Cathy Goodwin - Podcast Details

Shows

The Business Power Hour with Deb KrierCathy GoodwinRichard Branson said entrepreneurs in the 21st century have to be storytellers. Cathy Goodwin says, “But they have to tell the right stories.” Cathy is a copywriter and marketing strategist, focusing on small service-oriented businesses. She uses storytelling as a tool to carry out business strategy - not as a way to express yourself or entertain prospects. She’s also the author of Your Mess is NOT Your Message. Cathy Goodwin, PhD, spent 20 years as a college professor before starting her online business. She has also performed standup comedy at open mics. So...2025-03-201h 08

Strategic Storytelling173 From story to sale: How Solopreneurs Can Connect With Their Audience: An interview with Angela Wills.Angela Wills created her Life Style Freedom business by making connections. She believed business doesn’t dictate your lifestyle: your lifestyle creates your business. “I’m really passionate about helping business owners find a business model that supports their lifestyle.” - Angela Willis Angela is a very down-to-earth business owner who’s built her business by understanding her clients. She understands the juggling act of being a parent and a business owner. “That is a skill," she says. "To me, it comes naturally now…the ability to connect with telling stories. Being approachable...2025-03-0645 min

Strategic Storytelling023 The most important story for solopreneuur marketingYour most important story isn't about you. It's about how you work with clients to help them reach their goals. This is your success story. Your success story has 4 parts: hero, crisis, solution, and outcome. We'll walk through examples of how these parts come together for a lead-generating success story. You don't just share a hero's journey story. You can introduce a plot twist. You'll see examples of success stories that miss the mark and how to transform them so they work for you. You'll see a detailed example of a stor...2024-11-2117 min

Strategic Storytelling163 Is your story a literary production, a good business story, or both? https://www.marketingwords.com/blog/write-copy-future-pacing/?ref=cathy_goodwin I recently came across a workshop on writing creative nonfiction. And that made me ask the question: What is the difference between creative writing and business writing? What about a course in film script writing? ? Of course the more writing you do, the better you get. And you'll get better a storytelling. But sometimes we're tempted to share a story works as a creative story but doesn't work as a business story. Boundaries are blurred for big companies. They tell stories that cou...2024-11-0718 min

Strategic Storytelling162 Using Personal Stories to Build An Empire: Interview with Connie Ragen GreenCan you become an extremely successful online marketer by telling stories? Connie Ragen Green has several best-selling books and courses, as well as an international practice in business coaching. She's accomplished this goal with strong, consistent marketing and an abundance of content creation. Connie has used stories extensively, especially personal stories. She has entire books where the subject is business, but the stories are directly from her personal life. However, she doesn’t just spill her guts or (heaven forbid) share her “mess.” Connie is extremely strategic in her use of stories and she has...2024-10-3128 min

Strategic Storytelling158 Add stories to your course design: Interview with Lisa YoderWant to improve your learners' experience of your course? Get them to remember your course content? Teach complex concepts in a framework that makes sense to them? When learners have a good experience, they return for more. As a marketer, that's what you're hoping for! Course designer Lisa Yoder shows us why and how to incorporate stories into course design. Even if (like me) you already have successful courses out there, she shows us surprising ways to build your course with stories. This episode goes a little longer than most episodes in...2024-10-0335 min

Strategic Storytelling052 When Nobody Understands What You Do, Tell These 2 Stories - Encore presentationA few weeks ago I was attending a special event when someone asked “How can I explain my service to other people? I’m going into a new market and people don’t get what I do.” Of course, the answer is, you explain with a story. But what kind of story can you use? Besides having a new market, you may be challenged in your business because you have a very specialized niche. You might have a brand new business that nobody’s heard of. Or you may have a very complex business that’s tough to ex...2024-09-1214 min

Strategic Storytelling033 Bragging 101 Build Your Personal Brand With Strategic Storytelling How can I write about myself without sounding like a conceited jerk? That’s the subject of this podcast. You may have internalized messages like, “The nail that sounds out gets pounded down” You may have been criticized or ridiculed for doing well. But in business, you have to brag about yourself. In fact, your clients expect you to! Here is what we cover: —why your clients want you to brag (with examples) —how to communicate your brilliance with style (so you’re...2024-08-3015 min

Strategic Storytelling069 ENCORE Small Business Branding: Your Brand Is Not Your Beach TowelAre you having trouble with branding your business? Maybe you've gotten tired of the whole process. You wonder if you need to bother with branding at all. That's because you may be trying to "brand like the big guys." As a small, service-based business, you can't use the same approach. You'll learn... ...why big companies use brands like a beach towel (and solopreneurs can't) ...why your brand starts AFTER you drop the beach towel and go into the water. ...what you, as a small business, have to communicate when the...2024-07-0406 min

