How to Shift Your Mindset and Messaging to Grow Your Membership

Suzanne: So I have a membership. I started back a year ago April. I had three members. One was a vip. Now I'm down to two members that are paying monthly. They were a founding members price of 27. There go my balloons.

I've since raised the rate to Up $2. And now I'm thinking of offering a lower price for my next launch, but I'm not sure how to handle it for my current members. I don't know. I just don't know where to go. I'm just kind of like scrambling just to get members really, at this point.

Paul: Anybody want to jump in with any thoughts or questions?

Candace: I don't think it's a pricing issue.

I think it's a mindset issue. Coming from someone who had that, no parent will ever pay this. That was me. I think once you release the mindset and you go back to what Paul just said and figure out what is the value? if you tripled your price, what could you do differently for the members and what would that takeaway value be? So you might, go ahead and survey the members you have and say, I'm actually thinking about tripling the price and adding this, and this.

Keeping you where you're at at the monthly. What do you think about these value added bonuses for the new and improved membership? But it's definitely not a money thing. It's a mindset thing. If you change your mindset, prove Paul wrong. Just go out there to prove Paul wrong. It does work. Just work.

Suzanne: Okay. Interesting is that I can't get to them. They are never on the lives. They don't answer the emails.

They're like ghosting me. And that's the frustrating part. it's okay, what am I doing wrong? I'm in there, I'm doing the stuff I need to do to keep them entertained, so to speak, because that's what it feels like. And I am in the same industry as Caroline I'm a home organizer. I had recently switched my niche or niche down to empty nesters.

So I want to get in there and possibly people that are in there I don't believe are empty nesters, I don't know them well enough to know what they are. So I'm like stuck between a rock and a hard place at this point.

Paul: Carolyn's gonna has her hand

Carolyn (2): Yeah. Suzanne and I know each other very well. And then the difficulty in our niche is the people we're working with are disorganized.

So getting them to answer anything, it's just a nightmare, really is. So I know exactly where Suzanne's coming from. And also they don't see a perceived value in having to tidy up for themselves. It's different when you get an organiser comes in and does it for you. But they're paying us monthly to do the work themselves we know we can make a difference. But that I think is also the mindset issue that we have to change for the people we're talking to.

And that I believe really strongly comes down to messaging.

Melissa: Yes, agree. Go ahead, Cass,

Cass: while you were talking, you may want to go after the tiny home niche because you have to be really organized. A lot of the empty nesters are go, I could never do it like 300 square feet or less for everything. I'm like, okay, that just makes my head hurt. But you maybe go after the, organizing for tiny homes.

The other thing I would do is you kind ofhave to force people, especially disorganized people, because teenagers can be very disorganized. So I will actually do like power hours. And I'll say, okay, we're all going to get on and we're all going to do five posts in social media. Whoever finishes first gets a $25Amazon gift card. And so they're like, now there's competition, now there's a little bit of skin in the game.

But they're going crazy. And you'll, they'll get questions like, I can't get my canva to do this. And I'll be hold on, I am not a canva queen, but I know someone who is. And so it is, maybe you come up with a fun name where they jump on and for 30 minutes they organize their junk drawer or they do this and you don't have to have monetary prizes.

Like Paul said, you can have the organizer of the month and you give them like a Funny prize that you made up like a spoon, whatever, and have some fun with it.

Suzanne: Yeah. Interesting, because I did start end of May, I'm doing a every Saturday an hour of get on Live with Me. And I sit here like this and just organize my desk while they're off doing something.

So it got me sparked, you know, that kind of was exciting. It's free. And they got so much value out of it, the few people that showed up. So are they getting value because it's free? It's I don't know. It's. It's just bizarre to me. And Caroline said, you know, it is. Our industry is.

They're very disorganized. They may not even show up on Saturday this week. I have no idea. And I get it, time

Paul: looks like Nicole has her hand up.

Nicole (2): While you were talking, I looked you up and typed you into Instagram. I found your Facebook but noticed you had broken links on your Facebook. So you, when you click on your Instagram link, it's bringing it to a broken page saying this page is not available.

