Heart And Profit Podcast.

Eugene Berezin

Welcome to "Heart And Profit," where I equip coaches and service providers with the insights and strategies needed to achieve unapologetic success. Each episode is a deep dive into the personal stories, tips, and proven techniques that help you build a thriving high-ticket coaching business.Hosted by Eugene Berezin, "Heart And Profit" blends personal experiences with expert advice, guiding you through the intricacies of developing a strong personal brand and creating high-value services. You'll hear from successful coaches and service providers who have navigated the challenges of the online space, sharing their journeys and the strategies that helped them succeed.What You'll Learn:Proven methods for launching and scaling an online coaching or mentorship business that reflects your passion and expertise.Effective techniques for developing and pricing high-ticket offers that deeply resonate with your target audience.Mastering online marketing and sales to attract and convert high-value clients through platforms like LinkedIn and YouTube.Inspirational stories and practical examples from top-performing coaches and service providers.Tools and advice to stand out in a crowded market and overcome common challenges.Join me on "Heart And Profit" to connect with a community of like-minded individuals who are committed to making a meaningful impact through their work. Subscribe now and start your journey towards a successful and fulfilling coaching business.

  1. Sep 25

    High functioning anxiety is why you can't enjoy your success

    You hit the number, the money is there, and you still can't relax. 90 minute session, $350: https://calendly.com/eugene-berezin/consultation Eugene Berezin is a Washington State Registered Hypnotherapist who works with gay men in demanding careers on divorce, addiction patterns, codependency, and starting over. This one is about the founders, CEOs and executives I keep meeting who hit their numbers and still don't feel safe. Not people in survival mode. People whose business is going well, whose bank account is fine, and who live in a constant state of high functioning anxiety anyway. I talk about why more money does not produce safety, what anxious attachment to your own business looks like, and how hard it is to find support when the coaches and mentors you admire are not from your community. I also say something here I have not said publicly before, which is that I am looking for this kind of support myself and I have not found it. On the evidence, so you know what I am and am not claiming. Clinical hypnosis has good meta-analytic support for anxiety, d = 0.79 at the end of treatment rising to 0.99 at follow-up, and it works better combined with other psychotherapy than used alone (Valentine et al., 2019: https://pubmed.ncbi.nlm.nih.gov/31251710/). There is no controlled evidence for hypnotherapy applied to business performance or identity work specifically. What I am doing there is applying mechanisms that do have evidence, which are focused attention, emotion regulation and anxiety reduction. I would rather tell you that than oversell it. WORK WITH ME Two ways in. Book a 90 minute session directly and pick your own time, $350: https://calendly.com/eugene-berezin/consultation Or send a request through my site and I'll reply within one to two business days with intake paperwork and a link where you pay and pick your time in one step. Sessions there are $250 for 60 minutes. Either way, most clients see change in 6 to 14 sessions and we assess as we go. I work online across the US. https://www.goodhypnotherapy.org/ About me: https://www.goodhypnotherapy.org/about/ What clinical hypnosis actually is: https://www.goodhypnotherapy.org/what-is-clinical-hypnosis/ Psychology Today: https://www.psychologytoday.com/us/therapists/eugene-berezin-seattle-wa/1087810 Instagram: https://instagram.com/gayhypnotherapist CHAPTERS 0:00 You hit the number and you still can't relax 1:07 Why hitting the number never made you feel safe 2:01 What an insecure overachiever actually is 3:11 Who I am and why I work with founders 4:14 High functioning anxiety and anxious attachment to your business 4:33 The support gap, mentors who are not from your community 5:53 Overfunctioning, burnout, and what it costs your relationship 6:46 What nervous system support do you actually have 7:37 Mindset coach, business coach, or licensed provider 7:55 Why I want a provider who has actually run a business 8:42 Conservative coaches and the lived experience problem 9:21 High functioning anxiety for gay men in this political climate 10:31 An LGBTQ label is not the same as expertise 11:48 Chasing leaders for their money, house and Instagram 12:42 When your community says money is bad and CEOs are evil 13:55 Why I opened Good Hypnotherapy for gay founders 14:46 How do you support yourself, tell me in the comments I'm Eugene Berezin. I trained in clinical psychology in Moscow, ran a full private practice there, then spent a decade in US tech before going back to this work. Washington State Registered Hypnotherapist, license HYPN.HP.70073119. #highfunctioninganxiety #selfsabotage #hypnotherapy

