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.

If you’d like to harness the power of storytelling with Susan Payton, join her legendary free Storytelling 5 Day Challenge.

Useful Links

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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

Connect with Jo on LinkedIn

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If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com

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If you are ever unsure as to whether

to post something because it feels too

2

personal, or if you've told your story

so many times that you are tired of

3

hearing it, then this episode is for you.

4

We will talk about what stories

work, which ones to tell, which ones

5

to avoid, and how to practically

use them in your content.

6

I'm so excited today to

be joined by Susan Payton.

7

Susan is a messaging strategist,

storytelling expert, and author

8

of the Business of Stories.

9

She helps founders and purpose-led

business owners get clear on their

10

stories so they can connect more

deeply with their audience and

11

sell their work with confidence.

12

So welcome, Susan.

13

I'm.

14

So, so happy you are here, especially

because I know that your story

15

led you to your entire business.

16

So please do share more about

your story and your business.

17

Yeah, sure.

18

In 2014, I was looking around

for support for women who wanted

19

to start their own business.

20

I'd always worked for myself, but

I didn't really have a business.

21

I was just charging time for money, right?

22

And so I wanted to start something

that I could actually grow and

23

scale beyond my hourly rate.

24

So I was looking around for support

25

there wasn't a lot of support, right?

26

Facebook groups weren't a thing.

27

And so, apart from a couple

of organizations, there

28

really wasn't very much.

29

And so I realized that if I was

looking for support there would

30

probably be a lot of other women out

there that were looking for support.

31

So I decided to create a community to

create something that provided that

32

support that people were looking for.

33

So I called it the business of mums 'cause

it was for mums who wanted to start their

34

own business or grow their business.

35

I had a website built, you know,

with a forum and a notice board and

36

you know, back when it cost a lot

of money to build a website, right?

37

Because it was all had to be coded

and it was thousands of pounds.

38

Then somebody said to me, you

could start a Facebook group.

39

I was like, a what?

40

What's that?

41

I found out that you can start

a Facebook group for free,

42

which was a little bit, of a shock at the

time having just spent all this money.

43

But anyway, I had the website.

44

I started the group, I started to

build this community, and it was great.

45

It grew very quickly.

46

I got to about 1500 women, quite

quickly I was offering resources.

47

I was pointing people to

things that would help them.

48

I was doing interviews, I

had lots of stuff for people

49

to download and engage with.

50

We were asking questions in the group,

so it was getting lots of engagement

51

and it was doing really well.

52

But I was offering coaching and

this is the way that I was gonna

53

kind of monetize it, right?

54

It was gonna offer coaching and

nobody was buying my coaching.

55

I kept putting more stuff into the group.

56

I kept trying to show people that, I could

help them and I was resourceful and I

57

was the person that was gonna help them,

provide that support that they needed.

58

But the reason that nobody was buying

my coaching was because back then I

59

really couldn't clearly articulate.

60

What I could help them do, and I know

that your audience is coaches, right?

61

So this is key, and I know

this is what you teach.

62

I didn't have a nice,

clear, compelling message.

63

I wasn't really articulating the

value of people working with me.

64

Like what was the value to them

of what I could help them do.

65

I didn't even really know

who my ideal client was.

66

It was moms who wanted to

start a business, right?

67

So looking back now, I can see why people

weren't buying my coaching, but at the

68

time didn't know what I wasn't doing.

69

I didn't know what I didn't know.

70

I was doing all the marketing things.,

71

Buying all the courses.

72

I was trying SEO.

73

I even went to a marketing agency and

they said, yeah, give us your money.

74

We'll fill up your group.

75

And I paid them a lot of money and

they did get some more people into

76

my group, but that wasn't the answer.

77

Right.

78

More people, more spending more

money, doing more marketing

79

stuff wasn't the answer.

80

The problem was that I didn't have those

key foundational pieces in place, so

81

people didn't know why they should buy

from me, and it was very frustrating.

82

And I was sat at the kitchen table

one night with my husband and I

83

was having a glass of wine and I

was feeling a bit emotional, and

84

he said, is everything all right?

85

Like, how's the business going?

86

And I got really tearful and

I said, who am I kidding?

87

I haven't got a business, like

people aren't buying my stuff.

