Create a Burnout-Free Membership with the Content you Already Have - Sandra De Freitas

Website: sandradefreitas.com

Instagram: https://www.instagram.com/engagedgroups/

https://go.engagedgroups.com/80fm/?coupon=JUMPSTARTSWAG

 00:00 Hello everyone, Welcome to Burnout Free Memberships my name is Sandra Defreitas. I'll quickly give you a 1 minutes feel about me because we want to get into the good stuff so I've been an online entrepreneur for 20 years and since 2005 I built launch, manage, promoted, consulted on memberships that brought in six and seven figure launches. I'm the host of the What's Working Now Summit, the host of memberships launches, the communities that's a podcast and a free Facebook group, and the creator of engaged in profitable memberships as well as the creator of Burnout Free memberships.  

00:34 I have 3 memberships myself and I'm known for a few things, not only just making people laugh, but strategically planning launches, helping my members figure out exactly what their next steps are to do, saving them time, money, energy and brainpower so that they can get their membership out to more people, serve their members and really give them the transformations that they're after. I'm a hockey mom and hockey wife. I don't play hockey i started playing lacrosse last year and my things that I love are family, creating stuff, laughing dogs and nature.  

01:10 Let's talk about burnout free memberships. So what is a burnout free membership? It is no or little access to you because the more access to you will create more burnout. It is content you already have or you could easily create. It is also a great option that you can put people into as they're getting to know you and then upsell them to something later. It's also a great option to downsell to people when they're leaving other said memberships or other areas. It is basically a low ticket membership, although it doesn't need to be low priced membership.  

01:46 Ok, it's a stepping stone before your bigger offer so some people use this to like bring people in and then they offer. They offer create a bigger membership or more high-priced membership or even a mastermind with a higher price point on it. Now here's something that I teach this is kind of like the membership levels there is high level MRR, so monthly recurring revenue, mid level burnout free, and then low level. In low level, I would say this is under 20$ a month.  

02:16 So you see a lot of 7$ or nine dollars memberships and these could definitely be a burnout free membership too. Sometimes what these low level memberships are, are to bring people into other memberships or other higher priced stuff later. So that's an opportunity for you. The burnout free memberships typically are 20$ per to a hundred dollars per month. I have a membership that's 9$ a month. I considered it a burnout free membership i just wanted to make it super easy and at a low price point for anyone to come in and join that membership.  

02:48 So burnout free memberships, what it is not, It is not a coaching membership. It's not supposed to be a heavy workload for you. It is high access it's not high access to you whoops, almost slipped on that one. It's not meant to replace working with you at a high level. So if you have a lot on one-on-one clients and you want to move them into a different membership, this wouldn't be it for them. This is a great way to move the other way where you want to bring your audience who haven't bought anything yet into a burnout free membership to then move them up if you wanted to later.  

03:20 So why a burnout free membership? So the problems you might be having right now or facing right now is that some audience members, some people on your list, people in your social media, people in your free Facebook group, people in your any kind of social Media Group have never bought from you. And you could be potentially losing clients, your competitors i will never forget when I had someone who was a client, they had bought stuff from me and not a client they were a customer they had bought stuff from me and then they went and bought something for my competitor and I was like, oh, I didn't, yeah, I saw you i don't know we got into conversation about it i'm like, oh, you know, I offered the same thing and they're like, I don't even know.  

03:59 So I this thought of like losing potential clients to a competitor, it's like you either don't have the right offer for them or they don't know about your offer so we want to change that with our burnout free membership. It it's just so easy to promote your burnout free membership too, because it's a lower price point. It just feels like an easier sell. So you may have so much content and you're not making any money on it, or you don't know what to do with it, or maybe you don't even realize how much content you have. Go into your Google Drive, go into your emails, go into your computer, like into your computer files and you'll see all the PDFs, all the videos.  

04:36 Go into your Vimeo, go into your YouTube, go into your podcast. You have so much content, you probably didn't even realize how much you have. So you may also want to fill higher priced offers with lower priced offers first. So you want to bring people in. They say that once you get someone to open their wallet, it's easy for them to open the wallet over and over again so if you think about the brands that you love, you bought from them once and you continuously buy from them.  