Strategic Storytelling115 ENCORE: Business Storytelling: Your Mess Is NOT Your MessageBusiness owners, especially those with small businesses that offer professional services, often get advised to, "Make your mess your message." This is awful advice for marketing. In this packed-tight-with-information episode, I show how sharing your mess can actually harm your business. You will learn: 1 - Where “Your mess is your message” really comes from (and how TV anchor Robin Roberts used that expression) 2 - How my early message was seriously misunderstood: they read my story as a “mess.” It wasn’t. 3 - How another story was misunderstood: a woman who...2024-06-2020 min

Strategic Storytelling058 ENCORE: For a simpler path to course creation, begin with a storyOnline course creation has become a major industry. If you're a business owner, your course gives you new opportunities to grow your business, find clients and gain credibility. Designing a course can be challenging. How do you know what to include? How do you figure out how to sequence the modules? Explore a new way to design your course by starting with a story. You'll appeal to more students and have fun with the process. My course on course creation is http://mycopy.info/createyourcourse Use the code COURSE50 for a 50% disc...2024-06-1314 min

LoveTalk NetworkEpisode 495: Battle for the American Mind with David Goodwin - AudioJoin the Ladies of LoveTalk -- Cathy Endebrock, Kerri Brinkoeter, and Marlene McMichael -- as they interview special guest David Goodwin, the author of "Battle for the American Mind." The program highlights the benefits of a Classical Christian Education over today's public school curriculum. This is an eye-opening program for parents trying to understand why and how the American educational system is failing our children and, in fact, training them to hate America.2024-04-2756 min

Strategic Storytelling042 ENCORE: How Storytelling Makes Your Small Business Marketing More Productive in 3 WaysThis week's episode is an encore presentation. It's designed to introduce new audience members to a podcast they may have missed. And it's one of my favorites! We rarely associate"productivity" with "storytelling." But content creation is the biggest driver - and the greatest challenge - of online marketing. Storytelling helps you create more high-converting marketing content more quickly. Using your story archetypes helps you know what stories to tell to support your brand. Learn how storytelling helps small business marketing (especially for solopreneurs) with creating content, branding, and targeting, with examples an...2024-01-0415 min

Strategic Storytelling117 Interview with Cindy Bidar: Finding Success With A Role Model ArchetypeThere's a lot of confusion about branding for small businesses and solopreneurs. Your brand influences the stories you tell, the promises you make, and even the advice you give your clients. Cindy Bidar has achieved considerable success in a relatively short time frame. Her brand builds on her story archetype - the Role Model. Cindy didn't set out to brand with this archetype. Very few people even know this framework exists! But, like many successful businesses, her marketing consistently reflects this archetype. She shares personal stories to support her promise, "If I can...2023-09-2133 min

Strategic Storytelling116 How These 2 Stories Convince Prospective Clients You Can Do The Job (And You're The Real Deal)When you're a small service-based business, you are the brand ... and you deliver the value to your clients. Prospective clients come to you with the question, "Can you really do the job?" They want to know about you as a person, because you're not a big faceless company. If you're a solopreneur, they have to believe in you. You don't come with the implied authority of a big company. Why are you qualified? How committed are you? Are you a dilettante, trying things out? Or will you be there for me wh...2023-09-1413 min

Marketing The InvisibleHow to Go from Story Telling to Story Selling – In Just 7 Minutes with Cathy Goodwin Discover how you can use stories to reach out to your clients and learn more about their problem Learn why origin stories are going to stop you from securing clients on the first try Find out what makes an appealing story that markets your services without being too sales-y Resources/Links: Want to learn what can really motivate your clients to buy your offers? Click here: cathygoodwin.com/baggage Summary Are you struggling with marketing and selling your services? Do you want to know how you can sell through storytelling? Storytelling is a powerful tool that can be used to se...2023-08-0206 min

Strategic Storytelling098 Why Your Story Must Change As Your Business GrowsWhen 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 sma...2023-04-1215 min

More Perfect MarketingThe One About Telling Your Business' Story (with Cathy Goodwin)As the saying goes, 'facts tell, stories sell." Stories and storytelling are powerful tools to engage customers and build relationships. They can be used to evoke emotion, create an emotional connection with the audience, and help businesses stand out from their competition. Storytelling has been used for centuries to capture attention and build trust. In today's digital world, it is even more important for businesses to use stories in their marketing efforts in order to reach their target audience. Stories can be used in a variety of ways such as through video content, social media posts, website...2023-04-1035 min

Strategic Storytelling075 3 Backstories Your Client Tells Herself When You Offer A Free Consultation (And How To Respond To Them)When I started my copywriting business on the Internet, lots of my competitors were writing on the back of their business cards: “Free 30-minute consultation.” It was an effective strategy that led to many long-term, profitable client relationshps. Today we’re seeing a backlash. “I offer a free report on my business card,” says one business coach. “If I offer a free session, people think I’m selling.” He’s probably right. We hear the word “free call” and our sales radar starts to ping. We also see a backlash on low-end pr...2022-10-1016 min

