If you’ve been in the marketing game for any length of time, you’ve likely heard the term “forced continuity”.
It’s when a customer is literally forced into signing up for your ongoing program (membership site, newsletter, etc.). Sure, they can cancel – but if they want your front end offer, they MUST take the continuity program.
However, there is another side to continuity programs.
DON’T FORCE CONTINUITY
Yes, continuity program is THE holy grail for wealth. Nothing comes even close.
The recurring revenue. The guaranteed monthly income. Less reliance on bringing in new members all the time.
The list goes on and on…
BUT – and this is a big-ass but, not every topic works well for continuity.
Believe me, most topics lend itself to recurring revenue, but trying to “force” your topic into a continuity program just because YOU want more money, is not only a bad business move.. it’s downright unethical.
SHORT-TERM PRODUCTS/MARKETS
My wife and I have created our own system that can have your baby sleeping through the night in just 6 weeks. It has worked for ALL 4 of our kids and for anyone we’ve taught it too (we don’t sell it, we just help friends and family).
However, it’s a simple system. It takes just a few minutes to explain. And it does NOT lead itself to a continuity program.
Think about it – if the system works, overwhelmed parents will still have their babies sleeping through in just 6 weeks. That’s barely one-month of billing.
Yet, people would try to force continuity into it. Then no one signs up and they think “the continuity is a bunch of BS!”
THINK BIGGER
Using our “baby” example above, you can still sell the system as a one-time product. But offer another continuity on the backend.
Since your customers will be a parent, here are a few ideas off the top of my head that might work…
- Private online group for parents
- Fitness DVD-of-the-month for new parents
- Paid coupon club
- Teach them how to start a home-based business
- And much more…
Do you see where I’m going with this?
By getting off the obsession of trying to fit YOUR topic into continuity, think about how you can offer recurring revenue programs on the back end if your topic doesn’t fit.
P.S. If you like this – just wait until you see what else I have for you here.
QUESTIONS? COMMENTS?
SHARE WITH THE COMMUNITY BELOW!
As a father of a 6 month old who doesn’t sleep through the night my only question is where do I purchase your baby sleeping course :)
Hey Kurt,
I’ll go over that soon.. it works like a charm :)
Ryan
I remember you mentioning what you do at one of your seminars and thinking to myself… why didn’t I hear that when my kids where younger… Kurt.. it’s good stuff!
Thanks for the post Ryan. I started a monthly fitness and nutrition program about 18 months ago, with new workouts, recipes etc every month, and we train and eat with the seasons, so it moves through the seasons too. And I must say, it’s working well, because weight training requires the ‘progressive overload’ principal for success – gotta keep changing up that routine, right? And I learned a lot of it from your RRR a few years back. Thanks for all you do!
I’m glad you liked the post Karen.
And it sounds like you are providing a lot of value for your clients… keep up the great work!
Ryan
Excellent information Ryan. Agreed on the unethical part of forcing the continuity. Love the backend idea. Thank you for the information
Thanks James!
Ryan
I don’t do forced continuity. I sell my front end product, and then, I promote my continuity program in my autoresponder series. Every month, when a new issue is ready to go out, I send an email to my prospect list saying: in this month’s issue, you will learn (and I add what they get),
Some of the customers who liked the front end product will take the continuity to go the the next level. From there, a few will choose to go with one-on-one coaching.
This works well for me.
Franck
Hey Franck,
I no longer do “forced” continuity either.
I usually offer it on an upsell – and that tends to work well.
Ryan
Hi Ryan (IMPORTANT)
Interesting post today. I signed up for your Ryan lee method and paid the upfront one time payment option .
I checked my Credit card a few days later and I was charged for the up front onetime payment and a recurring $97 per month payment that I did not agree to.
I contacted your support desk but have received no response, it’s been a week now. I tried calling but can’t reach a live person. I even tried to leave a voice message as instructed but the system did not allow me to leave a message.
I just want the $97 to be refunded and no recurring billing to take place. I like the Ryan lee method program so far so I feel it’s worth the money. Sorry to leave this on your blog but I can’t get your support team to respond.
I feel this has been a system error and thought you should know about it!!!
