This episode dives deep into the powerful role that storytelling can play in attracting coaching clients and building a successful coaching business. Joanna discusses the psychological reasons why stories resonate so deeply with us as humans, tapping into our emotions and creating a sense of connection and relatability. She explains the "hero's journey" narrative arc that is found in so many stories we love, and why this universal story structure tends to resonate across audiences.

[00:00 - 1:00] Intro about the Women in the Coaching Arena podcast

[1:00 - 2:00] Introduction and overview of the storytelling topic

[2:00 - 4:30] Understanding the psychology behind storytelling: mirror neurons, tapping into emotions, the hero's journey arc

[4:30 - 7:00] Types of stories for coaches: personal hero's journey, client success stories, inspirational stories, educational stories

[7:00 - 10:00] How to craft compelling stories with key story elements and vivid details

[10:00 - 12:30] Using metaphors and analogies effectively in storytelling

[12:30 - 15:00] Incorporating stories into your marketing: website, emails, social media, sales calls

[15:00 - 16:30] Summary of why storytelling is powerful for attracting clients and building know, like and trust

[16:30 - 17:00] Call to action to utilise storytelling

Joanna emphasises that stories create the critical emotional connection that allows prospects to know, like and trust you - which is essential for converting them into paying clients. The episode is packed with motivating examples and strategic advice for coaches looking to harness the power of storytelling in their businesses.

Useful Links

How to secure more coaching clients' free training

Download the 12 ways to get clients now

Learn about The Business of Coaching programme

Connect with Jo on LinkedIn

Rate and Review the Podcast

If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify.

If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com

Enjoyed This Episode?

Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

Mentioned in this episode:

Live Event: Dare Greatly, 28 June, Barnes SW London

Dare Greatly in the Coaching Arena Live Event Date: Friday, June 28th Location: Barnes, Southwest London Join this live in-person event to get hyper-focused on your 2-3 most effective personal strategies to propel your business forward. Key benefits include: Stop over-analyzing and second-guessing Meet new business connections to brainstorm, support, and problem solve with Outline your vision and strategy with newfound focus and connection Event Details To Be Determined The specific agenda is still being developed based on input from an early waitlist. Sign up for the waitlist this week to: Provide your input on key themes/topics to cover Get the special £97 earlybird price (includes lunch) Join the Waitlist Now Link: https://go.joannalottcoaching.com/DareGreatlyJune24WaitlistSU Don't miss this chance to attend a rare live event and take your business to new heights! The waitlist offer ends in one week.

Hello and welcome to Women in

the Coaching Arena podcast.

2

I'm so glad you are here.

3

I'm Jo Lott, a business mentor

and ICF accredited coach

4

Microphone (Samson Q2U Microphone):

and I help coaches to

5

build brilliant businesses.

6

I know that when you prepare to enter

the arena, there is fear, self doubt,

7

comparison, anxiety, uncertainty.

8

You can tend to armor up and

protect yourself from vulnerability.

9

In this podcast, I'll be sharing

honest, not hype, practical and

10

emotional tools to support you to make

the difference that you are here for.

11

Dare greatly.

12

You belong in this arena.

13

Hello, welcome to the 60th episode

of women in the coaching arena.

14

I am so glad you are here.

15

I've been reflecting on what

would be a useful topic.

16

And I realized I have never covered

storytelling in attracting clients and

17

how you can utilize that in your business.

18

So excited to dive deep into this today.

19

I actually often say that I'm not

very good at storytelling, but I think

20

I am good at it if I'm talking out

loud, like when this podcast it's so

21

easy to remember examples and to drop

them in and to go off on a tangent

22

remembering things, but I actually

find it quite hard to do in writing.

23

So if that is you, don't worry,

it's still possible to utilize

24

storytelling, to attract coaching

clients into your business.

25

I first realized the power of this when

I reflect on my best performing LinkedIn

26

posts and every single one of them.

27

Is about women making money, which

is something I kind of go off

28

on a tangent about occasionally.

29

And it was interesting when you look at

your best performing posts over the years.

30

The fact that I took the low paying job.

31

Once I had children to

try and balance it all.

32

And how now I'm so passionate about

helping women make money on their

33

terms around their own commitments.

