Strategic Storytelling Cathy Goodwin, Ph.D.

We've talked about the hero in your story. We had an episode about the villain. And today we're going to talk about the character nobody mentions: the cheerleader.
You can't be with the hero all the time, no matter how good you are. The cheerleader helps the heroes achieve their goals by just being there.
You as the guide can help the hero find supportive cheerleaders. Sometimes people have to pay for this support, but often that support is available if your client--the hero--knows where to look. Sometimes you show them why it's important.
When you help the hero find a cheerleader, you gain credibility as a guide. You help your heroes solve their problems. 
Additional resources: 
Who's your hero's story -- a podcast
Who is the villain of your story - a podcast
How to write a story that sells - a self-paced video course
 
 
 

 
 
In this podcast episode we are going to look at casting the characters in your story.
We’ve already talked about the villain. The other characters are the hero, the guide and the cheerleaders.
 
Who is the hero of your story?
 
The hero has a problem. Often it’s a serious problem. Sometimes it's trivial, like a leaky faucet. You have a more dramatic story when the hero has a serious problem that requires steps to solve.
 
You are the guide who solves that problem. We will talk about the guide's role in the next podcast.
Here's what we cover and what you will learn. 
-- There are 3 kinds of heros - you, your client, or an imaginary person. 
-- There are 3 qualities the hero possesses - these will surprise you. The hero can’t be a loser even though the hero brings you a problem. 
People don’t want to identify with losers: so who do they choose? 
What about the hero who’s the client of a lawyer or tax preparer? The hero doesn’t do a lot of work, but the hero can’t be totally passive.
-- Finally, what happens to the hero?  You don't wave a wand but your client -- the hero -- does come away as a different person.
The hero sells your story. The hero is the client. The prospect turns to your story and sees the hero as a mirror.  That’s the essence of a selling story. 
Other podcasts you may like:
The villain in your story - episode 148
You don’t have to be passionate to be a passionate advocate - episode 135
What is a persuasive story - episode 46
 
And I have a product: How to tell a story that sells. Choosing characters is just one component.
If you'd like to work with me, learn about the Strategic Intensive coaching program.
 
Learn about the five archetypes of small business branding when you click here.
 

Do you want to create a story that sells - a selling story? 
In this episode of Strategic Storytelling, you'll see an example of the way we can transform a "good enough" story into a strong story that delivers sales.  

The business owner (a financial executive - a corporate controller, to be exact) found a need for a product she could create. She needed a story to get prospective customers involved and motivated. Her first story was not bad...but you'll see what we did to make it even better.
In less than ten minutes, you will learn ...

...how to make a good story great
...when (and when not) to use an origin story as "your" story
...how the client's backstory becomes part of your story
...how choosing an archetype helps develop your story
Don't forget to subscribe! Leave a rating and a review
If you'd like to work with me to power up your story (or find the best one to use), we can begin with the Strategic Intensive program -- a 2-week sprint to power up your program. Click here to learn more. 
Want a quick view review of your website or sales letter, with your story? Click here to request one.
FREE GUIDE: New to the archetypes? Click here to learn more (and get a quiz to help you choose yours).

COURSES: How to find the client's backstory. What makes them decide to buy? Click here for more. 
Related podcast: The villain in your business story

Are you having trouble with branding your business? 
Maybe you've gotten tired of the whole process. You wonder if you need to bother with branding at all. 
That's because you may be trying to "brand like the big guys."  As a small, service-based business, you can't use the same approach. 
You'll learn...
...why big companies use brands like a beach towel (and solopreneurs can't)
...why your brand starts AFTER you drop the beach towel and go into the water.
...what you, as a small business, have to communicate when the brand is YOU
My book on Amazon:  Grow Your Business One Story At A Time.
FREE GUIDE to business branding: You can download here.
Course: Brand your business with stories. 
Visit my website, http://CathyGoodwin.com, for more resources - free and for sale. 
Don't forget to rate and review this podcast episode! 

In this episode, I’m joined by Dr. Michelle Mazur, a message strategist and marketing consultant. Her slogain is, "Make marketing suck less."
Let's face it: Most of us didn't go into business to be marketers. But it's something we have to do. It will always suck for a lot of people...but she helps make marketing easier and more fun.
Storytelling is one of the ways to make marketing more fun. For Michelle, that's am unusual way. to deal with the client's pain. Instead of magnifying the pain, she suggests we name a villain that the client can fight.
You will learn:
Why having a villain in your story makes you a better marketer Some especially evil villains in online marketing (including mine, Michelle's and some others) Why you should give your villain a name (like "web slubs" or "overlord") Why internal blocks cannot be true villains Where storytelling has gone off track  You can find Michelle at her website: Dr. Michelle Mazur
Resources mentioned:
bookshop.org
Christina Hills - Website Creation Workshop
Course: A Story That Sells
 

Business owners, especially those with small businesses that offer professional services, often get advised to, "Make your mess your message." 
This is awful advice for marketing.
In this packed-tight-with-information episode, I show how sharing your mess can actually harm your business.
You will learn:
1 - Where “Your mess is your message” really comes from (and how TV anchor Robin Roberts used that expression)
2 - How my early message was seriously misunderstood: they read my story as a “mess.” It wasn’t.
3 - How another story was misunderstood: a woman who turned down a scholarship to Juilliard and whose career is just about gone.
4 - The importance of audience reaction to your story: when you put your story out there, they will judge you.
5 - Why the advice to “be vulnerable” can lead to unexpected reactions (and sharing your mess can turn away your ideal clients)
6 - Why anticipating your mess can become a self-fulfilling prophecy
7 - How sharing your mess can lead to an energy drain among your followers (and why I decided NOT to share my cat story)
8 - How sharing your mess can make you seem less likeable 
9 - When it’s time to share your messy life (with a good example from Angela Duckworth)
10 - How a marketing coach (Connie Ragen Green) turned a mess into a triumph (read her book about her cross-country trip)
11 - How to recognize examples of good stories, with examples. 
12 -What lessons I've learned from stories where people absolutely did not connect (and what really works)
References: 
 The Road Trip, by Connie Ragen Green  
My ebook on Amazon - Grow Your Business One Story At A Time.  Free with Kindle Unlimited.
My consultation, the Strategic Intensive, which will help you identify a good story.

How to tell a story that sells: a DIY home study course.