The Business of Stories with Susan Payton

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.

One thing I’ve noticed, after years of working with business owners on their messaging and storytelling, is that very few people find clarity in a straight line.

Most people don’t wake up one morning with a perfectly polished niche, a crystal-clear message and a business that suddenly makes complete sense.

Often, it’s a messy journey full of pivots, doubts and false starts.

In this honest conversation, Susan sits down with her client Lema Wiffen to explore the twists and turns of refining your niche, understanding your value, raising your prices, and unpacking the stories that reveal who your ideal client really is.

You’ll discover:

• Why clarity in business is often an iterative process - not a lightning-bolt moment
• Why charging based on time instead of transformation can keep you playing small
• The hidden emotional stories many business owners carry around pricing, visibility, and self-worth
• What it feels like when your messaging sounds right on paper - but still feels somehow misaligned
• Why the clients who energise you hold important clues about the work you’re truly meant to do
• How understanding the emotional thread beneath your clients’ struggles can change everything about your content and positioning.

This episode is a powerful reminder that clarity rarely arrives all at once. It’s something you uncover layer by layer, through reflection, honesty, and a willingness to keep listening to yourself.

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 held back from making an offer, avoided talking about your prices, or worried that selling somehow makes you come across as pushy, this episode will deeply resonate.

Susan is joined by Catherine Watkin to explore what really needs to shift if you want to sell in a way that feels natural, aligned, and genuinely good - for you and your clients.

You’ll discover:

• How the story in your head about selling shapes your confidence, energy, and results
• Why so many people associate sales with pressure or manipulation - and how to reframe it
• The difference between traditional sales and selling in a way that feels authentic and values-led
• How to see selling as an act of service - and why nobody wins when you hold back
• The beliefs that need to be there for any sale to happen
• How storytelling builds trust, connection, and desire before you ever make an offer
• The simple shift from ‘making someone say yes’ to guiding them to the right decision

If you’re ready to let go of the pressure around selling, trust the value you bring, and step into your role as the Guide your clients are looking for, 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 of us have fallen into the trap of trying to sound ‘professional’ when we write … only to end up sounding like everyone else …

And completely disconnected from who we really are.

In this episode of The Business of Stories, Susan shares what she’s been noticing behind the scenes - from AI-written podcast pitches to messaging that has lost its human touch … and why personality is the one thing you can’t afford to edit out.

You’ll discover:

• Simple, practical ways to bring your voice back into your content, so your words feel real, relatable, and deeply resonate with the people you’re here to help.
• Why writing the way you were taught at school might be costing you more than you realise
• How writing like you talk instantly makes your content feel more natural and engaging
• How your quirks, thoughts, and unique way of expressing yourself make your voice memorable
• Why being vague can kill the personality in your stories
• How writing for your people (not everyone) helps you connect with the right audience

This super practical episode will help you reconnect with your voice, trust what feels natural, and start writing in a way that feels true to who you are.

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

Check out The Story Source here

Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: [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 21,537 days of living, learning, stumbling, growing and figuring it out teach you?

In this episode of The Business of Stories, Susan celebrates her birthday by reflecting on three lessons she knows to be true after 59 years on the planet.

Lessons about being seen, judging yourself less harshly, and reframing the stories that hold you back.

You’ll discover:

• Why people aren’t watching, judging or analysing you as much as you think
• The uncomfortable truth about who IS judging you
• The hidden stories running your decisions (especially around money, visibility, and success)
• Why celebrating who you are is the first step to owning your story
• How one simple reframe can change the way your whole story plays out
• The surprisingly simple exercise that will help you see yourself in a completely different light

If you’re ready to stop judging yourself, own what makes you powerful, and reframe your story in a way that helps you win at life, 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]

Check out The Story Source here

Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: [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.

Behind every business are the stories of what it took to get there.

In this episode of The Business of Stories, Susan has an honest and unfiltered conversation with Cara Sayer, founder of SnoozeShade, about what scaling really looks like behind the scenes - from product creation and purpose-led growth to overwhelm, setbacks and having her product ripped off by a major supermarket.

You’ll discover:

• The story that kept SnoozeShade at #1 for 16 years
• Why ‘selling more’ is the wrong goal (and what to focus on instead)
• How your values, standards and non-negotiables can become a powerful part of your story
• The uncomfortable truth about building something that lasts
• The difference between a product - and a brand people believe in
• The simple but powerful question to help you uncover the stories you could be telling now

In this honest and thought-provoking episode, Susan reflects on how Cara’s story shows what’s possible when you stay anchored in what matters, and why the stories you share as you grow can become some of your most powerful.

