If you’ve ever been asked, “How did you get started?” you know how often this question comes up in podcasts, interviews, networking events, and client meetings.

But instead of giving a throwaway answer to satisfy their curiosity, what if you could use that moment to attract your next best client?

In this episode, we explore how you can transform the most common origin story question into a powerful marketing tool. You'll learn how to frame your response to show your passion, uniqueness, and credibility—without sounding scripted or obnioxious.

You will discover:

• Why most people waste their origin story—and how not to toss yours away
• Two origin story strategies: Show your passion or highlight your unique difference
• What to do if your origin story doesn’t fit those categories
• A pro tip for “connecting the dots” between an unrelated past career and your current offer (so you increase your credibility)
• How to use your story as part of your website, podcast appearances, or live networking

Resources:

• Download the free guide: The 3 Essential Stories You Need for Your Next, Best Client. Click here for access.
  
  
• Want personalized help shaping your origin story to fit your strategy? Book a consultation by starting here.
  
  

If you find this episode helpful:
Please leave a review on Apple or Spotify. It helps others find the show—and helps you build a stronger storytelling strategy.

We usually talk about the stories we tell about ourselves. We use stories to showcase our marketable qualities. We explain and promote our offers.

In this episode, we flip the script. We focus on getting other people to tell their stories. Often their stories will be essential for our own marketing.

For example, when you interview a podcast guest, you want that guest to tell an exciting story that will be memorable to your audience.

When you ask for a testimonial, you want a story about how you helped the client.

When you conduct client research or an intake interview, you want the client's uncensored point of view.

Too many entrepreneurs rely on generic “why” questions and end up with boring, same-old answers. Besides your own storytelling, you want to find a way to get others to tell their stories.

On this episode, you’ll discover:

...Why “why” questions sabotage your interviews

...Questions to ask to spark meaningful, entertaining stories

...The four-part interview structure that produces the best stories

...Why you must avoid opinions and advice (and get good stories instead)

...How to understand why they might avoid hard-core truth in their stories

As always, please leave a review, preferably on Apple or Spotify. Let me know how you're using your client's stories in your marketing. What works? What doesn't?

Links & Resources:

• Video Course: The Client Advantage – Use your clients’ backstories to enter the conversation in their heads.

• 30 Prompts To Tell Your Business Story – $9

• FREE: The 3 Stories You Need Before Landing Your Next Client

• For a deep dive into research, positioning, and strorytelling: The Strategic Intensive

• My website is here.

We all hear that stories are powerful—but do they actually bring in sales?

In this episode of Strategic Storytelling, I break down how stories make money for your business, both indirectly (as a smart marketing tool) and directly (by increasing conversions).

You'll learn what makes a story profitable, how to align your storytelling with strategy, and what to avoid if you don’t want your content to fall flat.

Whether you're writing a landing page, planning a campaign, or building your brand, this episode will show you how to use stories not just to entertain, but to earn.

What You’ll Learn:

• The difference between “fun to tell” and strategic stories

• How stories can help you plan, clarify, and position your business

• What makes a selling story and how to craft one

• How storytelling keeps you from killing the sale by being too pushy

• Tips to use storytelling to connect with your audience’s “before” picture

Resources Mentioned:

Cast the characters for your selling story

From Story Telling to Story Selling: Tell your selling story

Find your client's backstory

Story-Driven Planning Workbook

Podcast on Story-Based Strategy

Work With Me:
Need feedback on your story, landing page, or website? I offer personal video reviews so you can get fast, thorough, fluff-free feedback. Click here to learn more and sign up.

Connect With Me:
Website: https://cathygoodwin.com
Subscribe & Review: If you enjoyed this episode, please subscribe and leave a review on Apple or Spotify. It helps others discover the power of strategic storytelling.