Illustrated: Before and After, Improve Conversion of Free Trial Members with a Better Member Welcome Screen

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Improve Member Conversion of Free Trial to Paid

Are you afraid to send email to your members? Have you ever noticed that you get a spike in cancelations after you send a notice out to your members? I have spoken to many membership marketers who are hesitant to send emails to subscribers for fear that it’ll prompt them to cancel. This is similar logic I used to believe about tennis. When I was 12 years old, learning to play tennis it’d often hit the ball right over the fence. I’d then have to spend the next five minutes chasing the ball across the parking lot to try to find it under some car somewhere. I believed, when I hit the tennis ball, it goes over the fence. I must stop hitting the tennis ball. But with a coach there, she could explain to me what I was doing wrong. She could easily illustrate that a tennis ball could … Continued

You Could Do Everything Right and Still Get a Refunded Order or Canceled Member Unless Your New Member Welcome Includes These Three Elements

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Your New Member Welcome Should Include These Three Elements

As soon as I see the envelope in the mailbox a feeling of dread comes over me. Ugh, the credit card bill. A month’s worth of dining out, gas purchases and a “little” splurges summarized in one package. I open it up with trepidation and look for the balance. Ahk! It’s A LOT more than I expected. What happened? That’s a lot of money to pay! Is there anything here that I can return? Have you ever felt surprised by your credit card balance? You opened your credit card statement, check out the balance due and, then there’s the “Holy crap!” moment. Yeah, me too. What’s the first thing you do? If you are like most, first you check to make sure all of the charges are valid. And, if there’s something you don’t recognize perhaps you ask your spouse about it. Then, as a team you try to figure … Continued

Creating a Subscription Business for Long-Term Growth is Worth the Investment

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Creating a Subscription Business for Long-Term Growth

Sitting in a cab, stopped in traffic, in the dark, at 5:53 am, 17 degrees outside. There’s a long line of cars sitting on the highway, each waiting to enter the Laguardia Airport. Ramit, my cab driver, tells me Laguardia has been under construction for the last two years. And, it’ll take another two years to finish the new terminal. Meanwhile we wait as traffic tries to squeeze from three lanes to one in a construction zone. Several passengers have given up on riding to the airport. They have leapt out of their Ubers and cabs and are dragging their suitcases to the airport on foot, through the snow banks on the side of the road. Hurrying to get to the gate before their flight departs. I’m in New York City for consulting days with two clients. I love my New York City clients, in May. January is too cold … Continued

Your Biggest Membership Retention Breakthroughs Always Come from a Better Understanding of Your Members

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Biggest Membership Retention Breakthroughs Always Come from a Better Understanding of Your Members

There are more than 18 million high school students in the United States. What if you had the secret for making a student completely successful? What if you could enable them to quickly learn their lessons, perform well on tests and handle social situations with ease? Even if you sold this secret for $10.00, that’s more than $180 million. And, the good news, there will be a new crop of high school students to sell this secret to next year. It’s a never-ending gold mine. When looking at a population, it’s easy to make broad assumptions about their motivations. For high school students, on the surface it’s easy to believe students are interested in improving their academic performance. After all, students spend more time in classes at school than anything else they are doing. Certainly, it’s safe to assume that every student would want to know how to improve their … Continued

Illustrated: How to Make Your Member the Hero of His Own Story

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Make Your Member the Hero of His Own Story

Have you ever been disappointed when the secret behind a magic trick was revealed to you? At first you were amazed when the trick was performed. It’s amazing to see a skilled magician executing a trick so perfectly you can’t imagine how he did it, except by some form of magic. For instance, I always thought the David Blaine levitation trick was just amazing. He just lifted up off the ground. But, from a different angle you could see he’s just lifting his body with the front of one foot while keeping his heels together. From the back you can’t see that foot and the trick looks amazing. And, as long as you don’t know the trick, it does look amazing. And, when used with skill, it makes the performer look, well, magical. There’re a lot of these tricks in marketing. There are tricks that get stated so many times … Continued

Your Membership Renewal Results Depend on a Lot More Than Your Renewal Notice

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Your Membership Renewal Results

