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Published by Frances Fogel, Cheerleader-in-Chief
Conversations around marketing for coaches that empowers them to attract Better clients, build a Bolder offer and be Braver with prices, planning and purpose.
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Seth Werkheiser is a writer, musician, a "wizardly guide to platform independence" and the founder of the Social Media Escape Club . I met Seth for the very first time whilst creating this episode! We talk about escaping social media without a rigid detox plan, why a newsletter beats a feed, the "work-work balance" almost nobody admits to, and why community - not content - might be the actual antidote to burnout. We also cover: Seth's path from third-generation musician to music blogger (2001) to AOL Music editor to email marketer for record labels and a music publicist - and how that same "help creative people get seen" mission has never really changed The birth of Social Media Escape Club - starting life in 2021 as Heavy Metal Email, aimed at getting heavy metal bands back on email lists, before Seth realised the message applied to artists, photographers and designers of every kind Why Seth isn't anti-internet or even anti-social-media, but anti the time, attention and life energy we hand over to platforms that "don't give a crap about us" Vanity metrics and the seven-thousand-versus-seventy-thousand conversation - why Seth would rather have two people reply to a newsletter than twenty people like a post The difference between Substack and social media, and why Seth doesn't rely on "likes" as a sign anyone's listening (they're probably reading it on the loo, and that's fine) Meeting people at the right level of the Journey of Consciousness - why "escape" and "break up" are strong, problem-aware words for people who don't yet know there's another way, even though Seth's actual approach once you arrive is gentle, non-prescriptive and led by the group The "Work/Work balance" - Seth still works in email marketing for record labels and does admin for a music publicist alongside running Social Media Escape Club, and why having more than one income stream is normal, not a failure, for almost everyone doing meaningful work Community as the antidote to isolation - why so much of Seth's best work (a music blog, a metal trivia newsletter, weekly Zoom calls) has never been a solo endeavour Boundaries, energy and privilege - both Seth and Frances talk candidly about the time, money and confidence it takes to build a sustainable creative business, and why "how's business going?" rarely has one simple answer The story of Seth's bike trip out of Brooklyn - working remotely for AOL Music from the road for eight months, and what it taught him about diving in rather than waiting for the perfect framework Keeping in touch with people you love without relying on platforms you don't own - a practical nudge to keep a simple backup list of phone numbers and email addresses, just in case About Social Media Escape Club Social Media Escape Club is a membership community where creative and artistic people gather for weekly (sometimes three or four times a week) themed Zoom calls and virtual co-working sessions. There's no guru, no fixed programme and no detox plan - just a space for people to talk honestly about what's working, what isn't, and how to be seen without burning out. Connect with Seth via his website: socialmediaescape.club . He deliberately keeps no social media profiles - the website is the one place to find him. Mentioned in this episode Social Media Escape Club (formerly Heavy Metal Email) Substack Seth's Blog by Seth Godin The BBB Reflection & Confidence weekly space Membership of the Better Bolder Braver community includes the Coach's Marketing Journey course - the only dual-accredited course (AC, up to 32 CPD hours; ICF, 10 CCE hours) dedicated to ethical marketing for life and executive coaches - plus bi-weekly check-in sessions, the weekly Reflection & Confidence space, 50+ Tools & Techniques recordings, the Book Club and a warm crowd of fellow people-helpers. Find everything at betterbolderbraver.com
