October 24, 2023 • 20 mins
In this episode, Tara breaks down the "how" to build a continuity program. In this year's FHL, Russell Brunson explains that "if you don't have a continuity program, you don't have a business". But the big question now is, how do you get started to build a continuity program? This episode will give you the answer.
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Episode Transcript
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Tara Bryan (00:00):
Hey everybody, welcome to today's episode of
(00:02):
the course building secretspodcast. I am thrilled you're
here with me today, hey, this isa post FHL Funnel Hacking live
conference podcast today. And Irecorded a bunch of them when I
was there. But this is the firstone post conference. And one of
the reasons I'd love to do thisone, is because after a couple
(00:25):
of days, you get the chance toreflect and really think about
all of the awesome speakers andthings that happened at the
conference. So if you're notfamiliar with fho Russell
Brunson owns Click Funnels, andclick funnels has an annual
conference every year. And whathappens is about 5000, marketers
get together and learn andnetwork and really just share
(00:50):
awesome ideas. And so a lot oftimes, we get sort of the State
of the Union of what's happeningin all things marketing, by
going to this conference. Soit's one that we love our team
goes. And it we really get somegreat insights for this year.
One of the most awesome thingsis, is that for the first time,
(01:12):
Russell actually mentionedfulfillment, which makes me so
happy and makes my heart happy.And he's, he gave a very
strategic sort of view into howto create a marketing funnel
that will bring people in andconvert them into buyers. And so
(01:32):
he gave the big picture view ofthat. And one of that, one of
the key components of it is howdo you put people into a
continuity model. And he went sofar as to say that you don't
have a real business until youhave a continuity program, which
makes a of course makes mehappy. But the reason he said it
wasn't because of the fact thatyou can actually really help not
(01:56):
only serve your customers, butbut ascend them and retain them
so that they stay in amembership model. He was saying
it because of the reoccurringrevenue, right. And so the goal
in any business is tocontinually make money and help
(02:17):
serve your people, right, soyou're exchanging value in order
to get those sales. And sothat's what he's talking about
is you create a sustainablebusiness when you have
reoccurring revenue that you cancount on in your business. But
one of the key things that isincluded in a continuity or
(02:38):
membership program, which,which, obviously, from a sales
and marketing perspective, he'snot focused on is once you get a
customer, you have to keep them.Right. So in order to get that
monthly reoccurring revenue, youhave to do things in a
continuity program to keep andretain your, your members or
(02:58):
customers. And so, he talked alittle bit about that. But you
know, the overall goal of aconference, such as a marketing
or sales conference, or anyconference that's out there is
to share the what and the why,right, the whole goal is to give
people believe that what they'retalking about is possible and
(03:22):
not only possible for, for them,the person who is the expert,
but also for anyone who wants todo it as well. So when you look
at a conference, or you know,any type of webinar or sales
presentation, that is the goal,the goal is to give the why. The
what and provide belief. It'snot to get into the nitty gritty
(03:46):
of the how, and I think a lot ofpeople who, who are new to the
game, don't necessarilyunderstand that right. They
think that the how is going tobe explained as well as they're
going through the conference.Now the how has explained
actually in case studies ortestimonials of the speakers,
(04:07):
but you have to be payingattention to it, right? Because
it's not like, you know, here'sthis seven step model, implement
this, and you're good to go.Right? Like there's a little bit
of that, but it's only around aparticular model. So by the time
you walk out of the conference,you have so many ideas and so
many steps and so many things tohappen, that you get
overwhelmed. And and so, youknow, I say thank you to Russell
(04:30):
because he brings that businessto me because people go oh,
yeah, continuity, I need amembership model. I need to
figure out, you know, I wasworking on this course or I have
this course and now I have toswitch it to a membership. Like
what does that look like? Howdoes that work? I don't really
understand any of that. And, andthat's what we specialize in,
right is Once somebody becomes acustomer, how do you put them in
(04:51):
the right model? How do you putthem in the right fulfillment
system so that they get resultsso that they stay and continue
to ascend? into your otheroffers and, and things that are
out there that you have forthem. Right. So that was a
question that I came out withis, I wonder how many people are
(05:12):
trying to figure out what to doto build a continuity program.
He was so gracious and to givepeople levels, you have level
one, level two and level threevery similar to the way that I
talk about it as I'm helpingpeople kind of frame how to
build their signature programs,is you have level one where it's
(05:33):
getting in the game, level twois playing the game, right?
