Spend a Week Developing New Programs then 11 Filling Them

 In Marketing

How To Fill A New (or Old) Program Every Time

If you miss the mark when you’re developing programs you won’t “hit” the mark by changing the title or the time it’s offered. But we’ve tried right? And those strategies are steps in the right direction. You’re trying to test variables to see what works.

The best time to test is before you build a program. Your market – the target customer you want – will tell you before you ever create graphics, flyers, posts, tweets and copy….whether they will come or not.

If you listen to their comments, their feedback and truly hear their problems  (instead of your recognition of what they need, or your own desire to teach _________ [fill in the blank with your recent passion]) you’ll hit gold every time.

Let’s Look at Names of Programs:

A Fall Prevention Program for older adults get about 25% of the response rate as a Balance & Energy Program. The guts may be the same but though we’re 2x more motivated by fear, we don’t want to sign up for a fear-based program. Who wants to tell a friend- nope, can’t join you for coffee I have to go to Fall Prevention today? NOBODY. Even if they need it. Balance & Energy implies they’re getting better. It’s optimistic.

After 50 Fitness Formula For Women – yep, I’ll pick on myself – is clear and definitely not all that clever. It does have alliteration. But when I branding my business category for this demographic with Flipping 50, everything got more fun. Depending on who you are, Flipping 50 may have a different meaning, but it is clear AND clever immediately. It’s also NOT dry as old toast and tells my audience who I am and what they’re going to get. Programs fall under the Flipping 50 umbrella. If you’re a business serving multiple categories, consider branding your categories of service. You might say, ABC Fit Center’s First Tee presents… for golf conditioning programs for instance. Look at your biggest markets and segment into a “brand” so that those markets can easily find the programs that are for THEM as opposed to scrolling aimlessly through your offerings. No one is really going to work that hard when easy-to-find programs exist elsewhere.

Restructure: 

People are busy. They want instruction and less decision-making. Tell me what to do/eat is a repeat message we all hear! They may want a 4-8 week program with specific meeting times.

They also may want to absorb that content in a single workshop. That can fit into their lives and then they can DIY. Or you can offer an accountability program without them having to show up for a session. Use Facebook Groups or a forum on your website for a challenge. You can still provide a start and end this way without having someone eliminate a perfect match because they can’t make the one time you offer.

People are tuning into YouTube when they have time for this reason. Make your paid programs offer the same kind of flexibility and a good percentage will see value in the “expert next door” vs the I-don’t-have-a-clue-who-this-person-online is.

Most importantly in all of this information however, you have to have built a program that people want.

  1. Know who your target customer is
  2. Solve a problem
  3. Use marketing copy that the customer uses
  4. Develop based on the client’s time constraints, desired outcomes, and wants

If you know you can help and you know there are people who are looking for help but you’re not full or not sure where to begin creating a program (whether live or virtual or both), check this out. It’s the system I used and still use, once in house to develop multifaceted programs that led to $100K growth annually for 6+ years and now online programs that consistently attract while I’m sleeping. You get a complimentary consult with me so that we can walk through your course development together.

Debra

What’s your biggest challenge when it comes to developing programs?