Your group coaching program gets great results. Your clients love it. You’ve spent years developing your expertise and creating a process that works.
So why does it suddenly feel so much harder to sell?
If you’ve noticed your sales slowing down since AI came along, you’re probably wondering what this means for the future of your business.
Maybe you’re worried people no longer see the value in paying for your expertise when they can ask ChatGPT for advice for free.
Or perhaps you’ve started questioning whether your program needs a complete overhaul to stay relevant.
You’re probably tweaking your sales page, rewriting your emails or wondering whether you need to add more support, throw in extra bonuses or lower your prices to make your offer more appealing.
And that’s frustrating. Especially when you KNOW your program works.
Here’s the thing.
AI has changed the way people find information, solve problems and decide what they’re willing to pay for.
People can now get personalised advice, step-by-step plans and answers to complicated questions in seconds. And with AI making it easier than ever to create professional-looking content, websites and online programs, it’s becoming harder for buyers to tell genuine experts from people who have just thrown together a lead magnet and sales page with AI (and actually have no bloody idea what they’re talking about).
So if you’re finding it harder to stand out and convince people your program is worth paying for, you’re absolutely not alone.
But that doesn’t mean you need to drop your prices, include more support, or scrap everything you’ve worked so hard to build.
You probably just need to get better at showing your audience why your program is different and BETTER than anything they can get from AI.
In this post, I’m sharing three ways to make your existing course or group coaching program stand out from the crowd and become much easier to sell.
Let’s get into it.
1. Get super clear on WHO your program is for
When anyone can use AI to create content, develop an offer and put together a professional-looking website, it’s more important than ever to stand out.
One of the best ways to do that is to get much more specific about WHO you want to buy it.
Because the clearer you are about who you’re speaking to, the easier it becomes to show them that you understand:
- The specific problems they’re struggling with.
- What they’ve already tried that hasn’t worked.
- What they’re worried about or frustrated by.
- What they really want to achieve.
And when someone lands on your sales page and sees their own problems and needs reflected back at them, they’re much more likely to think, “OMG, I need this!” than if it sounds like it was designed for everyone.
Here’s an example.
Imagine you’re a woman in your 40s who’s struggling to lose weight.
Which of these programs would catch your attention?
Program A: A weight loss program that helps you lose weight, build healthy habits and feel healthier.
Program B: A weight loss program to help women over 40+ lose 10lbs, even if they’re going through perimenopause, have tried everything, and are frustrated that the diets that worked in their 20s and 30s aren’t working anymore.
Probably the second one, right?
Not because the second program is better. But because it feels like it was built for you.
You’re not left wondering whether the coach really understands your situation, whether you’ll get the information you need, or whether it will actually work for you.
This is where you can set yourself apart very easily because someone with little experience can use AI to throw together a professional-looking offer and sales page, but they won’t have the in-depth understanding of their ideal client that comes from years of actually working with them.
How to put this into practice
Start by looking at clients you’ve worked with in the past.
Ask yourself:
- What did they have in common before they joined?
- What problems were they trying to solve?
- What had they tried that didn’t work?
- What made them choose your program over another option?
- What made them particularly well-suited to your approach?
Look for patterns.
You might discover that while your program could help lots of different people, there’s a particular type of client who tends to get the best results, values your approach AND you actually love working with.
That’s a great place to start.
Then take a look at your sales page, emails, webinar and other marketing materials.
Are you speaking directly to that person and their specific situation?
Or could the same messaging apply to practically anyone in your niche?
You don’t necessarily need to change your program.
You may just need to get much more specific about who it’s for and why it’s the best fit for them.
How I find the people most likely to buy your program
Inside my 1:1 coaching program, we start with my Chosen Client Method.
This isn’t another one of those arbitrary customer avatar exercises that have you dreaming up your client’s imagined hobbies and favourite books.
We’ll find your Chosen Client sweet spot: the people who…
- Genuinely need what you’re offering
- Get great results from your program
- You absolutely LOVE working with
Those are your Chosen Clients.
Then we use that clarity to refine your offer and the way you’re talking about it so the right people can immediately recognise that your program was designed for them.
Because the goal isn’t to appeal to everyone, it’s to make your program feel like the obvious choice for the people you actually choose.
2. Make sure people understand (and care about) the result your offer delivers
Now that you’re clear on WHO your program is for, the next step is to look at WHAT you’re selling and, more importantly, how it’s perceived.
Because here’s something that’s becoming increasingly important in a world where people can get almost unlimited information from AI.
More information doesn’t mean better value.
Adding another module, a library of resources, extra worksheets, or a stack of bonuses might make your offer look bigger, but it probably won’t make it sell more easily.
Especially when information is now so readily available and easy to access.
What matters is whether your program helps your Chosen Client solve a genuine problem they KNOW they need fixed and achieve a result they actually care about.
