The Business of Stories with Susan Payton

In this episode of The Business of Stories Susan revisits 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 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 discover:
How to make it easy for the people who need you, to find you
How a simple shift in perspective can completely change the way you show up in your business
Recognising how your clients are really feeling before they find you, and how to make them feel safe, supported and ready to take the next step.
The jungle metaphor that has helped hundreds of business owners reframe any worries about being “salesy”
How to overcome the fear of putting your content out there, and what happens when you hold back
A powerful visualisation that will inspire you to shine your light more brightly.

This inspiring episode will help you show up with more confidence, clarity, and purpose - and step fully into the person your ideal clients are looking for.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
FREEBIES:
Download Susan’s storytelling blueprint for free here
Download her most popular masterclass: Be The Guide here
Download a free copy of The Business of Stories here

OFFERS:
Check out The Story Source here
Storytelling Mastery here

About your host Susan Payton:

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

You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business - and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here

Connect with Susan:

Email: 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.

It’s so easy to believe you need more experience, more clients, bigger results or a longer list of testimonials before you have anything worth sharing.
But the truth is, your stories didn’t begin when your business did. They started long before that.
In this episode of The Business of Stories, Susan shares why every stage of your journey is filled with valuable stories, even if you're only just starting out, pivoting in a new direction, or building something completely different.
You'll discover:
The one thing that's far more powerful than having years of experience or a long list of testimonials.
The biggest mistake people make when starting a business (and why waiting until you feel credible only holds you back).
The simple shift that helps you stop worrying about what you don't have... and start using what you do.
Why your business story didn't begin the day you launched - and where your most powerful stories really started.
The story that builds credibility before you've ever worked with a paying client.
How to know if you're sitting on stories that could transform your content without even realising it.

This value-packed episode is a powerful reminder that you don't need to wait until you feel more experienced or more successful before you start telling your stories.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
FREEBIES:
Download Susan’s storytelling blueprint for free here
Download her most popular masterclass: Be The Guide here
Download a free copy of The Business of Stories here

OFFERS:
Check out The Story Source here
Storytelling Mastery here

About your host Susan Payton:

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

You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business - and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here

Connect with Susan:

Email: 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.

As part of the Summer Rewind series, we're revisiting some of the episodes that have resonated most over the past year - and contain ideas every business owner needs to hear more than once.
This episode is for you if you've ever worried that your stories feel too long, too complicated, or are hard to follow.
Join Susan as she shares one of the most simple structures in storytelling, that sits at the heart of almost every story you already know and love. With stories and examples that bring every step of this simple framework to life, you’ll be putting it to use in no time!
You'll discover:
The simple, five-word structure behind every great movie, book and story - and how to use it in your stories
Why the but in your story is where the emotion and connection lives.
The biggest mistake that causes people to switch off from your stories (and how to avoid it)
How to strip away the waffle without losing the emotion that creates connection.
A quick storytelling exercise that will instantly make your stories more focused, engaging and memorable.
This super practical episode will help you transform lengthy or scattered stories into powerful, memorable narratives.
If you want a simple framework that will help you share stories in your posts, talks and clients stories, so they flow and resonate every time, this episode is a must-listen.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
FREEBIES:
Download Susan’s storytelling blueprint for free here
Download her most popular masterclass: Be The Guide here
Download a free copy of The Business of Stories here

OFFERS:
Check out The Story Source here
Storytelling Mastery here

About your host Susan Payton:

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

You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business - and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here

Connect with Susan:

Email: 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.

What makes someone choose you - instead of the other 18 tabs they've got open?
If you've ever wondered how to stand out in a world that is getting noisier and noisier, this conversation will reframe the way you think about positioning.
In this episode of The Business of Stories, Susan sits down with entrepreneur Olly Richards to explore how building a "One Person Empire" isn't about working harder - it's about knowing what to leverage and becoming impossible to ignore.
You'll discover:
Why trying to be ‘better’ than your competitors is often the hardest way to win
The mindset shift that stops you competing on price, experience or popularity
Why most business owners are squeezing blood from a stone - and what to build instead
Why building an audience gives you far more freedom than constantly creating new offers
The overlooked kind of leverage that can make your business feel lighter, more profitable and far more sustainable
How to uncover the experience, perspective and stories to create your own Category of One

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

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

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

FREEBIES:
Download Susan’s storytelling blueprint for free here
Download her most popular masterclass: Be The Guide here
Download a free copy of The Business of Stories here

OFFERS:
Check out The Story Source here
Storytelling Mastery here

About your host Susan Payton:

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

The response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business - and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here

Connect with Susan:

Email: 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.

What do you do when you wake up and realise your business bank account doesn't have enough money to cover next month's expenses?
In this episode of The Business of Stories, Susan shares a very honest story about being faced with a frightening cash flow situation. And the simple exercise that helped her stop making decisions from fear, and gave her the clarity to create £20,000 in under 30 days.
Susan takes you behind the scenes of exactly what happened, what she did differently, and why writing one email became the turning point that changed everything.
You'll discover:
Why the story you tell yourself in moments of fear will determine what you do next
How writing one email from your future self can completely change the decisions you make today
The surprising strategy that helped Susan make £6,000, before she'd even launched her offer
The mindset shift that stops you asking "What if this doesn’t work?”
What to do when sales slow down and doubts creep in
The simple question that will completely change how you feel about what you can achieve

This honest and inspiring episode is a reminder that the stories you choose to tell yourself shape the actions you take - and those actions create the results you're capable of achieving.
If you're ready to stop letting fear write your story and start becoming the person who creates the future you want, this episode is a must-listen.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
FREEBIES:
Download Susan’s storytelling blueprint for free here
Download her most popular masterclass: Be The Guide here
Download a free copy of The Business of Stories here

OFFERS:
Check out The Story Source here
Storytelling Mastery here

About your host Susan Payton:

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

You the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business - and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here

Connect with Susan:

Email: 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.