Ep 13: The secret ingredients that make your business irresistible

00:54 You're listening to The Business of Stories with Susan Paton, showing you how to share stories that do the selling in your business so you don't have too. There were six chefs standing to attention on MasterChef waiting for instructions on the next task In front of them was a long table piled high with ingredients baskets of vegetables trays of meat and fish bunches of herbs and bowls of spices The brief was simple, create a dish that showcases your skills and creativity. They all nodded they were ready they all had access to the same ingredients they all had the same brief the same amount of time the same equipment and yet when the clock started the kitchen filled with six completely different stories

01:52 As one chef carefully picked sprigs of mint and thyme, he said it reminded him of his nana Dot who at 92 was still spending mornings tending her allotment growing herbs and vegetables just as she had all her life. Another chose to use the soya sauce, lemongrass and ginger reminiscing about the years she spent travelling in Asia and talking about how she loved to pack her dishes with vibrant colours and bold flavours influenced by street food markets and spice stalls. Another had been a teacher before training as a chef

02:31 And she said, For me cooking is about bringing people together creating connection and conversation. Some chefs sautéed some poached some sliced and some grated some fried some steamed some blended each producing different smells different sounds and completely different dishes By the time the task was over and the plates were presented to the judges, not a single one looked or tasted the same. Each chef had created something completely unique because they weren't just cooking what was on the table – they were cooking with everything that they'd lived and learned and loved and lost along the way

03:19 They didn't just bring the ingredients, they brought themselves. Their stories, their experiences, their influences, their emotions, their memories... That's what made each dish unique and it is exactly the same in business! Other people may offer what you offer. They may have the same process or tools. They may have the same training or qualifications. They may even call it the same thing But it's always different. How you blend what you know with who you are is what makes you and your work one of a kind Your unique blend is made up of everything you've lived and learned, every chapter, every challenge, every spark of curiosity And when you bring that to your work no-one can do it like you

04:19 Everyone has a unique blend and when you really tune into what yours is, it makes it so much easier to understand what makes you different and how much value you bring to the table. Everyone's trying to find that thing that makes them stand out, that makes them different, that sets them apart And it's easy to start talking about your qualifications or the tools and techniques you use because that is what feels relevant to what you do. But, you're so much more than that! When you start unpacking your stories and seeing your unique blend – and recognising all the things that YOU bring to your work – you'll start to see where your value AND power is

05:07 Think about it like this. If I was choosing a coach, and i've had many coaches over the years and it was just about what training they'd had or what qualifications they'd had... It would just be a tick box exercise but choosing a coach is definitely not a tick box exercise! I've worked with my current coach for about three-and-a-half years now and I don't think he has a qualification to his name But I knew he was right for me, and that's because of his unique blend of things that HE brings to the way that HE works with people. And that is what I want this episode to do – get you thinking about your unique blend… The amazing mix of everything you've lived and learned and become! No one else does what YOU do exactly the way that YOU do it

06:02 No one else has your unique mix of experience and skills and insights. You have a completely unique perspective, but if you don't see that yourself and you don't share that with your audience no one will know – more to the point, no-one will get to benefit! Your unique blend is all your experiences and lessons, observations and reflections. And passion, and ideas and values. And your way of seeing the world. And the way you work! And the things you love doing...and the things you find simple All of that rolled into one brilliant package which is your completely unique blend No-one else brings what you bring to the table the way that YOU bring it

06:57 When I was a StoryBrand certified guide, a few years back. I was one of hundreds and we all had had the exact same training from the exact same person but we all worked differently. We all delivered it differently because we all brought different backgrounds and knowledge and strengths and ways of seeing things I talked in a previous episode about how when i trained to be a lightning process practitioner, I learned all about mindset. I studied advanced NLP and clinical hypnotherapy and life coaching and it's only recently that I realized how much of that I bring to my work now helping people change the story they're telling themselves reframing the things are holding them back helping people see what they're not seeing

