Milestone #3 for creating a 100K Membership is about making the 5 key decisions.
The benchmark for this milestone is… I have filled out my blueprint for my membership with all of the key decisions.
These key choices are:
Tune in to this episode to find out more!
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You’re listening to marketing chaos, episode number 1 0 6.
Welcome back to the podcast, everybody. I’m so excited. You’re here listening today, total sidebar, by the way, do I have any Yellowstone fans here? I am absolutely obsessed with this show. My husband has tried to get me to watch since it started. And I was like, no, I am not watching a Western. And then I started watching it and now not only have I gone through the entire, um, what is it? Two seasons. I just binge the whole thing. And now I’m watching the prequel with is like called 1883, which I was like, okay, this is like a real Western. This is like Western Western. I can’t do it. It’s so good. It’s so good. Totally eating my hat or whatever that saying is where you say you will never do something and then you end up doing it and loving it. So if you are, I don’t know, looking for a new Netflix show, I think it’s on Netflix or where did I watch it?
A prime something anyway, it’s so good. Very good. I like to decompress at night while, um, my kids are, you know, they get a little bit of iPad time and I get a little bit of Yellowstone time and everybody gets to relax. So it’s also still very hot here in Australia. So we are like not outside running around, but it’s kind of also cold in our pool because it rained. You might have heard the giant floods happening. So it’s a weird, weird weather. It’s like too cold to swim in the water, but it’s too hot to do anything outside. Anyway, we, what we are talking about today is none of that. We are talking about the five key decisions that you’re gonna need to make in your wellness membership. And if you haven’t already listened to episode 1 0 3, we’re gonna link to it in the show notes, go back and listen to the seven milestones to hit for 100 K membership success.
That’s gonna be the overview of all seven milestones. And today what we’re doing is actually milestone number three, but it is a very fundamental part of all your decisions for your wellness membership. And these are some that you may or may not have already considered. And some of them are obvious and some of them you’ll be like, oh, I didn’t even know that was a thing. So there’s five key decisions that we go through with our students inside the, uh, membership launch academy. And I just wanna give you the overview here. So if you’re getting started or maybe you have a me or a, a coaching program and you haven’t yet considered these, these are very key decisions. You’re gonna make it one point or another. So number one, very obvious the title and subtitle of your membership. Now I’ve pulled up a few examples here to go through because, uh, people get a little stuck on this one.
I do not think you need to spend a ton of time on your title. You can always change your title. You need to know who you’re gonna work with and what results you’re getting with people. And what, you know, the promise is, which is our, our second key decision here, but the title, although important, I do not think you need to spend, you know, uh, months, uh, trying to get the most catchy perfect title. Just make it obvious if you, if you can and just move on. So some general tips should be easier, easy to remember, easy to say out loud. Cuz if you’re talking on a, on a radio show on a YouTube video on if you’re at a party and you’re talking about what you do, like you don’t want people, you don’t have to constantly be like explaining a word or spelling some thing out.
It should just be easy to say. Interesting, like super boring titles. Don’t, you know, it’s just boring. It’s not gonna work. Uh, your audience needs to understand it. So not everyone needs to understand it, but your ideal customer should understand it specific is good. So being less vague is always, uh, is, is better. The key benefit should be clear. And then if you are, um, at a loss, you can always add in like a power word. So, you know, power words like irresistible, effortless, easy life, changing, painless magic. Like you just kind of throw that in. And then if you, if you have like one word as your title, like it’s maybe an acronym or it’s your brand name or you’ve used it before. So you wanna go with that? Like one word, you can always explain it in the subtitle. Right? So it can be a self-explanatory, uh, subtitle that sort of clarifies the title if the title isn’t that obvious.
So for instance, let’s say it’s called like V boom. I don’t know. And then the subtitle is like weight loss for busy moms, right? Cuz the V boom. It doesn’t mean anything as like an, you know, there’s an energy to it, but like what does, what is V boom? So you would need a SubT title that would explain like, okay, weight loss for busy moms. Um, or if it’s a signature name, like your brand name, then that can just be the title. And you might wanna add in a subtitle that gives like a bit of the format, you know, uh, membership or coaching program or whatever that is, uh, or, or you can literally have the result that you’re getting people right there in the title, like double your confidence overnight or, you know, whatever that is. So here’s some examples, freedom from procrastination. Okay.
