Episode 11: Re-think Your Membership Sales Page (Without Re-writing it)
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EPISODE DESCRIPTION & RESOURCES:
Let's talk about your membership sales page. If you're like most membership owners I work with, you probably let out an internal groan. Your sales page feels outdated, cluttered, and doesn't reflect all the amazing value you're delivering inside your membership.
In this episode, we're diving into what makes membership sales pages different, and how to make yours work harder for you.
We'll cover:
🔹 Why the "less is more" approach to selling memberships is a myth, and what you should be doing instead to effectively communicate your membership's value
🔹 How to showcase your membership's unique "practice and promise" - and how to sell the experience of being a member in a way you might not have thought of before
🔹 The critical "time to value" concept that determines whether new members stick around (and how to address this on your sales page before they even join)
🔹 Four specific tweaks you can make this afternoon to reduce overwhelm and make your sales page more effective at enrolling new members
🔹 The "emotion sandwich" technique that will help you end your sales page with a bang instead of a whimper (plus a real example from a multi-year successful promotion)
Whether you're planning a quick refresh or a complete overhaul of your membership sales page, this episode will give you practical steps to showcase your membership's true value and enroll more of the right members who stay longer.
⚠️ HEADS UP: If you want to work with me to elevate the way you sell your membership and enroll more members before the end of the year, my Mini-VIP Day is for you. The price will increase by $900 soon.
Details below on how to lock in the best rate and how we can work together to grow your membership revenue 👇🏻
Links and Resources:
🌱 Irresistible Offer - a Mini-VIP Day for Membership Owners: themissingink.co/irresistible
Contact Natalie: themissingink.co/connect
See how you can work with Natalie: themissingink.co/services
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HERE’S THE COMPLETE TRANSCRIPT:
So here's a potentially uncomfortable question: How do you feel about the sales page for your membership? If you are like most of the membership owners I talk to and work with, then you just let out an internal groan. A feeling of, "Oh please, don't make me think about that." It's outdated. It doesn't do justice to how good my membership is.
And it definitely doesn't reflect all of the changes I made since the last time I worked on that sales page. If that's you, then today's episode is for you. We're talking about sales pages, but specifically for memberships. And I really want to cover this topic because I think that if there's a type of sales page that gets the least amount of love in the sales page family, it's membership sales pages.
And that's because memberships occupy a bit of a strange space when it comes to sales.
On one hand, our memberships are typically the lower-priced offer in our suite, with us typically charging less than a hundred dollars a month for them. Of course, there are some memberships that are a couple hundred dollars a month, but we're not charging thousands of dollars to be in our membership every single month.
And so intuitively you sort of think, well, because this is a lower-priced offer, the investment is lower commitment. I should have to do less selling here. And then we get this rude shock when we realize that in many ways, memberships aren't really that much easier to sell than our higher-priced offerings, especially because in many cases, people come to our higher-priced offerings through referral word of mouth. Somebody else has vouched for us.
We've done more warming up of our prospects to make that sale happen. With memberships, that's rarely the case. And so we've ended up feeling sort of underserved by our sales page because it's not enrolling people, but usually we haven't done the work required to make it communicate the value of our membership and make it easy for people to join.
So that's one of the myths that I want to bust up front and right now, which is that you shouldn't have to put much work into your membership sales page. The answer is almost always the opposite. The more time you put upfront into really making sure that your membership communicates the value of what you're selling, the result and the experience of what you do, the harder it will work for you in the long term.
And the more money you will make. And we'll talk about specific ways you can get your membership sales page doing that for you in today's episode.
Beyond that, I also want you to start thinking about your sales page not just as a sales tool for you, but also as an asset that sets you up for better customers that stay with you longer. And therefore create more long-term recurring revenue in your business. Often we think about sales activities and retention activities as different things in our business when we're working on our membership, but creating long-term revenue in your membership begins with what you do before somebody has even bought from you.