88

They're there for the free stuff

and everybody's loving it and it's

89

a great vibe in the community,

but nobody wants my coaching.

90

And I said at the time, I think it's

'cause they don't know who I am.

91

And they don't know why

they would buy from me.

92

So I decided that I needed

to do something different.

93

I knew it wasn't just pour

more money into it ? I knew I

94

had to do something different.

95

Just going out there and

saying, Hey guys, book a call.

96

I can help you.

97

That just wasn't working.

98

So I went to bed that night and.

99

Left the question lingering in my

head like, what do I need to do?

100

I need to do something different.

101

So I went to sleep and I woke

up the next morning and I

102

thought, I know what I'll do.

103

I'll go into the group and

I'll just be really honest.

104

I'll tell them who I am.

105

I'll tell them the journey

that I've been on, right?

106

I'll tell them why I'm here now and

what this group is for and, and where I

107

want it to go and what I want for them.

108

I will tell them my story.

109

So I sat down and I wrote it because

we didn't have lives back then.

110

We didn't have Zoom.

111

I love writing.

112

So I got my laptop open and

I started telling my story I

113

put it into little sections.

114

I put some little photos in, spend a

little bit of time making it, something

115

that people would want to read.

116

And I put it all out there and I talked

about, how I'd been a single mum for

117

a few years and how that was quite

tough trying to juggle work, and being

118

a single mom, I talked about, how the

stress of it actually made me quite ill.

119

I had ME for a few years.

120

It was a very ordinary story.

121

It wasn't some dramatic, you know,

fit for a Hollywood blockbuster film.

122

It was just a very ordinary, relatable

story of a mum trying to build a business.

123

And so I got it ready and I pressed send

and it went out to everybody in the group.

124

And then I had a moment

of panic and I thought.

125

What have I just done?

126

First of all, does anybody care?

127

Does anybody really wanna know my story?

128

Like, isn't that a bit self-indulgent?

129

To think that everybody wants to sit

there and spend time reading my story?

130

That was my first thought.

131

My second thought was,

have I been too honest?

132

Because I've admitted that not everything

is working the way that I want it to work.

133

I've admitted that at that point, I

wasn't a six figure business owner?

134

So would people want coaching from

me now that I've been that honest?

135

Would people wanna buy from me?

136

And so all of this was

going through my head?

137

I literally sat there

thinking, what have I done?

138

And then a message came through

and it was from somebody who said.

139

Oh my God, I've just read your story.

140

I can totally relate to it, like it

really resonates with me and here's why.

141

And she'd started to tell me a

little bit about her story and

142

the things that were similar.

143

And as I was reading that,

another message came through.

144

And then another one, and I started to

get all of these messages from these

145

women and a lot of them were saying, oh,

thank you so much for being so honest.

146

Your story is really relatable

and it's really connected with me.

147

Some people said it made

them feel emotional.

148

Some people said it was really

inspiring, and I never thought

149

my story was inspiring.

150

And in amongst those messages were

messages from women who were saying,

151

so how do we work with you and

what is it that you can help me do?

152

And even some people were saying,

can you help me share my story

153

because I think I need to do that.

154

I need to share my story.

155

And I was completely blown away.

156

Like I went from struggling to be

seen and heard in my own group.

157

To having people reaching out, saying

to me, how do we work with you?

158

And all I'd done different was be really

honest and real about my journey, what had

159

got me through the tough times, who I was

now, who I wanted to be, where I wanted

160

this group to go, and all of the things

that I wanted to support people with.

161

And the story since that day

is a whole nother story, right?

162

But everything that has happened since

then and all the things that I've

163

created, the book that I wrote, the

courses, the programs, the podcast

164

I'm launching, everything started.

165

That I went into that group and I saw

just how powerful storytelling is.

166

Yeah.

167

That's an amazing story.

168

I just love how everything has gone

back to that one moment where you

169

were brave enough to share your story.

170

it'd be really good to share why are

stories so powerful in our marketing?

171

Stories are one of the most powerful

things that connects us as humans, right?

172

Always has been and always will be.

173

It doesn't matter what

the algorithms are doing.

174

It doesn't matter what trends or fads

are, popular on social media right now.

175

Storytelling's never gonna go anywhere.

176

It's never not gonna be powerful.

177

As humans, we are hardwired.

