Strategic Storytelling

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 backlash on low-end programs — the first step in some funnels — and offers that include free consultations.

To many people, a “free call” means a sales pitch. And they’re scared.

Prospects consider your consultation — free or paid — in the context of their backstory.

In this episode we review 3 common backstories your client tells herself when she hears the words, "Free Session." 

Free offer - http://cathygoodwin.com/baggage

Course: http://cathygoodwin.com/clientadvtc  coupon listen20 

Looking for more creative blog post ideas that attract hungry readers?

You'll find a zillion bundles promising to help...with tired titles like, "Behind the scenes of my business" or "5 mistakes I'll never make again."

Writing a blog post is like making a sandwich.

Using a template is like, "Begin with 2 slices of bread."

For a great sandwich you need filling.

When you start with your prospect's backstory, you start with the filling. You can go back and add. the bread - the structure - later.

In this episode you'll discover how one story gives you lots of ideas for blog posts that deliver mouth-watering content to a hungry audience. 

To learn more about filling your client's needs, download this free report: What REALLY Motivates Clients to Buy From You. 
http://CathyGoodwin.com/baggage

You can also sign up for my course - The Client Advantage - when you click here: http://CathyGoodwin.com/clientadvtc 

Use the coupon code LISTEN20 to take $20 (29%)  off the published price.

"I've heard this all before."
"You sound just like everybody else in your field."
"I can't remember...what did you say again?"

Content creation takes work. Nobody wants to hear those responses after putting in effort to create what should have been a remarkable blog post, web page, podcast or landing page.

In this episode we talk about specific ways to achieve originality in your message. In particular, we'll talk about the importance of creating a framework as a container for your message.

Once you've established a framework your messaging becomes infinitely easier. When I established my 5 story archetype framework, I was able to create content more easily. I was also able to help clients with branding questions. 

Resouces: 

Podcast on voice  - Episode 37
Listen on Apple
Listen on Spotify
Listen anywhere - search for Episode 37

Course on credibility

You want to grow a business ... but what happens when you keep telling yourself stories keep you from moving forward? Stories that seem so real and vivid you never think to question them?

The truth is, comfort zones are just too ... comfortable. 

Mike Krupit is an entrepreneur who's consulted with many companies over the years. Mike now supports business owners and entrepreneurs who are serious about developing profitable businesses.

Mike talks about how we can get out of our way when we recognize these stories that hold us back.  He points out that we're encouraged to be open and authentic...but we need the right kind of authenticity. Balancing openness with professionalism holds the key. 

Sources on the call:
Herminia Ibarra - The Authenticity Paradox (HBR article Mike uses with his clients) 

Herminia Ibarra - Working Identity  - book on Amazon

Mike can be found at https://www.trajectify.com/contact-us

Many organizations are still struggling to rebuild community after the pandemic forced everyone apart.

Alex Hillman is the founder of Indy Hall, one of the first coworking spaces in Philadelphia. He had to answer the question, "How do you keep a space-based community together when the space goes away?" 

In this episode, Alex shares stories that show why Indy Hall coworking is far more than a piece of real estate.  He shows how the community helps members find their way, grow and change. 

Around 28:40, he shares some advice on choosing the best stories to tell - not necessarily stories of your most impressive success. 

Alex is an entertaining and sought-after speaker. Enjoy your time with this episode! Reach Alex at indyhall.org or his email, alex@indyhall.org and share what resonated with you. 

Thinking of starting or growing a blog? This episode breaks down the steps - which are not what most marketers will tell you. You'll save a lot of time (and enjoy a more successful blog) when you stop and ask just a few extra questions.

To discover your marketing archetype (which helps you create a blog consistent with your marketing style), download this free report - http://cathygoodwin.com/arch

Branding consultants and courses often try to learn from big-name consumer products , such as beer and cola drinks.  

Small service-based businesses run into trouble when they try to copy the big guys - like a petite female competing with big, muscular power lifters in a weight training class.

Big brands wear their brands like beach towels. Small business branding starts when you take off the towel.

This episode uses a fun summer metaphor to highlight the difference between large and small business branding...and why your whole approach to branding has to be different.

Learn more in my book, Grow Your Business One Story At A Time. I have a free guide to branding for small business, which you can download here.

Visit my website, http://CathyGoodwin.com, for more resources - free and for sale. 

Don't forget to rate and review this podcast episode! 

Ellen Finkelstein uses email marketing to grow her list. She sends out emails every day - 7 days per week - and each email begins with a story from her own everyday life. 

Ellen is what I'd call a role model archetype.

That means her promise is, "I'm just like you. If I can do it, you can do it." She uses stories to build profitable relationships with her very large,  responsive list. 

In this episode you'll discover Ellen's system for...
...choosing which stories to include in her emails
...finding stories when nothing seems to appear
...deciding what to leave out of her email stories.

We also talked about how her Role Model archetype influences her marketing. 

You can learn more about Ellen at her website, 
ChangeTheWorldMarketing.com 

Storytelling has been a big business buzzword for a long time. Small business owners frequently are encouraged, "Learn to tell stories!" or even, "You can't market without storytelling in the 21st century!"

