Strategic Storytelling combines the power of storytelling with practical strategies for copywriting, and marketing. It's designed primarily for entrepreneurs, content creators, marketers, and copywriters. Most episodes are solo with occasional interviews by invited guests who bring unique insights to the topic. Host Cathy Goodwin is an online strategist, copywriter, and published author. The podcast focuses on the impact of business storytelling on the bottom line. When you start with a story, you simplify and strengthen your branding, content creation, and positioning. You also become a better business owner when you use stories to clarify your own objectives and gain self-understanding. Cathy started the podcast after she realized her clients were bewildered by what they were hearing about storytelling for business. Some of them simply couldn't understand how stories could help their businesses. Others got backlash when they dutifully followed advice to open up about themselves. As a copywriter, Cathy understood that stories for business need to be different from fairytales, campire tales and bedtime stories. That's the core focus of this podcast. Richard Branson said every entrepreneur must also be a storyteller. Cathy Goodwin adds, "But it has to be the right story."
Most business advice says: "Show empathy. Tell clients you've been there too." But here's the truth: clients don't care if you've walked in their shoes. What they care about is whether you understand their challenges—and whether you'll treat them without judgment. In this episode of Strategic Storytelling, you'll discover: Why oversharing personal stories can backfire with clients. The #1 rule of empathy that keeps clients from walking away. Three practical ways to show clients you "get" them—through words, processes, and stories. How to tell stories that build trust, respect your clients, and attract the right kind of business. If you want to build stronger client relationships, win more business, and avoid common empathy pitfalls, this episode is for you. Resources mentioned in this episode: Free guide: The 3 Most Important Stories Every Entrepreneur Needs. Click here. Workbook: Cast the Characters of Your Business Story. Click here.
8/22/25 • 11:16
How To Sell A Service No One's Heard Of: Storytelling Strategies For Innovative Offers When you're offering something that's new to your audience—whether it's brand new to the world or simply unfamiliar to your audience—you face two major challenges: they're confused about what you offer and they don't see the value of the service. In this episode of the Strategic Storytelling podcast, I will show you how to use story—not fluff, not oversharing personal problems—to create clarity, establish relevance, and communicate the impact of your offer. You'll learn: The three reasons prospects get confused about a new service (#3 is the most common reason for offering any service) Real-world examples of small businesses solving this problem through stories (including those who should be using stories more than they are) A five-point checklist to craft stories that educate and convert (not just any story will work) If you're a service-based solopreneur or small business owner launching something innovative—or reintroducing an offer that's being overlooked—this episode is for you. Resources: Downloadable Workbook: Cast the Characters in Your Business Story – Learn how to build strong stories using four essential roles: hero, guide, obstacle, and cheerleader. Click here. Work With Cathy: Want help crafting a story that clarifies your unique offer? Click here to get started.
8/1/25 • 15:11
What is the most important question to ask about storytelling? It's not "How much did this story express your feelings?" or "How much do you want to tell this story?" or even "What is the impact of this story?" It's "What is the business purpose of this story?" Why am I telling this story? Whats the ROI of this story? After all, when you tell a story in a business environment, you are investing time and/or money. Your story becomes a business tool. Is it worth what you invested? In this episode, I give you 3 questions to assess the ROI of your story. I explain: ...What we mean by storytelling ROI (and why it's so important) ...Using stories to begin a financially rewarding relationship ...3 crucial steps to maximize your story's ROI ...The shift in storytelling mindset that changes everything There's also a bonus tip at the end of the podcast to help you be more prepared with the right story. RESOURCES: Ebook (currently free) Three Essential Stories For Your Next, Best Client: Get Them Ready Before You Need Them Click here. Previous podcast where I build a relationship from a story. Click here. My most popular consulting program: The Strategic Intensive Click here. My website. Click here. More ideas for business stories: 30 Business Storytelling Prompts To Find Your Next Story. Click here.
