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How to Sell All-for-One Subscription Products with a Membership Offer and Increase Online Profits

How to turn single products into bundled subscription products that can be sold as a membership club for substantially higher profits

Some of your customers will want one of your products, and others will want more. But how many will buy the first and never return, and how can you generate continuous revenue through subscription products from those target consumers?

We’ve written in the past about how The American Ceramic Society is converting single video buyers into all-access club members, and today we’ll show you another example—this time, in the financial niche.

When you’re talking about increasing subscribers by building a membership product that spans multiple products, one of your most important duties is to write copy that appeals to someone who appreciates the zen of getting it all. This consumer isn’t the type who is only interested in one product, which is why this revenue strategy works particularly well with special-interest publications.

Plus, we know direct-marketing guru Dick Benson’s rule that memberships renew better than subscriptions by 10% or more is still true.

Become a member and get all 9 for “free”

For example, our publishing partner Cabot Wealth Network appeals to investors of all kinds. Most investors know that in order to make money in the market, you need to diversify your portfolio. So someone who subscribes to their Cabot Growth Investor may also be interested in Cabot Dividend Investor, and surely they’re interested in their Cabot Stock of the Week. 

So for this type of investor, which is so many of them, they offer Cabot Prime, an all-for-one priced product which includes nine of their premium advisories. Each usually sells for anywhere from $297 to $997 each per year, but Cabot sells Cabot Prime for $197 per month. And to promote it, they tell their subscribers that they get all nine advisories for “free.” They also receive a load of extras like special access to an exclusive annual Wealth Summit, a dedicated investor relations representative, and access to their editorial team to ask for recommendations.

Three ways to turn buyers into subscribers

Cabot has clearly learned how to turn single-product buyers into much more profitable subscribers. After all, Cabot’s advisories and services are digital, so it doesn’t cost more money to deliver nine more investing newsletters to the subscriber. To succeed at this subscription strategy you need to offer three things: inclusivity, curation, and levels.

Inclusivity

You want to be able to tell the customer that they can sample all the products you have. In the print world, this would be cost-prohibitive, but online you can sell one newsletter or you can sell ten newsletters and they will offer you different profit levels but at the same cost to you.

This won’t work for every niche of course. If you’re in the mass health niche offering newsletters for heart health, mental health and foot health, you’ll have a tougher time getting customers that are cross-interested in all the above. But if you’re in the travel niche, you may have a better chance turning a traveler who is interested in travel to Germany, into a traveler interested in travel to Germany, France, Italy and Spain.

Curation

Many publishers we know who are using this strategy, including Cabot, will offer a personalized service as part of their membership. Cabot offers a promise to reply within 48 hours to any questions about recommendations and their current take on the market. As mentioned before, they also offer a personal dedicated investor relations representative available to subscribers every day the market is open.

Being connected with your customers in this way also offers you benefits as a business, where you get direct feedback as to what they’re looking for. It can help guide your editorial decisions in the future.

Levels

Offering different levels of access is just good business. For those who want one product, they can buy one product. For those who want multiple products, you can offer the whole shebang. And there’s still a third option, which is something Cabot offers called Cabot Prime Pro for $297 per month. For options-focused investors, Cabot Prime Pro includes everything from Prime, plus two options-focused advisories and a small-cap advisory service.

Cabot is yet another story of the renaissance of periodical publishing, if you know how to take advantage of the Internet. What many publishers think is destroying their business can actually empower massive expansion. The Internet becomes both the destroyer and the creator.

Over the past two decades, we’ve guided more than 300 niche publishers through the process of transforming themselves from legacy print publishers into multiplatform operations that often dominate their industry niche and generate operating margins that surpass those created by their legacy print business. Learn more about how we can help you apply these strategies to your publishing business by scheduling a FREE consultation today.

Meet Us in Plymouth and Learn
How to Double Your Publishing Revenue

Join other senior publishing executives at the Membership Marketing Secrets: 2020 Workshop—where you’ll learn how to plan, execute, and optimize a profitable magazine-driven membership marketing system. And how to double your publishing revenue!

Secure your registration now, while seats are available and Early-Bird Registration is open.

Membership Marketing Secrets: 2020 Workshop

May 20-21, 2020
Mirbeau Inn & Spa
Plymouth, Massachusetts

This two-day membership marketing secrets workshop is intense—it’s not for the faint-of-heart, and it’s only for magazine publishing senior executives who have the vision and resources to grow their businesses.

This event is also for curious publishing executives who want the membership marketing secrets for publishers revealed—so that profits, growth, efficiency, and total transformation will power a magazine business that leads the industry and is the envy of competitors and collaborators alike.

You’re familiar with the growth and prominence of the emerging membership economy—you can see it daily as you interact with Amazon, Netflix, or even your local gym. And luckily, magazine publishers can learn a lot from others who have “paved the way” to condition consumers to buy memberships.

This is no fad, it’s a bona-fide trend that you should know about, understand, and latch on to membership marketing secrets for your own business’ purposes.

You should first know what isn’t a secret—having a metered paywall at your website. Yes, thanks to many news-oriented publishers, metered paywalls have become commonplace and are a powerful way to showcase your premium content and convert website visitors into buyers.

But having a metered paywall is not a secret. Who doesn’t know about metered paywalls or already have one for their content?

