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 susan@thebusinessofstories.com

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

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.

You’ll discover:

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 susan@thebusinessofstories.com

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

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.

You’ll discover:

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 susan@thebusinessofstories.com

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

In this episode, Susan explores how your stories need to grow with you.

You’ll discover:

1. Why documenting your milestones, pivots and lessons builds trust and authority
2. The power of sharing ‘what I’ve learned along the way’ stories to deepen connection
3. How to tell client transformation stories without breaking confidentiality
4. Why moving from scrappy founder to Guide requires a shift in storytelling energy
5. How humanising your growth (including the messy parts) builds relatability and belief

This reflective episode will help you honour how far you’ve come, recognise the depth of experience you’ve already gained, and share your journey - in a way that deeply resonates with the people you’re here to help.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

In this episode of The Business of Stories, Susan is joined by her publisher, Lucy McCarraher MBE, to explore what really happens when you write the book that builds your business. From credibility and clarity to becoming the Guide in your customer’s story, you’ll hear why a book can shift how people see you … and how you see yourself.

You’ll discover:

1. How writing a book can help you refine your process and turn your expertise into something you can teach, scale, and share
2. How to get clear on who you’re writing for using Lucy’s Person, Pain and Promise positioning framework
3. How to weave storytelling into your business book without making it all about you
4. The emotional ‘messy middle’ of writing - and why self-doubt is completely normal
5. How sharing the journey of writing your book can build trust and attract clients before it’s even published

This episode is a reminder that writing a book isn’t about proving yourself - it’s about being of service, claiming your IP, and creating something that deeply resonates with the people you’re here to help.

If you’ve been thinking about writing the book that could change your business (and your story), this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

No testimonials.

No case studies.

No long list of client wins.

And yet, this is exactly the moment to lean into all the stories you have about everything that has led you here, doing what you now do.

In this episode of The Business of Stories, Susan explores what to share when your business is new, or has changed - and why you don’t need years of experience to start building trust, connection and authority.

You’ll discover:

1. How to share your journey in real time and build connection without pretending you’re further ahead
2. Why documenting the climb can be more relatable than speaking from the summit
3. How to build trust and authority without testimonials, case studies or a long client list
4. The role of values, beliefs and movements in positioning yourself as a guide, even at the beginning
5. How micro wins, insights and lived experiences can become powerful stories that deeply resonate

From documenting your journey, to sharing defining moments, to owning your ‘why’, this episode will help you see that your stories don’t begin when you feel established, they begin the moment you decide to show up.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

But what happens when there’s a disconnect between the content someone puts out and who they really are?

In this episode of The Business of Stories, Susan explores where storytelling, connection and authenticity fit in a noisy, AI-powered world - and why your real voice, lived experience, and human stories matter more now than ever.

You’ll discover:

1. The hidden costs of outsourcing your storytelling to AI
2. How exploring your stories helps you find your true voice - instead of one that doesn’t quite fit
3. Why reflecting on your journey can bring more ease, alignment and intention to your business
4. How reconnecting with your lived experiences adds depth, meaning and emotional resonance to your message
5. Where AI can support you - without replacing the parts that only you can do

This honest, thought-provoking episode will help you reconnect with your voice, honour your experiences, and remember why your stories - told by you - are the most powerful way to build trust and connection.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

In this episode of The Business of Stories, Susan opens up about her own very organic business journey - from years of offering 1:1 Done For You work, to creating a book, a process, and eventually a scalable business rooted in her unique IP.

She shares what she did at each stage, why she made those decisions, and how one foundational process became the catalyst for everything that followed.

You’ll discover:

1. Why creating your own unique process or IP can be a game-changer, even if your work feels bespoke
2. How documenting what you do with clients can reveal clarity, confidence, and direction
3. Why clients need a roadmap, not a rigid framework - and how a process builds trust
4. How to think about your work as a journey from A to B, rather than a collection of disconnected tools
5. What’s possible when you get clear on what you want to be known for, create a process you can trust, and build your business around that

This honest, behind-the-scenes episode will help you stop second-guessing your path, trust the process you already have, and see that the journey you guide your clients through can unlock growth, confidence, and momentum in your business.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

And sometimes, that barrier is the act of writing itself.

