The Business of Podcasting Ep009: The Framework for Telling Great Stories on Your Podcast with Jo Johnson

Podcasting is one way to tell stories. Thus, it is essential to learn efficient and compelling storytelling so hosts and audiences can have more significant connections. It also allows podcasts to be entertaining and useful at the same time.

In today’s episode, our guest Jo Johnson shares the importance of storytelling in podcasts and business. It is a great way to market products and services. She also shares a valuable framework that can help podcasters to tell their stories and those of their clients effectively. 

If you want to improve your skills in storytelling, this episode is for you. Sit tight and enjoy!


Essentials on Storytelling with Podcasts

The Transition From Copywriting to Storytelling

  • Jo worked for a digital marketing ad agency. She learned to tell stories about people to successfully sell their products and services.
  • It is important to podcast prospective customers the value these businesses can bring.
  • Jo has always been a writer. She majored in English literature during college.

Importance of Storytelling in the Field of Marketing

  • Storytelling is a crucial aspect in the field of marketing. Big brands such as Apple, Nike, and Coca-Cola always tell stories to sell their products.
  • Humans are hardwired to receive and understand stories. Facts and figures are often difficult to understand, but humans quickly absorb stories because they incite emotions.
  • Humans easily remember the different aspects of a story, such as characters, setting, and plot.
  • Storytelling is a great way to engage with the audience and effectively present your products and services.

Using Stories for Greater Connection

  • The act of storytelling should permeate everything that you do in your podcast.
  • Know the value you want to exude to your audience and be guided by it.
  • Show the expertise and transformation you can offer to your audience by telling compelling stories.
  • Established businesses have leverage in terms of storytelling because they have many cases they can use as examples. But, for starting owners, they can do pro bono projects where they can draw case studies.

Diversity of Story Marketing

  • There are client variations that have different sets of problems and challenges.
  • Storytelling allows marketers to deal with these challenges in a non-conventional and creative way.
  • Do not be afraid to divide your audience and to take a stand on specific issues. You cannot help everybody at the same time.
  • Do not be a people pleaser when doing podcasts. Be genuine to build a real connection with your audience.

Common Mistakes in Storytelling

  • Do not talk about yourself all the time to the point of self-indulgence.
  • Talk about your client’s stories instead.
  • Stories should be valuable and not for entertainment purposes only.

Storytelling Framework

  • Know your target audience. Be aware of their challenges.
  • Craft your content through brainstorming for topics. Make sure the subject is of importance. 
  • The topics you tackle must help the target audience.
  • Share stories to emphasize your points.
  • Prepare for critics and those who need more convincing to listen to your podcast.

Storytelling Coach

  • Abandon complicated suggestions. They will not help your podcast and business. Instead, focus on the necessary marketing strategies. 
  • Long-term coaching programs are usually unnecessary. Efficient coaches must know how to simplify terms in a short period.

Using Stories Within Interviews

  • You can start with the story of why you chose the particular guest.
  • Be mindful when choosing guests; they should be interactive. They should be good at what they do and articulate when answering questions.
  • It is your responsibility as an interviewer to incite exciting stories.
jo johnson

About Our Guest:

Jo Johnson, a content and storytelling specialist, is the owner of the Content Coach, which she started in 2009. Content Coach is a copywriting business that teaches people how to tell their stories effectively. Jo worked with business owners for many years, helping them to find their unique voice and create amazing big bodies of content (book, program, blogs, keynote speeches).


For more freebies and valuable information about creating content, you can check the Content Coach website or join The Content Coach group. You can also connect with Jo through Facebook, Instagram, and LinkedIn.


Learn more about Charley Valher and Valher Media. Get your free Ultimate Podcast Intro Framework from the Free Resources page. 

Visit Charley’s The Parenting Co website.

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