Ep 04: Step #2 Your Business Story - How to stand out with the story only you can tell

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. In 2016 my sister and I were looking for a carer for our mum. Her partner had passed away and we wanted to make sure she had someone at home to help her during the day So we started to look for a care agency and of course, we wanted to find one that we felt totally confident would provide a high standard of care and attention. But it was hard to know from the website who would provide the best care We both spent a lot of time online looking at a lot of agencies And what each one offered in terms of where it was based What kind of services it provided? And what it charged

01:47 Gathering that kind of factual information that we could list and compare was fairly straightforward. But it didn't really help us make a decision about who we wanted to use because it was difficult to see why we would choose any of them over the others Then I landed on a website that had a section called Our Story, so I clicked on it Of course I did! It was the MD's story of how she'd been a TV presenter for Sky News when her husband had needed palliative care at home in 2013, in what she described as her personal trauma tsunami. She said that the care they got was amazing and absolutely helped and supported them both through their whole difficult emotional journey

02:40 Sadly, her husband passed away and she talked about how that left a void in her life that she wanted to fill in a meaningful way. Her appetite for her TV career had evaporated and she dreamed of setting up a company that would provide the kind of care that she and her husband had had and that she felt everyone should expect and demand for their own loved ones. That agency stood out from a long list of possibilities, and gave my sister and me a story to connect with In just a couple short paragraphs we knew the MD's why her values And the one thing that was completely unique Her Story

03:25 We knew she had first-hand experience of what we were currently going through and we felt confident that she would understand our concerns, and why it was so important for us to find the right person to look after our mum. That short story gave us a reason to choose her agency. Businesses and brands don't just pop up from nowhere there's always been a journey –and that journey is full of stories Stories about the moments and milestones along the way. The stories about what your business stands for, the problem it exists to solve and the outcome – the transformation – it exists to help people get. That's not one story! That's hundreds of stories. And people love to hear the stories behind a business or brand. We love founder stories

04:21 We love it when we're watching Dragon's Den and one of the dragons asks, so tell us about you. Tell us your story! We love stories of people facing challenges overcoming adversity and going on to win the day And we love people who are passionate about what they do Your stories can get all that across and put the human into your brand That story I told you about the care agency, here's the thing. While her story was unique having a story isn't! Every care agency we looked at could have told us their story they all had one because every business is made up of people and people have stories If you've got my book The Business Of Stories there are so many great examples in there of businesses that have got good at sharing their story

05:15 And if you haven't got a copy of my book, you can download one from my website thebusinessofstories.com I'll pop the link in the show notes So step two of my process is your business story and your business stories are the stories that show us what has led you here Of all the things you could be doing why you're doing this What problem you help solve? What you help other people do Why it matters to you What core belief sits at the heart of everything you do? And the stories of what it took to get here. All the tears of frustration you've shed when things haven't gone as planned, all the times you felt so overwhelmed you've questioned whether your cut out for business at all – definitely been there! All the decisions you made even when you didn't know for sure how things would work out

06:10 All the leaps of faith you've taken, even when you had no idea what the true impact would be. All the times you found the grit determination and self-belief to keep going even when you felt like quitting. All the emotions you've experienced on this roller coaster of a ride that is entrepreneurship You have millions of stories about winning and failing, feeling in flow and feeling lost. Feeling vulnerable and feeling unstoppable... And those stories are gold! They're real and raw, honest and open, inspiring and motivating

06:54 And those stories of the moments and milestones and memories along the way can create a connection with your dream clients that has them showing up already knowing they want to work with you. You'll also have stories about what your business stands for, what change do you want to see? Whether that's in your industry or in your clients' lives What gets you fired-up or emotional about what you do and what you help your clients do What's the core belief that sits at the heart of what your business stands for? I worked with a client who was passionate about nurturing talent. He said that far too many talented people are wasted in the roles they're in and that they're capable of so much more! He helps companies look after and develop their people, and empower them to reach their full potential

