Marketing and selling private coaching offers vs. group coaching offers require different methods and processes. Learn how to master the fundamentals of both and discover the step-by-step process to consistently attract and enroll clients for your group coaching programs so you can fully leverage your time and your expertise to make more money and help more people.
>> If you’re ready to get fully booked with a message that aligns with premium clients and organic content that attracts and enrolls clients consistently, enroll in 10K Content Collective and get instant access to the live coaching, curriculum, and community.
>> If you’re ready to pivot to group coaching and want to consistently fill your group programs with a marketing machine that creates rhythm and cadence in your business (so you can experience true freedom in your life), apply to be considered for our experience, Launch Like A Queen.
Episode 79: The 5 Stages of High-Converting Launches
Do not miss these highlights:
01:21 Entrepreneurship does not have a standard career path.
01:48 This is why it's important to stay focused on what you know works and just keep doing it.
02:08 Knowing you need leads and convert leads into clients, then rinse and repeat.
02:20 What we hear a lot from our audience and our clients are, consistently filling Group Coaching Programs.
02:32 Marketing and Selling Private Coaching is very different than Marketing and Selling Group Coaching.
03:05 This is why it's really important that you come into either 10K Content Collective or Launch Like A Queen, depending on where you're at so we can help you strategically think this through.
03:38 One of those complexities in this business is a group coaching program.
04:28 It requires a different level of coaching and in order to fill it, it requires a different level of marketing and selling.
05:42 Even though you didn't know it at the time, this is what you signed up for. To master the messaging, marketing, and selling.
06:00 The fundamentals are going to be the same.
06:31 Inside of 10K Content Collective, our signature offering for coaches that are trained to get claims with their organic content.
07:15 From there, the core method that we teach is getting on a phone call. Why is this important?
08:30 In Sales Page, this is when people are buying directly off your page. Your call to action is to enroll now or by now.
09:04 Most people want to avoid sales calls because it is uncomfortable at first if it's not natural to you.
10:30 So if you're using a sales page, but you don't learn how to sell via phone, it's going to be almost impossible to sell off of a sales page.
11:17 Whether you're doing cohort-based or rolling enrollment, you still need to have the volume of people to be able to fill that experience.
11:55 This is when we apply the Live Launch model.
12:20 We apply the five stages of launching this model in order to fill our group coaching program.
12:43 The first step is the groundwork.
13:04 Most people skip some steps which is why they have failed launches.
13:15 So you move out going to multiple six figures.
13:37 You now have to put into planning the second step of launching live launching, which is the Launch Runway.
13:52 Stage three, we will help you inside Launch Like A Queen, and decide which event is best for you.
14:14 It allows us to highlight our brilliance and lean into our audience in a new and fresh way.
14:55 We think about increasing the volume inside of our group coaching programs. between them consistently with your ideal clients, we also have to increase the leads.
15:31 We build things alongside you inside the Launch Like A Queen, because it is one of the most critical components of your business model.
16:20 We're bringing awareness around the experience, and increasing the visibility in our audience.
17:20 It's a very thorough process we think through with you. We strategize around you because it's not something that you just want to do on a whim.
17:35 Stage four is the Offer Invitation.
17:52 We're pitching in a way that feels so good and amazing. Doing the due diligence around your offer.
18:17 Once you master selling virtually on stage, whatever masterclass challenge, you can literally do anything.
18:50 I have “the system” that can reliably produce profitable results so that we can consistently fill our programs.
19:32 The experience pivots not about teaching them. We're actually giving them everything they need to make a decision about your offer.
20:09 During a Post-launch Sequence, we see a lot of people kind of trickle in.
21:22 This is why we need to create those full cohorts or programs. We need to get a consistent rhythm and cadence.
22:10 You'll be learning from my mistakes. Everything that we will be teaching you is basically what you should or shouldn't be doing and how we've been able to shortcut it for you.
22:35 So when you master this process, we call it an end-to-end marketing machine because it's doing the attracting, converting, and then rolling that works for you.
23:17 I think of a container where we put all these things. We have to create that pressure with some error in it to create the momentum and that explosion on the other side of it.
23:12 This is the next thing for you to master. We're all about the sequence, turn up the heat and get a little bit more advanced
24:37 You'll see the same principles, the same processes, and you'll see it work for you over and over and over again. It's just so amazing.
