Story Systems

Whether you're primarily a verbal or written storyteller, you can never take the attention of your audience for granted. Every sentence should make them want to hear the next. Suspense is one of the tools in your storytelling toolkit to achieve this.By my book, intrigue and suspense are different levels of the same thing: making the reader curious to know what comes next.This episode offers practical tips for lacing suspense into your stories. The first idea we cover is specificity. The second idea is tense. And the third idea is that your suspense should be unstated.---For help telling your story, check out my Jumpstart Service for purpose-led entrepreneurs.

It’s a bold step, putting your story out in front of relative strangers. I used to think the main story blocker was inspiration – knowing what to say or write. But I now think the key blocker is being seen.If you regularly set an intention to publish only to stall or second-guess yourself, this episode will offer specific pointers to help put your story out into the world. After all, if you don't share your story, you can't have a positive impact on someone who needs your help.The three ideas discussed on this episode are:Story SpaceTerm Time PublishingThe Public Schedule---For help telling your story, check out my Jumpstart Service for purpose-led entrepreneurs.

We get writer's block when we've failed to sufficiently research story ideas. But in recent years, I've discovered that up-front and ongoing research is only part of the story...The flip side of the coin is developing the confidence to share your story on an ongoing basis. Sharing develops your requirement for ongoing conscious research, so you're never scrabbling around at the last minute for ideas.Writer's block is one of the key challenges we face as storytelling changemakers. If you ever suffer from writer's block, or if a blank Word document gives you the shivers, this episode is for you.The three ideas discussed on this episode are:Deep-dive researchImage reviewsJournallingI'd love to hear your thoughts.---For help telling your story, head to https://storyrob.com/jumpstart-service/.

Editing is the final human step in the story production process. Editing itself is a trap because a story can easily enter editing and never emerge on the other side!I originally covered editing back in 2021. This episode reshares that content, and provides some updated thoughts for 2026 (and beyond). The key editing question remains: how can we make our stories as interesting and well-written (or well-spoken) as possible, without delaying publication?If you're a writing perfectionist, this episode is for you!---For help telling your story, head to https://storyrob.com/jumpstart-service/.

You've had a story idea. You've planned the story and selected a 'One Idea'. You've created a Spoken First Draft and got hold of the transcript.Now it's time to make sensible use of technology to grease the wheels of editing that transcript, which is what I call the 'AI Second Draft'. This is a refinement, not a generative step. You're leveraging technology to assemble a good quality second draft - without the hardship.---My current Claude prompt for editing the transcripts of these episodes (mentioned on the episode):Please act as an expert transcript editor, editing for grammar, repetition, conciseness, and readability. Write in UK-English using short direct sentences. Avoid starting a sentence with the word 'and'. Do not summarise and stick to the original text. Remove lines with speaker names and timestamps. Do not use the word 'ensure'. Remove any instances of 'kind of', 'sort of', 'I think'. Put all references to Story Systems in title case. Please add two or three subheadings for new main sections, and for the recap.---For help telling your story, head to https://storyrob.com/jumpstart-service/.

You've got a story you want to tell. You've planned it on a timeline (see EP24). You've established a clear 'one idea' to finish your story on and bridge into your message (see EP25). Now comes the hard part: writing it!Or does it?For a long time, my first step in the story production process was the 'Speedy First Draft'. But with recent developments in AI, the first step in assembling a story is now the Spoken First Draft.Other than the ever-increasing quality of AI transcripts, there are several reasons why you should verbalise a story before writing it. The single biggest reason is that it's much faster!If, like 99% of the planet, you find it easier to talk than to write, this episode is for you!---For help telling your story, head to https://storyrob.com/jumpstart-service/.

Stories are how you show, rather than tell. You're telling your story to illuminate and showcase your message. But in practical terms, how do you bridge between story and content, without making the story feel forced or crowbarred in? Ideally, your audience will never notice the shift from story to content.The answer lies in the "One Idea" bridge concept.The One Idea is the final point of your story and the beginning point of your content. Mastering this technique allows you to use almost any story to illustrate any message. You make the story relevant to the message by changing the One Idea.I originally recorded this episode in 2021. I've top and tailed the original content with a 5-year reflection from 2026.---For help telling your story, head to https://storyrob.com/jumpstart-service/.

