Our Strangest Experience While in Mexico

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One morning in San Pancho, Mexico, we decided to cook our own lunch. This way we wouldn’t have to leave our vacation home, allowing us to enjoy the Pacific breezes and the view. I went to the local market in San Pancho for a couple of last-minute groceries. I brought Samantha as my translator; she just finished her first semester of Spanish at Florida State University. San Pancho is exactly the type of town Disney would create were they creating a quaint Mexican beach town. There are no traffic lights — not even stop signs. There’s one road in with a few dirt roads branching from it. A small market provides most everything you need, including a wide selection of liquor, should you drink it faster than you originally expected. When Samantha and I arrived at the market, she shopped for the fruit on our list while I went to … Continued

Today’s Single Most Effective Technique to Recruit New Members

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Unless you have a sales process that reliably generates new members, there won’t be any members to retain. While a lot of clients come to me because they have retention problems, I’m most often creating front-end marketing systems. When you recruit new members into your membership with the right type of offer, they are much easier to retain. More money is generated for premium-priced memberships and subscriptions through video sales letters (VSLs) than any other sales tool. There are a lot of ways to produce VSLs, from animated hands drawing cartoons, to a live-action person speaking directly to the camera, or, the most popular, a voiceover with words on the screen. For most high-volume marketers, voice over text converts higher than any other strategy, unless there’s something interesting happening in the video. Joe Schriefer has a successful VSL that features himself as a man on the street demonstrating how easy … Continued

The Fastest Way to Grow Monthly Recurring Revenue

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I knew it all when I was 28 years old. What’s better, I could do it all as well. But before my 31st birthday, I was completely burned out.  Although I earned a master’s degree in accounting with an emphasis in taxation from Florida State University, and passed the CPA exam to become a CPA, I only practiced as an accountant for three months. Then I took a job as a bookkeeper for a company that consulted with associations. Within six years, I bought that company. When I purchased what became Membership Services, Inc., we had 20 association clients. This was in 1999 when AskJeeves.com and Yahoo.com started to become popular, and Google was on the horizon. Up until these search engines came out, if you wanted to know something about your profession, or any industry, you contacted the association. These tools diverted all of those questions away from associations. … Continued

Your Member Has 34 Reasons to Quit Your Membership — What are You Doing Today to Stop Them?

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Your subscriber member has a new reason to quit every day. Even if you send an email each day, your member may only read that message for 10 minutes. This means you have 10 minutes each day to stop your member from quitting. Your member has 23 hours and 50 minutes each day to find a reason to quit. Every charge on the credit card statement is a reason to quit. Every recurring invoice via email, another reminder to quit. And every time another offer comes along that may be more interesting, it’s yet another opportunity to quit your subscription. A member could quit without it having anything to do with the quality of your product or service. And yet, it could be that your product is poor and systematically encouraging members to quit. One Sunday afternoon, while watching NFL Red Zone on TV with my son, I was reviewing … Continued

A Confused Mind Causes a Canceled Member; Clarity Stops Your Member from Quitting

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“You should author a book on member and subscriber retention.” This is what I’ve heard from my book agent, as well as several clients. I’ve authored five books already on other marketing topics, so writing one more book wouldn’t be difficult. But writing the book is a small part of a book project. For my first book, I invested more than a $100,000.00 for marketing and publicity to make it a best-seller. And not one of those fake best-sellers, either. I sold copies to real customers, stayed in the top page of the Amazon.com best-seller lists for two years, and made sure there were enough sales for local and airport bookstores to keep the book on shelves for more than four years. However, at this moment, with my goals and priorities, writing a book would be a huge distraction. The ego boost would be really rewarding. I’d love to do … Continued

From Cradle to Nightclub in the Blink of an Eye and When It’s the Right Time to Stop Your Members From Quitting

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Twenty-one years is gone in the blink of an eye. My wife and I took our daughter, Samantha, to Nashville for a long weekend to celebrate her 21st birthday. It feels like she was born just a year or two ago. Now she’s an adult. When my wife, Kory, got pregnant, we owed more money than we earned in a year. At the time, credit card company representatives were passing out applications like they were candy at Halloween. And to get approved, you just had to be a full-time student. Although I paid them off each month for years, I eventually fell behind. Then, the outstanding balances grew and grew. We planned on Kory going back to work after Samantha was born, but we did the math anyway. After day care expenses, Kory earned less than $2.23 an hour. This meant our income had decreased by 50 percent at the … Continued

Subscription Insider adds column on membership retention and it’s written by your favorite retention expert, ME!

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Subscription Insider, the foremost publication on the subscription economy, the membership economy and increasing monthly recurring revenue, the Subscription Insider now has a regular column focused on membership retention.  You’ll be excited because you’ll get to read more from me! Yes, steady yourself.  I know it’s exciting and it gets better. Subscription Insider is my go-to resource for the insider news and insight growing subscription revenue. You may enjoy my first article, 11 Reasons Your Monthly Recurring Revenue Doesn’t Grow and How to Fix It. While you’ll enjoy my articles, there’s a lot more to Subscription Insider.  It’s a complete resource for reducing involuntary churn, meaning all those failed charges for expired cards, new renewal dates and replaced cards. Also, get insight from subscription industry news so you can see what’s going on in the greater membership economy. Get all the details by visiting here:  Subscription Insider. I attended a … Continued

Is There Any Way to Lower High Churn Rates, or Should You Just Go Get More New Members?

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There's a Way to Lower High Churn Rates

I’m attacked! I’m criticized and targeted because I work with my clients to make it easy for their new members to implement what they buy. Others suggest that it doesn’t matter. That it’s a waste of time. And, that there will be people who never do anything. “Instead,” they say, “you should focus your attention on the handful of self-motivated superstars.” It is true that even after you implement everything I teach, there will still be some stubborn people who do nothing, get no results, and quit. It’s the sad truth, and there’s nothing you nor I can do about it. But between those quitters and the few superstars is the underserved majority. The numbers prove repeatedly that the fastest way to double or triple your membership program is to do a few simple things. Do these, and you’ll inspire new members to become lifetime members of your vibrant tribe. … Continued

Maximize Member Excitement to Stop Your Members From Quitting

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“I can’t even get them to return my call.” If I’ve heard it once, I’ve heard it a million times. It’s the telltale sign of a membership marketer who has a member with an expired credit card. They’ve been a member for months, but now they’re getting canceled because their monthly charge didn’t go through. The team emails, calls, and even sends a letter … no response. In the beginning, these were little more than symptoms of a problem; but now, you can see there is a disease. It started in the hours and days after this member joined. You just don’t excite them anymore. Remember when you were dating? When you were excited about someone, if they called, you’d answer the phone and try to act all casual. But inside, you were jumping for joy. Then some-one else would call, and depending on who they were, you might dread … Continued

The Cult of Tidying Up and What It Reveals for Stopping Your Members from Quitting and Turning Them Into a Vibrant Tribe

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Look at the clothes in your closet. Are your clothes happy? Or are they squished and poorly kept? How about the clothes in your dresser? Does everything have its own space, or are your clothes squeezing out of the drawers? Marie Kondo’s book, The Life-Changing Magic of Tidying Up has sold more than 8 million copies and has been on the New York Times best-seller list for 101 weeks and counting. Her name has even made it onto Time magazine’s list of the 100 Most Influential People. Her second book, Spark Joy, released earlier this year, has been on the best-seller’s list for 26 weeks. If you haven’t had someone tell you about Marie Kondo in the last few months, then you only need to briefly Google her name to see the vibrant tribe of followers her books have generated. Marie Kondo’s premise is that feelings of pain and of … Continued