21 | 4 Lessons Learned From Launching a Group Programme
If you've ever wanted to launch a group programme, or want to improve your current programme this is for you.
Jo shares her experience and tips for successfully launching and running a group coaching program. She also announces a competition to win a 1-to-1 coaching session with her for reviewing the podcast.
Jo emphasises the importance of having a clear program promise and niche, knowing your stats before launching, and delivering an amazing onboarding experience.
She encourages coaches to set a launch date, map out the necessary steps, and start building the audience and content required to fill the group programme.
The Eight-Week Promotion Period [00:02:19]
Jo discusses the importance of giving yourself at least an eight-week promotion period when launching a group program, as it takes time and preparation to effectively promote and attract participants.
Creating a Clear Program Promise [00:04:42]
Jo emphasises the need to create a clear program promise for a group program, focusing on the tangible difference it can make in participants' lives rather than just the topic or goal.
Delivery and Creating an Interactive Learning Experience [00:08:04]
Jo talks about the importance of creating an interactive learning experience in a group program, where participants can gain valuable insights from their peers and feel a sense of community. She also mentions the power of vulnerability in connecting with others on a deep level.
Episode summary:
Clear program promise [00:11:36]
Importance of having a clear program promise that speaks to the end goal of the participants.
Knowing your stats [00:11:36]
The importance of knowing your audience and their numbers before launching a group coaching program.
Delivery and onboarding experience [00:12:42]
Tips for offering an amazing onboarding experience and group calls to ensure participants show up every week and gain referrals.
Useful Links
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Transcript
Hello and welcome to Women in the Coaching Arena podcast.
Speaker:I'm so glad you are here.
Speaker:I'm Jo Lott, a business mentor and ICF accredited coach, and I'm on a
Speaker:mission to help brilliant coaches build brilliant coaching businesses.
Speaker:In this podcast, I'll be sharing honest, not hype, practical and
Speaker:emotional tools to support you to make the difference that you are here for.
Speaker:Microphone (Samson Q2U Microphone): Hello, welcome to the 21st episode
Speaker:of women in the coaching arena.
Speaker:I'm so glad you were here.
Speaker:I've been away on amazing three-day yoga retreats.
Speaker:So feeling very relaxed and reflective for this episode.
Speaker:First I wanted to let you know that I am running a competition to win a one-to-one
Speaker:coaching session with me, which is priceless because I don't sell one-to-one
Speaker:coaching sessions outside of my program.
Speaker:So to enter, please leave me a review and rating if you
Speaker:are an apple podcast listener.
Speaker:Drop me a line if you've done this and I will put your name in the draw
Speaker:and I'll be drawing it mid August to see who wins the one-to-one session.
Speaker:I would love to meet you and help you to move forward on wherever
Speaker:you choose to bring to the session.
Speaker:It makes such a huge difference for those considering whether
Speaker:to listen to the podcast.
Speaker:So let's talk about my learnings from launching a group program.
Speaker:It's the best thing I have ever done in my business.
Speaker:And many coaches tell me it's an aspiration for them.
Speaker:So here are my learnings from launching my group program, which has been
Speaker:running for two years solid now.
Speaker:And it's an evergreen model, so you can join at any point.
Speaker:So I have learned a lot.
Speaker:I've refined my process and I always continue to refine as I grow, as I
Speaker:learn, I'm involved in masterminds and other group programs myself.
Speaker:So I.
Speaker:I get to see the best of everything and bring it all into my program.
Speaker:So here are the things you need to know if you are thinking about launching a group
Speaker:program, or if you already have a group program, how you can make it even better.
Speaker:The first point is to give yourself at least an eight week promotion period.
Speaker:It takes a lot of energy, which is why most people never get that group program
Speaker:over the line, because it does involve a lot of preparation, a lot of patience and
Speaker:we often can't just put a social media post out saying launching a group program.
Speaker:Come join.
Speaker:You know, it requires quite a systematic approach.
Speaker:And it takes a lot longer than most people think.
