Onboarding that Stops Members from Quitting

1 Comment

Stops Members from Quitting

If your goal is to add 1000 new members this month but had 300 members cancel their membership, then 30 percent of your the marketing expense, your copywriting efforts and the efforts of your sales team were expended to replace members you once had. Think about that effort and expense for a moment. All just to try to stay even. Thirty percent of your month invested to keep from falling behind. It’s even worse if you experience significant refunds. Now you’ve got to expend more marketing dollars just to get back to the revenue number you thought you had achieved. Churn, cancels and refunds have been accepted as a normal part of subscription businesses. Yes, there will always be churn and some of it is normal and healthy, you can’t please everyone. But if you consider the percentage of your marketing efforts are devoted to replacing members who quit and … Continued

Illustrated: Before and After, Improve Conversion of Free Trial Members with a Better Member Welcome Screen

Leave a Comment

Improve Member Conversion of Free Trial to Paid

Are you afraid to send email to your members? Have you ever noticed that you get a spike in cancelations after you send a notice out to your members? I have spoken to many membership marketers who are hesitant to send emails to subscribers for fear that it’ll prompt them to cancel. This is similar logic I used to believe about tennis. When I was 12 years old, learning to play tennis it’d often hit the ball right over the fence. I’d then have to spend the next five minutes chasing the ball across the parking lot to try to find it under some car somewhere. I believed, when I hit the tennis ball, it goes over the fence. I must stop hitting the tennis ball. But with a coach there, she could explain to me what I was doing wrong. She could easily illustrate that a tennis ball could … Continued

You Could Do Everything Right and Still Get a Refunded Order or Canceled Member Unless Your New Member Welcome Includes These Three Elements

Leave a Comment

Your New Member Welcome Should Include These Three Elements

As soon as I see the envelope in the mailbox a feeling of dread comes over me. Ugh, the credit card bill. A month’s worth of dining out, gas purchases and a “little” splurges summarized in one package. I open it up with trepidation and look for the balance. Ahk! It’s A LOT more than I expected. What happened? That’s a lot of money to pay! Is there anything here that I can return? Have you ever felt surprised by your credit card balance? You opened your credit card statement, check out the balance due and, then there’s the “Holy crap!” moment. Yeah, me too. What’s the first thing you do? If you are like most, first you check to make sure all of the charges are valid. And, if there’s something you don’t recognize perhaps you ask your spouse about it. Then, as a team you try to figure … Continued

Creating a Subscription Business for Long-Term Growth is Worth the Investment

Leave a Comment

Creating a Subscription Business for Long-Term Growth

Sitting in a cab, stopped in traffic, in the dark, at 5:53 am, 17 degrees outside. There’s a long line of cars sitting on the highway, each waiting to enter the Laguardia Airport. Ramit, my cab driver, tells me Laguardia has been under construction for the last two years. And, it’ll take another two years to finish the new terminal. Meanwhile we wait as traffic tries to squeeze from three lanes to one in a construction zone. Several passengers have given up on riding to the airport. They have leapt out of their Ubers and cabs and are dragging their suitcases to the airport on foot, through the snow banks on the side of the road. Hurrying to get to the gate before their flight departs. I’m in New York City for consulting days with two clients. I love my New York City clients, in May. January is too cold … Continued

Your Biggest Membership Retention Breakthroughs Always Come from a Better Understanding of Your Members

1 Comment

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

Leave a Comment

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

Leave a Comment

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 Create Great Content That Your Subscribers Want and Will Pay For

Leave a Comment

How to Create Great Content That Your Subscribers Want and Will Pay For

The real money in a subscription business is not in getting new subscribers, it is in keeping them and increasing their value. They might visit if your sales process is good, but they’ll only stay if your content is truly engaging and you are communicating with them in an entertaining and engaging way.

Jim Sinkinson founded Infocom Group in 1980 and sold it in 2015. The company produced online data services, newsletters, webinars, books, special reports, ad-based media, live professional development conferences and seminars for the PR/corporate communications market. Continued

It’s 2018. Are You Choosing High Membership Churn or Fast Membership Growth?


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

Leave a Comment

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