  2. Sep 22

    Private practice marketing: what she got wrong before it worked

    Your caseload isn't filling and you can't tell what's broken. 90 minute practice audit, $350: https://calendly.com/eugene-berezin/consultation We go through your positioning, your referral sources and your numbers, and you leave knowing which part is actually costing you clients. The $350 comes off the price if you go on to work with me. It costs about what one IFS or EMDR training weekend costs, and two private pay clients over three months covers it. Every month you wait is another month of a half full calendar. This episode is why that audit exists. Stephanie is the founder of Virtual Connect, a cross-Canada virtual counselling clinic, and she went straight from working in a nonprofit to hiring a team and opening a group practice. She is blunt about what that took. The risk nobody mentions, why filling your own caseload is a different job from filling somebody else's, the metrics she wishes she had tracked from day one, and what she does now when the referrals dry up. If you are a licensed therapist and you want to come on this show and talk about private practice, business, or what nobody warned you about, get in touch. I don't have many licensed therapists on here and I'd like to change that. CHAPTERS 0:00 Heart and Profit, an interview with Stephanie 1:01 Why I wanted a licensed therapist on the show 1:49 Meet Stephanie of Virtual Connect 2:57 Running a cross Canada virtual counseling clinic 3:17 How psychotherapy is regulated in Canada 5:15 Russian credentialing and why the titles differ 7:50 Her origin story, nonprofit to group practice 10:23 Are you ready to start a group practice? 13:30 US associate model versus the Canadian path 17:02 Marketing a group practice, what actually worked 18:45 Google Ads mistakes and tracking your metrics 20:15 Counseling is a relational industry 22:04 Building referral partnerships with other clinics 25:51 Social media and identity marketing for therapists 29:11 SEO, AI search and TikTok for private practice 32:13 Stages of change instead of stages of awareness 36:26 What to do when referrals dry up 38:49 Where to find Stephanie and Virtual Connect WORK WITH ME 90 minute Private Practice and Visibility Audit, $350, credited toward the six month program if you continue. Payment plans through Klarna. https://calendly.com/eugene-berezin/consultation FIND STEPHANIE Virtual Connect is a cross-Canada virtual counselling clinic offering individual, couples, family and group counselling, with sliding scale and third party billing. Free 15 minute phone consultation. https://virtualconnect.ca info@virtualconnect.ca Instagram, Facebook, TikTok and YouTube as Virtual Connect Counselling COME ON THE SHOW Instagram: https://instagram.com/eugene.berezin LinkedIn: https://linkedin.com/in/eugene-berezin About: I'm Eugene Berezin. I trained as a clinical psychologist in Moscow, ran a full private practice there with no social media at all, then spent a decade in US tech. Heart and Profit is where I talk to therapists about building practices that actually pay them. #privatepractice #therapistsofinstagram #privatepracticemarketing