A small degree of planning goes a long way when you're telling a story. The main story planning technique I use with my clients is the 'timeline' technique, where you plan the sequence of events on a page, napkin, post-it note, back of an envelope, or whatever else you have to hand! (Maybe your arm?)The timeline allows you to select events in the telling that lead to a clear, single 'bridge' idea to your content, plus it acts as a visual check to keep your story interesting.I originally recorded this episode in 2021. I've top and tailed the original content with a 5-year reflection from 2026.

The final stage of the 'Hero's Journey' story structure is 'The Resolution,' in which the story is resolved. Of course, in real life, you're bang in the middle of your story. You don't know what the ending looks like! Which is why The Vision is such a powerful story prompt: it allows you to set an intention and communicate your mission to potential clients.Unlike previous Core Story prompts, the vision looks both backwards and forwards. The three ideas I discuss on the episode are:The OriginThe FutureThe Gateway---For help telling your story, head to https://storyrob.com/.

What would you say is the biggest U-Turn in understanding you've had about your market or audience? What's the biggest insight you've picked up that your ideal client needs to hear? And how did you discover that insight?Answering those questions is the basis of Core Story prompt #4: The Key Insight. The three ideas I discuss in this episode are the surprise, the experience, and the U-turn. Getting all 3 right will produce a compelling key insight story that leads people towards your service.---For help telling your story, head to https://storyrob.com/.

Every archetypal story is characterised by a turning point in the middle called the "central crisis". As story is simply a metaphor for life, your life likely contains a central crisis, too!This central crisis serves as the basis for Core Story prompt #3: Self-Understanding. This is the story that in some respect broke you, but allowed you to understand yourself at the deepest possible level.Deep stuff indeed - have a listen as I share mine. The three ideas discussed in this episode are:The breakdownConflictInternal knowingLinks:My Sovereign Finance podcast (mentioned at the end) is at https://sovereignfinance.substack.com/For help telling your story, head to https://storyrob.com/.

The second of our 'Core Story' prompts is the 'False Start'. For anyone pursuing meaningful work, finding your path is rarely straightforward. The 'False Start' prompt is designed to explore and share some of the journey you've been on.Chapters:00:00: A sample of my False Starts!17:09: Idea 1: External Influences25:48: Idea 2: The Ugly Duckling30:44: Idea 3: Marathon Runner EnergyTo get started telling your story, head to https://storyrob.com/.

Our first Core Story prompt mirrors 'the call' in the Hero's Journey story formula and asks: what really drives you? What questions do you try to solve in your work? And more importantly, WHY?The 'Wounding Event' prompt is designed to get raw and real with people as they enter your world. By answering this prompt you are saying: this is who I am, and these are the problems I am here on Earth to solve.Chapters00:00: My Wounding Event Story07:57: Understanding Wounding Events09:29: Idea #1: The Five Second Moment17:59: Idea #2: The Lie21:08: Idea 3: The ResolutionTo get started telling your story, head to https://storyrob.com/.

This episode continues the discussion about story selection. I introduce the concept of the 'storytelling boomerang', which illustrates how to transition from problem-focused messaging to personal storytelling as the audience becomes more familiar with you. I also share my top five core story prompts to help you connect authentically with new prospects. These are: grounding principles, controlling ideas, self-understanding, key insights, and vision for the future.Takeaways:There are four types of stories: product, customer, personal, and other.Personal stories build trust for personal brands.Engage audiences by addressing their problems first. The storytelling boomerang helps transition from problem to personal stories. Once engaged, share personal stories to deepen connections.My five top core story prompts are: grounding principles, the controlling idea, self-understanding, the key insight, and your vision. Listen to the episode for a top-level walkthroughChapters:00:00: The Four Types of Stories in Marketing03:37: The Storytelling Boomerang: Engaging Your Audience07:26: Five Core Story Prompts for Connection17:54: Overview of Storytelling Techniques and Future Directions---For regular, affordable ongoing support with your storytelling, check out The Story Gym.

Full disclosure: this episode was originally meant to be about story selection. The point I wanted to make was that story selection doesn't matter as much as people think it does, and often you should tell the first story that comes to mind...However, as this episode demonstrates, some stories can bully your content into unexpected corners! The story I share in this episode, about how I was recently convinced to spend £125 on a bottle of whisky, was actually the perfect story to head up a discussion of lead magnets.So, this one has become a bit of a Frankenstein's monster, but you'll definitely learn a lot about BOTH story selection and lead magnets! In fact, you'll also learn about whisky and motorbikes, too.Takeaways:A lead magnet should be a sample of your full product or serviceStorytelling comes before content (sometimes whether you like it or not!)Analogue lead magnets may now be more appealing than digital ones. Be imaginative!Storytelling is a muscle that requires regular practice - not a one-time hack---For regular, affordable ongoing support with your storytelling, check out The Story Gym.

