Ready to launch a new paid offer but are feeling a little scared or stressed? I get it. Launching and selling can be really scary…but it can also be EASY if you allow it to be.
A few weeks ago I launched my first group coaching program. In just three days I reached my launch goal and enrolled five amazing female entrepreneurs. In this post I want to share how I did it.
You won’t find the typical launch strategies and tips in this post that you might on Pinterest, but that’s not my intention.
I want to share my experience of launching something I truly had my heart behind and knew deep down it would transform my audience’s businesses…and lives.
And because of a few *strategic* things I implemented while also following my intuition and taking major inspired action, I was able to:
- put the program together in a week
- have an incredibly short launch period (I’m talking 3 days short)
- bring in 5 dream clients who I’ll be guiding over the next 12 weeks to transform their businesses
Interested in learning how I did it? Keep on reading!
How I Booked Out My First Group Coaching Program Click To Tweet
1. Market Research is So Important
Let me tell you guys something…market research will be your DAMN best friend when it comes to creating paid offers people actually want to buy.
I’ve done plenty of market research since rebranding, but I kept it pretty lowkey with surveys to my email list and Instagram story polls.
When it came time for me to take major action, I was ready to uplevel my research game.
Enter…reaching out to target customers DIRECTLY and hopping on a video chat with them.
Yep. I reached out to past clients and loyal community members who I knew expressed interest in a group coaching program that I had hinted at before and/or I wanted to have as a student. (I’m pretty picky with who I want to work with.)
Market research helped me answer these questions I needed to know before moving forward (a.k.a. spending all my energy putting a launch strategy together.)
- Do people actually need this?
- Will people actually buy this?
- How can I structure it or add more value to it so people WILL buy it?
After chatting with three lovely ladies on Zoom, I felt incredibly confident in my program and how I was going to market it. Boom! On to the next phase.Market research will be your best friend when it comes to creating paid offers people actually want to buy. Click To Tweet
2. Set an Achievable Goal
Goals are great. I always suggest setting goals for your launches. Whether how much money you want to bring it, how many offers you want to sell, or how many clients you want to book.
BUT my advice when it comes to goal-setting for launches is to pick a number that you feel incredibly confident that you will hit.
When you dream super big (which is great!) but aren’t completely aligned with the goal you set, you’re destined to not hit it.
I only wanted 5 students so I could serve them to the best of my ability while still taking on 1:1 strategy session clients, working on projects and creating content (oh and living my life because #sidehustler)
I also felt confident with this number and knew I could reach it. The three ladies I spoke to on Zoom were extremely interested in my program, so then I moved into the next phase…
3. Created a Waitlist
This was definitely one of my favorite parts of my launch strategy.
I created a waitlist (which was literally people’s names inside my Bullet Journal) and started talking about it.
I kept the details of the program under wraps the week I created it which added a bit of ~mystery~ to the offer.
Since running a successful business involves a lot of psychology of the minds of our audience (which I’m obsessed with) here’s a synopsis of what I hoped my bit of mystique marketing would instill in the minds of my target students:
Sheila’s creating a group program? Ouu, I know she offers one-on-one coaching, runs an awesome Facebook group, and has a lot of great ladies in her community. I’ve been wanting to work with her and/or join a program so this is great timing. I’m intrigued!
With my waitlist double my goal, I did an exclusive pre-launch to them a few days before I launched the program to the public.
That same night I enrolled two students. The next night I enrolled two more. Only had one more to go!
On to the next step in my strategy…
4. Promoted It Authentically on Social Media
My waitlist strategy made this entire launch feel SO easy. With only one more spot to fill I showed up on social media sooo pumped and confident about my program.
Before my waitlist launch, I let a bit of mystique continue to revolve around the program, but I started revealing little details bit by bit.
My main places to hit up when I put my sales hat on is Instagram Stories and inside my Facebook group. These platforms are where my audience hangs out the most and where I have the best opportunity to engage with them.
On my stories, I just shared behind the scenes of my planning and told people to DM me if they wanted to get on my waitlist to learn more. I actually got a pretty good amount of people to sign up this way!
Once students started enrolling I shared the heck out of it by adding my students’ names to a post-it and taped it to my wall. I got this idea from Krista Dickson and now I do it with every launch!