Speaker:So you generally need to introduce your audience to the topic, gently raising
Speaker:their awareness, gaining that engagement before you try and sell the thing.
Speaker:You'll also want to make sure that you have a big enough
Speaker:audience of ideal clients.
Speaker:You will want to work on becoming more visible in the lead up to your launch.
Speaker:You are likely to need to create an event such as a webinar or five day
Speaker:challenge or some sorts of way of them being able to get to know you further.
Speaker:So you will want to map out that launch really thoroughly.
Speaker:If you want a September group program launch, you will have needed to really
Speaker:be prepping well before the summer.
Speaker:The second thing you will want to know is about creating a clear program promise.
Speaker:Niche matters a lot more in group programs.
Speaker:So it's vital in your business, but for a group program its even more vital.
Speaker:You need to be able to create a space for people where they are amongst
Speaker:Microphone (Samson Q2U Microphone)-1: others similar to them.
Speaker:So the first group program I ever joined.
Speaker:When I was six months into business was actually not that effective because
Speaker:it was for general entrepreneurs.
Speaker:So I was on this program with people who were creating handbags
Speaker:and running IT companies.
Speaker:A really diverse range of industries that we just didn't
Speaker:have the same stuff in common.
Speaker:Like for example, running an online business, which is pretty much
Speaker:what I do versus a product based business, like making handbags.
Speaker:They're just such different businesses
Speaker:Microphone (Samson Q2U Microphone)-3: that we're less likely to share
Speaker:Microphone (Samson Q2U Microphone)-1: the same values and all of that stuff.
Speaker:So that's why when I created my own group program and it was a real struggle to do,
Speaker:but I did niche down to coaches because I wanted to know that you would be amongst
Speaker:people who really get what you are about.
Speaker:They have shared values, a shared mission and shared challenges.
Speaker:So that really creates an outstanding group program.
Speaker:So do really think about who your ideal client is and fill your
Speaker:group with those amazing people.
Speaker:Microphone (Samson Q2U Microphone)-4: Next up creates a clear program promise.
U Microphone):Most coaches, I talked to talk about the topic.
U Microphone):So for example, helping people to stop procrastinating or build more
U Microphone):focus, or to gain more confidence.
U Microphone):And all of those things in themselves are not urgent enough.
U Microphone):So you may struggle to get enough signups to group program based on that as a goal.
U Microphone):I've learned that you really need to get to their real goal.
U Microphone):So for example, if they stopped procrastinating, what would they do?
U Microphone):Launch your business, get a promotion.
U Microphone):What is that tangible difference that it could make in their life?
U Microphone):That is the thing that people will pay for when it comes to a group program.
U Microphone):So that needs to be the promise that you use to sell your program.
U Microphone):And if the word promise sounds scary.
U Microphone):Yes, it certainly and he does, but we're thinking about your top client, what
U Microphone):they could actually achieve if they were to show up and put in the work.
U Microphone):So we are not going to inspire many people to take action if for example, we
U Microphone):are advertising a gym and we're saying, come to this class, you might get fit.
U Microphone):We will be like, forget it.
U Microphone):I want to know that I'm going to get fit.
U Microphone):So three, know the average stats.
U Microphone):So most people try to jump to group well before they are ready.
U Microphone):If you are struggling to get one client.
U Microphone):You are going to really struggle with to get eight clients in one, go.
U Microphone):And you might think, well, the program is way cheaper.
U Microphone):Loads of people don't want to buy one-to-one because it's too expensive.
U Microphone):So I'm just going to create this cheaper thing and I'm going to fill it that way.
U Microphone):But my learning is through doing this myself and working with coaches to
U Microphone):help them launch their group program.
U Microphone):It just doesn't work.
U Microphone):It doesn't matter how much it is.
U Microphone):It could be 50 pounds, but you can still find it a struggle
U Microphone):to fill that group program.
U Microphone):If you haven't done enough work before your launch.
U Microphone):If you haven't got a clear offer that you have validated that people actually want.
U Microphone):If you haven't got the audience size to be able to fill a group, and run a group yet.