34

part of my story has definitely

helped people to resonate with me

35

And sign up for my coaching program.

36

Stories have the ability to influence

people's thoughts, feelings, and decisions

37

in a way that logical information can't.

38

We are created to connect

with real stories.

39

In terms of the psychology

behind storytelling.

40

mirror neurons mean that when we hear

a story that same neurological regions

41

are activated as if we are experiencing.

42

ourselves.

43

So when I perhaps share my story of

having to overcome that challenge and

44

step into creating a business on my terms.

45

It helps people remember that.

46

Journey of quitting their job and starting

their business for the first time.

47

Stories bypass The analytical,

rational part of the brain and

48

directly tap into instincts emotions.

49

And decision-making.

50

And it's good to remember

that we buy on emotion.

51

So if you can help your

ideal client feels something.

52

They are far more likely to buy from you.

53

When we can visualize

things, it also really help.

54

So stories will help people to remember.

55

Enough to be able to relay that

information and to really hook into

56

what you shared in terms of a story.

57

If you're creating posts, it's

really great to think about how

58

you can relay that in real life.

59

A real commonly told story

is the hero's journey.

60

And this resonates so universally with us.

61

The reason why it resonates is because we

have all dealt with struggle and growth.

62

So the hero's journey talks

about that fundamental human

63

experience of facing challenges.

64

And undergoing transformation and

emerging victorious that we can

65

all relate to on a personal level.

66

I'm sure we've all been through

experiences in our life when

67

it's just felt utterly terrible.

68

And we feel like we're never going to

get to the other side, but somehow we do.

69

So that's theme Taps into our core desire

for meaning and self-actualization.

70

The emotional roller coaster is

another reason why the hero's journey

71

resonates because despite us always

feeling like we are the only one

72

who is up and down, everybody is.

73

And the hero story takes your ideal

client on that emotional journey

74

of the hero, which is the journey

from an ordinary place of going

75

to work and coming back again.

76

Then usually like the adventure and the

trials and sacrifices along the way.

77

Usually at some point hitting

some sorts of rock bottom and

78

triumphing over adversity.

79

And hearing that reminds us that we are

not alone, and this is normal, despite us

80

often feeling like we are the only ones

feeling that roller coaster of emotions.

81

The hero's journey helps us on a

subconscious level, understand their

82

motivations, their flaws, their

thinking patterns, their transformation.

83

It helps us also to remember that

we can achieve the impossible.

84

If we persevere and are courageous

and it reminds us that we can

85

reach our biggest goals and dreams.

86

The hero's journey is essentially

a metaphor for the cycle of life.

87

Being birthed into the world, encountering

problems, seeking advice and allies.

88

Going through.

89

Good times, bad times.

90

I'm finally achieving mastery.

91

So this aligns with the

patterns of our own growth.

92

And how we understand the

world from such an early age.

93

That hero's journey, which is a great

one for your about page on your website

94

is important because it reveals truths

about us as humans, the growth process

95

and desire to live a life of meaning.

96

And it's all woven into that Emotionally

gripping narrative that you find in

97

movies, in soap operas, and that's

why these things are successful.

98

And when you share your story, you

build rapport with your ideal client

99

and remembering it takes know,

like, and trust to buy from you.

100

So usually a story helps them know

you like you and trust you in order to

101

eventually be able to become your client.

102

So let's think about the types of

stories that you can tell as a coach.

103

So we've talked about that first one,

the hero's journey that's ideal for

104

your website, for your social media.

105

If you have undergone the journey

of your ideal client and we find

106

is most of us do the work because

we have been on that journey.

107

So if that is you, then the

hero's journey is perfect for your

108

website and for your social media.

109

Another great type of story you can

tell is your client success story.

110

I talk about this a lot, how

we can paint the picture of the

111

transformation our ideal client went on.

112

Really giving that detail instead of just

saying it was great and they listened

113

well, we really want to hear what went on

in their life and what tangible difference

114

your coaching made in their life.

115

And as much as you can make

it emotionally compelling.

116

Then people will be able to see themselves

in your other clients success stories.

117

An inspirational story is another

one telling the story of a client

118

or even a public figure who overcame

extraordinary odds or obstacles through

119

the power of coaching and perseverance.