Your sales page is such a big part of that. And so we'll talk today about how to think like someone who runs a membership-driven business when you're putting your sales page together, because that dictates what you need to say and do differently on your sales page than you do with other offerings. When you do that, you'll be setting yourself up for a higher-performing membership that serves people in the long term and keeps them around for longer.
And we'll get into that as the episode goes on.
I know that membership sales pages can feel like a real thorn in your side. It's difficult, especially when you have a membership, because as I often talk about, memberships are fast-moving offers. They evolve more quickly than our other offers because we add to them way more regularly. Because of the new content that we create and add to our membership on a regular basis - whether that's new classes, new resources, new downloads, new curriculum, exclusive things that we add for members - we really change the DNA and the structure of our membership. And so the identity of your membership from six months ago, a year ago, two years ago - it's totally normal for that to feel outdated, or at least not reflected on your sales page anymore.
So that's one of the biggest problems that I hear from the people that I work with: "My membership sales page was good in the past, but it no longer reflects what my membership is and all the great new stuff that we've added and really the direction of the membership and where we're taking our members."
So there's a mismatch between what you say the membership is and how you sell it, and then what people are really getting on the backend, which usually is way cooler. You're not communicating all that awesome value. The other area where this sort of mismatch shows up is this feeling that your sales page used to work really well for you, and now it's not working so well, particularly as more offerings and more competitors have entered your space. There are now more memberships that are similar to yours. People can now get something similar to what you're offering, or at least similar to how you're selling it, in four or five, maybe a dozen other places.
And so you're asking questions like: How do I position my membership as unique? How do I show what makes it shine? Rather than just saying what's included, how can I give people a one-of-a-kind result that I know - and that they know - they couldn't get anywhere else? So there's a struggle there around differentiation and standing out.
And then the third struggle that I hear from people is that their sales page feels cluttered, which is really a symptom of that first problem. When you've been adding a bunch of new stuff to the membership, you've got new classes and they all feel so valuable. And you think, "Well, because that's included in the membership, that should be included on the sales page." And then suddenly you've got a sales page that reads like a really long parchment scroll that falls down to the floor and rolls across the room.
And you feel like you're going on a monologue about everything that's included. But then it's really hard to kill your darlings because you know all this stuff is so valuable. So you need help deciding what to emphasize on the sales page, what to shine a light on, and then what to de-emphasize from the sales page or even cut out entirely. And so there's a question of curation and refinement that needs to happen so that you're showcasing the value without overwhelming people with everything that's included and then making it less likely for them to buy.
One more difficulty that often comes up is just not really knowing if you can get away with making a few tweaks to your membership sales page or whether you need to do a full overhaul.
We'll cover all of this and more today. You'll walk away feeling way more confident about how to approach your sales page and four specific adjustments you can make to specifically sell your membership more effectively.
And these are changes that I would not recommend, or I wouldn't emphasize to people who don't have a membership. So really today you'll walk away thinking like a membership-driven business owner, selling like a membership-driven business owner. And it feeling like you're no longer playing catch up with the changes that you're making to your membership.
And you'll be able to be in this place of evolving the membership as you need to, adding new things, but also knowing how to communicate those changes effectively on your sales page and during your upcoming promotions.
A little bit about my backstory: before I began specializing specifically in memberships, I started my business and began my career in marketing as a copywriter. Specifically, I was a sales and launch copywriter. I wrote sales campaigns, sales pages, and sales emails for multimillion-dollar companies and membership companies. The sales pages I've written have doubled enrollment for some of my clients. They have enrolled thousands of new members through those sales pages.
I have clients that I've written sales pages for, some of whom I'll mention today in the episode, who have gone on to use my copy for years at a time and have enrolled thousands upon thousands of members through those sales pages into their multimillion-dollar membership companies. So I know a lot about the nitty-gritty of putting these pages together.
And I know specifically what it takes to approach a membership sales page. I'm coming to share some of that with you today. And as always, if you want my support with making these refinements to your sales page, doing it effectively and feeling really confident going into your next launch or membership promotion, I invite you to learn more about my mini VIP day for membership owners called "Irresistible Offer."
