How to Communicate Your Benefits in a Compelling Way so Members Want and Appreciate What You Deliver

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“What are the benefits I can offer to stop members from quitting?” is the most frequent question I hear. Yet, for the most part, the benefits these clients deliver to their members are just fine. But there’s usually a huge problem in the way benefits are communicated. You may have an understanding of your benefits, how they’ve helped other members in the past, and how they can help your current members. However, your new member has no idea about any of this. And she’s not going to read a bunch of stuff to try to learn about everything, either. You’ve got just a few seconds to pique her curiosity and get her engaged, even if she invested in buying your subscription. Most importantly, rather than talk about what the benefits are, such as discounts, publications, or a subscription box, illustrate how each benefit helps your member. There should be a … Continued

Retention Training to Stop Your Members from Quitting

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I may have to seek therapy. My son, Robert William, has chosen to attend the University of Florida to become a … I can’t write it. Their mascot begins with the letter G. Ugh! I graduated from the superior school within the state, Florida State University. My favorite daughter is set to graduate from Florida State this December. She followed my plan perfectly. I remember sitting with my daughter at an FSU baseball game when she was 10 years old or so. Between innings, the stadium announcer began to read off scores to the crowd. One score spurred a tremendous cheer: “Here’s an update from the SEC gymnastics tournament — Kentucky 8, Tennessee 5, and Florida 2.” My daughter gave me a quizzical look as if to say, “Why does anyone care about a gymnastics tournament?” “As a Florida State Seminole, we root against Florida in every sport they play,” … Continued

Copywriting for Customer Engagement, Retention and Lower Churn

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The biggest mistake I see in ongoing content is that it’s 100 percent “how-to” information. Too much how-to is boring, overwhelming, and monotonous. Plus, there are billions of pages of how-to content available for free on the internet. Yes, “how-to” is important, and when you ask your members, that’s what they always say they want; however, when you deliver content in the right way, it’ll result in a huge reduction of your churn rates. I was speaking about this with a client in December. On that call I created the following formula for content: Content = Vision + Clarity + How-To + Personality Throughout the month of January, I’ve had the opportunity to work with Money Map Press, an Agora affiliate and one of the largest financial publishers in the world, to implement this model within their editorial department. As a large publisher, they have several different experts who provide … Continued

Put Your Fastest Win First and You’ll Get a Member That Stays for Months or Years Instead of Days or Weeks

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Memberships and subscriptions are some of the hardest products to sell. Your marketing gets me excited about a problem, promises that you’ve got a solution, and just when I’m ready to buy what you have to solve my problem, you explain you are going to give me the solution in installments over the course of several months. I want a solution NOW! I understand that you want a member and a subscriber, so that’s why you sell a membership. But your member doesn’t want a membership. He wants a solution to his problem. And if you dilly dally around, providing information rather than delivering solutions, your member will tune you out and disengage — lost forever. Once your customer believes in your system and his own ability to do it, and has clarity about what to do, he’s ready to start. This is one of your biggest decisions — where … Continued

Your Selling Begins After Your New Member Joins Your Membership Program

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“You wake up and see your gardener tending to your gardens. You play golf if you want, tennis if you prefer, or, if you feel like taking it easy today, meet some friends for coffee. You don’t have to rush to work. Your team is taking care of every detail, including mailing your distribution checks regularly, as you’ve long since delegated responsibility to a team you can trust — that actually runs your business better than you did.” Jay Abraham calls this method of goal imagery “forward pacing,” a neuro-linguistic programming term. “No more long hours, late nights, and working weekends. Instead, by applying what you learn within this program, delegate all of the details of your business to a cracker-jack team that deposits distributions into your checking account while you relax with your spouse in the paradise of your choice.” I learned from Dave Dee that every proposition must … Continued

Halting Your Own Success

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“If I wear that shirt, some kids may make fun of me.” But then he answered himself by saying, “They may or may not. There’s nothing we can do about what they choose to do; we can only control ourselves.” My son, Robert William, is a junior in high school and he’s participating in student government. Everyone in student government has to dress up once a week; for boys, that means wearing a shirt and tie to school. In a sea of sweat pants, shorts and T-shirts, someone in a shirt and tie really stands out. During our monthly shopping trip for new clothes that fit a growing young man, a pink shirt caught my son’s eye. His first thought was, “Oh, the girls will really like that.” I confirmed Robert’s thinking, but then he became concerned about what other boys might say about it. We bought the shirt. It’s … Continued

How to Compete Against “Free” to Grow Your Paid Membership

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Although I read two to three books a month, the backlog of books I have yet to get through is huge! Heck, I buy a couple of books each month, clients and friends send me more … Every month that goes by, I get further behind in the list of books I need and desperately want to read. Beyond all those books, I also subscribe to several news feeds. These include articles from my local paper, TechCrunch, Wired, Seth Godin, Florida State University sports, and a dozen others. Then there’s the podcasts: “Wait Wait … Don’t Tell Me,” “Planet Money,” “Serial,” “Entreleadership,” “The Way I Heard It,” “Built to Sell,” “Tim Ferriss,” and others. I’m weeks behind on what I eagerly want to listen to. For entertainment, my Netflix binge list includes “Orange is the New Black,” “The Blacklist,” and “Narcos,” just to get started. On top of all this, … Continued

Why I’ve Given Up Facebook Until After the Election, and What ‘Pokemon Go’ Reveals About Stopping Your Members From Quitting

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I’ve decided to give up on Facebook. I can’t look at it anymore. Does everything have to be a flaming argument about the election? Even my closest friends have become lunatics about their chosen presidential candidate. I’ve long-since learned political discourse on Facebook is a total waste of time. But when I see an ignorant post, it just burns me up inside. I get angry, and I feel a powerful urge to explain to my friends how they’re wrong and I’m correct. “Pokemon Go” is all the rage. I don’t believe I’ve ever heard the phrase “Gotta catch ’em all” so many times as I have lately. The other day, a friend was telling me how stupid it was to play “Pokemon Go.” She said the game was basically all about walking so you could get some badges. Ironically, as she was explaining how stupid it was to walk for … Continued

The simplest way to get customers

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I have a coaching client who is working as hard as anyone I know.  Yet, he isn’t getting the results his hard work deserves.  And, when I suggest changes he’s SO busy keeping up with his current commitments it’s a challenge to implement anything new. In many third world countries children have to walk an hour in the pre-dawn darkness to the village square to fill her family’s pot with water.  Then, she has to walk an hour back home lugging that pot of water.  All that, so their family could start the day with a pot of water.  These people are trapped because they must devote so much time to staying alive that breaking free from poverty is inconceivable to them. You and I get to start the day with water, just by turning on the tap.  We have a two-hour advantage. A tool that allows you to accomplish … Continued