Strategic Storytelling074 How 1 Story Gives You 5 Great Blog Post IdeasLooking for more creative blog post ideas that attract hungry readers? You'll find a zillion bundles promising to help...with tired titles like, "Behind the scenes of my business" or "5 mistakes I'll never make again." Writing a blog post is like making a sandwich. Using a template is like, "Begin with 2 slices of bread." For a great sandwich you need filling. When you start with your prospect's backstory, you start with the filling. You can go back and add. the bread - the structure - later. In...2022-10-0310 min

Strategic Storytelling073 The Surprising Way To 10X The Impact Of Your Content"I've heard this all before." "You sound just like everybody else in your field." "I can't remember...what did you say again?" Content creation takes work. Nobody wants to hear those responses after putting in effort to create what should have been a remarkable blog post, web page, podcast or landing page. In this episode we talk about specific ways to achieve originality in your message. In particular, we'll talk about the importance of creating a framework as a container for your message. Once you've established a framework your messaging becomes...2022-09-0708 min

Strategic Storytelling072 Entrepreneurs: Get Past Your Comfort Zone With StorytellingYou want to grow a business ... but what happens when you keep telling yourself stories keep you from moving forward? Stories that seem so real and vivid you never think to question them? The truth is, comfort zones are just too ... comfortable. Mike Krupit is an entrepreneur who's consulted with many companies over the years. Mike now supports business owners and entrepreneurs who are serious about developing profitable businesses. Mike talks about how we can get out of our way when we recognize these stories that hold us back. He points out that we...2022-08-2430 min

Strategic Storytelling071 Building A Community By Telling Stories With Alex Hillman of Indy HallMany 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 of real estate. He shows how the community helps members find their way, grow and change. Around 28:40, he shares some advice on choosing the best stories to...2022-08-0832 min

Strategic Storytelling070 The 5-Step Story Behind A Successful Small Business BlogThinking 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 2022-08-0118 min

Strategic Storytelling068 A Story A Day To Grow Your Business - With Ellen FinkelsteinEllen 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 episode you'll discover Ellen's system for... ...choosing which stories to include in her emails ...finding stories when not...2022-07-1021 min

Strategic Storytelling067 Is it time to stop telling business stories?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 stories. There's some truth to those criticisms...and we can learn from them. But...stop telling stories? That's another...story. This episode explains. Download your free guide to the 3 C...2022-06-3011 min

Strategic Storytelling066 How To Leverage Your Working Style To Become More ProductiveYou 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 operate differently. And they can be extremely successful. The challenge is step beyond your comfort zone to try a different style...or to levera...2022-06-1812 min

Strategic Storytelling065 How to respond when they say "It's too expensive"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 mind with this free guide - http://cathygoodwin.com/baggage I also work with clients through the Strategic Intensive. 2022-06-1316 min

Strategic Storytelling064 Why these 2 story templates bring in more salesCertain 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 Storytelling, you'll discover the real reason these stories work...and you'll be able to apply these insights to your own business. Jonathan Gottschall's book...2022-06-0512 min

Strategic Storytelling062 Credibility for Business Leadership: Interview with Mitchell LevyWithout 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 can kill your credibility fast). We came up with some memorable examples! This episode will give you a new perspective on how to use credibility as an essential source of business growth. Mitch...2022-05-1934 min

Strategic Storytelling061 3 Stories That Send Clients Away (and what to do instead)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 understanding clients Free report on story archetypes 2022-05-1114 min

Strategic Storytelling060 Why that story got a laugh but not a sale (and surprisingly easy fix)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 business audience might not be amused by your personal stories. I've referenced the topic indirectly. This episode clearly shows the difference between personal and business stories - and how strategizing your story helps yo...2022-05-0614 min

Strategic Storytelling059 Rebranding: A 3-step strategy for small businessesWe 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 2022-05-0111 min

Strategic Storytelling057 3 Tips To Win Clients As A Master StorytellerCreating 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 download 17 Surprising Ways to Grow Your Business With Stories - free when you click here: http://mycopy.info/17ways Enjoy the podcast...2022-04-1912 min

Strategic Storytelling056 How To Design A Story That Reaches Your Ideal ClientsMost 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 story this way. This episode shows you how. To better enter the conversation in your client's mind, download my free guide - http://cathygoodwin.com...2022-04-0510 min

Strategic Storytelling055 How To Stand Out In A Crowded SpaceThey'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. Why was he ignored in the subway? This story holds clues to getting your message heard on the crowded Internet. You might also like my free report - Understanding Your Client's Motivation to Buy...2022-04-0113 min