In this episode of The Business of Stories, Susan sits down with long-time Storytelling Mastery member Sue Hall - whose relationship with writing was shaped by years of red pen corrections, criticism, and an undiagnosed dyslexia.

What changed everything wasn’t learning how to write ‘better’ - it was learning who she was writing for, and how to use simple storytelling frameworks to get her ideas out of her head and onto the page.

You’ll discover:

1. How clarity, structure, and a strong core message can remove resistance and build confidence
2. Why storytelling frameworks matter - especially if writing feels overwhelming or heavy
3. How finding the golden thread that runs through your three key stories makes your content feel focused, intentional, and connected
4. Why stories work best when they meet people exactly where they’re at
5. How your stories can be a powerful bridge between you and the people you’re here to help

This warm, encouraging conversation will help you see that storytelling isn’t about writing flawlessly - it’s about helping one real person feel understood, supported, and less alone.

If you’re ready to stop battling the blank page and start sharing stories with more clarity, compassion and confidence, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

She walks you through six clear, easy ways to shorten your stories without losing the meaning, emotion, or message that matters.

You’ll discover:

1. How to focus on one moment, one message, one insight - without detours, diversions, or rabbit holes
2. How using a word limit forces clarity and helps you cut out the clutter.
3. How bullet points can be a powerful storytelling tool
4. Why knowing the point of your story before you start makes it easier to know what you need to include
5. How starting in the moment, and ending sooner than you think, can strengthen the impact.
6. The simple perspective shift that helps you experience your story the way your ideal client will.

This clear, actionable episode will help you simplify your stories, sharpen your message, and stop overwhelming your audience - without losing what makes your voice uniquely yours.

If you’re ready to stop cramming everything into one story and start sharing with more clarity, compassion and confidence, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

But what if the prices you charge for your products and services are actually telling a story about you - whether you realise it or not.

In this episode of The Business of Stories, Susan explores why pricing is never just about money, and how what you charge shapes perception, energy, confidence, and the clients you attract.

You’ll discover:

1. How undercharging can quietly undermine trust, positioning, and confidence
2. Why fitting in with your competitor’s pricing might be keeping you stuck
3. How to spot a disconnect between how you position yourself and what you charge
4. The role energy plays when you quote a price, and why it matters more than you think
5. Why pricing is never about your self-worth
6. A simple way to make the value of what you do feel tangible, clear, and easy to say yes to

This perspective-shifting episode will help you look at your pricing in a new light, and make intentional choices that feel aligned - for you and the people you’re here to help.

If you’re ready to stop letting fear or old beliefs dictate your prices, and start telling a story of clarity, confidence and value, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

Why some people lean in, and feel excited to work with you - while others walk away?

In this episode of The Business of Stories, Susan unpacks a real moment from a recent launch that perfectly illustrates why connection isn’t about being polished, perfect, or universally appealing - and why that’s actually good news for your business.

She explores the science behind connection, from brain chemistry to mirror neurons, and shares a powerful reminder that connection isn’t something you manufacture.

It’s something that happens when you stop trying to be for everyone.

You’ll discover:

1. Why the very thing that turns one person off can be the exact reason someone else feels deeply drawn to you
2. How storytelling creates real connection in the body, not just in the mind
3. Why perceived similarity matters more than being a ‘perfect match on paper’
4. How your stories act as a natural filter - attracting aligned clients and filtering out the rest
5. How sharing what you stand for helps the right people buy into you, before they buy from you

This reassuring episode will help you stop second-guessing why not everyone connects with your message, and start trusting that your way of showing up is doing exactly what it’s meant to do.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

Natasha shares her story with honesty and heart - and shows how lived experience, adversity, and hard-earned lessons shape the way we lead, mentor, and serve others.

You’ll hear how Natasha’s story became the foundation of her positioning, her confidence, and the deep trust she builds with clients - and why sharing your story with intention can be one of the most powerful business decisions you ever make.

You’ll discover:

1. How lived experience builds credibility in a way strategies alone never can
2. 
   
3. Why the hardest parts of your journey often shape the mentor, guide, or leader you become
4. 
   
5. Why you don’t need your client’s exact story for them to feel seen, heard and understood
6. 
   
7. The mindset shifts that help you keep going when things feel overwhelming or uncertain
8. 
   
9. The power of staying connected to the chapters you’ve ‘outgrown’ - and why they still matter
10. 
    

This honest conversation will help you see your story differently. Not as something to hide or move on from, but as a source of strength, clarity, and connection for the people you’re here to help.

