Embarrassed! It’s a funny word when you think about it. Say it out loud. It’s kind of odd. E-M-B-A-R-R-A-S-S-E-D That’s what happens when your members go to quit. They’re usually embarrassed to say, “I need to cancel my membership.” If anything they’ll avoid even saying it at all. They’ll send you an email just hoping you’ll process their cancellation and … Read More
How to Assimilate New Members and Increase Retention with “Engagement Tripwires” in Your Membership Program
When someone joins your membership program, they’re not REALLY a member. Not quite yet. Sure, they’ve signed up, agreed to be a member and paid their fee. But, that doesn’t make them a member. They don’t “feel” like a member. They say things like: I joined _____ membership. vs I am a member of _____ membership. Your membership. . . vs My membership. . . You … Read More
Improve Your Direct Mail Response With “Lift Letters”
The lift letter, also known as a lift note, is the second, small letter that is sometimes inserted into a direct mail package along with the main multi page sales letter. It often has a headline that reads something like, “Read this only if you are NOT interested in buying [name of product].” The purpose, as its name implies, is … Read More
Quick question – Why should I . . .
Quick question for you – why should I join your membership program? Can you and your staff quickly give the unique selling proposition (USP) that your membership offers? More than likely your staff will start listing what people will receive with their membership and not the benefits or desired outcome that people will experience with their membership. So, do you … Read More
What You Can Learn from Cadillac
Would you like a Cadillac Membership? No, I’m not talking about some new level – Gold, Diamond, Cadillac. I’m talking about a real membership with Cadillac, the car company. I wanted to pass along an article to you where Cadillac is entering the membership/subscription business with their “Cadillac Book Service.” For $1500 a month, you can get a Cadillac. The … Read More