And whether they can see that your offer is the way to get them there.
Start with the transformation you’re promising
What’s the ONE big result someone can expect from joining your program?
And, more importantly, is that the result your Chosen Client actually wants?
Let’s go back to our weight loss coach.
Imagine her program currently promises to help women:
“Build healthy habits, understand nutrition, improve their mindset and create a sustainable lifestyle.”
Those are all good things.
But if her Chosen Client is a woman over 40 who’s frustrated because she can’t seem to lose weight despite eating well and exercising, she’s probably not aware that those are things she even needs.
She wants to lose weight, that’s the outcome she’s after.
The healthy habits, nutrition and mindset work might all be important parts of HOW she gets there.
But that’s not what she’s going to be googling at 2am when she can’t deal with the way she looks for one more minute.
See the difference?
One describes the process – what she’ll learn and do inside the program.
The other speaks to the problem she wants solved – what’s she’s actively searching for.
And when buyers are comparing your program with all the other options available to them, including AI (or something built with AI), that distinction matters.
They’re not necessarily asking themselves, “Which program gives me the most information?”
They’re asking, “Which option is most likely to help me get the result I want?”
Now make sure everything inside your program supports that result
Once you’re clear on the transformation you’re promising, take another look at what you’re delivering.
Every module, resource, and bonus should back up the claim you’ve made for your program.
If your big promise is, “I’ll help you launch your email list and get your first 100 subscribers”, then i dont want to see modules in there on getting clients and launching and posting on social media.
Even if it’s helpful, it muddys the positioning of your offer and makes it harder for people to believe your promise.
You could however, add something on the best tech to use for your email provider as a bonus, because it’s related and supports the overall goal of getting their email list launched and gaining their first 100 subscribers.
The important thing is that everything has a clear connection to the result.
Because your clients aren’t paying you for how much information you can give them. They’re paying you to help them achieve a result they haven’t been able to achieve on their own.
How to put this into practice
Take a fresh look at your existing offer and ask yourself these three questions.
1. The promise: Can I explain the main transformation in one clear sentence? Is it easy for my Chosen Client to understand, and is it something they really want?
2. The content: Does every module help clients move closer to that result? Is anything missing, repetitive or unnecessary?
3. The bonuses: Do they help clients achieve the promised result faster, more easily or with fewer obstacles? Or are they mainly there to make the offer look bigger?
The goal isn’t to rebuild your program from scratch.
It’s to make sure there’s a clear connection between the problem your Chosen Client wants solved, the result you’re promising, and everything that’s included in the offer.
And sometimes, that means taking stuff out rather than adding.
How we make your program easier to sell (by making it easier to want)
Inside my 1:1 coaching program, we take everything we’ve learned about your Chosen Client and use it to repackage your existing offer.
We look at your program promise, content, bonuses and the way you’re describing it to make sure everything works together to deliver the result we know they really want.
Sometimes that means changing the promise so it focuses on what your clients REALLY want.
Sometimes it means stripping out some stuff your program doesn’t actually need.
And sometimes it’s simply about doing a better job of showing people why your program is worth paying for.
The goal is to create an offer that’s easy to understand, easy to explain and easy to want, without creating a whole lot of extra work for you.
3. Make your program stand out in a crowded market
Now that you’ve refined who you’re speaking to and repackaged your offer to clearly solve that person’s most painful problem, the next part is making sure people know why they would choose your program over others.
Because let’s face it. AI has made it ridiculously easy for anyone to put together a half-decent-looking sales page.
And when everyone seems to be promising the same results, it’s harder for people to work out what makes one program better than another.
This is where having a signature framework or unique selling proposition (USP) can really help.
Here’s the difference between those two things:
A signature framework is your own process for helping clients get results. It’s a great way to show people HOW you help them achieve the transformation you’re promising.
A USP is something unique about the way you help people that makes your program different than other similar programs.
I see a lot of people promoting signature frameworks over USPs in the coaching space, but I’ve seen programs and courses sell just as well with a USP, as long as the USP was interesting enough for their audience to care about it.
For example, let’s go back to our weight loss coach.
👉 A signature framework might be her own method called the “Fat Burn Formula”, which takes clients through three phases to help them lose weight:
Mindset → Habits → Eating
(Hopefully with sexier names than those though 😅)
👉 Or she might focus on a USP instead.
Maybe her program is designed to make weight loss “stupidly simple” for busy mums.
Everything she teaches is easy to implement and, more importantly, easy to REPEAT. Even when the kids get sick, work gets hectic or life gets in the way.
That’s a pretty compelling reason for a busy mum to choose her program over another weight loss course.
I love and use both of these options when I’m working with clients.
But you do need one in order to stand out.
Because it’s important that people can clearly see why your program is different AND better than the other options they have.
How to put this into practice
Think about what makes your program different.
