Webinar Wednesday 104 – December 16, 2020

New Add-On: Personal Post Feed (00:02:10)

• The Personal Post Feed is a new add-on that will be released tomorrow, allowing members to bookmark or follow other members and have a personal post feed that includes only posts from the members they’ve chosen to follow (00:02:10).
• This personal post feed will be slightly curated because members will only see posts from people they want to follow, and it can be turned on as a premium feature per membership level for higher-tiered membership plans (00:02:49).
• When the Personal Post Feed option is enabled, members who have the Bookmark My Favorites add-on will see an extra link in their dashboard that takes them to a page with their personal post feed, which includes tabbed results from members they’ve chosen to follow (00:03:06).
• The personal post feed page has its own search module, allowing members to search within their own post feed for specific posts or members, such as Fern, and it will be automatically added to the VIP Add-ons Club package tomorrow (00:03:50).
• The Personal Post Feed add-on provides members with a more curated or personal access to certain types of posts on the site, and it can be customized with a text label that can be changed to whatever text is desired (00:03:18).

Update: Custom Widget as Web Page (00:04:17)

• The custom widget as web page option is primarily intended for developers, allowing them to create a landing page without the default CSS, JavaScript, or other elements, (00:04:17).
• This option can be found in the web page builder, where users can start building their own landing page or web page, and under the page type, there is a new option called custom widget as web page, (00:04:46).
• The custom widget as web page option gets rid of all the display options, CSS, and JavaScript that load by default on a Brilliant Directories website, and instead, allows users to select a custom widget created in the widget manager, (00:05:03).
• By selecting a custom widget, users can load only the content they have put into that widget, and for developers and designers, this means they can create a personalized and custom landing page from top to bottom using HTML, head, and body tags, (00:05:31).
• This option provides a lot of control for developers, as it allows them to create a custom landing page without any of the default Brilliant Directories elements loading on top or behind it, and all they need to do is select their custom widget, (00:06:06).

Update: Forms Inbox: “Date Range Picker” Filter (00:06:09)

• A new filter has been added to the forms inbox, allowing users to search their inbox with a date range picker, which was requested in a previous webinar (00:06:09).
• The date range filter can be found in the forms inbox, under the emails section, and enables users to filter inquiries by month, last week, or any other specific time period (00:06:29).
• The forms inbox feature is useful for creating custom forms to capture email addresses or names, such as for applications or contests, and allows users to filter by form and export inquiries (00:06:43).
• Users can create a landing page with a custom form to collect data, and then export the inquiries from the forms inbox, which is a feature that is not widely known but is very useful (00:07:00).
• The forms inbox also allows users to view all submissions for a specific form, such as a contact form, and export the data for further use (00:07:03).

Update: Design Setting: “Website Body Width” (00:07:18)

• A new design setting is available, which allows users to increase the default width of their website pages, and it is recommended to try it out on their website (00:07:19).
• The default width of the website pages is 1170 pixels, and this can be seen by looking at a sample profile page, where everything is centered and stops at a certain point from left to right (00:07:50).
• The new setting can be found in the design settings, under the main website design area, and it is called “Website Body Width”, which has an option for “Extra Wide” that sets the max width to 1420 pixels, 250 pixels more than the default (00:08:14).
• This new setting may provide a nicer presentation and aesthetic for users with larger monitors, but it may not make a difference for users with smaller monitors (00:08:26).
• The “Extra Wide” option can be compared to the default setting by duplicating a tab and looking at the difference, where everything is a bit wider and the profile image increases in size (00:08:42).
• The new setting also affects the search results page, making the website a bit wider from left to right, and this setting can be found in the design settings under the main website design area (00:09:02).
• The “Website Body Width” setting is one of the few items that are available, with more items coming soon (00:09:17).

Coming Soon: YouTube & Vimeo in Photo Galleries (00:09:24)

• The ability to include a YouTube or Vimeo video directly in any photo gallery type of post, such as classifieds, products, property listings, and regular photo albums, will be available soon (00:09:24).
• This feature will allow users to play videos directly in their posts, including standard photo album posts, and can be particularly useful for property listings with virtual tours available on YouTube or Vimeo (00:09:40).
• The option to include videos will be able to be turned on or off per post type, giving users control over which types of posts can include videos, such as allowing videos for classifieds but not for property listings (00:10:01).
• Once released, users will be able to take advantage of this feature to enhance their posts with video content, providing more flexibility and options for showcasing their content (00:10:10).

