What are the things that get people to buy? What are the things that get people to pay? What are the things people are willing to spend their money on?
The things with the highest willingness to pay for [within the context of memberships] are under the “exclusive” bucket. People will pay for exclusive access to you. People will pay for exclusive content. People will pay for exclusive events. Include these things when building a community.
Calls with the leader of the community are the easiest way to increase the value of the community. People see you on YouTube, but then they can talk to you on zoom in the community:
To make these call more effective create a structure for how questions are made. Tell people how to ask questions, let them ask in the chat, with the same format every time. This lets you focus on the problem of the client, rather than hearing his whole story. If you teach people how to questions, they’ll ask better questions. Find the moment in the day that your clients are most likely to have free time. Alex did “Lunch with Alex” because gym owners were most likely to have a moment to hop on the call at lunch. Don’t overcomplicate it. Clear over clever. Be clear about your features. (5 reasons to join this community: 1. You can talk to me everyday 2. …)
The higher the frequency of the calls, the more value your community has. Once you can’t handle the amount of people, limit the number of people that can access.
Gather questions on a weekly pinned post. Dedicate one call only to the people that asked the best questions. This creates a very strong incentive to ask good questions. And then you get to answer those best questions for the whole community.
Over time, by answering the community’s questions, you can build a video library of the most frequently asked questions and put that in the content section of the community. This also gives you the option of sending people to a specific video when they ask you a question you know you’ve answered countless times.
Another form of exclusive access is giving people short 1:1 calls after they make it past a point. This can be an unlockable for people that stay in the community for x months, or it can be something people get after achieving some x result.
When giving access to call with your team members, do it with subject-specificity. People with questions for you will never be satisfied by asking that question to a generic coach that works for you. They will only go to that coach if they are convinced they are most expert than you on some specific thing. Sales coaches get the people that want to ask sales questions, retention coaches only get people that are struggling with retention. If you can answer every question better than your team can, you need a better team. People will go to your team only if you completely remove yourself and they only have access to your team, or if your team provides more value than you. That comes in the form of specific expertise on a specific thing.
Make bonuses worth more than the asking price. People don’t buy because of the cumulative value. They buy because one of the bonuses is worth it to them. The “value stack” works but people only need one reason to buy. Rather than making a long list that adds up to thousands of $, it’s about how do I have as many great things that, on their own, are worth more than the full price. A short stack with the punchiest and most distilled things, works better than a never-ending list with things no-one really wants.
Ask yourself: what is the one feature of your product, that if you removed everything else, people would still buy? Use that as a test for every bonus you add to your stack.
Look for the benefit of the benefit. What is the benefit of your bonus? And what is the benefit of that? Skool Masterclass → media buying → getting your first 10 members. Instead of the bonus being “Skool Masterclass” use “Step-by-step system to get your first 10 members in 10 days”.
People value newsletters too. One good idea to do this is: interview your successful students, send the interviews out on the newsletter. The success interviews are a great idea all around, so even if you don’t do a newsletter, you should have them as content in your community. They motivate people to work for the results by showing testimonials of people just like them that got there. This is way more valuable as a motivator for paying customers, than something to use in your sales process.
The best testimonial template (show what life was like for them before, during and after purchase - both internally and externally):