Authority and credibility

How to create your Signature Coaching Program

It probably won’t happen in your first week of business, nor in the second or third. But by the time you’re in the second year of business, you’ll be able to notice some patterns that can help you create the coveted Signature Coaching Program.

And as soon as you notice patterns in the way you coach, you should definitely start drafting your Signature Program because, by default, you can charge more for this.



What is a Signature Coaching Program?


A signature coaching program is your flagship program. It’s a program that is based on a framework you created. One that is unique to you and always achieves the same results for your clients when used exactly as intended. 

When delivering a Signature program there is a pathway to follow. A proven system that gets results.

This kind of program can be a 1:1 program or a group coaching program, depending on how you prefer to deliver it. What matters is that there is a blueprint and the journey has been proven to take your clients to the destination they seek.


what's your signature zone of genius
Every Signature Coaching Program is built on a process – a system that supports the customer’s journey.


Why every coach needs a Signature Coaching Program


  1. It attracts your exact ideal clients

    A signature coaching program will help you attract your exact ideal prospects because it is designed to resolve their biggest pain point.


  2. It makes your coaching simpler and easier

    A Signature program will help you smoothen and simplify the way you deliver your coaching. It will be easier and less time-consuming for you to help people get the results they desire.


  3. Makes it possible to scale

    By simplifying and structuring your delivery, a signature coaching program will make your programs scalable. You will be able to outsource parts of the admin and (why not) the delivery of the program which will allow you to release time and work with even more people. It also helps you turn a 1:1 program into a group program so you can scale your income without spending more time in your coaching business.


  4. You obliterate the competition

    When you create your flagship program you automatically make the competition irrelevant. This happens because such a program has to be niched. It needs to be very specific in order to take a client from point A to the desired point Z. this clarity about your ideal client, the niche you operate in and the exact point in their customer journey where they need to join your program is dynamite for your business.

    More often than not a signature coaching program is unique and tailored to a very specific slice of the market making any competition irrelevant. The more specialized you are the more effective your program will be.


  5. It builds your authority and credibility

    Probably the best thing of all is that a signature coaching program shows that you have a deep understanding of the journey your clients take to achieve their goals. Having your own roadmap, framework, or blueprint on which you base the program will immediately position you as an authority. Even more so if you trademark or copyright it.


Authority and credibility
A signature coaching program will help you build an aura of authority and credibility.



How to create (or improve) your own Signature Coaching Program:

Step 1. Pick Your Best Ideal Client

Pick your best ideal client. The one that has the money to pay you. The one that you love to work with. Base your signature coaching program on the client that brings the most profit into your coaching business. But don’t do this at the cost of enjoying your favorite clients, it needs to be a median. Find a balance between the money and your favorite people to work with.


Step 2. Understand their customer journey

The second step is to design their customer journey. Understand the stages they go through from the point where they feel the pain points you resolve to the point when they decide to work with you. What happens in between these two points? What are they thinking about? How do they feel? What do they do?


Step 3. Build your offer around your strengths

Next, build the offer. A great signature coaching offer exists in that sweet spot between your strengths and your clients’ needs. Can you define a journey you love to take your clients through? Which parts of the journey do you enjoy? Make those parts – only those – your signature offer. You don’t have to cover the full journey, just the part you know is in your zone of genius.

whats your signature superpower
What’s your superpower? What’s YOUR zone of genius?



Step 4. Map out the steps they need to take for success

Map out all the steps they need to take, and create a blueprint for your program. This will become the roadmap they have to follow when they join. Whether it’s a 1:1 or group program they can still follow this roadmap with varying levels of support, which also depends on how much you’re going to charge.

Is this going to be a premium offering or a more accessible group program? Pick a price to match and don’t feel like you need to add more content for a premium offer. A premium offer is more about the experience than anything else.

Step 5. Add a couple of bonuses to cover variances

Step 4 can be a bit hard because you start thinking of all the different types of clients that fit within the ideal customer persona you’ve picked. In order to cover for these variances, you can create some bonuses. Even if your program is a 1:1 program you can still throw in bonuses that are pre-recorded and therefore don’t require more of your time or more time from the client. This allows you to customize without changing the timescales of the program.

 Step 6. Simplify it

Finally, go in with a fine-toothed comb and simplify it. Remove anything that is superfluous and is not essential to getting the results you promise. Be careful here, sometimes we add things to our programs because we feel some of our clients might want them. This is what you need to cut back. Keep only those core important steps you know will achieve the biggest result. This way you keep your clients as far from overwhelmed as is humanly possible and keep your program delivery simple too.

