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The Business of Stories with Susan Payton

Susan Payton
The Business of Stories with Susan Payton
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5 of 6
  • Ep 05: Step #3 Your Customer Story - What you need to know about them
    How do you make sure your stories are actually speaking to the people you want to reach? 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 storyWhy guessing what your audience wants isn’t enough; you need to *hear* their words and understand their challengesReal-life examples of using customer interviews and surveys to shape messaging that truly hits homeHow 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 isAnd 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 [email protected]👉 Come and join my free 5-day challenge here and see how simple I make it for you to captivate dream clients with compelling stories! We kick off on Monday 6th October 2025.Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery hereAbout 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,...
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  • Ep 04: Step #2 Your Business Story - How to stand out with the story only you can tell
    How do you choose between businesses that look the same on paper? 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 mattersHow to identify and communicate your business’s core beliefs and unique perspectiveThe surprising way unpacking your business story, and joining the dots, can reveal your unique perspective and valueWhy (and how) storytelling works for every business, including creatives and those who sell to corporateListener Q&A: Why storytelling works just as powerfully for B2B as it does for B2C - and how one client doubled his business using itAnd 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 [email protected]👉 Come and join my free 5-day challenge here and see how simple I make it for you to captivate dream clients with compelling stories! We kick off on Monday 6th October 2025.Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery hereAbout 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...
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  • Ep 03: Step #1 Your Personal Story - Ordinary moments, extraordinary impact
    What if the part of your story you’re hiding is the part that connects most? 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 missionAnd a practical action step on sharing a defining moment storyIf you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]👉 Come and join my free 5-day challenge here and see how simple I make it for you to captivate dream clients with compelling stories! We kick off on Monday 6th October 2025.Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery hereAbout 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...
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  • Ep 02: Where to find the stories that make your clients feel instantly connected to you
    What actually makes people stop, listen and buy? 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 toolAnd a practical action step on sharing a leap of faith storyIf you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]👉 Come and join my free 5-day challenge here and see how simple I make it for you to captivate dream clients with compelling stories! We kick off on Monday 6th October 2025.Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery hereAbout 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...
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  • Ep 01: How sharing my story changed my business - and life!
    What if the thing holding your business back isn’t your offer but the way you talk about what you do – and why? 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 trustHere 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 [email protected]👉 Come and join my free 5-day challenge here and see how simple I make it for you to captivate dream clients with compelling stories! We kick off on Monday 6th October 2025.Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery hereAbout 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,
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About The Business of Stories with Susan Payton

In 2015, I shared my ‘very ordinary’ story with 1500 business owners and it totally changed my business - and my life. I went from struggling to be seen and heard, to having dream clients signing up to work with me. It blew my mind. I saw first-hand how sharing stories in business is not just essential; it’s a superpower! Since then, thousands of business owners have bought my book, The Business of Stories, and used my simple storytelling frameworks in their content and marketing - to cut through the noise, communicate their value, build authority and create connection. If you struggle to get across who you are, what you help your clients do and why they should work with you – this podcast is for you. No matter what your life has looked like or what stage of business you are at, your stories are your greatest asset and, every week, I’ll show you how to find and share the ones that will do the ‘selling’ for you in your business, so you don’t have to! Connect with Susan: Email: [email protected] LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Download a free copy of The Business of Stories here: https://thebusinessofstories.com/freebook/ Grab The Storyteller’s Starter Pack here: https://thebusinessofstories.com/pack/
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