How to Build a Membership That’ll Last for Decades

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Each night during my week in Ireland, I shared a room with Perry Marshall and Bill Hammond. We stayed in three different places, and at each one, the three of us shared a room. On the fourth night, as I was laying in bed trying to fall asleep, I heard water running. I didn’t think much of it; I figured someone else within the bed and breakfast was taking a shower or something. But then at 2:36 a.m., when I got up to use the restroom, I heard the water running again.

The Secret Ingredients Radio Show Hosts and Smart Membership Marketers Use to Build a Loyal Membership

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There’s no one in a better position to help people than membership marketers. You are giving people the tools and motivation to help them improve their lives. I want to congratulate you and reward you with a secret of how to make your membership program grow. Popular radio hosts take on an advocacy position for their audience; they discuss a topic and stake out an opinion the majority of their audience will readily agree with. There’s no one better at this than Rush Limbaugh. He repeatedly tells his listeners he’s fighting for them against injustice and praises the intelligence of his listeners by denigrating non-listeners as the “low-information crowd.”

Benefits Don’t Improve Retention, Only This Does

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I think of myself as similar to a bug man. Think about it for a second — what would be the perfect testimonial for a bug man? Perhaps something like, “My house was full of roaches until I called Bug Man. He came in, killed the roaches, and vacuumed up the carcasses, and now when we turn on the light to our pantry, none of those buggers scurry around.” Who on earth is going to sign their name to that testimonial? No one wants to admit to their friends and neighbors that they had such a terrible roach problem in their home. I have a similar challenge as the “bug man” for membership programs. It’s hard for my clients to admit they need help. For membership marketers, their number of paid members and number of dropped members each month, as well as their rate of membership program growth, are very … Continued

How to Achieve a Monthly Churn Rate of 1% or Lower

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The biggest story during the Apple Watch’s release had nothing to do with the watch’s features — it was all about the price. While Apple released the Sport model in the $349 to $399 range, it also released the Edition model, with a starting price of $10,000, and a maximum price of $17,000. The $17,000 watch generated outrage and mockery from many. Of course, these commentators completely missed the point. The $17,000 watch serves the same purpose for its audience as the Corvette for Chevrolet, the Viper for Dodge, and the GT for Ford. The guy driving down the road in his Chevrolet Malibu can look over with admiration at the Corvette passing him and think, “The same company that designs and builds that car, made my car.” It makes his car look like a great value by comparison. Now an Apple watch customer can feel like he got a … Continued

The Secret to Long-term Member Retention is in the Welcome

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The single most important time to build a relationship with your member is what is the most overlooked by membership marketers. Everyone wants to talk about their sales letters, marketing funnels, and automated upsells. The new member welcome is rarely discussed but makes all the difference in whether or not your new member gets value from your product and retains his membership versus asking for a refund and canceling. I’m currently working with a client’s program development manager to rebuild his product and welcome sequence. From an instructional design perspective, the program development manager has pulled together an excellent training program. It provides members with everything they need to know, including several exercises, and lays out the planning that is necessary to make them successful. Unfortunately, few members were getting through the training. In fact, they were quitting faster than ever before. Academically, the program was solid, but it took … Continued

Crushing it in Nashville: Generating $75,866 in One 75-Minute Presentation

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“What a weekend and experience. Sold 38 packages ($1,997!) to a room of 125 CPAs/EAs. I never experienced a rush to the back of the room like this. What a feeling! Better than drugs!! Thanks for all your help and talk soon!!” Michael and I have invested a lot of time on his product, offer, and presentation. Plus, Michael spent several weeks studying other successful presentations and top presenters, looking for ways to improve his pitch. After trading emails, Michael later wrote:

Transforming Referral Partners Into Proud Members of Your Exclusive Club

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When a dentist sees a patient with disease or the need for a dental implant, they often refer that patient to a periodontist who specializes in those cases. How do you become the periodontist a dentist choses to refer his patients to? Most periodontists believe you do this by dropping off a box of doughnuts, making visits, and networking at dental meetings. Problem is, everyone uses the same tactics that don’t work. When Dr. Jeff Anzalone, a periodontist in Monroe, Louisiana, reached out to me for a consulting day, we took a different direction. Dr. Anzalone created a one-of-a-kind training event for dentists and their staff within Monroe, Louisiana. This event featured a high-profile, in-demand speaker and a fun atmosphere — plus, Dr. Anzalone offered it for free to dentists who were referring a certain number of patients to his practice every month. How did he know who those dentists … Continued

“Don’t Tell Anyone We Suck at This” The First Step for Improving Member Retention

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I think of myself as similar to a bug man. Think about it for a second — what would be the perfect testimonial for a bug man? Perhaps something like, “My house was full of roaches until I called Bug Man. He came in, killed the roaches, and vacuumed up the carcasses, and now when we turn on the light to our pantry, none of those buggers scurry around.” Who on earth is going to sign their name to that testimonial? No one wants to admit to their friends and neighbors that they had such a terrible roach problem in their home. I have a similar challenge as the “bug man” for membership programs. It’s hard for my clients to admit they need help. For membership marketers, their number of paid members and number of dropped members each month, as well as their rate of membership program growth, are very … Continued

Essential Elements of Membership Sites to Maximize Retention and Reduce Member Churn Within the First 60 Days

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Too many membership sites are set up in a way that actually increases member drop-outs. How? They make it confusing for prospects to find what they’re looking for; they make the program too long; or they make the program look like too much work. No wonder members quickly become overwhelmed! I recently had the opportunity to work with Ethan Kapp and Brett Kitchen of Safe Money Millionaire, who came to me for feedback about their member site. As it was, their site was much better than most. They put a lot of work into the design to make it look great, and they provided a lot of recognition of successful members.

The Key Element to Creating a Member for Life

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The instant the whirring noise begins, the quadcopter leaps from the ground and high into the sky. It’s almost faster than your eye can see. My 15-year-old son, Robert William, was excited to fly his first quadcopter. It’s a light, propeller-driven device that includes a video and still camera. The first Saturday after the drone arrived, we took it to a football field near our home. It was a bit windier than we wanted but he was too excited to be deterred.