If you’re ready to stop downplaying where you’ve come from and start using your story with more clarity, compassion and confidence, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

Well, this episode is an invitation to look at what happens when you get clear about what you want - and the energy you bring to receiving it.

In this fun, honest, and surprisingly grounding episode of The Business of Stories, Susan shares unforgettable stories about ‘ordering’ from the Universe.

You’ll discover:

1. How being clear and specific about what you want changes what you receive
2. Why the energy you bring to your content, conversations and offers, can impact your results more than you think
3. Why clarity, belief, and openness matter just as much as strategy when it comes to attracting clients, income, and opportunities.
4. How doubt, fear, or bracing for disappointment quietly blocks results
5. How to stay open to receiving - even when life or business feels messy
6. And a simple way to shift your energy before your next launch, offer, or big ask

This uplifting and reassuring episode will help you reconnect with what you really want, show up with more belief and ease, and remember that your business doesn’t have to feel hard to be successful.

If you’re ready to trust what you’re building and bring more clarity, confidence, and openness to how you show up, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

In this reflective end-of-year episode, Susan explores the idea that every year creates new versions of you. Versions that didn’t exist twelve months ago. 

You’ll also learn how to look back on your own year through the lens of story - not just what you did, but who you became.

You’ll discover:

• How moments you barely notice at the time can quietly shape who you become
• A daily exercise to find your stories of strength, insight, connection, rediscovery, letting go, growth, and choosing yourself
• How keeping your stories simple helps people stay engaged - and actually remember your message
• Why looking ahead through the lens of story can be more powerful than traditional goal setting
• The value of focusing on who you want to become, not just what you want to achieve
• How to think about growth, evolution and alignment as you step into 2026

If you’re ready to honour who you’ve become, reflect on the moments that shaped you, and step into 2026 with intention and confidence, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here 

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

In this reflective festive episode of The Business of Stories, Susan speaks to something every human longs for: to be noticed, understood, and held with kindness, even for a second. And how simple acts of connection can shift everything.

You’ll hear why your stories matter more than you realise, why your impact extends far beyond what you can measure, and why ‘being seen’ is one of the greatest gifts you can give … to others, and to yourself.

You’ll discover:

• Why being seen and acknowledged is a primal need we all share
• How small acts of humanity can change the course of someone’s day
• How your stories help people feel understood, connected, and less alone
• Why your impact is always bigger than what you can see
• How to honour yourself through the imperfect, emotional, beautiful chaos of Christmas
• And a practical action step, to make someone else feel valued and remembered

This gentle, heartfelt episode will help you slow down, breathe, and reconnect with what truly matters – your voice, your impact, and the people you’re here to help feel seen.

If you’re ready to step into the new year with more clarity, compassion and confidence - and to honour the gift your stories really are - this episode is a must-listen. 

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here 

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

So many of us have a chapter or conflict in our story that changed us. A moment we wish had been different, or a belief we couldn’t ignore any longer.

And yet, we rarely see how that tension is often the very thing that reveals what we stand for - and the beginnings of a movement we may already be leading.

In this episode of The Business of Stories, Susan explores how the friction inside your story - the thing that shaped you, stretched you, or woke you up - can become the catalyst for something much bigger than an offer, a programme, or a brand. 

You’ll discover:

• How your story can become the foundation of the movement you’re quietly building
• Why movements don’t begin with offers or strategies - but with the beliefs you hold most deeply
• The simple sentence that uncovers the ‘injustice’ your work is here to change
• Inspiring stories of those whose hardest seasons and struggles became catalysts for meaningful change
• Listener Q&A: How to use storytelling to shift a cultural narrative
• And a practical action step on sharing what you believe - and stand for

This inspiring and practical episode will help you see your story, and your business, through a wider, more powerful lens.

If you’re ready to uncover what you stand for, honour the movement within your message, and lead with more clarity, compassion and confidence, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here 

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

In this episode of The Business of Stories, Susan sits down with Storytelling Mastery member Jen Neil, who spent years hiding - held back by a chapter of her life that carried deep shame, grief, and a sense of failure.

Jen opens up about walking away from everything - her home, her business, her identity - and the long journey back to herself. You’ll hear how she rebuilt from the ground up, found the courage to tell the truth about her past, and slowly turned the very story she wanted to hide from … into the foundations of the thriving coaching practice she runs today.

