Ep 244 - How to Market Different Types of Coaching Offers

Want to market your coaching offers with ease and attract more clients in 2025?

In today’s episode, I’m breaking down the unique strategies for marketing and selling four key types of coaching offers—private coaching, group coaching, memberships, and online courses. You’ll learn how to tailor your approach to each offer so you can connect authentically with your audience and grow your business sustainably.

I’ll also share client success stories that illustrate what works (and what doesn’t) when it comes to creating compelling messaging, building trust, and showcasing transformation. Plus, I’ll highlight why consistency and emotional connection are the secret ingredients to effective marketing, no matter the offer.

So grab your notebook, tune in, and get ready to take your marketing strategy to the next level!

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Transcript

Welcome back. I am so glad you guys are here. You should go over to YouTube and subscribe so you can see what we're up to. I have to tell you, I just recorded this podcast and I was not looking at myself when I was recording. I was looking at notes and I had a piece of hair standing straight up on my head.

So you would get to see that if you were over on YouTube, make sure you go over and subscribe today. We're going to talk about the different ways that you can market your coaching offers. Now, I know I touched on that last week, but I'm going to talk today about one to one private coaching, group coaching, memberships, and online courses.

Each of these requires a unique marketing approach. So again, grab your notebook and get ready for a marketing masterclass. I'm going to help you not just learn how to sell offers, but how to talk about those offers with confidence and with ease. Please go over and subscribe on YouTube and also I would love it if you would leave me a review.

I hear from so many of you about the benefit of the podcast which means so much to me. Um, would love to be able to have more people hear about the podcast and that happens when you give me a review. thank you in advance. Alright, let's start with private coaching. Let's talk about the marketing for that because this is going to be what I'm 90 percent of you guys are doing right now.

I happen to love private coaching because it is Really where most of you start out and it is the most high touch experience. It's personalized the biggest Transformations happen with your clients with private coaching. So when you're gonna market private coaching It is key to show your audience what is possible with Personalized support.

I always talk when I write marketing copy for clients about personalized and individualized support. So, your message should focus on transformation, on accountability, the power of having your own person in their corner. Somebody who really understands your unique challenges. So, I want to tell you about a particular client.

I'm not going to say her name, but she was struggling to fill her private coaching spots. And when I reviewed her social media. She said, you know, nothing is landing. I went and looked at it and it was like, well, yeah, you're not sharing personal transformations. You're not really getting to the heart of the matter of what really is going on.

So I want to make sure that you are doing the same. Once this particular client shifted her message and she really, shared very authentically. Really truthful and honest and almost kind of hard hitting, She was using the word shame in her messaging which actually was something that Emotionally moved people so make sure that you are really being brutally honest with your marketing message.

That is how you can help attract clients. So no generic messages. Make sure you share client stories of transformations and talk about the accountability. And that is part of the story that you share about a client is about how they utilize the accountability or how they utilize your personalized strategies.

So for one to one coaching. You can be on LinkedIn. This is going to be whatever platform is best for you. Stories, if you're a kind of stories girl on Instagram, maybe Facebook and for sure email marketing. Look, email marketing is gold, you guys. It doesn't matter whether you have one person on your list or 100 or 10, 000.

Email marketing works. So show up consistently, share client wins, and don't be afraid to talk about the emotional part of your client's transformation.

The second part of marketing that I'm going to talk about today is group coaching programs.

Now, I love group coaching. I think it is the most transformational thing that I can do with our clients. Group coaching, I believe, is a game changer. This is going to be niche dependent. So you want to decide if your niche is best served through group coaching. I actually have some clients that have never offered private coaching because group coaching is the best answer for them.

So when you talk about marketing group coaching, you want to talk a lot about community. Like, why is it so beneficial for you guys to be in a group with me? I can tell you, week after week, in fact, today, I'll share an example from today. We had coaching this morning where Thais, our mindset coach, was talking about assessing and planning.

And somebody said, you know what, I do this every week by myself, but this is so impactful to do it in a group. Far more impactful to be able to hear from other people, to hear what they're assessing, what they're planning and to get a different perspective on it. That's the power of community. So you want to share examples of why you think that is so powerful and you want to talk about that in comparison to private coaching.

