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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

14:49

114 Which story attracts clients for entrepreneurs:...

Strategic Storytelling ·

2023/08/31

When you're a service-based entrepreneur, your brand is YOU. You are selling yourself. And, as you know, the best way to do this is with a story. Your best story may be an origin story - the story of how you got started. And you're often advised to present your struggles and hardships. But is that a good approach? What will most impress your clients and customers? Research studies addressed the question, "What impresses employers and investors most?" They compared stories that focused on hard

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14:10

113 How To Find Compelling Article Ideas From Other...

Strategic Storytelling ·

2023/08/24

Content creation is one of the most important activities of a business owner, especially for online marketing. As a prolific writer myself, I've found that anyone who writes a lot will sooner or later experience a challenge: how can I find ideas for my next article? That article might appear as a blog post or be recorded as a podcast episode. It's the same problem I had when I was first doing comedy. You write your own material and it's tough. For comedy, I was advised to "get mad and get even."

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26:28

112 How A Story Can Traumatize Your Audience (With...

Strategic Storytelling ·

2023/08/17

Stories, by definition, evoke emotions. Strong stories encourage your audience to see themselves in your story. But what does your audience experience when you share a story about your own struggles? Maybe you want them to get the message, “I’ve been there.” Maybe you offer a service to clients who seek help for difficult, sensitive problems. Maybe you’ve struggled in your own business and you want to demonstrate, “I’m human.” How will your story land with your audience? Will you

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07:29

111 Promoting a Service That Seems Frivolous and...

Strategic Storytelling ·

2023/08/10

As marketers - especially copywriters - we're taught to begin a project by asking, "What does the client need?" Copywriting training usually includes a list of basic needs, such as "finance" and "love." We get copywriting templates that encourage the question, "Are you struggling with..." But what if you offer a service that's not about struggle? Spa services? Wardrobe consulting? Interior design? Bridal consulting? These business owners often wonder how to promote services that involve

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09:02

110 Consultants and coaches: Tired of unmotivated...

Strategic Storytelling ·

2023/08/03

It's happened to every consultant or coach. A client shows up, enthusiastic and ready to rock and roll. But then they stop cold. They realize they're not Cinderella and you're not the fairy godmother. You won't just wave a wand. They have to contribute to the work. Even if they've paid you, you're frustrated. You succeed when your client succeeds. No ethical professional wants to deal with a roster of clients who started and then stalled partway through. With a service business, the relationship

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12:22

109 Small business marketing:Clients confused about...

Strategic Storytelling ·

2023/07/28

Here's something I see often. You're trying to explain a service to your clients. They don't get it. So...you tell them more about you. Your "why." Your origin story. And you tell them more about your process. What are the steps. What's the intake process. And they're still not clear on your offer. our solutions may not have existed last year...or you may have created a solution that nobody else offers. Sometimes I've seen clients make it even harder for clients to figure out what they do. If you

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16:25

108 How To Get Credibility When You Can't Get...

Strategic Storytelling ·

2023/07/20

It’s not a secret that potential clients get nervous before they decide to hire you. They know they’re taking a risk, especially if you’re a small business and they aren’t coming from a referral. They’re looking for reasons to trust you. Ideally, they’d find social proof - several warm, obviously genuine, signed testimonials from previous clients. - But you can’t always get those testimonials. Sometimes you’re too new. Sometimes you provide a service where clients don’t want to identify themselves

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17:27

107 How To Grow Your List With Targeted, Enthusiastic...

Strategic Storytelling ·

2023/07/15

If you’re marketing online, you probably know, “The money is in the list.” To grow your list in today’s market, you almost always need to offer your prospective clients something of value such as an ebook, a recording, or an invitation to a webinar or workshop. This offering is known as a lead magnet (sometimes also called a “freebie” or “free giveaway”). Your lead magnet has two purposes: to attract prospects to sign up and also to screen prospects so you get a list of qualified leads. On

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19:08

106 What makes a story memorable (and maybe viral)...

Strategic Storytelling ·

2023/07/06

What makes a story grab your audience’s attention? With all the stories going around, it’s hard to make a story stand out. Just opening my email today, I got a handful of stories about people who took a cruise, went gardening, took the kids to the beach, went to the dentist, went for a medical checkup (with a little TMI) and …well you get the idea. Each story was designed to hook my interest. Most marketers - let’s face it - get the same advice. Just tell a story. People will listen. You’ll engage

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13:50

105 What are your clients ready to hear? Look in...

Strategic Storytelling ·

2023/07/01

You're writing copy to target your ideal clients. But they may not be ready to hear you. They may not know they have a problem; they may not be ready to look for solutions. You may have heard of the 5 levels of awareness identified by iconic copywriter Eugene Schwartz. You write copy differently - and share different stories - depending on the client's level of awareness. In this episode, we do two things. First, you'll discover the 5 levels of customer awareness and recognize them in the client's

