The Business of Stories with Susan Payton

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: susan@thebusinessofstories.com 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/

Publisher

Susan Payton

Category

arts · business · education

Language

en

Explicit

No

First episode

21 Aug 2025

Latest episode

28 Oct 2026

Latest episodes

63 episodes in the feed.

1. 

   28 Oct 2026

   Episode 62: When you want clients but hate marketing – with Lizzy Kurtzer

   You know you’re good at what you do. You know you can make a real difference to the people you work with. And you want more clients. But what happens when so much of the marketing advice out there just feels … icky? In this episode of The Business of Stories, Susan chats with Lizzy Kurtzer about her journey from struggling to talk about her business and attract clients, to finding a way to market herself that feels natural, authentic and aligned with her values. You'll discover: Why so much traditional marketing advice can feel completely wrong for you. The hidden connections in your past experiences that could completely change how you see your value. How Lizzy went from feeling a full-body 'no' about marketing - to finding an approach that felt completely natural. The unexpected discovery that helped Lizzy turn a simple free resource into a successful group programme. The powerful shift that changed how Lizzy showed up in her business and started attracting the right clients. The one thing you might be dismissing as irrelevant that could actually be what makes you different. If you're ready to attract more of the right clients, feel more confident talking about what you do and market your business in a way that feels genuinely like you, this episode is a must-listen. You can find Lizzy Kurtzer at innerconnectioncoach.co.uk (http://innerconnectioncoach.co.uk) or follow her on instagram at lizzie_kurtzer_coaching FREEBIES: Download Susan’s storytelling blueprint for free here (https://thebusinessofstories.com/blueprint/) Download her most popular masterclass: Be The Guide here (https://thebusinessofstories.com/betheguide/) Download a free copy of The Business of Stories here (https://thebusinessofstories.com/freebook/) OFFERS: Storytelling Mastery here (https://thebusinessofstories.com/storytellingmastery/) 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 (http://www.thebusinessofstories.com/my-book), 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 (https://drive.google.com/file/d/1i-pLB73vQGDytEEn7jhaMulVHoEDHYvC/view) And my speaker page here (https://thebusinessofstories.com/my-talks/) Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ (https://www.linkedin.com/in/susanpaytonuk/) Facebook: https://www.facebook.com/SusanPaytonUK/ (https://www.facebook.com/SusanPaytonUK/) Instagram: https://www.instagram.com/thebusinessofstories/ (https://www.instagram.com/thebusinessofstories/)

2. 

   21 Oct 2026

   Episode 61: Just Saying - The truth about making sales while you sleep

   Have you ever looked at other business owners who seem to be making sales on autopilot and wondered what you're doing wrong? Why does it all seem so effortless for them, when you're working so hard to make things happen? In this episode, Susan shares something she said that nearly brought a client to tears - with relief - and why the stories we don't see behind other people's success can leave us feeling like we're falling behind. Because there's often a lot more going on behind the scenes than anyone talks about. This is the first episode of Just Saying, a new fortnightly series of short, bite-sized episodes where Susan shares honest thoughts, observations and behind-the-scenes insights from running her own business. No big production, no action steps. Just a few minutes of real talk about the things we can all learn from each other. If you've ever felt frustrated by how long things are taking, or wondered why building your business still feels like such hard work, this short, reassuring episode is for you. FREEBIES: Download Susan’s storytelling blueprint for free here (https://thebusinessofstories.com/blueprint/) Download her most popular masterclass: Be The Guide here (https://thebusinessofstories.com/betheguide/) Download a free copy of The Business of Stories here (https://thebusinessofstories.com/freebook/) OFFERS: Storytelling Mastery here (https://thebusinessofstories.com/storytellingmastery/) 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 (http://www.thebusinessofstories.com/my-book), 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 (https://drive.google.com/file/d/1i-pLB73vQGDytEEn7jhaMulVHoEDHYvC/view) And my speaker page here (https://thebusinessofstories.com/my-talks/) Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ (https://www.linkedin.com/in/susanpaytonuk/) Facebook: https://www.facebook.com/SusanPaytonUK/ (https://www.facebook.com/SusanPaytonUK/) Instagram: https://www.instagram.com/thebusinessofstories/ (https://www.instagram.com/thebusinessofstories/)

3. 

   14 Oct 2026

   Episode 60: B2B storytelling – How to connect with different audiences without confusing your message

   If you sell to organisations, you might struggle with knowing whose story your content should be speaking to. The person who benefits from your work? The person inside an organisation looking for someone like you? Or the person who ultimately holds the budget? And how do you connect with all of them without your content feeling scattered or disconnected? In this episode of The Business of Stories, Susan chats with June Hogan, founder of Wildwood Coaching, about how she uses storytelling to connect with three very different audiences, build trust - and even ‘sell’ her services, before she’s ever had a conversation. You'll discover: The different people involved in the buying journey - and what each of them needs to hear from your stories How one personal story can connect with completely different people without feeling forced or salesy. The biggest misconception about sharing personal stories on LinkedIn (and why it might be holding you back). The golden thread that connects your different audiences, even when their needs and challenges seem worlds apart. How your stories can build relationships and influence buying decisions long before someone contacts you. This honest and practical conversation will help you see just how many stories you already have to share, and how they can work together to make your content feel more focused, relatable and connected. FREEBIES: Download Susan’s storytelling blueprint for free here (https://thebusinessofstories.com/blueprint/) Download her most popular masterclass: Be The Guide here (https://thebusinessofstories.com/betheguide/) Download a free copy of The Business of Stories here (https://thebusinessofstories.com/freebook/) OFFERS: Storytelling Mastery here (https://thebusinessofstories.com/storytellingmastery/) 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 (http://www.thebusinessofstories.com/my-book), 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 (https://drive.google.com/file/d/1i-pLB73vQGDytEEn7jhaMulVHoEDHYvC/view) And my speaker page here (https://thebusinessofstories.com/my-talks/) Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ (https://www.linkedin.com/in/susanpaytonuk/) Facebook: https://www.facebook.com/SusanPaytonUK/ (https://www.facebook.com/SusanPaytonUK/) Instagram: https://www.instagram.com/thebusinessofstories/ (https://www.instagram.com/thebusinessofstories/) Produced by (http://winteraudio.co.uk/)Winter Audio (http://winteraudio.co.uk/).

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

Apple Podcasts (US)

5.0 / 5

2 ratings

Spotify

5.0 / 5

47 ratings

Contact The Business of Stories with Susan Payton

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Based on episode analysis; this does not confirm that the show is currently accepting guests.

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