I like that one because it’s just obvious. There’s like, okay. And then in the description it’s like ditch your stresses fears and the feeling that you’re stuck and stagnant for. Good join the freedom from procrastination membership program. And then it goes on to explain more about what they’re doing in there and who it’s for. So if you feel like procrastination is an issue, a problem that you’re having, this is obviously the thing for you. So I think that one’s very, um, simple and clear. I like that, uh, purposeful parent is the next example. So, uh, and then in the description it’s, it’s lining like, okay, so are you tired of not knowing what you don’t know about the college admissions process? So that is a lot of information because purposeful parent could be, what are you being purposeful about, right? Is it, you know, some area of, of parenting?
Well, in this case, it’s about getting your, uh, college admissions process handled. So definitely needs a subtitle. Otherwise you get a bunch of people who are wanting, like, I don’t know, advice on teenage problems, right? Or whatever. Uh, okay. Hard work journaling university. This one is, uh, says she teaches her students to coach themselves through anything or to anything. So it’s a coaching, it’s like a self, uh, help method that she’s doing through journaling, right. Law of attraction skills camp. And this one is a obviously using the law of in method to create, it says, uh, fundamentals to manifest everything they want in life. And it’s a membership. So you can kind of see these, just some examples. I pulled off, you know, Google, um, also, uh, Lauren Bright who, um, I know in one of my programs that she is doing where work with diabetics or pre-diabetics, and she has one called A1C health live meal plan and prep group.
So it’s very specific if you are, you know, pre-diabetic and you’re interested in, um, blood sugar issues, diabetes, that sort of thing. And, and changing it with food and diet, uh, this is going to appeal to you because it has right there, A1C health. And then it talks about meal plan and prep. So you’re like, okay, I know exactly who that’s for right there in the title. I really like that. And even if it’s not for you, you may know someone who that would be really good for. And so you would refer them to that, but at least, you know what it is. And that’s a huge thing because, you know, sometimes we try and be clever or catchy and we come up with these like really interesting titles and people are just confused and they’re like, I don’t know what that is. And guess what people are lazy.
They’re not gonna work that hard to figure out what your thing is. Most likely, they’re just gonna hear it and go, um, I don’t get that. And then they just go away. All right. So that’s subtitle and subtitle. Now, next number two is the big promise, the big promise of your membership. So what is the promise in your membership? The promise is what transformation you are helping someone get. So the transformation now we don’t make medical claims. We don’t make promises as such like you guaranteed to do this. And this amount of time, that is one type of promise that will probably get you in trouble. But what we are talking about when we say big promise, a it’s big because it’s not just this like little wimpy change, it’s a big change. So you’re helping someone achieve something big, exciting transformational. It’s not just a little thing.
It’s a big thing. So here’s a format that you can use who write your big promise. And it goes like this. I help fill in the blank. People who struggle with fill in the blank, what is their biggest pain point or what they’re struggling with to create. And then you put in the desired result, what is it? They wanna create, know that. And then what difference does it make for them in their life or their body or their money or whatever you’re changing. So once again, I’ll, and I’ll put, uh, in a sample here, so you can hear it like all the way through, but it’s, I help fill in the blank. People who struggle with fill in the blank to create, fill in the blank. So that, and so that is very important. Okay. So that, what difference does it make you fill in the blank with what difference that transformation is going to make for them?
So let’s use my girl, Lauren, bright her membership for, uh pre-diabetics and let’s see if we can fill this out. So she would say, I help, uh pre-diabetics who struggle with A1C levels, create or change. You can say, uh, you know, the way they manage their blood sugar. I’m not sure how she would say that. Exactly. But I get that she’s doing, you know, something like that, uh, or to eat, um, healthily to manage to self-manage their blood sugar and prediabetes condition. So that, and then what difference it makes. So it can be so that they can avoid having to go on, uh, lifelong medication so that they don’t develop full blown diabetes. So that, like, what is it that, you know, she, uh, what difference is this program going to make for them and their life? And that is a big promise. If you can help someone through diet to avoid having to go on a medication or have a life threatening medical condition, that’s a big promise, I would say, right?
