People in this crazy world of Internet marketing refer to me as the “continuity king” (still not sure who came up with that nickname – but I likey!).
Maybe it’s because I’ve created well over 50 different continuity programs for myself and have coached literally well over 1,000 other continuity freaks. Yeah, that’s probably it.
Whatever the reason, I LOVE continuity income (i.e. recurring revenue).
In fact, I flat-out refuse to do any business that does not have some type of continuity income built into it. There’s nothing better knowing you have $250,000 in recurring billing for the next month without even making a “new” sale.
It’s the ultimate business.
3 SIMPLE STEPS
Since the motto of my company is “success simplified”, let’s make this really easy.
To create a powerful continuity program (either a membership site, newsletter, inner circle, coaching program, software, etc.), you have just 3 things to focus on.
STEP #1: Creating a program people really, really WANT
This is where too many eager entrepreneurs get it wrong. They think “hey, I just want to create a program for $20/month”.. and the content and value they provide is an afterthought.
Yes, there is A LOT of free content online – so how are you going to make your program stand out? What’s the big “hook”? What makes your program so powerful people will PAY each month for it? How can you offer AT LEAST 10X the value for what they are paying (i.e. if you charge $20/month – how can you provide $200/month in value?).
This is the first place to start and you MUST answer those questions before you even think about “what software do you recommend?”.
Software? That’s the LAST think you should think about. That’s the easy part. Heck, you can get started with wordpress and an aweber account. (on a personal note, this is the software program that powers this site’s Inner Circle)
Start with what your future members want – and then, connect the dots.
STEP #2: Get new members
This step is also know as “traffic”.
There are literally hundreds of ways to get traffic to your continuity program. But rather than getting overwhelmed with the latest “1-click BS software”, just focus on 2 or 3 tactics.
It can be joint ventures and affiliates. Or viral PDF reports. Blogging. Discussion forums. Youtube. PPC. Facebook ads. Guest blogging. LinkedIn. You get the point.
Pick a few tactics you think you’d enjoy doing (and it fits in your strength) and go deep.
But here’s a little “secret”. Are you ready?
When you follow Step #1 and deliver unbelievable value – your MEMBERS will become your greatest marketing arm. THEY will spread the work. THEY will tweet it, facebook it and even email their friends.
Most of my continuity programs still get a majority of our new members through REFERRALS.
When you combine just a few tactics with a strong referral base, you win.
STEP #3: KEEP your members
If you don’t have a strong “retention” system in place, your members will leave. And there goes your “guaranteed” income.
If they don’t stick around as a paid member, I have bad news or you.. you don’t have a “continuity” program. You have a one-time sale with more headaches.
Stop fixating on “what’s the best autoresponder sequence?” and just be f*cking real with your members.
Talk to them. Answer their questions. Deliver 10X the amount of value they pay for. Give unexpected gifts.
Make your program SO GOOD – your competition becomes obsolete.
And you do that by CARING. By actually giving a sh*t.
I don’t care if you are teaching parenting advice, fitness, life coaching, marketing, or knitting. That is everything and there is nothing you can do that will give you a better retention rate that caring about your members. Period.
That’s why I still have members paying me over 10 YEARS later – while most marketers struggle with 1-2 month retention. And they are scratching their heads wondering what went wrong and pay me BIG BUCKS for my advice.
“Hey Ryan, maybe it’s my 5th autoresponder?”
Uh… no. It’s YOU!
You started thinking only of your bottom line and you stopped caring.
You know it. They know it.
Forget the math for a little while and focus ENTIRELY on your members. I guarantee you’ll see your continuity program grow.
There you go.
Three simple steps to creating the ultimate lifestyle business.
P.S. If you want to see EXACTLY how I run all of my continuity programs, click here.
GET INVOLVED BELOW
Great Post Again Ryan,
Thank you very much.. and as you said in your post..
We ARE your biggest fans…
And we will keep spreading the work, because we know that it’s valueble to other too.
You have been proving this for years..
Thanks again..
Greetings
From Holland
Thanks Reggie!
I appreciate you helping to spread the word.
Keep on rockin’
Ryan
That was some legit shit, homie. Very powerful and all TRUTH! Now do 50 push ups…. girly mon!
Zach,
If anyone knows how this works, it’s YOU.
You live it. You breathe it. You rock it.
And do you want the 50 pushups 1 handed or with 2 hands (like how a wuss like you would do them!)
:)
Ryan
Ryan, I always look forward to your posts. Brilliant and simple man. Love it!
Thanks you Charles – I appreciate it.
I love breaking down complex topics and just getting to the essence of it.
Ryan
If you have two good ideas. Do we start both and see which one takes off or do we focus fully on one? I would like your thoughts on it.
Regards
Sean
Hey Sean,
It depends on the complexity of each project and how closely related they are to each other.
But in general – I’d go with ONE.
Put your full energy and focus into it and give it a real chance for success.