You've got to, you've got to getsome things figured out. And and
level three is mastering thegame, right. So this is when
people are ready to scale andgrow. And, and so he laid it out
in that nice framework, which isgreat, because that is exactly
the framework that we teach. Butthere's a huge difference
(05:54):
between I, I shouldn't have acontinuity model. And I'm
successfully running acontinuity model, where I'm
retaining my customers each andevery month. And so the question
I want to answer for you todayis how do you do that? And what
does that look like? I happen toturn on my audio recording, I
was at the pool, and I wasasking the question like, What
(06:17):
do you think it means to delivera continuity program? And I got
some really interesting answersfrom people who are, you know,
had been listening all week? Andso I want to dive in into that a
little bit today. Because Ithink that, that is a question
that a lot of people are asking.So if you're asking this
(06:37):
question, don't don't worry,right? It's it's a totally
normal question, as you'rethinking about how do you
package your expertise, how doyou take what you want to teach,
or you want to help people with,and and deliver it in either a
continuity or a program or acourse or whatever you want to
(06:57):
call it right. And, and so, forthose of you who are at the
conference, or those of you whoweren't at the conference,
hopefully this serves you as youstart thinking about continuity.
So continuity, again, is iswhere you are serving your
customer, month after month, andthey're staying in your program,
(07:18):
your course, your membership,whatever it is that you're
offering for them. And sotherefore, you have to provide
value every month, right, that'sgonna hit their credit card. And
whether you're charging97 297 497 10,000 50,000 100,000
Doesn't really matter. You needto be providing value for them,
(07:40):
so that they keep theirmembership month after a month.
So it's not a set and forgetmodel, it's not a oh, we're
going to focus on sales andmarketing. And oh, by the way,
we're just going to put a bunchof people into this continuity
and hope that they stay or, youknow, assume that they're going
to drop, but that's okay,because we're going to keep
churning through people. Forthose of us who are interested
(08:01):
in building sustainablebusinesses, where we're creating
an impact, and we're reallyhelping people, we want to have
our customers stay, we want toprovide them an experience that
gets them results, and bringsthem into our community, perhaps
into our movement, where theyhave a place where they can
connect with other people getcoaching and, and help from us,
(08:23):
and then learn the pieces thatthey need to be successful in
their own business. Right. Andso how do you do that? So first,
let me address the question thatsomebody had about course, so
they were working on theircourse. And that was an O.
Russell said, Now I have to havecontinuity. So I am going to
scrap my course and move intocontinuity. my follow up
(08:45):
question for him was, well, whatdoes it look like? What what do
you think is in a continuityprogram? And he said, Well, I'm
not really sure. And so. So thisis for him and for all of you
is, if you're building a course,if you have a course already,
where it's teaching yoursignature framework, it's
teaching your methodology and indoing kind of the step by step,
(09:09):
success path or formula thattakes somebody from where they
are today, that pain or problemthey have to that solution, that
is an awesome place for you tostart them. So, that could be
the first level of yourmembership program, it could be
part of the entire membershipprogram or it could be something
(09:31):
that they do first before youput them into a membership
program. So when you think aboutwhere where. So just to define
membership or continuity is thatthere is typically some type of
educational component. There'stypically a community component
and there is also an interactivecomponent, right. So some sort
(09:55):
of
take action or resources orability to to it, make it come
to life so that they'reprogressing through either
levels or, you know, multiple,multiple courses, multiple ways
to stay engaged. And the moreyou can actually orchestrate the
(10:18):
experience that more people aregoing to stay. But I'm getting
ahead of myself. So when youthink about continuity, it is
dripping content in a way thatkeeps them engaged,
participating, and staying monthafter month. So sometimes that's
with live calls. Sometimesthat's with community. And, and
(10:42):
new content being dropped.Sometimes it's having guest
speakers, there's lots ofdifferent ways that you can make
your membership come to life.But you think about it, like,
think about like a gymmembership, you go into the gym,
and there are various thingsthat you can be doing every time
you go in, right, you can doweights, you can do a class, you
can do, you can go to theswimming pool, you can go to the
(11:05):
spa, you can get a smoothie,like there's lots of different
activities that you can do thatkeep people engaged in going
month after month, if you wentto a gym, and you could only do
one thing, you may find that youdon't want to pay for that month
after month, right, you may getto the point where like, I
wouldn't need a little variety,I need something that's a little
(11:26):
bit different. And so I want togo somewhere where I can connect
with other people get my workoutin. And, you know, maybe if
you're like, like me when I wasa new mom is that I would get
two hours of daycare. So I wouldwork out. And then I would go in
and and get a little work done,right. And so, so a lot of times
(11:47):
people like that variety. So thedifference between a course is
that there's a discretebeginning and end, right. And so
you have a point in time wherethey've, they've gotten the
result in a continuity, thereisn't a start and stop right
there is a start and stop interms of an organized path to
(12:08):
each problem resolution. Butthere may be and usually are
multiple problems that they'resolving. It's a journey from
where they're starting to, wherethey ultimately want to go at
the various levels. It's not aone and done kind of scenario.
And so when you think about yourcontinuity or your membership
(12:30):
program, it's thinking about itas a living and breathing, ever
changing, ever evolvingcommunity of people who are
learning and connecting andengaging together in order to
make it something that peoplewant to stay and continue
continually contribute to forlife. And so there's multiple
(12:53):
levels, there's multiple waysthat people can have a more
engagement or a more intimateexperience if you're going to do
live events or masterminds orsomething like that. But at the
end of the day, it's it's just amore dynamic model that keeps
people active month after monthversus a course traditionally,
and especially as Russell wouldtalk about it is, is something
(13:16):
that has a start and stop. Andit's a smaller unit of value
that that people have as theycome into your world or as
they're ascending through yourworld. So still provides a ton
of value, of course, is notsomething that's lesser value.
It's just a differentexperience. It it just helping
(13:39):
people solve a particularproblem that they're working on.
And a membership is doing thatand doing more, right. And so
it's it's a continuous evolutionof how use either loop courses
together, or create a moredynamic experience. So that's
continuity. That's how you thinkabout it. So the next question
(14:01):
is like, how do I create that,right? Like, how do I put that
out there, and I'm going to tellyou, the biggest mistake I see
people doing is that they goright into the software, and
they just start like putting abunch of stuff in oh, maybe some
marketing videos, or maybe some,you know, some of my courseware
or, Oh, I did this one thing,random thing this one time, I'm
just gonna throw that in there.And what you want to do is you
(14:24):
actually want to start with astrategy of what your membership
membership sites goals are, andwhat the experience is going to
be what is your membership site?And how is it different? How
does it help your students? Howdoes it keep your students in in
your world by creating acontinuous cycle continuous loop
(14:46):
that brings them deeper anddeeper into the other programs
or offerings that you have? Andso start there, kind of map that
out? What, how can you puttogether a cohesive experience
that walks them through how tohow to go through it right?
(15:06):
Instead of just dumping a bunchof stuff in there, how do you,
how do you make it intosomething that has a progression
to it has a levels has theability to take, still take
people on a path that gives themresults, one of our favorite
ways to do this is to add in ourassessment at the beginning, and
the assessment actually will putthem into the right place. So
(15:28):
you are at this level, or youshould take, you know, modules
X, Y, and Z, because that isgoing to help you get to your
goal. So when you can do apersonalized learning path in a
membership, it helps to providethat, that strong experience for
(15:49):
people so they aren't gettinglost, so they know where to go.
