The 100 Leads Per Month Rule: How I Fill My Evergreen Group Programme Every Month Without Launching
I’ve been running group programmes since 2019 and have tested pretty much every format under the sun.
Here’s one thing I’ve learnt during that time: launching over and over again is exhausting.
Heavy promotion periods, big launch events, cringey sales emails. If your launch goes well you ride the high of a big sales month and the numbers you want in your group programme.
But if it doesn’t go to plan, your ego gets battered and you’re left wondering whether to run the programme at all.
The pressure to “make it all happen” in one short launch window feels… relentless.
Even though my launches were successful on paper, they didn’t feel sustainable - or honestly, even that fun. They took over my life, zapped my creativity, made me ill and always left me questioning: Isn’t there a better way?
Switching to an evergreen model was a game-changer - not just for my income, but for my energy, sanity, and overall client experience. I stopped waiting for “launch season” and started enrolling perfect-fit clients every month - without the stress, urgency, or burnout.
And the key to it all?
Bringing in 100 quality leads every single month. Consistently. Predictably. Without hustling 24/7 or reinventing the wheel.
In this post, I’m sharing how the 100 Leads Per Month Rule works, why it’s so powerful, and three lead-generation strategies to choose from—so you can fill your group programme on repeat, in a way that actually works for you.
Why I Left Launching Behind
I’ll be honest—I was good at launching. I knew how to build anticipation, create urgency, and bring in big numbers.
But it never felt aligned.
Launches took a toll on my nervous system. The emotional rollercoaster, the long lead-up, the pressure to hit numbers—it just didn’t feel sustainable. And beyond the personal toll, it didn’t make business sense either.
Here’s what kept happening:
I’d attract hot leads… but if they weren’t ready at launch time, I lost them.
People wanted to work with me now—but I had nothing to offer until the next round.
Revenue was lumpy. I'd have huge months, followed by quiet ones that made me second-guess everything.
Eventually, I realised: I didn’t want to build a business that only worked four times a year.
So I built something better.
The Evergreen Model That Changed Everything
I replaced launches with a more sustainable approach—one that prioritised:
Connection over pressure
Service over scarcity
Consistency over chaos
Now, I welcome new clients into my programme every month. No big push. No burnout. Just a steady flow of ideal-fit humans I actually want to work with.
And it all starts with a simple rule:
The 100 Leads Per Month Rule
Why 100?
It’s the sweet spot.
It’s enough to generate consistent growth without overwhelming your systems—or your nervous system. It gives you room to nurture, build trust, and convert without constantly chasing your tail.
More than 100? You risk growing too fast to maintain quality or connection. Less than 100? You might struggle to hit consistent enrolments.
Of course, the exact number might vary based on your niche, offer, and conversion rates—but for most coaches and service-providers selling high-touch group programmes, 100 is a great benchmark.
So… how do you actually bring in 100 leads per month?
Let’s break it down…
First, Nail Where You’re Growing
One of the most common questions I get is:
“Which platform should I grow on—Instagram? LinkedIn? Facebook?”
Here’s the truth:
The platform matters way less than your message, your strategy, and your consistency.
That said—there’s one place I’ll always recommend prioritising:
Your email list.
Why? Because it’s the one platform you own. No algorithm, no shadowbans, no disappearing reach. Just direct access to the people who chose to hear from you.
Some quick reasons why your email list should be your #1 growth priority:
You own it – no one can take it away from you.
It gets seen – inboxes > algorithms.
It converts better – subscribers are more likely to buy, book, and engage.
It lasts longer – emails aren’t buried in the feed within hours.
It builds deeper relationships – with segmentation and storytelling.
Before you pour energy into growth, make sure you’re directing new leads somewhere you can actually nurture them—like a simple, high-converting email funnel.
Then, Nail Your Messaging
This part’s non-negotiable.
Because even if you’re bringing in 1,000 new people a month—if your message doesn’t land, it won’t convert.
Your audience should read your content and think:
"How are you in my head right now?"
That’s when you know it’s working.
