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Business decisions and career decisions will be influenced by the way you tell a story. When you tell an old story because "everyone knows this" you make choices with less successful outcomes.  In this episode, we review the retirement story as an example. Many (maybe most) people make career and business decisions in the context of a retirement story. It's the story they've heard all their working lives.  In this episode we review two of the most common retirement stories: "I have to wait till I retire" and, "If you retire you must be old."  When you question these traditional stories you can choose to build your business with a new story. You find that when you replace the word "retirement" with "transition," you find many new possibilities.  Most importantly, your business looks different. You'll hear examples of successful business owners who shifted the direction of their business as they changed their retirement story.  1:06 - the traditional story and why it doesn’t work  1:40 -why that story creates problems and negative experience 2:50 - creating a vision board 3:06 - 2 ways the story gets told - and what’s wrong with each one 4:55 - why saying “transition” instead of “retirement” leads to a new story 5:45 - why “I have to wait till retirement” is a story and what to do instead 8:00 - how your story affects your decisions 8:40 — what you can do if you’re not sure what to do next 9:40 - Story of Olga Kotelko who became a track-and-field star at age 77 10:25 - Recap of 2 stories 

“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.     

You've got a great story for business...and you're ready to write "The End." But it's rarely a good idea to end your business story this way. When you're writing a story to sell,  you'll get more results with a story that ends with the client's transformation. In this podcast episode, we'll talk about how to show your client reached a transformation. You'll discover ... how to tailor the transformation to be meaningful to the clients you're trying to attract; ...why it's important to frame the story as a "to" rather than a "from;" ...some examples of selling stories from other service-based business owners. Resources mentioned: Self-paced video course on how to tell a story that's designed to sell Udemy course on storytelling that explains why CInderella doesn't make a good business storyThe Ebook Grow Your Business One Story At A Time:  Click here.

When you're a solopreneur or small service-based business, the brand is YOU. The stories you tell will contribute to your brand and position, even when you're not intending to brand with them. A casual story gets remembered and follows you everywhere. I've observed several business owners over the years. As their businesses grow, they become more established. They develop a group of loyal followers who respect them as professionals.   With this new position comes a certain freedom. Over and over, we see established professionals sharing details of their personal lives.  These people are smart. If they'd shared too much too early, their audience would have been turned off quickly. They'd have been labeled as unreliable or worse. Now these stories add a new dimension to their brand. They seem more approachable and more relatable.  In this podcast episode, you'll hear about some business owners who made the shift in their storytelling as they became more established. One business owner, Connie Ragen Green, is particularly easy to follow because she's written so many books. We can see how she goes from being "strictly business" to combining business with personal stories, and ultimately to books that totally focus on the personal. In my own world, I was "strictly business" myself. However, last year I wrote a book about fighting the stereotypes of aging. This book grew out of my experience as a marketer and writer, but it's not about business.  I'd be interested to hear your experiences as a business owner who's experienced growth.  Do you find yourself sharing more comfortably (and more personally) as you grow your business? Resources and references Learn about story archetypes here. Connie Ragen Green has many books on Amazon.  Connie Ragen Green - The Road Trip: An Entrepreneur’s Journey of Self-DiscoveryConnie Ragen Green - In Pursuit of Healthy-ness Connie Ragen Green- Intersection of Hope and Synchronicity Dorie Clark - The Long Game Angela Duckworth - Grit Cathy Goodwin - Aging in Sneakers    

This podcast looks at 3 ways your website resembles an Easter egg: (1) Websites, like Easter eggs, rarely last forever. After working with dozens of business owners to create a compelling, “stand-out” online presence, I’ve discovered that the most constant success factor is a willingness to change. Your website may need change for several reasons - you, your market, your environment and more. (2) Websites, like Easter eggs, are fun to decorate, so it’s easy to forget what’s under the shell. (3) Websites, like Easter eggs, can be hidden away and found only during a treasure hunt. Good for eggs. Bad for websites. On the podcast, you'll discover creative ways to deal with each of these challenges as you create your website.   Resources:  Free report to download: http://CathyGoodwin.com/webplan Critique/review of your website: http://mycopy.info/yourtweak Copywriting support for your website: http://cathygoodwin.com/writeweb

Your client says, "I don't want to work with you anymore." Or they disappear. What can you do?  You can try to find out why they've left. Usually, that's a lost cause. Some clients don't know why they left. Some don't want to hurt your feelings. Some fear confrontation. Your client has a story. You just don't know - and you may never know - what it is. Even worse, they won't answer questions like, "How can I make things better?" Why should they? That's work. Hire your own coach or hold a focus group. This podcast explores the similarity between personal and business breakups, especially when you're ghosting.  The truth is, breaking up and being ghosted may be just what you need for your business.  Starting at 9:25 you'll get 3 very specific ways to deal with a business breakup - especially what to do before it happens so you minimize the damage. Free report: What motivates your client? Three keys to finding their story.