Ryan
In IM, I didn’t find a better thing to make my members stick in my monthly program than coaching them and being available via email in less than 12H.
They stay for month while they set up their online business. And once they see ALL they accomplished with my guidance and support, they automatically become raving fans.
The only drawback…It takes a lot of time. But I enjoy seeing others creating a business from what they enjoy doing.
Regards,
Franck
Hey Franck,
You are right.
It takes a lot of time – but it does pay off. Big time!
Best for 2012…
Ryan
Ryan I like your short to the point posts :-)
Yes step #1 is often missed out lol. What would you say is a good way to get people to sign up to a membership site – I mean front end with a straight up sales letter, bump, back end trial with bonuses etc?
This could be another post in it self I guess!
Cheers,
Dave.
Hey Dave,
Thanks for the compliments.
RE: signups… that is something I do talk about in my “Method” system at http://ryanlee.com/method (yes, it’s a blatant plug).
I give a lot on my blog – but there are certain systems that are only for my paying clients :)
But I’ll address some of those issues in a future blog post.
Ryan
Awesome post and you are completely right about step # 1 being the key to long-term success…
Rock on….
Thanks Chris.
And most people “skip” Step #1!
Ryan
Nice post
thnx
Thank you!
Ryan
Hey Ryan,
Dude you always keep it real. Since being on your list from 2007 I can say you worked your ass off in the fitness niche with your continuity sites. I think if you had a step #4, I would put passion and focus. This is the one thing I notice with you that remains consistent and maybe a little harder for others to do. We are bombarded constantly with a lot of things that pulls us away from focusing on whats in front of us. I’m guilty of it myself. I think the other steps are easy to follow.
Hey Samuel,
Thank you for the comments.
Passion and focus in BIG – and probably falls into a sub-section of #1. When you combine your passion with a big WANT from your customers – you have the best business in the world.
I’m a big believer in building your business around your passion. I LOVE writing my blog post every morning. I can’t wait to get to Starbucks and start writing.
When you find that passion – it’s so easy…
Rock ‘on,
Ryan
Thanks so much Ryan. It all makes complete sense. I do the same thing with my lovely bookkeeping site and I can vouch that it works.
And you know what, it is so much easier to just be honest and say what you mean, than trying to make it up.
Hey Quentin,
I’m glad you are following the model in your business.
When you always tell the truth, you never have to remember anything :)
Ryan
Hey Ryan,
You are publishing too much awesome content…seriously bro cool it (I wish there was a sarcasm key on keyboards lol).
In all seriousness, I sincerely appreciate the blog posts you write and I’m so happy with my inner circle membership. The way you conduct your business is so damn refreshing compared to all the other jokers out there.
I’m publicly stating this now…and spending the year (hopefully it doesn’t take that long) to put it out in the universe. I WILL DO A BUSINESS DEAL WITH YOU IN 2012. I’m only capitalizing that to add emphasis not to impose but I want to figure out a way to use my micro product creation skills to help grow/spread/make viral your business…I have a few ideas which we can discuss sometime.
But for now, thanks so much for publishing all your great content and hopefully this year is starting out gangbuster style for you.
Cheers,
Brad
Thanks Brad.
I’m from NY – so sarcasm is part of my DNA :)
And I’d love to see what you bring to me in 2012.
Now that you’ve stated it publicly – get to work, my friend!
Ryan
hey ryan,
thanks for driving it home.
i’m really glad to be a part of your IC
i have a huge heart and care so much to get out info that’s going to really help people change their lives
caring and sharing and developing lasting relationships
IS the key
and the content does matter!
thanks for keeping it real
you’re refreshing and thank god you’re you.
thank you for continuing to provide useful info.
i dig it.
love,
rona
Hey Rona,
I’m so glad to have you in my programs.
You are taking action and going to make a BIG impact.
Keep on rockin’
Ryan
This advice is Rock Solid!!!
-Fazzer
Thank you Fazzer!
Ryan
Great advice! Thanks Ryan!
-Melanie
My pleasure Melanie – I love teaching this stuff :)
Ryan
Hi Ryan,
Great freakin post! Simple advice with SINCERE PASSION! Thats the key. I have found that it has worked for my Sports Psychology Practice and am actually going to start in May, 2012 with a continuity program for beginning therapists who want a thriving practice without dealing with insurance companies by applying what I have learned from for your IC and Method Programs (worth 100x the value-easy!). Thanks again Ryan!
Regards,
Cory
Hey Cory,
The sincere passion is the underlying success in ALL business. And you are a living, breathing example of it!
Keep on rockin’
Ryan
Ryan,
As usual your post is very timely. I find you have a unique way of saying the same thing about building a busines. The common thread I see in all your posts is
Transparency – Honesty – Integrity!
It is inspirational and has given me a paradign shift in thought.
Allways looking forward to your words of wisdom.
Warmest regards and thanks
Mike
Thanks Mike – I appreciate it.
