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Emerge + Expand
Recording #28: 028 The Power of Story Telling Marketing with Brook McCarthy
This
is
The
Emerge
and
Expand
Podcast,
a
place
for
introverted
and
sensitive
souls
who
are
trying
to
cut
through
the
noise
online
and
create
success
in
their
own
businesses
on
their
own
terms.
I'm
your
host,
Catherine
Mackenzie
Smith
and
I'm
so
glad
that
you're
here.
Hi
and
welcome
to
another
episode
of
The
Emergent.
Expand
podcast.
I
have
another
interview
in
the
Do
Business
Different
Friendly
Interview
series
for
you
today,
but
before
we
get
into
it,
I
just
wanted
to
remind
you
about
my
new
Get
Out
of
Your
Head
and
Get
Into
Action
seven
day
journey
called
One
Step
at
a
Time.
It
is
completely
free.
You
can
download
it@katherinemckenzismith.com
journey
and
if
you're
listening
to
this,
between
the
6th
and
the
13
July,
I'm
running
three
free
live
stream
sessions
in
my
introvert,
friendly
business
community.
So
if
you'd
like
to
come
along
to
that,
all
of
the
details
will
be
in
the
show
notes
or
head
to
Catherineckenzismiths.com
journey
to
get
all
of
the
details
and
first
access
to
the
guide
when
it's
available.
Now,
let
me
introduce
you
to
the
guest
for
today's
Do
Business
Differently
interview.
It
is
my
friend
Brooke
McCarthy,
who
I
met
when
I
was
very
early
in
my
business
back
in
Sydney
at
a
B
school
meetup
back
in
the
day.
And
I
just
really
appreciated
Brooke's
no
BS
approach
to
business
and
the
stories
that
she
tells,
not
just
in
her
life,
but
also
through
her
marketing
messaging.
So
I'm
really
excited
to
share
this
conversation
with
you
today
as
well.
Brooke
works
with
values
based
business
owners
who
deliver
professional
services
through
business
coaching,
training
courses
and
Masterminds
to
equip
owners
to
earn
consistent
ten
K
months
while
magnifying
their
impact
without
burning
out,
getting
overwhelmed
or
overspending
on
team
tech
or
other
fancy
stuff.
Hi
Brooke,
I'm
so
excited
to
reconnect
with
you
today
and
have
an
amazing
conversation
with
you.
Me
too,
me
too.
It's
been
six
years,
at
least
six.
Years
since
I
was
living
in
Sydney
and
was
probably
the
last
time
that
we
got
to
see
each
other.
Indeed,
long
time
ago.
I
know.
So
great
to
reconnect
and
I
know
this
conversation
is
just
going
to
be
so
juicy
today.
I
can
already
tell
from
the
chat
we
had
before
we
started
recording
how
good
it's
going
to
be
because
there's
so
many
things
that
we
could
talk
about
and
I'm
excited
to
see
how
that
plays
out.
Yeah,
we're
like,
come
on,
we
have
to
hit
record.
This
is.
The
good
stuff.
But
just
for
anyone
who
is
listening
who
isn't
across
your
work,
can
you
start
by
just
telling
us
a
little
bit
about
what
you
do
and
who
you
support?
Yes,
I'm
a
business
coach.
Please
don't
hold
that
against
me.
I'm
also
a
business
trainer
and
I
work
with
soloists
and
business
owners.
They
tend
to
come
from
the
health
sector
as
well
as
creative
sector.
So
I
do
tend
to
attract
a
lot
of
writers
and
videographers
and
generally
kind
of
creative
people,
even
if
they
don't
consider
themselves
creative,
even
if
what
their
work
isn't
kind
of
obviously
creative,
they
are
still
creatives
and
sensitive
folk,
critical
thinkers
and
most
often
women.
So
I
do
have
some
men,
mainly
gay,
but
the
majority
of
my
clients
are
female,
and
a
lot
of
them
are
over
40
as
well.
Now,
you
said,
don't
hold
that
against
me.
So
that
actually
brings
me
to
a
question
that
I
really
like
to
ask.
What
is
it
about
the
work
that
you
do
and
when
maybe
you
started
your
business
that
made
you
want
to
do
business
differently
from
how
others
in
your
industry
do
it?
How
long
have
you
got?
So
many
things.
And
in
fact,
I
find
it
personally
really
motivating
to
look
at
other
people
doing
a
shockingly
shit
job
of
something,
and
I
think,
oh,
God,
like,
I
almost
feel
a
moral
obligation.
