Most of us lead membership businesses for three reasons:
1- Impact: You and I want to make an impact on the life of our members. We make a contribution every day. You care about your members and the results they’re getting. You grow and contribute and make a bigger impact in the world.
2- People: You and I have a genuine interest in people. In helping them accomplish what they desire. Helping as many people as possible do something greater than they could possibly do on their own.
3- Recurring Revenue: When your business runs off recurring revenue it’s a whole lot easier than chasing customers day after day, week after week, month after month.
Despite our best efforts, the majority of membership businesses I run into aren’t achieving all three goals. In fact, many of them are broke, tired or both. It’s rough to make an impact when you can’t make a living.
Of the membership businesses that are doing well, most are exhausted from running around, serving members. Before long exhaustion will turn to burnout.
So why is this the case for so many membership businesses?
1) Passive Marketing
The first reason is that most memberships are too passive and inconsistent.
You think “if I just provide value, people will sign up for my membership.”
But that’s not how it works.
Or, you might do your marketing in spurts. When things go well, you go full speed. But after a while, you your foot off the accelerator and ease back.
The simple way to know if your marketing is passive or inconsistent is that you don’t get enough prospects.
2) Unreliable Membership Process
Wouldn’t it be great to give your member a script when they sign up? They just follow the script to start using their membership.
Unfortunately, it doesn’t work that way.
You’ve got the script, but they don’t. Anytime you work with people, there’s moving parts that are tough to choreograph. The process slows and members start to become un-engaged and lose interest.
The end result of an unreliable process is that your retention rates are much lower than they should be.
3) Unscalable Model
The third reason isn’t a marketing or engagements problem – it’s a membership model problem.
The reason there are tired membership businesses in the first place is that the model they bought into when they started is unscalable.
You think that just because you throw more value into your membership more people will want to sign up. Why wouldn’t they? “It’s an irresistible opportunity!”
You can continue doing things the way you’ve always done them. Use sporadic marketing, unreliable processes and a broken model.
Or you can choose the opposite. It’s leveraged and fast.
If you’re ready to multiply your membership and increase your retention, then let’s do it.
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