Selling the Couch

After 11 years, 400+ episodes, and nearly 2 million downloads, I thought I understood what drives podcast growth.
Then I saw the data, and it challenged a lot of assumptions.
In this episode, I break down what actually drives podcast downloads today, based on real-world insights and my own experience growing Selling the Couch into a top 0.5% podcast.
Because here’s the truth:
Audience size doesn’t guarantee downloads
Big-name guests aren’t the growth lever you think they are
And visibility alone isn’t what moves the needle

In this episode, we cover:
Why audience size ≠ downloads (and what matters more)
The real difference between a “vitamin” vs. “painkiller” episode
Why titles matter more than your guest list
How to write titles that get 2–3x more downloads
The ideal episode length
How to think about podcast guesting strategically (not randomly)
The strategy that beats social media for growth
Your best discovery tool
The biggest shift in downloads

Plus, we'll go over a simple experiment to try to see what your audience actually responds to, and how to double down on it.
If your podcast isn’t growing the way you expected, it may not be your consistency. It may be your alignment—between your title, your topic, and the real problems your listeners are trying to solve.
If you found this helpful, consider sharing it with a friend or colleague who is building (or thinking about starting) a podcast.
And don’t forget to subscribe for more insights on podcasting, online business, and building something that compounds quietly over time.
--
Ready to launch (or grow) your online course?
Haven is our membership for therapists who want to turn their expertise into sustainable online income through courses, content, and simple systems that actually work.
You’ll get access to trainings, live accelerators, and a community that supports you every step of the way.
Get on the waitlist: sellingthecouch.com/haven

Today’s encore is covering creating and selling an E-Course. Since creating Healthcasters, I’ve definitely made many mistakes that I’m happy to share with you.
Statistics show that the self-improvement industry is a $10-11 billion industry, so we know that there are a lot people who crave knowledge and want to learn.
Join me for more!
--
Want to launch your online course?
Our new membership is open for enrollment! Find out more and join Haven here

If there is one thing I’ve learned as a small business owner, it’s that it takes courage to show up imperfect. We want so badly to be perfect and put together in front of our audience, but perfectionism makes us less authentic and connected. Join us to learn more about being OK with being imperfect.
Samara Stone is a return guest to the podcast, and I’m thrilled to welcome her back! In addition to her work as a therapist, Samara is a branding expert who has a curated community, Be Full Grown, for black women over 40 who are ready to imagine, create, and live a life of their own design. Samara is in the process of launching a podcast, and she has already proven her courage in showing up imperfect through some major life difficulties. We will discuss how we, as clinicians, can show up imperfect when perfectionism always has a pull on us. Samara also shares helpful guidelines for sharing appropriately on social media, which is something we all need to keep in mind.
Be Full Grown
You’ll Learn:
How things have changed in our field in beautiful ways; “Your Saturday self CAN show up on Monday morning.”
Why many therapists struggle with perfectionism and are afraid to show up as 100% human
Why clients appreciate transparency because it conveys a non-judgmental attitude
Why there is a huge shift happening in how we understand marketing and our personal brand
How therapists need to share enough about the real dynamic of themselves so clients can see the healing possibilities
How Samara decided to share on social media the experience of her divorce a few years ago
Why we have to be polarizing at times in order to find our true audience–and that’s OK
The importance of realizing that you can’t and won’t appeal to everyone
How to use your clear purpose and intention to determine how much of your life to share on social media

--
Want to launch your online course?
Our new membership is open for enrollment! Find out more and join Haven here.

We use video for meetings, live sessions, live-streaming, and other content, so it’s important to have the best quality possible.
Michael Rothermel is my videographer who filmed the welcome video for STC. We were part of the same faith community while Michael lived in the Philly area.
Join us to learn his top tips to improve the quality of live videos.
--
Want to launch your online course or YouTube channel?
Save your spot for our free live webinar: The Calm YouTube Flywheel here!
Or check out our new membership site! Find out more and get on the Haven Waitlist here.

Since the beginning of this podcast in 2015, I’ve thought a lot about how I can use YouTube to maximize the impact of STC. I’ve pondered many questions about the sustainability of this endeavor and whether I should be creating separate content on YouTube or simply repurposing these podcast episodes on YouTube.
As a result of coaching, taking courses, and obsessively (nerdily) studying YouTube, I have decided to finally leap into YouTube in 2024. In today’s session, I’ll share what went into this decision for me and what you should consider as a current or aspiring therapist podcaster.
You’ll Learn:
How our fears are usually rooted in some sort of trauma or feeling unseen or unheard
Top considerations for me in starting out on YouTube:
YouTube is intentionally appealing to podcasters and is becoming an ever more popular podcast platform.
Putting a video editing team in place makes the jump to YouTube much easier.
YouTube (owned by Google) is very beneficial for discoverability and SEO.
I plan to use the best of both playlists (podcasts, YouTube) and feed platforms (Facebook, Instagram, and LinkedIn).
I plan to use “Walden months” to prioritize self-care and big projects. (My inspiration is the commitment to be a fully present family man and what I learned from Tim Ferris’ 2020 blog, 11 Reasons Not To Become Famous.)
How I plan to keep you updated and document my YouTube journey in the weekly STC Newsletter
Why I’m grateful for the support of STC listeners on this new path that has me feeling vulnerable, nervous, and fearful

--
Want to launch your online course or YouTube channel?
Save your spot for our free live webinar: The Calm YouTube Flywheel here!
Or check out our new membership site! Find out more and get on the Haven Waitlist here.