So many of us have chapters of our story that we feel uncomfortable sharing; moments we wish had gone differently or that we fear people might judge us for.

In this episode of The Business of Stories, Susan shares why those very chapters often hold the most strength, the most connection, and the most gold. 

Through real life stories of celebs and clients, Susan shows how the hardest seasons can shape who you become and why sharing the challenging times (when you're ready) can deeply resonate with the people you want to help.

You’ll discover:

• How to know what to share (and what not to) when a chapter feels raw, painful or vulnerable
• The power of sharing from the scar, not the wound, and why timing matters
• How to tell honest stories without feeling like a victim, or worrying that people will pity you.
• Five simple steps to sharing a difficult story with purpose, clarity, and impact
• Why owning your story builds trust, relatability, and respect even when things didn’t go to plan
• A powerful reminder that your audience doesn’t need the whole story to benefit from the wisdom that came from it

This honest and reassuring episode will help you honour your story, own your growth, and use even the hardest chapters to support the people you’re here to help. 

If you’re ready to stop hiding the parts of your story that shaped you most, 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 [email protected]

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: [email protected]

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 your offer gets crickets, your posts fall flat, or people say they’re interested - and then disappear?!

In this episode of The Business of Stories, Susan shares the honest truth about what these moments mean, and why they’re rarely a reflection of your ability or the value you bring. She also opens up about her own journey of experimenting, refining, and slowly building a business that feels aligned, sustainable, and right for her.

You’ll learn how to take the emotion out of ‘things not working’, how to read feedback the right way, and how to keep moving forward with clarity and confidence, even on the messy days.

If you’ve ever wondered, “Is this normal?” or questioned your direction when something didn’t land, this episode will help you feel less alone … and far more empowered.

You’ll discover:

• The one simple question that helps you stay aligned and in love with your business
• Why business is an experiment and how to use feedback without spiralling into self-doubt
• Why consistency, repetition, and showing up more than once are essential for sales
• The motto that keeps Susan grounded in every launch
• The simple (but powerful) mindset shift that keeps you going when things feel uncomfortable
• How to remove the emotion from your business results (and keep it for your stories instead)

This motivating episode will help you reset, reconnect with your path, and see your business with more clarity and compassion.

If you’re ready to build a business that feels aligned and work through the dips with 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 [email protected]

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: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

What truly sets you apart when others are offering the same?

In this episode of The Business of Stories, Susan shares why everything from your background, values and quirks to your lessons and lived experiences create a unique blend no one else can replicate. And, how you can use that to make sure your positioning feels aligned, your messaging gets easier, and clients see the real value you bring.

Susan also shares practical places to look for your uniqueness and how to thread what’s different about you into your offers, content, and conversations - without feeling like you’re bragging. 

If you’ve ever wondered “what makes me different?” this episode will help you see it, own it, and share it.

Here are the highlights:

• How your unique blend of stories, skills, and life experiences set you apart in a world of lookalike businesses
• Why embracing who you are matters just as much as what you do.
• How to uncover the hidden gifts, superpowers or magic touches that make your work one of a kind (even if you don’t realise it)
• How your challenges, hobbies, and even random interests can become part of your business magic.
• How leaning into what you bring to your work will help you say no to things (and people) that aren’t aligned and build a business that makes you happy 
• And a simple way to start weaving your unique blend into how you show up today.

This inspiring episode will help you stand in your value, attract the right clients, and build a business that feels fully aligned with who you are. 

If you’re ready to stop downplaying what makes you different and start showing up with clarity 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 [email protected]

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: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

If keeping your stories simple, concise and compelling is a challenge for you, and you struggle to know what to cut out, what to keep in, and how to make sure you don’t lose the emotion in your posts or emails, then this episode of The Business of Stories is for you.

Join Susan Payton 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! 

Here are the highlights:

• How two broke designers turned three mattresses into a billion-dollar brand
• Why packing too much into your story will confuse your audience, and the easy fix that keeps them hooked from start to finish.
• 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.
• Listener Q&A: Making your stories concise and compelling without losing their emotion or impact
• And a practical action step on taking your audience on a journey in five simple steps.

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 [email protected]

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: [email protected]

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 felt awkward about showing up online, uncomfortable promoting your work, or worried about coming across as ‘salesy’, this episode of The Business of Stories is for you.

Join Susan Payton as she shares 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 your clients don’t need another hero in their story - they need you, as their guide.

