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Ep.126 ‘The Business of Stories’ – Game-Changing Marketing Strategy with Susan Payton

Once upon a time, there was a woman called Susan Payton who was passionate about helping fellow business owners to clearly articulate their value to their ideal customers with a simple messaging strategy. Susan wrote an Amazon bestseller called The Business of Stories, knocking Diary of a CEO and Dragon Steven Bartlett off the top spot. She joins the host of the Singing Teachers Talk podcast Alexa Terry to share her experiences and to talk about her free five-day challenge, starting 4th of September 2023, and where business owners can learn how to write their own stories for effective business marketing.



    • Susan created The Business of Stories in 2016, when she realised how many business owners struggle to tell their story, and talk about what they do in a way that is clear, concise and compelling to the people they want to work with. Using the universal language of story is powerful. No-one has to work too hard to understand a compelling story.

    • People buy from people they believe can help them lead a better life. To truly make a difference in people’s lives, you need to connect with them first. To do that, you need to know and share three stories: Your personal story: who you are and why you do what you do. Your business story: why your business exists and what it stands for. Your customer story: what is going on for them and where your business fits into their story.

    • Susan’s 5-day challenge will help you discover strategies to share stories that attract perfect-fit clients who are excited about working with you. Master how to make any story relatable to your audience so they deeply connect with it and you. Learn how to link any story to what you do, in a way that feels aligned and congruent, and engages your ideal clients. Stop feeling ‘icky’ about selling and attract more of the people you love working with.


‘I went from nobody reaching out to me, to 6 paying clients within the month. All I’d done was share my story’

I’d been focusing on the wrong thing. All I needed to do was focus on my story and my customers stories’

‘Stories aren’t just about telling your deepest darkest secrets, you need to have a reason to share it‘We choose people by how they make us feel’



Social Media: 


Susan’s FREE 5-day Challenge starts on 4th September 2023! Join here (BAST Affiliate):

Get your copy of The Business of Stories here (BAST Affiliate):

Relevant Links & Mentions: 


    • Vocology in Practice 


Released in March 2022, Susan’s book The Business of Stories quickly became a UK and US #1 bestseller on Amazon in several business categories, including Marketing and Sales – knocking Dragon’s Den and Diary of a CEO star Stephen Bartlett off the top spot! It also got to #1 on Amazon again in 2023 when the audiobook version was released.