So for my particular clients, I always say, look, if you come to private coaching, all I'm going to do is fix your immediate problem. I'm not going to be actually teaching you about how to be in business. So I want to teach you every angle of business and you really only learn that when you work with me, when you hear other coaches ask questions.

That's how you find out about the impact of group coaching. So the key message in marketing is talking about shared growth. How shared growth through community is beneficial. People want to be part of something bigger. This is so, so true. Our ladies literally love to be with each other. They meet outside of our coaching because they have such connection.

So it's like you're not alone on the journey. So let me share just a quick client story about somebody who launched a beta coaching program. And of course she was nervous about filling her spots as you would be too. We created a marketing plan that. focused on the power of community. She held a workshop, which is what I recommend when it comes to marketing to introduce What she did with coaching and what her solution was like what her framework or her roadmap or her blueprint was She also was really good at stories about Instagram reels as well She shared tips and success stories there during the workshop particularly though.

She talked about a group dynamic She talked about how you could learn from each other One of the powerful things that we do during our workshops is we offer group coaching. During the workshop, I coach people around whatever's coming up for them, and I do that intentionally.

So that you can have an aha moment as somebody else on that call and be like, Wow, I never thought of that. We hear that in the chat. People are like, Wow, great question. I never thought about asking. I demonstrate the power of group coaching right there live during our workshops. You should do the same. So, recommending that you market through workshops, Facebook groups, you can have a pop up Facebook group.

Where you have people come in, in community, in a small group. You can also do, of course, Instagram, Facebook, LinkedIn, whatever it is, social media, emails. Now, when it comes to a group, you're going to have like a pre launch. And I hate to use the word launch because some of you guys like almost tune me out.

But honestly, think about what do you need to do to warm people up? I call this the runway. Imagine the plane going down the runway. You want to have plenty of space for the plane to pick up speed and take off. That's the runway. So what do you need to tell them during the pre launch period, which is like, Sharing about what you do, explaining how you can support them, talking about examples, transformations in the life coach business building school.

I have a little micro kind of launched. that I offer and it's 13 emails that you send that lead up to the time that, quote, the cart opens, the days that people can sign up, and also to when what we call cart closes, which by the way is when everybody joins. So your marketing will be very heavy the last few days of your group program.

So even if you only have a few people on your list, I really think you should, you know, At some point launch a group program because I think it really is amazing now in the beginning you're going to expect that you're going to have very few people join your program, maybe even one or two. I have repeatedly in the beginning of my coaching had one or two or three people in groups until I got to where I was really rolling.

So do not compare yourself to my group size. In the beginning, I too had groups with one, for real, one person in a group. Now let's talk about marketing memberships. Now you guys know how I feel about memberships. A membership is a place where you can provide ongoing support. That's what you would be talking about if you were going to market a membership.

I know most of you think that a lower ticket is the way that you get clients. Low ticket items are just as hard to sell as high tickets. You have to do the same amount of marketing. In fact, one of the reasons why I don't love memberships is there's what they call a churn rate, which means people come in and out every single month.

This is the challenge with memberships. You have to keep people engaged to retain them. This is why a low ticket offer is not really the answer. Here's the story for you. Two clients that I had, one was already doing a membership and another was going to create a membership. And there was no talking either when I'm out of it.

They, they liked their reason for doing a membership. So it's like, okay, great. Let me help you get it done. But after they got going, they realized like, geez, I have to show up for multiple calls every week. I'm the one in charge. I have to continue to create content. I don't have courses already that would go inside my membership.

So it really became harder than what they thought. And without a very big list of clients that you can kind of bring in and out of there, it is still very difficult. So. You might need to do monthly challenges to continue to bring people in. If you follow some big people in the online space, I know I follow a particular coach who does manifestation work and she has to do basically, I don't know if she calls it a challenge, but it basically a challenge every month that is a two day event where she signs up hundreds of people and every month she brings people into her membership.

So if you're not doing that consistently, You're not going to be able to make the membership format work. But if you decide to move forward,make sure you market the value of being in community, having lower ticket price access to all of your content and having kind of that, community that can happen through a membership.

