The MIXERGY Guide To Building A Recurring

Revenue Business From Scratch

Written in 2!2 "#$
Michael Ale%is
male%is&gmail'com
((('michaelale%is'com
This is a guide on ho( to "uild an online audience) sell them the e%act *roduct the# (ant
and generate recurring revenue +or #ears to come'
It,s over -. (ords and too/ me nearl# 0 hours to (rite' It (ill ta/e #ou a"out 2
minutes to read'
The guide originall# a**eared as a "log *ost on 1ac/ the S#stem' The content is "ased on
Mi%erg# intervie(s (ith success+ul entre*reneurs' These e%*erts continue to use these
strategies to earn si% and seven +igure incomes'
1ere,s the ta"le o+ contents$
!' Gro( Your Audience B# 2reating Fame
A' E%*ert$ 3aura Roeder
B' Ma/e Your We"site 4er+ect' Yeah) 4er+ect'
2' Add Man# Faces
5' 6oin the 2onversation
E' Be 7mni*resent 8or at least as close to it as #ou can get on
Google9
F' Get Featured on Media
G' Sho( 7++ Your 3ogos 8hint$ #ou don:t have to "e +eatured in the
WS69
1' Additional Resources For 2reating Fame
I' ;ot Interested in 2reating Fame<
6' End o+ 2reating Fame Section
2' Build The E%act 4roduct Your Audience Wants With 2o=2reation
A' E%*ert$ 2la# 2ollins
B' 4hase 7ne$ Generate Interaction
2' 1oo/ Them With Your Welcome Email
5' What To 5o When Su"scri"ers Res*ond To Your Welcome
Email
E' 4hase T(o$ 2o=2reate a Free 4roduct
2
F' 5os and 5o ;ots For 2o=2reating 4roducts
G' >se Surve#s To Find 7ut What Your Mar/et Wants
1' What To 5o A+ter The Surve#
I' 5elivering Your Free 4roduct
6' 4hase Three$ 2o=2reate the 4remium 4roduct
?' Run a 2ontest to Gauge Interest And Increase 2onversions
3' Additional Resources For 2o=2reating a 4roduct
M' End o+ 2o=2reating 4roduct Section
0' Ma%imi@e Recurring Revenue Through 2ustomer Retention
A' E%*ert$ ;oah Fleming
B' Get In The Mindset
2' The Three 2,s o+ Retention
5' 2!$ 2haracter
E' The Frame(or/ For Bringing 2haracter 7ut
F' T(o Wa#s To Build 2haracter
G' 22$ 2ommunit#
1' 20$ 2ontent
I' Write Stic/ 3etters
6' Build a 3adder o+ Ascension
?' Build in 4ain o+ 5isconnect
3' Follo( >* With 2ancellations
M' 2A$ 2are Your Face 7++
;' Additional Resources 7n 2ustomer Retention
7' End o+ 2ustomer Retention Section
A' Summing It All >*
Read#< 3et,s get started'
Grow Your Audience By Creating Fame
So I launched this blog. And I wrote it for a long time with virtually no traffic because I
knew I had a message that needed to be heard.
Ramit Sethi, on persistence
0
In this section I e%*lain in detail a strateg# +or "uilding an audience online$ creating +ame'
Man# o+ the /e# *oints are +rom Andre( Warner,s Mi%erg# intervie( (ith 3aura
Roeder'
I+ #ou are satis+ied (ith #our e%isting audience) #ou can s/i* to *roduct creation'
Expert: Laura Roeder
3aura is the creator o+ an online *rogram called 2reating Fame' She teaches
entre*reneurs and "usiness o(ners to "ecome the num"er one *erson in their +ield' She,s
done that hersel+ "# "ecoming a go=to e%*ert +or social media mar/eting +or small
"usinesses Band "uilding a million dollar *er #ear "usiness around itC'
So) 3aura) ho( do (e go a"out creating +ame<
Make Your Webite !er"ect# Yea$% !er"ect#
Your site is all you have in marketing. eople are going by your site and your !oogle
results.
"aura Roeder, on the first step to creating fame
3aura sa#s there are t(o t#*es o+ *eo*le online) the o*timi@ers and the (ait=listers'
7*timi@ers o"sess over the details o+ their site) continuousl# A=B test to notch u* their
conversions and (ould never let a t#*o go unchanged'
Wait=listers sta# "us# "# com*iling lists o+ things the# should change on their sites'
Be an optimi&er#
Ma/ing #our site *er+ect creates trust and increases conversions' 7ur goal is to create a
*aid su"scri*tion *roduct' I+ visitors have to search out #our a"out *age) s*ot t#*os in
A
#our header) clic/ on "ro/en lin/s) or #our 2SS is out o+ (hac/ in their old=school
Internet E%*lorer D then ho( are #ou going to create the trust +or them to "u# +rom #ou<
1ere,s the +i%' Ta/e that list #ou,ve got and start (or/ing on it' 3aura sa#s the +irst item
(ill *ro"a"l# onl# ta/e +ive minutes) then #ou get in a groove to +i%ing more' Another
(a# is to hire a develo*erEdesigner +or an hour' An hour is long enough +or a good techie
to ma/e a lot o+ im*rovements +or #ou and should onl# cost a"out F.'
Another *art o+ ma/ing #our (e"site *er+ect is "uilding a "rand that targets #our mar/et'
1ere,s a video intervie( a"out (e"site "randing' In it) 4amela Wilson o+ Big Brand
S#stem tal/s a"out the "road conce*ts o+ (hat matters +or a "rand and the s*eci+ics o+
ho( to "uild a good one'
Add Many Face
eople want to know who they are doing business with. Small businesses have a huge
opportunity to be better than competitors #ust by being more real and being more
personal.
