The Business of Stories with Susan Payton

What would you think if you made an offer and only 2 or 3% of the people you offered it to, bought it? Would you think that was a success – or a failure? In this short Just Saying episode, Susan challenges the idea that once an offer or launch or programme closes - the measure of whether or not it was a success is how many people bought it. And yes, of course, the whole point of putting an offer out is to make sales ... But, the story doesn't end there. There will be people who didn't buy, but are now one step closer to buying from you in the future. That is a success ... And an opportunity to build on the connection and trust you've already created. If you've ever come away from promoting something feeling disappointed by the sales, this episode is a reminder that business is more about consistency than instant results ... And that a “no” might actually be a “not yet” ... Just saying … CHECK OUT: Light the Way here Storytelling Mastery here FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/

You know you’re good at what you do. You know you can make a real difference to the people you work with. And you want more clients. But what happens when so much of the marketing advice out there just feels … icky? In this episode of The Business of Stories , Susan chats with Lizzy Kurtzer about her journey from struggling to talk about her business and attract clients, to finding a way to market herself that feels natural, authentic and aligned with her values. You'll discover: Why so much traditional marketing advice can feel completely wrong for you. The hidden connections in your past experiences that could completely change how you see your value. How Lizzy went from feeling a full-body 'no' about marketing - to finding an approach that felt completely natural. The unexpected discovery that helped Lizzy turn a simple free resource into a successful group programme. The powerful shift that changed how Lizzy showed up in her business and started attracting the right clients. The one thing you might be dismissing as irrelevant that could actually be what makes you different. If you're ready to attract more of the right clients, feel more confident talking about what you do and market your business in a way that feels genuinely like you, this episode is a must-listen. You can find Lizzy Kurtzer at innerconnectioncoach.co.uk or follow her on instagram at lizzie_kurtzer_coaching FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/

Have you ever looked at other business owners who seem to be making sales on autopilot and wondered what you're doing wrong? Why does it all seem so effortless for them, when you're working so hard to make things happen? In this episode, Susan shares something she said that nearly brought a client to tears - with relief - and why the stories we don't see behind other people's success can leave us feeling like we're falling behind. Because there's often a lot more going on behind the scenes than anyone talks about. This is the first episode of Just Saying , a new fortnightly series of short, bite-sized episodes where Susan shares honest thoughts, observations and behind-the-scenes insights from running her own business. No big production, no action steps. Just a few minutes of real talk about the things we can all learn from each other. If you've ever felt frustrated by how long things are taking, or wondered why building your business still feels like such hard work, this short, reassuring episode is for you. FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/

If you sell to organisations, you might struggle with knowing whose story your content should be speaking to. The person who benefits from your work? The person inside an organisation looking for someone like you? Or the person who ultimately holds the budget? And how do you connect with all of them without your content feeling scattered or disconnected? In this episode of The Business of Stories , Susan chats with June Hogan, founder of Wildwood Coaching, about how she uses storytelling to connect with three very different audiences, build trust - and even ‘sell’ her services, before she’s ever had a conversation. You'll discover: The different people involved in the buying journey - and what each of them needs to hear from your stories How one personal story can connect with completely different people without feeling forced or salesy. The biggest misconception about sharing personal stories on LinkedIn (and why it might be holding you back). The golden thread that connects your different audiences, even when their needs and challenges seem worlds apart. How your stories can build relationships and influence buying decisions long before someone contacts you. This honest and practical conversation will help you see just how many stories you already have to share, and how they can work together to make your content feel more focused, relatable and connected. FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

It can be hard to know what stories to share, when you have more than one ideal client. Maybe you work with both individuals and organisations. Or the person who pays you isn’t the person you actually work with. Or you have several audiences who all seem to want different things. If so, this episode of The Business of Stories is going to help you stop focusing on everything that makes your audiences different and uncover the golden thread that connects them. You'll discover: The one question that makes finding stories for multiple audiences so much easier. The hidden golden thread that can connect clients who seem completely different. How one story can speak to individuals and organisations without making your message feel muddled. The stories that show an organisation you’re the right fit, so they choose you. The simple exercise that can reveal a story capable of doing different jobs for different people. This episode will help you stop tying yourself in knots trying to create completely different stories for every audience and start seeing the common thread that connects them all. If you’re ready to simplify your message and share stories that connect with more of the people you’re here to help, this episode is a must-listen. FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

