The Business of Stories with Susan Payton

Susan Payton
  • 5.0 (2)
  • Marketing

In 2015, I shared my ‘very ordinary’ story with 1500 business owners and it totally changed my business - and my life. I went from struggling to be seen and heard, to having dream clients signing up to work with me. It blew my mind. I saw first-hand how sharing stories in business is not just essential; it’s a superpower! Since then, thousands of business owners have bought my book, The Business of Stories, and used my simple storytelling frameworks in their content and marketing - to cut through the noise, communicate their value, build authority and create connection. If you struggle to get across who you are, what you help your clients do and why they should work with you – this podcast is for you. No matter what your life has looked like or what stage of business you are at, your stories are your greatest asset and, every week, I’ll show you how to find and share the ones that will do the ‘selling’ for you in your business, so you don’t have to! 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/ Download a free copy of The Business of Stories here: https://thebusinessofstories.com/freebook/ Grab The Storyteller’s Starter Pack here: https://thebusinessofstories.com/pack/

  1. Aug 12

    Episode 51: SUMMER REWIND - The story your pricing is telling

    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.

  2. Aug 5

    Episode 50: SUMMER REWIND - How to show up as the Guide in your customer’s story

    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 youHow a simple shift in perspective can completely change the way you show up in your businessRecognising 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 backA 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.

  3. Jul 29

    Episode 49: SUMMER REWIND - The stories you already have that will build trust

    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.

  4. Jul 22

    Episode 48: SUMMER REWIND - Why your stories aren't landing (and the simple fix)

    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.

  5. Jul 15

    Episode 47: Become the Only Choice: Building Your Category of One – with Olly Richards

    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 winThe mindset shift that stops you competing on price, experience or popularityWhy most business owners are squeezing blood from a stone - and what to build insteadWhy building an audience gives you far more freedom than constantly creating new offersThe overlooked kind of leverage that can make your business feel lighter, more profitable and far more sustainableHow 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.

  6. Jul 8

    Episode 46: What I did when I needed to make £20K in 30 days

    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 nextHow writing one email from your future self can completely change the decisions you make todayThe surprising strategy that helped Susan make £6,000, before she'd even launched her offerThe mindset shift that stops you asking "What if this doesn’t work?”What to do when sales slow down and doubts creep inThe 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.

  7. Jul 1

    Episode 45: The simple 7-step process that turns stories into sales

    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 ownThe one quick practice that will always make your stories more powerfulWhat to do instead of trying to tell your whole storyThe simple shift that makes people feel like they're right there with youThe secret to creating stories people don't just read, but feelHow to turn everyday moments into stories that have purpose and impactThe 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/ If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com OTHER RESOURCES: Check out The Story Source here Storytelling Mastery here Download my Be The Guide Masterclass 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/ Produced by Winter Audio.

  8. Jun 24

    Episode 44: Journaling your way to clarity, confidence and better stories - with Sally German

    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. If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com Check out The Story Source here Storytelling Mastery here Download my Be The Guide Masterclass 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/ Produced by Winter Audio.

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In 2015, I shared my ‘very ordinary’ story with 1500 business owners and it totally changed my business - and my life. I went from struggling to be seen and heard, to having dream clients signing up to work with me. It blew my mind. I saw first-hand how sharing stories in business is not just essential; it’s a superpower! Since then, thousands of business owners have bought my book, The Business of Stories, and used my simple storytelling frameworks in their content and marketing - to cut through the noise, communicate their value, build authority and create connection. If you struggle to get across who you are, what you help your clients do and why they should work with you – this podcast is for you. No matter what your life has looked like or what stage of business you are at, your stories are your greatest asset and, every week, I’ll show you how to find and share the ones that will do the ‘selling’ for you in your business, so you don’t have to! 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/ Download a free copy of The Business of Stories here: https://thebusinessofstories.com/freebook/ Grab The Storyteller’s Starter Pack here: https://thebusinessofstories.com/pack/

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