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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

18:11

133 Use storytelling to build a client-attracting...

Strategic Storytelling ·

2024/02/01

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

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10:34

132 Business Storytelling: 3 Business Stories You...

Strategic Storytelling ·

2024/01/25

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

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10:09

131 Numbers Make Stories Come Alive (Or Raise...

Strategic Storytelling ·

2024/01/12

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

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15:28

042 ENCORE: How Storytelling Makes Your Small...

Strategic Storytelling ·

2024/01/04

This week's episode is an encore presentation. It's designed to introduce new audience members to a podcast they may have missed. And it's one of my favorites! We rarely associate"productivity" with "storytelling." But content creation is the biggest driver - and the greatest challenge - of online marketing. Storytelling helps you create more high-converting marketing content more quickly. Using your story archetypes helps you know what stories to tell to support your brand. Learn how storytelling

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10:19

130 From “Ordinary” To “Valuable Treasure” With A...

Strategic Storytelling ·

2023/12/21

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

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14:38

129 How your intuition can guide you to tell the best...

Strategic Storytelling ·

2023/12/14

“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

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27:58

128 Position Yourself As An Expert With Your Story...

Strategic Storytelling ·

2023/12/06

One of the biggest challenges for a business owner is getting seen as a credible expert in your field…even a thought leader in your industry. Last episode we focused on being seen as an expert. However, not everyone will promote expertise the same way. If you’re a Role Model, you want to continue to tell stories that support your promise, “If I can do it, you can do it.” If you’re an Educator, you demonstrate knowledge. You tell different stories. The one thing you don’t do: you don’t follow the

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12:37

127 How to Demonstrate Your Expertise By Telling Stories

Strategic Storytelling ·

2023/11/30

What’s the one thing you need to demonstrate in order to be seen as valuable…so you charge higher prices and clients feel lucky to work with you? In a service-based business, you’re selling expertise. You’re offering knowledge and skills beyond what “everybody” has. You hire a licensed electrician because a handyman might do the job...but you want to be sure they won't set the place on fire by mistake. You hire a professional decorator because you want someone with flair who adds something to the

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20:47

126 How To Use Storytelling To Make Business Plans...

Strategic Storytelling ·

2023/11/23

“Every year I say I’m going to plan better. And it never happens.” “I make great plans. But I never seem to finish carrying them out.” “I’m a small business. My brand is ME…which means my planning is all about ME and what I’ll do. All the planning advice seems geared to big business.” How many times have you said that? If these scenarios resonate, you’re hardly alone. Planning can seem like a useless exercise. We attend planning workshops, make notes on our calendars, match tasks to dates ...and

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15:09

125 The best business storytellers do these 3 things

Strategic Storytelling ·

2023/11/16

Almost every business coach on the planet will advise you to start telling stories. They’ll encourage you to use storytelling for your blog posts, email messages, and just about any content you create. Deciding to tell a story is the easy part. Choosing a story that will help grow your business is much more difficult. That’s mostly because you get conflicting advice from different mentors. “Go ahead and share,” they’ll say. “Feeling uncomfortable? Get over it.” Even more, your inbox is filled with

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07:46

124 Traveling for the holidays? Take your story with...

Strategic Storytelling ·

2023/11/09

You’re a service-based business and the brand is YOU. So how will you keep growing your business while you’re taking some downtime? For many of us, holidays mean vacation and downtime. We travel. We join family and friends. You’ll attend special seasonal networking events. As a marketer for entrepreneurs, I see this time as an opportunity to make new and exciting connections. The least likely person will offer you a window of opportunity. If you are a business owner, of course, you take your

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14:30

123 How to begin building your online brand when your...

Strategic Storytelling ·

2023/11/02

When you meet prospects, live or virtually, they often want to know more about you and your services. Inevitably, they’ll ask for your website. Research shows 80% of buyers visit a website before making a purchase. But what if your website isn’t ready? You may have good reasons for waiting to build a website. In fact, you might (wisely) want to avoid starting too early…before you know your client’s backstory or before you head off on vacation. Many business owners respond with an “Under

