Getting people to join your membership is one thing. Having them choose to stick around is another.
In this podcast clip, Robin Nolan shares the stuff they do to ensure high member retention.
James: What sort of things do you do to help a member have a great experience so they stay? Do they stay a long time? And if so, why?
Robin: Yeah, so the member experience, you know, I thought about that a lot. And again, gleaned a lot of ideas and inspiration from your teachings, and John’s teachings. And it starts when they join. You know, that’s the big moment where they’ve taken the plunge, they’ve got the credit card out, and they’ve made a decision to commit to a recurring membership, which, you know, you don’t take lightly. That’s quite a big decision.
So, you know, I think you talked about Bonjoro a few years ago. So I use Bonjoro. So I will send them a Bonjoro, with some, obviously, congratulating them and giving them a nice friendly message, and then with some clear instructions. And the clear instructions are, login, don’t worry about all the courses, all the things, first thing you need to do is really say hi to the community, if you’re up for that. Say hi, let us know what guitar you’re playing. People would love to hear from you. So that’s one thing.
And then the other thing in the Bonjoro, which I’ve started doing, which is, I think, having a good effect, is that, when a new member joins, when I see the back end of 10XPRO, I will immediately go into 10X, into the membership, and put a message in their inbox. Basically, the same kind of things, except a written message saying, “Great, John, you’re in. This is going to be good. I’m here to help you all times.”
And that, I think, starting the private message thread within the membership, is quite powerful. Because, for example, I’ve had people join before and they carry on emailing me or messaging me with Facebook Messenger, and they carry on that kind of contact with me. And by shifting it into the membership, it means it’s another, you know, I’m not talking about I have to private coach them every day, but it’s a little tie to me, which is only available as they stay a member.
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