Being able to share on my Stories when students enrolled beefed up my marketing with major social proof.
My other Instagram approach (a.k.a. my secret sauce) is to reach out to people directly and tell them how the program is what they need right now to succeed.
Don’t wait for people to notice your offer on their own…PUT YOURSELF OUT THERE.Don’t wait for people to notice your offer on their own...PUT YOURSELF OUT THERE. Click To Tweet
5. Hosted a Free Live Workshop with a Non-Salesy Sales Pitch
During the week I spent outlining my program I got inspired to host a free live workshop on a topic I knew my audience needed help with: Discovering & Attracting Your Ideal Client (which you can totally watch here!)
Since I was committed to it (meaning I told my audience it was happening) I decided to pitch my program at the end of it.
When it was time for my workshop I only had one spot left to fill in the program. I went into my pitch determined to sell it to only one person.
And I did!
Any kind of live video is a great way to launch something. People are more motivated to get their wallets out when there’s the excitement of you on live video telling them to buy, and other people saying they’re totally going to buy it (because #socialpressure.)
Pro-Tip: Always offer a time-sensitive bonus at the end of your live events to give them more of an incentive to invest.
I offered bonus private calls with me that ended at midnight (a few hours later.) My waitlist also got access to some bonus calls too!
6. Offered Simple Payment Plans
As much as we try to not talk about money (because money blocks, right?) it’s a very integral part of selling an offer.
Especially if it’s something higher priced such as a coaching program. I went on the advice from my business coach and offered two easy payment plans: 1 payment of $997 or 12 monthly payments of $97.
I told my coach that I was really apprehensive about these options. I originally wanted to offer three different options, which were higher priced monthly plans.
In the end, I knew I needed to do something that made me feel uncomfortable so I could grow as an entrepreneur…and as a person. So I didn’t fight it and listened to my coach.
I think that offering a smaller payment plan allowed potential students to not overthink if the program was for them because of the price. I made it simple, affordable, and essentially a “no-brainer” investment if you knew in your heart that the program was for you.
I will save my tips on pricing things for another post, but just remember that there is no one-size fits all approach to marketing and making sales. You really need to know your audience and meet them where they are.There is no one-size fits all approach to marketing and making sales. You really need to know your audience and meet them where they are. Click To Tweet
7. I Consistently Show Up and Serve My Audience
I’ve been building up my community and authority online for over a year now. This is REALLY important when you’re trying to make a name for yourself online (and incredibly important if you aren’t super niched down.)
Since I have been pushing out amazing (and mostly free!) content for over a year, I’ve gained the trust of my audience.
I am present on my top social media platforms and also run a Facebook group that I am VERY invested in. I truly want to connect with my audience and help them.
I’ve also become really good friends with a lot of the people in my community…who are more than willing to invest in my offers if it’s something they currently need.
Which is the key.
You can have the most engaged audience in the world who are obsessed with you…but if you create something that they 1) don’t think they need or 2) you can’t convince them that they need…they’re not going to buy it.
SO make sure you are consistently showing up for your audience…but make sure you’re giving them what they need.
Things I Didn’t Do:
Okay, I want to include things I didn’t do to launch my program to prove some other points: that you don’t need to follow the crowd.
You need to follow your heart (super cheesy, but I don’t care. It’s true!)
I know that there are a lot of go-to launch strategies out there that have become the standard approach whenever launching something, especially a high-ticket offer such as coaching.
Well, I didn’t want to do any of them because 1) I’m a rule-breaker and 2) I wanted the entire experience to be easy af.
- I didn’t buy any paid advertising
- I didn’t host a free challenge
- I didn’t write a bunch of sales emails (they are literally one of my least favorite things to do)
- I didn’t do a bunch of webinars (I only did one, which wasn’t originally part of my marketing plan, it was just because I knew it would help my audience)
- I didn’t burn myself out showing up on social media every day
The main thing I hope you take away from this post is that you don’t have to do what everyone else is doing or suggests you do when you launch a paid offer.
You need to do what feels good and right for YOU. All you need to book out a program or reach your launch goal is to create an amazing offer your audience needs and sell it to them with CONFIDENCE.
And that’s all I got for now.
If you want to learn more about my program you can hop on the waitlist waitlist to be the first to hear when we reopen for enrollment!
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