How do you create and market a signature coaching program?

If you are a personal coach, you might have wondered how to create and market a signature coaching program that showcases your expertise, attracts your ideal clients, and generates consistent income. A signature coaching program is a unique and structured offering that provides a clear solution to a specific problem or goal that your target audience faces. In this article, you will learn how to design, package, and promote your signature coaching program in six steps.

1 Identify your niche and ideal client

The first step to creating a signature coaching program is to define your niche and ideal client. Your niche is the specific area or topic that you specialize in and that sets you apart from other coaches. Your ideal client is the type of person who has the problem or goal that your niche addresses, and who is willing and able to invest in your coaching. To identify your niche and ideal client, you need to do some market research, survey your existing or potential clients, and analyze your own strengths, passions, and experiences.

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Noëlline A.

French Exam Success Coach | DELF/DALF/TCF/TEF/DFP/Canadian SLE Specialist | Helping You Achieve High Scores & Reach Your Goals
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Avant de commencer, posez-vous la question : qui êtes-vous vraiment prêt à aider ? Définir votre créneau et votre client idéal est la base de tout. Gary Vaynerchuk, expert en marketing et auteur de best-sellers, dit toujours : "Trouvez ce qui vous distingue et maximisez-le." 🎯 Pourquoi c'est crucial ? Votre créneau, c’est votre superpuissance, le domaine où vous excellez et qui vous démarque. Comment trouver votre client idéal ? Interrogez vos clients. Demandez-leur ce qui les empêche de dormir et comment vous pouvez aider. Connaissez vos forces. N'oubliez pas, votre client idéal est celui qui veut et peut investir dans votre coaching. Vous êtes prêt à résoudre son problème et il voit la valeur dans ce que vous offrez.

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2 Craft your signature solution and outcome

The second step to creating a signature coaching program is to craft your signature solution and outcome. Your signature solution is the process or method that you use to help your clients achieve their desired outcome. Your outcome is the specific result or benefit that your clients can expect from working with you. To craft your signature solution and outcome, you need to map out the steps, tools, and resources that you will use to guide your clients from where they are to where they want to be, and to communicate the value and transformation that they will receive.

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Dr. Sheila French

Wellness Coach | Conquer your stress, burnout, anxiety and unhappiness, I guide you to a happier, calmer life .| Custom 1:1 programs | Corporate trainings | 25+ Years as Corporate & Educational Trainer| Message me now!
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A really good point , when I design a group program I know it may change according to the group.I may have a series of things I would like to cover but often my lovely group takes me on a different track that suits their needs. It works, you just have to be flexible .

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Jenny Sharp ICF ACC

Supporting Women in STEM & Tech to Navigate Career Challenges & Create a Path They Love | Career Confidence & Development Coaching
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If you are truly to run a group coaching programme, you will need to be flexible to the actual client group’s needs (those who sign up). You may well discover as you lead them through the programme that they collectively need something or have a problem your programme didn’t originally intend to solve. As a coach, you will be attentive and curious as to their needs and flex your programme content to meet their evolving needs.

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Noëlline A.

French Exam Success Coach | DELF/DALF/TCF/TEF/DFP/Canadian SLE Specialist | Helping You Achieve High Scores & Reach Your Goals
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Pour un programme de coaching unique, il vous faut une solution signature. Votre solution de signature est votre méthode secrète pour aider vos clients à atteindre leurs objectifs. C'est votre processus, vos outils et vos ressources qui font la différence. Pourquoi est-ce important ? Définissez les étapes : Quels sont les moments clés qui vont transformer votre client ? Mettez en avant les résultats : Quels avantages spécifiques vos clients peuvent-ils attendre en travaillant avec vous ? En gros, votre solution de signature doit communiquer clairement la transformation que vos clients recevront. Cela démontre la valeur que vous apportez et motive vos clients à investir en vous.

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3 Choose your format and pricing

The third step to creating a signature coaching program is to choose your format and pricing. Your format is the way that you deliver your coaching, such as one-on-one, group, online, or hybrid. Your pricing is the amount that you charge for your coaching, based on the value and outcome that you provide. To choose your format and pricing, you need to consider your goals, preferences, availability, and capacity, as well as your clients' needs, expectations, and budget.

