Selling the Couch

Most podcasts never make a dollar.
Not because the host isn’t talented.
Not because their strategy is bad.
But because they quit too soon, or they measure ROI the wrong way.
In this episode, I break down what 11 years of podcasting (and nearly 2 million downloads) have taught me about building a podcast that actually pays off.
The 3 Forms of Podcast ROI
1️⃣ Trust – Deep relational credibility that compounds quietly over time
2️⃣ Longevity – Most quit early; sustainable rhythm wins
3️⃣ Assets – Turn episodes into evergreen SEO infrastructure
Podcasting is not about going viral.
It’s about building something that compounds.
If you’re a therapist building a podcast (or considering it), this episode will help you think beyond downloads, and design something sustainable, profitable, and aligned.
--
Ready to build income and impact beyond the therapy room?
Haven is our small, intentional community for therapists who want to turn their expertise into work that can reach and serve more people — without simply adding more clients or more hours to their calendar.
Whether that looks like writing, speaking, podcasting, YouTube, a course, or something else entirely, Haven gives you thoughtful frameworks, practical support, and a community of colleagues to help you build it in a way that feels sustainable for your life.
Join us: sellingthecouch.com/haven

Today’s encore features a coaching call about how to build an email list simultaneously with an online course.
You’ve probably heard that social media is the best option for building an email list, but is it? There are pros and cons to consider. Join us as we discuss this topic that is relevant to many people. I hope it’s helpful for you!
Our Featured Guest for today’s coaching call:
Tami Zak, AMFT
Tami Zak was part of our first beta group for Online Course School last fall. Her practice is based in northern California, but she works virtually with clients from all over the state. To broaden her reach and the help she wants to offer couples, Tami launched her podcast, Marriage Breakdown, in 2021. Tami now faces the dilemma of developing her email list along with her online course, and she is overwhelmed with where and how to begin. You are invited to listen to the coaching call with Tami and Melvin!
Affinity Couples Counseling
Marriage Breakdown podcast
You’ll Learn:
Tami’s online course idea to further develop her podcast topics and help couples communicate better
Why an email list is important alongside an online course
Why depending on social media alone to build a loyal following is not altogether sufficient
How Tami feels overwhelmed and intimidated about where to start and where to spend money to build an email list
Melvin’s tip #1: “There isn’t one solution to building an email list, but it’s more about what aligns with your creative energy.”
How to focus on building “your island” in the social media “ocean”
How Tami uses her lead magnet on her podcast and website to help build her email list–and she’s ready to dive into social media to some degree
Melvin’s tip #2: “Think of offering your lead magnet as the beginning of a layering process to go from podcast, website, and then on to social media.”
Why it’s overwhelming to dive into content creation and send out a newsletter
Melvin’s tip #3: “Don’t feel obligated to send out too many newsletters; even once a month is OK when getting started. You can change things up at any time. “
Why it’s important to be consistent at whatever stage of development you are in
Melvin’s tip #4: “Think of how you can batch content with short tip videos to include in your newsletter.”
Options in using podcast content for quotes, tips, etc. to use in a newsletter and on social media
Why Tami feels that her next steps will be around leveraging her content in a newsletter

--
Ready to build income and impact beyond the therapy room?
Haven is our small, intentional community for therapists who want to turn their expertise into work that can reach and serve more people — without simply adding more clients or more hours to their calendar.
Whether that looks like writing, speaking, podcasting, YouTube, a course, or something else entirely, Haven gives you thoughtful frameworks, practical support, and a community of colleagues to help you build it in a way that feels sustainable for your life.
Join us: sellingthecouch.com/haven

What does 11 years of building a business actually teach you — especially when things don't go according to plan?
In this final episode of Selling the Couch for 2026, Mel reflects on 11 years of entrepreneurship, more than 2 million podcast downloads, and some of the hardest lessons he's learned along the way.
And rather than focusing on the milestones or successes, he's sharing something more personal: the mistakes, unexpected challenges, and changes that have reshaped how he thinks about building a sustainable business.
One of those lessons came from STC Elite, our former mastermind for therapists creating online courses.
Although the program helped more than 50 colleagues build their courses, its business model depended heavily on just two launches each year. When enrollment began to slow, Mel realized how vulnerable that structure had become.
That experience ultimately helped shape the decision to close STC Elite and create Haven, our small, intentional community for therapists building income and impact beyond the therapy room.
In this episode, Mel shares three lessons that he wishes he'd understood earlier — and why they matter for therapists building private practices, online businesses, and careers that support the lives they actually want to live.
In this episode:
What the inversion principle can teach therapists about planning for uncertainty
Why building a resilient business matters just as much as building a successful one
How AI is changing the way therapists and private practices get discovered online
Why depth, specialization, and genuine expertise may be your greatest advantages in the AI era
How long-form content like guides, podcasts, and YouTube videos can help build lasting trust
Why slow, consistent growth can be more valuable than chasing quick wins
How caregiving, family responsibilities, and different seasons of life change what success looks like
Why comparing your business to someone else's can lead to burnout
How to define what "enough" means for you and protect what matters most

As we close out 2026, Mel leaves us with three questions worth reflecting on:
Are you designing your business for success, resilience, or both?
What does depth look like in your work, and are you giving it enough time?
Whose definition of success are you working toward?

