The Business of Stories with Susan Payton

Susan Payton
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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/

  1. 23H AGO

    Episode 26: How I built a 6-figure business with one simple process

    Running a business can feel lonely, messy, and completely overwhelming - especially when you’ve got a head full of ideas and no clear sense of what to focus on next. In this episode of The Business of Stories, Susan opens up about her own very organic business journey - from years of offering 1:1 Done For You work, to creating a book, a process, and eventually a scalable business rooted in her unique IP. She shares what she did at each stage, why she made those decisions, and how one foundational process became the catalyst for everything that followed. You’ll discover: Why creating your own unique process or IP can be a game-changer, even if your work feels bespokeHow documenting what you do with clients can reveal clarity, confidence, and directionWhy clients need a roadmap, not a rigid framework - and how a process builds trustHow to think about your work as a journey from A to B, rather than a collection of disconnected toolsWhat’s possible when you get clear on what you want to be known for, create a process you can trust, and build your business around that This honest, behind-the-scenes episode will help you stop second-guessing your path, trust the process you already have, and see that the journey you guide your clients through can unlock growth, confidence, and momentum in your business. 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 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...

    25 min

  2. FEB 11

    Episode 25: How to make your stories work (even if writing isn’t your thing)

    So many business owners want to share stories in their content - but something keeps stopping them. And sometimes, that barrier is the act of writing itself. In this episode of The Business of Stories, Susan sits down with long-time Storytelling Mastery member Sue Hall - whose relationship with writing was shaped by years of red pen corrections, criticism, and an undiagnosed dyslexia. What changed everything wasn’t learning how to write ‘better’ - it was learning who she was writing for, and how to use simple storytelling frameworks to get her ideas out of her head and onto the page. You’ll discover: How clarity, structure, and a strong core message can remove resistance and build confidenceWhy storytelling frameworks matter - especially if writing feels overwhelming or heavyHow finding the golden thread that runs through your three key stories makes your content feel focused, intentional, and connectedWhy stories work best when they meet people exactly where they’re atHow your stories can be a powerful bridge between you and the people you’re here to help This warm, encouraging conversation will help you see that storytelling isn’t about writing flawlessly - it’s about helping one real person feel understood, supported, and less alone. If you’re ready to stop battling the blank page and start sharing stories 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 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 a...

    37 min

  3. FEB 4

    Episode 24: Stop packing too much into your stories!

    In this super practical episode of The Business of Stories, Susan shares why simplicity is what makes stories compelling - and how packing too much into your story is one of the fastest ways to disengage your audience. She walks you through six clear, easy ways to shorten your stories without losing the meaning, emotion, or message that matters. You’ll discover: How to focus on one moment, one message, one insight - without detours, diversions, or rabbit holesHow using a word limit forces clarity and helps you cut out the clutter.How bullet points can be a powerful storytelling toolWhy knowing the point of your story before you start makes it easier to know what you need to includeHow starting in the moment, and ending sooner than you think, can strengthen the impact.The simple perspective shift that helps you experience your story the way your ideal client will. This clear, actionable episode will help you simplify your stories, sharpen your message, and stop overwhelming your audience - without losing what makes your voice uniquely yours. If you’re ready to stop cramming everything into one story and start sharing 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 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...

    20 min

  4. JAN 28

    Episode 23: The story your pricing is telling

    It’s so easy to think that pricing is just a number. Something practical. Logical. Neutral. But what if the prices you charge for your products and services are actually telling a story about you - whether you realise it or not. In this episode of The Business of Stories, Susan explores why pricing is never just about money, and how what you charge shapes perception, energy, confidence, and the clients you attract. You’ll discover: How undercharging can quietly undermine trust, positioning, and confidenceWhy fitting in with your competitor’s pricing might be keeping you stuckHow to spot a disconnect between how you position yourself and what you chargeThe role energy plays when you quote a price, and why it matters more than you thinkWhy pricing is never about your self-worthA simple way to make the value of what you do feel tangible, clear, and easy to say yes to This perspective-shifting episode will help you look at your pricing in a new light, and make intentional choices that feel aligned - for you and the people you’re here to help. If you’re ready to stop letting fear or old beliefs dictate your prices, and start telling a story of clarity, confidence and value, 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 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...