178

To connect with other humans, right?

179

It's right there in

Maslow's hierarchy of needs.

180

We need to connect, and stories are such

a good way of connecting with people.

181

They grab attention, right they

appeal to our senses and our

182

emotions, they make us feel something.

183

They can have a real impact on us.

184

They can make us reflect on our own story.

185

That's often what happened.

186

A lot of those messages I got from

women, they were starting to share

187

their story because when you hear story,

actually that's only half the story.

188

It's what it makes you feel and

what it makes you think about.

189

I've got so many examples in my book

of stories where it was actually how

190

the story made me feel or made someone

else feel, that's why they're powerful.

191

That's why we connect with them.

192

And we, we tend to

remember stories, right?

193

We don't forget stories.

194

We remember them and we pass them on.

195

Generation after generation,

after generation.

196

So if stories are that powerful and

if they make people, feel connected to

197

another person, human to human, then

it makes sense that if we use them in

198

our marketing, it's gonna be a really

effective way of having people connect

199

with us no matter whether you are B2C,

B2B, whether you sell a product, whether

200

you sell a service, whether you are

a coach, whatever your business is.

201

At the end of the day, business

is done by people, right?

202

Human to human.

203

Using storytelling in your marketing

will help you stand out because

204

especially now ? especially when people

are turning to AI and they want weeks

205

of content at the click of a button.

206

The people who take the time to craft and

share compelling stories, and we can talk

207

a little bit about what that means, right?

208

It doesn't mean it has to be some amazing

narrative that takes people on a journey.

209

A story could be two sentences long

? The people who take the time to share

210

real, genuine, authentic stories to

connect with people, they will stand

211

out, number one, and number two,

they will attract the right people.

212

Because if your stories are really

resonating and connecting with

213

somebody, there's a good chance.

214

They're a good fit for you.

215

And I always say, you

know, I love my clients.

216

I love the people in Storytelling

Mastery because they're all people

217

that came in because they connected

with my content, they connected with my

218

stories, they love my emails, and they

were a really, really good fit for me.

219

Yeah, totally.

220

I feel the same.

221

I attract my people into my group

and I think that's mainly through

222

storytelling On the podcast.

223

I find it a lot harder in writing,

but strangely, if I'm speaking

224

out loud, it comes a lot easier.

225

So if you are talking to the coach

who thinks, I've shared my story,

226

I don't wanna keep sharing it.

227

What else is there to say?

228

Is everyone gonna get bored of this?

229

Tell me more about how we can use

storytelling in our marketing.

230

There are so many stories

that you can share.

231

The first thing I would just say to

that is I don't know how many times I've

232

told that story that I've just told you.

233

But every time I tell it.

234

Somebody reaches out and says, oh,

that story really resonated with me.

235

That story really connected with me.

236

It made me feel connected to you.

237

So don't hold back on.

238

Sharing your story.

239

I know you feel like you've told it

a million times, but remember you are

240

bringing new people into your world all

the time and they don't know your story.

241

I always talk to clients about

having your core story ready to go.

242

That story that really, is about what's

led you here doing what you now do.

243

And it's a story you should be

able to tell in 30 seconds or 30

244

minutes, depending on the situation.

245

So.

246

That is the first thing I would say is

don't be frightened to share it lots.

247

But yes, absolutely.

248

You have so many stories to share and if

you just think back over your journey,

249

everything that you've done, right, you've

had a lifetime of events and experiences

250

and milestones and moments along the way

251

? The setbacks, the

challenges, the learnings.

252

The insights, the ideas, your

values, your perspective, all of

253

the things that have happened.

254

You've got a lifetime of those.

255

That's not one story.

256

That's millions of stories.

257

And one of the ways that, I help

people to get started is to just

258

think about one of those moments.

259

Just choose one moment along

the way and think about.

260

What's the story in that moment?

261

Because actually trying to cram everything

you've done into one story is too much.

262

You're gonna overwhelm.

263

It's too much for people

to even process, right?

264

They'll probably take one look at

it if it's written down and think,

265

whew, I'll save that for later.

266

So we want to tell our story

in little bite-sized chunks.

267

In my book, I tell little snippets

of my story throughout my book.

268

I don't just go, right here's my story

and give the whole, thing in one go.