  3. Sep 18

    How to actually ask an LGBTQ+ client about substance use

    Your therapist asked once, moved on, and you let them. 90 minute session, $350: https://calendly.com/eugene-berezin/consultation Eugene Berezin is a Washington State Registered Hypnotherapist who works with gay men in demanding careers on divorce, addiction patterns, codependency, and starting over. This is a replay of a LinkedIn Live I did with Rachel Hulstein-Lowe, LICSW, about how substance use gets missed with gay and bisexual men. Most of it is about the question itself. Your therapist asks whether you drink and how many, you give a number, everyone moves on, and what a client actually hears in that moment is "are you an addict or not." Not everybody is ready to answer that, especially when it isn't why they called. We also cover the substances that don't come up in a standard intake, the spiral from sexual enhancement into coping, why shame makes people minimize, and what to do when the club every other week is the only place you feel safe. One thing I want to be clear about. I don't treat addiction independently. If you're in active addiction, you need a treatment provider, and with a letter from your provider I can work with you as a hypnotherapist on specific challenges as part of your care team. If you're the partner, or the ex, or the one holding it all together, I can absolutely work with you directly. And if you're past treatment and building your sober life, sobriety coaching is exactly what I do. ON THE POPPERS AND ERECTION PILLS POINT AT 14:28 Poppers are nitrites. The FDA warns they can cause extreme drops in blood pressure, decreases in blood oxygen, seizures, heart arrhythmia, coma and death on their own: https://www.fda.gov/consumers/consumer-updates/nitrite-poppers Sildenafil is contraindicated with nitrates for that same blood pressure reason, and the FDA keeps a running list of over the counter sexual enhancement products found to contain undisclosed sildenafil, which is why a pill bought at a gas station is not a known quantity: https://www.fda.gov/drugs/medication-health-fraud-notifications/sexual-enhancement-and-energy-product-notifications If you take nitrates or you are being treated for heart conditions, talk to your prescriber rather than guessing. FOLLOW RACHEL Rachel Hulstein-Lowe, LICSW, is a therapist and parent coach in Needham, Massachusetts. She works with gender diverse kids and their parents, she coaches parents nationwide, and she is the reason this conversation happened. https://www.rachelhlowe.com https://www.rachelhlowe.com/for-gender-diverse-kids-and-their-parents https://www.linkedin.com/in/rachelhulsteinlowe/ WORK WITH ME Book a 90 minute session directly and pick your own time, $350: https://calendly.com/eugene-berezin/consultation Or send a request through my site and I'll reply within one to two business days with intake paperwork and a link where you pay and pick your time in one step. Sessions there are $250 for 60 minutes. I work online across the US. https://www.goodhypnotherapy.org/ What clinical hypnosis actually is: https://www.goodhypnotherapy.org/what-is-clinical-hypnosis/ Psychology Today: https://www.psychologytoday.com/us/therapists/eugene-berezin-seattle-wa/1087810 Instagram: https://instagram.com/gayhypnotherapist CHAPTERS 0:00 Why nobody asked you properly 1:00 Introduction 3:41 Why Rachel Hulstein-Lowe and I are talking about this 5:03 Who I am and how I got to addiction work 6:10 Why this one is personal, addiction in my own family 7:09 Substance use walks into the room and it gets missed 7:28 How clinicians rush the intake question 9:23 Are you an addict or not is what the client actually hears 11:30 What is the substance actually doing for you 13:40 Poppers, G and crystal meth, what gay men reach for 14:28 Poppers with erection pills can be lethal 16:51 The spiral from sexual enhancement to dependence 20:25 Shame, minimizing, and the therapeutic alliance 21:24 Motivational interviewing and listening for change talk 23:31 The tells, sleep, appetite and rapid weight loss 25:35 Build your addiction referral network before you need it 26:46 The disconnect between addiction and mental health care 28:18 Community clinic or concierge, matching the level of care 29:09 Where to find me 30:32 Building a practice outside the insurance system I'm Eugene Berezin. I trained in clinical psychology in Moscow, ran a full private practice there, then spent a decade in US tech before going back to this work. Washington State Registered Hypnotherapist, license HYPN.HP.70073119. #substanceuse #harmreduction #gaymen

  4. Sep 15

    Insurance is paying coaches now. What therapists should do

    UnitedHealthcare just expanded its behavioral coaching program to about 13 million commercial members. The coaching is delivered by board-certified health and wellness coaches working under clinical supervision, positioned as the first step for mild to moderate presentations, with referral out to licensed clinicians when more is needed. I'm not going to argue about whether that's right or wrong. Insurance will do what insurance does. What I want to talk about is what it means for your practice, and I'm fired up about this one. Here's the uncomfortable part. As a client, I have worked with way too many mediocre therapists. Nodding. Holding space. Reflective listening until the cows come home. And the thing I actually came in for does not change. I have sat there asking myself whether I want to keep going to therapy at all. So if a coach can meet my need and help me move, that's where my money goes. Even at a $25 copay, if the work isn't happening, I'll go somewhere else, and I can afford to. That's not a threat, it's just what clients do now that they have options they didn't have five years ago. In this episode: What the UnitedHealthcare announcement actually says, and why the structure of it matters more than the headlineWhy everyone running to AI, coaches, ayahuasca, and energy work still needs a licensed clinician, and why that's your openingI mean this in the kindest possible way: we need to step it up. Through messaging, through positioning, and through the quality of the workI tried AI therapy. It's genuinely good at motivational interviewing, CBT techniques, and affirmations. Here is the exact thing it cannot doThe level of specificity that makes me book. Not "I hold space." Actual examples of messaging that would stop me cold"You're making $500,000 take home and you still don't feel safe." That kind of sentence, and why it worksWhat "I do CBT, DBT, and I create a safe space" tells a client, which is nothingWhy the therapists who survive this will be the ones doing deep work with fewer, better-fit clientsIf you're a coach considering the insurance route, two things to check before you sign anythingWhat thriving therapists have in common whether they take insurance, charge low fees, or charge premium. It's the same three things every timeWeathering the storm: diversifying income, going back to group practice for a season, and why that's not failureI went to school to do deep work. I like doing deep work. And I think in a few years, after people have tried the AI version, there's going to be an awakening about human connection. Credit where it's due, that idea is not originally mine, I keep hearing it from business coaches in the therapy space. If you want to work out where your practice can thrive in this, book a 90 minute consultation. It's $350, and 90 minutes because an hour isn't enough to go deep. Website positioning, SEO, your referral network, your promise, or whether social media is even for you. I also work with people for six months at a time. Book here: https://calendly.com/eugene-berezin/consultation lifepathtc.com Instagram: @eugene.berezin LinkedIn: linkedin.com/in/eugene-berezin