Susan reveals how 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 see why showing up as the guide is what creates trust, connection, and the feeling of relief your ideal clients are longing for.

Here are the highlights:

• Understanding the role you play in your client’s journey and how they need you to show up for them
• Being a light for your ideal clients, and how to make it easy for the people who need you to find you.
• Recognising how your clients are really feeling before they find you, and how to make them feel safe and relieved to work with you
• The simple shift in your positioning that changes everything, and allows you to show up as the person your ideal client is looking for
• The power of meeting them with empathy, showing them the path they need to take and helping them navigate uncertainty and fear
• How showing up more - not less - is serving your clients and making it easy for them to find you, and get what they want.
• Listener Q&A: Overcoming the fear of putting your content out there and what happens when you hold back
• And a practical action step on sharing a story about who has guided you and helped you become who you are today

This inspiring episode will help you step fully into the person your ideal clients are looking for. If you’re ready to stop worrying about being too visible and start showing up with confidence, clarity, and purpose - so you can serve - 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 [email protected]

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: [email protected]

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 felt held back in your business by self-doubt, fear of visibility, or those relentless “what ifs,” this episode of The Business of Stories is for you. Join Susan Payton as she shares her own powerful journey of overcoming a debilitating fear of public speaking, and learn how YOU can change the inner story that’s keeping you stuck.

From sweating hands and panic attacks to speaking calmly on big stages, Susan reveals the pivotal moments (including an unexpected public challenge from Daniel Priestley and a career-making five-day launch) that helped her rewrite her ‘inner narrative.’ 

Discover the mindset shifts and storytelling strategies that allowed her and hundreds of her clients to show up with confidence, connect with ideal clients, and build a business that feels authentic and inspired.

Here are the highlights:

• Why worrying about judgment, rejection, or failure stems from stories you picked up as a child and how to notice and rewrite them.
• How to stop making it about you. The life-changing advice that showed Susan how to shift focus from self-consciousness to serving her audience.
• Embracing your unique self. Why being fully, unapologetically YOU is your greatest superpower in business and how to use your personality, gifts, and life experiences to attract perfect-fit clients.
• The power (and honesty) of sharing self-doubt.Why talking about moments when you felt ‘not good enough’ can create deep resonance and connection with your audience and clients.
• The power of mastermind communities. How surrounding yourself with people who are ahead of you can fuel your growth, and how to use comparison as inspiration not discouragement.
• Listener Q&A: Doing things that feel scary, and the importance of recognising how far you’ve come and how capable you are.
• And a practical action step on sharing a time you doubted yourself, but found the strength to keep going.

Susan’s honest reflections and actionable advice in this episode will help you identify the stories holding you back, rewrite them, and start showing up for the people who need you most. If you want to stop hiding and holding back, and instead feel excited about your business again, this is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

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: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

You’ve made it to the last step of Susan Payton’s transformative storytelling process and it might just be the most powerful yet. In this must-listen episode of The Business of Stories, Susan guides you through Step 7: Your Sweet Spot - where your personal journey and your client’s story connect, align, and unlock marketing magic.

Discover how sharing your real, lived experiences can set you apart, create deep resonance, and show your clients exactly why YOU are the guide they’ve been searching for. Susan shares the story of a brand photographer who thought her personal life had nothing to do with her business, and how finding the connection between her brave move to a new country and her clients’ leap into entrepreneurship led to a major breakthrough.

You’ll also hear the fascinating example of Dr. Anna, a clinical psychologist whose diverse clients (from barristers to actors, athletes to CEOs) all share one critical golden thread. Susan explains how to uncover this ‘core story’, so you can create messaging and content that speaks to everyone you help, without splintering your brand or losing clarity.

Here are the highlights:

• The power of telling personal stories even when you think they ‘don’t relate’ to your work
• Why both your journey and your client’s journey matter, and how to weave them together for true connection
• How to discover your ‘golden thread’ and use it to create simple, effective messaging (no need for multiple websites or confusing offers!)
• The real reason your stories might not be resonating, and how to bring clarity, confidence, and connection back into your storytelling
• The moment Susan realised storytelling was her true calling, and how that  single ‘aha’ changed everything.
• Listener Q&A: Finding your unique selling proposition (USP) through your life and work experiences
• And a practical action step on sharing a story about the moment your business was born.