When you think about using storytelling in your business, you probably think about content. A social media post. An email. Maybe a client story on your website. But what if stories could be doing far more of the heavy lifting in your business - in places you might never have thought to use them? In this episode of The Business of Stories , Susan explores some of the most underused places to use storytelling, from your website and lead magnets to your courses, presentations, launches and sales conversations. You'll discover: The overlooked places in your business where stories could be helping people understand, remember, trust, connect and take action How stories can actually help your clients get better results, after they’ve invested. The story your website should be telling (which might be very different from the one you’re currently telling). The underused storytelling opportunity hiding inside your lead magnets, courses and workshops. The surprising role stories can play in sales conversations - so they feel easy and natural, and never ‘salesy’. The simple question that could completely change where you look for stories in your business. If you’re ready to stop thinking of stories as something you simply post - and start seeing all the places they could be working harder in your business - this episode is a must-listen. Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, The response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

When you’re looking for clarity in your business, it’s easy to assume the answers are somewhere outside of you. In another strategy, course, or expert telling you what your niche, message or offer should be. But what if the answers you’ve been searching for have been hiding in your stories all along? In this episode of The Business of Stories , Susan explores one of the most powerful, and underused ways to use storytelling in your business. You’ll discover: The overlooked storytelling strategy that could completely change the way you build your business. Why looking outside yourself for clarity could be keeping your niche, message and offers feeling harder than they need to. The hidden clues in your past that can reveal the work you’re really here to do. How joining the dots between seemingly unrelated experiences can uncover your unique business sweet spot. The reason some marketing advice creates a full-body “no” and what your stories can reveal instead. How the golden threads in your journey can become something uniquely yours - and incredibly powerful in your business. This inspiring episode will help you see storytelling in a completely different way - as a tool for understanding the golden threads that run through your journey, and building strong business foundations that feel completely aligned with who you are. If you’re ready to stop searching outside yourself for the answers and start uncovering the gold that’s already in your stories, this episode is a must-listen. If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

What if the things you’ve spent years trying to hide, change or smooth over are actually the very things that could help you stand out? What if the qualities you dismiss as flaws, quirks or weaknesses are exactly where your greatest strengths are hiding. In this episode of The Business of Stories , Susan talks to Crazy Successful author John Spencer Williams about why success doesn’t always happen despite the things that make us different - sometimes, it happens because of them. You’ll discover: The surprising reason your biggest flaw could also be one of your greatest advantages Why the instinct to fit in could be holding you back in your business. The one place to look when you can’t see what makes you different from everyone else. The “Crazy Idea” hiding in your work that could put you in a category of one. How something you’d never put on your CV could become a powerful reason people choose you. The stories you may be overlooking that could show people exactly what makes you different. This fascinating conversation will help you look differently at the qualities, experiences and stories that make up your unique blend - including the ones you might have spent years wishing you could change. If you’re ready to stop smoothing off the edges, lean into what makes you different and let your stories show people why that matters, this episode is a must-listen. Check out John’s book & profile test at https://crazysuccessfulbook.com/ If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

Hands up if you started your business because you wanted more freedom and flexibility? I’m hazarding a guess you’ve got your hands up right now. I think we all did. But, have you now got the ‘freedom’ you dreamed of? In this episode of The Business of Stories , Susan talks to Emma Hine, who built a seven-figure business that looked incredibly successful from the outside, while behind the scenes she was working 90 hours a week - and had created what she describes as a “monster”. Emma shares the deeply personal journey that forced her to rethink what success really means, why your business should support the life you want rather than consume it, and how doing less could actually be the key to growing more. You'll discover: The hidden story that drove Emma to keep growing a business she knew was making her unhappy. Why the version of success that looks impressive from the outside can feel very different on the inside. The simple question that could completely change the way you think about your dream business. How to spot the “noise” that’s taking over your business - and know what’s worth keeping. Why constantly adding another offer, platform or strategy could actually be getting in the way of growth. The three questions Emma uses to decide what stays in her business — and what needs to go. This honest and deeply moving conversation is a powerful reminder to question what you’re building, why you’re building it and what you really want your business to give you - so you can create success on your terms, with more clarity about what truly matters. If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

Starting a podcast can feel exciting - until you start thinking about how it’s going to actually work? What topics will you cover? What do you want people to get from it? And how do you create something that your listeners will want to come back to again and again? As The Business of Stories celebrates its first birthday, Susan looks back on a year of podcasting and shares what went into creating it, what she’s loved, what she’s struggled with, and why having somewhere people can really immerse themselves in your world can be so powerful for your business. You'll discover: The one thing every podcast, and every piece of content you create, needs for people to remember it. The two questions Susan asked herself before recording a single episode - and how they shaped everything that followed. The three things that gave Susan clarity on exactly what her podcast should sound and feel like. How to create a structure that feels familiar and consistent without boxing yourself in. The unexpected side of podcasting Susan wasn’t prepared for. And what Susan believes you should put into your podcast if you want listeners to feel like they already know you. This insightful, behind-the-scenes episode will help you think differently about creating content people can go deep on, while giving you practical ideas for making it focused, consistent and unmistakably yours. If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

