Episode 57: Underused Story Strategies #1 — Using stories to build strong business foundations

Have you ever looked at other business owners who seem to be making sales on autopilot and wondered what you're doing wrong? Why does it all seem so effortless for them, when you're working so hard to make things happen? In this episode, Susan shares something she said that nearly brought a client to tears - with relief - and why the stories we don't see behind other people's success can leave us feeling like we're falling behind. Because there's often a lot more going on behind the scenes than anyone talks about. This is the first episode of Just Saying, a new fortnightly series of short, bite-sized episodes where Susan shares honest thoughts, observations and behind-the-scenes insights from running her own business. No big production, no action steps. Just a few minutes of real talk about the things we can all learn from each other. If you've ever felt frustrated by how long things are taking, or wondered why building your business still feels like such hard work, this short, reassuring episode is for you.

If you sell to organisations, you might struggle with knowing whose story your content should be speaking to. The person who benefits from your work? The person inside an organisation looking for someone like you? Or the person who ultimately holds the budget? And how do you connect with all of them without your content feeling scattered or disconnected? In this episode of The Business of Stories, Susan chats with June Hogan, founder of Wildwood Coaching, about how she uses storytelling to connect with three very different audiences, build trust - and even ‘sell’ her services, before she’s ever had a conversation. You'll discover: The different people involved in the buying journey - and what each of them needs to hear from your stories How one personal story can connect with completely different people without feeling forced or salesy. The biggest misconception about sharing personal stories on LinkedIn (and why it might be holding you back). The golden thread that connects your different audiences, even when their needs and challenges seem worlds apart. How your stories can build relationships and influence buying decisions long before someone contacts you.

It can be hard to know what stories to share, when you have more than one ideal client. Maybe you work with both individuals and organisations. Or the person who pays you isn’t the person you actually work with. Or you have several audiences who all seem to want different things. If so, this episode of The Business of Stories is going to help you stop focusing on everything that makes your audiences different and uncover the golden thread that connects them. You'll discover: The one question that makes finding stories for multiple audiences so much easier. The hidden golden thread that can connect clients who seem completely different. How one story can speak to individuals and organisations without making your message feel muddled. The stories that show an organisation you’re the right fit, so they choose you. The simple exercise that can reveal a story capable of doing different jobs for different people.

When you think about using storytelling in your business, you probably think about content. A social media post. An email. Maybe a client story on your website. But what if stories could be doing far more of the heavy lifting in your business - in places you might never have thought to use them? In this episode of The Business of Stories, Susan explores some of the most underused places to use storytelling, from your website and lead magnets to your courses, presentations, launches and sales conversations. You'll discover: The overlooked places in your business where stories could be helping people understand, remember, trust, connect and take action How stories can actually help your clients get better results, after they’ve invested. The story your website should be telling (which might be very different from the one you’re currently telling). The underused storytelling opportunity hiding inside your lead magnets, courses and workshops. The surprising role stories can play in sales conversations - so they feel easy and natural, and never ‘salesy’. The simple question that could completely change where you look for stories in your business.

What if the things you’ve spent years trying to hide, change or smooth over are actually the very things that could help you stand out? What if the qualities you dismiss as flaws, quirks or weaknesses are exactly where your greatest strengths are hiding. In this episode of The Business of Stories, Susan talks to Crazy Successful author John Spencer Williams about why success doesn’t always happen despite the things that make us different - sometimes, it happens because of them. You’ll discover: The surprising reason your biggest flaw could also be one of your greatest advantages Why the instinct to fit in could be holding you back in your business. The one place to look when you can’t see what makes you different from everyone else. The “Crazy Idea” hiding in your work that could put you in a category of one. How something you’d never put on your CV could become a powerful reason people choose you. The stories you may be overlooking that could show people exactly what makes you different.