How to Create a Signature Program that Multiplies Your Income

You do great work with your clients, and have solutions that change people’s lives. But the reality is there’s an ocean of coaches, and it’s getting more crowded each day. 

One of the best ways to stand out, get more clients, and create the greatest impact possible is by packaging your brilliance in a Signature Program. 

What is a Signature Program?

A Signature Program is a program you become known for that uses your unique system to help your clients get results. 

It’s not just a coaching program. It’s the program you’ll become known for, using your unique methodology.

Why Create a Signature Program?

1. Easy to Communicate the Value of Your Offer

Coaching is super intangible, which can make it challenging to clearly communicate the value of your offer.

Your Signature Program uses your unique methodology for helping your clients achieve results. 

When you go from selling your time to selling your Signature Program, you’ll find that clients are more confident investing because they can clearly see the journey they’ll take with you.

2. Stand Out and Build Your Brand

Another advantage of a Signature Program is that it’s unique to you. You’re going to become known for your Signature Program, so you can build your brand and stand out from the sea of coaches. 

3. Work Smarter

Your Signature Program also allows you to stop reinventing the wheel with each client, so you can boost your productivity and client results.  You’ll still tailor things to each client through your coaching. But the training content in your Signature Program will do a lot of the heavy lifting for you, so your coaching can focus on implementation support. 

4. Scale Your Business

Having a Signature Program, also enables you to scale your business. You can take your Signature Program and offer it as private coaching, or package it into a group coaching program so you can serve more people and earn leveraged income.

When done well, your Signature Program will become your #1 source of consistent income and clients.

That’s certainly been the case for me.

I’ve been creating and delivering coaching programs since 2010. And even though I reached 6 figures in my third year of business, I was making some big mistakes with my programs.

Once I learned how to overcome those mistakes my business grew by 70 percent in one year!

I’d love to help you achieve similar results so let’s go through each of these mistakes and learn how to avoid them. 

Signature Program Mistakes to Avoid

1. Not Specific Enough

Your Signature Program should be designed for your ideal client.  That means you should be crystal clear on who your program is for, what challenges they have when they join your program, and what results they want to achieve.

If you try to serve too many different groups of people with your Signature Program, it will not only be harder to sell, but your clients won’t get the results they want.

For instance, say you’re a leadership coach and your Signature Program helps your clients lead their teams more effectively.

Imagine your ideal client is a new leader in STEM who is transitioning from a technical role to a management role.  This person needs to learn foundational leadership skills that will give them the confidence to successfully engage and lead their team.

Now imagine if you try and take that same Signature Program and bring it to senior leaders who are experiencing conflict within their team of leaders. The skills they need to learn and practice will be quite different than those required for the new leader. 

If you try and use the same program for different kinds of clients, you’ll dilute your client results. 

You’ll also dilute your brand. You want to become known for one core niche and offer. When you try and help everyone with everything, your business will suffer. 

Bottom line: Specificity sells! The clearer you are about who your Signature Program is designed for, what they’re struggling with, and where they’re at on their journey, the better for you and your clients.

2. Too Much Content

As coaches, we want to deliver massive value to our clients. However, most coaches make the mistake of over delivering, thinking it adds more value. When what it really does is overwhelm people. As a result, clients either don’t start, or won’t finish the program, and feel frustrated and demoralized.

So as you plan your Signature Program, it’s important that you only include the content your clients need to get results. 

If you’re going to use training videos, keep them bite-sized (no more than 15 minutes each). Also decide what tools you’ll include to help your clients take action on what they’re learning. 

It’s also important that you organize your content in a clear success path. That means knowing what steps your clients need to take in what order, to get their desired results.

In addition to creating great content, it’s important to know what kind of support to include. How often will you meet? Will you include private coaching? What kind of accountability systems will you put in place? How will you foster community?

Personally, I like a hybrid model that includes a combination of training, group coaching, private coaching and community.

Bottom Line: Less is more when it comes to content. If you want to over deliver on anything, do it with your support! What people really want more than anything is access to you to help them implement the learnings from your Signature Program.

3. Nothing Left to Offer

Putting too much content in your program doesn’t just do a disservice to your clients, it affects your sales big time.  You won’t get the rave reviews and referrals. AND you won’t inspire your clients to continue working with you.

After all, you work hard to get clients. And most clients will happily reinvest with you when they get great results. But if you overwhelm people, they won’t step into your Next Step Program.

So how do you solve this problem?

The solution is to design your Client Journey first. Your Client Journey is your unique system to help your clients go from where they are to where they want to be.

Then we can choose some parts of your Client Journey to put into your Signature Program. So your clients get amazing results without getting overwhelmed.

And, you’ll be able to take the remaining steps of your Client Journey and put them into your Next Step Program. So you can seamlessly invite people who complete your Signature Program into your Next Step Program.

Without that Next Step Program, you’re leaving your clients hanging, wondering what’s next. And you’re leaving a ton of money on the table.

The key is knowing which steps to include in your Signature Program, and what steps to save for your Next Step Program.  So it’s a seamless flow from one program to the next.

Bottom line: Strategically choose what steps you’ll include in your Signature Program so your clients get amazing results and are naturally inspired to keep working with you. 

Wrap-up

So there we have it. I hope you found these tips about how to create a great signature program—and what not to do—helpful.

If you want more strategies and tips on how to create your Signature Program,
click here to get your free Signature Program Template.