If you've ever worried that "selling" means selling your soul—or your stories fall flat when it's time to make an offer—this one will get you back in alignment. In this episode your hosts, Suzi Dafnis and Michelle Falzon chat with ghostwriter and communication expert, Kendall Cherry of The Candid Collective, going deep on storytelling that actually moves and motivates buyers. We explore the sweet spot where narrative, ethics and revenue meet – so your message feels true, and still converts. You'll hear how to turn client results into persuasive case studies, why "day-in-the-life" vision casting works at every stage of the funnel, and what to post when you want qualified leads (not just likes). We also dig into boundaries and emotion – how to be specific and resonant without oversharing – and a simple format you can use today to spark replies and sales. By the end, you'll have practical guardrails and repeatable structures to tell stories that sell your products and services – with zero bro marketing. Listen to This Episode to Hear More About: "Sell without selling your soul". The mindset shift that lets you charge, receive, and serve—without the icky aftertaste. Conversion-focused storytelling vs. "nice stories". How to make every post point to an offer, authority, or origin—so it does a conversion job. The real reason your social proof isn't converting. Turn testimonials into "money-making case studies" by revealing the middle—your diagnosis, method, and decisions. Why safety signals beat sales tricks. Show you are who you say you are through process transparency and nuanced examples. Vision casting that sells. Use "day-in-the-life" stories (before and after) to create felt relevance without trauma-dumping. What to do when your audience loves your content but doesn't buy. Ditch the DIYer-Never-Buyer and write for the "Longtime Lurker" who converts. The surprising truth about emotion. Specific details create universal resonance; oversharing isn't required. Set healthy storytelling boundaries. Create a personal "No-Fly List" so you can be candid and professional. How to test, pace, and iterate your stories. Tell it 10 times, watch where eyes light up, and keep the beats that land. Steal this format: The Lead-Qualifying Listicle. A one-post framework to surface pains/solutions, spark replies, and quietly pre-qualify buyers. Spokesperson Rule. As founder, you're employee #1 and salesperson #1—use stories across TOFU, MOFU, and BOFU. Align or skip it. If a story doesn't connect back to your offer or bigger brand "quilt," don't post it. And much more… Also Mentioned in This Episode: Apply For Mastermind Ready to scale your business? Explore the HerBusiness Marketing Success Mastermind for expert support and community. Apply Now Join the HerBusiness Network Find out why HerBusiness is Australia's leading network for women business owners. Join Now The Candid Collective https://candidcollective.co/ Wallflower Fridays Kendall's newsletter on stories that sell: https://wallflowerfridays.com/ Kendall's LinkedIn https://www.linkedin.com/in/kendall-cherry/ Julia Cameron https://juliacameronlive.com/ The Artist's Way by Julia Cameron https://juliacameronlive.com/book/the-artists-way-a-spiritual-path-to-higher-creativity/ Frieda Maher – SalesPod https://salespod.com.au/

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