269

So, absolutely, think about

breaking your stories down into

270

chapters, down into moments.

271

Then you'll realize you'll

have lots and lots of stories.

272

And then of course you've

got new stories every day.

273

Things that are happening

in your business.

274

Your thoughts, your reflections behind the

scenes, all the things that are happening.

275

I encourage people to capture

those stories 'cause we soon

276

forget them if we don't.

277

So it's quite a good idea to keep a

little notebook by your bed at night and

278

then just think at the end of every day,

to anything that happened today that

279

could be a story that I could share.

280

And you might not share it immediately.

281

I've got notebook after notebook

of things I've jotted down.

282

And sometimes I'll share them

immediately and sometimes I won't.

283

I'll save them for later.

284

But the trick is to start looking for

them because they're all around you.

285

And capture them.

286

And I actually get a lot

of inspiration from the tv.

287

From the radio, from other people's posts.

288

Not copying people, but, I remember,

somebody on LinkedIn telling

289

a story about synchronicity.

290

And honestly it sparked about five ideas

for stories where there's been real

291

synchronicity in my life and that's.

292

Some magic has come from that.

293

So look all around you for

inspiration all the time.

294

'cause there's tons out there.

295

Think like a storyteller, like when

you are the things you are already

296

doing in your business, putting

a lead magnet together, right?

297

Writing a talk or a masterclass, putting

a proposal together, whatever you already

298

do that you are sending out that your

ideal clients are going to engage with.

299

Think, is there a story

I could weave into this?

300

How can I use storytelling to,

to bring these tips to life.

301

If you're doing three tips, five

tips, weave in some little stories

302

that actually bring that to life.

303

A lot of people learn from examples,

I do a thing called story prompts, and

304

everybody's always says to me, the example

you give with the prompt is actually.

305

The most helpful because I could see how

you'd used that prompt and it sparked

306

ideas a lot of people have said to me,

my stories are very different now from

307

seeing your examples than if I'd have

just been left to do this on my own.

308

Yes it's about looking for opportunities

during the day to weave storytelling into

309

the stuff that you are already doing.

310

And don't forget, like I said, a story

can be two sentences long I'm not talking

311

about, that they all have to be great,

big, long, beautifully crafted narratives.

312

They could be very short

couple of sentence stories.

313

Yeah.

314

The trick is to start looking,

capture the stories in a notebook.

315

That's what I've written down, the thing

that I struggle with, so I'll ask it in

316

case other people struggle with it Also.

317

So what I find really difficult is having

the story idea, kind of feeling like,

318

there's a lesson in there I definitely

wanna share with my people, but not really

319

knowing a structure of how to get it out

of my head and into other people's hands.

320

For example, my daughter has

a big spelling test today.

321

We were talking about it on the walk in.

322

She was really nervous.

323

Her friends were messaging us going,

oh my gosh, is the spelling test today.

324

And for once we'd actually practiced

all weekend, which is very rare.

325

So I thought , it's gonna be okay.

326

At least she's tried her best, and the

outcome is out of her hands at this stage.

327

So I guess the lesson for my audience in

that is that we can just try our best.

328

We don't know what the outcome's gonna be

on that sales call, whatever it might be.

329

But all we can do is control what we can

do in terms of preparation and marketing,

330

and all the things that we can do in

our businesses to succeed . You've done

331

a great job of tying that to a message.

332

Yeah.

333

But I would have that and it

would be a complete mess that

334

I'd think, this is too hard.

335

A really nice simple structure to

use as a guideline is the, somebody

336

wanted, but so then structure.

337

So I'll talk you through it.

338

I didn't invent it and it's actually

based on that hero's journey.

339

But I'll keep it really, simple.

340

Somebody wanted, but so then.

341

So the, somebody was your daughter,

so that's who the story is about.

342

Okay.

343

What does she want, she wanted to

do really well in her test, right?

344

She'd practiced all weekend and

she wanted to do really well.

345

But the problem was she was

getting herself in a little

346

bit of a state about it, right?

347

She was getting a little bit anxious.

348

She was getting a bit emotional.

349

It was all feeling a

little bit overwhelming.

350

Somebody wanted, but so, so you were

able to reassure her, remind her

351

that she had put the work in, that

the outcome was out of her hands

352

she could only do her best and.

353

And she's got this right.

