My website: https://CathyGoodwin.com And please leave me a rating and a review, preferably on Apple or Spotify where lots of people see it.

When you tell stories, do you ever think, "That's all well and good for life coaches with personal stories. But I'm a technical person who wants to help people discover new ways of thinking about their actions. Talking about finance seems to call for discussions of numbers, trends and charts with percentages in three colors. Jacquette Timmons brings a different perspective. She's a financial behaviorist, someone who helps people deal with issues related to money, income and investments. Money reflects what's going on in people's personal lives. If you want to understand money conflicts, you need to understand family dynamics and individual emotions.  To illustrate, Jaccquette uses stories about what happens when ordinary people encounter massive shifts in money. She talks about how she realized that money reflects what's going on in our lives -- and how changes in money also change our lives. What makes this especially interesting is that Jacquette is an Educator archetype. (If you want to learn more about the archetypes, click here.) Her message is, "If you apply what I teach you, you will reach your goals." Her stories are told to educate readers by making a point, not to help us get to know Jacquette as "the person behind the web." On this episode, you will hear: -- Jacquette's origin story: what made her motivated to be a financial behaviorist -- sample stories of how family background creates a ceiling on your business earnings (and the dynamics of money management in a marriage) -- why you need to acknowledge your relationship with money (and how it mirrors several relationships you have in your life) -- how Jaquette uses stories to make her clients realize they're not alone (so they're more comfortable sharing their challenges) -- how Jacquette uses stories from her own experience to help her explain complex concepts to clients Learn more about Jacquette at her website: JacquetteTimmons.com  Get a free exercise to understand your own relationship with money: jacquettetimmons.com/wheel You can also find her. on Instagram and LinkedIn. Learn more about me on my website.  My new book on solopreneur branding will show you how to use the archetype framework for your own marketing. You'll see why marketers are successful with different kinds of stories, depending on how they choose to position themselves. Free with Kindle Unlimited. 

Oh no...the New Year begins with two tasks a lot of us dread: planning and taxes. I can't do much about taxes, but this episode is all about making planning more realistic and more fun. Most people make plans and schedules with their left brains. So you get cold, analytical plans...or even worse, daydreams about the future. That's fine if you're a big business...if you sell cola, beer, or sportswear. But if you're a solopreneur, especially if you provide a service, you have a double role. You plan and you deliver. Let's face it: there's no Planning Department for solopreneurs. So your planning has to be based on your motivations and your personality. You checked all the boxes. You filled out all the squares. You have good intentions. And...nothing happens!  That's because you engaged your left brain and not your right. It's like driving in just one gear. You might be able to get there...but you probably won't. And you'll be damaged along the way. This episode is an experiment. I presented the material in a short workshop format, so it's more educational than some episodes. I hope you'll comment and tell me how you liked it!  Some topics you'll learn about... Why storytelling helps you plan by engaging both sides of your brain 3 types of stories for planning How each story brings you different benefits and requires different aspects of what you offer How to reward yourself in a meaningful way that might seem frivolous You can also order a workbook to help you plan with stories. Go to this link and learn more. Of course, I'd also love to work with you on planning for your own business. Let's get together for a 90-minute session to discover what stories to tell. We'll identify your archetype and your brand and answer any questions you may have.  Click here to learn more. …  

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're a small, service-based business, you are selling yourself and your ideas. I call this marketing when the brand is YOU.  Most service businesses brand with what we call the story archetypes. You can read more about story archetypes here at this link. I've interviewed several Role Model archetypes. On this episode we get a rare look at an Educator archetype.  Role Models have the message, "This is what I did. If I can do it, you can too. I'm just like you." They share a lot of personal information. On the other hand, Educators share the message, "I have knowledge of what works. I want to share that knowledge with you. If you use my knowledge, you will be successful." Robert Middleton has been a business coach for many years, working with small businesses and solopreneurs. He is the quintessential Educator archetype. On this episode, you will learn... ...how Robert built his business as an Educator ...how Educators use stories (and the kinds of stories Robert tells in his business) ...why an Educator is also an experimenter and a learner  ...how good Educators have in-depth understanding of processes ...the importance of learning one-on-one from a coach as compared to a book or video ...how Educators study the process of training (and what kind he feels will work best) ...how Educators study what doesn't work as well as what works  ...the importance of making an idea a business reality ("making it happen") instead of overthinking, delaying and seeking perfection...how Robert is still an Educator in his new role as a podcaster ...the most important component of success in business (and it's not book learning) Stay to the end and you'll get Robert's analogy with cooking!  You can learn more about Robert and his new venture at his website actionplan.club. Go to his site and get his guide to ChatGPT--free. You'll be added to his list (but he's no longer selling!).  If you'd like to learn even more about the story archetypes, and using then to brand your small business, be sure to read my next book, coming out soon on Amazon. Sign up here to be notified when the book is ready. Are you looking for ways to brand your business with stories? Sign up for a Strategic Intensive and fine-tune your brand and messaging. This can be especially important if you are changing direction. You'll need a new story as well as a new brand.