Strategic Storytelling054 3 Techniques To Become A Better StorytellerBusiness 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 prepare you for basketball, these exercises prepare you for the storytelling event that makes a difference. Free dow...2022-03-2910 min

Strategic Storytelling053 Impostor Syndrome or Impostor? Your story knows!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 your story. Frankly, most of us have been impostors at one time or another. When you’re just getting s...2022-03-2112 min

Strategic Storytelling051 How To Use Vulnerability In Your Business StoryYes - 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 they call you - no matter what you offer. Understand their fear by digging through their baggage. Learn more at http://cathygoodwin.com/baggage And forget ever...2022-03-0817 min

Strategic Storytelling050 Tell a story to create an "aha" momentWhen 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 with an open mind...or discover an important lesson on their own. Learn more about the role of storytelling in...2022-03-0312 min

Strategic Storytelling049 Forget about being "catchy" (do this instead)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. Instead of being catchy, focus on entering the conversation in your client's mind. I explain more in my free report - http://cathygoodwin.com/ba...2022-02-2811 min

Strategic Storytelling048 The Danger of Branding Yourself With A Single StoryYou 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 distorted. Your audience reviews your story through the lens of their backstory. I have a free report on finding your client's backstory - ht...2022-02-2209 min

Strategic Storytelling047 The Missing Piece In the Hero's Journey StoryIn 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 interpretation of his deservedly popular book. We apply the steps to a fairy tale hero - Cinderella - and a contemporary business client. We'll have some fun imagining Cinderella's godmother promoting...2022-02-1413 min

Strategic Storytelling046 Unpacking the Structure of a Persuasive StoryStorytellling 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, "I want what they're having." I mentioned a couple of free guides: Enter the conversation in your client's mind: http://cathygoodwin.com/baggage Discover your story archetype: 2022-02-0512 min

Strategic Storytelling045 The story you need to gain credibility in a new fieldEntrepreneurs 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. This episode walks you through 4 parts of a successful connect-the-dots story…a story that won’t just satisfy curiosity, but helps you position yourself as an expert…and relate more effectiv...2022-01-2812 min

Strategic Storytelling044 Middle Bear Branding: Between Cookie Cutter and Far Out ExtremeSmall 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. Your challenge is to help the client find a way to understand what you do, yet differentiate from the competition. That's what we co...2022-01-2219 min

Strategic Storytelling043 Business Storytelling: Introducing Your Audience To A New WorldAs 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'll hear Neil's own story, which integrates his background in science, drama, and storytelling. In a case study of a recent project, Neil explains exactly how he coaches ordinary people to...2022-01-1833 min

Strategic Storytelling041 The Right Way To Use A Personal Cat Story For Professional BrandingNoted business author and influencer Dorie Clark presented a thoughtful Ted Talk on December 21. We feel busy, she says, because we try to do the impossible, we want to feel "in demand," and (perhaps most importantly) we want to avoid dealing with something large or small. To illustrate the last point, Dorie illustrates with a story about her late cat, Gideon. In this episode, I analyze why the story works. I would classify Dorie as an "Educator" archetype (although of course she has no awareness of my framework and likely wouldn't care). However, I'm. constantly surprised at h...2022-01-0618 min

Strategic Storytelling040 Plan Your Business By Telling StorriesAnyone can make business plans - but turning business plans into business actions mean you need to believe you can do everything on your planning sheet. You need a clear picture of what you want your business to look like. You need that that "I can do it" belief and that "I'll enjoy making it happen" feeling. Stories help you set goals that you're more likely to achieve, instead of an abstract wish list that looks good and gives you nothing but guilt. The truth is, the use of stories for planning has a long a...2022-01-0118 min

Strategic StorytellingThe Savvy Business Owner's Answer To The 'What's Your Story' Question You attend a marketing workshop, get interviewed on a podcast, Or you're being interviewed for a podcast and the host says, "So let's start with this question: What's your story?" How would you answer this question? Would you find yourself stopped cold, wondering what to say? Would you bring up your tried-and-true rags to riches hero's journey story? You have a window of opportunity to showcase your strengths...or convince your followers you're a flake. Here are 2 tips to choose a story that makes the sale. Learn more with my...2021-12-1811 min

Strategic Storytelling3 Ways To Ruin A Perfectly Good StoryStorytellers sometimes experience external distractions. A classic example comes from the time a large black fly landed on a presenter's head during a political debate. You can't always control outside distractions. But sometimes, the way you tell your story can send your audience's mind moving in a direction where you don't want them to go. In this episode we look at 3 ways you can distract your audience by making these common mistakes...and with just a few tweaks, you can create story experiences that completely engage and captivate your audience. You can download a f...2021-12-1811 min