"aura Roeder, on why you should include a photo of yourself on your site
Your (e"site should have a *icture o+ #our +ace on it'
You,ve heard this advice "e+ore'
1o(ever) I clic/ through to a lot o+ sites +rom the comments' So) I,ve noticed a lot o+ #ou
sh# a(a# +rom a *ersonal introduction on #our site'
I li/e to see a +ace to go (ith the (ords) and I li/e to see a name) and I li/e to see
G(elcome) this is (hat m# site is all a"outH' I,m not alone D *eo*le "uild connections
(ith *eo*le) not (ith (e"sites'
And the *ress< I+ the# are (riting a stor# the# need a *erson to latch onto' So (h# not
ma/e it eas# +or them<
.
Word4ress users can *ut a *hoto in the side"ar "# creating a te%t (idget and (riting this$
Iimg srcJHI;SERT IMG >R3 1EREH EK
The >R3 (ill loo/ something li/e this$
htt*$EE((('#our"log'comE(*contentEu*loadsE2!!E!2Eheadshot'*ng
Another good *lace to *ut #our *icture is #our site,s a"out *age' This ti* is Lust as
im*ortant +or "usinesses as it is +or "loggers' 3aura recommends ta/ing the
*ersonali@ation a ste* +urther "# *utting u* *ictures o+ all team mem"ers' She sa#s)
G*eo*le love it) and the# +eel li/e the# have a relationshi* (ith ever#one on the teamH'
1ere,s a +un e%am*le$ TeamBu# team *age
7nce #our (e"site is read#) #ou are read# +or *romotion outside o+ #our domain'
'oin t$e Con(eration
$e had one about aris $ilton%s shoes, and how they were hurting her feet& he wasn%t
afraid to go there.
"aura Roeder, on how one podiatrist #oined mainstream conversation
It turns out #ou don,t have to +eel guilt# a"out #our Britne# S*ears gossi*' ;o) instead
#ou harness it as a mar/eting tool +or #our "usiness'
3aura told the stor# o+ a *odiatrist +rom the 1ouston su"ur"s (ho did Lust that' When
4aris 1ilton,s shoes hurt her +eet) he (rote a"out that' When Britne# S*ears (ent
"are+oot to the "athroom) he (rote a"out that'
Instead o+ tr#ing to start a ne( conversation) Loin an e%isting one so #ou get in the
*ros*ects head' )$e key i to bring peop*e in% and t$en tie it into your own topic#
M
Another "ene+it o+ tal/ing a"out current events is "eing Nuoted' When something is going
on) *eo*le in the media are loo/ing +or Nuotes) and #our (riting a"out it means the# can
re+erence #our (or/'
Be +mnipreent ,or at *eat a c*oe to it a you can get on Goog*e-
Start looking through 'i(ergy and a lot of these startups have like, a way to post your
video, or a way to post your slides, or a way to post your documents. If you do )* of
those sites& all of that stuff comes up when people search for you, and it looks very
impressive.
"aura Roeder, on dominating !oogle search results
Alright) so #our domain is ((('ho(=to=cross=stitch=su*erheroes'com) and #ou are
ran/ing +or those /e#(ords D s(eet' ;o() (hat reall# ha**ens (hen someone searches
+or #our terms is that #our site comes u* (ith a"out nine other results' These include
videos) images and other media'
You can dominate that +irst *age o+ results Band *ush #our com*etitors outC "# "ecoming
omni*resent'
6oin video sites li/e YouTu"e or Bli* and title #our videos (ith #our /e#(ords' 6oin sites
that allo( #ou to ma/e slidesho(s' 6oin *icture sites' 6oin an# site that lets #ou e%*ress
#our message through media D and then u*load relevant content'
When #ou search +or +reating ,ame on Google) the results include 3aura,s site)
YouTu"e videos she *roduced and intervie(s on other (e"sites'
>sing this strateg# #ou (ill ta/e more o+ the to* s*ots' And) as 3aura *oints out in the
intervie($ (ho (ould #ou choose to do "usiness (ith< The *erson (ho is *u"lished all
over the (e") or the *erson (ho Lust runs their o(n site<
So) "ecome omni*resent' It increases #our credi"ilit# and conversions'
-
Get Featured on Media
$onestly, getting interviewed anywhere is better than getting featured nowhere. -ven if
#ust because of the !oogle factor.