Facebook ads have changed a fair bit over the years. (Not least because they're not called 'Facebook Ads' any more! In this episode, I offer a 15-year reflection on how Meta ads have changed, where the platform is headed, and how to use it to achieve the best results on a small budget.Chapters:02:29: The Evolution of Facebook Ads04:52: Understanding Meta's Advertising Landscape07:37: The Importance of Diversifying Client Acquisition10:13: Navigating Meta Ad Placements12:43: Creating Effective Ad Content15:15: Targeting Strategies in Meta Ads20:55: The Shift in Targeting Options24:41: Tracking Conversions and Privacy Concerns30:06: Recap and Final Thoughts---For help with your ads check out my 'Borrow My Brain' consulting service.

Google Ads is perhaps the fastest way to drive qualified clicks into your story systems.I've managed ads for a LOT of different products and services over the years. I've seen what works, what doesn't, and what's changing.In Episode 15 of Story Systems, I discuss the importance of understanding the various components of Google Ads, the significance of identifying market demand (the 'bleeding neck'), navigating the complexities of the platform, and the learning phases involved in running successful campaigns.Chapters:00:00: Introduction to Google Ads and Early Experiences03:03: Understanding Google Ads: The Basics04:26: The Bleeding Neck: Identifying Market Demand13:18: The Complexity Cycle: Navigating Google Ads21:47: The Learning Phase: Human vs. Machine Learning28:37: Bonus Thoughts: Diversifying Traffic Sources and Remarketing---For help with your ads check out my 'Borrow My Brain' consulting service.

Rob discusses the evolution and effectiveness of LinkedIn ads, sharing insights from his experiences from more than 15 years of ads management. Learn about the importance of lead quality, the pay-to-play nature of EVERY ad network, and the need to nurture leads with consistent and authentic storytelling.Prefer to read? Download the PDF CompanionTakeaways:LinkedIn ads have evolved, offering more affordable lead generation options.The 'opt-in paradox of lead quality' means that increasing spend can (sometimes) decrease qualityFor consistent leads, LinkedIn is a 'pay to play' environment, not a free public utilityThere will always be newsfeed / sponsored message ads for foreseeable futureThere are unlimited options for targeting and creativeClicks will continue to be expensive: the challenge is to make the numbers work for youYou do have to nurture your leads. Nobody goes to LinkedIn to book a call with youClicks on LinkedIn can be expensive, but LinkedIn will deliver impressions to the right peopleTake tracking seriously. Don’t be scared of ‘conversions API’Chapters:00:00: The Evolution of LinkedIn Marketing07:05: Understanding LinkedIn Ads14:29: Navigating the LinkedIn Advertising Landscape18:45: The Importance of Engagement and Nurturing Leads23:41: Tracking and Measuring Success---To work with Rob, head to https://storysellinglab.co.uk/. Details about Rob's 'Conversation Kickstart' LinkedIn Ads setup service can be found at https://storysellinglab.co.uk/linkedin-ads/.

No matter how good your storytelling, every business needs at least one consistent source of new leads. For many of the businesses I work with, that source is paid ads across Google, Meta, or LinkedIn.Which brings us to the 'Ads Manager' role. If your business relies on ads to generate new leads, the ads manager is one of the first roles to get help with. But what should you look for in a prospective ads manager?On this episode, I discuss:The (growing) need for a holistic approachThe key ingredient in any successful paid ads strategyHow fast to expect resultsIf you're running ads across any major ad network, or are considering doing so, you'll want to listen to this episode.---For help developing your paiud ads strategy, take a look at my 'Borrow My Brain' consulting service. The other link mentioned towards the end of the episode was my monthly Story Inspiration calls.

Marketers used to live under the illusion that bigger profits could always be unlocked by uncovering the right combination of words. "If only I could create the ideal sales page, all by business problems would go away!"Perhaps I'm giving copywriters a hard time. After all, finding the right words to move people at an emotional level is still the foundation of every sale. For the words and stories that matter, those words are more likely to come from a person, not a machine. Have a listen to this episode of the Story Systems podcast to learn:How the role of the copywriter has changed with AIHow ANYONE can sit in the copywriter role, at least for a timeWhy big ideas are more valuable and scarce than everHow best to support your copywriter---Get help - head to https://storysellinglab.co.uk/jumpstart-service/

