Episode 22: Why some people connect with you and others don't
The Business of Stories with Susan PaytonShow Notes
Have you wondered how connection works in business? Why some people lean in, and feel excited to work with you - while others walk away? In this episode of The Business of Stories, Susan unpacks a real moment from a recent launch that perfectly illustrates why connection isn’t about being polished, perfect, or universally appealing - and why that’s actually good news for your business. She explores the science behind connection, from brain chemistry to mirror neurons, and shares a powerful reminder that connection isn’t something you manufacture. It’s something that happens when you stop trying to be for everyone. You’ll discover: Why the very thing that turns one person off can be the exact reason someone else feels deeply drawn to you How storytelling creates real connection in the body, not just in the mind Why perceived similarity matters more than being a ‘perfect match on paper’ How your stories act as a natural filter - attracting aligned clients and filtering out the rest How sharing what you stand for helps the right people buy into you, before they buy from you
This reassuring episode will help you stop second-guessing why not everyone connects with your message, and start trusting that your way of showing up is doing exactly what it’s meant to do. If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected] Check out Storytelling Mastery here Download my Be The Guide Masterclass here Download a free copy of The Business of Stories here Grab The Storyteller’s Starter Pack 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.
More from The Business of Stories with Susan Payton
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.
When you’re looking for clarity in your business, it’s easy to assume the answers are somewhere outside of you. In another strategy, course, or expert telling you what your niche, message or offer should be. But what if the answers you’ve been searching for have been hiding in your stories all along? In this episode of The Business of Stories, Susan explores one of the most powerful, and underused ways to use storytelling in your business. You’ll discover: The overlooked storytelling strategy that could completely change the way you build your business. Why looking outside yourself for clarity could be keeping your niche, message and offers feeling harder than they need to. The hidden clues in your past that can reveal the work you’re really here to do. How joining the dots between seemingly unrelated experiences can uncover your unique business sweet spot. The reason some marketing advice creates a full-body “no” and what your stories can reveal instead. How the golden threads in your journey can become something uniquely yours - and incredibly powerful in your business.