What if you kept 85 percent of your continuity members from one year to the next? Most for-profit marketers would consider this to be a spectacular success. With my association clients, I’d be fired if I produced those poor results. If you are losing 15 percent of your members each year you’ll has none left within 7-months. You can’t build a vibrant community, a company or a lifestyle if membership is a constant revolving door. Is forming an association the secret? Not the way most marketers think about it. I was able to transform my membership marketing results within the association world by applying what I learned from Dan Kennedy about publishing content that solves problems for members. However, too many marketers stop there. They think content is what drives the continuity sale. I benefited so much from Dan’s strategies because I was already understood the other reasons why people … Continued
You’ve been told for years to examine when your members drop-out of your continuity program. Then, right before the month with the highest member drop-out rate, give them a gift, such as food, to encourage them to retain their membership. The thinking is that this gift will create goodwill and trigger the Law of Reciprocity so the member sticks with you. Then, I suppose you’ve “gotten them over the hump” the member will stay with you forever. Turns out the box of cookies doesn’t work. Neither does more stuff. What I’ve found over and over again is that poor retention at any phase of the membership cycle starts when you welcome your new member. Before I reveal what we did, allow my client, Richard Menneg describe the transformation his company experienced when he implemented a new member welcome system in addition to the other changes we implemented: “Working with Robert … Continued
There’s a common belief within the marketing world that does more harm than good. It emboldens perfectionists who don’t want to launch their program until it’s “perfect.” To help those who are imprisoned by perfectionism, some marketing gurus say, “Good enough is good enough.” They encourage their students to launch their product, get it into the market, and sell it to customers, all without taking a second look.
I hear comments like these all the time: “Members tell me there’s just not enough value to justify their monthly continuity.” “Why should members continue paying when they can get the information for free on the internet.” “Members tell me it’s too expensive, we’ve got to give them more value.” Most continuity marketers do one of two things to solve these problems: Sell harder Provide more return on investment Look, selling harder is important. Members have to understand all of the benefits you offer and how they can solve problems within their lives. And, without it, the #2 solution of giving them more just overwhelms the members with more stuff they don’t value, even if it could be valuable. Instead here are the 5 keys to retaining your continuity program members: Connection with others Many years ago I had the opportunity to work with the Florida Society of Dermatology. I … Continued
Too many membership sites are set up in a way that actually increases member drop-outs. How? They make it confusing for prospects to find what they’re looking for; they make the program too long; or they make the program look like too much work. No wonder members quickly become overwhelmed! I recently had the opportunity to work with Ethan Kapp and Brett Kitchen of Safe Money Millionaire, who came to me for feedback about their member site. As it was, their site was much better than most. They put a lot of work into the design to make it look great, and they provided a lot of recognition of successful members.
Would you believe that 88% of continuity programs average retention is less than 2-years? This isn’t a statistic you hear from the gurus selling courses on how to create continuity programs. The whole point of building these subscription and coaching continuity programs is to build a steady income, revenue you can count on and budget for each month. If members are churning out as fast as you can recruit them, it doesn’t produce the security and steady income you were promised. I’m particularly shocked about the results of this survey as I come from the association world. Within associations, what do you think the average member retention is? According to the American Society of Association Executives the average for all associations within the United States is just a tick over 5 years. And, associations strive to get this number to 7 years with the best 25% achieving this number. All … Continued
The instant the whirring noise begins, the quadcopter leaps from the ground and high into the sky. It’s almost faster than your eye can see. My 15-year-old son, Robert William, was excited to fly his first quadcopter. It’s a light, propeller-driven device that includes a video and still camera. The first Saturday after the drone arrived, we took it to a football field near our home. It was a bit windier than we wanted but he was too excited to be deterred.