Episode 81: The Power of Storytelling Strategies in Marketing with Akua Konadu

Molly: I absolutely loved my conversation on this week's episode of the podcast with Akua. My podcast producer, Haylee, shout out to Haylee from Gaffin Creative. If you are in the market to have a podcast, even just like a private audio podcast, which is what I've been sending some of my students route, like instead of doing a freebie, um, I should do a whole episode on that.

Um, anyway, she, she just has such a cool story and she, I've never, it's rare I meet someone who doesn't just match my energy but exceeds it. So she, um, has such a, uh, just a really compelling story and is, um, she's actually a storytelling strategist, educator, and multi passionate entrepreneur. She's the founder of not one, but two businesses.

And then she also works with HoneyBook, which is, HoneyBook is the invoicing contract project management. tool that I've actually used in my business for like five years. And she hosts HoneyBook's independent business podcast. So if you've ever wondered how to incorporate storytelling into your marketing, or like maybe you hear people say that as like a buzzword, but it has never actually made sense to you, then you're definitely going to love this episode.

Hey, welcome to Holistic Marketing Simplified. This podcast boils down to the fact that we wholeheartedly believe that more humans need to know about holistic health solutions and you didn't go to school to learn how to be a full time content creator and show up on Hey, welcome to Holistic Marketing Simplified every day.

This pod. So let's come hanging out while we chat all things easy in your marketing. And my goal is that you shift your mindset around your marketing from a quote should to a I get to. Hello,

Dr. Abby Parish: my name is Dr. Abby Parrish and I'm a chiropractor located in Old Town, Daphne, Alabama. And I listen to the Holistic Marketing Simplified Podcast.

Molly: Okay. Welcome back to a Holistic Marketing Simplified Podcast. Today I have the lovely Akua with me and she is a storytelling strategist. Is that the right? Okay. Thank you. Yes. Okay. Yep. Yeah. And we were just, um, riffing off of record talking about how both of us are like winging it kind of girls. And I'm like, Oh, thank God.

Cause this is going to be great. This is good. I don't know what you're in for here, people, but. It's going to be great. You kind of have a really interesting, you have your own business and you also work for honey book, which is like who I, um, actually I've, uh, she didn't know this coming onto the podcast.

That's who I've used for my Instagram management agency books for like four or five years. So that's funny. I also didn't meet Natalie Frank. Is it Frankie or Frank Frank Frank Natalie Frank? I actually met Natalie one time in Pensacola too, when we lived in Pensacola. Oh, I love that. Okay. Yeah, she came and spoke at one of the like local rising tide society.

So yeah, there's your first lesson is that, um, I used to go to all these in person meetings, chamber of commerce, all of that, even though I had an online business, which I think so many people want to bypass that step. They're like, Oh, I'm online now. Now I know a

Akua: lot, I know a lot of business owners that like, are still like go through like the chamber of commerce.

You know what I mean? Just like, I feel like local, I mean, local help truly built my business. Like being connected locally helped me and then propelled me into the more so on the online space. I'm like, that was me. Yeah. 1000%.

Molly: Yeah. I mean, like even the integrative functional medicine, like nurse practitioner I work with.

Akua: Yeah.

Molly: He's only 20 minutes away. Sometimes I'll drive to his office and then sometimes I still see him on zoom. It's just like, I don't know. I just love that local building things locally, but I didn't mean to go off on that tangent, but how did you, um, you're from Minneapolis, you're now living in Chicago.

If y'all can see. Well, you'll see if there's a little reels clip, but she's in this beautiful studio. I absolutely love it. But how did you get into doing this? How did you get into storytelling?

Akua: Yeah, so I have a, uh, you know, I think a lot of us as business owners, we never really thought that we were going to become entrepreneurs.

I was definitely one of them. I had a plan. You know, I. was going to be a dentist. I've wanted to be a dentist since I was nine years old. So that was like, yeah. So I was like, that is my life dream. I come from a family of healthcare. You know, I'm first generation. My family was born in Ghana, immigrated to the U.

S. Um, and then I was born in New York originally. But, you know, my mom, she, you know, started from the bottom as a CNA, worked to an LPN, then two year RN, for your RN like all throughout growing up and then my sister right now is a, um, RN. She's getting her DNP. She graduates in May. So like already healthcare was like where I felt like that's where I was supposed to go just because, you know, it's a really steady job, great money, yeah, long hours and some of that.

But like, there's a lot of security in healthcare, right? Like no matter if the economy tanks or anything, you will always be safe because everybody needs. There's people always going to be sick, like people always at some point in their life will need help. So, uh, healthcare was where I was. Alright, dentistry was where I was going to go.

And so, I was in college for a degree with a biology major and a minor in chemistry. Um, and I was in my junior year, but I realized, in that time that, you know, that this wasn't for me. Like, I wasn't necessarily really enjoying it. So. Junior year. Wow. Yeah. Right. So it's kind of wild because like I did dentistry, then I was like, all right, then I pivoted.

I said, okay, maybe I will do a nurse anesthetist. And I only did that because, which I have not really shared this story with a lot of people. Actually, now that I think about it, I've barely ever shared this story, but I was at a boxing gym working out and a man went into cardiac arrest. And so I had to do CPR.

Yeah, which I like literally now that I think of it, I never ever share that story and he's amazing. His name is Mike. Oh my gosh, you still keep in touch with him? I haven't talked to him in a long time, but yeah, no, he amazing family, um, wonderful man. And he was like, we were working out at the gym and we were doing sprints up and down the field and like, It was wild cause I was like, Oh my God, this guy's like in really good shape.

And yeah, he went into cardiac arrest right there after one of the sprints. And it was just like, kind of just like clicked. I was like, Oh my gosh. And so started doing CPR, me and the trainer. And yeah, he ended up living, which was amazing. But that kind of like pivoted for me where I was like, all right, I think then like either a med school or nurse anesthetist.

