G-BLLC06DBK9 520165642414387 121 | How to replace ALL your marketing with a single story - with Kris Jones - Women in The Coaching Arena

Episode 121

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Published on:

12th Jun 2025

121 | How to replace ALL your marketing with a single story - with Kris Jones

If you could ditch the overwhelm of constant content creation and replace all your marketing with just one story, would you? In this episode, Jo Lott sits down with Kris Jones, founder of Red Door Stories, to explore how a single signature story can transform your entire business. Together, they uncover why story-led marketing is the most powerful (and practical) strategy for coaches and how you can simplify, connect, and sell with far more ease.

Key Timestamps

[00:02:00] The Power of a Single Story

[00:05:00] The “Bottle Effect” & Curse of Knowledge

[00:07:00] The Accordion Principle

[00:10:00] You’re Not the Hero

[00:13:00] Choosing Your Story

[00:17:00] The Sales Call Shift

[00:24:00] Kris’ Story & Why She’ll Never Design Without Story Again

“You are not the hero of your own story - your client is. And when you remember that, everything gets simpler and more effective.”

The fastest way to simplify your marketing, build real trust, and grow your coaching business? Tell the right story again and again.

Useful Links

Red door designs free resources

Learn about The Business of Coaching programme

Signature Solution Course

Download the Free Digital version of Coaches' Planner (edition 2025)

Grow Your Business Without the Tech Overwhelm - One Stop Coach Shop

Join the Let’s-Coach Circle for free

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

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Transcript
Speaker:

If you could replace every piece of your

marketing with just one story, would you?

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This episode is going to show you how

that's not only possible but powerful.

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Today I'm excited to be joined by Kris

Jones, founder of Red Door Stories, a

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brand storytelling studio that helps

coaches and service providers uncover

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and share their story that converts,

connects, and truly reflects who you are.

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With over two decades of experience,

including working with global brands such

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as Nike and Adidas, Kris has developed

her signature storytelling system to

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help business owners simplify their

marketing and build trust through story.

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I could not resist today's topic,

so if you have ever felt overwhelmed

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by content creation or unsure how

to stand out online, then I know

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you're gonna love this conversation.

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Hi Kris.

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I am so excited to interview you for my

podcast, women in the Coaching Arena.

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You sent such an exciting

title that I could not resist.

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So what we're talking about today

is how to replace all your marketing

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with a single story, and we just spoke

before we came on about how we are both

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moms trying to juggle the school run,

working and all of the things and how

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the less we can do in our marketing and

in our business, the better for our own

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energy, so cannot wait to hear more.

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I dunno if it's too soon, but I would love

to know exactly what you mean by replace

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all of your marketing with a single story.

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I'd love to talk about it.

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So for my clients, what I do is I work

with them to tell their signature story.

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And when I talk about story, I'm

not talking about your founder's

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story, like how you grow up and

how your grandfather's business

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influenced you and all of that stuff.

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That is your founder's story, and

that's a different type of story.

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What I'm talking about is a narrative

that you use in your business

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to talk about your business, to

connect with your clients, and

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I use the StoryBrand framework.

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So the framework really helps business

owners follow and tell a story and

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get clear on their story so we can

filter out the noise and keep only

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that golden thread of our story.

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So every story you've ever heard,

whether it's been a movie that you've

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gone to or a book that you've read, it

always begins with a hero that has a

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problem they don't know how to solve.

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They're out and about on the internet.

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They're looking for a guide who

can help them solve their problems.

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So the guide's job is to

give their hero a plan.

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And what I want your listeners to think

about is that as the business owner,

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you are not the hero of your own story.

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You are the guide and your

clients are the heroes.

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So that.

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New lens at which you talk about your

business needs to be made in order

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to have really effective messaging.

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So as the guide you're gonna give your

hero a very clear and simple three step

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plan that's going to call them to action.

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That's gonna really inspire them to take

that next step if they're the right fit

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client for you, and then you're going

to continue to engage them in the story

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and keep them engaged through stakes.

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Meaning success is to be had if

they can overcome this problem,

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and also as the guide, you're gonna

really help them avoid failure.

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So that's the formula for

every story ever told.

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When you go to a movie, you walk

into the theater, you sit down.

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The lights dim and you get pulled into

this story and you're in it for 90

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minutes at least, and you don't look

at your phone, you don't get up to get

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popcorn, you don't go to the bathroom.

