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. 3d ago

    Episode 60: B2B storytelling – How to connect with different audiences without confusing your message

    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.

  2. Oct 7

    Episode 59: What stories to share when you have more than one ideal client or audience

    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.

  3. Sep 30

    Episode 58: Underused Story Strategies #2 — All the places you could be using stories (but probably aren’t)

    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 actionHow 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.

  4. Sep 23

    Episode 57: Underused Story Strategies #1 — Using stories to build strong business foundations

    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.

  5. Sep 16

    Episode 56: How your flaws could be your crazy advantage - with John Spencer Williams

    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 advantagesWhy 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.

  6. Sep 9

    Episode 55: How to Do Less and Grow More - with Emma Hine

    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.

  7. Sep 2

    Episode 54: Thinking of starting a podcast? Listen to this

    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.

  8. Aug 26

    Episode 53: SUMMER REWIND - The story that’s holding you back

    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.

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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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