In this episode, I get to profile one fabulous member of the Better Bolder Braver community, Simon Hill. Simon is a coach, facilitator and consultant who works with people-helpers of a particular kind - leaders in charities and social purpose organisations - and he's been part of our community for two years now, most recently taking the reins as chair of our book club. We talk about what actually happens in a community like ours - how the thinking and feelings associated with marketing are slowly absorbed (after the eleventh time, or in Simon's case, the fifteenth), and how marketing starts to feel more human and less daunting. We cover the five P's of Positioning, the power of kindness at work, why good contracting is quietly brilliant marketing, and Simon's beloved concept of entering every conversation without Memory, Understanding or Desire - or as he calls it, “MUD”. There's humour, there's parenting, there's talk of doodling, and there's a couple of very good book recommendations. What we talk about Simon's journey from Head of Partnerships at Skills Builder to coaching, facilitating and consultancy - and the burnout, family caring and life changes that shaped it Why coaching is a partnership, and why the word "together" matters so much to Simon The diversity of the BBB community, and why high support plus high challenge beats being cuddled The five P's - Persona, Personality, Product, Price and Purpose - and why Simon is a "persona plus purpose" person Learning differently: dyslexia, visual thinking, and why BBB resources come in watch, read, listen and do formats MUD - entering conversations without Memory, Understanding or Desire (with thanks to Clare Norman's Cultivating Coachability ) Why good contracting - outcomes, roles, responsibilities and process - is quietly brilliant marketing Simon's very human "coffee networking" approach Humour, play, parenting, doodles and King Lear's fool About the Book Club Simon is now chairing the BBB Book Club, where we read books that speak to both coaching and marketing. Next up: Kind: The quiet power of kindness at work by Graham Allcott - eight principles of kindness, starting with "it starts with you" and ending with "it doesn't end with you." Connect with Simon Website: thinkpositivechange.scjh.uk LinkedIn: linkedin.com/in/simoncjhill If you're a leader or manager in a charity or social purpose organisation and Simon sounds like your kind of person, LinkedIn is a great place to start. Mentioned in this episode Kind: The quiet power of kindness at work by Graham Allcott Productivity Ninja by Graham Allcott Cultivating Coachability by Clare Norman The BBB Reflection & Confidence weekly space The BBB Book Club Explore Better Bolder Braver Membership of the Better Bolder Braver community includes the Coach's Marketing Journey course - the only dual-accredited course (AC, up to 32 CPD hours; ICF, 10 CCE
What if your best marketing move wasn't saying more - but asking better questions? In this episode, I'm joined by Rob Lawrence: seasoned podcast producer, experienced coach, and - I'll be honest - one of my marketing heroes. Rob is also, rather wonderfully, the reason Better Bolder Braver exists at all. It was his generosity in inviting me onto the Association for Coaching podcast that kicked the whole thing off. Together we explore one of the most liberating ideas in good, ethical marketing: that coaches are already equipped with one of the most powerful marketing tools there is. They just might not have recognised it yet. What we talk about Why asking questions often generates more engagement than sharing expertise - on LinkedIn, in podcasts, and in life How "holding the space" in marketing creates the same trust and intimacy as a coaching relationship The connection between self-awareness in coaching and self-awareness in marketing Why you don't need to say something new every week - and why saying the same five things, creatively, is actually the goal How questions can move your ideal clients through the Journey of Consciousness - from "I didn't know I had a problem" to "I'm ready to work with you" The difference between posting publicly and taking conversations offline - and why Rob's quieter LinkedIn strategy works beautifully Rob's 10-year weekly mastermind with his Australian counterpart Steve Palfreyman - and why he calls it his single biggest business secret How to translate your best coaching questions directly into your marketing Mentioned in this episode The original Association for Coaching x BBB podcast My weekly Reflection & Confidence space in the BBB community The Journey of Consciousness framework Join Rob live Rob has hosted two workshops for BBB members - about "Podcasting for Coaches" and, most recently about "How to Use Brilliant Coaching Questions to do Good Ethical Marketing" - to accompany this podcast episode. To access the recording, become a BBB member .
