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 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 [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.