Why Coaches Get Compliments But Not Conversions When Launching a Program

You finish your launch and the messages start coming in. "This was so helpful." "I learned so much." "You really know your stuff." And then you check the sales numbers and almost no one bought. The content landed. The sales didn't.

This happens because most coaches and consultants treat launch episodes like teaching opportunities. You stack the content with frameworks and step-by-step training to prove how much you know, thinking that's what builds trust. What it actually does is overwhelm your listener, position you as the expert they could never be, and give them enough information to convince themselves they should try it on their own first.

In this episode of The More Profitable Podcast, I'm walking through what your launch content actually needs to do to convert listeners into buyers, the three things every launch episode should include, and why cutting your teaching content in half is the move that finally gets your podcast doing the sales work you've been hoping it would do.

0:00 - Why your launch content might be teaching too much

1:08 - The proving trap coaches and consultants fall into during a launch

1:55 - People don't hire you because you're smart; they hire you because you understand the outcome they want

2:56 - What your launch content actually needs to make listeners believe in

4:11 - Why teaching too much makes listeners say "I'll try that myself" instead of buying

9:17 - The three things your launch content needs to do

11:19 - Use your client's language to name their problem, not your expert language

13:12 - Give them a small win or a perspective shift, not a 45-minute training

15:19 - Highlight the gap between where they are now and the result they want

20:53 - Cut your teaching content in half and only teach what shifts their thinking

25:17 - Why your launch episodes need an actual ask, not a performative call to action