You
know,
I
can
think
off
the
top
of
my
head
at
least
three
instances.
There
was
one
time
I
was
just
about
to
quit
social
media
marketing.
I
found
it
sorry,
social
media
marketing
training.
I
found
it
very
hard
work
to
deliver
that.
I
found
people
got
highly
emotional,
and
I
was
like,
I'm
done
with
this.
I'm
too
old
to
be
teaching
it
anyway.
Let
the
young
kids
teach
this.
And
then
I
went
to
a
business
event.
There
were
about
300
people
in
the
room.
It
was
one
of
those
events
where
you
know
you're
going
to
get
pitched
because
the
ticket
is
free
or
the
tickets
cheap,
and
they
pack
people
in,
and
they
got
the
credit
card
machines
out
the
back
near
the
doors.
I
wasn't
paying
much
attention
when
I
booked
it,
but
it
was
all
about
social
media
marketing.
And
the
guy
who
shall
remain
nameless
was
standing
on
stage
giving
the
worst,
most
unworkable
advice
to
a
room
full
of
small
business
owners
that
I
kind
of
felt
morally
obligated
to
keep
going.
I
have
to
say,
when
you
just
said
that,
I
was
like,
I
have
definitely
had
periods
like
that.
Yes.
And
a
compliment
that
I
get
a
lot
from
clients
is
that
I'm
honest.
And
I
find
that
that's,
like
a
recurring
compliment.
I
find
that
a
really
weird
compliment.
And
it
just
makes
me
think,
what
the
hell
are
you
who
are
you
interacting
with
that
I
stand
out
as
an
honest
person
anyway?
Yeah.
You
think
that
that
should
just
be
a
standard,
and
the
fact
that
that's
something
that
stands
out
to
people
surely
says
a
lot.
Absolutely.
This
should
be
like,
the
bare
minimum.
This
should
be
the
price
of
entry.
Is
that
you're
honest?
That's
wild.
Actually,
I
need
to
take
a
moment
to
just
recover
from
that.
Look,
there
are
so
many
different
directions
that
I
know
that
we
can
go
talking
about
this.
And
I
know
coaching
is
one
that
you
and
I
both
are
in,
but
also
have
many,
many
opinions
about.
So
I
guess
when
we're
talking
about
standing
out
and
having
this
moral
obligation
to
show
up
in
that
way,
can
you
give
us
any
examples
of
if
you've
got
a
slick
marketing
message?
It
can
be
really
easy
for
people
to
get
kind
of
caught
up
in
that
versus
actually
what
people
should
be
looking
for
when
they're
deciding
who
they
want
to
work
with
as
a
business
coach.
Yeah,
I
think
that
there
are
so
many
things
to
consider
here
and
I'm
just
trying
to
pull
out
all
the
different
threads
in
my
mind
while
I
sound
articulate
and
hopefully
funny.
But
I
think
that
coaching
at
its
best
is
unbelievable.
It's
amazing.
It's
the
best
job
in
the
world.
Both
being
a
coach
is
amazing
and
receiving
coaching
is
phenomenal.
And
I
wish
that
everybody
had
access
and
that
this
was
something
really
normal
and
not
something
that's
in
vogue
or
different
or
unusual.
And
then
having
said
that,
I
think
it
potentially
puts
you
in
a
position
as
a
coach.
It
potentially
puts
you
in
a
position
of
great
power,
which
means
that
it
is
a
position
that
you
can
abuse.
And
I
don't
know
if
you
remember,
but
I
did
a
religious
studies
degree
and
I
studied
cults
at
university
and
I
also
accidentally
joined
a
cult.
Good
news.
They
were
very
lovely,
seventy
s
free
love
and
mung
beans
kind
of
cult.
So
it
was
a
lovely
experience.
Not
a
koolaid
cult,
not
one
of
those
weird
cults.
Apart
from
all
of
the
meditation,
full
moon
and
all
this
stuff,
it
was
a
tantric
Hindu
cult
for
those
who
are
interested.
And
the
guru
was
from
Calcutta.
He
died
in
about
1990.
Anyway,
point
being
is
it
made
me
kind
of
very
sensitive
to
abuse
of
power.
And
with
the
benefit
of
hindsight,
the
wisdom
of
hindsight,
I
think
I've
been
scared
of
my
own
power
and
scared
of
my
own
leadership.
