The 4 Components of a Signature Program That Sells
Lori Kennedy
Business Coach For Practitioners & Coaches | CEO of The Wellness Business Hub
Health practitioners often make the mistake of selling meal plans, recipes, follow along videos, a Facebook group and coaching calls. Although these educational materials are essential components to your signature program, they will not sell your program.
I’ll break down the exact formula for creating a signature group program shortly, but first, let’s go through the 4 components of a signature program that sells.
- Education
- What is the root cause
- What is right and wrong (truth and lies)
- Individual steps / lessons
- What are they doing in each step and why it’s important
2. Action
- Action steps to take in each step
3. Accountability
- Specific strategies to keep the client on track and in action
4. Community
- Intentionally creating and nurturing community
The Signature Program Creation Framework
Now we are the juicy part! This is where you get to create the content for your signature group program; and where you learn what education and action tasks to give your clients, and in what order.
Alright, here are the five components to creating the perfect signature program.
Component # 1: The Quick Start Guide (appetizer)
This is delivered to your clients right after they purchase your program, before it actually starts. This is when their motivation is at its peak, so you want to deliver some actionable content to them right away to keep them going.
Component # 2: The Manual (main dish)
The manual includes 40 percent education and 60 percent action. The manual is your weekly classes or modules — the step-by-step system comprised of the main topics they need to learn and the actionable goals you want them to achieve each week.
Component # 3: Supporting Docs (side dish)
The supporting documents are any worksheets or handouts that lay out what they have to do each week.
Component # 4: Bonuses (dessert)
Bonuses are things that make your clients’ lives easier, not things they have to learn. They are important because they increase the perceived value of the program.
Component # 5: Upsell (digestif)
An upsell is a ninja move. It helps to increase the per client value.
Now that you understand how to create a signature program, let’s go through how to transition your 1-off and 1:1 clients to using your signature program and methodology.
I’ll show you how to do this by giving you three examples of business offers you can make based on your one signature program.
Business Offers Based on Your Signature Program
EXAMPLE # 1: The Lavish Method — a 12- week weight loss program for women who want to lose weight without giving up wine and chocolate.
Option # 1: The Lavish Method Basic $197
- Access to the automated online program ONLY
- No FB group
- No group coaching
- No access to the coach
Option # 2: The Lavish Method Group $497
- Access to the automated online program
- Access to the FB group
- Access to the group coaching
- No access to the coach
Option # 3: The Lavish Method VIP $1497
- Access to the automated online program
- Access to the FB group
- Access to the group coaching
- 6 1:1 private calls with the coach
EXAMPLE # 2: The Whole Home Detox — an 8-week program for busy moms who want to detox their bodies, their lives and their homes without spending thousands of dollars on organic products.
NOTE: This program would include a specific set of essential oils.
Option # 1: The Whole Home Detox Basic $297
- Essential oils
- Access to the automated online program ONLY
- No FB group
- No group coaching
- No access to the coach
Option # 2: The Whole Home Detox Group $497
- Essential oils
- Access to the automated online program
- Access to the FB group
- Access to the group coaching
- No access to the coach
Option # 3: Moms Who Lift VIP $1497
- Essential oils
- Access to the automated online program
- Access to the FB group
- Access to the group coaching
- 6 1:1 private calls with the coach
EXAMPLE # 3: Moms Who Lift — an 8-week program for busy moms who want to lose fat and lean out without doing cardio or dieting.
Option # 1: Moms Who Lift Basic $197
- Access to the automated online program ONLY
- No FB group
- No group coaching
- No access to the coach
Option # 2: Moms Who Lift Group $497
- Access to the automated online program
- Access to the FB group
- Access to the group coaching
- No access to the coach
Option # 3: Moms Who Lift VIP $2,500
- 4-week rotating weight training plans
- 4-week rotating meal plans based on the weight training plans
- Access to the automated online program
- Access to the FB group
- Access to the group coaching
- 6 1:1 private calls with the coach
Notice that in all three examples, every single client is going through the exact same signature program and methodology. What changes are the components that are included.
Smart, huh?
It’s more than that: it’s a scalable business setup. One signature program. One methodology offered in a variety of ways.