Storytelling For Small Business Marketing
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Storytelling For Small Business Marketing

How To Use Storytelling As A Marketing Tool To Grow Your Business (And Have More Fun While You're Doing It)
4.0 (13 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
136 students enrolled
Created by Cathy Goodwin
Last updated 9/2016
Current price: $10 Original price: $35 Discount: 71% off
5 hours left at this price!
30-Day Money-Back Guarantee
  • 1.5 hours on-demand video
  • 1 Article
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I 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)
View Curriculum
  • No requirements for materials or software.
  • Have an open-minded attitude to storytelling
  • Be ready to get involved as an active learner, not a passive listener

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)

  • 9 video lectures and 2 hours of content!
  • Discover how to get more impact from your marketing by telling stories
  • Learn how and where to tell stories for maximum effect
  • Develop 4 types of stories to use in your marketing
  • Promote yourself with authenticity and professionalism
Who is the target audience?
  • 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
Compare to Other Storytelling Courses
Curriculum For This Course
11 Lectures
Storytelling For Small Business Marketing
2 Lectures 25:27

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!

Preview 11:24

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.

Who's The Hero And What Does That Mean, Exactly?
4 Types of Stories You Can Use In Your Marketing
4 Lectures 42:45

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.

Rags to Riches: Overcome Adversity to Reach Your Dream

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.

Origin Story: How It All Started (And Why It Matters)

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.

Success Story: How They Make You Look Great

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.

Concept Story: No More Confused Clients And Customers
How To Tell Your Story
2 Lectures 17:18

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.

Marketing Storytelling Mindset

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.

Own Your Audience
Jump Start Your Own Marketing With These Stories
3 Lectures 13:17

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.

Getting Started

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!

Best Places To Use Your Marketing Stories

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About the Instructor
Cathy Goodwin
4.1 Average rating
20 Reviews
177 Students
4 Courses
Author, Consultant and Speaker

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..  

I help entrepreneurs and owners of small businesses...

• Use storytelling to create compelling, high-converting materials to support their marketing

• Develop and implement promotional message strategies through copywriting, as Done For You and Done With You

• Use storytelling purposefully to build a memorable, client-attracting brand 

And I still work with midlife, mid-career clients. Often my clients want to pivot to entrepreneurship so there's a natural crossover. 

 Come join me on the journey and keep me posted as you grow into your goals!  


Cathy Goodwin