27:10 - Make your launch content more about them and less about proving you

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Transcript

Let's say you've got a big launch coming up, you're outlining your content for this promotional marketing launch period. How much should you be teaching or training in these episodes? Spoiler alert, it's probably a lot less than you think. Welcome to the more profitable podcast with Stacey Harris.I'm Stacey, and this is the spot to learn more about the strategies, tactics and tools you need to build your more profitable podcast. My team and I work every day with podcasters like you to shift shows from frustrating time sucks to productive members of your sales team, because your show should be built to generate and convert leads. So let's get into it.This is going to be a good one. This came up in a conversation I was having with one of our production clients when we were doing Q2 planning. They have a program launching in Q2, and we were talking about the content sort of leading up to that program.And we, we kept sort of coming back to these ideas of house, these ideas that were really, really training focused. And it's something I see a lot for coaches and consultants who have maybe a signature program or a signature framework. And in their launch content, they're falling into this like almost proving model, right? Like I'm going to teach you how to do this, I'm going to show you how much I know, so that you'll know I know what I'm talking about, and then you'll hire me.But people don't necessarily hire people because they know the person they're hiring is smart. They hire people because they know the person they're hiring understands the outcome they want. And those are two very important distinctions.Because a you got to be smart to be understand much less deliver the desired outcome. That's kind of a gimme. And when we spend so much time just proving how smart we are, what we can often do is actually end up especially as experts, as coaches, as consultants, as people who are seen as the go to to solve a problem, we kind of just pedestal ourselves, right? We kind of just sort of create an atmosphere where it's easy for our potential client for our listener to go, Oh, well, of course, Stacey understands this.Stacey has been doing this for 13 years. I'm never going to be able to do this, because I've not been doing it that long because I didn't do XYZ because I don't have ABC available to me because I am dealing with LMNOP. Whatever it is, it allows them to separate themselves from us as an expert.And that's why when we're creating launch content, I want it to be less about do they think I'm smart? And more, do they believe that I can solve their problem that they can do this with my help? Whatever variation of that sentence fits your program, right? Because obviously, if we're doing a guided sort of group program component, like, you know, here's what we'll do, we'll use the profitable podcast summer camp as an example of this, because we're going to be launching it in June, it'll actually run July and August, but we're going to be selling it, the doors will be open in June, when I'm prepping content for that. It needs to be not, I'm super smart, and I'm leading this container. But instead, here's how summer camp gets you where you want to go.Here's the result you're looking for. Here's how we're creating that together in this container. That's a very different job than look how much I know about podcasting.I felt weird to say, you know what I mean? It is that distinct difference. I want to give them enough information so that they understand that this is the solution to their problem. This is the scratch for their itch, right? When I instead overload them with how to overload them with training, overload them with with educational value.The response from the listener, ie our prospective buyer is great. I'll try that. Or as soon as I do this, I'll be ready for that container.When in reality, inside the container is where we do the thing you're teaching them. You're just going to teach them in a way that they'll actually do it because I don't know about you. But I'm going to guess it's true that you've listened to a lot of how to podcast episodes you've never actioned on.Even when they were teaching you something you really, really, really wanted to know how to do. Right? Yeah, we're all guilty of it. Every single one of us.What I want to instead be creating is here is what it takes to get the solution you want. Here's the container in which I'm helping you do that. We're going to dig in to some of the top level stuff.And we can use that to give them the information they need to get the best result from our work together. We talk about this a lot when I'm talking about training our clients to be the best clients they can be. This isn't about changing who they are.It's about giving them the information, the context, and the language that allows our work to really take off. Because we don't have to have those discussions when we're in our work together. We get to instead get specific about those conversations and how they pertain, relate, are implemented inside the customized and unique and snowflake-like situations we all live in.Because we all know we're so very different and nothing ever is the same. Right? The instinct to teach, the instinct to train, really comes from a proving place. Look how smart I am.I can help you. Look how much value I'm providing you. I'm not being salesy.I'm not trying to manipulate you. There is real value here. I'm not going to scam you.I'm not going to offer you nothing. Look at how much I have. It's this instinct to provide this idea, that feeling of, well, if they're giving me all this for free, I can't wait to see what they're going to pay for.Like what I'm going to get when I'm paying them. But in reality, what we create is, wow, they're giving me so much for free. I better start here so that I can be ready for the stuff that I'm going to pay for.Or worse, they're giving me all this for free. That's all I need. I don't need to pay for anything.When in reality, what we're sort of half teaching them or performatively teaching them on the podcast is going to be much more