In this episode of the Membership Geeks Podcast, I dive into a challenge many membership owners face: figuring out what to do when your membership isn't working as expected and you feel the need to pivot.
I discuss how to determine if a pivot is truly necessary or if you're simply panicking and provide practical steps to assess and address the underlying issues in your membership.
We'll explore different pivoting strategies and how to communicate changes effectively to your audience.
In this episode:
- How can I determine if a pivot is necessary or if I am just panicking about my membership's performance?
- What are the main issues that might be affecting the growth or engagement of my membership, and how can I assess them?
- What types of pivots should I consider if I decide that a change in direction is needed for my membership?
- How should I communicate and implement a pivot to ensure minimal disruption for current members while attracting new ones?
Key Quotes & Takeaways:
“So the first thing to figure out is do you actually need to pivot at all? Before you throw everything out and start over, we need a reality check.”
“99% of times, if there's a problem with a membership, if growth isn't going how someone wants it to, if they're not getting sales, it's usually not because of the topic. It's not because of the model of the offer. It's just that you do not have a large enough audience to really fuel the growth you're expecting.”
“Niching down helps you to attract the right members who feel like your content is tailor made for them. It helps improve retention because members will feel like they're in the exact right place to get the results they want, and it helps to make your messaging sharper and your marketing more effective.”
“A pivot isn't just about what's changing inside your membership. It's also meaning adjusting your positioning, your messaging, and your marketing.”
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