I was like, you know what? I think nurse anesthetist is going to be what's great for me because again, like they make really great money. Yeah. Um, so I pivoted into that and then I started working at a hospital to start gaining my hours as a CNA, you know, because you need the hours when you're trying to go into like med school or whatever and quickly realized again that I hated it.

I quickly realized it immediately and it was, you know, and it's a really tough field to be in and you know, you always have this like one patient that'll really stick with you. Like doesn't matter if you're a doctor, a nurse, CNA, whatever, and I did. I had one patient that stuck with me that was like, I can't do this.

I was like, I'm not built for this. Um, you know, and she had passed away, but just seeing how quickly like her body deteriorated and so it was just, it was a lot for me and I, you know, I had built a rapport with her. So it wasn't really, it was really hard. And I started realizing like, I am just really not built for this.

And so I was like, all right, what do I do? Because I have this degree. And my mom was like, you're going to finish this degree. And I was like, you're right. I have to. You know what I mean? I'm like, I'm gonna, cause I'm in my junior year. And my, everybody's. preparing for the MCAT, the, uh, DAT test, you know, all of these different tests, like already figuring out what they want to do.

I was like, I got nothing. And so randomly one day in the mail, I got an envelope to come, uh, like an invitation to compete for Miss Minnesota USA. And I was kind of like, you know what, why not? Like, I have nothing else going on in my life right now. And I could really use something fun that I just like I could just use some joy.

And so I just decided to sign up. And I was like, all right, sweet. But then like when I started doing research into the pageant world, I realized very quickly, I'm like, oh, this is like a thing. Like, if you're going to do this, you have to do this seriously. Like, I was like, if I'm going to do this, if I'm going to just randomly put myself out here, I am not going to make a fool of myself.

Like you cannot, like, cause a lot of people, like it's something that can easily be underestimated. And so when I, I made the pool. I'll tell you the story later.

Molly: Okay, so you get it. Like people, I have had my butt spray glued. Yes, I get it.

Akua: So, you know, so I'm like, yeah, so I got a pageant coach and I prepped for nine months and I shouldn't have done that.

Yeah. I love that so much. But yeah, it was like through that process where I just started to learn. about storytelling, because you already know, like, when you're getting ready to compete, you have, like, two to three minutes to make an impression on judges, and you got, like, 30 other women that you have to compete with, so it's, like, you have to stand out, so I learned really quickly, like, how to be engaging, how to share stories, and how to share them efficiently and strategically, so that you're making an impression, and so that was trained in me, right, like, in nine months, and so I did Miss Minnesota USA.

I didn't win, but I made top 15 and I was like, right, cool. This could be really fun. A lot of people were like, Hey, I think you can like really go forward with this. But fun fact, I actually aged out by three days. So, um, for Miss Minnesota USA. So yeah, it was like, I think the cutoff was like January 1st, 1989 or something.

I was December 28, 88 was my birthday. So I aged out literally by three days. Um, which was so wild when you think about it. But, um, so I was like, all right, you know, it's a great experience. I'm done. And, you know, This is great. And so my coach was like, Hey, I think like though you aged out of this one, I think this system would be a great fit for you.

So I think you should give it a shot. And I was like, all right, let's, you know, I had fun with this one. Let's try it again. So three months later, I competed at Miss Minnesota International and I won that one, which was an amazing, a really, really fun experience. And so again, it was through that, even that whole year where I really just learned a lot about branding, speaking, you know, just doing multiple different types of speaking events.

And that was when I realized like, okay. I don't know what this is, but I love it, and I think that's something I want to lean more into. I just definitely knew that I would, like, I was not going to be working in the healthcare field anymore. I definitely knew that. I had that confirmation. And so, a year had gone by, and I was getting ready to give up my title, past my reign, like, you know, my reign was coming to an end.

And so, I'm sitting in a coffee shop, and I just start Googling different things, like, marketing. branding. Like I didn't really know what I wanted to do, but I knew it was something in that realm. And then I ended up finding a blog post of this girl who would look like her website very beachy. she was like living a carefree life in California.

And I just decided, I just decided to reach out to her. I said, you know what? Hey, like this is who I am. This is what I'm, this is what I'm going through. And I'm really interested to know more about what you do. And she replied right away, which was so cool. And come to find out, we actually were living in the same state.

We grew up 20 minutes away from each other, which is wild. And, um, you know, she kind of took me under her wing and, uh, she's literally one of my really good friends to this day and has played a huge role in my business. And so, um, she, because of her, she told me eventually about an event. business owners who meet on the second Tuesday of every single month.

And so I graduated, so I graduated college, finally graduated, and like her and I were still keeping in touch and stuff like that. And she was helping me because I, like I joined as a client because I was like, you know, this is what I would love to do, what you're doing. And so within those two years, like we're still like a year, sorry, it was a year because it was a year had passed.

And you know, I'm still keeping in touch with her. So I finally graduated and I was like, you know, I'm like ready to figure this out. And so I moved back to the Twin Cities and Uh, because I was in college like two hours away. And so moved back and then she told me about this group that they meet every, the second Tuesday of every single month.

And I was like, all right, sweet. I'll go. So I had it marked my calendar. She couldn't make it. She last minute had to cancel. And I was like, no, I'm going to go to this. Like, I'm not waiting another month. Like, I'm really excited. So I went by myself. I didn't even know anything about them. I didn't know the name of the group.

There was no sign. I went to Lake Harriet and there was like all of a sudden, and it was packed. It's a summer in Minnesota. Everybody's out. And there was just this group of people. I don't know what it was about them. I just walked up to them and I said, Hey, is this like the entrepreneurial group that meets, you know, every once a month or whatever?

And they were like, yep, that's us. And I was like, all right, cool. So I just sat down with them and I did not have a business at that time. I didn't have anything. I just knew I was still trying to figure it out. And I showed up every single month for. Like almost a year with no business and just learned. I just soaked up being a sponge and I just love being in the community and just hanging out and people loved it.