And simply having a website where you publish content is not the answer to staying competitive these days … let alone blowing your competition out of the water.

For that, you need to attend the Membership Marketing Secrets: 2020 Workshop! You’ll not only learn about the membership marketing secrets, but you’ll also discover all the online publishing myths that often distract or derail many publishers from keeping their eyes on the prize—growth and profits!

When you attend the Membership Marketing Secrets: 2020 Workshop, you’ll be among the publishing industry’s elite—those who are ahead of the trends and will know exactly how to optimize your publishing efforts, based on the latest business intelligence. There will be plenty of time for networking, too, so you can get to know your fellow publishing professionals!

The 7 Membership Marketing Secrets for Magazine Publishers

So that you don’t have to wait until our event, here’s a list of 7 membership marketing secrets:

  1. Web Magazine
  2. Web Magazine Library
  3. Curated Special Collections
  4. Leveraging Existing Content Platforms
  5. Content Previews
  6. Email Marketing Frameworks
  7. Landing and Offer Page Frameworks

And of course, much of the “secret” is not just having a list, but fully understanding what’s behind these secrets and learning what to do about them, so that your own publishing system is in alignment with all these secrets.

When you come to the Membership Marketing Secrets: 2020 Workshop, you’ll learn about all of these in detail—and you’ll learn how to plan, execute, measure, and optimize your very own magazine-driven membership marketing system.

I promise you this now, too—when you register and attend our event, you’ll get 3 bonus membership marketing secrets. And while my colleagues prefer me to hold these bonus secrets back until you register, I can tell you they involve growing your audience, growing customer engagement, and growing revenue.

You’re probably wondering how I can make the claim that you’ll double your revenue when you register for our Membership Marketing Secrets: 2020 Workshop. Well, Mequoda has been around for more than 15 years—and we’ve helped many magazine publishers over that time, including Prime Publishing, Yankee Magazine and Hearst Magazines … and we’ve counted AAA Northeast and the Biblical Archaeology Society as clients (non-profit membership organizations that both have magazines!).

The Agenda for Discovering the 7 Membership Marketing Secrets for Publishers

You’ll leave this event with a clearer vision and plan for transforming your magazine publishing business. Here is the agenda for the Membership Marketing Secrets: 2020 Workshop:

Wednesday, May 20

  • Creating a New, Successful Membership Product
  • 3 Ways to Build Your Audience Marketing Database
  • Offer- & Price-Testing Strategies for Maximizing Revenue
  • How to Organize and Outsource Your Business Processes

Thursday, May 21

  • Building an Integrated Membership Marketing System
  • 4 Key Metrics for Measuring Your Success
  • Modeling and Budgeting Your Five-Year Plan
  • 3 Bonus Membership Marketing Secrets Revealed

For a full description of all the sessions, click here to download your FREE Program Guide.

This entire membership marketing secrets event will be led by me, Kim Mateus, as Chief Strategy Officer at Mequoda Systems. In 2004, I started with Mequoda as employee #2, and have since overseen strategic planning for many of Mequoda’s publishing partners. Having guided the development of more than 20 subscription and membership marketing systems, my team and I monitor and maintain a robust best-practices database of marketing techniques and business processes that helps power all Mequoda partner marketing programs. My focus on client content strategies is a natural extension of my journalism education and background.

And here is a high-level summary of the entire Membership Marketing Secrets: 2020 Workshop:

WHO: Besides senior executives like you from magazine publishing companies, the Mequoda Systems team who will join me at this membership marketing secrets event are veteran publishing professionals themselves—you’ll have plenty of time for networking with your fellow publishing executives and with the Mequoda Systems team:

  • Don Nicholas, Chief Executive Officer
  • Bill Dugan, Chief Copywriter
  • Nancy Horan, Chief Systems Officer
  • Eileen Shea, Content Marketing Director
  • Norann Oleson, Analytics Director

WHEN: May 20-21 (it’s NEVER too early to sign up!)

WHERE: Mirbeau Inn & Spa in Plymouth, Massachusetts

For inn room reservations at preferential rates for our attendees, click here or call 833-MIRBEAU (833-647-2328) for room reservations.

WHY: Because the magazine publishing world is fast-changing and keeping up with trends can be a full-time job—this membership marketing secrets event will help you focus on only the key initiatives that will help drive growth for your business.

For a full description of all the sessions, speakers, and the venue for this event, click here to download your FREE Program Guide.

I’d tell you to “mark your calendar” for this event, but if you only do that you might miss out—we only have a limited number of seats for this exclusive event, so sign up right now.

I hope to see you in historic Plymouth, Massachusetts, in May 2020!

Sincerely,

Kim Mateus
Chief Strategy Officer, Mequoda Systems
Program Leader, Membership Marketing Secrets: 2020 Workshop

P.S. If you already know that this event is for you, sign up right now while seats are still available (this is a small event—we really only have space for a few dozen people). Register now for the Membership Marketing Secrets: 2020 Workshop!

P.P.S. Prefer not to wait until 2020 to benefit from all these membership marketing secrets? If you have a sizable team at your organization who should hear all about this, email me at kim@mequoda.com and let’s chat about accelerating the process for you and bringing this membership marketing secrets workshop on-site at your company.

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