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I mean, it captures our attention

so thoroughly because as humans,

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we're really wired for story.

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That's what we've been doing since the

beginning of time, gathering around the

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fire and telling stories to each other.

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Nothing has the power to capture

our attention more than stories do.

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So why wouldn't we use that same

formula for our own businesses

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to really connect with our ideal

clients and pull them in and help

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them understand how we can help them.

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And so that's really the flow

of every story ever told.

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And when I work with my clients, we

dig around inside your head and your

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heart to find those story components

and I will write your story for you.

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The reason I write my client's

stories is because of something

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I call the bottle effect,

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the bottle effect is really,

as business owners, we are

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so close to our own business.

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Our business is our baby.

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It is our area of expertise, and so we are

stuck inside the bottle When we're trying

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to write our own copy, we're stuck inside

the bottle trying to read the label.

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That can only be read from

the outside of the bottle.

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So that's why I come in as.

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Someone who can look at your business

and look at you with fresh eyes.

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The clients that I work with come

to me and they're so frustrated

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'cause they've been trying to write

their story for so long years even.

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And they keep thinking, if I

work harder, something's gonna

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click and it's gonna work.

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And I tell my clients, it's actually not

a writing problem, it's a perspective

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problem because you're inside the bottle.

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The other thing that happens a lot is

what I call the curse of knowledge.

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And that just means you've been doing what

you're doing for so long, you've forgotten

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what it's like to not know what you know,

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when this happens, often

we use language in lingo.

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We assume the visitor of our website

knows as much as we know, and so

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we create a disconnect by talking

over their heads or using language

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that they're not familiar with.

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You're probably wondering, okay, how

do you have one story for your entire

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business, like for all your marketing?

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How do you replace all your

marketing with a single story?

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And the answer is.

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Your signature story.

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It works a lot like an accordion.

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So it stretches out, it shrinks, just

like when people play an accordion.

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It gets wider, it gets narrower.

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And that's what creates

that beautiful music.

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So depending on where your story lives,

it's gonna be a different length.

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But those core components of story that

I talked through, are always gonna be

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present so you can tell the same story.

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But for example, that story might be

very short in your Instagram profile.

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It might be longer on your website,

it might be medium length in

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a video script that you write.

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So that's how, once we get those

fundamentals of your story, we can

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play the accordion with it and create

it depending on where it's gonna live.

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Different links of your story.

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The reason it works so well is because

you're beating the same drum over

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and over again, and people need to

hear the same message over and over

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in order to commit it to memory.

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Number one, to be able to remember you.

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Number, like half the battle of business

ownership is really being remembered,

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staying top of mind and being known like

you wanna be known in your industry as

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the go-to person that solves this problem

and the most effective way to do it is to

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tell the same story over and over again.

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It's smart, it's effective, but it's

also less work, which is brilliant.

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Oh my goodness.

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So much to think about there because

I think people feel real resistance

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of telling the same stories again

and again, and feel like they need

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to come up with new things every day.

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So talk more about, brands that have

done this and why it's so important

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to keep sharing that same story.

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The number one reason is that when

you're telling the same story, when

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people encounter you, whether they

encounter you on social media or on

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the web or in a podcast, you want

to be congruent with your message.

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The more consistent you are,

the more they trust you.

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We all know what it's like when we're

on Instagram and, we come across an

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ad and we click on the ad and then

it takes us to a page, and then

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there's a totally different look and

feel, totally different messaging.

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And you're kind of like, huh?

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You figured out how to get the ad to work,

but then you forgot to be consistent with

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everything else and the trust is lost.

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So really.

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People are inundated with so much

information all the time that if you're

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consistent with your message eventually,

like you're gonna carve that connection

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with that person and build trust.

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Yeah, totally love it.

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And if someone's listening, 'cause

I have a lot of clients that say I'm

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not a role model for my ideal clients.

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So for me, for example, it's easy.

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My clients tell me because they

essentially want what I've built so I

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can be sharing my story, whilst obviously

inspiring them , but for example,

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if there is a coach who maybe is.

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A leadership coach, but feels

like she's never been a CEO of a

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company or something like that.

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How do we help people with

that sort of situation?

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The thing that I wanna share is

that, you are not the hero of your

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own story, so hopefully that will

let your listeners off the hook.

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Your story isn't even really about

you, I hear a lot of, clients come

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to me and they go, my story's boring.