valuable, executable, and results-driven inside the container where we're doing all the work. Where all of the pieces come together. Before we dive into what we need LaunchCon to actually do so we can start thinking about what kind of episodes we need instead of teaching training episodes.I want to remind you, as I kind of said earlier, we do have the profitable podcast summer camp reopening this summer. Coming back. I'm so excited to get around the campfire.Virtually, anyways. We are going to be opening the doors for that in June. We once again are capping this program.Only so many folks will come and join us. So this is not one of those ones you want to wait to the last minute to grab. If you know you want to get in, you're going to want to get in.The first folks who will have an opportunity to get in are the folks on the wait list. There may or may not be bonuses for the folks who are on the wait list and who join us early. That will not be made available when the public launch happens.If the public launch happens. If you're considering joining me for the profitable podcast summer camp, you're going to want to make sure you're on that wait list. Head on over to uncommonlymore.com slash summer camp and get on the list now.I am really excited for this summer's program. We changed some things last summer and they worked really well and I really am excited to to run it this way again to see if we want to make any more tweaks for future versions. But I'm really excited with the changes we made last year.I love this container. It's the only time I run a group program is in this summer container. So take advantage if you're somebody who kind of has a summer slowdown.If you're somebody who wants to be able to hit the ground running with their podcast goal or their content this fall. Maybe you're going to be gearing up for a launch in Q3 or Q4. This is a good container to make sure your late Q3 and Q4 and even Q1 content is built to do the sales work you need it to do.Because I know what important sales seasons those are for a lot of coaches and consultants. Several of our clients are in their sort of peak sales time as they fill up their 12 month programs. As they open up new courses or cohorts in either the fall or the winter.This is a big time and so doing this in the summer is a really good opportunity to get ahead of that. So you can make sure those assets are doing what they need to do. Again uncommonlymore.com summer camp to get on the wait list.I can't wait. I'm so excited. All right let's get into what launch content should do.Because I think this is one of those things that we kind of make about us when it's when it's way not about us. So we kind of come at this from the perspective of I got to show them there's value here. I got to prove that I know what I'm talking about.I got to prove that these results are going to be there. I got to prove that I'm not like every other sketchy coach you see on Instagram. I want them to know there's real value here.And so I'm going to start providing them real value. But I want you to notice that all of that was about us. All of that was about you and me as the experts, as the coach, as the consultant.None of that was about who's going to be listening. And that's who we're talking to. That's who matters here.And so I want you to look at sort of three things. First, what is their problem? Because often we're able to name this but they're not. The problem is when we come at it from a training perspective and we're sort of training them to solve their problem, we never actually help them name their problem.And so they don't actually know what their problem is. And I don't want you to use your language here because again, that's coming from a proving place. That's coming from a I'm an expert, let me show you.I want you to use their language. This is the stuff we pull from our client calls. This is the stuff we pull from our sales calls.We talked about this in an episode I did really recently that I'll include in the show notes around where to get content ideas. This is that sales call language that we're pulling. This is why we're pulling that is so that we can talk about their problems in their words so that they know what kind of solution they're looking for.Because again, we're experts. They're not. And when we start talking about how to solve their problem without ever naming their problem, we're jumping to the middle of the book.We're not factoring in the fact that they may not have enough expertise to diagnose the issue. And so we need to be diagnosing these with them. We need to help them understand what is wrong and what roads might solve it.Notice nowhere in there did I say how to solve it. We just named the problem and possible solutions. The second thing I want us to do with this content is give them a win or shift their perspective, which for me is a win.Because for a lot of folks who are just learning how to identify what their problem is, it's going to feel unsolvable. And so where is there a perspective shift that we can make that helps them see a path to a result? And this is often delivered in a little win. And by little win, I can mean awareness of the problem, a short term solution, a better understanding of how they can sort of put up some scaffolding until they have a real long term solution.So a great way, a great example of this is an episode I did earlier this year on video and if you need video. In that episode, I talk about why you might need video, why you might not need video. And I also offer a way to start using video without taking your podcast full on video.That's the little win. That's the shift in perspective. It's the little tip that you could start using right now while you make the larger decision of do I need video or don't I need video.It's the way you can start extending your comfort zone. And so you're getting a little more comfortable being on video so that when you do add video, you're like, Oh, I've been doing this thing. I'm just going to be doing it more now.You know what I mean? And so that's it can be as simple as that. Give them a little win, a taste of what that solution can be. This does not mean a 45 minute training on how to get the result.What it does mean is a perspective