05:01 And that's the situation here think about your favorite coffee company if you do go buy coffee out on the road, once you bought from them once you were constantly buying from them so you open up your wallet once it was easy for you to open up your wallet again and maybe then buy like a whole lunch there or a coffee maker from them, Who knows? But that's the case there. And then, like maybe one of the problems is that launches are just tiring you out. You're just tired you want a different way to bring in money consistently or have people in your world that you can then move up into other offers or just have a huge volume for this particular membership.  

05:36 Maybe you just don't have time to launch and you need to build an audience and bring in predictable profits each month, and a burden of free membership can do that for you. So what are the results you want? You want to sell more you want to make more money from the content you already have, or make more money from the content that's really easy for you to create. You want to take more time off, some leisure time yes. You want to make money without having to show up or to be on all the time.  

06:05 And you want to generate more money to invest in other areas of your business or other areas of your life. So let's talk about the access to you. It's important to know this is not to add more to your plate. It is not for you to get a bigger plate and add more to that bigger plate. It's not to meant to replace working with you and it's not meant to add more stuff to your calendar. I want you to have white space in your calendar. And that's what a burn of free membership allows you to do it allows you to not add more Zoom calls, lives or one-on-one coaching calls to your calendar.  

06:41 How many of you are breathing right now? You could add appointments, but I wouldn't promise them or schedule them in fact, sometimes what I like to do is just surprise members with, hey, we're going to go live every Monday for the next month or hey, we're going to do a Q and A every Monday for the next month or let's get together and have a social hour and you can ask me anything that you want so you're surprising them rather than having that expectation over and over again and this is such a relief because there are there are people who come to me with chronic illnesses or they're working or they're helping a family member who is sick and they don't know what their energy level or the expectations on their time is going to be.  

07:24 So they can't promise these like weekly coaching calls or monthly Q and A 's. So this is like the best thing for you if that's the case for you. So repeat after me there will not be direct access to me. So the too long didn't read version of burnout free memberships is no appointments on your calendar, little to no new content for you to create, no community or varied light community. I call it community light. No or little access to you.  

07:56 So burnout free memberships we're going to go over 4 models so you have your audio membership. So if audio is your thing, I know for me, I would rather speak than type. I am more of a talker than I am a writer. So this works for me and if you're there with me, awesome. If you're not still listen along because there might be something in here for you too. Now, if audio is your thing, what would you create on a daily or weekly basis for your members? So maybe you do daily or weekly motivation tips, tasks, insider scoop. I think my clients would love if I did a weekly podcast or weekly audio membership would be like, these are the three things you need to do this week.  

08:37 That'll be awesome. I wish someone would just tell me what the three things I need to do, which week would be. Maybe it's stock tips or lessons or astrology like what are the things that are constant and ongoing in your audience that you could do as an audio membership? So this is what Natalie Boland did so Natalie is a friend of mine she had a one year private podcast called Birthright. And so every week there would be an audio that she had already created that motivated people to sell and go out there and get what they wanted right? But Natalie wanted to travel. She wanted to shop. She didn't want to have to be on to make money that was one of the things she said when she was traveling through paris she's like, I didn't, I didn't.  

09:26 I don't want to have to be there to have the money come in i just want the money to come in so that I can take vacation without feeling guilty about it. And I want to generate recurring revenue. So Birthright became an ongoing paying podcast, not just a year long podcast. Ongoing paid podcast. So if you're thinking of doing an audio membership, here's what you need you need to decide whether it's daily or weekly, brainstorm ideas and updates or tips and begin batch recording and identify how it saves or gives them time, money, energy or brainpower.  

10:00 Promote it with specific roll out date. Ok membership light this is probably my favorite one. So if you already have a current membership, you're going to slim down the offer of that current membership to create a tier called Membership Light or you can call it whatever you want, but it's a lighter version and the price point is lighter, which is gives people options when they're coming in. Now, I'll tell you, I have this and the majority of my people come into the plus level of my membership because there's just so much more in there. So I want you to look at what your membership offers and create a light version of it so you're going to remove the coaching, live calls, any calendar aspects, even though you're creating it for a different level in your membership, you're not adding those people to it.  