Strategic StorytellingBusiness Writing: Write In Your Story, Not In Your VoiceAsk any copywriter: Clients want their content to "sound like me." But online writing doesn't get read like a literary classic. Readers skim and scan. They notice phrases and expressions. They remember stories. Owners of small businesses and online entrepreneurs will be most productive when they focus on message - not voice. Free download on branding with story archetypes - http://mycopy.info/brandsteps 2021-12-1712 min

Strategic StorytellingWhy Power Stories Deliver More Clients Than Power WordsA lot of copywriting guides promise to give you a set of "power words" to jazz up your copy and get better results. The truth is, you'll get more bang for the buck by starting with your power story. Not all "power words" will be powerful for your brand Stories will help you relate directly to your clients and their stories. This episode gives you a detailed example of how to start with a story and then go on to write compelling copy for your sales pages and landing pages. Copywriting becomes infinitely easier and del...2021-12-0710 min

Strategic StorytellingHow To Add A Holiday Theme To Your "Story That Sells"As a business, you choose how you will respond to what’s known as the “holiday season.” Will you incorporate themes into your marketing? Will you ignore it altogether? And what kinds of stories will you share? One thing is for sure: As a small business, you respond differently from a big brand — companies that make sportswear, cola, and beer. They produce emotional, memorable commercials. Sometimes they generate controversy. As a small business, you operate differently. I explained this in a podcast that was released a few years ago. It still holds true today. The episode c...2021-12-0119 min

Strategic StorytellingHow To Use Made-Up Stories For Your Real Business Can you use made-up stories to market your real business? The short answer is “yes.” The longer answer is, “Only under certain conditions.” In this episode, we look at 2 kinds of made-up stories that can be harmful to your credibility and 1 kind of story that will almost always benefit your marketing. Down my free guide to 3 common storytelling mistakes - click here. I wrote a blog post on this topic also 2021-11-2510 min

Strategic Storytelling"You've got a great story - but will it sell?"Entrepreneurs and small business owners often wonder about the whole storytelling thing. They figure stories just help entertain and captivate your audience. That's true, but stories do a lot more...if you have the right story. So now you've got a story with lots of the right qualities: a hero, guide, and a suspenseful plot. How can you assess the business value of the story...will it help grow your business or just bring a few laughs? This episode gives you 3 questions you can ask to test your story's value as a profitable marketing partner. Th...2021-11-1314 min

Sutherland Shire Podcast StationCathy Goodwin wants to turn charity on its headIn the fourth episode of Money Mind, Tanya Carlson from Amplify Wealth Management is joined by BFF 4 Change's Cathy Goodwin. Cathy chats about her re-invention after being made redundant, the value of seeking help in troubled times, her love of connecting with people, how Covid-19 inspired her to set up a charity and her relationship with money. You can connect with Cathy via Linkedin To discuss your financial future with Tanya please head to the Amplify Wealth Management website or get in touch via Facebook and Instagram. Download and subscribe to Money Mind for free, wherever you get...2021-11-0737 min

Strategic StorytellingCool Business Storytelling Lessons From Some Very Uncool MusicMany business storytellers encourage us to learn from Disney movies and classic epic journey stories. In this light-hearted episode, I suggest that you might do better to take lessons from old-time country-and-western songs. PBS recently called attention to the universality of this music with an 8-part primetime series, so maybe it's getting more cool. What bears study is the way these songs communicate fairly complex stories, using a shorthand of specific description. Many people look down on this genre but it's been played in the US White House and on mainstages all over the world. Li...2021-11-0615 min

Strategic StorytellingCan this personality quirk become your personal brand?If you're the least bit unconventional, sooner or later you'll be advised to brand yourself as a maverick, renegade or rebel. t That's a really bad idea, because it... ...violates the "show don't tell" rule. Real mavericks don't have to explain who they are. ...doesn't communicate a benefit ...may actually backfire. Understanding the pitfall of this branding approach will highlight principles of branding we often fail to recognize. This is a fun podcast with some helpful tips for branding your business ...which is different from branding like the big gu...2021-11-0110 min

Strategic StorytellingHalloween Website Marketing Tips: Lose the ghosts that haunt your website & scare your salesLots of small business owners work hard on website marketing, yet feel like something is missing. They've done everything right and yet they don't get the results that should be theirs. With Halloween around the corner, I remember the days when my website felt more like a haunted house than a warm, friendly place to welcome clients. Today my clients tell me they feel the same way. Their sites are haunted by ghosts of past mentors. They sound creaky with too many voices. This light-hearted video helps you identify 5 tips to transform your we...2021-10-2713 min

Strategic StorytellingHow To Tell An Origin Story That Leads To Clients & SalesEntrepreneurs, solopreneurs, and small business owners often get advised, "Tell the origin story for your business." But where does your business origin story fit your business marketing strategy? Tell your story to highlight your passion for your business, your expertise and skill, the way you differentiate yourself, and your credibility. In this podcast we analyze 3 examples of origin stories - 2 from medium-sized companies and 1 from a solopreneur. You'll discover how stories work to highlight your advantages and what pitfalls to avoid when sharing your story, so you'll get more clients and avoid sending the wrong me...2021-10-2011 min