That’s a, that’s a big deal. And that’s, um, like a juicy thing that people would be like, yes, I want that. If I’m struggling with, uh, you know, a one C or pre-diabetes or have diabetes, right? So this is going to appeal to people that are in this category so that they have this change in their life right now. What would that be for you? And we’ll put this formula, if you will, in the show notes so that you can fill in the blanks for yourself. All right. So that’s number two is the big promise. Once again, reiterating from the last episode where we talked a bit about creating your offer, we don’t focus on the stuff. When we talk about what, what it is that we’re doing, people don’t care about the stuff they care about, the results, the promise, the transformation, the change, the thing that comes after.
So that, so that what changes, that’s what they care about. That’s all they care about. Everything else is how they get there. They don’t care how they get there. Trust me. They just wanna get there. So you are the expert. You decide how they get there, what you are using in your marketing. However, is the change transformations and results to lead them there, not focusing on all this stuff. Okay. Number three is the price. So obviously a key decision in your creation of your membership is going to be what price it is. Now. Most memberships that we work with are being, or have two options. One is monthly, and one is annual. You don’t have to have both. You could have just one or the other, um, or maybe your price is something else. For instance, you could have an initial price that is higher and then a follow up monthly price that is lower, not works really well.
If you have a ton of like, like it’s almost like a course, or it is a course that they get, when they join, you wanna think about, okay, worst case scenario, they cancel right away after getting all the stuff. How much, like what’s the minimum you wanna charge someone to get in? Uh, if you’re giving them a ton of stuff, like on month one, you, you know, on day one, you maybe wanna charge higher that first month. And then they can drop down to the regular monthly price after they’ve paid that, um, there’s some programs that people run like that where, okay, you pay the, the bigger amount and then the monthly thing. And then if you leave and you wanna come back, you have to pay the big, the, a bigger amount again. And that sort of serves as another deterrent for people to not leave.
Cuz they’re like, oh, if I ever wanna come back, I’ve gotta pay that chunk again. Yes you do. So maybe think twice before you leave. So that can work. There’s other different pricing options. The one thing I would say absolutely to consider is don’t go too high. When you are starting your pricing, you wanna work up to the ultimate amount or maybe not ultimate, cuz you could always raise it, but you wanna work up to where you wanna go, oh, you don’t wanna go down ever because what let’s think about this. So let’s say eventually you wanna charge $200 a month. Okay. Well, if you start at $200 a month to get your initial group in and then you, you know, it’s sort of like you realize I didn’t get as many as I want or I I’d rather, you know, just lower it and get some more people in and then you drop the price what’s gonna happen.
You think, oh my current members are gonna be so happy. They’re getting a lower price. Now they’re gonna, you know, call me up and thank me. No, they’re not. They’re actually going to go in their mind. They’re gonna think, why have I overpaid for the amount of time that I’ve been in? And they actually get really grumpy. Usually, uh, some people are fine, but it’s think about it if you’re like, okay, why is it going down? I think that I’ve been overpaying and some of them will even request that you refund them or give them, you know, the difference back or like weird things happen. So better. Just start on the lower side and incrementally raise your price as you go. So if you wanna end up at 200, maybe you start at like one 15 and then you do 1 35 and then you do 1 45 and then you do 1 65 and then you get up to 200.
So every launch you kind of raise it. What happens then is people realize if they didn’t take you up on the first offer, they lost out on that price. The next time it goes up a little bit and then they go, okay, maybe I should get in now. Or if they, you know, again, pass you up and it goes up again. They start thinking, they start to get nervous. Like, oh my gosh, how high is this thing gonna go? I better get in before it goes any higher. And they that’s what you want is the, Ooh, I gotta get in before it goes higher. Not the other side where people are, oh, I think I’ve been overpay. Why is the price going down? That’s weird. Um, so rather start on the lower side, get a bunch of people in on your, um, you know, original founding members launch rate and, and what’s gonna be great about that.