shift, a stepping to stone, a small bite, an amuse bouche, if you will, of a win. The third thing I really want this content to be doing is I want it to be highlighting their gap. I want you to be really making real for them the distance between where they are now and the result they want so that you can position your offer as that bridge.Instead of just living in the other side and saying jump to me, we're saying I get where you are now. I see you. I can be right here with you.And we can walk this road I built this bridge I built to get you where you want to go. And so now I'm positioning us as partners in their process. Instead of saying, I'm going to give you a bunch of stuff and I'm really smart.And so I understand it, but figure it out. See you later. I'm going to go to the other side and reward town.I'm going to go to the other side and solution town. I'm going to go where everything's fine. But you stay here in your problem.Here's a bunch of information. Don't forget I'm smart. Deuces.That's what's happening when we when we lead with training, which I know feels really weird. Because teaching and training and proving to them how smart we are by walking them through how we do what we do and how they can do it do is just drowning them in information. It is just drowning them and keeping them stuck and allowing them to really continue to separate themselves from what's possible.Because again, of course, Stacy can do it. She's been doing it a long time. She's extroverted.By the way, I think this is a really funny one that I get. Because yes, I am extroverted. But literally, I record this in like, my office like in the like, just by myself Okay, this is an introvert's dream.That's all I'm gonna say. Anyways, it allows them to other us and themselves and separate themselves from the solution. And in fairness, in doing some of this, like delivering a small win or shift in mindset, there might be some teaching that you're doing, right? Because we talked about this a lot.We're training clients to be our best clients, right? There might be some teaching in that. But it shows up in service of the lesson, instead of being the point of the episode. So there may be moments of teaching to help free frame something I've been teaching in this episode.But in no point, am I giving you a 47 step process on how to get this done. Which is why this episode is not 45 minutes long. Right? Good launch content makes the listener believe that the solution we're presenting is actually possible for them.Because more often than not, they know exists. They see it being possible for other people. They just don't necessarily see it as possible for themselves.We want them to see how with your support, they can get there. So good launch content, I can do this. I want help, I'm going to do this.Bad launch content. Wow, they really know what they're talking about. I learned a lot in this episode.That's overwhelm. And that's othering. That's not what we're looking for.If your content, especially around your launch, is getting you a lot of compliments and not a lot of conversions, you might be on the wrong side of this. And so let's dig into what we can be doing instead. The alternatives I was talking about earlier.Number one, when you're sitting down to outline the content itself, because your topics are probably not going to change drastically. We're still tied back to the questions they're asking, the things they need to know. We talk a lot about this when we talk about content planning.But when we sit down to outline the episodes, I want you to really be thinking about what is the decision or the thing I want them to do at the end of the episode. And that should be for a launch content. I want them to go check out the sales page.I want them to book a call. I want them to sign up for the private podcast. I want them to fill out the application.Whatever those things are. Not, I want them to evaluate their podcast and get a better understanding of how it could improve. That's great pre-launch, where I'm starting to get them thinking about what might not be great.And it could be like a smaller version of the audit we do at the beginning of a profitable podcast or summer camp, assuming that we're doing this to sell that. But when I'm getting, when I want them to make a decision, I don't, I don't want that to be the time they start evaluating their show. I want that to be the time where they decide on their own readiness, where they make a move.Number two, whatever teaching you're doing in there, however many episodes you have outlined that are you training them to be a good client, training them to get the results they want to be getting, cut it in half. I know this seems arbitrary, but I've seen a lot of content plans. I've done this with a lot of clients over the years.I've been doing my own show for 13 years. I've been producing other people's shows for almost a decade. I just, just trust me, cut it in half.If you've got six episodes pre-launched, no more than three of them should be teaching anything. And they only should be teaching what they need to shift or understand before the container. So this could be teaching them some of the language that you're going to use.It could be setting expectations. And a great example of this is I did an episode years ago. We'll put it in the show notes because you're never going to be able to scroll to find it.Talking about podcast downloads and like, are you getting enough? Should you be getting more? Like what is the reality of podcast downloads? It's a really valuable episode to listen to before we do an audit week one in the Profitable Podcaster Summer Camp. And I'm kind of teaching because I'm teaching you a different way to be thinking about your downloads and your metrics and how often you're checking in. I'm giving you some resources there to check, but I'm not teaching you how to run an audit.I am teaching you to think differently about the results we may be looking at in your audit. So that's a teaching episode that's still valuable, but by, by cutting it down, by, by sort of halving what I was going to deliver as far as value, instead of running a full how to do on how to do an audit, and instead of just setting expectations, I give