The Story Selling Podcast

Learn how to build trust with your ideal clients by telling your story.  If you're a podcast user you can subscribe now on Apple Podcasts:

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You can also download the episode MP3 files from this page. To receive a free email notification when new episodes are published join the podcast email list (plus get our Lead Incubator Blueprint when you sign up).

If you're new to the show please start at Episode 1: What is a Story Copywriter. The MP3 download link is always in the top right of the player.


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Browse every podcast episode below. The most recent episode is at the top. You can filter the list using the topic buttons.

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  • AI
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Read The Transcript (9-minute read) In this series we’re exploring several templates from my LinkedIn Conversation Ad Template Pack. If you have several ‘signature success stories’, then the results-led template may be an effective way to capture the attention of your ideal client. The results-led approach is perhaps the most direct ‘hook’ you can use Listen Now

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Read The Transcript (7-minute read) In this series we’re exploring several templates from my LinkedIn Conversation Ad Template Pack. If you’re work is mission-driven then you may want to test the purpose-led template… The ‘purpose-led’ template leads with your mission and purpose as the ‘hook’ of the message. In Simon Sinek’s terminology, you’re tapping into Listen Now

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Read The Transcript (9-minute read) Over the next few episodes I’ll be exploring specific templates from my LinkedIn Conversation Ad Template Pack. The first and most important template is the problem-led approach… When you’re a true expert in your field, it’s desperately easy to skip or skim over the problem and write about the solution. Listen Now

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Read The Transcript (10-minute read) If you know your ideal clients are active on LinkedIn, then it makes sense to allocate an advertising budget to reach them. At the same time, you’re worried about wasting a metric ton of cash. You’ve heard that LinkedIn Ads can be expensive. You only want to invest a little Listen Now

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Read The Transcript (13-minute read) Some of your marketing efforts will deliver high value, rewarding, profitable clients; and some will not. The trouble is, you usually can’t tell up front which segments of your marketing are delivering the right leads. If you can find out which slice of your marketing pie is delivering the right Listen Now

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Read The Transcript (7-minute read) Part 2 of this mini-series on bidding and budgets examines how much to spend in the ‘testing phase’ of a new account, and key things to measure after you have generated a lead. Listen now as I discuss: Please note the MP3 download link is in the top right corner Listen Now

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Read The Transcript (7-minute read) The most frequent question I’m asked about LinkedIn ads, Google Ads, or any kind of paid ads, is “does it work?” The answer to which, is yes. The ad network will take your money and show your ad, 100% of the time. So yes, it works. The question behind the Listen Now

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Read The Transcript (8-minute read) Running ads to promote your own business can feel like a scary and exciting emotional rollercoaster. It’s easy to get down when results don’t go your way, when in fact you may be one variable away from success. (Most advertisers go big too fast, and then give up too soon). Listen Now

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Read The Transcript (9-minute read) Every business needs at least one source of consistent good quality leads. That source could be online or off, digital or analogue (i.e. in-person). I’ve come to believe that every business should at least experiment with paid ads. Even if ads aren’t your primary source of clients, running ads provides Listen Now

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Read Transcript Podcasting is perhaps the easiest way to communicate your knowledge to the world. Most business owners find it easier to talk than to write – at least on a consistent basis! In this conversation, Rob Drummond and podcasting expert James Marriott explore the concept of ‘purposeful podcasting’. If your work makes a real Listen Now

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Read the transcript (PDF) ‘Editing’ is everything you do between the finished draft and a published piece of copy. Editing will expand to fill all available space, if you let it. (If you’re editing an AI-generated draft, your editing problems become MUCH worse!) The longer the piece, the more editing is required. Last time I Listen Now

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Read the transcript (PDF) I’ve been podcasting, on and off, for five years. Podcasting is a weird form of self-therapy. If you’re an expert in your topic you want to talk about it, all the time. But the more you podcast, the more you become conscious of audio quality. Yes, your listeners show up primarily Listen Now

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Marketing as a discipline straddles both the artistic and scientific paradigms. On the one hand you’re crafting your message into various media, which is art. On the other you’re measuring, tracking and optimising. The Lead Incubator sequence – the ‘welcome’ sequence you send to onboard new subscribers – is no different. In fact, there’s no Listen Now

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There is more scope for corporate expression than most people think; and this is especially true for brands! Your brand has a voice. It can tell a story. That story can be used to engage your ideal customer. On this episode I interview brand storytelling expert Felice Ayling. Listen in as we discuss: Please note Listen Now