So I will say a little chaotic. I have a lot going on. So my house is not the most organized and my husband, it drives him crazy. But. So let's just say I'm going online as a consumer and looking. I'm not going to go to Facebook and look. I'm going to look at Pinterest for tips that say how to clean my home in X amount of steps as well as Instagram.

So I think if you restructure some marketing and just putting out some one sheets and that link back to your Facebook page or your website. As much as everyone says Pinterest is dying, it's still being used a lot, especially by those type B personalities that are looking for help and seeking information on those subjects. It's a great way and a free way to drive the back to you.

It just takes a little bit more getting in there. I think once you get those consumers in and get them following your socials, it'll convert.

Suzanne: Thank you. Yes, I love Pinterest and I did walk away from Pinterest for a while, but something I always want to get back to. So thanks for the reminder and thank you for looking me up and seeing my broken link. Oh my God.

Okay. Interesting.

Paul: Melissa.

Melissa: Yeah, I just would say something just that Carolyn touched base on with messaging I know your initial question was about pricing. And I do think that's something we can, some of the things we talked about previously. But I think really to go back to the messaging, we teach messaging. I mean, that's like a core piece that we teach inside of our coaching program, but it's really sitting down.

And beyond the traditional client avatar type of work that we've all been through, we have a process that we go through with our 104 formula where we really, again, painting the picture of what this person is experiencing. What are the challenges? The big challenges, the little challenges, Sometimes it could be that annoy them. Things that are, getting in their way and really list those out.

Like, you know, really just step into the shoes of this person of what they're actually experiencing. Because, yes, they're, they're disorganized, but how does that show up in their life? what's a day in the life like for them? Painting the picture probably done some of this work, but maybe not to that depth, really sitting down and making like a capture list of what is this person experiencing?

What's going on in their head? what are they saying out loud? What are they thinking? And using that in your messaging because that'll help you really convey that transformation. And then that, that plays a role with the pricing because again, if that pain point is strong enough that you can convey that in the transformation than the pricing, you can just naturally, you know, flow into that.

Where people would pay, pay anything to get their house organized. Because it's not just about the house being organized, but it's about how they're feeling inside that. Feeling ashamed that they might be feeling and carrying along with them. People will pay money to get that problem fixed. If you really hone in on the messaging, go beyond peel the onion back.

So I would, maybe go back to look at some of your messaging too.

Suzanne: Okay, great. Thank you so much, Melissa.

Melissa: Yeah,

Paul: I'm just going to throw in because I, again, I love these calls because this is what I live for, is the brainstorm and everything and expanding. What Melissa just said is that the, and we touched on a little bit earlier on, it's also that emotional piece.

So it's like painting that picture to the benefit of the benefit. So the benefit that you're probably Selling people on is very literal. Have a cleaner or more organized space. Now the benefit of the benefit is how they feel emotionally But how do you paint that picture? And it's like you finally can invite your family over again for dinner, for the holidays. Like what is the piece in their life that is actually missing because they are embarrassed.

They don't invite friends over, they don't have anybody visit, they don't share anything. If they're on screen, on zoom, like they're definitely putting a fake background like they're trying to blur it out type thing. what are those? Are the benefit of the benefits or the, deeper thing that you need to touch into in your external messaging to pull people in. also just want to give you just a little bit of calm that for any of us, if we had five members, 10 members, 80, 90% of them aren't going to show up on a routine basis.

We for a living, we're the expert of the thing that we do and we geek out on it. And we would be available every day of the week to talk about our thing. But to that person it's just not even a fraction of 1% of their life. And even though they bought into it, A Planet Fitness sells on average over 8,8000 memberships for $1020 a month.

But they can't even fit 800 people in the facilities. Okay. Because they don't want those people. And guess what, most of them are never going to show up. They're just going to be a card carrying member. So when you have three people, just by the law of averages, you are going to have one person every once in a while show up or nobody. And I'm just letting you know this weird phenomenon because all of us are card carrying member.

Like we pay for things that we don't consume room, we buy outfits that are sitting in the back of our closets, we get off of an amusement ride and spend 200 in the, the little souvenir shop on things that we thought we would never own. And then when we leave the vacation we never pull those things out ever again and it finally gets sold or something given away.

