Why Every Coach Needs a Signature Framework (And How to Build One)

Dustin: [00:00:00] us mere mortals who aren't running $300 million companies, we need a framework too. And so your framework does not have to be fancy. It doesn't have to be, have a cool name. Right. The main thing your framework needs to be is. Clear,
Intro: You are listening to the seven-Figure Leap podcast. We're here to leverage rich relationships and smart strategies to take your business to the next level. Here's your host, Dustin Reman.
Dustin: If you're a coach or a consultant or even an agency owner, you need a signature framework. Welcome back to the Seven Figure Leap podcast.
Dustin: if you're listening to the audio version of the podcast, I'm gonna do everything I can to be super descriptive today. But you might want to take a peek over on YouTube 'cause I'm actually going to share some slides and go
through some visuals today to aid in why you need a signature framework. [00:01:00] And exactly how to create one.
Dustin: And I have lots of examples here, so the visuals are optional, but might be really useful to you. So, I was recently hosting a intensive day long workshop on how to create, launch and optimize and eventually scale a group coaching offer. And so there were, you know, a lot of things that we covered in this workshop.
Dustin: But I'd say the central thing and by far the thing that we got the most feedback on was this idea of a signature. Framework. So I'm gonna go into presentation mode here if you are, on the video feed. and I just want to first and foremost talk about what I mean by a signature framework, why it's so important.
Dustin: So a framework. I think when I show you some examples, you're gonna be like, oh, now I see what you're talking about. before I get into the specifics on the examples though, I want to talk about why frameworks matter, right? So a framework is essentially naming and framing the process. By which you provide transformation to your clients, right?
Dustin: So why is the framework important? Well, I don't [00:02:00] think there's any better tool in your coaching tool belt, to provide clarity to the audience and to eventually to your clients, holding you as an. Authority and it
really allows you to provide consistent results. So one of the things we talked about in our workshop was, you know, one-on-one coaching or one-on-one consulting.
Dustin: It can basically be a custom experience and you kinda meet people where they're at and you take them through a journey and different, at a different pace and maybe with a different outcome. But when you wanna have a productized service or a group coaching program, you got to have consistency, right? And so you want people to be able to follow a consistent.
Dustin: Process. And so, the process is important, but when you package it up as a framework, it not only provides a great structure for your, group coaching or consulting or services delivery, but actually becomes intellectual property, which is really important, right? So now it's not just the thing you use to deliver results, it's also a go-to tool for marketing.[00:03:00]
Dustin: And for teaching. so, you know, your framework can be used in lots of places. Obviously group coaching, like we do at the podcast Profits accelerator. But for consulting, for podcasting like this, or podcast guesting, keynote, you know, speeches from the stage, writing books, your social media content, creating lead magnets.
Dustin: That's the power of the framework is that once you have this established, you own it and it really can, and I think should become your number one business asset. It's really that important. So let's talk about some sample frameworks. Just kind of drive this home, talk about the different types of frameworks so you can kind of see which one might fit best for you and your intellectual property.
Dustin: if you're a coach, there's one particular type of framework that I want to, I want to highlight and encourage you to use. So the first example I'll use is our own. So. We run the podcast Profits Accelerator. It's a 90 day program. It's a group coaching program. it's high ticket, high results, and we've been doing
this for three and a half years.
Dustin: We've had [00:04:00] 240 clients at this point. A hundred percent satisfaction rate, right? 18 consecutive sold out cohorts. It works, right? It's, it's pretty darn effective. And so if you've listened to this podcast, you've probably heard me talk about it. Or if you follow me on LinkedIn or you're on our email newsletter, or you see me do guest training in other places or host workshops or speak from stages.
Dustin: This five P framework is kind of like what I'm known for. And in fact, I'm currently writing a book on this very topic that's the power of a framework. So our framework, it's pretty simple. It's five Ps, right? So purpose, plan, pitch, perform, profit. I won't go through and explain all those. We actually have an
entire, we.
