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Imagine spending weeks preparing a launch, attracting over 100 people to your free challenge, and making just one sale. That’s exactly what happened to Joanna Lott when she first launched her coaching programme. Five years later, that same programme has generated over £500,000 in revenue, without the pressure of constantly launching. In this episode, Jo shares why she moved away from traditional launches and built an evergreen business model that allows clients to join throughout the year. Jo also explores when launching does make sense and shares five questions to help you decide which approach is right for your coaching business. Timestamps00:00 - 100 Sign-Ups, One Sale 02:35 - Why Free Doesn’t Mean Ready to Buy 03:30 - Moving to an Evergreen Model 05:20 - How Evergreen Marketing Works 07:00 - When Launching Makes Sense 08:20 - Five Questions to Ask Yourself 10:45 - Building a Sustainable Coaching Business The most effective marketing strategy isn’t necessarily the one that creates the biggest buzz. It’s the one you can sustain, that builds trust with your audience and helps the right clients find you. Want to attract more paying coaching clients without relying on constant launches? Jo shares a free video training, How to secure more coaching clients' free training, to help you take practical steps towards building a sustainable coaching business. Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

Have you ever scrolled through Instagram and wondered why every other coach seems to be doing better than you? The perfect businesses, incredible income claims and endless success stories can leave even experienced coaches questioning themselves. In this episode of Women in the Coaching Arena, Jo Lott exposes what she calls Mean Girl Marketing and explains how misleading success claims, shame-based messaging and manufactured urgency are damaging confidence across the coaching industry. Jo shares a surprising experience that completely changed how she viewed some of the loudest voices online, why visibility doesn’t necessarily equal success, and how to recognise marketing that builds trust rather than undermines your confidence. With experience supporting over 200 coaches and building a successful coaching business around school hours, Jo explains why you don’t need aggressive marketing tactics or exaggerated claims to attract clients. Timestamps 00:00 - The Instagram Post That Changed Everything 01:25 - What Is Mean Girl Marketing? 02:00 - Visibility vs Real Success 03:00 - The Truth Behind Income Claims 04:00 - How Marketing Damages Confidence 05:30 - Why Good Coaches Give Up 06:15 - Spotting Fake Success and Scarcity 08:00 - What Honest Marketing Looks Like Sign up for The Honest Edit, Jo’s regular newsletter for more honest conversations about building a coaching business, plus invitations to workshops and live events. Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

Getting coaching clients has changed. After six years of building her coaching business, Jo shares what has genuinely worked and why some of the advice coaches are still following simply isn’t enough anymore. Timestamps 00:00 – Getting Clients Has Changed 02:05 – Why Posting Isn’t Enough 04:00 – Get More Specific 05:15 – Shallow vs Deep Marketing 08:00 – Have Real Conversations 10:45 – What Actually Worked 12:40 – What to Do This Week Sign up for The Honest Edit, Jo’s regular newsletter for more honest conversations about building a coaching business, plus invitations to workshops and live events. Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

What does it really take to build a coaching business that replaces your salary… and eventually goes far beyond it? This episode is for you if you’re building your coaching business and wondering whether you’re moving fast enough, earning enough or doing enough. Jo shares her actual income journey from £0 to building a £200K+ coaching business, including the years when very little seemed to be happening. Jo wants to give you a much more realistic picture of how long it can take to build a sustainable coaching business, because comparing your first year with someone else’s fifth can make you feel like you’re failing when you may actually be making brilliant progress. In this episode: 00:00 – The Coaching Income Reality 02:30 – How My Business Started 04:20 – £0 to My First £25K 06:00 – What Changed My Growth 08:00 – A Realistic Income Timeline 12:20 – Building From Financial Stability 15:10 – What Speeds Up Your Growth 18:40 – Business or Hobby? “The coaches who will succeed are definitely not more talented than you. They’re not smarter than you. They just kept going.” - Jo Lott Your next step: work out the financial baseline you genuinely need from your business, then set yourself a good target and a bigger target. Knowing your numbers gives you something real to build towards. And if you take one thing from this episode, let it be this: give your business enough time for all the work you’re doing now to compound. Keep learning, keep marketing and keep going. Useful Links CEO Scorecard Quiz Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

