How To Promote Coaching Groups

 

I received this question from a coach recently:

“I am a career coach and have been coaching one-on-one for the past few years. I decided to start creating group programs and a few months ago I offered a Coaching Group option to my newsletter subscribers. Basically, I envisioned it as a group of 5-10 people who would get together on the call twice a month and ask me questions about their careers. I promoted this a lot – through a networking group, my newsletter, web site, seminar sites – but could not get a single participant. What am I doing wrong? How can I get people to sign up for my coaching group?”

Biana’s Answer: What strikes me from your description is that you are just offering a Career Coaching Group. That is not enough for me to make a decision if I need your group and if it would work for me.

Is the group for people in their 20’s, just starting their first jobs? Is it for people in middle management trying to move up? Or is it for people trying to switch jobs? Or maybe it’s for people who are unemployed and need help landing a job asap?

As you can see, there isn’t much information about who exactly you are doing this group coaching for, so your potential customers are not sure if it’s for them. And if they are not sure, they will not sign up.

So how can you create a better group coaching offer? Don’t just call it a coaching group, name it something meaningful, name it something that will communicate value and give people an idea about who it’s for, so that they can self-select either in or out.

So do not call it a coaching group. Instead, create a very specific program for your target market that helps your target market solve one of the problems that they are experiencing. To get the most people register for your group you will need to offer them something they really want. For example, if your target market are college students looking for their first job, how about a program on landing a great job right out of college.

The next things you want to do is to create a compelling sales letter for your program. And then you need to create a good marketing plan to market the program.

You need to give your target market enough information about your program, so that they can say: “This sounds like a program that will help me solve the problem that I am experiencing. I really need the solution and this program offers it to me!”

Once you get your target market to think this way, you will get many members for your group!



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