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23:44

122 Two ways for business owners to share their...

Strategic Storytelling ·

2023/10/26

A content creator named Kaleigh Moore posted on social media: When working to improve yourself: Is it better to do it in a public forum and post about progress along the way, or to internalize it, hunker down, and sort of *sit down, shut up, and DO THE WORK* on your own? This is a great question It really boils down to, “How will I tell my story?” In this episode, you'll discover the pros and cons of sharing your story two ways. You can drip your story to your audience in real time. Or you can wait

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14:05

121 How this business story mistake leads to client...

Strategic Storytelling ·

2023/10/19

When you introduce yourself as a business owner, do you give yourself a title? Or do you jump right in to explain how you serve clients? Many coaches tell you to skip the title. No need to identify yourself, they say. Clients don't care what you call yourself. They just want to know how you help. Sounds good, doesn't it? The truth is, the people sharing this advice most likely established their businesses many years ago. They need no introduction. When you're introducing yourself on a podcast or

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11:07

120 How To Use Storytelling To Communicate Your Value...

Strategic Storytelling ·

2023/10/12

How to communicate your value by telling a story. Stories make it possible to communicate your value without coming across as boastful, obnoxious or unbelievable. Your story won’t just explain: your listeners will see themselves in the story and exclaim the words you’re waiting for: “I want what they’re having.” When your story works, you’ll show how you deliver value. When a story falls flat, it’s often because the storyteller skipped to the ending. Recently I’ve been seeing short overviews that

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20:32

119 How to use personality to market yourself and...

Strategic Storytelling ·

2023/10/05

"Dramatic stories in your emails? Not a good idea!" That was the advice of a marketing expert - not me! In particular, he said, emails that begin with an edgy dramatic story face two problems. First, the story can overshadow your informational content. After all, people open your emails to get information and ideas they can use for their lives and their businesses. Second, and most important, it's hard to relate to someone who comes with such a strong story. So the storyteller doesn't build

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12:48

118 How To Use Stories To Get More Results From Your...

Strategic Storytelling ·

2023/09/28

Email marketing is one of the most effective ways to grow your business, especially if you are a small, service-based business where you are the brand. These days we're hearing a lot about how to use stories to improve your email marketing. There's a lot of nonsense out there, such as "You have to start with a story." But you'll find some good marketers too. In this podcast episode, you'll get 3 tips for using stories effectively in your emails. You'll get examples of email stories that annoy the

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33:21

117 Interview with Cindy Bidar: Finding Success With...

Strategic Storytelling ·

2023/09/21

There's a lot of confusion about branding for small businesses and solopreneurs. Your brand influences the stories you tell, the promises you make, and even the advice you give your clients. Cindy Bidar has achieved considerable success in a relatively short time frame. Her brand builds on her story archetype - the Role Model. Cindy didn't set out to brand with this archetype. Very few people even know this framework exists! But, like many successful businesses, her marketing consistently reflects

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13:54

116 How These 2 Stories Convince Prospective Clients...

Strategic Storytelling ·

2023/09/14

When you're a small service-based business, you are the brand ... and you deliver the value to your clients. Prospective clients come to you with the question, "Can you really do the job?" They want to know about you as a person, because you're not a big faceless company. If you're a solopreneur, they have to believe in you. You don't come with the implied authority of a big company. Why are you qualified? How committed are you? Are you a dilettante, trying things out? Or will you be there for

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20:26

115 Business Storytelling: Your Mess Is NOT Your Message

Strategic Storytelling ·

2023/09/07

Business owners, especially those with small businesses that offer professional services, often get advised to, "Make your mess your message." This is awful advice for marketing. The original "mess to message" comes from psychologists, who meant, "Your mistakes are telling you something! You need to stop and pay attention." They didn't mean, "Make your mess your business message." They weren't thinking of entrepreneurs. This episode shows how sharing your mess can backfire as well as how

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177 results

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