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.

• 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.

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.

Previous podcast where I build a relationship from a story. Click here.

My most popular consulting program: The Strategic Intensive Click here.

My website. Click here.

More ideas for business stories:
30 Business Storytelling Prompts To Find Your Next Story. Click here.

Storytelling can become more productive when you start with a template. And it’s not easy to find templates for business stories. In this episode, we explore a surprising (and fun) story structure for service-based solopreneurs, adapted from a holiday classic and inspired by Ann Handley’s Everybody Writes.

This story template covers a lot of bases. It’s a variation of a success story. It focuses on the client, not the guide. It makes you think of your service as a problem-solving mechanism: What need do you fulfill?

You will learn…
…what makes this such a good template
…some differences between these fairy stories and business reality
…how this structure connects the client’s need with your service
…how to adapt this template for a service-based solopreneur

And, as usual, it’s short and to the point. No need to take notes: I've prepared a takeaway guide to your own version of this template.

RESOURCES:

Ann Handley’s book - Everybody Writes
Strategic Intensive - Solve that marketing problem.
The Ultimate Story Template- download your personal guide to this story

RELATED PODCASTS:

Interview with Jaquette Timmons - Stories of a Financial Coach. Click hereWhich do people admire: Talent or Hard Work. Click here.

NOTE: I mentioned a story that seems patterned on Rudolph: Danger the Dogyard Cat.

Danger the dogyard cat

I found it when I was living in Alaska and it’s still popular. The book was written by Libby Riddles, who was a real Alaska musher and the first woman to win the Iditerod, a grueling challenge for dogsled racing. In this children's book, ae feisty cat named Danger gets adopted from the pound. He has to confront all the sled dogs who initially don’t take him seriously. Then one day there’s a crisis and the team needs a leader to follow. I forget the exact details, but ultimately Danger the cat ends up leading the dogs and they win the race.
Click here to learn more.