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 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 [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 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: [email protected]

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

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

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

Produced by Winter Audio.