How to Adjust Your Offer for Busy, Non-Engaging Members

Leslie: So my question is, should I keep the membership that I started or should I close it down? Because this is completely new for me. just finished my first online course did like a soft founding members launch. very recent. And what I wanted to do was give a 30 day free trial for a membership.
So it's a financial course for chiropractors. It's like fundamental financial foundations. And the idea is to have the 30 day trial for the membership and then it's a supportive community where they can ask any questions. And I do office hours once a month. So it's like $47 a month. I had a handful of clients I gave my course to for free. But then I had two buyers that weren't clients And so one of them, like I just sent out like a message that, the 30 day trial was coming up and they wanted to stay in the group, they would be charged. And one person said he hadn't gotten to the course yet anddidn't really want to stay in the membership for that reason but would maybe come back to it later.
But I've gotten zero engagement, like I've learned. I've been working with chiropractors for probably four years now in my bookkeeping business. And I've learned that they're just busy and they're hands on people. So they're not ones to sit and engage much in social media though they'll pay attention and then they'll take action when they're ready, but they're not engaging. And so in the group, you know, it's really no engagement at all.
So sort of wondering like, should I keep it open? Or like I really wanted my strategy to be that my course goes on Evergreen and then this is an offer that they can choose to come into the membership. So I'm not quite sure where to go with it, like if I need to try a little harder to get engagement or, or if maybe this just isn't something that's needed.
Robert (2): like to jump in here because I'm actually. Leslie, I'm actually going through exactly the same thing that you are going through right now. I launched the membership members. A chunk of those are people that I know that I trusted. I kind of seeded the group with some people that would be good that I know something about the topic area but also want to learn something.
And you know, I thought it would be good. I very quickly realized that yes, as Paul was just saying, sometimes your, your friends and colleagues and you know, those group are not necessarily the people that you want that are, that are buying this. And I've so I've had the same issue with the low engagement. don't believe necessarily that that means that there's an issue with the membership or what you're doing.
And the one thing I've done is I, I told everyone when I let them in like and I gave them sort of the free access is I let them know that I was going to ask them later on to tell me, give me feedback on what's working, what's not working what, you know, get that feedback. So first, if you're not already doing that, plan on doing that, plan on finding out what, they like or what they didn't like.
And I think that you're getting feedback saying, well, we haven't had time to get to. It is an important piece. I don't think from what you're saying, like I can't imagine any business owner, if you're talking about how to help get them set up for financial success as a business owner, that's such a critical piece that I can't imagine anyone, if they understand that aspect of it, they're not going to have some interest in saying, oh yeah, I'd like to learn more about that.
So maybe the issue is really where you're meeting them along that journey. Is it the right place? You know, and you might have people there in different locations on their journey. So there might be an issue of where are you meeting them and how are you messaging that to them? I think you're at that critical stage where it's like, okay, you, you did that sort of open, bring people in and before you got a free trial.
when you start promoting it as a free trial to other people, that's where the messaging needs to be really tight for the right target audience to find people, meet them where they are on that journey. So maybe you look at new people, I think you said chiropractors, so maybe you look at new chiropractors, people who are just getting launched and getting starting up their business and they don't quite know that yet.
Right. They haven't been trained on it or maybe they have, but not trained well. So don't think you should give up. I think it's too early in the stage. I think you might just need to pivot a little bit and work on your messaging and how you're connecting with that group.
Leslie: yeah, I think that that's a really good point that feedback of I just haven't had time also is, that's one of the biggest factors I think for a busy business owner, like they're gonna usually opt for like the self paced course where they can just do it when they can.
And I know something about my audience is that they, they really don't value live stuff because they typically can't show up. So they value, like, the replay. And that was another question I had about my membership, was like, doing the office hours. Financial stuff can be a little bit of a sensitive topic. So I was like, should I record that or not record it? I mean, I've done one so far because it's been one month and nobody came.
So I thought, I feel like it's not as valuable, you know, when it's not recorded and somebody can't watch it. And then I, you know, I just was sort of back and forth about that as well. But, yeah, I think people lack time in those situations when they're a busy business owner. So I'm like, how can I help that along? But, yeah, I'm trying to get to know what the audience needs, but it can be really hard when, you know, you don't get that feedback or engagement.
Paul: Yeah, we have a. We have a few people that. I think Natalie had her hand up, and then Diane and then Alice. I think it was the order.
Natalie (2): what I was going to say was.
maybe it's not really for the chiropractor. It's for the office person, the office manager at the chiropractor office.
Maybe that's who needs to consume it because they're doing the accounting. Maybe. Thank you, Natalie.
Paul: And I think then Diane and then Alice,
Diane (2): Hi, Leslie. I was gonna say I have done this repeatedly where I have been given an opportunity to take a free trial on someone's membership, and I totally am sure that I want to do that. But then when my day starts happening or my weeks start happening, if there's something that can fall off of my list in my mind, I'm like, well, if I paid something, like, I better show up.