When you are ready for a good cry, do a YouTube search for “marriage proposal.” There are thousands of amazing videos with gentlemen (and ladies) making marriage proposals. If it doesn’t make you emotional, nothing will. It’s impressive how many different ways there are to propose. Skywriting is so passe. There’s the surprise proposal at a sporting event, the boyfriend as a hospital patient turned proposal, fancy custom written songs, jumping out of airplanes, and I even saw a proposal in a duck blind. While the proposals can be impressive, the answer delivered in response to the proposal is always based more on the relationship leading up to the proposal than it is on the proposal itself. Sure, it’s good to make it nice. But in reality, if the relationship isn’t there, the answer will be “no.” And, trying to deliver an elaborate proposal when there’s not a good relationship … Continued

It’s 2018. Are You Choosing High Membership Churn or Fast Membership Growth?

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Are You Choosing High Membership Churn or Fast Membership Growth

Thousands of people died from infections in 1846, while doctors refused to admit they could be spreading disease from one patient to another. Yet when Hungarian doctor, Ignaz Semmelweis, promoted the idea that doctors wash their hands and medical instruments with soap and chlorine between patients he was ridiculed, even after he was proven to be correct. The way we do things gets ingrained, we develop patterns for completing projects quickly. And with the never-ending anxiety from approaching deadlines, it’s a lot easier to get something done, than rethink why and how you are doing it. Over the last 12 months I’ve encountered hundreds of instances of membership programs doing things because that’s the way they’ve always done them. And they’ve showed me, with pride, the onboarding campaigns they’ve created for their newest members that ignore all of what we’ve discovered that generates engagement, retention and increases revenue through upsells. … Continued

5 Secrets for Breaking Through Your Growth Barriers to Maximize Membership and Subscription Growth

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Maximize Membership and Subscription Growth

While the functional value of your subscription membership is an important element, the key drivers for breaking through plateaus and maximizing subscription and membership growth are all about emotion. How does your subscription solve problems for your members? How do your customers feel about the problems they face? What mistakes do your prospective members make that they don’t know they are making? While its competitors advertise their motorcycles’ features, horse power, and price, Harley-Davidson promotes the feeling of freedom you’ll experience when you ride a Harley. That feeling drives more sales than all the features and price data. Do your promotions focus on what you deliver to your members or on how they’ll feel after becoming your member?[/cs_text][x_custom_headline level="h2" looks_like="h5" accent="false"]2. Your race to maximize lifetime member value begins right after the sale.[/x_custom_headline][cs_text]Too many subscription marketers are focused on what I call “a series of one-night stands.” Once they get … Continued

Before and After: Copywriting for Member Retention Example

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Copywriting for Member Retention Example

Your members and prospective members receive thousands of messages a week. Your member reads emails with one finger on the delete key, trying to scroll through the deluge as quickly as possible. How do you stand out, get read, and inspire your member to action? Not by talking about yourself. To everyone in my office, I must sound like a ringtone, constantly going off with the same noise. “Write copy about your customer and what he or she wants; stop writing about you and what you deliver. Write only about how what you deliver helps your member solve a problem in his or her life.” Longtime monthly client Brandon Lewis of Painter’s Academy sent me a copy of an email he wrote to his members. Brandon is a brilliant marketer who helps painters revolutionize their business by generating referrals, maximizing the value of each painting job, and getting repeat business … Continued

Creating a Member Persona That Makes It Easier to Attract and Retain Members

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a Member Persona That Makes It Easier to Attract and Retain Members

I ran into a roadblock with a client this month. How I broke through may help you attract and retain more members. His assignment: Research his target customer for our next conversation. And he did it; he brought three pages of information on the size of the market, age, gender, and reachability. But something was still missing. The information was all analytical, superficial even. It was all based on the image the prospect was trying to portray to the world, instead of what the prospect was really thinking. In one exchange, he told me that all of his members, whose ages range from 40 to 70 years old, wanted the same thing. I told him that, yes, they may say the same words, but the reality is quite different to a 40-year-old than the 70-year-old. Think for a second. Even something as simple as getting out of bed is very … Continued