Dialled-in messaging attracts buyers. It builds trust quickly. It positions you as the go-to. It cuts through the noise and makes people stop scrolling because they feel seen.
So before you go chasing more leads, ask yourself:
Does my messaging speak clearly, directly, and emotionally to the people I want to attract?
If not—start there.
Choose Your Growth Strategy
Now let’s get into the how. There are three main ways to bring in new leads. I’ve used all of them, and I’ll walk you through the pros, cons, and how to make each one work for you.
Option 1: Paid Ads (Fastest & Most Scalable)
Spoiler: This is my favourite.
Pros:
Fast, consistent audience growth
Removes the pressure to constantly create content
Lets you focus on nurturing and converting, not just growing
Cons:
There’s a learning curve (or a cost to hire help)
Can be expensive if not done well
My Solution:
Inside Amplify, we make ads accessible—even if you’re a total beginner. Our step-by-step Ads Pathway (designed by Facebook Ads expert Sophie Griffiths) walks you through testing your message with low-cost video view ads and building a simple lead magnet funnel.
Some of our clients are getting leads for as little as 40p.
For £300, that’s 750+ new leads per month—without the burnout.
Want to peek behind the curtain?
Watch this video where I chat with Sophie about the exact strategy we teach inside Amplify.
Option 2: Organic Growth (Slow but Sustainable)
Pros:
It’s free!
Strong organic content builds deeper trust and higher conversions
It keeps working long after you hit “publish” (especially if it’s search-optimised)
Cons:
It takes time
Requires consistency and patience
Growth can feel unpredictable
My Recommendation: If you’re not ready for ads yet, treat organic like a science experiment:
Audit what’s already working - look at your highest-performing content.
Double down or test something new - but only one thing at a time.
Track your data - engagement, reach, new leads.
Commit to a 30-day sprint with clear focus and metrics.
Test. Tweak. Repeat.
Option 3: Partnerships & Collaborations (High-Leverage, High-Energy)
Pros:
You tap into warm, engaged audiences
Fast growth when aligned well
Builds credibility and creates mutual value
Cons:
Can be draining, especially if you’re introverted (hi, it’s me)
Takes time to find the right partners and coordinate
My Recommendation: If you don’t want to run ads, partnerships can be powerful—but choose them intentionally.
Here’s how to make it easier:
Find aligned people in non-competing niches (e.g. a mindset coach + a marketing coach)
Choose your format:
Guest expert trainings
Cross-promotions
Joint webinars
Podcast interviews or newsletter swaps
Keep it simple—start with one and build from there
Don’t Get Tripped Up
Before you dive into lead generation, watch out for these common mistakes:
Chasing shiny objects – New doesn’t always mean better. Stick to one strategy long enough to see results.
Giving up too soon – Growth takes time. Don’t pivot the second something feels slow.
Being inconsistent – Sporadic effort = sporadic results. Show up with intention and stay the course.
The truth?
The best growth strategies are the ones you stick with - long enough to master, refine, and scale.
What’s Your Next Move?
Bringing in 100 new leads per month changes everything.
➡️No more hoping someone’s ready when you launch.
➡️No more high pressure launches
Just a steady stream of the right people finding your work, connecting with your message, and moving towards your offer - on your timeline.
Whether you choose paid ads, organic growth, or partnerships, the most important thing is this:
Pick one, commit to it, and master it.
But audience growth is just one piece of the puzzle. Amplify teaches my entire framework for designing and filling a group programme through gentle marketing rather than hustle-driven launches.
If you’d like to know more about how I do this, I’d recommend you watch my three-part workshop series, Serve at Scale School.
In this free training, you’ll learn:
✅ The business model I use to scale my business to 20K a month with one offer
✅ How to design a world class group programme people are excited to buy
✅ The marketing and sales systems that brings in clients consistently, including my simple ads strategy of course.
Want to see how it works? Click below to watch the workshop series now.
👉 Watch the Free Workshop Series
Let’s make evergreen simple, sustainable, and yours.