In this final Summer Rewind episode of The Business of Stories, Susan revisits one of the most important conversations of the series - exploring the stories we tell ourselves and the impact they have on the way we show up in our business. Through honest personal stories and practical mindset shifts, you'll discover how changing your inner narrative can help you become more visible, more confident, and more focused on the people you're here to help. You'll discover: How the stories you're telling yourself could be holding your business back. The simple mindset shift that makes showing up feel lighter and more purposeful. How to stop making it about you. The life-changing advice Susan got that changed everything. How to recognise the "what if..." stories that are keeping you playing small. A powerful way to stop comparing yourself and start believing what's possible for you. Why being more you is the greatest advantage you have in business. This uplifting episode is a powerful reminder that when you rewrite the story in your head, everything else becomes easier. Showing up feels more natural, sharing your stories feels more meaningful, and the people you're here to help are far more likely to find you. If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

In this episode of The Business of Stories , Susan revisits one of the podcast's most inspiring episodes, exploring what happens when your business becomes about something bigger than the products or services you sell. Through powerful real-life stories, you'll discover how the businesses people remember aren't just known for what they do, but for what they believe, the change they're creating, and the future they're inviting others to be part of. You'll discover: How to uncover the movement that's already taking shape within your business. Why the strongest messages begin with a belief, not a business plan. The powerful question that will completely change how you think about your business. How your own story could hold the seeds of a movement without you even realising it. Why people are drawn to businesses that stand for something bigger than what they sell. The simple exercise that helps you uncover the beliefs at the heart of your business. This inspiring episode will help you find deeper meaning in your message, connect with the people who share your beliefs, and build a business that people don't just buy from, but genuinely want to be part of. If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

In this episode of The Business of Stories , Susan revisits one of the podcast's most thought-provoking episodes, exploring why your pricing is about so much more than numbers. Through powerful stories and real client examples, you'll discover how your prices shape the way people perceive your value, the clients you attract, and the confidence you bring to your business. You'll discover: How your pricing could be shaping people's perception of your business before they've even worked with you. The surprising story your prices might be telling without you even realising it. Why people don't buy based on price alone, and what they're really investing in. How to know whether your pricing truly reflects the value you create for your clients. The powerful link between pricing, energy, and attracting the right people to your business. Why understanding the transformation you create changes everything about how you price your offers. This thought-provoking episode will help you see your pricing through a completely different lens, so you can communicate your value with more clarity, confidence and purpose. If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

In this episode of The Business of Stories Susan revisits one of the most powerful storytelling concepts of all - the Hero and the Guide. Through stories from Star Wars to a vivid jungle metaphor, you’ll discover why understanding your role in your client’s story can transform not only the way you show up, but also how your audience perceives you. You'll discover: How to make it easy for the people who need you, to find you How a simple shift in perspective can completely change the way you show up in your business Recognising how your clients are really feeling before they find you, and how to make them feel safe, supported and ready to take the next step. The jungle metaphor that has helped hundreds of business owners reframe any worries about being “salesy” How to overcome the fear of putting your content out there, and what happens when you hold back A powerful visualisation that will inspire you to shine your light more brightly. This inspiring episode will help you show up with more confidence, clarity, and purpose - and step fully into the person your ideal clients are looking for. If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

It’s so easy to believe you need more experience, more clients, bigger results or a longer list of testimonials before you have anything worth sharing. But the truth is, your stories didn’t begin when your business did. They started long before that. In this episode of The Business of Stories , Susan shares why every stage of your journey is filled with valuable stories, even if you're only just starting out, pivoting in a new direction, or building something completely different. You'll discover: The one thing that's far more powerful than having years of experience or a long list of testimonials. The biggest mistake people make when starting a business (and why waiting until you feel credible only holds you back). The simple shift that helps you stop worrying about what you don't have... and start using what you do. Why your business story didn't begin the day you launched - and where your most powerful stories really started. The story that builds credibility before you've ever worked with a paying client. How to know if you're sitting on stories that could transform your content without even realising it. This value-packed episode is a powerful reminder that you don't need to wait until you feel more experienced or more successful before you start telling your stories. If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

As part of the Summer Rewind series, we're revisiting some of the episodes that have resonated most over the past year - and contain ideas every business owner needs to hear more than once. This episode is for you if you've ever worried that your stories feel too long, too complicated, or are hard to follow. Join Susan as she shares one of the most simple structures in storytelling, that sits at the heart of almost every story you already know and love. With stories and examples that bring every step of this simple framework to life, you’ll be putting it to use in no time! You'll discover: The simple, five-word structure behind every great movie, book and story - and how to use it in your stories Why the but in your story is where the emotion and connection lives. The biggest mistake that causes people to switch off from your stories (and how to avoid it) How to strip away the waffle without losing the emotion that creates connection. A quick storytelling exercise that will instantly make your stories more focused, engaging and memorable. This super practical episode will help you transform lengthy or scattered stories into powerful, memorable narratives. If you want a simple framework that will help you share stories in your posts, talks and clients stories, so they flow and resonate every time, this episode is a must-listen. If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