Step 7. Focus on the messaging

Once you have all the steps in place you’re ready to talk marketing. When selling any online coaching service it’s very important to focus on the right message. The work you’ve done above you have set you up nicely to come to the right messaging however you need to be careful. Your prospects will not know the real solution to their problem before they work with you. So your messaging needs to address their struggles and how they understand them. How do they talk about it before they get to know the contents of your coaching program?

Step 8. Get Feedback and Improve

Once everything is set, all you need to do is to work on launching your program. Get it in front of as many eyeballs as possible. But that’s not all.

Your flagship program has the potential to increase its positive results and improve its launches through better messaging. Both can be improved if you measure your results and get feedback from your clients about their experience in your program and the results they achieved.


Want to create and sell your Signature Program? Let’s talk about your next steps.  Book your Free Consult Here




———————— About the Author: Stephanie Fiteni


Hi, I’m Stephanie, a Digital Marketing Strategist and Business Mentor for Coaches. I’m the creator of the Profitable Content Marketing Method and help coaches generate more leads and clients through their blogs and websites whilst helping them build a business that makes good money with ease. My clients get fully booked with just a handful of hours of enjoyable marketing per week!

I have over 15 years of experience creating websites, building businesses, writing blogs, creating social campaigns, and funnels, and ranking articles, videos, and podcasts on the first page of Google. I’ve also managed the content and web dev team in my own agency for over 10 years.

I can teach you how to create content that will convert your visitors into discovery call bookings. Let’s Talk



Frequently Asked Questions (FAQs) about coaching package design

  1. What is the purpose of a coaching package?

    Coaching packages are important because coaching clients don’t know how long it will take them to reach their goals. Therefore they need an indication of how much time it should take on average to reach a particular goal. So its main purpose is to guide prospective clients so they understand how long it takes to achieve a certain goal. For example: the Get Your Work-Life Balance Back 3-Month Coaching packages indicates that the amount of time it takes you to get your work-life balance back in balance is around 3 months.It also helps the coach because booking sessions one by one is admin-heavy and it also does not allow the coach enough time with clients to prove that what they’re doing works.

  2. How do I determine the ideal duration for a coaching package?

    A coaching package should be as long as the average person needs it to be. For example, if the average person takes 4 months to create a launch plan and do their first launch then the launch coaching program needs to be 4 months. Some might do it faster, others slower but on average it takes 4 months. You’ll also need to put in place some customization so maybe extra items to focus on when people finish earlier and add-ons for people who need more time.

  3. What should be included in a coaching package?

    There is no hard and fast rule about this – a coaching package should include everything you can offer to tackle the problem they want to resolve. For example: if you’re a life coach offering a reduce your stress package you might want to use everything within your arsenal such as Yoga, meditation, productivity tools, accountability, journaling etc.

  4. How do I price my coaching packages appropriately?

    There is no hard and fast answer. It depends on what you want to make and what your coaching is worth to your audience. Here’s a detailed guide to help you:

  5. Should I offer different coaching packages to cater to different client needs?

    Yes, but avoid having more than 3 options. The more decisions a client needs to make the more confused they will get and the less likely they are to buy.

  6. What is the best way to market and promote my coaching packages?

    There are many marketing strategies for promoting your coaching packages but it’s important you find the strategies that you can deliver in the long term. Pick your strategy here:

  7. How can I make my coaching packages unique and stand out in the market?

    Coaches aim to distinguish their packages from others; they question how to create unique offerings to attract clients. But in reality it’s not your packages that needs to stand out, it’s you – you and your unique talents are what makes the packages unique. Learn about branding for coaches.

  8. What is the role of client assessments and goal setting in coaching packages?

    Client assessments and goal-setting is a very part of the onboarding process for coaching clients. This helps the coach and the coaches become familiar with the road ahead and what breakthroughs the coaches needs to go through. Assessing your clients as they start working with you will also help you gather information to feed back into your marketing.

  9. How do I handle client expectations and ensure they understand the coaching package terms?

    Get a coaching agreement in place and make sure they sign it.

  10. What metrics or KPIs should I use to evaluate the success of my coaching packages?

    It’s difficult to have KPIs that accurately show your success or failure in your coaching packages. Your client satisfaction is the only measure you need.