Being a podcast guest brings many rewards. You open up opportunities. You get exposure in several ways.  Small podcast? You still benefit.  Link to the interview on your website. Your prospective clients get a new view of how you think and speak.  Besides, you never know if just one juicy prospect is listening to that podcast - someone who's hearing about you for the first time, who'd never know about you any other way. Podcast hosts get lots of pitches - even those with small audiences.  Most of those pitches are pretty awfful. That's because guests are making assumptions about the host's story.  In this episode, we'll help you bridge the gap. You'll know how to pitch by responding to the host's backstory - what they're really thinking.  

If you own a service business, you probably know this already: Writing a book can bring you exposure, credibility, and ultimately, more clients. You get transformed from "business owner" to "thought leader."  On this podcast, Jane Tabachnik talks about an essential component of authorship: "finding your why". She explains what this really means: it's not about your psychological needs, but rather about relating to your audience.  We talk about the 2 types of whys - for the author and for the audience.  Jane considers this element so important, she won't work with authors who come with no understanding of their "why." You'll also learn about a forthcoming summit from Jane on the topic of marketing your book. I have a session on using stories to write and promote your book. The summit is free for a limited time. Get the details here.     

You'll find lots of lists of "website mistakes." This episode introduces 3 common mistakes that can be fixed with storytelling. For one thing, you need to be sure you're telling the right story - consistent with your clients' backstory and your own archetype. You may get advised to choose certain websites as models of good marketing. They're usually great websites - but they won't work for you.  You'll get lots of examples of websites that use the right stories (and a few that don't).   Resources mentioned here:  Free download - Marketing Archetypes Free download - What Motivates Your Client Blog Post - Hardest mistake to fix when you create a website     Designers and marketers tell you why to start with copywriting.  Consultation: Strategic Intensive "Tweak and Critique"  - video review of your website 

Should you swear when you're onstage for your business? The answer is, "sometimes." Only one of the five archetypes can get away with swearing...and I'll explain which one. For the other archetypes, swearing can backfire. Your audience may want you to swear, but you can't make assumptions.  And swearing seems stronger in certain settings, such as the written word and in one-to-one settings. One caveat: Avoid "lazy" swearing. Even people who swear like sailors (to use an outdated saying) will be annoyed. We see this a lot in standup comedy, where it doesn't get a laugh. We need to recognize lazy swearing in business, too, where it sends the wrong message.  Enjoy the episode! Don't forget to leave a rating and a review. Visit my website, https://cathygoodwin.com, to get more info on storytelling, marketing, and copywriting.     

If you've been following the soap opera saga of British royalty Harry and Meghan, you know they generated some explosive content. Apparently, they were surprised at the reaction of their many readers and listeners.  Most business owners don't share worldwide fame, but many have amassed a large following of admirers. Any business owner - or anyone who shares a story - can get reactions they totally didn't expect when they planned the communication. One way I work with clients is to plan stories so you won't deliver surprises and get unexpected reactions to your best stories. In this episode, I share 3 ways you risk getting an unexpected surprise from your story. You'll also discover simple steps you can take to avoid these reactions, while you still get your point across. The story archetype framework can help you create a consistent message for your small business when the brand is YOU. You can download a free guide to the story archetypes. Your download includes a short quiz to help you identify your own story archetype. You can begin using it immediately!  

Business storytelling can be used to explain a concept, describe what you do, or show why you're so passionate about serving your clients. Business storytelling can also be used for "story-selling:" you craft your story to appeal to buyers and motivate them to take action. In this episode of Strategic Storytelling, you'll see an example of the way we can transform a "good enough" story into a strong story that delivers sales. We'll work with a story that was submitted to me by a workshop participant. The business owner (a financial executive - a corporate controller, to be exact) found a need for a product she could create. She needed a story to get prospective customers involved and motivated. Her first story was not bad...but you'll see what we did to make it even better. Don't forget to subscribe! Leave a rating and a review.  If you'd like to work with me to power up your story (or find the best one to use), we can begin with a Strategic Intensive program. Click here to learn more.  You can also work with me on writing your copy, where we incorporate stories. Click here to learn more about how I write or help clients write their own copy.  Download my FREE guide to the most common storytelling mistakes (and the one big fix for all three).   

