Strategic Storytelling Cathy Goodwin, Ph.D.

Whether you’re looking for a content creator, a designer, or an accountant, most likely you won't start with a search engine. You'll ask around before you get serious.

The WSJ recently wrote about a corporate trend: avoiding the usual job posts in favor of queries to a well-connected thought leader.
Alas, all too many business owners think of networking in terms of The Coffee Date. If you’ve been in business awhile, you’ve probably got enough Coffee Date Stories to fill a comedy set at a business-oriented comedy show.
On this podcast, I share a few stories of networking gone wrong. Some of them feature experienced marketers who should know better…or just had a very bad day. 
Even better you’ll discover how to use stories to make sure you connect effectively, so you don’t waste your time and theirs. 
And you’ll learn a technique I found in Dorie Clark’s excellent book, The Long Game, on how to respond to that inevitable question: “Can we get together and talk about our businesses?” Not surprisingly, she’s far more tactful than I am.
If you’d like to learn more about backstories, you can download my free report, How To Learn What REALLY Motivates Your Clients. 
I also have a course on this topic. Use the coupon LISTEN20 to get a 30% discount. 
Just browsing and enjoying the content? Click here to buy me a virtual coffee.  

"Your copywriting needs to be edgy!" is the advice I've given for years. 
I could have added, "And your books need to be even more edgy!" 
For a good part of summer and fall of 2022, I worked on a book with a message. The book grew out of my standup comedy sets, where I used humor to send messages that fight stereotypes about being single and growing older. Audiences remember stories - especially light-hearted stories. 
I got distracted from some parts of my business, but I also learned many lessons that apply to business writing as well. 
This episode tells the story of how I came to write this book. You'll also discover 5 lessons I learned from writing this book, with examples and, of course, stories. The language in this episode is (as always with me) completely G-rated. I don't mention the title, which contains a mild swear word. You can read the trigger warnings and order the book at http://CathyGoodwin.com/agebook
As I say in the podcast, the book originally was targeted to women around 35; it's turned out to be popular with Millennials as well as women over sixty. And almost half of my reviews on Amazon are coming from men. That was one of the biggest surprises. 
I have a website to support the book - http://AgingInSneakers.com 
For background, I recorded an earlier episode on edgy copywriting: 
Click here for Apple.
Click here for Spotify. 
Or just look for Episode #77 from wherever you are now. 

When I work on content strategy for lawyers, financial planners, and other professional service businesses, they point out that they can’t promise their clients a “win.” Lawyers can’t promise they’ll win court cases, financial planners can’t promise they’ll make you rich, and real estate agents can’t guarantee your home will sell in 30 days. Life coaches can't promise you'll reach all your goals.
Some services try to create a strong personality.  They write brash copy so they sound like a version of Tony Soprano.You can't make false promises or exaggerate. 
Other services go to the opposite extreme. They tiptoe around their brand by following the industry standards. They make copycat websites. They don't stand out in the online world. And they don't communicate value to their clients.
In this episode you'll discover 3 ways to differentiate yourself by focusing on service delivery, not outcomes. You can use the 5 story archetypes as a guide. 

You probably know that storytelling can be fun. And you probably know storytelling can be the most important tool in your marketing kit. 
But how do you evaluate what you're really getting from telling that story? 
In this podcast we look at your investment in storytelling: the time you take to plan your story (and most business owners don't plan enough); the cost of any training of consultation; and finally, the opportunity cost: when you use stories in your content, you give up opportunities for straight information, alternative stories, and more.
On the "return" side, you'll find many ways to benefit from storytelling. We'll just look at 3: reinforcing your brand, enhancing the value of your offer, and clarifying what your clients will gain.  
You'll gain a greater appreciation for storytelling, and hopefully you'll get answers to the question, "Is storytelling just a lot of trendy fluff? What's the benefit to the bottom line?"  
Free download - The surprising way to discover what really motivates your market - Click here.
BTW - the link to the "pants" story is 
https://www.banterist.com/ebay_dkny_mens_1/
 

I get a lot of questions about edgy copy because it’s popular today - for all the wrong reasons. Business owners want content that startles and grabs attention. And there’s a lot of pressure to write like you talk…and make that talk informal...sometimes with words that can get you in trouble with the content filters.
But…is that always a good thing? We want copy that’s bold … but is this the way to stand out?
The answer is "Absolutely yes!" for some businesses...but not for most.
The truth is, the best edgy copy is relatable to your audience. For some businesses, that means using language that would make a sailor (or a Tony Soprano) blush with shame. For others, it might be ultra-feminine language, so sweet it might as well be written in pink. 
This episode shows you how to give your content the edge so you become irresistible to your ideal audience. You sort out your best followers and the others realize, "Hey, this isn't my scene." And that's a good thing. 
Related podcasts: Episode #30. 
Apple.
Spotify. 
FREE download. Discover what *really* motivates your market. Click here.

Quiet quitting - means you tell a story beginning, “I’m not paid enough to do this."     
Quiet quitting has been around a long time.  I know many people who did the bare minimum to avoid being fired or keep their business going.
In this episode, we explore the full story behind quiet quitting. You'll also discover a better story to tell - a way to change your Quiet Quitting story into a Strategic Success story. 
Success might come from doing less....or doing more even when the rewards aren't easily found.
This episode demonstrates how you can understand a concept more easily when you start with a story. Learn more when you download my free report on storytelling for branding: http://mycopy.info/brandsteps
And if you'd like to get a better understanding of business storytelling, check out my kindle ebook Grow Your Business One Story At A Time.