Ep 01: How sharing my story changed my business - and life!

00:54 You're listening to The Business of Stories with Susan Payton, showing you how to share stories that do the selling in your business so you don't have too. It was 2015 and I was sat at my kitchen table feeling emotional My husband had just asked me a question that made me finally say out loud something I could no longer ignore But before I tell you what that was let me backtrack a little I'd spent the last 12 months or so building what i thought was a business. It was a space for women who wanted to start their own business because, believe it or not when i started looking around for business support in 2014...I couldn't find anything! Facebook groups weren't really a thing So I created the community I was looking for. I called it The Business of Mums

01:49 And I provided lots of resources, interviews a forum and notice board all sorts of great stuff for mums starting a business. And...I was offering coaching nobody was buying my coaching! I was really struggling to be seen and heard in my own group and looking back it's obvious why I wasn't clearly articulating the value of working with me or why someone would want to invest in my coaching services because, if i'm honest...I didn't really know myself. I knew I had lots to offer. I'd always worked for myself. I knew what my strengths were. I've always been resourceful and a lifelong learner. I'm good at making things simple and I knew I could help people but I didn't really know how

02:45 So my plan was, and I'm not talking business plan here. I'm talking idea! My idea was that if I got enough women who were starting their business into the group and I asked them what they needed... ...I would find the thing that people were asking for that I could help them with And it seemed to be working. I was getting a lot of women coming into the group saying this is exactly what they've been looking for but they weren't buying So, I started throwing money at the problem. Trying to make it work Doing the things that I thought would work! I had an all-singing all dancing website built when it cost thousands back then because everything was coded. I even and this makes me cringe to this day employed a marketing agency And paid them lots of money

03:37 Because I thought, I just need more people. Right? If i get more people in and more people know about it then they'll come and they'll want my coaching but he didn't work like that of course it didn't so here I was one evening sat at my kitchen table having a glass of wine with my husband when he asked is everything okay how's your business going and I got really tearful I said who am I kidding I haven't got a business I've got a group, but it was a free group so i wasn't getting any income from it. And everybody loves it and everybody's engaged but it's not a business in fact it was costing me money! I'd used up my savings...but on all the wrong things because i didn't have the key foundational pieces in place

04:29 I didn't know who my idol client was. I didn't know their story, I didn't understand my value There were so many bits missing but i didn't know what I didn't know So my husband said what do you want to do? And I said I don't know! I'm not ready to give up yet but I need to do something different What I am doing just telling people hey book a call and I can help you isn't working And that wasn't easy to admit, but if you've been there you'll get it. When you know you can help people…but just don't know how to get that across in a way that feels true to who you are rather than some hyped up buy my stuff marketing message! The longer this goes on the more you start to doubt yourself and question yourself or remember thinking maybe I'm not cut out for business?

05:22 If I was, it'd be easier than this surely. I would have it all sussed by now! I would be building something amazing people would buy and I'd have some money So I went to bed that night thinking what do I need to do? Something's got to change And its not throwing more money at it...I've gotta do something different so I went to sleep and woke up the next morning and thought I'm just going into the group and be really honest I'm going to go in and tell them who I am, and the journey that i've been on. And what I've learned along the way... ...and why I created this group and what I want for the group! You know? I'm just gonna be really honest and real so I sat down to write my story we didn't have Facebook lives back then but I've always loved writing and I just talked about that journey that had been on and what had led me here

06:22 And the things I'd done, the ups and downs and what had got me through the tough times. Especially when i've been a single mum and had health issues...I had chronic fatigue for a few years so I shared the challenges, the bumps and bruises that picked up along the way. I shared it all! The exhaustion, the fear as well as the vision of where I wanted my story to go. Then I took a deep breath press send and shared in the group And then I had this moment of panic, and I think a lot of you will resonate with this. I suddenly thought... Does anybody want to know my story? Like does anybody really care about my story? Isn't it a bit self-indulgent to think that people want to spend time listening to my story?! And I also thought maybe i've been too honest!

07:19 Maybe sharing that I wasn't this hugely successful six, seven figure business owner. Maybe that was too honest for someone offering to coach people? Who's going to want a buy from me now? Will they even stay in the group?" And as all of those thoughts were going through my head the first message came back and it made me emotional! It was from a woman saying thank you so much for sharing that story. I totally totally relate to it and here's why And then she started to tell me a little bit about her story, because that's what happens when you start sharing stories. You open that space for other people to share theirs and while I was reading that message another one came in and it was from somebody saying thank you for being so honest and open it's really refreshing and it's really inspiring! People started saying that my story was inspiring which felt strange...I'd never thought of my story as inspiring

08:18 But the thing is, we've all overcome 100% of the challenges that we have faced to date. And that is inspiring! When you hear other people who've gone through a challenge that maybe is similar to something you're going through right now and they got through it... That's inspiring! So I got loads of these messages coming through and then some people were asking me so how do we work with you? What can you help us do A few people said, can you help me share my story? And I was absolutely blown away. I got more paying clients in the next few weeks than I'd had in the last 12 months and not just more clients it gave me clarity direction momentum confidence honestly telling my story that day changed my business and my life! I know that sounds dramatic but it absolutely did