Strategic StorytellingEntrepreneurship With Storytelling: No need for an origin storyEntrrepeneurs and small business owners often hear that "What's your story" really means, "Tell your origin story." But business storytelling has a purpose. So you can choose from different kinds of origin stories, depending on what you need to communicate to your ideal clients. What makes a good origin story? And what are the pitfalls of origin stories for business storytelling? That's what we talk about here. This episode draws from my book, Grow your business one story at a time. 2021-10-0816 min

Money MindCathy Goodwin wants to turn charity on its headIn the fourth episode of Money Mind, Tanya Carlson from Amplify Wealth Management is joined by BFF 4 Change's Cathy Goodwin.Cathy chats about her re-invention after being made redundant, the value of seeking help in troubled times, her love of connecting with people, how Covid-19 inspired her to set up a charity and her relationship with money.You can connect with Cathy via LinkedinTo discuss your financial future with Tanya please head to the Amplify Wealth Management website or get in touch via...2021-10-0637 min

Strategic StorytellingEntrepreneurs: Should you reveal your journey to success?Business storytelling experts tell you to share your journey story. Usually that means a story of your struggles to go from broke to successful entrepreneurship But what if you never were broke? What if you didn't go through a struggle? Or what if you actually turn your audience away by sharing Too Much Information? In this episode we'll look at examples of journey stories that backfired. We'll admire an amazing story from blogger Jon Morrow. You'll discover which story archetype will benefit most from sharing journey stories. Based on my book, Grow Your Bu...2021-10-0425 min

Strategic Storytelling"It's a business - not a Cinderella story"Small business storytelling begins with your strategic purpose. It's absolutely not a fairy tale! So forget about finding the arc of the story. Entrepreneurs can't look to the movies for models of business stories. In this episode, we take a close look at Cinderella. We see what a business Cinderella would look like and how to turn the original Cinderella story into a marketing story that would work. Episode based on Grow Your Business One Story At A Time - http://mycopy.info/kbstory And my Udemy course has a whole...2021-10-0213 min

Strategic StorytellingStories that Explain, Preach & Deliver A Tough MessageIf you’ve been following the buzz on storytelling, you’ve probably been encouraged to create stories to answer questions like, “How did you get into this business?” You’ve been encouraged to create stories about yourself … maybe stories showing how vulnerable you are. But for you, the most important story type may be the concept story: a story that illustrates an idea you’d have trouble explaining without a story. In this episode, you’ll find several examples. You’ll discover… How to use a concept story to explain an idea (examples...2021-09-1915 min

Strategic Storytelling021 Your Story Is Not A Hero's JourneyStorytelling experts often suggest there's only ONE type of story for you to tell: your hero's journey. That's been a successful format for classics (think Ulysses) and blockbuster films (think Star Wars). Business storytelling doesn't begin with your structure - it begins with your purpose. In this episode, we explore what a hero's journey really is, why it's probably not the best story for you, and the 3 types of stories to grow your business. Learn more in my kindle book on Amazon http://mycopy.info/kbstory (free if you have kindle unlimited) and for...2021-09-1311 min

Strategic StorytellingEnd boring copywriting with these 5 storytelling tips"My copywriting is boring!" is one of the most common reasons small business owners seek out a copywriter. This podcast episode gives you 3 tips to avoid boring copy...and why you shouldn't go too far the other way when you try to be exciting. One challenge of a story: avoid sharing a story http://cathygoodwin.com/fishstory 2021-09-0111 min

Strategic StorytellingHow To Capture Your Audience As A Master Business StorytellerWalt Disney was a master storyteller, not a story creator. To get attention for your business story, finding your story is just the first step. Your story needs to do 3 things: invite your audience to become part of the story; challenge the hero (and never, ever save your hero with a fairy godmother; and remain consistent with your brand through your story archetype. 2021-08-1915 min

Strategic StorytellingMore Productive Content Creation With This Storytelling HackContent creation takes time. Entrepreneurs and small business owners are busy. So productivity can be critical to your digital marketing success. One way to be productive is to repurpose content: a podcast episode becomes a blog post and a video. But how do you get time to write the content? And what can you write about?" Enter the advice column hack. It's surprisingly easy, productive, and fun. It solves two content creation challenges: Staring at the blank page and knowing what to write about. In the episode you'll see a reference to my fr...2021-08-1213 min

Strategic Storytelling6 Simplify your marketing by telling storiesEntrepreneurs can use storytelling to simplify their marketing - if they choose the right stories. A campfire story or a bedtime story — no way! A story just to entertain your audience? Not strong enough. This episode introduces 3 qualities of a story that supports your business. First, your story has a strategic purpose. It fits into your strategic plan. Second, your story reinforces your brand - particularly your story archetype that’s the foundation of your brand. Learn more about archetypes at http://cathygoodwin.com/arch Finally, your story reinforces your credibility. List...2021-08-0416 min

