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!
190 Win more clients with empathy (even if you haven't walked in their shoes)
Most business advice says: “Show empathy. Tell clients you’ve been there too.”
But here’s the truth: clients don’t care if you’ve walked in their shoes. What they care about is whether you understand their challenges—and whether you’ll treat them without judgment.
In this episode of Strategic Storytelling, you’ll discover:
Why oversharing personal stories can backfire with clients.
The #1 rule of empathy that keeps clients from walking away.
Three practical ways to show clients you “get” them—through words, processes, and stories.
How to tell stories that build trust, respect your clients, and attract the right kind of business.
If you want to build stronger client relationships, win more business, and avoid common empathy pitfalls, this episode is for you.
Resources mentioned in this episode:
Free guide: The 3 Most Important Stories Every Entrepreneur Needs. Click here.
Workbook: Cast the Characters of Your Business Story. Click here. (https://cathygoodwin.com/charsell)
1 Aug 2025
189 How To Sell A Service No One’s Heard Of: Storytelling Strategies For Innovative Offers
How To Sell A Service No One’s Heard Of: Storytelling Strategies For Innovative Offers
When you’re offering something that's new to your audience—whether it’s brand new to the world or simply unfamiliar to your audience—you face two major challenges: they're confused about what you offer and they don’t see the value of the service.
In this episode of the Strategic Storytelling podcast, I will show you how to use story—not fluff, not oversharing personal problems—to create clarity, establish relevance, and communicate the impact of your offer.
You’ll learn:
The three reasons prospects get confused about a new service (#3 is the most common reason for offering any service)
Real-world examples of small businesses solving this problem through stories (including those who should be using stories more than they are)
A five-point checklist to craft stories that educate and convert (not just any story will work)
If you’re a service-based solopreneur or small business owner launching something innovative—or reintroducing an offer that’s being overlooked—this episode is for you.
Resources:
Downloadable Workbook: Cast the Characters in Your Business Story – Learn how to build strong stories using four essential roles: hero, guide, obstacle, and cheerleader. Click here.
Work With Cathy: Want help crafting a story that clarifies your unique offer? Click here to get started.
25 Jul 2025
188 The ROI of Storytelling
What is the most important question to ask about storytelling?
It's not "How much did this story express your feelings?" or "How much do you want to tell this story?" or even "What is the impact of this story?"
It's "What is the business purpose of this story?" Why am I telling this story? Whats the ROI of this story?
After all, when you tell a story in a business environment, you are investing time and/or money. Your story becomes a business tool. Is it worth what you invested?
In this episode, I give you 3 questions to assess the ROI of your story.
I explain:
...What we mean by storytelling ROI (and why it's so important)
...Using stories to begin a financially rewarding relationship
...3 crucial steps to maximize your story's ROI
...The shift in storytelling mindset that changes everything
There's also a bonus tip at the end of the podcast to help you be more prepared with the right story.
RESOURCES:
Ebook (currently free) Three Essential Stories For Your Next, Best Client:
Get Them Ready Before You Need Them
Click here. (http://cathygoodwin.com/3st)
Previous podcast where I build a relationship from a story. Click here. (https://cathygoodwin.com/podrud)
My most popular consulting program: The Strategic Intensive Click here. (https://cathygoodwin.com/strategic-intensive)
My website. Click here. (https://cathygoodwin.com/)
More ideas for business stories:
30 Business Storytelling Prompts To Find Your Next Story. Click here. (https://cathygoodwin.com/30prompts)
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Apple Podcasts (US)
5.0 / 5
6 ratings
Spotify
5.0 / 5
1 ratings
Podcast Authority Score: 63 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
93
Social presence
0
YouTube
0
Engagement
81
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