Ellen Finkelstein

Ellen Finkelstein uses email marketing to grow her list. She sends out emails every day - 7 days per week - and each email begins with a story from her own everyday life.  Ellen is what I'd call a role model archetype.  That means her promise is, "I'm just like you. If I can do it, you can do it." She uses stories to build profitable relationships with her very large,  responsive list.   In this episode you'll discover Ellen's system for... ...choosing which stories to include in her emails ...finding stories when nothing seems to appear ...deciding what to leave out of her email stories.  We also talked about how her Role Model archetype influences her marketing.   You can learn more about Ellen at her website,  ChangeTheWorldMarketing.com 

Ellen Finkelstein uses email marketing to grow her list. She sends out emails every day - 7 days per week - and each email begins with a story from her own everyday life.  Ellen is what I'd call a <a href="http://cathygoodwin.com/arch" rel="noopener nofollow" target="_blank">role model archetype.</a> That means her promise is, "I'm just like you. If I can do it, you can do it." She uses stories to build profitable relationships with her very large,  responsive list.  In this episode you'll discover Ellen's system for... ...choosing which stories to include in her emails ...finding stories when nothing seems to appear ...deciding what to leave out of her email stories. We also talked about how her Role Model archetype influences her marketing.  You can learn more about Ellen at her website,  <a href="http://ChangeTheWorldMarketing.com" rel="nofollow" target="_blank">ChangeTheWorldMarketing.com</a>

068 A Story A Day To Grow Your Business - With Ellen Finkelstein

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).  http://cathygoodwin.com/mistake  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 

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).  <a href="http://cathygoodwin.com/mistake" rel="nofollow" target="_blank">http://cathygoodwin.com/mistake</a> 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: <a href="https://smile.amazon.com/exec/obidos/ASIN/B077XKMBRY/nx324z-20" rel="noopener nofollow" target="_blank">Grow Your Business One Story At A Time.</a>  Don't forget to subscribe and leave a rating as well as a review. Drop by my website and say hello - <a href="http://CathyGoodwin.com" rel="nofollow" target="_blank">http://CathyGoodwin.com</a>

067 Is it time to stop telling business stories?

You plan your next offer -a program or product. Some business owners get an idea and dive right in. I’m in this category. We execute fast…and wish we’d taken more time to plan.   Others like to nail every detail. They want to be crystal clear on the step-by-step systems. They lose time by overthinking.  I call these categories the "jumpers" and the "clingers." They tell different stories. They operate differently. And they can be extremely successful. The challenge is step beyond your comfort zone to try a different style...or to leverage your current style for maximum productivity.  That's what we talk about in this episode: using your work style to be more productive on your own terms.  I'm Cathy Goodwin and my website is http://cathygoodwin.com

You plan your next offer -a program or product. Some business owners get an idea and dive right in. I’m in this category. We execute fast…and wish we’d taken more time to plan.   Others like to nail every detail. They want to be crystal clear on the step-by-step systems. They lose time by overthinking.  I call these categories the "jumpers" and the "clingers." They tell different stories. They operate differently. And they can be extremely successful. The challenge is step beyond your comfort zone to try a different style...or to leverage your current style for maximum productivity.  That's what we talk about in this episode: using your work style to be more productive on your own terms.  I'm Cathy Goodwin and my website is <a href="http://cathygoodwin.com" rel="nofollow" target="_blank">http://cathygoodwin.com</a>

066 How To Leverage Your Working Style To Become More Productive

Small businesses get the "too expensive!" objection all the time. In this episode we dive into the client stories that might drive these objections.  Sometimes the clients don't "get" your value - but sometimes your offer conflicts with their story. I share some recommendations to help you deal with these objections more productively and profitably.  Learn more about getting inside the client's mind with this free guide - http://cathygoodwin.com/baggage   I also work with clients through the Strategic Intensive.    

