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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

15:11

189 How To Sell A Service No One’s Heard Of:...

Strategic Storytelling ·

2025/08/01

How To Sell A Service No One’s Heard Of: Storytelling Strategies For Innovative Offers When you’re offering something that's new to your audience—whether it’s brand new to the world or simply unfamiliar to your audience—you face two major challenges: they're confused about what you offer and they don’t see the value of the service. In this episode of the Strategic Storytelling podcast, I will show you how to use story—not fluff, not oversharing personal problems—to create clarity, establish

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11:58

187 - The Ultimate Story Template - Based on a Cheesy...

Strategic Storytelling ·

2025/07/17

Storytelling can become more productive when you start with a template. And it’s not easy to find templates for business stories. In this episode, we explore a surprising (and fun) story structure for service-based solopreneurs, adapted from a holiday classic and inspired by Ann Handley’s Everybody Writes. This story template covers a lot of bases. It’s a variation of a success story. It focuses on the client, not the guide. It makes you think of your service as a problem-solving mechanism: What

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10:22

186 Don’t Waste Your Origin Story: Turn It Into a...

Strategic Storytelling ·

2025/07/11

If you’ve ever been asked, “How did you get started?” you know how often this question comes up in podcasts, interviews, networking events, and client meetings. But instead of giving a throwaway answer to satisfy their curiosity, what if you could use that moment to attract your next best client? In this episode, we explore how you can transform the most common origin story question into a powerful marketing tool. You'll learn how to frame your response to show your passion, uniqueness, and

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11:00

184 Do Stories Make You Money? How Strategic...

Strategic Storytelling ·

2025/06/27

We all hear that stories are powerful—but do they actually bring in sales? In this episode of Strategic Storytelling, I break down how stories make money for your business, both indirectly (as a smart marketing tool) and directly (by increasing conversions). You'll learn what makes a story profitable, how to align your storytelling with strategy, and what to avoid if you don’t want your content to fall flat. Whether you're writing a landing page, planning a campaign, or building your brand, this

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11:33

182 Use These 3 Storytelling Superpowers To Connect...

Strategic Storytelling ·

2025/06/11

What do invisibility, time travel, and telepathy have in common? It's not just a party game or a job intervew question, "Choose your superpower." These 3 storytelling superpowers that can transform your marketing. In this episode of Strategic Storytelling, we’ll explore how to: Make your writing “invisible” so your message becomes the star (not your clever wordplay) Use time travel to guide your audience from frustration to solution Tap into the power of telepathy to respond directly to your

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11:50

180 Finding your strategy from your story

Strategic Storytelling ·

2025/05/23

Struggling to find the right words for your marketing? In this episode, we unpack why your business story isn’t just relatable — it’s a strategic treasure trove! You’ll discover how storytelling becomes a diagnostic tool to uncover your most powerful marketing message. Whether you're a coach, freelancer, or creative entrepreneur, your story already holds the key to your branding, positioning, and message. We'll explore three story types that reveal your value proposition, brand positioning, and

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09:26

178 Strategic Reinvention: The Best Story to Explain...

Strategic Storytelling ·

2025/05/09

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14:08

177 Storytelling Prompts for Business Stories

Strategic Storytelling ·

2025/04/26

Have you ever faced a blank page, saying to yourself, “I know I need a story…a good story…for business. But I keep drawing a blank.” And most of the story prompts—those questions beginning “Tell me a story about” are not designed for business. They’re designed to get your personal stories. So you get prompts like, “What was your proudest moment…” which rarely helps your business. As I’ve said many times, a business story serves a purpose. It doesn’t just amuse and entertain. It supports your

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12:52

172 What's wrong with the advice, "Tell a story to be...

Strategic Storytelling ·

2025/02/27

Solopreneurs often get advised to show their real selves--to come out from behind the website and reveal who they really are. And one way to do this is to tell stories. What's wrong with this advice? First of all, "Just tell a story" means, "Curate a good story portfolio." A story may represent your self...but you have many selves. The first part of this podcast talks about this point. Which self is the Real You? At about 5.0, you'll get 3 tips to share authentic stories: 1 - know what "be yourself"

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38:09

171 - How A Financial Behaviorist Uses Stories To...