07:49 And when we started unpacking his stories, I saw exactly where that core belief about not wasting good people came from. He said that as a child his family didn't have a lot so they learned to value their possessions and look after them what they had they cherished he said We didn't replace things that weren't working properly...we fixed them! They meant something to us and they deserved to be looked after and treasured. I got goosebumps There it was, in his story. That desire to treasure things had stayed with him through his life and become a core belief and value to build his business on If you're not sure what your core beliefs are try writing I believe at the top of a piece of paper And just start writing whatever comes to mind Just let it flow What comes up? What do you believe? Why do you believe that

08:50 Why is it important? And as you write, notice if there's a theme emerging. Maybe you've said the same thing several different ways... Which one makes you feel something? Which one feels true and congruent? Which one feels like it encapsulates everything your business stands for? It's a great exercise to do and one that many people have gone on to use in their content Unpacking your business journey can also help you join the dots and see the unique perspective that you bring to what you do. I've lost count of the number of people who have told me that unpacking and exploring their stories has given them something they didn't expect! It often gives people a lot of clarity, A deeper understanding of why they're so passionate about what they do, A deeper connection to why their work matters so much

09:47 When I look back at my own business journey, I can make lots of connections to where I am today. I only had the storytelling is my thing aha moment in 2015 but when i look back I see it's actually been a theme my whole life! I loved English at school. English and sociology were my favourite lessons And I worked in television and radio for many years. I wrote stories for the Chris Tarrant Breakfast Show on Capital Radio in London, I wrote press releases when I worked in the Press Office at breakfast TV station TV AM and I worked in events for years! An event is a form of storytelling you're taking people on a journey right? It's an experience it's a story unfolding as the event goes on

10:39 But also when I look back and join up the dots, I see there are so many things from my life that I bring to the work that I now do. For instance in 2009, I attended something called The Lightning Process. Someone had told me they'd heard it can help people with chronic fatigue so i looked into it found a practitioner and signed up for a three-day experience what I learned going through that process blew me away And I knew by day three that I wanted to train to be a practitioner so that I could help other people get the amazing change I had just experienced. And so, I did! Part of that training was to get an advanced diploma in NLP Neuro Linguistic Programming Clinical Hypnotherapy and Life Coaching

11:30 And then I worked as a licensed lightning process practitioner for three years, helping other people move on from all sorts of things that were holding them back and keeping them stuck. It was an intense few years, but I learnt so much about the mind and body connection. And without doubt what I learned then features heavily in my work now as I help people notice and reframe the thoughts and things that are stopping them from getting visible sharing their stories or showing up the way they want to in their business

12:07 There's a whole chapter in my book about mindset, Chapter 11. The most important story of all which is the story you're telling yourself! It's also a module in my program and I'll do a podcast episode on it very soon I also bring my understanding of NLP into my process when i'm working with clients because the language you're using in your messaging, your content and even your conversations is so important. And that's just one example of one chapter of my life that I bring to my work

12:45 But it's by unpacking that, that I can see all the stories i could share. That show people that journey I've been on and how it makes the way I do what I do completely unique. Your stories can do that for you too! I call it your unique blend and i'll be talking more about that in the future but for now remember to think beyond your career and qualifications when you think about your business story because you are so much more than that. But, in case you're still thinking hmmm...I'm not sure storytelling is relevant for me and my business let me give you a scenario to consider

13:28 And this will especially speak to creatives who often think that people just want to see their art or their designs, or their graphics, or photos, or images...or whatever it is they create. So imagine you want to work with a photographer and you get a few recommendations and you check them out You check their prices and of course you look at their photos! And you whittle it down to two that you really like Two photographers whose way of working and images and prices, everything are pretty much the same. But there's one difference... One posts lots of pictures And the other as well as posting lots of pictures also creates really engaging content They share stories not just about their work but about themselves They talk about how they got started why they love what they do what lights them up

14:27 Maybe they talk about how they knew they wanted to be a photographer from the moment their dad put a camera into their hand when they were just 5 years old. Or how, the first time they saw a negative develop in a dark room and saw that image come to life in front of their eyes – they were instantly hooked! They talk about their business journey, the defining moments, the milestones what they've learned along the way and how they've evolved and grown as a photographer, as a business owner and as human. Maybe they're funny or quirky or spiritual or just very open and honest and relatable

