[Video] Minimum Churn Membership LiveCast

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What if you had a thief break into your home while you were sleeping, creep into your bedroom, take your jewelry and cash, and then leave without getting caught? How upset would you be? Would it disrupt your normal life? How long would you tolerate someone robbing your home every month? Would you set up an alarm system or cameras? Reinforce the doors? Heck, eventually you’d probably even consider hiring someone to stand guard to protect your family and belongings. If you have monthly member churn, there’s a thief in your business, and it’s a thief you’ve grown accustomed to and perhaps even tolerate. Churn is the rate at which you are losing members each month. Churn is stealing your hard-won members. Every member that quits takes away something you worked hard to get, something you celebrated when you got it, something you invested good money to earn, and something … Continued

Why there’s no “self-sufficiency”

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For most of my business life I’ve been the type of person who always wanted to learn how do everything myself. Even things like network server maintenance.  It was so difficult explaining what I wanted or finding someone who could fix it, I just learned it and repaired it myself.  I figured it was easier to do it myself than try to find someone else and to communicate what I wanted. It’s made me really good at a lot of tasks. But although I have so many skills, it’s left me lacking in one important way. I started figuring out that my approach was all wrong about 8 years ago.   I had a telephone call with Rory Fatt of Restaurant Marketing Systems.  He told me, “I never try to learn how to do something myself. Instead, I find the best person and pay them to implement for me.  It’s a … Continued

The secret hidden in plain sight

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There’s an ultimate test of physical endurance and mental fortitude: a six-day, 153.2 mile ultra marathon across the Sahara desert called the Marathon des Sables (Marathon of the Sands). Competitors carry their own supplies as they compete in temperatures exceeding 120 degrees. The longest one-day distance covers 50.6 miles and includes 14.3 miles of sand dunes. Four-time champion Mohamad Ahansal grew up in the Sahara. And in a place where most just try to survive, the skills Mohamad learned helped him become a winner in one of the most grueling footraces in the world. Since 1997, either Mohamad or his older brother, Lahcen, had won the race, until last year, when Rachid el Morabity, their trainee, beat Mohamad by seven minutes. Morabity attributes his winning time to using a unique zigzag method to climb the large sand dunes that make up many miles of the race. “Other runners, they go … Continued

Stopping the Mass Member Exodus and Replacing It With a Vibrant Tribe of Engaged Members Built With Paper and Ink

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A few weeks ago, my wife and I took our 17-year-old son, Robert William, to visit several colleges. Over the course of four days, Robert took tours of Georgetown, University of Virginia, North Carolina State University, and University of North Carolina. His favorite out of the four is UNC. (This drives his mother crazy, as she’s a graduate of UNC’s rival, NC State.) That said, when I asked, Robert admitted his evaluation of the universities had as much to do with the attractiveness of the female tour guide as the quality of the education. Take a look at the photo I provided below. It’s a real-life printed student newspaper from 2016! And, it’s a printed paper for millennial readers! What’s more surprising is that the paper is written and laid out by other millennials. Why don’t they just post the stories to Snapchat in 10-second video clips?   With my … Continued

Choosing what to focus on

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An IMA member from the UK faced a problem many info-marketers share, too many choices, not enough focus. Here is his question: Robert, I’ve run design businesses for the last 26 years—had great times in the good ol’ days with sales of over half a million dollars. Right now, because of the economy and through deviating into marketing consultancy, it is myself and wife with a couple of regular freelancers, and we now work from a home office. The design business is down (and I don’t want general design biz anymore—no money in it!), and I really need to get my act together. I’ve identified three key areas that I could focus on providing info on a marketing system: To other design companies—they are historically bad at marketing themselves and feeling a lot of ‘pain’ at the moment due to the perceived value of design diminishing in general. However, I’m … Continued

MINIMAL CHURN MEMBERSHIP

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What if you had a thief break into your home while you were sleeping, creep into your bedroom, take your jewelry and cash, and then leave without getting caught? How upset would you be? Would it disrupt your normal life? How long would you tolerate someone robbing your home every month? Would you set up an alarm system or cameras? Reinforce the doors? Heck, eventually you’d probably even consider hiring someone to stand guard to protect your family and belongings. If you have monthly member churn, there’s a thief in your business, and it’s a thief you’ve grown accustomed to and perhaps even tolerate. Churn is the rate at which you are losing members each month. Churn is stealing your hard-won members. Every member that quits takes away something you worked hard to get, something you celebrated when you got it, something you invested good money to earn, and something … Continued

Finally Revealed: The Trifecta of Lifelong Member Retention and the Process for Implanting It Into Your Members’ Brains

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How can I keep my members longer?

Your motivation for creating a better onboarding product is to boost lifetime member revenue with upsells, longer retention, and referrals. And I’ll show you how to do all of that within the next 1,800 words or less. While your motivation is for your benefit, as you create your onboarding, it’s critical that your primary focus be on delivering a transformation in your member’s life. Preferably you are delivering the transformation you promised within your sales process. On March 10–11, I traveled to Chicago to meet with GKIC to help revitalize their Gold Membership program. It was a great opportunity for me because I believe so much in the transformational power of the materials they produce for their members. In July, GKIC launched a brand-new membership offer to past members, based on a new product. You’ll want to get this product in your hands so you can study it, as there … Continued

Can there be too much “good service?”

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I can clearly remember thinking, in 2008 as our country entered the recession, “maybe I’ll finally be able to get some decent service in a restaurant.” While high employment and rising home prices gave American’s the highest disposable income in history, it made fewer people the motivation to provide great service.  After all, with so many people dining out the problem was what to do with everyone waiting for a table rather than worrying about providing your guests great service. The recession meant fewer people were eating out.  A new phenomenon began; employees in the businesses I frequented became more appreciative. So far I’ve been genuinely impressed with the level of service I’ve received.  But, in some instances it’s become too much. One evening I had dinner with a friend in a high end steak house in Chicago.  The kind of place where you expect great service.  The servers were attentive, … Continued

Thrice Married Marketing Expert’s Marriage Advice Secret to Turning Your Members Into a Vibrant Tribe

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In 2004, I participated in a small group mastermind led by Dan Kennedy. There were 20 of us who traveled from all over the country to Cleveland, Ohio, to meet with Dan in his basement. Dan had a nice basement, but it wasn’t the Hilton (or even the DoubleTree). Dan more than made up for the space accommodations, though, with his laser-sharp insights. One of the members was going through a divorce, and as Dan had just recently divorced, he had some advice for navigating that particular challenge. A woman named Susan, who was sitting next to me, asked Dan if he had any advice for the members who were still married. Dan’s response? “Always be selling.” I’ve thought about his advice many times since. I’ve worked hard to apply it to my marriage. Most notably, I still work hard to woo my wife, the same as if she were … Continued

Busting past real limitations

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Let me set the record straight on limitations. You and I have real limitations. Anyone telling you that you can live in a world without limitations is trying to delude you—or has already deluded themselves. For instance, there are only 24 hours in a day. You need food and shelter to survive. These are limitations. Also, each of us has some basic level of work we must do to “pay the bills.” It may be a job, a current business you operate or a coaching program to maintain. Each of these has a time requirement that limits how much time you have to invest in “achieving your dreams.” I don’t know about you, but my preference is to confront reality rather than to “dream of a life without limits.” I’ve found this works well for my coaching clients, too. One thing I would like to point out: Most of us … Continued