The Story Power Marketing Show

Dr. Laura Sicola is a leadership communication and influence expert, speaker, author of Speaking to Influence: Mastering Your Leadership Voice, and host of the Global Top 1% podcast, Speaking to Influence: Communication Secrets of the C-Suite and the podcast ALPHAWHISPERERS: Genesis. Her mission is to transform executives into confident, inspiring leaders. A cognitive linguist by background, she has trained and coached executives at Fortune 500 companies and non-profit leaders from around the world. Laura’s TEDx talk, “Want to Sound Like a Leader? Start by Saying Your Name Right,” has nearly 7 million views.In this episode, Sicola explains that experts often “sound like a human spreadsheet,” overwhelming others with details so they only seem smart but aren’t understood or followed. She recommends simplifying without dumbing down and using storytelling elements—metaphors, analogies, vocal tonality, and brief case-study style narratives—to make messages more memorable, engaging, and actionable. She and Tom discuss how stories are recalled better than statistics, and define “voice” as both literal delivery and figurative point of view.If you're tech oriented but want to learn methods for communicating clearly and engaging emotionally, you'll want to tune in.DISCUSSED IN THIS EPISODE00:54 Meet Dr Laura Sicola01:57 Stop Being a Human Spreadsheet03:57 Storytelling For Techies06:05 Why Stories Stick07:43 Simple Stories Work09:36 Case Studies Sell10:38 Emotion Drives Decisions11:57 Master Your Voice13:55 Sounding Authoritative15:40 Record And Review16:55 GPS For Conversations21:25 Where To Find Laura22:53 Final Advice - Don't Be Boring24:36 Wrap Up And ResourcesFULL EPISODE VIDEOhttps://vimeo.com/1176496899CONNECT WITH LAURAWebsite: https://laurasicola.com/ 2 Free Chapters: https://laurasicola.com/sti-chapters-1-2-freeSocial Media:Facebook: https://www.facebook.com/drlaurasicola/ Instagram: https://www.instagram.com/drlaurasicola/ X: https://twitter.com/LauraSicola LinkedIn: https://www.linkedin.com/in/drlaurasicola/ YouTube: https://www.youtube.com/channel/UCWri2F_hhGQpMcD97DctJwATikTok: https://www.tiktok.com/@laurasicola 

Jim Goetz is a dedicated expert in human performance optimization, holding certifications as a chiropractor, physiotherapist, and strength and conditioning specialist through the NSCA, alongside numerous other credentials in the field. With a robust background in strength and conditioning, Jim has coached an impressive range of athletes, including high school wrestling champions, NCAA Division I football players, NFL and MLB professionals, Olympic athletes, and more. His philosophy centers on living as a champion in all aspects of life, giving 110% effort without excuses, and building success through consistent, disciplined habits.In this episode, he and Tom discuss how he used extra time to create The Keto Project film (now on Amazon Prime) and the book 600 Burgers in 30 Days, inspired by Supersize Me, in which he tested what happens when fast-food burgers are eaten without buns, fries, or soda. The experiment showed fascinating results that Goetz connects to “relentless habits,” emphasizing consistent, sometimes boring but often effective daily routines.DISCUSSED IN THIS EPISODE00:54 Episode And Guest03:11 Keto Project Origin05:36 600 Burgers Experiment08:30 Diet Takeaways12:25 Relentless Habits15:39 Rewarding Habits With Crypto19:46 Fits Token And Wearables22:51 App Status And Contact24:19 Final Advice And WrapFULL EPISODE VIDEOhttps://vimeo.com/1174349259CONNECT WITH JIMWebsite:functionised.com getfits.io temptationtoken.ioSocial Media:Instagram: @functionised Facebook: @functionised YouTube: @functionised X: realjimgoetz

Michael Hauge, a Hollywood story consultant and author who teaches storytelling to writers and entrepreneurs. He recounts his Hollywood origin and pivots to marketing. He explains creating a “movie in the mind,” building empathy for the hero, prioritizing emotion over data, using a six-step story structure, and the power of showing aftermath to make transformation feel real.

