Members Stay When You Do This One Thing

0:00Think about retention as how do you offer somebody a series of programs that meet the needs of a series of transitions of transitions. Hey, I'm Gina Bianchini and this is People Magic, where I show you the easiest way to a$1 million community. Hi, Gina. I'm loving running my community business, but I'm losing people every month and I'm not gaining enough new members to grow substantially. Help. you're tackling a really important piece a membership business which is retention you're losing people or churning people you're not retaining them and then you're you're working hard to bring new people in and then after a certain period of time you lose the same number of people if we take a step back the first thing i'm going to ask is what is your transition are you tapping into a transition in a set of people where after a certain amount of time, they've actually achieved their best year ever and they are like moving on and they've had a great time.

1:11It was super valuable, but now the value of your membership is over. That is my hunch about what's going on here. So the number one thing that I would start with is, is there a transition for people after a set period of time? So for example, if they're coming to your membership for one transition, how are you mapping out their value journey? What I call their value journey. Other people will call it their value ladder. And a lot of times when you talk about a value journey, it's around, well, what else can I charge for? Instead of thinking about it as what else can I charge for, think about it as everything is through the lens of transitions.

1:55So what is the first transition that they come in for? Are they still in that transition? Or what are the milestones of that transition after 90 days or let's just even say six months? Map out what happens during that transition so that you know what is the next transition that you can help people navigate. So for example, if your framework or the reason you're bringing people together is that they are a first-time engineering manager, you want to map out what are those milestones in being a first-time engineering manager. And then when they're kind of like, great, I think I got it. What's the next transition?

2:37Well, the next transition might be how they start to oversee two teams or two squads, or they move from having five or seven individual reports to managers of those reports. What is that next leveling up? Build a program or part of your membership for that so that then you're like, hey, this is the next level. And then you have the next level or the next transition and the next one. People's lives are transitions. If we don't have them naturally or thrust upon us, we go find them. We want to learn a new skill. We want to tackle new practices and build new habits in our lives. So it's really about how can you think about your offering through the lens of transitions.

3:30And then here's what is so great about this. Not only thinking in terms of transitions, not only will it help you with your retention, but now you can bring people who are new into each of the transitions that you offer. So you take that first cohort and you work with them through their transitions. You go from one to two, two to three, three to four, and then you can potentially market all four of those transitions as long as they're related to more people. looking through the lens of transitions is more effective than simply thinking about it as like, oh my gosh, my offer's not good enough. That's the next thing that you probably want to look at.

4:22What else do you need to add to your offer, especially your offer over time? Because it sounds like you can get people in. What does your offer over time look like? The way your offer over time becomes valuable is another transition, not throwing more content at it, not throwing more of your time at it. The other thing you might even want to think about, what about a program that lives within your membership for people who are stuck? So one of the things that we've launched and I launched really successfully was what I called a refresh. So like, you know, you've been working with your community for a while and life gets in the way and you go do other stuff.

5:04Well, what do you need at that point if you want to come back and just sort of figure out like, okay, what did I learn from that? What would I actually reimagine and start again? Well, that's when you want to refresh. And our refreshes have been extremely successful. So you think about the person that's going to just continue along the course, they're going to stay regardless. But then you want to add new transitions and new level. So that's what's in your value journey. And then think about how do you create something for the people who are struggling and who would otherwise turn out because they're struggling.

5:37With your offer, think about things your members can do with each other. How do you create accountability groups? How do you create mini masterminds? How do you create new quests that they can go on with each other versus what is such a normal thing to have happen is if you are like, oh my gosh, people are leaving. I have to do more. I have to create more content. That is just going to bum you out. It's not going to be that effective. Transitions and offers of introduction to other members and who they bring in, those are so much more effective. Such a more effective way of addressing retention and growing faster.

6:26So if you have a series of transitions, that is how you continue to keep people engaged. Because when they're through one transition, you have them ready for the next transition. They're able to level up. Think about it as like, how are you creating a value journey? In video games or any games, they call this the elder game. You level up and then you become an elder in that game and you help other people along their journey. Think about retention as how do you offer somebody a series of programs that meet the needs of a series of transitions. If you start with transitions, you will find the unlock for retention.

7:09So hopefully that is a helpful framework for you to go and apply in your specific situation. I'm really excited to see what will happen. And please let me know as you approach your opportunity for retention as a series of transitions that you can offer your members. That's really where this works. I'm Gina Bianchini. This is People Magic. Thanks for being a part of it. If you found this episode helpful, do me a favor, leave a comment. And make sure that you are subscribed so you don't miss next week's episode.