In this week’s post, I’m joined by Lisa Princic, a business coach who specializes in helping her clients create transformational membership programs.
As the founder of Scaling Deep, Lisa is a trained business strategist who loves helping service-based businesses simplify & package their offers and increase their visibility with bolder positioning, ultimately finding the business model that supports their growth & freedom. Her mission is to help more women become thought leaders by building $100k, then $1m profitable membership programs.
In this post, we’re going to discuss the ins and outs of building a profitable membership program. Especially after the struggles of social isolation in 2020, many people have looked to the online space for a sense of community & belonging. And what better way to offer this sort of connection to your clients than through a long-term, small-scale group of like-minded individuals?
Hooking your target audience through copy
When planning out your messaging elements in promoting your membership, you want to make sure you’re attracting the right people. To help you learn how to attract your target audience through copy, Lisa shares a few tips:
1. If you’re looking to launch a new high-ticket mastermind or membership, you want to start with one audience. Consider who it is you’re speaking to specifically when promoting your program. Bringing together like-minded participants who are in a similar place in their lives or businesses is what makes the membership more appealing and engaging.
2. Your membership start & stop points are not forced into a time container (e.g., a 3-month program). Your framework should instead be focused on the different stages of growth and outcomes experienced by your members. What is the goal you’re trying to help them reach in 6 months? In a year?
3. Try to shy away from broad messaging. As mentioned previously, it’s especially important for a newly launched membership program to have a very specific target audience. So, instead of speaking to your dream group of 50 people, imagine a very distinct collection of your 5 dream participants as you develop your copy.
The benefits of creating a membership program
Why might you consider creating a membership program within your service-based business?
Real talk: We couldn’t be in business without making money, right? And memberships offer you a way to bring consistent revenue into your business without constantly running in launch mode. You’re literally guaranteed income before you even dive into the next month!
But that doesn’t mean you have to overwhelm yourself with trying to regularly create new offers and content. The membership framework nurtures intimate and long-term client relationships, and your members are here for YOU and the value you have to offer. Members want to stick it out with you when they’re invested in lasting outcomes, and they get to know you as a coach on a much deeper level.
How often are you throwing darts into the dark, trying to identify what is currently troubling your ideal client? Managing a membership program will give you such an intimate connection with this group of people, you won’t be feeling in the dark any longer. It’s almost like free market research – and that’s invaluable!
The difference of being in a coaching membership program
Membership participants come for the transformation, but they stay for the community. Besides learning the strategy and experiencing the outcomes, what sets this program structure apart from others is the network of like-minded people they’re able to interact with.
Since this is a long-term offer, your membership community will grow and evolve throughout the duration of this process. This means your clients’ growth and development will coincide with the group’s transformation, and they’ll be less likely to “outgrow” your membership program.
One of the biggest benefits for your members, however, is that they get the transformation on their terms. Instead of spending $10,000 on a limited-time course or a tightly-scheduled mastermind they may never actually use, your clients get to work on their schedule. While a self-paced program is not for everyone, this structure can make all the difference for those clients who need more flexibility.
Pro tip: Create balance in your business & have fun!
People tend to think you can’t step away from a long-term membership program. And if you don’t have support, you could become very overwhelmed by this mindset.
Lisa encourages you to give yourself downtime, and get creative. Maybe give a member the chance to take the lead for a week here or there to offer their expertise to the group. This gives you the opportunity to step back & breathe while also allowing your clients to take turns promoting their services.
Fear of failure or imposter syndrome can also hold you back in building your membership. Don’t let that influence you to start off too low in price – charge what your time is worth. More exclusive access to you for a longer period of time should create more value within your offer.
Ask yourself: What do you want out of this membership, and what role do you see this program playing in your business?
Creating and Selling a Profitable Membership with Lisa Princic: The Bottomline
If you want to run a program that has growth potential and you’re not quite ready to charge higher ticket amounts in your business, memberships are an ethical way to deliver value. They are self-paced with a subscription price, so clients can choose how heavily they want to participate each month.
We’re used to the fact that we can pop in and pop out of subscriptions, just like Netflix or Spotify. Some months we use all of the tools and information available to us, while other months we don’t access our subscription at all — and your membership is no different. As long as you deliver the value as promised, you’re all set for success.
Try to see your membership as a learning experience. It’s a really interesting and innovative way to offer services. If you’re attracted to something that’s innovative, ethical, high-transformation & low-maintenance in the long run, this model can be successful for you.
I hope these tips help you when it comes to creating an effective membership framework for your business. Just remember – your mission matters in the online business world. And when you have valuable services and outcomes to offer, your clients will sign up for your program because of who you are and what you stand for more than anything else.
Be sure to save this post and come back whenever you find yourself looking for a new way to build long-term client connections, or when you feel yourself getting sucked into the overwhelm of your existing membership program.
Thank you for reading!
If you love what you learned, be sure to connect with me over on Instagram and share your biggest takeaways. I’d love to hear from you! See you back here in the next post — and remember, I’m rooting for you, always.
If you’re interested in learning more about building a profitable and value-packed membership program for your coaching business, be sure to check out Lisa’s training: Revolutionary Membership Roadmap. This training can help you stop feeling overwhelmed and get ready to confidently launch your membership program much sooner than you think!
Meet the Host
Welcome! I’m Megan Taylor — copywriter for online entrepreneurs, bookworm, and founder of The Copy Template Shop. I believe that anyone can write strong copy, and I’m here to teach you how to write words that sell your online offers while prioritizing real connection, serving your audience, and simply being who you are.
Grab my free Website Copy Roadmap and learn my five-step process to writing website copy that connects with & converts dream clients.
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