7/25/25 • 10:03
Storytelling can become more productive when you start with a template. And it's not easy to find templates for business stories. In this episode, we explore a surprising (and fun) story structure for service-based solopreneurs, adapted from a holiday classic and inspired by Ann Handley's Everybody Writes. This story template covers a lot of bases. It's a variation of a success story. It focuses on the client, not the guide. It makes you think of your service as a problem-solving mechanism: What need do you fulfill? You will learn… …what makes this such a good template …some differences between these fairy stories and business reality …how this structure connects the client's need with your service …how to adapt this template for a service-based solopreneur And, as usual, it's short and to the point. No need to take notes: I've prepared a takeaway guide to your own version of this template. RESOURCES: Ann Handley's book - Everybody Writes Strategic Intensive - Solve that marketing problem. The Ultimate Story Template- download your personal guide to this story RELATED PODCASTS: Interview with Jaquette Timmons - Stories of a Financial Coach. Click hereWhich do people admire: Talent or Hard Work. Click here. NOTE: I mentioned a story that seems patterned on Rudolph: Danger the Dogyard Cat. Danger the dogyard cat I found it when I was living in Alaska and it's still popular. The book was written by Libby Riddles, who was a real Alaska musher and the first woman to win the Iditerod, a grueling challenge for dogsled racing. In this children's book, ae feisty cat named Danger gets adopted from the pound. He has to confront all the sled dogs who initially don't take him seriously. Then one day there's a crisis and the team needs a leader to follow. I forget the exact details, but ultimately Danger the cat ends up leading the dogs and they win the race. Click here to learn more.
7/17/25 • 11:58
If you've ever been asked, "How did you get started?" you know how often this question comes up in podcasts, interviews, networking events, and client meetings. But instead of giving a throwaway answer to satisfy their curiosity, what if you could use that moment to attract your next best client? In this episode, we explore how you can transform the most common origin story question into a powerful marketing tool. You'll learn how to frame your response to show your passion, uniqueness, and credibility—without sounding scripted or obnioxious. You will discover: Why most people waste their origin story—and how not to toss yours away Two origin story strategies: Show your passion or highlight your unique difference What to do if your origin story doesn't fit those categories A pro tip for "connecting the dots" between an unrelated past career and your current offer (so you increase your credibility) How to use your story as part of your website, podcast appearances, or live networking Resources: Download the free guide: The 3 Essential Stories You Need for Your Next, Best Client. Click here for access. Want personalized help shaping your origin story to fit your strategy? Book a consultation by starting here. If you find this episode helpful: Please leave a review on Apple or Spotify. It helps others find the show—and helps you build a stronger storytelling strategy.
7/11/25 • 10:22
We usually talk about the stories we tell about ourselves. We use stories to showcase our marketable qualities. We explain and promote our offers. In this episode, we flip the script. We focus on getting other people to tell their stories. Often their stories will be essential for our own marketing. For example, when you interview a podcast guest, you want that guest to tell an exciting story that will be memorable to your audience. When you ask for a testimonial, you want a story about how you helped the client. When you conduct client research or an intake interview, you want the client's uncensored point of view. Too many entrepreneurs rely on generic "why" questions and end up with boring, same-old answers. Besides your own storytelling, you want to find a way to get others to tell their stories. On this episode, you'll discover: ...Why "why" questions sabotage your interviews ...Questions to ask to spark meaningful, entertaining stories ...The four-part interview structure that produces the best stories ...Why you must avoid opinions and advice (and get good stories instead) ...How to understand why they might avoid hard-core truth in their stories As always, please leave a review, preferably on Apple or Spotify. Let me know how you're using your client's stories in your marketing. What works? What doesn't? Links & Resources: Video Course: The Client Advantage – Use your clients' backstories to enter the conversation in their heads. 30 Prompts To Tell Your Business Story – $9 FREE: The 3 Stories You Need Before Landing Your Next Client For a deep dive into research, positioning, and strorytelling: The Strategic Intensive My website is here.
7/4/25 • 11:55
We all hear that stories are powerful—but do they actually bring in sales? In this episode of Strategic Storytelling, I break down how stories make money for your business, both indirectly (as a smart marketing tool) and directly (by increasing conversions). You'll learn what makes a story profitable, how to align your storytelling with strategy, and what to avoid if you don't want your content to fall flat. Whether you're writing a landing page, planning a campaign, or building your brand, this episode will show you how to use stories not just to entertain, but to earn. What You'll Learn: The difference between "fun to tell" and strategic stories How stories can help you plan, clarify, and position your business What makes a selling story and how to craft one How storytelling keeps you from killing the sale by being too pushy Tips to use storytelling to connect with your audience's "before" picture Resources Mentioned: Cast the characters for your selling story From Story Telling to Story Selling: Tell your selling story Find your client's backstory Story-Driven Planning Workbook Podcast on Story-Based Strategy Work With Me: Need feedback on your story, landing page, or website? I offer personal video reviews so you can get fast, thorough, fluff-free feedback. Click here to learn more and sign up. Connect With Me: Website: https://cathygoodwin.com Subscribe & Review: If you enjoyed this episode, please subscribe and leave a review on Apple or Spotify. It helps others discover the power of strategic storytelling.
