Keep Your Members Forever

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What if you kept 85 percent of your continuity members from one year to the next? Most for-profit marketers would consider this to be a spectacular success. With my association clients, I’d be fired if I produced those poor results. If you are losing 15 percent of your members each year you’ll has none left within 7-months. You can’t build a vibrant community, a company or a lifestyle if membership is a constant revolving door. Is forming an association the secret? Not the way most marketers think about it. I was able to transform my membership marketing results within the association world by applying what I learned from Dan Kennedy about publishing content that solves problems for members. However, too many marketers stop there. They think content is what drives the continuity sale. I benefited so much from Dan’s strategies because I was already understood the other reasons why people … Continued

How to Create a 156% Membership Increase

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You’ve been told for years to examine when your members drop-out of your continuity program. Then, right before the month with the highest member drop-out rate, give them a gift, such as food, to encourage them to retain their membership. The thinking is that this gift will create goodwill and trigger the Law of Reciprocity so the member sticks with you. Then, I suppose you’ve “gotten them over the hump” the member will stay with you forever. Turns out the box of cookies doesn’t work. Neither does more stuff. What I’ve found over and over again is that poor retention at any phase of the membership cycle starts when you welcome your new member. Before I reveal what we did, allow my client, Richard Menneg describe the transformation his company experienced when he implemented a new member welcome system in addition to the other changes we implemented: “Working with Robert … Continued

The Common Myth That Leads to Membership Retention Frustration and Futility

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There’s a common belief within the marketing world that does more harm than good. It emboldens perfectionists who don’t want to launch their program until it’s “perfect.” To help those who are imprisoned by perfectionism, some marketing gurus say, “Good enough is good enough.” They encourage their students to launch their product, get it into the market, and sell it to customers, all without taking a second look.

5 Ways to Keep Continuity Members for Life

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I hear comments like these all the time: “Members tell me there’s just not enough value to justify their monthly continuity.” “Why should members continue paying when they can get the information for free on the internet.” “Members tell me it’s too expensive, we’ve got to give them more value.” Most continuity marketers do one of two things to solve these problems: Sell harder Provide more return on investment Look, selling harder is important. Members have to understand all of the benefits you offer and how they can solve problems within their lives. And, without it, the #2 solution of giving them more just overwhelms the members with more stuff they don’t value, even if it could be valuable. Instead here are the 5 keys to retaining your continuity program members: Connection with others Many years ago I had the opportunity to work with the Florida Society of Dermatology. I … Continued

Fixing Failed Continuity Programs

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Would you believe that 88% of continuity programs average retention is less than 2-years? This isn’t a statistic you hear from the gurus selling courses on how to create continuity programs. The whole point of building these subscription and coaching continuity programs is to build a steady income, revenue you can count on and budget for each month. If members are churning out as fast as you can recruit them, it doesn’t produce the security and steady income you were promised. I’m particularly shocked about the results of this survey as I come from the association world. Within associations, what do you think the average member retention is? According to the American Society of Association Executives the average for all associations within the United States is just a tick over 5 years. And, associations strive to get this number to 7 years with the best 25% achieving this number. All … Continued

Poor information leads to bad decisions

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I experienced a hilarious contradiction of ethics. Hilarious at the time, but now that I think about it more, it was actually pretty scary. Each week during the school year I teach entrepreneurship classes to high school seniors as a Junior Achievement volunteer. Junior Achievement supplies the curriculum, solicits interested high school teachers and puts them into contact with volunteers like me to teach the courses to their students. The entrepreneurship course is an hour a week for seven with topics including market analysis, differentiation, product development, marketing, ethics and business planning. Ethics is always my favorite because of the fun discussions it elicits. One of the activities this week involved role play. I approached each student and said, “I’m your co-worker. I have discovered how to hack the time clock to add 45 minutes to everyone’s pay without getting caught. Now what do you do?” The students’ reactions ranged … Continued

Getting Everything Aligned for Maximum Member Program Growth

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When asked why I choose to run, my standard response is, “I don’t want to be fat and bald.” And that’s a large part of the truth. Fact is, before I started running, I was out of balance. Even though I’d lost 35 pounds, I still had 35 more to go in order to get where I needed to be. I was drinking 150 ounces of Diet Coke a day. To me, at that time, God should have made water taste as good as Diet Coke. I was happy, or so I thought.

Do you regret a mistake?

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Members often tell me, “I wish I had known about info-marketing before; I would have made a lot more money.” I’m always polite when someone says this; however, this type of thinking is a symptom of a larger problem. When we look back on an unpleasant situation in our lives, thoughts like these often occur: I wish I hadn’t said that; I wish I had done things differently; I wish I had stayed home that night. A lot of us have lost our heads in the heat of the moment, and then, looking back, we have thought of the one thing we could have done differently that would have changed everything. That is exactly the wrong way to think. Instead, we should recognize that we created those bad circumstances because we weren’t focused on the present moment. It’s like driving down the road in your car looking only through your … Continued

The Subtle Change That Will Transform Your Monthly Newsletter Into a Monthly Member Retention Machine

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“Oh yes, I publish a newsletter for my members every month.” That’s one of the most beautiful things I can hear when I’m working with a new client. But all too often, my excitement turns to disappointment when I learn they are referring to an e-zine they publish via email each month. There’s a place for e-zines. I love e-zines. However, an e-zine doesn’t replace a newsletter. And, please, never say the word “newsletter” when referring to something you send via email. “Email newsletter” is an oxymoron. It’s either a newsletter or an email, never both.

A little known factor in info-marketing sales

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Few info-businesses have more longevity than the one I’m about to describe. Launched in 1872, it’s 142 years old, predating the telephone and the electric light bulb. You may be one of its million-plus subscribers or never pay it any mind, but Popular Science magazine is worth studying. The point of your and my info-marketing businesses is to provide value by helping our customers get results. But Popular Science isn’t trying to make its readers into scientists. So, why would someone read it? The fact is 1.2 million “someones” read it, and the magazine has maintained its numbers over the last several years, a difficult time for the publishing industry. Popular Science attracts its large audience because curious people want to know how things work. The magazine provides a lot of illustrations and charts to demonstrate various interesting things, such as how jet engines, stem cell therapies and airline flight … Continued