George Kao Courses

🌠 Launch Your Group Program

Current Lesson
Course Content
Course Content
    •
      The dilemma of "sell what you want vs. what *they* want?"
      6:32
      1 Sell what they want or what they need?
    • Focus on pain points or yearnings?
      6:29
      0 Focus on pain points or yearnings?
    • How specific does your program topic need to be?
      3:07
      Group - how specific does your program topic need to be?
    • Market research (feedback) convos -- key questions
      6:59
      2 market research convos
    • The art of pivoting -- what if your market research says they don't spend money on it?
      4:17
      2a the art of pivoting -- what if market research says they don't spend money on it?
    • Circles of Feedback
      5:12
      3 the circles of feedback
    • Write your list of favorite people 🥰
      3:20
      4 write your 20 names
    • Your ideal client avatar
      4:39
      5 write your ideal client avatar
    • "Speak" with this avatar to refine your topics & program design...
      2:38
      6 talk to your avatar about your program design
    • Reach out and get feedback :)
      3:03
      7 do the outreach
    • What if desired outcome from client is different from what *you* feel they should desire?
      5:23
      What if desired outcome from client is different from what you feel they should desire?
    • At end of market research convos, ask if anyone else comes to mind...
      1:45
      0 At end of market research convos ask them if anyone else comes to mind
    • What's the timeline for circles of feedback?
      2:33
      0 What's the timeline for circles of feedback?
    • Status check -- how's it going thus far?
      1:36
      1 how's it going?
    • Will group programs take more or less energy from you? (compared to 1-1?)
      3:33
      3 Will doing a group program take more energy?
    • Too many program ideas, not sure which to launch?
      3:09
      1 Too many program ideas, not sure which to launch?
    • What's the best time of year to launch your program?
      4:12
      2 When's the best time of year to launch your program?
    • Do you need to offer pre-recorded content?
      3:14
      4 How much pre-recorded material must you have?
    • Knowledge is holographic / always assume some background knowledge
      4:41
      5 Knowledge is holographic
    • Managing over-expectations in a group program
      4:25
      6 Managing over-expectations
    • Include 1-1 as part of your group program?
      1:38
      7 Include 1-1 meetings as part of group design?
    • One Pay + Payment Plan
      11:23
      8 Single pay vs payment plan
    • Custom prices & flexible payment plans?
      2:20
      9 Flexible payment arrangements
    • No commited length = no sustainability...
      3:39
      10 Contract tie in is a must
    • Run a Beta Group first?
      3:50
      11 Beta program first?
    • Software for group programs
      3:25
      12 Software for groups
    • Record your group sessions?
      4:45
      15 Record your group sessions?
    • Finding more people for your program...
      9:56
      14 How to find more of the right people for your group?
  • 0 / 22
    Module 5
    • Sales Page Principles / How to think about writing it
      5:11
      1 Sales Page principles
    • When addressing pain points, be as a caring doctor
      1:59
      7 When addressing pain be as a caring doctor
    • Sales Page: Who They Are
      5:53
      2 Who are they?
    • Sales Page: Vision of the Work
      1:51
      3 Vision
    • Example of writing Vision using Ai chatbot
      4:18
      5 Example of writing Vision using Ai chatbot
    • How to prevent overpromising results?
      1:36
      4 How to prevent overstating the promise?
    • Sales Page: Problems they face
      2:45
      8 Problems
    • Sales Page: Diagnosis (Optional)
      4:19
      9 Diagnosis
    • Sales Page: The Process / Pathway
      2:14
      10 Pathway
    • What if each part of your Process/Pathway could be its own group or course?
      2:51
      11 Each part of your Process could be its own group?
    • Sales Page: Your Passion
      1:40
      12 Passion
    • Sales Page: Your Credibility
      3:21
      13 Credibility
    • Sales Page: Logistics & Price
      4:10
      14 Logistics & Pricing
    • Price juxtaposition and education
      3:47
      15 Price juxtaposition and education
    • Should you publish your price, or only reveal it in a discovery call?
      5:05
      16 Should you share your price or reveal it in a discovery call?
    • Sales Page: FAQ Section
      3:26
      17 FAQ section
    • Should you put language about cancellations & refunds on your sales page?
      3:12
      17 Should you put language about cancelations & refunds on your sales page?
    • Sales Page: Next Step?
      1:15
      18 Next step
    • How long should your sales page be?
      1:08
      18-b How long should your sales page be?
    • Coming up with your Program Name...
      2:18
      19 Program Name
    • Circles of Feedback (Take 2!) for the Sales Page
      2:12
      20 Circles of feedback take 2
    • Should you offer some benefit or gift in exchange for their feedback?
      1:57
      21 Should you offer something in exchange for their feedback?
    • You are the Admissions Director for your Group Program
      5:22
      2 Be the admissions director
    • Circles of Enrollment 🌀
      2:41
      3 Cirlcles of Enrollment
    • Your Inner Circle 🤗
      5:01
      4 Inner Circle
    • Beware the stance of "I know you're really busy... and it's probably too expensive anyway... but here's the invite"
      3:17
      6 I know you're really busy and it's probably too expensive anyway but here's the invite
