The Story Selling Podcast

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack . The '2-Step Template' uses the 'conversation' aspect to create a chat bot type interaction with a new potential client. This ad format uses multiple messages to attract the attention of your ideal client, then funnel them down the most relevant path. This ad format leans on Robert Cialdini's idea of c...

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack . If things can go terribly wrong for your clients, especially if they make poor choices, then the prediction or warning is a good template to start with. The prediction or warning is essentially a story of change. You open your message by making a prediction that taps into a conversation already happen...

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack . If you work in an industry not generally considered 'marketing savvy', then the Confession Template may be a good starting point. The confession is a specific structural template designed to evoke curiosity and encourage ideal clients to subscribe to your list. On this episode I discuss: Why relevance...

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack . If you have several 'signature success stories', then the results-led template may be an effective way to capture the attention of your ideal client. The results-led approach is perhaps the most direct 'hook' you can use in your conversation ad. In effect you are saying, "for a client just like you, f...

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack . If you're work is mission-driven then you may want to test the purpose-led template... The 'purpose-led' template leads with your mission and purpose as the 'hook' of the message. In Simon Sinek's terminology, you're tapping into WHY you do what you do, rather than leading with the mechanics of the pr...

Over the next few episodes I'll be exploring specific templates from my LinkedIn Ads Conversation Ad Template Pack. The first and most important template is the problem-led approach... When you're a true expert in your field, it's desperately easy to skip or skim over the problem and write about the solution. The trouble is, clients only want to hear about the solution when they've already acknowl...

If you know your ideal clients are active on LinkedIn, then it makes sense to allocate an advertising budget to reach them. At the same time, you're worried about wasting a metric ton of cash. You've heard that LinkedIn Ads can be expensive. You only want to invest a little in your ads to begin with while you prove the use case. In this scenario, 'conversation ads' are usually my recommended ad fo...

Some of your marketing efforts will deliver high-value, rewarding, profitable clients; and some will not. The trouble is, you usually can’t tell upfront which segments of your marketing are delivering the right leads. If you can find out which slice of your marketing pie is delivering the right people, you can cut out the rest and focus all your resources on that segment. The right segment may hav...

Part 2 of this mini-series on bidding and budgets examines how much to spend in the 'testing phase' of a new account, and key things to measure after you have generated a lead. Listen now as I discuss: Guidance in initial testing budgets How quickly to scale Why 'Time to Money' is one of your key campaign metrics - and one you won't find in your ad account

The most frequent question I’m asked about LinkedIn ads, Google Ads, or any kind of paid ads, is “ does it work? ” The answer to which, is yes. The ad network will take your money and show your ad, 100% of the time. So yes, it works. The question behind the question is will it work for you? The answer to which depends on any number of factors: the problem you solve, the volume of people searching,...

Running ads to promote your own business can feel like a scary and exciting emotional rollercoaster. It's easy to get down when results don't go your way, when in fact you may be one variable away from success. (Most advertisers go big too fast, and then give up too soon). On this episode, I explore how to nurture a detached 'Stoic' outlook to managing your ads in a persistent way. Listen now as I...

Every business needs at least one source of consistent good quality leads. That source could be online or off, digital or analogue (i.e. in-person). I've come to the assessment in recent years that EVERY business should have at least one paid advertising platform as part of your marketing approach. Even if it isn't your primary source of leads, running ads teaches you valuable lessons about your m...

Podcasting is perhaps the easiest way to communicate your knowledge to the world. Most business owners find it easier to talk than to write - at least on a consistent basis!   In this conversation, Rob Drummond and podcasting expert James Marriott explore the concept of 'purposeful podcasting'. If your work makes a real difference to the people you serve, then you'll want to listen to this ep...

'Editing' is everything you do between the finished draft and a published piece of copy. Editing will expand to fill all available space, if you let it. (If you're editing an AI-generated draft, your editing problems become MUCH worse!) The longer the piece, the more editing is required. Last time I updated my Simple Story Selling book, I employed the services of Patty French to help me. Over a bo...

I’ve been podcasting, on and off, for five years. Podcasting is a weird form of self-therapy. If you’re an expert in your topic you want to talk about it, all the time. But the more you podcast, the more you become conscious of audio quality. Yes, your listeners show up primarily for the content. But asking people to listen to rambling thoughts on a scratchy microphone will eventually drive people...

Processes are foundational to any successful system. If you find your marketing communications are sporadic or inconsistent, that in part can be a failure of process.  A good process not only frees up your own time, it also absolves your staff (or remote team) of responsibility when things go wrong. If they followed the process, then blame the process! I created a prolific set of processes wh...

Marketing as a discipline straddles both the artistic and scientific paradigms. On the one hand you’re crafting your message into various media, which is art. On the other you’re measuring, tracking and optimising. The Lead Incubator sequence – the ‘welcome’ sequence you send to onboard new subscribers - is no different. In fact, there’s no reason why you shouldn’t split test your onboarding seque...

If you run an expertise-based service business, chances are you need to educate new potential clients when they enter your world. That 'education' could take various forms: social posts, webinar, book, email sequence, video. Many of these things go hand in hand as part of a cohesive marketing strategy. But for me, email is still the best way to foster a relationship with new prospects based on kno...

Good storytelling communicates the core essence of who you are and what you can do for your clients. In short, we're showcasing and broadcasting your unique genius. But to broadcast your genius, you first have to be crystal clear on what that genius is. Uncovering your genius by yourself is hard. We easily under-appreciate the value we really provide - a problem made worse by our education systems...

There is more scope for corporate expression than most people think; and this is especially true for brands! Your brand has a voice. It can tell a story. That story can be used to engage your ideal customer. On this episode I interview brand storytelling expert Felice Ayling. Listen in as we discuss: Why the old style of marketing repetition isn’t working anymore Why your brand’s story should be o...

Your storytelling can only be as good as your awareness of the world around you. This awareness is multi-dimensional and runs DEEP into what it means to be human. This episode could well become a foundational pillar of everything else that I teach. Listen in as Marti Spiegelman and I discuss: Why awareness and consciousness are intimately tied to storytelling Why we know things first through...

Telling your story is an authentic way to build trust with potential customers. But should everyone be telling stories, regardless of industry? How do you make the story relevant to your message? On this episode I pick apart these questions with pro copywriter James Daniel. Listen now as we discuss: Why stories prime your customer's mind in thinking about your topic Why the 'Three Billy Goats Gruf...

A LOT of people have jumped on the AI copywriting bandwagon this year. The thing that separates the beginners from the pros is your ability to create effective prompts. One of the best people I know at creating prompts is repeat podcast guest Orson Lord. Orson is a videographer and storyteller, but has also gone DEEP down the AI rabbit hole. Listen now as we discuss: How to use AI to shave time of...

I keep coming back to storytelling in my work as a core technology of human connection. The principle that underpins this is human consciousness. On a purely functional level a good story raises your reader's level of consciousness about themselves or the world around them. In this episode Marti Spiegelman explains why this matters in business, and also for society at large. In this interview you'...

Bill Mueller is one of those people. Bill is an experienced email copywriter with a passion for storytelling and the founder of 'The Story Sales Machine'. I'm delighted that Bill agreed to come on the Story Copywriter Podcast to share his expertise and compare notes! Listen in now to learn: Why email offers the highest ROI for storytelling How to strike the right balance between automate...