How to design a program that people actually want.

These days, practically every single minute, it seems like somebody out there is launching a program that’s supposedly going to transform your skin, ass, bank account, marriage, and life. In just 8 weeks!

Look, anybody can slap together a few Zoom videos, toss in a couple of worksheets, add a Slack discussion group, and call it a “program.” 

But how do you design a program that people actually want to purchase? 

A program that actually works? 

A program that delivers amazing results, consistently, and that clients rave about?

A program that spurs clients to write testimonials like, “This was worth every penny I paid, plus 10x more.”

A program that’s actually…the fucking bomb-dot-com?

That’s the million dollar question.

And I can give you the answer in 30 words.

Figure out Point A. 

Figure out Point B. 

Then figure out how to guide your client from Point A to B in the most direct, efficient, and joyful way possible.

That’s it. 

That’s how you design a million dollar program that people absolutely love.

I’mma explain and give you an example. 

Let’s say you’re a dog training expert. You want to design a program that teaches people how to train their pups. And you want to make millions.

Point A. The starting point. The stressful, painful, grim situation.

Client says: “My dog is a complete psycho! Constant barking. Shredding furniture. He won’t sit or stay. It’s a total nightmare. It’s ruining my house, marriage, and sanity. I don’t know what to do.”

Client signs up for your program > Client learns amazingly helpful things from you > You guide your client along the path > You help them move from Point A to Point B.

Point B. The ending point. The dream: achieved. 

Your client has gone through your program. Now, your client is in a completely different situation! Vast improvement! 

Client says: “Thanks to your program, now my dog is a heavenly angel! Quiet as a mouse. No longer chewing the furniture. He knows how to sit, stay, and come when called. It’s a sheer delight. Peace has been restored in my household. I literally can’t thank you enough!”

Let me emphasize again:

To design an effective program, all you need to do is figure out, “What is Point A? What is Point B? And how do I guide my client from Point A to B in the most direct, efficient, and joyful way possible?” 

In order to move from Point A to B, what does your client need? What is vitally important for them to know, have, do—and what is not important?

Many women have a bad habit of adding more, more, more to their programs—27 video modules, 52 worksheets, 5 bonus resources, and let’s throw in a Facebook community just for good measure—thinking this makes the program “more valuable.” 

It does not.

When you add unnecessary crap to your program, you are actually making the program less valuable.

You are overwhelming your client, overloading their brain, making them feel exhausted. By tossing in more stuff, you are cluttering the path from Point A to B. You are making it less likely that your client will reach Point B and enjoy the success that they want. Boo to that!

Stop adding unnecessary crap to your program. That’s not how you deliver “their money’s worth.” Less is more. 

Before tossing in “just one more thing,” pause and ask yourself:

“If I add XYZ, will this help my client reach Point B efficiently and joyfully? Or is this just unnecessary crap that’s going to distract them, overwhelm them, and slow them down?” 

Your job, as the program creator, is to create a simple, uncluttered path to the golden destination. If you do this, your clients will be obsessed. The repeat sales, referrals, and 5-star reviews will rain down!

To quote my colleague Jen Kem, aim for “simple excellence.” 

You can offer something to the world—something that is extremely valuable

Maybe you can teach women how to do the dopest manicure nail art. Or you help couples stop fighting, avoid divorce, and stay together. Or you show women how to negotiate for higher pay at work. 

You can design an incredible program that helps your clients get from Point A (“I wanna do super-fly nail art, but I don’t know how! Sad!”) to Point B (“Now I know how to do the coolest manicure art, and I’m the Picasso of nails!”).

The key is keeping it simple

Don’t over-complicate your program. Don’t bog it down. Don’t clutter it up. Marie Kondo the hell out of your offer. Edit. Simplify. Subtract. 

And let the millions roll in.


PS. Ready to design your first—or next—million dollar program? Download this mini workbook. Fill it out. This will help you figure out your Point A, Point B, and how to guide your client from sorrow to victory. You’re welcome. Feel free to PayPal me a 10% cut of your massive earnings. LOL. No, but seriously.

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