Strategic Storytelling Cathy Goodwin, Ph.D.

Your story's location may seem trivial or straightforward. 
"It's a beach story." 
"One day I was in my home office..."
"Mary went home to apartment 3701..."
Don't those locations bring a special vibe to your story? The story's location tells a lot about your characters and about you.
If Mary lives in apartment 3701, she'll seem different from someone living in apartment 301. 
She'll seem even more different from someone living on a farm.
If she lives in the middle of a city, her whole life will be vastly different from someone living in the suburbs, let alone in the country.
If you're working from a kitchen table you're very different from someone working from the patio of a large estate.
In this episode we touch briefly on the power of a story's location.   
Does your story's location fit your story archetype?
What if you want to change the story's location? And why should you? 
What are some mistakes people make when assigning a location to their story?
Listen here for the answers.
RESOURCES:
FREE: What is a story archetype (and what's yours)? 
COURSE: What is a story that sells - a selling story? How does that differ from a paid story?
FREE PODCAST: What is a Role Model story archetype? Who's a good example?
FREE PODCAST: Can your audience relate to your story?

Branding and selling are very different activities in business. 
A branding story introduces you to your audience. It tells something about you and how you provide the service. 
A selling story makes the audience say, "I want what she's having!" 
In this episode I explain the difference and show that one story can be both. I illustrate with 4 powerful examples of good stories. 
One story is purely a branding story.  The three others establish a brand and also help you sell.
Resources:

Episode 141: What makes a story relatable (or why your audience can't follow your story)
 
Episode 117: What's a Role Model archetype? Interview with Cindy Bidar.
 
Book: What's a good business story?
 
Free report: What's the archetype system of branding?
 
How do you tell a selling story? A self-study course.
 
How do you brand with a story? A self-study course.
 
My website: https://cathygoodwin.com
 
Consultation: https://CathyGoodwin.com/storyconsult
 

It's really important to be innovative in your business. 
Being innovative is one of the ways people realize you are credible. You've gone beyond the basics to develop your own framework or explain your ideas in a new way.
But will you market yourself as an innovator? That's a different question.
In this podcast we will ...
...explain the difference between innovation in business and innovation as an archetype
...show examples of business owners who are true innovators vs. those who innovate but brand differently
...explain why you may not want to market as an Innovator. 
RESOURCES:
The archetype framework (and how to decide which one is yours)

My book on storytelling (available as an Amazon ebook)

Another podcast: a Role Model archetype 

Home study course: Brand yourself with storytelling

You've probably heard that "your story must bring out emotion in your listeners."
And that's because you've also heard, "People buy on emotions." 
But is that always true? 
Lots of times people make buying decisions based on logic and rationality. They evaluate the offer coolly, based on their needs. 
The truth is, sometimes people make buying decisions without bringing emotion into the picture at all. Educator archetypes rarely tell emotional stories; they don't expect their clients to make decisions emotionally at all.
In this episode you will learn...
...why the phrase "people buy on emotion" is only partly true
...when people buy on emotion (even if they know they need to be more rational) 
...how and when to use purely rational stories that bring forth no emotion at all
...how a story can restore the balance between emotion and logic
...the way you can use emotional appeals in stories

Don't forget to subscribe and leave a rating and review, preferably on the Apple site.
Resources:
Book on Amazon: Grow your business one story at a time
Free guide: Your story archetype (and a quiz to reveal yours)
This episode mentioned
Carlos Batara
Ian Brodie
Alicia Forest

Does your story contribute to your strategy? Is your story a part of your brand?
You get all kinds of advice to "be sure your content includes a story."
The real question is, what is the purpose of your story? Will you motivate people to buy? Or are you telling the story to get people to like you more? Or do you want to build their trust, so they believe you'll solve their problem?
In this episode of the Strategic Storytelling podcast, you'll get three questions to ask about your story. The answers help you understand if you have a real business story. Are adding value to your business strategy? Or are you adding more fluff?
For instance, Harry and Elaine are both money coaches. Harry is an Educator. Elaine is a role model. They're in the same field, but they'll have very different stories. 
To be effective, stories have to be believable. You'll get examples of unbelievable and believable stories.
Resources:
FREE guide to story archetypes: What are archetypes and what is yours? Click here.
Create content and tell stories to be believable. Click here.
Sell with a story. Click here.
Strategic Intensive: A 2-week sprint to solve your marketing challenges.
 

Calling yourself a "healer" brings special challenges in marketing. 
And in some ways, everyone is a healer. We all pay money to relieve our pain.
But when you call yourself a healer, people get confused. Just what do you do, anyway? You might be a reiki practitioner, EFT practitioner, a psychotherapist, a health coach...or just a "healer."  
But if you're a healer, how do you explain what you do? You may think everyone knows. But even if people think they understand, you've got a special twist. 
You also want to encourage people to choose YOU from your many competitors.
And the best way to achieve these objectives is to tell the right kind of story...the story that answers the questions nobody asks.
That’s what we’re exploring in this episode of the Strategic Storytelling podcast.
What you’ll learn in this episode:
Why every service-based business is (usually) run by a healer Why you need to balance the conflict of running a business and healing people in pain The. best ways to structure a story to explain what you do  Resources mentioned: 
The Strategic Intensive, my premier consultation offering.
EFT Websites, a low-cost course about designing websites for healers
Personal branding with stories, a course for people concerned about bragging too much.