Module 4: Marketing Your Membership
Sales Page Blueprint
Your sales page is likely the primary place you’ll drive traffic to purchase your membership. This webpage should provide any context and information necessary for your target audience to recognize that your membership is for them, get excited about the benefit they will receive from it, and understand the next steps for joining.
In this lesson you will learn:
- the key sections your sales page must have to attract new members
- common mistakes that keep buyers from saying “yes” to your membership (and how to avoid them!)
- best practices for high-converting sales pages
Sales page tips
Quick tips to make your sales page shine:
Make it easy for people to purchase. Remember, you have to ask for the sale! Prominently display your purchase button on your sales page (this is where you’ll put your MemberSpace signup link).
Write copy using “you” to speak directly to the customer. Connect with prospective customers by using terms specific to them.
Talk wayyyy less about yourself. Focus on the customer and where they’re at in their journey.
Tie all content to the transformation. Throughout your sales page, focus on clarifying the transformational goal that will be achieved through your membership — and how members will feel after that happens!
Sales Page Blueprint
When constructing your sales page, we’ll focus on these proven sales communications strategies:
- The transformation
- Customer journey
- Features and benefits
- Inspiration
- Risk mitigation
- Value demonstration
These communications strategies can also be used in email campaigns, social media posts, and more!
Let’s take a look at them in practice:
The transformation
The biggest mistake membership owners make on their sales page is not sharing a clear transformational goal!
As you know by now, your customers’ transformation is the foundation of your entire membership. So, your sales page must begin with a clear statement of the transformation your membership facilitates.
Think about explaining this in terms of:
- What’s the potential “after” for a member who actively uses your membership?
- How will their daily life change?
- How might the trajectory of their life change overall?
Sales page essential #1
Share the transformational goal your customers will achieve from your membership.
The customer journey
When speaking to prospective customers, you’ll need to demonstrate that you understand their journey, and where they’re at in it. Ask yourself:
- What is the ideal member’s current challenge before they join your membership?
- What is the ideal member’s desired outcome that these challenges are preventing them from achieving?
Sales page essential #2
Demonstrate you understand the customer’s journey — their current challenges they’re looking to resolve.
Features & benefits
All membership features must be tied to the transformational benefit. To craft this section of your sales page, think about:
- What are the key features of your membership?
- What does each feature make possible for your members? How does it help them achieve the transformation?
Sales page essential #3
Tie your membership features to their benefits, using the language “so you can.”
Inspiration
Potential customers must believe that they can benefit from your membership!
Consider how you can inspire potential customers. Some common options:
- Use case studies or testimonials that speak to the transformational possibility of your membership
- Share a personal story that mirrors the transformational journey of your potential customer
Sales page essential #4
Share a personal story or testimonial that inspires potential customers and instills belief that they too can benefit from your membership.
Risk mitigation
Help customers to complete their purchase by reducing the risk of investing in your membership.
There are several ways to reduce the risk of investment for your potential members. Not all of these apply to every membership product, so choose which make sense for you:
- Offer a free trial, so prospective customers can try your product (or part of it) before purchasing.
- Offer a refund policy. Generally, this means unhappy customers are offered a full or partial refund if requested within a certain timeframe after purchasing (e.g. “30-day moneyback guarantee”).
- Show potential customers a peek inside in the membership. A screenshot is worth a thousand words!
- Testimonials are also risk mitigation! Other happy customers are social proof that your membership achieves the transformation promised.
Sales page essential #5
Reduce the risk of investing in your membership.
Value demonstration
Before purchasing, most customers will question the value of a purchase (Is this thing I want worth the cost to get it?). Sometimes, the purchase price feels high! To overcome price objections, you must clearly communicate the value your membership provides.
Some ways of demonstrating the value of your membership:
- Price anchor, either high or low
- Value stacking creates the feeling of getting a lot for your money
- Bonuses add perceived value
Sales page essential #6
Demonstrate the value of your membership so customers feel confident purchasing.
With these essential pieces, your sales page is ready to convert!
Watch this lesson in a webinar recording: