[MUST WATCH] How to Create Offers and Promotions to Increase Membership Signups

Create an irresistible offer (00:00:48)

• To create an irresistible offer, it is essential to identify the unique opportunity or problem that a website is helping to resolve for its members, and then explain how the offer can help relieve that problem, directly correlating the offer with the pain point being addressed (00:00:49).
• The offer should be designed to bring up a pain point and provide a solution, which may not be the entire solution but can be part of it, making it a compelling reason for potential members to take advantage of the offer (00:01:07).
• There are various types of offers that can be made, such as downloading a guide, a free trial, signing up for an account, booking a consultation call, or booking a demo, and an offer does not always have to be a financial one (00:01:51).
• The goal of the offer is to either obtain a customer immediately or capture their email address, depending on the strategy in place, and it is crucial to have a mechanism to nurture potential customers (00:02:15).
• If a website has been online for a while and is not satisfied with the level of conversions or member signups, implementing these strategies can have a direct effect on increasing and improving member signups (00:02:53).
• Creating a sense of urgency during the signup process is vital, as consumers have many options and a short attention span, and if they feel like they can come back to the site later, they likely will not return (00:03:50).
• To create an irresistible offer, it is essential to have a strategy in place, provide a clear and simple call to action, and make sure that the perceived value is communicated in a short and concise manner (00:04:57).
• The call to action should be simple and not give multiple options, making it easy for potential members to take the desired action, and listing numerous features or making the journey to understand the offer long can be counterproductive (00:05:05).

Define a problem (00:05:34)

• To create offers and promotions that increase membership signups, it’s essential to define a problem or pain point that the customers are facing, which could be trouble getting new customers, getting additional exposure online, or entering a new market (00:05:35).
• Understanding the problems that members have is crucial, and common issues in directory industries include trouble getting new customers, getting additional exposure online, or promoting services and products (00:06:20).
• Another significant pain point is the difficulty of finding new customers, and by joining a network, members can gain access to a large potential customer base (00:06:51).
• To effectively define a problem, it’s necessary to tie into emotional, financial, and practical aspects, such as worrying about not having online visibility, which can cost a business money (00:07:04).
• A one-liner pitch that encompasses emotional, practical, and financial aspects could be that not having online visibility is costing a business money, which can evoke emotions such as worry, fear, or nervousness (00:07:18).
• Businesses can adapt this approach to fit their specific needs, but the goal is to create a cohesive statement that addresses emotional, financial, and practical problems (00:07:39).
• Examples of emotional, financial, and practical problems include worrying about wasting time trying to find leads that never turn into real customers, or being tired of trying to figure out SEO on their own (00:07:47).

Provide solutions (00:08:08)

• Most businesses want more customers, but they may also be looking to solve other problems, and providing solutions to these problems is key to attracting new customers (00:08:10).
• The infomercial model can be effective in presenting a problem and capturing the audience’s attention, by initially presenting a problem that resonates with the target audience, such as back pain, and then offering a solution (00:08:27).
• After identifying a problem, it’s essential to provide a solution, rather than just complaining about the issue, and companies that can provide solutions are more likely to land new customers (00:08:58).
• To provide a solution, companies need to let people know that they understand their pain points and can offer a way to alleviate their struggles, making the company relatable to the target audience (00:09:12).
• Companies can use various methods to provide solutions, such as offering a tested system that’s proven to work, showing testimonials from satisfied customers, or having professionally backed sponsors endorse their services (00:10:19).
• By providing a solution to a problem, companies can help people achieve their goals, whether it’s improving their marriage, finding a happier life, or solving a business problem, and this can be done by offering a system that can match customers with qualified professionals, such as relationship counselors (00:09:47).
• It’s crucial to make the target audience feel that the company understands their problems and can provide alleviation and a solution, which can be achieved by explaining how the solution works and providing evidence of its effectiveness (00:10:43).

Unbeatable (00:10:57)

• Creating an unbeatable offer involves delivering the actual offer to the website visitor, with objectives including a price-focused approach, comparing the offer to other options on the web, and leveraging other brands to establish credibility (00:11:01).
• A comparison tool can be particularly effective, as it allows potential customers to see the offer alongside other recognized brands, highlighting that the features are the same but at a more affordable rate (00:11:16).
• To make the offer more compelling, it can be compared to other options available on the web, demonstrating that the customer will get the same features as competitors but at a lower cost (00:11:22).
• Offering a guide to download or quick tips, such as the top ten ways to do something, can provide a solution to the customer and make the offer more attractive (00:11:59).
• The goal of an unbeatable offer is to provide a solution that addresses the customer’s concerns, such as credibility, especially for new websites or ideas, and to present the offer in a way that makes it hard to resist (00:11:38).

