Joanna Lott Coaching

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

Email Jo to mention that you’ve reviewed the podcast to be entered into the competition to win a 1:1 session

Connect with Jo on LinkedIn

Download the 12 ways to get clients now

Joanna Lott’s website

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If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com

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Hello and welcome to Women in the Coaching Arena podcast. I'm so glad you are here. I'm Jo Lott, a business mentor and ICF accredited coach, and I'm on a mission to help brilliant coaches build brilliant coaching businesses. In this podcast, I'll be sharing honest, not hype, practical and emotional tools to support you to make the difference that you are here for.

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Hello, welcome to the 21st episode of women in the coaching arena. I'm so glad you were here. I've been away on amazing three-day yoga retreats. So feeling very relaxed and reflective for this episode. First I wanted to let you know that I am running a competition to win a one-to-one coaching session with me, which is priceless because I don't sell one-to-one coaching sessions outside of my program. So to enter, please leave me a review and rating if you are an apple podcast listener. Drop me a line if you've done this and I will put your name in the draw and I'll be drawing it mid August to see who wins the one-to-one session. I would love to meet you and help you to move forward on wherever you choose to bring to the session. It makes such a huge difference for those considering whether to listen to the podcast. So let's talk about my learnings from launching a group program. It's the best thing I have ever done in my business. And many coaches tell me it's an aspiration for them. So here are my learnings from launching my group program, which has been running for two years solid now. And it's an evergreen model, so you can join at any point. So I have learned a lot. I've refined my process and I always continue to refine as I grow, as I learn, I'm involved in masterminds and other group programs myself. So I. I get to see the best of everything and bring it all into my program. So here are the things you need to know if you are thinking about launching a group program, or if you already have a group program, how you can make it even better. The first point is to give yourself at least an eight week promotion period. It takes a lot of energy, which is why most people never get that group program over the line, because it does involve a lot of preparation, a lot of patience and we often can't just put a social media post out saying launching a group program. Come join. You know, it requires quite a systematic approach. And it takes a lot longer than most people think. So you generally need to introduce your audience to the topic, gently raising their awareness, gaining that engagement before you try and sell the thing. You'll also want to make sure that you have a big enough audience of ideal clients. You will want to work on becoming more visible in the lead up to your launch. You are likely to need to create an event such as a webinar or five day challenge or some sorts of way of them being able to get to know you further. So you will want to map out that launch really thoroughly. If you want a September group program launch, you will have needed to really be prepping well before the summer. The second thing you will want to know is about creating a clear program promise. Niche matters a lot more in group programs. So it's vital in your business, but for a group program its even more vital. You need to be able to create a space for people where they are amongst

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others similar to them. So the first group program I ever joined. When I was six months into business was actually not that effective because it was for general entrepreneurs. So I was on this program with people who were creating handbags and running IT companies. A really diverse range of industries that we just didn't have the same stuff in common. Like for example, running an online business, which is pretty much what I do versus a product based business, like making handbags. They're just such different businesses

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that we're less likely to share

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the same values and all of that stuff. So that's why when I created my own group program and it was a real struggle to do, but I did niche down to coaches because I wanted to know that you would be amongst people who really get what you are about. They have shared values, a shared mission and shared challenges. So that really creates an outstanding group program. So do really think about who your ideal client is and fill your group with those amazing people.

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Next up creates a clear program promise.

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Most coaches, I talked to talk about the topic. So for example, helping people to stop procrastinating or build more focus, or to gain more confidence. And all of those things in themselves are not urgent enough. So you may struggle to get enough signups to group program based on that as a goal. I've learned that you really need to get to their real goal. So for example, if they stopped procrastinating, what would they do? Launch your business, get a promotion. What is that tangible difference that it could make in their life? That is the thing that people will pay for when it comes to a group program. So that needs to be the promise that you use to sell your program. And if the word promise sounds scary. Yes, it certainly and he does, but we're thinking about your top client, what they could actually achieve if they were to show up and put in the work. So we are not going to inspire many people to take action if for example, we are advertising a gym and we're saying, come to this class, you might get fit. We will be like, forget it. I want to know that I'm going to get fit. So three, know the average stats. So most people try to jump to group well before they are ready. If you are struggling to get one client. You are going to really struggle with to get eight clients in one, go. And you might think, well, the program is way cheaper. Loads of people don't want to buy one-to-one because it's too expensive. So I'm just going to create this cheaper thing and I'm going to fill it that way. But my learning is through doing this myself and working with coaches to help them launch their group program. It just doesn't work. It doesn't matter how much it is. It could be 50 pounds, but you can still find it a struggle to fill that group program. If you haven't done enough work before your launch. If you haven't got a clear offer that you have validated that people actually want. If you haven't got the audience size to be able to fill a group, and run a group yet. Because the average conversion rate from a webinar or challenge is 1% to 4%. So on average, you would need to have a big enough audience to aim, to get approximately a hundred people to your webinar. To be able to effectively get, say one to four people to say yes to your group program. So as you can see, you do need a lot bigger audience than you may think to effectively launch a group program. A great way to start though, is if you know people in your network who want your group program, you can do a presale. So you gain confidence knowing that say two or four people have said yes. So you can go into your launch period with confidence, knowing that you will still be able to run your group program. My fourth point is about delivery.

