Mastering the Membership Super-Power that Allows You to Lead a Happy Life with Scores of Loyal Members


I recently had a conversation with someone asking about membership sites. She wanted to know which membership site platform had the best member retention. That’s like asking what type of paper you should use to print your newsletter on to improve retention. For member retention, what’s printed on the paper is a lot more important than the paper itself. There are many good membership site platforms out there. I’m partial to the one I use because I helped develop it, and I appreciate its features. But the platform matters little, even though that’s what everyone wants to ask me about. A membership site is a tool for communicating with your members. Of all the ways commonly used for communicating with members, it’s actually one of the worst for member retention. The problem is the member has to take the initiative to connect with your benefits. Your member is already dealing … Continued

What’s in it for them?

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As selfish people, we are always thinking about what we want. We want our customers to complete surveys, to confirm their opt-ins and to upgrade their memberships. Our customers are selfish people, too. While they may like us and may be willing to do us a favor, they are much more interested in doing themselves a favor. Every time you need a favor from your customers, whether it’s completing a survey, RSVPing for an event or bringing in a completed form to facilitate your on-site event registration, you must always ask by telling them how the action will benefit them. The survey is so you can provide training suited to their tastes. They are RSVPing to ensure there is a seat reserved for them. And they are printing and keeping up with their forms to speed up their time in the registration line on site. The fact that each of … Continued

Eight Goals of Your New Member Welcome Package — How Many Have You Included?

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The most important part of your new member orientation system is your member welcome package. For the Auto Training Institute, a new member welcome package contributed to longer retention, increased member lifetime value, and $1.4 million in revenue the first year it was implemented. You don’t have the opportunity to have a member for 10-months or 10-years unless you properly handle the first 10-minutes and 10-days of the relationship. Your new member welcome is the single most important part of your member relationship and, when done properly, it can earn you money each month in retained memberships. There are eight key elements needed to maximize the impact of your welcome package. In a world where Inc. can deliver a book, a protein bar, or a vacuum cleaner within two days, your members have little patience for anything slower from you. Your new member just input her credit card number … Continued

Your staff can create systems for you

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Tammy was at her wit’s end. Not only was she trying to keep up with two jobs, but she also had to take care of two Labrador Retrievers. In 2006, shortly after starting the Information Marketing Association, Bill Glazer and I had an idea: Let’s provide training for info-marketers’ staff. Because info-marketers are preoccupied with marketing, maybe if we trained their staff we could make sure the info-marketers received the benefit from the training in business systems and finance without them having to participate in the training themselves. I arranged to attend a Dan Kennedy Platinum Mastermind meeting. Dan invited his Platinum members to bring staff members for a special day-long mastermind meeting that I led. Eighteen staff members from around the country attended the mastermind session. The attendees represented a wide range of business sizes. One info-marketer brought two staff members out of the 31 who run his operation. … Continued

Generating Product Sales and New Memberships by Giving Away Books

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The most expensive part of running a membership program is recruiting new members. Willie Miranda is generating leads, product buyers, and new members in the real estate niche using his new book, “How to Not Get Your Ass Kicked in the Real Estate Business.” After creating his own successful real estate brokerage company, Willie has been a coach to the real estate industry for several years. Last year he launched his new product teaching agents how to get more listings and sell more homes through referrals. His focus now is on using that product revenue to invest in marketing and grow his membership. It’s worth checking out Willie’s site and getting his book so you can see the videos he’s created to upsell the individuals who take him up on his free book offer. Even if you don’t get the book, from the landing page video, you can see Willie’s … Continued

Forging a new identity, while being yourself

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I get frustrated when I hear about the social structure in high school. But then I realize it is the same everywhere else, if you let it. When my daughter, Samantha, was in high school, she had several classmates she had known for many years. They went to elementary and middle school together. But she doesn’t talk to them. Confused, I asked her why. She told me, “They are ‘populars,’ and I’m not. I hang out with the band.” Definitions can be interesting. According to high school social vernacular, “populars” doesn’t mean these students are well known or well liked; it means they are full of themselves. Samantha is looking for people who are more accepting of each other, and that’s the band kids. I don’t like this because I want everyone to like my daughter, and I want her to be the most popular kid in the school. More … Continued

The Member Retention Secret That Doesn’t Require Creating More

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I have taken the family to New York City between Christmas and New Year’s a few times, but we’ve never been there for the big night — the ball drop on New Year’s Eve. This year I decided to brave it. We stayed at the Renaissance Times Square. This made waiting a lot more convenient since we didn’t have to do it like everyone else, standing around in a corral all day. It is amazing that more than a million people flock to the area each year to catch a glimpse of the ball drop. On Broadway and Seventh, the police set up corrals for the revelers. As the corrals closest to Times Square were filled, the police would move up the street to create the next corral. These corrals filled the street from Times Square all the way to Central Park, more than a half mile away. Yes, both … Continued

From frustration to success


My office is across the street from one of the best and biggest elementary schools in Tallahassee. It’s particularly convenient for the young moms working here to have their children in school across the street. For the rest of us, it’s a total pain. Each day for about 30 minutes in the morning and 30 minutes in the afternoon, there are hundreds of cars on our typically quiet two-lane road. Usually it’s not a problem for me. Most days I’m working at my desk at 3 p.m. when all the kiddies and their parents are braving traffic to get home from school. But then it happened. I ended up in traffic. Trying to leave my office early, I got on the road and got stuck in the school traffic jam. Cars were backed up, bumper to bumper, waiting for the children to get dismissed, come to the curb and load … Continued