Dustin: Podcast episode if you're interested in applying that framework. But I really want to point out it is a framework, and this is a linear framework, right? So we start every client in step one and we progress them all the way over into
step five. So that's like a linear framework and it's really the backbone of our entire seven figure business.
Dustin: There are other types of frameworks, so one [00:05:00] is. really good friend of mine, Tony de Lorenzo, he's an alumni of the Podcast Profits Accelerator. Also. He and his wife Elisa, run a marriage business, a marriage coaching business. Their signature framework is these six pillars of intimacy. So they've written a bestselling book and the book follows the six pillars.
Dustin: Intimacy in a marriage, right? So they have different types of intimacy. So sexual intimacy, recreational intimacy, financial intimacy, emotional intimacy. there are six. and so that's not a linear framework though, right? That is a sort of a typology framework, it's archetype framework. It's, in their case pointing out different.
Dustin: Aspects or pillars of the marriage that you might wanna focus on. But that gives them a ton of, authority and credibility and it gives them a proven system to assess where people need the most help. So you can literally read their book or you can go take an assessment on their website and it will say, Hey, based on what you've told us here, you should really address your financial intimacy.
Dustin: that is the. Pillar that [00:06:00] needs the most help and we can help you with that, with a program or with coaching, et cetera, right? So that is a different type of framework, but it's still a framework. Another one you might be familiar with that's similar to that would be the Five Love Languages, right? Or Working Genius.
Dustin: Or, the Kolbe assessment or the Enneagram, right? Like, these aren't linear processes. They are ways to name, claim and, understand something about yourself. it's a really powerful framework and, it's one that's, you know, led to a very successful business for them. Some more popular frameworks. outside of, you know, my inner circle here, that might be familiar to you.
Dustin: One would be StoryBrand. So if you've read, the book, building a StoryBrand with Donald Miller, or you've been to any keynotes or training or like me, I've actually been certified in StoryBrand. I'm a certified StoryBrand guide. The central thing that. All of those things point to is the StoryBrand SB seven framework.
Dustin: People just call it the StoryBrand framework or the StoryBrand brand script. [00:07:00] Right? So it's seven pieces of a story that you can map to your story and the transformation you provide your clients so that you can create a compelling story out of your, offer or your service. Right? I'd say it's kind of a hybrid.
Dustin: It is linear in a sense, in that. It always starts with step one and goes to step seven, but you don't know, you could really pick it up at any piece and, hone in on different parts of it. It's not necessarily sequential, but it is a seven step framework that has, you know, been the cornerstone of a, 15, $20 million business.
Dustin: One of my favorite frameworks, that I feel is very pertinent to coaches and consultants is actually the Dave Ramsey or Ramsey Solutions Now. Baby steps. So, maybe you've heard of this. if not, it's really simple, which is part of its power, right? You can Google it, or if you're seeing the image, on the video, you, can see it for yourself.
Dustin: It's seven steps. Also. These are these seven sort of [00:08:00] financial, Order of operations or the financial steps that Dave Ramsey says you should follow when you want to become financially free, right? Have financial peace in his words. So everyone starts on step one, then they progress to step 2, 3, 4, 5, 6, 7.
Dustin: So their step one is saving a thousand dollars in your emergency fund. Then step two is paying off your consumer debt. Step three is saving a full emergency fund of three to six months expenses. Step four is investing 15% in retirement step. Five is saving for college. Step six is paying off your house.
Dustin: Step seven is build wealth and give. So what's really powerful about this framework is that anyone can come to it and know, where they're at and where to start, right? So you might start on step three if you've already done the first two, but most people, you know, go through all seven, or they at least go through, two through seven.
Dustin: And what's also interesting about it, and this is one of the things I wanna point out about a framework. Is the beginning and end points are the most important part. I'm gonna talk here in a second about how [00:09:00] to create your own framework, but this is a great example. step one is a baby step, right?