Like people were so kind and welcoming to me. And when I finally was like, all right, this is what I want to do. People rallied, like people were like, all right, that's how I knew about HoneyBook, right? Like with like contracts and invoicing and, you know, really just setting me up for business success was truly through that group.

So that's honestly how I kind of got started in entrepreneurship. And so it's It's really funny now how HoneyBook kind of started for me. And then here we are, I think that was like in 2017, like years later, I'm now the host of their shows. Um, and they have continuously played a huge role in my business and my life.

So yes, I don't know how I fell into what I do now.

Molly: So did you realize when you were, you know, doing the pageant coaching, did you realize like, Oh, I'm storytelling and like, this is actually a part of marketing or did you just like think, Oh, no, I didn't really

Akua: make the connection right away just because, you I, a little bit of background about my story, and um, you know, so in pageants, as you know, you have to have a platform, you know, right, that you focus on, and which for anybody that doesn't know, a platform is like a cause that you really care about, because if you win, that's where you're going to be talking, that's going to be your main talking point for your year.

That's where you're raising funds for, doing speaking events for, all of that. So mine was Know More, which aims to end domestic violence and sexual assault against women and children. And so I, um, grew up in a very abusive household. My father was physically abusive towards my mom and my siblings and myself.

And so, uh, and then years later, I ended up in my own physical relationship, physically abusive relationship. So it was through that. And I, and I never shared that. So even when I got into the pageant realm, I, Didn't share it. I was just like, Hey, like, yeah, you know, cause I think for me, I just, I came from a lot of place of shame and, you know, Oh yeah.

I mean, you know, yeah. Yeah. And like you feel very broken and like, you know, all those types of things. And so when I got into pageantry, you know, when I told my platform, I was like, I'm going to do STEM, right. Science, technology, engineering, and math. It made sense. That was my major. I was like, that's what I'll focus on.

And so when I was preparing for Miss Minnesota international, um, that system is heavily. service based, like heavily your platform, more so than Miss USA. Like, so, you know, obviously, like, what, what's important for Miss USA is very different. Like, all the systems, what they care about, what's important in terms of scoring and ranking is very different.

And international is heavily based on service and your platform. And so, you know, she's like, we're working through stuff and then my coach eventually says to me, she's like, look, this isn't working. She's like, I don't feel this emotional connection, like, I'm not, you know, should I understand that you're like a biology major and all this stuff?

And she's like, you know, but I think, you know, this should be, I just said, it's not working. And I was like, oh, like, okay, whatever. Well, like I'm doing it. And so she's like, well, let's just like sit down and talk. So like, we're like talking and she's asking about my life. And then I eventually told her and she was like, I think that's what you need to talk about.

And I said, I think not, ma'am. And you're like, no, thank you. No, thank you. Like, I'm not trying to be the poster child for this, like, this is nobody's business but my own, like, it's okay. Like, also, too, I've moved on. It's been years, right? Like, I have worked really hard to, to, to move on from that. And, and, you know, and she said this to me that has really stuck with me.

She's like, Akua, like, your story is a gift. And she just is like, you know, like, I'm, I really want to challenge you to really just, like, lean into this. Because there's somebody who was, you have moved, moved on. But there's somebody that who has been where you have been. And, like, think about how much, like, your story can help them.

I just got, I just got two bumps. Yeah, so I just was like, you know what, all right, I'm gonna lean into it. And so that was kind of where I was like, right, just really seeing how impactful our stories can be. So when I went into Miss Miss International, I was very honest and transparent, but also too very strategic, right?

Because you're taking something that's very heavy, right? It can make people feel uncomfortable. So how do you share it in a way that inspires people, gets people like wanting to rally and like, Thank you. you know, attack this cause head on. And so that's where I had to learn those skills. And so that's kind of what really leaned into that.

But it still like didn't click for me yet that it was storytelling. It wasn't until, because I originally started with Instagram strategy, Instagram marketing, and I liked it, but my clients just like weren't seeing results that I wanted them to have. And I also started to like resent my work. And I think that's something that I love to like highlight with entrepreneurship, that it's okay if like what you're starting out with isn't exactly what you end up doing.

I think. Oh yeah. Yeah, if I didn't start, I mean, is it ever, is it ever? It never is. Right. So like my clients weren't getting the results. I didn't really like what I was doing. Like I love social media. I remember like, all right, this isn't working. And so I sat down and I was like, Oh my God, like storytelling.

That is the gap. That's what's missing is storytelling. Like, and then I, then it's like, Oh my gosh, like I had like a, that's so Raven moment. Except like, you're thinking of like, you're like thinking of like the past where like, Like, I had that look and I was like, oh my gosh, like all of the things that I'd walked through in that season, especially the pageantry, had prepared me for this moment right here.

Like, it's storytelling. Like, that's the missing link. That's the key. And so that was where I really, like, that's where it all made sense. And I was like, oh my god, like, Akua, like, you learned these things. And it didn't click for me that I learned them. And then I was like, So now let's take what you've learned.

And I'm not going to act like I know everything about storytelling. I said, I'm learning every single fricking day. And, but I was like, let's take what you learn and teach other people.

Molly: That's so funny. It's like synergistic to how I feel. Cause obviously I still teach like Instagram, but really I have pivoted so much from what I even taught like three years ago, because now so much, if you like go scroll my recent, probably even like three months, four months, five, I don't know, probably even six months of posts.

It's like, Gosh, probably longer than that, really. The last year even, it's like, now I see how important messaging is, and you can call it storytelling messaging. I mean, they're kind of two slightly different things, but not really. I'm like, nothing works. Like every hack in the book is not going to work if you can't, if you can't talk about it in a way that compels people.

If you can't talk about it in a way. That compels people to, to take action. Like it doesn't matter if you use the perfect video clip and the perfect trending audio and the perfect hat, like all of that's immaterial. So I'm so happy to have you on the show because like I said, this is just so synergistic with what I've been teaching.

