Let’s say you have a membership site. And you do a decent marketing job so you are getting new members every day like clockwork.
BUT – if they cancel after the first month, you don’t really have a continuity program. You have a “product” that’s more work to manage.
Here’s one simple way to KEEP your members staying longer – and it’s not something commonly taught.
BE CONSISTENT
Consistency is key, especially if it’s a “content-based” continuity program.
When I first started, I made mistakes along the way. And sometimes I’d miss an update or there would be a delay. And whenever that happened, cancellations went up.
And since I switch over the Inner Circle to consistent WEEKLY updates, the stick rate has increased significantly.
People like a schedule and they want to have a sense of structure.
Sure, you can throw in unannounced bonuses and surprises, but at the core should be a structure.
CONSISTENCY CHECKLIST
Here are a few ways to keep your continuity program more consistent..
- Update content on the same day(s) each week or month
- Keep format the same (text, audio or video)
- Use same video player (size, color, etc.) for online access
- Use same font size and color
- Send email updates at the same day/time
- Use the same sign-off or “call to action” at the end of your updates
- Carry your logo/branding throughout
There you go.. a few simple ways to keep your continuity program consistent (and profitable).
Now get out there and kick some ass!
QUESTIONS? COMMENTS? ADD YOUR FEEDBACK BELOW!
P.S. If you like this stuff – just wait until you see what’s inside the Inner Circle…
Ryan, would you classify my site as a continuity? I sell lifetime memberships for a one time fee, but I also give people the option of paying slightly more overall by paying on a monthly basis for six months. As long as they complete the six payments, they get lifetime access at the end of it. My reasoning being that if it was just a monthly membership fee, I suspect people might cancel after three-four months – research I did suggested that four months was the typical amount of time someone sticks to an online program.
Have to say it seems to be working. Get a mixture of both and over 90% of those that sign up for the monthly option stick it out for the six months. What do you think of this model?
It is definitely a hybrid (with the fixed term continuity).
However, be careful with “lifetime access” as some merchant account providers frown upon that tactic.
You should try other models as my only concern is your structure might be confusing for the potential customer – and confusion usually kills your sales.
Ryan
If you’re going to do this, I’d switch it up a bit and have 3 options:
1) Monthly Membership – Month by month at $19.95 a month
2) Annual Membership – Pay for a year up front for $119.95 (save 50% – BEST DEAL – 6 months FREE!)
3) Annual Membership payment plan (8 monthly payments of $19.95 – 4 MONTHS FREE!)
You need to offer the monthly membership for it to make sense, but basically the monthly option is a decoy…you either pay $119.95 for the annual, or pay 8 monthly payments of monthly price of $19.95 and get a whole year.
Subconsciously, they are committing to make 8 payments in exchange for the discount.
Of course, if they don’t want to commit, they have the month by month option.
Worth testing.
And then anyone who takes the month by month option, after the 1st and/or 2nd rebill you can contact them via autoresponder and offer the annual membership or payment plan option – this way if they like the site and plan to stick around, you can seal more money from them up front ASAP while they’re still engaged and a warm prospect.
Test and enjoy,
Joel
Joel droppin’ knowledge!
I just recently added an annual option to my membership program. Funny, I didn’t realize how well that would work until I got my first two subscribers!
Ahhhhh, “continuity” – having a consistent message delivered to our inner circle of customers, clients, or patients, and making sure those on our list stick with us: it’s not only good for US but it can be vitally important to THEM.
I’ll add one more to your list, Ryan, which was a really good list: TELL people when you will deliver the content. It’s not just good enough to deliver content at the same time each week, it’s important that we tell people when that will be.
The human brain is great at detecting patterns… but it’s not foolproof. People who watch football know that their favorite team will appear most Sunday afternoons. That seems really clear. But since you don’t have multimillion-dollar advertising campaigns, you need to tell people when to expect your information and then you need to deliver it then.
“See you next Tuesday at 11 AM Eastern Time!” might be a way to do that. When people see your name, they will begin to think “Tuesday at 11 AM” and they will look for your information.
Make it easy on people – everyone is busy, so come right out and tell people WHEN you will deliver their content, don’t make them guess.
And then be sure to serve up the best content you can on time!
Charlie Seymour Jr
http://ExpertMarketingAcademy.com
Hey Charlie,
VERY good point. I like the “see you” part.
Thanks for consistently contributing!
Ryan
Thanks Ryan – I also do weekly updates for my membership site but have been a bit sloppy as to which day I publish.
Needless to say I shall be keeping it consistent from now on!
Cheers and thanks!
Rob
Keep on rockin’ Rob!
Ryan
Hi Ryan,
Excellent and practical advice as always! Thank you for making me feel like a valued member of your IC Program. Best to Janet and the family. My offer for you to come down to Atlantic City is always there if you want to get away for the day.
Regards,
Cory
Thank you Cory – and Janet & I appreciate the invite :)
Best
Ryan
Hi,
thanks Ryan for this post.