"aura Roeder, on going out and getting interviewed
5o #ou /no( the num"er one tactic +or getting intervie(ed<
4itch #oursel+'
3aura (as intervie(ed on Mi%erg# Ba to* !) Ale%a siteC "ecause she *itched her
stor#' It,s eas#' 6ust send the intervie(er a Nuic/ email sa#ing G1e#) I love #our sho(' I
thin/ #our audience (ould "e interested in this stor#Eti* I have to shareH'
)$e key i to a*ign your ite wit$ t$e producer. work and introduce $ow you can
o""er (a*ue to t$eir audience#
3aura got onto F7X ;e(s "# hiring a *u"licist) "ut she recommends doing the leg(or/
#oursel+' Find ! *laces$ intervie( sho(s) *odcasts) "logtal/ radio) iTunes *odcasts and
*itch them #our stor#'
I+ *ossi"le) +ind sources that #our o(n mar/et is tuned into) "ut 3aura sa#s it is even o/a#
to do an intervie( no=one (atches' Remem"er "ecoming omni*resent< Even an
un(atched intervie( (ill sho( u* on Google'
Another e%am*le is (hen 3aura had a *anel at South B# South(est' She remem"ers
*eo*le /e*t coming u* to her and sa#ing) G(o() it,s m# dream to "e on a *anel hereH'
You /no( (hat 3aura as/ed them< 5id #ou su"mit a *ro*osal< You /no( (hat the#
hadn,t done<
So *ut #our +ear o+ "ecoming an e%*ert aside and *itch a stor#'
/$ow +"" Your Logo ,$int: you don0t $a(e to be "eatured in t$e W/'-
O
eople have an instant recognition thing where we see logos and we go, .oh, logos/0&
"aura Roeder, on including logos on your site
Including logos on #our site "uilds credi"ilit# via association) and #ou don,t have to (ait
+or su*er=+ame to get started' 6ust the *resence o+ logos is enough'
So) #ou can use logos +rom local *ress or (e"sites that #ou,ve "een +eatured on' I+
no"od# is (riting or lin/ing to #ou #et) then see/ out the o**ortunities' I+ #ou shied a(a#
+rom *itching stories in the Get Featured 7n Media section) then guest *ost on other
"logs and include their logos on #our site'
Additiona* Reource For Creating Fame
P 5on,t consider #oursel+ an e%*ert< Master a niche in less than 2A
hours'
P Want a to* rated "log li/e Ana 1o++man,s Tra++ic Generation
2a+e< Become an authorit# "logger in M sim*le ste*s'
P Want to "e 2hris Guille"eau +amous< See ho( he did it'
P Read# +or more media e%*osure< 5o it the Tim Ferriss (a#'
P ;o media connections< Tr# 5ere/ 1al*ern,s 5ra+ting TechniNue'
P Building an email list< 5ecrease #our unsu"scri"e rate no('
1ot 2ntereted in Creating Fame3
B# intervie(ing our (orld,s to* "loggers) I,ve learned there are countless (a#s to "uild a
+ollo(ing online'
Ramit Sethi,s I Will Teach You To Be Rich (as "uilt on *ersistence) strategic guest
*osts) and maLor media coverage'
;eil 4atel "uilds relationshi*s "# hel*ing ever#"od#' More at 4roBlogger'
Q
5ann# In# o+ Fire*ole Mar/eting (rote OR Nualit# guest *osts in less than a #ear'
5avid 2ain o+ Ra*titude (rites viral content) li/e this list *ost (hich has earned over a
million vie(s'
3ori 5eschene t(eeted one ins*irational Nuote a da# and "uilt a +ollo(ing o+ A)
"e+ore launching the tin# "uddha "log'
5ere/ 1al*ern sa( ho( SE7 revie(s dra( a cro(d at a con+erence) so used them to
dra( a cro(d to Social Triggers'
All o+ these strategies Bcom"ined (ith *ersistenceC can (or/ +or #ou'
End o" Creating Fame /ection
1ave #ou tried creating +ame< What ha**ened< Scroll do(n and leave a comment'
7ther(ise) let,s tal/ a"out ma/ing mone#'
Co4create a !roduct
1asically, he co2created a product with his list of clients, at least his market, they weren%t
current clients yet. $e sold a 34*,*** refrigeration unit, commercial refrigeration unit,
to them. $e brought in 3))*,*** in profits, not revenue, but profits. 5his was two months
in advance of the product being available.
+lay +ollins, on the kind of results possible when you co2create a product
This section is a"out ho( to get #our audience to tell #ou the e%act *roduct the# (ant #ou
to create and then *a# #ou "e+ore #ou create it'
The real magic i+ #ou don,t have mone# to +und a "usiness) #ou can use this strateg# to
earn the revenue needed to shi* #our *roduct'
An a**liance dealer used this strateg# to +und a commercial re+rigeration unit that cost
!
F.)) and net him a *ro+it o+ F!!) t(o months "e+ore shi*ment'
A slee* thera*ist (ith a *ros*ect list o+ -. co=created a training *rogram that netted
F-!) in *ro+it'
The corres*onding Mi%erg# intervie( is here'
Expert: C*ay Co**in
2la# is the creator o+ an online *rogram called The Interactive 7++er' Several thousand
(ords and a cou*le videos a"out him here' 2la# teaches entre*reneurs a ste* "# ste*
*rocess o+ (or/ing (ith their audience to create the e%act *roduct the# (ill "u#'
3et,s loo/ at ho( he does it'
!$ae +ne: Generate 2nteraction
6hat most people do when they create a product is it%s nothing, nothing, nothing,
nothing, they hear nothing from the company. 5hen they go in for a kiss and the
customer%s like, .6hy are you all the sudden hammering me with all this stuff70
+lay +ollins, on why you need to flirt with your prospects
Want #our mar/et to *artici*ate in *roduct creation<
Then #ou need to "uild a relationshi* (ith them'
2la# recommends to start small and "uild momentum overtime'
1ere,s ho( that might loo/$
!' email su"scri"ers receive a (elcome email inviting them to re*l#
2' #ou or #our team re*l# to ever# email *ersonall#
0' (rite "log *osts and res*ond to comments
!!
A' tell readers #our stor# and encourage their stories
.' surve#s
5oing audience engagement Lustice isn,t m# intention (ith this guide) see 5ann# In#,s
Engagement From Scratch instead'
1ere,s the high level overvie($
You.re *ow*y raiing t$e bar "or interaction and getting peop*e com"ortab*e wit$
and ued to interacting wit$ you and being reponded to a"ter t$ey interact wit$
you#
5o that and the rest (ill ta/e care o+ itsel+'
5ook )$em Wit$ Your We*come Emai*
Your (elcome email to ne( email su"scri"ers is a *o(er+ul chance to engage #our
audience'
There are three elements$ introduce #oursel+) set their e%*ectations) and solicit +eed"ac/'
2ntroduce youre*" to *ersoni+# the email'
/et t$eir expectation to reduce unsu"scri"es'
/o*icit "eedback to get that critical +irst interaction'
1ere,s the e%act (elcome email 2la#,s Interactive 7++er su"scri"ers receive' 1e
(elcomes #ou to ada*t it +or #our o(n use'
Sub#ect8 6-"+9'- to the family :please read;
1ody8
,irst of all, you%re in. 6elcome to the family .
