100 How to find your client's backstory - with Shawn Fink
Release Date: 01/26/2025
184 Do Stories Make You Money? How Strategic Storytelling Drives Revenue
Strategic Storytelling
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...
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183 Looking for a business mentor? Don't listen to their story!
Strategic Storytelling
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? ...and then learn more about your archetype from my book. . I wrote this quite a while ago and it's still good. (an Educator). (a Role Model). (also a Role Model)
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182 Use These 3 Storytelling Superpowers To Connect and Convert
Strategic Storytelling
What do invisibility, time travel, and telepathy have in common? It's not just a party game or a job intervew question, "Choose your superpower." These 3 storytelling superpowers that can transform your marketing. In this episode of Strategic Storytelling, we’ll explore how to: Make your writing “invisible” so your message becomes the star (not your clever wordplay) Use time travel to guide your audience from frustration to solution Tap into the power of telepathy to respond directly to your client’s unspoken desires Whether you're writing sales pages, emails, or social...
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181 Why Your Own Story Is The Best Content: Ignore the gurus and "do you!"
Strategic Storytelling
IN this episode of Strategic Storytelling, we explore why your real, everyday stories—not dramatic or overly polished ones—are often the most powerful for your content. As an example, I talk about ]how comedian Loni Love stayed true to her voice despite pressure to "play a character," and how that lesson applies directly to your brand storytelling. If you've ever been told your story isn’t “exciting” enough, or you're not being "vulnerable" enough, this episode is for you. You will learn... Why “authentic storytelling” doesn’t mean airing all your struggles The...
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180 Finding your strategy from your story
Strategic Storytelling
Struggling to find the right words for your marketing? In this episode, we unpack why your business story isn’t just relatable — it’s a strategic treasure trove! You’ll discover how storytelling becomes a diagnostic tool to uncover your most powerful marketing message. Whether you're a coach, freelancer, or creative entrepreneur, your story already holds the key to your branding, positioning, and message. We'll explore three story types that reveal your value proposition, brand positioning, and unique angle.. The breakthrough is in the story you've already experienced. You...
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179 How To Sell a Service that Seems Frivolous (by discovering why it's not)
Strategic Storytelling
A lot of solopreneur marketing challenges become easier with a story -- and with knowing the clients' backstory. In this episode, we’re tackling a challenge many solopreneur service providers face: how to sell when your offer seems “non-essential” or even frivolous. From personal shopping to manicures, pantry organizing to lighting setups — these services are often dismissed as luxuries. But as the backstories reveal, the real value often lies beneath the surface. You will learn ... ... many non-essential services can be critical when you understand why people buy ... ...
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178 Strategic Reinvention: The Best Story to Explain How You Got Here
Strategic Storytelling
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177 Storytelling Prompts for Business Stories
Strategic Storytelling
Have you ever faced a blank page, saying to yourself, “I know I need a story…a good story…for business. But I keep drawing a blank.” And most of the story prompts—those questions beginning “Tell me a story about” are not designed for business. They’re designed to get your personal stories. So you get prompts like, “What was your proudest moment…” which rarely helps your business. As I’ve said many times, a business story serves a purpose. It doesn’t just amuse and entertain. It supports your strategy…which is rarely about helping you feel good about yourself....
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176 How To Generate Buzz For Your Products With Client Backstories
Strategic Storytelling
If you’re a small service-oriented business, you want to get people to talk about you! But how do you do this? Small companies—especially service-based solopreneurs—can’t generate buzz the same way as big companies. They need to dip into their client’s backstories. When someone says, “You seem to be talking to me!” -- that's how your buzz begins! In this episode, I talk about what it means for a solopreneur to create buzz. It’s not the same thing as big-company buzz. You’ll get examples of stories that never became the subject of conversation, and how...
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127 How to Demonstrate Your Expertise By Telling Stories (Encore)
Strategic Storytelling
"You're the expert." How do you feel when you hear those words? You'd better get used to hearing that sentenence if you're a service-based solopreneur! Because when you sell a service, 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 decorator because you want someone with flair who adds something to the project…something your best friend just can't do. So how do...
info_outline“There’s a gap between what I know they need and what they think they need.”
As a service-based business, you probably recognize this problem.
For instance, you know your clients mostly need to build their confidence. They need to jump in and take action.
But when they come to you, they say, “I don’t have the right technology.” Or “I need to learn copywriting.”
That's the topic of this episode, where I interview Shawn Fink.
Shawn has a unique positioning strategy. She focuses on coaching her clients to find the courage and clarity to make significant life changes.
Shawn's business explains exactly why we need to respond to the client's backstory. Clients rarely know just what they need or even what they want. The coaching process begins with the backstory but then morphs in surprising directions.
Clients rarely arrive with the statement, “I know what I want and how to get there. I need the courage to move forward.”
Shawn’s marketing has to integrate her unique offer with the client’s backstory.
We first learn a little about Shawn's coaching goals and the beliefs that underlie her work with clients. Next, we take a closer look at the client's backstory. We talk about why you need to separate the client's perspective from the offer when you plan your marketing.
Some highlights:
6:04 – Clients face a choice when the next step seems scary: uplevel or pivot.
11:34 – Begin a discussion of the client's backstory.
18:50 – From backstory to marketing story
21:40 – Dealing with the different backstories: each is unique but you can find a common thread that drives your marketing.
27:16 - Generic tips on "being brave" to leave with our listeners
29:12 – Shawn rejects the common advice to feel the fear and do it anyway. It's BS, she says...and here's what to do instead.
34:94 - Don't miss the thoughts Shawn wants to leave with out listeners.
Resources:
http://ShawnFink.com
http://CathyGoodwin.com/baggage - Learn more about backstories and the 3 steps we covered.