Episode 49: SUMMER REWIND - The stories you already have that will build trust

00:02 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 to. This summer instead of bringing you brand new episodes I'm taking the opportunity to revisit six of the episodes that have resonated the most These are six of the stories, conversations and lessons

00:44 Today's episode is definitely worth coming back to because it's so easy to think that you need more experience or more clients, or more testimonials, or bigger success stories before you have anything worth sharing. But the truth is, your stories didn't start the day you launched your business. They started long before that! Your experiences – your journey – the decisions you've made, the challenges you've overcome, the reasons why you do what you do and the beliefs that drive your business are

01:19 These are all stories that help people understand you, trust you and connect with you. So although this episode was originally called What Stories to Share When Your Business is New? It's packed full of ideas for stories you can share whatever stage of business you're at. And it's a brilliant reminder that you already have more stories than you realise and that the stories you're living right now can be some of the most powerful stories you'll ever tell So here is the stories you already have that will build trust. Identical triplets Erin, Mandy and Missy were bringing out a new range of cosmetics They had not even launched yet but due to overwhelming demand they had to stop taking orders for their first product A set of five makeup brushes They had only posted about 30 pictures on their new Instagram account

02:20 but had over 100,000 followers in just a few days. They were the number one trending topic on Facebook within a couple of days of setting up their page To say they were oversubscribed before launching was an understatement So what was so special about their cosmetics? They were all based on stories Their set of five makeup brushes were adaptations of the Harry Potter wizard wands, namely Harry's, Ron's Dumbledore's Hermione's and Lord Voldemort. They also introduced storybooks of makeup based on classic novels such as Little Women Sherlock Holmes and Robin Hood They also had a Hunger Games range of highlighters including Revolution Beacon Of Hope and Girl On Fire

03:13 Their about page started, once upon a time there were three sisters who never stopped believing in fairy tales. They attracted a lot of attention and were featured in the Huffington Post Cosmopolitan Glamour Magazine The Today Programme and Buzzfeed And their phenomenal success started with a love of storytelling Storytelling is relevant and works for any business, whether it's product or service. B2C or B2B Whether its brand new or well established Whether its one person or thousands of employees But the stories you share will change at each stage in the business journey And evolve as your business and your offerings evolve

04:05 The stories you tell when you start out are going to be different from the stories you tell when your growing or pivoting, scaling. So I thought i'd do some episodes on what stories to share at each stage of your business journey Starting with What Stories To Share When Your Business Is New I know a lot of people struggle with this and it's easy to think that if your business is new, and you haven't had a lot or even any clients that you won't have any stories worth sharing. Also if you're starting out, you might be holding back from putting yourself out there because you're not sure how to show your expertise or what you can help your clients do If you haven't got testimonials and examples to share

04:55 Which I'm guessing is what prompted this question from Sarah. Oh hi Susan, I'm Sarah Wassall the Burnout Protection Officer and as my business is quite new i'd love to know what stories you recommend sharing when you don't really have lots of testimonials yet or case studies or even many examples to share. Thanks! That's a great question Sarah thank you and do please keep these questions coming because they're giving me some great ideas for episodes that I can share with you Just send me your questions in writing to susan at the business of stories dot com. And if it's a question that I want to feature on the show, i'll just send you a message and ask you to record it for me So let's talk about stories You can share when you're new to business or not necessarily new to business but starting a new business Or changing direction or changing your idle client or your offer all your focus

05:54 I'm working with somebody inside Storytelling Mastery right now who's worked with horses for the last 30 years but wanted to start offering something completely different, which was nature-based experiences and retreats for women. So humans not horses! And she said she felt like she was starting all over again and didn't know what content or stories to share now that she had a completely different focus So the first thing I want to say is just because you're starting a new business or changing your niche, or serving a new audience don't dismiss everything you've been doing up to this point. It doesn't suddenly become irrelevant even if you've gone in a completely new direction there'll be a reason you've pivoted and that reason is part of your story

06:49 It's part of your journey, the journey that has led to you being here now doing what you do. You might feel like this is a new thing but it is an evolution and something that will bring all the lessons and insights and wisdom from all things you've done previously Which is your unique blend? If you haven't listened to episode 13 of this podcast, I talk about how you have a unique blend that no one else has and that consists of the secret ingredients that YOU bring that makes your business unique and irresistible to the right people. Because nobody else has had the same life or journey or experiences as you