So they don't come in, getoverwhelmed and then leave. And
so that is a great approach touse to get started, is that
personalized learning path. Andyou can do that almost in any
tool. It's just really thinkingabout, like, what are the what
(16:10):
are the starting points, like,maybe you have, you know, three
different types of people orthree levels of people who are
coming into your membership.And, and so you would create an
assessment that would would, youknow, trigger that first level,
trigger the second level, andtrigger the third level. And
then provide them somesuggestions or an actual action
(16:33):
plan that they can use asthey're going through your
membership. Awesome. So the nextthing is, you know, one of the
easiest ways to, to make surethat people have the ability to
participate, is to publish acalendar, what is your, you
(16:55):
know, monthly or 90 day calendarof events that keeps people
actively engaged, sometimes it'sjust office hours, sometimes
it's special guests, sometimesit's you're going to focus on a
particular topic that you wantto teach, that has relevance in,
in the kind of the cadence ofwhere people are. And so those
(17:19):
are ways to keep people engagedand keep it stick sticky is that
you are actually having themshow up for live sessions, you
could have specific challengesor,
or conversations or communityposts that are going on that
help them engage and connectwith other people, when they're
(17:41):
engaged and connected to others,not just you and your material,
they are much more likely tostay because they want to, you
know, be a part of that network,they want to be a part of that
community. And the more you canmake it their identity, the more
they will actually stay.Alright, so hopefully this has
(18:02):
given you a little bit ofclarity on what is a continuity
program? How do I create one?How's it different than a
course? And like, how do I getstarted. So, so hopefully, this
serves you again, like, it'salways amazing, when, you know,
Russell's just touches onfulfillment, because, again,
(18:23):
it's not his role. It's not whatthe marketing and sales
conferences for. It's not forfocusing on fulfillment, but at
some point, somebody's got tofocus on it, you need to focus
on it in your business, becauseit's actually what will help
drive your success is if youhave to constantly be getting
new customers, because you'renot keeping them as you're
bringing them into your world,you're spending more, you're
(18:46):
expending more energy. And it isso much better and easier to
just keep the customers that youhave and keep them engaged and
becoming raving fans. And sothat's why we do what we do. So
if you are in a position whereyou're sort of trying to figure
that out, or you've sold a bunchof memberships, or, or licenses
(19:09):
to your course, and you're sooverwhelmed, because the
fulfillment just isn't quitethere yet. That is a great time
to pick up the phone and give mea shout. If you want to talk
about you know, kind of yourideas or, or how you're putting
this together or ask anyquestions. I do have the ability
for you to just schedule a freediscovery call where we just get
(19:31):
on and, and talk through some ofthose things. But I encourage
you to do that. The sooner youcan do that as you're building
your business. As you're movinginto a continuity model, the
sooner you're going to be ableto set up the right foundation
that helps you bring people inand continue to ascend them in
your world instead of losingthem and and creating an
(19:53):
experience that's really hard tounravel once you once you've
gotten there, so give me a shoutif you need to other Was I hope
this episode served you and andyou'll look for more on this
coming up soon because that thisconversation is not going to
end. And we do specialize inthat fulfillment piece of
things. And so when you areready to create that packaged
(20:18):
version of your service or yourexpertise, you know who to
contact. Alright, I'll talk toyou soon
Hey everybody, welcome to today's episode of
(00:02):
the course building secretspodcast. I am thrilled you're
here with me today, hey, this isa post FHL Funnel Hacking live
conference podcast today. And Irecorded a bunch of them when I
was there. But this is the firstone post conference. And one of
the reasons I'd love to do thisone, is because after a couple
(00:25):
of days, you get the chance toreflect and really think about
all of the awesome speakers andthings that happened at the
conference. So if you're notfamiliar with fho Russell
Brunson owns Click Funnels, andclick funnels has an annual
conference every year. And whathappens is about 5000, marketers
get together and learn andnetwork and really just share
(00:50):
awesome ideas. And so a lot oftimes, we get sort of the State
of the Union of what's happeningin all things marketing, by
going to this conference. Soit's one that we love our team
goes. And it we really get somegreat insights for this year.