6/27/25 • 11:00
When you're a solopreneur or running a right-sized business, hiring a mentor isn't as simple as following someone else's success story. In this episode of Strategic Storytelling, we unpack the reasons why traditional mentor models — often built for corporate careers or celebrity entrepreneurs — don't work for most small business owners. You'll discover: Why their story may be inspiring... but useless to your business How to identify the right kind of support based on your business archetype Three powerful alternatives to traditional mentorship — including the idea of a "personal advisory board" How to use your own intuition as your most powerful decision-making tool Before you invest in a high-ticket program or follow someone else's path, tune in to rethink what "mentoring" really means for your stage of business. RESOURCES AND MENTIONS: Your Mess is Not Your Message: A Guide to Solopreneur Branding This book contains a detailed discussion of the archetypes discuss here. Free with Kindle Unlimited. FREE: What is your archetype? Take this quiz...and then learn more about your archetype from my book. Intuition: A Guide For Career and Business. I wrote this quite a while ago and it's still good. Podcast with Robert Middleton (an Educator). Podcast with Cindy Bidar (a Role Model). Podcast with Ellen Finkelstein (also a Role Model) One of many dozens of articles on personal advisory boards Get in touch with me.
6/20/25 • 20:48
What do invisibility, time travel, and telepathy have in common? It's not just a party game or a job intervew question, "Choose your superpower." These 3 storytelling superpowers that can transform your marketing. In this episode of Strategic Storytelling, we'll explore how to: Make your writing "invisible" so your message becomes the star (not your clever wordplay) Use time travel to guide your audience from frustration to solution Tap into the power of telepathy to respond directly to your client's unspoken desires Whether you're writing sales pages, emails, or social posts, these three tools will help you create copy that connects deeply and converts naturally. No magic tricks. Just strategy. Mentioned: Blog post on how to research your client's inner dialogue The Client Advantage course for going deeper into customer understanding Listen now to discover how to: Make your story irresistible and unforgettable Avoid common copywriting traps that kill connection Use storytelling as a sales strategy (not just a creative flourish) 💡 If you found this episode helpful, please subscribe, leave a review, (preferably on Apple or Spotify) and share it with a friend or colleague. Visit cathygoodwin.com for more storytelling tips and resources. To be a guest on the podcast. Go here and fill out the form.
6/11/25 • 11:33
IN this episode of Strategic Storytelling, we explore why your real, everyday stories—not dramatic or overly polished ones—are often the most powerful for your content. As an example, I talk about ]how comedian Loni Love stayed true to her voice despite pressure to "play a character," and how that lesson applies directly to your brand storytelling. If you've ever been told your story isn't "exciting" enough, or you're not being "vulnerable" enough, this episode is for you. You will learn... Why "authentic storytelling" doesn't mean airing all your struggles The danger of following cookie-cutter storytelling advice What Loni Love's comedy journey reveals about audience connection Why the best content starts with your actual experience—no exaggeration needed How to spot the right advice (and ignore what doesn't feel right) Links and Resources: Book Mentioned: I Tried to Change So You Don't Have To by Loni Love Want help developing your unique voice and content strategy? Book a consultation: https://cathygoodwin.com
5/30/25 • 07:21
Struggling to find the right words for your marketing? In this episode, we unpack why your business story isn't just relatable — it's a strategic treasure trove! You'll discover how storytelling becomes a diagnostic tool to uncover your most powerful marketing message. Whether you're a coach, freelancer, or creative entrepreneur, your story already holds the key to your branding, positioning, and message. We'll explore three story types that reveal your value proposition, brand positioning, and unique angle.. The breakthrough is in the story you've already experienced. You will learn… ...What is an aha moment and how it can help your strategy...The 3 types of stories that can give you new insights into branding and positioning (including that don't depend on your personal journey) ...How real-world business owners used stories to develop their strategy (and in some cases, transform their businesses) You can also download a workbook to create your own path from story to strategy. Currently free when you click here. I can also work with you one-to-one to take your own story on the journey to finding a new business model and a new strategy. Click here. Reach out to me with your story! I'll give you a quick answer. Don't forget to rate and review this episode, preferably at Apple or Spotify. that' how we grow.
