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

The Secret for Faster Recurring Revenue Growth, Invest More on Member Retention

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It’s been exhilarating working with several $100 million — and larger — publishers over the last couple of months. These companies spend millions of dollars on member acquisition. They track their numbers and know what’s working — and what’s not — within their marketing and sales funnels. Some have weekly training seminars for copywriters. They get together, analyze promotions that are working, talk about what’s effective, and consider how they can use these ideas to improve their own promotions. They make a tremendous investment in new-client acquisition. Many of the top copywriters are paid more than $1 million a year to create winning subscriber-acquisition promotions. And these great promotions are art; they are interesting to consume, and I can feel myself get excited when I look at them. I agree that customer acquisition is important, but what about the art of keeping subscribers? It’s one thing to make a sale. … Continued

How Are You Sabotaging Your Membership Growth?

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I was always the chubby kid in school. Since I can remember, I’ve been embarrassed about how my body looks. I’m too self-conscious to leave my closet without a shirt on. Forget running in public or strolling at the beach without wearing a shirt. For decades, I’ve lived with this problem, telling no one. And yet, I love Cuban sandwiches. The bread, the meat, the cheese, and the dressing — these have been wonderful delights in my life. I totally understand that physical fitness is 80 percent about diet and only 20 percent about exercise. However, because I run, I figured I could eat my Cuban sandwiches — and don’t forget about the side of black beans. For decades, I’ve understood that Cuban sandwiches are one of the causes of my body weight challenge — leading to my ongoing embarrassment. However, I’ve been powerless in giving them up. Once or … Continued

Discover Your “Retention Point” to Turn Subscribers Into Lifetime Members of Your Vibrant Tribe

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Since completing the Boston Marathon last April, I’m often asked, “When is your next marathon?” “My next marathon is going to be a Netflix binge-watching marathon,” is my current answer. “With all of our training, my wife and I fell behind on our binge-watching of the new season of ‘Orange is the New Black.’” But what makes a show binge-worthy versus a show you watch once and move on from? I was fascinated by Netflix data published by Wired magazine that shows when a series becomes addictive. The chart shows the length of each series in minutes together with cubes representing episodes. The gold cubes represent the “hooked episode.” This hooked episode is the episode after which 70 percent of the viewers complete the entire series. Some complete the series within a week, others savor the show over several months. Yet, after the hooked episode, 70 percent stick with the … Continued

How Many Subscribers Are You Losing to the “Credit Card Statement Moment of Truth”?

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Have you ever looked at your credit card statement and said, “Holy crap, how did THAT happen?!?” when the balance is a lot higher than you expected? I put on several events a year and frequently travel for client engagements, so my typical balance due from new charges is between $25,000  and $50,000 . This is great for accumulating rewards points, but is bad for the checkbook balance. Your monthly credit card balances may be more or less, but it’s easy to lose sight of what a charge means to your customer. Just like you and me, your subscriber often spends more than he expected to spend in a month. When he bought your program and subscribed, he was excited and eagerly anticipated this new relationship. Then, 30–45 days later, he’s largely forgotten about the relationship — except for the sticker shock of the charge on his credit card statement. … 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

Today’s Single Most Effective Technique to Recruit New Members

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Unless you have a sales process that reliably generates new members, there won’t be any members to retain. While a lot of clients come to me because they have retention problems, I’m most often creating front-end marketing systems. When you recruit new members into your membership with the right type of offer, they are much easier to retain. More money is generated for premium-priced memberships and subscriptions through video sales letters (VSLs) than any other sales tool. There are a lot of ways to produce VSLs, from animated hands drawing cartoons, to a live-action person speaking directly to the camera, or, the most popular, a voiceover with words on the screen. For most high-volume marketers, voice over text converts higher than any other strategy, unless there’s something interesting happening in the video. Joe Schriefer has a successful VSL that features himself as a man on the street demonstrating how easy … Continued