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You will want to create an amazing interactive learning experience that people want to show up at. A space where participants gain valuable insights from their peers, as well as their own reflections. So there is a skill in holding that space encouraging sharing, mutual accountability. And to really and gain a sense of community that sticks for the long haul. So I have done that super well, even if I do say so myself in my program. I mean, I am super jealous of the relationships that people have and they've stayed in touch for years after being in the program and have gained so much from each other. That it's just an absolute pleasure to see. I think my secret sauce in creating that sort of experience is showing my vulnerability, which enables them to do the same. And as we know, there is power in vulnerability and that is a true way of connecting with others on a really, really deep level. So don't think you need to be perfect. In fact, no one likes perfect. We are all human. So always start with, this is what I'm learning right now. You know, we don't have to pretend that we have this thing all sussed. My group have loved it when I've tried things and they've gone wrong. Like I tried one week, to I put music on and say, this is what I thought we'd do this week. And no one could hear the music other than me. Dancing on my own. But somebody in the group literally said, can I just congratulate you and say, thank you for being an amazing role model. For the fact, I'm about to go into my group program and we all love you for what just happened. So again, don't worry about being perfect. You are perfect just as you are. Your onboarding experience is super important so they rave about you and refer you to their friends. It's at that point that people often get regrets, I suppose, after joining, you know, it's like, you. You pay the money and then you start thinking, God, did I really need that? Why did I do that? So you will want to make sure right from the off that you have exciting, quick wins available for them really lovely things to make them feel welcome and help them to see that this was an amazing decision. And the best thing is through running your group, you will become an expert in your field because you are able to work with more clients, therefore gain more experience. And before you know it, you will be an expert in what ever are delivering and an expert in holding that space so well.

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So we are coming to the end of today's episode. Let me summarize the points for you. Firstly allow yourself plenty of time. Ideally an eight week promotion period. So you can warm up your audience, make sure you've got a big enough audience to launch something. Make sure you have time for a webinar or some sort of in person events or something along those lines that allows people to get to know you a little bit more in order to want to work with you and wants to come and join your group. Secondly, your program promise. So make sure that you have micro niche for your group program. It will work so much better. It will sell better. You will have much more engagement in your group. It's super, super important. Then ensure you have a really clear program promise that speaks to their end goal, not the vehicle that's going to get them there. So instead of confidence or procrastinating or focus. Think about what would they do if they were confident, if they were focused, if they had stopped procrastinating. And sell that thing and that's again, why niching is so important. Because that is going to be very different, depending on who your ideal client is. The third point is to know your stats because I have seen people feel really, really despondent after attempting to launch a group program too soon. Like if you are struggling to gain one-to-one clients, it's not the time to start thinking, Ill just launch a group because it's cheaper and it'd be way easier to fill. People won't even turn up at a free webinar unless you have a super clear program promise or something that they want. Even their time is valuable. So it's not just about the money. It's about knowing that you have the numbers of people in your audience to ensure that you can gain a few people to start your group program. And our fourth point was about delivery, wanting to ensure that you offer an amazing onboarding experience and group calls that people want to show up every week. So you gain referrals and really build your expertise in wherever you are offering, and that will continue to grow your business. So in summary, running a group program is an absolute joy. It's the best thing I have ever done in my business. But it has taken years of audience building and years of studying exactly how to do this.

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I've been part of loads of group programs and masterminds myself. To learn actually how to run a group program and how to create an amazing experience. But also just general other business building programs, which has really helped because you see the inside, you get to see what you like, what you don't like, what you did differently, and that really helps you to shape your own group program too. I know lots of my clients have been able to go on and launch group program using mine as an inspiration. So it's not kind of something you can usually whip up without much thought. But saying that. You will never feel ready. It is a big project is going to take the determination. So set your date. Map our eight weeks back from that and literally start thinking, okay, if this were my ideal client I wanted in my group what sort of thing would I need to start talking about? What audience do I need to start growing in order to be able to fill that group program? So good luck. I would love to hear if you do launch a group program and I hope this episode really helps you to create an amazing experience for your clients. I am considering running a specific program on creating, launching and delivering an amazing group program. So if there is enough interest, I will do that in September. So do drop me an email mentioning group program if you are interested and then I will create something and get in touch with you and you can see if you would like to join at the time. And of course, trust yourself, believe in yourself and be the wise Gardner who keeps on watering the seed.

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Thank you so much for listening to this episode of Women in the Coaching Arena. Please come and say hi to me on LinkedIn or Instagram and let me know how you are getting on in your coaching business and how you are gonna go for your dreams this year. My name on LinkedIn is Joanna Lott and on Instagram is at Joanna Lott Coaching, and I'll also put links in the show notes. Let me know if you found this episode useful. Share it with a friend and leave me a review, and I will personally thank you for that. Thank you so much for listening. Speak soon.

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