42 - Creating Messaging that Resonates with StoryBrand Guide & Illuminated Co-Owner, Katelyn Soults Artwork

Local to Legend

Local to Legend is the podcast for local business owners like you, looking for the resources and tools needed to create a scalable, profitable, simply irresistible brand. What makes local businesses different than small businesses? Local businesses have their own little ecosystems they work within. Some local business owners have the hopes of being sold to Unilever (Schmidt’s) or getting a HGTV show (Joanna Gaines) or being sold in Target (Ben & Jerry’s). Others want to be a legend in their own community where people know, love, trust, and refer them all the time. The cool thing about being a legend is it’s fairly subjective, right? We have legends in Des Moines, Iowa (my home base), but they aren’t legends in the country. We have legends in the country, but they aren’t legends in the world. What I’ve come to discover in hundreds of conversations with local business owner is this: they desire MORE for themselves. They want to expand, but how? They want to grow their business, but what do they do? They want to pivot, but what will that mean? Local to Legend is about that conversation. And I'm thrilled to have you here.

All Episodes

Local to Legend

42 - Creating Messaging that Resonates with StoryBrand Guide & Illuminated Co-Owner, Katelyn Soults

November 29, 2021 • Emily Steele

In this week’s episode of Local to Legend, Emily chats with Katelyn Soults, co-owner of Illuminated, an agency assisting small business owners, and a certified StoryBrand Guide. Emily & Katelyn are both fans of Donald Miller’s StoryBrand framework and join today to talk more about how business owners can come alongside their customers with their messaging to illustrate how their products or service offerings can solve pain points and fulfill a need.

Katelyn talks about how to extract yourself from your content some of the time and make your customers the focus. She explains why it’s important to dig deeper into your target audience to discover the problem you’re solving rather than the features or benefits of your product or service. Emily and Katelyn talk through creating content and key things to remember that can help you create pillar pieces that you can continuously add value to or pull from in your business.

Tune in for topics like:

Donald Miller’s StoryBrand Framework
Difference between being the hero of your business vs. the guide
The amount of time you have to make a first impression
Why you should focus on clarity rather than cleverness
Essential pieces for the top section of your website
Why you don’t need to be on every channel

Links from the episode:

Illuminated Website
Illuminated Instagram
Katelyn’s Instagram
Illuminated LinkedIn
Business Made Simple - StoryBrand framework episode
Building a Story Brand by Donald Miller - book
Free hour long training for local business owners - build success for your business with this four step framework!
Come Back Again Method - get customers coming back again and again!

Follow me (Emily Steele) (Love Local) on Instagram for a little business + a little life, and a whole lot of positive energy!