And, um, I always tell people, I find it funny, one of my highest grossing revenue emails is subject line is cantaloupe and your marketing.

It's about this story. I would like, you know, you go to the grocery store and you're like, Oh my gosh, it's like 7 to buy the cantaloupe pre cut. Yeah. I'll just buy the whole cantaloupe for 2. Yeah. And then you're like, Oh, I'll cut it up tomorrow. I'll cut it up tomorrow. And then you never freaking do. And you're like, dang it, I just wasted, I could have just bought the 7 and I'd be eating my cantaloupe.

Um, and I say like, that's what it's like to buy my course. Like you can piece together all this free advice or you could just spring for the course and know exactly what to do.

Akua: Yeah. But you see how brilliant that is? You took an everyday story and you connected it to your audience. You were able, like it was that relatability piece where people are like, oh my gosh, like I do the same thing.

Right. And so I think that's just what it, what shows is that. People always think that they have to have these like, especially when they hear my story, they're always like, Oh my God, I have to have these like dramatic things that happened in my life for people to hear my story. And I'm like, no, like, no, literally

Molly: it's about relatability

Akua: free pre cut fruit, right?

Like the most relatable stories impactful. The most impactful stories are the ones that we consider mundane, everyday mundane, everyday thoughts, like, truly, like, I mean, I just on Instagram stories a couple weeks ago, I shared a really fun story, my dog, he was being annoying, we were going to the groomers, but Starbucks is right next door, so I made, like, he was acting crazy on a leash because he thought he was going to get a pop cup, and so I shared him how he was acting, and put, uh, the text, uh, when you think you're going to get a pop cup, but you're really going to the groomers, and my DMs took off, people were like, Oh my gosh, like, what?

They were like, get in his pop cup, you dirty mom. And I was like, okay, woah, woah, woah, woah, woah. So then I was like, alright, you guys need to actually like see what he's done. So then I did another story after that. Sharing about his behavior on his leash. And then I said, look, I'm gonna leave it up to you guys.

And I put a poll. Should Kai get his pop cup or should he not? And people voted. People voted and then somebody gave me a 10 gift card and was like, get that baby his pop cup and 10 gift card to Starbucks. So then I'm now, I have now naturally created this story where now I am the villain and my dog is the hero, right?

Like literally people were like fight, they were fighting for him. So then I was like, all right, fine. So I got, I got in the pop cup and so he got out of his groomers. He looked super handsome. And so I said, Kai, this is what, this is the deal. If you behave on the walk home, you get your pop cup. So he was the most angelic dog.

And I documented, I showed how he was behaving. When he saw that pup cup and he was the best dog ever, we got there and then I showed him a video again of like a stories just like him eating the pup cup and I was like, success. He got his pup cup. He earned it. Everyone's like, yeah.

Molly: Well, and that also is viewer retention, right?

Like this isn't just like for funsies because people want

Akua: to see how the story ends. People wanted to see how the story ended. So everybody watched my story. I think like, I have a very small audience. My story views were nuts that day. It was so funny. And I had so many DMs and so like, everybody loved it.

They were like, Oh my gosh. Yay. I'm so happy. People were like, tell him that his internet aunts and aunties are looking out for him. I was just like, this is wild. So then I made like a cute, and then I, I tied the story up in a bow. And I said, with the pop cup, with him smiling, I said, Kai would like to say, tell everybody, thank you so much.

Who, everybody who believed in him because his mom. Everybody who

Molly: believed in him. That's funny. And in Chicago, a pup cup probably does cost 10.

Akua: No, it's free. Thank God. Okay.

Molly: See, I didn't know. We have a, um, we have a little eight pound Yorkie poo and I just don't want to know what a like cup of whipped cream would do to his tummy.

So I have not, um, tried and he was not, we didn't get him until he was like six. He was my mother in law's dog and like, then he came to live with us. So anyway, it's just funny. But yeah, I shared that example of like my came to like email just to show people it.

And yes, it can be more of like your origin story, which is probably what comes to a lot of people's minds. But it can also be just be, as you said, the everyday mundane. Another example, I used to do VIP days where I would create like three months, my team Bye. My team and I would create three months worth of Instagram posts and, you know, we load them in plainly or a scheduler and then like, here you go.

We stopped offering that because, you know, we talked about you, um, learn your audience. We learned that my audience, that's not what they needed. And like half of our VIP day clients, the content just sat there and they were like, no, what do I do with this again? And I'm like, Oh gosh. Okay. Thank you. Let's put like this isn't the service that you actually needed, right?

But one of the emails that I had written to sell that VIP day service was we were house hunting at the time. And I'm not kidding you. Like I'm all for a DIY project. Don't get me wrong. I love home decor. That's like my second love. If I had to have another career, I'd be like a decorator. But this house we went to on the surface, it looked great.

And so we went back for a second look. And it was that second look where you start to really see things.

Akua: They

Molly: had spray painted. They're faucets black, so the first time, and I love black hardware and fixtures, right? But like the first look around, I was like, Oh, this looks great. And then you look closer and you're like, Oh, this, this paint is chipping.

This is a spray painted faucet. That's wild. Yeah. No, it really, it was so, anyway, I'm glad we didn't get that house. But so I did something like, you know, your Instagram, we don't want your Instagram content to be the spray painted faucet. Like, let's, you know, like let you get, like, yeah. And literally someone replied to my email.

He goes. Oh my gosh, you're right. I don't want to be a spray painted faucet. I want to be a Kohler. I love that so much. And he bought. So anyway, it really does, um, make a difference. So can we just quickly talk about like the psychology of storytelling? Why does this even work? Why does this work as a marketing?

I don't like to call it a tactic, but I mean.

Akua: Yeah.

Molly: Oh my gosh. It's

Akua: such a good thing. Let's see if I remember with how the brain. So like storytelling, what I love is that it's, it's a really powerful tool and it's really something that does the heavy lifting for you when it comes to selling your products and services.

