One thing I’ve noticed, after years of working with business owners on their messaging and storytelling, is that very few people find clarity in a straight line.
Most people don’t wake up one morning with a perfectly polished niche, a crystal-clear message and a business that suddenly makes complete sense.
Often, it’s a messy journey full of pivots, doubts and false starts.
In this honest conversation, Susan sits down with her client Lema Wiffen to explore the twists and turns of refining your niche, understanding your value, raising your prices, and unpacking the stories that reveal who your ideal client really is.
You’ll discover:
- Why clarity in business is often an iterative process - not a lightning-bolt moment
- Why charging based on time instead of transformation can keep you playing small
- The hidden emotional stories many business owners carry around pricing, visibility, and self-worth
- What it feels like when your messaging sounds right on paper - but still feels somehow misaligned
- Why the clients who energise you hold important clues about the work you’re truly meant to do
- How understanding the emotional thread beneath your clients’ struggles can change everything about your content and positioning.
This episode is a powerful reminder that clarity rarely arrives all at once. It’s something you uncover layer by layer, through reflection, honesty, and a willingness to keep listening to yourself.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
Check out The Story Source here
Storytelling Mastery here
Download my Be The Guide Masterclass here
Download a free copy of The Business of Stories 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: susan@thebusinessofstories.com
LinkedIn: https://www.linkedin.com/in/susanpaytonuk/
Facebook: https://www.facebook.com/SusanPaytonUK/
Instagram: https://www.instagram.com/thebusinessofstories/
Produced byWinter Audio.
Mentioned in this episode:
Win a 1:1 session with Susan
Write a review for this podcast, and go into a draw - to win a 1:1 session with Susan.
It's a full 60-minute session to work on anything you want - your stories, your core message, your content strategy … or how you can implement the 7-step process Susan shared in episode 45 so all your content is highly relevant and relatable to your ideal client. All you need to do is write a review of this podcast - on Apple or Spotify - and send Susan a screenshot via social media or to susan@thebusinessofstories.com. And, if you win, she’ll be in touch to schedule in a time for you to work together.