120

I love doing this when I record this

podcast and I often just pull in stories

121

without even meaning to, to help, to

inspire and motivate you to take action.

122

To remind you that this

is possible for you.

123

For example, I had an onboarding call with

someone today and she talked about the

124

fact that it's a tough market right now.

125

It seems to be really busy

and that type of thing.

126

And I shared with her that I

never ever think about the market.

127

Like does that mean?

128

No one's buying?

129

No very rarely does it

mean no one's buying.

130

So if they're buying from someone,

how about you are going to be the best

131

out there so they're buying from you,

even if it is tough economical times.

132

People are still buying.

133

There are still people out there.

134

You only need a few.

135

It's not like you need millions

of people to fill your practice.

136

So what I love to do is inspire

people to look for success stories.

137

Look for the people that are succeeding in

your industry, know that it is possible.

138

And if it's possible for them,

it is possible for you too.

139

A final story I'll touch on

is the educational story.

140

So you can use a narrative to

illustrate maybe a key methodology

141

you use, a type of paradigm shift

that you facilitate with your clients.

142

How you can simplify those complex

ideas through story of what.

143

Happened when you asked

that particular question.

144

And it really then might resonate

with your ideal client and them

145

think, yeah, that was a good one.

146

So they align with what they need

to believe to buy your program.

147

So, for example, if

you are a career coach.

148

They need to know that they

can have a job that they enjoy.

149

They need to believe that it is

possible for people like them to

150

have a career that they enjoy.

151

So everything you're doing in your

marketing is to change those beliefs to

152

help them to see that this is possible.

153

And therefore, if they buy

your service, they are highly

154

likely to achieve that success.

155

So Let's talk about how to

craft these compelling stories.

156

The key story elements are a relatable

character, often you or your other

157

clients that you might be showcasing.

158

Usually there is some sort of conflict

and challenge that they have been through.

159

Next up is the journey or

transformation, the types of

160

things that you did that helped.

161

And finally, we want to end with a

resolution, like, How did that help

162

you to gain your success right now?

163

So it's interesting, isn't it,

without even realizing what

164

I'm doing a lot of the time.

165

That is what share in my story, that

the relatable character is someone whose

166

parents said they needed to get good jobs.

167

So they went and got a good job.

168

The conflict or challenge is that

you have children, you realize you

169

can't do the hours you used to do.

170

You can't travel the way you used to do.

171

And then the journey transformation

of having no confidence and absolute

172

rock bottom that I could run a

business or find work that Works

173

around me and my family and my values.

174

And finally with the resolution of my

goodness, this is actually happened.

175

And this is possible with the power of a

lot of coaching over the last few years.

176

To help you to really set the scene.

177

I would suggest painting vivid details.

178

I went on a storytelling course once,

and I was absolutely rubbish at this at

179

the time And it's the details such as

180

I remember someone really taking

ages to paint this story of the

181

different shades in the trees.

182

And I remember thinking.

183

God, they need to hurry up.

184

But I actually now looking back,

that's the thing I remember.

185

I can literally picture the tree

that she painted in this storytelling

186

course that I was on in my workplace.

187

So it's funny how we can hook into

these visual elements and that

188

helps us to remember the person,

the story, the point of the story.

189

You're wanting to build

tension and emotion.

190

Highlight those perspective shifts that

you had and showcase a inspirational

191

hopeful resolution, because that

is ultimately what we all want.

192

Metaphors and analogies

also work really well.

193

Many people talk about my front

door, back door methodology when

194

I talk about selling coaching.

195

the amount of coaches that say, yeah,

I know it's back door rather than front

196

or so that analogy has really, really

helped me to help more coaches understand

197

that we can get so stuck in the back

door of the confidence, the mindset,

198

all the things that people really need

to have the success that they want.

199

But we need to keep remembering the

front door, which is the thing that

200

they ultimately just want right now.

201

And that is the hardest thing to

do as coaches when we spend so

202

much of our lives in the back door.

203

That is the coaching session.

204

When they're in your program.

205

But the front door is before they

understand that any of that is at

206

all important in their journey.

207

So you can do that too

in your storytelling.

