Strategic Storytelling

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194

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Aug 2025

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About the show

Strategic Storytelling blends together the magic of storytelling with practical strategies for copywriting and marketing, especially creating content, branding, and planning. Forget about movies, bedtime stories, and fairy tales: Cathy Goodwin, an online strategist and published author, show you how business storytelling will directly impact your bottom line. No fairy godmothers allowed!

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August 22, 2025Episode 19011 min

190 Win more clients with empathy (even if you haven't walked in their shoes)

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.

August 1, 2025Episode 18915 min

189 How To Sell A Service No One's Heard Of: Storytelling Strategies For Innovative Offers

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.

July 25, 202510 min

188 The ROI of Storytelling

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.

July 17, 2025Episode 18711 min

187 - The Ultimate Story Template - Based on a Cheesy Christmas Song

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.

July 11, 2025Episode 18610 min

186 Don't Waste Your Origin Story: Turn It Into a Client Attraction Tool

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.

July 4, 2025Episode 18511 min

185 Turning Client Experience Stories Into Marketing Gold

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.

June 27, 2025Episode 18411 min

184 Do Stories Make You Money? How Strategic Storytelling Drives Revenue

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.

June 20, 202520 min

183 Looking for a business mentor? Don't listen to their story!

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.

June 11, 2025Episode 18211 min

182 Use These 3 Storytelling Superpowers To Connect and Convert

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.

May 30, 2025Episode 1817 min

181 Why Your Own Story Is The Best Content: Ignore the gurus and "do you!"

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