Strategic Storytelling015 Rebrand Your Small Business With StorytellingYou're a solopreneur or small business. Your market has changed. Your tech has changed. Maybe you've changed too. Time to rebrand your business...but you know you need more than a new logo, colors, and type font. You need a new story. In fact, you need 3 new stories. You'll learn exactly what kinds of stories and how to tell them. This episode is based on my kindle ebook on Amazon: Grow Your Business One Story At A Time. http://mycopy.info/kbstory I also offer a course on branding your business: Stand Out...2021-07-1615 min

Strategic StorytellingThe best strategy for entrepreneurs to learn what clients REALLY wantAs a business owner you'll spend a lot of time learning what your prospective clients really want. You can use surveys, interviews and observation. You can take notes of what clients say when they call you. You can note the questions they ask online. When you ask questions, a lot of people start with what seems obvious. They ask "why" questions. The problem is ... ...most people don't know why. they do anything ...you get abstract answers ..answering a "why" question feels like work... and more. In this podcast, w...2021-07-0716 min

Strategic StorytellingHow Your Small Business Can Use 3 Copywriting Superpowers To Get More ClientsCopywriting can take lessons from that party game, "If you could pick a superpower, what would it be?" As a small business owner or entrepreneur, you can have some fun with this as you implement your marketing. This episode shows you how to use 3 of the most highly desired superpowers - invisibility, time travel, and telepathy - to create persuasive content that delivers results. The results can seem like magic but in fact, they're very practical. You'll be expanding on some of the most basic copywriting tips. You're invited to...2021-07-0511 min

Strategic StorytellingHow Entrepreneurs Attract Clients By Promoting Shared ValuesAs an entrepreneur, you may find your best clients hire you when they realize you share their values. But how do you create content that displays your values without a fiery manifesto or preachy statement of beliefs? The truth is, clients recognize your values by the kind of stories you tell. You can say things like, "We are a client-centered business." But will this statement give you credibility as a business owner who genuinely cares for clients? Or can you send a stronger, more believable message when you share a story that shows how you...2021-06-2317 min

Strategic Storytelling011: Small Business Marketing To Get More ClientsEntrepreneurs and small business owners: It's midnight. Do you know what's keeping your client awake? You know their demographics. You might have your ideal client avatar, complete with her name and picture. What's missing? You need to join the conversation that's going on in their minds This episode helps you discover the baggage your clients bring when they arrive to work with you. You can learn more with this free report: http://cathygoodwin.com/baggage 2021-06-1111 min

Strategic Storytelling3 Stories An Entrepreneur Will NEVER Tell A ClientWe keep hearing that stories help your business. And they will...but only if they are the right stories. These 3 stories get told a lot, and marketing consultants sometimes advise you to tell them. But they won't do a thing to help your business. They are... ...the irrelevant origin story ... the story that makes your clients do emotion work ...the story that insults your clients (and probably you too)2021-06-0813 min

Soul Elevation: Guiding Your Ascension to New Heights110. Demystifying Hypnosis - Cathy Boone-BlackCathy Boone-Black is a hypnotist, doula, reflexologist, and a practitioner of many other modalities. It was a joy to connect with her in this episode, as we explore consciousness and the ample opportunities that exist to use it to heal. I was particularly fascinated in Cathy's work in preparing clients for surgery using hypnosis, and the fascinating benefits which are gained. Some topics we cover include: - Cathy shares her journey with panic, anxiety, and agoraphobia and her own experience using hypnosis for surgery. - What are the benefits to using hypnosis in preparation...2021-05-0557 min

Strategic Storytelling009 Business storytelling: How to keep your audience from drifting away when you're telling a compelling storyYou're sharing the perfect story...but you sense your audience is drifting away. You want them involved, on the edge of their seats. What's happening? You lose your audience in one of two ways. You're standing between them and the story...or you distracted them with something that didn't make sense. When you watch a play, you want to keep the magic alive. And when you share a story, you need this crucial ingredient to keep your audience's attention fully tuned to where you want it to be. 2021-04-2713 min

Strategic StorytellingInsider Tips For Entrepreneurs To Maximize Value From Their CopywritersCopywriters can accelerate growth in your small business...but most entrepreneurs miss out on a great deal of value when they work with copywriters. Hiring a copywriter, paying for services and collaborating for effective content creation: these activities require careful planning to avoid the most common mistakes. 2021-03-2209 min

