The Retention Point Accelerators that Grow Your Member Lifetime Value

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Accelerators that Grow Your Member Lifetime Value

These strategies form the key distinctions between people who are what I call “Membership Marketers” and those who are “Member Leaders.” Membership Marketers focus only on the hunt, acquiring new members. Member Leaders are as concerned with keeping the members they have as they are with getting new ones. Member Leaders implement systems to get their members to the Retention Point as quickly as possible. The Retention Point is when members fall in love with you, buy everything you offer and eagerly refer their friends. Chances are, this is already happening a little. You likely have some of these members already. These 10 marketing strategies help you generate more of those Lifers increasing your average member value. And, help you convert some of your Quitters into Lifers to decrease churn, increase retention and grow your recurring revenue. Briefly they are: VALUE is like water; too much is just as bad … Continued

The Answers to These 11 Questions Can Explode Your Recurring Revenue Growth

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These 11 Questions Can Explode Your Recurring Revenue Growth

It’s rare that an interview host does his homework, reads the book, and writes insightful questions. That’s why I was so pleased when Mark Hirsch, host of Growth Harmony’s Brain Trust Mastermind. came prepared with interview questions about my new book, Retention Point. In fact, the questions were so good that I decided to share Mark’s questions along with my answers for you here. Introduction Today, it is my pleasure to welcome our special guest, Robert Skrob. Robert is widely recognized as one of the world’s top member retention specialists. He started out in nonprofits and has helped for-profit companies in hundreds of niches transform customer relationships from “one-night stands” to long-term relationships. 1. Tell us a little more about yourself. What’s your background, and how did you become experienced in membership marketing? I’ve been creating and growing membership programs for more than 25 years. I launched a program in … Continued

How to Finally Grow Your Membership and Recurring Revenue, Simplified

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Grow Your Membership and Recurring Revenue, Simplified

I just got off the phone with a prospective client for the first time. His team is generating more than 10,000 new members a month. That’s awesome — a great effort and commendable result that’s getting them featured in many marketing industry speeches. What isn’t getting featured is the fact that this same company is losing 9,500 members each month. This means they spend 95 percent of their marketing efforts replacing the members who quit. Because 27 days of each month are spent replacing canceled members, their marketing department has 30 days of monthly expenses with only 3 days of growth. If you know of anyone who’s in this position — or if you are in this position — I’m sharing more than 25 years of membership growth experience in a new book I authored called Retention Point: The Single Biggest Secret to Membership and Subscription Growth for Associations, SAAS, … Continued

This Football Phone Reveals the Secret to Attracting More New Members for Faster Recurring Revenue Growth

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the Secret to Attracting More New Members

Memberships are one of the most difficult offers to convert. Yeah, you read that right. Memberships and subscriptions are a lot harder to convert than a single product purchase. In fact, a customer will often spend more to avoid the commitment of a subscription. Think about it for a moment: Men in our society are infamous for trying to avoid commitment. Why would you choose commitment as a business model? What if I told you I had the secret to tripling your membership? Play along with me for a second. What would it mean to your business and life to triple your membership? How much more money would that generate for you? What would you do with that money each month? How much security would it provide you, your team, and your family? Do you want the secret that will triple your membership? I’m happy to reveal the secret to … Continued

Which of 3 Critical Membership Growth Elements Are Missing, Causing Your Recurring Revenue to Slow to a Trickle, Like You Have a Kink in Your Hose

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Which of 3 Critical Membership Growth Elements Are Missing

You should have been there to hear what a client told me the other day. He said, “There are plenty of copywriting experts. And goodness knows there are plenty of marketing funnel consultants. Those business consultants who can optimize your processes are easy to find. But Robert, you are the only person I’ve met who is all three of those in one.” This is a huge compliment. And if I told you who said it, you’d be even more impressed. But it got me thinking. Making growing membership businesses is really hard. A lot of important pieces have to come together to make it work. And any one of those pieces can lead to slower growth, higher churn, or stall outs where membership reaches a certain plateau that you can’t grow beyond. There so many people proclaiming that you should be in the subscription business. They say subscription is the … Continued