Strategic Storytelling ·

2025/02/20

When you tell stories, do you ever think, "That's all well and good for life coaches with personal stories. But I'm a technical person who wants to help people discover new ways of thinking about their actions. Talking about finance seems to call for discussions of numbers, trends and charts with percentages in three colors. Jacquette Timmons brings a different perspective. She's a financial behaviorist, someone who helps people deal with issues related to money, income and investments. Money

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18:52

170 How to bring emotions into your business planning...

Strategic Storytelling ·

2025/02/14

Oh no...the New Year begins with two tasks a lot of us dread: planning and taxes. I can't do much about taxes, but this episode is all about making planning more realistic and more fun. Most people make plans and schedules with their left brains. So you get cold, analytical plans...or even worse, daydreams about the future. That's fine if you're a big business...if you sell cola, beer, or sportswear. But if you're a solopreneur, especially if you provide a service, you have a double role. You plan

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09:16

169 How to explain web development to a die-hard...

Strategic Storytelling ·

2025/02/11

What kind of stories can you tell to explain complex or unusual concepts? What metaphors? This podcast gives just one example: How do you explain web development, especially the role of designers and copywriters? One way is to use a football metaphor. Each player on a team has a role to play. The copywriter is the quarterback and the designer is the offensive line. How do these roles work together? Why is one the quarterback and another the offensive line? That's what we talk about in the podcast

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14:02

168 Why Storytelling is Your Most Important Market...

Strategic Storytelling ·

2025/01/31

What does it mean to know your client? This episode was created after I saw an email encouraging. entrepreneurs to know their customers. Demographics, psychographic, big problem...anything, they said. There's a better way. Find their story. What brought them here? What have they tried? Those are the questions that will help you write the copy. If they say, "The other way took too long," you how them that your way is shorter. If they say, "The other provider was rude," you show them why you're

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26:40

167 Marketing as an Educator with Guest Robert Middleon

Strategic Storytelling ·

2025/01/09

When you're a small, service-based business, you are selling yourself and your ideas. I call this marketing when the brand is YOU. Most service businesses brand with what we call the story archetypes. You can read more about story archetypes here at this link. I've interviewed several Role Model archetypes. On this episode we get a rare look at an Educator archetype. Role Models have the message, "This is what I did. If I can do it, you can too. I'm just like you." They share a lot of personal

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10:30

157 How to use the client's backstory to tell if...

Strategic Storytelling ·

2025/01/02

When you run a service business, you need clients...the right kind of clients. Clients you can work with. Clients who will be successful when they follow your instructions. Your instructions might take the form of coaching. Or you might need to get clients to cooperate by filling out forms or simply delivering papers to you. If nothing else, you don't want them to make things worse by interfering with your job. So even if you're a plumber you need clients to do something...at least tell you what's

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20:59

165 Why clients expect you to deliver magic in your...

Strategic Storytelling ·

2024/12/19

Your story has a hero and a guide. Sometimes your story has cheerleaders and a villain. But your story doesn’t have a wizard or fairy godmother or magician. And you probably know the reason: Your story doesn’t promise magic. But sometimes clients expect magic and you have to correct them, This episode looks at 3 reasons clients falsely expect magic. But can you make magic happen for your clients? We also look at 3 ways that you can offer magic solutions–legitimately. Well, you're not a magician

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17:41

164 How Your About Page Sells You With Stories

Strategic Storytelling ·

2024/11/28

What's the most difficult page to write on your website? Your About Page. People don't like to write this page because they don't like to write about themselves. It feels like boasting. It violates the rule: "The nail that stands out gets pounded down." Your About Pag has to answer three questions: 1 - Why are you in this field? 2 -Why are you passionate about what you do? 3 - How do we know you're good at what you do? Each of these questions can be answered with a story. This episode gives you

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18:16

163 Is your story a literary production, a good...

Strategic Storytelling ·

2024/11/07

https://www.marketingwords.com/blog/write-copy-future-pacing/?ref=cathy_goodwin I recently came across a workshop on writing creative nonfiction. And that made me ask the question: What is the difference between creative writing and business writing? What about a course in film script writing? ? Of course the more writing you do, the better you get. And you'll get better a storytelling. But sometimes we're tempted to share a story works as a creative story but doesn't work as a business story

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28:03

162 Using Personal Stories to Build An Empire:...

Strategic Storytelling ·

2024/10/31

Can you become an extremely successful online marketer by telling stories? Connie Ragen Green has several best-selling books and courses, as well as an international practice in business coaching. She's accomplished this goal with strong, consistent marketing and an abundance of content creation. Connie has used stories extensively, especially personal stories. She has entire books where the subject is business, but the stories are directly from her personal life. However, she doesn’t just spill her

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09:56

160 How to Write Client-Pulling Copy by Telling...

Strategic Storytelling ·

2024/10/17

How many times have you gone to a website and found it was just plain boring? Like, it felt like reading one of your old college textbooks? In this episode, we explore ...why there's so much wimpy copy out there ...parallels between writing wimpy copy and getting stronger by working out ...why stories solve the biggest problem of writing wimpy copy: saying good things about yourself ...two micro-tips to make stories come alive ...why you need to get into your audience's mind to write strong copy

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177 results

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