Anyway, there are three or four websites that you could have found me on . . .
. . . but my main site is located here8 +lay +ollins :click this to confirm your email and
check it out;. 5hat%s probably my least ugly website, and most useful one as well, so if
!2
you have a chance, click to confirm your email and to head over to the site8
+lick this to check it out
Anyway, since we%ve found each other, I%ll be hooking you up with all sorts of cool stuff
in the days, weeks, and months ahead.
In fact, watch your inbo( because 59'9RR96 I%ll be sending you something ama<ing8
========
6$A5 I%' S->?I>! Y9@ 59'9RR96
========
5omorrow I%ll be sending you the .Internet 1usiness 5oolkit.0
5his thing contains every website, software, service, platform, etc. :i.e., -A-RY5$I>!; I
use to run my online businesses :I hold nothing back;.
It%s a virtual encyclopedia of the tools you need to run every aspect of your online
business. And, in the right hands, it%s worth at least 3B**.
I hope you en#oy it.
========
If You +an ?o Cust 9>- 5hing ,or 'e 5oday
========
If you can do #ust one thing for me today, I%d R-A""Y R-A""Y appreciate it if you%d #ust
hit reply to this message and drop a Duick note to say .hi.0 If you have a moment, I%d
love for you to Duickly tell me where you%re from :A>? . . . if you%ve got an e(tra B*
seconds, I%d also like to know what ideal outcome you%d like me to help bring into your
life;.
Anyway, since we%ve found each other, I%ll be hooking you up with all sorts of cool stuff
in the days, weeks, and months ahead.
5ake +are,
+lay +ollins
http8EE5he'arketingrogram.com
It,s /ind o+ a long email right<
I+ that,s not #our st#le) 5ere/ 1al*ern uses a sim*ler model over at Social Triggers'
In 2la#,s email) notice the second last *aragra*h (here he a' as/s the su"scri"er to hit
re*l#) and "' tells them ho( to re*l#' This encourages the t#*e o+ +eed"ac/ #ou (ant'
2la# sa#s Gthe most im*ortant thing is Lust that the# hit res*ond' I don,t care i+ the# onl#
tell me (here the#,re +rom' That,s enough' I Lust (ant them to get used to doing this' It,s
a ver# lo( "arrier to entr#' 3iterall# hit re*l#) tell me (here #ou,re +rom' That,s all (e
need to start this o++H'
When #ou are +irst getting started #ou can handle the +eed"ac/ #oursel+ D "ut ma/e sure
!0
to re*l# to ever# single one' I+ it,s ta/ing too much o+ #our time then hire someone' It,s
(orth the investment'
7n the other hand) i+ #ou have *lent# o+ time then consider customi@ing a (elcome email
+or ever# ne( su"scri"er' 1ere,s ho( Ana 1o++man customi@es her (elcome emails in
+i+teen minutes a da#'
Then (hat do #ou do (hen the# res*ond<
W$at )o 6o W$en /ubcriber Repond )o Your We*come Emai*
1ere,s a h#*othetical res*onse'
$i, I%m Coe. I%m from >orth +arolina. I create software and I would really like to double
the number of people who buy my product in the upcoming year.
The +irst ste* is to log the res*onse'
A good *lace to /ee* trac/ o+ the in+ormation is Google 5ocs since #ou can access them
+rom an#(here and share them (ith #our team as it gro(s'
;e%t) res*ond to 6oe and +ind a (a# to connect' I+ #ou have a connection (ith ;orth
2arolina) mention it' 7ther(ise even a re+erence to the (eather can su++ice'
In res*onse to 6oe,s *ro"lem) that he (ants to dou"le sales) #ou might send him some
hel*+ul lin/s to #our content or that o+ others' 2la# usuall# sends lin/s to a *rogram he
*roduces called the Mar/eting Sho('
Finall#) i+ 6oe has a (e"site) visit it and leave a +e( comments' 2la# sa#s) G#eah) this is
an investment "ut it,s also something that (e "elieve in ver# strongl#H'
;o( that #ou have the relationshi*s in *lace) go on to co=create a +ree *roduct'
!A
!$ae )wo: Co4Create a Free !roduct
I li/e this Nuote'
eople support what they create. 6hen you do this properly, they actually feel like your
product was their idea. You need to put all ego aside because that%s really what it%s
about. It%s about them, and it%s about them feeling so good about their product that they
buy from you.
+lay +ollins, summing up the idea of co2creation
This su"section is a"out ho( to co=create a +ree *roduct' The *ur*ose o+ doing so is to
gather in+ormation a"out (hat #our audience (ants and sho( them the Nualit# #ou
*roduce'
But +irst some ti*s'
6o and 6o 1ot For Co4Creating !roduct
57 ;7T read this section and sa# GI could Lust thro( u* a surve#) as/ *eo*le (hat the#
(ant) then sell it to them and ma/e some incomeH D that can "e a dangerous "usiness
move' You can *rematurel# /ill all interest or momentum that #ou (ould other(ise get
+or #our *roduct'
57 involve #our audience and ma/e them *art o+ the stor# a"out ho( #our *roduct came
to "e' That (a# the# (ill "e much more emotionall# involved and li/el# to "u#'
57 ;7T tr# and +ool *eo*le into thin/ing #ou alread# have a *roduct'
57 "e su*er u*+ront a"out the +act that #ou are going to ma/e a *roduct) and that it does
not e%ist' You,ll ma%imi@e conversions'
A;5 57 create a digital *roduct D that (a# #ou avoid costl# shi**ing +ees'
!.
