True Story Selling

Date: 10 - 12 January
Location: The Circle, Sheffield, S1 4FW

IMPORTANT: The Early Bird pricing mentioned in the video has now ended, but places on the course are still available at a great price. Read on to learn more...

Business owners who go through my online copywriting course Nurture Email Mastery often say:

“I liked the course…”

“I liked the examples…”

“It gave me skills…”

“But I don’t have time to use them!”

“I’m busy running my business,” they continue. “I’m dealing with clients. Fighting fires. Making plans. Closing sales. I don’t get time to think… let alone write any copy.”

If that describes you, you’re not alone, and I have a solution.It’s time to block off three days, switch off the ‘to-do’ list, and put your story to profitable use…

Announcing: The First Big Story Workshop

The Big Story Workshop is a live three day storytelling workshop for busy business owners. In an intimate group setting you’ll untangle your story, decide which parts to tell in what places, and produce at least one story you can use immediately in your marketing.

This event will assume zero knowledge. You don’t need to be a ‘copywriter’ to attend. Eventually you may not even do most of the writing yourself.

You DO need to understand the importance of telling your story… you DO need to have a business where trust underpins every sale… and you DO need to be prepared to study.

Here’s what we’ll cover, over the three days.

Day 1:

On Day 1 we start off by asking WHY. Why tell your story at all? Why take a less direct sales approach? Under what circumstances is telling your story effective?

We’ll explore the different forms a story can take in your marketing. (Often a ‘story’ doesn’t have to look like a story - did you notice the 'story' at the start of this page?). We’ll talk about the inherent tension at the heart of storytelling in business, and why most stories are told badly (if at all).

We’ll look at the different types of call to action you can embed in your story. We’ll look at the pros and cons of different story formats, particularly focusing on the ‘open sandwich’ and the ‘closed sandwich’ structure.

You’ll finish Day 1 by discovering the true secret to effective storytelling: research. I’ll show you my methods, and you’ll also take ideas from the other attendees. By the end of Day 1, you’ll never run out of ideas to write about ever again.

Day 2:

On Day 2 we introduce the Uncover Your Story process. You’ll explore your story in depth with another participant (with me as facilitator). You’ll pull events out of your past that you never imagined might be relevant to your business communications. The factors that determine your current circumstances stretch back WAY further than you think!

You’ll learn how to take your time as you tell your story (logical people always want to rush). You’ll learn how to drill down on interesting details. You’ll learn how to spot patterns that re-emerge. You’ll begin to draw connections between old events, and newer ones. By the end of Day 2, you’ll have been through one iteration of the full Uncover Your Story process. You’ll have built up a bulk of raw material you’ll be able to draw on in Day 3…

Day 3:

Day 3 is about output. We’ll connect threads in your story to your current sales message. We’ll look at different options for telling your story, including Facebook ads, lead magnets, email sequences, print media, packaging. You’ll come away with a plan that is right for your audience and business objectives.

You’ll learn how to tell your story in a way that facilitates your sales message, rather than distracts. You’ll learn how to seamlessly link from story to content. You’ll prioritise the stories you want to tell. Then in the remaining time you’ll make a start, using the opportunity to get live feedback from both me and the other group members.

The event will be intensive, but there’ll be plenty of time to think. This isn’t the type of event where you take notes for three days. This is a doing course. You’ll implement the things you learn immediately. You’ll have the time to explore the process, and make mistakes in a safe environment. You’ll learn from the mistakes of others.

In the evenings you’re free to do as you please, but you’re invited to join me on an informal tour of my favourite Sheffield haunts. In an enjoyable way, you’ll reflect on the things we’ve covered. You’ll continue the conversation with your fellow delegates.

By the end of the three days, you’ll return home having made a start on telling your story. You’ll have at least one story you can put to use in your marketing immediately. You’ll have a complete plan of what stories you need to prepare next. Or if you’re too busy to do the writing yourself, you’ll be able to brief a copywriter, supplying them with your Uncover Your Story notes, and specific instructions on how to link story to content.

This won’t just be a ‘feel good’ event. You’ll feel good because of the progress you’ll have made, and the lifelong skills you’ll have developed.

How Much Is This Training?

Under normal circumstances, this training would be priced at £1,595. However, because this is the first Big Story Workshop, I don’t have a list of testimonials for you. I don’t have photos of happy, smiling clients (that’ll be you!)

What I DO have is a guarantee. By the time you leave on Day 3, you’ll have:

  • At least one drafted story you can use immediately in your marketing
  • A complete plan of what stories to tell, in what places

The price? £695. Or 3 monthly payments of £249. Plus a testimonial at the end.

If by the end of Day 3 you aren’t completely satisfied, I’ll refund every penny. All you’re really risking is the time away from the office, and the cost of accommodation.

This workshop has been three years in the making - and I can’t begin to tell you how excited I am about hosting it. If you can join me in Sheffield on 10th - 12th January, book your place now. You can also call me on 07432 082738 if you have questions. (Leave a voicemail when I don't answer!)

Event FAQ

Q: Will the event be recorded?
A: No, this is a workshop format, where a lot of the time you'll be working on different skills or techniques.

Q: Is the event catered?
A: To keep the price of the event down, food will not be provided. Tea, coffee and water are provided by the venue, and there are a host of great eating and drinking options all around.

Q: Do you recommend a hotel?
A: The Circle is right in the centre of Sheffield, so a wide choice of city centre hotels are nearby. If you choose to stay further out, City Hall tram stop is just around the corner.

Q: Which pubs are we going to?
A: That's for me to know, and for you to find out!

Got other questions? Email Or call 07432 082738 (leave a voicemail).