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Taking a scattergun approach to reaching your market is a strategy that rarely works well. After all, if you’re aiming at nothing specific, then ‘nothing’ is likely what you’ll hit. If you’re a coach, better to have a specific target in mind and aim accordingly. Which brings us to the question, how to niche your coaching business? However, trying to niche your coaching business, or any business for that matter, can feel daunting. Often, the assumption is that you’re narrowing your market, limiting your business. But in fact, niching isn’t about restriction, it’s about focus. To use an analogy: when Ford (or VW, or Seat, or whoever) design a car, do they try to create a vehicle for everyone? No, it’ll be an SUV or a runaround hatchback or a pickup truck, etc. depending on who they hope to sell it to. Each of those vehicles addresses a specific set of needs. It’s the same with establishing yourself as a coach with a specialism: you’re focusing on a specific group of people and their particular goals. Why bother? Because then you can focus all of your attention, services and marketing on this individual group of people. Which will save you time, money, and a lot of energy. Learn more and join the community at:
Ask A Podcaster

Ask A Podcaster


Whether you already host a podcast or want to start your own, there are a lot of questions that come up for coaches. We're lucky enough to have two podcasting powerhouses as members of this community Mark Steadman and Rob Lawrence. Mark hosts Ear Brain Heart and was there at the dawn of podcasting. Many of you will recognise Rob's voice from the Association for Coaching podcast as well as his own show, Inspirational Creatives. In this live show, we'll be discussing, and answering, some of the most common questions that we get asked about podcasting and inviting questions from the audience. There will also be an opportunity to share your favourite podcast and a shameless plug section where we'll give a shout-out to shows from the audience. It's time to get curious, inspired and energised to hit that record button and get podcasting.
Does the thought of creating content and fiddling with Canva for hours on end fill you with utter dread? Want to get ahead and be confident your content is taken care of so you can take a week off without worrying about posting on social media? Kate Clarke wants to take away the pain, and do the hard work for you. But how do we know what marketing is important for us to do ourselves? How does retaining control of it makes us feel more in control of our businesses and our lives?? At Better Bolder Braver, we encourage coaches to - on the whole - not “outsource” their marketing. We see marketing as Another Self Growth Opportunity - by thinking about what you want to say to the world, you have an opportunity to hold a mirror up to yourself and Coach Out Loud… show your approach to how you come from a place of Empathy, Authority and with a personal Story that makes you stand out and be qualified to help your ideal client. AND creating and repurposing content can feel like being on a “hamster wheel” as Kate calls it. Once you have decided what to say, who says asking for some help to get it out there isn’t a very intelligent business decision? Kate Clarke helps people get their messages onto social media. Find out more about Kate on her website:   Follow us on LinkedIn to get notifications about upcoming conversations:
Abe is co-founder and CEO of Ruzuku, an easy-to-use online course platform for entrepreneurs, authors, coaches, and small businesses.  He helps authors, coaches, speakers and other independent experts create their own online courses and learning communities. His mission in life is to make it ridiculously easy for bloggers, authors, coaches, speakers and other passionate experts to create engaging online courses and learning communities.   Ruzuku has hosted more than 75,000 courses serving over half a million students around the world. Abe specializes in learning design and user experience research, and earned his Ph.D. in human-computer interaction at UNC-Chapel Hill. He is an adjunct professor in the School of Education at UNC-Chapel Hill, where he teaches seminars on educational innovation.  Abe says, "Ruzuku was built from the ground up with a focus on streamlining the course creation process. Experts want to share their passion and expertise, but technical hurdles and cumbersome tools can make this difficult."  In the Better Bolder Braver community, we are on a mission to help coaches create products and services that stand out and support their own mission to help their ideal clients, whilst not burning out or over-extending themselves... to help them streamline their marketing and share their expertise so that people understand quickly what the value of working with them is.   A coaching programme is a great way to engage potential clients and create meaningful experiences for them. They can also be a great way of disseminating information and conducting group coaching. But are they all they are cut out to be? Are we at risk - when creating course material - of reinventing a wheel that has been engineered many times by others? How can we make our lives easier, help as many people as we can, be true to our values, mindful of our limits, still be really creative and keep up with the Joneses?  Free workshop: Free course:
Coaches often want fast results and turn to marketing to get them. However, for fast results, marketing isn’t the right tool for the job.  There are a lot of people who will argue that it is. And the same people are often happy to take your money to help you get these fast results. The results they’re offering are traffic, clicks or ‘engagement’. But does this really translate to new clients? And if the ‘result’ (fast or otherwise) or your marketing isn’t a new client, is it really a result?  This episode will show you how to get the results you really want.