7e /ur(ey )o Find +ut W$at Your Market Want
5on,t Lust send #our su"scri"ers a surve# out o+ the "lue'
Instead em"ed it in a narrative' 2la# has three emails that lead u* the one (here he sends
the surve#' You (ant to tal/ a"out (h# #ou are doing it) and ho( #ou are in a *osition to
do something at a higher level'
Then) #ou can use Surve# Mon/e# or Google 5ocs to surve# #our audience'
1ere are the three Nuestions to as/$
!' What +ree in+ormation *roduct (ould #ou love +or me to create +or
#ou<
2' What,s #our "iggest +ear and +rustration<
0' What,s #our ideal) *er+ect outcome<
2ollect +ree=+orm ans(ers not dro*=do(n) it (ill reNuire Nualitative anal#sis "ut *rovide
much dee*er insight'
W$at )o 6o A"ter )$e /ur(ey
A heads u* a"out the surve# res*onses$ *eo*le (ill tell #ou (hat +rustrates them) the#
(ill seldom tell #ou the solution #ou need to *rovide'
It,s #our Lo" to come u* (ith that'
!' This is not eas#' !rint out t$e repone and pend a week
$ig$*ig$ting t$em' 2la# (arns that Gtrends don,t usuall# emerge on
the +irst readH' What #ou need to do is read "et(een the lines and +ind
one or t(o main +rustrations then identi+# a need that comes (ith
them'
2' Also) pay pecia* attention to t$e *anguage res*onders use to
!M
descri"e their *ro"lem D it might "e di++erent than #our o(n' You,ll
use this later in #our sales co*# and (ithin the *roduct itsel+'
0' A+ter #ou,ve collected the surve# res*onses) go back and con"irm
w$at t$ey are *ooking "or' Sa# G(e thin/ (e understand (hat #ou
(ant) "ut (e,re not sure and (e don,t (ant to create this unless (e
/no( this is (hat #ou (antH' Then as/ *eo*le to res*ond in the
comments'
A' The ne%t contact (ith #our audience is to con"irm demand' Sa#)
Go/a#) (e,re going to ma/e it) "ut (e,re onl# going to ma/e it i+ this
man# *eo*le sign u* on the list to receive it (hen it comes out)
"ecause I,m not going to s*end all this time ma/ing it and then
no"od# (ants itH'
6e*i(ering Your Free !roduct
Though later on #ou are going to "uild a su"scri*tion *rogram) start (ith a one=o++ in+o
*roduct li/e an e"oo/' This must "e a via"le *roduct that stands on its o(n' That (a# #ou
(ill "uild trust (ith #our audience) and the# (ill "e grate+ul and share it) increasing
e%*osure +or the ne%t *roduct #ou create'
2ollect all the +eed"ac/ in a Google 5oc and use it to in+orm #our +uture *roduct
creation'
Bonu tip: onl# release #our +ree *roduct +or a +e( da#s' A time limitation creates
urgenc# and increases the *erceived value o+ #our *roduct'
Then go and co=create the *aid *roduct'
!$ae )$ree: Co4Create t$e !remium !roduct
And usually people are like, .hell yeah0. eople love being involved at a deeper level.
eople love 1eta testing software. eople love being one of these ground level people
who saw it from the very beginning.
!-
+lay +ollins, on the genuine e(citement for your product
;o( that #ou,ve tested the mar/et (ith #our +ree *roduct) it,s time to sell one'
This can "e either a "rand ne( *roduct "ased on the surve# +eed"ac/) or the re*ositioning
o+ an e%isting one "ased on the language res*onders used'
Then go "ac/ to #our audience and tell them$
!' there has "een a tonne o+ interest in the +ree re*ort
2' *eo*le are as/ing +or a lot o+ things that I,m not a"le to deliver in this
+ree re*ort
0' I,m thin/ing a"out creating a *remium course
A' I have no idea ho( much it,s going to "e
.' I,m thin/ing a"out letting an initial grou* o+ *eo*le in at some /ind o+
discount) "ut I (ant #our +eed"ac/
Then run a contest'
Run a Contet to Gauge 2nteret And 2ncreae Con(erion
7ne *re=sale tactic 2la# recommends is running a contest' As/ *eo*le to tell #ou (h# the
course #ou are coming out (ith is the *er+ect one +or them' I+ the# (in) give them a
mem"ershi* +or +ree'
This contest does several things$
P generates social *roo+) so *eo*le can see all the others that (ant to Loin
P gives #ou language to use in #our sales letter
P creates consistenc# and commitment
That third one is *rett# neat' Basicall#) i+ someone needs to (rite this t#*e o+ comment)
the# also need to go through the logic and thin/ a"out (h# #our *roduct is good +or them'
Then the# are more li/el# to "u# it'
!O
)$ey o*d t$eme*(e#
At this *oint) it,s u* to #ou to "uild the *roduct #our audience as/ed +or' 7ur goal is to
create a recurring revenue *roduct) so /ee* that in mind (hen considering +ormat' A
*o*ular mem"ershi* s#stem +or Word4ress is Wish3ist Mem"er'
Additiona* Reource For Co4Creating a !roduct
Eric Reis sa#s to start (ith a minimum via"le *roduct then im*rove it' The (a# #ou
/no( #ou have a minimum via"le *roduct is G#ou are ver# uncom+orta"le *utting #our
name on it and *utting it out thereH'
1ere,s ho( Ramit Sethi develo*s *roducts he sells +or more than !% the *rice o+ the
com*etition'
And here,s Ramit,s guide on ho( to (rite a F!) surve#'
End o" Co4Creating !roduct /ection
1ave a Nuestion a"out ho( co=creation can (or/ +or #our mar/et< 3et us /no( in the
comments'
Maximi&e Recurring Re(enue )$roug$ Cutomer Retention
I%m interested in talking to people who are running membership sites or people that are
thinking about running membership sites. 6hat I want to show them is that you can keep
your members long enough to do things like pay off your mortgage, pay cash for cars,
live a really good life and run a really great business and I was able to do that. I was
able to pay off my mortgage by running one single membership site.