  5. Sep 8

    Why your therapy niche isn't actually a niche

    IFS is not a niche. EMDR is not a niche. LGBTQ plus is not a niche. High achieving women is not a niche. Therapy for men is not a niche. ADHD, OCD, depression, anxiety, BPD, those are diagnoses, not niches. You can be a highly specialized therapist working with any of those and still have nobody able to explain what you do. That is the misconception costing you clients, and it's what this episode is about. A niche is a combination. A specific population, plus a triggering event, plus the circumstances they're in when they finally pick up the phone. Two real ones I've seen in the wild: a therapist who works with women who got caught in an affair, and a therapist who works with women carrying a history in sex work. That's the level of specificity we're talking about, and yes, I'll walk you through how to find yours if you're sitting there thinking "I don't have that." In this episode: Why a specialty and a niche are not the same thing, and which specialties actually do qualifyThe decision tree: who your best client is, and how being private pay versus insurance changes the answer"Your client's money ain't your money, ain't your business." What one of my business coaches told me about pricing and who you serveMy own example, laid out in full. The exact client my hypnotherapy practice is built forThe completely different niche I could run instead: Deaf clients, hypnosis in American Sign Language, and why I still wouldn't lead my marketing with the languageWhen there are two people in the decision, the client receiving care and the caregiver paying for it, and how your messaging has to speak to both. Essential if you work with elder clients, dementia, disability, or end of lifeWhy EMDR, IFS, and hypnotherapy get an asterisk instead of a flat noThe triggering event. Think about the last time you went to therapy. Something happened. That something is your marketingCan you have multiple niches? Yes, because niches are not for you. They're for the person reading your websiteEven if you decide to never touch social media, you still need this. Here's why your PCP forgets you exist, and the GLP-1 referral example that makes it obviousCan you niche too far? Yes, and I'll show you exactly how to niche yourself out of your own marketA note on where this comes from. My master's is a fusion of clinical psychology, neuropsychology, and special education, focused on people with chronic and terminal illness, developmental disabilities, and learning disabilities. I ran a private practice in Moscow working with Deaf clients in Russian Sign Language. Then a decade in US tech. Now I run my own private practice as a Washington State Registered Hypnotherapist and I help therapists with positioning and messaging. If you want help picking the right niche, and getting the level of specificity right without going too far, book a 90 minute consultation. It's $350. I also have a six month container where I work with you side by side while you test it, including the tech side, websites, automation, and email marketing. Book here: https://calendly.com/eugene-berezin/consultation Next episode: insurance companies are now contracting life coaches to deliver services you provide. Infuriating? Yes. Surprising? No. And life coaches are not the problem. lifepathtc.com Instagram: @eugene.berezin  LinkedIn: linkedin.com/in/eugene-berezin

  6. Aug 31

    Can social media actually fill your private practice?

