Build a Group Program That Turns Writers Into Loyal Fans

My guest Becky Grogan teaches writers the practical skills to market their work with ease and authenticity.

Becky came into our session feeling torn between wanting to give her group coaching clients every bit of knowledge she had while also worrying about overwhelming them, especially emerging authors. She had already noticed that over-teaching left people confused and unsure where to start, which led to questions and a sense that her support wasn’t landing as clearly as she hoped.

Together, we took apart her curriculum and rebuilt it with clarity, confidence, and breathing room. From the group structure itself to the way content is taught, we mapped out a way for Becky to guide her clients step by step, all while preserving her uniquely empathetic approach.

If you’ve ever wondered how to organize your expertise into digestible, actionable pieces that help clients actually move forward, this session is for you.

Let me highlight the steps Becky and I worked through to balance value and simplicity so her program truly delivers.

Step One: Name and Divide Your Core Pillars

The first thing Becky and I tackled was identifying clear pillars for her program. Instead of feeling the need to pack everything she knows about marketing for writers into every session, we outlined three main themes: understanding your unique values, discovering your “why” as a writer, and pinpointing your ideal reader. Structuring her program around these pillars means Becky can intentionally guide her clients through each phase, rather than showering them with too much information at once.

If you ever feel overwhelmed by your own expertise, separate your content into three to five big-picture topics. This instantly gives your program a shape both you and your clients can follow.

Step Two: Break Each Pillar Into Micro-Steps

Getting clear on your pillars isn’t enough if every lesson still tries to do too much. We mapped out each pillar as its own mini-curriculum, with specific, bite-sized steps. For Becky’s “values” module, we sketched out every micro-step, starting with giving clients permission to claim their real values, narrowing down their core values, and exploring how those guide decisions and boundaries as an author.

This structure brings relief for you and tangible progress for your clients. When you see every phase as a series of small, teachable moments, you avoid the trap of overwhelming people just “to add value.”

Step Three: Use the 5S Formula to Teach Anything

To help Becky simplify every lesson, I shared my tried-and-true 5S formula: Situation, Solution, Story, Steps, and Seed. Teach each step of your program by identifying the pain point (Situation), introducing what will help (Solution), telling a related story (Story), outlining clear actions (Steps), and then planting motivation for what’s coming next (Seed).

Running every bit of curriculum through this framework brings predictability for your clients and keeps you from falling into the “let me tell you everything I know” trap.

Step Four: Let Live Sessions Shape Your Final Curriculum

When it comes to launching a brand-new group program, you don’t need a library of pre-recorded videos out of the gate. Becky and I mapped out a practical launch: deliver every lesson live, listen for questions, and let those real-time conversations show you where your curriculum shines and where it needs clarity.

After this first live round, you’ll know exactly what your clients need. Then you can turn your process into evergreen, pre-recorded content that truly resonates.

Finally: Let Content Dictate the Program Timeline

Should your group coaching program run for six weeks? Ninety days? Four months? We found that you should let the depth of your content and the micro-steps you want clients to master determine your program’s length, rather than picking a timeline first and cramming content into it. That way, your program remains manageable, helpful, and truly tailored to your clients’ growth.

And here’s a nugget you don’t want to miss: When you name your offer, skip words like “foundational,” which can sound basic or boring. Instead, find language that conveys relevance and momentum, like “the heartbeat of your author marketing.” For Becky, “Ride or Die Readers” became the working title, conveying exactly what her clients will build.

Curious about how Becky plans to balance live teaching, Q&A, and client assignments so her writers never feel lost? Tune in to the full episode for every detail and plenty of real-life laughs as we put her curriculum puzzle back together.