Does this sound familiar, ?
You’ve meticulously crafted a new group coaching program.
It’s nothing short of phenomenal.
The modules are planned out, the content’s insightful, and every detail screams quality.
But, when you launch... crickets.
Well, don’t panic . It’s not your program. It’s how you’re presenting it.
It comes down to a little something I like to call…
…The Feature vs.
Benefit Conundrum
See, features are the technical aspects of your program - the nuts and bolts.
The
benefits on the other hand, are the results your clients achieve.
While YOU might geek out over the features (and rightfully so)...
…your potential clients are waiting for the “What’s in it for me?” moment.
Let’s look at two pitches:
Pitch 1: "My program includes 10 modules, weekly Q&A sessions, and a 100-page workbook."
zzz...
zzz...
zzz...
Oh shit, sorry I think I dozed off when you said "my program". Let's look at pitch 2.
Pitch 2: "Get a proven road map to build your business with 10 guided modules. Get all your burning questions answered every week, so you never fall off track. And let a comprehensive workbook lead you step by step towards your goals."
Which one speaks to you more?
If you said “The Benefit-Driven one”, you’re correct (if not, go stand in the corner and think about what you’ve done).
Because you’re not just offering coaching sessions, . You’re promising transformations.
Instead of saying, "I’ll provide a 1-hour session every
week,"...
...say, "Unlock breakthroughs every week and fast-track your success!"
Online coaching is a growing market. And
standing out takes more than just showcasing features.
You need to be painting a vivid picture of the impact your service has on someone’s life.
So here’s a little homework for you.
Revisit your program’s sales page or your marketing pitch.
Everywhere you’ve listed a feature, tie it back to a tangible benefit.
Show your potential clients the light at the end of their tunnel.
And hey, if you're feeling a bit overwhelmed by this, don’t sweat it.
Hit reply, and let’s brainstorm some benefit-driven angles for your offerings together.
Talk soon,
Andrew ‘Wilko’ Wilkinson
Aww… Yes… Marketing!