As an entrepreneur, you've probably heard the saying, "A Confused Mind Doesn't Buy." So when you're thinking of expanding your business to encompass your new interests, you may wonder: Do I have to hold back on something I really care about? I often see this with clients who have been in business a while. As you grow, your interests expand. For instance, on this podcast, I talk about a business coach who used to be "strictly business." She'd talk about sales, marketing, and accounting. Mention "mindset" and she'd insist, "My clients don't tolerate that woo-woo stuff." After several years of success, she began working with affiliates and writing her own books on topics like gratitude, wellness and even spirituality.  Secondly, as you build a following, your audience takes a new interest in you. They want to know more about the way you think. You've earned so much credibility, you'll get followers when you talk about topics that once seemed far removed from your business identity. So you might try integrating your new interests into a new, more powerful story. Far from creating confusion, you may find your audience treasures your complexity. If you'd like my help on creating your new story, check out the Strategic Intensive - a consultation program where we build a foundation for your marketing. Click here to learn more. In the podcast, I refer to the story archetypes. You can learn more (and discover your own archetype) with a free download at http://CathyGoodwin.com/arch The authors mentioned are Tim Ferriss, Arlie Hochschild and Chris Guillebeau.   

Entrepreneurs and small business owners often believe the sequence "Idea --> Create Offer --> Start Marketing." It sounds logical, doesn't it? Truth is, if you wait till you've got a finished product, you've waited too long. You need to get some signs of success before committing to production and creation. There's a good section in a book published several years ago, with the memorable title of A Year Without Pants. That was pre-pandemic, before the days of widespread telecommuting.  The author worked for the company that made Wordpress.com. They created marketing materials before they implemented features, which raises the question, "How do you write about something that doesn't exist?" I encourage my own clients to do things when they launch a new product or service - before creating the program or product itself. First, write the sales letter. Second, tell a story about the product from the client's perspective. In this short episode, you'll learn more about how to make it happen. You'll save a lot of trouble when you get ready to market your new offer. Your copywriter will love you. The book: A Year Without Pants. Free download: Understanding Your Client's Motivation. Video course: Step-by-step to enter the conversation in your client's mind.  Work at your own pace. My website: https://CathyGoodwin.com

When I moved to Philly almost 12 years ago,  I had to decide what to keep and what to toss. I was tempted to follow the maxim, "When in doubt, throw it out."  But over time, I've learned that sometimes taking something along will actually save time and space in the future. Moving to a New Year also encourages the question, "What do we take along? What do we leave behind? And what do we add to our new life?" My recommendations may seem counter-intuitive, but they're based on my experience working with busy, successful solopreneurs and independent professionals. What I've found is that each of these tips actually expands your opportunities because you become more energized, more alive, and just more of who you are. References: My course on moving from a side hustle to a full-time business: Click here.Chris Guillebeau's book on side hustles. One-to-one consultations on business strategy and branding. Click here.

Just after I recorded this podcast, a marketing coach popped up in my inbox with advice to share your story of personal trauma. Yep, another Cringe of the Day. You can't miss the Harry & Meghan story, which is one big cringe for many of us. But if you pay attention, you'll see many successful business owners who are doing the same thing: baring their souls because they think it's a wise move. And where do they get their insights? From coaches like the one who just popped up. They tell you to share your personal stories...and sometimes it's hard to say no.  Harry & Meghan have publicists, interviewers, and ghostwriters egging them on. Ordinary business owners have to contend with podcast hosts, bloggers, and event organizers.   This podcast episode highlights 3 mistakes that are so easy for business owners to make. And you'll learn what to do instead, namely, tell a story that supports your brand and plays to your strengths. Download my free report on branding: http://mycopy.info/brandsteps Ask me about one-on-one consulting to tell your story and grow your business. 

As a small business owner, you're unabashedly in business because you want to earn revenue. Often that means increasing prices in order to reach your realistic profit goals.  So how do you announce a price increase?  Reviewing what's out there, I found two strategies. One is to share your "why." The other is to associate your price increase with an increase in value. Each of these strategies assumes a story about you - and a backstory about your clients.  But...is that backstory accurate? Is there a better story to tell? Or do you need a story at all? In this episode you'll discover why these popular strategies can alienate your clients. This topic is controversial and I'd love to get your perspective. What do you recommend, as a marketer and as a client? Leave a comment and don't forget to subscribe! To learn more about finding your client's backstory, you can download my free guide here. Mentioned in the podcast: Episode #82 -  How to respond when someone projects their story intro your narrative  Apple Spotify Stitcher Other platforms Utpal M. Dholakia in Harvard Business Review Hubspot - Let Customers Know About A Price Increase  Forbes - Chris Kille article on price increases