I mean, like you have given two really great examples and the reason why that is, is so like. in the brain. And let's see if I can remember this. I have not taught this in a while. So I'm like, oh, let's, let's, uh, brush out the cobwebs here. Um, and so you have the brain, right? And so instantly when you start hearing a story, your mind starts to filter stuff out immediately.

And so, right? Like you, like the auditory cortex. And so I can't remember if it's the auditory or, oh, it's on the side.

Molly: Oh, sorry. Go on. Well, I was just gonna say, I just know that you start to rather than being like, I have 13 modules that will teach you this, you're like, okay, when it comes to story, your brain can visualize it.

And you're like, your brain can visualize

Akua: it, but you also start to filter out certain languages, right? Because your brain is already, because you're already given so much information. So immediately you're like, whatever's not relevant to you, you're tossing it out. But what are you, but they're using a specific language down to the words that you're using.

It's instantly going to like peak your attention. Right. And then there's an area that's called Broca's area, which like, I don't. Which that, yes, and so that absolutely will trigger, um, storytelling, right? So that is where, like, that's, that's language. That's how you're starting to understand language. And so then it's like a whole bunch of, like, neurons are instantly, like, triggered from that.

And then hormones are released from that. But also too, like, neurons. So like, like, Neurons, yeah, like when they're firing off or whatever, and so not only that, so like say for example when you're sharing a story and you use certain adjectives, like you're talking about food and you're saying how it was very like savory, sweet, like you start to salivate, or like if you talk about a story where like, you know, you're running and this and that, like another part of the brain is like, I mean, really triggered where, like, you feel a vision yourself doing that action.

So, like, not only that, right, it releases certain hormones. So oxytocin, which is the hap, the love hormone, right? That's where you trigger empathy. And that is the key. That is a secret ingredient to storytelling. You have to be able people need to be able to see themselves within your story. So when you trigger oxytocin, that.

love hormone, that empathy, that's where you're triggering empathy. And that sounds a little bit manipulative, but that is where, like, you can literally, um, get them to do whatever you want to do, because people buy off of emotion, essentially. So then not only that, like, if you, like, think about, too, when you're, like, watching, like, your favorite, uh, movie, uh, and it's, like, really action, it's a very action centered movie, or, like, a very horror movie.

Cortisol is being released in your system. Like, that's where you're very alert.

Molly: Yeah, start to like, start to tense and like, yeah,

Akua: right. Like that's cortisol that's being released. That's all from the story. We are literally able to remember facts up to 22 times more when they're weaved into a story. Wow.

That's when they're weaved into a story. Right. So like it has a lot of psychological and physiological effects on the body when you share a story. So like the cantaloupe thing, I immediately was like, Oh my gosh. Yeah. I totally do the same thing. So like, it's that relatability piece. I see myself in that story.

I imagine myself at the grocery aisle, like what you, like where you put, you set the scene up. And I imagine myself there like, oh yeah, I see the cantaloupe that's pre cut. And then I see the cantaloupe that's sitting there. And like, I'm able to see myself in the story. That's where I'm like, right, that's going to pique my interest and to keep reading forward.

And I'm like, oh yeah, that makes sense. Right. Like, so again, I think I don't, it's such an elementary thing, but it, well, It's so key that you need to know who your target audience is. You need to know. And I don't care how long you've been in business, whether a day or 10 years, you have to consistently know who they are down to using the same language that they are using.

That needs to be infused into your content. And I think that's just such an important, important thing, but storytelling because then you like see when you know who it is that you're speaking to, you're able to. Like, very quickly have stories off the riff and know immediately how to connect it to your audience immediately.

Molly: Yeah. I just like, and I love even using like little miniature stories on, on Instagram reels, like hooks. Cause so for anybody who's not in my free, I have a free broadcast channel on Instagram and I'll share trending audio and hooks. And I'll often ask like, what's something you recently helped a client or a patient with?

And then I'll like build a hook around that. And it was like late night binge eating or something like that. I was like, it's okay if you have the occasional late night snack snack while binging Bridgerton, but here are tips to, you know, blah, blah, blah, blah, blah. So it's like, someone's like, Oh, I was binging.

Like that's timely. Right? Like it's on right now. A lot of people are watching it. And even if someone's not actually watching Bridgerton, they're watching like a different show. They're like, they know

Akua: Bridgerton, right? Like you just said the

Molly: filter thing. They're able to see themselves like, Oh, well I'm watching this show, but like, I get it.

Akua: Yep, exactly. It's the same thing. And so that's what I think with storytelling. And so like for me, the way that I do it, Is like, I will, because the way to become an amazing storyteller, like the one of the best, and it's really simple. One of the best ways to become an amazing storyteller is you need to learn how to collect stories.

That is the thing. You have to really train yourself. So like, I love to journal. I like, even just as I'm processing throughout my day, you know, and so for me, like I can read a story, but your relationship, no matter how many times you read a story, your relationship changes to the story, right? Because you are not the same person that you were yesterday.

So like, I can read the same story of myself and I will pull out different pieces. of content. If you have a, you have a plethora, and that's what, that's what I train people to do in my intensive, because I will, we will literally create your storytelling library and we will create these three main stories.

I can personally read your story and pull out multiple off of one story. We were able to pull out 30 pieces of content off of one story and I gave you, and there's, and we made three together. So imagine how many that we can pull off even more, because every time that you read it, it's going to trigger something else.

And it's like, Ooh, like I'll myself, my layout, my origin story, right? I talk about, I just walked you through it about how I got started my business. Every single time I go back, I'm able to pull out a different piece of content, pull out a different perspective, because my relationship to the story has changed.

I have evolved. Well, you just remembered the

Molly: part about the CPR, like, that's amazing. Yeah, like, I didn't, I literally,

Akua: yeah, you see what I'm saying? Like, that's where I'm like, oh yeah, like, I forgot, like, you forget about those pieces. So, like, when I say going beyond the origin story, yes, build your origin story, right?

