What's In It For Them: Selling Your Member Site
Before you even begin to advertise a subscription website you have a very important
factor to consider: what's in it for them? "What's in it for me" is the first thing that people will ask themselves when they see your membership site advertised online. What do they gain by becoming members - that is fundamentally what they will be thinking. That is what you have to answer, and answer well if you are to persuade them to part with their cash each month, every month.
How to Answer the Question
How you answer that question will be fundamental to your success in persuading visitors to join your subscription web site. If people do not believe that they will benefit from joining your site, then they won't join. What they want from the site will rise commensurate with your monthly membership fee, so if you want to be able to charge a reasonable fee, then be prepared to offer them more in the form of benefits.
There are many ways in which a member site can benefit those that join them. Here are just a few:
a) Educate them in the topic of the niche
b) Help them make money
c) Help them save money
d) Save them time
e) Make things easier for them
By discussing each of these in turn you may be able to make a decision on the content you should provide on your membership site. These must be genuine benefits that your members truly believe will help them, and offer them value for the fee they pay you for access to the site.
Not just that, but you must be able to persuade them of that on your sales page, or on the member site itself, or they will likely make the decision to give it a miss. However, if they do decide not to join you should have a form on your site to collect their name and email address so you can keep in contact. That's another topic.
Here are some of these benefits discussed in more detail:
Educational Information
Your members will expect to learn more about the niche from your member site that they knew before - and not just that, but to learn more each month. Remember that they are paying you every month so you must teach them more each month. Try to avoid too much of the obvious information, although never assume knowledge of your members.
If you have an eBook on the topic that you can give away free don't give it all away at once. Split it into sections - natural chapters might be good. Then offer one section or chapter each month. Once the first book is finished, you could start on a second. Keep in mind that 'free' is used in the context of them paying their monthly subscription. You could use part of that to purchase the rights to certain eBooks that you can offer in parts each month.
In telling them what's in it for them, you could include the educational aspects of your site, informing them of new information available on the niche every month. If you are knowledgeable yourself and can write your own content, then you could also write a fresh article for each month covering a specific aspect of the niche each time.
Help Them Make Money
The money angle could come from advice on how to create and sell their own products. You could teach them how to set up their own websites and how to market them for example. You could even show your members how to design membership sites of their own to make money - and then sell them the member site software package you are using from your affiliate link!
When it comes down to it, the vast majority of your members will have joined because they believed being a member would enable them learn how to make more money, or how to make it easier or more quickly. A few may just want information, but unless the niche is an altruistic one it generally comes down to money in the long run.
Help then Save Money or Save Time
The two are often the same - saving money and saving time. Software that carries out tasks automatically saves time, examples being autoresponders and keyword research tools. Those that save money might show you better ways to carry out tasks, or lead you to outlets where you can purchase discount goods.
Many join membership sites that teach them how to carry out tasks quicker, or that offer them discounts on vacations. Perhaps you have a member site where the members carry out tasks for each other: one may design a website header in return for an article written by an article marketing professional. People will pay money to save time, particularly if they also have a day job and can spend only limited time running their online business.
These are the main reasons for people joining a member site, and paying to do so. If you can offer any of these benefits to members, then play on them and use them in your advertising. The benefits your membership site offers are what will sell that site to potential members, but having done so, make sure that you provide them. That's the most important aspect of all: give your members what you promised and keep on giving them it.
by: Margaret Winfrey
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