25:17 But what's really great is that we have the tested and proven resources for you that can support both of these levels.
26:25 So if that is you, and you are ready to take your business to the next level, your best step is to APPLY NOW because we do cap this out.
26:40 We have a special running this month before we increase the price for the next round of enrollment.
27:00 We believe we have the best everything. We have the best team, the best frameworks, and we really lean in and meet you where you're at.
27:13 Right now is the best time to create that traction and show up as the leader in your industry because most people don't know how to do that systematically.
27:37 Make sure you leverage the resources that we have in place for you to do that without freaking trying to figure it out on your own.
About the Host
Kinsey Machos, a Marketing Strategist, is also a recovering people pleaser, self-sabotager, and corporate hustler. She helps entrepreneurs create and execute magnetic marketing and build expert brands so that they can get known, seen, and heard online.
She believes that creating a business that’s 100% in alignment with SELF is one of the most important things that we can do as women — because there’s an inner magic that we all have if we commit to an infinite pursuit of discovering (and re-discovering) that.
As a wife and a mom of three, the family takes priority. And having a business that’s run AROUND her lifestyle is a daily intention of hers.
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Welcome to Captivate and Close. I'm Kinsey Machos, business consultant and marketing strategist. And I'm going to show you how to attract and enroll high-paying clients using my break through online marketing strategies, all without having to rely on complicated funnels, disingenuous clickbait, or spammy sales tactics. These are the messaging marketing and selling secrets that virtually no one is talking about. So let's dive in. Hey, you, welcome back to the podcast. So good to be here with you today.Kinsey Machos:
I am currently wrapping up my day with a little bit of recording here, and I'm looking out my window and we just had a giant storm come through. And all of a sudden, like, it's bright, it's shiny, it's warm, and there's not a drop of rain. It really reminds me of entrepreneurship, like, we just were actually having this conversation in one of our coaching programs this morning, around this idea that literally things can change. So fast, people really forget, like, entrepreneurship is not sort of your standard career path. Like you don't have to wait a whole year to get, you know, a one percent bump in pay. You don't have to, you know, have certain credentials in order to earn your right to making money. Like when you have a viable business, and you have an offer that can sell like literally overnight, things can change so fast. This is why it's so important to stay focused on what you know works. And you just keep doing it and you don't let external circumstances drive you or distract you, right. It's really about you knowing what works, and you keep doing what works. Of course, you make pivots here and there, make adjustments. But at the end of the day, it all comes back to the fundamentals of business and knowing you need leads, right, you need to convert leads into clients, and rinse and repeat. So, but what I want to talk about is as actually aligned with that, not necessarily the weather, but what we hear a lot from our audience and our clients is consistently filling group coaching programs. One of the things to really, really understand is marketing and selling private coaching is very different than marketing and selling group coaching. For one, if you are selling a group coaching program, but it's not actually a group, like the volume is low, right, and especially if you're charging a lower price, or you're running cohorts, right, you are going to find yourself in a huge predicament if you don't have the demand for that group coaching program. And so many people don't really understand this and consider this when launching their group coaching program. This is why it's really important that you come into either Ten K or launch like a queen depending on where you're at. So we can help you really strategically think this through. Right? If you're in Ten K, we just want you to get that basic of like knowing how to market and sell. That's it right this the fastest path to claims, knowing how to have an offer that's compelling, knowing how to talk about it in a compelling way, and knowing how to sell a lot of people don't build these fundamentals and skip right over building out those basics and nailing those basics and create more complexities in their business. One of those is a group coaching program, having a group coaching program is more complex than one-to-one. Why? Well, for one, selling one-to-one is just easier than group people prefer the one-to-one anyway, there's also less logistics that you have to worry about when you're only working with one client at a time you can lean in, you can customize to what they need and want. It doesn't have to be as rigid, you don't have to have fully fleshed out processes everywhere in everything right, it's easier to streamline. And again, it's easier to just customize and lean into what they need what they want. And give it to them with a group coaching program, you are taking one offer and trying to make it appeal to many people and take a group of people through this experience at the same time while also trying to get them a result. And so it requires a different level of coaching. But in order to fill it, it requires a different level of marketing and selling. And so if you haven't been able to consistently fill your group coaching programs, right, just consider that perhaps you just haven't mastered the basics of marketing and selling and I don't want to like sound demeaning or anything like that. It really just comes down to a skill that you have to build