One of the most awesome thingsis, is that for the first time,
(01:12):
Russell actually mentionedfulfillment, which makes me so
happy and makes my heart happy.And he's, he gave a very
strategic sort of view into howto create a marketing funnel
that will bring people in andconvert them into buyers. And so
(01:32):
he gave the big picture view ofthat. And one of that, one of
the key components of it is howdo you put people into a
continuity model. And he went sofar as to say that you don't
have a real business until youhave a continuity program, which
makes a of course makes mehappy. But the reason he said it
wasn't because of the fact thatyou can actually really help not
(01:56):
only serve your customers, butbut ascend them and retain them
so that they stay in amembership model. He was saying
it because of the reoccurringrevenue, right. And so the goal
in any business is tocontinually make money and help
(02:17):
serve your people, right, soyou're exchanging value in order
to get those sales. And sothat's what he's talking about
is you create a sustainablebusiness when you have
reoccurring revenue that you cancount on in your business. But
one of the key things that isincluded in a continuity or
(02:38):
membership program, which,which, obviously, from a sales
and marketing perspective, he'snot focused on is once you get a
customer, you have to keep them.Right. So in order to get that
monthly reoccurring revenue, youhave to do things in a
continuity program to keep andretain your, your members or
(02:58):
customers. And so, he talked alittle bit about that. But you
know, the overall goal of aconference, such as a marketing
or sales conference, or anyconference that's out there is
to share the what and the why,right, the whole goal is to give
people believe that what they'retalking about is possible and
(03:22):
not only possible for, for them,the person who is the expert,
but also for anyone who wants todo it as well. So when you look
at a conference, or you know,any type of webinar or sales
presentation, that is the goal,the goal is to give the why. The
what and provide belief. It'snot to get into the nitty gritty
(03:46):
of the how, and I think a lot ofpeople who, who are new to the
game, don't necessarilyunderstand that right. They
think that the how is going tobe explained as well as they're
going through the conference.Now the how has explained
actually in case studies ortestimonials of the speakers,
(04:07):
but you have to be payingattention to it, right? Because
it's not like, you know, here'sthis seven step model, implement
this, and you're good to go.Right? Like there's a little bit
of that, but it's only around aparticular model. So by the time
you walk out of the conference,you have so many ideas and so
many steps and so many things tohappen, that you get
overwhelmed. And and so, youknow, I say thank you to Russell
(04:30):
because he brings that businessto me because people go oh,
yeah, continuity, I need amembership model. I need to
figure out, you know, I wasworking on this course or I have
this course and now I have toswitch it to a membership. Like
what does that look like? Howdoes that work? I don't really
understand any of that. And, andthat's what we specialize in,
right is Once somebody becomes acustomer, how do you put them in
(04:51):
the right model? How do you putthem in the right fulfillment
system so that they get resultsso that they stay and continue
to ascend? into your otheroffers and, and things that are
out there that you have forthem. Right. So that was a
question that I came out withis, I wonder how many people are
(05:12):
trying to figure out what to doto build a continuity program.
He was so gracious and to givepeople levels, you have level
one, level two and level threevery similar to the way that I
talk about it as I'm helpingpeople kind of frame how to
build their signature programs,is you have level one where it's
(05:33):
getting in the game, level twois playing the game, right?
You've got to, you've got to getsome things figured out. And and
level three is mastering thegame, right. So this is when
people are ready to scale andgrow. And, and so he laid it out
in that nice framework, which isgreat, because that is exactly
the framework that we teach. Butthere's a huge difference
(05:54):
between I, I shouldn't have acontinuity model. And I'm
successfully running acontinuity model, where I'm
retaining my customers each andevery month. And so the question
I want to answer for you todayis how do you do that? And what
does that look like? I happen toturn on my audio recording, I
was at the pool, and I wasasking the question like, What
(06:17):
do you think it means to delivera continuity program? And I got
some really interesting answersfrom people who are, you know,
had been listening all week? Andso I want to dive in into that a
little bit today. Because Ithink that, that is a question
that a lot of people are asking.So if you're asking this
(06:37):
question, don't don't worry,right? It's it's a totally
normal question, as you'rethinking about how do you
package your expertise, how doyou take what you want to teach,
or you want to help people with,and and deliver it in either a
continuity or a program or acourse or whatever you want to
(06:57):
call it right. And, and so, forthose of you who are at the
conference, or those of you whoweren't at the conference,
hopefully this serves you as youstart thinking about continuity.
So continuity, again, is iswhere you are serving your
customer, month after month, andthey're staying in your program,
(07:18):
your course, your membership,whatever it is that you're
offering for them. And sotherefore, you have to provide
value every month, right, that'sgonna hit their credit card. And
whether you're charging97 297 497 10,000 50,000 100,000
Doesn't really matter. You needto be providing value for them,
(07:40):
so that they keep theirmembership month after a month.
So it's not a set and forgetmodel, it's not a oh, we're
going to focus on sales andmarketing. And oh, by the way,
we're just going to put a bunchof people into this continuity
and hope that they stay or, youknow, assume that they're going
to drop, but that's okay,because we're going to keep
churning through people. Forthose of us who are interested
(08:01):
in building sustainablebusinesses, where we're creating
an impact, and we're reallyhelping people, we want to have
our customers stay, we want toprovide them an experience that
gets them results, and bringsthem into our community, perhaps
into our movement, where theyhave a place where they can
connect with other people getcoaching and, and help from us,
(08:23):
and then learn the pieces thatthey need to be successful in
their own business. Right. Andso how do you do that? So first,
let me address the question thatsomebody had about course, so
they were working on theircourse. And that was an O.
