In this dynamic session, Melissa spills her expert secrets on orchestrating a sensational membership launch. Buckle up as she reveals the hidden power of selling to your internal clients – those who already know and trust your brand. Discover how leveraging this familiarity can catapult your conversion rates to new heights.
But that's not all – Melissa dives into the art of creating irresistible urgency and crafting a magnetic marketing campaign. From captivating early bird specials to setting crystal-clear deadlines that beckon action, she paints a roadmap for your membership launch that practically guarantees success.
Join us as we unravel the magic of preselling to your existing clients and learn how to wield urgency as a potent tool in your membership launch arsenal. Your next big launch is about to become your greatest triumph!
Topics discussed in this episode:
launching
networking
incentives
memberships
a la carte
pre-launch
current clients
conversion
marketing strategies
LinkedIn Method Academy
Business Basics Accelerator
mastermind
presale
Submit your questions to team@burnouttoallout.co for an opportunity to get your hot seat with Melissa on the Burnout to All Out Podcast
“Her energy is always refreshing. I love being able to apply her strategies to whatever my project is at the moment.”
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Transcripts
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So in planning this celebration in a few weeks, I
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want to launch the family membership option
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for people My goal is to get 20 families to
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sign up. Do I launch it on that day, or
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do I give my existing practice members
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lead time in being able to purchase that.
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And whenever I launch it, I need to brainstorm
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some incentives for them to be, like, 1 of the first
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20, or do I say that one of the first 10, get an extra
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bonus, or what are your thoughts What is your capacity for
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this offer? Is 20 your limit? No. But that would be, like,
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just about, like, 40% of my time and about
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40% of my income. So I think that then leaves
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space to do individual memberships
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and a la carte. And I don't wanna make it
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confusing, but I wanted to have the family
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membership option or the individual membership option. I
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wouldn't share it, but I would have also, like, a two person option in case
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someone is coming in, they don't only have 2 people in their family, whatever.
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And then if they wanted to buy a la carte
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because the membership would only cover 2 visits a month per
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person. And so if they wanted to come in for
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additional visits, I wanted to also have a package that they could
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offer at a discounted rate versus doing an a la carte but, yeah, I just
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don't wanna make it super complicated. And then, one point,
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Jackie has suggested that if they were gonna buy it, then
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have a buy in full incentive where they would get 1 month free.
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But in addition to that for being, like, 1 of the
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first 20, 1 of the first 10, something like that,
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any thoughts on what would be a good incentive and then
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when I should launch it. Yeah. Okay. So let
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me go back to the original question around current clients and then at
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the event, right, if I understood you correctly, was the question
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Should I promote and sell this family membership to my
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current clients prior to, like, revealing it at the
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birthday party? Was that the question? Correct.
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Okay. What anticipated percentage
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of your audience at the birthday party will be totally new
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versus current clients. Do you know? I don't know. I
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haven't actually even sent out the invitation yet. I was gonna send out this morning,
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but as part of that, I wanted to include some of the
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verbiage on this stuff. So, obviously, our businesses are
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very different, but what I shared with our
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academy earlier today is that obtaining
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new clients, the conversion rate to a sale
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is much lower and much harder than
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selling internal clients. Right? So what
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you're proposing is exactly what we do internally. So just to give you
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perspective, Angelie, when we go to market and we try to sell to the
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public, the LinkedIn method academy, the conversion rate
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on that to a cold audience is about 1 a half to
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2% purchase. Once we get
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them, And then we pitch them business basics, the
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conversion rate goes up to between 25 33%
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that an internal client then buys the next thing. And so
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what we've decided as a business, you guys have probably
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noticed, to this day, we haven't run any ads and we
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haven't pushed really hard publicly on business basics or our
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mastermind. We actually sell the hell out of it internally.
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Right? And then when there's spaces additional, we then
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sell it. Right? So, like, we just did our business
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basics launch, and sold 20 seats into our business basics
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with internal clients. And we did the same thing with a
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mastermind. Believe it or not, we've actually already sold 2 seats into the mastermind
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next year, but my point is it's very valid to
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consider kind of a presale to your internal clients. and
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see what you get. I think the question would be, what does that
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presale look like? How do you market it? How do you create urgency
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around it, how do you get people to take action before
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you do go to market sale with your celebration
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event, right, So, yes, I think you should totally do it. I do
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think there's probably some organized marketing you wanna do around
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that at your practice through email or text. However, you communicate,
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I know my chiropractor that, I mean, we're on. They send us text messages like
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every day. I don't know if you can you interact with them through SMS.
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And then the incentive. Right? Like, what do they value most? I know you and
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I, I think we talked about this last time, and we had a coaching call
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is like surveying them. what do they value most in the
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practice? that you could gift them that would incentivize
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them. So for instance, slightly parallel to your
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practice, but similar model, the chiropractor I go to also
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does deep tissue massages. They have therapists there. And
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if I buy a bundled package, it's significantly
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less than if I pay per session. But it's
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also great for their therapist because it's like booked business
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and recurring revenue in the practice. Right? So every time
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I go to check out, I just buy another 12 sessions. which is why I
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go every Wednesday. So is there a way that you like
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sweeten that? Right? What can you sweeten the pot on
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with them purchasing the membership, creating urgency around it. So
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I would create a deadline on it. Like, you can do a pre deadline. You
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can even say, give them this early bird special that ends on this
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day, before your celebration party.
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Right? You could even make it the day or 2 before the celebration party.
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Right? Right. And then by all means, we
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love a a pay in full bonus. When I say pay in full bonus, it's
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more like, plus it's booked business, right, if they pay for
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6 months' worth of therapy in advance,
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just like I was saying with the massage therapist, like, I get a significant savings.
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So I love that. and it creates a steady revenue
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stream, you know, book of business. Even if they don't show up, you got the
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cash in the bank. Right? yeah, the massage therapist in
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the office is an independent contractor. She just runs out space. I know she's an
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independent contractor, but you could still contract her out. Could you make the buy now
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bonus something along the lines of, like, a massage,
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and then you just comp her, like, you pay her, or is that outside the
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realm of -- Oh, yeah. That's true. They could get an extra 30 minute
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massage or something. So, like, in our business basics, we've had
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or even in the or in the mastermind a couple years ago,
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people who paid in full got, like, Jackie built them something on
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the back end, and then I just paid her the extra hours. They, like, she,
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like, built an opt in. And I paid her. Right? But it
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was, you know, it was a $15,000 investment to come
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in the mastermind, and then I paid Jack a couple extra hundred bucks to do
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something for the client, and it was a win win for everybody. Right?
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Yeah. Yeah. That's a good idea. I can I can bad in
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massages and who doesn't want massages. So -- People love I know. Right?