Coming Soon: Tax & VAT Manager add-on (00:10:13)

• A new add-on called Tax and VAT Manager is being developed, which will allow users to set tax rates based on the location of their customers (00:10:13).
• The Tax and VAT Manager add-on is particularly useful for international users, as some countries require the inclusion or mention of tax or VAT in payments made on the site (00:10:20).
• The add-on will provide the flexibility to set blanket tax or VAT rates for the entire website, or to set different rates based on country, state, or region (00:10:37).
• The release of the Tax and VAT Manager add-on is expected to happen in early January 2021 (00:10:51).
• The add-on will help users to manage tax and VAT rates more efficiently, making it easier to comply with tax regulations in different countries and regions (00:10:48).

Coming Soon: Force-End Your Staff Admin Sessions (00:10:57)

• The ability to force-end staff admin sessions is a forthcoming feature that will allow administrators to log out all staff members who are currently logged in to the backend area from other devices, providing an additional layer of security (00:10:57).
• This feature will be implemented as a button that can be clicked to instantly log out all staff admin accounts, ensuring that no unauthorized access is maintained (00:11:00).
• The force-end staff admin sessions feature is considered a good security protocol, as it will enable administrators to lock out staff members who may still be logged in on other devices (00:11:12).

Coming Soon: Pre-Made Content Blocks for Email Templates (00:11:16)

• Great progress has been made with content blocks for web pages, and this feature is now being extended to email templates, allowing for easier creation of stylish and nice newsletters (00:11:16).
• The development of content blocks for email templates is nearing completion, which will enable users to create more visually appealing emails (00:11:18).
• The introduction of pre-made content blocks for email templates will provide users with a convenient way to design and send professional-looking newsletters (00:11:22).

Coming Soon: Compact Logo View on Mobile (00:11:29)

• A design setting is being introduced to allow for a compact version of a logo on mobile view, which will help create a more compact experience and save valuable real estate on mobile devices (00:11:34).
• The logo is typically the heaviest and tallest item on the page and takes up a lot of space, but the new setting will move it into the top line of the menu, making it look nicer on mobile (00:11:59).
• The compact logo setting will be a simple design option that can be selected for sites, and it is expected to be available relatively soon, allowing for a more streamlined mobile experience (00:12:29).
• The new setting will help to save space on mobile devices by incorporating the logo into the menu area, resulting in a more efficient use of space and a better overall user experience (00:12:36).
• The introduction of the compact logo view on mobile is part of ongoing efforts to improve and enhance the design and functionality of sites, with more updates and features expected to be released in the future (00:12:42).

Coming Soon: Ongoing Updates to Make Finding Admin Settings Easier (00:12:45)

• Ongoing updates are being made to the software to make it more stable, faster, and to add quality of life features (00:12:46)
• The updates will include improvements to make the software more efficient and user-friendly, with the goal of enhancing overall performance (00:12:48)
• New updates will be announced as they become available, and users will be kept informed through webinars and Facebook groups (00:12:52)

Tip of the Week: Monetizing Your Directory by Ryan Sullivan (00:13:00)

• Directory Toolkit is a website that offers a community and ecosystem for directory owners to participate, share, and access various business services, including writing articles, creating images, and more, with the goal of helping each other out (00:13:49).
• The website provides opportunities for members to list their services, get traffic, and offer tips, tricks, and videos, as well as code for those who want to do things on their own, and also offers help with setting up and customizing sites (00:14:30).
• Directory Toolkit hosts weekly webinars on Thursdays at 1:30 Eastern, which can be registered for at directorywebinar.com, and will continue to evolve and add more resources over time for the benefit of the directory community (00:14:58).
• The topic of discussion is monetizing a directory, and it’s noted that while getting traffic from Google is important, making money is often not just about that, but rather about understanding and executing other business activities that directory owners can control (00:16:13).
• The discussion will focus on a few key business items, including three business model questions, the three C’s of increased revenue, three customer funnel focuses, and the 3D multi-access Monetization strategy, in order to help directory owners monetize their directories more efficiently (00:16:57).

Free eBook: Monetizing Your Directory – DirectoryToolkit.com/monetize (00:17:16)

• Ebook is available for download at any time, and it is a combination of an eBook and a workbook that prompts users to think about and write down answers to questions related to the topics being discussed, and it can be downloaded at directorytoolkit.com/monetize (00:17:16)
• The eBook is designed to help users reflect on the topics covered, and it includes questions that require users to provide written answers, making it an interactive resource (00:17:32)
• The eBook can be accessed through the website directorytoolkit.com/monetize, or users can scan a code with their phone camera to download it immediately during the presentation (00:17:41)

3 Business Model Questions (00:17:50)

• The three business model questions are crucial for directory businesses, and they typically start with identifying their niche or audience, which is often the easiest part, as they already know who their target customers are (00:17:50).
• The three questions to ask are what to offer the customer, how to create the value proposition, and why it will generate revenue, with the first two items having been discussed previously, focusing on the customer avatar and testing the value provided to the customer (00:18:07).
• The execution of profit comes from the third question, which is why the business makes money, and this will be the focus, explaining the three things that every directory business has to focus on to increase revenue (00:18:50).
• Understanding the customer and creating value are essential, but the third question is critical for the business’s financial success, and it involves identifying the problems solved and the market demand for the business (00:18:33).
• Patrick previously discussed the first two items, including the customer avatar and testing the value proposition, and now the focus is on the third question, which is the key to generating revenue (00:18:18).

What is Profitability? (00:19:04)

• The primary goal of every successful directory is to be profitable, which involves having high revenue, low expenses, and creating as high a profit as possible (00:19:11).
• To achieve profitability, it is essential to think about what profit is desired from the directory, whether it is a high profit now or reinvesting it back into the company, and considering whether the directory is the primary resource or if there is another job (00:19:25).
• Some large companies, such as Airbnb, Dropbox, Peloton, Pinterest, Uber, and Zillow, did not make a profit in 2019, instead focusing on growth and reinvesting their revenue back into their businesses (00:19:41).
• Reducing expenses or reinvesting profits back into the business can have a significant impact on the company’s current and future growth, and it is crucial to find a balance between the two (00:20:06).
• The focus for the discussion will be on the revenue portion, exploring ways to increase revenue, as many people are interested in learning how to reduce expenses while also generating more revenue (00:20:22).

Growth Ceiling – Maximum Revenue (00:20:37)

• The concept of a natural growth ceiling or maximum revenue exists for businesses, including directories and Software as a service companies, which means that there is a limit to the number of customers a business can have unless something is changed (00:20:47).
• When a business launches, it often experiences early growth, represented by a straight green line, but this growth is not sustainable as customers are lost over time, creating a curved client curve that reflects the reality of customer acquisition and loss (00:21:29).
• The curved client curve is influenced by the churn of lost customers, which offsets the gain of new customers, and as the business grows, the number of customers lost each month increases, eventually approaching the number of new customers gained, resulting in a growth ceiling (00:21:59).
• The growth ceiling represents the maximum number of customers a business can have, and based on the average revenue per customer, it also represents the maximum revenue the business can achieve (00:22:41).
• To change the growth ceiling, businesses can focus on three key areas: reducing customer churn, increasing the number of new customers acquired, or increasing the revenue generated from each customer (00:23:27).
• These three areas are crucial for businesses to overcome the growth ceiling and achieve sustained revenue growth, and they can be simplified into the “three c’s of increased revenue” (00:23:59).

3 C’s of Increased Revenue (00:24:00)

• To increase revenue, it is essential to focus on three key factors: churn, customers, and conversions, which are the only things that really need to be focused on to make more money (00:24:01).
• Churn refers to customers who are canceling or don’t want to pay the following month, and reducing the churn rate is crucial to sustaining a business (00:25:49).
• The money curve is limited by one of the three factors, and if the money curve is limited, it may not be possible to bring in enough people or provide services enough to keep them, resulting in customers leaving due to unmet needs (00:24:56).
• Sometimes, people think the problem is with one factor, such as SEO, when in reality it may be a combination of factors, including not keeping existing customers or not getting enough money from them (00:25:13).
• Tackling one factor at a time is a better approach than trying to focus on all of them at once, as it allows for a more targeted and effective improvement strategy (00:26:13).
• It is also important to note that having multiple variables can make it difficult to identify the problem, and it is essential to have some constants in place to make data-driven decisions (00:26:47).
• Over time, the reality of the business becomes clearer, and it is possible to see how much revenue average members are generating, which helps with making informed decisions (00:27:11).
• Focusing on one thing and trying to improve it can help the business, and it is great advice to prioritize and tackle one factor at a time (00:27:34).

