Storytelling For Small Business Marketing

Name: Storytelling For Small Business Marketing
Rating: 4.3 (80 reviews)

How To Grow Your Small Business By Telling Stories

Created byCathy Goodwin

Last updated 4/2020

English

What you'll learn

Use stories as a marketing tool to get more clients, not as a source of light entertainment
Understand why some stories help build your business (and some actually sabotage your success)
Tell a story that's perfect for your purpose and your occasion (rather than try to fit an all-purpose story to everything you do)
Mine your own background and experience for stories to support your marketing (no more saying, "I have no story!")
Avoid the most common mistakes in storytelling that make you look like an amateur
Know exactly how much of your own life you can share (and when TMI begins)

Course content

4 sections • 20 lectures • 2h 3m total length

Overview: The Story Of This Storytelling Course8:05
Cinderella: Case Study Of A Popular Story5:16
When you hear the word "story," do you think of fairy tales, such as the iconic Cinderella story? The truth is, Cinderella's not a great story for business owners who want to use stories to grow their businesses.

In this lecture, get ready to dive into the core question: What kind of story does a business owner need?

In the resource section, you'll find a link to a video by a Stanford researcher, explaining why stories are so powerful and what are the most important qualities of good stories.
Turning Cinderella Into A Marketing Story3:36
We just saw why Cinderella makes a great fairy tale but a lousy marketing story. Here are 3 ways to revise the Cinderella story to turn it into a marketing story. This exercise will clarify the difference between a successful marketing story and other kinds of stories, such as bedtime stories, campfire stories, and entertainment stories.
The Business Story That Wasn't3:46
It sounds like a business story, but it's really a fairy tale. In fact, it's a Cinderella story in a business suit. And it won't help your marketing. But you will get a deeper sense of what's required for a marketing story.
Your Cinderella Story
The Unlikely Hero Of A Marketing Story7:38
When you tell your marketing story, what kind of hero do you need? In this lecture, you'll learn how contemporary marketing story heroes differ from traditional heroes. You'll discover two types of heroes found in successful marketing stories. Many business owners don't realize their stories don't need both types of heros...but you do need at least one.
Your Story's Hero
The Story You Tell Yourself3:54
When preparing your portfolio of stories for marketing, don't forget the stories you tell yourself. These stories don't get shared with your clients or prospects but they have a huge effect on your business and your marketing effectiveness.

The Business Owner's Journey: How To Make It Work For You6:34
Many business owners like to tell a rags to riches story - how they overcame adversity, conquered obstacles and slew dragons to get where they are today. As a hero, you began in pain or poverty. You worked hard. You found solutions to problems. And now you enjoy the rewards of success.

This lecture highlights the strengths of this story but also warns you about the limitations.

In the resources section, you'll see a video about Harry Potter and Star Wars as more traditional heroes.
Why You Don't Have To Be Vulnerable (And Maybe You Shouldn't)f6:15
You may have heard the advice, "Be vulnerable and clients will like you more."

That statement is true in some very specific circumstances, depending on you and your audience. In a business setting, it's about where you are in your business. Are you starting out? Internationally famous? Known as a thought leader? Answers to those questions will influence how vulnerable you "should" be.
Vulnerability Quiz
The Origin Story: What Makes You Care So Much3:44
Your origin story enhances your credibility and communicates your passion for what you do. It's probably the second most popular story type -- after the journey story. But all too often business owners miss out on opportunities to maximize the effectiveness of their origin stories. Discover what makes a compelling origin story for small business marketing.