as an entrepreneur. Most of you didn't really sign up to be a coach to like you Master marketing or master selling, you weren't like I want to be a coach. So I can learn how to sell better. I want to be a coach so I can learn how to market better unless you're someone like me who my zone of genius, literally is messaging, marketing and selling. And it always has come natural to me. And also it like because it's my brilliance like I continue to fine tune in always though. But likely, that's not why you went in. And that's actually not even why I went into business either, right? It was like I wanted to get out of corporate at the time, right, of course, my the journey has evolved. And my awareness has evolved and really my niche, all that to say, it's really just a shift in like knowing that this is a part of the journey, knowing that this is even though you didn't know it at the time, this is what you signed up for to master, the messaging, the marketing and the selling. And so when we look at the different components of selling private coaching versus group coaching, it's first just knowing that they are different. If we apply the same methods, again, the fundamentals are going to be the same. It's not that we're really changing, like you still have to have a compelling offer, whether it's group or private coaching, you still have to know how to sell it right. So all those fundamentals carry over. But imagine if you don't even know how to convert one person on a sales call, it's going to be really hard to convert a group of people through a live training or a sales page into a program. So when we think of private coaching, the easiest fastest path to clients that we talk about or teach you inside of Ten K content collective our signature offering for coaches that are trained to get claims with their organic content, we teach you everything you need to know about crafting and offer having a compelling message and how to get more eyeballs in there. But most importantly, how to get clients, you do not need any more of anything, or you don't need more followers, more email subscribers, more listeners, whatever, everything you have right now is enough for you to get claims. It's just making sure you have a compelling offer, and you know how to sell it. And so when we teach you how to do that it's the framework is you talk about your offer through your content, your organic content in a compelling way that drives people to your DMS, right, they're reaching out to you, they're like, I want more information. And from there, the core method that we teach is getting on a phone call. Why is this important? Well, because having a phone conversation is going to convert probably fifty times more than a sales page. Okay, maybe that's not the right math, but hear me out. On average, you should be having about forty to seventy percent conversion on your sales calls. Again, this range is gonna vary, we have hot, even higher than seventy percent. And it really just depends on your niche, how cold or warm your lead is and how good you are at selling. But if you think about if an average forty to seventy percent. So for every five people you talk to, let's say fifty percent, you're selling at least two to three people came. So even if you just focus on increasing your cell conversions, I would imagine that you could definitely increase your revenue. Now I'm gonna get to how to fill group coaching programs here in a minute. But I just want to walk you through this to help you understand. When we start doing things like a sales page, your average sales page conversion is going to be anywhere from two to five percent. Again, there's so many other variables to be considered it could be higher, could be lower. But this is what we see as industry standard. Okay, sales page. So this is when people are buying directly off your page, your call to action is enroll now or by now and you're sending them to a sales page without having a conversation with them. Now, if you take even just the industry standards, forty to seventy percent to you know, two to five percent automatically just by leveraging a sales call or getting somebody on the phone with you, you're increasing your odds at getting a client and also you're learning how to do the most fundamental thing that you need to learn how to do as an entrepreneur is sell. Most people want to avoid this because it is uncomfortable at first if it's not natural to you and it is selling on the phone is a skill that is definitely not going to feel like oh, this sounds so exciting. There are a select few of us like me that are like heck yeah, we're gonna dive right in. But it's not the most it's not by default, something that people are like, yes, I want to do this. So what happens is we put a sales page on there thinking we can just sell right off the sales page. But you have to know that this is really dependent on the price of your program. And also how dialed in your messaging is and how dialed in your offer is it took us a really long time took me several years to sell directly off a sales page and even then, again, we're seeing about you know, three-ish percent conversion of everybody that visits that page. So take that into consideration. Now that's part of our core strategy for our entry-level offer. We do don't need to do sales page, or we don't need to do sales calls for that anymore. But taken to consideration, we were doing sales calls for years for that type of offer. Okay. So what you see sort of on the surface, there's a lot more behind the scenes that goes into that. And so ideally, when you're selling private coaching, or even if you're selling group coaching right now, making sure that you're leveraging the things that you can leverage most to increase your odds at filling your programs. And so if you're using a sales page, and might be something to consider is, that's an easy shift is to move to sales calls. But if you don't learn how to sell via phone, it's going to be almost impossible to sell off