In this Coaching episode, Lori sits down with long-time friend and EFT practitioner Cyrus Bush for a laser-focused coaching session. Cyrus, a retired hospital chaplain turned mindset coach, has been helping people release limiting beliefs and negative self-talk through Emotional Freedom Techniques (EFT) since 2018. But like so many midlife entrepreneurs, he’s navigating the challenges of showing up online, staying consistent, and quieting the inner voice of “not good enough.”
Join us as Lori helps Cyrus reframe his approach to business growth – without the hustle-and-grind mentality that doesn’t fit in midlife. This session is full of actionable insights that apply to any entrepreneur wrestling with visibility, confidence, and finding the right balance between business and lifestyle.
What You’ll Learn in This Episode:
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Why every business owner – even the big names – wrestles with self-doubt, and how to move past it.
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The importance of clear calls to action so people know how to work with you.
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A simple way to build consistency online without burning out.
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How to create content themes that make posting easier and more sustainable.
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Why repetition in marketing isn’t a weakness – it’s how people finally start to pay attention.
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How Cyrus can position EFT as both a science-based and energetic practice to stand out online.
For more information about Cyrus – visit his website.
This is a behind-the-scenes peek at the kind of coaching Lori offers midlife entrepreneurs – blending strategy, mindset, and practical marketing to help you build a business that fits your life, not the other way around.
If you’d like to be a future Hot Seat Coaching guest, visit MyCoachLori.com to apply.
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Resources:
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Chapter index
00:00–00:21 Opening and pre-roll
00:21–01:23 Welcome and guest introduction
01:23–03:37 Cyrus explains EFT and his work
03:37–05:10 Business background and platforms
05:10–08:07 Crossroads, travel goals, weekly time target
08:07–12:55 Content approach and comparanoia
12:55–15:10 Make it easy to work with you
15:10–20:13 Consistency, bulk recording, and content themes
20:13–23:12 Repeating content and standing out
23:12–27:08 EFT positioning, woo vs science, touch points
27:08–30:16 Repurposing everywhere and YouTube SEO
30:16–33:46 Wrap up, assignments, CTA, and close
00:00–01:23 | Welcome and guest introduction
Lori: Hi there, and welcome to the Midlife Business Academy.
Lori: And I’m Lori Lyons, your host.
Lori: And I am so excited today because I’ve been wanting to do this for a long, time.
Lori: And I want to introduce my first guinea pig, I mean, my first guest, Cyrus Bush.
Lori: Welcome to Hot Seat Coaching, Cyrus.
Cyrus: I was feeling a little bit anxious until you said that now I’m way anxious. No, not really. Hi, Lori. I’m so happy to be here on your maiden voyage.
Lori: I know. I know. I’m excited that you signed up. And we’re going to have so much fun. And in full transparency, Cyrus and I have known each other for years. So he’s a perfect person.
Cyrus: I had a full head of hair. I had a full head of hair when not really.
Lori: Now, that you haven’t had. But yeah, mine was blind, I think. Could be. Could be.
Lori: So what we’re going to do is we’re going to jump in. We’re going to give some laser quick coaching. And I’m excited to begin. So Cyrus, tell us a little bit about what you do.
01:23–03:37 | Cyrus explains EFT and his work
Cyrus: Well, I am a retired hospital chaplain. But currently, I work with individuals on mindset issues using emotional freedom techniques as my basic tool to help them let go of limiting beliefs, self sabotage, and negative self talk so that they can experience more success and joy in their lives and their relationships. And I also teach workshops, teaching people how to use EFT personally and with clients and family. In a nutshell, that’s what I do.
Lori: So tell me what EFT is. For the audience who doesn’t know, tell me what that is.
Cyrus: Yeah, emotional freedom techniques. It’s a technique for stress management that was discovered by a clinical psychologist in the early 80s. And it is a technique where you tap acupressure points. It’s like acupuncture, but you don’t use needles. It’s paired with psychology. And so you can use it to get major shifts around a lot of things, like if you are carrying trauma around in your body. It’s helpful. It’s useful for dealing with trauma from past events, PTSD, fear of public speaking. It’s hard to explain, but when you experience it, it’s almost like magic because of the fact that you are accessing and giving information to the amygdala, the fight or flight center. Yeah, I discovered it while I was a hospital chaplain. And so I used EFT with my patients who were afraid to have tests, who were afraid to go home to difficult situations, and now currently with clients.
