Why Creating NEW Programs is Hurting Your Business & Clients

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format

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If you have a habit of creating tons and tons of programs, then you might be surprised to hear this could potentially be hurting your business. So listen up to this episode where I show you how to create effectively. Hello and welcome to another episode of the experts unrivalled podcast, my name's Jen Hall, your business positioning coach and market leadership expert and in this episode, I am talking all about creating a new programs. Now, this is something that I know a lot of people struggle with, including myself.

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So I just want to make that clear from the very beginning of this episode that I have gone through this cycle of wanting to create more and more new things. But the thing is, is whilst this feeds our creativity and it makes us feel good, it can actually be detrimental to our business. And let me explain why in just a moment.

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But before I do, I just want to remind you that there is an excellent, amazing freebie that you can get hold of, which is the seven figure market leader roadmap, which takes you through the step by step of how you start to build the foundations of a market leading business to scale to seven figures and beyond. So do make sure that you pop into the show notes and download that right now so that you make sure that you can get that and start putting those things in place straight away.

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I also just want to shout out a client of mine who I'm going to be speaking on the podcast with very, very soon, Cora Darlington. She has made incredible progress, you know, not only for her clients, because this is the thing is the better that your business does, the more impact you can make. But she's made incredible progress in her business at the moment where she is growing an incredible membership, which she calls the thrive mastermind for business women who are struggling with burnout.

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And I just kind of wanted to give her a shout out because I know that potentially a lot of people might be suffering from this, that maybe a lot of women might be suffering from this. And she is really helping women to come back to that centred place where they feel that they can ease flow despite the pandemic. So massive shout out to. She is absolutely I think she's doubled or tripled the amount of people inside of that membership. So not only is she impacting more and more people and being able to hold that space for more and more people to really help them through this difficult time, she has also added an incredible amount of recurring revenue to her bottom line each month, which is enabled her to plan financially for the future to look at reinvesting back into her business to help more of her, you know, more of her clients.

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So there is so many benefits to that growth of her business. And, you know, it's obviously impacted. It's life changing, being able to create that kind of recurring revenue every single month. So I do just want to give her a shout out, not only to say probably go and check her out when you're in that place. Also to say stay tuned, because we're going to be having a chat to Corer on the podcast and she's going to be sharing some of her gold with us around how to really stay focused and productive, but also with flow, ease and calm throughout this, you know, pandemic, through the global crisis and the restrictions that we're under and the extra pressures of life that we're all under.

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So we're going to be chatting to her on the podcast as well. But, yeah, she is doing the work. She's putting the foundations in and she really is making a huge splash in her industry with what she's doing. And she's doing the same things that are on that road map, guys. So please do make sure that you download that from the show notes and it will give you some insights into the kind of things that you need to be focusing on.

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So, anyway, back to the topic of creating too many things now.

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How many is too many? And it's really not about the amount that I have an issue with. The thing that I have an issue with is that we are not focusing on a core business model. And what we end up doing is we end up creating this kind of business for ourselves where we are chasing our tail constantly and, you know, constantly creating new content, constantly selling something, constantly launching. And actually, part of the reason I mentioned Corer today is obviously to stay tuned because it puts us in that place of Bernau because we actually could end up creating more work for ourselves.

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It's actually completely unnecessary and it doesn't do your business any good because you have no business ecosystem. You have no natural flow within the business to allow people to come in and stay for the long haul. You know, there's no kind of clear pathway for them to up sell down. So cross-sell because everything's new all of the time and you're never quite sure how it all fits in. Now, I'm not saying that you. Can't ever create anything new, that's not true, that's not what I'm saying.

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It's not like saying create one thing and then stick with it forever.

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But it is good to have a key core product that you can then create other products around that can orbit that core product that can help to either uphold what you're teaching and doing within that core product, that program, or that it's they can be up sales or cross sales and things like that for them to move on to the next stages. So you can you need to create this business ecosystem in order for your business to work more effectively so that you can plan financially, so that you can also get better at selling that core product.