Small businesses get the "too expensive!" objection all the time. In this episode we dive into the client stories that might drive these objections.  Sometimes the clients don't "get" your value - but sometimes your offer conflicts with their story. I share some recommendations to help you deal with these objections more productively and profitably. Learn more about getting inside the client's mind with this free guide - <a href="http://cathygoodwin.com/baggage" rel="nofollow" target="_blank">http://cathygoodwin.com/baggage</a> I also work with clients through the <a href="http://mycopy.info/storyconsult" rel="noopener nofollow" target="_blank">Strategic Intensive</a>.

065 How to respond when they say "It's too expensive"

Certain story templates are more effective when it comes to attracting more clients and generating more sales. Is it because they create more intense conflict?  The surprising answer is, "No." In his book, Story Paradox, Author Jonathan Gottschall reveals a stunning fact: the higher the level of poetic justice on a TV show, the higher it performs in the ratings.  In this episode of Strategic Storytelling, you'll discover the real reason these stories work...and you'll be able to apply these insights to your own business.    Jonathan Gottschall's book, The Story Paradox explores the darker side of storytelling. My ebook, Grow Your Business One Story At A Time, explains how to use storytelling purposefully for business growth.  Visit my website for more resources.     … 

Certain story templates are more effective when it comes to attracting more clients and generating more sales. Is it because they create more intense conflict?  The surprising answer is, "No." In his book, Story Paradox, Author Jonathan Gottschall reveals a stunning fact: the higher the level of poetic justice on a TV show, the higher it performs in the ratings.  In this episode of Strategic Storytelling, you'll discover the real reason these stories work...and you'll be able to apply these insights to your own business.    Jonathan Gottschall's book, <a href="https://www.amazon.com/exec/obidos/ASIN/B08RYQDR91/nx324z-20" rel="noopener nofollow" target="_blank">The Story Paradox</a> explores the darker side of storytelling. My ebook, <a href="https://smile.amazon.com/exec/obidos/ASIN/B077XKMBRY/nx324z-20" rel="noopener nofollow" target="_blank">Grow Your Business One Story At A Time,</a> explains how to use storytelling purposefully for business growth.  <a href="http://cathygoodwin.com%20" rel="nofollow" target="_blank">Visit my website</a> for more resources. …

064 Why these 2 story templates bring in more sales

When you're a small service-based business, you are the brand ... and you deliver the value to your clients.  Prospective clients come to you with the question, "Can you really do the job?"  This question breaks down into 2 questions: Why are you qualified? And How committed are you? Are you a dilettante, trying things out? Or will you be there for me when I need you?  In this episode, you'll discover how these questions arise. You'll hear two kinds of stories to answer these questions.  Based on my online video course, Content for Credibility. 

When you're a small service-based business, you are the brand ... and you deliver the value to your clients. Prospective clients come to you with the question, "Can you really do the job?" This question breaks down into 2 questions: Why are you qualified? And How committed are you? Are you a dilettante, trying things out? Or will you be there for me when I need you? In this episode, you'll discover how these questions arise. You'll hear two kinds of stories to answer these questions. Based on my online video course, <a href="http://cathygoodwin.com/credcourse" rel="noopener nofollow" target="_blank">Content for Credibility. </a>

063 When you need to show you can do the job, tell the 2 stories. job, tell these 2 stories.

Without credibility, you can't have a successful business. That's the lesson from Mitchell Levy, a Global Credibility Expert.  In this episode, Mitchell explains why credibility is important. He identifies some surprising indicators of credibility, such as being coachable, being a servant leader and showing up.   We also talked about using stories to reinforce credibility (and how the wrong story can kill your credibility fast).  We came up with some memorable examples!  This episode will give you a new perspective on how to use credibility as an essential source of business growth.   Mitchell can be reached at http://mitchelllevy.com   My course on credibility: http://cathygoodwin.com/credcourse

Without credibility, you can't have a successful business. That's the lesson from Mitchell Levy, a Global Credibility Expert.  In this episode, Mitchell explains why credibility is important. He identifies some surprising indicators of credibility, such as being coachable, being a servant leader and showing up.  We also talked about using stories to reinforce credibility (and how the wrong story can kill your credibility fast).  We came up with some memorable examples!  This episode will give you a new perspective on how to use credibility as an essential source of business growth.  Mitchell can be reached at <a href="http://mitchelllevy.com" rel="nofollow" target="_blank">http://mitchelllevy.com</a>  My course on credibility: <a href="http://cathygoodwin.com/credcourse" rel="nofollow" target="_blank">http://cathygoodwin.com/credcourse</a>

