Mehr Content kann die Kündigungsrate erhöhen

0:00Figure out what the inputs are for growing your business. And most of the inputs in this business are going to be related to advertising. Most of them. Cuz you have traffic, you have conversion, you have pricing, and you have churn. Those are the levers of this business. And pricing you pretty much just pick, and that's done. Conversion you fix one time, you do little tweaks, but for the most part the page remains more or less the same. And so the only inputs in the system are going to be the things that you put on the back end inside the community to reduce churn, and things on the front end that you do to get more people in there. And I want to tell you one story and then I will go to the A's and Q's.

0:34Very good friend of mine had a very very successful newsletter. Um and I'll say like when I say very very successful, I'll give you scale. It's probably 500,000 a month. All right, so print newsletter, old school marketer. And I was talking to him about it and he said I said, "What was your churn on that?" He was like, "Ah, it was about 15%." And I was like, "Okay, that's pretty good for like a a newsletter offer." It was high ticket, it was two or three hundred dollars a month. I think it Sorry, three or four hundred dollars a month. So it's an expensive newsletter. Targeted for business owners. And I was a reader of the newsletter and I was like, "Why did you stop this thing? I loved it. It was awesome." And he said, "Oh, I stopped it because, you know, I'm an entrepreneur and it, you know, I got bored with it because it just made money and it was really easy.

1:08So I just decided to start something really hard and lose all my money." And so before before he So going back to the churn, I said, "Okay, so you have 15%." He said, "What did you do to reduce churn?" He said, "Well, I can tell you all the things that I did that didn't reduce churn." And I was like, "Well, that works." He said, "Churn was at its was at its absolute lowest when I only had two things in my deliverable. They had a call once a month once a month, and they had a newsletter.

1:33That was it. He said, "Then I went from once a month to once a week, and then I added two a week. I added Facebook Fridays where I talk about ads, and then I would do Q&A's on on Mondays. And then I added in two or three other things inside of the community. And and and and and and." And the more things he added, the more churn increased. And so I just think that there's just a huge lesson in clarity and simplicity here in the messaging and also your deliverable. Is that because you get bored has nothing to do with the your customers getting bored? And a lot of times reduction of churn is about simplicity and making thing and about activation, getting someone to consume it rather than having more things for them to consume. I would rather increase the likelihood that they consume 100% of my stuff than try and give them more things to consume.

2:17And so that was my my little lesson, my little takeaway that I'll I'll share with you guys. He had two things and he was charging $400 a month. And so some of you guys are mispriced, for sure. But you just want to make sure that the thing that you actually give, that they actually consume, is really good. I'd rather you just spend one whole month making one really valuable thing that they're like, "This is worth $2,000." And then they stay.

2:42So that is my TLDR for this, but the inputs that you have will be, "What do I make that's exceptional on the back end and try and put all my effort in getting them to consume it?" And then everything else of my time goes towards advertising. And so if you look at your day and you did not let more people know about your stuff, you will stop making money. And that is what many of the people who win the games do because they're committed to the outcome, not the inputs. All right.