{"podcast":{"title":"A Podcast for Coaches","slug":"a-podcast-for-coaches-5728616","podcast_index_feed_id":5728616,"rss_url":"https://feeds.transistor.fm/a-podcast-for-coaches","website_url":"https://beautifulbusiness.transistor.fm/","image_url":"https://img.transistorcdn.com/kgzBR3oBidoN9214wl57DsLmY_6gyI4ldI5g3j0yOjw/rs:fill:0:0:1/w:1400/h:1400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzM1MTUzLzE3MDY3/NjU1NTQtYXJ0d29y/ay5qcGc.jpg","author":"Mark Butler","episode_count":53,"summary":"A Podcast for Coaches shines a light on one of the most elegant, underrated business models in the world: one-on-one coaching. Mark Butler hosts the show, and he's been a coach and advisor to every kind of online business you can think of, having helped businesses earning everything from $0 to $25,000,000+. Although Mark believes every online business model has merit, he worries one-on-one coaching is viewed as a stepping-stone business for people who aren't ready or able to scale. But it's not true, and A Podcast for Coaches sets out to show people--through clear teaching and rich, current stories of successful coaches who love their business--that one-on-one coaching is one of the most gratifying and lowest \"hassle-per-dollar\" businesses in the world.","last_synced_at":"2026-07-14T08:20:35.234038+00:00","page_url":"https://stenobird.com/podcast/a-podcast-for-coaches-5728616"},"episode":{"title":"When coaches make earnings claims","slug":"when-coaches-make-earnings-claims","published_at":"2026-06-29T19:00:00+00:00","page_url":"https://stenobird.com/podcast/a-podcast-for-coaches-5728616/when-coaches-make-earnings-claims","show_page_url":"https://stenobird.com/podcast/a-podcast-for-coaches-5728616","url":"https://share.transistor.fm/s/1e99b19d","audio_url":"https://media.transistor.fm/1e99b19d/8276afdd.mp3","summary":"A friend sent me a sales page full of earnings claims. That got me thinking about what earnings claims actually do—and why coaches who use them should take a harder look at what they're presenting and what they're leaving out. [00:00:00] Introduction A friend shared a sales page, which prompted this episode The program being offered may be fine—what I want to examine is the earnings claims being used to sell it [00:01:08] What an earnings claim is and what it does Earnings claims function as a shortcut to trust and credibility The numbers that appear on sales pages aren't accidental: big enough to be exciting, small enough to be believable That's the anchoring effect—once it happens, your psychology has already been changed [00:05:38] Why sellers feel justified making earnings claims Confirmation bias: coaches naturally gravitate toward participants who validate their advice, and away from those who don't This doesn't require bad intent—a well-intentioned seller working from incomplete data is still presenting incomplete data The seller also has a structural incentive not to look too closely, because transparency here tends to go against their financial interest [00:09:24] The Jane problem: what earnings claims leave out A former Fortune 100 executive generates several hundred thousand dollars in coaching fees after joining a program The anchoring effect lands on the number—what gets glossed over is the 25 years of network, pedigree, and relationship capital Jane built before she ever found the program Her result may have almost nothing to do with you, but the anchoring has already happened [00:13:23] The numbers being presented aren't the whole picture Earnings claims almost always report gross revenue—before expenses, before refunds I share an example from my bookkee…","meta_description":"A friend sent me a sales page full of earnings claims. That got me thinking about what earnings claims actually do—and why coaches who use them should tak…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1489,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/a-podcast-for-coaches-5728616/episodes/when-coaches-make-earnings-claims/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/a-podcast-for-coaches-5728616/when-coaches-make-earnings-claims.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}