If you’ve ever wondered how to stand out, show up, and sell your services in a way that feels fully authentic (and never salesy), this episode is your guide to finding the stories only you can tell.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

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: [email protected]

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 struggled to sell your services, felt stuck in the ‘time for money’ trap or found yourself competing on price, this episode of The Business of Stories is a must-listen. Host Susan Payton lifts the lid on Step Six of her signature storytelling framework: Your Value. She reveals how powerful transformations happen when you shift your focus from promoting your process to celebrating the outcomes you help your clients achieve.

Using vivid examples from a personal trainer who ditched hourly rates for a high-ticket, high-impact health concierge for CEOs, to financial planners and business coaches transforming their messaging. Susan shows the magic that happens when you communicate the value of what you make possible. Discover why people don’t really want your time, expertise or process, they want the results and the Happy Ever After you can deliver.

This episode will inspire you to see (and own!) your true value, communicate it with confidence, and use stories to create a business that stands out, attracts your ideal clients, and commands higher fees.

Here are the highlights:

• Why talking about hours, sessions or packages is confusing for clients and could be holding your business back

• The game-changing reframe from ‘what you do’ to ‘what you help your clients do’

• Real stories of business owners who increased their income and impact by connecting with the true value they provide

• The one thing that is missing for a lot of business owners when they try to promote their stuff and talk about what they do 

• How to identify your ideal client’s ‘happy ending’ and craft your messaging around what they actually want

• Simple ways to gather client feedback to clarify and communicate the results you make possible

• Listener Q&A: How to use storytelling in your coaching sessions so clients can start living a new version of their story

• And a practical action step on sharing stories that show how you help your clients get better results

If you’re ready to step confidently into your value, escape the price competition trap, and start telling stories that do the selling for you, don’t miss this episode.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

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: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

Are you struggling to cut through the noise and truly connect with your ideal clients? In this episode of The Business of Stories, host Susan Payton dives deep into Step Five of her signature storytelling process: Your People. Susan shares why narrowing your focus and getting crystal clear on who you serve isn’t just good for business, it’s a game-changer for your messaging, your marketing, and your sense of purpose.

Drawing on real stories from her own book launch to client breakthroughs, Susan illustrates the power of specialist positioning. She reveals how documenting your own journey and tuning in to past experiences can light the way to ‘your people’, and why the more specific you get, the more magnetic your message becomes.

If you’ve ever hesitated to niche down, this episode will help you get clear and guide you toward stories that ‘do the selling in your business’, so you don’t have to.

Here are the Highlights:

• How a book launch strategist showed exactly what strong positioning looks like, and why it’s the key to connection
• The magic that happens when you stop trying to be ‘everything to everyone’ 
• The surprising way unpacking your own stories reveals exactly who you’re meant to help 
• How being clear and specific about your ideal client actually increases your perceived value 
• Why your stories become more powerful (and profitable) when you know exactly who you’re telling them to
• The simple storytelling shift that helps your ideal clients instantly recognise themselves in your content
• Listener Q&A: How to use stories when every client is different
• And a practical action step on sharing a client win (and why those simple stories are your most effective sales tool).

If you want your messaging to land with the right people, or you’re ready to stand out as a true expert in your field, don’t miss this episode.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

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: [email protected]

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 you get up and do what you do every day? And why should your clients care?

In this episode of The Business of Stories, host Susan Payton explores the crucial fourth step of her signature storytelling process, uncovering and sharing Your Why. Susan breaks down the difference between your personal why and your big why, and how sharing your own motivations can inspire action, attract like-minded clients, and set your business apart.

You’ll discover how your own journey holds the seeds of inspiration for your audience and why what you’re tempted to hide might actually be your business’s greatest selling point. Susan shares honest stories (including her own), big a-ha moments from clients, and practical advice for turning your why into compelling, client-attracting stories for your brand.

If you’ve ever wrestled with finding (or articulating) your why, or wondered whether it really matters for your marketing, this episode will help you cut through the confusion and use your story to connect on a deeper level.

Here are the highlights:

• The surprising story of a business coach living his dream in Spain, and why he thought he had to hide it from his clients
• How Susan struggled with her own why for years, and the simple shift that finally brought it into focus
• The hidden power of your two whys and how to share them with confidence
• How finding the why that lives inside your stories can give you a deeper sense of clarity and motivation
• How to think of your business as a movement that people want to be part of, not just a service they buy
• How your stories can do the heavy lifting in your business, and get your audience ready to buy
• Listener Q&A: How quickly storytelling can make a difference in your business – and the magic that happens over time
• And a practical action step on sharing your why

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

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: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.