Dustin: Has not just because these are the baby steps, but step one is always a baby step. Step one is always kind of meeting people where they're at. It's often intended to give people clarity. Or build quick momentum 'cause that's where people start. Right? And then step seven in this case, or the last step in the framework is always a little bit ethereal, I guess you could say, right?
Dustin: Like you don't ever fully accomplish it. it's the end game, but the end game is in effect, an infinite game. In this case, build wealth and give. Like, you're always gonna do that, right? So it's sort of the evergreen step in the process. And if you worked with Ramsey and you got to baby step seven, you're gonna stay there forever, right?
Dustin: Hopefully. Otherwise you're going backwards in progress. The other thing about that is if you worked with them over a specific period of time, you're probably not going to hit maybe step seven, right? It's an aspirational, goal and. That's really, [00:10:00] okay. Right. So like, and I'm talk more about this in a second, but your last step in the framework does not have to be a end point.
Dustin: It often won't be an end point. It will be a, aspirational place where people want to get to and continue to improve from. So anyway, the seven baby steps, I feel like is a really tangible, great framework. It is a linear framework, just like the five P's. and if you go back to the five P's as an example.
Dustin: Just like the seven baby steps, the first step, ours is purpose. It's getting really clear, right? So it's understanding why you wanna use podcast guesting and who your target market is and what are the right words to attract them. That's very clarifying and it gives people really fast momentum. Step five, which is our last step, is profit.
Dustin: growing your business exponentially. That is something you want to continue to do, right? You're not like done with it. When you get to it, you, get there and you realize that like, this is sort of the, game that we want to play long term. And then there's steps in between that get you from [00:11:00] step one to the last step, right?
Dustin: That, that is a linear framework. So those are some examples. I hope that you can see the power in that. If you look at like the, Dave Ramsey Seven Baby Steps, this is the foundation of everything, right? So, and they have a $300 million company. So they write books, they have guest experts, they have a very popular podcast for three hours a day.
Dustin: All they do is answer questions, and almost every question is answered by referencing the seven baby steps. Right? they have Financial Peace University, which is a, basically their group coaching program that's held in local communities, local churches and stuff by other facilitators. But because they have a proven framework, it doesn't have to be Dave Ramsey who delivers this.
Dustin: They can have lots of people who are trained and empowered to deliver the framework. Just like StoryBrand, I can do StoryBrand for you because I've been trained in it. I don't have to have Donald Miller because this framework is intellectual property that transcends the individual that created it.
Dustin: So hopefully this has given you an appreciation for [00:12:00] just how powerful a framework is, and so. us mere mortals who aren't running $300 million companies, we need a framework too. And so your framework does not have to be fancy. It doesn't have to be, have a cool name. Right. The main thing your framework needs to be is. Clear, right? So you need a clear framework. And if you're a coach or consultant and you take people through a transformation, I would very strongly recommend you try to create a linear framework. So like mine, like the baby steps, right? Where people know where they start and they know where you're taking them.
Dustin: that's really great for. Structuring your coaching, whether that's one on-one coaching or group coaching. if you have a framework that everyone goes through, it's really consistent and easy for people to understand where they're at in the process, how they're winning, when they've completed a step, and how to get to the next one.
Dustin: So that brings us to how do you build your framework? So the, content for the framework really comes from your own [00:13:00] lived experience or your own intellectual property. if you've been coaching or consulting for a while or you've been doing agency services for a while, it's really as simple as looking back at the process that you use with your clients.
Dustin: And if, let's say you're gonna go from one-on-one to group coaching, it's a really good forcing function for this because you need to decide. At what
point in the customer journey do I want to start working with them? And that defines the, beginning, right? And where do I want to take them? That defines the end.
Dustin: The first and the last steps are by far the most important. So if you can get the first step and the last step of the framework, then you can fill in the steps in between, sort of logically, right? Like, hey, I think it's gonna take me six weeks to work with a client. Step one, step six I got 'em. I know where I want to take 'em.