09:19 And everything I've done since with all the things I've created, the courses, the programmes, the bestselling book. This podcast started that day when I went in and shared my story saw the response that I got and realised that storytelling isn't just powerful it can be a superpower in your business. Welcome to The Business of Stories, The Podcast I'm so excited to finally launch this thing. I've been wanting to do it since i published my book, The Business of Stories back in 2022 but timing is everything right and now that feels like the perfect time to do this! So here we are and I am even more excited that you're here with me

10:09 I've got so many things that I want to share with you. And the fact that you're here with me tells me that you've probably got a good sense of how powerful storytelling is, but maybe you're not sure which stories to share in your posts and emails and all your marketing for maximum impact or why anybody would want to know your stories right? There's so many people out there telling you not to talk about YOU! That's confusing Or how to share your stories in a way that they land and connect so deeply with the people you love working with, that they show up already knowing they want to work with you. If that's you, you'll love what I'm going to share with you on this podcast. I'm going to show you just how powerful storytelling can be in your business. What a game changer it was and still is for me and how it can be for you too

11:08 That day I shared my story showed me that storytelling was the missing piece in my marketing and in everything I was doing. And it's been the missing piece for every client I've worked with since! So if you've been struggling to create content that connects with the right people, your ideal clients or struggling to explain what you do in a way that makes them say yes I need that I want you to know that it's not a reflection on you or your work. It's just that you didn't have this key foundational, critical missing piece but you're here now and i'm going to show you what it is! I've got so many stories that will show you how storytelling can create connection and in doing so do the selling for you in your business so you don't ever have to feel salesy

12:03 Most of the clients I work with hate feeling salesy, but you don't have to. Not when your stories are doing the heavy lifting for you and clients are reaching out already feeling so connected to you that they just know you're the one! They don't want to work with anyone else. I'm going to show you what storytelling is, what it looks like and feels like and what it can do for your business when you get it right Because it is a skill that is more important than ever to master. In this AI world where you can generate blogs and video scripts and weeks of content in just a few clicks, It's your stories... Your real raw honest authentic stories of the messy moments the struggles and the learnings and the failures and the breakthroughs and the challenges and the insights and the growth

12:58 Those stories are going to be your most valuable assets. And the businesses who are taking the time to master real, authentic storytelling are standing out! They're cutting through the noise. They're being seen and heard and remembered with stories that make people feel something And I'm going to make it simple for you. Storytelling doesn't need to be hard or complicated, some people complicate it but it really doesn't have to be! In fact the best stories are very simple at their core and I'm gonna share more of my story obviously it's evolved so much since that night sat at my kitchen table

13:43 And I'm going to share what that journey since then has looked like for me as a storyteller, a business owner. As an emotional sensitive menopausal ADHD sometimes a little bit woo human who feels all the feelings. I doubt myself at times just like you. I overthink stuff i get stuck in my head. I compare myself to others But here's what I know. No matter how successful someone's business is or how confident they seem, I can guarantee they still worry about the same stuff. What if this launch fails? What if this stops working just like everyone else and I want to talk about that stuff because it's real and relatable and relevant and not enough people talk about it

14:35 Being a business owner is hard, it's emotional. It can be frustrating and scary and exhilarating and energising all at the same time! It's a rollercoaster and it's so easy to look at your feed and think that everyone else has it sussed... That their offers always sell, that their launches are always a great success But I'm going to be honest about the highs and lows Because it was those kind of stories that helped me when I was just starting out and didn't know how to sell my stuff. It's the stories of other people climbing that mountain, that looked so huge and daunting to me... That helped me think maybe I could do it too!

15:19 I didn't know back then how to connect with people online. I didn't know how to create content that made people feel seen and heard, I didn't know how to share stories that make people want to reach out and work with me but i do now! And if you stay with me on this ride we're embarking on together... You will too I'll show you how to show up in your business the way you want to. And, I'll help you see where the story in your head might be holding you back – those stories that stop you from going out there and shining your light brightly because you worry about being judged or coming across as bragging…I get it! But I can help make sure the stories in your head are serving YOU and your clients

16:07 So it's storytelling with a bit of mindset and business thrown in. Hence, The Business of Stories! And by the way this is a journey for me too I'll never stop learning and i want to learn more about you as we go so i'll be introducing ways for you to get involved so listen out for that but for now...I want to give you a small action step that you can go away and do Like my book, this podcast is going to be practical not just theory. So I'm gonna give you something to do every time and here's todays... I want you to go the social media platform that you use for your business content and introduce yourself For me by the way that's my personal profile which is by far where I get most engagement

16:59 So I want you to introduce yourself. I know introducing yourself might feel strange, but do it for the people who are new into your world! Yes i know that some people reading it will already know you but they don't know everything about you and it'll be a good reminder of why they're connected to you. It doesn't matter if you've done it before...do it anyway! It's something I like to do every two to three months You can introduce yourself in any way you want. But if you want to see an example of one of mine, I'll pop a link in the show notes so you can go and have a look So that's it! A really simple action step for you to go and do Simply introduce yourself And I'll see you next time For more stories that do the selling FOR YOU... ...so YOU don't HAVE TO

17:50 Thank you so much for being here. I love that we get to do this together! Would you do me a huge favour and please rate, review and follow this podcast in Apple Spotify or wherever you listen to your podcasts? And i'll see you next time for more honest conversations meaningful connections and of course stories