THE PTMA COACHES CONFERENCE | FRIDAY 27TH AND SATURDAY 28TH NOVEMBER
Two days. One in the gym, fully practical, with coaching skills you can use with a client the week after. One with the speakers, including Luke's full session on launches. Book your ticket and we'll send you Luke's brand bank calculator before the day, so his talk is built around where you're actually at.
🎫 Get your ticket here
First guest on the podcast in about three years. Ahead of the coaches conference we're getting the speakers on to give you a taste of what they're bringing, and first up is Luke Johnson, the OG launch guy. We've known Luke since he invited me and Nik down to a Shredded by Science event back in 2017.
Luke has launched everything from Alan Aragon's conference to challenges with 2,900 sign ups, and he treats it like periodisation. Pick the date, reverse engineer it, and get more specific the closer you get. Promote further out and more than you think, because nobody sees every post or reads every email. Give yourself 90 days if it's new, and accept your first one will be your best worst launch.
He breaks down his brand bank, your audience, content and proof, and why one coach sells 200 spaces in nine minutes while another with a similar following struggles for 40. Then the stuff most coaches get wrong. Launching away from payday, why early January and early September are worse than you'd think, and why no one wants "group coaching". One of his clients got 10 people on a challenge and nine carried on to one to one.
Sky asks what happens between launches and whether you should go back to back. Luke explains the peaks and troughs that leave in your revenue, why he likes three or four launches a year, and how to keep giving value in between so you're not ghosting everyone until the next one.
00:01 Intro: our first guest in three years
00:33 Welcome Luke Johnson
01:41 Luke's history with our conference
02:21 How Luke became the OG launch guy
02:50 How we met: Shredded by Science, 2017
03:33 Treating a launch like periodisation
06:00 2,900 sign ups at £49 vs 10 at £250: why both work
06:54 The biggest lessons from Luke's own launches
07:33 Promote earlier and more, and why you need 90 days
09:57 The brand bank: 200 spots in nine minutes vs 40
12:24 Matching your sign up mechanism to where you're at
12:52 Front end offers and first launch expectations
14:31 Launching around payday: build, pre-launch, launch, deliver
16:55 10 on a challenge, 9 into one to one, and why no one wants group coaching
18:14 Sky: what happens between launches?
19:12 Seasonal peaks and troughs, and why January isn't always the answer
21:24 The downside of back to back launches
22:51 Holiday angles, and why end of September beats the start
24:57 Building a stable business over 12 to 24 months
25:42 Learning from every launch
27:20 Sky: how to be ready before you launch
28:09 Grow your audience and play the hand you've got
30:33 Luke's brand bank calculator
31:44 Wrap up and what to expect at the conference
Coaches Conference, 27th and 28th November tickets here ... only 9 left.
