Episode 60: B2B storytelling – How to connect with different audiences without confusing your message

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. This honest and practical conversation will help you see just how many stories you already have to share, and how they can work together to make your content feel more focused, relatable and connected. FREEBIES: Download Susan’s storytelling blueprint for free here Download her most popular masterclass: Be The Guide hereDownload a free copy of The Business of Stories hereOFFERS: Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, You 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 hereConnect with Susan:Email: susan@thebusinessofstories.comLinkedIn: https://www.linkedin.com/in/susanpaytonuk/Facebook: https://www.facebook.com/SusanPaytonUK/Instagram: https://www.instagram.com/thebusinessofstories/Produced by Winter Audio.