In this episode, I spoke with Dawn Mullen, coach, psychology student and researcher, about the wellbeing of coaches. We explored some of the pressures coaches face, from the emotional demands of the work itself to the realities of marketing, visibility and running a business. It was a thoughtful conversation about boundaries, self-awareness, reflection, support, and what it takes to build a coaching practice that is both sustainable and humane. You can find out more about Dawn and her work via her Linkedin profile: https://www.linkedin.com/in/dawn-mullen/
In this episode, I talk to coach Sophie Swinn about what can change when you get clearer on who your work is really for, and start building your business accordingly. Sophie shares how her business has evolved over the past year, from questioning whether she could really make coaching work, to developing a more focused offer for CEOs in scaling organisations, attracting higher-value clients, and growing in confidence as a business owner. Together, we explore what clearer positioning actually looks like in practice. We talk about niching without feeling boxed in, using real client language instead of coaching jargon, experimenting with webinars and LinkedIn outreach, and finding a way to use automation without losing the human touch. We also discuss pricing, longer-term retainers, and the internal shift required to stop charging mainly for time and start thinking more seriously about results, value, and fit. This is an honest conversation about visibility, courage, sustainability, and what it can look like to grow a coaching business in a way that is more intentional, more commercially viable, and more aligned with the work you most want to do. In this episode, Sophie and I talk about: how she became clearer about working with CEOs why niching can make your marketing easier, not harder the difference between coaching language and client language what she has learned from webinars, newsletters, and LinkedIn outreach how she thinks about AI, automation, and keeping marketing human why she moved away from six-session packages towards longer-term retainers what changed when she began thinking more seriously about pricing and value how improv has helped her with visibility, confidence, and getting things wrong the role of humility, experimentation, and consistency in growing a business About Sophie Sophie Swinn is a coach who works with CEOs and senior leaders, helping them think more clearly, lead more effectively, and navigate the complexity of growth. In this conversation, she reflects candidly on the mindset shifts, marketing decisions, and business development experiments that have shaped her journey so far. Links Find Sophie Swinn: www.swinnleadershipcoaching.co.uk Find out more about Better Bolder Braver: www.betterbolderbraver.com If this episode speaks to where you are in your own marketing journey, please follow the show and share it with a coach who might appreciate it too.
This is the first episode of the newly revamped Better Bolder Braver podcast, and I’m delighted to be joined by Fiona Greenhill — a coach, trainer and consultant, and long-time member of the BBB community, who supports people working in theatre, the arts and culture. We talk about Fiona’s move from London to Hampshire— creating a life close to the sea and the woods, while still working in a sector that can feel very London-centric — and how she’s built a steady, spacious “work-work balance” by combining coaching with part-time employment. Fiona also shares why outdoor coaching didn’t quite work in practice, and how she now brings the environment into her work as a valuable “third element” in the coaching relationship. And she introduces her new offer: Coaching Skills for Arts Leaders and Managers , designed to help teams lead well and know when to coach and when to be direct. I hope you enjoy the conversation.
In this episode, Frances speaks with strategic communication expert and Think Room CEO, Liora Kern , about how coaches can use AI in their marketing without losing their voice, values, or humanity. They explore: What Generative Engine Optimization (GEO/AIO) is and why it matters more than traditional SEO How to define your “DNA key” – the unique voice, story, and stance that should sit behind all your marketing Practical ways to use tools like ChatGPT, Perplexity, Claude, Granola and others – even if you’re just starting How to brief AI properly so it sounds like you , not like generic “AI language” Privacy, ethics, and why your business can benefit from AI without pretending to be a robot or burning out If you’re a life or executive coach feeling both curious and cautious about AI, this conversation will help you understand what’s possible, what to watch out for, and how to stay credible, ethical, and human in the age of algorithms.
In this episode, BBB community member, Fiona Partington, shares her story of transition and what has inspired to grow her coaching business in 2026. She talks about joining Better Bolder Braver in July 2024 after discovering it through an AoEC alumni session, and why the community model matters more to her than consuming marketing content alone. She describes trying to work through The Coach’s Marketing Journey alongside a demanding job, and how the live sessions, chapter-based check-ins, and confidence focused reflections have helped her stay connected and keep moving. Fiona outlines the coaching work she is building, including her role with Future Dreams, a breast cancer support charity in North London. She explains the two client groups she is most drawn to, people navigating work / life balance decisions and people making big life changes around career, family, and location. The common thread is rebuilding confidence during transition. She also addresses her relationship with marketing, moving from discomfort about self-promotion to a clearer view that marketing is simply how people find out a safe space exists. She shares her preference for one-to-one, human centred coaching over personality based approaches, and her belief in word of mouth rather than chasing vanity metrics. Fiona is active on LinkedIn and is currently building her presence without a website. Finally, Fiona speaks candidly about integrating her own health experience as a breast cancer survivor into her work, including what she has learned about acceptance and the reality of “never going back to normal”. She closes with her next steps for 2026, including joining the January Coach’s Marketing Journey sprint and building a sustainable balance between cancer related coaching and wider transition work.