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Your storytelling can only be as good as your awareness of the world around you. This awareness is multi-dimensional and runs DEEP into what it means to be human. This episode could well become a foundational pillar of everything else that I teach. Listen in as Marti Spiegelman and I discuss: Please note the MP3 Listen Now

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A LOT of people have jumped on the AI copywriting bandwagon this year. The thing that separates the beginners from the pros seems to be your ability to create effective prompts. One of the best people I know at creating prompts is repeat podcast guest Orson Lord. Orson is a videographer and storyteller, but has Listen Now

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I keep coming back to storytelling in my work as a core technology of human connection. The principle that underpins this is human consciousness. On a purely functional level a good story raises your reader’s level of consciousness about themselves or the world around them. In this episode Marti Spiegelman explains why this matters in Listen Now

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Mike Garner is a content and email conversion copywriter. He has a simple and important message: your story matters! On this call we discuss Mike’s new book Stories That Matter: The Everyday Stories of Extraordinary Business People, plus a ton of storytelling insights. Listen in now to learn: Please note the MP3 download link is Listen Now

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Publishing a book is the most effective way to position yourself as the go-to expert in your niche. What’s more, writing the book that only you can write is also a journey of discovery! (Sometimes called ‘type 3 fun’…)  In writing your book you get to step back and discover who you really are. On this Listen Now

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The three reasons to infuse your marketing with authentic stories are to entertain, educate and enlighten. Often we’re laying the groundwork for an offer that will come down the line. BUT when that offer comes, it needs to be right! In 2019 Angela Tsai and her business partner launched a bunch of products and courses Listen Now

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‘Story Selling’ is the art and craft of telling stories to sell high value products and services. But how should you structure your stories to attract your ideal client? Is the ‘hero’s journey’ structure really your best option? On this episode I interview Roy Furr, author of The Ultimate Selling Story. Roy talks through his Listen Now

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The storytelling work I do with my clients is entirely interview-driven. I interview people to explore and document their story, then present that story outwards through their marketing communications. However the customer stories you gather can also be used to develop new products, drive innovation and sharpen your competitive edge. Stories can face inwards as Listen Now

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Please note the MP3 download link is in the top right corner of the player. Also on Apple Podcasts / Spotify / all the usual podcast places. The video-enabled YouTube version is below. — Publishing a book can be a great way to attract a steady stream of qualified prospects. BUT, writing a book is Listen Now

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Please note the MP3 download link is in the top right corner of the player. — I might have been living under a rock for a year, but it feels like ‘ChatGPT’ has burst onto the writing scene in recent months. Could this be the tool to (finally) automate your copy? Well no, of course Listen Now

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Please note the MP3 download link is in the top right corner of the player. — Video can be a fast, effective way to build trust with new potential customers. The trouble is, most business video misses the mark. We worry about the technicalities of lighting, equipment and presentation, when what matters most is the script. On this Listen Now

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Please note the MP3 download link is in the top right corner of the player. — Humans are rationalising creatures, not rational creatures. We tell stories to ourselves and each other all day long. At the highest level, these stories perpetuate or challenge the ‘status quo’, or the way things are. I’ve recently helped a friend and client, Listen Now

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This special episode of the Story Copywriter Podcast is video only. Today I explore the full system you may need to build to generate qualified leads with a self-published book. A book by itself can’t possibly do you much good (besides being a vanity project!). So what does the full system look like? Find out: This Listen Now

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Please note the MP3 download link is in the top right corner of the player. — Did you know that storytelling can help with your SEO (Search Engine Optimisation) efforts? To discover how, I recently spoke to copywriter and SEO expert Sam Boyd. Listen now to learn:Why to get ‘beta readers’ for any substantial piece of writingHow stories Listen Now

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Please note the MP3 download link is in the top right corner of the player. — A few months back I was interviewed by Danny Iny’s team at Mirasee for their podcast Making It. On the show I talked about my journey into copywriting and some key lessons along the way.  Danny’s team have kindly let me republish the Listen Now

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Please note the MP3 download link is in the top right corner of the player. — In this episode, I explore how stories can help communicate your purpose and values. Listen now to learn:What barefoot running taught me about storytellingHow storytelling allows you to understand yourself better, and gain perspective on your own valuesHow to leverage the Listen Now

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Please note the MP3 download link is in the top right corner of the player. Prefer to read rather than listen? Download the PDF Version — Your effectiveness as a Story Copywriter is in part determined by your ability to produce quickly. Your ‘writing speed’ bears little relation to how many words per minute you can type.  So what Listen Now

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Please note the MP3 download link is in the top right corner of the player. Prefer to read rather than listen? Download the PDF Version — What time of day is best to write for optimum production? The short answer of course is ‘it depends on you’. However, after working as a copywriter for many years, and training Listen Now