If you’ve ever felt like a part of your past disqualifies you, makes you question how others will see you, or is safer kept quiet, Jen’s story will show you what’s possible when you stop hiding, and start reclaiming the strength you didn’t know you had.

You’ll discover:

• Why shame-filled or ‘messy’ chapters are often the ones that shape your deepest gifts and purpose
• How Jen rebuilt her identity after losing everything, and why hiding kept her stuck
• The moment she realised the thing she was most afraid to share was the exact thing her clients needed
• What changes when you shift from sharing your story as the hero (or victim!) … to sharing it as the guide
• How to share hard stories safely, intentionally and from the scar, not the wound

This honest, powerful conversation will help you see your story with more compassion, and recognise the strength, wisdom and mission that may already be living inside the chapters you’ve been avoiding.

If you’re ready to rewrite how you see yourself, reclaim the parts of your story that shaped you, and use them to serve others, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

If you’d like to contact today’s guest Jen Neil, you can do so at storystrands.co.uk/contact-us

Or grab her free guide ‘10 Signs It Might Be Time to Refresh Your Story’ at storystrands.co.uk.

*

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here 

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

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 susan@thebusinessofstories.com

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here 

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

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 susan@thebusinessofstories.com

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here 

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

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 susan@thebusinessofstories.com

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here 

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

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 susan@thebusinessofstories.com

Download my Be The Guide masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here 

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

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 susan@thebusinessofstories.com

Download my Be The Guide masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here 

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

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 susan@thebusinessofstories.com

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here 

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

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 susan@thebusinessofstories.com

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here 

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

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 susan@thebusinessofstories.com

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here 

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

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 susan@thebusinessofstories.com

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

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 susan@thebusinessofstories.com

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

In this episode of The Business of Stories, host Susan Payton reveals the crucial third step of her process: deeply understanding your customer’s story, so your content can finally land, connect, and sell without ever feeling pushy or salesy.

You’ll learn Susan’s Three Ps of Content (personality, positioning and purpose) and why each one relies on real insight into your audience’s lived experiences, desires, and frustrations. Susan shares practical, actionable ways to uncover your ideal client’s story and explains why using their words can transform your offers, content, and marketing.

If you’ve ever wondered how to make your stories feel more relevant, relatable, and powerful to attract clients you love working with, this episode is your step-by-step guide. 

Here are the highlights:

• The cautionary tale of the sofa salesman and what he missed

• Why you probably don’t know your ideal client’s story as well as you think (and how to fix that)

• The Three Ps of Content: personality, positioning and purpose - and how they link back to your customer’s story

• Why guessing what your audience wants isn’t enough; you need to *hear* their words and understand their challenges

• Real-life examples of using customer interviews and surveys to shape messaging that truly hits home

• How to take action even if you don’t have many clients yet (including ideas for market research and audience-testing)

• Listener Q&A: What to do when you’re just starting out and don’t know who your ideal customer is

• And a practical action step on how to share what your ideal client needs to hear right now for instant connection.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

In this episode of The Business of Stories, Susan Payton reveals why your business journey and the stories only you can tell are the secret to standing out, building connection, and winning trust.

Susan opens up about her own experience searching for a care agency for her mum, and how a simple story was the deciding factor. She explains why facts and figures matter, but stories are what move people to act. 

You’ll get practical advice on how to unpack and share the moments, beliefs, and milestones that shape your business and why they resonate with your ideal clients.

If you’ve ever felt like your business is ‘just another option’ or wondered how to share your journey in a relatable way, this episode is for you.

Here are the highlights:

• The real reason people choose one business over another (and it’s not the price!)

• Why every business has a story, and why sharing it matters

• How to identify and communicate your business’s core beliefs and unique perspective

• The surprising way unpacking your business story, and joining the dots, can reveal your unique perspective and value

• Why (and how) storytelling works for every business, including creatives and those who sell to corporate

• Listener Q&A: Why storytelling works just as powerfully for B2B as it does for B2C - and how one client doubled his business using it

• And a practical action step on sharing your wins, to inspire others and build trust.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

In this episode of The Business of Stories, Susan Payton shares a personal moment watching her daughter run the London Marathon, and how it revealed something powerful about storytelling in business.