Dustin: At the end of six weeks, I know where I want to meet them, and they're all gonna have some common starting point. Then I can figure out 2, 3, 4, 5 in between. Just sort of like [00:14:00] logically, like what would it take a week at a time, right? If we're gonna do 90 days, it'd be two weeks at a time. In that example, there's nothing magical about the number of steps.
Dustin: I'd say typically four would be a good minimum. Seven, I'd say would be a good maximum. You're gonna see a lot of great frameworks that are five to seven steps. that's sort of the sweet spot. And it also works really well, again, for a coaching experience that, you know, you wanna have some time, with the client.
Dustin: If you develop a framework or you already have a framework and you want to jump to group coaching, that is top of mind. Since I just went through this whole training exercise, my huge recommendation to you would be. Use the framework with some one-on-one clients first because so if you've been doing a bunch of one-on-one work and it's been sort of custom and a little bit.
Dustin: ethereal, right? Like it's not like super defined. Make it defined and then work with three more one-on-one clients. And then you'll figure out is this the right order? Is it the right sort of like, amount of information at each step? Does [00:15:00] this make sense to the client? does the name and description of each step makes sense?
Dustin: Once you've got, that sort of proof that, hey, this. This is working well, then you're, you know, really, really ready for a group coaching program. There's a lot more to an effective group coaching program. That's why it took five hours to teach it. But this is, I would say, the core thing. And even if you don't wanna do group coaching, you still, I highly recommend, you should still have a signature framework.
Dustin: So how do you create it? Again, you sort of take your knowledge and your experience and your client work, the processes that you like to follow, you wanna. Put them into a logical sequential order. Spend all of your time basically figuring out the first step and the last step, as I've described. Where do they wanna start or where do you wanna start with them and where do you wanna lead them?
Dustin: Again, I'll reiterate the first step is typically all about creating clarity or building initial momentum. The last step is, this is really important because people get hung up on this, the last [00:16:00] step. does not have to be fully completed in order for you to have done your job right? So if you're working with someone for 90 days, in my case.
Dustin: The last step is profit, right? So at the end of 90 days, you are making much more profit. I'll just use a really specific example for the podcast Profits accelerator. if you're qualified for our program and you're, you're meeting at the right step one, right? If we spend 90 days with you and you do the work, you will have generated at least $10,000 in new profit.
Dustin: Right, so that that is true. Our promise of our program is that you will generate at least six figures in new profit each year. Right? Well, I'm only working with you for 90 days, so I can't generate six figures. In 90 days, 'cause we need the full year. The whole idea is that you come, we get initial success, we've got all the systems, and you've got a playbook and you're doing it.
Dustin: And as you continue to do it beyond 90 days, you will inevitably hit success. But the key here is you can only work with someone for a limited amount of time. [00:17:00] So your last step does not. encumber you or require you to complete it. I hope that makes sense. So the last step is not typically a full transformation, but it is a plan for inevitable success.
Dustin: So short way of saying that is when they get to the end and they've done that last step, now they have a plan to get ultimate success. Right. Profit in their business, in my case, or, build wealth and, give generously in the Dave Ramsey case. You're not done with that. When you end financial peace and in financial peace, you may not even, you likely won't even get there, right?
Dustin: But you have a plan for it. And, you know, after I leave this program, I know exactly what I need to do now to achieve that ultimate goal. And in that case, it's sort of a lifelong endeavor. So I hope that, makes sense for like that first and last step. Now you wanna break your full transformation from first to last, step into some key phases.
Dustin: that's the middle part. Again, another two to four to five steps in there. that's where you'll have, nice clean structure [00:18:00] and flow. So everything I've said so far is really about writing down. A process for each of the steps that you wanna take with your clients. You can just do that and that's fine.
Dustin: the way to really make this nameable and claimable and like intellectual property that you wanna write a book or give speeches about is you actually want to name it, right? And so. It's best if your framework has a name, right? The Seven Baby Steps. Super simple name, but it's a name. The five P framework.
Dustin: You know, it's actually the five Ps of profitable podcast. Guessing, but everyone just calls it the five Ps that works, right? and. You can use an acronym with the letters. You can be on a metaphor, it can spell out a verb, like an action word, right? Or alliteration like the five Ps. Purpose, plan, pitch, perform, profit.