5/23/25 • 11:50
A lot of solopreneur marketing challenges become easier with a story -- and with knowing the clients' backstory. In this episode, we're tackling a challenge many solopreneur service providers face: how to sell when your offer seems "non-essential" or even frivolous. From personal shopping to manicures, pantry organizing to lighting setups — these services are often dismissed as luxuries. But as the backstories reveal, the real value often lies beneath the surface. You will learn ... ... many non-essential services can be critical when you understand why people buy ... how to uncover the emotional backstories that drive buying decisions ... how to position your offer as a solution to deep, often unspoken needs. You'll hear real-world examples of frivolous products that become "must haves" when you learn why they're purchased. If you're a coach, consultant, or creative struggling to articulate your value, this episode will show you how to connect with your audience where it matters most — at the story behind the need. Please leave a review at Apple and/or Spotify. That's how we grow! Want to learn more about backstories: I have a free guide you can download here. I also have a short blog post, summarizing the key points, if you'd like to read instead of listen.
5/16/25 • 08:20
The show producer has not yet provided a description for this episode.
5/9/25 • 09:26
Have you ever faced a blank page, saying to yourself, "I know I need a story…a good story…for business. But I keep drawing a blank." And most of the story prompts—those questions beginning "Tell me a story about" are not designed for business. They're designed to get your personal stories. So you get prompts like, "What was your proudest moment…" which rarely helps your business. As I've said many times, a business story serves a purpose. It doesn't just amuse and entertain. It supports your strategy…which is rarely about helping you feel good about yourself. In this episode I talk about story prompts and introduce my newest product—a list of 30 story prompts for b business stories, one for each day in a month. A no-brainer at $7 when you click here. The podcast helps you understand: What is a story prompt and how does it help Why some prompts may work well for personal stories but not for stories you use in business A tip about how to start a collection of prompts for business stories A sample: 5 business prompts you can use now (with tips about how to use them) Why the prompt "Talk to your former self…" isn't helpful for business stories In this episode, I mentioned a movie: Harold and Maude - a classic oldie. Introducing: 30 Prompts for Strictly Business Stories - Click here for immediate download. Just $7.
4/26/25 • 14:08
If you're a small service-oriented business, you want to get people to talk about you! But how do you do this? Small companies—especially service-based solopreneurs—can't generate buzz the same way as big companies. They need to dip into their client's backstories. When someone says, "You seem to be talking to me!" -- that's how your buzz begins! In this episode, I talk about what it means for a solopreneur to create buzz. It's not the same thing as big-company buzz. You'll get examples of stories that never became the subject of conversation, and how they're different from stories that generated buzz. You'll also learn: Why my first website didn't get clients for relocation coaching How backstories hold the key to going viral 3 reasons why backstories help generate buzz RESOURCES AND MENTIONS: Christina Hills - Get her ebook "Web Design for Non-Techies" If you click at a different time, you'll get a different resource. Peter Guber - Tell to Win - Buy on Amazon. https://amzn.to/3G0dHNg My book on relocation (free with Kindle Unlimited - available in paperback or ebook on Amazon) Click here. My DIY 1course can help you find your client's backstory. Click here. FREE ebook on finding your client's backstory. Click here. My website.
4/10/25 • 14:28
"You're the expert." How do you feel when you hear those words? You'd better get used to hearing that sentenence if you're a service-based solopreneur! Because when you sell a service, you're selling expertise. You're offering knowledge and skills beyond what "everybody" has. You hire a licensed electrician because a handyman might do the job...but you want to be sure they won't set the place on fire by mistake. You hire a professional decorator because you want someone with flair who adds something to the project…something your best friend just can't do. So how do you get labeled as an expert? You can present credentials and testimonials. You can talk about how long you've been in business and point to a list of satisfied clients. But your most effective strategy for presenting yourself as an expert will be the stories you tell. They won't necessarily be about you or your successes. These stories have specific qualities that communicate, "I know what I'm talking about." You'll never have to say that directly. Your audience knows. In this episode, you'll hear examples of 2 stories from a business book, The End of Average. We'll analyze stories to see how they work. RELATED PODCAST: Episode 128: How to use your brand archetype to brand yourself as an expert. MENTIONED: Todd Rose, The End of Average RESOURCES: How to create content that establishes you as a credible expert in your field - Self-paced course. Click here. FREE Report - 17 surprising ways to use stories to market your business - FREE with Kindle Unlimited - Grow Your Business One Story At A Time
4/4/25 • 12:37
You've got a nice draft of the copy, all set to go…but will your audience ever read that copy? The answer is: Not unless you're reeling them in with a strong headline! The truth is, most people don't get past the headline when they're reading a sales letter. And yet headlines can be incredibly hard to write…unless, of course, you start with a good story. In this episode you'll get three tips for using stories to write headlines. It's one of my favorite topics because we tell business stories to help the copywriting—not to entertain or amuse the audience. You will learn: The purpose of a headline in copywriting (and it's usually not to sell) Why an AI headline generator will often not be enough to get a great headline A good example of a client's hidden backstory The kind of story that's not helpful in writing headlines Why to write a headline for what the client consciously wants (not what you know is good for them) And more! RESOURCES Free ebook on finding the client's backstory: Click here, Course on writing headlines: Click here.