Whenever I sit down to write a post, it really does come back to those things. And the more I see people get distracted by the “tricks” – the more we need to remember the REAL secrets to success.
Relationships.
More to come :)
Ryan
Hi Ryan,
I totally appreciate your ability to distill down the essence of a topic.
Quick question about giving 10X the value. From the Continuity King II program, I want to give more value in addition to the interviews. I have two bonus interviews when someone signs up. And I will have another unexpected bonus just after each pay period to encourage retention. And there are several bonuses for finishing the 6 month program.
This is a gardening niche. What other ways can I give more value? The interviews are really great, but alone, they are not 10X the value of the course.
Hey James,
Think about adding a special report – something other than an interview.
Also, consider teaming up with a gardening ecommerce store who would LOVE to reach more gardeners. And ask if you can give out $10 or even $20 online gift certificates.
Hope that helps…
Ryan
Hello ryan,
I really like all your articles. I have a question for you ryan, i live in Belgium (next to france) and i will start a new business and the topic is “loosing weight” but i don’t know what kind of continuity i can do (maybe a monthly magazine via email). Do you have some ideas???
Thank you
Hello Tarik – all the way from Belium!
That’s a pretty loaded question.
Online communities and even a “workout of the month” tend to work best in that market. I wouldn’t go with a generic emag with articles – not enough stick rate for a PAID newsletter.
Best,
Ryan
I’ve said this before to you but your free content is 10X better than 95% of internet marketers.
Keep it real… I know you will.
Thanks Shaun – I can’t hear it enough :)
I will continue on the path, my friend.
Ryan
Thanks a great deal for this wonderful post. You are a BLESSING RYAN.
Thank YOU Sam.
I’m just blessed to have a platform to teach what I love.
Keep rockin’
Ryan
Ryan,
In a such a complicated world of B.S., thanks for keeping it real. Everything comes down to truly caring about the other guy and being honest & up-front.
Keep rock’n Dude!
Thanks!
Jeff McCray
Hey Jeff,
A lot of marketers have just lost their way and are trying to go for the quick bucks.
The smart people who will stick around for the long run are the one’s who truly care and create value.
Thanks for your support!
Ryan
Hey Ryan,
Yeah I’m definitely guilty of worrying too much about pleasing the search engines and not enough about the users.
Hey Wes,
Believe me, you are not alone.
We’ve been fed the same BS for years – and we start to believe it.
Deliver value and take care of your clients… and you can’t lose.
Ryan
You Just Said the Magic Word Most forget: CARE
Because When you Care, You Over Deliver, and When you Over deliver, People just wanna help and spread your message!
love the post!
Luis Carrillo
Absolutely Luis.
It’s contagious and your members WILL help spread the word. Just look at what you’ve been doing with your blog!
Rock ‘on
Ryan
Great post Ryan. I especially like the 10x value rule. I am currently brain storming a members site that not only provides value, but increases in value and content over time. For Rule #3 I will be adding content based on member requests or votes.
After reading your posts I have been getting all fired up about creating a truly dynamic and powerful product.
Hey Tim,
The 10X rule is really powerful. When you frame it like that, you look to always add value – which members appreciate and will stick around for..
Looking forward to seeing what you have cooking in 2012..
Ryan
Love the post Ryan,
I think it is easy when building a new blog, newsletter, membership site or auto responder to get carried away with all the latest software options, strategies etc and end up overwhelmed.
You always manage to bring people back to basics and help them focus on the simplicity to success.
Cheers
Stuart
Hey Stuart,
It is very easy to get overwhelmed. Just start with your member in mind, then take one small step at a time!
Thanks for your feedback.
Ryan
Hi Ryan,
Thanks for this info. You always have powerful information for us.
I have been thinking of opening up a Newsletter for my site, so this is the push I needed.
Thanks again,
Don
My pleasure Don.
Good luck with your newsletter!
Ryan
Yet another great blog, from the man who every time of think of makes me want to say
‘Hell Yeah!!’
BTW – we’re really enjoying the RL Method program…great stuff..thanks!
Hey Simon,
It’s great to hear my stuff gets you charged up.
And I’m happy to hear you are enjoying my “RL Method”!
Keep Rockin’
Ryan
I don’t have a money to buy your program and I’m already involved w. other people.
Thank you Yarmila Bruyevicz
Ok – well I have new content on this blog that is free :)
Ryan
Great, fired up post, Ryan. I really like the tips you offered all centering around loving what you do and under-promising and over-delivering. I’m really interested in getting a continuity program going in the next 3 months and this is definitely a great source of motivation for ensuring I put my best foot forward when doing so!
That’s great.
Seriously, focus on your subscriber from the start.. and you’ll have a great chance of success!
Ryan
I agree totally!!! The moment you start taking your clients and customers for granted, is the moment your biz will start spiraling out of control
Absolutely David!
Just keep on providing value and NEVER forget about your customers.
Ryan
If it weren’t for customers there would be no blog, products, making money for any of us.