07:50 So when you think about your unique blend, think beyond what you do to what you bring. That MasterChef story I shared at the beginning is such a good metaphor because they all had the same ingredients and those ingredients might be your qualifications or credentials or trainings of the thing you do that's the same as lots of other people But each chef came up with a very different and unique dish, and that might be down to the seasoning they used or the combination of flavours or how they mixed the ingredients in a way no one else had thought to do. It was their passions and influences and memories and what they'd seen and experienced – and who they are! How they think? How they like to be creative? How they approach their cooking? What they believe

08:45 So when you think about what you do, think of the seasoning you add. The spices you infuse. The way YOU combine things. The extra ingredients that make your thing unique And let me address something I know some of you will be thinking This is not about bragging! I was working with a 1-to-1 client recently and I was trying to help her put her unique blend together And I was asking her to tell me about all the things that she'd done, that she brings to work that makes her unique. But she was really struggling and said it felt very strange and uncomfortable because she felt like she was bigging herself up! That's not what this is – this is you seeing all of the things you bring to your work because for others to see the value that you offer, you need to see it first

09:39 You need to see it, you need to stand in it. You need to be excited by it! You need to value it and actually when I work with clients on their unique blend or do workshops on it inside Storytelling Mastery people often see things they haven't seen before They make connections they hadn't made before They start to get even more clarity around the work they do and how they do it And who they want to work with? What they wanna offer And as I talk you through some things to think about, as you explore what your unique blend is just get curious about seeing things that you might not have seen before. Seeing gifts and brilliance that you weave into your work could bring to your work or add to your offer or include in your program or make a part of your process because the more you do that it will all feel aligned with who you are and what you're about

10:40 It can also help you create a market of one. When you're offering something completely unique, you're not competing with anyone else and it could be as simple as adding one more thing to what you already do that makes it unique! So let's explore some of the ways that you could unpack and discover and embrace and understand your unique blend And I'm just going to run through some things to spark ideas. So if you want to, you could grab a notebook and pen – yes, I am still very much a pen-and-paper girl when it comes to stuff like this! – and just jot down ideas that come to you as I talk you through some of the places that you could look for what makes YOU unique. And this won't be everything… You might have things you naturally integrate into your work that I had no idea about

11:39 But this will at least get you started and help you see just how unique you are. So let's start with your personality, because that is so important! You want to be able to 100% YOU in your business and everything you do to feel 100% aligned with who you are and attract people who ARE a good fit. I love the saying… Your vibe attracts your tribe There are people who will be really drawn to your personality, your energy, your style of doing what you do. Your approach, your values... Whether you're sporty, adventurous, techy, creative, ambitious, empathetic, rebellious, philosophical, superstitious, geeky or introverted

12:35 I was doing a session in someone's group recently and someone said, the problem is... And the reason i don't put much content out. Is because i'm an introvert! And so i don't like talking about myself. I don't want to draw attention to myself because i'm an introvert which makes complete sense but i said then why don't you talk about that? Why don't you talk about being an introvert in your content? Because that's going to resonate with other people who feel the same and who like to connect with, follow and work with people who get it. I think of it as laying out little threads that people can pick up You're just putting the threads out of this is who I am This is what I'm about And the right people will pick those threads up

13:24 Maybe you're a bit woo. I had someone come into Storytelling Mastery who told me that she knew I was the coach for her when she heard my story about ordering my husband from the universe! I'm actually tempted to do an episode on my ordering from the universe stories because whenever I share one, people are so curious how I do it… But you never know what's going to connect with someone – here are some things to think about What parts of your personality show up in everything you do and create? Personally, I love to make business fun. So I've done things like dress up as Willy Wonka give away books and put a golden ticket inside one of them. Things like that just make me happy and attract people who like business to be fun too! What about you? How do people describe your energy or vibe? How do you naturally communicate

