Offer a One-off Class to Market Your Group Coaching Program
Marketing a group coaching program can feel overwhelming, especially if you’re unsure how to attract the right clients.
One of the most effective ways to build interest and demonstrate the value of your group coaching program is by hosting a one-hour introductory session.
This coaching session is not just a webinar; it’s an engaging, interactive experience that will showcase your expertise while naturally leading participants toward your full program.
Why Host a One-Hour Coaching Session?
Many coaches wonder whether hosting a pre-launch session is necessary. The answer depends on your goals and audience.
- If you need to build trust with new clients: A free or low-cost session can establish credibility and allow potential clients to experience your coaching style.
- If you already have a strong network: You might not need a pre-launch session, but it can still serve as a warm-up event for hesitant prospects.
- If your goal is to refine your messaging: These sessions allow you to gauge what resonates with your audience, helping you tailor future marketing materials.
One coach shared that they regularly run a one-hour masterclass to introduce new coaching concepts. This class helps participants overcome common mental blocks, such as the fear of committing to coaching or doubts about its effectiveness.
The Ideal Format for Your Session
Your one-hour session must provide real value while subtly guiding participants toward your full program. Here’s a format that works well:
- Introduction (5-10 minutes):
- Welcome participants and briefly introduce yourself.
- Share a relatable story or challenge to create an emotional connection.
- Teaching Segment (20-25 minutes):
- Cover one or two actionable strategies that your audience can implement immediately.
- Keep it interactive—ask for reflections, have participants answer questions in the chat (for virtual sessions), or engage in a short activity.
- Coaching Demo (10 minutes):
- Offer a live coaching demonstration. This can be a one-on-one coaching session with a volunteer or a group coaching experience. This step is crucial, as many potential clients may not fully understand what coaching entails.
- One coach noted that even a quick coaching demo helps people grasp the depth of transformation coaching can provide.
- Q&A and Invitation to Join Your Program (10-15 minutes):
- Answer common questions about coaching and your group coaching program.
- Share success stories from past clients.
- Offer an invitation to join your group coaching program, framing it as the natural next step for those who want deeper support.
Capturing Questions and Insights for Future Content
Your one-hour session is not just about attracting new clients; it’s also a goldmine for content creation. Every question asked during the session provides insight into what your audience is struggling with and what they want to learn more about.
How to Collect Questions Effectively
- Use a Chat Box (for Virtual Sessions): Encourage participants to drop their questions in the chat. Save the chat transcript to identify recurring themes.
- Physical Note Collection (for In-Person Sessions): Have attendees write questions on index cards or sticky notes and drop them into a “question box.”
- QR Code Feedback Form: Using a QR code linked to a Google form helped them gather participant questions, emails, and coaching interests for follow-up.
- Post-Session Survey: Ask attendees to share their biggest takeaway and any remaining questions. Frame it as a “reflection questionnaire” rather than a feedback form to encourage more engagement.
By collecting these insights, you can develop future blog posts, social media content, and even new coaching offers that directly address your audience’s needs.
Examples of Successful One-Hour Sessions
Several coaches have successfully used one-hour sessions as a marketing tool:
- A Leadership Coach Transitioning to Group Coaching: One of our alumni tested the waters by inviting past one-on-one clients to a small group coaching session. They structured the session around a common leadership challenge and facilitated a conversation where participants shared insights and strategies. This approach helped build demand for their upcoming group program.
- An Executive Coach Using Masterclasses as a Lead Magnet: Another coach hosted a series of one-hour classes on executive presence. The sessions included interactive discussions and a brief coaching demo. Many participants converted into paying clients after seeing the immediate value.
- Dom Experimenting with Group Coaching in Central Park: One innovative approach involved inviting professionals to an informal group coaching session in a park. The relaxed setting made it easier for attendees to engage, and it eventually turned into a paid offer.
Final Thoughts
Hosting a one-hour session is a powerful yet low-risk way to market your group coaching program. It allows potential clients to experience your coaching style, builds trust, and provides valuable insights for future content.
Whether you choose to teach a skill, facilitate a discussion, or offer a coaching demo, the key is to create an engaging and interactive experience that naturally leads participants toward your paid program.
If you’re considering launching a group coaching program, why not start with a one-hour session? It could be the bridge between interest and enrollment that you’ve been looking for.
Of course to market your program, you’ll also need to price it right! Why not use our Group Coaching Pricing Calculator?
Group Coaching Program Price Calculator
This calculator will help you gain an objective view of the price you need to charge while including all the extra hours you'll spend on it in addition to coaching time.
m