You can know exactly what you want to say, then the moment you hit record, walk into a networking event or start speaking in front of a room, suddenly your voice changes. You speed up, forget to breathe, lose your words or simply don’t sound as confident as you know you can be. Joanna is joined by Sara Bagheri, founder of Fluence Comms and a speech, language and voice therapist with over 20 years’ clinical experience. They explore what actually makes someone sound confident and authoritative, why nerves affect your voice and the small, practical changes you can make to how you speak - without trying to become someone you’re not. In this episode: 01:20 – Slow Down and Pause 05:40 – What Nerves Do to Your Voice 10:30 – Release Tension Before Speaking 15:10 – Change Your Pace Naturally 19:00 – Stop Upspeak Undermining You 25:20 – Build Trust in 30 Seconds 30:20 – Practise Before the Big Moment You don’t need to wait for the big presentation, webinar or networking event to practise. Start using your voice differently in the everyday conversations you’re already having. Your next step: Record yourself speaking for just 30 seconds. Watch it back with curiosity rather than criticism and notice one thing that worked well and one thing you’d like to practise. Connect with Sara Bagheri on LinkedIn Visit Fluence Comms to learn more about working with Sara Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

AI can completely change how you run your coaching business, saving you hours on content, research, admin and client support. In this episode, Joanna shares exactly how she uses AI in her business, the tools making the biggest difference, and where she draws the line to protect her own thinking, voice and the human connection at the heart of great coaching. Timestamps: 00:00 – Where I Stand on AI 01:00 – Five Ways I Use AI 04:00 – What I Won’t Outsource 05:00 – Protect Your Own Thinking 06:00 – My Favourite AI Tools 07:00 – Why Viktor Changed Everything 12:00 – More AI, More Human Here's a link for free credits if you'd like to try Viktor. If you haven’t used AI in your coaching business yet, Joanna has created a free Essential AI Toolkit – 2 Must-Have Prompts for Coaches. It’s a simple place to start and see what AI can do for you. Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

Whether you run coaching groups, workshops, leadership programmes or team sessions, facilitation is a skill that goes far beyond delivering content. In this episode, Joanna is joined by facilitation specialist Tom Cleary to explore what really helps people feel safe, engaged and ready to learn. Together they discuss the subtle shifts that can transform the way you hold a room - from embracing silence to creating genuine psychological safety and looking after your own wellbeing as a facilitator. Timestamps00:00 - Meet Tom Cleary 03:37 - Coaching to Groups 05:18 - Energy & Recovery 07:18 - Training vs Facilitation 09:18 - Creating Psychological Safety 13:37 - Common Workshop Mistakes 18:05 - Structure, Silence & Confidence 28:11 - The Human Side of Facilitation Whether you’re leading a workshop, coaching a group or facilitating a team meeting, this episode is a reminder that your presence often matters more than your perfection. Check out Tom's website Connect with Tom on LinkedIn Tom's Podcast: The Human Side of Facilitation Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

Krasi Toneva has built a thriving portfolio business combining leadership coaching, HR consultancy and leadership development, and within her first year, she replaced 90% of her previous salary. In this episode, Krasi shares the five biggest lessons that helped her get there, from finding her niche and growing her LinkedIn network to reconnecting with people from her 20-year career. Timestamps: 00:00 – Meet Krasi Toneva 02:20 – From Redundancy to Business Owner 04:00 – Why She Joined The Business of Coaching 07:00 – LinkedIn Growth and First Clients 09:40 – Five Lessons That Changed Her Business 13:50 – The Email That Led to Six Clients 15:20 – Replacing 90% of Her Salary Krasi’s journey shows that you don’t have to start from scratch when you start a coaching business. Your previous career, existing relationships and wider skills can become some of your greatest business assets. Connect with Krasi on LinkedIn Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

What if eight months from now, your coaching business looked completely different from the one you’re imagining today? When Emma Cowsill started her business, she was also making sense of her own ADHD diagnosis and, more recently, an autism diagnosis. In this conversation, she shares how she stopped shrinking herself, found a way of building a business that works with her brain rather than against it, and quickly expanded from 1:1 coaching into neurodiversity consulting, organisational work and collaborations. Timestamps00:00 - From Masking to Business Owner 03:15 - Finding Her LinkedIn Rhythm 06:00 - Structure Without Restriction 07:30 - Doing the Scary Thing 10:15 - The Daily Outreach Habit 11:20 - Building a Neurodiversity Business 15:20 - Deep Nurture and Collaboration This episode is especially valuable if you’re starting or growing a coaching business and want permission to build it around your strengths, energy and way of working, rather than forcing yourself into someone else’s version of entrepreneurship. Trust yourself, stay curious and keep taking the actions that allow your business to evolve alongside you. Check out Emma's website Connect with Emma on LinkedIn Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

If social media disappeared tomorrow, would you still have a way to reach your ideal clients? In this episode, Jo shares why building an email list is one of the smartest investments you can make in your coaching business, and exactly how to get started, even if you have zero subscribers today. Timestamps: 00:00 - Why Every Coach Needs an Email List 01:35 - Create Your First Lead Magnet 04:00 - Solve One Small Problem 06:00 - The 5 Welcome Emails 08:45 - Your Weekly Newsletter 11:20 - Mistakes to Avoid 13:10 - Build an Email List That Lasts “Social media is rented land. Your email list is all yours.” - Jo Lott Create one simple lead magnet this week. It doesn’t have to be perfect - it simply has to help one person take one meaningful step forward. Join The Honest Edit, my weekly newsletter for coaches Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

