Coaches Hour

5

An Instagram post claimed PTs are paid to keep clients rather than get them results. Hym and Jewade cover what would happen if coaches only got paid on the result, why Hym's average client went from 4 months to 9 to 12, and the Nottingham client who stayed almost 3 years without ever hitting his original goal. It turns into a conversation about assumed expectations, the 4 and 6 month review question, and whether behaviour change matters more than the science.

A group of clients dieted for 25 weeks, flew to Marbella for a group shoot, and the coach went AWOL with the money. In this episode we dive into the drama, the context and the greater question on photoshoots. Are they for the client or the coach?

Mike Samuels breaks down the three phases before a launch, why campaigns beat evergreen selling, and the fresh start effect that makes people buy on New Year, birthdays, or any random date you give them. He explains why an email about Daniel Day Lewis getting hypothermia sold a copywriting programme, and how leaning into the weird parts of your personality is what actually signs clients. Then into the ultra running: two fastest known times, 208 miles without stopping, and caffeine naps. Finishes with how he'd learn copywriting from scratch if he were starting today.

Follow MikeInstagram - @thecoffeeshopcopywriterYoutube - @TheFreedomKickstarter

Mike Samuels pushes back on the idea that coaches can't write, and explains why people offered 65% less for a piece of art once they were told AI made it. He covers what AI is actually good for, research and objective feedback, and why handing it your content is like asking it to program a client you've never met. Then into behavioural psychology: the streak message that gets a client checking in on day 21, why an application form changes what a £150 session is worth, and borrowed credibility for coaches with no case studies yet.Follow MikeInstagram - @thecoffeeshopcopywriterYoutube - @TheFreedomKickstarter

Mike Samuels has generated over $170 million in sales for clients using nothing but words, and he does most of it from a Starbucks. In part one of three, he takes Hym and Jewade through the route from anxious nineteen year old in a Fitness First polo shirt to full time copywriter, including the SEO grind he learned from his mum's friend's husband, a 24 hour plumber who'd got himself to the top of Google. From there they get into what storytelling actually means, because every coach is told to do it and almost nobody explains it. Mike defines it, talks about why humans are wired to process facts through narrative, and where AI falls apart when it comes to emotion. Follow MikeInstagram - @thecoffeeshopcopywriterYoutube - @TheFreedomKickstarter

Jewade is back in the hosting chair and this one is completely off script. The topic is how to sell without sounding salesy. We talk about the business mentorship Hym bought that only felt like a sale after the product disappointed him. From there the pair build it out from the ground up. Why your product does most of the selling before you open your mouth, why a cold DM is still cold even when they followed you first, and how giving people a reason to come to you turns a sales call into a conversation where ninety percent of the work is already done.

Loads of PT companies run the same playbook, an annual gym shoot where every coach has to be in shoot condition on a set date. Hym and Jewade dig into what that yearly cycle actually does to the people in front of the camera. They cover the difference between looking the part and being healthy, why constant dieting makes it nearly impossible to actually build muscle, and the genetics and cycle realities that mean not everyone can peak on demand.

A post went viral calling PTs stupid for loading the bar for their clients, claiming it's not their job and they should maintain their dignity. Hym and Jewade react, and it turns into a much bigger conversation about what good service actually means.

One year ago, Hym and Jewade sat down to record the first Coaches Hour with no idea if anyone would listen. 1 year later, they're recording this anniversary special. They share the real numbers behind year one, the DM that started it all and why it almost never got sent, the episodes that performed best and the lesson in ignoring your own analytics, plus the unrecorded conversations between takes that might be the best content they've never released. Whether you've been here since episode one or just found the show, this is the story of how it got made.