I will put the link in the show notes below. If you have a promotion coming up anytime in the next three months or six months, reach out to me. The price for this mini VIP day is going up in 2025. Now is the perfect time to start working on your next promotion with me, get my eyes and feedback on your enrollment page and your sales page to make it more effective and feel really confident going into your next launch.
So I'll put the details below. And otherwise, let's talk about how to write a killer sales page for your membership - specifically what are four tweaks you can make in an afternoon to get it working harder for you and sell your membership more effectively.
Okay. So what is the first idea that I want to share with you today? It is that the practice is the promise. When it comes to selling your membership, the journey really matters. If you've listened to previous episodes, you know I feel really strongly that we can get stuck in a pattern of selling our stuff inside the membership.
We sell the number of classes, we sell how many hours of content there are, we list out all the topics we teach, but really the memberships of the future are about selling the experience and the practice of how you help your members get results. And I think what makes memberships special is less about access to information and content and more about it being a place where we support members in the nitty-gritty of taking action. Of small, consistent steps so they can get a meaningful result.
And if what we're doing is really selling the journey and the practice, then the "how" really matters. And so how we ask people to show up, what their experience is going to look like, and what a typical month for them as a member feels like, involves, and what is required of them - these are all really important things for us to showcase. I talk about this more in episode five of the podcast about member experience.
I talk about it more in episode seven about behavior change and habits, but here are the cliff notes: You need to spend more time on your sales page helping members see what it looks like to be a member, how they'll engage, what actions they will take, and less time selling what you're going to deliver to them. This is great for you for two reasons because it breaks that invisible contract that we often accidentally get into with members, which is that they are going to be consumers and you are going to be the creator.
And so what happens is that we end up being beholden to members by creating ongoing, never-ending content drops for them, whether it's classes, curriculum, downloads, and then expecting them to consume that when actually the best thing we can do for our members is be very succinct and very restrained with the amount of content that we offer, the amount of stuff that we offer, and lean all in - do more than we are used to - to support them and scaffold them in taking action.
And doing that - supporting members to show up and take action - begins before the sale happens. We begin training members to take more actions so they can get better results on our sales page. So if you haven't done it yet, on your sales page, I want you to include a section that says "here is what a typical month" or "a typical quarter" - whatever your engagement cycle is (I use that term often to refer to that regular rhythm that your members work through with you) - whatever that engagement cycle looks like, paint the picture.
What do they do in a given week? How does that relate to what you give to them? What actions do they take and then how are they supported? What you offer, the classes you teach, are only a very small part of that. So really what you're selling to them is what that action-taking process looks like and how you are there to support them along the way, whether that's content they consume, support you provide, calls they'll attend, follow-up they'll receive - touch points that help them move forward. So really what your sales page should be selling is the experience of them taking action, and less about what they will consume. Set them up to take action sooner.
Another part of this idea is that this is really your opportunity to talk about your unique way of supporting people to show up and showcasing what your values are too. There are so many different ways that I could learn to grow my social media following, that I could learn to get more clients through social media. But there are specific values, if you work in a niche like this, that you are going to model and prioritize as part of your membership.
I'm going to give you an example. I worked with a membership owner named Laura as part of my VIP day a few months ago. One of the things that we did for her social media membership was really look at what values she brings to life and how that drives what her business is here to do as a whole. And one of the ideas that she's really passionate about is "online growth, offline rest." And the more that we spoke about it, the more that we realized her membership was all about easeful action and speed of action.
That's why there are templates in her membership, and the promise is that you can create four really high-quality reels every single week and do it in 30 to 60 minutes per week. So this idea of rapid action, of ease, is really brought to life in the how and the experience of the membership. We could have just positioned it that people get four templates for inspiration, ideas for how to grow their business through reels, through social media. But really, the positioning became about these being four ways for you to get in and get out in less than 60 minutes a week, as opposed to spending four hours on one carousel that less than 50 people see.