3 Customer Funnel Focuses (00:27:40)

• The customer funnel has three main focuses, which can be simplified into the three C’s, but the execution of these focuses can be complex, with many different things to consider for each one (00:27:44).
• The customer funnel can be broken down into getting extra customers, keeping them, and growing them, with a multitude of options to focus on, including potentially fixing and positioning within a niche (00:28:17).
• Focusing on the right-hand side of the customer funnel, which involves growing customers and getting extra revenue from loyal clients, can be beneficial, as it can help offset the churn on the other side of the funnel and provide additional income (00:28:31).
• Refining and positioning offerings to allow continued opportunities for best and loyal clients to patronize a business can help win them and get more money from clients who have already proven they like what is offered (00:28:41).
• It is more economical to focus on keeping an existing customer than trying to bring on a new customer in many cases, making it beneficial to focus on the right side of the customer funnel (00:29:39).
• Neglecting or not offering additional opportunities to existing customers can be a missed opportunity, as these customers have already proven they are willing to pay for services (00:29:27).

6 Easy Ways To Reduce Cancellations And Keep Members Happy (00:29:58)

• Reducing cancellations and keeping members happy is crucial, and there are six easy ways to achieve this, which is the focus of the current topic (00:29:59).
• The concept of reducing cancellations and keeping members happy is related to maintaining momentum, similar to a train that is already moving, where it is easier to keep the existing members engaged than to acquire new ones (00:30:16).
• The idea is that it is more efficient to retain the members who are already on board, rather than trying to start a new momentum with new members, which can be more challenging (00:30:20).
• A link to additional information on this topic is available, providing further resources for those interested in learning more about reducing cancellations and keeping members happy (00:30:05).
• The topic of reducing cancellations and keeping members happy is connected to a diagram, which highlights the importance of focusing on the right side of the diagram to achieve this goal (00:30:10).
• The concept of maintaining momentum and reducing cancellations is likened to a train, where the goal is to keep the train moving and the members engaged, rather than trying to start a new train or get it moving (00:30:13).

Net Negative Churn (00:30:24)

• The concept of net negative churn refers to a situation where the expansion of revenue from retained clients, who continue to use a company’s services and increase their payments over time, outpaces the revenue lost from clients who do not return, ultimately leading to exponential growth (00:30:45).
• This concept is important because it allows companies to stack year after year of increased revenue from long-term customers, potentially leading to significant growth and financial gains (00:31:55).
• To achieve net negative churn, companies must focus on providing additional services to their retained clients, increasing the amount these clients pay over time, and ensuring that the revenue growth from these clients exceeds the revenue lost from non-returning clients (00:31:17).
• A famous graph from Slack (software) illustrates the concept of net negative churn, showing how the company experienced increased growth from each annual cohort of clients as they added more seats to their membership levels or upgraded to bigger plans due to company growth (00:31:27).
• Achieving net negative churn can have significant benefits, including the ability to eclipse the status of relying on other jobs, hiring more staff, or providing additional benefits, and is a key goal for many companies seeking to increase revenue from their existing customer base (00:32:19).

Tiered Membership Levels (00:32:37)

• Membership levels are a crucial aspect of directory management, and most ways to increase revenue involve a “pay more, get more” setup through membership levels, where clients can choose a type of membership based on the benefits offered (00:32:38).
• Having only two membership plans, such as a free and a paid plan, can be limiting, as it doesn’t provide clients with a clear path for growth or an opportunity to upgrade to a higher-priced plan (00:33:21).
• It’s essential to have at least three membership plans, including a high-end plan that offers premium benefits, to cater to clients who are willing to pay more for advanced features (00:33:29).
• The naming conventions used for membership plans can significantly impact how clients perceive the value of each plan, and it’s crucial to choose names that clearly convey the benefits and make sense to the target market (00:33:48).
• Directory owners have a wide range of customization options, with over 50 items that can be turned on or off to delineate tiers and create unique membership plans (00:35:31).
• The customization options provided can help directory owners create membership plans that fit their specific needs and target market, and can also help to position the plans in a way that makes them more attractive to potential clients (00:35:40).
• When creating membership plans, it is essential to focus on the critical features that will make or break the decision for people to buy, and not just list all the features, to make the decision easier for potential customers (00:35:45).
• Businesses should consider which features to include in each tier, such as the free plan, and which ones to reserve for higher-paying plans, to encourage upgrades and provide additional funding (00:36:11).
• The placement of features in different tiers can significantly impact the decision-making process of potential customers, and businesses should prioritize the most important features for their niche (00:36:32).
• There are various ways to structure membership plans, and it’s not always necessary to follow the traditional bronze, silver, and gold plans, as add-ons and bonuses can also be used to differentiate between plans (00:36:54).
• The members-only add-on can be used to create and protect certain pages of a site, allowing only members of a certain tier to access specialized content, which can help create differentiation between membership plans (00:37:54).
• Limiting the maximum number of posts that members can publish can also encourage them to upgrade to a higher tiered plan, providing additional access and features (00:38:16).
• When setting up membership plans, it’s crucial to consider the specific needs of the niche and prioritize the features that matter most, to avoid complexity and ensure that the plans are effective (00:38:47).

