Strategic Storytelling

Many organizations are still struggling to rebuild community after the pandemic forced everyone apart. Alex Hillman is the founder of Indy Hall, one of the first coworking spaces in Philadelphia. He had to answer the question, "How do you keep a space-based community together when the space goes away?"  In this episode, Alex shares stories that show why Indy Hall coworking is far more than a piece...

Thinking of starting or growing a blog? This episode breaks down the steps - which are not what most marketers will tell you. You'll save a lot of time (and enjoy a more successful blog) when you stop and ask just a few extra questions. To discover your marketing archetype (which helps you create a blog consistent with your marketing style), download this free report - http://cathygoodwin.com/arch...

Ellen Finkelstein uses email marketing to grow her list. She sends out emails every day - 7 days per week - and each email begins with a story from her own everyday life.  Ellen is what I'd call a role model archetype. That means her promise is, "I'm just like you. If I can do it, you can do it." She uses stories to build profitable relationships with her very large,  responsive list.  In this epi...

Storytelling has been a big business buzzword for a long time. Small business owners frequently are encouraged, "Learn to tell stories!" or even, "You can't market without storytelling in the 21st century!" Of course there's a backlash. We're hearing criticism of storytelling. It's fake. Companies use stories to come across as warm and fuzzy when they're cold as ice. People are tired of hearing st...

You plan your next offer -a program or product. Some business owners get an idea and dive right in. I'm in this category. We execute fast…and wish we'd taken more time to plan.   Others like to nail every detail. They want to be crystal clear on the step-by-step systems. They lose time by overthinking.  I call these categories the "jumpers" and the "clingers." They tell different stories. They ope...

Small businesses get the "too expensive!" objection all the time. In this episode we dive into the client stories that might drive these objections.  Sometimes the clients don't "get" your value - but sometimes your offer conflicts with their story. I share some recommendations to help you deal with these objections more productively and profitably. Learn more about getting inside the client's min...

Certain story templates are more effective when it comes to attracting more clients and generating more sales. Is it because they create more intense conflict?  The surprising answer is, "No." In his book, Story Paradox, Author Jonathan Gottschall reveals a stunning fact: the higher the level of poetic justice on a TV show, the higher it performs in the ratings.  In this episode of Strategic Story...

Without credibility, you can't have a successful business. That's the lesson from Mitchell Levy, a Global Credibility Expert.  In this episode, Mitchell explains why credibility is important. He identifies some surprising indicators of credibility, such as being coachable, being a servant leader and showing up.  We also talked about using stories to reinforce credibility (and how the wrong story c...

As a new business owner, I was advised to share stories that would build the know, like, and trust factor.   I soon discovered 3 types of stories that had the opposite effect. They created distance, confused my audience, and left them saying, "That's bizarre." You'll discover why these types of stories don't work (and what to do instead).  Mentioned: Relocation book on Amazon Free report on unders...

A lot of business owners have been told, "Stories entertain and captivate your audience."   If you buy that, you're not getting the full power of storytelling. Stories can support for your strategy and simplify your marketing. That's the big difference between personal and business stories. Personal stories might get an appreciative laugh, but business stories can do so much more. Anyway, your bus...

We hear a lot about rebranding. Bt what happens when you take your business in a new direction? Or direct your energy toward a new target market?  This episode introduces 3 steps you need to rebrand profitably with a new story.  Find your story archetype here

Creating your story is just the first part storytelling. You also need a way to tell your story.  As a business storyteller, your goal is to get listeners and readers involved in your story. They will see themselves in your story. They will want to jump in and join the story. Or realize "this isn't my story" and go elsewhere, saving you both some time. Learn more about storytelling when you downlo...

Most stories will attract attention. Small business owners need to go beyond attracting attention to create stories that attract and persuade.  How do you attract your ideal clients? Create a story with elements they can relate to. A story that helps them see themselves in the story.   How do you do this? It's a pretty simple tweak, actually... but you have to decide consciously to structure your...