Every coach has been there – especially when you’re just starting out: you need clients, and the quicker the better. At least, that’s how it feels.  So, how do you attract people to work with you?   You could use Facebook or Google Ads to put your offer in front of a wide audience in the hope that they feel like signing up for some coaching. You could pay someone to send lots of LinkedIn messages on your behalf and hope that of the 1-2% of people who reply, at least some decide to click ‘buy’.   There’s no shortage of quick ways to advertise. Although it will cost you money before you make any money – catch-22.   So is there another way of attracting coaching clients without spending money on Ads? Yes there is and this episode will show you how.
When coaches ask “How do I advertise my coaching business?” the tried, trusted (and tired) answers are: SEO, Facebook Ads, Google Ads, Squeeze pages, set up a marketing funnel, or my favourite, a baffling combination of all of these presented as if it’s some kind of Secret Formula™ for success!   I’m going to go out on a limb here and say you don’t need any of this. In fact, I’ll go further and say, I can’t tell you what you “need” or “should be doing”.   What I can and will do in this episode is show you how you can start to put your coaching business out there without the need for what you might be thinking of as “advertising”.
Anya Pearse is like the mobile libraries of our childhood. You would look forward to it arriving and be welcomed in with open arms to a cave of wonders filled with exciting and nourishing resources to cosy up with. She is the first to have a reassuringly apt reference in any conversation - be it a book, an article, a podcast, a poem… she can contextualise our experience in any moment within a wide world of others' experiences, reflections and wisdom - which is hugely comforting, inspiring and humbling. If we “read to know we are not alone”, Anya compassionately shares what she’s discovered to help us feel this directly. As a child herself she was “baffled, yet intrigued” by the behaviour of those around her, and now combines a researcher’s curiosity, a poet’s turn of phrase, and a comedian’s sense of timing to help those she encounters gain insight and compassion into what they do. She is no stranger to tricky times, having lived with a disabling chronic illness for 16 years; reimagining it as her spiritual path helps her to bring a particular kind of hard-won grace, wisdom and empathy into her work. The Head of Positive Psychology at The Museum of Happiness, where she co-facilitates their Certified Happiness Facilitator Training, she is an intuitive adviser, and Fellow of the Positive Psychology Guild. She consolidates her interest in “the science of what makes life worth living” with an MSc in Applied Positive Psychology, focusing on the concept of “self-as-instrument” – how our own qualities of attention, openness and presence impact others and create our first intervention. Anya invites us to consider patterns, meaning and connection within ourselves and the universe to which we may previously have been blind: “Dots can be connected, allowing patterns to appear. Clarity and new ideas start to flow.” As a coach, you too are a treasure trove of magic for your clients. And you can show up with it through bringing resources, energy, compassion and inspiration into your marketing as well as into your coaching practice. We will be talking to Anya about what it is to bring our full selves to our interactions - and interventions - to creative moments between two people. On the surface, this Marketing Masterclass is about (repurposing) content, resources and showing that you are the best guide for your ideal client. Underneath, this time with Anya will be a mind-expanding dance with joy, a celebration of the self and about how to take things slowly...
