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PODCAST

Strategic Storytelling

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!

business marketing

All Episodes

12:07

159 Three lessons solopreneurs can learn from cat...

Strategic Storytelling ·

2024/10/10

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

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21:16

156 Tell a story to introduce yourself to prospective...

Strategic Storytelling ·

2024/09/19

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

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09:15

154 It's a numbers game: how to sell with numbers on...

Strategic Storytelling ·

2024/08/22

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

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11:16

152 4 Ways Your Business Story Will Make Your...

Strategic Storytelling ·

2024/08/08

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

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16:47

151 The Guide Character in Your Selling Story

Strategic Storytelling ·

2024/08/01

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

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14:49

150 The Surprising Character in Your Business Story:...

Strategic Storytelling ·

2024/07/25

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

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12:41

147 Where does your story take place?

Strategic Storytelling ·

2024/06/06

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

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12:24

146 A branding story or a Selling Story? 4 Examples

Strategic Storytelling ·

2024/05/30

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:

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10:47

145 Being Innovative Without Marketing as an Innovator

Strategic Storytelling ·

2024/05/23

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

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14:59

144 Why your story doesn't have to make people cry

Strategic Storytelling ·

2024/05/16

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

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11:27

143 How to tell if you've got a true business story...

Strategic Storytelling ·

2024/05/09

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

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12:34

142 How healers can reach more clients with stories

Strategic Storytelling ·

2024/05/02

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.

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18:45

141 Why You Lose Your Audience Because They Can't...

Strategic Storytelling ·

2024/04/25

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

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15:50

140 Using Stories to Choose Your Niche

Strategic Storytelling ·

2024/04/18

“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

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19:26

140 How to Use Stories to Teach Without Being Preachy

Strategic Storytelling ·

2024/04/11

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

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18:08

138 Get profitable testimonials with storytelling

Strategic Storytelling ·

2024/04/04

“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

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08:38

136 Are you telling stories to yourself?

Strategic Storytelling ·

2024/03/28

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

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10:03

136 The Celebrity Archetype: Are you a fan?

Strategic Storytelling ·

2024/03/21

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

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07:29

135 Why you can be passionate in what you do...but...

Strategic Storytelling ·

2024/03/14

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

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09:42

134 Pull-the-plug stories: What happens if you quit?

Strategic Storytelling ·

2024/03/08

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"

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177 results

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