062 Credibility for Business Leadership: Interview with Mitchell Levy

As a new business owner, I was advised to share stories that would build the know, like, and trust factor.   I soon discovered 3 types of stories that had the opposite effect. They created distance, confused my audience, and left them saying, "That's bizarre."  You'll discover why these types of stories don't work (and what to do instead).   Mentioned: Relocation book on Amazon Free report on understanding clients Free report on story archetypes

As a new business owner, I was advised to share stories that would build the know, like, and trust factor.   I soon discovered 3 types of stories that had the opposite effect. They created distance, confused my audience, and left them saying, "That's bizarre." You'll discover why these types of stories don't work (and what to do instead).  Mentioned: <a href="http://mycopy.info/bigmove" rel="noopener nofollow" target="_blank">Relocation book on Amazon</a> <a href="http://cathygoodwin.com/baggage" rel="noopener nofollow" target="_blank">Free report on understanding clients</a> <a href="http://cathygoodwin.com/arch" rel="nofollow" target="_blank">Free report on story archetypes</a>

061 3 Stories That Send Clients Away (and what to do instead)

A lot of business owners have been told, "Stories entertain and captivate your audience."   If you buy that, you're not getting the full power of storytelling. Stories can support for your strategy and simplify your marketing. That's the big difference between personal and business stories. Personal stories might get an appreciative laugh, but business stories can do so much more. Anyway, your business audience might not be amused by your personal stories. I've referenced the topic indirectly. This episode clearly shows the difference between personal and business stories - and how strategizing your story helps you go beyond entertainment to reach your business goals.  Discover 17 ways storytelling can help grow your business with this free guide: http://mycopy.info/17ways

A lot of business owners have been told, "Stories entertain and captivate your audience."   If you buy that, you're not getting the full power of storytelling. Stories can support for your strategy and simplify your marketing. That's the big difference between personal and business stories. Personal stories might get an appreciative laugh, but business stories can do so much more. Anyway, your business audience might not be amused by your personal stories. I've referenced the topic indirectly. This episode clearly shows the difference between personal and business stories - and how strategizing your story helps you go beyond entertainment to reach your business goals.  Discover 17 ways storytelling can help grow your business with this free guide: <a href="http://mycopy.info/17ways" rel="nofollow" target="_blank">http://mycopy.info/17ways</a>

060 Why that story got a laugh but not a sale (and  surprisingly easy fix)

We hear a lot about rebranding. Bt what happens when you take your business in a new direction? Or direct your energy toward a new target market?   This episode introduces 3 steps you need to rebrand profitably with a new story.   Find your story archetype here 

We hear a lot about rebranding. Bt what happens when you take your business in a new direction? Or direct your energy toward a new target market?  This episode introduces 3 steps you need to rebrand profitably with a new story.  Find your <a href="http://cathygoodwin.com/arch" rel="noopener nofollow" target="_blank">story archetype here</a>

059 Rebranding: A 3-step strategy for small businesses

Strategic Storytelling blends together the magic of storytelling with practical strategies for copywriting and marketing, especially creating content, branding, and planning. Forget about movies, bedtime stories, and fairy tales: Cathy Goodwin, an online strategist and published author, show you how business storytelling will directly impact your bottom line. No fairy godmothers allowed!

