Strategic Storytelling

Cathy Goodwin, Ph.D.
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Strategic Storytelling

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!

  1. 5天前

    168 Why Storytelling is Your Most Important Market Research Tool

    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 polite. In this episode, we'll talk about... ...the importance of interviews in market research ...the very worst question you can ask in an interview ...the 3 points you need to uncover in your client's backstory ...two mistakes that can make your interview go on longer (or at least SEEM to go on forever) ..why it may not be a good idea to offer a reward (bribe?) for participating If you'd like to learn more about the customer backstory, I have a free resource for you: https://cathygoodwin.com/baggage Also check out my newest book, Your Mess is Not Your Message. It's about branding yourself as a small business and it's free with Kindle Unlimited. Please leave a review so I'll know what you think! I'm also available for a 90-minute consultation or a quick video review of your work. If you'd like to have my critique your website in a future episode of this podcast, send me a message here. Or reply to a newsletter post.

    14 分钟

  2. 1月26日

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

    “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 clients to find the courage and clarity to make significant life changes. Shawn's business explains exactly why we need to respond to the client's backstory. Clients rarely know just what they need or even what they want. The coaching process begins with the backstory but then morphs in surprising directions. Clients rarely arrive with the statement, “I know what I want and how to get there. I need the courage to move forward.”  Shawn’s marketing has to integrate her unique offer with the client’s backstory.  We first learn a little about Shawn's coaching goals and the beliefs that underlie her work with clients. Next, we take a closer look at the client's backstory. We talk about why you need to separate the client's perspective from the offer when you plan your marketing. Some highlights:  6:04 – Clients face a choice when the next step seems scary: uplevel or pivot.  11:34 – Begin a discussion of the client's backstory. 18:50 – From backstory to marketing story 21:40 – Dealing with the different backstories: each is unique but you can find a common thread that drives your marketing. 27:16 -  Generic tips on "being brave"  to leave with our listeners 29:12 – Shawn rejects the common advice to feel the fear and do it anyway. It's BS, she says...and here's what to do instead.  34:94 - Don't miss the thoughts Shawn wants to leave with out listeners. Resources: http://ShawnFink.com  http://CathyGoodwin.com/baggage - Learn more about backstories and the 3 steps we covered.

    36 分钟

  3. 1月18日

    125 The best business storytellers do these 3 things

    Almost every business coach on the planet will advise you to start telling stories. They’ll encourage you to use storytelling for your blog posts, email messages, and just about any content you create. Deciding to tell a story is the easy part. Choosing a story that will help grow your business is much more difficult. That’s mostly because you get conflicting advice from different mentors.  “Go ahead and share,” they’ll say. “Feeling uncomfortable? Get over it.” Even more, your inbox is filled with emails from all kinds of marketers, each beginning with a story. It’s so easy to decide, “I’m going to create a story like theirs.” Even worse, you can decide, “I have to stay away from storytelling. I could never tell a story like theirs.” The truth is, business storytellers need a unique approach. You aren’t trying to sell tickets to a movie. You want to sell your products and services.  The first thing a successful business storyteller does? They don’t think of themselves as storytellers. They’re business owners. They’re marketing strategists.  In this podcast, I’ll share 3 essential tips to use storytelling to build your brand and your business. We’ll talk about… …why you need to frame your stories as a business owner first   …examples of stories that “stick” in a good and bad way (and why that’s critical to your success) …why some business owners wish they could take back their stories (and you can avoid having this happen to you)  This is the one podcast I’m recommending for any entrepreneur who’s decided to add storytelling to the marketing mix. It’s delivered in my usual direct style and guaranteed to rub at least several business owners the wrong way.  RESOURCES & MENTIONS: FREE download:  Story Archetypes Strategic Intensive Consultation - Find the best way to use storytelling, given your archetype and your business.  Video course: Replace Story-telling with Story-selling - Affordable course (no coupon needed) Book: Grow your business one story at a time. Ebook on Amazon.  Book: Intuition for business and career decisions. Ebook on Amazon.  My website: CathyGoodwin.com Contact: http://CathyGoodwin.com/contact

