You’ve worked really hard on creating a fantastic coaching program. You know that when your clients take action, they are going to get amazing results that will transform their lives. You’re so excited.
You announce your program to the world – in your newsletter, in person, and on your website. And then you wait for the orders or calls to come in. Do you get a flood of responses? Or do you get silence?
If you’ve been in the coaching business for any length of time, you’ve no doubt experienced both – the excitement and the silence. You may be wondering why some of your programs are doing great while others get lack-luster results.
In this article, I reveal the 4 critical elements you must have in every coaching program (or offer) to make it irresistible instead of mediocre. These steps are really easy to use once you know what they are.
Step #1 – Offer What They REALLY Want
This first step is what grabs the attention of your ideal client. It is so easy to get this wrong, and most coaches miss the mark because they focus on the program features, instead of the benefits clients really want.
For instance, when a person shops for a car, what they REALLY want isn’t a car. Instead, the car is simply the “thing” (or feature) that will help them get what they really want, which may be to have comfortable, reliable transportation. Driving to and from work each day can be time consuming, tiresome and stressful. Wouldn’t it be great if they could do so in an environment that leaves them feeling refreshed and relaxed?
Likewise, when your client looks at your coaching programs, services, or offers, they don’t really want coaching, per se. What they really want is to find a solution or achieve a transformation.
For instance, if you are trying to market cooking classes, then you’re offering a feature, not a benefit. This will be harder to sell, and it won’t set you apart as being unique. As a result, you’ll be competing with every other person offering similar cooking classes.
On the other hand, if you’re helping busy women achieve more energy and vitality with delicious, healthy meals that take 30 minutes or less to prepare, you’re offering a fantastic benefit, instead of a feature. You’ve just set yourself apart as THE expert your ideal client wants to work with. Your coaching program might include cooking classes, but you’re now focusing on the transformation they REALLY want.
Step #2 – Make it EASY
Your ideal client will most likely be skeptical. They will wonder how hard it will be to implement. Will they have the self-discipline? Will it be easy to learn? Even if it worked for other people, will it work for them?
A great way to overcome these doubts – and make your program irresistible – is to make the process as easy as possible. Don’t expect or ask your clients to figure things out on their own. Give details and tips for every step along the way so they won’t be overwhelmed. For instance:
- Don’t just ask them to create a video. Guide them on what camera and accessories to use, help them write the script, tell them what to wear, how to speak, and encourage them to practice. Refer them to someone who can do video editing if they need it.
- Don’t just tell them to cut sugar out of their diet. Provide a checklist of what to substitute for sugar in certain recipes. Give them alternatives to eat and drink that don’t have sugar and are easy to buy or fix themselves.
- If you ask them to get something unusual, like fermented coconut milk, give them instructions on where to buy it. If it’s in a health food store, say so and tell them which section of the store to look in.
One of the best ways to make it easy is with Step #3.
Step #3 – Create a Step-by-Step Process
Your ideal client is often paralyzed with indecision, and they feel completely overwhelmed. If they are a perfectionist, they may be afraid of trying and failing. If they are feeling unfocused and confused, they may be afraid to start doing anything. They will want to know they are working on the right thing at the right time.
Once you’ve grabbed their attention and assured them that it will be easy, the next critical element is showing them that you have a step-by-step system that not only works, but eliminates (or greatly reduces) the feelings of overwhelm and confusion.
Step-by-step processes will give your ideal client confidence, clarity, and focus. They can be assured that they can do this and get the transformation they are looking for. Having this in your coaching program will make it simply irresistible.
But there is one more critical element needed in order to attract high-paying clients.
Step #4 – Convey the Value
Miss this final step, and you’ll end up working for peanuts, with a hobby instead of a profitable coaching business.
Have you ever spent time with a prospect and had them really excited about your services, but as soon as they heard the fee, they lost interest? It’s so discouraging. You start to wonder if you’re charging too much or what you might have said differently that could have changed their mind.
What probably happened is that you didn’t convey the value of what you were offering before you asked them to buy the program or hire you.
Let’s go back to the cooking class example mentioned in Step #1. What is the value of a cooking class? Well, they can watch cooking videos all day long on YouTube for free. So when looked at in that context, there isn’t much value.
But how much is it worth to them to have more energy and vitality in their life? Imagine the value if they can wake up in the morning and actually feel great, to go through the day without feeling hungry and tired, to get home from work and not feel drained.
What is the value to them to be able to fix delicious, healthy meals that help them have this lifestyle? How much is it worth to them if those meals cost less and take less time to prepare than to order and pick up take-out? That has to be worth several hundred dollars per month, at least. After all, look at what it costs to get take-out from most restaurants these days for a family of four.
Now imagine conveying that value and then giving the investment in the coaching program. See the difference? That is irresistible.
Irresistible coaching programs have four critical elements, and you can apply these in four easy steps to any of your packages, programs and offers…
- Offer what they REALLY want
- Make it EASY
- Create a step-by-step process they can easily follow with confidence
- Convey the value before giving them the investment amount
Look over your own programs and see where you can start applying each of the above steps. You will be amazed at how quickly you start getting more clients and more sales more often. It’s what your ideal client really wants to buy from you.
Looking for a step-by-step process to help you create irresistible offers, programs, and websites? Email me or give me a call at 423-463-0003 for a complimentary niche breakthrough session. I’d love to help you get more clients, more sales, and transform more lives.