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Because as we know, the way in which we learn best and the way in which we are able to improve is by doing. And so if you are doing something and launching something and then kind of going, OK, that's done tick. Moving onto the next thing, you're never improving the process because you're always starting back at ground zero again. And obviously it's never ground zero entirely. But in terms of how you're selling it, how you're positioning it, the messaging, the operating out there, the funnel that you've created for it, all of these different things that takes time to put together.

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And it also takes time to edit and tweak it. I think I've mentioned this before in the podcast.

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But for instance, when we create a webinar, Russell Brunson, the King of Webinars, suggests that we run a live webinar every week for a year to test, tweak and change it so that we can improve on it week by week before you ever think about putting anything on automation. And so, you know, that's another reason if you're looking to move forward in your business and actually start to automate things that you're not always doing things from scratch. You're not always, you know, having these heavy launches where everything feels so tiresome because you got to create all of the emails.

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You've got to create all of the challenge tasks.

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You've got to create all of the master class and all of these different things that go along with a launch. And then obviously then you've got the actual course creation. There's a lot of work that goes into this. And so if we're starting from scratch each time, not only are we having to reinvest that time, but we're also having we're missing out on that learning experience to improve it.

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If you look at any seven figure market leading business, you will see that they have core products that serve as their main platform to pull people in.

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And of course, they from time to time shift slightly they up level and they and they move things. They tweak the programs, they improve them, they add to them. They may even change the name and or they might end up eventually having that as one core product for one particular ideal client and then creating another core product for a client that's perhaps a little bit further along. So I'm not saying that you will never create and you will never shift and things, you know, won't be able to be new again.

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But what I'm saying is, is that by continually scrapping what you're doing and recreating new things, you're never giving your business a chance to really get find its roots, to really grow a particular business model. And if you've got you know, I see this all the time with other business owners where they've got things going on here, there and everywhere, how on earth are you going to keep that EZ com flow that I talked about at the beginning with Quora?

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If you're constantly creating something new, because like I said of all the time that goes into that, it makes you feel scattered. And you're also trying to serve clients in various different guises and different formats in different places and spaces. So you're all over the place. So it doesn't do your business any good for a financial standing because you're never able to grow anything in particular. You know, most things start out on a beta price and then you raise it gradually and you improve that process, you improve that program.

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And that's the other thing to mention here, is that if you're not if you're constantly creating something new, every time you're not putting the effort into really focusing on making the thing that you've just created at the best it can be for your clients so that they can have a better learning experience so that they can really deep dive into what they're trying to achieve.

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So stop creating new all of the time. It's people I think the reason people feel the need to do it, drawing on my own feelings is that they love that feeling of announcing something new. They love the feeling of having people come through, you know, the doors of something that's just landed that, you know, and there's that passion and excitement that comes with creativity and that honestly, it's a beautiful feeling to go, wow, look, I've just created this new thing.

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It's going to be amazing, but it's time to start getting excited about improvement rather than new. But. That is where you are going to end up making the big bucks and you're also going to be making the biggest impact to your clients because you're able to really hone in. And the other thing that I find when people keep continually creating new things is that they tend to go off niche, so they start focusing on defocus. Is that even a word?

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Who knows, I'm focusing that's where either on that particular nation, especially when they start diverting off onto different things that aren't necessarily within their remit because of this pattern of constantly creating something new. And then it starts to dilute what you're about. You start to lose that thing that you want to become known for. And that's another reminder here, you know, creating this kind of signature program, this core product that you can grow and it can be the entry point for your ideal clients to come in.

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You will actually become known for that program. Just for instance, like James Wetmore for his business by design, you've got Sardina Sue impacting millions. They start becoming known for those programs and the results that people get, l. But if you're continually creating something new, that's all you're writing off of is the excitement and passion. And that's great. But like I said, it's time to get excited and passionate about improvement, about impacts, about how you can start to really build a business that's there for the long haul.