- What do you do differently from other coaches in your niche? You could also ask yourself, “What advice in my industry do I strongly disagree with?”. The answer could be the beginning of your USP.
- Do you follow a particular process when working with clients, even if you’ve never written it down? Often, these are things we do so naturally that we don’t even realise they’re part of our approach. This could be the foundation for your signature framework.
Sometimes it’s simply about identifying and explaining something you’ve already been doing for years, but haven’t been talking about in your marketing.
How I help you stand out from the competition
When I work with clients, I look at what makes their program different and how to turn that into a reason for people to choose your program.
Sometimes that means developing a signature framework. Sometimes it’s identifying their USP and making sure it comes through clearly in their marketing.
And sometimes it’s simply about refining what they already have, so it’s much easier for their audience to understand why that difference actually matters.
Then we make sure that message comes through consistently across their sales pages, emails and other marketing, so people can clearly see why their program is worth paying for instead of choosing a cheaper alternative or trying to using AI to do it themselves.
But how do you know AI isn’t the reason my sales have dropped?
You might be wondering:
“This all sounds good, but how do I know this is the answer for my business?
The short answer is I dont. Because I dont know your unique situation. I can only tell you from my experience working with coaches right now, that most of the time the problem isn’t that AI has taken their business.
But I’m not suggesting that AI is affecting every industry, audience or type of program in exactly the same way, because it isn’t.
If you’re selling information that’s relatively easy to find or replicate using AI, like basic tech tutorials, generic copywriting templates or very beginner-level courses, then yes, you might find it harder to convince people to pay for that information.
And you might need to rethink what you’re offering.
But if you’ve spent years developing your expertise, have a proven program that gets results and provide support to help people actually IMPLEMENT what they’re learning, that’s a different story.
Because AI is great in many ways but it’s actually also caused more overwhelm and information overload than ever before.
And having more options doesn’t make it easier to know what to do.
You can ask ChatGPT to create a strategy for your business, then question one of its recommendations and end up with a completely different option.
You can ask it to compare five different options, explain the pros and cons of each one, then spend another hour trying to work out which one is right for you.
How do you know what matters most?
Sometimes, what you really need isn’t another strategy or another set of options.
You need someone with experience who can tell you what to do, break it down into a step by step plan, keep you on track, and support you in actually following through.
And that’s where your expertise, your experience, your proven process, and the support you provide can make a real difference.
So rather than assuming AI has made your group coaching program obsolete, I’d love for you to have a think about what your clients are actually paying you for.
Is it information they could easily get elsewhere?
Or is it your experience, your judgement, your process and the support that helps them turn information into real results?
And most importantly, are you making that value obvious in the way you’re selling your program?
Because before you throw away a program that’s getting great results, it’s worth considering whether the problem is the program itself or how you’re talking about it.
You have more control over your sales than you realise
There’s no question that AI is changing the way people get information, make decisions and buy.
But that doesn’t automatically mean your course or group program has become harder to sell because of AI.
And it definitely doesn’t mean you need to drop your prices, add a bunch of new bonuses or completely change your offer.
Before you do any of that, I’d love for you to try these three things we’ve covered:
1. Get really clear on WHO your program is for.
Focus on the people who genuinely need what you’re offering, get great results from working with you and who you actually LOVE working with.
The better you understand those people, the easier it becomes to show them that your program was made for someone just like them.
2. Make sure people understand (and care about) the result your offer delivers.
Stop focusing on how much information, content or support you’ve packed into your program.
Instead, make sure you’re promising a result your Chosen Client actually WANTS, and that you’re communicating that result in everything (your copy, the contents of the offer itself, and the [something].
3. Make your program stand out in a crowded market.
Give people a good reason to choose YOUR program over everything else available.
Whether that’s through your signature framework or a strong USP, make sure people can see what’s different about your approach and, more importantly, why that difference matters to THEM.
Because here’s what I really want you to take away from this.
You probably don’t need a new program. You might just need to get better at showing people why the one you already have is different and worth paying for.
And when you get that right, you’ll stop feeling like you need to add more stuff, lower your prices or change your entire business model just to compete.
Instead, your offer becomes easier to sell, and you feel confident selling a program you’re proud of.
One that gets great results, stands out from the competition and feels like an obvious choice for the people you most want to work with.
Is your offer really the problem? Let’s find out
If your program isn’t selling like it used to, AI might be the problem. But it might not be.
Before you rebuild your program, lower your prices or add even more to your already full plate, it’s worth finding out whether your offer is actually set up to attract the right people and make them want to buy.
That’s exactly what my FREE Designed to Scale Offer Checklist will help you do.
In it, you’ll find the my 3 step process to making an offer easier to want (and sell).
I’ll take you through 3 easy exercises that will help you identify the problem behind the decrease in your sales, and I’ll show you how to fix it.
