Do You Give Members What They Expected or Do They Quit?

Leave a Comment

Is this what your member says when he receives your email? “Yeah, I was hoping for an email. It’s been too long since I received one of those. I’m excited to finally get one.” Nope. Your member never says this to himself. Instead your member sits down to his email with the mindset of, “How can I get this cleaned out as fast as possible so I can move on with my day and get home to my family before dinner?” Your members are busy. Why should they pay attention to you? I got a call from a prospective client with a $5.7 million membership program that should have been a lot larger but wasn’t, due to his crazy high churn rate. His members were quitting within a few short months. He was investing many thousands of dollars into attracting members, desperately trying to replace the quitters, when all but … Continued

Would You Like to Sell $405,000 Worth of Products and Sign Up 270 New $297-Per-Month Members Within 3 Hours?

Leave a Comment

How can I keep my members longer?

Michael Rozbruch recently topped his record of earning $117,018 in four hours in June of 2014 with a Livecast generating 270 new sales, members, and customers. And don’t forget the thou-sands of unconverted leads from attendees who haven’t yet made a purchase, as well as from registrants who didn’t show up, but who are still interested. Michael will be reaping the rewards of this event for many years. Michael worked with the team at GKIC to produce his LiveCast. GKIC’s team is experienced in producing LiveCasts and has done a great job for years. The GKIC team that helped Michael included Mike Stodola who created the marketing to generate the audience for the LiveCast, and Dave Dee, who worked with Michael to create the three-hour presentation that generated excitement among members to buy now. While I worked with Michael for several weeks, outlining upsells and price strategy and discussing the … Continued

Up and Down the Sierra Nevada Mountains So I Can Better Help You Stop Your Members From Quitting

Leave a Comment

I had to look like I was strong, even though I was gasping for air. I couldn’t use altitude as an excuse, because we were at sea level. The Skrob family got away for a vacation to San Francisco and Yosemite National Park. While in San Francisco, we wanted to see the redwood trees in Muir Woods, a short drive from the Golden Gate Bridge. We were up for a hike anyway, and when we found out the place was so crowded, the parking lot was full, we decided to go to Stinson Beach and hike from there to Muir Woods. Maps and some signs put the distance at six miles. It was more like 70. At least, it felt that way to me. Lots of elevation gain as we left the coast, heading toward the redwoods. There were several climate changes. The warm coastline gave way to rain forests … Continued

MINIMAL CHURN MEMBERSHIP

Leave a Comment

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

Leave a Comment

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

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

2 Comments

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

Stopping the Thief That’s Making Your Members Quit Your Membership Program

Leave a Comment

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? A thief stole stuff you worked hard to get — including cash from your wallet — and then disrupted the security you worked hard to build. How long would you tolerate someone robbing your home every month? Would you set up an alarm system or cameras? Heck, eventually you’d probably even consider hiring someone to stand guard to protect your family and belongings. There’s a thief in your business, and it’s a thief you’ve grown accustomed to and even tolerate. This thief is called churn. 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 … Continued

Ascension: THE Source of Membership Profit

Leave a Comment

I recently reviewed reports for a client’s membership programs. His company has annual revenues of $7 million. Like many owners of such businesses, he offers multiple levels of membership: a basic level that has about 500 members at $59.00 monthly and a higher level with about 150 members investing $249.00 a month. His average member value for basic is about $2,100.00 while members in the higher level of membership have a value of more than $31,000.00. Yes, that’s right, $31,000! Those members buy a lot more of the products and services his company offers. In fact, this IS where all the profit is coming from. He had no idea. The trouble is this higher membership level has been neglected. There have been few upgrade promotions, and there’s no automated ascension plan. Looking deeper, I noticed that five years ago, when membership in his higher level program exceeded 500, 2 percent … Continued

How are you disappointing your members?

Leave a Comment

Most of the people I ask tell me they have a great relationship with their customers. Their customers get great results and love their products. No one wants to believe the opposite is true. Your member churn rate is a direct measurement of the relationship you have with your new members. If you have a high churn rate, you are fostering a weak relationship with your new members. Most membership marketers treat their fulfillment like a series of product purchases. It’s a simple exchange of product for money. When they think about improving member churn rate, they try to provide more product for the money. The amount of product and value you provide is like water; too much is just as bad as too little. You don’t want a flood, and you don’t want a drought. You want to Stop Your Members from Quitting. There is a choice. Stopping Your … Continued

The Cause of Membership Program Stagnation

Leave a Comment

In this year’s presidential election, a lot of fuss has been made over the size of a candidate’s hands and the implied size of his … well, you know. Private parts are no longer very personal. Same with numbers. I speak with many membership marketers who tell me their programs are healthy when they know they aren’t. It’s like going to the doctor when you’re sick, but instead of describing your symptoms, you tell him everything is fine. I’m a physician of membership; I’m accustomed to looking at private numbers, keeping them private, and helping to diagnose ways to re-store health. There are lots of myths about growing memberships. One myth is that member churn is natural and necessary. It is natural, but it’s natural in the same way that there’s a healthy amount of sweating, and then there’s the kind of sweating that can lead to heat stroke. It’s … Continued