    I have about 9,000 followers on LinkedIn. I was more profitable when I had 3,000. Meanwhile I know therapists sitting at 300 followers with a steady flow of clients coming off their social media. So followers are not income, and that is where most of the advice about this falls apart. This episode is the honest version. Not "post consistently and clients will come," because that formula may or may not work for your practice, and it is definitely not the emergency lever you pull in a slow month. Social media is a long game that builds visibility and legacy, and it only works if you actually decide to learn the skill. I also spend a big chunk of this one on the part almost nobody covers, which is what therapists specifically can and cannot do out there. Coaches and consultants can go back and forth in the DMs until the cows come home. You cannot. In this episode: Why followers, likes, and views are the wrong scoreboard, and the metric that actually matters that you will never be able to trackContent creation is a learnable skill, not a personality trait. What to do if charisma on camera is not your thingThe perspective shift that changes everything: from "I need clients from social media" to "what does my prospective client need to hear right now"The three content pillars for a private practice: psychoeducation, reasonable self disclosure, and behind the scenes, plus what behind the scenes can even mean when you cannot show your clientsWhy your addressable market is your state, or just your city if you are in person, and how local visibility actually worksInterest based media, and why posting about IFS, or hypnosis, or honestly anime, can bring you the right personMapping your content to where the client actually is: problem unaware, ambivalent, or ready to book todayThe ethics section. No consultations in the DMs. No clinical advice over direct message. Dual relationships. Why NAADAC bothers to define what a "friend" is, and whether you should be deleting clients who follow youThe sentence that should make you nervous: if something goes wrong clinically, your DMs get read in a courtroomTwo platforms most therapists sleep on, and why one of them is good for clients while the other is better for building a referral pipeline with other providersIf you are brand new: pick one platform, and the one thing it has to have before you post anythingA note on where this comes from. I trained as a clinical psychologist in Moscow and built a private practice there. Then I moved to the US, worked in social services, and pivoted into tech, where I started making content in 2017 purely to get recruiters to notice me. The videos were boring. They worked. Three or four years of that content later became the leverage that filled my coaching business. I am not a social media influencer and I will not teach you to be one. But I have made money from social media, and this year I opened my own private practice as a Washington State Registered Hypnotherapist, so I am running these decisions in real time alongside you. If you want to work out how social media specifically fits into your practice, or you are just starting out as a solo practitioner, book a 90 minute consultation with me. It's $350 and I give you everything I know. Book here: https://calendly.com/eugene-berezin/consultation Send me your questions on Instagram or LinkedIn and I'll answer them directly or make a whole episode about them. lifepathtc.com Instagram: @eugene.berezin LinkedIn: linkedin.com/in/eugene-berezin

  7. Aug 26

    Why your therapy website isn't showing up on Google

    I optimized my hypnotherapy website perfectly. Technically it was 100% correct. And it flopped completely. Here is why. I optimized it for hypnotherapy for gay men who went through a divorce. Which means that in order to find me, a person has to type "I'm looking for a hypnotherapist who works with gay men who just went through a divorce" into Google. Nobody in hell types that. The optimization was right and the assumption underneath it was wrong. That is the episode. We overthink SEO. We think it's alt text and meta descriptions and blog cadence, and we skip the part that actually decides whether anyone finds us, which is positioning and messaging. In this episode: The difference between SEO for your website and SEO for you as a clinician, and why you can completely flop one and still win the otherWhy positioning and messaging are not the same thing, and what each one is actually doing for youPositioning is not "I serve women" or "I serve LGBTQ folks." It's the niche of your authority. Here is how to find yoursThe four kinds of people searching for you, from the person who just feels uncomfortable and doesn't know what's wrong, all the way to the person ready to book today, and what your website needs to say to each oneWhy keyword stuffing quietly stopped working, what Google's crawler and AI search are actually looking for instead, and why context beats keywords nowWhy SEO is not a fast acting marketing tool, and what has to age before it works at allWhy my Psychology Today profile outranks my own website, and what that tells you about where to put your effort when your practice is newProfile hygiene, and why dropping a bare Calendly or SimplePractice link in your bio can cost you the bookingThe one sentence on your website that makes the right person say "oh shit, that's me" and the wrong person leave without wasting anyone's timeShould therapists even be on social media? My honest answer, and it is not about dancing on TikTokThe illogical part of business nobody warns you about. I got high ticket clients in six weeks, then hit a plateau for no obvious reasonA note on where this comes from. I trained as a clinical psychologist in Moscow and ran a full practice there with no internet and no social media, working with deaf clients in Russian sign language. Then I spent ten plus years in US tech, so I know the technical side of search, not just the marketing talk about it. This year I opened my own private practice as a Washington State Registered Hypnotherapist. The SEO mistakes in this episode are mine, from this year, not case studies from someone else's practice. If you want to glue this together for your specific practice, I do a 90 minute consultation for $350. We go through your website, your content marketing, your messaging and positioning, and you leave with a real plan for how to implement it. I also run a six month one on one container for people who want someone building the business side by side with them. I work with solo practitioners only. I have never owned a group practice, so I don't advise group practice owners. Book here: https://calendly.com/eugene-berezin/consultation lifepathtc.com Instagram: @eugene.berezin LinkedIn: linkedin.com/in/eugene-berezin

