Jo Lott shares her journey of creating and earning £160,000 from her digital course over the last two years. This episode is not just a success story; it’s a reflection of how you can take fast messy action to create and leverage digital courses so you scale your business and impact.

Here’s what you’ll uncover in Episode 48:

Introduction: The Journey Begins

The Launching Point

Pre-Sale Announcement

My £160K Course Journey

Building and Launching the Course

Marketing Strategies and Launching Lessons

Key Lessons Learned

Actionable Tips for Aspiring Course Creators

Summary and Invitation

Closing Thoughts

Join the Movement

Interested in creating your own digital course? Contact Jo today at for exclusive access to her course with a 30% pre-sale discount. This offer is only available for the first 10 people who purchase by Thursday 8 February.

Useful Links

Join Elevate: Group and Online Course Mastery – Presale available until Thursday 8 February at 30% off [So £1397 instead of £1997]. Click here to complete the contact me page to ask for details and then you can decide if it’s what you need.

How to secure more coaching clients’ free training

Download the 12 ways to get clients now

Learn about The Business of Coaching programme

Connect with Jo on LinkedIn

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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:

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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

Microphone (Samson Q2U Microphone):

and I help coaches to build brilliant businesses. I know that when you prepare to enter the arena, there is fear, self doubt, comparison, anxiety, uncertainty. You can tend to armor up and protect yourself from vulnerability. 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. Dare greatly. You belong in this arena. Hello, welcome to the 48th episode of women in the coaching arena. I am so glad you are here. Today, I've done something which I very rarely do, because I think this industry is drowning with people shouting about how much their earning. It's something I very rarely do. But I'm wanting to share an honest version of events. Cause again, I think that this topic is kind of sold like it's so easy and anyone can just step right out the gate and create an online course or group coaching program without really understanding what you really need in place to make that successful? So I'm excited to share that with you today. I am also launching a course about how to create a course or group coaching program. So I had a presale deadline of the 7th of February which was yesterday. So if you miss that, because I didn't give very much notice at all, then if you want to join today only the podcast release date of 8th of February you can retain that 30% pre-sale discount. The course will be launched on the 13th of March. So I'll be launching it later on in February, but if you want to jump in now, I would love to have your feedback in return for that 30% discount. As I create the course this month, because it's really important as I'll talk about today to really take into account your ideal client's feedback throughout your entire business building journey. So if you're interested, do drop me an email. That's Joanna with an a and Lott with two T's And I will get back to you with the details and you can let me know if you want to join. So let's talk about my journey to earning 160,000 from my course over the last two years. And it starts where most new coaches start, which was coming into this world of coaching and then seeing someone have this big launch into their digital course and me thinking. Wow. I could do that. So I'm going to be earning millions of pounds and laying on the beach and having a wonderful time. And I see this a lot in nearly every single coach that I talk to, especially if they're earlier on in their journey. I want to launch a course or a group coaching program. And, most of the time, they haven't really got the foundations that are needed to make that successful. That isn't to say it's not worth joining something though, because I joined something four and a half years ago and I paid 2000 pounds at the time for a program on how to launch a course. And miraculously two and a half years later, I actually got my course over the line and now have, earned 160,000 from that course. So do I regret buying the course. No, because I've had a huge return on investment. So it doesn't mean that that won't be useful to you at some time in the future and where you are at in your business building journey. I always knew that I wanted to do group coaching. Like I always preferred it, which is unusual because I speak to most of my clients and bearing in mind, I am an ICF ACC coach. So I, I do know how to. coach. But I've always absolutely adored group coaching. right from the very beginning that was where I got my energy. So I have created several courses in my business, including in lots of different niches. So I do think depending on where you are at, who you're selling to. It can also be useful in selling to organizations. I have sold LinkedIn training, for example, into organizations, career change program into organizations. I also created a career clarity course for mums when I first started. Cause again, that was where I was at the time. And obviously now I have my course, which is the business of coaching. I have offered to market. I also have a new program, which I haven't actually announced yet called signature solution, because I know so many people just want to nail their niche and create their signature coaching program without committing to a big program. So I have created tons of courses in a way that you've actually thought through to be able to get the best results. Like, I honestly think a lot of the time people get more from being part of my group program than they would if I were talking it through one-on-one because when I have created the group program, I have methodically thought about starting with why they need to know this. Leading into how they can do this. Leading into what they need to do next. Whereas if I'm talking to someone one-on-one, it's not so easy to be that structured. So actually it really does support that one-on-one and the feedback. So for example, in my program, people would watch that module and then they send me their thing and I give them feedback via video so they can really actively nail that thing. And then move on to the next step. So that's why I decided to create my course, because there are huge knowledge gaps that it would take a really long time to fill. So let's move on to actually building the course and how you can get that thing over the line. So the challenges that I faced were actually prioritizing it. And so with this