So just, be okay with that. Now the people that are on your free call, they're aspirational like you are giving a shiny object. There's no friction, it's free, they're curious, they're coming on just like this call. Like why do we do this type of call? because we have a pretty successful business, we don't have to do a call like this, but instead of sending all you guys just a PDF all the time, we're able to show like, oh, this is the type of calls we have five days a week with our members.

we help them move the needle, make progress in their business. we help them commit, we help them with their funnels, we help them with their ads. If they're doing that. We help them build their list. we get this because we have these type of conversations all day long, you know, every day. so we do this because the group of you, there might be one or two of you that might say yes to come in.

Not everybody. I mean, we'd all love to have 100 conversions, right? So the call that you do on the weekend, that is the free call that you have people that come in. Some people are just aspirational. Like they would love to have it all done for them and it'd be easy. And I'm letting you know, and none of us are exclusive. This, that this is where the infomercial world has made billions and billions of dollars off of everybody.

Because it always looks really easy on the 30 minute infomercial. And then when people get that product and it comes into the mail and they're like, crap, this is actually really work. Then it just sits in the closet. And they bought into it. They were aspirational, perspirational. So just be okay. But you do those things because it does grab. You're talking that topic. But then don't wait for a launch.

For how many times during this call have Melissa and I made you guys aware that we have offers. Like you can come into any of our offers at any point in time. Yes, we do launch as well. But today any of you can submit an application or buy any of our courses. None of them are on lockdown. You can buy any of our courses in our entire world.

Just like you can go in and buy an iPhone today. And we also will do a launch at different points of the year for some of our offers as well. So I just want to give you the freedom that you don't have to wait for a launch. You can bring on a new member today or on Saturdays when you're doing your free call. You can. It's

Suzanne: okay. Like just to mention that I have a membership.

There's more involved in there. We get, we're on there. yeah, Just go into that. Because I'm not. Because you're

Paul: giving them a taste

Suzanne: of it.

Paul: Yeah.

Suzanne: Give away everything.

Paul: Yeah. but that's natural. We all want to give, we want to make an impact. And at the same time, we all have to shift our mental mindset that marketing and sales is some negative thing because we have some impression from our childhood or growing up or something that it's a negative thing.

And we're all not shysters, we're not snake oil salespeople. So we need to realign our own mindset around marketing and sales. Sales is serving. Because if you get people off of that one hour call or a webinar or a launch, and you make them believe that the content you share during that one hour will actually change their life, you did them a disservice. Because transformation actually takes time.

It's incremental. It's decisions. It's getting back on the horse when you fall off. It's all those things that you get in your membership that you can't give somebody on a one hour free call.

so you show up your best version of yourself, give value. But you're doing a disservice by not making people aware because there is somebody sitting in their pain on that call.

That's

you know what? Maybe last month or the other, I wasn't ready, but I am ready today, and I'm ready. I need to get off of this cycle and I, finally going to make a commitment. I'm gonna make a decision, and I think you can do it. All of us should be making offers more often, because in the real world, that's what happens.

In the real world, you don't sit in somebody's restaurant for six months for free and then decide to buy from them. In the real world, you don't go to a counseling session and say, if I like you in, two to three weeks, I might buy from you. Like, all of that is called theft or loitering. And for some reason, we allowed Internet marketers to make us believe we have to give free value out indefinitely and barely ever make an offer.

But that doesn't happen to any of us in the real world. In the real world, a consumer is somebody that buys a lead. In the real world is somebody that has buyer intent. You called an office and asked a price on that house. It has buyer intention. I want somebody to come in and give me a free pricing analysis on my house that has buyer intention.

But we considered leads. People that have socially signaled nothing outside of they're going to come to a free thing. But in the real world, a lead is somebody has buyer intent. So I'm on a mission this year to make sure I reprogram everybody because we've been bought into something and all of us get off these calls and get out of the lead magnet world. And when we immerse ourselves in the real world, we pull our wallet out when we consume something that is somebody else's property or intellectually or physically and we don't have a problem with it.

So just, it's a mindset thing. Just lean into it. you'll get better as you do it. It's everything initially is always rough, but just lean in and ask. Just make people aware that you had the opportunity to help them out at a deeper level and that you possibly can't do all the things you know you can do on a one hour call. Hopefully

Suzanne: that helps. Thank you so much.