  8. Aug 20

    Why your private practice caseload isn't full

    I went looking for a therapist for myself. Money was not the issue. The sessions came with my program, so they cost me nothing extra. I opened the portal, found 40 therapists, and I could not choose one. Everybody sounded the same. Same compassion, same holding space, same list of modalities. I picked a guy because his time slot worked. Not because of anything he said about himself. That is not a clinical problem. That is a positioning problem, and it is the same reason your caseload is not as full as you want it to be. In this episode: Why "I'm compassionate and I hold space" is the most expensive sentence on your profile, and what to write insteadHow to name who you are actually for, and why naming it does not shrink your practiceThe question I asked a clinical director that stopped her cold, and what it taught me about how little people understand our modalitiesWhy psychoeducation is marketing, and how I turned my own website from a brochure into a resource people read before they bookWhat your ideal client is actually typing into Google and ChatGPT, and why it is almost never the name of your modalityWhy EMDR, CBT, and DBT on your profile do not sell, even though they are exactly what you doHow many times you have to repeat your message before anyone hears it, and why saying it once does not countWhat my Psychology Today listing taught me about search, including the part that worked three years ago and does not anymoreThe scheduling decision that became my biggest advantage as a brand new practice ownerThis works whether you are private pay or on insurance panels. Especially on panels, where you are one of a hundred names on a page and the client has no way to tell you apart. A note on where this comes from. I trained as a clinical psychologist in Moscow and ran a full practice there with no internet and no social media. Then I spent a decade in US tech and built a coaching business teaching subject matter experts how to position themselves. This year I opened my own private practice as a Washington State Registered Hypnotherapist, because I hate business coaches who tell you how to build something they have never built. So everything in this episode is a lesson from a practice I am filling right now, not a theory. Want this broken down for your specific practice? I do a 90 minute Private Practice and Visibility Audit for $350. We go through your website, your directory profiles, your content, and your pricing, and we find what is actually stopping people from choosing you. Book here: https://calendly.com/eugene-berezin/consultation lifepathtc.com Instagram: @eugene.berezin LinkedIn: linkedin.com/in/eugene-berezin Heart and Profit is for entrepreneurial therapists who want their private practice to actually pay them. Eugene Berezin trained as a clinical psychologist in Moscow, ran a full practice with no social media, spent a decade in US tech, and now runs his own private practice as a Washington State Registered Hypnotherapist. Every week he breaks down positioning, messaging, pricing, and visibility, from someone who is filling a caseload right now and not just talking about it.

Ratings & Reviews

5
out of 5
2 Ratings

About

Welcome to "Heart And Profit," where I equip coaches and service providers with the insights and strategies needed to achieve unapologetic success. Each episode is a deep dive into the personal stories, tips, and proven techniques that help you build a thriving high-ticket coaching business.Hosted by Eugene Berezin, "Heart And Profit" blends personal experiences with expert advice, guiding you through the intricacies of developing a strong personal brand and creating high-value services. You'll hear from successful coaches and service providers who have navigated the challenges of the online space, sharing their journeys and the strategies that helped them succeed.What You'll Learn:Proven methods for launching and scaling an online coaching or mentorship business that reflects your passion and expertise.Effective techniques for developing and pricing high-ticket offers that deeply resonate with your target audience.Mastering online marketing and sales to attract and convert high-value clients through platforms like LinkedIn and YouTube.Inspirational stories and practical examples from top-performing coaches and service providers.Tools and advice to stand out in a crowded market and overcome common challenges.Join me on "Heart And Profit" to connect with a community of like-minded individuals who are committed to making a meaningful impact through their work. Subscribe now and start your journey towards a successful and fulfilling coaching business.