The Business of Stories with Susan Payton

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.

• 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 [email protected]

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: [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.

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 [email protected]

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: [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 someone choose you - instead of the other 18 tabs they've got open?

If you've ever wondered how to stand out in a world that is getting noisier and noisier, this conversation will reframe the way you think about positioning.

In this episode of The Business of Stories, Susan sits down with entrepreneur Olly Richards to explore how building a "One Person Empire" isn't about working harder - it's about knowing what to leverage and becoming impossible to ignore.

You'll discover:

• Why trying to be ‘better’ than your competitors is often the hardest way to win
• The mindset shift that stops you competing on price, experience or popularity
• Why most business owners are squeezing blood from a stone - and what to build instead
• Why building an audience gives you far more freedom than constantly creating new offers
• The overlooked kind of leverage that can make your business feel lighter, more profitable and far more sustainable
• How to uncover the experience, perspective and stories to create your own Category of One

Whether you're a coach, consultant or creative building a business around your expertise, this conversation will help you think differently about growth, leverage and what makes you the obvious choice.

NOTE: You can find Olly Richards’ blog, courses & contact details at: https://ollyrichards.co/

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

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: [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 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.

• Why the story you tell yourself in moments of fear will determine what you do next
• How writing one email from your future self can completely change the decisions you make today
• The surprising strategy that helped Susan make £6,000, before she'd even launched her offer
• The mindset shift that stops you asking "What if this doesn’t work?”
• What to do when sales slow down and doubts creep in
• The simple question that will completely change how you feel about what you can achieve

This honest and inspiring episode is a reminder that the stories you choose to tell yourself shape the actions you take - and those actions create the results you're capable of achieving.

If you're ready to stop letting fear write your story and start becoming the person who creates the future you want, this episode is a must-listen.

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

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: [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 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.

• The story you need to rewrite before you can confidently share your own
• The one quick practice that will always make your stories more powerful
• What to do instead of trying to tell your whole story
• The simple shift that makes people feel like they're right there with you
• The secret to creating stories people don't just read, but feel
• How to turn everyday moments into stories that have purpose and impact
• The surprisingly simple way to guide people towards the next step without feeling salesy

This super practical episode walks you, step by step, through a process you can use over and over again, to transform not just one post or one email, but the way you communicate across your entire business.

If you're ready to tell stories that position you as the Guide, and have your content doing more of the selling for you, this episode is a must-listen.

DOWNLOAD THE WORKBOOK

You can download the workbook that goes with this episode at https://thebusinessofstories.com/blueprint/

Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

The response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!

In fact, that moment completely changed her business - and her life.

Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.

Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.

Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.

In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.

See my bio here

And my speaker page here

Connect with Susan:

Email: [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 thought, “I don’t have enough interesting stories to share”, you’re not alone.

So many business owners hold back from making storytelling a key part of their marketing strategy because they think their stories need to be dramatic, life-changing or show-stopping.

But what if the problem isn’t that you don’t have enough compelling stories - but that you just don’t know where to find them?

In this episode of The Business of Stories, Susan is joined by journaling coach Sally German, who shares how journaling helped her navigate a major chapter of change, build a thriving business, and uncover the stories, lessons and insights that were hiding in plain sight.

You’ll discover:

• How journaling can help you notice patterns, build self-awareness and create stories that connect

• The powerful exercise Sally uses to better understand her ideal client and the transformation she creates

• Why clarity about your business, messaging and audience comes from looking within, not outside yourself

• How changing the way you tell your stories can attract the people who are truly ready to work with you

• Why throwing out the rule book around journaling can make it easier, more enjoyable and far more sustainable

This warm and inspiring conversation will help you slow down, see your experiences through a different lens and build more confidence in the value you bring.

If you’re ready to uncover the stories that have been there all along and use them with more clarity, compassion and confidence, this episode is a must-listen.

Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!

In fact, that moment completely changed her business - and her life.

Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.

Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.

Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.

In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.

See my bio here

And my speaker page here

Connect with Susan:

Email: [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.

How do you build a business around one clear message when your brain is constantly bursting with new ideas, opportunities, and directions to explore?

In this episode of The Business of Stories, Susan answers a question so many entrepreneurs struggle with: How do you stay consistent enough to get known for one thing - when you have an ADHD brain that craves variety, creativity, and fresh challenges?

You’ll discover:

• Why consistency and sameness are two very different things
• How to get known for one thing without feeling trapped or restricted
• Why ADHD brains often thrive when they have a clear focus and room for creativity
• The power of creating frameworks, methodologies, and resources that strengthen your core message
• How to satisfy your need for novelty while building a stronger brand and reputation
• The simple mindset shift that helps you stop chasing new business ideas and start building on what already works

This encouraging episode will help you embrace your creativity, honour the way your brain works, and build a business that gives you both freedom and focus.

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: [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.

Have you ever wondered why some stories capture your heart, resonate deeply, or feel so familiar?

In this episode of The Business of Stories, Susan explores the seven basic story plots that sit behind some of the world's most loved books and films, and shows how they show up in your business too.

From the challenges you've overcome and the milestones you've reached, to the mission you're on and the person you've become along the way, you'll discover how these timeless story patterns can help you uncover more powerful stories, create deeper connection, and share your message with more confidence.

• How the seven basic story plots can help you uncover stories you may have overlooked
• How to recognise whether your story is about overcoming a monster, achieving success, pursuing a mission, or becoming someone new
• The difference between a Voyage and Return story and a Rebirth story - and why both matter in business
• How stories of mistakes, chaos, lessons and transformation can make you more relatable and memorable
• The simple question that can completely change the way you tell a story from your business journey

This inspiring episode will help you recognise the power in the stories you're already living, understand why they connect so deeply with others, and see that you don't need dramatic Hollywood movie scripts to make an impact.

If you're ready to find the stories that connect, build trust, and help your audience see themselves in your journey, 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: [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.

So many business owners know that LinkedIn could be a powerful platform for their business - but they’re not sure how to create the kind of posts that lead to real connection, conversations and opportunities.

In this episode of The Business of Stories, Susan sits down with Niall Ratcliffe, CEO of Noticed, the UK’s number one LinkedIn agency, to explore what’s actually working on LinkedIn right now - and why human stories, vulnerability, and honest conversations matter more than ever in a world of AI-generated content.

• The tiny daily habit Niall used to grow his business through LinkedIn conversations

• The one thing that only you can do - that is becoming the biggest advantage in business content today

• How B2B marketing is shifting from corporate messaging to human-to-human connection

• The power of consistency, conversations, and relationship-building

• How vulnerability and “ugly content” can make your content more relatable and memorable

• The simple outreach strategy Niall used to grow his business through genuine conversations

This honest, insightful and funny conversation will help you show up with more confidence, embrace the stories that make you human, and build deeper connections online - without feeling salesy.

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: [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.

There’s nothing more frustrating than knowing you could be making a HUGE difference to the people you help … but feeling invisible.

Watching other people become the go-to expert, while you wonder, “Why isn’t that happening for me?”.

In this episode of The Business of Stories, Susan shares the real reason some people become known for what they do - and why others stay forgettable, even when they’re incredibly talented.

• Why you need to decide what you actually want to get known for

• The secret weapon most business owners avoid

• Why you already have a personal brand, whether you know it or not!

• The reason people won’t remember you and how to fix it

• How to use stories to strengthen your positioning

• The simple shift that makes people start recommending you organically

• And what actually helps people feel safe enough to buy

This honest and empowering episode will help you stop blending in, get clear on what you want to be known for and start showing up with more confidence, consistency and intention.

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: [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.