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