Online course creation has become a major industry. If you're a business owner, your course gives you new opportunities to grow your business, find clients and gain credibility.  Designing a course can be challenging. How do you know what to include? How do you figure out how to sequence the modules?  Explore a new way to design your course by starting with a story. You'll appeal to more students and have fun with the process.  My course on course creation is  http://mycopy.info/createyourcourse  Use the code COURSE50 for a 50% discount as a thankyou for listening. Free guide: 17 surprising ways to grow your business with storytelling http://mycopy.info/17ways 

Online course creation has become a major industry. If you're a business owner, your course gives you new opportunities to grow your business, find clients and gain credibility.  Designing a course can be challenging. How do you know what to include? How do you figure out how to sequence the modules?  Explore a new way to design your course by starting with a story. You'll appeal to more students and have fun with the process.  My course on course creation is  <a href="http://mycopy.info/createyourcourse" rel="nofollow" target="_blank">http://mycopy.info/createyourcourse</a> Use the code COURSE50 for a 50% discount as a thankyou for listening. Free guide: 17 surprising ways to grow your business with storytelling <a href="http://mycopy.info/17ways" rel="nofollow" target="_blank">http://mycopy.info/17ways</a>

058 For a simpler path to course creation, begin with a story

Creating your story is just the first part storytelling. You also need a way to tell your story.  As a business storyteller, your goal is to get listeners and readers involved in your story. They will see themselves in your story. They will want to jump in and join the story. Or realize "this isn't my story" and go elsewhere, saving you both some time. Learn more about storytelling when you download 17 Surprising Ways to Grow Your Business With Stories - free when you click here: http://mycopy.info/17ways Enjoy the podcast - and don't forget to leave a rating and a review, preferably on the Apple website. 

Creating your story is just the first part storytelling. You also need a way to tell your story.  As a business storyteller, your goal is to get listeners and readers involved in your story. They will see themselves in your story. They will want to jump in and join the story. Or realize "this isn't my story" and go elsewhere, saving you both some time. Learn more about storytelling when you download 17 Surprising Ways to Grow Your Business With Stories - free when you click here: <a href="http://mycopy.info/17ways" rel="nofollow" target="_blank">http://mycopy.info/17ways</a> Enjoy the podcast - and don't forget to leave a rating and a review, preferably on the Apple website.

057 3 Tips To Win Clients As A Master Storyteller

Most stories will attract attention. Small business owners need to go beyond attracting attention to create stories that attract and persuade.  How do you attract your ideal clients? Create a story with elements they can relate to. A story that helps them see themselves in the story.   How do you do this? It's a pretty simple tweak, actually... but you have to decide consciously to structure your story this way.  This episode shows you how. To better enter the conversation in your client's mind, download my free guide - http://cathygoodwin.com/baggage  If you like this podcast, don't forget to leave a review and subscribe!   From Cathy Goodwin - cathygoodwin.com 

Most stories will attract attention. Small business owners need to go beyond attracting attention to create stories that attract and persuade.  How do you attract your ideal clients? Create a story with elements they can relate to. A story that helps them see themselves in the story.   How do you do this? It's a pretty simple tweak, actually... but you have to decide consciously to structure your story this way.  This episode shows you how. To better enter the conversation in your client's mind, download my free guide - <a href="http://cathygoodwin.com/baggage" rel="nofollow" target="_blank">http://cathygoodwin.com/baggage</a> If you like this podcast, don't forget to leave a review and subscribe!  From Cathy Goodwin - <a href="http://cathygoodwin.com" rel="nofollow" target="_blank">cathygoodwin.com</a>

056 How To Design A Story That Reaches Your Ideal Clients

They're not paying attention to your content? No surprise: there's a lot of noise in the background.   This episode (based on my new course - http://cathygoodwin.com/credcourse ) introduces the 2 factors that influence credibility...illustrated with a story.  When classical violinist Joshua Bell agreed to a journalism-inspired gig ... not on a concert hall, but on a subway station in Washington DC. Why was he ignored in the subway? This story holds clues to getting your message heard on the crowded Internet. You might also like my free report - Understanding Your Client's Motivation to Buy - http://cathygoodwin.com/baggage

