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

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