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And that won't just be a flash in the pan. You've got to start building evergreen business assets that are going to be there for the long haul so that you can really grow that business and scale to seven figures and beyond. And you won't be able to do that if you're constantly creating new programs.

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You know, sometimes, you know, we have to go through that phase and, you know, and try and see what happens.

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And you might end up, you know, creating something new in terms of how you position it. Now, that's a smart strategy, because if you've tried to launch it in one particular way, you know, you've got in front of the right people, but they're not buying it, then it's not positioned in the right way, then it's not necessarily about recreating an entirely new program because fingers crossed, you haven't created anything for that program yet, because if it doesn't sell, don't create it, start creating it once it's been sold.

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So if you need to recreate it and reimagine that product so that it does better on the next run than totally, totally fine, you know, think about your message and change that art. Think about the title of the program. Is it correct? you know, is your messaging clear? Have you got clear benefits, outcomes, solving one key issue, you know, have a look at all of that. Absolutely. Tweak it, change it and really check it out there.

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Position does something different. If it's not working, that is a total smart or not smart strategy. But if you're just doing it for the sake of feeding your own creative desire, we need to start thinking about how that's actually damaging your business and what you actually need to start doing, what you need to start reining yourself in, park the ideas, write the ideas down, or actually think about how can you add potentially that part to the program if it makes sense to do so and start being creative in smart ways versus just creating new programs continually and constantly.

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So there we go. Just a short one today. But I just thought it was a message that the creators out there needed to hear because it definitely held my business back for so long. By not doing that, I now have one core product, which is my ELEVATE program. And of course I have other bits and pieces. I do things like, you know, intensives with individuals is actually, you know, primarily one to one program over 12 months.

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But I am obviously doing one to one individual short intensives with people.

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I'm also, you know, thinking about creating some of the things that can support that program.

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I'm busy creating new assets that I'm putting inside of that program to improve it. So the next time I launch it, I'm going to be able to show you guys even more juicy goodies that are inside of there that you can access as well as my time.

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So, you know, it's one of those things that, you know, stop getting so caught up in the creation, start thinking about improving what you've already got and start parking those ideas and launching them at the right time, you know, with things at different times of the year. Think about your launch plan. Think about what you're plotting for the entire year, what you're selling, when. And, you know, you really only need sort of two or three key products.

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And then you can think about creating the old thing here and there. And you can also think about creating other passive income streams. So you can think about recreating perhaps a one to one program into a self study for those, as you know, as an option, for instance. So you can start creating different formats of the same type of things so that can support you want to own clients, but will also be great is a self study as well that you can sell separately and actually start to earn money passively as well.

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So it's about looking at that business ecosystem, what that looks like the. Journey of the client, how are we how are we where are we bringing them in what at what point in their journey are they and what product is best for them? Build your core product around that person and then think about the journey and what else you can create to continue it or that can support it as cross sales up sales and things like that. But start thinking about that core signature product, which is going to be able to support your business, that you can become known for, that you can grow and that you can start to earn more money from.

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And the more you do it, the more you launch it, the more you practice selling it, the more that you will.

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People who have come through that program, the bigger impact is going to be and the more effective in your selling and marketing, you're going to be as well.

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So there we are. Have a fantastic day, guys. Do not forget to download that seven figure market leader roadmap. It's in the show notes. And of course, if you want to have a chat with me to talk about joining out of eight, they really are. There's only a couple of spots left for one, you know, for the for the Elevate program at the moment.

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And then the doors are literally going to close for a little while. And then I'm going to be reopening the doors.

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Elevator is going to take a slightly different format. Again, using my creativity wisely, I'm going to be bringing it back in a slightly different format. So if you want it as it currently stands with all of the one to one sports, and then you need to get in touch as soon as possible because me link is in the show notes, but that is basically clarity. Cool podcast.

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So then make sure you download your thing, make sure you make a call and I'll see you guys in the next episode.