Last week, we discussed what you need to do before launching your next nutrition program to ensure that it is a success.
This week, we are building on that by covering everything that goes into the actual launching of your nutrition program.
Now that you’ve been creating awesome content and you’ve started building an audience of warm leads, it’s time to announce your program and start promoting it! Up until now, you've been providing value to your audience. Now is the time to switch gears into selling mode.
Getting into selling mode isn't something that comes naturally to most people, so take a few deep breaths and let's dive in together!
1. Set a Goal For Your Launch
First, you need to decide what success for your launch will look like, and how you will measure that success.
For most nutrition professionals, the number of new sign-ups will be the most important metric. Set a goal and ensure that it is a SMART goal, which is....
- Specific: Provides a clear description of what needs to be achieved.
- Measurable: Includes a metric with a target that indicates success.
- Attainable: Sets a challenging target, but keeps it realistic.
- Relevant: Keep the goal consistent with your long-term goals.
- Timely: Sets a date for when your goal needs to be achieved.
For example, your SMART goal for your first program launch might be to "Launch my '8-Weeks to Fight Fatigue' group program on September 9th and get 20 sign-ups by the end of the 2-week promotion period."
Real talk: People rarely buy the first time they are offered something. When it comes to getting new clients, you need to create multiple touch points.
Whether it’s a blog post outlining the program, a sales page, a Facebook Live, or all three, you’ll want to spend some time educating your audience on what your program is all about, what it includes and how it will change their lives. This is your official 'program launch' content, but you can't just put it out there once and hope that people buy.
Make sure you announce your program across all of your social media channels, your blog, and in your newsletter. Reference it in all your social media posts for the duration of your launch period. Make sure everyone knows what you’re offering!
Spend about two weeks promoting your group program regularly through blog posts, social media posts, stories, etc. Let people know you have a limited-time offer, then remind them, and remind them again before closing registration.
Remember: Up until this time, you have been providing your audience with a ton of free value. You will only be selling for two weeks before you switch back into "providing value" mode, so do not be afraid to go hard with this.
3. Craft an Irresistible Offer
Sweeten the deal to increase sign-ups by offering a limited-time bonus or incentive. You can offer a limited time discount or a bonus offer to clients who sign up within a specific window of time to create urgency.
Here are some bonus offers that can help you convert:
- A one-on-one coaching call with you
- A bonus recipe book with healthy desserts
- A personalized meal plan
- A kitchen clean out guide
- A grocery store tour
Ensure your bonus offer relates to your program, and that it will motivate someone who is "considering" joining to actually take the leap. It can be helpful to put a dollar value on your bonus offer to help communicate the added value. When you're calculating the dollar value of your bonus, consider what you would realistically charge a client for this added product or service.
4. Set Deadlines and Stick to Them
Let people know that program enrolment will close on a certain date and stick to it! People are more likely to buy if your offer is time sensitive. Otherwise, if registration remains perpetually open, no one will feel the need to register before a certain time.
Even if your program is not a group program, you should still make the registration period time sensitive. If your program is a one-on-one high-end program, you might want to limit the number of new clients you accept per month to keep it exclusive and create a sense of urgency.
5. Learn From Your Launch
Okay, you did it! Now, stop and take a look at how it went. Did you meet your goal?
If not, take a deep dive into where you missed the mark. What objections did you receive? What can you do differently next time to address these objections? If your efforts really bombed (hey, it happens to the best of us) you can always send a survey to your list, asking for honest feedback on what you can do to create something they'd like to buy.
If you surpassed your goals, congratulations! How can you take what you've learned and push yourself so that the next launch is even better?
And don't ghost your audience now that your launch is over! Continue to create valuable content that relates to your niche. You will need to grow your list for your next launch so that you have new people to market to.
While you're working with the clients who did sign-up, be sure to collect client stories! These are great to add to your marketing for the next launch.
So there you have it! The five steps to launching your next nutrition program. Leave us a comment below to let us know what your next launch will be. We can't wait to cheer you on!
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