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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

22:01

094 Book Marketing: The Story Behind Your "Why" :...

Strategic Storytelling ·

2023/03/17

If you own a service business, you probably know this already: Writing a book can bring you exposure, credibility, and ultimately, more clients. You get transformed from "business owner" to "thought leader." On this podcast, Jane Tabachnik talks about an essential component of authorship: "finding your why". She explains what this really means: it's not about your psychological needs, but rather about relating to your audience. We talk about the 2 types of whys - for the author and for the

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17:43

093 How to fix these 3 common website mistakes by...

Strategic Storytelling ·

2023/03/14

You'll find lots of lists of "website mistakes." This episode introduces 3 common mistakes that can be fixed with storytelling. For one thing, you need to be sure you're telling the right story - consistent with your clients' backstory and your own archetype. You may get advised to choose certain websites as models of good marketing. They're usually great websites - but they won't work for you. You'll get lots of examples of websites that use the right stories (and a few that don't). Resources

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14:21

092 How To Use Swearing (Or Not) When You Tell A Story

Strategic Storytelling ·

2023/03/04

Should you swear when you're onstage for your business? The answer is, "sometimes." Only one of the five archetypes can get away with swearing...and I'll explain which one. For the other archetypes, swearing can backfire. Your audience may want you to swear, but you can't make assumptions. And swearing seems stronger in certain settings, such as the written word and in one-to-one settings. One caveat: Avoid "lazy" swearing. Even people who swear like sailors (to use an outdated saying) will be

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17:50

091 You tell a great story...and you're surprised at...

Strategic Storytelling ·

2023/02/25

If you've been following the soap opera saga of British royalty Harry and Meghan, you know they generated some explosive content. Apparently, they were surprised at the reaction of their many readers and listeners. Most business owners don't share worldwide fame, but many have amassed a large following of admirers. Any business owner - or anyone who shares a story - can get reactions they totally didn't expect when they planned the communication. One way I work with clients is to plan stories so

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10:16

090 How To Craft A Selling Story for Your Small Business

Strategic Storytelling ·

2023/02/21

Business storytelling can be used to explain a concept, describe what you do, or show why you're so passionate about serving your clients. Business storytelling can also be used for "story-selling:" you craft your story to appeal to buyers and motivate them to take action. In this episode of Strategic Storytelling, you'll see an example of the way we can transform a "good enough" story into a strong story that delivers sales. We'll work with a story that was submitted to me by a workshop

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11:26

089 Confusing your clients with too many interests?...

Strategic Storytelling ·

2023/02/06

As an entrepreneur, you've probably heard the saying, "A Confused Mind Doesn't Buy." So when you're thinking of expanding your business to encompass your new interests, you may wonder: Do I have to hold back on something I really care about? I often see this with clients who have been in business a while. As you grow, your interests expand. For instance, on this podcast, I talk about a business coach who used to be "strictly business." She'd talk about sales, marketing, and accounting. Mention

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09:21

088 How to begin marketing your new offer before it's...

Strategic Storytelling ·

2023/01/29

Entrepreneurs and small business owners often believe the sequence "Idea --> Create Offer --> Start Marketing." It sounds logical, doesn't it? Truth is, if you wait till you've got a finished product, you've waited too long. You need to get some signs of success before committing to production and creation. There's a good section in a book published several years ago, with the memorable title of A Year Without Pants. That was pre-pandemic, before the days of widespread telecommuting. The author

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13:07

087 3 Things To Take With You To The New Year 2023

Strategic Storytelling ·

2023/01/22

When I moved to Philly almost 12 years ago, I had to decide what to keep and what to toss. I was tempted to follow the maxim, "When in doubt, throw it out." But over time, I've learned that sometimes taking something along will actually save time and space in the future. Moving to a New Year also encourages the question, "What do we take along? What do we leave behind? And what do we add to our new life?" My recommendations may seem counter-intuitive, but they're based on my experience working

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16:38

086 3 Storytelling Lessons From The Harry & Meghan Saga

Strategic Storytelling ·

2023/01/16

Just after I recorded this podcast, a marketing coach popped up in my inbox with advice to share your story of personal trauma. Yep, another Cringe of the Day. You can't miss the Harry & Meghan story, which is one big cringe for many of us. But if you pay attention, you'll see many successful business owners who are doing the same thing: baring their souls because they think it's a wise move. And where do they get their insights? From coaches like the one who just popped up. They tell you to share

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08:24

085 The Role of Storytelling When You Want To...

Strategic Storytelling ·

2023/01/02

As a small business owner, you're unabashedly in business because you want to earn revenue. Often that means increasing prices in order to reach your realistic profit goals. So how do you announce a price increase? Reviewing what's out there, I found two strategies. One is to share your "why." The other is to associate your price increase with an increase in value. Each of these strategies assumes a story about you - and a backstory about your clients. But...is that backstory accurate? Is there

