You’ve made it to the last step of Susan Payton’s transformative storytelling process and it might just be the most powerful yet. In this must-listen episode of The Business of Stories, Susan guides you through Step 7: Your Sweet Spot - where your personal journey and your client’s story connect, align, and unlock marketing magic.Discover how sharing your real, lived experiences can set you apart, create deep resonance, and show your clients exactly why YOU are the guide they’ve been searching for. Susan shares the story of a brand photographer who thought her personal life had nothing to do with her business, and how finding the connection between her brave move to a new country and her clients’ leap into entrepreneurship led to a major breakthrough.You’ll also hear the fascinating example of Dr. Anna, a clinical psychologist whose diverse clients (from barristers to actors, athletes to CEOs) all share one critical golden thread. Susan explains how to uncover this ‘core story’, so you can create messaging and content that speaks to everyone you help, without splintering your brand or losing clarity.Here are the highlights:The power of telling personal stories even when you think they ‘don’t relate’ to your workWhy both your journey and your client’s journey matter, and how to weave them together for true connectionHow to discover your ‘golden thread’ and use it to create simple, effective messaging (no need for multiple websites or confusing offers!)The real reason your stories might not be resonating, and how to bring clarity, confidence, and connection back into your storytellingThe moment Susan realised storytelling was her true calling, and how that  single ‘aha’ changed everything.Listener Q&A: Finding your unique selling proposition (USP) through your life and work experiencesAnd a practical action step on sharing a story about the moment your business was born.If you’ve ever wondered how to stand out, show up, and sell your services in a way that feels fully authentic (and never salesy), this episode is your guide to finding the stories only you can tell.If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected] a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck 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,...

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