208

Let's turn to incorporating

stories into your marketing.

209

I say first up your easy win is

your about page on your website,

210

showcase your hero's journey.

211

People want to know who you are.

212

They don't want to know

just your qualifications.

213

They want to know you as a person.

214

Another way you can showcase storytelling

on your website is through those

215

clients' stories, Your case studies,

your testimonials, your results.

216

Email marketing is another place

where you can bring in stories.

217

My wonderful friend, Faye Wallace always

incorporate stories into email marketing

218

And it helps you to want to read the end.

219

Cause everyone wants to

know the end of a story.

220

Social media is another place where

you can share your day in the life.

221

You're behind the scenes, glimpses these

work really well in launches as well.

222

One of my clients, Jess at the moment is

mid a launch and she is doing an amazing

223

job with painting that behind the scenes

of her portal And what she's preparing for

224

the clients who have joined her program.

225

Sales conversations is another way you

can bring in storytelling by sharing those

226

stories, that address your ideal client's

objections of like, does this work for me?

227

I know another client of mine, Levanah.

228

Hello.

229

If you're listening.

230

Said to me, has anyone you work

with come from my industry?

231

I worry that because

you used to work in HR.

232

That everyone in your program is from HR.

233

And I was able to say, no, I've

got two other people from your

234

industry in my program right now.

235

So that really helped her join

the program, knowing that I

236

could help people like her.

237

So in conclusion stories, create emotional

resonance that build that know like, and

238

trust that people need to buy from you.

239

Have a think about how you can consciously

collect those stories from your ideal

240

clients and your own life experience.

241

And if we're thinking about the topics

that we covered today, firstly, we

242

talked about the psychological behind

the scenes reasons for storytelling.

243

We unpacked the hero's journey

and why that is such a successful

244

story in your marketing.

245

We talked about the types of stories for

you to tell, including client success

246

stories, personal journey, inspirational

story, and educational story.

247

We talked about how to create

compelling stories, those key

248

elements in a story, and how to

set that scene with vivid details.

249

We covered how you can incorporate

stories into your marketing on your

250

website, email marketing, social

media, and in sales conversations.

251

Tell a story this week, please do

tag me in or share the link to your

252

post with me afterwards, I would

absolutely love to see your stories

253

and support you on social media.

254

I'm on LinkedIn as Joanna Lott.

255

That's Joanna with an a lot with two T's.

256

And Instagram as joannalottcoaching

257

so please do go out there, share

your hero's story and tag me in

258

or share it with me afterwards.

259

I would love to see that this

podcast episode has helped you.

260

And if you want the accountability

to do this, these are the sorts

261

of things we cover in our weekly

calls in the business of coaching.

262

You have breakout rooms in order to

come up with your story, for example.

263

And then, at the end of the session,

I would be asking you to share

264

in our slack channel, what you're

intending to do differently as

265

a result of this week session.

266

So if you're ever wondering what

it feels like to be part of the

267

business of coaching and why

it's such a successful container.

268

It's not about the content and the

fact you've already nailed your

269

niche, where you've done your offer.

270

You already know about marketing.

271

It's the fact that every single week you

become an absolute expert in your field.

272

You get inspired to take different action

than you would normally take, because

273

that is what it takes right now to have

that commitment, to be the best, to

274

learn every single week and get better

and better at your craft of marketing

275

and selling your amazing coaching.

276

So, if you are interested in help to

make this happen, You will find the

277

details of my program in the show notes.

278

I would love to work with you to

help you to personalise everything

279

we do into your business.

280

And like I say, at the end of

every episode, trust yourself.

281

Believe in yourself and be the wise

Gardner who keeps on watering the seeds.

282

Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

283

episode of Women in the Coaching Arena.

284

I have a mess of free resources on

my website joannalottcoaching.com.

285

That's Joanna with an A

and Lott with two T's.

286

joannalottcoaching.com.

287

And I'll also put links in the show notes.

288

Let me know if you found

this episode useful.

289

Share it with a friend and

leave me a review, and I will

290

personally thank you for that.

291

Remember to trust yourself, believe

in yourself and be the wise Gardner

292

who keeps on watering the seed.

293

Get into the arena dare, greatly and try.