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What if I don't even have a story?

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It's not interesting.

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Well, your story isn't really about you.

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You are not the hero of your own story.

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There's only room for

one hero in every story.

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So when as coaches, we make

ourselves the hero of our own

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story, we're literally kicking out.

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The potential client, we're kicking

them out of the story 'cause we've

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already taken that position as the hero.

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You are the strongest as the

guide, as the Yoda, as the Mr.

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Miyagi.

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You are the guide in the story.

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Your hero is really that central figure.

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So your messaging is really all

about your hero, their struggles,

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their success, what they want.

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No one ever gets tired of,

feeling seen and feeling heard.

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And when they feel that way, they

feel automatically like you're the

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best one to solve their problem.

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Totally.

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And how do you know which story is

the one, because obviously we've got

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probably loads of different variations.

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How do you choose?

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Well, I have a process called the

mining for Gold process, and that's

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where we really dig deep and we get all

the noise that's going on in our head.

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Like a typical garage in the

United States is full of boxes.

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And when we walk out into the garage, we

can't decipher what is the treasure, what

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is the gold, and what is the garbage.

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And so part of mining for Gold is

really clearing out the clutter.

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Just like you might hire a professional

organizer to come in and help you and

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give you perspective, like, oh, you should

keep that and you should not keep that,

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or even just ask you that question right?

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So it's a collaborative process.

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I mean, you can't

outsource your own story.

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You can't outsource your own voice,

but you can bring somebody in.

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Like a professional organizer,

but it would be more of like a

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professional storyteller to really

help you decipher what's the gold

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of your story and what is the noise.

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And a story can be a very

powerful filtration device, right?

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It filters out the noise and it really

keeps the essence and the gold of

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your story to keep it really clear.

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So you have to, make a lot of

decisions, like really think

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deep about the conversations that

you've had with your clients.

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What are they really struggling with?

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What keeps them up at night?

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And, through the process of

collaboration, it always becomes clear.

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It truly does.

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It's really a beautiful process.

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Love that.

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And you mentioned that there are

different types of stories, like the

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founder's story, then the hero's journey.

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Yes.

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When it comes to your business,

there are fundamental stories.

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So one of them is the hero's journey,

which is what I'm talking about.

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And that's the type of story that's

actually gonna make you money.

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That's the story that's gonna draw

in those ideal clients and really get

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them excited about working with you.

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There's also, the founder's story.

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The founder's story is for the founder.

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It's not the story that's

really gonna grow your business.

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If you're called and motivated to

write your founder's story, go for it.

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But that's for you.

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That's not necessarily for your clients.

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You can certainly put it on your website.

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But again, it's not gonna be the

story that's gonna grow your business.

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And have you got an example of a story

that has grown someone's business?

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Oh yeah.

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I mean, all my clients, use story

to grow their business, for example,

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I worked with a woman named Andrea

and she was an infidelity coach.

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So she helps women who have partners

that have been unfaithful and she has

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a program called Know in 90 and so she

helps them figure out, am I gonna stay?

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Am I gonna go?

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And what's the path forward for me

after this has happened in my marriage?

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And so I got to work with her, which

was really, really fun because it's

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such an important problem to solve.

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And so we worked together to really

hone in on what her heroes were really

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struggling with, and we articulated

that in a way that helped them feel

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seen, helped them feel heard, helped

them feel not alone in their struggle.

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So many of our heroes feel like

they're the only ones navigating this.

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And our job is to really gently

put our hands on their back

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and be like, you're not alone.

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I understand.

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I get you.

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And not only that, here's

what's possible for you.

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We wanna paint a picture of a brighter

future and remind them they've been stuck

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in their problem for so long, they've.

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Many times forgotten what's

even possible for their lives.

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So as the guide, it's as important

to really paint that picture

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of a brighter future for them.

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And when I talk about that, I

don't mean features and benefits

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of your offer or your program.

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I mean, really what's their

life gonna look like after your

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program or after working with you.

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So Andrea.

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We got clear on all the components of

Story on her hero, on their problem.

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We positioned her as the confident guide.

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She gave them a very clear and

simple plan, the three next

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steps that they need to take.

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So we're not asking our clients

to jump off of a cliff blindly.

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We want to show them.

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When you take this next step,

here's what's gonna happen and

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then here's what's gonna happen.

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So we went through all those components.

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We tuned up her call to action.