Dustin: they don't make any cool like acronym, but they are memorable and they are. Referenceable because they do have alliteration. So hopefully that, that makes sense. So here's my thing, [00:19:00] AI is a great tool and I wouldn't use AI as like, create a framework for me, you know what I mean? Like, you can do that as for some ideation, but what I would do is after you've defined the steps in your process, feed that into ai, and say.
Dustin: Give me a clever name. So AI is, is not so good at the clear part. Like you need to give clear steps in your framework. AI is very good at Clever, so, if you say, here's the process I use for my clients, help me come up with some, unique names. It'll give you a bunch of names, right? And if you give it a little context, it'll, give you names that are pertinent to you and your industry.
Dustin: So, as a demonstration, the, final thing I'll share here. I was preparing for this workshop, for this group coaching, VIP day as we called it, and I was going to be talking about the importance of having a framework and I didn't have a framework, and so I created one for this process that I went through [00:20:00] with everyone, right?
Dustin: And so we called it the scale framework. spoiler alert, I came up with the steps and then chat. GBT gave me scale and put the words in a. order, that created a cool acronym. 'cause we're talking about scaling a business, the scale framework. And so in our case, scale is set your offer, that's the s right.
Dustin: Craft your framework, activate your launch plan, leverage your first wins, and expand your reach. you know, are those super meaningful phrases?
not necessarily on their own, but as I explained them in the workshop, they totally made sense. Like set your offer is like. Creating the, base of your, coaching offer and the transformation you provide your clients, pricing, naming, duration, all that kind of stuff.
Dustin: Craft your framework is basically what I just covered. Activate your launch plan was how to fill your first group coaching program, so activation of a, of a launch, right? So it's kind of a, cool way to think about it. Leverage, your first wins. So that's like, Hey, I did one group. How do I use that group and leverage [00:21:00] it?
Dustin: To continue to sell out group coaching programs, 'cause that's really important. And then expand your reach is really the scaling part of this. It's, again, it's sort of that ongoing thing we want to continue to do. We want to have exponential expansion of our impact and our income. And so that was the final letter in our framework.
Dustin: So the scale framework is, uh, a linear framework that I just used, in five hours. I, you know, helped dozens of people create. an offer, craft their framework, activate their launch plan. And then we talked about how they can leverage the, early momentum of the program and expand their reach. so I completed that in five, hours and went through an entire signature framework.
Dustin: This framework. Could be a keynote, probably will be, could be an entire group coaching program. could be the basis of a mastermind. It could be the basis of a 90 day accelerator. I could write a book about it, right? That's the power of a framework. So, I hope that this has been useful and insightful and I think now as you, go out into the world.[00:22:00]
Dustin: You know, into the just normal day-to-day world. but especially when you're online and you're looking at different, content that's out there and different, programs and different books and all that, I think you'll start to see the world in frameworks. And I think what you'll appreciate is frameworks are really useful and really helpful and I hope that you're inspired to create your own.
Dustin: So, I'm Dustin Reman again. Love that. Uh, I got to come on here and share a deep dive solo episode on this really critical, topic of creating a signature framework. If you would like to work with us to, create your framework and put it into a group coaching program and sell it through podcast guesting.
Dustin: That's what we do. So feel free to go to seven figure leap.com, slash call or just go to seven figure leap.com and click all the buttons. They all go to the same place. that will allow you to book a call with us and we can talk about if you'd be a good fit for the Podcast Profits Accelerator, which again is using podcast casting as the vehicle to create and launch a [00:23:00] successful business of any type.
Dustin: But in particular, a group coaching program is, one of the things I really love to help people do. So. Appreciate you. I will catch you on the next episode. In the meantime, send me a message, hit me up. Let me know what resonated here. If you've got a framework in mind, share it with me. I'd love to, uh, I'd love to see it, celebrate it, share it, and give you feedback on it.