View Full Version : Customer behavior: ? about length of self help programs
07-05-2010, 06:46 AM
I have recently finished creating a 12 week anger management program that people will download and do from home. I am currently in the process of creating my brand image.
However it occurred to me a couple days ago that maybe people will be intimidated by 12 weeks and won't purchase the program, and that maybe restructuring the program for 8 weeks would be more marketable.
Does anyone know if there is any research on this topic of program lengths?
07-06-2010, 04:56 PM
I don't have direct experience with the self-help market...but I think I can talk in general terms about "programs" that you might ask participants to sign up for. I think you're right to question if 12 weeks is just too much. I've signed up for other types of onlilne programs, and had trouble keeping up with just 4 weeks of coaching.
That said, I don't think people at first would necessarily be turned off by the idea of a 12 week coaching program (our eyes are always bigger than our stomach). The problem is that your customers might bail out early - walking away with a bad taste in their mouth about your program. That's not good.
The best approach I've seen so far is a program that runs just a few weeks (3-4), and asks participants to complete a very small task every day (30 minutes or less). The lighter assignments let people feel like they're at least accomplishing something - in a short period of time.
07-07-2010, 06:55 PM
Why not offer both?
I have seen e-learning programs that are scaled for price and length. That way you can motivate people to buy at ever increasing increments. Maybe you could even offer it at a week by week price at a premium.