140: Ignite Your Membership Launch

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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?