>oah ,leming, on the results possible when you lock in recurring revenue
This section is the +inal /e# +or *ro+iting +rom #our e++orts' It,s a"out ho( to increase
#our su"scri"er retention so #ou can earn recurring revenue +or months and #ears to
!Q
come'
It,s "ased on *remium Mi%erg# content that costs hundreds *er #ear' Availa"le here +or
+ree'
The course on recurring revenue (as led "# ;oah Fleming'
Expert: 1oa$ F*eming
;oah is a strategic mar/eting consultant s*eciali@ing in client lo#alt# and retention
strategies' 1e,s (or/ed (ith over . online mar/eters) and "uilt several online
"usinesses o+ his o(n) including The Bre(ers Mar/et) a "usiness that has received
e%tensive national coverage'
Alright ;oah) let,s get to it'
Get 2n )$e Mindet
So here%s the thing, they say that most people who sign up for a membership site will
stick for about three months. So for me the big thing when I got these people was there
was no way I was letting them go. I became literally militant about keeping them.
>oah ,leming, on grim determination
As (ith much o+ the Gma/e mone# onlineH (orld) su"scri*tion *rograms are surrounded
"# m#ths' The "iggest one< That #ou can "uild a site) +orget a"out it) and have a *ile o+
mone# coming in (hile #ou drin/ moLitos on the "each'
Since #ou read 4assive 4anda) I /no( #ou,ll "e a"le to relate to (hat actuall# (or/s$
(or/ing hard and doing ever#thing #ou can to serve #our customers' As ;oah sa#s)
Gliterall# caring +or these *eo*le) "eing there +or them) connecting (ith them) engaging
(ith themH'
Another m#th is that i+ #ou deliver a certain amount o+ material *eo*le (ill stic/ around'
2
5on,t get caught in the mindset that Gi+ I give X amount o+ material ever# month there,s
no (a# the# are going to leaveH' 2" you o(erw$e*m peop*e t$ey wi** *ea(e#
Instead +ocus on *roducing incredi"le Nualit# content that #our mem"ers can,t get
an#(here else' While the rest o+ this article covers "est *ractices and retention strategies)
uniNue Nualit# content is the "est (a# to ensure #our mem"ers stic/ around'
The *oint is that instead o+ acting re=activel#) #ou need to "e *roactive a"out mem"er
retention' From the ver# +irst da# "e thin/ing a"out ho( #ou can /ee* *eo*le +or the long
term'
;o( let,s loo/ at some strategies'
)$e )$ree C. o" Retention
I believe they come for the content but they stay for the character, they come for the
content but they stay for the community and they come for the content and they stay for
the content and sometimes they come for the character but they end up staying for the
community.
>oah ,leming, on how your character, content and community work together
The three 2,s o+ retention$ character) communit# and content ARE ;7T a ste* "# ste*
s#stem' The# are meta strategies that i+ im*lemented (ill ma/e a "ig di++erence in the
(a# #ou run #our "usiness and ma%imi@e retention'
So don,t get over(helmed' This is not an all or nothing a**roach' Start im*lementing and
graduall# (or/ to(ards #our goal'
C8: C$aracter
-veryone%s a kid that noone cares about that%s why you gotta keep screaming Ftil they
hear you out.
5inie 5empah, lyrics from 6ritten In 5he Stars
2!
The most im*ortant element o+ #our "usiness is o+ course #ou'
But it,s not #our charm) talent and good loo/s that (ill determine success'
It,s #our character D #our stor#) #our values and ho( *eo*le can relate to #ou'
2haracter hel*s sell 2hris Guille"eau,s Travel 1ac/ing 2artel' Who "etter to sho( #ou
ho( to save thousands traveling than someone (ho,s visited almost ever# countr# in the
(orld<
2haracter is *art o+ the 1ac/ the S#stem communit#' Maneesh and his o"session (ith
unusual tests hel*s #ou relate to him) right<
And character is (h# i+ Eminem had a course on ra*) ever# as*iring ra**er (ould sign
u*'
2hris) 6ames and the Real Slim Shad# didn,t start out as strong characters' Their stories
evolved over time' Yours can too'
I+ #ou +ollo(ed the 2reating Fame section o+ this article) #ou are li/el# all set' 7ther(ise)
let,s get started'
)$e Framework For Bringing C$aracter +ut
"ike I said, I don%t want to be creating characters. I want us to be who we really are. 1ut
we%ve got to have a story, because we need to give our customers something to connect
to.
