5 Principles To Successfully Launch An Online Coaching Program

Hugh Robinson
Sep 26, 2018 · 5 min read

If you have (or wanted to) launch a group coaching program, you’ll know how hard it is to take it off the ground.

To get traction from the right people, who value what you have to offer seems like a an impossible task.

You hustle and hustle, make a couple of sales, but then fall short of actually filling out your program.

You end up running the program anyway, pouring all of your time and energy into a group that doesn’t allow you to take your business to a full time income.

I’ve been there.

Multiple times.

The first launch I ever did for a group program, I sold at $97 and had 6 people sign up.

Two people dropped out before we even started.

I’d poured so much time, money and energy into getting this program built and no one wanted it.

To say it was disheartening is an understatement.

A few months passed and I launched another group coaching program for $500.

This time I had a slightly larger group.

Still though, I felt like I could be coaching a much larger group, and would need to if I was to have an actual business.

The third time I launched, I had a lot more success.

I didn’t just build up to a program, but offered a short segment of my coaching in a 7 day challenge.

This time i was selling at $1500, and I had a lot more people apply and sign up.

There were a few principles I could have implemented to drastically scale this, but It took me coaching others in their business to figure that out.

And that’s what I want to share with you today.

How to have a successful launch mechanism to build a $5000+ a month coaching business (what most would consider a full time income, and what is consider a good foundation to scale from).

Principle 1: Understanding Your Audience
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It’s all good building a program, offer and content around what you think looks and sounds good…

But what’s more important is actually understanding what your audience want.

“Sell them what they want and give them what they need”.

If you don’t know this right now, then speak to people and ask them exactly what goals they are working towards, what challenges hold them back from achieving those goals, and what problems they’re trying to overcome.

Big companies spends fortunes on working this out, it’s called market research.

It’s just as important for coaching businesses, and luckily for you, you can do it for free by using social media and that little button in the top right of your feed called ‘messenger’.

Understanding your audience will also play a huge role in you building a group coaching program, instead of having to manually create a custom approach for each individual client.

Principle 2: Creating Clarity
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What does your brand stand for?

What does your brand do?

What is your offer?

These should all be very simple and clear for you, because if they’re not, they certainly won’t be clear to your audience.

Clarity is key for a successful launch.

People fear what they don’t understand and are naturally drawn to that which ‘makes sense’.

Are you giving people ‘aha’ moments with your content and branding, or are your audience scratching their heads or not paying attention?

Principle 3: Solve a problem in advance
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I’m a huge fan of giving away free content and advice.

There’s many ways you can do this, but the most effective is to run a short challenge that gets a few wins under your prospects belts.

It builds trust, authority and it allows them to really see what you’re about.

I recently ran a 5 day challenge, in which we took Coaches through a process to clarify their message, present their offer, and sell authentically.

(In this challenge one of the coaches was able to make 11 sales.)

Don’t be afraid to give away too much, the more value you can give away up front, the more qualified people will be to work with you.

(There’s been points where I’ve had so much free advice from mentors that I bought their courses just out of wanting to give back, more than even wanting their offer.)

Principle 4: Selling Authentically
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This can be broken up into two parts:

Firstly, actually reaching out to people with your offer.

A good question to ask yourself when building for a launch is: “how many people actually know my offer exists?”

Don’t be afraid to reach out to people who have shown interest in your content, or have taken part in your challenges with a direct offer.

Secondly, you don’t need to use the right words, sequences or nlp techniques to persuade people to work with you.

The chances are those who are manipulated into a sale will pull out of your program, or simply won’t be good clients.

The conversation should flow more as a coaching call, getting clear on what they have achieved in the previous months, what they want to achieve in the coming months, why they failed previously, and why they are ready to make these changes now.

Genuinely listen to people, connect, and make them feel heard.

This is the ultimate trust builder, rather than just speaking at people at reeling off the hundreds reasons they should give you their money.

Principle 5: Growing Your Lists, Consistently
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The two components to bridging the gap between not having clients, and your launch taking off come down to width and depth.

Each day your focus should be around building width by growing your audience (more specifally your email list), and depth (building more of a relationship with your audience).

The easiest way to do this to set up a 5 day challenge, with an email sequence that delivers the content for the challenge each day, with your offer for your program on day 5.

These principles are the bread and butter to a successful launch, and you can keep this process going indefinitely with a repeated launch strategy (I’ll write about this another day).

If you’re not making a consistent $5k+ monthly in your coaching business, this should be your focus.

You don’t need to be building out complex funnels.

Just use the basics, and master them.

P.S if you liked this post, give me at least a dozen claps for good will ;)

Group Coaching Launch Expert

Market, sell and launch your group coaching program online…