3/27/25 • 12:10
Telling the right story, the right way, can lead to more clients and more sales. You don't have to come up with a story that keeps you in suspense--a story that could be made into a movie or a slick Superbowl commercial. The selling story for a solopreneur calls for two key ingredients. You don't have to dig into your life story to come up with edge-of-the-seat excitement. In this episode, I'll share two ways you can tweak your story to turn listeners into buyers. You will discover... ...the two tricks to get increasing sales from your story ...when a memorable story can work effectively to explain a concept (but not be a selling story) ...the trap to avoid when you share your client's problem with your audience ...the one element to include when you describe your solution ...some good examples of solutions that could become great stories If you enjoyed this episode, don't forget to leave a review, preferably with Apple or Spotify. Would you like to be featured in a future podcast? If you're a profit-oriented solopreneur, send me an email with a burning question about marketing or storytelling...and you'll be featured. Related Episode: When nobody understands what you do, tell these 2 stories. NOTES AND RESOURCES Kendra Perry My book Grow your business one story at a time Cindy Bidar Christina Hills Article on pitching a story at networking events Strategic consult Video review
3/21/25 • 11:43
You've heard it over and over. Success come from hard work, not talent. You're not a good writer? Not a natural business person? Just work, work and work some more. So hard work is admirable, right? People are most impressed by hard workers? Wrong. Research studies asked this question directly, "What impresses employers and investors most?" Employers and investors listened to stories of people achieving success by hard work...and stories of people who were so talented, success came easily. And the winner? Listeners reported greater respect for people who found success easily. If you think about it...we shouldn't be surprised. Who would you hire as an accountant: the one who struggled to get C's or the one who coasted through on A's without breaking a sweat? So when you present your story... This episode gives you ... 3 reasons why you'll get better clients by focusing on natural talent than by focusing on hard work. ...a recipe for presenting yourself using these insights - without bragging or self-promotion. RESOURCES: Inc Magazine article describing the research Free Report on Story Archetypes Podcast Episode Featuring Nicole Lewis-Keeber - How A Story Can Traumatize Your Audience Strategic Intensive Consultation
3/13/25 • 14:49
Angela Wills created her Life Style Freedom business by making connections. She believed business doesn't dictate your lifestyle: your lifestyle creates your business. "I'm really passionate about helping business owners find a business model that supports their lifestyle." - Angela Willis Angela is a very down-to-earth business owner who's built her business by understanding her clients. She understands the juggling act of being a parent and a business owner. "That is a skill," she says. "To me, it comes naturally now…the ability to connect with telling stories. Being approachable as well as businesslike is a skill…when people know who you are, they don't even look at the subject line. "They want to know you…it'll become, 'Angela has a course and I'm in.'" Our interview was especially fun when Angela and I gave each other new ideas for connection. I suggested that Angela focus on "connecting the dots" in her career move from chemistry to business. We talked about how she made that journey. And then I asked, "But what about people in business who have trouble making connections?" That's a question I have. I'm not a mom and I live in the city with a cat. Can people connect with me? Angela says yes. People connect with all kinds of activities. "There are people who don't go out a lot..but they bake bread. Or they do interior decorating." So she had some very specific suggestions for the way I can connect to people as a cat lady in the big city. For one thing, we cat ladies have problems with time management, just as moms do. They're just different problems. Highlights of the interview: : How Angela's stories connect with her clients Why Angela believes everyone has the potential to connect with clients, using stories How Angela's chemistry background helped her get started as an entrepreneur How to keep your business lean and simple (avoiding surprises and crises) Angela's suggestions for helping me connect with an audience that's very different from me RESOURCES: Link to Angela's free course Angela's website Living Lifestyle Freedom Cathy Goodwin's Website
3/6/25 • 45:25
Solopreneurs often get advised to show their real selves--to come out from behind the website and reveal who they really are. And one way to do this is to tell stories. What's wrong with this advice? First of all, "Just tell a story" means, "Curate a good story portfolio." A story may represent your self...but you have many selves. The first part of this podcast talks about this point. Which self is the Real You? At about 5.0, you'll get 3 tips to share authentic stories: 1 - know what "be yourself" really means 2 - why "I understand where you're coming from" can mean "I'm clueless" (and what to do instead) 3 - how your audience will have way too much fun with your fish story (with one of my favorite real examples) This podcast will be especially helpful for solopreneurs who want to showcase their authentic, human selves...but wonder which side to share. After all, you're one person when you attend your friend's formal wedding. And you're another person altogether when you're attending a picnic with friends who enjoy four-letter words every other sentence. If you'd like to see how one solopreneur combines personal stories with financial knowledge, listen to the previous episode of this podcast. Jacquette Timmons, a financial behaviorist, tells stories to make people understand the role emotions play in finance...and she does this without making you uncomfortable about hiring her. Click here for the link. REFERENCES: Article by Herminia Ibarra: The Authenticity Paradox Book: Getting to Yes And: The Art of Business Improv Book: Training to Imagine If you're wondering if you've got a fish story on the line, I'll be happy to take a look! Sign up here. My website: https://CathyGoodwin.com And please leave me a rating and a review, preferably on Apple or Spotify where lots of people see it.
