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

How to Compete and Win Against the Biggest Publishers in the World

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What if you had to compete against the Wall Street Journal, Investors Daily, Financial Times, Barron’s, MSNBC, Yahoo Finance and thousands of other paid and free resources. Dan Fink, managing director of Money-Media, offers innovative solutions and lessons learned from his years of competing against some of the biggest publishers in the world, and winning. “It’s really about having a 365-day mentality that if you’re going to try and renew these people a year later, your job starts in day one to make sure that they have a good experience all year long. And then the pressure’s off when renewal time comes.

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

Yours FREE. Three Decades and Several Billions of Dollars of Subscription Revenue Growth Secrets

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Subscription Revenue Growth Secrets

Georg has been an executive at the highest levels of some of the largest, fastest-growing subscription businesses for the last three decades. And, for you, he reveals the biggest subscription mistakes to avoid, how to deliver value subscribers will eagerly pay to receive, and the single most effective strategy in jump-starting membership growth after it has plateaued. And for inventory, Georg advises against getting carried away. “People say, ‘No, I’ll have 100,000 members immediately,’ and then they buy inventory like crazy, and they sit with a pile of stuff they can never sell, which is a sad story. I would always encourage people to be conservative in the beginning, rather work with scarcity and build up slowly. Conserve your capital. Be very cognizant of capital and spend it in media, and try all kind of channels you can try.” He suggests adding surprise to pique interests. “A little cliffhanger, little … Continued

How to Attract and Retain Customers in Your Non-Membership Business by Creating a Membership

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How to Attract and Retain Customers

However, a membership program instantly positions you as an expert in your field, making your communication welcomed by your prospective customers. It makes you a celebrity in the eye of your consumer. And, when it comes time to sell your business, you generate the sales price from your core business and you can sell your membership as well. My longtime client, David Lucca, was co-owner of an investment management firm. His firm worked exclusively with airline pilots, and he was looking for a way to attract airline pilots to become clients of his firm, versus all of the financial investment choices out there. David launched a new stand-alone company, the Airline Pilot Financial Association, to become the marketing arm of his financial management firm and provide great custom created financial resources for airline pilots across the country. I recently interviewed David for my Membership and Subscription Growth podcast. He has … Continued

A Week in Mumbai and Another in Ft. Lauderdale for Membership and Subscription Growth

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Membership and Subscription Growth

The streets of Mumbai, India, are a lot different than the hills of Tallahassee, Florida. The crowds are like walking through Disney World minutes after the fireworks end, but for 24 hours a day. Yes, even when I went outside for a run at 6 a.m., the streets were busy with pedestrians, cars, and bicycles. India has a powerful economic engine, driven by more than 1.4 billion consumers clambering to get their share of India’s growth in prosperity. While 80 percent of the country earns less than $10.00 a month, there are millions of prosperous Indian families as well — many more than the U.S. in fact. This month, I had the opportunity to travel outside the U.S. to work with Agora’s affiliate in India, Equitymaster. At the center of this economic engine is the Indian stock exchange — a place where thousands of India’s largest companies go to generate … Continued