Do You Give Members What They Expected or Do They Quit?

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Is this what your member says when he receives your email?

“Yeah, I was hoping for an email. It’s been too long since I received one of those. I’m excited to finally get one.”

Nope. Your member never says this to himself. Instead your member sits down to his email with the mindset of, “How can I get this cleaned out as fast as possible so I can move on with my day and get home to my family before dinner?”

Your members are busy. Why should they pay attention to you?

I got a call from a prospective client with a $5.7 million membership program that should have been a lot larger but wasn’t, due to his crazy high churn rate. His members were quitting within a few short months. He was investing many thousands of dollars into attracting members, desperately trying to replace the quitters, when all but a few were quitting within months anyway.

When I dug into the program, the client admitted that his members weren’t getting the results he’d promised. In fact, many of his members had dutifully tried to implement what he was providing. When they got fed up after three or four months, they quit the program. We had to focus our work on transforming his program into something that created positive results and solved problems for his members. We had to start with a solution that would work. Nothing is going to stop your members from quitting once they discover that what you sell isn’t any good.

The more common challenge I receive is the program that does work. However, members are judging it too hastily and are quitting without giving it a chance. Or, the member may admit that it can work, but it’s not a good fit in his situation. These are the opportunities that can transform your membership from one of constant churn and frustration for you, into an asset that generates long-term monthly recurring revenue growth and a secure lifestyle.

I’ve received some tremendous feedback from my LiveCasts over the last several months. This issue of The Skrob Report includes a lot of the best teachings from last month’s Tribal Membership LiveCast. You’ll want to get yourself registered for this month’s program, called Addictive Membership. This program will focus on how you can deliver member welcome kits that get new members engaged and connected to your membership. As always, there will be a lot of examples you can follow. Watch today at www.AddictiveMembership.com.

Would you like an advanced secret from what I’m going to be covering in the Addictive Membership LiveCast? Make your membership, products, and services about solving problems in your members’ lives. They’ll learn to love receiving your emails because each one provides a new solution to a problem in their life. That problem could be a unique piece of information they can use to solve a problem. Or, the problem could be that no one understands them in their life and they’d like a bit of recognition. Their problem could be trying to connect with others who have similar experiences as they do. Or their problem could be that they want to be part of a cause that makes them feel bigger than they are; they want to share their knowledge so they can feel important.

I’ll show you how to solve all these problems and more on the LiveCast. Most of my clients are shocked when they see how simple this is. They wonder why they never figured it out before, be-cause they begin to see the same elements everywhere around them. They just didn’t notice them before.

Most importantly, this Addictive Membership LiveCast will solve an important problem for you. It’ll stop your members from quitting so you can grow your membership program and your monthly recurring revenue. If you feel like your members are quitting too early and you’d like to keep them longer, register for this month’s LiveCast at www.AddictiveMembership.com.

About Robert Skrob

The problem with subscription membership programs is that members quit, I fix that problem. For more than 20-years I have specialized in direct response marketing for member recruitment, retention and ascension in diverse subscription members environments including non-profit associations, for-profit publishers/coaching, subscriptions and SAAS companies. For an evaluation of your current churn rate and how I can improve it, contact me here. I discover there are often two or three quick wins you can implement within a week to lower churn immediately, let’s talk about your quick wins.
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