2/27/25 • 12:52
When you tell stories, do you ever think, "That's all well and good for life coaches with personal stories. But I'm a technical person who wants to help people discover new ways of thinking about their actions. Talking about finance seems to call for discussions of numbers, trends and charts with percentages in three colors. Jacquette Timmons brings a different perspective. She's a financial behaviorist, someone who helps people deal with issues related to money, income and investments. Money reflects what's going on in people's personal lives. If you want to understand money conflicts, you need to understand family dynamics and individual emotions. To illustrate, Jaccquette uses stories about what happens when ordinary people encounter massive shifts in money. She talks about how she realized that money reflects what's going on in our lives -- and how changes in money also change our lives. What makes this especially interesting is that Jacquette is an Educator archetype. (If you want to learn more about the archetypes, click here.) Her message is, "If you apply what I teach you, you will reach your goals." Her stories are told to educate readers by making a point, not to help us get to know Jacquette as "the person behind the web." On this episode, you will hear: -- Jacquette's origin story: what made her motivated to be a financial behaviorist -- sample stories of how family background creates a ceiling on your business earnings (and the dynamics of money management in a marriage) -- why you need to acknowledge your relationship with money (and how it mirrors several relationships you have in your life) -- how Jaquette uses stories to make her clients realize they're not alone (so they're more comfortable sharing their challenges) -- how Jacquette uses stories from her own experience to help her explain complex concepts to clients Learn more about Jacquette at her website: JacquetteTimmons.com Get a free exercise to understand your own relationship with money: jacquettetimmons.com/wheel You can also find her. on Instagram and LinkedIn. Learn more about me on my website. My new book on solopreneur branding will show you how to use the archetype framework for your own marketing. You'll see why marketers are successful with different kinds of stories, depending on how they choose to position themselves. Free with Kindle Unlimited.
2/20/25 • 38:09
Oh no...the New Year begins with two tasks a lot of us dread: planning and taxes. I can't do much about taxes, but this episode is all about making planning more realistic and more fun. Most people make plans and schedules with their left brains. So you get cold, analytical plans...or even worse, daydreams about the future. That's fine if you're a big business...if you sell cola, beer, or sportswear. But if you're a solopreneur, especially if you provide a service, you have a double role. You plan and you deliver. Let's face it: there's no Planning Department for solopreneurs. So your planning has to be based on your motivations and your personality. You checked all the boxes. You filled out all the squares. You have good intentions. And...nothing happens! That's because you engaged your left brain and not your right. It's like driving in just one gear. You might be able to get there...but you probably won't. And you'll be damaged along the way. This episode is an experiment. I presented the material in a short workshop format, so it's more educational than some episodes. I hope you'll comment and tell me how you liked it! Some topics you'll learn about... Why storytelling helps you plan by engaging both sides of your brain 3 types of stories for planning How each story brings you different benefits and requires different aspects of what you offer How to reward yourself in a meaningful way that might seem frivolous You can also order a workbook to help you plan with stories. Go to this link and learn more. Of course, I'd also love to work with you on planning for your own business. Let's get together for a 90-minute session to discover what stories to tell. We'll identify your archetype and your brand and answer any questions you may have. Click here to learn more. …
2/14/25 • 18:52
What kind of stories can you tell to explain complex or unusual concepts? What metaphors? This podcast gives just one example: How do you explain web development, especially the role of designers and copywriters? One way is to use a football metaphor. Each player on a team has a role to play. The copywriter is the quarterback and the designer is the offensive line. How do these roles work together? Why is one the quarterback and another the offensive line? That's what we talk about in the podcast. It's very short and to the point. Here's a question for you: What stories do you tell when you need to explain a concept? What metaphors do you use? If you'd like to work with me on your metaphors, visit this link to set up a consultation.