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So it was really compelling

and irresistible.

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And then we really showed them

like what's possible for them.

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We also showed them we're

gonna help you avoid failure.

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Like if you don't do anything,

nothing's really gonna change.

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So what happened for her?

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She wanted to get more clients.

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She wanted to make a bigger impact,

and that's why she came to me.

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And that's what happened.

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The other, unexpected kind of

byproduct of that was she started to

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really understand the power and the

importance of the work that she did.

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So.

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When I talked to her a couple months

later, she was like, I was not expecting

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this, but I am moving through the world

with so much more confidence when I have

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the words to clearly articulate what I do,

and I know in my bones how important it is

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, I show up to my sales calls differently.

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I'm not selling them anymore.

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I'm just the guide and uncovering

their story and positioning them as

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the hero and as a result, she had been

closing about 20% of her sales calls.

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So for every 10 calls she got

on, she got about two clients

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out of that, which is not bad.

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I mean, that's not bad.

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And her business was doing well, but

after we went through this process,

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she was closing 90 5% close rates.

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So for every 10 calls she got on, she

was getting nine and a half new clients

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and it just, it totally changed her

business and now she is very consistently

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hitting, 50 K months, month after month.

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My goodness.

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That's amazing that you can use

this on sales calls as well.

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So when I talk about like how to replace

all your marketing with a single story,

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one of those components is the sales call.

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How do you use a story-driven

approach in your sales calls?

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So you're not selling anymore, you're

just really allowing the story to

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unfold on the call and standing

in as the strongest character in

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this story, which is the guide.

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Wow.

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Love it.

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So if someone is listening and wondering

where they even begin with thinking

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about this story, where would they start?

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The best thing to do is to go to my

website, which is red door stories.com,

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and you can go to the resources page

and the number one thing you should do

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is just download that free resource.

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It's called How to Write Compelling

Copy in five Minutes Flat.

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That will be the way you shift the lens

around how you talk about your business.

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So it's a five minute training

and it comes with a worksheet.

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It won't take you more

than 15 minutes total.

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I'm gonna show you exactly how to

really identify your hero and position

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yourself as the guide and paint

that picture of a brighter future.

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And that's the process.

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It doesn't have to be hard.

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I mean, in under an hour, you can really

shift the way you do all your marketing.

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I will be heading over

there after this call.

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And you mentioned you can change

it up depending on what you need.

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So Instagram, LinkedIn, a

podcast interview, a sales call.

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How do you do that?

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Yeah, so like for your website, you've

got all these components, right?

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The hero that has a problem meets a guide.

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The guide gives them a plan

that calls them to action,

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and that results in success.

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Or helping them avoid failure, right?

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So those are kind of the

components and all of those can

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be tackled in two sentences.

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That would be the way

you answer the question.

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What do you do?

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When we get that question, what do you do?

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We often will cringe or freeze

or spit out a two word answer

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or go into a very long answer.

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None of those approaches invite

an engaging conversation, right?

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So we really wanna answer that question

using story, just starting with the

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problem that the hero's struggling with.

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Talk about how we solve that problem

and show them what's in it for them.

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I mean, our brains are constantly.

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Scanning our environment, trying

to figure out what's in it

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for me, what's in it for me?

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And that's, it's not like a

narcissistic thing to do, it's

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just how we've survived as humans.

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So a lot of story is really

about psychology and how we can

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work with human brain to really.

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Cultivate that connection

authentically, right?

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The right story is gonna pull in

those right fit clients, and it's also

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gonna repel the ones that are not the

right fit, and that's as important.

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'cause there's nothing worse

than working with clients who

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aren't the right fit, number one.

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And there's nothing worse than getting on

the phone and wasting 30 or 40 minutes of

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your time with someone who is just totally

not, you know, the right fit for you.

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And so.

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It allows the business to

become really, really efficient.

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So to answer your question, the

website, we've got a lot more

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real estate on the website.

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So we can go deeper into each of

those components and expand on them

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in a deeper way, much deeper than we

could like in an Instagram profile.

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Yeah.

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Love it.

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So it is just like, get the components and

then you can go deeper or, or less Yes.

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As needed.

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Yes.

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It's like a fine wine.

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I'm not a wine drinker, but like, I think

once you get into wine you realize, oh my

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gosh, there's nuances in here and, and I

can go deep with this, or I can just enjoy

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a glass of cabernet and call it good.