And so really begin thinking about what are the values that are important to you on the path to your members getting a result? What is not important, what is important, and how does that relate to not just what your membership is here to do, but what you are here to do and what your business as a whole is here to do? There's someone else who comes to mind - her name is Erika Lyremark. She has amazing programs around business growth and strategy, but particularly around visibility and sharing your point of view online.
And Erika is all about lack of clutter, about being sharp and simple. Most of her programs don't include any videos because she sees them as fluff. And so her delivery is a representation of her values. So just have a think about what are the ways that our membership reflects our values, and how does that relate to how we support our members in taking action? What a typical month, what a typical quarter, what a typical cycle looks like in their lives.
You are doing less of the selling of the stuff they get and more about how they take action and the values you help them model along the way. And this will help you bring more of the right people into your membership who value what you value, who hold important what you do too.
So that's one improvement you can make to your sales page this afternoon. Are you showing them what the experience of being a member will look like, what they will engage with, and the actions they will take in a given month, in a given quarter, and the support that you provide to them along the way?
Something that bridges this point to the second idea that I want to share with you is the importance of a behind-the-scenes video. So many people have videos on their sales page that show someone "here's a behind-the-scenes look at the membership." And usually these videos are not effective because it's kind of like we're clicking around and showing people, "this is where the community is, this is what you access in this tab, here's what you find here." This is boring. And this really doesn't show people how they're going to engage and get a meaningful result.
So when you do your tour of the membership, if you decide to include a video, think about three key results members are going to get the moment they join, within 30 days, and within 60 days, and then show them specifically where they will go in the membership and the actions they will take and the support they will get from you in order to bring those results, goals, or desires to life.
So you are doing less of a tour and more of a showcase of what their experience to getting a result looks like. And this is really important. And that brings me to my second point, which is: Once you have spoken about that overarching experience and what people are going to do and the actions that they will take, it's really important to think about instant gratification.
So it's true that when we focus on small actions and things that add up over time, it can sometimes take three months, six months, nine months for those actions to begin adding up to meaningful change. And while this is true and we have to be transparent about that, it is really important for your membership to offer a piece of instant gratification, something exciting and meaningful that members can experience within seven days of joining, within 30 days of joining, immediately upon joining.
Your video tour is a great way to showcase this. The second that someone joins, they should get access to something really exciting that they can't wait to enter their card info for because in 15 minutes, they want to be getting access to that. Show that in your walkthrough, but talk about it on your sales page, and of course in your launch emails too. Make it really tangible for me how my life will be different in a week.
What can I get access to right away that is really juicy? Who will I be 30 days from now? The more that you can make those results feel closer to where I am right now, the more likely that I am to say yes to you. This is really important for a membership because, as I said, sometimes those results don't become apparent until we've been doing the work for a while.
So think about the first piece of content someone gets access to. Is that really juicy and exciting? Can I get something really cool from that in 60 minutes, in less than two hours? If the first thing people do when they join your membership is that they get access to a signature course, but that signature course takes me five weeks to get through, then that doesn't give me something really tangible and exciting. So maybe there's something really juicy that I can get right away that will make me want to take action right now.
If the first thing I get access to is a huge library of content, then I would think about what are the first few pieces of content I want to pull out and emphasize, so my members can get a quick win. This utilizes a concept from the subscription world called "time to value." And this is the gap between when someone buys and when they get a meaningful result that makes them think the purchase was worth it. The more that you can shorten time to value - and better yet, the sooner that you can showcase in your copy how quickly they will get a meaningful result - the more appealing your membership will be.
So think about the first pieces of content your members touch. This is your chance to make an impression, and you want to be selling this on your sales page. If this feels tricky, then you can always offer a juicy bonus - some other piece of supplemental content that they can get access to. I did this with my client, Laura. One of the ideas that we came up with was a B-roll bootcamp that people would get access to within the first seven days of joining. And it solved a supplementary or related issue in the membership, which was wanting to create social media content, but B-roll content was very hard and arduous to film.