And
for
many
years,
when
I
felt
like
clients
and
others
were
looking
up
to
me
or
respecting
me,
it
caused
this
weird
reaction
in
me
whereby
I
really
didn't
like
it.
I
think
it's
always
really
useful
not
to
put
anyone
on
a
pedestal
because
we
are
all
normal
slobs.
We
are
all
human.
And
being
a
coach
doesn't
make
you
some
kind
of
Buddha.
I
think
that's
a
popular
misconception
that
because
you're
a
coach,
you
somehow
have
all
your
shit
together
and
you
never
feel
jealous
and
you
never
get
angry
and
you
never
say
things
you
regret.
And
that
is
far
from
the
truth.
It
is
sometimes
a
bit
of
a
minefield.
And
I
have
a
big
screening
process.
Normally
by
the
time
I
get
on
a
sales
call
with
somebody
who
wants
one
to
one
coaching,
they've
filled
out
two
different
forms.
And
then
during
that
sales
call,
I'm
vetting
them,
so
to
speak.
It's
not
a
very
nice
word,
is
it?
I'm
trying
to
find
out.
I'm
trying
to
feel
into.
Are
we
a
good
fit
personality
wise,
will
you
get
an
excellent
return
on
investment?
Are
we
the
kind
of
personality
that
fits
together
like
hot
chips
and
Seagulls?
Because
I
don't
want
to
get
into
a
situation
where
there's
a
weird
dynamic
and
to
learn
from
experience,
sometimes
hard
experience,
what
personality
types
go
well
with
my
personality
type
and
what
personality
types
don't.
Because
how
I
approach
business
is
I
want
my
clients
and
myself
to
be
a
mutual
admiration
society
of
two
equal
consenting
adults
who
are
both
bouncing
off
each
other's
ideas
and
energy
and
are
both
kind
of
benefiting.
It's
like
a
win
win
relationship.
And
so
as
a
consequence,
I'd
probably
turn
down
more
people
than
I'd
take
on.
And
the
other
thing
too
is
that
I
think
one
to
one
business
coaching
is
expensive
and
group
business
coaching
is
an
excellent
alternative
that
tends
to
be
a
hell
of
a
lot
more
cost
effective
as
well.
One
thing
that
really
I'd
love
to
go
a
little
bit
more
into
is
this
idea
of
the
power
or
the
imbalance
of
that
I
think
power
dynamic
or
that
dynamic
that,
like
you
said,
can
be
as
coaches,
something
we
need
to
be
cautious
of.
But
I
think
also
as
clients,
as
consumers
of
content,
as
people
who
are
usually
when
you
go
into
business,
interested
and
curious
and
learning
new
skills
all
the
time.
And
one
thing
that
I
often
say
to
my
clients
who
are
more
introverted,
more
highly
sensitive,
that
when
you
have
an
energy
field
that
is
affected
by
the
energy
of
other
people,
being
really
mindful
and
grounded
in
our
own
sovereignty
is
so
important
because
that
boundary
can
get
really
word.
And
I
say
to
people,
I've
said
this
to
so
many
clients
over
the
years,
which
I
don't
know
if
it's
a
bit
harsh,
stop
trying
to
give
me
all
your
power.
Because
that's
something
that
people
do
prey
on,
I
think.
And
we
see
this
in
sales
and
marketing,
messaging
and
tactics.
But
I
think
as
well,
we
all
need
to
take
responsibility
for
our
own
boundaries
as
well
and
actually
stop
seeing
people
who
maybe
we
think
are
making
more
money
than
us
or
who
have
more
followers
than
we
do,
or
are
our
coach
or
someone
that
we're
learning
from
actually
stop
handing
our
power
over
to
them
and
be
really
mindful
of
that
too.
Do
you
have
any
thoughts
on
that?
Yeah,
I
mean,
I
think
you've
hit
the
nail.
The
hammer
the
nail
anyway,
you've
hit
something.
I
think
to
bring
in
another
metaphor,
you
bang
on.
There's
so
many
things
you
said
there
and
so
I'm
going
to
try
and
pull
out
the
different
threads
because
I
think
you
said
something
about
taking
responsibility.
I
think
you
were
also
referring
to
the
fact
that
there's
a
lot
of
charlatans
and
that
beware
that
we
need
to
do
our
due
diligence.
And
you
also
talked
about
sensitivity
and
empathy.
Let
me
try
and
address
those
amazing.
Sorting
out
my.
Self
here
because
I'm
like,
Shit,
there's
so
many
things
to
say.
I
might
start