course, I'm launching in March. Why I'm pre-selling it is. So I actually create it. So it's really hard as an entrepreneur and you may be experiencing this without any real accountability of like, no one's going to sack you. If you don't meet your targets this month. So what often really helps is that external accountability. Sell a thing and then create it. And I think that is my strongest character trait, which is how I have built a successful business. I did exactly the same when I was launching a career book. I was nowhere near ready, but I put out this is launching on the 29th of April and therefore it launched on the 29th of April. The same with my business of coaching program. I sold seven spaces before I even had a portal. So that was two years ago now. I'd already mapped out roughly what we'd be doing. And I shared with those who were joining, that the modules would be released week on week, so they didn't get overwhelmed. And then each week I created the content because I knew that there were seven people, the other end waiting for the content to unlock on the Sunday morning. So yes, for 12 weeks I was slogging it out every Saturday, creating the content for them and Doing that work and putting that time in has now generated 160,000 and, made my life so much easier. By being able to transfer my knowledge to so many people without me repeating the same thing again, and again. You are also presenting that knowledge in a way that is I thought through with stories, with examples. You can spend years getting the perfect videos and the perfect course. And then putting out there and realizing that no one's bought it. So there's something extremely exciting about my Lott last minute method, which I call it to literally get that thing out there. So let's move on to marketing strategies for launching the course. I launched my course with a five day challenge two and a half years ago, it was an amazing experience, but it was also really intense. I took four months off social media and all marketing after launching my program for the first time. Because it was a lot. There was so many emails. That was showing up live every single day. There is so much involved in a launch. And I obviously at the time had no idea. Now I do know, and I'm super, super excited to be running my five day challenge to help you to get started with your group program at the end of this month so do look out for that. Because people made huge, huge progress in that five day challenge. And what I learned from the experience is to be so organized. To have all of the emails scheduled for those days. Rather than what I was doing at the time. Going live while it's then trying to type an email afterwards and before. And I just wasn't organized enough to make it manageable for me. So my lesson is to allow a lot of time and a lot of prep for your promotion. So usually you are going to need something like a five day challenge. Or you might get away with a webinar. Essentially you need something that helps people to take a step forward, gain an insight. Get excited about what you're going to help them to do. And then they can either take these learnings and go off and do it on their own, or they know that they need more help to really, really get this thing over the line and then they will sign up with you. What events do is build huge trust and huge connection with you. So it's really hard to launch something without having some way of people stepping towards you and getting to know you. And that is why most coaches don't successfully launch their group program because they have a lot of moving pieces and it's really easy to underestimate the amount of work involved and the amount of fear that comes up. So allow yourself lots and lots of time and plan it out and that is what we're going to be doing in the program is really setting those dates. So you can effectively use that six week to two month window of like, this is when I'm launching my thing. And these are the steps I'm going to take. And even if you aren't ready to launch right away, you can follow those steps at any point at all, just like I did, when I brought a program and I go back into it every single time I do another launch as well. So I've already talked about some lessons when I was reflecting about my journey. But here are the key lessons I learned. So lesson one is value over volume. So focusing on one core course is way better than selling as many courses as possible. I have brought in all of that income from one digital course. So you don't need to create a course on this. And of course on that. The more you try and create the less you'll sell because you're so busy in creation mode. And you'll probably underestimating how much time and energy it takes to sell that thing. Lesson two is to focus on authentic marketing. So people might not be ready to buy your thing right now. And. The more you can embrace that. The more your business will grow. I had somebody who joined my program in the last few months who did my five day challenge two and a half years ago. So rather than think, oh, that failed, no one signed up, or like one person signed up. Just focus on. You showed up and you feeding into that value bank will come back to you in the end. So just keep focusing on giving value. Being the most amazing person you can and know that every single time, that will come back to you, you need to trust in that as an entrepreneur that needs to be your biggest skill. To trust. So we need to learn to yes. Give a deadline. Yes. Try and encourage them to take action if that's right for them. But also know that everyone has their own internal deadlines. And that's been a great lesson to me in running an evergreen group program which is the type of program I run currently. And that we don't always need hard deadlines. Sometimes people will just buy. So it's going to be interesting for me after having a. Less launch based program to launch this new program in March. To see how that feels, because I think that launch is really intense when it's a closed program and you either join then or you don't join at all, which is the type of program I'm going to be launching in March. And so therefore it can feel really stressful because currently I can think that's fine if they're not ready now they can join next month. Whereas with this type of program that I'm going to be trialing because I think it might be too much to have two ongoing evergreen group programs. It will be interesting to see how that balance works. And I'm really, really excited to try a different way. And just test it just to see if I enjoy it. And what I learn from the experience. Lesson three is feedback and iteration. I am changing my program all the time. As you'll know if you're inside the program. We have just taken on a coach