5 steps to take today if you want to launch a group program in 2023
Picture this for a second: It’s December 31st, 2023 and you’re looking back at your year, feeling grateful for all you accomplished.
Is one of the things you did this year launching (or relaunching) your group program?
If your answer is “Yes, 2023 permitting 🤞”...
Here are 5 things you can do now to make your life easier and increase the odds of mega-sales when you do go to launch your group program:
But first, please note: This list isn’t meant to give you MUST DO’S, it’s intended to give you a competitive advantage that will help you pull off a calm, confident, hella-successful launch.
Future You will look back on this moment and think, “High five, Past Self, so glad you started early!”
With that goal in mind, your best bet is to implement these tips steadily, at your own pace.
Take note of potential clients already in your orbit
As you’re selling your 1:1 services or coaching packages, notice where “not ready now” leads are getting stuck.
I always recommend recording your sales calls, so that you can go back and listen to how your prospective clients express their problems. You can also follow up to request an interview (record these) and dig more deeply into where they need help right now.
Listen closely for the cost of the problem and what solving it will mean for them on a deep, emotional level. The former will help you figure out if you’re solving a problem they’ll pay to fix. The latter will help you write copy that calls them in.
2. Nail down your framework
In anticipation of launching your group program, track your process with 1:1s to see if you can extract the ingredients of your signature approach. Ideally, you’ll eventually be able to describe your framework in branded language that ties into your brand-level and offer-level value propositions.
You’ll also want to start stashing the resources & templates you refer to on a regular basis in a dedicated folder.
If you don’t have templates/scripts/prompts already, consider creating them now. Share these selectively in your free content and on social media, while paying attention to what resonates. And then…
3. Create a relevant lead magnet so that you’re attracting more of your group program audience
The people who want to join your program are often not the same as those who want to work with you 1:1. By creating content / promoting a lead magnet that’s closely tied to your program, you can ensure you’re eventually promoting to an audience that wants the support you’re selling.
Pull a template/cheat sheet-style resource from your own stash here and turn it into a conversion-optimized lead magnet for your future group program. Whereas you typically want to avoid DIY tips when you’re selling done-for-you packages, a DIY-focused freebie works well for a group program because you’re not going to be doing “it” for them anyway.
Bonus Step: Create a waitlist (e.g. using Typeform + ConvertKit) and use your welcome sequence to invite new subscribers to sign up.
4. Get your systems in place:
When it comes to software that will make your life (and launch) easier going forward, I recommend the following:
A robust email marketing platform like ConvertKit or Active Campaign
An easy, drag-and-drop page builder like Lead Pages
A beautiful survey / waitlist / testimonial collection tool like Typeform
If you intend to include a course component or will be sharing video lessons with your group program participants, I like Kajabi and Thinkific as course hosting platforms.
The other thing you’ll need to prep?
Your mindset. Launching is often stressful and may require you to break through some upper limits. Believing great results are possible for you will make it easier to achieve them. I love Becky Keen and Denise Duffield-Thomas for support busting through limiting beliefs.
5. Plan to ask for help:
Whether or not you’ve launched before, adding a “group coaching” component to your offer can make the back-end of your business more complicated.
Here’s how I recommend you prioritize support:
#1: Conversion Copy & Launch Strategy: Obvs! Helping ambitious women entrepreneurs create and launch their signature programs is my favourite kind of work. I offer done-for-you and done-with-you support (from $10k and $3.5k respectively). You can learn more about my packages right here.
#2: Tech implementation: Believe me—you will not regret hiring someone to help you set up the tech that brings a launch to life. While someone like me can help you write your emails, someone like Brogan at www.tidalandco.com or Mikli at www.heymikli.com can help you set up the tech that makes sure they get sent out to the right people at the right time.
#3: Social media: You’ll be able to borrow copy from your promo emails to use in your captions during your launch, but that still leaves you without graphics, so good social media support is a plus, especially if you want to be mindful of where you’re spending your energy as you launch.
In the best case scenario, you’ll be able to pay for launch support from the overflow of your 1:1 work, but if that’s not the case, forge forward. 💪
You can do a lot on your own, especially if you start planning early and get expert help.
Above all, remember:
All you really need to launch is an offer, people who want it, and the tech to make it happen (payment/delivery).
That said…
Mindfully prepping for your launch as you ease into the year will make the process feel easier and more like a natural next step for your business. So that this time next year, you’ll be able to look back and smile at how far you’ve come.
Your OMG! Offer is the VERSION of your offer you're currently hyping in response to what your people want.
Think: That part of your sales page that comes after "Introducing..." with a high-level view of what they get & why they should care.
It's your signature offer, reimagined, with mouthwatering messaging that makes it 100% crystal clear why they want to get in there NOW.
This 90-minute workshop is just what you need if you want to:
Fine-tune your offer's messaging so that your ideal clients understand their ROI
Create more intrigue, curiosity and desire for what you sell
Move people from "Maybe next time..." to "I need this now!"