Joanna Lott Coaching

My learnings from launching a group programme

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The Ultimate Guide to Launching a Successful Group Coaching Program for Coaches

Table of Contents:

  1. Introduction
  2. The Importance of a Sufficient Promotion Period
  3. Crafting a Clear and Compelling Program Promise
  4. Understanding Average Industry Conversion Rates
  5. The Power of Pre-Selling and Building Confidence
  6. Key Takeaways
  7. Conclusion


As a coach, one of the most effective ways to scale your business and impact more lives is by launching a group coaching program. However, the journey to a successful group program launch can be daunting, especially for those new to this format. In this comprehensive guide, we’ll explore proven strategies and insights to help coaches like you navigate the process with confidence, attract and retain clients, and ultimately boost their coaching business.

The Importance of a Sufficient Promotion Period

One of the most significant lessons learned from launching two group programs in the last six months is the necessity of allocating ample time for promotion. Successful program launches require at least an eight-week promotion period to effectively introduce your audience to the topic, raise awareness, and build a strong base of ideal clients.

During this crucial phase, you’ll want to create visibility and establish your authority in the coaching space. This can be achieved through various means, such as hosting webinars, running a five-day challenge, or creating valuable content that resonates with your target audience. Investing time and effort into these promotional activities is crucial, as it allows you to nurture your audience and prime them for your upcoming program.

Crafting a Clear and Compelling Program Promise

Many coaches make the mistake of focusing their program solely on the topic or skill they aim to teach, such as overcoming procrastination, building focus, or gaining confidence. However, these topics alone may not create a sense of urgency or a compelling “must-have” for potential participants. To successfully launch a group coaching program, it’s essential to understand and address your clients’ deeper motivations and desired outcomes.

For example, if your program promises to help clients stop procrastinating, the real question is: “What will they achieve by overcoming procrastination?” Will it enable them to launch a business, secure a promotion, or spend more quality time with their loved ones? By identifying and aligning your program promise with your clients’ ultimate goals, you’ll create a more compelling and irresistible offering that resonates deeply with your target audience.

Understanding Average Industry Conversion Rates

Another crucial lesson learned is the importance of understanding and managing expectations around industry conversion rates. On average, the conversion rate from a webinar or challenge ranges from 1% to 4%. This means that to successfully launch a small group program, you’ll typically need to aim for approximately 100 attendees on your webinar or challenge.

To increase your chances of success, consider implementing a “pre-sell” strategy within your existing network. Securing a few initial sign-ups from your inner circle can provide the confidence boost and momentum needed as you approach your larger promotional efforts. Even a handful of committed participants can make a significant difference and give you the assurance that your program can proceed, regardless of the broader response.

The Power of Pre-Selling and Building Confidence

Pre-selling your group program to your existing network can be a game-changer, providing you with the confidence and momentum needed for a successful launch. By securing a few initial sign-ups from those who already know, like, and trust you, you’ll have a solid foundation to build upon as you move forward with your larger promotional efforts.

This strategic approach serves two purposes:

  1. Confidence Boost: Having a few committed participants from the outset can alleviate the pressure of needing to attract a large number of new clients right away. It reinforces the belief that your program will proceed, regardless of the broader response.
  2. Momentum Builder: Starting with a core group of engaged participants creates a positive energy and buzz around your program, which can be leveraged during your promotional activities to attract additional interest and sign-ups.

By implementing a pre-sell strategy, you’ll not only gain the confidence necessary to launch your group program successfully but also create a ripple effect that can amplify your marketing efforts and increase the overall likelihood of a successful launch.

Key Takeaways

  • Allocate at least an eight-week promotion period to introduce your audience to the topic, raise awareness, and build your base of ideal clients.
  • Craft a clear and compelling program promise that addresses your clients’ deeper motivations and desired outcomes, rather than solely focusing on the topic or skill.
  • Understand and manage expectations around average industry conversion rates, typically ranging from 1% to 4%.
  • Consider implementing a “pre-sell” strategy within your existing network to secure initial sign-ups and build confidence and momentum for your launch.


Launching a successful group coaching program is a journey that requires strategic planning, effective promotion, and a deep understanding of your target audience’s needs and desires. By following the strategies outlined in this guide, you’ll be well-equipped to navigate the process with confidence, attract and retain clients, and ultimately boost your coaching business to new heights.

Remember, as the famous quote says, “You don’t need to be great to start, but you need to start to become great.” Commit to your vision, take action, celebrate your successes, learn from your failures, and continuously improve. With dedication and the right support, you can make a lasting impact and achieve both personal and professional fulfillment as a coach.

If you’re ready to take the next step and implement these strategies to make a difference and build a sustainable coaching business, consider seeking the guidance and support of an experienced coach or mentor. They can provide invaluable insights, accountability, and the practical tools you need to succeed.

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Hi, I’m Jo, and I’d love to help you on your coaching journey. I spent 20 years in corporate HR but faced challenges balancing work and family. Refusing to settle, I ventured into coaching, seeking financial success aligned with my values. Overcoming limiting beliefs, I developed strategies to attract clients, leading to the creation of my Reliable Results Path. Now, I support coaches in achieving their goals through my Business of Coaching programme. My values of honesty, personalisation, and courage guide me, fostering a community of impactful coaches who believe in inclusivity and making a difference. More about me




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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.