mentor, who I'm so excited to work with to really support me in that more strategic overview. because I'm a very understanding loving type of person, especially for my clients, because I really do know where they're at. And, so I'm excited that Jacqui, my new coach mentor, is a very challenging and direct type of person. So I'm super excited that I can provide the love and the care that I get it and I know where they're at and she can provide the challenge and the support, cause don't get me wrong she's an amazingly supportive person and coach. But to really think, okay, what was difficult about doing this. That different dimension of targets for each person of like, this is your target for nailing your niche. This is your target for your offer. So that real strong accountability. Which is something that I've learned because I think what we all do as coaches is create exactly what I wish I had. I am constantly seeking that loving nurturing yet challenging space. And I don't know if I've really found it yet, to be honest, which is why I am so obsessed by creating for people what I wish I had myself. So lesson four scaling the business. So how can you hold more people in that container? So I started the program initially when it wasn't a digital course, I was presenting live each week with two people. And, then the next time when I did create as a digital course, I had seven people. Now, I probably have 25 current clients in my program to date. So it's taking a different approach. But knowing that that has added to the experience and it's not something to fear. And it's something to just get more strategic with, which is exactly what I've done by ensuring that each person has goals. Each person is spoken to personally every single week to see where they're at, to see what their challenges are. To really put those systems and processes in place so you can scale. And so I now know that I can still deeply serve in a container and that they will get an amazing experience. So I think when it comes to scaling, it's about checking on your systems, checking if you've got that right support and hiring it if not, making sure that you have as many processes in place as possible. So people get the best experience. We have moved to slack this week from Facebook. So again, that's another change in me scaling and growing my program. So now someone can say, here's what my plan is. In an accountability channel. And then it's really easy for me and my mentor coach to say, how did you get on with that? It also allows voice messaging with me sharing documents with me. So versus emailing people back and forth. This way we actually get to chat back and forth as, and when they need it. So I'm so excited at the deepened relationships is created for me and my clients. And I can't wait to continue to make this the best program out there. Okay, moving on to actionable tips so you can do this. So without sounding like a broken record, niching is even more important in group programs because to get that bond, people need to be with people the same as them. With that same shared goal to create your content you need to have people with that shared goal. Creating compelling content. I've looked at some people's courses who have asked for my help. And they've had. So many hours worth of content. And like an hour long video, for example. And people just won't watch an hour long video. I'm aiming for three to four minutes per video. And really breaking down those topics to help people, to actually do something so they implement again, which is why I love the setup that I have, where they have to send me their niche or send me their offer so every single step of the way. They are getting feedback, which then helps them be excited to go on to the next lesson. So how can you build in that accountability and that excitement to take the next step? Marketing your course. Like I mentioned earlier, it takes more than just a few social media posts to launch a group program. It takes an actual launch, like a six week process to really get that thing off the ground. Again, there are other ways, depending on how warm your audience is. And in the program I'm launching, I'm going to be encouraging people to launch that program within the first four weeks of us working together. Again, you don't have to do that. But it is a really, really good option. So there will be a way of getting that. thing out there really quickly and then going on to bigger launches later down the line. So let me summarize today's episode. First I talked about my journey to 160 K creating my own group program. The key lessons I shared were 1. Value over volume. So focus on one course rather than create many courses. Lesson 2 two authentic marketing and patience. Don't beat yourself up if your first launch isn't successful. Know, that those people may come back and you will have made a massive difference in their life, whether they bought your program or not. Lesson three feedback and iteration. Always be prepared to listen, to keep improving. To notice where people are getting stuck and to provide accountability, if possible, depending on how you are creating your program. And Lesson four. Scaling the business, how you can get to that place where you can safely know that you can take on more clients and still give an amazing service and amazing results. I hope this podcast was helpful if you have been thinking about creating an online course or group program. And if you would like my guidance to do that, do jump in today. If you want the pre-launch rates at 30% off and I will be officially launching it later in March. I am so excited to help more women in particular to make more money in less time, because most of us women are busy caring for children or parents or someone else other than themselves. And I I'm so grateful for the opportunity to have created my own digital course that I run as a group program. And change a lot of people's lives. Like I have a massive, massive goal of helping a million people be happier. And, my best way of achieving that is to help as many coaches as I can, to help as many people as they can. So thank you for listening. If you want to join to email me or I will put a link in the show notes. And like I say, at the end of every episode, trust yourself, believe in yourself and be the wise Gardner who keeps on watering the seed. Thank you so much for listening to this episode of Women in the Coaching Arena. I have a mess of free resources on my website That's Joanna with an A and Lott with two T's. 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. Remember to trust yourself, believe in yourself and be the wise Gardner who keeps on watering the seed. Get into the arena dare, greatly and try.

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