How to Create Desire For Your Membership through Surveys – Episode 124

Linda: Hi everybody. I have a in-person clinic and I'm shifting some of the classes there to a membership style thing. So I want to tease my current in-house students with a video email. So I've got that shot and I'll send that out to just a select . Group. And kind of saying, Hey, is this a good idea?

Is this a bad idea? It's a membership. What do you think? So anybody who responds yes to this email, I want to follow up with a survey, a Google form, and I would just like some ideas of some questions. For that Google form to kind of do this research market research and get what their ideas.

So my questions so far are what interested you when I said membership site number two was what features would you like to see in a membership site? And number three is do you want to be a founding member and help build it for reduced price? Is there anything else that I'm missing there? Membership sites is not a thing that's in my industry, so this will be brand new to them.

Melissa: Excellent. Good. 

Paul: Let's open it up to the group. Do you have good survey questions? Yes, Sharon. 

Sharon: So one thing that I did when I was looking for my founding members was to tell them that they would never pay more for it than that price. So rather than just inviting the matter, reduce price to let them know that they'll keep having that price.

Linda: Yeah. That's part of things. 

Paul: Yeah. anyone else have any advice as far as pre surveying before you create the product?

Pam: I feel like I'm talking too much, but, the question that you posed asking them what they wanted is that, that was sort of the question. I would be cautious about that because what if they say something you're not willing to deliver, I might be more inclined to at least give them some examples of what you're thinking might be possibilities. But 

Linda: yeah, and I did think of that. I have it as a checklist, not as a long answer because I was all, and then I said, live classes, you know, inferring that this ain't going to be live all the time girls. 

Pam: I misunderstood your question. So that's good, right? Nope. That's good. But thanks for that reinforcement.

Paul: Thank you, Pam. Uh, meg.

Meg: Well, I'm not really clear. What, what is it that you, is it a clinic? 

Linda: Okay, sorry, I want it to be concise, but maybe if there was not enough context given, so I'm a physical therapist and and we do physio yoga classes as part of our clinic. And I launched those every eight weeks. And so the, I see my live class students and being a funnel into the membership site every two months or so.

So those are the people that I'm going to survey. They're all, they're currently doing my classes right now. And I took, I dunno, 35 out of the 80. Just kind of as my sample size and those, those are the ones that I wish to survey and I'll probably do the same survey again in the middle of December.

Right. When my next set of classes are ending. And so then I'll kind of have two sets of these founding member launch people. 

Meg: Okay. So how about I love scales. So like how about on a scale of zero to 10 and you determined like zero is not at all. Five is improved. 10 is totally improved. Since you've been in my membership on a scale of zero to 10, just like they do in the hospital.

And we're like, what's your pain scale on a scale of zero to 10. Right. And then, you know, and then it also could be like if you picked X, why did you pick X?

If you pick zero, why did you pick 0. 

Pam: Okay. Thank you. 

Paul: So is this going to be your, your first, leaning into this, like your first launch to it, like the opportunity to bring people in? Okay. Well, congratulations, because this is always a vulnerable moment for any of us is not knowing is this gonna work or not, or whatever.

What I will say is probably in your immediate sense, you believe that there's no memberships out there in the world. And what we do know is that if you search a little bit, you're probably gonna find other memberships just your immidiate people might not be aware. And or they belong to memberships and subscriptions in and around their life already.

So they already have a concept most likely the membership model itself. So what I would recommend is that in this questionnaire, you really focusing on the membership. Now, most of these people did not wake up this morning going, oh, I want to join a membership. While they woke up this morning going, is they still want a certain transformation.

They still have a pain point and a desire. And it's really going to be the membership is a vehicle for them to get it in a different way than they might get it from you physically coming in. So I would focus more on the transformation and also statements about that desire, that transformation, instead of focusing on like their value, because you don't want them to the question cause they might, they don't quite know what the membership is yet, you know?

Oh. So it's like, I don't want to put things in their head, see things in their head. Well, what would allow them to question like if they even see value in it or not, you know, so what I want to do is I can take and leverage a survey. To make them create desire to want this thing. 

I can purposely create questions. I'll make them desire this thing. If you could be part of a membership where you're able to do this at your own pace, your own time and convenience, that will get you the results that you've been getting in studio, but quicker, would you be interested in learning more

In sales, in marketing, you always ask the question to the answer you want to receive.

Did you understand, did you hear that? So this survey is a marketing piece. In your process, 

Linda: never thought of that. 

Paul: Yes. So I'm shifting your mindset, purpose of the survey because the survey itself could create desire for the membership. You're making it, you, you had a very technical like about the actual physical membership itself and like helped me build this thing.

And I don't quite know what it is. And it's kind of like, well, I want to be a Guinea pig, you know? So it's like, how do I take the same thing and re and reverse engineer it. So it's like, you know, in the studio we have , these times, what times would be more convenient for you if I broadcast live and you were able to watch it from the convenience of your home

Melissa: Or even something like with our work together, we've been working through X, Y, and Z challenges or what things would you like extra that you're already getting support or would you like extra support and had to do a deeper dive into what topics things did you like me to help you with through X, Y, and Z, at your convenience. 

Paul: Yeah. ' you want to do is you want the, the questions itself. If you, if you load the question up, okay?. And they're called leading questions, I used to teach us in, in sales for many years, but where I really learned about it was Melissa was a, coach for judges in the pageant world.

And what they do is with the girls, they had a platform that was over here, but the judge would always ask this obscure question over here. So what they do is they would coach the girls on how to answer the question over here, this weird question, but then say, and that's why I decided to volunteer my time, blah, blah, blah, blah, blah, blah.

