So if your program is set to open all the time, and you’re thinking about changing it to three times a year, then I can only assume that it’s not working for you with the way that it’s set up right now. And you’ve probably seen some membership guru tell you that it’s going to sell more if you open two or three times a year.
The challenges with infrequent openings are, I think you’re going to miss customers in between. And usually, when you open it requires some big hoopla, some song and dance or launch, or at least some heavy automation to make it work well. So there is that consideration. And both of those things would concern me.
I like the middle ground. So if your always-open program is not working, how about an always-closed but always-opening program? And I covered this specifically in a training called How to Sell your Membership on Autopilot. And that takes you through the exact sequence that I use. It’s inside SuperFastBusiness membership. And what it does, it lets you have a waiting list-style closed front end. And when people join, it automatically moves them through a sequence where you open up. That way you can regulate your incoming members all year long, give them a fantastic experience, you give some scarcity and the appearance from at least the public that it’s not immediately available. So it changes the positioning.
Now one of the reasons that I moved away from that is I wasn’t happy with that scarcity situation. And what I did in the end was making my program always open. But I have really beefed up and substantially improved my cart abandonment follow up sequence.
And then on top of that, I’ve moved to a very strong conversational conversion technique. Now I’ve just published training on Conversational Conversions. It’s inside SuperFastBusiness. It was a very recent training. It was called by some members the best training that I’ve done for a long time, which is good, because there are over 100 trainings there. So that means it’s a pretty good one. It will also be available on SuperFastResults.com at some point, but if you combine conversational conversions with a really strong cart abandonment sequence, and you have a really good offer with excellent copywriting and fantastic design, and you hit the market with the exact pain point that they’re suffering, then I think you should be able to sell all the time.
And if you are considering moving away from that, I’d say you got a deeper-rooted problem with your offer or your pre-marketing. And pre-marketing is really the way to build up the conversions on your site. Put stuff in front of your membership that builds people up and warms them up in the same way that it might if you had a waiting list.
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