If you’ve ever felt like growing your membership is harder than it should be, you’re not alone. Many business owners struggle to scale their membership programs because they lack a clear strategy. But today, that changes!
We’re going to break down the 10 proven strategies that can dramatically increase your membership. Whether you’re running a coaching program, an online community, or a subscription-based business, these strategies will help you attract more members, convert leads into paying customers, and keep them engaged long-term.
Understanding the 3-Part Framework
The growth of any membership business depends on mastering three fundamental elements that work in concert to create a thriving ecosystem.
- Your ability to attract new members.
- Your ability to convert people who are interested into becoming paying members
- Your ability to keep members happy and paying
Successful membership owners understand that these three pillars aren’t isolated components but interconnected elements that reinforce each other. A membership with excellent retention naturally attracts more members through word-of-mouth and creates a positive reputation that makes conversion easier.
Similarly, a strong attraction strategy brings in qualified prospects who are more likely to convert and remain engaged long-term.
Alright, now that we’ve established the 3-part framework – let’s dive into these 10 strategies!
1. Be Specific and Grow Faster
One of the biggest mistakes membership owners make is being too broad. If your membership tries to serve everyone, it ultimately serves no one well. Narrowing your focus allows you to attract the right audience and grow much faster.
Action Steps:
- Define Your Ideal Member: Who is your membership designed for? Be specific.
- Identify a Niche Problem: What is the one problem you solve better than anyone else?
- Clarify the Transformation: How will your members’ lives be different after joining?
Ask Yourself:
- Is my membership broad or niche?
- Can I describe my audience, problem, and transformation in one sentence?
- How can I refine my messaging to be more specific?
2. Nail the Transformation
People don’t join memberships just for content—they join for the transformation it promises. If you can clearly articulate the difference between where they are now and where they’ll be after joining, your membership becomes a must-have.
Action Steps:
- Define Your Audience’s Current State: What are they struggling with right now? What thoughts, feelings, and actions define their present situation?
- Define the Future State: How will their life, business, or skills improve after joining your membership?
- Create a Messaging Chart: Highlight the contrast between their ‘Now’ and ‘Future’ states to make the transformation compelling.
Ask Yourself:
- Can I define the emotional and tangible benefits my members will gain?
- Am I clearly communicating the transformation in my marketing?
- How can I make my messaging more emotionally compelling?
3. Sell the Path, Not the Stuff
Most memberships are packed with tons of content, which can quickly overwhelm members. Instead of dumping a library of resources on them, provide a structured success path that guides them from point A to point B efficiently.
Action Steps:
- Define the Starting Point: Where are your members when they first join?
- Identify the Desired Outcome: What is their ultimate goal?
- Break the Journey into Stages: Map out clear steps that members will follow to reach their goal.
Ask Yourself:
- Do my members have a clear roadmap to success?
- Am I guiding them step by step or overwhelming them with too much content?
- How can I simplify their journey to make progress feel inevitable?
Use a Price Decoy to Influence Buying Decisions
Pricing is more than just setting a number—it’s about perception. A well-structured pricing strategy can make your membership feel like an incredible deal.
Action Steps:
- Introduce a Decoy Offer: Add a slightly less appealing pricing tier to make your main offer more attractive.
- Frame the Value: Highlight the benefits of your premium option compared to the alternatives.
- Use Contrast Effectively: Ensure that your higher-priced option appears to offer significantly more value.
If you want to position your membership as a steal of a deal, contrast it with a higher-priced option that has similar value. If you want to push members toward a premium tier, introduce a lower-priced alternative that appears to offer far less value.
Ask Yourself:
- How can I frame my pricing to make my main offer irresistible?
- Can I add a “decoy” option that guides members toward my preferred tier?
- Am I leveraging psychology to make my membership pricing feel like a no-brainer?
5. Break Down the Price to Make It a No-Brainer
Instead of presenting your membership as a lump sum, break it down into smaller, more digestible amounts that feel affordable.
Action Steps:
- Frame Monthly Prices as Daily Costs: Instead of saying “$30/month,” say “less than $1 a day.”
- Compare Costs to Common Expenses: Make the price feel like a small investment compared to everyday spending habits.
- Highlight the ROI: Show how members can easily recoup their investment through the value they receive.
For example, a book subscription priced at $20/month can be framed as “just 67 cents per day”—a fraction of what people spend on coffee.
