The Everyday Storyteller

I’m all for shortcuts when they work. Here are 5 things you can do to make storytelling easier for you. And tune in to the next episode for 5 things you should absolutely avoid doing.  Re-use stories that have worked well in the past using a different format Talk about the things you know (rather than stressing about what you don’t) Like your own story. Outsource the stuff that would take ages to...

Here's the game-changing idea: Consider storytelling as the icing on your business cake, enhancing the great work you already do to market it rather than thinking of it as a one-time, overwhelming endeavour.  Sprinkling stories throughout your content can: Make your content more personal and human, encouraging engagement. Differentiate yourself by providing insight and a compelling reason to w...

If you’re at the beginning of your biz journey or about to launch a brand-new product or service, I’ll forgive you for thinking just because you haven’t sold anything yet that, you don’t have a story to tell. But you do. There’s always a story to tell. You’ve got your obvious stories: your founder story, why you do what you do, your brand story.  But don’t stop there. As I said, storytelling is ab...

I know the age-old adage of never look a gift horse in the mouth, but with customer success stories - or as you may know them, testimonials or case studies, you’re doing exactly that.  Sharing the story of your happy customer, talking about the transformation they’ve gone through working with you or buying your product, this is stuff that’s never going out of style. You can literally use it over a...

You can’t get away from the fact Taylor Swift is EVERYWHERE right now. And rightly so, in my opinion. I won’t deny her catchy tunes are fun, but for me, there’s a whole other level to her that can really help you up your storytelling game.  Here's how you can apply her brilliance in your business storytelling: Include relatable emotions Paint vivid pictures with your language Use real characte...

I delve into the significance of storytelling and how stories are powerful tools that inspire action, foster empathy, and build trust. I discuss the ability of stories to create connections and encourage positive change and encourage you to think about the ways your stories can serve others. Key Points: Stories are a vital part of our lives, capable of inspiring action and weaving connections. The...

For many years, I have firmly believed in story-related copy always being about ‘you’, i.e. the client, rather than about me or ‘I’, but is it what your customers want? The truth is, as much as they want to be able to relate to your content and understand how you can help them, they really want to know who you are, too.  They want to hear about your personal journey and experiences - not only does...

Business storytelling is a powerful way to sell without selling overtly because it engages and persuades through narratives and emotions rather than resorting to aggressive sales tactics. I share examples of stories you can tell to help your sales process: Start by establishing relatability. You could share a story about a challenge or problem your business faced and how it overcame. Share stories...

Selling is not an evil force. It’s also not as big a deal as you think. Today, I share three tips on how storytelling can be used to make selling a more comfortable and rewarding process.  Start with a well-crafted narrative that hooks your audience. Showcase your passion and purpose behind the new product or service you’re selling. Use customer success stories. There is no easier way to get over...

Welcome to this Halloween edition of The Everyday Storyteller.  There are many similarities between a good old-fashioned ghost story and business storytelling. A good business story holds many of the components of a horror story: Suspense Emotionally engaging characters Tension and conflict  Unexpected twists And a good old-fashioned moral or lesson.  In this episode, I ask you to think about how...

Success doesn’t come from countless accolades and shiny trophies strategically placed in front of your Zoom camera for all to see. It doesn’t come from 6 figure earnings. Or 10,000 followers. It doesn’t come from corporate sponsorship deals or seeing your face on the side of a double-decker bus.  For me - and maybe for you too - success comes from helping one person when they need it most. It’s so...

What you sell or offer your customers may not be life or death. Still, even so, it will be important to them, and therefore, making sure you communicate information when and how they need it is crucial to how they feel about you and the experience they receive.  Here are some ideas to help you stay in touch with your customers, even when you haven’t always got good news to share:  Send a quick ema...

Like collecting stamps, I greatly advocate collecting and curating stories.  Next time something interesting happens in your life (or anyone else’s, for that matter), take note and jot it down. Voila! You’ve got yourself a genuine story. Now, think about your customers and what they need right now. How would your story resonate with them? Can you add a. Business meaning to it? Use it to explain so...

As storytellers, it is not our role to lecture our customers or cajole them into buying from us simply by telling them how great we are. Instead, we need to show them that we understand them, that we can indeed solve their problem and what life will look like for them when we do.  Showing, not telling, is really about five key principles, so why not try and re-write your piece of content with the...

It’s easy to get lost in the weeds trying to advance your idea or product, but would you actually care if you weren’t so attached to it?  As female business owners, it's important to recognise that not everyone will love what you do or sell simply because you do. It would help if you crafted an idea - and a story to support it that others will care about. And the easiest path to figure that ou...

I used to dream of being Carrie Bradshaw from Sex in the City. Not that I was in the slightest bit interested in fashion or bullish New York gentlemen, but I wanted to sit in a stylish apartment, doors flung open, chiffon curtains blowing in the wind, cigarette in hand, writing, being a journalist, having others hanging off my every word. I would regularly think to myself, what do I have to do to...

Storytelling is a great way to move beyond talking about the features and benefits of your product or service, showing your customers what their life could look like and how it would improve if they bought from you.  In this episode I share a fictional story to demonstrate exactly how you can create stories which present an irritable future for your dream clients and a few key tips to help you inc...

In this episode I illustrate the power of storytelling in the context of product marketing dispelling the myth that storytelling is exclusively for service-based businesses and motivating you to recognise the story within your products.  When you're selling a product, you're not just offering an item but an idea, a feeling, and an experience. Using the example of handmade candles, I demons...

I share a valuable reminder about the importance of customer-centric storytelling by asking “What are my customers doing right now?” And adapting your message accordingly to better meet their real-time needs and challenges.   In this episode I share the story of a female maker who did exactly this and saw a huge boost in sales by addressing the timely concerns of her customers, despite it being sl...

Worrying that your story isn’t interesting enough to share? If you’ve gone to all the effort of setting up and running your own biz, I bet you a year's worth of biscuits that you’ve got something interesting to say off the back of it. To help you get started - or give you some inspiration for story-led content you can share on your socials, in your newsletters etc here are 8 questions to ask y...

I explore the universal fascination with eavesdropping on other people's conversations. Delving into the innate curiosity that drives this behaviour, the episode highlights its connection to our deep-seated need for human connection and provides valuable insights into using eavesdropping as a tool for business storytelling.  From casual conversations to social media interactions, the episode e...

If you've never explored Camden in North London, you're missing out. It's a place full of vibrant characters and unique experiences, like the independent store, Clime-it Brothers. Clime-it Brothers isn't your average store. Instead of asking if they can help you, the shop assistant wants to share how your purchase can make a difference. Intriguing, right? Clime-it Brothers is a social enterprise w...

15 years ago, I started my first business by myself, facing panic attacks, and a lack of support from friends and family. Fast forward, I realised I wasn't alone; many women share similar experiences and now, with the growth of social media, there’s a platform to share them.  Connect Through Stories: Humans seek connection and shared experiences. Stories provide a platform to connect with your...

Limbic System Magic: The warm, right feeling you get when making a decision? That's your limbic system at work, where emotions and decisions intertwine. Storytelling is your key. The Gut Instinct Power: Gut decisions happen in the limbic brain, where emotions reside. They often feel right because they bypass our language centre. Storytelling ignites this brain region, leading to powerful emoti...

Lack of Clarity: Define your main message and ensure everything in your story supports it. Ignoring Your Audience: Research your audience and tailor your story to resonate with them. Overloading with Details: Keep your story concise and use examples sparingly. Lack of Emotion: Include emotions like empathy, excitement, or inspiration to connect on a deeper level. No Conflict or Resolution: Identif...