Go through your inbox and you’ll find yourself responding to messages with, “I bet whoever wrote this is blushing beet red by now. The word ‘cringeworthy’ was designed for this.”  We’ve all made at least one cringe-creating mistake and I bet you’ve seen plenty of examples, too. In my experience, these mistakes don’t happen because business owners don’t know any better. The problem is, we get busy and we take good advice out of context. We apply a piece of advice that’s great for someone else’s marketing story archetype…but dangerous to ours.  We’re encouraged to knock out a blog post in fifteen minutes or less. I’m a pretty fast writer but I make cringeworthy mistakes when I do that. I have to review…and review again. We’re told to begin with a story of something embarrassing so we appear vulnerable. Who can forget that email about the person who lost their underwear at an inopportune moment?  We’re told to be controversial. Take a stand. Criticize your industry. Take aim at the competition. We’re not warned, “But don’t come across like a victim.” We’re told, “Don’t give away the store. Don’t share too much.” We’re not warned, “Don’t leave your audience thinking you’re a scam artist.” In the right context, each piece of advice can be extremely useful.  If you’re a Role Model Archetype, you’ll share your own struggles – more accurately, how you conquered those struggles to become a success.  If you’re a Celebrity archetype you’re probably not reading this email…but you can get away with a lot. Celebrities attract passionately loyal followers who want them to be outrageous.  Celebrity archetypes can get away with a lot…and Role Models are next. If you’re not familiar with story archetypes, download this free guide.   On this podcast, you won’t just learn about mistakes. (That would be mistake #3). You’ll discover how to fix them…especially the third: you’ll find a rare example of how to turn snark into strategy.  More mistakes? Look up Podcast Episode #81 on networking mistakes. Apple Spotify Your favorite platform Learn more about storytelling when you visit my website and purchase my kindle book: Grow Your Business One Story At A Time.

If your services relate to problem-solving, I’m willing to bet that few people will call you for an appointment until they’ve experienced a sharp defining moment. Psychologists call these experiences “crystallizing moments” as things come together clearly. We often think of “last-straw moments” as pretty extreme, such as the person who wakes up in jail with no memory of how he got there. But game-changing moments feel huge to the client, not necessarily to anyone else. These last-straw moments are also called "crystallizing moments." A lot of things come together and your client realizes, "Something has GOT to change, right now." That's usually when they call you. In this short episode, you'll get several examples of these "last straw" moments with tips on how to incorporate them into your content creation. Learn more about collecting your clients' last-straw moments when you download this free guide: Understand What Motivates Your Clients.  http://CathyGoodwin.com/baggage Read my kindle book - Grow Your Business One Story At A Time Visit my website CathyGoodwin.com to learn more about becoming a better copywriter and content creator.  And don't forget to subscribe and leave a review! 

When you tell stories, you influence your audience. In business and in life, you're encouraged to share stories that reflect your audience's reality.  But all too often, you're faced with someone who projects their reality onto your story. In this episode, I'm joined by Nicole Lewis-Keeber, a life coach who's also a licensed therapist, with special expertise in trauma. She will explain how foisting a story on your listener can create a great deal of harm. It can even be considered a micro-trauma. I was inspired to create this podcast when I read comments in a Facebook group, Community of Single People: people who are happily single with no interest in changing their status. They reported therapists and doctors who seriously advised them, "If you just start dating and get married, your problems will go away." Nicole dismisses this story as nonsense. Bringing a new person into your life, she says, can add even more problems!  Even worse, these authority figures are projecting their story into someone else's narrative.  If you're single without children, they assume your story will be, "I'm lonely and depressed." That's their belief about single people - a belief, Nicole says, will be created and reinforced by the surrounding society. It's not just about being single. If you're older than sixty, your story must be, "I'm weak and frail and helpless...and maybe broke, too." If you're a new business owner, your story must be, "I don't know how to do anything and I'll probably fail." These stories are especially harmful when we hear them from authority figures (such as doctors and therapists), who are supposed to be the experts. They're also harmful when we hear them from friends and coworkers. We don't want to make them feel bad or disrupt a relationship. But when a coworker expresses dismay at a single coworker's life, she's imposing her story: "Being alone on a holiday will make you feel depressed." The single person's real story is, "I clove being alone on holidays and wouldn't want it any other way." At 17:00 Nicole talks about the ways these forced stories can create trauma. Some even create negative trauma adaptations, with the need to cope through substance abuse and self-destructive actions.    At 21:54 - Nicole suggests appropriate ways to respond when someone forces their story into your narrative. She encourages us to be direct and not accept the forced story.  Nicole can be found at https://nicole.lewis-keeber.com/