    • The reality: they *will* miss a key opportunity if they don't respond...
      2:01
      7 The reality that they will miss a key opportunity if they don't respond
    • Your invitation message: should it include the link to the sales page?
      1:38
      5 Invitation message should it include the link to the sales page?
    • Your Middle Circle 🙌🏾
      1:47
      8 Middle circle
    • Your Outer Circle 🌎
      4:23
      9 Outer circle
    • Application for the Outer circle... what about the other circles?
      3:08
      10 Application for the outer circle - what about the other circles?
    • Is it weird that Inner Circle sees public invitation to the group program?
      6:29
      Group Launch Is it weird that Inner Circle sees public invitation to the group program?
    • How to tell someone program isn't the right fit for them? (Writing your decline or "rejection" letter...)
      2:28
      13 How to tell someone program isn't the right fit for them?
    • 🗓️ Timeline for the Circles of Enrollment
      5:05
      11 Timeline for Circles of enrollment
    • Instead of a firm start date, what if you just wait until you have enough people?
      2:42
      12 Instead of a firm start date what if just wait until you have enough people?
    • 🌠 Reminders for a successful launch
      4:30
      14 Reminders for a successul launch
    • The undecideds - give them samples if you can 👍🏽
      1:27
      18 The undecideds - give them samples if you can
    • If some great candidates prefer it, consider 1-1 instead 😊 (tailoring custom 1-1 program)
      3:30
      15 If some great candidates prefer it, consider 1-1 instead 😊
    • Pricing of 1-1 tailored program vs group program?
      1:34
      26 Pricing of 1-1 tailored program vs group program?
    • Dealing with the (rare) cancellation / refund
      7:04
      16 Dealing with the (rare) cancellation refunds
    • "If we're not selling change/transformation, what exactly do clients pay for?"
      3:14
      19 We're not selling results
    • Feedback is tricky -- behavior is the best feedback
      4:48
      20 Avoid the focus group effect re feedback
    • How many feedback calls must you have, before moving forward?
    • Keep your center as you get different opinions from feedback?
      2:52
      21 Keep your center as you get feedback
    • What if potential members feel the group wouldn't be private enough, compared to 1-1 work with you?
      2:45
      22 What if potential members feel the group wouldn't be private enough, compared to 1-1 work with you?
    • Is it a good idea to allow members to start later... after the official start date?
      1:45
      23 Allow people to join later?
    • You did it! Congrats on finishing the course :)
      1:14
      27 Congrats for completing the course!
    • Post-Course Assessment ✍🏽
    • First steps to creating a group program?
      9:07
      First steps to creating a group program?
    • Group of interested clients - work with them to design an offer...
      4:19
      Small group of prospective clients or students - work with them to design an offer
    • Small group program - must members all agree to meeting times?
      2:47
      Small group program - must members all agree to meeting times?
    • Launching group program -- preselling with circles of enrollment
      21:06
      Launching group program -- preselling with circles of enrollment
    • Pricing your Membership program -- Resist the temptation to do low prices...
      18:55
      Pricing your Membership program -- Resist the temptation to do low prices
    • Basic strategies for filling a group program
      6:30
      Basic strategies for filling a group program
    • Gentle launch for a small group program
      7:10
      Gentle launch for a small group program
    • Brainstorming marketing ideas for group program enrollment
      7:51
      Brainstorming marketing ideas for group program enrollment
    • Group program not enough people... cancel or delay it?
      3:24
      Group program not enough people cancel or delay it?
    • Trying to streamline curriculum for a group program
      11:13
      Trying to streamline curriculum for a group program
    • Zoom meeting facilitators -- how to get feeling of connection / create energy in the group?
      8:44
      Zoom meeting creating energy
    • Group teaching equanimity when things aren't flowing like you planned...
      9:06
      Group teaching equanimity when things aren't flowing like you planned
    • When are you ready to create group program or course? How long to create content first?
      3:38
      When are you ready to create group program or course? How long to create content first?
    • What if your in-person program is difficult to sell as an online program?
      3:59
      What if your in-person program is difficult to sell as an online program?
    • Group Program vs Online Course
      3:58
      1 Group Program vs Online Course
    • Small group program - think about whom you want to invite...
      3:26
      2 Small group program - thank about who you want to invite
    • Small group, what if few people show up live?
      1:59
      2a Small group, what if few people show up live?
    • Decide on logistics first?
      2:47
      3 Decide on logistics first?
    • Pricing your group program
      6:10
      4 Pricing your group program
    • Group program - should you create a beta program first?
      3:14
      5 Group program - should you create a beta program first?
    • If launching a membership how soon to start social media posting?
      6:24
      If launching a membership how soon to start social media posting?
    • A bit about my group mentoring program
      3:43
      A bit about my group mentoring program