3D Multi-Axis Monetization (00:38:54)

• When trying to get additional revenue from clients or a niche, it’s essential to think in 3D, considering not just the first access or planned tiers, but also other axes such as depth and height, which can provide additional Monetization opportunities (00:38:54).
• The concept of depth refers to adding features or services that can be turned on independently of a membership level, such as additional locations or seats, which can be offered as add-ons to existing membership plans, creating more options for clients and increasing revenue potential (00:39:22).
• Adding depth to membership plans can result in more options for clients, such as small, medium, and large plans with additional features, creating a total of six membership plans, and allowing clients to customize their plans according to their needs (00:40:13).
• The concept of height refers to using add-ons to provide additional services or features that are not included in the main membership plans, such as the ability to respond to reviews, which can be offered as an additional paid feature, increasing revenue potential (00:40:41).
• Add-ons can be used to provide additional services or features that are not included in the main membership plans, such as paying for additional posts, capability, or being featured on the home page, which can be offered as separate paid options, increasing revenue potential (00:41:14).
• Using add-ons and bonuses can help create a value proposition for clients, such as offering a free upgrade or a discounted service, which can incentivize clients to choose a particular plan or service, and increase revenue potential (00:41:53).
• Creating value from solutions or services can provide opportunities to save money or gain something in return, and this concept can be applied to various areas such as direct mail, SEO, website design, or Ebook creation (00:42:16).
• The ability to sell own solutions or other services, including partner solutions, can lead to significant earnings, and the possibilities are vast, depending on the niche and capabilities (00:42:20).
• Partnerships and collaborations with other businesses or individuals can provide additional exposure and opportunities, and offering value for free can lead to exponential gains in terms of traffic and paying customers (00:42:22).
• Thinking beyond the standard packages and considering depth, breadth, and the “fourth dimension” can help identify new opportunities to make money and provide value to customers (00:42:24).
• Advertising additional add-ons or services, such as “reply to reviews,” requires explaining the benefits and importance of these tools to create demand and demonstrate the value proposition (00:42:26).
• Creating demand and offering limited-time opportunities for add-ons or services can help bypass standard package limitations and provide exclusive offers to customers (00:42:29).
• Offering exclusive services or add-ons for a limited time can create a sense of urgency and encourage customers to take advantage of the offer before it expires (00:42:30).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:42:31).
• The idea of “printing your own money” by creating value and offering solutions can be a powerful way to generate earnings and provide value to customers (00:42:32).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:42:34).
• The concept of the “fourth dimension” refers to the ability to think beyond standard packages and consider new and creative ways to provide value and make money (00:42:35).
• The ability to sell partner solutions and earn affiliate earnings can provide significant opportunities for earnings and growth (00:42:37).
• The idea of offering exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:42:39).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:42:41).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:42:42).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:42:45).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:42:46).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:42:49).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:42:50).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:42:52).
• The idea of offering exclusive services or add-ons for a limited time can create a sense of urgency and encourage customers to take advantage of the offer before it expires (00:42:54).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:42:56).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:42:58).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:42:59).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:43:01).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:43:03).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:43:04).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:43:07).
• The idea of offering exclusive services or add-ons for a limited time can create a sense of urgency and encourage customers to take advantage of the offer before it expires (00:43:08).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:43:10).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:43:12).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:43:14).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:43:18).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:43:20).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:43:21).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:43:23).
• The idea of offering exclusive services or add-ons for a limited time can create a sense of urgency and encourage customers to take advantage of the offer before it expires (00:43:25).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:43:26).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:43:28).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:43:29).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:43:30).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:43:32).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:43:33).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:43:34).
• The idea of offering exclusive services or add-ons for a limited time can create a sense of urgency and encourage customers to take advantage of the offer before it expires (00:43:36).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:43:38).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:43:39).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:43:41).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:43:42).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:43:44).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:43:46).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:43:46).
• The idea of thinking past the standard packages and considering depth, breadth, and the “fourth dimension” can help identify new opportunities to make money and provide value to customers (00:43:49).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:43:50).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:43:52).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:43:54).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:43:54).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:43:57).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:43:58).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:44:00).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:44:02).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:44:02).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:44:04).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:44:06).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:44:08).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:44:09).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:44:11).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:44:13).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:44:15).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:44:17).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:44:19).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:44:20).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:44:22).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:44:23).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:44:25).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:44:27).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:44:28).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:44:31).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:44:32).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:44:33).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:44:35).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:44:37).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:44:40).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:44:41).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:44:42).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:44:45).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:44:47).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:44:48).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:44:49).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:44:51).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:44:52).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:44:54).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:44:56).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:44:57).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:45:00).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:45:02).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:45:04).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:45:05).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:45:07).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:45:09).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:45:10).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:45:13).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:45:14).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:45:16).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:45:18).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:45:19).
• The ability to offer exclusive services or add-ons can help to create a sense of urgency and encourage customers to take advantage of the offer (00:45:21).
• The importance of explaining the benefits and value of additional services or add-ons cannot be overstated, as it helps to create demand and demonstrate the value proposition (00:45:22).
• The concept of creating value and offering solutions can be applied to various areas, and the key is to think creatively and consider new opportunities to provide value and make money (00:45:24).
• The idea of creating demand and offering limited-time opportunities can help to create a sense of urgency and encourage customers to take advantage of the offer (00:45:25).
• The importance of considering the niche and capabilities when creating value and offering solutions cannot be overstated, as it helps to ensure that the solutions are relevant and effective (00:45:27).
• Creating an add-on can lead to a demand that may eventually disappear, and there are various options available to manage this situation (00:45:29)
• The add-on can be utilized to address specific needs, but its usefulness may be temporary, and it is essential to consider this when implementing it (00:45:30)
• There are multiple approaches to handle the add-on and its potential disappearance, allowing for flexibility in managing its application (00:45:32)

