We usually talk about the stories we tell about ourselves. We use stories to showcase our marketable qualities. We explain and promote our offers.

In this episode, we flip the script. We focus on getting other people to tell their stories. Often their stories will be essential for our own marketing.

For example, when you interview a podcast guest, you want that guest to tell an exciting story that will be memorable to your audience.

When you ask for a testimonial, you want a story about how you helped the client.

When you conduct client research or an intake interview, you want the client's uncensored point of view.

Too many entrepreneurs rely on generic “why” questions and end up with boring, same-old answers. Besides your own storytelling, you want to find a way to get others to tell their stories.

On this episode, you’ll discover:

...Why “why” questions sabotage your interviews

...Questions to ask to spark meaningful, entertaining stories

...The four-part interview structure that produces the best stories

...Why you must avoid opinions and advice (and get good stories instead)

...How to understand why they might avoid hard-core truth in their stories

As always, please leave a review, preferably on Apple or Spotify. Let me know how you're using your client's stories in your marketing. What works? What doesn't?

Links & Resources:

• Video Course: The Client Advantage – Use your clients’ backstories to enter the conversation in their heads.

• 30 Prompts To Tell Your Business Story – $9

• FREE: The 3 Stories You Need Before Landing Your Next Client

• For a deep dive into research, positioning, and strorytelling: The Strategic Intensive

• My website is here.

We all hear that stories are powerful—but do they actually bring in sales?

In this episode of Strategic Storytelling, I break down how stories make money for your business, both indirectly (as a smart marketing tool) and directly (by increasing conversions).

You'll learn what makes a story profitable, how to align your storytelling with strategy, and what to avoid if you don’t want your content to fall flat.

Whether you're writing a landing page, planning a campaign, or building your brand, this episode will show you how to use stories not just to entertain, but to earn.

What You’ll Learn:

• The difference between “fun to tell” and strategic stories

• How stories can help you plan, clarify, and position your business

• What makes a selling story and how to craft one

• How storytelling keeps you from killing the sale by being too pushy

• Tips to use storytelling to connect with your audience’s “before” picture

Resources Mentioned:

Cast the characters for your selling story

From Story Telling to Story Selling: Tell your selling story

Find your client's backstory

Story-Driven Planning Workbook

Podcast on Story-Based Strategy

Work With Me:
Need feedback on your story, landing page, or website? I offer personal video reviews so you can get fast, thorough, fluff-free feedback. Click here to learn more and sign up.

Connect With Me:
Website: https://cathygoodwin.com
Subscribe & Review: If you enjoyed this episode, please subscribe and leave a review on Apple or Spotify. It helps others discover the power of strategic storytelling.

When you're a solopreneur or running a right-sized business, hiring a mentor isn’t as simple as following someone else’s success story. In this episode of Strategic Storytelling, we unpack the reasons why traditional mentor models — often built for corporate careers or celebrity entrepreneurs — don’t work for most small business owners.

You’ll discover:

• Why their story may be inspiring... but useless to your business

• How to identify the right kind of support based on your business archetype

• Three powerful alternatives to traditional mentorship — including the idea of a "personal advisory board"

• How to use your own intuition as your most powerful decision-making tool

Before you invest in a high-ticket program or follow someone else’s path, tune in to rethink what "mentoring" really means for your stage of business.

RESOURCES AND MENTIONS:

Your Mess is Not Your Message: A Guide to Solopreneur Branding
This book contains a detailed discussion of the archetypes discuss here.
Free with Kindle Unlimited.

FREE: What is your archetype? Take this quiz...and then learn more about your archetype from my book.

Intuition: A Guide For Career and Business. I wrote this quite a while ago and it's still good.

Podcast with Robert Middleton (an Educator).
Podcast with Cindy Bidar (a Role Model).
Podcast with Ellen Finkelstein (also a Role Model)

One of many dozens of articles on personal advisory boards

Get in touch with me.