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Cathy Goodwin
Strategic StorytellingEpisodes
Cathy Goodwin
Strategic Storytelling
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Episodes of Strategic Storytelling
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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 fi
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-bas
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. I
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 shar
Online course creation has become a major industry. If you're a business owner, your course gives you new opportunities to grow your business, find clients and gain credibility. Designing a course can be challenging. How do you know what to in
Your story's location may seem trivial or straightforward. "It's a beach story." "One day I was in my home office..." "Mary went home to apartment 3701..." Don't those locations bring a special vibe to your story? The story's location tells a
Branding and selling are very different activities in business. A branding story introduces you to your audience. It tells something about you and how you provide the service. A selling story makes the audience say, "I want what she's having!
It's really important to be innovative in your business. Being innovative is one of the ways people realize you are credible. You've gone beyond the basics to develop your own framework or explain your ideas in a new way. But will you market y
You've probably heard that "your story must bring out emotion in your listeners." And that's because you've also heard, "People buy on emotions." But is that always true? Lots of times people make buying decisions based on logic and rationali
Does your story contribute to your strategy? Is your story a part of your brand? You get all kinds of advice to "be sure your content includes a story." The real question is, what is the purpose of your story? Will you motivate people to buy? O
Calling yourself a "healer" brings special challenges in marketing. And in some ways, everyone is a healer. We all pay money to relieve our pain. But when you call yourself a healer, people get confused. Just what do you do, anyway? You might
Have you ever told a story -- a brilliant story! -- and your audience just looked at you blankly? They just didn't get it. Or they couldn't relate: they couldn't put themselves into the story. Stories succeed when people put themselves in the
“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
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
“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:
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 particul
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 fol
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
We have lots of stories of celebration, where people talk about their wins. What we need are more stories of pulling the plug. For example, in this episode I talk about someone who decided not to get a drivers license. In a typical story, she'
If you’re a service based solopreneur, entrepreneur or independent professional, your brand is YOU. Your About Page will be critical to your online success. And yet, if you’re like most business owners, you’ll tell me the About Page is the most
When we think of business storytelling, most business owners think of stories as a way to relate to clients - and certainly I encourage that direction. You can use stories to engage clients, explain a complex offer, communicate your
Numbers make stories more vivid. When we say, "Apartment 101," you may get a picture in your mind of the door with the number. But there's a downside. When you use numbers to suggest how you value something, your audience will be judging you. T
This week's episode is an encore presentation. It's designed to introduce new audience members to a podcast they may have missed. And it's one of my favorites! We rarely associate"productivity" with "storytelling." But content creation is the b
Many service-based entrepreneurs tell me, “My services seem so ordinary! I want to create a sense of excitement among potential clients.” It’s how lots of small business owners (including me) begin looking at their websites and sales letters.
“Should I tell this story? I don’t feel comfortable sharing.” Or “I *really* feel I should tell this story, even if it makes me uncomfortable." If you’re like many of my clients, these questions arise when you’re wondering about sharing a sto
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