>oah ,leming, on the importance of character
You don,t create a character) #ou discover it (ithin #oursel+'
But (e aren,t going to leave this to s*irit Nuests and in(ard re+lection'
22
Instead) there,s a +rame(or/ that (ill get #ou QS o+ the (a# there'
There are +our ste*s to the +rame(or/$
!' 5evelo* #our "ac/stor# D #our reason +or doing (hat #ou,re doing
2' What did #ou learn along the (a#< What are the stories) *ara"les)
lessons that hel*ed create #our stor#<
0' What did #ou overcome<
A' What do #ou stand +or<
;o( let,s loo/ at great e%am*les o+ each'
6e(e*op your backtory 9 your reaon "or doing w$at you.re doing
You can read one o+ m# +avourite e%am*les o+ "ac/stor# at Steve ?am",s ;erd Fitness'
Basicall# (hen Steve didn,t ma/e the high school "as/et"all team) he started (or/ing
out' For si% #ears he didn,t ma/e much *rogress' Then he moved to 2ali+ornia and in Lust
0 da#s started to see signi+icant gains' ;erd Fitness is a (a# +or him to hel* *eo*le s/i*
the si% #ears o+ mista/es and get started leveling u* their li+e'
Another e%am*le is Ro"ert ?ing o+ lean de+inition) (ho overcame a World o+ Warcra+t
addiction and "uilt a "each "od#' ;o( he,s on a mission o+ ins*iring others to change
their lives too'
Re"ecca Trace# over at The >ncaged 3i+e (as a nutritionist until she reali@ed /ale T
Nuinoa (on,t save the (orld'
Ever#one has a stor#'
W$at did you *earn a*ong t$e way3 W$at are t$e torie% parab*e% *eon t$at
$e*ped create your tory3
20
T(o (ords$ Gar# Ua#nerchu/
1ere,s an e%cer*t) and #ou can read his +ull stor# here'
At O #ears old he (as o*erating - lemonade stands in his neigh"orhood and "# ! he had
moved onto selling "ase"all cards at local malls'
1eard o+ 5ere/ Sivers< Ever since Steve 6o"s dissed him in a /e#note) 5ere/ sa#s) GI
never again *romised a customer that I could do something "e#ond m# +ull controlH'
W$at did you o(ercome3
Is this article the +irst time #ou heard o+ Mi%erg#< Man# o+ Andre(,s vie(ers /no( that
"uilding one o+ the most *o*ular intervie( sho(s online too/ massive +ailure Bto the tune
o+ hundreds o+ thousands o+ dollarsC'
Marcus Sheridan) GThe Sales 3ionH) overcame the do(n econom# and *ro*elled his *ool
com*an# to "e one o+ the largest o+ its /ind in the (orld using in"ound mar/eting'
W$at do you tand "or3
A(hile "ac/ I +ound The ;ate Green E%*erience) and I,ve never +orgotten ho( he
summari@ed his values'
1e honest. Stand for something. $ave integrity. ?o things that scare you. Geep your
mind sharp. >ourish your body. ay it forward. ?o your best work every time, no matter
what that work is. Set goals. >urture relationships. -n#oy every day. "isten. ?on%t take
shit from anyone. 1e passionate about something. 'aster your emotions. Speak with
purpose.
9h, and drink bourbon.
>ate !reen, on his values
;oah sa#s the character im*ortant +or his mem"ershi* *rogram (as that) GI,m standing
2A
+or these ethical) honest) internet mar/eters that (ant an environment (here (e can learn
to do this stu++ (ithout this idea o+ "eing "ullied or) an# Nuestion "eing too "eginner=ish)
so to s*ea/H'
7nce #ou,ve (or/ed through the character +rame(or/) go on and let the (orld /no('
)wo Way )o Bui*d C$aracter
.+alvin, go do something you hate/ 1eing miserable builds character/0
+alvin :H $obbes; ?ad, on building character
The +irst (a# to "e a character is to sho( an e%treme version o+ #oursel+' This doesn,t
mean ma/ing u* characteristics or "eing someone #ou are not' Instead +ocus on
am*li+#ing characteristics #ou have'
6im 2ramer o+ The Street is the *er+ect e%am*le) (atch this YouTu"e video o+ 6im
getting angr# Bstarting at 2$! it gets reall# goodC'
Another *art o+ "eing an e%treme character is to have legends) stories and *ara"les that
*eo*le can tell a"out #ou' Encourage this "# telling #our o(n stories over and over and
over'
1ere,s some e%am*les'
Scott 5insmore regularl# reminds 3ive Your 3egend readers that he s(am +rom Alcatra@
to San Francisco'
6ames Altucher seems to have an endless num"er o+ un"elieva"le stories) li/e the time he
scre(ed Yasser Ara+at out o+ F2 million'
3e(is 1o(es (as a su*er=Loc/ until he crushed his (rist *la#ing +oot"all' Then he (ent
+rom slee*ing on his sister,s couch to "uilding a million=dollar "usiness in Lust +our #ears'
2.
Ramit Sethi tells the stor# o+ ho( he s#stemati@ed scholarshi* a**lications to *a# +or his
entire Stan+ord education'
;o( that #ou have a character *eo*le can relate to) #ou,ve got o+ retention covered'
;e%t is communit#'
C:: Community
It%s a group of people that have a shared interest, we want to connect together, we want
to be able to share our knowledge together and so this is an important part of intentions,
having these different community aspects in your site.
>oah ,leming, on the importance of community
I+ #ou,ve read Seth Godin,s Tri"es #ou /no( all a"out the *o(er o+ communit#' 3et,s
loo/ at some s*eci+ic tactics +or "uilding one'
P /pot*ig$t member' 1ave an area o+ #our (e"site B*re+era"l# *u"licC (here #ou sho(
o++ mem"er accom*lishments' This ma/es #our mem"ers +eel ver# s*ecial) and sho(s to
others that #our content gets results'
P We*come new member' ;oah shared the e%am*le o+ Wish3ist Insider) (here at the
"eginning o+ (ee/l# videos the# (elcome ne( mem"ers'
P !ro(ide a "orum' ;o"od# (ants to Loin an em*t# +orum' Steve ?am" B;erd FitnessC
overcame that "# inviting a small grou* to Loin the "eta +or 0 da#s and seed the +orum
(ith content'
P Group pro;ect' ;oah se*arated mem"ers into grou*s o+ +ive to seven *eo*le and
organi@ed them in Basecam* *roLects' The grou*s (ere com*leting tas/s and ta/ing
action together' For internet mar/eting) one *erson might (rite sales co*# (hile another
sets u* site design' What is im*ortant is the# are getting results and (or/ing together'
;oah (ould also Lum* into the *roLects and o++er ti*s to the individual grou*s'
P Reward participation' Stars) "adges and +anc# titles' Your mem"ers (ill love it and
*artici*ate to earn recognition'
P Run contet' A ver# sim*le contest to increase *artici*ation might "e something li/e)
Gleave a comment here and #ou could (in a one hour *hone consultation (ith meH'
2M
Run these tactics on a regular "asis and #ou (ill "e (ell on the (a# to "uilding a
communit#'
;o( let,s tal/ a"out content'
C<: Content
6e%ve got this idea that value is more and more and more. It%s how much stuff we can
give them. 6hen really value is the Duality of the content you can give them. It%s the way
that your content makes people feel.