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Totally.

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And tell me about your story then.

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How did you get to be

doing what you're doing?

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I've been in the industry

23 years, which is crazy.

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I figured out that this

was really my purpose.

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Let me start here i have always

been a visual storyteller, always

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been very much visual and love

telling a story with visuals.

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So it's no mystery why I got involved

in like branding and design and that

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area of marketing pretty early on.

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And I was lucky enough to be hired

by Nike and worked with some of

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the best designers in the world

in their brand design departments.

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So I really honed my skills around visual

storytelling, through that process I'm

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wired for entrepreneurship, so I always

knew like, I'm gonna have my own business.

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I just need to get

experience under my belt.

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I eventually opened up my own business

and I was really drawn to working

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with people that were like me, meaning

solopreneurs, small businesses, people

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that were really, doing the work

that they're put on the planet to do.

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That clicked in also fairly early on,

and I was just loving the relationships

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that I was building with my clients.

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For me, it was really fun

to watch the transformation.

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I think coaches and small business

owners can reap the greatest

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rewards from great storytelling.

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So that was really fun for me.

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And there was a client that, came to

me, her name was Elise, and she had a

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background in publishing and writing.

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She was, really a good writer.

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And so she was like, I want you

to make my website beautiful.

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And this is still kind of

early days in the internet.

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So I'm like, okay, no problem.

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You write the website copy, I'll take

that and I'll build your website.

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Send over your Google Doc to me on April

2nd, and then I'll need two weeks to build

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the website and then we'll launch on time.

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And what happened was, I got a

call that morning of April 2nd

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and she had been up all night.

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She was so stressed.

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She was so frustrated, and she was like.

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I don't know what's going on.

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I am a good writer.

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I've been writing for years, and I cannot

crack the code on this website copy.

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Like it's, it's so hard.

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And the harder I try, the worse it gets.

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And can you please help me?

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And I was like, Ugh.

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Well, I, we kind of

brainstormed some ideas.

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Here are a couple copywriters that I know.

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You can hire them.

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Maybe you talk to one of your

clients and interview them,

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get some information that way.

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Here are a couple templates.

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We just brainstormed some ideas

and ultimately none of it worked.

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:

Like she went through both copywriters

and, and it just didn't work because

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:

you can't outsource your own voice, your

story isn't invented outside of you.

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It's mind from within

your head and your heart.

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And so often as business owners, when

we get to a certain point, we're like,

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okay, I don't have the bandwidth.

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I'm gonna outsource my copy.

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But then it comes back and it

doesn't quite feel quite right.

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It doesn't feel like you, it feels off and

it's off because you know it's not your

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voice and, and you can't outsource that.

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Collaboration is so critical and so

essential to my process because it has

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to be your website and your story has to

really feel so truly aligned with you and

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such a beautiful extension of you, and

collaboration is the key to getting there.

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:

So Elise, Elise kind of w.

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In my professional life, that

project was my motivator for never

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letting this ever, ever happen again.

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And so I just said, okay, I'm a masterful

visual storyteller, but I really wanna

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tell a powerful written story, and I

wanna pair that with beautiful design.

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And so I dug deep, I flew

across the country, I went

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to workshops, I read books.

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I became one of the very

first story brand guides.

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And I just, I delve deep into story.

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And ever since that time, I've

never worked on a project again

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where I didn't integrate story.

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Into the project period.

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I used to be like

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creating a design and then the story

was kind of an afterthought, or the

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:

words were an afterthought to me.

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:

Like, okay, here's the area.

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Just fill in this box with copy and.

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Toward, you know, after

the design was done.

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Now I always start with story that

everything begins with the words

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:

and the story, and then the design

is important, but it's secondary.

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That design is the way to

visually bring that story to life.

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So now I still create beautiful

things, but my mission is really

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:

on how to tell a really compelling

and powerful story that's effective

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:

for growing your business.

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And once I started implementing

this stuff, number one, I

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implemented it to my own business.

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Of course, and things

started to shift, like.

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People were traveling to

Portland to come meet with me.

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They wanted to work with me.

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My calendar was getting booked out.

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But better than that, my clients

were calling me and telling

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me ridiculously cool things.

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:

Like, I had one client call me

and say, I'm charging six times

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:

more for the exact same service.

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And he had been.

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At a do or die situation.

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Like when he came to me, he was like,

I'm either gonna invest in you or I'm

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:

gonna close the doors of my business.