Like, I always, like, it's not, I It's important to have it, right? Especially if you're like, I don't know where to start. Just start about how you like, what are some major key moments in your life that have happened? Or like, how did you get started in your business? And then go back and reread it and see like, is there anything that like triggers you emotionally where it's like, Ooh, like, can I relate this to my target audience?

Like what value is this going to get for them for them? Right? Like Like the bridges like that's brilliant like right if you are like a nutritionist or whatever and like did you walk through that like did you have that certain piece where like late night binging okay like well how did you feel when that was happening because I can almost guarantee that's how your audience was feeling you know what I mean like think about how you felt in these certain perspectives and then how can you make it about them what's the and then think about that transformation that's the really key piece right because that's what people are going to care about that transformation their deep rooted problem is that being solved and what transformation they're going to get.

So like Whatever that is, right? So that's something that I always love to remind people with that is like when you're thinking about storytelling, you're like, Oh my gosh, I don't know exactly what to focus on. Think about that pain point. And I don't care. Like I would say all the time, I always ask myself, like, why?

Like five times, I'll be like, what's the pain point? Why? Keep going deeper, deeper, deeper to get down to that deep rooted issue. Because you have to look at your audience holistically, right? Like, for example, like people are coming to me because they're like, I want to share my story. Like, I really want to be able to create content.

Well, why? Because I really want to, you know, find my voice on social media. Why? Well, because I really want to grow my business. Like, there's always a deeper reason as to why people want to work with you, and you need to uncover that. It could be because I want to be able to grow my business so I can spend more time with my family.

Um, you know, or I, you know, I had somebody where it was just like, I have had this, like, unfortunate, like, health circumstance and I need the funds. Like, there could be other deeper reasons, and you need to speak to those reasons.

Molly: Yeah, I found, so I do these one on one coaching intensives every once in a while, um, my books are closed right now, but when I do them, one exercise sometimes we'll do, you can literally Google seven levels of why, and there's a little, um, like, I don't know if you call it like an app or widget or whatever, like it'll literally walk you through it and then it'll spit out all your answers at the end.

It's cool. At the

Akua: end. Yeah, I think that's great because I think again, like whenever we are sitting there and trying to like, Think of these pain points and stuff. We can keep it very surfacy, but storytelling, you have to go deep. You have to go deep, like, and really understand them so that you can really speak to them.

And so, those are kind of the things that I really do. That's how I even do my own content. Like I said, I will write, like, even just everyday stories. I'll write, like, what did you do today? And I'll write it out. And I'll be like, Oh, like this just pulled out. Let's see how I can relate it to my target audience.

What value will they get from it? What action do I want them to take from hearing this story?

Molly: Yeah. And I'll tell you, sometimes I go, like, I don't think there's one right way. Like, okay, we were talking about the pageant thing and I was like, I just wrote down like, oh my gosh, I need to find a way to incorporate my hilarious pageant story into my marketing.

I mean, yesterday the air conditioning went out in my car. It's like the hottest week in Cincinnati. Uh, I don't know what I'll make of that story, but I have, I just have like a notes app on my phone and I'll keep like stories or like, Oh my gosh, do you remember the time that, uh, my roommate in college locked me out of my dorm room?

And I was literally nothing but my towel wrap on the second day of college. This literally happened to me with like no key, a co ed dorm, no way to get into my, you know, I'm like, I don't know what I'm going to do with it, but like, yeah. I like to have these stories in mind. And then sometimes I'll go the other way around.

I'll be like, okay, so the point I'm trying to prove in this is that like to, to the point of the cantaloupe email, the point I'm trying to prove is you could probably, or I'm not probably you, you could go through all of my podcasts, my Instagram, my blogs, my free content. You could figure it out. Right. Or.

You could just take my course and it would be like step by step by step by step and it wouldn't be like, well, what about this? What about this? Like it's all covered. And so I'm like, how can I. Make this point was so so I like to like if you're kind of thinking like how does this even work? It's kind of like sometimes it goes one way and sometimes it goes the other.

Do you find that too? Oh, yeah, 1,

Akua: 000 percent but that's why I love storytelling. Yeah You make it whatever you want to make it right like however, you're getting the content like sometimes I'll be like, alright Like to your point, I'm like, well, I want to share about this specific topic Well, what story could potentially relate to that?

And I also do the same thing. I will speak, I have my notes app, I will type different things out with like certain stories. And so like, I can either go back and be like, Oh yeah, like this story could potentially relate. Or if I have a story, I'm automatically like, Okay, well this is the value that I want to have.

And that's, that's the beauty of storytelling, right? Like you're not confined in a box. You have the ability and the freedom to really create stories in a way that works well for you and also will speak to your target audience. I think, because I found myself in my business where like, I felt like I was creating content because I had to, because this is what my target audience wanted, but it's not what I wanted, and I matter too.

I think sometimes we forget that, and I'm like, see? It's not if, it's not, it's not, uh, it's not like one or the other. You can do both. And so, right. And that's why I love about, so that's why I made it. That's how I make my content off storytelling. That's really how I do it because I want to have the freedom to show up how I want to show up.

I want to be honest in my journey and transparency. And I think with how much, uh, entrepreneurship has changed so much in the past few years, I think being honest and transparent is key right now to be able to really stand out in your marketing.

Molly: Yeah. I, there's someone I follow Jamie C or SCA. Uh, anyway, she has this ad and I see it all the times, like the way people buy, the way Um, online courses is the way people buy shampoo.

And then she goes into like explain and I'm like, yes, it makes so much sense, but let's, we don't have much time left. So I want to wrap it up with just like, I get, I hear a lot of like, well, you're a marketer. Of course, this is easy for you. And I'm like, no, I think you can literally, or I don't think I know.