Is it, it they’re getting a great deal, but you’re also getting a great deal because you have people in there working with to help you create a really great program for future people to come into. So they’re kind of like helping you work out the kinks and lay the groundwork. So it’s great. Like for it’s a win-win on both sides. They, I get a good deal. You get a great deal and then you raise it a little bit and then you invite more people and then you raise it, invite more people. And so on when you do an annual price, what I typically price that at is the, the equivalent of 10 of the monthly price point. So you basically get two months free if you purchase the annual rate and you always wanna have a policy in place for if they cancel that they get the remainder of their money back, but they shouldn’t get the remainder back at the annual rate.
They should get it at the monthly rate cuz essentially they didn’t follow through on the plan. If that makes sense. So if you are charging, you know, a thousand dollars for the year, um, that it’s basically the price of 10 months, then if they cancel, you know, six months in, they have to pay as you know, you don’t, you refund them as if they had been paying the monthly rate for six months, not the annual rate. Hopefully that makes sense. So basically, um, otherwise people can buy at the annual rate and then cancel after one month and then they’ve, they’ve kind of ripped you off and you don’t wanna, you don’t wanna encourage people to do that. So, uh, um, pricing is something to play with. I would also spend a tiny bit of time doing some market research, but don’t get sucked down a rabbit hole of comparisons.
You don’t know, just because you see someone else charging whatever amount that they’re actually turning a profit or that they’re successful, don’t assume just because it looks that that, that price is actually working better to go according to the value that you’re providing than to go and, and look at market research and be com you know, match your competitor’s rate, cuz it can easily be a race to the bottom. And it’s like trying to undercut someone’s price. It’s like, you can only go so low. Like you can only go to right. So better to offer higher value and match the price that is equivalent to the value you are providing. Then look at a competitor and try and undercut their price is, is my advice there. Okay. Decision number four is the style. So style of your membership and I don’t mean like, you know, style, like what kind of colors you got?
No, there’s two styles style, um, means is it open or closed? Okay. So when you, uh, are planning your membership, you wanna know, is this going to be something that someone can join at any time, like any day they can join it, that would be an open style membership or do they have to wait to a specific time when you open the doors to allow in new members, in which case your membership would be a closed style. So are you, is your membership gonna be open or closed? And that’s an important in decision because it’s going to affect a lot of things when you’re launching, um, how often you’re launching. If it’s open all the time, then you are essentially having people come in on any, any day of the year and you have to be ready for that. As far as whatever needs to happen for onboarding and everything should be pretty automated in that case.
And then you should always, if you have staff or yourself should be watching, you know, for new members every day. So that’s just one thing to pay attention to, but also think about how this is gonna work. You know, know over time as your content is being dripped out and distributed and maybe you’re doing some of it live. And some of it’s, you know, from previous months, like how is that going to work? When you have new members, do they get access to everything that you’ve ever done or do they get access only from that day forward? Or do they get access to maybe a, a set of core content? And then that Mo moment forward, as far as what comes live, there’s some different things around that, but all of that, you, you wanna decide, okay, is it open or is it closed first of all?
And then you can look at all the other things. Also, if it’s closed, you wanna look at like, okay, am I going to be doing every single month, once a year, once a quarter, like how often do you wanna be welcoming in new members? And that might be something you have to play with, like you do your first launch and then you wait a little bit and see how, you know, see how it goes and see what changes you need to make. And then you do your second launch and you kind of see how that goes and then you go, okay, this is what I wanna do moving forward. Sometimes you have to do a few launches to, to get your feet wet and get some time under your belt and see how it is. You wanna be, you know, launching this thing. So if it is closed and maybe you’re only opening twice a year, right?
Think about what’s gonna happen in that six months. And then when you have new members in, in terms of onboarding new members so that the original or older members don’t, um, have to kind of start over again. So it’s just something to think through, like how can you both be welcoming new members so that they’re not feeling overwhelmed while at the same time, allowing the current members to keep moving forward, one way we’ve done this and helped it be a little bit more seamless is to have sort of an orientation month where they’re like essentially catching up to the full flow of things in this sort of like separate group. And then we move them into the general population. So open or closed is your key decision number four and then key decision number five. And this is the last one is knowing where your membership sits in the scheme of your overall, uh, business.