them a win. I give them a perspective shift and I give them some clarity over what we're really doing and what's actually valuable to them.Because oftentimes I find we're, and this is not just a like podcast stats thing, but like, I see this in wellness programs. I see this in business programs I've been in. We're deciding what good is based on like somebody else's goals or highlight reels or expectations, frankly, not even for us, but themselves.And we just said, Oh, I have to think that too. Or that's what I have to want to. This was a huge problem for me for a lot of the early part of my business where I was actively trying to build something I didn't want because I thought that's what I was supposed to build.These are the lessons you learn 15 years in, right? And now I'm working on building, yes, but also sustaining the thing I love. I work the way I want to work. I work with the people I want to work with.I have a lot of flexibility and freedom in my life, but also a real meaningful schedule and the necessity to deliver actual work. I like that. That's a good balance for me.And I'm now building the thing I want, instead of what somebody else wants. That's the kind of education we want to be doing is this expectation setting thing. And when we cut down how much teaching we're going to do, and we start thinking about it just as these small wins, these mindset shifts, which are so frequently the small win, or the awareness of something that's huge.Those insights are huge. We tend to be delivering how to or teaching content that actually moves them towards a sale, which actually moves them towards a result. Because here's the thing, moving them towards the sale is great for us, right? Because we're businesses.But it's also the only way they actually see the result they're looking for. To not be moving them towards a sale is just forcing them to continue to spin in their own discomfort. And I don't want that for anybody ever.The third component here is you need to be including an actual ask. So, in the context of your actual episodes, this means strong calls to action. Not like, oh, if you're interested, reach out.No. If today's episode resonated, and if you're still listening, I'm guessing it did, now is the time let's do this. That's what I want you to be looking at.Okay? But also, within your content plan, including things like an audio sales page, including episodes where you break down what's inside the container, whether this is done for you services. My version of this is the What Working With Uncommonly More episode. Or What Working With Uncommonly More Looks Like episode, which I probably need to update because we have changed our pricing.But anyways, whatever that is for you. We also have a version of this for summer camp. We'll be running again this summer.Well, we're going to have a new version of it because we made changes last year. But an actual breakdown of the offer. Case study episodes, where you're talking with clients about the work you did with them.These are what I mean when I say include an actual ask. Don't just teach them a bunch of stuff, flood them with information, and then go, well, if you're interested, I can help you with this. That's not helpful for either of you.And hiding behind it, hiding behind these performative calls to action, or why your content is not doing the sales job you want it to do anytime, but especially when you're trying to put people in a program. Especially when you are running a focused launch. What I want you to notice as you reflect on this episode, as you're reviewing your own launch content based on what we talked about today, is the primary thing.If you walk away with nothing else, make it more about them and less about you. Make it more about what they need to understand. Because when we do that, and I mean actually do that, don't just perform it, it becomes really clear that the last thing they need is for us to try to prove to them how smart we are.It is wholly not helpful for them in the decision-making process because they're listening to our podcast. They already assume we're pretty smart. They're giving us that credit.They understand we're smart. We don't need to prove it. What we do need to prove is that we understand where they are now, where they want to be, and that we know how to get them there.That's what they need to understand. And that's I want you to be talking about in your launch content. By the way, this is the work we do with our production clients.We do have one spot to work with us in Q2 available if you would like to learn more about what production looks like. If you would like to talk more about how we help our clients on an ongoing basis with stuff like this, it's time for us to have a conversation. If you've heard me say this lots of times, it's really time for us to have a conversation.Head on over to uncommonlymore.com slash podcast production and you can learn more about what working with our team looks like. And more importantly, you can book time for you and I to chat so that we can start helping you produce a show that produces results in your business. All right? I'll see you right back here next week.Bye. Thanks so much for listening to this show. Remember that content consumption does not make changes.So commit to doing something from today's episode. Maybe it's taking action on what we talked about. Maybe it's reaching out to me and learning more about podcast strategy intensives or what podcast production looks like with our team.All of that is over at uncommonlymore.com. And if you haven't yet signed up for the podcast newsroom, I want to remind you that is a great next step. If you're not really sure what comes next, hang out over there, get those exclusive private episodes. That's over at podcastnewsroom.com. And the last favor I will ask, because social proof is endlessly important for sure, is to leave a rating or review for this show.If you go to ratethispodcast.com slash more, that's the easiest way to do it. But I would love to hear what you thought of the show, what you think of the show, and if the show has been helpful for you. I can't wait to chat with you.So this is just the start of the conversation. Reach out so we can keep it going. Talk soon.