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 others? 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. 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)

A recent article in Inc magazine asked this question: What makes you look better? A story like, "I started with no talent or luck and worked my butt off;" Or, A story like, "I had lots of talent and I got lucky." Believe it or not, audiences valued luck and talent more.  This episode raises the question: "When do you tell a story of luck and when do you tell a story of hard work?" Most people can attribute their success to both. It's all in how you tell your story. This episode explains... ...3 reasons why an "I got lucky" story will make the storyteller look better than an "I worked I butt off" story  ...why talent and work seem intertwined ....how your story archetype influences your choice of story Resources mentioned Original article in Inc Magazine's Morning Report Podcast episode on emotionally exhausted listeners BusinessInsider Story about Fred Smith and luck  Free: Find your story archetype Consultation: Position Yourself With A Story  

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  

  Many service-based entrepreneurs tell me, “My services seem so ordinary! I want to create a sense of excitement among potential clients.” It's how lots of small business owners (including me) begin looking at their websites and sales letters.   That doesn't mean inventing wild stories or digging into your distant past for inspiration. Any story comes with hidden pitfalls and many people resist getting started.   We can learn from a unique, creative experiment co-created by an anthropologist and a writer. They transformed ordinary thrift store purchases (none more than $2) into valuable objects that commanded high prices.  Their secret? Writers were asked to invent stories surrounding each object.  As business owners, we can learn from their story.  Of course, business stories must be accurate. You can't deceive your audience. But you can apply these principles to describe your offer. In fact, that's what we do in a story that sells.   What you'll learn in this episode: Examples of how stories can transform ordinary objects into valuable treasures (including a close-to-home example from a business owner) Qualities of stories that increase the value of ordinary offers (while remaining completely truthful) What you get people to say when you tell a selling story (which is why these stories succeeded) RESOURCES: My self-paced video course: From Storytelling to Story-selling My self-paced video course: Brand Your Business With Stories “Borrow my brain” consultation on storytelling FREE: 17 Surprising Ways To Use Storytelling For Your Business Growth - Click here.   MENTIONED IN THE PODCAST: Original article about the Halston mug       

“Should I tell this story? I don't feel comfortable sharing.” Or “I *really* feel I should tell this story, even if it makes me uncomfortable."   If you're like many of my clients, these questions arise when you're wondering about sharing a story, especially a personal story. You feel deeply about the topic but you wonder if it's a good idea to put it out there for all the world to see.   You have doubts: What if the story backfires and makes you look like an idiot?  What if the story turns away potential clients who feel that's TMI?  Maybe there's a better story…but now you wonder if that one's good, too. Recently I've heard expert marketers - people I respect - encourage others to follow their enthusiasm. If you're excited, there's probably a good reason. Don't let the idea die!   But others will tell you to slow down. Do the research. Get feedback from colleagues you trust or mentors who will be honest with you. The truth is, either scenario could be a win for you. You're being guided by your intuition, which can speak to you in many ways.  For some business owners, being hesitant to share that story is a big “GO” signal. They tend to resist good things. For others, being enthusiastic is a “STOP” signal. (I'm one of those!) They tend to jump into something and later wish they hadn't. On this episode of the Strategic Storytelling podcast, I'll give you a new way to think about your decision to share a story…or not.    What you'll learn in this episode: what is intuition (it's not as trendy as it was a few years ago)  how to use your intuition to sort out good vs bad advice how to recognize whether that “YES” or “NO” comes from your intuition (or is a false warning that you should ignore) why you'll see business owners win with outrageous stories (and realize why you need to find your own style) RESOURCES: My website - Click here.  Amazon ebook on intuition for business and careers - Click here. 3 common story mistakes and how to fix them - Click here. Storytelling consultation - Click here.