Increase Your Member Retention by Doing and Delivering Less

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Increase Your Member Retention and Prune your Clients

The fastest growth always comes immediately after a good pruning. You likely witness this each spring. Cut back your plants that died over the winter and the bushes that got too big over the last summer. Then, over the next few weeks, you see an explosion of new growth. Pruning makes the plant stronger because now the root system is more than strong enough to supply nutrients to the plant. Pruning is every gardener’s secret weapon for a beautiful garden. All that pruning may be good and well for the gardener, but what about the plant that’s getting pruned? Imagine you’re a shrub that’s worked all summer to grow terrific branches. Then, someone comes along and chops your branches off! Even if you believed three strong branches would grow back in its place, do you think the plant would ever volunteer to get pruned? Would you volunteer for a good … Continued

3 SAAS Customer Success Mistakes When Onboarding New Members, and How You Can Avoid a Similar High Churn Rate

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How You Can Avoid a High Churn Rate

Is it easier to leap over a six-inch step or a 10-foot wall? The six-inch step is easier, duh. The more you are asking your new member to do within the first few hours or days of your membership, the more difficult it will be to get that new member to the Retention PointTM. Open an email and click a link. This is a low bar, and a large percentage of your new members will succeed at this task. If you ask them to enter a bunch of data and create new daily habits of using a new software tool, few of those members will be successful. Customers will act in proportion to their excitement about the outcome they will receive. If the potential outcome is exciting, the member will take action. If the outcome is unclear and the work appears burdensome, you can expect your new member to churn. … Continued

What Your New Members Must Believe to Become Long-Term Members

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Beliefs to Become Long-Term Members

This month, I was the guest copywriting expert for the Agora Financial Copy Call. Each call focuses on breaking down a promotion or features a copywriting technique. I brought the list of what they must believe, and you can see it below. I learned this strategy from Dan Kennedy. He taught it as a copywriting trick to create a sales letter that outperforms what a client is currently using. You start by creating a list of what the customer must believe to buy your client’s product. Next, you break apart their current sales letter to identify the beliefs that are currently included. Then, you write sales copy to communicate the beliefs that were left out, if any. Finally, you put the sales letter back together and test it. I use this strategy to create Member On Ramp™ sequences. These are the series of emails, welcome packages, and videos you send … Continued

How FabFitFun Delivers the Value That Gets Members Engaged and Retains Them for Years

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Get Members Engaged and Retain Them for Years

“Exactly what should I deliver to my members to make more of them stop quitting my membership?” This a question I hear in various forms from my clients. “To help you understand the product, we want you to know why we chose that product and how that product is going to enhance your life,” said Leslie Emmons Burthey, vice president of marketing for FabFitFun in episode 21 of the Membership and Subscription Growth podcast I host. This answer is pivotal for every membership marketer to hear and understand, whether your “product” is a subscription box filled with items, an editorial in a newsletter, a digital product, or a software tool you can use in your life or business. You cannot only deliver the product; you must also communicate how what you deliver will enhance your member’s life. Allow me to begin by explaining it this way. Membership isn’t about what … Continued

How Charity: Water Transforms Donors into Members

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It's focused on the feeling of why members joined

If you haven’t yet discovered Charity: Water, you should check them out right now, visit RobertSkrob.com/CharityWater and watch the video. By bringing people clean, healthy water, they are preventing hundreds of other problems, enabling children to get an education and helping people build an economy. It’s an organization that’s changing lives in an important way. Beyond that, Charity: Water has been successful in reaching a donor segment that’s previously ignored charities — young people. The average age of a Charity: Water donor is decades younger than most organizations. These donors have made Charity: Water the single largest water charity in the United States today, even though the organization launched just 10 years ago. In the last few months, Charity: Water has launched their new membership program called The Spring. This is an opportunity to turn one-time donors into members who give monthly. Rather than feeling great about supporting efforts to … Continued