The Beautiful Business

The Beautiful Business

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The Beautiful Business 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 The Beautiful Business 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.

Mark Butler


    • Jan 26, 2023 LATEST EPISODE
    • infrequent NEW EPISODES
    • 59m AVG DURATION
    • 11 EPISODES


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    Latest episodes from The Beautiful Business

    700 Conversations: From spam-driven consultations to becoming a preferred coach for one of the biggest companies in the world.

    Play Episode Listen Later Jan 26, 2023 42:04


    After starting her coaching practice in 2018, my friend and client Melisa Liberman (host of the Grow Your Independent Consulting Business podcast) threw herself into a cold-emailing, spam-driven approach to client acquisition. She completed hundreds of consultations with people who didn't even know they were IN a consultation. She failed a LOT. But during all those failures she learned to give service, to provide answers, and to give value to the people she was talking to. She also started building relationships. Those relationships created opportunities for speaking to qualified prospects, which in turn led Melisa to become a preferred coach for employees of one of the biggest companies in the world. I love Melisa's story because she showed such persistence and determination in getting herself into conversations with people she hoped to serve. She's a great example to me, and that's why I wanted to bring her message to you. You can find Melisa on her podcast and her website, MelisaLiberman.com.

    Why I won't do traditional "consultations", "mini-sessions", or "strategy sessions".

    Play Episode Listen Later Jan 12, 2023 56:50


    I don't do sales calls where I explain my "program", make an offer, overcome objections, and close the sale. There are tactical/practical reasons and there are ego reasons. I'm not promoting this as the "right" or "best" way to do things. I think my personality, my circumstances, and my typical client (coaches) all make this easier for me. I also think this approach results in me making less money than I could if I did things the "normal" way. So these ideas may be limited in their application, but I still think they're worth discussing.

    A conversation with someone who used to advertise a lot, but no more.

    Play Episode Listen Later Dec 14, 2022 61:34


    My friend Josh is a brilliant relationship marketer who happens to be a lawyer. In this episode, I interview him about his journey from spending a huge chunk of his monthly revenue on ads to spending nothing on ads while having his practice generate more revenue and more profit than ever. I'm especially excited for him to tell the story of spending two years nurturing one referral relationship--a relationship that started with the referrer telling him they'd probably never send clients his way.

    Why success is virtually guaranteed for one-on-one coaches.

    Play Episode Listen Later Dec 6, 2022 57:10


    I don't believe a person pursuing a one-on-one coaching business can fail unless they just stop trying. That's not naive optimism, either. Human nature and market realities are on our side, and in this episode I'll do my best to convince you how hard it would be for you to fail. I'm excited about this one.

    Inventory is the big idea for a one-on-one coach.

    Play Episode Listen Later Nov 29, 2022 61:48


    My practice is "full" for the first time in the nearly 15 years since I started coaching. This is true in spite of the fact that there've been periods in the past where I had many more clients than I'm currently serving. See, "full" is only possible when you establish an inventory that can become "sold out". And now that I'm "sold out", I'm in a position to share insights such as: the new level of confidence I feel (not surprising, but worth discussing), the impact on my 2023 business plans (including the fact that I'm planning at all, which I never do), and how I'm dealing with the inevitable pull toward "scaling".

    A new perspective on pricing your one on one coaching.

    Play Episode Listen Later Nov 15, 2022 60:04


    There are a few ideas I've heard in conversations about pricing one on one coaching: 1. The price your clients pay determines a) how your clients will engage with your coaching, and b) how much your clients will benefit from your coaching. 2. The price your clients pay proves how much you value the coaching you give your clients (and, sneakily, how much you value yourself). Yes, pricing can reflect our clients' commitment and our confidence. But I think the judgmental view (is the client serious? am I worth it?) sets us up for frustration. This episode introduces two new ideas: 1. Price as a strategic lever in a coaching business. 2. Using both price and coaching "inventory" to build momentum in the business. It's good. Give it a listen.

    The stories we can tell: how to create content in a one-on-one coaching business.

    Play Episode Listen Later Nov 8, 2022 61:02


    One on one coaches are overvaluing facts and undervaluing resonant stories in the content they publish. In this episode I talk about why I think this happens, how to fix it, and and how to avoid a dread-spiral in your content creation that can negatively impact your view of your whole business.

    The role of content creation in a one-on-one coaching business: creating a soft landing into your world.

    Play Episode Listen Later Nov 1, 2022 64:22


    In a one-on-one business, content's most important job is to give people a soft landing into your world. Your podcast, newsletters, and social media posts help people like you and trust you. Your published work helps them increase their desire to escalate a relationship with you. This episode explains how and why content is a powerful but misunderstood tool in a one-on-one coaching business.

    Gardening: a different perspective on marketing and sales in your one-on-one coaching business.

    Play Episode Listen Later Oct 25, 2022 59:45


    Self-helpers and internet marketers refer to use gold mining as their favorite metaphor for the pursuit of success. I think it's the wrong paradigm for a person who's pursuing a relationship-driven one-on-one coaching business. I think gardening is a much more useful framework for our business, and this episode explains why.

    Coaching/Mentoring vs Teaching/Training: Insights into different coaching models.

    Play Episode Listen Later Oct 11, 2022 65:34


    I see coaches doing two main types of work: coaching/mentoring and teaching/training. Although these aren't absolute concepts, it's helpful to know in which direction our work is biased. This episode paints a picture of how coaching/mentoring differs from teaching/training, and how your understanding of the difference will help you build confidence and momentum.

    Introducing The Beautiful Business Philosophy

    Play Episode Listen Later Oct 6, 2022 66:04


    I've seen every online business there is, and run many of them myself. In this introductory episode, I want to set a vision for why a one-on-one coaching business should be viewed as one of the best, simplest, and most rewarding ways to make a living. I recorded this episode as the first in a series of six live webinars .

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