Thanks for your attention to this matter,
Jay Herrera
Jay,
I will talk to Shirley but I think there was some confusion…
If you did the $97 and then took the buy out option – then what happens is this…
$97 first billing.
$197 and no more billing – but the first one went through (and you will no longer be billed after this). So you paid a total of $97 + $197.
That was the only option.
Ryan
Hi Ryan,
I believe things have come along way from forced continuity. You set the example with IC. You lways have relevant information regardless if it is put out today or already in the members section.
Thanks for a relevant post!
Cheers!
Mike
ps I really like the idea of a time limited nanocontuity program-:)
Thanks Mike!
I appreciate your support.
Things have certainly changed and I believe they will continue to get better.
Ryan
As always great info Ryan!
Thank you Bret!
Ryan
I can say from a consumer standpoint, I have purposely not purchased things because of forced contiuity. On the flip side, I have joined contiuity programs where I have sampled other one time purchases from an individual/company. If that one product was good and they have developed a trust and a repore with me, I am more apt to be open to the continuity programs.
Hey James,
I often do NOT join forced continuity programs, especially if I don’t trust the vendor. Trust is everything.
Ryan
Hi Ryan,
It was great meeting you last week. I thoroughly enjoyed the guidance and advice you gave us at your Bash in Vegas. It was definitely no BS and straight content as you promised. We definitely need to get the Facebook group started to keep the conversation going. Being new to continuity (not to the technology), I was left with only a few questions from our time together. I will definitely be joining the Inner Circle Membership soon to learn all I can about Continuity and growing a successful online business.
I had to cut-out a bit early from the after party to catch an early morning flight to get back to Orange County and the 9-5. Looking forward to leaving that all behind me one day and with your help and guidance. I know that will be sooner than later.
You Rock!
John
“The PreMed Continuity Guy”
PS> Although I live in California, I’m still part of your Canadian contingent :)
Hey John,
It was great meeting you too!
John S. already started the facebook group. I’ll make sure he adds you to it!
Keep on rockin’
Ryan
Dont force it baby…
Hell no :)
Ryan
Ryan,
Can you please share with us what your ‘sleeping for babies’ method is?
Thanks.
I will soon Paul :)
Ryan
Hey bro this is good stuff.. I know we’ve talked
a lot about continuity in the past and it’s been
ringing in my head since to get started again.
Thanks for the nudge.
Matt
PS. Sorry I couldn’t make it for the Vegas trip. Glad it went well.
Hey Matt,
We definitely missed you in Vegas and would love to see you with another kick-ass continuity program!
Talk to you soon…
Ryan
I think it just goes to show you the kids from the adults (those ONLY caring to making a smashing for their buck, and those who really want to make big life-changing impact on others. P.S. Love your blog post and love inner circle! if you guys haven’t signed up yet you really need to consider adding Ryan coaching lessons into your daily business!
Thanks for your feedback and continued support Travis – I really appreciate it!
Ryan
Like @Kurt above, I also would like to know your baby sleeping course :)
And thanks for the great article.
I believe we need to treat our customers like GOLD, NOT like ATM machine.
Hey Ryan,
I like that.. “treat them like gold, not an ATM machine”.
But I will tell you when you DO treat them like gold, it’s almost like having an ATM machine. And you can feel good about it.
Ryan
Hey Ryan, I also had a method that was very effectively. Took a little longer though. Around 5 years ;)
My wife and I need our sleep. And we figured out a system pretty quickly (we did the opposite of what most of our friends did!)
Ryan
I’m also interested in your techniques to get babies sleeping through the night. I think you’ve got a product there.
Cheers,
Roger Haeske
The 44-Year Old Teenager
Hey Roger,
Definitely sounds like I have a product brewing…
Ryan
I remember back signing for a couple of products that used forced continuity, and it was a pain to call them and cancel
also commercial gyms do this, they make you sign up for monthly plans a and is a pain to cancel your membership
Anyway thanks for the reminder, don’t force it!
Hey Luis,
Some people make it VERY hard to cancel. And that’s the biggest problem.
Ryan
nice info,
just to start implementing them
Thank you – and yes, it’s all about implementation.
Ryan
your special is affordable and incredible, I will be signing up
Thanks Sean and looking forward to welcoming you aboard!
Ryan
Short and sweet post. Straight to the point. Valuable content. Thanks.