Continuity: Forced or Not?

by Justin Jordan 10 replies
I'm working on a fixed term membership site in the health and fitness field, and I need some advice.

Initially, I'd planned on making it a year long membership, but after some thought (and a number of people making good points about the viability of selling such a long term) I've realised I can break it up into four twelve week programs that are complete enough in themselves and build on each other.

Obvious, the ideal would be for people to do the entire year, which leaves me with a decision to make.

Do I make rollover from each program to the next the default, or do I ask people enroll into each program seperately?

I'm aiming to use the initial twelve weeks as my selling point, and I don't want to mislead or trick people when they sign up. The first option sort of turns into something other than a FTM, I'm aware.

Advice? Ideas?
#main internet marketing discussion forum #continuity #forced
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  • Lay it all out in the open - so no-one thinks they're being tricked. The full complete course is a year. The first MODULE is just 12 weeks and so on. From about week 9 you should start pre-selling the next Module in coming next.

    Tony
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    • Profile picture of the author Justin Jordan
      Originally Posted by LaunchWorkshop View Post

      Lay it all out in the open - so no-one thinks they're being tricked. The full complete course is a year. The first MODULE is just 12 weeks and so on. From about week 9 you should start pre-selling the next Module in coming next.

      Tony
      That is an excellent idea. Thanks!
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  • Profile picture of the author matthewd
    Yeah, roll the payment over. You may get more people canceling after that 2nd charge but I would be willing to be that a LOT more people would stick around than they would if they had to enroll again.

    Tony gave some good advice too. Let them know exactly what you are doing so they can't say you are being sneaky or anything. The tip about building buzz for the next module at the end of teh previous module is great advice too.
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    • Profile picture of the author IMChick
      I agree, it's a year course split into modules that automatically roll into the next course, with cancellation privileges. Don't forget the upsell.

      Good Luck!
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      • Profile picture of the author Andyhenry
        Why not offer both and test which one works best?
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        nothing to see here.

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        • Profile picture of the author Justin Jordan
          Originally Posted by Andyhenry View Post

          Why not offer both and test which one works best?
          Honestly?

          Because I think setting up a split test like that is currently outside of my skillset. I know my subject area very well, and I'm a pretty good writer, but most of the other stuff that goes with it is pushing the edges of my ability.

          Which, if I had money to outsource, I would. But I don't, so for the time being I'm focusing on the things I know and the skills I need right now.
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          • Profile picture of the author Andyhenry
            Originally Posted by Justin Jordan View Post

            Honestly?

            Because I think setting up a split test like that is currently outside of my skillset. I know my subject area very well, and I'm a pretty good writer, but most of the other stuff that goes with it is pushing the edges of my ability.

            Which, if I had money to outsource, I would. But I don't, so for the time being I'm focusing on the things I know and the skills I need right now.
            Not sure how much you read into that - but you could just put two payment buttons on the sales page...
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            nothing to see here.

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    • Profile picture of the author Justin Jordan
      Originally Posted by matthewd View Post


      Tony gave some good advice too. Let them know exactly what you are doing so they can't say you are being sneaky or anything. The tip about building buzz for the next module at the end of teh previous module is great advice too.
      I know that I really dislike being mislead, so I'm going to try and make everything as open as possible. I think honesty (aside from feeling good) is the way to go for a long term strategy.
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  • Profile picture of the author tecHead
    Remember that humans are creatures of habit; so if you present yourself as habit forming, you'll more than likely have people more than happy to continue with your program.

    People don't "still" drink Coca-Cola because its famous; they drink it because its habit forming (aka GOOD)
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    Learn How to Buy & Sell Real Estate w/NO Money Down
    Automation is the primary conduit to successful relaxation
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  • Profile picture of the author narsticle
    Banned
    [DELETED]
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    • Profile picture of the author Steven Wagenheim
      Justin, because of the recent backlash with all the forced continuity stuff,
      I would only bill them for one period at a time and if they don't renew or
      manually sign up for the next sequence, I would let them lapse.

      Naturally, I would send them reminders that their membership is about to
      expire and explain the benefits of continuing.

      Do it all on the up and up and you should be fine.

      This, of course, is just my opinion.
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      • Profile picture of the author Justin Jordan
        Rather than start a new thread, I thought I'd bounce another idea off you folks that relates to continuity.

        I had a thought about giving away the first month of lessons, and then giving people the option to continue. So, rather than give people a product to get on a list to promote another, different, product, I'd let the product be the giveaway, if you follow.

        This wouldn't, I think, be automatic - I'm not going to ask for credit card or what not at the beginning.

        Actually, I'd probably make the initial subscription for both the first four installments of the product, and also a daily tips kind of thing - so to have more opportunities to sell it.

        Thoughts?
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