So in terms of the other offers that you have, if you have other offers, you don’t have to, but if you do, where does this membership or coaching program fit into the rest of the things? Okay. So if you wanna talk about funnels, uh, I know people hear funnel and they go, ah, but basically it’s like the customer journey you wanna think about, okay, is your bus, is your membership going to be a front end membership or a backend membership or it’s just going to stand alone. So here’s the difference. A front end membership is one that comes at the front end of your funnel, meaning it’s an entry point for people into your world. So typically that would be a lower priced membership. So it’s not an entry point. Isn’t not always, but it it’s usually on the lower side because it’s, uh, at the beginning, when someone is getting to know you, maybe they wanna try out what you’re doing.
Maybe it’s, uh, a beginner level, whatever it is you offer. So typically for most people, if it’s a front end membership, it’s gonna be on the lower side of, uh, the price point. And then you could take people from that to say a signature course or to a high end coaching program. Or it could go to one on one sessions with you or something higher end. So if front end membership works really well, if it leads into something that’s a bigger, a higher ticket, higher value offer, backend memberships kind of work on the reverse where only people are in, if they’ve done something else with you. So for instance, let’s say you offer a weekend training or a signature course, or maybe you have a six month training program of some sort or a mentorship, or I don’t know, but basically it’s like they have to do that be, or they get into the membership.
It could be a course that flows into a membership experience, or it could be a one off thing that you do sort of as a prerequisite. But the bottom line is it comes at the back of something else. And the cool part about having a back end membership is that everyone in there has like already had some experience, some knowledge, something with you. So you’re starting at a different point in the conversation. So it’s like, you’re not having to have those beginning early on stage conversations in a backend membership. You’re assuming one is at X point because they’ve already gone through this with you. And so then you carry on the experience and you take it to another level. For instance, if you’re teaching them something in your course, the membership on the back end can be about having a level of mastery of that thing.
So like I’m thinking of one of our students, she has a, uh, she teaches string players how to play their instrument in her course in her membership. She’s helping them master that. So even though you learn something doesn’t mean you’re the expert at it instantaneously. Sometimes you wanna practice higher level skills and mastery, and that can be a really good place for your membership. The way that our program works at the moment is it starts out as a course. And it’s a 90 day live experience program, you know, with the course and then that can be it. But if you wanna continue staying in the academy, it rolls into a membership. So then you can pay month to month. But for instance, we don’t take people from out in the cold, into the month to month, like the, you have to have the 90 day academy in order to get at the month to month, uh, that comes at at the end of it.
So that is the case of a course with a backend membership or a program is, is more suitable for what we have, because it does have a component of, uh, live, uh, coaching and live support for 90 days with the course, all different types in four amounts of what you can offer. And you don’t have to get super technical, but basically key decision number five is where the membership is going to sit in the overall scheme of the rest of your business. And knowing that is gonna help you sort of know, okay, how am I gonna be bringing people into this membership? And if it’s a backend membership, it’s obviously capped by how many people do that front end thing. So you wanna focus the majority of your efforts, your marketing, your traffic, into getting more people in that front end, because you can’t have more on the back end, then you have on the front end.
So, whereas if it’s a front end, uh, membership, you’re gonna focus the major of your time and attention on getting people into the membership directly. And then you’re gonna focus on converting them or upgrading them into the next step in your business. Now, if you have different offers and they don’t work together, then you kind of treat this basically as a standalone membership. So it doesn’t flow from or to anything else. It just is what it is all on its own in and of itself. And that’s fine too. And you just treat it like it’s one thing. Um, so making that key decision number five front end back end or standalone is, uh, is our last decision here. So the benchmark, meaning, you know that you have achieved this milestone. When you can fill out all five of these decisions inside our academy, we have a blueprint.
We help you fill all of these out. We help you make all of these decisions, but basically if you’re doing this, you write down all five of these, I’ll go through them again, title and subtitle, the big promise, the price, the style, whether it’s open or closed. And then is it front end, back end or standalone? So five key decisions to make about your wellness membership. I hope that that sort of distills it down for you, makes it manageable. You know, it’s just five things just decide these five things and I hope this was valuable. We’re gonna do the next milestone of our seven milestones to hit for six figure membership success. Next time, I’ll see you there. Five for now.