of a sales page. And so this is one of those components when you think about marketing and selling at volume. Okay, so let's go back to this idea of selling private versus group coaching, right. Ideally, I would imagine you want at least a cohort of people at a time, whether you're rolling enrollment, okay, rolling enrollment means you can accept clients at any time into your group coaching program, or you're running cohorts. So you're only taking a group of people during a certain time, right, you're not taking another group until that group is over. So let's call that cohort based, whether you're doing cohorts or rolling enrollment, you still need to have the volume of people to be able to fill that experience. And it's not just volume of clients, it's also volume of leads. And so if we think about well, how do I increase the volume of leads that I'm selling to this is what we have to consider when you start transitioning to that next level in your business, and starting to really take your marketing and put volume around it and also put volume around your selling. This is when we apply the live launch model. Because this is the best way to bring volumes of people to your launch event to you bring awareness around you your offer your giving value right through your launch event, and then you are able to sell your offer to the masses, right not meaning everybody but like the people that you brought in. So if we apply the five stages of launching to this model, in order to fill our group coaching program, what we're doing is we're increasing our odds of getting more eyeballs on our offer and selling at a higher rate. So when we apply the live launching model, right, the first step, and I think we'll we'll link up to an episode in or link up to a different podcast episode that talks about these stages. But the first step is groundwork really laying the ground really understanding what your plan is. So in launch, like when we unpack all of this together with you, the groundwork is like Do you even have an offer that's converting? What is your offer? Does everything else align with your offer? How are you filling your launch event really coming up with those dates, reverse engineering and putting a complete plan together, most people skip that. And that is why we have really failed launches is because there's not really that thought work that goes into it. It's really just kind of like on the whim. So we move out when you're going to multiple six figures really moving into that stage where you're filling your group coaching programs consistently. You have to think differently about these things. It's not just on the whim, although we do things on a pivot for sure if we feel like it's needed, but most of what we do is plan to some degree. And so you have to put into planning now the second step of launching live launching, if you will, is that launch runway. So when we have a launch event, which is stage three, we have we host a launch event meaning a workshop a masterclass a challenge, whichever you decide, we help you decide inside of launching a queen which one is best for you, you have to have a launch runway to gear up for that to fill your launch event. Most people think that launching is like I'm just gonna put my market or I'm just gonna put my offer out in the industry and market it. But what we do in this launch event is we actually give people an opportunity to get value from us really experience our coaching. It allows us to really highlight our brilliance and lean into our audience in a new and fresh way. Sometimes with launch events, we'll do the same topic over and over again, we have people that sign up for the same launch event, like several times over before they enroll. So that's something to consider. You don't necessarily have to change every time. But this is a recommendation we'll make with you depending on your unique strategy. But sometimes it's just a matter of shifting the angle a little bit not you don't have to change everything up but it's like how can somebody experience something new from you and fresh, okay, so we bring people in but we have to fill it and this is where the leads come in. Okay. So when we think about increasing volume inside of our group coaching programs for the between them consistently with your ideal clients, we also have to increase the leads. So we fill our launch event with our leads, right inviting our audience to come to this launch event. Now a lot of people will just throw up like an opt in page, you know, put free masterclass and think that like, people are just going to want to sign up for it. But now more than ever, because the attention is shorter, and people are just becoming more hesitant to do these things, you have to get really creative and compelling with your copy and your launch event title. And these are all things we build alongside of you inside of launch like a queen, because it is one of the most critical components to your business model. When you're growing to multiple six figures. If you can't dial this in, it's going to be really hard to create those big momentum pushes and those big cash infusions in your business and failure programs, because the attention is going to be hard to grab. And again, if we go back to volume, if we're already sort of like only working with a small amount of people, it's going to feel really hard to move people to the other side inside of your program. And so we're maximizing every step of this journey, making your launch event so compelling, right, it's free, I don't recommend doing a paid launch event yet, that comes later, if even ever. But we're bringing awareness around this experience, and really increasing the visibility in our audience. We're leveraging our email list, we're leveraging our social media following or Facebook or wherever. And we are doubling down on building awareness around this experience. Most people don't give this experience the due diligence it needs. It's the marketing, it's the really showcasing