In this final episode dedicated to the Better Bolder Braver Coach’s Marketing Journey (CMJ) course , Betty and Bruno guide you through the sixth and final chapter: Journey —where all the pieces come together into a sustainable, ethical, and purpose-led marketing strategy . This chapter helps you map out both your client’s journey —from where they start to where they aspire to be—and your own journey as a coach and marketer. You’ll explore how to align your content with your client’s progression , craft messaging that speaks to a smallest viable audience , and clearly communicate the outcomes and process of working with you. Alongside practical tools like journey and content mapping , you’ll be encouraged to refine your purpose , reflect on your course experience, and continue building a marketing approach that puts your clients first —while remaining grounded in your own values. If you’re ready to step forward with a marketing plan that truly reflects who you are and how you help, this episode offers the clarity and encouragement to do just that. Learn more about the course here: https://betterbolderbraver.com/coachs-marketing-journey
In this episode, Betty and Bruno introduce you to Chapter 5 of The Coach’s Marketing Journey , where the focus turns to content creation —not as a sales tool, but as a way to build trust and deepen connection with your ideal clients. You’ll explore how to shift from selling to informing , creating content that resonates, reassures, and reflects your unique voice as a coach. This chapter covers how to identify your audience’s needs , find an authentic tone , and use the right format—whether Watch, Read, Listen, or Do —to meet them where they are. You’ll also learn how to repurpose content for efficiency, and why embracing imperfection in your content is often the key to getting started and staying consistent. Through guided reflection and practical exercises, you’ll begin to approach content creation as a natural extension of your coaching rather than a performance. If you’ve ever felt stuck or unsure about what to share, this episode will help you unlock a more joyful, confident, and sustainable approach to showing up online. Learn more about the course here: https://betterbolderbraver.com/coachs-marketing-journey
In this episode of the Better Bolder Braver Podcast , Betty and Bruno walk you through Chapter 4 of The Coach’s Marketing Journey , where we focus on developing and refining your coaching offer as a clear and compelling “product.” This chapter helps you design services that truly meet your clients’ emotional and practical needs , while keeping your product design simple and purposeful . You’ll explore how to deliver your methods effectively , structure your offer , and present it in a way that resonates with the people you want to help. We’ll also cover pricing strategies and invite you to reflect on your product development process , ensuring your coaching offer feels aligned, valuable, and easy to communicate. If you’re ready to shape a coaching offer that your ideal clients will instantly understand and feel drawn to , this episode will guide you through the essentials of turning your service into a product that works . Learn more about the course here: https://betterbolderbraver.com/coachs-marketing-journey
In this episode of the Better Bolder Braver Podcast , Betty and Bruno dive into Chapter 3 of The Coach’s Marketing Journey , which is all about the power of storytelling for coaches . This chapter guides you in confidently and authentically sharing your story with potential clients, while keeping their journey at the heart of your message. You’ll learn how to weave empathy and authority into your narrative, explore the “Who, What, and Why” of marketing, and understand how to set boundaries and show vulnerability without stepping into the victim, persecutor, or rescuer roles. You’ll also discover the structure of a great story —from its compelling beginning to its meaningful end—and get practical exercises to craft and pitch your coaching story in a way that inspires trust and connection. If you want to tell your story with confidence and purpose , this episode will guide you through a process that makes your marketing both human and effective . Learn more about the course here: https://betterbolderbraver.com/coachs-marketing-journey
In this episode of the Better Bolder Braver Podcast , Betty and Bruno guide you through Chapter 2 of The Coach’s Marketing Journey —a deep dive into the world of your ideal client . This chapter helps you niche with confidence so you can serve the people who truly need and value your coaching. You’ll explore the ' Five Levels of Awareness' that shape how potential clients think, feel, and eventually choose to work with you. Through practical exercises like imagining your ideal client and building an audience transformation table , you’ll learn to define your target audience, understand their needs, and start shaping a marketing approach that feels authentic and sustainable . The chapter also invites reflection and further reading to help you integrate these insights into your marketing journey. If you’re ready to clarify who you serve and how to reach them , this episode will help you focus your energy where it matters most. Learn more about the course here: https://betterbolderbraver.com/coachs-marketing-journey
In today’s episode, Betty and Bruno take you inside the first chapter of The Coach’s Marketing Journey , Better Bolder Braver’s self-paced online course for coaches. This opening chapter is all about mindset —inviting you to explore the profound impact you have on your clients’ lives and the wider world. Over thirteen sequential topics , you’ll uncover your unique value , set meaningful personal and professional goals , and begin to develop a marketing mindset that feels authentic and sustainable. Each exercise is designed to help you see yourself, your work, and your marketing in a new, empowering light. If you’re ready to step into a mindset that makes marketing feel natural, ethical, and aligned with your purpose, this episode is the perfect place to start your Coach’s Marketing Journey .
