Membership subscription businesses are a Utopian business model where your revenue grows every month, we all get fat bonuses, and everyone lives happily ever after. Of course, this is crap, but that’s what some appear to promise and many believe. I had a long conversation with a company analyst and business newspaper reporter about a number of subscription businesses and … Read More
Did you wake up this morning hoping for a webinar? You’ve gone all week without one. Perhaps your spouse used to give you webinars, but no longer. Then there was that one vendor who always offered webinars, but they don’t even do it anymore. Disappointing? No, you didn’t wake up hoping for a webinar. And neither did your members. And … Read More
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 … Read More
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 … Read More
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 … Read More
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 … Read More
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 … Read More
Too many people create a subscription business because they heard it’s a lucrative business model. While it’s true that the membership model can help you scale your company faster, generate long-term stability and enable you to grow a vibrant tribe of thrilled members, generating revenue can’t be your only priority. Instead, when you focus on generating a positive impact on … Read More
Passion, customer impact, focus, feedback and service are crucial for maximum subscription and membership growth. For an example, take a look at PopSugar and their subscription box, PopSugar Must Have. While I recommend you subscribe to learn more about building your own subscription program, here’s five “Golden Rules” you can use immediately from a recent interview with Lisa Sugar, PopSugar’s founder and CEO. Continued
Customer success determines retention rates in the membership economy. If your member does nothing with what you sell her, she’s going to cancel your subscription.
The old model of leaving it up to your customer to figure out how to get value from what you sell may have worked in the old one-and-done product sale world.
Your membership and subscription growth is determined by how well you ensure customer success. It involves helping your members find a lifetime value in subscribing to your product or service. I refer to it as turning your subscribers into a vibrant tribe of followers. And, it starts with how you attract your them.Continued