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

Check out The Story Source here

Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: [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 like you’re showing up, doing the posts, writing the emails … and still not seeing the results you want, this episode of The Business of Stories is for you.

Susan walks you through her 90-day roadmap to turn your stories into a powerful, consistent sales system.

From building strong foundations with your core story and ideal client, to refining your message, creating aligned content, and developing a clear sales strategy - this episode shows you how to bring it all together in a way that feels natural, authentic, and effective.

You’ll discover:

• How your story is more than something you share, it’s something that runs through your entire business
• Why knowing your customer’s real story changes everything - and what happens when you don’t
• How the golden threads that link your story to your ideal clients are so much more than your ‘I was where you are now’ story
• How creating a clear, simple message that people instantly understand (and remember) is like writing a song
• The most important story your website should tell
• Why random content could be killing your sales - and how to fix that
• The importance of having a sales strategy behind your stories, content, and visibility

This super practical and empowering episode will help you create clarity in your messaging, confidence in your content, and a strategy that supports consistent, story-led sales.

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

Check out The Story Source here

Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: [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.

Need some more inspiration for stories you could share over Easter?

In this light-hearted Easter episode of The Business of Stories, Susan pulls more unexpected questions from the hat - and uses them as a springboard for honest reflection, personal insight, and easy content ideas you can borrow for yourself.

From talking openly about ADHD to the pressure to do business like everyone else, and what people often assume from the outside looking in, this episode is a reminder that simple questions can uncover stories, memories and insights you might never have thought to share

You’ll discover:

1. The powerful ADHD metaphor that helped Susan understand herself in a completely different way
2. The importance of focusing on the ‘marbles’ that matter most - and letting go of the guilt around the ones you drop
3. Why letting go of perfection - at home and in business - can create more ease, energy and self-compassion
4. How to stop measuring yourself against other people’s way of doing business and find what works for you

This honest and uplifting episode will help you see that even the most casual questions can lead to stories that deeply resonate, reveal your unique blend, and help your audience understand you in a more human way.

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

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 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.

Need some inspiration for stories you could share? Or easy content to post over Easter?

In this episode of The Business of Stories, Susan lets her family choose some topics for her to discuss - unplanned, unscripted, and surprisingly revealing.

Along the way, she shows you just how many stories you already have … and how quickly they appear when you stop overthinking.

1. Why relaxing can feel impossible when your mind never fully switches off (and what that might be trying to tell you)
2. How your environment shapes your nervous system - and why noticing the stars, seasons and cycles matters more than you think
3. The advice Susan would give herself at 15, 30 and 45 - and what it reveals about trusting your own timing
4. Why you never have to stay on a path that no longer feels aligned, even if you’ve invested years in it
5. The surprising days Susan would go back to - from a lost password to a wedding dance nobody filmed
6. How one simple question can unlock a story that makes people feel closer to you

This light, honest episode is a reminder that storytelling isn’t something you ‘create’” out of thin air - it’s something you notice. In the everyday. In the memories. In the moments you laugh about. In the reflections you didn’t realise mattered.

And when you share those with a little intention, people don’t just learn about you … they feel connected to you.

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

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 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.

An important part of sharing your stories, being visible, and showing up as the Guide for your people … is understanding yourself first.

In this episode of The Business of Stories, Susan is joined by Kelly Vikings, founder of New Earth Business, to explore what changes when you stop trying to run your business like everyone else.

Together, they talk about the cost of fighting your natural rhythm, and how learning your design can help you show up with more ease, self-trust, and confidence.

1. Why running a business is a journey of self-discovery (and why that matters more than you think)
2. How understanding your energy can make visibility, marketing, and storytelling feel safer and more aligned.
3. The hidden cost of forcing yourself to work in ways that don’t fit - and how it can lead to burnout and breakdown.
4. Why there isn’t one ‘right’ way to build a business (even if the online world tries to convince you otherwise).
5. How to recognise when you’re in alignment vs. when you’re stuck in the shadow.
6. The power of listening to your body’s cues - and using them to guide your decisions.
7. How a simple daily practice can help you tune into your inner world and lead from grounded energy.

This episode is a powerful reminder that your business isn’t meant to be a box you squeeze yourself into. It’s meant to be something you build around who you are - your rhythm, your sensitivity, your nervous system and your energy.

If you’re ready to stop forcing what doesn’t fit and start running your business 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 [email protected]

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 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.