Lori: Very good. Very good. So is it fair to say that it’s science based?
Cyrus: It is science based. Yeah, there’s a slew of research that has been going on, is going on currently. And yeah, Peter Stapleton in Australia at Bond University is just at the forefront of doing research around EFT.
Lori: That’s awesome. And yeah, if you search for it, if you search on videos and stuff on YouTube, not only will we find you, but we’ll find a host of others for other different challenges that you might have. And it’s amazing what it can do. It’s true.
Cyrus: It’s so true.
Lori: Yes.
03:37–05:10 | Business background and platforms
Lori: So what would you say, how long have you been in business now?
Cyrus: I started in 2018 after I retired from hospital chaplaincy.
Lori: Okay. So over the years, what do you find has been your biggest challenges and have those changed in the last few years?
Cyrus: The biggest challenge, well one of the biggest is to become an entrepreneur after having worked for others in the army, other businesses. And then all of a sudden you’re wearing all these different hats that you might not be ready or equipped to wear. Finding clients. Letting people know that I’m here in the world and how I can help.
Lori: Perfect. So online presence, you’ve been doing a lot online.
Cyrus: I have a presence on LinkedIn, Instagram business and personal, Facebook business and personal, and YouTube.
Lori: And what have you been doing on those primarily?
Cyrus: I do posts. Sometimes I’ll do a tapping video. I’ll do promotional videos about an upcoming workshop. I’ll post videos of flowing water and reminders to pause, breathe, savor the day. I do things just to remind people to take care of themselves.
05:10–08:07 | Crossroads, travel goals, weekly time target
Lori: Where do you see your business in six months?
Cyrus: I don’t see it very clearly. It feels like I’m at a crossroads. I’m trying to figure out how much time and energy I want to invest. Ideally, I’d see clients two or three days a week and continue workshops. It’s rewarding but a lot of work.
Lori: What else in your life is pulling on you right now?
Cyrus: I want freedom to travel, time with my partner who just retired, and I don’t want to punch a clock anymore.
Lori: If you close your eyes and think about it, how much time do you see yourself working?
Cyrus: Eighteen hours a week.
Lori: That’s a really nice business with the right planning.
08:07–12:55 | Content approach and comparanoia
Lori: Do you have a plan for content or does it depend on how you feel?
Cyrus: I don’t really have a plan. I’ve heard content, content, sell. I haven’t done many YouTube videos lately because of comparanoia.
Lori: Tell me about comparanoia.
Cyrus: It’s a voice saying you’re not as good as them. Why try. You don’t have the resources.
Lori: Where does that show up in your body?
Cyrus: A gut feeling of why bother. But I love helping people. I love the work.
12:55–15:10 | Make it easy to work with you
Lori: When people find you, what I’m not seeing is how to work with you. You need a clear next step. A simple call to action like work with Cyrus.
Lori: Make it easy. If you don’t tell them what to do next, they can’t move forward.
15:10–20:13 | Consistency, bulk recording, and content themes
Lori: Consistency matters. I want to challenge you to 30 days of content. You can bulk record. You can theme it. Mindset Monday. Tapping Tuesday.
Lori: Planning allows you to plan your call to action and stop feeling scattered.
Cyrus: That actually feels doable.
20:13–23:12 | Repeating content and standing out
Lori: People need to hear things seven or eight times. Repeating content is okay.
Cyrus: That’s a relief.
Lori: Your voice matters even if others have covered the topic.
23:12–27:08 | EFT positioning, woo vs science, touch points
Cyrus: The tapping I do stays with the negative longer.
Lori: Test different approaches. Also talk about the science behind EFT.
Lori: When you get tired of your message, people are just starting to hear it.
27:08–30:16 | Repurposing everywhere and YouTube SEO
Lori: One video can go everywhere. LinkedIn included.
Lori: Think about keywords. Optimize your YouTube videos so people can find you.
Lori: Use ChatGPT to help with titles and keywords.
30:16–33:46 | Wrap up, assignments, CTA, and close
Cyrus: I feel energized. The consistency and call to action make sense.
Lori: I’ll send you a planning spreadsheet.
Lori: Thank you for being my first hot seat guest.
Lori: If you’d like to be a future guest, go to mycoachlori.com and schedule your hot seat coaching.
Lori: Thank you for joining the Midlife Business Academy. Remember, it’s never too late to build the business of your dreams.