354

She's probably gonna do, really well.

355

She's probably gonna do

way better than she thinks.

356

It's just these unhelpful thoughts

that are coming into her mind right now

357

that are making her feel a bit anxious.

358

And then you can just tie

that back to your audience.

359

And this is, this is the power of

knowing your customer story really well.

360

We can talk in a second about those

three main types of stories that I

361

talk about, but the third one is your

customer story, because the more you

362

understand their story, the better

you understand who they are, where

363

they are, what they're thinking, how

they're feeling, what they want, what's

364

in the way, where they wanna get to.

365

All of those things.

366

The more you understand their story.

367

The easier it's gonna be to speak to them?

368

The easier it's gonna be

to make your stories really

369

relevant and relatable to them.

370

So as you did when you started talking

and you realized that actually,

371

yeah, that's how it's relevant to

my audience and tie it back to.

372

Do you know what?

373

You've got this?

374

I know your stuff is very encouraging.

375

It's very motivational,

it's very inspiring.

376

So that kind of message of you're

doing okay, you're putting the

377

work in, like you have got this,

unhelpful thoughts are gonna come in.

378

You're gonna doubt yourself sometimes

you're gonna second guess yourself.

379

Sometimes you're gonna think that you

haven't got what it takes when you

380

see everyone out there, and everybody

else looks like they've got it sussed.

381

But you are okay.

382

You are on track.

383

You are doing okay.

384

You are right where you're supposed to be.

385

This is a process.

386

This is a journey.

387

And by the way, nobody's got it sussed?

388

We're all on that journey.

389

We're all second guessing ourself.

390

We're all doing the best that we can do.

391

Oh, love it.

392

Thank you Susan.

393

This is so exciting and I can't wait

to start weaving more stories in.

394

Now I've got a bit of a framework.

395

And in there you mentioned three

core types of stories that you teach.

396

Tell us more about those.

397

So the first one is your personal stories.

398

A lot of coaches struggle with the

personal stories 'cause they don't

399

know how much of them to get across.

400

and they don't wanna

make it all about them.

401

So I totally get that.

402

But we need to let people know who we are.

403

We talked earlier about connecting

and people who are a good fit and

404

attracting the right people to you.

405

You can only do that if you let people

in and let them see who you are.

406

So your personal stories are all

the things that you've learned

407

along the way, and it's the ups and

the downs, the successes and the

408

failures, the highs and the lows.

409

I'm not here to tell you to, paint

a perfect picture of yourself.

410

Actually, the more real and honest my

stuff is, the more people relate to it.

411

The more people connect with it.

412

I write at least two

emails a week to my list.

413

90% of them have probably

got a story in them.

414

Whenever I get a bit vulnerable, you know,

whenever I talk about maybe something

415

not working or, that I've got a lot of

personal stuff going on at the moment,

416

I've got a very elderly father who's

poorly my daughter hasn't been to school

417

since March, because of her anxiety.

418

So I've got lots of stuff going on, but

every time I talk about that, people.

419

Relate to it so much and feel more

connected to me because I've opened up and

420

I've shared a little bit of what's going

on for me, and they can see like, okay,

421

other people are having challenges too.

422

Even the ones that are out there

and showing up and sending the

423

emails and launching the stuff,

they've got stuff going on too.

424

Those personal stories help other

people feel seen and heard and

425

understood and help them see who

you are and what you are about and

426

whether you are a good fit for them.

427

And it's why I get people showing up

and my clients get people showing up who

428

already know they wanna work with you.

429

They already know that you

are the person for them.

430

And actually, I haven't done a sales call

for years because nine out of 10 times,

431

anybody who gets on a call with me comes

on and says, I feel like I know you.

432

They often say to me, it's almost a

bit odd that you don't know me 'cause

433

I feel like I know you so well.

434

And that's because of my stories.

435

It's not because of some slick sales

page, it's not because of the SEO.

436

It's not because of all of those marketing

things that we think we've gotta do.

437

It's because I share really honest.

438

Relatable stories.

439

So first one is your personal stories.

440

The second one is your business story.

441

And that's just more of the what you do.

442

If personal stories are who you are,

the business story is what you do.

443

So what's that journey look like?

444

What's led you here doing what you now do?

445

Why this, why did you start this business?

