Get-It-Done Masterclass: How to Build a Membership Site that Sells

Get-It-Done Masterclass
How to Build a
Membership Site that Sells

Why are subscription products
so valuable?

so valuable?
Reoccurring Revenue

so valuable?
Predictable Cash Flow

so valuable?
More Valuable Company

so valuable?
Quick to build and implement

so valuable?
Evergreen

so valuable?
Evergreen
Content has good strategic uses

so valuable?
Evergreen
Content has good strategic uses
Makes you the sole provider customers return to

What are the downsides to
subscription products?

People often under-estimate the work load

Need attention and content to flourish

Can have high churn rate

Can have high Customer Acquisition Cost

Can have high Customer Acquisition Cost
Need a solid back end to be profitable

What is the goal of ANY business?

What is the goal of ANY business?
To acquire and keep profitable
customers

When customers subscribe they want to
get their money’s worth-
if you keep providing the quality content
that hooked them in they’ll keep coming
back

What subscription businesses
are you a member of?
Why ?

Examples…
Amazon Prime
Netflix
Infusionsoft
Success Club
Digital Marketers Lab
etc

Millennials buying habits are more
geared towards subscription models
Tech and social media savvy -
dislike hype and like authenticity

Subscription businesses and
membership sites rely on
RELATIONSHIP
more then ever before

Even if selling information
think of it as a
SERVICE

Information Marketing
 People need information presented more easily and conveniently
 They need short-cuts, solutions, emergency fixes etc
 Provides the consultant with authority and credibility
 Little to no inventory needed - big profit!
 Little to no staff (although they can be useful)
 Can be added onto nearly any business model

What information do you
have that would sell?
 Does it feed an existing demand?
 Can you demonstrate expertise?
 Is the information either difficult/ bothersome to find or can you present it in a
better way?
“Every Business has a secret wealth”
- Jay Abraham

Who does your information serve?
 Large Communities (weight loss, personal development, managers, business
owners etc)
 Small sub group (gluten free weight loss plan, teen self esteem, unassertive
managers, Christian Business Owners etc)
 Who is your customer avatar?
What keeps them awake at 3am?
What are they angry/ frustrated or afraid of?

Checklist:
 Do you know, like and understand the target market?
 Is there a large market for it?
 Is it in a market that is trending well for future growth?
 Can you identify and reach potential customers?
 Is there passion and hunger in the market?
 What is their buying behaviour?
 What advantage/ innovation can you bring to the market?

Methods of Market Research:
 Google Keyword Tool
 Wordtracker.com
 Amazon.co.uk
 Magazines
 Online Forums
 Blogs
 Speaking to people in the market
either vendors or customers
 etc

Questions:
“What do you know that no one else does?”
“What competitive edge do you have that you
could sell access to?”
Make it specific

Exercise:
 Who is the ideal consumer?
 Why are you uniquely positioned to teach this?
 What can you guarantee?
 How will you keep your ideal customer hooked?
 What solutions currently exist in the market?
 How can you innovate, update, upstage or surpass?
Write into a pitch
Brainstorm different information you have that is
profitable

How to deliver your content:
 Online Vs Offline- perceived value of offline is often higher but more expensive
to create and distribute
 Online- complete software solutions like Kajabi, Summit Evergreen, Rainmaker
or plugins like WishList member, Member Mouse, Memberium etc
 Offline- paid newsletters, cd of the month, boxed content etc
How is your content best taught?
Written? Audio? Video?

Membership Site Model:
 Tightly Defined Niche
 Lots of unique knowledge or inside information
 Other products/ services to cross sell and up sell
 Evolving market place/ needs/ information that breeds loyalty in the market
 Ability to produce content quickly and repackage in a variety of formats (podcast,
video, report, infographic etc.)

Other Notable Models:
ALL YOU CAN EAT
access to a library of content, people can create
content for you and get paid commission based
on interaction/ subscribers etc
FRONT-OF-LINE
priority access to precious resources (i.e priority
support)
SIMPLIFIER
subscribe for someone to take on take repetitive
tasks off your hands
PRIVATE CLUB
subscribers become exclusive members who gain
entry (great for networking opportunities. Use a
waiting list to build exclusivity.)
CONSUMABLES
subscribe to replenish a commonly used item
SURPRISE BOX
subscribe for an eclectic package of a certain
good
NETWORK
subscribe to be part of a network that gets better
as more people join (i.e WhatsApp)

Recap
 Subscription businesses are good for predictable cash-flow and for an entry level to a
larger sales funnel
 They take effort, patience, persistence and content
 More and more businesses are turning to the subscription model
 Information can be valuable if it serves the specific needs of a passionate market
 It can be delivered in a variety of formats
 There are many different info marketing and subscription models
“…a traditional business requires more brawn, while a subscription business requires more
brain”
-John Warrillow

Selling the damn thing
Problems to overcome….