But if it's free, I'm like, well, I wanted to do that, but. And I just kind of cross it off my list. So I'm fan of the free things. Just Because I've been a bad, like a bad consumer of them. and the other thing, I agree with Robert, I wouldn't give up yet. But maybe pivot or, or think of another way to do it and you know, I'm in a different space.
I make homemade pierogies and I help people. I had 12 founding members and I have zero feedback from any of them. They're consuming this stuff. But I keep reaching out, trying to. I have no. And they're paying every month if it's free. I just think, don't be discouraged that you're not getting the feedback. It's nothing. I don't think it's anything that you're doing or anything.
It's just that they just don't have time like you said in their schedule. So maybe pivot or think of another way that you could reach them or just be okay with the fact that it's going to be something that they watch pre recorded and just, you know, maybe give them pre recorded stuff. Because I know for me, like I've been working outside of the home all week this week with some stuff and literally at 11:30 at night is when I'm like watching Paul's core and Melissa's course or like I'm doing stuff.
So it, that could be part of it too, you know, just. But I, I don't think you necessarily need to give up. Maybe just pivot how you're reaching them or something. It's just kind of a thought. So,
yeah, I think you're right. And maybe ask more questions of like, what would work for you? You know, how do you normally consume content? I definitely, you know, put a couple posts out there, but not a ton about, you know, times that could work and what everybody thought about recording or not recording.
Because a lot of times people, if they know it's going to be recorded, they don't want to ask that sensitive financial question. And I even threw it out there that, you know, if it was a sensitive question, they could always ask me privately via email and then I can go about helping them in a different way. So I've tried to open whatever avenues I can to making it work.
But I'm new to it and I didn't know if there was some like secret sauce to like getting people to engage. But I think, it is just sometimes, you know, the free stuff, I do the same. I have the same Behavior with free stuff, it falls off my. priority list. But if I'm paying for something like you, you know, you definitely have more skin in the game and it makes the difference.
So that. That's a good point.
Paul: Go over to Alice
Alice: and then Carolyn. I also have a membership, and has eight members in it. I coach memoir. So definitely privacy is an issue. So I have two things that I do is that I record like, the question part, but I keep that just for my own personal use so that I can refer back to it for other, you know, what to add to it and that sort of thing.
There's also the option that if they want to ask a question that they don't want in the recording, you can pause the recording, let them ask their question. You could then turn it back on to answer the question, perhaps depending on, you know, what it is, but certainly pause it if they want privacy. So what I ended up doing with my group, I had the exact same problems.
And I was showing up because it's a writing group. I was showing up every week for Q and A. I also was showing up times a week for group writing. And then I also, every week, dropped a weekly document for their planner, and there was a monthly planner. So I put a lot of time into the membership, and then it wasn't working. So what I did was I actually joined Adaptive Marketing, completely restructuring everything that I'm doing.
It helped me realize that my membership was at the wrong place. I needed it to be over here. So I have actually paused my membership until January, when I will have gone through everything that Paul and Melissa are working with me on and then start with those same eight people in it. I did post, and I let them know exactly what was going on. So that's how I decided to do it.
And then I'll just, you know, pick up better, hopefully. Yeah, I certainly know a lot more and I'm a lot more confident. But I also know that it's not quite time to open up that group yet. And then plus the time that I was spending in that group, I now am able to spend on restructuring everything else that will lead into the membership.
Diane: Yeah, that's great. And then sometimes you just have to pivot.
But that's. That's a helpful thing with the zoom call. Like if somebody wants to ask it off camera and then start it back up or even just email me anonymously or something, maybe I'll Just stress that that's an option. yeah, it's like, it's hard to find the time. Like, I'm so busy with my bookkeeping business too. It's like I don't want to keep adding to the membership and overwhelm, and then overwhelm myself and my students.
Carolyn: I understand overwhelm. if you're saying that your members are time crunched, if they don't, I would almost go with the option of pausing it first because if you're saying email me, that's another step that they also have to take. And then they may not do it at all. Whereas in the meeting, they're right there, you can simply pause it and address their concern.
Yeah,
great. Carolyn, did you have something you wanted to add?
Guest 7: It was
Carolyn: only very quick that I've like, my membership's been going for a while now and one thing I've done this launch, which was new, is I've been sending out an email that has each week for the new members. Like, if you're feeling overwhelmed, go and look at these two or three things this week with links to where they can find those.
Like a podcast episode to listen to. And it's getting them really engaged. And, and they're finding, I'm finding they're not as lost as I've had people in the past be. And then also the free thing, I had a 14 day free thing as a bonus just for the first few days of the launch. Then that went away and people kept buying. The people that had the 14 day free have canceled.
The people who paid are continuing. So I've decided I'm not doing free bonus free things anymore. Yeah, it's. It's just, that seems
to be the theme. But yeah, I like that. That's, that's great information.