It’s a reminder that the moments which move people most aren’t always the loudest or most dramatic - and that the right story, told well, can spark connection in ways you’d never expect.

Susan reflects on why your own experiences, even the quiet or messy ones, are worth sharing. She also answers a thoughtful listener question about what to do with the parts of your story that feel too personal to put out there.

If you’ve ever wondered whether your story is too ordinary (or too much) this one’s for you.

Here are the highlights:

• The surprising truth about the London Marathon and what it can teach us about storytelling.

• The three biggest myths about sharing your story - and why none of them need to hold you back.

• How to start your story so it grabs attention and keeps people engaged.

• How to share your story without oversharing, and keep it simple, relatable and powerful.

• How to use your story as fuel for your mission, even if you’re not ready to share every detail.

• Why even the most ordinary moments in your life can be the stories that connect most deeply with your audience.

• Listener Q&A: How to avoid oversharing and use your stories as fuel for your mission

• And a practical action step on sharing a defining moment story

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

In this second episode of The Business of Stories, Susan Payton shares a simple moment at a local craft market that shifted how she sees storytelling in business.

It’s the kind of story you’d easily overlook, until you realise how deeply it speaks to what customers really care about: connection, meaning and truth.

Susan also walks us through her seven-step storytelling framework, built to help you find and share the stories that matter, from your personal journey, to the purpose behind your work, to the experiences of the people you help.

If you’re tired of feeling like your message isn’t landing, this episode will help you bring clarity to your story and confidence to how you tell it.

Here are the highlights:

• The heartfelt story behind a table of gift boxes that turned Susan into a loyal customer and raving fan.
• Why your brain is hard-wired to connect through stories - and how to use that to your advantage in business.
• The simple 7-step storytelling framework that helps you find, unpack and share the stories that build real connection.
• How one client discovered her true niche, and the stories that would resonate most, by unpacking her personal journey.
• The Sweetspot where the right story, told to the right person at the right time, creates magic - and does the selling for you.
• Listener Q&A: The biggest mistake people make when they try to turn their story into a business tool
• And a practical action step on sharing a leap of faith story

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

In this first episode of The Business of Stories, host Susan Payton takes us back to where it all began, her kitchen table in 2015. She had ideas, ambition, and a group of people who believed in what she was doing. But something wasn’t clicking.

Susan shares what it really felt like to build a business from scratch, the frustration of blending into the noise, and the moment she realised she wasn’t running a business at all, just managing a group with no clear message.

That all changed when she started sharing real stories. Not polished, perfect ones but honest ones that people deeply connected with.

Tune in to hear how weaving stories into her content and marketing shifted everything for her - and why storytelling has become the heart of her work.

Highlights:

• The honest story about Susan‘s journey that brought her more clients than the previous 12 months combined.

• How storytelling became the superpower that transformed her business and her confidence.

• The one key, foundational piece that so many business owners are missing - and why their content isn’t connecting. 

• How your stories can do the heavy lifting in your business, so you never have to feel salesy!

• How to stand out in a world of AI-generated content, with the real, raw, relatable stories that are your most valuable asset.

• The secret to having your ideal clients showing up, already knowing they want to work with YOU.

• And how to introduce yourself on social media, to build know, like and trust

Here is an example introduction post to help you write your own.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here

About your host Susan Payton:

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

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

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

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

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

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

See my bio here 

And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source

Since then, Susan has worked with entrepreneurs all over the world, written the international bestselling book The Business of Stories, spoken on stages from Brighton to Barcelona, 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 their ideal clients and grow their business.

Now, she’s bringing that same insight to The Business of Stories podcast, sharing simple tips, real-life examples, and stories that do the selling for you, so you don’t have to.

Every Wednesday, you’ll learn how to cut through the noise, become THE expert your dream clients want to work with, and build the business you want … one story at a time.

Click, follow and subscribe now to get the first 3 episodes when they drop!

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 Susan’s full bio here.

And speaker page here

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here

Connect with Susan:

Email: susan@thebusinessofstories.com

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

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

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

Produced by Winter Audio.

Mentioned in this episode:

The Story Source

Your go to source of stories, ideas, examples and content for your emails, sales, launches and visibility. LIFETIME access for the first 100 people. Buy once. Get LIFETIME access. www.thebusinessofstories.com/source