What is a signature program?
A signature program is a process (a series of steps) that you take your clients through in order to achieve a set of pre-defined outcomes. It's the bridge between where your clients are and where they want to be. Think of it as a transformation, as going from here to there, in a set period of time.
Your signature program is based on your personal or professional experience. It's a process you've used in the past to solve a specific problem, either for yourself or for previous clients. You can turn this experience into a structured program, and take new clients through to achieve the same results.
The beauty of having a signature program is that once you've created it, you can use the same process for each client. There's no need to re-invent the wheel each time you sign a client. Of course, it doesn't mean that you can't customise your program if a particular client has special requirements. But, if your aim is to serve more clients and bring in more income, then having a signature program will save you a lot of time and energy in the long run.
How your signature program fits in your marketing funnel
The Entry Point: Your Lead Magnet
Most people will not buy from you the first time they come across you. In fact, studies have shown that, on average, a potential customer needs to have interacted with you in some way 7 times before they'll buy. This is known as The Rule of 7 and the interactions are known as "touch points." A touch point could be any of the following:
- Reading one of your emails or blog posts
- Seeing, liking or commenting on a social media post
- Signing up to a free resource
- Watching one of your videos
- Watching your Facebook livestream
- Emailing your with a question
That's why it's important you bring people through a sales funnel instead of trying to sell to them straight away.
The way to take people through your sales funnel is usually by offering them a free resource (known as a lead magnet) in exchange for their email address. Once you have their email address, you can continue to communicate with them and to build a relationship with them. Once they know, like and trust you as an expert in your field, you can then introduce your signature program to them.
Keep in mind that your entry point content can be anything you put online that can draw traffic, including blog posts, YouTube videos, and interactions on social media. Just make sure this content is relevant to your signature program.
The Middle: Your Signature Program
Your signature program sits at the centre of your sales funnel. You can have other offers at various price points in your sales funnel. For example, you may have an info product at $15 or a short DIY online course for $75. Your signature offer should be more expensive than these lower offers, but more affordable than your high ticket offers.
If you do your marketing right, the lower end offers should lead seamlessly to your signature program.
The End: Your High Ticket Offers
Your signature program can be used to lead your customers to a higher-priced offer at the end of your sales funnel. After going through your signature program and successfully achieving results, your customers will be ready to check out what else you have to offer.
Your high ticket offer could be a 6-month coaching program. Or it could be a higher level, deep-dive version of your signature system that includes more personal interaction with you.
If you're a service-based business owner, you can also use your signature program to sell your services. Through your signature program, your customers will come to see you as a reliable expert in your field, and may choose to hire you to help them with a certain area of their business.
Want to find out more about creating your signature program? Click below to check out my online course.