    29 min

  5. JAN 21

    Episode 22: Why some people connect with you and others don't

    Have you wondered how connection works in business? Why some people lean in, and feel excited to work with you - while others walk away? In this episode of The Business of Stories, Susan unpacks a real moment from a recent launch that perfectly illustrates why connection isn’t about being polished, perfect, or universally appealing - and why that’s actually good news for your business. She explores the science behind connection, from brain chemistry to mirror neurons, and shares a powerful reminder that connection isn’t something you manufacture. It’s something that happens when you stop trying to be for everyone. You’ll discover:Why the very thing that turns one person off can be the exact reason someone else feels deeply drawn to youHow storytelling creates real connection in the body, not just in the mindWhy perceived similarity matters more than being a ‘perfect match on paper’How your stories act as a natural filter - attracting aligned clients and filtering out the restHow sharing what you stand for helps the right people buy into you, before they buy from you This reassuring episode will help you stop second-guessing why not everyone connects with your message, and start trusting that your way of showing up is doing exactly what it’s meant to do. 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 Storytelling Mastery here Download my Be The Guide Masterclass here Download a free copy of The Business of Stories here Grab The Storyteller’s Starter Pack 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...

    24 min

  6. JAN 14

    Episode 21: From debt and bailiffs to building something meaningful - with Natasha Britton

    In this episode of The Business of Stories, Susan sits down with business mentor Natasha Britton, whose journey from homelessness, teenage motherhood, and financial pressure to building a successful salon business shows what’s possible when vision, resilience, and self-belief lead the way. Natasha shares her story with honesty and heart - and shows how lived experience, adversity, and hard-earned lessons shape the way we lead, mentor, and serve others. You’ll hear how Natasha’s story became the foundation of her positioning, her confidence, and the deep trust she builds with clients - and why sharing your story with intention can be one of the most powerful business decisions you ever make. You’ll discover: How lived experience builds credibility in a way strategies alone never canWhy the hardest parts of your journey often shape the mentor, guide, or leader you becomeWhy you don’t need your client’s exact story for them to feel seen, heard and understoodThe mindset shifts that help you keep going when things feel overwhelming or uncertainThe power of staying connected to the chapters you’ve ‘outgrown’ - and why they still matter This honest conversation will help you see your story differently. Not as something to hide or move on from, but as a source of strength, clarity, and connection for the people you’re here to help. If you’re ready to stop downplaying where you’ve come from and start using your story 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 Storytelling Mastery here Download my Be The Guide Masterclass here Download a free copy of The Business of Stories here Grab The Storyteller’s Starter Pack 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...

    37 min

  7. JAN 7

    Episode 20: Your energy is shaping your results - Getting a bit woo!

    Have you ever realised that you’ve bought into the narrative that success has to be hard, and that nothing worth having comes easily? Well, this episode is an invitation to look at what happens when you get clear about what you want - and the energy you bring to receiving it. In this fun, honest, and surprisingly grounding episode of The Business of Stories, Susan shares unforgettable stories about ‘ordering’ from the Universe. You’ll discover: How being clear and specific about what you want changes what you receiveWhy the energy you bring to your content, conversations and offers, can impact your results more than you thinkWhy clarity, belief, and openness matter just as much as strategy when it comes to attracting clients, income, and opportunities.How doubt, fear, or bracing for disappointment quietly blocks resultsHow to stay open to receiving - even when life or business feels messyAnd a simple way to shift your energy before your next launch, offer, or big ask This uplifting and reassuring episode will help you reconnect with what you really want, show up with more belief and ease, and remember that your business doesn’t have to feel hard to be successful. If you’re ready to trust what you’re building and bring more clarity, confidence, and openness to how you show up, 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 Download my Be The Guide Masterclass here https://thebusinessofstories.com/betheguide/ Download a free copy of The Business of Stories here Grab The Storyteller’s Starter Pack here Check out 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...

    26 min

  8. 12/31/2025

    Episode 19: Who You Became in 2025 - And the Moments That Shaped You

    So much can happen in a year. Not just in your business, but inside you. In this reflective end-of-year episode, Susan explores the idea that every year creates new versions of you. Versions that didn’t exist twelve months ago.  You’ll also learn how to look back on your own year through the lens of story - not just what you did, but who you became. You’ll discover:How moments you barely notice at the time can quietly shape who you becomeA daily exercise to find your stories of strength, insight, connection, rediscovery, letting go, growth, and choosing yourselfHow keeping your stories simple helps people stay engaged - and actually remember your messageWhy looking ahead through the lens of story can be more powerful than traditional goal settingThe value of focusing on who you want to become, not just what you want to achieveHow to think about growth, evolution and alignment as you step into 2026 If you’re ready to honour who you’ve become, reflect on the moments that shaped you, and step into 2026 with intention 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 Download my Be The Guide Masterclass here https://thebusinessofstories.com/betheguide/ Download a free copy of The Business of Stories here Grab The Storyteller’s Starter Pack here Check out 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: a...

    25 min
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About

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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