    15 分钟

  4. 1月9日

    167 Marketing as an Educator with Guest Robert Middleon

    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 information. On the other hand, Educators share the message, "I have knowledge of what works. I want to share that knowledge with you. If you use my knowledge, you will be successful." Robert Middleton has been a business coach for many years, working with small businesses and solopreneurs. He is the quintessential Educator archetype. On this episode, you will learn... ...how Robert built his business as an Educator ...how Educators use stories (and the kinds of stories Robert tells in his business) ...why an Educator is also an experimenter and a learner  ...how good Educators have in-depth understanding of processes ...the importance of learning one-on-one from a coach as compared to a book or video ...how Educators study the process of training (and what kind he feels will work best) ...how Educators study what doesn't work as well as what works  ...the importance of making an idea a business reality ("making it happen") instead of overthinking, delaying and seeking perfection...how Robert is still an Educator in his new role as a podcaster ...the most important component of success in business (and it's not book learning) Stay to the end and you'll get Robert's analogy with cooking!  You can learn more about Robert and his new venture at his website actionplan.club. Go to his site and get his guide to ChatGPT--free. You'll be added to his list (but he's no longer selling!).  If you'd like to learn even more about the story archetypes, and using then to brand your small business, be sure to read my next book, coming out soon on Amazon. Sign up here to be notified when the book is ready. Are you looking for ways to brand your business with stories? Sign up for a Strategic Intensive and fine-tune your brand and messaging. This can be especially important if you are changing direction. You'll need a new story as well as a new brand.

    27 分钟

  5. 1月2日

    157 How to use the client's backstory to tell if they're coachable

    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 wrong and get out of your way.  In this episode, we talk about using a client's back story to find out if they'll be coachable. It's a form of qualifying the customer to see if they'll be good clients. We review the 3 parts of the client's backstory with reference to different services. Then we put the all together by looking at clients for one type of service--a dog trainer. We'll see how the different parts of their backstory help us know if they'll be good clients for us. Want to learn more? I have a low-cost course on finding the client's backstory that you can review here at this link. I also have a free ebook you can download about the client's backstory, especially the baggage clients bring to their appointments. Click here to get your copy immediately. We can always work together with the Strategic Intensive to figure out the backstory of your clients and how you can use it

    11 分钟

  6. 2024/12/19

    165 Why clients expect you to deliver magic in your services (and how you can create a magical experience realistically)

    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 but you *appear* to be making magic.  What you’ll learn in this episode: 3 types of magic your clients may expect Why Cinderella and the Wizard of Oz do not help you write marketing stories 3 things you can do that make the client think there’s magic    FREE: Learn about archetypes and discover your own archetype. Click here. I have a book coming out in January 2025 that explains the process of branding for small business, including how to use the archetypes. You can sign up here. You'll be notified upon delivery.

    21 分钟

  7. 2024/11/28

    164 How Your About Page Sells You With Stories

    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 examples from real business owners who use stories artfully and intelligently.  You will learn... ...how to use a story to connect the dots between what you were and what you do now ...the best way (and the worst way) to show you’re passionate about what you do ...how to show you’re qualified to make the offer People mentioned: Jacquette Timmons.   Chuck Rylant -  Carlos Batara  Cindy Bidar - Podcast featuring Cindy as a guest Ellen Finkelstein - Podcast featuring Ellen as a guest Additional resources: Write your About Page With Stories - video DIY course on writing your About Page when YOU are the business.  Grow your business one story at a time - my book on business Strategic Intensive consultation

    18 分钟

  8. 2024/11/21

    023 The most important story for solopreneuur marketing

    Your most important story isn't about you. It's about how you work with clients to help them reach their goals.  This is your success story.  Your success story has 4 parts:  hero, crisis, solution, and outcome. We'll walk through examples of how these parts come together for a lead-generating success story. You don't just share a hero's journey story. You can introduce a plot twist.  You'll see examples of success stories that miss the mark and how to transform them so they work for you. You'll see a detailed example of a story that comes close...but could be much better. You'll learn how you can most effectively use your success story and how you can gain the greatest benefit. When I write copy for a solopreneur service business, I always ask for 3 success stories. They help me understand how you work and the benefits clients receive. This episode draws from my Amazon Kindle book, Grow Your Business One Story At A Time.  Learn more about stories on my website, https://www.cathygoodwin.com

    17 分钟
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关于

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!

信息

  • 创作者
    Cathy Goodwin, Ph.D.
  • 活跃年份
    2021年 - 2025年
  • 单集
    166
  • 分级
    儿童适宜
  • 版权
    © Copyright by Cathy Goodwin, Ph.D. All rights reserved.
  • 节目网站
    Strategic Storytelling

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