You'll find a light-hearted example in the resources section.
Purpose Of Your Origin Story
Promote Yourself Professionally With Your Origin Story7:37
Discover the two situations when your business will gain the most benefit from a well-prepared origin story. We'll also cover some things to avoid when developing an origin story. And finally, you'll be prompted to write your own origin story.
Success Story: How They Make You Look Great11:55
The first two types of stories were really about you. Now we move to stories about your clients. This lecture introduces "success stories," which will be critical to your marketing.You're telling a "rags to riches" story from the client's perspective and you're the hero! In the world of Cinderella you'd be the fairy godmother, working your magic to transform your client. And always remember: your client's successes make you look good.
How To Use Success Stories
Concept Story: No More Confused Clients And Customers11:42
You may have heard the saying, "The confused mind always says no." This lecture shows you how to explain even the most complex services, products or ideas so your prospects will be crystal clear on what you offer. I call this type of story the "concept story" because you can use it in any setting to explain even the most complex concepts.
In the resources you'll find link to a short ad using the "2 guys" comparison style.
Concept Story Quiz

Marketing Storytelling Mindset9:06
This lecture introduces 5 components of the mindset of master storytellers. People who tell stories with great success tend to bring a certain approach to their stories. You'll discover how you, too, can share stories that reach your audience in a meaningful way.
Become A Storytelling Ninja9:48
Have you ever felt that moment when you just know you've got your audience eating out of your hand? They're nodding and laughing in all the right places? You're really connecting!

In this lecture, you'll discover 5 techniques that you can apply immediately when you tell your own stories. You'll notice how quickly your audience responds.
In the resource section you'll find a link to a YouTube video featuring a classic spot from radio. This video demonstrates the power of using words without images. Getting the audience to exercise their imagination gives you options you won't have with video -- and they'll be much more involved, too.
Storytelling Ninja Quiz

The "Bad Story"6:49
Here's an example of a story that's not going to work for marketing. We'll dig into the story and explain WHY it's a bad story, so you'll see what you absolutely must avoid when you create your own stories.
The "So-So" Story2:34
Not the worst story I've ever heard - but not taking full advantage of the power of storytelling to support your marketing.
A Good Marketing Story2:08
Not the greatest story in the world ... but a good one. We'll go over what makes this a good marketing story.
Getting Started5:16
This lecture will help you get started on the process of your own storytelling. You'll get tips for dealing with writers' block and coming up with new ideas. Your goal is to have a repertoire of stories you can use for a different purpose. You're also getting a link to a YouTube video with terrific tips on how to deliver a live storytelling talk.
Best Places To Use Your Marketing Stories7:35
This lecture will go over a number of places where you can use storytelling in your marketing. You'll be surprised how many marketing objectives can be met simply, easily and professionally by telling stories. Besides, you'll engage your audience and have fun, too!
Remember To Rate This Course0:32

Requirements

No requirements for materials or software.
Open-minded attitude to storytelling
Be ready to get involved as an active learner, not a passive listener
This course is presented with PowerPoint slides and voiceover -- not "talking head."

Description

You probably know this already: Behind every successful small business is a good story.

Or, as Richard Branson famously said, “Entrepreneurs must tell stories to survive.”

But how do you decide what story to tell? How do you tell that story for maximum impact? And what if you don't even have a story -- at least, not one you want to share?

This course focuses directly on how to use stories strategically for marketing. You'll learn to view storytelling as a marketing tool, not a source of entertainment. You'll discover why your most effective business story isn't a fairy tale, a campfire story and most definitely not a bedtime story.

Forget what you've learned about being vulnerable, baring your soul and presenting your hero's journey story. You'll learn why being vulnerable can make you seem less likeable, when a personal story becomes Too Much Information and what to do when you haven't taken a hero's journey.

You'll find new places to use stories so you get a jump on the competition (and incidentally make your marketing more productive and a whole lot more fun). You'll get tips to become a storytelling ninja so you wow your audience when you share stories live and virtually, via the Internet.

The course is 100% guaranteed.You get 9 video modules with links to valuable resources you might not find elsewhere. So … why wait? You’ve got stories to share and your audience wants to hear them.

9 video lectures and 2 hours of content!
Discover how to get more impact from your marketing by telling stories
Learn how to avoid the most common storytelling mistakes most businesses make
Understand why Cinderella makes a great movie but a lousy marketing story

... and much, much more!

Who this course is for:

Entrepreneurs and owners of small businesses
Anyone involved in marketing a small business
Emphasis is on service rather than manufacturing, software development or retail
Coaches and consultants
Ecommerce sellers
Independent professionals who want to stand out in a crowded market

Storytelling For Small Business Marketing

What you'll learn

Explore related topics

Course content