Whether you're just starting your private practice or have been building a business for years, this conversation is an invitation to rethink what sustainable success means to you.
--
Ready to build income and impact beyond the therapy room?
Haven is our small, intentional community for therapists who want to turn their expertise into work that can reach and serve more people — without simply adding more clients or more hours to their calendar.
Whether that looks like writing, speaking, podcasting, YouTube, a course, or something else entirely, Haven gives you thoughtful frameworks, practical support, and a community of colleagues to help you build it in a way that feels sustainable for your life.
Join us: sellingthecouch.com/haven

What actually makes someone decide to buy your online course?
It's not just the information you're teaching or how polished your webinar looks. More often, it's the trust you've built with the people you're trying to help.
In this episode of Selling the Couch, Mel takes you behind the scenes of a live coaching session inside Haven, our small, intentional community for therapists building sustainable online income beyond the therapy room.
This time, we're talking about how to market and sell an online course using webinars, email marketing, and storytelling, without relying on high-pressure sales tactics or complicated launch strategies.
You'll hear Mel work through real questions from therapists who are building their own courses, including how to write more compelling launch emails, whether to start with a live or prerecorded webinar, and why YouTube Live might be worth considering for your next launch.
In this episode:
- Why people don't just buy online courses, they buy trust
- How webinars and email marketing work together during a course launch
- The email strategy Mel recommends
- How to use storytelling to make your course marketing more memorable
- Why one meaningful statistic can be more effective than overwhelming readers with data
- How to use a solution framework in your launch emails
- Why specific, personal details make stories more engaging
- How to avoid unnecessary backstory when writing marketing emails
- The pros and cons of live versus prerecorded webinars
- What Mel learned from hosting webinars with almost no attendees
- Why live webinars can help you become a more confident presenter
- How YouTube Live can give your webinars a longer shelf life
- Why making your content discoverable beyond your website is becoming increasingly important
One of the biggest takeaways from this coaching session is that your audience isn't simply evaluating the information inside your course.
They're also getting to know you. Your story, your perspective, your sincerity, and the way you help people understand a problem all contribute to that relationship.
--
Ready to build income and impact beyond the therapy room?
Haven is our small, intentional community for therapists who want to turn their expertise into work that can reach and serve more people — without simply adding more clients or more hours to their calendar.
Whether that looks like writing, speaking, podcasting, YouTube, a course, or something else entirely, Haven gives you thoughtful frameworks, practical support, and a community of colleagues to help you build it in a way that feels sustainable for your life.
Join us: sellingthecouch.com/haven

What if growing a YouTube channel as a therapist didn't require posting constantly, chasing trends, or becoming an influencer?
In this episode of Selling the Couch, Mel takes you behind the scenes of Haven, our small, intentional community for therapists building sustainable online income beyond the therapy room.
He's sharing an excerpt from the first session of our Calm YouTube Flywheel Accelerator, where we explored a different approach to YouTube — one built around being found, creating meaningful content, and building momentum slowly over time.
Because YouTube doesn't have to be another platform where you're constantly performing.
It can become a library of helpful content that continues serving people long after you hit publish.
In this episode:
The difference between performative YouTube and calm YouTube
Why being found matters more than being impressive
How to organize your channel around your areas of expertise
Why evergreen videos can be more valuable than chasing trends
How to create a posting schedule that fits your actual life
What Mel learned about burnout from his first year of podcasting
How the flywheel approach helps your content build momentum over time
What to prioritize when starting a YouTube channel from scratch
A simple exercise to help you come up with your first five YouTube video ideas

One of the biggest shifts we teach inside Haven is moving away from the idea that every video needs to be entertaining, impressive, or optimized for the latest algorithm.
Instead, think about building a collection of helpful resources around the topics your ideal audience is already searching for.
Each video becomes another resource in your library.
And over time, those videos can help people discover your work, get to know your perspective, and build trust in your expertise.
The goal isn't to go viral.
It's to create something useful that compounds over time.
--
Ready to build income and impact beyond the therapy room?
Haven is our small, intentional community for therapists who want to turn their expertise into work that can reach and serve more people — without simply adding more clients or more hours to their calendar.
Whether that looks like writing, speaking, podcasting, YouTube, a course, or something else entirely, Haven gives you thoughtful frameworks, practical support, and a community of colleagues to help you build it in a way that feels sustainable for your life.
Haven is open for enrollment - join us: sellingthecouch.com/haven