There are two colossal, evergreen problems in marketing:Knowing what to do to move the sales needleGetting stuff doneEven today, in the age of 'AI Will Do Everything' getting stuff done is as big a problem as ever. You can't work on any single part of your marketing without realising it comes attached to everything else. You can't edit a sales page without updating at least one email sequence, remarketing ad, upsell offer, upsell email sequence, etc.Which is where the implementer steps in!The implementer is the person responsible for getting the right things done; quickly, efficiently, and in an organised accessible way. The right implementer for you may not be the right implementer for me, and good implementers with a degree of strategic discernment are hard to come by.Have a listen to this episode of the Story Systems podcast to learn more.---Get help - head to https://storysellinglab.co.uk/jumpstart-service/

Doing anything in marketing always raises at least seven unexpected questions. For instance, what sequences need to go out? What landing pages will you need? What automation needs to happen when a contact clicks through to the landing page? Do you need a bump or upsell offer?Consequently, you can never disentangle the messaging from the technology, so you need somebody on your team to both recommend and implement the right tools for your business.I call that person the 'Systems Expert' - learn more in today's episode.TakeawaysThink about your systems before thinking about tech. Hire technology to automate a pre-existing systemMost business owners need help with thisKeep things simple where possible. It is harder and more elegant to create an efficient system that reliably worksGet the most out of your chosen tools. Don't hire a Ferrari then leave it in the garage.Maintain accurate documentationYou CAN do this - take responsibility for your systemsThe systems expert may not be the implementerOnce you have the basics in place lean more into segmentation to streamline the customer journeyGet help - head to https://storysellinglab.co.uk/jumpstart-service/

In the last episode, we introduced the role of the 'Conversation Partner': the person who helps to extract content and stories from the business owner.The next step in the content creation process is then to analyse the conversation and determine what will be used where. I call this person the 'Conversation Analyst'...TakeawaysThe conversation analyst's role is to distil meaning from information.Avoid editing during the initial analysis phase.AI can assist but should not replace human analysis.Timers can help maintain focus during analysis.The conversation analyst is a strategically important role if you want to create content that stands outChapters03:12 The Role of the Conversation Analyst08:01 Condensation: The Art of Highlighting Key Insights12:00 Avoiding the Weeds: Staying Focused on Analysis12:48 Tech in Analysis: The Role of AI18:38 Balancing Human Insight and Technology---Prefer to read? Open the transcriptTo work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/To work with me as your Conversation Analyst, you can also check out Activate Your Podcast.

One of the biggest changes in marketing and content creation has been a shift towards a 'conversation-first' approach. To create content in conversation requires a regular, ongoing chat with someone I call the 'conversation partner'.In principle, the conversation partner can be anyone, but there's more to the role than meets the eye...TakeawaysActive listening is required!The conversation partner must be able to guide the conversation without dominating it.Recording conversations has become much easier.The conversation partner provides the human element in marketing.Anyone can become a conversation partner with practice.Record in as high quality as possible - plus some simple tipsChapters00:00: The Journey from Copywriter to Conversation Partner03:18: The Role of the Conversation Partner06:02: Podcasting and the Conversation Partner13:46: Listening: The Key to Effective Conversations13:52: Destination: Understanding the Purpose of Conversations18:20: Recording: Capturing Quality Conversations25:23: Recap and Reflections on the Conversation Partner Role---Prefer to read: Open the transcriptTo work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/To work with me as your Conversation Partner, you can also check out Activate Your Podcast.

Bad news: it's a substantial amount of work to tell your story and build effective marketing systems in your business. So if you're a busy business owner, how much of the grunt work of marketing should you be doing yourself?Find out in this episode of the Story Systems podcast.Takeaways:You can't do everything yourself, at least beyond the initial start-up phaseThe role of the business owner is to provide clarity and direction.Most business owners should limit their hands-on marketing efforts.Purpose in business emerges from engaging with the work.Take a self-inventory of your strengths and interestsAI is changing the landscape of marketing.Effective marketing requires a balance of skills and outsourcing.Future episodes will explore specific roles in business systems.Chapters:00:00: Building Efficient Story Systems02:13: The Role of the Business Owner17:14: Purpose and Direction in Business19:46: Self-Inventory and Marketing Predisposition---To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

