There’s a dirty little myth out there – “If we just add more value, we’ll get more members.”
Sometimes the lie is said out loud. Sometimes it’s an internal belief.
However, it all starts with, “Why aren’t we getting more members?”
Somehow, the question of “Why aren’t we getting more members?” was more easily answered by just saying, “If we add more value, we’ll get more members.”
It’s a lie!
And it can lead to your membership going bankrupt and building an unsustainable model.
Most memberships don’t have a value problem, they have a problem with their structure. I’ve yet to work with a membership business that has a value proposition problem.
Instead every single one of them has a problem with their structure. Their foundation isn’t sustainable or best able to help their members.
How Can You Build a Sustainable Membership that Will Attract More Members?
There are three C’s to structuring your membership business for greater value and effectiveness that will actually attract more members.
This week, we start with the first ‘C’…
CATALOG
This is your catalog of services, goods, and/or content that you can provide your members. It’s everything, absolutely everything you can give people as part of their membership. This makes up your catalog.
Periodically, it’s good for every membership business to go through the evaluation of asking:
- What are we good at?
- What are we passionate about?
- How have we helped others achieve what we’ve achieved?
- What content do we already have that is already helping others?
- What goods, services, or content do others have that we can provide as part of our membership?
- If we had the time to add new goods, services, or content, what would we create?
When you gather all of this together, this becomes your catalog. Again, never have I had a client say, “We don’t have much!”
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