U Microphone):Because the average conversion rate from a webinar or challenge is 1% to 4%.
U Microphone):So on average, you would need to have a big enough audience
U Microphone):to aim, to get approximately a hundred people to your webinar.
U Microphone):To be able to effectively get, say one to four people to say
U Microphone):yes to your group program.
U Microphone):So as you can see, you do need a lot bigger audience than you may think to
U Microphone):effectively launch a group program.
U Microphone):A great way to start though, is if you know people in your network who want
U Microphone):your group program, you can do a presale.
U Microphone):So you gain confidence knowing that say two or four people have said yes.
U Microphone):So you can go into your launch period with confidence, knowing that you will
U Microphone):still be able to run your group program.
U Microphone):My fourth point is about delivery.
U Microphone):Microphone (Samson Q2U Microphone)-6: You will want to create an amazing
U Microphone):interactive learning experience that people want to show up at.
U Microphone):A space where participants gain valuable insights from their peers,
U Microphone):as well as their own reflections.
U Microphone):So there is a skill in holding that space encouraging
U Microphone):sharing, mutual accountability.
U Microphone):And to really and gain a sense of community that sticks for the long haul.
U Microphone):So I have done that super well, even if I do say so myself in my program.
U Microphone):I mean, I am super jealous of the relationships that people have and
U Microphone):they've stayed in touch for years after being in the program and have
U Microphone):gained so much from each other.
U Microphone):That it's just an absolute pleasure to see.
U Microphone):I think my secret sauce in creating that sort of experience
U Microphone):is showing my vulnerability, which enables them to do the same.
U Microphone):And as we know, there is power in vulnerability and that is a true
U Microphone):way of connecting with others on a really, really deep level.
U Microphone):So don't think you need to be perfect.
U Microphone):In fact, no one likes perfect.
U Microphone):We are all human.
U Microphone):So always start with, this is what I'm learning right now.
U Microphone):You know, we don't have to pretend that we have this thing all sussed.
U Microphone):My group have loved it when I've tried things and they've gone wrong.
U Microphone):Like I tried one week, to I put music on and say, this is what
U Microphone):I thought we'd do this week.
U Microphone):And no one could hear the music other than me.
U Microphone):Dancing on my own.
U Microphone):But somebody in the group literally said, can I just congratulate you and say,
U Microphone):thank you for being an amazing role model.
U Microphone):For the fact, I'm about to go into my group program and we all
U Microphone):love you for what just happened.
U Microphone):So again, don't worry about being perfect.
U Microphone):You are perfect just as you are.
U Microphone):Your onboarding experience is super important so they rave about you
U Microphone):and refer you to their friends.
U Microphone):It's at that point that people often get regrets, I suppose, after
U Microphone):joining, you know, it's like, you.
U Microphone):You pay the money and then you start thinking, God, did I really need that?
U Microphone):Why did I do that?
U Microphone):So you will want to make sure right from the off that you have exciting, quick wins
U Microphone):available for them really lovely things to make them feel welcome and help them
U Microphone):to see that this was an amazing decision.
U Microphone):And the best thing is through running your group, you will become
U Microphone):an expert in your field because you are able to work with more clients,
U Microphone):therefore gain more experience.
U Microphone):And before you know it, you will be an expert in what ever are delivering and
U Microphone):an expert in holding that space so well.
U Microphone):Microphone (Samson Q2U Microphone)-7: So we are coming to the
U Microphone):end of today's episode.
U Microphone):Let me summarize the points for you.
U Microphone):Firstly allow yourself plenty of time.
U Microphone):Ideally an eight week promotion period.
U Microphone):So you can warm up your audience, make sure you've got a big enough
U Microphone):audience to launch something.
U Microphone):Make sure you have time for a webinar or some sort of in person events or
U Microphone):something along those lines that allows people to get to know you a little bit
U Microphone):more in order to want to work with you and wants to come and join your group.
U Microphone):Secondly, your program promise.
U Microphone):So make sure that you have micro niche for your group program.
U Microphone):It will work so much better.
