Retention Deficit Disorder and How to Cure It

Are your membership numbers growing to meet your goals?

Does your membership attract as many new members as it should? Do you retain at least 70% of your new members for more than six months? Are your membership numbers growing to meet your goals? You are suffering from Retention Deficit Disorder. I’ll explain the treatment in detail, but first let me tell you how I came to discover this … Continued

Changing Your Member’s Mental Picture of Your Membership

Checnging a mental image for your members

Wow, that cartoon. What happens from the first image to the second? Does the guy get killed? Can you see the ax swing in your mind’s eye? Where does the ax hit? In this illustration, you did the killing, not the cartoonist. In your mind, you moved the ax. And, everyone I’ve shown this to has told me a different … Continued

Are You Disappointing Your Members?

Are you disappointing your members

What you sell damn sure better live up to your sales promises. There’s no retention without fulfillment. I had a great discussion with a client today. We are creating a new onboarding product that will become a “gift with purchase” that we can offer to increase sales conversions. He asked me, “If this video is longer than a few minutes, … Continued

The No. 1 Flaw in Membership and Subscription Marketing Today

The No. 1 Flaw in Membership and Subscription

Did you wake up this morning hoping for a webinar? You’ve gone all week without one. Perhaps your spouse used to give you webinars, but no longer. Then there was that one vendor who always offered webinars, but they don’t even do it anymore. Disappointing? No, you didn’t wake up hoping for a webinar. And neither did your members. And … Continued

In A Divided World, Those Who Unite Their Supporters Win

Those Who Unite Their Subscribers Win

Your subscribers have several monthly charges on their credit card. How do you make your subscription a “must have” to avoid being canceled? When your member examines her credit card statement with the idea of cutting back on her monthly expenses, how can you avoid being one of the many services that’ll get canceled? She’s likely got cellphone, Netflix, Hulu, … Continued

Subscription Revenue Is a Poor Substitute for a Viable Business Plan

Subscription Revenue

I had a tough conversation with a client this week. For the last 10 years, he’s been trying to grow his subscription business with a 30-day free trial. He’s been happy taking profit out of the business but has hit a plateau over the last few years. He gave his internet marketing team a budget of $100.00 per free trial … Continued