Your Members Don’t Exist to Solve Your Company’s Problems Your Membership Exists to Solve Your Member’s Problems

Your Membership Exists to Solve Your Member’s Problems

There are so many big promises out there about the benefits of membership and subscription business models that too many people launch, expecting that offering a membership will solve their business problems. You invest money and hundreds of hours creating a brand-new marketing campaign, but it generates so few members you wonder if it’s really worth it. You try to … Continued

Motivation First, Engagement Second, and then Retention for Life

Retention for Life

Zander Marshall, son of my friend and client friend Perry Marshall, told me this quote in a conversation we had at the Connemara National Park in Ireland. I made note of it in June when he said it, and I’ve been reading and rereading it ever since. Too often, when I’m asked to review why a membership program is failing … Continued

Hidden Peril or Power of Your Member Stakeholders

Power of Your Member Stakeholders

Most membership marketers ignore the people around their member. What does the husband say to his wife about her monthly subscription box credit card charge? What does a wife say when her husband of 50 years, a retired engineer, buys a $2,000.00 subscription trading service on stock options when his past stock picks include Lucent Technologies, Enron, and General Motors? … Continued

They’re Not Buying Your Membership, They’re Buying Your Promo

They're Not Buying Your Membership

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 … Continued

How 24-Hour News, Social Media, and Our Culture Cause Retention Deficit Disorder, and How You Can Become Part of the Cure

How 24-Hour News, Social Media, and Our Culture Cause Retention Deficit

No amount of acceleration will get you to your destination when you are headed in the wrong direction. And, you can’t change direction until you recognize you are following the wrong path. There are three important ways we create Retention Deficit Disorder within our membership and subscription programs. But it’s not your fault; our culture is leading us astray, creating … Continued

The $651,958.00 Email Series

series of emails generating $651,958.00

Can you imagine a series of emails generating $651,958.00? It’s hard to believe, isn’t it? This is the power of retention. And if it’ll work this well with this example, it’ll work for you too. Bradford Tax Institute delivers tax-saving strategies to members of the Tax Reduction Letter. How much do you enjoy working on your taxes? Exactly! This is … Continued