Strategic Storytelling

Strategic Storytelling

Strategic Storytelling blends together the magic of storytelling with practical strategies for marketing a small business, with a focus on copywriting, branding, and planning. Cathy Goodwin, an online strategist and published author, shows entrepreneurs new ways to use storytelling and copywriting to attract their perfect clients.


February 6, 2023 11 min

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...

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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 Yea...

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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 r...

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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 t...

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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 yo...

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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 cont...

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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 c...

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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 yo...

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Whether you’re looking for a content creator, a designer, or an accountant, most likely you won't start with a search engine. You'll ask around before you get serious.

The WSJ recently wrote about a corporate trend: avoiding the usual job posts in favor of queries to a well-connected thought leader.

Alas, all too many business owners think of networking in terms of The Coffee Date. If you’ve been in business awhile, you’ve ...

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"Your copywriting needs to be edgy!" is the advice I've given for years. 

I could have added, "And your books need to be even more edgy!" 

For a good part of summer and fall of 2022, I worked on a book with a message. The book grew out of my standup comedy sets, where I used humor to send messages that fight stereotypes about being single and growing older. Audiences remember stories - especially light-hearted s...

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When I work on content strategy for lawyers, financial planners, and other professional service businesses, they point out that they can’t promise their clients a “win.” Lawyers can’t promise they’ll win court cases, financial planners can’t promise they’ll make you rich, and real estate agents can’t guarantee your home will sell in 30 days. Life coaches can't promise you'll reach all your goals.

Some services try to create...

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November 7, 2022 17 min

You probably know that storytelling can be fun. And you probably know storytelling can be the most important tool in your marketing kit. 

But how do you evaluate what you're really getting from telling that story? 

In this podcast we look at your investment in storytelling: the time you take to plan your story (and most business owners don't plan enough); the cost of any training of consultation; and finally, the opportunit...

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I get a lot of questions about edgy copy because it’s popular today - for all the wrong reasons. Business owners want content that startles and grabs attention. And there’s a lot of pressure to write like you talk…and make that talk informal...sometimes with words that can get you in trouble with the content filters.

But…is that always a good thing? We want copy that’s bold … but is this the way to stand out?

The answer is "Abs...

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Quiet quitting - means you tell a story beginning, “I’m not paid enough to do this."     

Quiet quitting has been around a long time.  I know many people who did the bare minimum to avoid being fired or keep their business going.

In this episode, we explore the full story behind quiet quitting. You'll also discover a better story to tell - a way to change your Quiet Quitting story into a Strategic Success story. 


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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 t...

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Looking 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&#...

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"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 particul...

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You 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 busin...

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Many 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 ...

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Thinking 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 -


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