Ask Yourself:
- Can I break my pricing down to make it feel more affordable?
- Am I demonstrating the value my membership provides?
- How can I position my membership as an easy, justifiable expense?
6. Less Work, More Value
Many membership owners think more content equals more value. In reality, too much content overwhelms members and reduces retention.
Action Steps:
- Focus on High-Impact Content: Deliver fewer, but more impactful lessons.
- Simplify Implementation: Make it easy for members to apply what they learn.
- Reduce Content Overload: Prioritize quality over quantity to enhance engagement.
Ask Yourself:
- Am I overwhelming my members with too much content?
- How can I simplify my offerings while maintaining value?
- Are my members actually implementing what they learn, or just consuming information?
7. One Lesson, Many Formats
People consume content in different ways—some prefer reading, others watching, and some listening. By offering your membership content in multiple formats, you make it more accessible and increase engagement.
Action Steps:
- Repurpose Your Content: Provide video, audio, and text versions of lessons.
- Offer Downloadable Resources: Give members access to transcripts, PDFs, or cheat sheets.
- Create a Mobile-Friendly Experience: Ensure members can easily consume content on the go.
Ask Yourself:
- Am I offering content in multiple formats to accommodate different learning styles?
- How can I make my membership materials easier to consume?
- Can members access content on any device at their convenience?
8. Tailor-Made Content
Not all members start at the same level. Some are beginners, while others have more experience. By offering a tailored experience, you increase engagement and retention.
Action Steps:
- Segment Your Members: Categorize members based on skill level or experience.
- Customize Learning Paths: Provide different entry points based on member needs.
- Use Surveys and Quizzes: Help members self-identify where they should start.
For example, a membership site teaching guitar could offer separate content for beginners, intermediate, and advanced players. Instead of forcing everyone through the same lessons, each member gets a path suited to their skill level, making their experience more relevant and enjoyable.
Ask Yourself:
- Am I providing a personalized experience for my members?
- Can I segment my audience to deliver more relevant content?
- How can I make it easier for members to find the right resources?
9. Close Your Doors to Increase Demand
Having an always-open membership may seem like a good idea, but it can actually reduce urgency. When people know they can join anytime, they’re more likely to procrastinate. By closing your doors periodically, you create urgency and increase conversions.
Action Steps:
- Set Enrollment Periods: Open your membership only a few times a year.
- Communicate Deadlines: Clearly inform prospects when doors will close.
- Offer Waitlists: Capture leads when enrollment is closed so they can join later.
Ask Yourself:
- Am I creating enough urgency for people to join?
- Would closing my doors periodically increase conversions?
- How can I better communicate enrollment deadlines?
10. Make Yourself Available 24/7 (Digitally)
Your members expect immediate answers to their questions. While you can’t be available 24/7 personally, you can leverage digital tools to ensure they get the support they need at any time.
Action Steps:
- Use AI or Chatbots: Implement an AI assistant to answer frequently asked questions.
- Create a Searchable Resource Library: Ensure members can find answers in past content quickly.
- Offer Community Support: Encourage peer-to-peer support in a private forum or group.
For example, a coaching membership might use AI-driven chat features that provide instant responses based on preloaded content. This way, members feel supported even outside of business hours. That’s precisely what we’ve done with our Women’s Business Daily Membership – when it’s outside business hours – members can use our custom AI Engine that has been trained on all our Entrepreneur resources.
Ask Yourself:
- Am I offering instant support for my members?
- How can I automate answers to common questions?
- Can I build a resource library that is easy to search and use?
Next Steps
Growing a thriving membership takes strategy, consistency, and a commitment to delivering value. By implementing these 10 proven strategies, you can exponentially increase your membership base, boost engagement, and enhance retention.
Start by choosing one strategy and putting it into action today. Small changes can lead to significant growth over time. Need additional help? Join our membership and work with our experts on growing your business!
Emily Sprinkle, also known as Emma Loggins, is a designer, marketer, blogger, and speaker. She is the Editor-In-Chief for Women's Business Daily where she pulls from her experience as the CEO and Director of Strategy for Excite Creative Studios, where she specializes in web development, UI/UX design, social media marketing, and overall strategy for her clients.
Emily has also written for CNN, Autotrader, The Guardian, and is also the Editor-In-Chief for the geek lifestyle site FanBolt.com