446

And of course there'll be overlaps in

your personal stories and that's great.

447

We are looking for overlaps.

448

We are looking for how these

stories are all connected.

449

The business story is where we are

shining the light a little bit more on.

450

What does your business stand for?

451

Like, why does it exist?

452

Who does it serve?

453

What problem does it exist to solve?

454

All of those kind of things.

455

What's the mission?

456

What's the vision?

457

So we've got your business story.

458

And then finally is your customer

story, and it's really, really

459

important to understand their story.

460

And I'm not talking about the stuff

that other marketers get very excited

461

about, like where do they live and

what do they eat and what's their.

462

Partner called and how

many kids have they got?

463

Yes, that is part of their story, but

I'm talking about what is their story?

464

Who are they?

465

What's going on for them?

466

What are they thinking?

467

What are they feeling?

468

You know, where are they now?

469

Where do they wanna go?

470

What's in the way?

471

What is it that you can help them with

that's showing up in their story that

472

has got them out there looking for help.

473

How do you show up as

the guide in their story.

474

You are the guide.

475

That's your role.

476

You are there to take them by their

hand, show them the way, show them

477

that they have got what it takes.

478

Give them a path.

479

Help them to walk down it.

480

But you can't do that

unless you know their story.

481

The better you know their story,

the more relevant and relatable

482

you can make your stories.

483

So you need all three and all

three connect and intertwine.

484

If you see my visually, for me it's, it's

a ven diagram and they're all overlapped.

485

And then in between those, the

intersection in between those stories

486

is where you'll find your why.

487

It's where you'll find,

who your people are.

488

I know you helped.

489

People get very specific about

their niche and who they work with.

490

For me, that always comes from

people's stories, it's always in there.

491

As we unpack their stories, they'll

often have that aha moment about who the

492

specific person is that they want to,

493

work with and serve, and also your value.

494

I talked at the beginning about I

didn't know how to articulate my value.

495

And by your value, I don't

mean what you charge.

496

What I mean by your value is

what is the value to your ideal

497

client of what you help them do.

498

If they don't see the value in it.

499

They're not gonna buy if they really

see the value, if they really see,

500

this is where I am now, and with your

help I can get to here and you are

501

gonna guide me and help me get there.

502

And if that place that they want

to go is of high value, if it's a

503

priority, if it's something they

really, really want, then they'll buy.

504

And we can share stories to

help to get all of that across.

505

Show don't tell.

506

Instead of telling people, this

is why you need to work with me.

507

We can share stories to show them

what it is that we help them do.

508

I love it.

509

So we've got our personal stories, we've

got business stories, and we've got our

510

customer story, and they all overlap.

511

And it's interesting you talk about the

stories often leading to the business.

512

'cause in my program, I start with

this visualization where I get

513

them to break down their life into

five or six different chapters.

514

And we literally go, okay, from

zero to eight, what happened

515

in your life from eight to 16?

516

What happens in your life from 16 to this?

517

And that often leads to the niche and

who they really want to work with.

518

Yeah, absolutely.

519

Because they actually get that chance

to really understand all of their value.

520

So yeah, I hadn't actually thought of

that until you mentioned how connected

521

our stories are to the practical

staff of like, who do we help?

522

So we know what stories to tell.

523

Now, the next problem that I see

come up a lot is people worrying

524

about oversharing and what's okay to

share and what's not okay to share.

525

How do you help people

through those worries?

526

Yeah, you're right.

527

People do have a lot of worries,

about sharing their stories.

528

Oversharing is one of them, and really

the key is, to keep your stories concise.

529

Unless you are writing a book or creating

something that's meant to belong and

530

there's a place for those stories too.

531

But if we are talking about

social media and emails, if we're

532

talking about marketing, then

we wanna keep it really concise.

533

And the way to do that is

to, first of all, think about

534

why am I sharing this story?

535

What is the point of me sharing it?

536

And keep focused on that.

537

Keep focused on the purpose of the

story rather than going into the detail

538

and giving people probably way more

information than they actually need.

539

It's to really tune into what is

the intention behind this story?

540

What's the learning or the

insight that I'm sharing?

541

What do I want people to take away?

542

So if we go back to the

story of your daughter.

543

The learning or the takeaway that we

got to at the end was that you've got

544

this, you're doing the right things.

