Problem

• Download page: frustrating checkout process, people can share it, not scalable
• Setup membership site: get stuck about details, dead-ends, pieces fit together (Authorize.net, Stripe, etc.)
• How to get members, how to retain members, how to grow and not create a chore for yourself

Solution

• WordPress (lost password, no FTP, schedule content) — membership sites are just “on” or “off”
• Wishlist Member, PayPal, $97 (that gets it done tonight)
• Solve a real problem in 4 modules of 60-90 minutes (exciting stuff with a real demand & competitors)

Case Studies

• WP Import
• Graphic Dashboard
• VO Success Formula / Profit Dashboard

Today’s Sponsor: Membership Cube

Structure

• 4 modules (60-90 minutes)
• 3 bonuses (software, checklist, quickstart video)
• Front-end product: they can upgrade for the difference

Create

• Camtasia Studio (plus iPhone) to record
• Video Player plugin (or YouTube) to put it online
• Get transcript, screenshots, PDF for the written component (Lulu + Kunaki)

Price

• Launch: $97 or 5 x $19.95
• Re-Promotion: $197 or 5 x $39.95
• No trial (except as a “special” limited time gift): 99 cents for 7 days

Our Sponsor: WP Drip

WordPress Membership Site Crash Course

• Setup WordPress, Wishlist Member, and WP Drip
• Add a “Core” level with the main content
• Pages: Module 1, Module 2, etc. Posts: ongoing weekly or monthly content
• Give them everything they need today, even if it’s a 30+ day course (seems obvious but has to be said)
• Drip content (space your posts/pages out, day 3, day 5, etc.) and sequential content (upgrade rules, add to level “Bonus 1” after 30 days)

Drip Content Quick Tutorial

• They get 30 days upfront, and you probably only need to drip once per week or month: not every day
• “Sync” your autoresponder to give them reminders every once in a while to login (by hand)
• Don’t overdo it: people are the most excited when they first join that site

Private Tags Within Posts or Pages

• Link in menus (top links) and widgets (sidebar links): as they become available
• List of upcoming content (with specific dates they’ll access each thing)
• Special “snippet” or “shortcode”: [ protect “NameOfLevel” ]protected PDF or page link[ /protect ] so that dashboard page grows on its own

Today’s Sponsor: Membership Cube

Is it possible to kill your own business? We’ll answer the following questions and more:

1. How do you decide what to charge for or what to give away for free?
2. How do you deal with competitors?
3. Are you giving away your best secrets? Aren’t you creating competitors?
4. Are you making things “too competitive” and flooding the market?
5. Are you pricing too low and screwing over the marketplace?

Today’s Sponsor: WP Notepad

CONVENTIONAL LOGIC
– big box of crap: they’ll never be able to download or use it all
– drip content: barely give them anything so that they’ll never cancel
– give them something new per month so they’ll stick around for that “one” thing

ACTUAL SOLUTION
– give them a reason to keep logging in (i.e. videos play directly on the site instead of downloading)
– WP Notepad: note taking area, checklists
– software: occasionally add new features (i.e. Backup Creator and Google Drive), or Feedback Patrol in Dropship CEO

RULES TO LIVE BY
– sell what you sell: avoid upsell, sell one solution to a problem (this makes it easier to explain anyway)
– you can’t fight the refund or chargeback period: offer a money back guarantee, and position this as: if it doesn’t do X, get your money back
– make it so they won’t quit: surprise bonus, coaching call, deliver what they asked for

LATER
Membership Site Tracking
How to Manage All Your WordPress Membership Sites
How to Setup a Membership Site in One Hour or Less

VO Success Formula: directory of other members to network
– collect and list entire address, email, website, phone number (for a list of businesses)
– or just website URL (for example, a list of small business owners or voiceover artists)
– browse by country and state OR by zip code (with mobile locator)

Dr. Charles: Vampire Facelift
– promote brands like Vampire Facelift, O-Shot, etc. People in a specific town find a “provider” near them
– providers pay $97/month for the training and to be listed in the directory
– retention: if they cancel, they’re out of the directory ($2500+ per patient)

Potential Uses
– certified software or plugin installers: add specific buyers who show they can install your plugin to a list of official installers
– service or gig swaps: members can buy or use other services (other examples: authors who review each others’ books, speakers who send their overflow gigs to others)
– certified people you’ve trained: for example, a video creation or article course where the “graduates” can advertise their services in your directory

Today’s Sponsors: WP Kunaki and Member Genius

– collect addresses with the built-in popup (it keeps asking and you’re notified once they verify)
– quick phone call to say thanks, quick postcard or SendOutCard after they buy
– Lulu manual or Kunaki DVD

• rule of thumb: only if 100+ people bought into your course this week
• forum
• Facebook group
• comments
• challenges
• notes
• quizzes / certification / directory

Sponsor: Membership Cube

Break down big goals into manageable chunks.
Disrupt the marketplace. Do something helpful that gets you to stand out.
Speed to implementation: get it done this month, not in 6 months.

Strategy

• Don’t start with $7. Pull a piece out of your $97 or $197 product. 20 page PDF, 1 hour video, software tool or calculator
• Reasons to go low ticket: get the buying juices flowing, build a buyer’s list by undercutting the market, recycle all those low ticket sales into your ad budget
• Recruit buyers into affiliates to make it viral: offer 100% if possible (JVZoo) or the highest possible commission (Clickbank), even 110% or 150% if you have the accounting for it

Implementation

• Reasons to use Wishlist Member: you control it (self hosted), easy installation (one WordPress plugin), connects to most autoresponder and shopping carts. Little things like it asks for registration after payment. Levels instead of “products” or “packages.”
• Extra level, after login page (upsell with payment button and “no thanks” link), priorities on levels, link to become an affiliate
• Affiliate tools: banner ads, swipe copy. Call or email affiliates. Training materials. Automatic email reminders. Know your numbers, especially conversion rate.

Closing Thoughts

• Beware of offering it all “peacemeal”: only create a few front-end products
• $7 bump: keep walking the price up (while promoting it) if you get bored
• Don’t sell a $7 report on how to make money selling $7 reports
• Don’t fall in love with the number 7. Solve a real need in the marketplace.

The Offer
– all your products, weekly 1-hour meeting (same day of the week, same time every week)
– show up on time: if they miss that meeting with no advance notice, there’s no rescheduling
– recurring GoToWebinar and recurring Google Calendar

How to Fill It Up
– offline seminar, speaking gig, application process: find out if they’re already making money and have a list
– have the button in place and a web page listing exactly what they’ll get (a list of all your products plus the weekly meeting)
– free 20-minute coaching call bonus with your products, to see if they’re a good fit (i.e. some people only needed four sessions or 1 month with us)

Weekly Meeting
– every Tuesday at 2PM Eastern, for example: send a reminder email that morning that you’re meeting
– they provide a list of things that got them “stuck” that week
– I used to record the session and make them commit to four tasks at the end of each meeting, but they don’t need it anymore