Of course there's a backlash. We're hearing criticism of storytelling. It's fake. Companies use stories to come across as warm and fuzzy when they're cold as ice. People are tired of hearing stories. 

There's some truth to those criticisms...and we can learn from them. But...stop telling stories? That's another...story. This episode explains.

Download your free guide to the 3 Common Storytelling Mistakes (and the 1 Fix You Can Apply). 
http://cathygoodwin.com/mistake 

Episode #22 explains what I mean by "concept story."
For a deeper explanation of concept stories, hero's journey and other stories, look up my book: Grow Your Business One Story At A Time. 

Don't forget to subscribe and leave a rating as well as a review. Drop by my website and say hello - http://CathyGoodwin.com 

You plan your next offer -a program or product.

Some business owners get an idea and dive right in. I’m in this category. We execute fast…and wish we’d taken more time to plan.  

Others like to nail every detail. They want to be crystal clear on the step-by-step systems. They lose time by overthinking. 

I call these categories the "jumpers" and the "clingers." They tell different stories. They operate differently. And they can be extremely successful. The challenge is step beyond your comfort zone to try a different style...or to leverage your current style for maximum productivity. 

That's what we talk about in this episode: using your work style to be more productive on your own terms. 

I'm Cathy Goodwin and my website is http://cathygoodwin.com

Small businesses get the "too expensive!" objection all the time. In this episode we dive into the client stories that might drive these objections. 

Sometimes the clients don't "get" your value - but sometimes your offer conflicts with their story. I share some recommendations to help you deal with these objections more productively and profitably.

Learn more about getting inside the client's mind with this free guide - http://cathygoodwin.com/baggage

I also work with clients through the Strategic Intensive.


 

Certain story templates are more effective when it comes to attracting more clients and generating more sales.

Is it because they create more intense conflict? 

The surprising answer is, "No."

In his book, Story Paradox, Author Jonathan Gottschall reveals a stunning fact: the higher the level of poetic justice on a TV show, the higher it performs in the ratings. 

In this episode of Strategic Storytelling, you'll discover the real reason these stories work...and you'll be able to apply these insights to your own business. 

 
Jonathan Gottschall's book, The Story Paradox explores the darker side of storytelling.

My ebook, Grow Your Business One Story At A Time, explains how to use storytelling purposefully for business growth. 

Visit my website for more resources.

… 

Without credibility, you can't have a successful business. That's the lesson from Mitchell Levy, a Global Credibility Expert. 

In this episode, Mitchell explains why credibility is important. He identifies some surprising indicators of credibility, such as being coachable, being a servant leader and showing up. 

We also talked about using stories to reinforce credibility (and how the wrong story can kill your credibility fast).  We came up with some memorable examples! 

This episode will give you a new perspective on how to use credibility as an essential source of business growth. 

Mitchell can be reached at http://mitchelllevy.com 

My course on credibility:
http://cathygoodwin.com/credcourse

If you buy that, you're not getting the full power of storytelling. Stories can support for your strategy and simplify your marketing.

That's the big difference between personal and business stories. Personal stories might get an appreciative laugh, but business stories can do so much more. Anyway, your business audience might not be amused by your personal stories.

I've referenced the topic indirectly. This episode clearly shows the difference between personal and business stories - and how strategizing your story helps you go beyond entertainment to reach your business goals. 

Discover 17 ways storytelling can help grow your business with this free guide: http://mycopy.info/17ways

We hear a lot about rebranding. Bt what happens when you take your business in a new direction? Or direct your energy toward a new target market? 

This episode introduces 3 steps you need to rebrand profitably with a new story. 

Find your story archetype here

Online course creation has become a major industry. If you're a business owner, your course gives you new opportunities to grow your business, find clients and gain credibility. 

Designing a course can be challenging. How do you know what to include? How do you figure out how to sequence the modules? 

Explore a new way to design your course by starting with a story. You'll appeal to more students and have fun with the process. 

My course on course creation is 
http://mycopy.info/createyourcourse
Use the code COURSE50 for a 50% discount as a thankyou for listening.

Free guide: 17 surprising ways to grow your business with storytelling
http://mycopy.info/17ways 

As a business storyteller, your goal is to get listeners and readers involved in your story. They will see themselves in your story. They will want to jump in and join the story.

Or realize "this isn't my story" and go elsewhere, saving you both some time.

Learn more about storytelling when you download 17 Surprising Ways to Grow Your Business With Stories - free when you click here: http://mycopy.info/17ways

Enjoy the podcast - and don't forget to leave a rating and a review, preferably on the Apple website. 

Most stories will attract attention. Small business owners need to go beyond attracting attention to create stories that attract and persuade. 

How do you attract your ideal clients? Create a story with elements they can relate to. A story that helps them see themselves in the story.  

How do you do this? It's a pretty simple tweak, actually... but you have to decide consciously to structure your story this way. 

This episode shows you how.

To better enter the conversation in your client's mind, download my free guide - http://cathygoodwin.com/baggage 

If you like this podcast, don't forget to leave a review and subscribe! 

From Cathy Goodwin - cathygoodwin.com