In this episode, Betty and Bruno explore The Coach’s Marketing Journey , Better Bolder Braver's self-paced online course designed to help coaches build effective, sustainable, and authentic marketing strategies. This unique programme takes a coaching-style approach to marketing , guiding you through a reflective process of self-discovery and deep client understanding. Structured into six comprehensive chapters , the course covers everything from mindset and ideal client identification to product creation, content development, and finally crafting your own personalised marketing plan . With over 70 bite-sized video lessons , practical exercises, and downloadable resources, it offers a complete toolkit for coaches who want to market confidently without losing their values. Beyond the core curriculum, participants gain access to bi-weekly group check-in sessions led by BBB Founder and Cheeleader-in-Chief, Frances Fogel, as well as a supportive online community for discussion, reflection, and encouragement. Plus, the program is accredited by The Association for Coaching , meaning members can log CPD hours upon completion. If you’re a coach looking to develop a marketing approach that is ethical, sustainable, and truly your own, this episode will introduce you to the journey that can take you there. Learn more and join the course here: https://betterbolderbraver.com/coachs-marketing-journey
In this very short episode, Betty and Bruno introduce Better Bolder Braver as a comprehensive resource for coaches seeking to engage in ethical, human-centered, and sustainable marketing . They outline here how BBB provides a safe and reflective community space for "people-helpers" to enhance their self-awareness regarding visibility and explore good marketing practices. You will hear about the diverse offerings , including workshops, masterclasses, and interactive discussions, alongside (along with the monthly subscription price) and the various channels through which Better Bolder Braver connects with its audience. Get clear here on the value of this supportive community for coaches looking to become more confident and joyful in their marketing journey. Read all about it here: https://betterbolderbraver.com/the-better-bolder-braver-vision/
Better Bolder Braver introduces the concept of the "Journey of Consciousness" as a framework for coaches to practice effective and ethical marketing . This approach prioritizes nurturing relationships and guiding potential clients through five levels of awareness —from being unaware of a problem to being ready for engagement—rather than focusing on aggressive sales. In this episode of The Deep Dive, Betty and Bruno emphasise that coaches should understand where a prospect is in their journey and provide information and support tailored to that stage, making the discovery call booking process seamless . The Journey of Consciousness aims to attract genuinely aligned clients ready for meaningful coaching work. Find out more via the Better Bolder Braver website: https://betterbolderbraver.com/journey-of-consciousness/
In this first episode of a brand new, deep but also light conversation series from Better Bolder Braver: The Deep Dive, your hosts - Betty and Bruno - guide you through "Starting with the Numbers," written by Frances, the co-founder of Better Bolder Braver community. The free guide aims to help coaches improve their relationship with marketing by focusing on practical financial planning and self-awareness . The guide emphasises understanding personal needs, limits, boundaries, and values before traditional marketing strategies. It introduces "The Spreadsheet of Things" as a core tool for income planning and managing work-life balance , offering a template and clear instructions for its use. This BBB-original resource seeks to empower coaches to build a sustainable and energising business by aligning their financial goals with their personal well-being and broader impact.
