We can talk about charging what you’re worth and frame coaching programs as investments until we’re blue in the face. That doesn’t change the fact that high-ticket coaching programs are a lot of money – especially in this economy. If you want to sell out your coaching program before your launch, your ideal coaching clients need to know a few things before they hand over their money.
Things Your Ideal Coaching Clients Want to Know About You Before They Purchase Your Coaching Program
You’re the one they’re paying to work with, so your ideal coaching clients need to know a little bit about you and your expertise before they buy your course. The best way to approach this is to assume you are writing for people who do not follow you anywhere else. Chances are the people who are clicking on your ads and landing page will follow you on social media or read your blog. However, you will have people looking at your landing page who may not have followed you for long or who have not seen your posts in a while.
Here is the information you need to include about you when you are selling a high-ticket program:
Your Credentials
Especially post-pandemic, the coaching industry has experienced a boom. Unfortunately, not everyone who started a coaching business is a good coach. A lot of your ideal coaching clients will be wary about handing over large amounts of money without knowing the quality of the coaching they will receive. A great way to reassure them is to share your credentials. This includes:
- Credentials in the topic you coach
- Coaching credentials
While coaching credentials are not necessarily a guarantee of quality, and you don’t need them in order to be a coach, they do offer your clients peace of mind.
Your Expertise
In addition to stating your credentials, your ad and landing page need to communicate your wealth of experience. Different types of clients will look for different markers of expertise, so it is best to use a combination of the following things to show your expertise:
- Number of years in the industry
- Experience working for big names in the industry
- Results gained
- Well-known clients
- Methods invented
- Books written
- Well-known publications you’ve appeared in
These will all show your ideal coaching clients that you are an expert in your field and build trust in your offer.
Your WHY
This is the most common one that coaches get wrong. Your ideal coaching clients want to know why you are passionate about coaching people like them, but they want to know how your passion benefits THEM.
Whether you are talking about your why in an about page, a live video, a masterclass, or a landing page, you need to be asking yourself this question:
Why should my clients care?
The most common why for coaches is that they struggled with whatever they teach, and they want to help other people so they don’t struggle. That’s an amazing why, but if you stop there, then your clients can’t see why they should care. They don’t realise the fact that you’ve been in their shoes before means:
- You understand the frustration/pain/anger they feel and can commiserate
- You are intimately aware of all of the related issues that may occur
- You have made all of the mistakes it is possible to make in this journey
- You have extensively researched all of the resources available to your ideal coaching clients
When you communicate your why, you need to take it a step further and explain why your why makes you an amazing coach.
Do this by writing down your why on a piece of paper and then making a list under it of all the possible reasons that helps your ideal coaching clients. Write everything down, big or small. Then pick the most compelling reasons to include in your marketing.
Your Personality
If your ideal coaching clients buy your high-ticket program, they will be working closely with you for a long period of time. They don’t want to sign up only to find out that your personalities clash. That is why your personality is equally as important as your expertise.
Personality is not something you can tell your coaching clients. It is something that you show in your brand voice and design. The way you talk in your ads and landing pages will tell your coaching clients a lot about your personality and what it will be like to work with you. Make sure your personality shines through.
Another great way to allow your coaching clients to get to know your personality is to use videos. This can take the form of sharing videos on social media or even using videos in your marketing strategy for your high-ticket coaching program.
Things Your Ideal Coaching Clients Want to Know About Your Course Before They Purchase Your Coaching Program
Your ideal coaching clients will also need to know a little bit of information about what they’re purchasing before they enter their payment information. This will help them to determine if your coaching program fits in with their goals and needs.
Results
You may be selling your coaching program, but your coaching clients are not really buying your coaching program, they are buying the results your coaching program will help them to achieve.
It can be difficult to focus your copy around the results your coaching program will bring because the results will depend on the work your coaching client puts in. How do you make sure that the clients you onboard don’t expect to get those results for no work?
The best way to do this is to use testimonials and mini-case studies to illustrate results. Talk about specific results you have helped specific clients to achieve. Use their first name and the frustrations they experienced, then share the results they achieved during your coaching program. Try and pick coaching clients who have achieved different results so you can show that results will vary. This will also show that your coaching program is tailored to each individual client.
What They’ll Learn
Walk your ideal coaching clients through what they can expect to learn during your coaching. There are a few approaches you can take to this. You can talk about:
- What they can expect to be experts in by the end of the coaching program
- The problems you will work on during the coaching program
- Modules you will work through – for more structured coaching
This helps your ideal coaching clients see if you will cover their areas of concern. If your coaching program is unstructured and you work on what each individual client needs, then specify that. You can list all your areas of expertise and state that you will focus on the 5 most pressing issues during the timeframe. (Or however many you can cover successfully during the time period.)
Level of Support
Your ideal coaching clients will want to know how much support they will receive during the coaching program. Coaching takes on many forms, so be specific about what the coaching program includes:
- Will they have access to recorded masterclasses, or do you conduct live sessions?
- Are coaching sessions group sessions or private sessions?
- Can they contact you between sessions? If so, how does that work?
- Will you do the work together during sessions, or are sessions more of a review and guidance?
- Do you provide additional materials?
- Are there any other extras that make the process easier for them?
When you’re planning copy for your high-ticket coaching program, itemise every inclusion and the coaching process. Then, integrate those details into your coaching program copy.
What to Expect
This is the when, what, and how of your coaching program. Share details of the coaching process so that your coaching clients know what to expect. Not all of these details will go into the body of your landing page; some are more appropriate for the FAQs. Consider the following things:
- Eligibility requirements
- Duration of coaching program
- Frequency of coaching sessions
- Additional contact between sessions
- Starting date or timeframe
- Necessary equipment
Think of every niggly question you could possibly be asked and write them down. The goal is to make sure your ideal coaching clients can find the information on your landing page rather than emailing you and cooling off while they wait for a response.
Terms and Conditions
Your ideal coaching clients want to know if there is anything they need to know before buying. This includes information about your refund policy, payment plan, and coaching session rebooking policy. Life doesn’t always go to plan, so they want to know what to expect in the worst case scenario.