>oah ,leming, on the importance of content
Recentl#) 2ale" WoLci/ as/ed Thin/ Tra++ic readers$ What,s the most tired advice
online<' ;ot sur*risingl#) man# *eo*le are tired o+ hearing things li/e G(rite great
contentH) or Gcontent is /ingH'
I don,t (ant to (aste #our time regurgitating the same old stu++) so let,s tal/ a"out
ma%imi@ing retention "# o*timi@ing (hat,s going on AR7>;5 #our e*ic content'
Write /tick Letter
7nce a mem"er has *aid) the ver# +irst content the# should receive B"# email or (hen
the# loginC is a stic/ letter' You can also use a stic/ video) or stic/ audio recording' The
*rinci*les are the same' You are doing this to overcome "u#ers remorse D the attrition
that comes +rom *eo*le (ho regret a *urchase right a+ter ma/ing it'
In the stic/ letter$
!' 2ongratulate them +or ta/ing action
2' Than/ them +or signing u*
0' Tell them (h# the s#stem is going to (or/
A' Set e%*ectations +or ho( and (hen content (ill "e received
.' Restate all the "ene+its that sold them in the +irst *lace
M' Give them some +irst actions to do
2-
Bonu tip: send another stic/ letter Lust "e+ore the +irst "illing *eriod is over' Remind
mem"ers o+ the value the# are getting' ;eil 4atel once gave me the ti* to include in this
letter something li/e) GI have some reall# s*ecial content coming +or #ou in a +e( da#s)
It,s going to hel* #ou do %H' This entices mem"ers to sta# *ast the mone# "ac/ guarantee
*eriod'
A +e( more details on the stic/ letter'
For ta/ing action) #ou can as/ mem"ers to do things li/e u*load a *ro+ile *icture and
introduce themselves' This has the added "onus o+ creating commitment o+ consistenc#'
Since the mem"er too/ the time to introduce themselves) the# are no( a little more
committed to sta#ing'
Bui*d a Ladder o" Acenion
A ladder o+ ascension is di++erent mem"ershi* levels$ "ron@e) silver) gold) (hatever' Each
(ith access to di++erent material'
Bron@e might "e (ritten content onl#'
Silver might include recorded video intervie(s'
Gold might include live interactive (e"inars'
;oah sa#s) Gladders o+ ascension are im*ortant to give *eo*le some(here to go "ecause
i+ there,s onl# one s*ot +or them there,s no(here +or them to go' The#,ll sta# *ut or it,s
out the doorH'
Bui*d in !ain o" 6iconnect
I+ #ou,ve seen an# o+ the SAW movies) #ou /no( that a common element is the /iller
ma/es it ver# *ain+ul +or *artici*ants to leave'
You (ant to give #our mem"ers reasons not to leave too'
2O
A (e" host loc/s in customers "# ma/ing it easier to Lust /ee* *a#ing F!. *er month
then trans+erring all #our (e"sites some(here else'
An online *hoto al"um doesn,t usuall# have a (a# to mass do(nload all #our *hotos'
Weight loss sites use tools li/e diet and +itness trac/ers to /ee* mem"ers +rom leaving'
An anal#tics *ac/age is hard to leave "ecause all o+ #our old data is in there'
A lo#alt# card *rogram has the contact in+ormation +or all #our mem"ers and there is no
(a# to e%*ort it'
1o( can #ou "uild *ain o+ disconnect into #our "usiness<
Fo**ow 7p Wit$ Cance**ation
There are man# reasons *eo*le don,t rene( their su"scri*tion' 4erha*s their credit card
e%*ired' 7r ma#"e the# Lust +orgot' 7r #our rene(al emails got "uried in their in"o%'
So +ollo( u*'
When a mem"er doesn,t rene( their mem"ershi*) send them a short email sa#ing$ G1e#)
I noticed #our mem"ershi* (as cancelled toda#' I Lust (anted to see i+ this (as an error)
or it (as intentional) (h#<H' Then give them a lin/ (here the# can go and restart their
mem"ershi*'
C=: Care Your Face +""
.If you care your face off and work real hard to show them that, they%re going to stick
around.0
>oah ,leming, on the importance of caring your face off
2Q
Additiona* Reource +n Cutomer Retention
1ere,s a Social Triggers article a"out increasing customer lo#alt# online'
2hris Brogan on the di++erence "et(een audience and communit#'
;oah,s "log covers customer retention and other use+ul to*ics'
End o" Cutomer Retention /ection
Was there an#thing in this section that sur*rised #ou< 3et us /no( in the comments'
/umming 2t A** 7p
Wo(' -.R (ords later #ou are *ro"a"l# a little tired) right<
Writing all those (ords (as *rett# tiring too $= C
1ere,s (hat (ill ma/e it all (orth it'
Right no(' This minute' Ta/e action on e%actl# one ti* +rom this article'
Focus +or ! minutes on getting it done'
It (ill ma/e all the di++erence'
Then leave a comment sharing the most im*ortant insight #ou got +rom this article' Be
s*eci+icVtell us a stor#) *lease'
We,ll res*ond to ever# one'
0