And so the idea was that people could come in and one of the first things they would do was have a process for batching their B-roll content that felt really seamless and easy. So getting benefit from the rest of the membership would feel much easier for them. So that's one other way that you can think about it - if there's not something obvious already in your membership that you can pull out that will give immediate value that you can showcase on your sales page, a simple bonus may also do the trick.
There may also be the option to create a timed engagement event, which is some kind of live experience that you will do with your members right when your enrollment period ends. That will engage your existing members but also create a reason for potential members to join you because they are going to get a really exciting result very quickly within joining. I explain how to do this in great detail in the previous episode. Of course, if you want my help with mapping out how this could look, consider the mini-VIP day, because this is exactly what we do and so much more. The details are in the show notes below.
Speaking of mini-VIP day clients, that makes me think of another client, Maggie Patterson of BS Free Business. We've done several VIP days together on her different offerings. And one of the things that we looked at is that because she has specific events that happen within her membership and within her community, we took a look at the events that were coming up soon after the enrollment period, and we poured extra energy into making those events feel really juicy. Because we knew that if members saw them on the sales page and thought, "Wow, I would really love that result that's happening 60 days from now or 30 days from now," then that gives them a great reason to join.
So if you have certain events or calls that are happening in your membership, you want to look specifically at the ones that are happening in the next 90 days or so, because your potential members are going to be thinking about what results they're going to get soon. And so if you can make those events feel really juicy, they'll be closer and more front of mind to people and they could tip people over the edge to join. That was certainly the case for Maggie who hit her "better" goal. If you think about goals as good, better, and best, she hit her "better" goal, which was great in an environment where membership sales have been a little bit suppressed lately.
Okay, we are powering through these recommendations right now. We've spoken about the importance of sharing the experience and the actions your members will take and deemphasizing the content and stuff that you'll share with them. And then the second is the importance of showing them a meaningful, quick result that they will get to balance out the longer-term journey that you are taking members on.
The third step is how we're going to reduce overwhelm on your sales page. Like we've spoken about several times in this episode, memberships innately bias towards clutter because of how much we add to them over time, and what you don't want obviously is a cluttered membership, but you definitely don't want a cluttered sales page for your membership. Because the job of your sales page is to reduce overwhelm in the buying process.
So it is not your sales page's job to list out everything that is included in your membership. It's your sales page's job to show people the meaningful result they're going to get when they join and specifically what they are going to engage with in order to create that result. So the best way that I prefer to think about saying what is included in your membership when you're working on your sales page is to think about the pieces of content in your membership as stepping stones and then presenting those stepping stones on the sales page.
Think about the backend of your membership. Think about how you want people to move through the membership in order to get a result. That should then be mirrored in terms of what you say and the order that you say it in on your sales page. What happens first? What happens second? What happens third? Position it like that. And again, this comes back to this concept that I've developed called an engagement cycle.
I talk about this more in episode seven of the podcast. It's what you get when you work with me, but this is knowing not just what you're giving to members, but how you want them to operate and behave. And if you know what content they are going to move through, then you can position it in that order on your sales page. This makes it very clear for potential customers. And it also reduces overwhelm and confusion when your members buy.
This is different than a list of what's included or how you get access to a monthly class or a library of content or a coaching call. And when you make this change, your membership will immediately become less about consumption and more about action. So think about it like this: What do people get as part of orientation? Is there a piece of content that they will work through? Think back to that quick win that we just spoke about in the previous point. Is there something that they can watch first that will take them less than two hours to watch that will get them a really exciting result tomorrow or in the next seven days? Position that first.
Is there a signature program or a larger piece of content or a roadmap that members move through? You want to spotlight this. And then what is the supplemental content that they will work through on an ongoing basis that will get them closer towards their goal? I do not pick out everything included in the membership. I will usually pick out things that have a really juicy title or that we can give a juicy title that we know solves a really specific pain point for people and that really supports the big idea of what we're here to do.