And now we're talking about this before we hit record. You can literally train your brain. To find these stories and then think of it. So don't even, even if it's like feels, um, like hard to think about your own stories, you're with your patients all day, every day, or your clients all day, every day. Start training your brain to pick up on the things they're telling you.

Not just their like straight symptoms, but like, yeah. So I went to take my daughter, you know, I was trying to throw the softball with her. And then all of a sudden my elbows started hurting. And then like, that's a story. It's not your story, but it's your patient's story. And then that can become part of your marketing because your patient.

If it happened to them, it's happening to other people.

Akua: Other people, exactly. Yep. One thousand percent. Like I said before, like I have my, either a voice note or a notes app, just ask like, what did you do today? Like just do a quick recap of your day. I love that. Yeah. And walking through of, yep. Like when you woke up and then you have these patients, okay, well, what happened in these appointments?

Right? Like you're laying it out and then go back and read it. Like read it right after, read it sometime later, you'll be able to pull out stories from it. Yes. One thousand percent. It'll give you a whole bunch of content ideas. So that's what I always like to tell people of, like, again, like, the best way to become an amazing storyteller is to be able to collect the stories.

So really a simple, tangible, key way is just like, what did I do today? Yep. Keeping it simple, literally, and you, I'm, especially like, healthcare, I'm like, how many stories I have working in healthcare? Oh, right. And it's true, and I know, and I can understand as a healthcare professional, no matter what you do, because you get desensitized to a lot of this stuff.

So like, it's an everyday thing for you. But imagine, like, your audience who does not work. Like, who literally, they're coming to you for help. They don't work in healthcare, you know what I mean? More than likely, they don't. And so, or if they do, different realms, they don't exactly see the same thing that you see.

So, it's like, share that type of stuff. You know what I mean? Like, again, like what you think is mundane, your everyday people are going to think that that's extraordinary. And so I have

Molly: a lot of like type a personalities in my audience. So I just want to beat, for those of you who are taking this literally, I just had a therapist also on the podcast.

Like you don't have to hop on your stories as soon as the patient leaves and be like, I just had a mom in here. Her eight year old's wetting the bed, and she's having trouble having sex with her husband. Like, it doesn't have to be that literal, like. No. That's why you write these down, you can wait, you can change a few details.

Yes, exactly.

Akua: Like, we have some decorum, especially like when you're in a very sensitive, I don't know, HIPAA laws? Like, you know what I mean? Like, very sensitive. sensitive. Listen, I would have gotten that question. I

Molly: guarantee you.

Akua: Oh, I, I, I, I believe it. So yes, of course, like it's not to be out here putting people's business, like you can still honor people, honor yourself while sharing your stories.

Like I think that's really clear too, to also address that is like storytelling is what you make of it. Like you have the power, you control the narrative. So like for me, like I always like to tell people, like whether you're sharing stories about yourself, whether personal or personal. are really like, you know, fun stories, like really think about how you feel when you're writing it out.

Like, if you have yourself a very negative emotion to it, where like, it's really triggering something you were like, you're either crying, maybe don't share right now, maybe this is not the time to share it. Right. And if you were in a much like when I said, like, when I wanted to share it, like when I was sharing about my domestic violence.

story, right? Like, I had moved on from that, so now I have no problem sharing that where I'm able to position where I'm making it about the person and inspiring others, but if you are sharing things in a way where all of a sudden it's like making people like, where it's making it about you and people are pitting you, that's not pitting you, like, that's not what you want, right?

Like, so, I think, again, really think about what your boundaries are, how do you want to honor yourself, how do you want to honor your patients, like, obviously, like, respecting them. Every, anything can be made into a story, you don't have to share all of these explicit details at all.

Molly: So before we wrap up and we can see how, how people can do these kind of like story mining sessions with you essentially.

Yeah. Is, um, I do wanna point out two things. One, I would highly recommend that you go back and listen to a very early episode with Brittany Herzberg. Um, she talks about. case studies, which is a little different than storytelling, but not really.

Akua: It's not. It's not. It's just a different form of storytelling.

It is storytelling, just a different form. And at like, we, we be slipping up with case studies. We don't use, I could talk about case, we don't talk about case studies enough and how we should be leveraging. Sorry. Go on. Yes. No, listen to that episode.

Molly: No, because people can see themselves reflected in that case, right?

Whether the exact details are right or not. Yeah. So go back to that episode. Haley can link it. I want to say it's like one of the first 10 episodes. Actually, I know it's one of the first 10 Brittany Herzberg case studies. Or check her out on Instagram. I know she also has a case study course and she's just like a lovely, fun human who I'd like to meet in real life.

And then I have another episode early on where, with Deanna Pacina, and we talk about the DISC assessment. Are you familiar with the DISC assessment? I've heard that, but I don't, you're going to have to give me a refresher. Um, so, because another question I know I'll get asked from this episode is like, well, should every single email, should every single post be stored?

And it really, that's, No. I I don't do it that way. Um, okay. See, I didn't prompt her. She's like, no, because the disc assessment teaches how people, um, so like some people have a high, I can't remember the different types now, but like the high D I think, I think it's a D y'all are going to come. If people who know it are gonna be like, no, Molly, you're wrong, but go to the episode.

We explained it all. She's an expert. Deanna is not me, but there are some people who really do just want the facts. Like they're like, Don't sell me, you know, you always hear sell the sizzle, not the steak. They're like, yeah, I don't need the sizzle. Just tell me exactly this was a grass fed piece of beef.

It is this many ounces.

Akua: But do you want to know what that is, though? It's still storytelling. That's data storytelling. So that's where, like, we really, you know what I mean? So I think it's still storytelling. Because yes, people have been like, look, I don't give shit. Sorry, was I not allowed to say?

Molly: Yeah. Oh, no, it's okay.

Akua: Yeah, people are like, look, I don't care. Like, I literally, and that's totally fine. But like, data storytelling, because right, you need people to still remember the facts, right? Because like, if they don't buy from you then, you need them to still remember you. So it's data storage. Like, how can you, because like, I especially think business owners, doesn't matter what you do, should be infusing more data into their stories.