In this episode, Rob explores simple ways to optimise your marketing follow-up systems - without losing your evenings and weekends!Prefer to read? Read the Text VersionTakeaways:Macro testing involves assessing the overall structure and audience targeting.Micro testing focuses on specific elements within marketing campaigns.Document tests to avoid repeating past mistakes.Keep track of key metrics to identify bottlenecks in your marketing.A/B testing can optimise email engagement rates.Occasionally revisit previously conclusive testsChapters:00:00: The Concept of Refinement in Marketing02:41: Macro Testing: The Big Picture06:35: Micro Testing: Fine-Tuning Your Approach17:53: The Importance of Testing Logs---To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

In this episode, Rob explores the importance of consistency and how to achieve it. (Note: this is NOT your standard advice on consistency!)Prefer to read? Read the Text VersionTakeaways:Purpose fuels the fire for consistent content creation.Focus on a broader range of topics to engage your audience.Flow in content creation leads to ease and enjoyment.Repurposing content can help maintain consistency.Having a clear vision is essential for staying on track.Building a team can support consistent marketing efforts.Long-term marketing requires patience and dedication.Chapters:00:00: Introduction to Rachel Elmore Love and Magnetic Marketing05:07: The Journey of Wise Echoes and Personal Transformation10:20: Understanding Consistency in Marketing16:17: The Role of Purpose in Consistency22:57: Focus and Flow in Marketing Consistency29:30: Recap and Future Directions---To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

In this episode, Rob explores the optimal structure for educating new leads, sharing your story, and placing relevant offers.Prefer to read? Read the Text VersionTakeaways:People tend to overcomplicate marketing systems.Onboarding is a critical stage in the new prospect relationship.Pay attention to immediate engagement after opt-in.Thank you pages should be optimised for both user experience and tracking.Ongoing communication should include repurposing past content.Direct mail remains a valuable tool in a digital world.Multi-channel marketing enhances client engagement and retention.Chapters:00:00: The Journey to Infusionsoft Expertise04:51: Building Effective Systems17:53: Onboarding and Orientation Strategies23:58: Catch Up and Ongoing Communication28:28: The Importance of Multi-Channel Marketing---To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

This episode explores the second overarching Story System: conversations! AI developments have facilitated a shift towards 'conversation-driven' marketing, where all you need to do is show up and have great conversations.Prefer to read? Read the text version.Takeaways:Client conversations are essential to truly understand your market.Self-chat can help in assembling marketing material.AI has transformed content repurposing.Authentic conversations lead to a better understanding of clients.Testimonials should reflect true client experiences.Recording conversations can capture unexpected insights.Chapters:00:00: Rob's Journey in Business and Marketing05:14: The Power of Client Conversations12:51: Self-Chat: Assembling Marketing Material18:57: Repurposing Content with AI28:59: The Importance of Authentic Conversations---To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

In this episode, Rob shares his journey from being a web designer to understanding the importance of paid clicks in marketing. He discusses the significance of generating clicks, the mechanics of ad auctions, and the necessity of tracking leads through to clients.Prefer to read? Download the PDF CompanionTakeaways:Clicks are the starting point for effective story selling.Paid advertising is essential for generating consistent clicks.Testing different ideas and offers is crucial for success.Targeting the right audience is key to effective advertising.Timeframes for lead conversion can vary significantly.A CRM system is necessary for tracking conversions.Focus on one primary source of ideal leads.Clicks can be expensive; prioritise quality over quantity.Patience and testing will be required!Chapters:00:00: The Journey to Self-Discovery03:48: The Power of Clicks in Business09:31: Understanding the Ad Auction19:18: Timeframes and Long-Term Strategies24:21: Introduction to Clicks in Marketing25:20: Understanding Paid Advertising and Clicks26:23: Long-Term Strategies for Nurturing Leads27:27: Identifying Your Best Source of Leads---To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/

In this episode, Rob shares what to expect on the Story Systems podcast! He discusses the urgent need for great stories and how AI tools are changing the marketing landscape.Prefer to read? Open the Text VersionTakeawaysYour story is a unique asset that differentiates you.Authenticity in marketing reflects who you are in person.AI may handle content creation, but storytelling remains a human enveavour.Building trust with clients requires sharing your story.Understanding your audience is key to successful storytelling.Consistency and refinement are crucial for sustainable growth.Identify your five pillars to guide your marketing efforts.Chapters:00:00: Introduction to Story Systems Podcast01:04: The Importance of Storytelling in Business02:23: Adapting to the AI Revolution03:30: Building Robust Marketing Systems04:21: The Five Pillars of Story Systems05:43: Introduction to Story Selling06:49: Personal Insights and Marketing Strategies---To work with Rob, check out the 'Story Jumpstart' service at https://storysellinglab.co.uk/jumpstart-service/