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136 | How to use storytelling in your content - with Susan Payton
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Stories are one of the most powerful tools we have as coaches, but many of us worry about oversharing, repeating ourselves, or not knowing which stories to tell. In this episode, Joanna is joined by storytelling expert Susan Payton, author of The Business of Stories, to uncover how to use storytelling to connect with your audience and attract clients. Together, they explore practical ways to find, structure, and share your stories so they resonate with impact.
Key Timestamps:
[00:00:00] Introduction: The Power of Stories
[00:03:00] Susan’s Turning Point
[00:10:00] Why Stories Work in Marketing
[00:14:00] How to Find Stories in Everyday Life
[00:19:00] Simple Structures to Share Your Stories
[00:23:00] The Three Core Stories You Need
[00:29:00] Oversharing vs. Impactful Storytelling
[00:37:00] Taking Leaps of Faith and Final Insights
This episode is for coaches and business owners who want to attract the right clients and stand out online by using stories that feel real, honest, and deeply connecting.
“Storytelling is never going to go away – it’s how humans have always connected, and it’s how they always will.” – Susan Payton
Your stories are the bridge that connects your audience to your work – don’t be afraid to share them.
Useful Links
Learn about The Business of Coaching programme
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Download the Free Digital version of Coaches' Planner (edition 2025)
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Join the Let’s-Coach Circle for free
How to secure more coaching clients' free training
Download the 12 ways to get clients now
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