“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.
Chris Griffin, DDS is the smartest guy there is for dental office systems. Not only does Chris offer systems for marketing and running an office efficiently, but he also delivers great systems on the clinical side of the practice. In fact, one dentist used Chris’ systems to earn more money working 3 days a week in his dental practice than he was previously able to make working 5 days a week. What did that client do with all his extra time off? He became a professional bass fisherman
Over the last several months, Jim Augustus Armstrong has been building a nice inventory of client success stories. Although he wanted to incorporate them into his sales funnel, the typical “Success Stories” booklet didn’t make sense to him. Jim created a special issue of his newsletter, featuring his client success stories within the first 8 pages. Then he used the final 4 pages to present
An in-person event can be a powerful way to launch a new tribe. The marketing for your event generates a list of opt-ins.Registration fees can fund marketing expenses. And, at the event itself, you can invite attendees to join your new coaching program to build your tribe. Tribe member Dr. Darold Opp turned to Jerry Jones, an expert copywriter within the dental profession, to create the marketing for his in-person event. I’m currently working with Dr. Opp to
Too many info-marketers assume the sales process is complete when they get a new customer. They immediately flip to fulfillment and training mode. However, after he sale is when you need to ramp-up the sale. Michael Rozbruch recorded a sales video to get his clients excited after purchasing his program. It resells his new member on the program, reminds them why they invested in the program, and shows them exactly how to
“Your program didn’t work for me.” What?!? You have the gall to tell me that my program doesn’t work? Wouldn’t it be more accurate to say you didn’t work? One of the top frustrations I hear from tribal leaders is new members who join and quit without trying. In the beginning they have all the hopes and dreams of accomplishing great things. Then, after they become a member, they don’t do anything. Then, they drop out and complain that they didn’t get any results from the program.
If there is a serious weakness within most continuity programs I’m asked to evaluate it’s that the marketer stops selling after a customer buys and joins his continuity program. Look, I understand, it’s a lot of work to ship out the product purchased together with delivering on all of our commitments within the monthly continuity programs. It’s easy to forget about selling in addition to everything else you have to get done. Am I suggesting that you have to do more? No, not more. Just different. Associations recognize that they are always selling. This can make them frustrating to deal with because they are so risk adverse. They don’t want to do anything to anger even a single member.
While a lot of continuity marketers struggle with growing their lower priced, large number of member programs, I also hear frustration with retention within high-priced continuity programs. Coaching members get a big head, think they know everything, and drop out. Often, the coaching member is even resentful even though everything was delivered exactly as promised. The key to long-term retention is recognizing that your members’ needs change as they grow within your program. One of the key leadership strategies is to have a common mission together with values. For years within the association world I knew it was important to create a set of shared values among the members. When members embraced the mission of the organization and the values, they put that way above the money to renew their memberships. In fact, it never occurred to them that they would ever not be a member of an organization that … Continued
I was completely pinned against the back wall of the swimming pool, water gushing at my face, in my mouth, nose and eyes. I was never so happy to be out of a pool. This was my first time learning how to swim in one of those stationary pools. It’s a similar concept to walking on a treadmill except it’s a pool. There’s a flow of current coming from a large jet. Your goal is to swim against the current so you are able to get your “laps” in and never move. You can swim like it’s an Olympic size swimming pool in an 8’ X 10’ area. Only problem, this was my first time using one of these things. At first the current was too slow. Every time I tried to swim I’d swim faster than the current and start slapping the side of the pool right above … Continued