Story Systems

Conflict is inherent in life and one of the tools in your storytelling toolbelt to keep people reading.We remember the conflicts that challenged us and forced us to grow. Including conflict in your story is a natural way to engage your audience and make them wonder what the outcome will be! (In this way, conflict is the flip side of suspense).This episode looks at simple ways to include conflict in your stories. The three ideas I discuss are physicality (or lack of), reflective conflict, and character change.As I outline at the end, conflict is a fractal phenomenon. You can talk about big challenges you've faced over your life, or you can talk about the regular challenge you faced this morning getting the kids ready for school. Both relate well on different levels.

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.

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 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/.

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.

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/.

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/.

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.

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.

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/.

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/

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/

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.