Strategic Storytelling

Strategic Storytelling

Strategic Storytelling combines the power of storytelling with practical strategies for copywriting, and marketing. It's designed primarily for entrepreneurs, content creators, marketers, and copywriters. Most episodes are solo with occasional interviews by invited guests who bring unique insights to the topic. Host Cathy Goodwin is an online strategist, copywriter, and published author. The podcast focuses on the impact of business storytelling on the bottom line. When you start with a story, you simplify and strengthen your branding, content creation, and positioning. You also become a better business owner when you use stories to clarify your own objectives and gain self-understanding. Cathy started the podcast after she realized her clients were bewildered by what they were hearing about storytelling for business. Some of them simply couldn't understand how stories could help their businesses. Others got backlash when they dutifully followed advice to open up about themselves. As a copywriter, Cathy understood that stories for business need to be different from fairytales, campire tales and bedtime stories. That's the core focus of this podcast. Richard Branson said every entrepreneur must also be a storyteller. Cathy Goodwin adds, "But it has to be the right story."


April 18, 2024 15 mins

“What niche am I supposed to target?”

That’s always a popular question when I meet a group of fellow business owners. Even if they’re experienced veterans, they wonder, “Did I let some people get away? Am I being too narrow in my focus?”

It’s a familiar struggle…and we keep going back to it. Even though we think we’ve got a ni...

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So you've got something to teach people. You're the only one...or one of the few.

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“I have many happy clients. How can I get them to share testimonials?"  

That’s what my reader asked me when I was looking for new applications for. telling stories.

It's a complaint I hear from other service business owners too. Let's face it: if you're a small, service-based business, you need credibility. Nobody wants to be your first client!

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There’s something appealing about telling stories. We all want to talk about what happened to us..especially the bad parts.  

But when you're writing for business, it's important to tell your story only when you have a purpose for that particular story. 

Too many people write stories for validation. They say, "My cat died. Here's how I feel." Or they say the busin...

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Of the five archetypes I've identified, the Celebrity holds greatest awe and power. 

***If you're new to my community, you can download a free report featuring the five archtypes when you click here.

Think of Taylor Swift and think of those folks in People magazine. We don't want to BE a Celebrity, but we can learn from Celebrities. It's no accident that real celebrities tend to be spokespeople for all kinds of brands.

So now let's...

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As you know, I've got five story archetypes for basic branding for small, service-based businesses. You can learn more about them in my free report here. talk a lot about the most common archetypes - the Role Model and Educator, and sometimes the Innovator. But I rarely talk about Celebrities or Passionate Advocates...with good reason.

You feel, "I'm already passionate about my work!" But that doesn't ...

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We have lots of stories of celebration, where people talk about their wins. What we need are more stories of pulling the plug. 

For example, in this episode I talk about someone who decided not to get a drivers license. In a typical story, she'd try and try to pass the test. She'd spend hours studying. 

But in this story the woman decides she won't bother. She'll move to a city where she can take a car or just ride public transit o...

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If you’re a service based solopreneur, entrepreneur or independent professional, your brand is YOU. Your About Page will be critical to your online success.

And yet, if you’re like most business owners, you’ll tell me the About Page is the most difficult page to write for your website. 

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When we think of business storytelling, most business owners think of stories as a way to relate to clients - and certainly I encourage that direction. You can use stories to engage clients,...

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Numbers make stories more vivid. When we say, "Apartment 101," you may get a picture in your mind of the door with the number.

But there's a downside. When you use numbers to suggest how you value something, your audience will be judging you. They assign their ow values to every story.

In this episode you will learn... the vividness of numbers makes your story more clear (and how that can be a downside) casual referen...

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This 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 kno...

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Many service-based entrepreneurs tell me, “My services seem so ordinary! I want to create a sense of excitement among potential clients.”

It’s how lots of small business owners (including me) begin looking at their websites and sales letters.  

That doesn’t mean inven...

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“Should I tell this story? I don’t feel comfortable sharing.”


“I *really* feel I should tell this story, even if it makes me uncomfortable."  

If you’re like many of my clients, these questions arise when you’re wondering about sharing a story, especially a personal story. You feel deep...

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One of the biggest challenges for a business owner is getting seen as a credible expert in your field…even a thought leader in your industry.

Last episode we focused on being seen as an expert. However, not everyone will promote expertise the same way. 

If you’re a Role Model, you wa...

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What’s the one thing you need to demonstrate in order to be seen as valuable…so you charge higher prices and clients feel lucky to work with you? In a service-based business, you’re selling expertise. You’re offering knowledge and skills beyond what “everybody” has. You hire a licensed electrician because a handyman might do the job...but you want to be sure they won't set the place on fire by mistake. You hire a professional decor...
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“Every year I say I’m going to plan better. And it never happens.”

“I make great plans. But I never seem to finish carrying them out.”

“I’m a small business. My brand is ME…which means my planning is all about ME and what I’ll do. All the planning advice seems geared to big business.”

How ...

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Almost every business coach on the planet will advise you to start telling stories. They’ll encourage you to use storytelling for your blog posts, email messages, and just about any content you create.

Deciding to tell a story is the easy part. Choosing a story that will help grow your business is much more difficult. That’s mostly because you get conflicting advi...

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You’re a service-based business and the brand is YOU. So how will you keep growing your business while you’re taking some downtime?

For many of us, holidays mean vacation and downtime. We travel. We join family and friends.  You’ll attend special seasonal networking events. 

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When you meet prospects, live or virtually, they often want to know more about you and your services. 

Inevitably, they’ll ask for your website. Research shows 80% of buyers visit a website before making a purchase. 

But what if your websit...

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A content creator named Kaleigh Moore posted on social media: When working to improve yourself: Is it better to do it in a public forum and post about progress along the way, or to internalize it, hunker down, and sort of *sit down, shut up, and DO THE WORK* on your own?

This is a great question It really boils down to, “How will I tell my story?”

In this episode, you'll discover the pros and ...

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