And they would bring it over here. So then what happens is all the judges start asking questions about this instead of what they originally were going to ask, like they control the conversation by how they loaded the, the answers. So, so I just went for all of us whenever you're doing surveys, you could technically lead people.

With your survey into desiring and wanting more of your program. So what we've learned by getting feedback is that there are certain limitations of us doing everything physically. And that the last two years have proven to us is that a lot of us didn't realize there's things that we can actually do better on our own and our own time and her own home.

What are some things that you think would improve your physical yoga experience? If you were able to do this from the privacy of your own home, that you're not able to do in the studio. So now they're going to give me a list of the things and then I'm like, Ooh, these are the things I didn't even think about.

Yeah. They might say, Hey, could you bring in a nutritionist? Yeah. Hey, you know, I'd love to know like, you know, healthy eating habits or, oh, you know, like I'm always embarrassed because I don't want to come in because I look this way and like, they're, they're going to lead you and give you information and that'll help you build the deliverables and it'll give you the sales copy that you're going to use on your sales page to sell it to them because you'll be able to use their words and mirror it right back to them. 

Linda: Yeah. And so then I think listening to what you said, and I'm going over my own questions right now, too. I want to seed the idea about a membership site.

Paul: in surveys, ask open-ended questions. Who, what, where, when, how, why, so they can't say yes or no on any of them and they'll give you full explanations. And then inside the explanations will tell you how to design the offer and the deliverables because they'll desire what they just filled out. So who, what, where, when, how, why, so any of your questions I ask in the Supreme and that, cause that's three doing marketing and sales.

Linda: So if you can ask those questions, you're always in control of the conversation and the narrative. So if they're not used to the membership model just give them something that they can relate to. And then you can load it in and again, I'm going to be giving you extra cause it'll just help everybody out.

It might not necessarily be relevant, you know, it's really interesting is we all needed to have the experience of blockbuster in order to realize the value of Hulu and Netflix now, because this is a brand new program that we're going to be developing. I'm just curious. Is there any certain pain points and struggles that you have with coming in live that possibly would be resolved if you were able to get something streamed online, delivered online?

Because it really was us living through the pain. late fees and overdue charges. And didn't rewind the thing and driving all the way over to find out that the there's five people waiting for the same video to possibly drop in the inbox. Like we've all done that we've all stood there. Watched people drop it in and go, is that it?

Is that it? Can you look, can you just look like we all lived through all that, right. So, so what it is though, is that because they might give you some really key details and information that would make them desire this membership.

Melissa: Just tag on it. What kind of support would you really love outside of? Cause since these are people that coming into your studio outside of the studio, what kind of support would you love to have that you could use to help you, with the processes that we do live?

Like what additional types of support would you find helpful? It could even be like, maybe they just would like a PDF, they might not say this, but they would like a guide that they could do it yourself guide of homework exercises to do at home. But so maybe you could have through discovery after chatting with them, that's part of the deliverables. Like every month they get part of this deliverable homework type of thing.

Linda: Right. One of the questions that I did have in there is what would help you stay accountable to regularly attend the recorded classes so that you continue to build on the strength, balance, and mobility that you gained during the live session.

So keep that, keep that one. That's a keeper, okay, 

Paul: Because I'm just letting you know what they tell you. If somebody actually takes the time and writes out in that blank is copywriting gold for you. Right. Because you then just have to parrot it back in your email and your ad and your, you know, one of the advantages of having this online program is because blank, blah, blah, blah.

We'll keep you more accountable. Just like if you're in a live thing, like they're going to tell you the exact words to use. 

Linda: Okay. And so maybe the check mark, like what features would you like the checkmark question? Isn't such a good question because I don't, I don't get any copy from them. 

Paul: Yeah. It does help if you want to control what it is for all of us, what you want to keep in mind is this is where private surveys are better than crowdsourcing publicly. So if you go into a Facebook group, you're like, Hey everybody, do you think we should do this? Then like everybody in rooms, because they sure are spending your money, spend your time, spend your energy. We'll take more from you because it doesn't cost them anything.

But in private surveys, you're the one that narrates the results. Like you're the one you don't have to go with any answer. They all independently by themselves filled it out. So it's like you, you're not like they don't know if like 20 other people also ask for the same thing or if they were the only one.

So they're doing it in a bubble. So just know that you have that advantage of it being private survey. 

Linda: Okay. And my first question, why was the idea of a monthly physio yoga subscription site interesting team to you that gets changed in how do you see a physio yoga subscription site? Helping you manage your pain and stress levels.

Paul: Yeah. Yeah. That language is different because then the moment that they put something in writing, they just future cast it, that they would get better results. Just how you reworded that . That the moment that they put something in there that it's called the ownership experience, they just pre-frame, they just pre-bought the program because they're telling you what better result, what better outcome that they will get if they invested in a program like that.

Linda: And then I said, do you want to be part of a founding member of group? And I said, yeah, I'd love to be something special. No, I'll wait until there's a polished physio, yoga membership site and join up then at a higher price. 

Paul: And it's good you have some personality and fun, so that's good. You have that? 

Linda: No, thanks. This membership thing. Doesn't float my boat right now. 

Paul: So with, with the, no, thanks. Typically we, we normally do a I don't understand memberships and I'm confused help. Cause then cause, cause otherwise we use because not everybody can wrap their head around it. Right. So like don't, don't assume that everybody gets it.

Melissa: I would like to have more information so I could really understand what this means. Yeah. Yeah.

Excellent. 

Linda: Thank you so much. 

Melissa: Oh, you're welcome. You're welcome. And welcome to the call.

Paul: Let us know how you make out. 

Melissa: Yes, yes, yes.