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Please note the MP3 download link is in the top right corner of the player. I invited Orson back onto the Story Copywriter Podcast to continue our discussion about storytelling in video. This wide-ranging conversation covers:Can you use ‘cliff-hangers’ in video to keep people watching?The ‘bouncy start’ vs the ‘chronological start’Different use cases for short and long Listen Now

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Please note the MP3 download link is in the top right corner of the player. Prefer to read rather than listen? Download the PDF Version — Have you ever been through an extended period of struggle in your life or career, culminating in radical personal transformation? If so, you have a ‘rebirth’ story on your hands! Learn how to Listen Now

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Please note the MP3 download link is in the top right corner of the player. Prefer to read rather than listen? Download the PDF Version — The ‘tragedy’ plot covers a wide range of stories that lack the ‘happy ending’ we are so used to seeing. From a business storytelling perspective, you might be wondering, “why would I tell Listen Now

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Please note the MP3 download link is in the top right corner of the player. Prefer to read rather than listen? Download the PDF Version — The comedy plot archetype first emerged in Ancient Greece, and has played an important role in literature over the last 2000 years. Can you use the comedy plot in business? Yes! Do you Listen Now

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Please note the MP3 download link is in the top right corner of the player. Prefer to read rather than listen? Download the PDF Version — This episode of the Story Copywriter Podcast looks at the second plot based on a journey: ‘Voyage and Return’. Voyage and Return is a versatile plot, with wide ranging applications for business use. Listen Now

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Please note the MP3 download link is in the top right corner of the player. Prefer to read rather than listen? Download the PDF Version — Want to place a truly engaging story at the heart of your marketing? One of the oldest and most engaging plot archetypes is the quest… It’s tempting to think of the quest as Listen Now

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Please note the MP3 download link is in the top right corner of the player. Prefer to read rather than listen? Download the PDF Version — The ‘Rags to Riches’ plot is perhaps the easiest plot to use in business. Unfortunately, it’s also easy to get wrong, because most marketers only write about their riches! The secret to Rags Listen Now

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Please note the MP3 download link is in the top right corner of the player. Prefer to read rather than listen? Download the PDF Version — This episode reviews plot 1 of 7 from Christopher Booker’s book ‘The Seven Basic Plots’, and examines potential use cases in business. Listen now to learn:Why ‘Overcoming The Monster’ appears so often Listen Now

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Please note the MP3 download link is in the top right corner of the player. Prefer to read rather than listen? Download the PDF Version — Anyone can tell stories. Stories are an everyday part of the human experience. But what allows a great story to stand the test of time? This episode takes a deep dive into the Listen Now

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Please note the MP3 download link is in the top right corner of the player. It’s prediction time for 2022! Where should you focus your storytelling efforts? Listen now to learn:Why writing alone is a bad ideaDifferent options for ‘copywriting in community’The three best ways to tell your story in your marketing (for 2022 and beyond)

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Please note the MP3 download link is in the top right corner of the player. Podcasting allows you to create your own ‘radio station’ to nurture potential customers. In this episode I share my experience of three years of podcasting, including:How to determine the scope of your podcastWhether to record monologue or dialogueHow to repurpose your podcast Listen Now

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Please note the MP3 download link is in the top right corner of the player. A book is an excellent way to promote your work and your business. Amazon has made book publishing easier than ever… in theory! The question is, what should you write about? Should you include part of your personal story? How long should Listen Now

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Please note the MP3 download link is in the top right corner of the player. “Which email marketing system should I use?” is perhaps the most frequently asked marketing question. It’s also the wrong question to ask! Listen now to learn how to identify the right email marketing tool for your needs.

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Please note the MP3 download link is in the top right corner of the player. Many email marketers are trying to automate every email a potential customer is sent across the entire customer journey. But is this ‘hands free’ approach really attainable… or desirable? I believe you need a balance in your marketing between automated emails, and Listen Now

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Please note the MP3 download link is in the top right corner of the player. When you’re a ‘Story Copywriter’ you’re the written voice of a business you love. Maybe even your own business. But can you – and should you – tell your personal stories in video? If so, how should you go about it? Do Listen Now

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Please note the MP3 download link is in the top right corner of the player. A good story told well helps to build trust with new potential customers. But can you – and should you – tell personal stories on social media? The answer, in my opinion, is yes! BUT it’s also easy to get wrong. It’s Listen Now

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Please note the MP3 download link is in the top right corner of the player. Learning to write compelling stories is a valuable copywriting skill – but it also takes time and dedication. Should YOU take the time to become a Story Copywriter? Is this a good match for your skills, interests and ambitions? Find out in Listen Now

