138 episodes

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!

Strategic Storytelling Cathy Goodwin, Ph.D.

    • Business
    • 5.0 • 6 Ratings

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!

    140 Using Stories to Choose Your Niche

    140 Using Stories to Choose Your Niche

    “What niche am I supposed to target?”
    That’s always a popular question when I meet a group of fellow business owners. Even if they’re experienced veterans, they wonder, “Did I let some people get away? Am I being too narrow in my focus?”
    It’s a familiar struggle…and we keep going back to it. Even though we think we’ve got a niche we want to revisit. Men? Women? Married? Single? Age bracket?
    Sound familiar?
    In this episode of the Strategic Storytelling podcast, I have the answer: the clients backstory. 
    What do they say when they come? What don’t they say?  
    Most importantly, will they pay? And who’s picking up the tab?
    What you’ll learn in this episode:
    Why your mentor probably won’t help you choose a niche Why you shouldn’t be too quick to choose a niche How to turn a backstory into a profitable niche The most important qualities to look for when choosing a niche Why your niche may not be ready to buy from you  
    The toughest part of choosing a niche is finding their backstory. And I’ve got a product to help. Click here.   
    I can also help you target your niche as you write the copy. We can do this in a 90-minute coaching session. Click here to learn more. 
    Don't forget to subscribe and leave a rating and review! 

    • 15 min
    139 How to Use Stories to Teach Without Being Preachy

    139 How to Use Stories to Teach Without Being Preachy

    So you've got something to teach people. You're the only one...or one of the few.
    But your audience isn't stupid. They know a lot already. Who likes being treated like a child...especially a stupid child? Who likes being treated like a newbie when you're not?   
    In this episode of Strategic Storytelling, I'll show you three ways to use stories to get past the barrier. Instead of saying "you should do this," you can tell a story
     There's at least 3 ways to use stories to make your point: as examples, as a step-by-step story, and as a novelistic story you made up. They're all here, with examples.
    What you’ll learn in this episode:
    Why being preach-y turns people off (and they stop listening) Three ways to use stories to avoid talking down to people How stories can come from your experience or from a far-away place  Resources mentioned:
    Common mistakes associated with creating a website (a guest post I wrote long ago)
    Todd Rose’s book: The End of Average 
    Chuck Rylant’s book: How to Be Rich
    Relocation Strategy: Dealing with the stress of moving
      

    • 19 min
    138 Get profitable testimonials with storytelling

    138 Get profitable testimonials with storytelling

    “I have many happy clients. How can I get them to share testimonials?"  
    That’s what my reader asked me when I was looking for new applications for. telling stories.
    It's a complaint I hear from other service business owners too. Let's face it: if you're a small, service-based business, you need credibility. Nobody wants to be your first client!
    In this episode of the  Strategic Storytelling podcast, I share the reasons people don't leave good testimonials. It'll help you navigate the challenge more easily. 

    Let's face it: writing a good testimonial is almost as hard as writing about yourself. Nobody teaches you how. So how can yours be better?
    In this episode you will learn...
    What is a testimonial Why your testimonials are about the clients, not about you Why clients won't write testimonials Two ways to teach your clients to write testimonials Resources mentioned:
    Link to my infographic on testimonials
    Course: What is a selling story
    Course: Content for credibility
    Other episodes
    Episode 64: These 2 stories bring in more sales
    Episode 108: Get credibility when you can't get a testimonial (because your service is too sensitive) 
     

    • 18 min
    137 Are you telling stories to yourself?

    137 Are you telling stories to yourself?

    There’s something appealing about telling stories. We all want to talk about what happened to us..especially the bad parts.  
    But when you're writing for business, it's important to tell your story only when you have a purpose for that particular story. 
    Too many people write stories for validation. They say, "My cat died. Here's how I feel." Or they say the business hit a wall. Here's what happened"
     There's a place to write about your business. Psychologists talk about it all the time. It's as effective (at least for some) as a therapy session. 
    That's not what I'm talking about here. 
    In this episode, you'll learn 
    the right way to tell a story about your life how some well-known business owners shared their stories what to expect from your audience Resources mentioned:
    Interview with Cindy Bidar FREE booklet on story archetypes Book by Dorie Clark

    • 8 min
    136 The Celebrity Archetype: Are you a fan?

    136 The Celebrity Archetype: Are you a fan?

    Of the five archetypes I've identified, the Celebrity holds greatest awe and power. 
    ***If you're new to my community, you can download a free report featuring the five archtypes when you click here.
    Think of Taylor Swift and think of those folks in People magazine. We don't want to BE a Celebrity, but we can learn from Celebrities. It's no accident that real celebrities tend to be spokespeople for all kinds of brands.
    So now let's look at business. 
    Chances are you'll meet a celebrity somewhere along your business journey. You'll be tempted to use them as examples along the way. 
    But the truth is, you probably are not a Celebrity. You can't apply Celebrity strategies to your business..and win.
    Join me on this fun podcast to learn about Celebrity archetypes -- what they are and how to use them in your business

    • 10 min
    135 Why you can be passionate in what you do...but you're not a passionate advocate

    135 Why you can be passionate in what you do...but you're not a passionate advocate

    As you know, I've got five story archetypes for basic branding for small, service-based businesses. You can learn more about them in my free report here.
    http://cathygoodwin.com/archI talk a lot about the most common archetypes - the Role Model and Educator, and sometimes the Innovator. But I rarely talk about Celebrities or Passionate Advocates...with good reason.
    You feel, "I'm already passionate about my work!" But that doesn't mean you're a true Passionate Advocate.
    Advocates set limits on what they do. They have to be hard-nosed about it or they'll run out of time. Worse, their clients expect perfection, which they can never deliver.
    Listen to this short podcast to learn why it's a good thing to be passionate about your work, but not to brand yourself on your passions! 
    To get one-on-one help for your branding, let's talk! Cllck here to learn more.

    • 7 min

Customer Reviews

5.0 out of 5
6 Ratings

6 Ratings

Cindy Bidar ,

Practical strategies for making a connection

Everyone talks about story telling in business, but few people provide such actionable tips. Well worth a listen!

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