Four Criteria for a Successful Program Launch

If you are anything like me you probably have great ideas for programs you could run all the time. It’s really easy to get excited about an idea and rush ahead too quickly to put it into action.

I used to do it and I see others doing it: You launch a program, you fill it you make some money from it and then what? You have to start all over again with a new program and fill that and repeat the whole thing. Then some people want to attend but can’t make the dates so you decide to put the same program on again a few months later.

Big mistake.

Why? Because it’s not strategic. You end up chasing your tail, working way too hard and with too few participants in your programs. Then you go and have to chase participants to make it worthwhile financially for you. Not a lot of fun to do (I’ve been there done that).

So how can you avoid this dreaded cycle?

These days there are four criteria every one of my programs needs to fulfill before I even think about launching it. They save me from giving in to the temptation of wanting to make a ‘quick buck’ by putting on a repeat program or satisfying a need that seems to be appearing that moment in front of my eyes.

Here they are:

1. Is there pent-up demand for such a program?

In other words is there a large group of people searching for a solution to this, I am in regular contact with them and I can feel a kind of built up pressure that can be released through a specific program that satisfies this need?

A successful program launch is like a pressure -release valve that channels all tension into the ONE program. Your launch process builds up a pressure by tapping into an underlying need and when you open the doors, people are ready to jump in.

This way it’s much easier to fill a program and it happens fast. It does require discipline though and a longer planning horizon. You can’t do this as a spur of the moment thing.

2. Does this program seamlessly lead into at least 2 other streams of income for me?

Marketing a program is a fair bit of work and expense. Chances are if you don’t have at least 2 other ways of benefiting from it financially, its not worth your while. You may also be disappointing your participants who want more of you after having experienced such great progress through working with you. You don’t want them to feel abandoned. So it is really important for you to have other programs lined up that people can opt-in to in order to keep working with you. Again, a long planning horizon is needed for this so in your marketing you can prepare your clients that there is another step for them to take.

3. Does it fit my brand?

The whole idea of your brand is that you become known for being an expert at something and that you convey a certain personality that people connect with. Every program you launch should reinforce that message rather than muddling it up. All my branding is about attraction marketing, it wouldn’t suit my brand to suddenly promote an aggressive campaign to go out and get clients. That’s not my style. I’m also about building a business from the inside out, so I coudn’t go out there marketing a program that is focused on making as much money as you can fast. That’s just not me. I think you are getting the idea…

4. Does it have a point of difference?

Don’t launch a program that is like 5 others out there, even if the 5 others are extremely successful. You want to be original and have an edge over the competition. That doesn’t mean you can’t cover similar topics, you definitely can, it just means you do it in a different way, different in a way that matters to people. And if it’s unique then that’s even better. In many ways my ‘Market your Brilliance Intensive’ is unique. While some of the concepts are not new, this is a workshop where they are completely integrated in a step by step formula specifically designed for coaches, consultants, trainers and therapists. It focuses on getting the strategic pieces right which are so often covered up by a focus on tactics and technology. While tactics and technology are also important, if you haven’t got your strategy right, it’s just piecemeal.