They're not paying attention to your content? No surprise: there's a lot of noise in the background.  This episode (based on my new course - <a href="http://cathygoodwin.com/credcourse" rel="nofollow" target="_blank">http://cathygoodwin.com/credcourse</a> ) introduces the 2 factors that influence credibility...illustrated with a story. When classical violinist Joshua Bell agreed to a journalism-inspired gig ... not on a concert hall, but on a subway station in Washington DC. Why was he ignored in the subway? This story holds clues to getting your message heard on the crowded Internet. You might also like my free report - Understanding Your Client's Motivation to Buy - <a href="http://cathygoodwin.com/baggage" rel="nofollow" target="_blank">http://cathygoodwin.com/baggage</a>

055 How To Stand Out In A Crowded Space

Business storytelling works like a muscle. When you need a story, you have to be ready. Just as you do workouts and exercises to be ready to play tennis or basketball, you need to exercise your storytelling muscles so you'll be ready when you need a story.  You don't always need a story - but when you need one, you need to have the skills to choose and tell that story.  Just as your gym workouts prepare you for basketball, these exercises prepare you for the storytelling event that makes a difference.   Free download: 17 surprising ways to use storytelling for business - http://mycopy.info/17ways

Business storytelling works like a muscle. When you need a story, you have to be ready. Just as you do workouts and exercises to be ready to play tennis or basketball, you need to exercise your storytelling muscles so you'll be ready when you need a story.  You don't always need a story - but when you need one, you need to have the skills to choose and tell that story.  Just as your gym workouts prepare you for basketball, these exercises prepare you for the storytelling event that makes a difference.  Free download: 17 surprising ways to use storytelling for business - <a href="http://mycopy.info/17ways" rel="noopener nofollow" target="_blank">http://mycopy.info/17ways</a>

054 3 Techniques To Become A Better Storyteller

When you’re new to your business or career field, you might be asking yourself, “Am I really qualified to do this?” Your friend, mentor or coach assures you, “Of course! You know more than you realize.”  They might even say, "You have impostor syndrome!:  Are they right Do you suffer from impostor syndrome? Or are you being encouraged to be an impostor? How. can you tell? Look to the truth of your story. Frankly, most of us have been impostors at one time or another. When you’re just getting started, it’s easy to tell yourself, “I’ll fake it till I make it.” You may not even realize you're doing it. On the other hand, a lot of qualified business people have trouble claiming their true and powerful stories.  What are the signs of an impostor? Some of them may surprise you!  Does this episode resonate? Let me know in the comments or send me a message. Mentioned in this podcast:  Episode  45: Your connect the dots story  Episode 37: Why story has more impact than voice    5 story archetypes – http://cathygoodwin.com/arch  The long game  - http://cathygoodwin.com/clarklong 

When you’re new to your business or career field, you might be asking yourself, “Am I really qualified to do this?” Your friend, mentor or coach assures you, “Of course! You know more than you realize.”  They might even say, "You have impostor syndrome!:  Are they right Do you suffer from impostor syndrome? Or are you being encouraged to be an impostor? How. can you tell? Look to the truth of your story. Frankly, most of us have been impostors at one time or another. When you’re just getting started, it’s easy to tell yourself, “I’ll fake it till I make it.” You may not even realize you're doing it. On the other hand, a lot of qualified business people have trouble claiming their true and powerful stories.  What are the signs of an impostor? Some of them may surprise you!  Does this episode resonate? Let me know in the comments or send me a message. Mentioned in this podcast:  Episode  45: Your connect the dots story  Episode 37: Why story has more impact than voice    5 story archetypes – <a href="http://cathygoodwin.com/arch" rel="noopener nofollow" target="_blank">http://cathygoodwin.com/arch </a> The long game  - <a href="http://cathygoodwin.com/clarklong" rel="noopener nofollow" target="_blank">http://cathygoodwin.com/clarklong </a>

053 Impostor Syndrome or Impostor? Your story knows!

Your company offers a product that can solve a big problem, but nobody understands the concept.   In marketing terms, you're introducing an idea that's "new to the world." They've never seen anything like it before.  How do you communicate what you offer? How do you make it believable?   This podcast shows you how 2 types of stories can overcome this challenge and make a totally new concept seem believable and even essential.   Learn more about getting inside your client's mind with my free report- http://cathygoodwin.com/baggage    I mention my book on relocation, available on Amazon here. 

