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 to grow, I’ll see they have a great new member promo, but the new member onboarding flips right to instructions and how-to. The dream is gone.

So rather than making that mistake myself, I’m going to follow a bit of my own advice. I’m going to apply my own new member onboarding copywriting template to get you fired up about membership rather than teaching you about it.

No Bigger Opportunity Today Than Subscription Memberships

There is nothing better in business than waking up on the first day of the month to see you’ve already made enough revenue to cover your expenses for the month, give you money to invest in marketing for more new customers, and a pay you a nice profit. And all the sales you generate for the rest of the month will be pure profit to you.

Customers love the convenience of subscription memberships like never before. Rather than owning a product, customers are turning to subscriptions for access.

This combination of business stability and customer convenience makes subscriptions the best business model for scaling, steady, recurring revenue.

Subscriptions Will Work in Your Business

Next month, I’m starting work with a car wash chain to improve retention on the monthly car wash subscription program they launched earlier this year. It has gone from nothing to a huge profit center for them in just a few months.

And your subscription can too. If your subscription revenue could meet your monthly expenses on the first day of the month, how would that change what you were willing to try and innovate so you can grow your business? If it can happen for a car wash, it can happen for you.

Consumers are subscribing to cars, yard tools, and thousands of other things. Now is the time for your subscription.

It’s Time to Get Started Today

Creating your own subscription membership may feel overwhelming. I understand; I’ve been there too.

Let’s start by figuring out what you’ll deliver to your new members. Who are you selling your subscription to? What are their problems? What can you deliver that will solve an important problem and make your new member feel excited about your subscription so she feels like she got an early win?

This could be a new understanding, a goal, the beginning of learning a new skill, or a fun experience. Write down a few ideas, and when you have the list together, email it to me at I’m happy to take a look at it for you and give you my ideas.

What are you going to deliver to your new members as part of their onboarding to give them a “wow” experience? To make them more excited after they purchased than the day they bought.?

This is the work that’ll generate the recurring revenue you need to pay a month’s worth of bills before you get out of bed on the first day of the month. I am excited to hear your ideas.

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.
10X Subscription Growth

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