Then you want to go ahead and position the additional touch points, like the calls, the community, and the other things in the program that help your members take action. And like I mentioned with the B-roll bootcamp for my social media client, these can also be things that you position that cover off on those "what if" questions that might prevent someone from becoming a member. For example, if you sell a membership that is about helping someone implement ideas for social media, but they have an objection that creating B-roll content is really difficult, then a supplemental bonus that covers that objection can be really helpful.
So think about the order of things that you want people to move through and be okay with leaving some things out. It is completely okay to have things in your membership that are like surprise inclusions. I might position this as a library of content that I might share some bullets of underneath, but I never list the whole thing because a lot of the time, it's just not compelling enough to get people to join and to buy. But if we position it more in terms of the steps they will take and those safe three to five big rocks that they will move through and get access to, then we're able to summarize things really clearly for people. And they're able to then internalize it and explain to themselves what they're going to get as a member.
So look at your explanation of what is included in your membership. Does the list feel overwhelming? And does it represent or reflect what members move through in order - this, then that, then that - when they join? Create alignment between those and your sales page will be clearer, it will be less cluttered, and your members will know what to do when they join. So this comes back to that idea I shared at the beginning of the episode, which is that member engagement, retention, and satisfaction is not so separate from sales. In fact, we begin improving all of those things before somebody even buys, and your sales page can set you up for happier members who know how to use your membership if you explain your inclusions in the way that I'm talking about here. So really think about positioning the experience and the behaviors you want from your members and reduce your emphasis on the rest. You'll be so glad that you did this.
Okay. So my final recommendation for you is about sandwiches. Specifically, I think about it as an emotion and logistics sandwich. You've often heard of the idea that when you give feedback to somebody, you will sandwich the feedback with something positive at the beginning and then positive at the end.
This is a similar idea to that where I really prefer - and I've seen it as way more effective - when sales pages open with emotion and feeling at the beginning, there are logistics and information about how this thing works in the middle, and then we end with emotion and a "so what" at the bottom of the page. Most people do a pretty decent job of opening with the promise, with a meaningful, emotional result. Although I think there's a lot of work that can be done here - I often do this with my clients - but people understand the importance of opening the page strong.
Most people do okay with being clear on the logistics of the program, or at least what's included, even if they're not properly painting the experience like we've spoken about so far. But almost every single sales page I see ends with a whimper instead of a bang. And the end of the sales page is really your place to end it strong and bring it back to a meaningful result and meaningful "so what," tie in more emotion and connection to the end of the page.
A lot of the time, people just end their page with a call to action button or a pricing table, when really we can be doing so much more. Anything that you can do here to remind me of that quick benefit or result I will get, to remind me of the overarching result or outcome I will create, to give me a new way of doing things, show me how this membership is different, to again showcase your values like we spoke about in the first point, to give me more of a sense of your identity, who you are, how you think, how you move through the world - this is a great place to do it.
I'm going to give you an example from a sales page that I wrote for Tonya Leigh of the School of Self Image. This was for a paid challenge that leads into her membership. This challenge has been in circulation since 2021 - so three years at the time of recording this episode. She still actively launches using this challenge, and thousands of people have enrolled through this membership offering.
This particular challenge we decided to call "Live Like an Editor," and it is all about curating and thinking of your life like a magazine. Tonya and the School of Self Image are really all about improving your life and refining your life, but doing it in a very stylish and creative way, and she models and she lives that so well. So we really wanted to bring this element of design and fun and creativity into this paid challenge.
And so we talk a lot about fashion and style and editorial thinking. And at the end of the page, I saw such an amazing opportunity to bring this idea to life one more time. And so we ended the page by saying, "It was Marc Jacobs who wisely said, 'Your life is a series of creative choices.'" And then we went on to say, "It's yours to refine, correct, tweak, modify, adorn, and exaggerate to your own desire. But do you believe it? And are you living it? Or is life simply happening to you instead?"