2/11/25 • 09:16
What does it mean to know your client? This episode was created after I saw an email encouraging. entrepreneurs to know their customers. Demographics, psychographic, big problem...anything, they said. There's a better way. Find their story. What brought them here? What have they tried? Those are the questions that will help you write the copy. If they say, "The other way took too long," you how them that your way is shorter. If they say, "The other provider was rude," you show them why you're polite. In this episode, we'll talk about... ...the importance of interviews in market research ...the very worst question you can ask in an interview ...the 3 points you need to uncover in your client's backstory ...two mistakes that can make your interview go on longer (or at least SEEM to go on forever) ..why it may not be a good idea to offer a reward (bribe?) for participating If you'd like to learn more about the customer backstory, I have a free resource for you: https://cathygoodwin.com/baggage Also check out my newest book, Your Mess is Not Your Message. It's about branding yourself as a small business and it's free with Kindle Unlimited. Please leave a review so I'll know what you think! I'm also available for a 90-minute consultation or a quick video review of your work. If you'd like to have my critique your website in a future episode of this podcast, send me a message here. Or reply to a newsletter post.
1/31/25 • 14:02
"There's a gap between what I know they need and what they think they need." As a service-based business, you probably recognize this problem. For instance, you know your clients mostly need to build their confidence. They need to jump in and take action. But when they come to you, they say, "I don't have the right technology." Or "I need to learn copywriting." That's the topic of this episode, where I interview Shawn Fink. Shawn has a unique positioning strategy. She focuses on coaching her clients to find the courage and clarity to make significant life changes. Shawn's business explains exactly why we need to respond to the client's backstory. Clients rarely know just what they need or even what they want. The coaching process begins with the backstory but then morphs in surprising directions. Clients rarely arrive with the statement, "I know what I want and how to get there. I need the courage to move forward." Shawn's marketing has to integrate her unique offer with the client's backstory. We first learn a little about Shawn's coaching goals and the beliefs that underlie her work with clients. Next, we take a closer look at the client's backstory. We talk about why you need to separate the client's perspective from the offer when you plan your marketing. Some highlights: 6:04 – Clients face a choice when the next step seems scary: uplevel or pivot. 11:34 – Begin a discussion of the client's backstory. 18:50 – From backstory to marketing story 21:40 – Dealing with the different backstories: each is unique but you can find a common thread that drives your marketing. 27:16 - Generic tips on "being brave" to leave with our listeners 29:12 – Shawn rejects the common advice to feel the fear and do it anyway. It's BS, she says...and here's what to do instead. 34:94 - Don't miss the thoughts Shawn wants to leave with out listeners. Resources: http://ShawnFink.com http://CathyGoodwin.com/baggage - Learn more about backstories and the 3 steps we covered.