Skip Wilson is an advertising luminary and the founder of DRAFT Media Partners, but his journey truly began as a storyteller at age 16. Starting his career as a copywriter, Skip learned early on that the most effective marketing isn't about "pitching and prodding"—it’s about human connection.Skip champions a "Draft Mentality," empowering leaders to stop guessing and start building predictable, science-backed marketing results through the power of connection.In this episode, he and Tom discuss how many business owners use a “spray and pray” approach, jumping between platforms without planning, execution, or iteration and then wrongly concluding the channels don’t work. Skip explains DRAFT’s Dynamic Response Advertising Forecast technology, which uses data and benchmarks (click-through rates, landing-page conversion rates, acquisition costs) to predict campaign outcomes, identify weak points, and optimize rather than abandon efforts. He distinguishes advertising (paid, specific message to a specific audience for a specific result) from broader marketing (brand choices and customer experience).Together they stress having follow-up systems before buying leads, noting paid ads’ advantages for testing messaging and overcoming declining organic reach, and how to avoid throwing in the towel by committing to a smart marketing strategy.DISCUSSED IN THIS EPISODE~02:20 Spray and Pray Trap~05:21 What Draft Means~07:15 Advertising as Science~10:02 Marketing vs Advertising~14:12 Leads Need Follow Up~17:49 Targeting and Messaging~19:32 Paid Ads for Testing~22:58 Organic vs Paid Reality~29:43 Where to Find Skip~33:04 Final Advice and WrapFULL EPISODE VIDEOhttps://vimeo.com/1170171998CONNECT WITH SKIPWebsite: https://draftmediapartners.com/Social MediaLinkedIn: https://www.linkedin.com/in/skipwilson/https://www.linkedin.com/company/draft-advertising/Facebook: https://www.facebook.com/draftadvertisingtechnologyX: https://twitter.com/DRAFTagencyInstagram: https://www.instagram.com/draftadvertising/YouTube: https://www.youtube.com/channel/UC0ptICdLnHRkOpL6_RliCIQ

Everett O'Keefe is a Wall Street Journal, USA Today, and International #1 bestselling author and the founder of Ignite Press, a hybrid publishing company that helps entrepreneurs, business leaders, and medical professionals grow their authority and revenue through publishing.His most recent solo book, The Power of the Published, explores how rapidly authoring and launching a book can transform a business — and a life. Over the years, Everett has helped create and launch more than 200 bestselling books for his clients. He speaks nationally on the power of publishing and is passionate about helping experts become the one who wrote the book — not just the one who read it.DISCUSSED IN THIS EPISODE[00:01:00] Why Authorship Still Commands AuthorityEven in a digital-first world, we revere authors. Everett explains why being introduced as “the author” instantly elevates your status — and why authorship still carries subconscious authority that no social media following can replicate.[00:03:00] The Rapid Writing AdvantageThe slowly written book rarely gets finished. Everett shares practical strategies to write quickly and effectively — including turning your most frequently asked client questions into ready-made chapters.[00:05:00] From Blog to Book (Without Reinventing the Wheel)If you’ve created content — blogs, emails, speeches, courses — you may already have a book sitting on your hard drive. Everett and Tom discuss how repurposing existing content dramatically reduces overwhelm and accelerates completion.[00:08:00] Using AI Without Selling Your SoulAI shouldn’t write your book — but it can absolutely help you refine it. Learn how to use AI as a brainstorming partner, organizer, and editor without sacrificing authenticity.[00:09:00] Traditional Publishing: The Hidden TradeoffsSpeed to market? Limited. Control? Minimal. Royalties? Slim. Everett explains why many authors feel like they’ve “sold their soul” under traditional publishing contracts — and what they wish they’d known beforehand.[00:13:00] Self-Publishing vs. Hybrid PublishingSelf-publishing gives you control — but also responsibility for every detail. Hybrid publishing offers professional execution without taking ownership of your intellectual property. Everett breaks down the differences and what to watch for.[00:17:00] The Truth About Amazon Bestseller LaunchesEverett shares the strategy behind creating a powerful, concentrated sales spike that can elevate a book to #1 status — and why integrity matters more than guarantees.[00:20:00] Stop Chasing Royalties — Start Leveraging AuthorityA book isn’t about making $9 per copy. It’s about generating $9,000 clients. Tom and Everett discuss why giving your book away strategically can be far more profitable than selling it.[00:24:00] The “Podcast Perk” StrategyEverett reveals how he uses a simple, memorable URL — mypodcastperk.com — to give away his entire book to podcast audiences, capture leads, and continue nurturing prospects long after the interview ends.[00:26:00] Don’t Be a Secret Agent AuthorToo many experts publish a book and then quietly move on. Everett explains why your book should be everywhere — in your bio, email signature, discovery calls, and every business conversation you have.[00:30:00] Own Your Intellectual PropertyFrom ISBN ownership to distribution control, Everett emphasizes the importance of owning your content and protecting your long-term flexibility.[00:31:00] The Unexpected Internal ShiftPublishing a book doesn’t just change your business — it changes you. Everett shares how seeing his name as a #1 bestseller altered his confidence, trajectory, and vision.FULL EPISODE VIDEOWatch the complete episode here:https://vimeo.com/1169545325?share=copy&fl=sv&fe=ciCONNECT WITH EVERETT O'KEEFEWebsite:https://www.ignitepress.us/Facebook:https://www.facebook.com/ignitepressLinkedIn (Everett O'Keefe):https://www.linkedin.com/in/everettokeefe/LinkedIn (Ignite Press):https://www.linkedin.com/company/ignite-pressInstagram:https://www.instagram.com/ignitepress.us/YouTube:https://www.youtube.com/@ignitepresspublishing