Melissa: This was awesome. all the advice that you got from everyone is really good stuff to think about.
I definitely think, like, maybe before you make the decision to cancel anything, just to take a pause for yourself and reevaluate what's the best way to reach this audience. And I will say still a fairly new membership too, so you do have to give it a little bit of time too, But maybe this is an opportunity. It's like, okay, I think I love, you know, just all the feedback as far as, like, ways to make it easier for these really busy chiropractors to consume content and how they like to consume content.
And I think having those conversations and, and incorporating that to restructure it. And it also will make it maybe a little bit easier for you for delivering it as well, too. Definitely.
Leslie: Yeah. I like what Carolyn said about, like, almost like driving them towards, like, quick wins or like, what to focus on so it's not so overwhelming. Exactly, exactly.
Melissa: And keep in mind, too, engagement, like, we all, all of us, want us, all of our members to be participating in, you know, having conversations all the time.
And honestly, the majority of your members will be silent and that's okay. But they're there. They're in the background. They know that you're a resource. We have a lot of people in our programs. I mean, there's people that come to our calls, but then there's a chunk of people that they're quiet, but they are. They're in the background. They're consuming the content. They know where to go if they need help.
So just because they might not be actively talking in the community doesn't mean they're not finding value from it.
Leslie: True. And like, for me, I like to just know I have that support system available. Even if I'm not engaging or being able to show up. I know in the back of my head when I do need help, that support system is there. Exactly.
Paul: Couple quick things. If privacy is an issue, I probably would bring the community element onto like Circle or Mighty networks where people can use a fictitious name.
It's just if it's like a LinkedIn group or a Facebook group or something like that, it's like it's tied to your real identity. So then you might be more vulnerable in asking a question. So they have the ability to come off platform and just make up a name they don't have to put on. That way they can be completely anonymous when they do ask questions, and then that might engage more just right out the gate if they can't make it live anyway.
But they do have questions. Maybe you have a, you know, suggestion box or a Q and A box in a way where they can submit ahead of time. And then maybe one of your deliverables is you will answer their questions, but you're going to do it more in a recording that then they would be able to watch at any point in time. Now, anything that you do at all, where you're covering topics, I recommend you definitely leverage, like, AI to do a transcript and to do like, almost like a timestamp element on like here's the, here's the topics that we hit today.
Now we're doing it manually. What you guys don't see on this call is we will send an email out a blast to everyone because we're going to try to get them into the all access pass. And Melissa has taken notes on every one of your questions while we're on the call. And that'll be a framework on the like technically AI could do that these days, but Melissa's just in tune to do that on these calls calls is she'll do a summary and like send it out and then entice people like hey, you can get the replay of this call.
Here's the topics that we covered. So but if you can time stamp it that, that way you're. Because you have to look at. If you were a busy professional and you have to look at through their lens, how can this be like the best membership ever? And it might not be a community, it might just be a suggestion box. Maybe they don't want to hang out with other people, they just want to get there quick thing and get out.
So the community might create friction for them. It might be a deliverable that they think they're not, they're paying for and they're not getting any value out of that. We've had memberships over the years that don't involve a community whatsoever. That done very well. So just, just keep that in mind as well. Like how can you protect privacy, you know, and as well as other items. on, on Zoom you could.
This can be part of your onboarding process as well. Hey, we do zoom calls. If you can make it live, that's great. But you can pre submit your questions. I'm just. If nobody's on the Zoom, I'm just going to go down the list of questions and answer it and it'll be completely anonymous. But I'll point you to your question being answered just so you know that it's answered.
And if you are on, you don't have to come on camera now this might be a case. I don't know if you do. If most of your stuff is visual. Like you have to show like this is what you're doing quickbooks or zero or like I don't know if you're doing it or if you're verbally.
Leslie: Yeah, I think explaining things that probably wouldn't have to be visual
Paul: because for any of us if it wasn't visual then this is where the private podcast will be perfect.
So it's one of those things. If it's visual, then. Then that's something that you have to take into account. But we've. We've helped people out through the years that, like, had, one of their memberships was, like, intimacy, like, dealing with sex in the relationship, like, older couples and stuff, where nobody. They did Zoom calls, but nobody came on camera.
And everybody, in a way, like, changed the name of their Zoom account before they came on. But they all talked, but, like, it was completely anonymous. You know, the sponsor was running the call, but everybody on the call was completely anonymous, but they felt more open talking about their issues because they weren't on camera at all. That
makes sense.
Paul: So. But you can discuss that in your sales process, like in your faq.
Like, call it out as a benefit. It. You know, so instead of that being buried, you know, make that like, hey, we protect your privacy. You know, you probably don't want to go in a financial program because you're revealing things that you don't want everybody to know. You know, I have your back. Blah, blah, blah. Like, don't. Don't bury that. Like, call that out. And also make sure it's part of your onboarding process so they understand, because then they would probably be really excited to be involved.
Leslie: Yeah, I like that. Thank you