Russell said, Now I have to havecontinuity. So I am going to
scrap my course and move intocontinuity. my follow up
(08:45):
question for him was, well, whatdoes it look like? What what do
you think is in a continuityprogram? And he said, Well, I'm
not really sure. And so. So thisis for him and for all of you
is, if you're building a course,if you have a course already,
where it's teaching yoursignature framework, it's
teaching your methodology and indoing kind of the step by step,
(09:09):
success path or formula thattakes somebody from where they
are today, that pain or problemthey have to that solution, that
is an awesome place for you tostart them. So, that could be
the first level of yourmembership program, it could be
part of the entire membershipprogram or it could be something
(09:31):
that they do first before youput them into a membership
program. So when you think aboutwhere where. So just to define
membership or continuity is thatthere is typically some type of
educational component. There'stypically a community component
and there is also an interactivecomponent, right. So some sort
(09:55):
of
take action or resources orability to to it, make it come
to life so that they'reprogressing through either
levels or, you know, multiple,multiple courses, multiple ways
to stay engaged. And the moreyou can actually orchestrate the
(10:18):
experience that more people aregoing to stay. But I'm getting
ahead of myself. So when youthink about continuity, it is
dripping content in a way thatkeeps them engaged,
participating, and staying monthafter month. So sometimes that's
with live calls. Sometimesthat's with community. And, and
(10:42):
new content being dropped.Sometimes it's having guest
speakers, there's lots ofdifferent ways that you can make
your membership come to life.But you think about it, like,
think about like a gymmembership, you go into the gym,
and there are various thingsthat you can be doing every time
you go in, right, you can doweights, you can do a class, you
can do, you can go to theswimming pool, you can go to the
(11:05):
spa, you can get a smoothie,like there's lots of different
activities that you can do thatkeep people engaged in going
month after month, if you wentto a gym, and you could only do
one thing, you may find that youdon't want to pay for that month
after month, right, you may getto the point where like, I
wouldn't need a little variety,I need something that's a little
(11:26):
bit different. And so I want togo somewhere where I can connect
with other people get my workoutin. And, you know, maybe if
you're like, like me when I wasa new mom is that I would get
two hours of daycare. So I wouldwork out. And then I would go in
and and get a little work done,right. And so, so a lot of times
(11:47):
people like that variety. So thedifference between a course is
that there's a discretebeginning and end, right. And so
you have a point in time wherethey've, they've gotten the
result in a continuity, thereisn't a start and stop right
there is a start and stop interms of an organized path to
(12:08):
each problem resolution. Butthere may be and usually are
multiple problems that they'resolving. It's a journey from
where they're starting to, wherethey ultimately want to go at
the various levels. It's not aone and done kind of scenario.
And so when you think about yourcontinuity or your membership
(12:30):
program, it's thinking about itas a living and breathing, ever
changing, ever evolvingcommunity of people who are
learning and connecting andengaging together in order to
make it something that peoplewant to stay and continue
continually contribute to forlife. And so there's multiple
(12:53):
levels, there's multiple waysthat people can have a more
engagement or a more intimateexperience if you're going to do
live events or masterminds orsomething like that. But at the
end of the day, it's it's just amore dynamic model that keeps
people active month after monthversus a course traditionally,
and especially as Russell wouldtalk about it is, is something
(13:16):
that has a start and stop. Andit's a smaller unit of value
that that people have as theycome into your world or as
they're ascending through yourworld. So still provides a ton
of value, of course, is notsomething that's lesser value.
It's just a differentexperience. It it just helping
(13:39):
people solve a particularproblem that they're working on.
And a membership is doing thatand doing more, right. And so
it's it's a continuous evolutionof how use either loop courses
together, or create a moredynamic experience. So that's
continuity. That's how you thinkabout it. So the next question
(14:01):
is like, how do I create that,right? Like, how do I put that
out there, and I'm going to tellyou, the biggest mistake I see
people doing is that they goright into the software, and
they just start like putting abunch of stuff in oh, maybe some
marketing videos, or maybe some,you know, some of my courseware
or, Oh, I did this one thing,random thing this one time, I'm
just gonna throw that in there.And what you want to do is you
(14:24):
actually want to start with astrategy of what your membership
membership sites goals are, andwhat the experience is going to
be what is your membership site?And how is it different? How
does it help your students? Howdoes it keep your students in in
your world by creating acontinuous cycle continuous loop
(14:46):
that brings them deeper anddeeper into the other programs
or offerings that you have? Andso start there, kind of map that
out? What, how can you puttogether a cohesive experience
that walks them through how tohow to go through it right?