15:09 And suddenly they're more than a photographer or a designer or a copywriter. They're a real person with real stories! You feel like you know them, you like them and trust them. So now which photographer are you going to want to work with? The one who shared stuff that you connected with and resonated with gave you a compelling reason to choose them It's the only way to truly stand out And the same goes for people who sell to corporate. I know a lot of coaches and consultants and service providers wonder if sharing stories is appropriate for B2B, or if it's professional or if it works? Which is the topic of this week's question from a listener... Hi Susan! I'm Sherry Bevan of Sherry Bevan Consulting

16:03 My question, how relevant or important is it to use your personal story when you're selling to corporate clients compared to selling B2C? Thank You Sherry. I hear this question a lot and my answer is always the same no matter who you sell to be to see or b2b or whether you sell coaching or of course or training or photography business is done by people human-to-human It's a human who will come to your website. It's a human who will read your content, it's a human trying to make a good decision find the right partner choose who to work with or who to outsource to

16:45 Even though they're likely not the end user, right? If you're a coach and you're talking to HR directors for instance. They are probably not the one who's going to actually use your service But their job is to find someone who feels a good fit for the company For their culture, their values and what THEY stand for And I don't know any better way to help them see if that's you than sharing stories that reveal your personality, your working style, your approach, your understanding of the problem they need help with and what you help your clients be or do have. Adrian Close is a great example of this – storytelling was not even on his radar until he came across my book and joined my program!

17:34 He has an online training academy for first-time managers, so he sells to HR managers who are looking to get training for people in their company being promoted into their first managerial role. Adrian loved the idea of using storytelling in his content and immediately started sharing stories about his own business journey from trainee manager to what he learnt from managing people & teams for many years As well as how he now helps first-time managers embrace their new role, become leaders and bring out the best in the people they're managing. But he also includes lots of personal stories He loves travelling and climbing mountains in his spare time so he talks about that And what it's taught him about teamwork or leadership Or being prepared Thinking clearly Understanding the terrain

18:31 He shares stories about his days working at Butlins, about working in the States diving with sharks being married to a spirited French person. That's his words not mine! His school days and why he is passionate about building confidence and leadership skills in teenagers and young adults And you know what? HR managers reach out and say things like I love your stories and think that you would be great fit for our company He told me that in the first 12 months of weaving storytelling into all his messaging and content, he doubled his already successful business. And so many people who reach out to him mention the specific story they loved and related too. Adrian says storytelling has personalised his business and helped him stand out on LinkedIn because his stories paint a picture of how his training supports leaders and changes lives

19:34 It's helped him build trust and authority as he shares stories of how his methods work for real people in real organisations, which is key for HR managers looking to invest in training programmes that truly make a difference. His stories inspire them to see what's possible for their teams – he helps them imagine their people growing and developing in a way that serves everyone – them, their employees and the company! So yes, your stories still do the same job. They still connect in the same way no matter who you are selling your products or services to and your stories don't need to be corporate they just need to be human so as I finish every episode with a small action step that you can go away and do here's your action step for today share a business milestone from your journey

20:36 It's so easy to forget, to acknowledge the milestones along the way. No matter how small! Whether it is your first client or your first 10k project Or the launch of your membership or book or podcast Reaching a thousand connections on LinkedIn or ten thousand Selling out your group program Being invited to speak on someone else's stage Moving out of your spare room and into an office Winning an award All stories you can be using to share and document your journey and inspire others. And please remember that it does inspire others! I had someone ask me recently how they can share a story about winning an award without sounding like they're bragging, and here was my reply... That's not bragging – that's inspiring

21:29 You could share a bit about the journey that brought you here to this point, winning this award. Or you could thank people who've inspired or supported you along the way. Or you could just celebrate an amazing achievement! Most people love to see other people succeeding it shows them what's possible for them so don't dim your light be someone who shines brightly celebrates success and lights up the path for others So they can see the way So that's your action. Share and celebrate one milestone from your journey, and why it is meaningful to you or what you learnt from it And in the next episode we'll talk about step 3 of my process Your Customer Story which is a super important step so don't miss that one! I'll see you next time for more stories that do the selling for you so YOU DON'T HAVE TO

22:27 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