192. Effective Storytelling Techniques for Entrepreneurs: Build Brand Authority and Connect with Your Audience

What makes a story truly newsworthy in today's crowded media landscape? 

Public relations expert, Bonnie Rothman, founder of Company B, breaks down the art of storytelling that captures attention. With 15 years of turning leaders into thought leaders and securing features in Wall Street Journal, Fast Company, and CNN, Bonnie shares her proven formula for crafting narratives that resonate. Bonnie dismantles the common misconceptions about what makes something news worthy and reveals the authentic storytelling techniques that open doors. Drawing from her experience as a New York Times reporter and her success landing clients in top-tier media, she shares the fundamental shifts that separate forgettable pitches from unforgettable narratives. From her workshops with global leaders to a masterclass in transforming brand benefits into compelling stories, this conversation reveals the secret ingredients that make journalists lean in and audiences take notice. 

This is the episode that will forever change how you think about telling your business story.

 [00:05- 11:31] Adapting Business Strategy During Challenging Times  

• Utilized previous connections and good impressions to secure initial clients

• Transformed a conference-based client's strategy to focus on thought leadership during COVID

• Pivoted content strategy to address emerging workplace issues during crisis

• Created weekly programs addressing timely topics like remote workforce management, leadership challenges, and cultural issues during pandemic transitions

[11:32 -16:36]  The Art of Effective Client Retention  

• Develop new products and services to give existing clients reasons to keep engaging

• Create measurable systems to demonstrate return on investment to clients

• Listen carefully to evolving client needs and adapt your services accordingly

• Focus on showing value from the beginning of the relationship

[16:37 - 27:30]  The Evolution of Business Storytelling in Today's Market    

• Being able to tell a good story has become the cost of entry into entrepreneurship

• Business owners must stay relevant by tuning into current narratives and market conditions

• The most effective stories stem from authentic conflicts and distinct points of view rather than contrived content

• Leaders need to adapt their messaging to address current challenges like hybrid workforces and changing corporate cultures

[27:31 - 35:56] Key Elements of Effective Storytelling  

• Focus on identifying and presenting relatable conflicts (beyond just pain points)

• Include enemies, obstacles, puzzles, and traps to create engaging narrative twists

• Support narratives with relevant facts and statistics for credibility

• Ensure stories conclude with satisfying endings that resolve the initial conflict

Connect with Bonnie Rothman

Website:  https://companyb-ny.com/ 

Insta:  https://www.instagram.com/companyb_ny/?hl=en 

LinkedIn: https://www.linkedin.com/company/company-b/

Go to https://lifeaftercorporatepodcast.com/ for all episodes

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Tweetable Quotes:

"The minute you get a new client is the minute you start losing them.".... Bonnie Rothman on the Reality of client churn

"Am I going to pivot and do something a little bit so I don't get rejected over and over again? Or am I gonna sort of stick with my guns?".... Bonnie Rothman on the Dilemma of a career pivot

**TRANSCRIPT AVAILABLE UPON REQUEST**

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