 You’re selling a relationship to people who probably don’t know you

 With subscription becoming more normal people are more cautious and weary

 With subscription becoming more normal people are more cautious and weary
 There is no information you have that can’t be gotten for free

Points of power power points…

 Promise and deliver a big return on their investment…under promise and over deliver

 Show them the value in what you offer- make a watertight case for the value of
subscription

subscription
 Make subscription a MUST- block all other access

subscription
 Start small and/or free and build up the relationship through price ascension

subscription
 Risk Reversal guarantee (à la Jay Abraham)

subscription
 Test Drive (forced continuity- one month for £1.00 with full subscription after 30 days)

subscription
 Test Drive (forced continuity- one month for £1.00 with full subscription after 30 days)
 Scarcity- price raise or close doors to force the sale

Growth Via Retention
“Why do people drop out of
membership programs or subscriptions?”
The Dreaded Churn (or attrition rate)

Keepin’ em’ happy

 Reach out offline

 Plan surprise bonuses to keep their interest peaked

 Sell them more stuff!

 Direct mail

 Direct mail
 Quizzes- gamification- make them work to access next level info

 Direct mail
 Get them to use the info!

 Direct mail
 Use video to build relationship

 Direct mail
 Have great customer service (hire VA)

 Direct mail
 Have great customer service (hire VA)
 Facebook groups/ forums- interact

Lead Generation
Take one piece of high value content and make it opt in…
Sponsored Facebook Ad > Blog Post (with retargeting pixal) > Opt In > Sales Page
/ VSL

Lead Generation
 Self Liquidating Offer: On the opt in thank you page make a high value/ low price offer for
a chunk of content
/ VSL

Lead Generation
a chunk of content
 Endorsed Mailing
/ VSL

Lead Generation
a chunk of content
 Speaking
/ VSL

Lead Generation
a chunk of content
 Speaking
 Bonus Content for others offers
/ VSL

Lead Generation
a chunk of content
 Speaking
 Print Ads
/ VSL

Lead Generation
a chunk of content
 Speaking
 Print Ads
 Test Drive / Sample
/ VSL

Elements of Copywriting and Persuasion
1. Scarcity
2. Authority
3. Likability
4. Reciprocation
5. Social Proof
6. Commitment & Consistency
Cialdini Principles

Exercise:
Brainstorm 3 different ways of pepping up your marketing
with the Cialdini principles
TIP: Use the examples and templates provided
Elements of Copywriting and Persuasion

Getting More money
 Try charging more
 Ask for referrals on the sales high- after purchase, after positive NPS score etc
 Have Good- Better- Best Price Levels
 Affiliate other products to your members
 Run Events
 Do market research – provide more products / services

Key Metrics to Track
Revenue Per Month
Total Subscription Income – Refunds
Average Monthly Subscribers
(Subscribers at Beginning of Month + Subscribers at End of Month) / 2
Revenue Per Subscriber
Revenue Per Month / Average Monthly Subscribers
Lifetime Customer Value
Total All-Time Revenue / Total All-Time Paid customers
Monthly Renewal Rate
Total Monthly Renewals / Total Eligible Monthly Renewals

Psychology bites…

Psychology bites…
Member rather then customer

Psychology bites…
They buy into an identity- who do they become by joining your community?

Psychology bites…
We live in a more disconnected society and crave connection

Psychology bites…
Give your members the rock-star treatment- praise their success publicly- show that
members get results then make it more difficult for outsiders to get in

Psychology bites…
Foster an us vs them mentality- side with their prejudices

Psychology bites…
Create a character for you to portray to your members- people buy into ongoing stories

Psychology bites…
Do they believe in you and your ‘powers’?

Psychology bites…
Do they believe in their own ability to generate results?

Psychology bites…
Do they believe in their own ability to generate results?
Reward the action you want- nurture the ‘super-user’(badgeville.com)

http://success-mastermind.co.uk
contact@bgrsys.com
03333 207 207
The Elite Portal of
Business Growth Systems

Get-It-Done Masterclass: How to Build a Membership Site that Sells

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