Sean Jordan is the President and Principal Investigator for the Research & Planning Group. As a 2009 graduate and current faculty member of the Master of Marketing Research (MMR) program at Southern Illinois University in Edwardsville (one of the only professional marketing research post-graduate programs offered in the nation), Sean is equipped with a wide array of quantitative and qualitative research techniques and possesses a number of skills that aid him in research design, data analysis and report presentation.In this episode, Sean explains the difference between quantitative research (numbers like averages and percentages) and qualitative research (listening to what people think and feel through interviews and focus groups), and how qualitative findings are put together by targeting the right participants, conducting about 20–30 interviews, and identifying common themes and illustrative stories.They also discuss how research insights can shape messaging and product strategy, how the internet has shifted research from paper/mail to digital and from in-person/phone to Zoom-based qualitative work, the power and risks in using AI to conduct meaningful research, and how observational research via online video can help you understand market needs.This episode is a treasure trove of information about how to research your target market effectively.DISCUSSED IN THIS EPISODE00:54 Meet Sean Jordan + Episode Topic: Research Your Way to Greater Profits02:22 Quantitative vs. Qualitative Research (Numbers vs. Listening)03:24 How Qual Interviews Work: Sample Size, Themes & Story “Marketing Fodder”05:52 Turning Insights into Taglines: Credit Union “Not a Bank, Better”06:17 Who Research Is For: Full-Service Agency Model + When It’s Worth the Cost08:20 DIY Research for Small Businesses: Customer Conversations + Better Surveys10:33 Act on Feedback: Steak-Off-the-Menu Story + Domino’s Research Comeback16:19 How the Internet Changed Research: Zoom, Speed, and Panel Fraud19:57 Beyond Interviews: Observational & Secondary Research (Reviews, Case Studies)22:54 AI in Research: Privacy Risks, Hallucinations & How to Use It Safely30:30 Where to Find Sean + Final Takeaways on Purpose-Driven Listening31:49 Wrap-Up: Reviews, Resources, and Closing CreditsFULL EPISODE VIDEOhttps://vimeo.com/1165967433CONNECT WITH SEANWebsite: https://www.researchplan.com; https://www.themarketinggateway.comSocial Media:LinkedIn: https://www.linkedin.com/in/seanjjordan/