545

There's gonna be times when you're

feeling overwhelmed or anxious or

546

emotional, and we've all been there.

547

? But actually, you just keep going.

548

As long as you're showing up in the

right way, then you'll get there.

549

We are not sharing stories for

the sake of sharing stories.

550

It's about really thinking like, why

am I sharing this story and who am I

551

sharing it with and what is it that

I want them to take away from that?

552

If we focus on that, then we

are less likely to overshare.

553

Also, giving yourself a word count.

554

I often say to people in my group and

they say, oh, this is just too long.

555

And I say, okay, give

yourself a word count.

556

Let's say 300 words.

557

You will naturally start taking

out the stuff that doesn't

558

actually need to be there.

559

Because a lot of the time we just

give people too much information.

560

I always remind people, where

does a James Bond film start?

561

Bang in the middle of the action, right?

562

They don't set the scene and tell us

what's gonna happen, and fill us in

563

and tell us who all the characters

are and tell us where he is.

564

Do they, they've just cut

straight to the chase.

565

Literally, he's being

chased across the rooftops.

566

So jump into your story.

567

You know, you don't need to

give people a load of background

568

information, just jump straight into

the moment that you wanna share.

569

Very, very exciting.

570

So now we're talking about frequency.

571

How often should we be

sharing our stories?

572

A lot of people say, oh, well where

does storytelling fit in with the

573

value posts and the tips and all

the other stuff, I don't think of

574

those things as separate things.

575

Right?

576

A lot of people say when they work

with me or they read my book or they

577

come into my program, a lot of people

say, I thought storytelling was gonna

578

be another strategy I had to master.

579

But I've realized it can be the strategy.

580

It can be your marketing.

581

I don't tend to think of stories as a

standalone separate post that you weave

582

in every third post or fourth post.

583

I personally, weave stories into

everything and, a lot of people realize

584

it's actually the missing piece.

585

It's what was missing from their emails.

586

It's what was missing

from their social media.

587

When they start to think like a

storyteller and start to weave

588

storytelling into everything they

do, then they see stuff come to life.

589

They see people engage more.

590

You know, when I've got something like

a five day challenge coming up, I do

591

a lot of call to action post, right?

592

I do a lot of, I've got

a five day challenge.

593

Here's the signup page.

594

Come and join it.

595

Those posts will get a three

likes, maybe four likes, because

596

it's a call to action post.

597

It's not something to engage with.

598

The minute I put a story post out,

and the last challenge I did, I put

599

a story post out that started, I

once put 10,000 pounds on a credit

600

card even though I was in debt.

601

That grabs people's attention.

602

That post went crazy.

603

So suddenly I finished it by

talking about my five day challenge.

604

I still had the same link to the

same signup page, but the story posts

605

got loads of likes and comments and

interactions, and so more people saw it.

606

Than all of my call to action

posts put together, I'm not

607

saying don't do other posts.

608

You absolutely, you know, you

wanna have a nice mix of content.

609

You wanna teach, you wanna share, you

wanna show, you wanna give, you want

610

that nice mix of content, but you

storytelling at every opportunity.

611

I mentioned earlier stories

can be two sentences long.

612

So let me give you an example

of a two sentence story.

613

and this is one that I used in an email

and it was that, Chris Harran told me

614

that he was gonna launch a television

show called Who Wants To Be a Millionaire?

615

And he told me the format of it, and I

said, I don't think that's gonna work.

616

Luckily he didn't listen to me.

617

He went on and produced the show and it

was a phenomenal success around the world.

618

So if you're thinking about

starting a TV show, I'm probably

619

not the person to come to.

620

But if you are looking to write stories

that connect with people and bring you

621

more clients, I'm the person to come to.

622

And then I went into my call to action

about my whatever I was promoting.

623

Really short story, right?

624

But it made people laugh.

625

It got people talking.

626

It created a little bit of intrigue.

627

People wanted to know

how I knew Chris Tarrent.

628

So even a, two sentence story can still

do a really good job of engaging people.

629

Oh, I love that one so much.

630

Especially 'cause like you say, if I'm

running a webinar or something, the

631

one thing that puts me off running a

webinar is saying, come to my webinar.

632

Come to my webinar for two

weeks solid beforehand.