(15:06):
Instead of just dumping a bunchof stuff in there, how do you,
how do you make it intosomething that has a progression
to it has a levels has theability to take, still take
people on a path that gives themresults, one of our favorite
ways to do this is to add in ourassessment at the beginning, and
the assessment actually will putthem into the right place. So
(15:28):
you are at this level, or youshould take, you know, modules
X, Y, and Z, because that isgoing to help you get to your
goal. So when you can do apersonalized learning path in a
membership, it helps to providethat, that strong experience for
(15:49):
people so they aren't gettinglost, so they know where to go.
So they don't come in, getoverwhelmed and then leave. And
so that is a great approach touse to get started, is that
personalized learning path. Andyou can do that almost in any
tool. It's just really thinkingabout, like, what are the what
(16:10):
are the starting points, like,maybe you have, you know, three
different types of people orthree levels of people who are
coming into your membership.And, and so you would create an
assessment that would would, youknow, trigger that first level,
trigger the second level, andtrigger the third level. And
then provide them somesuggestions or an actual action
(16:33):
plan that they can use asthey're going through your
membership. Awesome. So the nextthing is, you know, one of the
easiest ways to, to make surethat people have the ability to
participate, is to publish acalendar, what is your, you
(16:55):
know, monthly or 90 day calendarof events that keeps people
actively engaged, sometimes it'sjust office hours, sometimes
it's special guests, sometimesit's you're going to focus on a
particular topic that you wantto teach, that has relevance in,
in the kind of the cadence ofwhere people are. And so those
(17:19):
are ways to keep people engagedand keep it stick sticky is that
you are actually having themshow up for live sessions, you
could have specific challengesor,
or conversations or communityposts that are going on that
help them engage and connectwith other people, when they're
(17:41):
engaged and connected to others,not just you and your material,
they are much more likely tostay because they want to, you
know, be a part of that network,they want to be a part of that
community. And the more you canmake it their identity, the more
they will actually stay.Alright, so hopefully this has
(18:02):
given you a little bit ofclarity on what is a continuity
program? How do I create one?How's it different than a
course? And like, how do I getstarted. So, so hopefully, this
serves you again, like, it'salways amazing, when, you know,
Russell's just touches onfulfillment, because, again,
(18:23):
it's not his role. It's not whatthe marketing and sales
conferences for. It's not forfocusing on fulfillment, but at
some point, somebody's got tofocus on it, you need to focus
on it in your business, becauseit's actually what will help
drive your success is if youhave to constantly be getting
new customers, because you'renot keeping them as you're
bringing them into your world,you're spending more, you're
(18:46):
expending more energy. And it isso much better and easier to
just keep the customers that youhave and keep them engaged and
becoming raving fans. And sothat's why we do what we do. So
if you are in a position whereyou're sort of trying to figure
that out, or you've sold a bunchof memberships, or, or licenses
(19:09):
to your course, and you're sooverwhelmed, because the
fulfillment just isn't quitethere yet. That is a great time
to pick up the phone and give mea shout. If you want to talk
about you know, kind of yourideas or, or how you're putting
this together or ask anyquestions. I do have the ability
for you to just schedule a freediscovery call where we just get
(19:31):
on and, and talk through some ofthose things. But I encourage
you to do that. The sooner youcan do that as you're building
your business. As you're movinginto a continuity model, the
sooner you're going to be ableto set up the right foundation
that helps you bring people inand continue to ascend them in
your world instead of losingthem and and creating an
(19:53):
experience that's really hard tounravel once you once you've
gotten there, so give me a shoutif you need to other Was I hope
this episode served you and andyou'll look for more on this
coming up soon because that thisconversation is not going to
end. And we do specialize inthat fulfillment piece of
things. And so when you areready to create that packaged
(20:18):
version of your service or yourexpertise, you know who to
contact. Alright, I'll talk toyou soon
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