Have you ever had the situation where you decide to reach out to members to engage with them, but when you email o them, they reply with a request to cancel? What can you do to resolve this situation?
See if you resonate with any of the following scenarios:
You invest lots of time and money creating a brand-new marketing campaign, but it generates so few members you wonder if it’s really worth it.
You try to get your members engaged, send out a survey, or ask them to complete a survey, and you get so few responses that you wonder whether your members ever received your message.
You try to improve retention by creating a new member welcome campaign and it actually makes retention worse.
After weeks of messages to encourage engagement, members reply to your message asking to cancel their membership.
It feels like it would have been better not to email members at all and follow the old adage, “Better to let a sleeping dog lie.”
Or, perhaps you do a live event for members, but only a small percentage actually show up. When asked about it, most didn’t even know it was happening.
And how about this one… your member’s credit card fails when you process their membership charge; and your outreach goes unanswered. You thought they were satisfied subscribers who want what you deliver, but they don’t respond when you try to update their payment info.
If you relate to any of those scenarios, I understand. I’ve felt the same way many times in the 27 years I’ve been growing membership businesses. And the big secret — the thing that’s preventing you from succeeding is …
This episode of Be Unleavable® Subscription Growth reveals the number one thing that’s preventing you from growing your subscription recurring revenue.
What I’m reading:
Atlas of the Heart by Brené Brown is a road map for your soul. There’s a lot of vocabulary and definitions for feelings that I was vaguely aware of but not able to make complete sense of them. This book will help you and the people around you forge stronger connections.
The right vocabulary gives you discernment over distinctions that are transparent otherwise. Often the answers are readily apparent but hidden from us because we lack the experience to notice them. But, when they are pointed out they become obvious in hindsight.
What I’m watching:
For our 28th wedding anniversary, I took my wife on a date to watch Top Gun. She loved it, I’m sure more for the action scenes more than the scenes of Tom without a shirt on. Anyways, all week I’ve been obsessed with “making of Top Gun” videos like this one or this funny video with Tom Cruise terrifying James Corden.
It’s impressive what you can create when you have the right team. Tom Cruise brought 44 years of movie making experience to this project. And he brought his reputation. Both are important but the experience brought far more in terms of “how to” breakthroughs than his name. When you are making big breakthroughs having the best people on your team is more important than saving money in the short term.
What I’m pondering:
Sequoia Venture Capital is one of the largest, most successful venture funds in the world. Here’s a presentation by the highest leaders of Sequoia educating their people on the moves they are making at this time of economic transition, inflation and war.
For me, it’s changed how I’m speaking with my clients and prospective clients. We are going to focus a lot more on generating positive cash flow, profit and efficiency. Today, this is what the biggest investors are looking for rather than growth at any price.