Have you ever caught yourself saying, “This program is for anyone who wants [insert big result]!” You’re trying to cast a wide net, hoping to enroll as many people as possible, but instead, you’re hearing crickets. Here’s the truth: trying to appeal to everyone doesn’t just dilute your messaging—it sabotages your sales and kills the sense of community your program needs to thrive.
In this post, we’re diving into one of the most common mistakes I see coaches, experts, and service pros make when launching their group programs: trying to make it for everyone. If your messaging is broad and vague, you’re not attracting more clients—you’re turning them away. But don’t worry; we’ll break down why this happens, how it’s holding you back, and what you can do instead to craft a program that sells out and fosters a true sense of community.
The Mistake You’re Making: Positioning your program as a one-size-fits-all solution in the hopes of enrolling more people.
Maybe this sounds familiar. You’ve put together an incredible program that could help anyone improve [insert outcome here], and you’re shouting from the rooftops, “This is for everyone!” But when launch day comes, the sales just… don’t.
Why It’s Easy to Fall Into This Trap
It’s not your fault. You’re ambitious, and you care deeply about helping people. Casting a wide net feels like the quickest way to get those seats filled. But here’s the kicker: when you try to speak to everyone, you connect with no one. And that’s not just my opinion—it’s marketing 101.
Why This Keeps You Stuck
1. Broad Messaging Blurs the Transformation
When your program isn’t clearly for a specific type of person, your audience can’t see themselves in it. They’re left wondering, “Is this really for me?” Instead of feeling excited, they feel unsure—and people don’t buy when they’re unsure.
2. Broad Programs Kill Community
Think about the magic of a great group program: it’s not just the content—it’s the connections. But when your cohort is full of people with wildly different needs, experiences, and goals, that sense of community falls flat. People don’t bond because they don’t see themselves in each other’s stories.
3. Broad Programs Exhaust You
When your program is for “everyone,” you end up spending way more time answering questions, clarifying lessons, and tailoring advice for individual participants. It’s overwhelming—and let’s be real, that’s not why you started a group program in the first place.
What Should You Do Instead?
1. Get Crystal Clear on Who Your Program Is For
Define your ideal participant. What’s their starting point? What’s their goal? What makes them the perfect fit for your program? The more specific you are, the easier it is for the right people to see themselves in your offer.
2. Speak to One Person in Your Messaging
Write your sales page, emails, and social posts as if you’re talking to your dream client. Use their language, address their challenges, and paint a clear picture of the transformation they’ll experience. This doesn’t exclude people—it attracts those who are aligned.
3. Design for Community, Not Just Curriculum
Create opportunities for participants to connect based on shared experiences. Whether it’s accountability pods, live calls, or a private Slack channel, make sure your program fosters connection and collaboration among people who can truly relate to each other.
A Quick Story
Let’s talk about Jess, a business coach who wanted her group program to help anyone looking to start a business. Her first launch flopped because her messaging was too broad, and her cohort felt disjointed. But when Jess narrowed her focus to women in their first year of solopreneurship, everything changed. Her messaging became laser-focused, her program sold out, and her clients loved the camaraderie of being in a group with people just like them.
You Might Be Wondering…
“But won’t being specific exclude people?”
Nope! Being specific doesn’t mean excluding—it means attracting the right people. Those who see themselves in your messaging will feel more excited and committed, and your program will be better for it.
“What if I have multiple ideal clients?”
If they share a similar starting point or goal, they can fit into the same program. Otherwise, consider creating separate offers to serve them better.
Don’t let the fear of being “too niche” keep you stuck in vague messaging that doesn’t sell. When you define exactly who your program is for, you’ll attract clients who are perfectly aligned with what you offer—and that’s what creates results, connection, and a thriving community.
Don’t keep making this mistake. Your program isn’t for everyone—and that’s a good thing. It’s for the people who need it most, and with the right messaging, they’ll be lining up to join.
Ready to create a group program that sells out and fosters a powerful community? My group program Rave Results can help you nail your messaging and attract your dream clients. Click here to learn more.