A Sense Of Urgency (00:12:16)

• Creating a sense of urgency and limited supply is crucial in an offer, as it encourages people to act fast, and this step is actually the most critical because it will prompt individuals to act now (00:12:17).
• Establishing deadlines is necessary, such as stating that the offer ends on a specific date or is only valid for a limited number of people, which can be expressed as limited availability or supply, for instance, the offer is only good for the first 20 people who sign up (00:12:40).
• To further incentivize people to act now, it is possible to mention potential price increases if they don’t act now, making them susceptible to paying more later, and offering additional incentives, such as bundling something in if they act now rather than opting for the deal later (00:12:47).
• Additional incentives can include doubling their order if they act now, or any other benefit that would be relevant and valuable to someone in the specific industry, with the goal of incentivizing them to take action (00:13:08).
• The overall strategy involves combining a sense of urgency and limited supply with attractive incentives to encourage people to act now, rather than delaying their decision, which can be achieved by using various tactics and offers that benefit the potential customers (00:13:29).

An Easy Way To Get Signed Up (00:13:36)

• Having a clear and simple signup process is key to getting people signed up, with easy-to-follow steps and a straightforward call to action (00:13:38).
• It is essential to keep the signup process uncomplicated by avoiding multiple offers on one page, as this can confuse potential customers, especially for new or non-established brands (00:14:10).
• To create an effective offer page, it is crucial to limit the number of options to one, two, or three and avoid over-explaining the benefits, instead focusing on the main points that establish a problem and provide a solution (00:14:31).
• Editing and curating the text on the offer page is vital to make it concise and easy to understand, avoiding lengthy lists of benefits and sticking to the most important information (00:14:47).
• A well-structured offer page should be able to clearly communicate the value of the offer, and an example of such a page has been created to demonstrate how to incorporate these elements effectively (00:15:01).

The Landing Page (00:15:09)

• The landing page presents a problem to potential customers, using emotional words such as “tired of” and highlighting the issue of getting qualified customers, with a solution offered through a promotion on the premium level (00:15:21).
• The simplicity of the offer is crucial, as too much information or multiple tiers of membership can make the decision-making process overwhelming for potential customers, turning the irresistible offer into a “homework assignment” (00:16:08).
• The landing page creates a sense of urgency by stating that customers must sign up by a certain date, May 1st, to receive a 50% discount on the premium level, which normally costs $60 per month but is discounted to $30 per month (00:16:47).
• The offer is bundled with a 30-minute training consultation, and the page highlights the benefits of the premium membership level, focusing on emotional benefits such as peace of mind, rather than just listing features (00:17:20).
• The call-to-action button is a single, clear instruction that tells customers exactly what to do to claim the offer, using an action verb like “click here to claim this offer” (00:17:52).
• The use of testimonials or social proof, such as a video explainer, can help build confidence in potential customers and create a fear of missing out, encouraging them to take advantage of the offer (00:18:41).
• The overall goal of the landing page is to make the process super straightforward, getting people “amped up” about the offer and making it easy for them to claim it (00:19:15).

Cloning Membership Levels (00:19:29)

• A special membership level was created with a limited-time offer that expires on the 1st of May, and the goal is to encourage people to sign up before the offer runs out (00:19:30).
• To create this special membership level, the premium membership level was cloned, which means all the settings are exactly the same, and only the name was changed (00:19:51).
• Cloning a membership level allows for a carbon copy of the premium level to be created without having to set it up from scratch, and a custom sidebar can be added to the signup page to summarize the offer and create a sense of urgency (00:20:12).
• After the promotion ends, members can be consolidated into a different tier by selecting the “move members” option, which eliminates the need to manually move them or go into the database (00:20:58).
• The “move members” option allows for the easy transfer of members from a promotional level to a different level, even if hundreds of thousands of people took advantage of the special offer (00:21:17).
• A custom sidebar can be created for the signup page to include confidence boosters, such as happy faces, a guarantee stamp, or a refund policy, to motivate people to feel comfortable and sign up for the plan (00:21:49).
• The custom sidebar can also be used to reiterate the sense of urgency to sign up for the plan and provide peace of mind for potential members (00:22:11).
• Jason and Pat discussed the process of cloning membership levels and creating custom sidebars, and Pat showed how to control what sidebar displays on the signup page (00:20:35).