Building a coaching business rarely happens as quickly as social media makes it look. In this conversation, Louise Thompson shares what really happened after leaving a successful corporate career - from starting again at 44 to building a community of 94,000 people, attracting corporate clients, and creating a business that genuinely reflects who she is. It’s an honest reminder that consistency compounds, even when it feels like nothing is happening. Timestamps 00:00 - Leaving Corporate at 44 03:00 - Starting From Scratch 05:00 - Why TikTok Changed Everything 07:55 - Turning Content Into Clients 12:00 - Winning Corporate Work 18:30 - Visibility Isn’t Selfish 24:45 - Advice for New Coaches “Believe that you are worthy of actually being seen.” – Louise Thompson This episode is for qualified coaches who are building their business and wondering whether all the consistent effort is really worth it. Louise’s story is proof that showing up, refining your message, and trusting the process creates opportunities you could never predict. Check out Louise's website Connect with Louise on LinkedIn Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

Most coaches think they need a website, a bigger audience or months of content before they can sign a client. In this episode, I share exactly what I would do if I had to get my first five coaching clients all over again, using the lessons I’ve learned from building my own business and helping hundreds of qualified coaches do the same. Timestamps 00:00 - What I’d Do Differently 03:00 - The 30-Person List 06:30 - Five Free Sessions 09:00 - Your First Paid Client 12:00 - The Social Media Myth 14:00 - One Honest Conversation 17:00 - Your First Five Clients Plan Whether you’ve just qualified as a coach or you’ve been stuck trying to attract clients for longer than you’d hoped, this episode will give you a practical, step-by-step plan to help you stop overthinking and start building momentum. Sometimes the simplest actions create the biggest breakthroughs. Your first clients don’t come from having everything perfect. They come from having the courage to start. Take the CEO Scorecard to find out where your business needs the most attention right now. Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

If you’ve been posting consistently with little to show for it, this episode is a reminder that visibility takes time, strategy, and patience. Jo shares the practical approach that helped LinkedIn become the source of nearly all her coaching clients, and why it’s still one of the best places for coaches to grow their business. Timestamps00:00 - Why LinkedIn Still Works 02:00 - Choosing the Right Platform 04:00 - Fix Your Profile First 06:00 - Posts That Attract Clients 09:00 - The Power of Comments 11:00 - A Weekly LinkedIn Rhythm 13:00 - Build Beyond LinkedIn Building a coaching business on LinkedIn isn’t about chasing the algorithm or trying every new trend. It’s about showing up consistently, helping the right people, and creating a marketing ecosystem that works together over time. Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

Could the clothes you wear affect your confidence, visibility and the way people remember your business? Today, Joanna speaks with award-winning personal stylist, TEDx speaker and sustainable fashion consultant Alex Standley about using style with greater intention. Alex shares how reconnecting with her values changed the direction of her career, and why personal style begins with understanding who you are rather than following trends. Timestamps: 00:00 - Meet Alex Standley 06:36 - Style Starts with Identity 10:27 - Style as Your Personal Brand 13:26 - Colour and Confidence 19:34 - What You Wear on Zoom Matters 30:33 - Reduce Wardrobe Decision Fatigue 47:11 - Show Up as Yourself This episode is a reminder that the way you present yourself can support your confidence, communicate your values and help people remember you, without asking you to perform as someone you are not. Check out Alex's website Connect with Alex on LinkedIn Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

Have you ever come off a discovery call wondering why it didn’t lead anywhere, even though the conversation felt great? In this episode, Joanna shares why the best discovery calls don’t feel like selling at all. Instead, they feel like coaching. If you’ve ever worried about sounding pushy, over-explaining your offer, or freezing when it’s time to talk about price, this episode will help you approach discovery calls with more confidence, clarity, and integrity. Timestamps: 00:00 - Discovery Calls Aren’t Selling 02:00 - Preparing Before the Call 03:45 - The Five-Part Structure 06:05 - Reflecting the Gap 08:10 - Making the Invitation 09:20 - Common Discovery Call Mistakes 10:45 - When They Need to Think About It Your coaching skills are already your greatest sales skills. The more you trust them, the easier discovery calls become. Useful Links Learn about The Business of Coaching programme Signature Solution Course Download the Free Digital version of Coaches' Planner (NEW edition 2026) Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches How to secure more coaching clients' free training Download the 12 ways to get clients now Connect with Jo on LinkedIn Rate and Review the Podcast If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify. If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] Enjoyed This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.