From my own experience I want to emphasize:
* right now I am in good training program but it is very annoying that she writes that she will this and that till then but it takes much longer than announced…
* another great marketer had a continuity program that lasted 6 months with an update every week. monthly payment was 47$ or 67$ not sure anymore. He promised at the beginning a bonus with a 497$ value. Beside the program was good, the bonus was great and helped to stick with it. (I cannot tell you if it had significant impact on the stick rate – but maybe worth trying)
any experiences on the last point?!
all the best
Paul
Hey Paul,
Having a bonus that is given away at the end is a BIG sticking point.
My post was only to cover just one aspect of retention (consistency).
Thanks for your comments!
Ryan
Hi Ryan,
The human brain likes consistency because it builds trust and feeds into expectation. It demonstrates how congruent you are. One of the most powerful of all influence techniques is positive anticipation. When people look forward to your emails or posts, you are a step closer to persuasion. People with less constancy are less trustworthy.
Ian
Very true Ian – thanks for your input!
Ryan
I remember when Ryan did his first membership site I LIVED for Fridays to hear the new audio interview or see new articles.
I think you REALLY must be different and offer them access to you and access to things you do that NO ONE else gets from your other places on line.
Continuity is tough, I’m constantly working to make it better! Good stuff, Ryan! U da man!
Good points Zach.
And I remember those “good old days”.
I’m glad you are still on board, my friend.
Keep on kicking ass, my brother.
Ryan
Great stuff Rayn. Thanks for posting. I just launched a men’s coaching site and am spending a month getting the name out. I plan on converting into a paid site next month.
By the way, thanks for turning me on to Trendsetters. Your chapter is GREAT man. Loved it. I have been giving my 100 copies to libraries and doctors’ office waiting rooms.
Philip
Very cool Phillip.
Keep us all posted on your progress and I’m glad you are enjoying trendsetters!
Ryan
Great – few things are worse than creating content fr 12 months and have a 1 month member’s stick rate.
Your Alexa rank is diving, Ryan. Norway’s biggest bank is FAR behind you!
I agree with the first part – not sure about the reference to Norway’s bank :)
Ryan
This has been really useful, thanks. I love Joel’s charging concept and especially Charlie’s ‘See you again on xx’ teaser. Really looking forward to tonight’s live site reviews too.
I’m glad you enjoyed it Quentin and I hope you liked the site reviews today.
Ryan
Retention is the name of the game with continuity and I love the “consistency checklist”.
One thing I would add is to be consistent with your “interaction” as well.
If you can only afford to jump in once in a while, then be consistent with that.
Otherwise, if you come in guns a blazin’ with all kinds of interaction with your members in month 1, that’s what they’ll expect in month 2.
If you don’t deliver, they bail.
So consistency with “Content”, “Communication” and “Interaction”.
Great stuff Ryan!
Great point Stu.
Being consistent with your interaction is vital too. And if you are too hot at the beginning, they’ll think you deserted them.
You rock!
Ryan
I would agree structure and consistency are key
People get scared or think you scammed them when they don’t receive something at a specified time/date
So having that consistency of the schedule is fundamental
Thanks for another awesome checklist Ryan!
Yes Luis – you gotta get that schedule set.
Once I got that figured out, the rest becomes much easier…
Ryan
Hi Ryan –
I’ve been an affiliate marketer for about 1 1/2 now, and want to get into go creating my own products and doing coaching in the self-help, personal development niche as that’s my areas of expertise. I haven’t created any products yet and don’t know where to start in creating really valuable products that deliver, but also will make me a great income. Does both inner circle membership and/or your coaching program cover all of this. Which would be best for me?
Cheers!
Hey David,
My “Ryan Lee Method” (ryanlee.com/method) is my new step-by-step program. I’d probably start there.
My Inner Circle (ryanlee.com/ic) is the ongoing weekly training to stay current with “what’s working now”.
Best
Ryan
(raising hand) Definitely guilty of this. I’m that personality type that’s great at coming up with new ideas, implementing them, and launching them…but the ongoing stuff is something I don’t do very well.
Thanks for the kick in the pants. :)
Thank you Ryan, I was actually curious how you kept people on your programs… :)
Ryan- you’re the bomb. I implemented Creative Strings Academy based on your nanocontinuity program. i teach string players (violin/viola/cello) to improvise in jazz, blues, rock, etc… I realize a lot of people fashion themselves into experts overnight, but this really is my field of expertise! and i’ve always thought, hey if i really AM the expert, I should be doing this stuff-so i am. But it really takes being a marketing expert, even if you;re an expert in your niche….!
I’m looking for ways to improve the overall day-to-day marketing of the site. Most members LOVE it, but I’m having a hard time converting more customers out there, and just generally keeping a coherent mix of all the standard social media, articles, forum marketing, affiliate pursuits, SEO, ppc, etc…
Wondering if i should be trying to hire “a guy” to do the day to day, who’s sole job is just to reel in customers… Are there folks out there with your skill set who will “manage” an operation such as this, or help me put into place a management system, without costing thousands of dollars up front?
Sorry if this is a generic/amateurish question. (This is Lewis Howes’s big brother, btw.!)
thanks again for all your amazing guidance and insights.
christian howes