Monetization Channels (00:45:34)

• A successful directory is not just the directory alone, but rather a catalyst for a particular group or business, and it is usually hard to start with the directory alone, so it is recommended to have other things that can create additional revenue for the directory (00:46:02).
• Directory owners can sell memberships, courses, and consulting services to create additional revenue, and they can also sell any product or service they have created to add profit (00:46:41).
• Besides selling products and services, directory owners can also ask for donations, especially if they are non-profits or small businesses, and they can be surprised by the willingness of people to help support them if they just ask (00:47:03).
• Directory owners can sell ads on their site, and they can use custom widgets to put as many ads as they want anywhere on the site, and they can also sell ad spots in their newsletter (00:47:35).
• The customizability of the directory platform allows owners to sell almost anything, including the front page blog position, homepage category background, and category images, and they can charge somebody for any changes they make to the directory (00:48:09).
• Customization options on a website can be sold to generate revenue, such as selling the category image, main image, or announcement bar, with prices varying depending on the duration of the sale, for example, per week or per day (00:48:41).
• Sponsorships can be sold to include ads, top-tier positions, footer logos, or control over certain aspects of the site, with some sites generating significant revenue from large sponsors, up to $10,000 per year (00:49:20).
• Social media influence can be monetized by charging for shoutouts, controlling access to online social audiences, or posting content to groups, with some individuals charging for posts to their Instagram accounts with large followings (00:50:04).
• Early access to lead notifications can be charged as part of a top-tier package, providing exclusive information to subscribers before it is made publicly available (00:50:27).
• Cross-selling and up-selling strategies can be employed to offer complementary products or services, such as affiliate products or agency services, and deconstructing tier benefits to charge for specific features or categories (00:50:51).
• Monetization schemes can be expanded by considering various revenue streams, including selling customized website features, sponsorships, social media influence, and exclusive content, to create a powerful and diverse revenue generation strategy (00:51:31).