14:23 Would you say you're warm or dry, or sassy? Or playful…or blunt. More than one client has described me as no-nonsense and I've never thought of myself as no nonsense but the fact that several people have said it must be how i come across! So how do YOU come across? And this isn't about being super professional or Having everything polished and perfect. It's about being 100% you, not being what you think others think you should be Maybe you've done some of those profile tests? Do you know your human design or Enneagram type? I realised i'm a HSP – A Highly Sensitive Person! I didn't know that was a thing but it explains a lot and why I am highly intuitive which helps me in my work

15:17 Being highly sensitive and emotional and intuitive is why I'm good at helping people tell their stories. Because, I know the bits of the stories that are going to really connect with people. I know the bits of their stories that are going to resonate and give people goosebumps because I can really feel into them So, what aspects of your personality do you think contribute to you doing your work in the way that you do it? Then there's your interests. What do you love doing? What do you geek out on? What are you obsessed with? I did a post on how obsessed I am with notebooks which i know is a thing and I know a lot of you guys love stationery too because every time I do a post on it gets tons of engagement

16:11 I had a client tell me that her dream is to open up a stationery shop by the sea. I have clients who collect classic cars and others who love angel cards, or climbing mountains or painting? What do you love doing when you're not working? Have you got any hobbies? Are you learning a new language? Do you like making sushi, baking, hiking, playing chess or golf I was having golf lessons last year. I've actually let them slip, which is annoying because it was just after i bought myself a new set of golf clubs and then never went back!

16:49 I think that's ADHD in full flow. But anyway, I did a few posts last year about having golf lessons and then somebody had a call with me about joining Storytelling Mastery and the first thing she said to me was Oh! I see you're learning how to play golf? And we talked about golf for the next 15 minutes and then she said I've got to go but send me the link to Storytelling Mastery –I'm in We hadn't even talked about that but she already knew she was in That's how connection can work. So what do you love to watch? What do you read, what do you listen to? What is your favourite podcast? Who do you follow? What do you watch on YouTube? Do you do lots of personal development? I always love it when I'm chatting with a client and they tell me something that lets me see another side of them… Maybe that they do amateur dramatics or sing in a choir or do magic tricks

17:48 Someone in my group told us that she's been learning to read faces for over 20 years. So maybe there are things about you that you never talk about, but actually they're part of who you are? People often tell me I don't talk about living on the farm enough and should post more photos about it… But when its just your daily life its easy to forget that it is interesting to other people! So have a think about how your personality traits and interests, passions and obsessions actually make the way you do what you do unique. And don't overthink how to share this stuff – just share it! Just do the odd post like I do about my golf lessons or my daughter training for the marathon…or how she's gone travelling... Or how we go to Cornwall for New Year...Or about my dogs You never know what will connect with people

18:44 Then of course there's your career. And that's not just what you're doing now, it's everything you've done! Maybe you qualified as an accountant years ago and then completely switched careers? What were some of your early jobs? What did you learn from them? Have you led teams, managed projects, mentored others or done things behind the scenes that have built on your expertise & knowledge? What parts of your past work do you still use I'm not necessarily talking about the things you'd put on your CV. I'm talking about the things you've learned and taken from the jobs and experiences you've had When i shared the story of Dr Anna in episode 9, I talked about how much of her personal story we pulled out because it showed what a unique perspective she brings to her work

19:37 She actually did a degree in law. She also went to a performing arts school, she had experience of being on live television and was married to a barrister so she really does bring a wealth of knowledge and value to the work that she now does and the clients that she works with There will be many skills and experiences you've picked up along the way Not just in your career, but also in parenting if you're a parent or being in relationships or working in teams. Or going through challenges Our challenges can teach us so much! What have your challenges taught you? What have you taken from them? What are you better at now because of those challenges?

