You’ve probably heard that storytelling is the new branding. 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 have a story?
This course focuses directly on how to use stories strategically for marketing. We approach storytelling as a marketing tool, not as a source of entertainment. We argue that the story you tell to grow your small business is not the same story you tell when you're sitting around a campfire, sharing a beer at your neighborhood bar, or putting the kids to bed.
You’ll discover the art of purposeful storytelling, so you choose a story to match your marketing goals. You won’t risk losing your audience with stories that distract and even annoy them.
You’ll discover how storytelling helps you engage with your audience, stand out from the crowd and create memorable messages that connect with your ideal clients. You'll find new places to use stories so you get a jump on the competition (and incidentally make your marketing easier and a whole lot more fun).
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.
… 3 places you can use stories to boost your marketing results (and make marketing easier and more enjoyable, too)
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 role model for business owners who want marketing stories. Later in the course we'll look at other characters in the Cinderella story. We'll see that from a marketing perspective, Cinderella's not the real heroine.
Stories help your marketing in many ways and sometimes the best thing for your marketing success is a good story. Besides helping you reach your audience, stories help you - the storyteller - in surprising ways.
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 some qualities of good stories.
So... let's get started!
Every story has a hero or heroine, sometimes called the protagonist. In mythic stories, the hero was super-human.
Today's heroes are human, even when they're behaving heroically. And when you're the hero, you need to be sensitive to the way you're perceived.
What does all this mean for our stories? Who is a hero? That's what we explore in this lecture.
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.
So how did you get started in your business? What motivated you to begin working with your clients and customers? This type of story enhances your credibility and communicates your passion for what you do.
You'll find a light-hearted example in the resources section.
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.
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 resource materials, you'll get a link to a video showing a concept story I used to promote an info product.
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.
This is a fun lecture: how to reach out to your audience, engage them and make them your own. You'll discover 5 techniques that you can apply immediately when you tell your own stories.
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 different purpose. You're also getting a link to a YouTube video with terrific tips on how to deliver a live storytelling talk.
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!
Hi I'm Cathy.
I have been online for over a decade, helping others to achieve their goals in areas ranging from career change to small business growth. I learned online marketing to promote my career site, Midlife Career Strategy. I’m a published author, written hundreds of articles and dozens of websites, and really get a kick out of seeing my clients enjoy the benefits of what they learn and put into practice.
When you want to know how to create high-converting marketing materials, I'm your person. I've written content for everything from websites to landing pages to blog posts… and more. I particularly enjoy transforming complex ideas into clear, conversational language that will resonate with your ideal prospects. I’m also here to help “storify” your content: how to get your point across by telling stories.
As far as career change, I still work with midlife, mid-career clients. Many want to pivot to self-employment and I help them get started. I'd love to help you review your career options so you can get closer to filling your dream, whether it’s a “laptop lifestyle” or a new corporate career.
When anyone asks me what’s the secret to being successful in marketing yourself or your company, I tell them "Be yourself…and be adventurous!”
When you remain authentic, you will stand out from the massive waves of (mostly mediocre) content out there and get noticed in a good way. And when you keep your spirit of adventure, you’ll try new things and stay motivated even during the Muddled Middle part of any transition.
Some people make great players but lousy coaches. After teaching business to mostly bored college students for over 20 years, I don’t just have knowledge. I know how to share so you’ll understand, enjoy and remember.
Come join me on the journey and keep me posted as you grow into your goals!