Attracting New Members with a With Delegation Tools

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Before I created and sold information products, I delivered consulting services for many years. Most projects required strategic planning; some entailed creating systems and business process; and others involved marketing. While the projects varied in scope, they had one thing in common: The business owner always thought his or her employees were the problem. I was brought in to train the team, and if necessary, replace one or more team members. Yet, I often found the staff’s problems were a simple reflection of the boss. Every time I’ve come across an entrepreneur with a “dysfunctional” team of employees, I’ve found it is the entrepreneur who is dysfunctional. The team is just trying to hang on. I’ve promoted staff training programs for many industries over the years, and I have a product for the info-marketing industry called Relief for Frustrated Info-Marketing Staff. I especially like programs that are designed for the … Continued

How to stand out from the swirl

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You and I are bombarded by commercial messages. While Consumer Reports estimates the average American receives 247 commercial messages each day, it seems like I get more than that in emails alone. Each of us has to adopt a coping mechanism to get through the day without spending all of our time reading and listening to advertising. You and I ignore most of it. We delete the email unopened, we pass by the billboard unread and I bet you are even ignoring the ads in the right column next to this article. Of course, it’s the only way we can get through our day. Each of us focuses on what matters to us. If it doesn’t seem important at first glance, it’s immediately ignored. Our customers are making those same judgments. Each time you and I send an email, display a web advertisement or send a direct mail piece, our … Continued

Something I believed that held me back

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“I’m amazed at how much you get done.” I hear this all the time from clients and friends. Actually, I’m the one who’s amazed. Not because of how much I accomplish, but because they are impressed. It doesn’t seem like I’m accomplishing that much to me. All I see is the long list of unfinished projects left to do. Still, I’ve picked up a few insights I can share about getting things done. “The do-it-yourself movement ruined America.” My friend Rob Berkley said this at a recent mastermind meeting. His comment really struck me. In the drive for independence, costs savings and the feeling of accomplishment, we strive to complete projects by ourselves. Years ago my wife and I tiled our bathroom and kitchen floors. We rented the expensive masonry saw, but we had to buy several other tools. Plus, we had to learn a lot of new skills. I … Continued

Unleash a Vibrant Community Among Your Customers to Become the No. 1 Player in Your Industry

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What if you owned more than 45 percent of your market? The mutual fund company, The Vanguard Group, does just that. More than 45 percent of the money flowing into mutual funds today goes into a Vanguard managed fund. You’d think they wouldn’t need to do much for their customers. In fact, since they specialize in index traded, set-it-and-forget-it type investment vehicles, you’d think they wouldn’t need to communicate with their members. In fact, the opposite is true. The Vanguard Group has one of the most vibrant customer tribes in the investment world, and it’s a large part of their success. My friend and client Ben Glass of Great Legal Marketing passed along a January 2016 article from Kiplinger’s Personal Finance entitled, “The World According to Bogleheads.” The term “Boglehead” may not mean much to you, but I’ve been a Boglehead since 1991. Actually, we weren’t called Bogleheads then; instead … Continued

If you ran a Harley dealership

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“The swirl” is one of the things we talk about with Harley-Davidson dealers when we are coaching them to improve the profitability of their dealerships. At any given time in a dealership, there are customers considering buying motorcycles, trying on clothes or waiting for their motorcycles to be serviced; service techs working on motorcycles; parts orders arriving via UPS; and a parade of salespeople walking through the showroom. There are a hundred things the dealer would like to pay attention to, and at the end of the day, he’s exhausted. He works hard every day, but he can’t find time for the things that are most important because he is too busy. That’s the swirl. Perhaps you have it in your own business. So many different urgencies crop up that you aren’t able to work on what’s most important. It’s like one of those shooting galleries at the fair. Targets … Continued

A Rarely Considered Member Churn Factor That’s Easily Managed


“Let me get this straight. You spent $45,000.00, and now you’re going to make three trips to Baltimore to spend a week in some training class? You’ve been repairing cars for years. What are people in Baltimore going to teach you, you’ve been in the business for years?” This was the beginning of the conversation I imagined between an excited new auto repair shop member of Auto Training Institute’s Re-engineering Program and his spouse. Likely, this $45,000.00 program would be one of the three largest purchases this family had made. It may even be more than this auto shop owner takes home in a year. Even if your sales aren’t as large, or the stakes as high, it’s critical that you prepare your new member for the conversations they’re going to be having with family and friends after joining. I first learned this secret as an Amway distributor. It was … Continued

Identify the Best Member Forum Platform for the Most Member Engagement

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A member forum that empowers its participants to communicate with each other provides a benefit that improves member retention without creating something else you’ve got to fulfill. When done correctly, there will still need to be some oversight and engagement by members of your team. However, you’ll be able to rely on your members to set the agenda and provide the bulk of the content. Here are my observations, based on my own experience and what I see working for my clients. Private Facebook Group If most of your members are already on Facebook, the benefit of a “members only” private Facebook group is that popular member posts will show up in each member’s newsfeed. This is the epitome of showing up where your member is already spending their time. As a member organization, you have unprecedented access to your members’ attention. There’s never been a platform that puts your … Continued

Simplify the Complex to Increase Member Engagement and Long-Term Retention

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How do you customize your marketing message to fit the variety of customers joining your program, all coming in at different skill levels? What should your offer be when some of your prospective members are head of one-person businesses while others run businesses of 20, 50, or more employees? How do you structure a new member welcome, when new members are starting at different places? Attorneys join the Personal Injury Lawyers Marketing & Management Association (PILMMA) at different stages in their law practice. One might have a solo practice, while another could have associates; still another might have a large practice with dozens of attorneys in offices around their state. Developing a member proposition was a challenge for such a diverse market. That’s when Ken Hardison, together with members of his team, Frankie Fihn and Billy Fansler, developed the Stages of Law Firm Growth chart you see here. This chart … Continued

When You Let Up Before the Finish Line, You Lose the Race of Member Retention

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They drove 2,634 miles within 24 hours, non-stop. This is more than the distance between Daytona Beach Florida and Los Angeles California. Each team had three to four drivers taking shifts completing 740 laps around the Daytona International Speedway road course. Meanwhile, my son, Robert William, and I enjoyed watching the race from brand-new suites at the speedway. We even took part in the buffet, which included a prime rib brunch and my favorite dessert: pecan pie with ice cream and caramel sauce. While we were eating and relaxing, the drivers were pushing their cars through each turn as fast as they could go. Each car has a team of drivers taking turns to push the car to its limits through each turn for 24 straight hours. In the end, after racing for a full day, only 1.33 seconds separated the winner from the first runner-up. Any slip-up on any … Continued