07:39 So you bring a mountain of value and skills and qualities and strengths from everything you've done and experienced, both personally and professionally. Being a parent teaches you a lot so does running a business or navigating life or doing things before you feel ready or figuring things out as you go trying things that don't work starting from scratch All of those things teach you stuff that you now bring to everything you do. And that's a great simple exercise for you to do is make a list of everything that you bring to your business from your life, make a list of all the assets and insights that you now bring to your work and this new business venture that you're birthing and to the clients that you're going to be working with

08:32 Also, for many of you – not all of you but a lot of you – a key part of that journey and experience will be that you faced the same challenge your ideal clients are now facing. You've been there! You get it! You know it first hand…and you overcame it! That is one of the most important stories you have. It's the story that shows people that you get them That you have lived experience of what they're currently going through and you know how to help them navigate this unknown territory. It's a super powerful story to share, and you do not have to be the finished article to share that story! It is not about being perfect now or saying look at how successful I am – you can still be on that journey just much further ahead

09:32 None of us are the finished article, really. Are we? We're all learning as we go! I certainly am. I learn from my clients all the time. I'm evolving and growing and changing things and developing my skills but i know more than most business owners about how to build a business using storytelling because i've been doing it for 10 years so i share everything i've learned And your story can be here's what i'm learning as i build this Here's why I'm here doing this now. Here is why I am showing up in this way and here is who I am showing for. Here is why I decided to follow this path, start this new business or train in this modality or create this program or work with clients in this way. Maybe there was a moment you decided… maybe it was the day you handed your notice... Or the conversation that changed everything?

10:34 Or the moment you realised you couldn't not do this. Or that decision to retrain, or to niche, or pivot? I've talked about defining moments stories before and people find them fascinating – especially if they're facing a similar decision right now! So share the journey… invite people into it And you can do that now. If you had to wait until you had clients before you talked about what you do, no one would start! Everyone would be stuck. So start talking about the things you CAN talk about... What your stories look like so far? What this new chapter of it is? Why are you excited or passionate about it? Why its important to you?

11:25 I talked in episode 1 about going into my group, The Business of Mums all those years ago and sharing my story. And that story was basically who i am where i'm at what i'm doing now and why? That was a brand new business for me! And i was really really honest about that I talked about where I was at that point, what I'd done, what I was bringing to the table. What I wanted to do? The change I wanted to see and the change I wanted to help make happen. It wasn't hey i've cracked it all but it was my why and an honest story of what had led me here and that connected with people. That story got me clients

12:14 So don't assume that everybody wants somebody with years and years of experience. Some people will relate to you because you're following your path, and your calling – that you're feeling compelled to put yourself out there and do this because you feel so passionately about it! There are people who to this day tell me how they've loved following my journey and how they were there right at the beginning, right when I told that story. And they still follow me now because they feel a part of it. They feel like they've been on this journey with me and they have! So you can share the story of what has led you here and what some of the moments have been along the way... What starting this business has already looked like for you?

13:04 And what you've been discovering about yourself through the process. I had only just had my aha moment that storytelling could be my thing when i found myself in a room speaking to 50 entrepreneurs and I certainly didn't stand there saying, I had all the answers! I told them that the idea for The Business of Stories had literally come to me in the last few days but I talked about the bit of my story that was super relevant The bit that explained why this and why now. I talked about what I'd seen myself, the way people had responded to my story when i shared it and how that had led me here talking to them about the problem that I knew they were all facing. I showed them that I knew enough! That I was passionate enough...that this meant enough to me that I would be someone who would deeply care about helping them get a great result

14:04 They could see my enthusiasm as I spoke. This wasn't someone who was jaded or had been doing the same thing for years and years, or who was busy scaling – or even stepping back from the business! They could see that I was young… or my business was young anyway...and keen and passionate and really committed to making a difference And if I was starting a brand new business today, I would do exactly the same again. I would document the journey! When I was writing my book, I documented the journey. I shared everything – often daily

14:46 When I was launching this podcast, I documented the journey. I've been documenting the journey since 2015 and at no point have I ever pretended that i'm further on than I was or pretended I'm something I'm not! I've always been very honest and open about where I'm at but really leaning into the emotional stuff like why it matters to me and the people I want to help and the impact I want to have And when you do that, people sense the passion and the energy behind it. People sense that this really means something to you and that you care! It's the same when you launch a beta version of something right? A brand new program that you've never run before I remember when i was launching my group program for the first time back in 2022 just after my book had come out and I had somebody say to me

15:45 I'm always a bit unsure about joining beta versions of things because i feel like i'm gonna be a bit of a guinea pig. Don't know if i want to be someone's guinea pig, actually think the opposite! I always think you're probably going to get the absolute best of the person whose program it is in the beta round because they're 100% going to want YOU to get an amazing result It's by helping you get an amazing result that they validate their idea, that they see it works. Which means they can then confidently go out and market the course or program because they've taken people through it and made sure they got a great outcome! So probably going to give more of them than ever in future.