They're not paying attention to your content? No surprise: there's a lot of noise in the background.  This episode (based on my new course - http://cathygoodwin.com/credcourse ) introduces the 2 factors that influence credibility...illustrated with a story. When classical violinist Joshua Bell agreed to a journalism-inspired gig ... not on a concert hall, but on a subway station in Washington DC....

Business storytelling works like a muscle. When you need a story, you have to be ready. Just as you do workouts and exercises to be ready to play tennis or basketball, you need to exercise your storytelling muscles so you'll be ready when you need a story.  You don't always need a story - but when you need one, you need to have the skills to choose and tell that story.  Just as your gym workouts p...

When you're new to your business or career field, you might be asking yourself, "Am I really qualified to do this?" Your friend, mentor or coach assures you, "Of course! You know more than you realize."   They might even say, "You have impostor syndrome!:  Are they right Do you suffer from impostor syndrome? Or are you being encouraged to be an impostor? How. can you tell? Look to the truth of you...

Yes - you should include vulnerability in your business story. But not YOUR vulnerability: it's about your clients.  The experts don't tell you to bare all. They associate vulnerability with being brave. They tell you to be very choosy about your audience.  You do need to know enough about shame and vulnerability to enter the conversation in your client's mind. Clients can feel vulnerable when the...

When you get an "aha moment" (almost what used to be called a "Eureka moment") you see the world a new way. Maybe you ask a new question. Maybe you see a way to reconcile conflicting viewpoints. Above all, you get a surprise. This episode shows 3 ways a story can create an aha moment. When you create this kind of moment, you find your readers or listeners often are more willing to listen to you wi...

Small businesses can be urged to come up with a catchy headline, slogan or product name. But what does a "catchy" slogan do for us?? For a big brand of cola or sportswear, a catchy tag line may stand out. Small businesses don't have time. Clients make decisions by clicking a mouse. They don't see our ads on television and magazines. We have to go for "persuasive," even "profitable" content.  Inste...

You share "your story" -- especially a personal story--and you get backlash. Often that story will be the *one* story your audience will hear about you. You're judged (fairly or not) by that one story.  Inspired by the Ted Talk, Danger of a Single Story , this episode shows why you need to realize that any story can become your branding story. You'll be identified by the story, which can become di...

In your business story, you're the guide and your client is the hero. In traditional stories, the guide just appeared to save the hero's life, money, or dream. Cinderella's godmother showed up spontaneously; Luke Skywalker finds one Yoda. There's a hidden step to your own business hero story. In this episode, you'll learn about the 7 steps in Donald Miller's Storybrand framework, based on my inter...

Storytellling for business doesn't work like storytelling for movies and novels. You start with different ingredients and you assemble them strategically. Persuasive stories don't follow the "beginning, middle, and end" structure. They don't follow the "and then one day" style of improv either. They're designed to show how you help clients. They don't leave you feeling good. They leave you feeling...

Entrepreneurs rarely find their businesses by walking a straight line. They move from lawyer to professional organizer, from corporate exec to life coach, or from police officer to financial planner.  As they pivot, prospects ask skeptically, "Are you really qualified to do this?" They won't connect the dots for you. That's why you need a story that shows exactly how you got from there to here. Th...

Small service businesses walk a fine line in branding. They don't want to blend in with everyone else (like "little boxes" of the famous song). But sometimes it's tempting to go to the other extreme: an original name to describe your service.  The middle bear approach - not too hot or too cold - begins by telling a story that resonates with your client's story. We're all hard-wired to categorize....

As you build a portfolio of business stories, business owners often come up against a challenge: you've got a story but the audience can't relate to the context. How do you get your audience involved in a story about an experience that feels unfamiiliar - even alien - to them?   That's a daily challenge for Neil Bardhan, a Philadelphia-based business storytelling consultant. In this episode, you'l...