You can also create, by the way, a referral program to bring in friends of your clients. But, most of you guys are not ready for that, so I recommend that you wait. so let's talk about the final group, which is marketing online courses. Now, here we go again, let me tell you, courses are a fantastic way to serve people who want to learn at their own pace, who want to have lifetime access, but here's the thing you guys.

You cannot just create a course, which many of you have done, and just put it out there and wait for people to buy. You have to have an audience. You have to do continuous marketing to make this work, just like a membership. You can never stop marketing. There's never a time that you will ever be full.

So you're going to market over and over and over again. Now, one thing I do recommend is that you start building a course. while you have private coaching. So you create the course that will someday be an independent course that you sell as modules or education pieces that you do when you're doing your private coaching to teach concepts, to have lessons that will benefit them that will actually help them get the transformation faster.

That's what you do with your content that can someday be a course then can someday be part of your membership. So the key to marketing online courses, if you're going to move forward, is to talk about transformation or talk about, you know, how they're able to get to the goal that they want to achieve in their own pace, where they have lifetime access to the continued update to the content and all of the extra things that you've heard people talk about.

So I tell you, I had a client that was working on a course. And she worked on launching it, but she did not get any sales. She held a workshop around it. She was able to show what her roadmap process was. But in the end, I said, let's make this a group coaching program. You can either try to sell this as a course and keep going.

But you could also just take the content and make it into a group coaching program that then can someday be turned into a course. Now, if you were going to market this, you would be talking about your proprietary process, your solution, your road map. You would be working on hosting maybe masterclasses or webinars.

You guys know I do a masterclass every single week where I talk to you about the Life Coach Business Building School every week. All year long. So it is a live masterclass. That would be a way that you would be marketing your course. And of course, email marketing is a huge part of that. So you can work towards that.

You can build anticipation to your course, just like what you would do in a launch, just like launching a group program, launching the opening of your membership. And also you can launch private coaching. When you have a spot available or two spots or three spots,you can launch it to bring attention to the limited spots that you have available.

So every bit of marketing requires that you do it consistently, that you do more marketing than you expected, because the more you market, the more likely you are to get somebody to open an email, the more likely you are to have them see your post. That is how you create clients, is through lots of marketing.

So let me give you a recap of what we've covered today. The best place for you to sell your coaching and to market is one to one coaching, right? Focus on personalization, focus on that individualized approach and the accountability that you provide. For group coaching, highlight community.

Highlight how they get transformation by watching other people get coached, where they learn from other people in the community. For memberships, remember, wait till you are big to do this, till you have a big audience. But you're going to showcase how they have access to all the content, to the extra coaching sessions, and again, to community.

And when it comes to courses, y'all know what I have to say about, just like the membership, we got to have a big audience, but here's the deal. I want to mention one more thing about a course. You could do a free course. To build know, like and trust. That could be your entry point to courses where you do like a three video course.

And that is a gift that you give people in exchange for email. And through that course you could build into the idea that if you want to take this concept further. Join me in our group coaching program or join me for private coaching or whatever it might be. So that's another way to use a small course.

Okay, you guys. Now each strategy is unique to the type of coaching that you are offering. Each one of these, I talked about consistency, shared stories, transformation, Making it easy for people to understand how you can support them. So that is it for today, you guys. Thank you so much for being here. If you found this helpful, would you please share this episode with a friend?

For those of you who have listened so faithfully, thank you so much. It means the world to me. So happy to be able to provide this value to you. I'm so glad when I hear stories about how you're using and taking action on what I'm teaching you. If you want to take your business to the next level, we have so many ways that you can work with us through the Life Coach Business Building School, through our DIY course, and we also have our Done With You support at two different levels.

Plus we have done for you, you guys, for those of you who are like, just build my business. I just want to coach. We can do that for you too. Get on my calendar. Let's have a conversation. Debbie Shadid. com forward slash apply. A P P L Y. I cannot wait to talk to you. Hey, one last thing, go over to YouTube and make sure you subscribe.

I'm on YouTube at Debbie Shadid. Cannot wait to hear from you over there until next time. Keep going, keep marketing, keep growing. I'll see y'all soon. Bye bye.