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10:29

084 How to avoid 3 content creation mistakes that...

Strategic Storytelling ·

2022/12/26

Go through your inbox and you’ll find yourself responding to messages with, “I bet whoever wrote this is blushing beet red by now. The word ‘cringeworthy’ was designed for this.” We’ve all made at least one cringe-creating mistake and I bet you’ve seen plenty of examples, too. In my experience, these mistakes don’t happen because business owners don’t know any better. The problem is, we get busy and we take good advice out of context. We apply a piece of advice that’s great for someone

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06:55

083 The Key to Profitable Content Creation: Find...

Strategic Storytelling ·

2022/12/19

If your services relate to problem-solving, I’m willing to bet that few people will call you for an appointment until they’ve experienced a sharp defining moment. Psychologists call these experiences “crystallizing moments” as things come together clearly. We often think of “last-straw moments” as pretty extreme, such as the person who wakes up in jail with no memory of how he got there. But game-changing moments feel huge to the client, not necessarily to anyone else. These last-straw moments are

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22:32

082 How To Respond When Someone Projects Their Story...

Strategic Storytelling ·

2022/12/14

When you tell stories, you influence your audience. In business and in life, you're encouraged to share stories that reflect your audience's reality. But all too often, you're faced with someone who projects their reality onto your story. In this episode, I'm joined by Nicole Lewis-Keeber, a life coach who's also a licensed therapist, with special expertise in trauma. She will explain how foisting a story on your listener can create a great deal of harm. It can even be considered a micro-trauma. I

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12:59

081 How to Use Stories To Make Networking Connections...

Strategic Storytelling ·

2022/11/28

Whether you’re looking for a content creator, a designer, or an accountant, most likely you won't start with a search engine. You'll ask around before you get serious. The WSJ recently wrote about a corporate trend: avoiding the usual job posts in favor of queries to a well-connected thought leader. Alas, all too many business owners think of networking in terms of The Coffee Date. If you’ve been in business awhile, you’ve probably got enough Coffee Date Stories to fill a comedy set at a

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15:42

080 How A Formerly Sedate Copywriter Followed Her Own...

Strategic Storytelling ·

2022/11/21

"Your copywriting needs to be edgy!" is the advice I've given for years. I could have added, "And your books need to be even more edgy!" For a good part of summer and fall of 2022, I worked on a book with a message. The book grew out of my standup comedy sets, where I used humor to send messages that fight stereotypes about being single and growing older. Audiences remember stories - especially light-hearted stories. I got distracted from some parts of my business, but I also learned many lessons

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16:42

079 How To Use Stories To Market Your Business When...

Strategic Storytelling ·

2022/11/14

When I work on content strategy for lawyers, financial planners, and other professional service businesses, they point out that they can’t promise their clients a “win.” Lawyers can’t promise they’ll win court cases, financial planners can’t promise they’ll make you rich, and real estate agents can’t guarantee your home will sell in 30 days. Life coaches can't promise you'll reach all your goals. Some services try to create a strong personality. They write brash copy so they sound like a version of

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17:28

078 The ROI Of Storytelling

Strategic Storytelling ·

2022/11/07

You probably know that storytelling can be fun. And you probably know storytelling can be the most important tool in your marketing kit. But how do you evaluate what you're really getting from telling that story? In this podcast we look at your investment in storytelling: the time you take to plan your story (and most business owners don't plan enough); the cost of any training of consultation; and finally, the opportunity cost: when you use stories in your content, you give up opportunities for

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15:35

077 How To Give Your Content The Edge That Prospects...

Strategic Storytelling ·

2022/10/24

I get a lot of questions about edgy copy because it’s popular today - for all the wrong reasons. Business owners want content that startles and grabs attention. And there’s a lot of pressure to write like you talk…and make that talk informal...sometimes with words that can get you in trouble with the content filters. But…is that always a good thing? We want copy that’s bold … but is this the way to stand out? The answer is "Absolutely yes!" for some businesses...but not for most. The truth is, the

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13:16

076 How Changing Your "Quiet Quitting" Story Makes...

Strategic Storytelling ·

2022/10/16

Quiet quitting - means you tell a story beginning, “I’m not paid enough to do this." Quiet quitting has been around a long time. I know many people who did the bare minimum to avoid being fired or keep their business going. In this episode, we explore the full story behind quiet quitting. You'll also discover a better story to tell - a way to change your Quiet Quitting story into a Strategic Success story. Success might come from doing less....or doing more even when the rewards aren't

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16:44

075 3 Backstories Your Client Tells Herself When You...

Strategic Storytelling ·

2022/10/10

When I started my copywriting business on the Internet, lots of my competitors were writing on the back of their business cards: “Free 30-minute consultation.” It was an effective strategy that led to many long-term, profitable client relationshps. Today we’re seeing a backlash. “I offer a free report on my business card,” says one business coach. “If I offer a free session, people think I’m selling.” He’s probably right. We hear the word “free call” and our sales radar starts to ping. We also see a

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177 results

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