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Jenny Sharp ICF ACC

Supporting Women in STEM & Tech to Navigate Career Challenges & Create a Path They Love | Career Confidence & Development Coaching
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A group programme has advantages over 1:1 coaching for a client, such as group support, common experiences etc. However, a client will most likely sign up to a group programme due to its affordability over 1:1 coaching. This is an important factor to consider, and often you will decide to or need to to run your first programme at a vastly reduced rate in exchange for feedback and testimonials from the members of the programme.

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Noëlline A.

French Exam Success Coach | DELF/DALF/TCF/TEF/DFP/Canadian SLE Specialist | Helping You Achieve High Scores & Reach Your Goals
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La troisième étape de votre programme de coaching signature : le format et le prix. Format : Allez-vous coacher individuellement, en groupe, en ligne, ou en hybride ? Choisissez ce qui maximise votre impact et s'adapte à vos forces. Prix : Fixez un tarif qui reflète la valeur et les résultats que vous apportez. Ne sous-estimez pas votre expertise. Comment choisir ? Évaluez vos objectifs et capacités : Soyez honnête sur ce que vous pouvez offrir. Considérez vos clients : Quelles sont leurs attentes, leurs besoins, et leur budget ? Votre programme doit être une offre irrésistible, adaptée à vos ambitions et au parcours de vos clients.

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4 Name and brand your program

The fourth step to creating a signature coaching program is to name and brand your program. Your name is the title that you give to your program, that captures its essence and appeals to your ideal client. Your brand is the identity and personality that you create for your program, that reflects your style and values and resonates with your audience. To name and brand your program, you need to use words, colors, images, and symbols that are clear, catchy, and consistent.

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5 Create your marketing materials and funnel

The fifth step to creating a signature coaching program is to create your marketing materials and funnel. Your marketing materials are the content and messages that you use to educate, inform, and persuade your prospects to join your program. Your marketing funnel is the sequence of steps that you take your prospects through, from awareness to interest to desire to action. To create your marketing materials and funnel, you need to use different platforms, formats, and strategies, such as blogs, podcasts, videos, webinars, emails, social media, and testimonials.

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6 Launch and sell your program

The sixth and final step to creating a signature coaching program is to launch and sell your program. Your launch is the event or campaign that you use to announce and offer your program to your audience. Your sales are the transactions that you make with your clients when they enroll in your program. To launch and sell your program, you need to plan, execute, and evaluate your launch strategy, such as pre-launch, open cart, and post-launch phases, and to use effective sales techniques, such as calls, scripts, and objections handling.

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Cameron Harris

I Help Time-Poor Entrepreneurs and C-Suite Execs Transform their Health | Human First Fitness In a Digital World
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Selling it is the hard part My advice, create a beta version and see if people have a need for it and if you can sell it before spending hours, days and weeks building it out!

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Jenny Sharp ICF ACC

Supporting Women in STEM & Tech to Navigate Career Challenges & Create a Path They Love | Career Confidence & Development Coaching
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One thing I’ve learned is that you need to do more advertising than you ever thought necessary (particularly on social media) due to the small number of people who will actually see the material organically. Don’t expect many people to reach out to you unless you already have a committed, active and large following - you’ll often need to do all the approaching of potential clients for the first launch. In addition, you need to start planning and launching your campaign much earlier than you might think is needed. However, once your advertising is made and is successful, you can rinse and repeat for future programmes.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you create and market a signature coaching program?

1

2

3

4

5

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1 Identify your niche and ideal client

2 Craft your signature solution and outcome

3 Choose your format and pricing

4 Name and brand your program

5 Create your marketing materials and funnel

6 Launch and sell your program

7 Here’s what else to consider

Personal Coaching

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How do you create and market a signature coaching program?

1

2

3

4

5

6

7

1 Identify your niche and ideal client

2 Craft your signature solution and outcome

3 Choose your format and pricing

4 Name and brand your program

5 Create your marketing materials and funnel

6 Launch and sell your program

7 Here’s what else to consider

Personal Coaching

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