Are you struggling to cut through the noise and truly connect with your ideal clients? In this episode of The Business of Stories, host Susan Payton dives deep into Step Five of her signature storytelling process: Your People. Susan shares why narrowing your focus and getting crystal clear on who you serve isn’t just good for business, it’s a game-changer for your messaging, your marketing, and your sense of purpose.

Drawing on real stories from her own book launch to client breakthroughs, Susan illustrates the power of specialist positioning. She reveals how documenting your own journey and tuning in to past experiences can light the way to ‘your people’, and why the more specific you get, the more magnetic your message becomes.

If you’ve ever hesitated to niche down, this episode will help you get clear and guide you toward stories that ‘do the selling in your business’, so you don’t have to.

Here are the Highlights:

• How a book launch strategist showed exactly what strong positioning looks like, and why it’s the key to connection
• The magic that happens when you stop trying to be ‘everything to everyone’
• The surprising way unpacking your own stories reveals exactly who you’re meant to help
• How being clear and specific about your ideal client actually increases your perceived value
• Why your stories become more powerful (and profitable) when you know exactly who you’re telling them to
• The simple storytelling shift that helps your ideal clients instantly recognise themselves in your content
• Listener Q&A: How to use stories when every client is different
• And a practical action step on sharing a client win (and why those simple stories are your most effective sales tool).

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!

In fact, that moment completely changed her business - and her life.

Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.

Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.

Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.

In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.

See my bio here

And my speaker page here

Connect with Susan:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

Mentioned in this episode:

SPECIAL OFFER UNTIL 15TH OCTOBER: £700 off Storytelling Mastery (and some rather fab bonuses!!). Check it out here: https://thebusinessofstories.com/storytellingmastery/