Um, because like, I think now more than ever, people want to know that you have receipts. Like, is your process, is your, Framework repeatable and provable. So is it? And show me how. That's what the case say. That's what those numbers like. That's how you're infusing that. It's data storytelling. Essentially.

Gosh, I'm

Molly: so glad we talked about that then because yes, I do feel like there are so many of these, especially I feel like maybe it's just my algorithm, but I feel like business coaches, it's like the worst category where this happens where it's like, just, you know, Every single post is aspirational. And we don't have time for that.

I made a million dollars and you can too. I made a million dollars and you can too. I made a million. I'm like, okay, shut up. Like, yeah, it's like, but how,

Akua: like what, where, where's the receipts, honey? Like, where are the receipts? That's what I want to know. Because guess what? Results may vary. And that's something that we don't talk about enough as business owners.

Right? Like, no, for real. Like, people be like, oh yeah, if you follow these exact same steps, you'll make it. It's like, that's not true, because like, you don't know what this person has going on in their own personal life, what their season of business looks like, and you have to be able to. So it's like, but for me, I pull out the number, the receipts.

Like, this is what people have done. These are what my framework has done for people. And so, That's date, right? Infusing more of that data. Don't be afraid of the numbers. Put the numbers in the story. All of the results

Molly: may vary.

Akua: Yeah, results. Because I think, too, we also have to, like, uh, uh, based on the Independent Podcast, we just had, uh, Christina Torres, she's a copywriter, come on the show.

And she said, like, also talk about the byproduct of, like, what people also will gain from you, right? Like, of course, like, yeah, you're going to make this money. Great. Obviously, we know you're going to make the money, but like, what other things are they're going to gain from working for me that go beyond money?

That's what people want at the end of the day. What are you getting this money to fuel you to do something that you want to do? So again, really think about those byproducts and like, put that data in there. I think that's just what's. So, so important.

Molly: I love that. Yeah. If I'm your muse, I would want to know like, I'm staring at the ugliest ceiling fan in the world right here,

Akua: but it's

Molly: in a really weird place.

And, uh, it's really expensive to get it changed out because even though my husband's handy, we would have to rent scaffolding. And I'm like, just tell me that if I, you're. I can finally replace my ugly fan in my house. Like sold,

Akua: sold. Exactly. That's that's exactly. That's the point, right? Like, so yes, I, I love that when you brought that up, cause yet it's data storytelling at the end.

Okay.

Molly: That's beautiful. And, um, it's just quick, quick and it's, it's always the, I love you. It's mostly women in my audience, but I love my male clients, but, um, I can always tell when I get on a discovery call, what's my ROI going to be with your. with your services. And I'm like, Oh, you're gonna want me to tell you a number and I don't have one.

Yeah. But then it's like, what's the byproduct, right? Like what are other things they're going to gain? How big is your city and town? How big is your current patient database? Are you going to actually be compliant with the videos I ask you for? Are you like, I don't know. Well, give me a ballpark. I'm like, I can lie to you.

I don't know what you want me to do. I can lie to you. I mean, I always tell them, listen, I'm like, we're always full and we're a hundred, almost a hundred percent referral based for a reason. Like, that's what I can tell you. That's hard data I have, but like, I can't tell you how many new patients are going to get from posting on Instagram.

And anybody who does tell you that it's not. I know I was like a red flag. Okay. I have enjoyed this conversation so much. And now I want to come to Chicago and be your friend. Yes. How can people work with you?

Akua: Yes. So number one, I do have a storytelling quiz. So I want to throw that out there, which I love.

It's called What's Your Storytelling Style? And I want to encourage everybody to take it because I poured my heart and soul into this quiz because it is oddly accurate. I have heard from several people say that, so I'm actually quite proud of myself. But it's a really, really great way for you to understand your storytelling style because I really have created very unique exercises based on your personality.

So I really great way for people just wanting to really just get a better understanding of storytelling. I'm I'm launching my own storytelling course this October, so definitely get on the waitlist. So when you take the quiz, you'll be able to see the waitlist. But currently right now, if you would love to work with me one on one, which I love it, I have my storytelling intensive.

And so what that looks like is, is that we will meet together for about four to five weeks and we will end with a VIP day. But before that, we will do a target audience. analysis where we get really clear on who your target audience is. Then we will do the storytelling library where we're putting like your library of stories together.

We'll do a messaging analysis of just getting really clear on finding your social media voice and how you want to show up. And then we do a VIP day where then we start. Creating all of your content, like literally your content ideas, and then giving you the foundation that you need to create the content to move forward.

So that is what my Storytelling Intensive looks

Molly: like. And I would imagine that after people do that with you, then they just become so much better themselves at finding their own

Akua: Oh yeah, yes, because I'm literally training, like I'm literally teaching you to be me. Be me, but with your own, with your own style, right?

So like I'm training people how to find those stories.

Molly: Where's the best place to find you?

Akua: Yes. So you can find me on Instagram at Akua Kanady underscore or head to akuakanady. com. Definitely make sure to check out the independent business podcast powered by HoneyBook. And yeah, that's where places you can find me.

Yep. And into

Molly: Instagram, I just typed in A K U A right up. You were the first one. Yes.

Akua: All right.

Molly: so much for being on the show. Thank you so much for having me. I've loved this conversation. Thank you for listening to Holistic Marketing Simplified. And hey, you know how every podcaster at the very end of their episode asks you to rate and review their podcast?

Well, that's because it's super important. These podcasts take a lot of time and heart and effort to produce, to bring you free information. So in order for me to be able to continue doing that, we need more people to find out about the show. So if you could, please just take like two minutes out of your very busy day to leave me a rating and share this on your Instagram stories and tag at Molly A.

Cahill. That's C A H I L L. I would greatly, greatly appreciate your support. I know your time is valuable and I can't wait to see you in the next episode.