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17:53

104 Ready to pivot your business? Don't make these 3...

Strategic Storytelling ·

2023/06/28

You know you need a change. A new direction in business...maybe a whole new business. A new career. A major move from corporate to entrepreneurship. You might be changing because well, it's time! Or you might be facing pressures from yourself or your market. You change. Your market changes. You're facing west and they're heading east, or vice versa. I've gone through many transitions myself, and coached others through theirs. It's rarely smooth or easy. These three stories keep coming up: Crawling

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09:33

103 How to decide if the story you love will boost...

Strategic Storytelling ·

2023/06/17

Business storytelling is just one more tool in your marketing bag. But sometimes it's harder to be objective about storytelling decisions than about other business decisions, such as whether to attend a networking event or how to price your new offer. In this episode, we explore a common challenge among business owners. You have a story you REALLY like. You're eager to share it. Someone advises, "Maybe that's not the best story for your business right now." You resist. After all, you're really

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10:04

102 How To Make Profitable Connections on LinkedIn...

Strategic Storytelling ·

2023/06/04

Does someone want to connect with you on LinkedIn? Do you get messages like these: “It looks like you’re doing some pretty amazing things with storytelling.” “I’d love to learn more about your journey to success.” “Let’s get to know each other better.” "I'm a huge fan of what you're doing." Or even... It was amazing meeting you at [event] and learning about your company. The conversation on [related topic] was pretty interesting and knowledgeable. I am looking forward to knowing more about you and

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11:50

101 How Questioning That Story Will Lead To Better...

Strategic Storytelling ·

2023/05/28

Business decisions and career decisions will be influenced by the way you tell a story. When you tell an old story because "everyone knows this" you make choices with less successful outcomes. In this episode, we review the retirement story as an example. Many (maybe most) people make career and business decisions in the context of a retirement story. It's the story they've heard all their working lives. In this episode we review two of the most common retirement stories: "I have to wait till I

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36:04

100 How to find your client's backstory - with Shawn...

Strategic Storytelling ·

2023/05/07

“There’s a gap between what I know they need and what they think they need.” As a service-based business, you probably recognize this problem. For instance, you know your clients mostly need to build their confidence. They need to jump in and take action. But when they come to you, they say, “I don’t have the right technology.” Or “I need to learn copywriting.” That's the topic of this episode, where I interview Shawn Fink. Shawn has a unique positioning strategy. She focuses on coaching her

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12:47

099 Ending Your Selling Story: How To Show The...

Strategic Storytelling ·

2023/05/06

You've got a great story for business...and you're ready to write "The End." But it's rarely a good idea to end your business story this way. When you're writing a story to sell, you'll get more results with a story that ends with the client's transformation. In this podcast episode, we'll talk about how to show your client reached a transformation. You'll discover ... how to tailor the transformation to be meaningful to the clients you're trying to attract; ...why it's important to frame the

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15:06

098 Why Your Story Must Change As Your Business Grows

Strategic Storytelling ·

2023/04/12

When you're a solopreneur or small service-based business, the brand is YOU. The stories you tell will contribute to your brand and position, even when you're not intending to brand with them. A casual story gets remembered and follows you everywhere. I've observed several business owners over the years. As their businesses grow, they become more established. They develop a group of loyal followers who respect them as professionals. With this new position comes a certain freedom. Over and over,

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12:36

097 3 Website Marketing Lessons Inspired By An EasterEgg

Strategic Storytelling ·

2023/04/08

This podcast looks at 3 ways your website resembles an Easter egg: (1) Websites, like Easter eggs, rarely last forever. After working with dozens of business owners to create a compelling, “stand-out” online presence, I’ve discovered that the most constant success factor is a willingness to change. Your website may need change for several reasons - you, your market, your environment and more. (2) Websites, like Easter eggs, are fun to decorate, so it’s easy to forget what’s under the shell. (3)

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19:42

096 Three things to do when your client breaks up...

Strategic Storytelling ·

2023/04/02

Your client says, "I don't want to work with you anymore." Or they disappear. What can you do? You can try to find out why they've left. Usually, that's a lost cause. Some clients don't know why they left. Some don't want to hurt your feelings. Some fear confrontation. Your client has a story. You just don't know - and you may never know - what it is. Even worse, they won't answer questions like, "How can I make things better?" Why should they? That's work. Hire your own coach or hold a focus

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11:09

095 How To Use Storytelling To Pitch Your Podcast...

Strategic Storytelling ·

2023/03/29

Being a podcast guest brings many rewards. You open up opportunities. You get exposure in several ways. Small podcast? You still benefit. Link to the interview on your website. Your prospective clients get a new view of how you think and speak. Besides, you never know if just one juicy prospect is listening to that podcast - someone who's hearing about you for the first time, who'd never know about you any other way. Podcast hosts get lots of pitches - even those with small audiences. Most of

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177 results

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