Strategic StorytellingChoose Your Mentor By Listening To Their StoryA lot of small business owners hire some form of mentors or coaches. (Actually, top business leaders have always done this - they just call them "consultants.") The best mentor will bring out the best in you ... the worst have the potential to kill your business. This episode suggests you pay attention to your mentor's story - and read between the lines. It's based on an ebook I just revised: Choose A Mentor Who Will Guide You To Success. http://cathygoodwin.com/mentorbook 2021-02-0820 min

Strategic Storytelling007 Finding The Core Story For Marketing Your Small Business "What's your story?" As an entrepreneur, you respond with your core story - the gateway to online marketing, source of your marketing message, and inspiration for copywriting. Introducing the 2 parts of your core story. To differentiate your business, consider positioning against the element that's most commonly associated with your business....whether you're a life coach, lawyer, accountant, massage therapist or yes, even a copywriter. 2021-02-0612 min

Strategic StorytellingStorytelling Tip For Your Entrepreneurship Origin StoryWhen someone asks, "How did you get started?" it's tempting to begin at the beginning. The truth is...your origin story doesn't just satisfy curiosity. The way you tell your "How I Got Started" story influences your "How I Will Reach Success" story. Did you get started because a lot of people saw your talent and wanted to hire you? Did you get frustrated finding a solution to a problem and finally gave up and wrote your own? Did you fall into something by accident (and realize you're going to have to...2021-02-0209 min

Strategic Storytelling005 Three Essential Stories To Grow Your CareerWant to change careers, add a side hustle, move to entrepreneurship..or just grow where you are? These 3 stories will give you support and guide you along the way. For more see http://midlifecareerstrategy.com 2021-02-0217 min

Strategic Storytelling004 Copywriting Tips: Create Content That Positions You As An Authority In Your Field When you offer a professional service, people hire you because they see you as an authority. So when you create content, your challenge is to get prospects to say, "They know their stuff!" But a lot of business owners don't realize they're an authority ... or are afraid they'll come across as bragging. The truth is...your clients want you to brag! And the surprising truth is: you don't have to write about yourself to be seen as an authority. Get ready to learn how to position yourself as an expert ... with copywriting and storyt...2020-01-2432 min

The Business Power Hour with Deb KrierCathy GoodwinCathy Goodwin is a copywriter and content strategist. Her superpower is turning complex potentially boring ideas into fascinating content that your audience will actually want to read. Many of her clients specialize in financial services, personal finance, tech, real estate, and business coaching.In her earlier life, Cathy earned an MBA from the Wharton School and made a sincere effort to enter corporate life. Realizing she was far too maverick, she earned a Ph.D. at UC Berkeley and spent 20 years teaching in business schools all over North America. Her first online website focused on midlife career s...2019-12-231h 03

Strategic Storytelling003 Storytelling for Success with Success Coach Melanie YostMelanie Yost, LCSW, is a success coach with a background as a psychotherapist. Periodically she runs a leadership workshop where participants identify their styles by interacting with horses. I'd known Melanie online for years, but I never met her in person. Then I attended a workshop in Virginia. It was a powerful experience, even though I'm still scared of horses. When people talked about being stuck or figuring out what to do next, Melanie likes to say, "That's your story." So I knew I'd have to interview her for this show. We begin by talking ab...2018-06-1230 min

Strategic Storytelling002 Donna Kozik on Storytelling For Writing Your BookDonna Kozik is a book consultant, famous for her "Write Your Book In A Weekend" program. She's worked with hundreds of authors, teaching them how ordinary people can become successful. She was one of the first to say, "Your best business card is a book." Donna begins by sharing the story of what motivated her to build a successful business. It all happened in the cat food aisle of the supermarket. Some highlights: 5:30 - why Donna encourages her authors to include stories in their book 6:25 - creative idea for...2018-06-0829 min

Strategic StorytellingStorytelling For Community With Coworking Expert Alex HillmanAlex Hillman is the founder of IndyHall, the oldest coworking space in Philadelphia and one of the oldest and longest-running in the United States. Alex is an expert on creating and maximizing value from community. He talks about using stories to create and maintain community. Best quote: “Rules are the scar tissue of past decisions.” In the first ten minutes we talk about Alex’s background and some stories about Indy Hall. Some highlights from the show: 13:40: For creating community, the key is writing yourself into the story – and now you have a s...2018-06-0631 min

Diva Talk Radio with Kelli ClaypoolThe Copywriting Detective, Dr. Cathy Goodwin, Solves the Case of the Missing Website ProfitsToday's show is one to be full of useful content regarding effective profit pulling copywriting. Our guest, Dr. Cathy Goodwin, also known as the Copywriting Detective will solve the case of the missing website profits. Are you letting money slip through the cracks in your website? The Copywriting Detective will show you ways to fix those cracks so you can start profiting from your website. This show will be fun and comical, so be sure to be present during the LIVE show. The phone lines and chat room will be open to take your questions. We'll see YOU at the...2011-03-2300 min