I’m really proud to announce that we are partnering with EcoSend, a “pioneering platform dedicated to increasing email marketing productivity and performance while minimising the carbon footprint associated with digital marketing”. The coaching industry continues to boom, with over 71,000 professional coaches in the UK alone. In this conversation we discuss helping coaches make wise choices about your marketing in mind of your own Wants, Needs, Limits and Boundaries, those of your Ideal Client, and the Planet. The environmental impact of our digital activities is an often overlooked subject, despite studies indicating that sending one email campaign can generate as much as 26g of CO2. It is estimated that over 340 billion emails are sent every day, and processing, sending, receiving, and storing the contents of every email requires energy. Even small improvements can add up to make a significant impact when deployed at a global scale. There is so much noise out there about how to sell coaching to generate a six-figure (or “10x” your) income. For three years now, Better Bolder Braver has been all about how to avoid the Toxic Marketing Bullsh*t. The BBB community and the Coach’s Marketing Journey course offers you guidance and support about building up a coaching business via feel-good and ethical marketing practices. I have myself moved Better Bolder Braver’s email marketing operations over to Ecosend to reduce our carbon footprint. Building on this, I have partnered with EcoSend to support you to do the same. Better Bolder Braver friends (that’s you!) benefit from a discounted EcoSend service as well as some incredibly helpful hand-holding from their team. As part of this partnership, I’ve been asked by EcoSend to provide them with marketing mentorship - so that they can enhance their own efforts to reach like-minded companies and individuals committed to creating responsible businesses. The move to EcoSend has been utterly painless, even for a technophobe. If you are minded to make the move, I’d say DO IT! It’s arguably the easiest way you can have a positive impact on the environment as an entrepreneur. James says: "Great email marketing campaigns shouldn’t come at the expense of Planet Earth. We're thrilled to be partnering with Better Bolder Braver to support coaches in nurturing and growing their audiences, while sharing a positive climate message and reducing their digital carbon footprint." You may also like to visit the MarketingKind and Ethical Move websites for more information about good, ethical marketing - and the Carbon Literacy Trust , which was set up to advance understanding and action on climate change. I trained with them recently and wholeheartedly recommend it. I’d really love to know if you make the move to EcoSend, and how you are getting on with email marketing generally. Please be in touch if you'd like the magic link that entitles you to 15% off the EcoSend service.
Humans have been "trying to figure it all out" for a while now... The most important thing about this podcast episode with highly qualified coach and excellent human, Vix Anderton , is that it comes at a time when so many could do with an injection of hope. The balance of self-work and bigger picture system change are very alive for a lot of us right now. But how can we mitigate the overwhelm? We are only human. We are but dust. We recently ran a BBB Tools & Techniques workshop just for coaches (available on demand for BBB members) about 'Cyclical Living' with Vix. This podcast episode is about that subject... and so much more. Recently, Vix - an ex-military, recovering perfectionist, has been thinking a lot about the importance of PURPOSE... or, indeed, the importance of not necessarily having one. Her first book, Enough , is "an imperfect antidote to perfectionism". And now she is embarking on a second... listen to this episode to hear all about what she's cooking up. It's going to be another banger, no doubt. Whilst arguably IMperfect, Vix's writing, which recently has been focused on themes such as " an alternative approach to discipline ", NOT reaching your goals and " leaning into mystery " is pretty damn impressive/permissive/refreshing. Earth yourself in a moment of realistic optimism and consider creating positive change - both individually and collectively - without a rigid plan. P.S. If you want a pretty good idea of what perfect MIGHT look like, were there such a thing, do check out Vix's website - from the 'look and feel 'of it to the delightfully-to-the-point blog headlines, it's a great example of where coaching and marketing make magic happen.
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Observed September 13, 2026. Cached outside the daily freshness window; the positions keep the date they were taken on.
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