What makes someone choose you - instead of the other 18 tabs they've got open? If you've ever wondered how to stand out in a world that is getting noisier and noisier, this conversation will reframe the way you think about positioning. In this episode of The Business of Stories, Susan sits down with entrepreneur Olly Richards to explore how building a "One Person Empire" isn't about working harder - it's about knowing what to leverage and becoming impossible to ignore. You'll discover: Why trying to be ‘better’ than your competitors is often the hardest way to win The mindset shift that stops you competing on price, experience or popularity Why most business owners are squeezing blood from a stone - and what to build instead Why building an audience gives you far more freedom than constantly creating new offers The overlooked kind of leverage that can make your business feel lighter, more profitable and far more sustainable How to uncover the experience, perspective and stories to create your own Category of One Whether you're a coach, consultant or creative building a business around your expertise, this conversation will help you think differently about growth, leverage and what makes you the obvious choice. NOTE: You can find Olly Richards’ blog, courses & contact details at: https://ollyrichards.co/ If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, The response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

What do you do when you wake up and realise your business bank account doesn't have enough money to cover next month's expenses? In this episode of The Business of Stories , Susan shares a very honest story about being faced with a frightening cash flow situation. And the simple exercise that helped her stop making decisions from fear, and gave her the clarity to create £20,000 in under 30 days. Susan takes you behind the scenes of exactly what happened, what she did differently, and why writing one email became the turning point that changed everything. You'll discover: Why the story you tell yourself in moments of fear will determine what you do next How writing one email from your future self can completely change the decisions you make today The surprising strategy that helped Susan make £6,000, before she'd even launched her offer The mindset shift that stops you asking "What if this doesn’t work?” What to do when sales slow down and doubts creep in The simple question that will completely change how you feel about what you can achieve This honest and inspiring episode is a reminder that the stories you choose to tell yourself shape the actions you take - and those actions create the results you're capable of achieving. If you're ready to stop letting fear write your story and start becoming the person who creates the future you want, this episode is a must-listen. If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

If you've ever wondered how to tell stories that truly connect with the people you want to help - without overthinking, oversharing, or wondering whether you're doing it ‘right’ - this episode is for you. For the first time, Susan shares the simple 7-step storytelling process she’s previously only taught inside her live five-day challenges. This practical framework is designed to help you turn everyday moments into powerful stories that do the selling for you. Think of it as a mini storytelling masterclass, complete with a free workbook you can download at thebusinessofstories.com/blueprint - and keep coming back to whenever you need inspiration or clarity. You’ll discover: The story you need to rewrite before you can confidently share your own The one quick practice that will always make your stories more powerful What to do instead of trying to tell your whole story The simple shift that makes people feel like they're right there with you The secret to creating stories people don't just read, but feel How to turn everyday moments into stories that have purpose and impact The surprisingly simple way to guide people towards the next step without feeling salesy This super practical episode walks you, step by step, through a process you can use over and over again, to transform not just one post or one email, but the way you communicate across your entire business. If you're ready to tell stories that position you as the Guide, and have your content doing more of the selling for you, this episode is a must-listen. DOWNLOAD THE WORKBOOK You can download the workbook that goes with this episode at https://thebusinessofstories.com/blueprint/ Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, The response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .

If you’ve ever thought, “I don’t have enough interesting stories to share”, you’re not alone. So many business owners hold back from making storytelling a key part of their marketing strategy because they think their stories need to be dramatic, life-changing or show-stopping. But what if the problem isn’t that you don’t have enough compelling stories - but that you just don’t know where to find them? In this episode of The Business of Stories , Susan is joined by journaling coach Sally German, who shares how journaling helped her navigate a major chapter of change, build a thriving business, and uncover the stories, lessons and insights that were hiding in plain sight. You’ll discover: • How journaling can help you notice patterns, build self-awareness and create stories that connect • The powerful exercise Sally uses to better understand her ideal client and the transformation she creates • Why clarity about your business, messaging and audience comes from looking within, not outside yourself • How changing the way you tell your stories can attract the people who are truly ready to work with you • Why throwing out the rule book around journaling can make it easier, more enjoyable and far more sustainable This warm and inspiring conversation will help you slow down, see your experiences through a different lens and build more confidence in the value you bring. If you’re ready to uncover the stories that have been there all along and use them with more clarity, compassion and confidence, this episode is a must-listen. Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide here Download a free copy of The Business of Stories here OFFERS: Check out The Story Source here Storytelling Mastery here About your host Susan Payton: When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away! In fact, that moment completely changed her business - and her life. Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories , hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry. Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business. Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person. In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story. See my bio here And my speaker page here Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Produced by Winter Audio .