In last week’s blog, I talked about an automatic way to create a content vault so you never have to suffer through coming up with content again.
If you missed it, you can read it here.
Inside, I talked about a client who was unknowingly building his first online program…backward.
I’ll be honest, I see coaches make this mistake over and over again. If I’m not careful, I can fall into it myself.
Once you’ve got that burning desire to launch an online program, you immediately want to fantasize about the final picture. What it will look like, how much it will cost, how many people will want to buy it, what you’ll call it, and how you’ll promote it.
And that’s great. Please do visualize what you want to create!
But here’s the mistake: A lot of coaches take that final picture and design a program to fit that picture. The result is more work than is required and sadly, a program that may not resonate with your audience.
So, before you decide on price, how many modules you’ll have, or whether or not you’ll have a Facebook group…slow your roll.
You must begin with the client.
Step 1: Listen to your audience.
Last week, I mentioned the importance of keeping track of the questions you get from your audience as a way to generate weekly blog topics. Well, these questions will also serve as clues for what your tribe’s biggest pain points and burning desires might be.
Take these commonly asked questions and use a survey tool like Type Form or Survey Monkey to find out which topic your audience craves most. If you have a robust Facebook group, you can actually create a poll using the Facebook app.
Let me show you what your survey might look like.
I recently surveyed my Facebook Group, Coaches on a Mission. I took the most common topics I cover inside my power groups, plus the questions on my blog, and I asked my audience what they felt most excited to learn about.
Here’s what I said…
I’m building a new program just for you. What would you most like to learn about:
A. How to find more clients without spending money on ads.
B. How to host complimentary sessions that convert into clients.
C. How to create value-packed content and opt-ins for a specific audience.
D. The nuts and bolts of a successful launch.
To my surprise, Option A received three times the votes.
Going into the survey, I felt pretty confident that my community would be eager to learn how to host complimentary sessions that convert into clients. But, that was actually the third most popular topic.
Yikes. Imagine if I had just built a program based on what I had assumed my community wanted? It probably would have fallen on deaf ears.
Now I know exactly what my audience wants. And that will save me tons of time and money and convert more effectively into sales. Plus, I already know that I’m helping my tribe where they need it most.
The moral of the story? Do not assume, my friend. Ever.
Step 2: Select the topic of your program.
You’ve got incredible feedback from your tribe. Now, you get to pick which problem you feel most excited and qualified to solve. Think micro here. Avoid casting a wide, vague net and instead drill down to one specific issue for your course.
Step 3: Complete a Dream Client Profile.
I know, I know. You know your audience. You understand them. You don’t have to take the time to answer these tedious questions about who your target audience is.
I get it. And I think the same thoughts EVERY SINGLE TIME I build a program.
But I can always tell when a coach launches a program and they haven’t clarified their dream client.
And you know what? You do not help yourself or your dream client that way. There are people who could really benefit from your program, but they would never know because your marketing, language, and packaging just do not resonate with them.
So do yourself and your audience a favor and complete one, complete a Dream Client Profile.
If you’re curious as to what that looks like, stay tuned for next week! I’ll share the nuts and bolts of a Dream Client Profile.
Step 4: Clarify the best way to help your dream client solve their problem (aka how to construct and deliver your training).
As you know, my audience wants to know how to find more clients when they don’t have a budget for Facebook ads. If I were to build a program to help them, I would sit down and brainstorm solutions for this problem.
Next, I’d select five methods from my brainstorm that really resonate with me. There’s no science behind that number, I just chose five.
For example, one awesome way to attract clients without a budget is to create an easy to implement referral program. I love this method and have used it to generate six figures year after year for one of my programs alone. So this would be a great thing to teach in my online program.
Step 5: Map out your deliverables.
Ask yourself: What is the best way to deliver this information so my clients and students really absorb what I teach them.
Does it make sense to have a private Facebook group? Should you shoot videos and share them through modules? Is this best done through live calls or through Facebook Lives? Should you share this information in an e-book? Or would your information be best absorbed with worksheets?
Hint: Revisit your Dream Client Profile to decide what your dream client would respond to best.
Step 6: Edit, edit, edit.
When it comes to online programs, more is not better.
Make your program as simple as possible for you to execute and deliver, but also for your clients to actually finish and absorb.
Perhaps you’ve heard the saying, “Over teaching is as harmful as under teaching?” Well, over delivering is as harmful as under delivering.
So, be mindful that you’re not overwhelming people. Or yourself.
Step 7: Crystalize your final vision.
You made it!
Now that you have a clear idea as to who your dream client is, the big problem they have, and how you can help them overcome it, it’s time to take a look at the final product.
What do you want your program to look like?
What price point makes sense?
What’s the length of the program?
You know… all those fun, end game ideas and questions that you tend to want to answer first.
So, whether you’re in the middle of designing a program or you’re just getting started, take a look at steps 1 – 6 before you dive deep into step 7.
Do your due diligence. And do not assume! Anything. Ever.
I promise you, all that “extra” work will actually save you time and money, will help you help more people, and without a doubt will improve your conversion rate.
Feeling overwhelmed? Don’t sweat. I’ve created this handy checklist to make this process super easy for you. You can download it here.