20:24 And what hidden gifts, superpowers or magic touches have you picked up from your life? Or interests. Or travelling. Or volunteering. Or side projects. Or running a business! There's a lot of qualities and talents that you'll have picked up over a lifetime that you probably don't even realise that you pour into your work now Maybe there is something easy others find hard Or something you love doing that others despise. I was having a call yesterday with Toni who does my tech and she was talking about building a system for me that keeps track of everyone inside my group program so i can see where they're at, what they've done how they're getting on where they are in the program and I could see how excited she was at the thought of building this system

21:18 She couldn't wait to get going and I couldn't imagine getting that excited about doing anything with tech. But thank goodness we're all different, and we all bring different insights and talents and perspectives to the table! I've always loved writing, I've always loved storytelling and it comes very naturally and easily to me. But as soon as I realised how many business owners struggled with it – and how much value I could bring if I helped make it simple and enjoyable…I knew that could be my thing! And over the years I have leaned more into my strengths and what I find easy – and what I love doing

22:02 I love nothing more than working with a business owner who's overwhelmed with all the things that they do and all the ways that they help people, and all the ideas they've got. And all the stories they've got! All the stuff on their website...and all the messages they're putting out there. Helping them get it down to something really simple and concise that sits at the heart of what they do It's always really easy for me to pull out the essence, the nuggets and say this is the gold. The rest is noise! And people often say that's genius how did you take everything I told you and get it down to that one simple sentence? Honestly...I just see it clear as day So what are the things that come very easily to you that other people struggle with

22:55 If you can really nail what that is, that's super helpful to others. That's powerful and it might not be the thing you do but is something you thread into the work that you do like I talked about bringing my NLP training and my work as a copywriter into every project that I do Whether that's helping a client with their mindset around being visible or the language they're using in their content and copy and conversations, and making sure it really speaks to their ideal clients. So that's part of my unique blend! And how I help business owners is different from how other people do it because I'm different – and so are you! Then there are your stories Your stories are completely unique

23:49 The moments that have shaped you, the challenges you've overcome. The lessons you've learned... maybe the hard way! The experiences that made you who you are today whether that's made you compassionate or empathetic or resilient I had chronic fatigue for many many years and it was horrid and so debilitating And a really dark time in my life Some days i couldn't even lift my arms up they felt so heavy Or I didn't have the energy to talk because my jaw felt tired and i'd never want to go back there. But when I think back on the journey, I've been on...I honestly don't know if I'd be where I am now if I hadn't been through that! Because it set me off on a path that has led to me being here doing what I now do So think about your life experiences and your values. How do your values show up in your work?

24:50 What's important to you? What do you stand for in life and business? What are your beliefs? What would you never compromise on? What do you admire most in others? What causes pull at your heart, what makes you emotional. What would love to learn to do that you currently can't? I know I'm throwing things at you thick and fast now but how often do we actually take the time to sit and think about all of the things that make us who we are Probably not very often. And I want you to see that you are so much more than your job title or profile, You're so much more than your training or qualifications. You're so much more than what's on your CV or your bio Your perspective is unique. You look through a lens that no one else has because no one else has lived your life

25:50 And you're still learning and evolving and growing and developing. We all are! Your story isn't static, it doesn't stay still It evolves as do you As does your business As do your clients And leaning into who you are and what you bring will help you see that You Are Unique It will help you stand in your value It will help you build a business that feels aligned It will help you say no to things that aren't a good fit. It will help you say no to people who aren't a good fit, and that's what we want right? For everything to feel aligned and for the right people to find you and feel connected to you so you can do more of the work you love in the unique way that YOU DO IT with the people you love working with! So as always before I go...

26:52 Let me give you a quick action step that you can go away and do. Here's your action step for today... Share something that people don't know about you I'm sure as you've listened to this episode, You've thought of things about you that you don't think to talk about Things that other people would find interesting Things that help people see who you are and what you're about Things that would help people get to know YOU a little bit more Not just what you do, but who you are. So that's your action step for today! Simply share something that people don't know about you Don't overthink it Just pick something and share it And I'll see you next time For more stories that do the selling for you so you don't have to

27:43 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