U Microphone):It will sell better.
U Microphone):You will have much more engagement in your group.
U Microphone):It's super, super important.
U Microphone):Then ensure you have a really clear program promise that speaks
U Microphone):to their end goal, not the vehicle that's going to get them there.
U Microphone):So instead of confidence or procrastinating or focus.
U Microphone):Think about what would they do if they were confident, if they were focused,
U Microphone):if they had stopped procrastinating.
U Microphone):And sell that thing and that's again, why niching is so important.
U Microphone):Because that is going to be very different, depending
U Microphone):on who your ideal client is.
U Microphone):The third point is to know your stats because I have seen people feel really,
U Microphone):really despondent after attempting to launch a group program too soon.
U Microphone):Like if you are struggling to gain one-to-one clients, it's not the
U Microphone):time to start thinking, Ill just launch a group because it's cheaper
U Microphone):and it'd be way easier to fill.
U Microphone):People won't even turn up at a free webinar unless you have
U Microphone):a super clear program promise or something that they want.
U Microphone):Even their time is valuable.
U Microphone):So it's not just about the money.
U Microphone):It's about knowing that you have the numbers of people in your audience
U Microphone):to ensure that you can gain a few people to start your group program.
U Microphone):And our fourth point was about delivery, wanting to ensure that
U Microphone):you offer an amazing onboarding experience and group calls that
U Microphone):people want to show up every week.
U Microphone):So you gain referrals and really build your expertise in wherever
U Microphone):you are offering, and that will continue to grow your business.
U Microphone):So in summary, running a group program is an absolute joy.
U Microphone):It's the best thing I have ever done in my business.
U Microphone):But it has taken years of audience building and years of
U Microphone):studying exactly how to do this.
U Microphone):Microphone (Samson Q2U Microphone)-8: I've been part of loads of group
U Microphone):programs and masterminds myself.
U Microphone):To learn actually how to run a group program and how to
U Microphone):create an amazing experience.
U Microphone):But also just general other business building programs, which has really helped
U Microphone):because you see the inside, you get to see what you like, what you don't like, what
U Microphone):you did differently, and that really helps you to shape your own group program too.
U Microphone):I know lots of my clients have been able to go on and launch group
U Microphone):program using mine as an inspiration.
U Microphone):So it's not kind of something you can usually whip up without much thought.
U Microphone):But saying that.
U Microphone):You will never feel ready.
U Microphone):It is a big project is going to take the determination.
U Microphone):So set your date.
U Microphone):Map our eight weeks back from that and literally start thinking, okay,
U Microphone):if this were my ideal client I wanted in my group what sort of thing
U Microphone):would I need to start talking about?
U Microphone):What audience do I need to start growing in order to be able
U Microphone):to fill that group program?
U Microphone):So good luck.
U Microphone):I would love to hear if you do launch a group program and I hope this
U Microphone):episode really helps you to create an amazing experience for your clients.
U Microphone):I am considering running a specific program on creating, launching and
U Microphone):delivering an amazing group program.
U Microphone):So if there is enough interest, I will do that in September.
U Microphone):So do drop me an email mentioning group program if you are interested
U Microphone):and then I will create something and get in touch with you and you can see
U Microphone):if you would like to join at the time.
U Microphone):And of course, trust yourself, believe in yourself and be the wise Gardner
U Microphone):who keeps on watering the seed.
U Microphone):Microphone (Samson Q2U Microphone): Thank you so much for listening to this
U Microphone):episode of Women in the Coaching Arena.
U Microphone):Please come and say hi to me on LinkedIn or Instagram and let me
U Microphone):know how you are getting on in your coaching business and how you are
U Microphone):gonna go for your dreams this year.
U Microphone):My name on LinkedIn is Joanna Lott and on Instagram is at Joanna Lott Coaching, and
U Microphone):I'll also put links in the show notes.
U Microphone):Let me know if you found this episode useful.
U Microphone):Share it with a friend and leave me a review, and I will
U Microphone):personally thank you for that.
U Microphone):Thank you so much for listening.