Sales Page Principles / How to think about writing it

5:11 Video (31 MB) HD Video (111 MB) Audio (5 MB)
Now in this module, we began the very important step of drafting your sales page for your group program. What is the sales page essentially, well, a sales page is the technical marketing term. I don't love it myself. I'm just so used to saying it, but it's basically the web page or the document. That sells people on your program.
Now, I I think it's better probably described as an invitation a a an in-depth invitation to kindred spirits. Your soul mate potential group members, a heartfelt, clear invitation. That's that's really what it is. And just like you've written invitations to friends to come to gatherings, parties, whatever. It's that kind of feel.
It's not you're not you're not well, most sales page, copywriting, training, assume that you're writing to someone who's like this. Yeah. I don't believe you. But you gotta prove prove yourself to me. You know, that's the stance of most copywriting training.
That's all you have to, like, persuade or or say, or someone like this or someone who's like, Wait. What happened on my phone? Oh, so much fun. Oh, it's got, like, someone who's completely distractible. Right?
Like, is that really true of our soul mate group members? No. No. Of course not. The ones who are meant to join our group who are most well fit to join our group are leaning in and eager and patient.
They're patient. With how our program is going to be described and the way we're going to be selling it. So it's To me, it's not about persuasion or charm, which is how most copywriting and marketing is taught. I think those things are Fine. If you naturally have them, I always say, it's better to it's better to be like let your charm and persuasion be like the passion and love of a child, not the cunning and the manipulation of an adult.
Let your response to their response be as an adult If they say no, don't be like a child and go, wow, nobody loves me. Nobody cares about me. I must not be good for anything in this world. That's the response of a child. But when we're responding to what their responses we respond as an adult, but when we're selling into the kingdom of heaven as a child.
Sorry to bring that bring that in, but that's kinda how I see it. That's really how I see it. So so, yeah, don't try to persuade and manipulate and charm and cajoule and, you know, like, be in fear that they might not sign up if you don't say it a certain way. That's that's how everyone else is gonna teach you marketing. But that's not how I teach it.
Because you have to come from the confidence to say, I don't care if you sign up. I I mean, I I don't care of you as the random person reading this sign up. I slightly care whether this person's inviting sign up, but I'm gonna respond as an adult if they don't. I'm going to I'm going to care I I care in terms of making sure what I'm saying is understandable and aligned with what they're looking for. Than what I'm looking for too, of course.
That's the care we bring rather than the fear and the anxiety, the avoidance of doing it, of course, avoidance of writing this because what if they say no, what if they get confused? The confused mind says no. I'm like, that's BS. Confused mind does not say no. If they're your soul made participant, they'll be asking you questions if they're confused.
The confused mind does not say no depending on whether they're the right fit for you or not, the confused mind asks questions. Okay? So I'm busting some myths right now. Right? So so, essentially, what we're gonna go into right now is a little mini copywriting workshop, authentic copywriting.
And what I'm going to invite you. And and even though some of you watching this, many of you watching this perhaps are still doing your circles of feedback, you're still getting clarity. About your program topic even, let alone the details of your program. But that's okay. Do the workshop, do what's coming up anyway, to get ready to kind of think in the way of clarity and what you need to describe.
So that your potential program members is, oh, I get it. I get what you're trying to what you're what you're doing here and I'm, you know, either really great fit. I'm excited or oh, okay. I have a question here or a question there or oh, I realize this is not really the great great fit for me. Wonderful one.
Let me allow the spot to be open to somebody else. So So with that framing, let's move on and let's just lightly work on these pieces of your program sales page.

Imagine you're writing an invitation to play/work with you, directed to your kindred spirits, your "soul mate" group members...

Last updated 31 Oct 2023.