Presentation Summary (00:51:36)

• The discussion revolves around business model questions, including the value proposition, which is about what is being offered to customers and how value is created, (00:51:40)
• There are three main areas to increase revenue: getting new customers, stopping old ones from leaving, and continuing to get value from existing customers over time, (00:52:01)
• The customer life cycle is a key focus, including getting customers, keeping them, and growing them, with an emphasis on growing customers and potentially monetizing them, (00:52:19)
• The process of growing customers involves adding additional services or features, either over time or as they grow into a larger plan, and this can be achieved through a 3D multi-axis Monetization approach, (00:52:29)
• Monetization channels are crucial, including what is being offered, how it is being advertised, and how customers are informed about new features and services, (00:53:46)
• The process of monetization and customer growth is cyclical, requiring ongoing testing and adjustment to find what works best, and this is outlined in a 24-page e-book that provides an in-depth explanation of the topics covered, (00:54:31)
• Running a business is not easy and involves a lot of considerations, but focusing on the customer experience and journey through the products and services offered can make a significant difference in achieving success and becoming a successful directory owner (00:54:49).
• The customer experience is crucial, and it is essential to deliver offerings effectively to maximize the benefit of that experience for customers, keeping them as customers and reducing the churn rate (00:55:30).
• To convert leads to paying customers, it is vital to tell the story right and ensure that the value proposition is clear, which can be a struggle, but it is essential to think about how to effectively promote passion and niche (00:56:14).
• Having a great passion for what one is doing and having a lot to offer is not enough; it is also necessary to make customers realize the value provided, which can be a challenge (00:56:30).
• The presentation provided a detailed illustration of the customer experience and journey in relation to the products and services offered, highlighting the importance of maximizing the benefit of that experience for customers (00:55:53).
• The goal of every directory owner is to become successful, and using the information provided can help them along that journey, making decisions that can make a difference in getting extra money from their directory (00:55:12).
• It is essential to consider the return on value when getting leads to the website and to ensure that the story is told correctly to convert them to paying customers, which is a critical aspect of running a successful directory (00:56:11).

How should you charge members for additional features? (00:57:08)

• To offer additional features to members, it is possible to create additional membership plans in the admin area, even if they are not listed on the pricing page, and register members within those plans (00:57:08).
• Creating an additional membership level is easy and can be done by cloning an existing plan, then turning on or off certain features to create a lower or higher tiered plan (00:57:44).
• These additional plans can be used as special offers, where members can upgrade automatically on their own by following a provided link, or they can be managed from the back end, where the administrator can change the membership plan and subscription rate manually (00:58:00).
• If a one-time upgrade is desired, a digital download add-on can be used, but the member would need to be manually moved to a higher plan in the back end to change their monthly subscription rate (00:58:31).
• There are different ways to charge members for additional features, including using the built-in membership plan system or a third-party subscription tool, although using another service may defeat the purpose (00:59:10).
• Members can be allowed to upgrade themselves by providing a link, or the administrator can manage the upgrades from the back end after the member has paid for the upgrade with a digital download (00:59:26).

How to reduce customer churn rate and calculate customer lifetime value? (00:59:59)

• Best practices for reducing churn and calculating the lifetime value of a member involve understanding the metrics and having historical data, as the lifetime value is essentially a math problem that requires knowing the revenue made over time and the total number of clients (00:59:59).
• To calculate the lifetime value, one needs to know the average amount of money a customer is willing to pay over a certain period, which can be determined by taking the revenue averages and dividing by the number of customers who contributed to that total revenue (01:00:45).
• Preventing churn requires determining metrics, such as knowing who is registered, what plan they are on, and how many are in each plan, in order to measure and calculate churn (01:01:30).
• Setting an onboarding process is crucial, as it helps customers know what exists, utilize what is available, and love what they are using, which ultimately helps them share it with others (01:01:56).
• Increasing the switching cost is another important aspect, which involves adding features that make it hard for customers to switch to another solution, such as investing time and data, and creating workflow processes and training (01:02:21).
• Adding additional services that get customers into the ecosystem can also help increase the switching cost and reduce churn (01:02:56).
• To reduce customer churn, increasing switching costs is effective, as customers are less likely to switch to a different system if they have invested time and resources into the current one, such as adding photos on Facebook, which makes it hard to leave the platform due to the history and memories stored there (01:03:26).
• Providing additional features and services can also help retain customers, as they become more invested in the system and are less likely to switch to a competitor, even if there are some minor inconveniences (01:03:04).
• Fixing payment failures is crucial, as it can lead to customer churn if not addressed properly, and having a plan in place to process credit cards and handle cancellations can help reduce churn (01:03:50).
• Monitoring at-risk customers is essential, as it allows for early intervention and prevention of churn, by identifying customers who are not using the system as intended and taking steps to bring them back into the fold (01:04:40).
• Utilizing features such as links in emails and messages that encourage customers to log back in and engage with the system can help reduce churn, by making customers realize the value of the system and bringing them back into the community of happy customers (01:05:12).
• Many people are at risk of forgetting about a service or account they wanted to use because they didn’t receive any emails or reminders, which can lead to them unknowingly abandoning the service (01:06:05).
• This can happen when emails from a service get pushed below the fold and are forgotten, only to be remembered years later when another email is received, prompting the person to log back in and wonder why they hadn’t been using the service (01:06:16).
• Staying top of mind is critical for services to prevent customers from forgetting about them and to keep them engaged, as people may not intentionally abandon a service but rather forget about it due to lack of communication (01:06:36).
• People may receive emails from a service years after they initially signed up, prompting them to remember that they had an account and wonder why they hadn’t been using it, highlighting the importance of regular communication (01:06:22).
• Regular outreach and communication from a service can help prevent customers from forgetting about it and keep them engaged, even if they don’t immediately use the service (01:06:38).