Your company offers a product that can solve a big problem, but nobody understands the concept.  In marketing terms, you're introducing an idea that's "new to the world." They've never seen anything like it before. How do you communicate what you offer? How do you make it believable?  This podcast shows you how 2 types of stories can overcome this challenge and make a totally new concept seem believable and even essential.  Learn more about getting inside your client's mind with my free report- <a href="http://cathygoodwin.com/baggage" rel="nofollow" target="_blank">http://cathygoodwin.com/baggage</a>  I mention my book on relocation, available <a href="http://mycopy.info/bigmove" rel="nofollow" target="_blank">on Amazon here. </a>

052 When Nobody Understands What You Do, Tell These 2 Stories

Yes - you should include vulnerability in your business story. But not YOUR vulnerability: it's about your clients.  The experts don't tell you to bare all. They associate vulnerability with being brave. They tell you to be very choosy about your audience.   You do need to know enough about shame and vulnerability to enter the conversation in your client's mind. Clients can feel vulnerable when they call you - no matter what you offer.  Understand their fear by digging through their baggage.  Learn more at http://cathygoodwin.com/baggage   And forget everything you've heard about "being vulnerable" in business. 

Yes - you should include vulnerability in your business story. But not YOUR vulnerability: it's about your clients.  The experts don't tell you to bare all. They associate vulnerability with being brave. They tell you to be very choosy about your audience.  You do need to know enough about shame and vulnerability to enter the conversation in your client's mind. Clients can feel vulnerable when they call you - no matter what you offer.  Understand their fear by digging through their baggage.  Learn more at <a href="http://cathygoodwin.com/baggage" rel="nofollow" target="_blank">http://cathygoodwin.com/baggage</a> And forget everything you've heard about "being vulnerable" in business.

051 How To Use Vulnerability In Your Business Story

When you get an "aha moment" (almost what used to be called a "Eureka moment") you see the world a new way. Maybe you ask a new question. Maybe you see a way to reconcile conflicting viewpoints. Above all, you get a surprise. This episode shows 3 ways a story can create an aha moment. When you create this kind of moment, you find your readers or listeners often are more willing to listen to you with an open mind...or discover an important lesson on their own. Learn more about the role of storytelling in marketing from this free report - http://mycopy.info/17ways 

When you get an "aha moment" (almost what used to be called a "Eureka moment") you see the world a new way. Maybe you ask a new question. Maybe you see a way to reconcile conflicting viewpoints. Above all, you get a surprise. This episode shows 3 ways a story can create an aha moment. When you create this kind of moment, you find your readers or listeners often are more willing to listen to you with an open mind...or discover an important lesson on their own. Learn more about the role of storytelling in marketing from this free report - <a href="http://mycopy.info/17ways" rel="nofollow" target="_blank">http://mycopy.info/17ways</a>

050 Tell a story to create an "aha" moment

Small businesses can be urged to come up with a catchy headline, slogan or product name. But what does a "catchy" slogan do for us?? For a big brand of cola or sportswear, a catchy tag line may stand out. Small businesses don't have time. Clients make decisions by clicking a mouse. They don't see our ads on television and magazines. We have to go for "persuasive," even "profitable" content.  Instead of being catchy, focus on entering the conversation in your client's mind. I explain more in my free report -  http://cathygoodwin.com/baggage Don't forget to leave a rating and a review - help the podcast continue to grow! 

Small businesses can be urged to come up with a catchy headline, slogan or product name. But what does a "catchy" slogan do for us?? For a big brand of cola or sportswear, a catchy tag line may stand out. Small businesses don't have time. Clients make decisions by clicking a mouse. They don't see our ads on television and magazines. We have to go for "persuasive," even "profitable" content.  Instead of being catchy, focus on entering the conversation in your client's mind. I explain more in my free report -  <a href="http://cathygoodwin.com/baggage" rel="nofollow" target="_blank">http://cathygoodwin.com/baggage</a> Don't forget to leave a rating and a review - help the podcast continue to grow!

049  Forget about being "catchy"  (do this instead)

Strategic Storytelling

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