633

So great to think about how

to make that more exciting.

634

And also the more story posts you put out.

635

They're the ones that get the engagement.

636

They're the ones that get the reach.

637

So then when you do put a call to

action, post out way more people

638

are gonna see it because they've

been engaging with your stuff.

639

Yeah.

640

I did a post on Saturday about my dog.

641

My dog passed away on Friday.

642

It got so much engagement.

643

It's I don't know, nearly up to 200

likes and over a hundred comments

644

and loads and loads of engagement.

645

Now, I didn't do it because I want

people to see what I'm selling this week.

646

That's not why I did it, but it just

is such a good reminder that people

647

want real, they want, authentic.

648

I can tell that everybody on my feed

that commented is a doggy lover right?

649

It's the real dog lovers that

jumped in and were like, oh no.

650

Even stuff like that, helps people

to feel like they know a little bit

651

more about you, I talked about the

fact that we live on a farm and how

652

much my dog loved all the interesting

smells and all the droppings that he

653

could be hoover up all day, right?

654

So you just letting people in a little

bit to see a little bit of your world,

655

who you are, what you're about, and those

stories always do really, really well.

656

Yeah, totally.

657

I'm so sorry to hear about that.

658

I dunno how you are

speaking without crying.

659

So I'll move on before I cry.

660

I know you mentioned

earlier story prompts.

661

Are you happy to share one story prompt to

get our listeners sharing a story today?

662

Yes, of course.

663

How about when have you taken a

leap of faith in your business?

664

When have you decided to do

something when you didn't know

665

whether it was gonna work out?

666

Like a real leap of faith?

667

And actually that story that I just

mentioned where I said, i'd put $10,000 on

668

a credit card even though I was in debt.

669

The reason I did that was because I wanted

to fly out to Nashville and train with a

670

company called StoryBrand, in Nashville.

671

It was the beginning of 2019.

672

And it was a huge investment.

673

And, I really didn't have the money at

the time to do it, but I took a huge

674

leap of faith and I just knew in my

heart, in my gut, I just absolutely

675

knew that it was the right thing to

do and that it would really help me.

676

To work out, what I wanted my

business to look like, how I wanted to

677

structure it, what I wanted to offer.

678

Luckily my husband is incredibly

supportive and he said, look, if you

679

feel that this is the right thing

to do for your business, then do it.

680

So I took that huge, hugely per

faith and boy has it paid off.

681

Right.

682

It's set me off on a path

that has been incredible.

683

But yeah, I sitting on that

plane flying out to Nashville,

684

$10,000 on my credit card.

685

I remember thinking,

God, I hope this works.

686

Oh, that's amazing.

687

And look how it set you up for success

in your business for years to come.

688

Thank you so, so much, Susan.

689

I know we could talk all day, but we

better finish up soon, so please share

690

how people can find you and anything

you've got to help them with storytelling.

691

Yeah, absolutely.

692

So, my website is

thebusinessofstories.com.

693

And I've got a really

great place to get started.

694

I've got a, storytellers pack.

695

There's prompts in there.

696

I talk you through my process and

the personal stories and the business

697

stories and customer stories, there's

all sorts of resources in there.

698

There's also a link to

download my book for free.

699

If you wanna buy a hard copy

that you can get it on Amazon

700

or any of the online bookstores.

701

But yeah, the Storytellers Pack,

I mean, I'm sure you'll put the

702

link in the show notes, but it's

thebusinessof tories.com/pack.

703

That's a really good way to get started.

704

And on LinkedIn and Facebook,

I'm Susan Payton uk.

705

Love it.

706

Thank you so, so much, Susan.

707

You've re lit my fire for

storytelling and I cannot wait to

708

get one out after this episode.

709

Amazing.

710

I can't wait to see it.

711

Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

712

episode of Women in the Coaching Arena.

713

I have a mess of free resources on

my website joannalottcoaching.com.

714

That's Joanna with an A

and Lott with two T's.

715

joannalottcoaching.com.

716

And I'll also put links in the show notes.

717

Let me know if you found

this episode useful.

718

Share it with a friend and

leave me a review, and I will

719

personally thank you for that.

720

Remember to trust yourself, believe

in yourself and be the wise Gardner

721

who keeps on watering the seed.

722

Get into the arena dare, greatly and try.