What happens if a members credit card expires or is declined? Billing Reminder Emails add-on (01:06:43)

• When a member’s credit card expires or is declined, there is a protocol in place to alert them, and they are required to manually update their credit card information with the new expiration date, and they should receive an email notification when a payment fails, such as a renewal payment (01:06:44).
• The Billing Reminder Emails add-on can send past-due reminders to members and provide a daily summary email to the administrator, detailing which members have received their first, second, or third reminder, helping to keep the issue top of mind for both the website owner and the member (01:07:14).
• The add-on allows administrators to search for members with specific transaction types, such as those who are past due, and create a smart list to send targeted newsletters, enabling them to open a dialogue with members who have not renewed, potentially due to issues or misunderstandings, and encourage them to update their credit card information (01:07:55).
• By using the Billing Reminder Emails add-on and searching for members with past-due transactions, administrators can proactively reach out to members, such as Jason Krugman, who may be experiencing issues with their credit card renewals, and help them resolve the problem, preventing unnecessary lapses in membership (01:07:02).

Utilize “Smart Lists” to keep track of actions that members HAVE NOT done (01:08:24)

• Smart lists can be set up for things that have not been done, allowing users to figure out and sort members who have not submitted forms or performed certain actions, and then email only those members to remind them and keep them involved in the community (01:08:35).
• A smart list can be created to track members who have logged in recently, such as those who have logged in from November to the present day, and soon it will be possible to schedule a newsletter and omit people who have logged in during that time period (01:09:10).
• The ability to omit certain smart lists when scheduling a newsletter will allow users to get more granular when contacting members, and it is expected to be a high-value feature (01:10:03).
• To reduce churn, it is essential to make it easy for members to contact the website administrators, and this can be done by encouraging them to reach out instead of canceling their plan, and offering alternatives such as a free month or a reduced price (01:10:21).
• Modifying the subscription or offering alternative plans can help keep members in the ecosystem, and making it easy for them to contact the administrators can be a crucial step in reducing churn (01:10:54).
• Some users have removed the ability to cancel subscriptions and instead direct members to contact the administrators if they want to downgrade or cancel, which can provide an extra touch point and help reduce churn (01:11:11).
• The webinar is coming to a close, and it’s a good place to stop, with a thank you to Ryan for taking the time to join and share his expertise (01:11:40).
• Viewers are encouraged to visit directorytoolkit.com for resources and educational tips, as well as Monetization to access a 24-page e-book put together by Ryan (01:11:51).
• The e-book is super informative and helps site owners think of their site as a business, approaching it from a different angle (01:12:05).
• Ryan gives a shout out to directoryvideos.com, where replays of previous webinars are available, and also mentions that most of them are on their site and YouTube channel (01:12:19).
• The next webinar, which will be the last one of the year, will take place in two weeks, and viewers are invited to join (01:12:44).
• Those who haven’t joined the Facebook group are encouraged to head over to brilliantdirectories.com/facebook to continue the conversations (01:12:54).
• The webinar ends with a thank you to the viewers from the entire Brilliant Directories family, wishing them a great day and a brilliant week (01:13:06).