And then we went on to end that rally cry by restating some of the benefits and the reasons why this challenge would be so wonderful and meaningful to them. But this was such a fun way to incorporate more of the identity of who Tonya is and what the membership is about, which again is all about creativity, and sort of lean on another very desirable personality, which is Marc Jacobs.
The idea that I could operate like a wildly successful and creative fashion designer, that I could improve my life not by thinking about it as a thing to be fixed, but as art that I could create, was a really powerful way to end the page. And so as you think about ending your page, think about whether there's a value that you can restate.
And if there's somebody influential in your field that you know your customers really look up to - not someone who's a competitor, but someone who maybe is larger than life, or is a celebrity, or is an icon that your members would be excited to model their values - you can borrow a quote from them, of course with attribution. That's what we did here at the bottom of this sales page.
But even if you don't do that, thinking about ways to showcase the value, the "so what," to come back and finish the loop that you opened at the beginning of your sales page with what this offer is really about, what we're here to do, and how life could look is a really valuable thing. This will serve you in so many ways. I went on and wrote this idea into the opening email that began the sales campaign for this offer. And again, even though this wasn't specifically to sell a membership, this was a paid challenge that led into the membership, it began to anchor the values and the unique way of doing things that Tonya and the School of Self Image is really known for.
And this has become one of her most successful promotions. She uses it multiple times a year. Members love it. She is so proud of it, and it really reflects all of her brilliance. So it's one of my favorite promotions that I've worked on as well. So think about the bottom of your sales page. Ask yourself, are we ending this with a whimper or a bang? And can we add one paragraph, one reminder of who we are, what we're here to do, how we do things differently, and who members can become when they choose to do this work with you?
You can have a lot of fun with this. I have a lot of fun doing this work with my clients, too.
So as we wrap this up, one of the things that you might be wondering about your sales page is how do I know whether I can make tweaks to my sales page and just adjust a few things, and how do I know whether this needs to be a big overhaul? And really there are seasons for both when you have a membership or any kind of offer.
The way that I think about it is that you should be looking at your sales page every quarter or before every promotion that you do. This is so important with a membership because you add to it more than you add to your other offers. And so there are going to be backend changes that you've made to content delivery, to how you do things, that should be reflected on your sales page.
But I think of those as tweaks. And so when I work with my retainer clients on this, part of what I offer to them is that I will look with them at their sales page to say what's different, what's new, what's a reason to join now, and what can we position as an exciting reason to come into the membership that maybe wasn't there before? And I share more about this in the previous episode, too.
So those are your tweaks. We want to be doing those before every promotion or at least on a quarterly basis, just looking at, okay, what is different? What do we have to tweak in that middle section of the sales page? Is there something new and exciting coming up that we can spotlight?
Now, when it comes to those overhauls, again, this is very much a "it depends on you and your membership" sort of question. But I think every two years is a really good time to look at doing a full overhaul upgrade rewrite of your membership sales page. That's because by the time two years has passed, it's likely that your sales page is no longer a very good reflection of what's really available inside the membership. I have some clients who go three to four years without making big updates to their membership.
But I do feel like every 2, 3, 4 years, you sort of want to do this big evolution of your membership and what it's about, because otherwise it can feel like it's weighing you down and it's kind of stuck in the past. And so that two to four year range is a really good time also to begin thinking about, okay, we're overhauling the membership, we're making big changes. This is also the time to overhaul the sales page too, because there's likely different thinking, different values, different ideas that have driven your need to change the membership. And that should also be reflected on your sales page as well.
So it's as much about brand identity and making sure that your sales page reflects where your business is going, where your membership is going, as much as it is about reflecting those logistical changes, the nitty-gritty "here's what you get, here's what's different" part of the membership sales page too. So that's my answer. We should be looking at our sales pages more often than we think. We don't have to overhaul it, but at least on a quarterly basis or before each promotion, let's look at making sure that the sales page reflects what actually is new and different in the membership.
And then every two to four years, as we make those big changes to the membership, let's also make those big changes to our sales page too.