why people need to be here what it is what it's going to do for them acting as if it were a paid program, all for your free launch event. Again, your workshop, your masterclass your challenge. And so what you're doing here in this launch runway, again, you're filling it, and you're just getting as many people into that launch event that you can. And especially we have data, we have statistics that we can punch through with you that shows you certain conversions and what to really aim for depending on your launch goals. But you do need to make every little thing count. Again, it's a very thorough process we think through with you we strategize around you because it's not something that you just want to do on a whim, especially if you are wanting to consistently fill your programs with the right people. So stage three of the live launch model is the launch event. But stage four is the offer invitation. And so this is where we start to pivot to selling to more people we're selling at volume, we are pitching our offer, which is what everybody strays away from, I'll do a separate episode about pitching because I have a lot to say about that. But we're pitching in a way that feels so good and amazing. But doing the due diligence around your offer, what we see is a lot of people like they'll just kind of skim over it because again, just like selling on the phone is uncomfortable pitching on quote unquote stage virtual stage, right is even more uncomfortable. And this is why if you have never sold over the phone, this type of environment is going to feel very hard. But once you master this you guys once you master selling from stage, virtually on stage, whatever on a masterclass challenge, you can literally do anything. This is why I feel so confident in our business because we know how to turn it on. We flip a switch we market to our audience, we fill our launch events and we know what to fall back on in order to fill our programs and create those cash injections. If I want to go for a bigger goal, I know exactly what to do if we need to pull back a little bit because we have too much demand I know exactly what to do. But I have the system that can reliably produce these results so that we can consistently fill our programs. And so when we are pitching our offer, and we give you everything you need to really feel like you can pitch with authenticity. But you are selling to the masses. This is like on a sales call, but to a group of people. And you are really inviting people to experience what they've experienced during this launch event but deeper more intimately. And with your support. It's really going into the how and so once you pitch whether it is a masterclass or maybe it's a day, a multi day event. Now the experience really pivots to it's not about teaching them we're actually giving them everything they need to make a decision about your offer. And then we move into post launch. And this is when all the most of the conversions occur. We actually just had some clients experience their first buyers during the pitch which is so exciting, and it's fun to really dial and fine tune those things so that you see more buyers come in throughout the process, especially right at the beginning. And you're getting those emotional buyers are like, yes, give me what like they're saying, I've joined now or I've enrolled, it's so fun to see that come through. But during a post launch sequence, we see a lot of people kind of trickle in. But then the majority, I feel like 50% is really that last day. And this is why a lot of people give up before they're even done, because they don't see the results they want. And so their post launch strategy totally flops, it's silent. And it's like, have people even do people even know about the offer? Like if they weren't on the pitch with you? Do they know about it? Do they know what it is? If they weren't on the pitch with you? Are they getting reminders of like, why? And what is it very clear that there's a deadline is a very clear of why they need to join now. So really making sure that throughout that process, you're giving everything, its due diligence, and this is why when you think about marketing and selling at scale, it's about fine tuning these simple things throughout this entire process. And again, your marketing your you know, your organic content, however you were selling before, through your private coaching, or even just leveraging social media to get the trickle here and there, that still does its job. And it's a part of the overall ecosystem. But when you put together this container, where it builds the pressure, it builds the momentum for you and your audience, you move people to the finish line at volume, and faster. And this is how we create those full cohorts or those full programs. And we've got the consistent rhythm and cadence of like I've got people to pull from because you have the system that works for you. And doesn't just sort of like, you know, we have people just like hanging out not making decisions. This is the best way to fill your programs, and also jump to that next revenue milestone. And what happens is most people give up on their first or even second launch, because they didn't get the results they want. But you know how many failed launches I had? Do you know how long it took me to really feel confident about filling a program or filling a group and really get like kind of feel into that rhythm. Now, what's great is my I feel like my clients are doing it even faster than I did, because they're learning from my mistakes. And everything we teach you is basically like what you should or shouldn't do and how we've been able to shortcut for you. And it because it can be really uncomfortable, right when you like launch something, and it's crickets, or you have a group program that only has a couple people in it, because people are relying on more that trickle of the organic content without the volume. And so when you master this process, we call it really an end to end marketing machine because it's doing both the attracting, right and the converting, and then rolling for you it works for you. Of course you have to work. I'm not saying like you can go sip, you know pina coladas on the beach, and like watch your stripe accounts, your stripe notifications go off. But it does sort of work for you, it's really fun to see this process start to do its thing with you kind of overseen it kind of like the conductor of an orchestra, you're kind of conducting it. But it's like creating that rhythm for you. And it's knowing what to do, it is humming along.Kinsey Machos:
It's really hard without this any sort of like pressure like, again, I think of a container. Like it's like we put all these things in the container. And we have to create that pressure with some error in it to really create the momentum and that explosion on the other side of it. Without that it is going to feel really hard to fill up those the consistency in your programs. But also to generate the leads that are even knowing about your program. If you're sharing your I want you to always be sharing your program about your program and social always, always always. But if you're only relying on that you have less control over filling at volume. And so this really is the next step for you. If you are like ready to turn up the dial, you feel like you've had some success with sales calls, you've had some success with your clients. Maybe you're not ready to transition to group coaching programs yet. But you do want to turn up the volume on your one to one. So this really is the next step. This is the next thing for you to master. We're all about sequence. And a part of that sequence is like let's turn up the heat, let's get a little bit more advanced with our marketing and selling and start to move volumes of people at a time to make a decision. And you're just going to see that create its momentum over and over and over again. And what's so cool is you use the same fundamentals the same system, maybe it's a different topic, maybe it's a different type of a launch event. But it's still the same principles, the same processes, and you'll see it work for you over and over and over again. It's just so amazing. That has to be the next thing you master when you're starting to think about again, like moving into the volume that you're looking for, especially when it comes to reach and revenue. So I hope that was helpful. I'll link up to additional All episodes, that would be really good supporting resources for this. But really keep in mind that again, selling one to one very different than group and having the right marketing processes, the right selling processes behind each is going to move the needle faster for you. But what's really great is that we have resources for you that can support you at both of these levels, whether you're just meaning to really get rhythm in your business and the fastest path to clients selling your one to one coaching program. Through organic content, we show you exactly how to crush organic social media, whether no matter what platform, you're on how to create that irresistible offer, how to have a compelling message and how to sell on the phone and give you everything you need and Ten K content collective. And during this month, we have a special going on. So we'll include the link. But if you are ready to take your business to the next level, and you want to turn up the heat and you want more of that done with you done for you model, we have additional resources in launch like a queen, we're not just coaching you through the experience, we're in it with you, we're designing your entire marketing machine with you, we're really outlining what this looks like we're strategizing with you. It's a blend of the tech support, right we have a pitch perfect clinics with you with our sales guru, we have copy clinics, it's a very immersive high end experience. So if that is you, and you are ready to take your business to the next level, your your best step now is to apply, we do cap this out. And because it's such a high touch experience, we really can only take a handful of people at a time. So get in now, or get your application in now we have a special running this month before we increase price for the next round of enrollment. So if you're on the fence, like your best bet is to at least apply and see what's next for you. So we'll include the links here in the show notes. But I just want you to know this was our intention was to really make sure we are supporting our clients at every level. Because we believe we have the best everything we have the best team, the best frameworks, we we really lean in and meet you where you're at. And we know that there's no better time to grow your business people are fizzling out. Like it's nobody like you've got your Hustler, your little side hustlers that are kind of you know, fizzling out. And really, right now is the best time to create that traction and show up as the leader in your industry because most people don't know how to do that. And so they're just going to more easily come out of the game. And that's not you, I know my listeners are committed and so eager to take their business to the next level. And so really make sure you leverage the resources that we have in place for you to do that without freaking trying to figure it out on your own. Alright, I hope this is helpful for you. And I'll see you next time. Hey, you, thank you so much for listening. It's an honor to be able to pour into the hearts and minds of like minded entrepreneurs all over the world. But my most favorite part is being able to connect with you in real life. If you love what you heard here, head over to the community where thousands of female CEOs, just like you are changing the world one human at a time. We go deeper into the topics you discuss here and give away tangible roadmaps help you crush your revenue goals to join this high-caliber free community head over to kinseymachos.com/community. I’ll see you there