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Please note the MP3 download link is in the top right corner of the player. Are you a business owner who also likes to write? If time allowed, would you write more of your own copy? If yes, you may be a good match for ‘Copywriting in Collaboration’! Listen now to learn:Why the balance of copywriting responsibility sits Listen Now

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Please note the MP3 download link is in the top right corner of the player. When I’m helping a business owner tell their story we always start with the Story Map Interview. The Story Map is a process to explore your story and map out the key events. In this episode I share the key lessons I’ve Listen Now

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Please note the MP3 download link is in the top right corner of the player. In this episode I share an interview I did with my friend and Google Ads expert Jonathan Wilson. We crammed a LOT of storytelling insights into this conversation! You’ll find this conversation a good recap of recent episodes, and also a teaser Listen Now

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Please note the MP3 download link is in the top right corner of the player. Which stories should you tell in your marketing? Should you tell key events from your past? Or should you relate more everyday goings on? This episode looks at the foundation of story selection. Discover the difference between a ‘core story’ and a Listen Now

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Please note the MP3 download link is in the top right corner of the player. “How often should I email” is perhaps the most-asked email marketing question. Will you ‘annoy’ your list by sending more frequent emails? How do you determine the most appropriate publishing schedule? How do you DELIVER on that schedule? The answer lies in Listen Now

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Please note the MP3 download link is in the top right corner of the player. Editing is a critical part of the copywriting process. But how much should you edit? Where should you put your focus for the biggest gains? Listen now to learn:Why perfectionism is the enemy – and how to beat itThe two most Listen Now

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Please note the MP3 download link is in the top right corner of the player. Learn how to keep people reading – by using conflict! Spice up your next marketing email with the three forms of conflict. Listen now to learn:Why most of your conflict should NOT be physical perilHow to leverage internal dilemmas for added Listen Now

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Please note the MP3 download link is in the top right corner of the player. Learn how to lace intrigue and suspense throughout your stories to keep people reading. This episode includes a worked example and recent insights from Rob’s copywriting work. Listen now to learn:How to lace suspense throughout a story – without making it Listen Now

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Please note the MP3 download link is in the top right corner of the player. You’ve had an idea for an email. You’ve got a great story to tell. You’ve planned the story using a timeline… But now you’ve come to actually write the email, the blank Word document of doom is staring you in the face. How Listen Now

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Please note the MP3 download link is in the top right corner of the player. Learn how to connect seamlessly from your story to your sales message using the ‘one idea’. Listen now to learn:How to ‘bridge’ between a story and your sales messageHow to inverse the one idea to open up more connection possibilitiesHow to Listen Now

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Please note the MP3 download link is in the top right corner of the player. In this episode we push pause for a moment, and catch up on the key insights from Episodes 1 – 11. Enjoy!

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Please note the MP3 download link is in the top right corner of the player. The timeline is a simple, low tech planning technique for creating effective stories. If you ever feel intimidated telling a story listen now to learn:How the timeline can act as a series of promptsHow the timeline can maximise drama and maintain Listen Now

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This first episode of the Story Copywriter Podcast asks: what IS a Story Copywriter? Why does storytelling matter? Why is this a huge opportunity – for both business owners and freelance marketing professionals? Listen now to find out.

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This first episode of the Story Copywriter Podcast asks: what IS a Story Copywriter? Why does storytelling matter? Why is this a huge opportunity – for both business owners and freelance marketing professionals? Listen now to find out.

Listen Now

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This first episode of the Story Copywriter Podcast asks: what IS a Story Copywriter? Why does storytelling matter? Why is this a huge opportunity – for both business owners and freelance marketing professionals? Listen now to find out.

Listen Now

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This first episode of the Story Copywriter Podcast asks: what IS a Story Copywriter? Why does storytelling matter? Why is this a huge opportunity – for both business owners and freelance marketing professionals? Listen now to find out.

Listen Now

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This first episode of the Story Copywriter Podcast asks: what IS a Story Copywriter? Why does storytelling matter? Why is this a huge opportunity – for both business owners and freelance marketing professionals? Listen now to find out.

Listen Now

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This first episode of the Story Copywriter Podcast asks: what IS a Story Copywriter? Why does storytelling matter? Why is this a huge opportunity – for both business owners and freelance marketing professionals? Listen now to find out.

Listen Now

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This first episode of the Story Copywriter Podcast asks: what IS a Story Copywriter? Why does storytelling matter? Why is this a huge opportunity – for both business owners and freelance marketing professionals? Listen now to find out.

Listen Now

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