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.