1/26/25 • 36:04
Almost every business coach on the planet will advise you to start telling stories. They'll encourage you to use storytelling for your blog posts, email messages, and just about any content you create. Deciding to tell a story is the easy part. Choosing a story that will help grow your business is much more difficult. That's mostly because you get conflicting advice from different mentors. "Go ahead and share," they'll say. "Feeling uncomfortable? Get over it." Even more, your inbox is filled with emails from all kinds of marketers, each beginning with a story. It's so easy to decide, "I'm going to create a story like theirs." Even worse, you can decide, "I have to stay away from storytelling. I could never tell a story like theirs." The truth is, business storytellers need a unique approach. You aren't trying to sell tickets to a movie. You want to sell your products and services. The first thing a successful business storyteller does? They don't think of themselves as storytellers. They're business owners. They're marketing strategists. In this podcast, I'll share 3 essential tips to use storytelling to build your brand and your business. We'll talk about… …why you need to frame your stories as a business owner first …examples of stories that "stick" in a good and bad way (and why that's critical to your success) …why some business owners wish they could take back their stories (and you can avoid having this happen to you) This is the one podcast I'm recommending for any entrepreneur who's decided to add storytelling to the marketing mix. It's delivered in my usual direct style and guaranteed to rub at least several business owners the wrong way. RESOURCES & MENTIONS: FREE download: Story Archetypes Strategic Intensive Consultation - Find the best way to use storytelling, given your archetype and your business. Video course: Replace Story-telling with Story-selling - Affordable course (no coupon needed) Book: Grow your business one story at a time. Ebook on Amazon. Book: Intuition for business and career decisions. Ebook on Amazon. My website: CathyGoodwin.com Contact: http://CathyGoodwin.com/contact
1/18/25 • 15:09
When you're a small, service-based business, you are selling yourself and your ideas. I call this marketing when the brand is YOU. Most service businesses brand with what we call the story archetypes. You can read more about story archetypes here at this link. I've interviewed several Role Model archetypes. On this episode we get a rare look at an Educator archetype. Role Models have the message, "This is what I did. If I can do it, you can too. I'm just like you." They share a lot of personal information. On the other hand, Educators share the message, "I have knowledge of what works. I want to share that knowledge with you. If you use my knowledge, you will be successful." Robert Middleton has been a business coach for many years, working with small businesses and solopreneurs. He is the quintessential Educator archetype. On this episode, you will learn... ...how Robert built his business as an Educator ...how Educators use stories (and the kinds of stories Robert tells in his business) ...why an Educator is also an experimenter and a learner ...how good Educators have in-depth understanding of processes ...the importance of learning one-on-one from a coach as compared to a book or video ...how Educators study the process of training (and what kind he feels will work best) ...how Educators study what doesn't work as well as what works ...the importance of making an idea a business reality ("making it happen") instead of overthinking, delaying and seeking perfection...how Robert is still an Educator in his new role as a podcaster ...the most important component of success in business (and it's not book learning) Stay to the end and you'll get Robert's analogy with cooking! You can learn more about Robert and his new venture at his website actionplan.club. Go to his site and get his guide to ChatGPT--free. You'll be added to his list (but he's no longer selling!). If you'd like to learn even more about the story archetypes, and using then to brand your small business, be sure to read my next book, coming out soon on Amazon. Sign up here to be notified when the book is ready. Are you looking for ways to brand your business with stories? Sign up for a Strategic Intensive and fine-tune your brand and messaging. This can be especially important if you are changing direction. You'll need a new story as well as a new brand.
1/9/25 • 26:40
When you run a service business, you need clients...the right kind of clients. Clients you can work with. Clients who will be successful when they follow your instructions. Your instructions might take the form of coaching. Or you might need to get clients to cooperate by filling out forms or simply delivering papers to you. If nothing else, you don't want them to make things worse by interfering with your job. So even if you're a plumber you need clients to do something...at least tell you what's wrong and get out of your way. In this episode, we talk about using a client's back story to find out if they'll be coachable. It's a form of qualifying the customer to see if they'll be good clients. We review the 3 parts of the client's backstory with reference to different services. Then we put the all together by looking at clients for one type of service--a dog trainer. We'll see how the different parts of their backstory help us know if they'll be good clients for us. Want to learn more? I have a low-cost course on finding the client's backstory that you can review here at this link. I also have a free ebook you can download about the client's backstory, especially the baggage clients bring to their appointments. Click here to get your copy immediately. We can always work together with the Strategic Intensive to figure out the backstory of your clients and how you can use it
1/2/25 • 10:30
Your story has a hero and a guide. Sometimes your story has cheerleaders and a villain. But your story doesn't have a wizard or fairy godmother or magician. And you probably know the reason: Your story doesn't promise magic. But sometimes clients expect magic and you have to correct them, This episode looks at 3 reasons clients falsely expect magic. But can you make magic happen for your clients? We also look at 3 ways that you can offer magic solutions–legitimately. Well, you're not a magician but you *appear* to be making magic. What you'll learn in this episode: 3 types of magic your clients may expect Why Cinderella and the Wizard of Oz do not help you write marketing stories 3 things you can do that make the client think there's magic FREE: Learn about archetypes and discover your own archetype. Click here. I have a book coming out in January 2025 that explains the process of branding for small business, including how to use the archetypes. You can sign up here. You'll be notified upon delivery.
12/19/24 • 20:59
