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 idle 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. One afternoon, she joined the host of the Singing Teachers Talk podcast to share her experiences and to talk about her free five-day challenge that voice coaches can join from the 4th of September 2023, to learn how to write their very own stories for their business.
KEY TAKEAWAYS

Susan created The Business of Stories in 2016, when I 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.

BEST MOMENTS‘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’
EPISODE RESOURCES Website:

https://thebusinessofstories.com/

Social Media: 

Linked In: https://www.linkedin.com/in/susanpaytonuk/
Facebook: https://www.facebook.com/SusanPaytonUK/
Instagram: https://www.instagram.com/thebusinessofstories/

Susan’s FREE 5-day Challenge starts on 4th September 2023! Join here (BAST Affiliate): https://thebusinessofstories.com/5daychallenge/?fpr=line40
Get your copy of ‘The Business of Stories’ here (BAST Affiliate): https://amzn.to/45GFYQc
Relevant Links & Mentions: 

Vocology in Practice 
The Annual Review of Psychology - ‘The Neural Bases of Social Cognition and Story Comprehension’ by Raymond A Mar: https://www.annualreviews.org/doi/abs/10.1146/annurev-psych-120709-145406
World Science Festival Why We Tell Stories: The Science of Narrative: YouTube.com/watch?v=DJ28V-9LryY&t=987s

ABOUT THE GUEST 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 & 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.
ABOUT THE PODCASTBAST Training is here to help singers gain the knowledge, skills and understanding required to be a great singing teacher. We can help you whether you are getting started or just have some knowledge gaps to fill through our courses and educational events.Website: basttraining.comGet updates to your inbox: Click here for updates from BAST TrainingLink to presenter’s bios: basttraining.com/singing-teachers-talk-podcast-biosThis show was brought to you by Progressive Media