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:

And so we worked to revamp his story and

a year later, he was charging six times

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:

more for that service and really feeling

compensated and attracting the types

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:

of clients who were happy to pay that.

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And it was a real game changer.

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I was getting a lot of calls like that.

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That was one call.

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I got another call that a client

had gotten a record breaking amount

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:

of lead calls booked that month.

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Ultimately my clients were

able to make more money.

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Able to have more room in their

life to serve their clients.

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Nobody becomes a coach because they

want to become a part-time marketer too.

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They wanna coach, they wanna do

that work that they love to do.

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:

And so my goal is to allow you to

serve your clients, and do the work

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:

that you're on the planet to do and

do way, way less of the marketing

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:

thing that you don't wanna do.

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:

Yeah, love it.

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:

And love how simple it is.

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If we can just remember the one

story and keep weaving it through.

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So if we are thinking about someone

that's listening, what is the

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:

one thing you would love them to

take away from this conversation?

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The number one thing I would say is to

begin to think of yourself as the guide.

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:

There's a guide in

every movie, every book.

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Identify who that guide is in the movies

and stories that you're familiar with, and

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:

then begin to think of yourself in that

way and just let yourself off the hook.

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When you realize you're the guide,

you're the strongest character in the

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:

story, and you're clients are the hero

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. It's really refreshing.

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:

'cause then you can really focus

on your communication around them.

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:

When you begin your communication

and whether this is like an Instagram

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post or anything that you're

doing, you always wanna begin your

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:

communication with the hero's problem.

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If you do that, people will engage.

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Our brains cannot help but engage

when any kind of communication

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begins with the hero's problems.

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So I would start there and if you

wanna delve a little bit deeper I talk

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more about it in the freebie that I

shared with you@reddoorstories.com.

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Yes.

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Love it.

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Can't wait to start being more aware

of how I'm using stories myself

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and, really honing in on this.

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:

So thank you so much.

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:

Kris.

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Where should people find you?

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I think you've mentioned it

already, but just remind us.

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Yeah.

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The best way to find me is at my

website, red door stories.com.

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That's with two ds reddorstories.com.

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You can also find me on

Instagram @reddoordesign.

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But everything about me and what

I do and how I help my clients

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:

can be found on my website.

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On the website, you can also book,

a free 40 minute call with me.

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It's a moneymaking messaging call.

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We'll get on a call together.

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:

We'll look at the story

that you're telling.

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:

We'll identify where are the

areas that you need to, be more

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:

clear and tell a better story.

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:

And so I would welcome your

listeners to book a call with me.

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Love it.

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Thank you so, so much, Kris.

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Cannot wait to put this all into action.

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Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

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:

episode of Women in the Coaching Arena.

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I have a mess of free resources on

my website joannalottcoaching.com.

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That's Joanna with an A

and Lott with two T's.

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:

joannalottcoaching.com.

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:

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

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:

Let me know if you found

this episode useful.

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:

Share it with a friend and

leave me a review, and I will

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:

personally thank you for that.

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Remember to trust yourself, believe

in yourself and be the wise Gardner

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who keeps on watering the seed.

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:

Get into the arena dare, greatly and try.

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About the Podcast

Women in The Coaching Arena
Helping compassionate coaches to grow their coaching businesses with practical and emotional tools so that more brilliant coaches build brilliant coaching businesses
Are you a coach who's passionate about making a difference and building a thriving coaching business? Join Joanna Lott, a business mentor and ICF certified coach, as she shares practical and emotional tools to help you succeed in the coaching arena.

In each weekly Thursday episode of The Women in the Coaching Arena Podcast, Joanna provides valuable insights and actionable advice on various topics, such as business strategy, marketing, mindset, energy and entrepreneurship. Whether you're just starting or have years of experience, this podcast is for you.

You have a gift that needs to be shared and Joanna is here to help you do it.

About your host

Profile picture for Joanna Lott

Joanna Lott

Joanna Lott helps coaches stand out and get clients - with honesty not hype.

She has 20 years’ experience of working within HR and Governance in trade unions and financial services.

After qualifying as an ICF Executive Coach she set about learning everything she could about business, sales and marketing and quickly built a profitable career and executive coaching business around her young family.

Other coaches started asking her how she did it, so she’s supported 35 coaches in the last year alone to help them to build their business and get clients so they can make a living doing work they love.