Cybersecurity expert, good guy hacker, and private investigator Robert Siciliano delivers “straight talk” on safety and security, stripping away jargon to empower everyday protection. A bestselling author and CEO of Safr.Me, and head trainer at Protectnowllc.com he is a trusted commentator featured on CNN, Fox News, MSNBC, and the Today Show, decoding complex threats for mass audiences.Robert shares his journey from physical security to cybersecurity, providing insights on the evolution of cyber threats, the role of AI in scaled operations, and the emotional aspects that make individuals and businesses vulnerable. He outlines practical steps for both individuals and businesses to protect themselves from cyber threats. This episode is packed with actionable advice for anyone looking to enhance their cybersecurity measures.DISCUSSED IN THIS EPISODE00:56 Meet the Guest: Robert Siciliano01:45 Robert's Journey into Security03:55 The Shift to Cybersecurity05:28 The Evolution of Cyber Threats07:28 Human Blind Spots and Security12:56 The Reality of AI-Powered Scams19:47 The Rise of AI in Criminal Enterprises20:28 Real-Life Scams: The Hong Kong CFO Incident21:11 The Personal Impact of AI Scams22:24 Understanding the Psychology Behind Scams23:36 The Human Element in Cybercrime27:12 Protecting Yourself and Your Business29:27 Security Awareness and Appreciation32:31 Resources and Final ThoughtsFULL EPISODE VIDEOhttps://vimeo.com/1163554222CONNECT WITH ROBERTWebsite: https://protectnowllc.com/Book: Identity Theft Privacy: Security Protection and Fraud Prevention: Your Guide to Protecting Yourself from Identity Theft and Computer Fraud

Brandon Towl, marketing strategist and founder of Human Driven Understanding, specializes in deep customer interviews to uncover real motivations. He discusses why teams should stop guessing and start talking to top clients. Short case studies show how focused interviews reshape messaging and channel choices. Practical guidance on asking better questions and when deep research pays off.

Danny Kirk is the serial founder of ReddiReach, a profitable marketing agency specializing in Reddit marketing, AI search and growth hacking strategies. He's revolutionizing how brands leverage Reddit for organic growth while optimizing for AI search platforms like ChatGPT and Claude. ReddiReach has served over 500 brands, startups and SMBs and helped achieve incredible results such as 9 figure exits.In this episode, he and Tom dive into Reddit's evolution as a marketing platform, its importance in AI training, and practical strategies for businesses to use Reddit effectively. Whether you're a product-based company or a professional service provider, you'll learn how to engage authentically on Reddit and get real results. Danny also shares tips on setting up an optimized Reddit profile and the critical importance of adhering to subreddit rules.DISCUSSED IN THIS EPISODE00:57 Meet Danny Kirk: Reddit Marketing Expert02:00 Understanding Reddit: A Unique Platform04:18 Reddit's Evolution as a Marketing Tool05:26 The Impact of AI on Reddit and Marketing06:42 Leveraging Reddit for Market Research and Brand Awareness13:36 Effective Reddit Marketing Strategies16:56 Navigating AI-Generated Content on Reddit21:54 The Risk of Automation on Personal Brands22:30 The Future of Platforms Flooded by Low-Quality Content22:51 Reddit's Market Forces and Incentives26:54 Practical Strategies for Service Providers on Reddit32:11 Optimizing Your Reddit Profile36:22 Engaging with Danny Kirk's Services38:34 Conclusion and Final ThoughtsFULL EPISODE VIDEOhttps://vimeo.com/1159043603CONNECT WITH USWebsite: https://reddireach.com/ Social: https://www.linkedin.com/in/danielpkirk/

Steve Turner is the Principal and Owner of Solomon Turner PR in St. Louis. The firm, now in its 35th year, is known for its expertise in media relations and has received numerous awards, including recognition as one of the top PR firms in St. Louis for 17 consecutive years by Small Business Monthly.Steve shares his journey from broadcasting to PR, discussing the evolution of the industry and offering valuable insights for leveraging traditional and digital media. He and Tom discuss Steve's book, 'PR That Works', which provides practical strategies and real-world case studies for PR professionals and business owners. Don't miss the valuable takeaways from this experienced PR veteran.DISCUSSED IN THIS EPISODE01:04 Meet Steve Turner: PR Expert02:21 Steve's Journey into PR05:43 Adapting to the Digital Age09:45 Leveraging Media Coverage12:17 The Value of Earned Media15:30 Insights from Steve's Book21:11 How to Connect with Journalists25:05 Conclusion and Final ThoughtsFULL EPISODE VIDEOhttps://vimeo.com/1154541504CONNECT WITH STEVEWebsite: https://solomonturner.comSocial Media:LinkedIn: https://www.linkedin.com/in/steveturnerpr/Facebook:: https://www.facebook.com/steveturnerprInstagram: @rockstarpublicist-InstagramX: @steveturnerpr-X