Most marketing advice for coaches doesn’t work. Why? Because the Holy Grail of traditional marketing strategies is the conversion. And as a coach, conversions are not what you’re chasing. You’re not selling vacuum cleaners, or water bottles, or any other ‘disposable’ product or service. Conversions are not your focus. The heart of the coach’s marketing journey isn’t the ‘sale’ at the end of it, it’s the conversation that takes place between you and the prospective client. You’re not just chasing a sale, you’re looking for the right sale, to the right client… and that requires a conversation, an exchange with someone who resonates with what you do and sees the value in the outcome, feeling or insight that you’ll guide them to. So, how can you shift your marketing mindset? How do you wean yourself off the conversion drive and focus on creating opportunities for conversations instead? We have a few ideas…
Not everyone learns in the same way. As a coach marketing their services, seeking to showcase your expertise and reliability to a target market, you can’t afford to ignore the fact that how people like to absorb information differs, according to one of four broad preferences. Why is this a potential problem? Because if you always market the same way, using the same method (the one you’re most comfortable with, no doubt) you’re only engaging a fraction of your potential audience. But don’t worry, reaching more people, broadening your appeal, isn’t a huge or complicated task…
In our community of coaches, the question of ‘product mix’ often comes up. People want to know how best to expand their portfolio of services: How do I start a course? How do I create a programme? How do I set up a community? Good, valid questions, although frequently people worry about them before they’ve even got their first product sorted (or selling). So how can you make the perfect mix? In this episode, we'll find out. Read the blog version here:
Melanie is a business coach and the co-founder of Joypreneurs, a community for women in innovation who want to build something of their own, with ease and joy. Melanie has been on a journey herself, finding that joy is her motivator. Being part of the Better Bolder Braver community, the THNK School of Creative Leadership and also The Happy Startup School communities have helped her with this, as she has enjoyed creating for creating’s sake, learning a lot about herself along the way. She sees entrepreneurialism as another self-growth tool, and is keen to support other women on a similar path to find joy too. Melanie is an example of a coach who has chosen to find, guide and inspire people with similar experiences to her. This is not an appropriate niching path for all coaches, for whom working with people just like them may be triggering. But for Melanie - who is hugely inspired by Joseph Campbell’s The Hero’s Journey - it is important for her to “return to her tribe”, tell her story, help people explore and play. And, as a result, find joy and clarity on their next (work) steps. With Better Bolder Braver behind her, Melanie is continuing to find joy, stay curious, find her people and also be open - to collaborative models and to what she builds next. So much of this conversation will no doubt resonate with many coaches. You can join the next conversation live on our Corwdcast channel:
Whatever your motivation for being a coach, your coaching is a business. As such, it’s there (at least in part) to make money. Yet, just like everyone else in the world, you only have so many hours in the day. How do you make the most of those hours? There are various options to maximise your business earnings and they tend to boil down to a question of efficiency. For example, you could look into creating multiple revenue streams – not just coaching clients but offering courses, selling materials and other resources that could earn you some passive income. Whatever the option, our main focus is not on “getting rich quick” or using coaching clients to “make a fast buck”. As ethical marketers, our focus is on a fair exchange of value with the client in a way that sustains and nourishes you to deliver more of your important work. The question is how to do that while being more efficient and maximising your earnings. One way is to look for clients who will pay a higher price for your coaching service. You can read the blog version on our website:
Social media is a great tool, especially LinkedIn for making connections, networking, joining like-minded communities, and of course, finding clients. But like any tool, it only works when you know how to use it. The top three questions we get from coaches about how to use LinkedIn are: What should I post about? How do I connect with more clients? How do I convert connections to clients (i.e. get them to say yes to working with me)? In this podcast, I’ll answer these three questions (though not necessarily in the above order!) and talk about how as a coach you can use LinkedIn to attract clients who are the perfect fit. You don’t need to create endless content and you don’t need to rely on ads. Our process is all about starting meaningful conversations with your LinkedIn connections and finding clients organically. You can read the blog version on our website:
Qualifying as a coach is a fantastic start to an exciting and rewarding journey. You get to make an impact on your clients’ lives. Your training has taught you all about how to coach, including practical experience through co-coaching. The challenge now is finding some clients. But how to find them when the ink is still wet on your coaching certificate? Not to worry – the process is simple and doesn’t cost a lot of money to get up and running, although it may be less ‘sales-y’ than you think. Marketing coaching services is a little different to the classic sales approach, being focused more on conversations than conversions. This episode will point you in the right direction and offer some signposts to a marketing strategy that isn’t just about chasing leads, likes and views. You can read the blog version on our website:
Marketing is often talked about in relation to ‘products’ – but how does that apply when you view what you do as a service? What’s more, why bother thinking in product terms? Why not just market your services? For the simple reason, people (potential clients) are more comfortable buying products. Products – whether the latest iPhone or a tin of peas – are tangible, demonstrable, easier to attribute value to. If your marketing can give people something to grasp (literally or metaphorically) about what you’re offering then they’ll see it as valuable – at which point they start to think seriously about buying. Here we often talk about marketing your coaching as a product and I realised the other day that I’ve never actually written about a very common question I get asked: What is a coaching product? In this episode we'll find out. You can also read the blog version:
"The human voice is more persuasive than the written word, and stories have the power to change worlds and lives. You can use your voice to create positive impact - to build trust, educate, and "deepen the conversation".   This is what Mark Steadman truly believes, lives by and helps others understand, feel confident in and get creative with. He runs a school for purposeful people who want to use their voice to create impact, but who are also trying to keep on top of life.     Mark founded Podcode - a "podcast school and community for changemakers" - so he could share his knowledge and experience – the wins and losses he’s racked up – during his time behind the mic. He's on a mission to help social entrepreneurs feel empowered to technically produce and emotionally own their podcasts... generous gifts to those they want to help, compelling story tools to those whose support they would like and mirrors up to their own needs, wants and values.   We will be talking to Mark about how it feels to him to support the People Helpers - to feel like an 'Agent of Change' himself, and how being in a community and having a guide to follow can support not only an individual but an entire movement... starting with yourself.  Mark has been making podcasts since 2008. He works with best-selling authors, entrepreneurs, artists, and celebrities. His work has been highlighted by the BBC, and he presented the Comedy award at the inaugural British Podcast Awards in 2017. He runs the Birmingham Podcast Festival in the UK’s second city, and has produced a murder mystery podcast in under 15 minutes, live on stage, twice in one day.    He founded the podcast hosting company Podiant in 2016and sold it in the Spring of 2021. He now spends his time exclusively helping podcasters get results on their terms.  Mark has had both Simon and Frances on his own new podcast show, Ear Brain Heart. Through these conversations with entrepreneurs, thinkers, and change-makers who are working towards a better future, Mark explores the way we show up for audiences, build trust and effect change.    And we are delighted now to return the invitation.   If you would like people to hear your story... look no further.   Descript for editing:   Seths Podcast Ads podcast:   Marks Podcast:
A number of the coaches in the Better Bolder Braver community are inspired by it enough that they are now building coaching communities of their own. We were ourselves inspired by The Happy Startup School community and have learned so much about building communities from our hosts, Carlos Saba, Laurence McCahill and Lana Jelenjev. And today we have the pleasure of Lana’s magical company to discuss with us the power of community - of holding space, creating and nurturing connection, and supporting change and growth in great company. Lana describes herself as a “Community Alchemist” alongside being a “Learning Experience Strategist, Speaker, Author and Neurodiversity-Friendly Schools Instigator”. The founders/community leaders that she serves are - she says - “big visionaries, impact-driven and action-oriented. They have experienced firsthand a deep problem in the world that needs addressing and are dedicated to it as their life mission, and in finding a solution. These founders are not afraid of change. They are keen on bursting silos, creating shifts, and challenging systems. These individuals carry strong convictions and are eager to work towards their vision. Sometimes, this eagerness can be their weakness as they find themselves overworked, overwhelmed and out of sync with their own bodies. Their driven attitude has created difficulties in boundary-setting, getting clarity and structure, and pursuing actions that are not moving their mission forward. They realise that they have engaged in patterns, routines and decisions that are detrimental to their wellbeing as founders and are - as such - detrimental to the organisation as well. They begin to question how they can be of service to the world, given that their own internal processes are in disarray.” Lana is one of the most passionate and inspiring people we know. Any coaches looking to build a community should look to her for guidance. And following her lead has helped us to make the Better Bolder Braver community a better, bolder and braver space for coaches to be in. Join us for the next conversation LIVE on Crowdcast:
“Many marketing, sales and business development strategies just feel gross! Whether it’s hype, manipulation, or just plain overwhelm, the heart either hurts trying to get it done, or just plain refuses to carry forward. Plus, many business development programs would have you max out your credit cards or dip into your retirement just to try to “shoot the moon.” Don’t do it! There really is a way to affordably develop your business with integrity and heart.” Mark Silver is the founder of Heart of Business, Inc. Since 2001, he’s been a pioneer in integrating spirituality and business, in a way that is effective and nourishing. He’s helped thousands of spiritually-oriented, heart-centred entrepreneurs feel really good while finding plenty of their best clients and making more money and he strongly believes that you really can have both: every act of business can be an act of love, and still be effective. We love this approach to business at Better Bolder Braver. For us, even pricing your product is a path to being compelled to get out there and do your thing - to be able to help (more) people and keep your business thriving and sustainable so that you can create even more gifting moments of generosity and change in the world. We will mainly be focussing in with Mark on being more effective with sales conversations, with integrity and with heart but we may also end up discussing another point of great interest to Mark - how to spot scammers and avoid spending way too much on business coaching... In mind of our approach to Ethical Marketing, the latter speaks to coaches in relation to continued professional development ourselves and also in how we might avoid toxic sales tactics when offering our own services. We love Mark’s approach to helping businesses in the following categories: You’re just starting out. You have a real passion for what you do, but you’re overwhelmed, or just uncertain, about how to get your business going. And the amount of money you need to bring in may seem far off or unreachable. You’ve been in business awhile, but it’s not easy. Despite having months, or years, (decades?) under your belt, it’s not gotten that much easier, and there still isn’t a predictable flow to how it all works. You’ve actually achieved some success, but it’s not sustainable. You feel like you’ve hit a limit in terms of energy and/or an income ceiling. Longed-for stability or ease seems just… out… of… reach. Your heart is not happy with what you think you need to do. … and we very much hope you will join us to explore them. There’ll be something for every one of you.
Laurence McCahill used to run an agency that helped people to love, design and ship their digital products. Despite its success, he and school friend, co-founder and life-long collaborator, Carlos Saba, shut it down to focus on building The Happy Startup School - a community of business driven hippies doing good, making money and enjoying the ride. As well as building a community, he has created a transformational programme for people seeking new horizons, an annual Summer festival-like gathering, now in its 7th year, which has been described by The Guardian as “one of the top business events in Europe” and a 7-day retreat for founders, leaders and change-makers. Laurence - who has 16,000 followers on Medium, has blogged about “Finding True Happiness on the Second Mountain”. He exudes calm, experience, insight and a grounded Joie de vivre. We started Better Bolder Braver in the spirit of what Laurence captures - the “just put it out there” approach. He encourages those around him - including us - to design and lead with joy… to centre on what is sustainable according to your ‘Zone of Genius” - as he and Carlos refer to it - and what will mean adventure, creativity and happiness. Those who know us will see clearly why Laurence’s community and approach is so appealing to us and allow for us to explore with confidence and playfulness. We welcome Laurence onto the Marketing Masterclass just at a time when many of our members are exploring what coaching products they want to build, price and sell. We invite them to spend time in the company of his energy, confidence and creativity - and to take from Laurence a sense of permission to start from a place of - and to remember - excitement, not necessarily to follow the trodden path, and to find what is magical and what works for you. Join us for future conversations on Crowdcast:
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