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PODCAST

Strategic Storytelling

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!

business marketing

All Episodes

12:08

053 Impostor Syndrome or Impostor? Your story knows!

Strategic Storytelling ·

2022/03/21

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

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14:06

052 When Nobody Understands What You Do, Tell These 2...

Strategic Storytelling ·

2022/03/13

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-

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17:18

051 How To Use Vulnerability In Your Business Story

Strategic Storytelling ·

2022/03/08

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

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12:48

050 Tell a story to create an "aha" moment

Strategic Storytelling ·

2022/03/03

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

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11:16

049 Forget about being "catchy" (do this instead)

Strategic Storytelling ·

2022/02/27

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

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09:49

048 The Danger of Branding Yourself With A Single Story

Strategic Storytelling ·

2022/02/22

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

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13:47

047 The Missing Piece In The Hero's Journey Story

Strategic Storytelling ·

2022/02/14

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

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12:35

046 Unpacking the Structure of a Persuasive Story

Strategic Storytelling ·

2022/02/05

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

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12:14

045 The story you need to gain credibility in a new...

Strategic Storytelling ·

2022/01/28

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

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19:55

044 Middle Bear Branding: Between Cookie Cutter and...

Strategic Storytelling ·

2022/01/22

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

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33:58

043 Business Storytelling: Introducing Your Audience...

Strategic Storytelling ·

2022/01/18

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

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18:33

041 The Right Way To Use A Personal Cat Story For...

Strategic Storytelling ·

2022/01/06

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

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18:46

040 Why Storytelling Is Your Most Productive Small...

Strategic Storytelling ·

2022/01/01

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

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11:45

039 The Savvy Business Owner's Answer To The What's...

Strategic Storytelling ·

2021/12/18

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

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11:09

038 3 Ways To Ruin A Perfectly Good Story

Strategic Storytelling ·

2021/12/18

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

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12:47

037 Why Story Has More Impact Than Voice In Business...

Strategic Storytelling ·

2021/12/17

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

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10:19

036 Why Power Stories Deliver More Clients Than Power...

Strategic Storytelling ·

2021/12/07

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

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19:58

035 How To Add A Holiday Theme To Your "Story That...

Strategic Storytelling ·

2021/12/01

As a business, you choose how you will respond to what’s known as the “holiday season.” Will you incorporate themes into your marketing? Will you ignore it altogether? And what kinds of stories will you share? One thing is for sure: As a small business, you respond differently from a big brand — companies that make sportswear, cola, and beer. They produce emotional, memorable commercials. Sometimes they generate controversy. As a small business, you operate differently. I explained this in a

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10:10

034 How To Use Made-Up Stories For Your Real Business

Strategic Storytelling ·

2021/11/25

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

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15:55

033 Bragging 101 Build Your Personal Brand With...

Strategic Storytelling ·

2021/11/16

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

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177 results

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