16:38 Further on, they're probably going to start automating bits getting other people in to help them. Of course that's what happens when you're scaling first couple of times they run it. You can bet you're going to get a lot of their attention and support and help because it's going to be really important for them to get it right and for you to get great results so give them a great testimonial So all that to say, don't be afraid of telling people where you're at and where you want to go. What you're building? The impact you want to have? The kind of business your creating drawn to someone who has a vision even if they are still right at the beginning of it You can also talk about your values, your beliefs what you stand for or what you think is broken in your industry Or what change do you want to see

17:34 I talked in episode 17 about thinking of your business as a movement. If your business was a movement, what would that movement be? People are drawn to movements so talk about the movement you want to start or be apart of why this is something bigger than just you and your work why it's something that you're inviting other people to be part of You can talk about what frustrates you, about the way things are done currently. What you believe should be different or could be different? You can talk about what kind of experience you want your clients to have – what do you want to help them do?

18:16 I talked about that in my talk too, that i was so passionate about storytelling and how powerful it is. And how I wanted talented amazing business owners to be able to share their stories in a way that deeply connected with people That's such an important part of what I do and why I do it So I really talked about that How that was the change I wanted to see. How that was the movement I wanted to create That was me putting my stake in the ground and saying, this is my thing And by doing that I was able to start building trust and authority By being clear and letting people know the what's and why

19:01 You can also talk about what you see happens if people don't solve the problem that you help them solve. If people don't get the support they need, if nothing changes... What happens if they don't sort it? What happens if they never get to experience coming out of the other side of it? Not to frighten people or take them into pain but show them what you're helping them avoid. Remind them that they've got a choice That they can go down a different path, get a different outcome. Change their story! Their stories could go in any number of different ways but if they want to go the way that you went... If they want to have a story that's similar to yours then that's the path you can help them walk down You can also share the micro-wins So you might not have testimonials or case studies yet

19:59 But you might have had conversations with people that helped to give you clarity about what you do. Or questions that helped you see why this is so needed, or your own breakthroughs from what you've been learning and implementing. Insights from the training that you've done – if you're a coach and gained coaching qualification then you will have had practice on clients So what are those micro-wins that you could share? Examples of what came up and what's possible for others. And if you have worked with clients, even if it is for free talk about that without breaking any confidentiality obviously but your client might be happy to hear from you Or you could just share something one of my clients said today really struck me or here's something I hear a lot or here's something I see a lot

20:54 Or here's something I know a lot of people struggle with. Or here is what stops people. Here is what I know a lot of people in this situation are thinking or feeling, here the dilemma they're facing… The thing to show that you care! That this might be new business or direction but your all-in, your building something and it's important to you You've chosen this for a reason. You're following this path because it means something to you, you're committed to the journey and by doing that, you are becoming a role model! You are showing people that its okay to step out of your comfort zone. You're showing people that you're stepping into that guide role and leader role for them – and that can build way more trust than pretending you're further on in the journey then you are

21:51 Don't think that the only stories that are powerful are the stories that are told from the top of a mountain, right when you've reached the summit and putting your flag up. The stories that are most relatable and compelling are often the stories that are told from the climb – where you're at now, what you're thinking, where you're trying to get to, what decisions you made along the way… When you had doubts? When you had breakthroughs? What beliefs you've shifted, who you're becoming. People don't need to see you as perfect or that you have everything figured out We just want people who get us Who understand us and who really care about us Who we feel we can trust That were in safe hands with And people who bring their energy and bring the passion and bring the desire To help us succeed and help us win

22:51 So those are just some of the stories that you can be sharing when you first start your business. Your stories don't start when you feel established, they start the moment you decide to show up and hopefully I've helped you see that the right stories told at the right time can build your business You do not need to wait until you feel polished and credible to start You can start telling the stories that make you credible. So, as always before I go let me give you a quick action step that you can go away and do here's your action step for today about where you're at in your business whether you're new and just getting going or you're reviewing and pivoting or you're growing and evolving or changing direction or you found your sweet spot and you're going all in

23:52 Or you've found your people and you've got total clarity on who you want to work with now. Or, you're creating new programs or reviving and updating old ones. Or leaning more into speaking or putting on events wherever you are whatever you're doing talk about it share it so that's your action step for today talk about where you're at in your business now let people know invite them in And I'll see you next time for more stories that do the selling for you, so you don't have to. 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

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