Embarrassed? Your Members. . .

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

Chocolate Pinata – Have you ever had one?

Have you ever had a Chocolate Pinata? It looks like this – It’s a hollow chocolate ball filled with churros and all sorts of fruit. If you ever get the opportunity – GET IT! My wife and I went to a high end Mexican Restaurant (not some hole in the wall joint.) We just finished eating and looked over at … Read More

Relationships Inside Your Membership

There’s a key role that relationships play in building your membership business. I was meeting with a private client yesterday, working on a multi-million dollar membership business and I shared with him that your members are looking for a relationship. Some of the types of relationships include: Affinity – feeling like they’re part of something bigger than themselves Networking – … Read More

How Many Membership Levels Should You Have?

During a recent coaching call, one of my members asked me, “How many membership levels should I have?” It’s one that I’m often asked and the answer is always THREE! Regardless of your membership business or niche that you’re in – the answer is still three. Here are 7 reasons why: 1) Three is better than one. Many membership businesses … Read More

Old Membership Methods vs New Membership Path

Membership methods have changed! It used to be that you could: 1) Create a membership site 2) Add content 3) Sell it 4) Send people a ‘box o’ stuff’ 5) Get on the phone or send a newsletter each month Times have changed! If you’re still doing any of the above, you’re in danger. The crash is rapidly approaching. Instead, … Read More

When Members Become Mannequins (and How to Reengage Them)

The Mannequin Challenge – if you haven’t heard (or seen it yet) it’s taking the internet by storm. Think flash mob but with people posing like mannequins. Seeing people standing still for long periods of time – reminds me of what happens in a lot of membership programs. People join, take some quick action but then all the sudden they … Read More