067 Is it time to stop telling business stories?
Release Date: 06/30/2022
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 probably got enough Coffee Date Stories to fill a comedy set at a business-oriented comedy show. On this podcast, I share a few stories of networking gone wrong. Some...info_outline 080 How A Formerly Sedate Copywriter Followed Her Own Advice To Get Edgy And Wrote A Book With Trigger Warnings
"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 stories. I got distracted from some parts of my business, but I also learned many lessons that apply to business writing as well. This episode tells the story of...info_outline 079 How To Use Stories To Market Your Business When You Can't Promise A Win
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 a strong personality. They write brash copy so they sound like a version of Tony Soprano.You can't make false promises or exaggerate. Other...info_outline 078 The ROI Of Storytelling
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 opportunity cost: when you use stories in your content, you give up opportunities for straight information, alternative stories, and more. On the "return" side, you'll find...info_outline 077 How To Give Your Content The Edge That Prospects Find Irresistible
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 "Absolutely yes!" for some businesses...but not for most. The truth is, the best edgy copy is relatable to your audience. For some businesses, that means using...info_outline 076 How Changing Your "Quiet Quitting" Story Makes You Happier & More Productive
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. Success might come from doing less....or doing more even when the rewards aren't easily found. This episode demonstrates how you can understand a...info_outline 075 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 programs — the first step in some...info_outline 074 How 1 Story Gives You 5 Great Blog Post Ideas
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's backstory, you start with the filling. You can go back and add. the bread - the structure - later. In this episode you'll discover how one story gives you lots of ideas for blog posts that deliver...info_outline 073 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 infinitely easier. When I established my 5...info_outline 072 Entrepreneurs: Get Past Your Comfort Zone With Storytelling
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 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're encouraged to be open and...info_outline
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 Common Storytelling Mistakes (and the 1 Fix You Can Apply).
Episode #22 explains what I mean by "concept story."
For a deeper explanation of concept stories, hero's journey and other stories, look up my book: Grow Your Business One Story At A Time.
Don't forget to subscribe and leave a rating as well as a review. Drop by my website and say hello - http://CathyGoodwin.com