Okay, so let's wrap this up and talk about where to go from here. If you have a membership sales page, do not take that sales process for granted. There is nothing wrong with you if it feels a bit hard to sell your membership at times. It is completely normal for it to take a decent amount of effort for you to sell your membership, even though it's a lower-priced offer.
Specifically when it comes to having a great membership sales page, there are four things that I want you to look at and that I recommend every single time to my clients:
Number one, to recap, that is the importance of showcasing the practice and the experience. Talk more about the journey people go on with you, the actions people take, the habits they will build, and what that looks like in a given month or engagement cycle. So you can de-emphasize the amount of stuff they get. This will make it more sustainable for you. It will help you get out of that pattern of members depending on you for content when what you really want them to do is become self-sufficient and begin taking action and creating results. Talking about the practice, the habits, and their experience on your sales page is how you do that.
And it's also helping demystify how the membership is going to fit into their life because your members or potential members will have objections about what's really going to be required of them to get a result. So you make this clear, you make this obvious, and they'll be more likely and excited to join.
The second important piece is that you have to balance out that journey and that experience with practical, immediate, short-term results members will get, and that will make them so excited that they see a reason to join now. So think about what happens in the first day, the first seven days, the first 30 days of joining and make sure you are positioning a really juicy result or outcome or piece of progress that they will create immediately. And I've shared ideas in this episode about ways you can specifically do that.
The third is that it is so important that your sales page reduces overwhelm. It is not the job of your sales page to list out everything that's included. It really is the job of your sales page to show the stepping stones members take in terms of the content and the touch points they take with you, the support they receive from you to get the result that you're selling. So this might mean that you have to cut some things out of your sales page and emphasize more the big rocks, the exciting things that they get that get them the result.
Your sales page does not need to list everything included in your membership in order to be effective. And in fact, if you are doing that, then you are likely overwhelming your potential members. So don't be afraid to curate and kill your darlings. They will be surprised and delighted by additional things that they get when they join.
And then the last idea is the importance of that emotional sandwich, and particularly ending your page with a bang. Don't end with a whimper. Don't just end with a pricing table or a call to action button. Come back and restate who you are, what your membership is about, the values that you model and who your members become with you. Ending with that emotional piece, with that connection to who they are, how they want to operate and who they want to be is so, so important.
Because if the membership is a place where people take small but daily actions and build habits, then we really are shifting their identity. We're shifting and improving their sense of self. And that's such a cool thing to remind people - all right, we're not just giving them content. We're helping them show up and operate in a different way. And the end of your sales page is the perfect place to restate that and get them excited about the benefits and the outcomes and results that they'll get through the experience with you.
So these are just a few of the recommendations that I provide to clients to improve their membership pages. These are the four most common ones, but I always find when I work with my clients in my mini VIP day or otherwise, there are things that some people do really well, and there are some things that other people really struggle with. And so the recommendations that I make include a few more things that you may not have thought of yet, that can make a massive difference to how well your sales page performs for you.
And that's true, even if you're not doing a full rewrite. Usually there are things that I can see the second that I look at a sales page and see that if we tweak that, shift that, make this more potent or more specific, then the sales page immediately begins working harder for you. It works harder for you in terms of those sales you generate, but it also sets people up to be more successful in the long term and stick with you for longer.
So if that's something that you want, if you want to feel like your sales page is a true reflection of what your membership is here to do, the value that you offer and all the cool stuff that you're doing with your members and their results you're helping them create, then I invite you to work with me in my mini VIP day in Irresistible Offer. As I mentioned, the price is going up in 2025. This VIP day has just become more valuable with extended support, with a full launch debrief that I've added for everybody who works with me. I'm going to put the details in the show notes below.
If you have a launch coming up anytime in the next 30 days to six months, talk to me. I promise you will feel more excited, you'll feel more clear, and your sales page will do more work for you than it ever has before. So reach out, I would love to connect with you. And either way, I hope you put the time aside to make these changes to your page. It will be better for you, better for your members, and we can really showcase just how awesome your membership is. So good luck with your changes, and I will see you in the next episode.
