Understanding exclusivity and how it can be used to motivate customers into buying doesn’t make you exempt from its power. In fact, it’s the real reason I’m running the Boston Marathon. I want to be in that exclusive group! There’s no good reason to run a marathon. Yeah, the marathon is 26.2 miles long, but that’s the least of the … Continued
Mentally prepared to make a kill
The mother lion slowly creeps closer to the edge of the prairie where a family of gazelles grazes nearby. The gazelles are always skittish. Ever watchful to protect the herd. Yet as they graze, the lioness creeps closer. The lioness has a pack of cubs in her den. She’s been hunting for hours, ranging from one prairie to the next, … Continued
What Makes Your Members Quit (and how to fix it in one afternoon)
Just because you say your customers are “members,” that doesn’t create a member relationship. In fact, throwing around the “member” word when you are otherwise treating them like customers can make your customer retention worse. This program shows you how to transcend a customer relationship to foster a stronger, longer-lasting member relationship. You’ll learn the differences, and how to build … Continued
Becoming attractive to customers
“Don’t I know you from somewhere?” he asked me. “No, I don’t think so.” I was shopping for clothes at the mall. I’d recently gotten a new job, I was 22 years old and I knew few people in town. “Where do you work?” He asked. I answered and asked him where he worked. He told me he owned his … Continued
A Rarely Considered Member Churn Factor That’s Easily Managed
“Let me get this straight. You spent $45,000.00, and now you’re going to make three trips to Baltimore to spend a week in some training class? You’ve been repairing cars for years. What are people in Baltimore going to teach you, you’ve been in the business for years?” This was the beginning of the conversation I imagined between an excited … Continued
What Gets Ignored Dies
It was so frustrating. It was like everyone else was from a different planet. There wasn’t a single person who “got it.” My first info-marketing business targeted the association industry. I promoted a product teaching associations how they could recruit and retain more members. For 10 years I attended events where association executives got together. I spoke at many events, … Continued
Identify the Best Member Forum Platform for the Most Member Engagement
A member forum that empowers its participants to communicate with each other provides a benefit that improves member retention without creating something else you’ve got to fulfill. When done correctly, there will still need to be some oversight and engagement by members of your team. However, you’ll be able to rely on your members to set the agenda and provide … Continued
Dependably Unpredictable
McDonald’s is the leading franchise in the world because of its consistency and predictability. You can be on the other side of the country or around the world and when you see the Golden Arches, you know exactly what the food will taste like. There might be an independent restaurant with better food next door, but most people will never … Continued
Simplify the Complex to Increase Member Engagement and Long-Term Retention
How do you customize your marketing message to fit the variety of customers joining your program, all coming in at different skill levels? What should your offer be when some of your prospective members are head of one-person businesses while others run businesses of 20, 50, or more employees? How do you structure a new member welcome, when new members … Continued
Give Less to Increase Sales
During a Jump Start Coaching Call coaching call, a relatively new info-marketer wanted to know why he wasn’t generating any sales from his website. He asked me to review his site for him. While the opt-in page looked ordinary enough, he had five different training videos on his sales page. He wanted to prove he would over deliver, so he … Continued