10:45 Ok so This is why it becomes less expensive for them in terms of a membership because you're not and you're not, you don't have more people to answer to in the community in the live calls, right? You're going to remove expenses so if you're paying someone to record videos for you or run a Co working session with you, then they don't get access to that because the price of their membership Lite wouldn't cover those expenses. Ok, so you see how we make that happen.  

11:16 You're delivering only the content, so you're going to price it around 60 to 70 % of what your regular membership would be the membership you had before we created the Lite version. So if this is you, you're going to promote your Lite membership to your list with the regular membership as an upsell, or you're going to let people know about the Lite membership or about the Plus membership and then let them know, hey, there's also a Lite membership if you don't want the Plus membership, you can invite past members who left to join the light membership, and you can invite those looking to cancel to go into the light membership.  

11:52 Now what if you're creating a brand new membership? Well, you're going to think about your ideal membership what are you going to create in it what are you going to offer? And it's the same thing no coaching calls, no community, whatever the expenses are, just deliver the content. Whatever's more passive for you, you're going to price it the same as we talked about in the previous version of this. But this is what happened to me when I created my engagement profitable memberships. I created this EPM plus level and we were adding step by step guides, these membership resources like tools and calculators and strategies, you name it.  

12:28 We had quarterly challenges and they get to win prizes. We have email and sales copy templates that I pay someone else to create. Notice what I'm saying here? And we have these pay sessions, which I pay someone else to lead and then we have some bonuses, OK, including the community. So when I created the light version, this is what it looked like. I took out all my expenses so the email and sales, copy the paste sessions, there's no community. And then these other things cost me money so they didn't get access to it. And the quarterly challenges, they didn't get to win the prizes they can join in, but they weren't eligible for the prize because the prizes are I, I get really generous so the prizes can be like a whole day of boxer coaching with me, which is like 250$ which is more than what their membership would be for the year almost.  

13:16 Now I also have an incentive for them to join at the plus level at an annual plan because I that's what I ultimately want them to do is join for the year. So in this version, you're going to promote your membership with the two tiers, offer an enticing bonus for they join at the plus rate and offer special bonuses for plus members and invite like to off to upgrade so like I did a workshop on burnout free content creation. Everyone in plus got it we told the white people if you want to upgrade you can get it too. And then if anyone's looking to cancel plus cause a lot of people say they'll leave a membership because of finances, you can invite them into light.  

14:00 Next is the post course membership. All I see a lot of course owners leave money on the table. So what happens when a course is complete you have two options there's the live courses and the self study so in the live courses, participants typically create like their own group, like let's stay together. We don't want this to end it's like summer camp.  

14:20 So they create a group. They are going to keep each other accountable these inevitably fail i don't know how many of these that I joined then eventually I was like, I'm not doing this because these inevitably easy for you to say fail they just fall apart with someone not being the facilitator, like the course creator. Participants at this point may have not even completed the course and they want more time with you so that they can complete the course and get the results that they're after.  

14:49 And participants want that support and accountability and community to continue their transformations or whatever it is that they're building or growing inside your course. With self study courses, it feels a little lonely. There's no accountability. They have intentions to complete it, but they fall short and they just, I don't know, they just like, unless they're really good at this because I can be really good at this too. And it's hard for them to do the self study. So with a post course membership, you're going to offer a membership that offers updates and maintenance so what did you teach inside your course that your participants would want continuous updates or help maintaining what they created? So this could be virtual coaching, maybe do some updated how to's some done for you options.  

15:38 Maybe you're continuing seriously giving them templates as things are changing in whatever it is that you taught in your course you want to add new templates or swipe files or scripts. You want to give them examples of things coming up maybe do some case studies maybe some of the members are case studies for you. Maybe there's some hacks in there that you want to add trends, predictions, Insider scoop, asynchronous Q and A. Ok, so you could do all that in a post course membership so identify the updates and maintenance that they need. Identify two to three, maybe monthly deliverables that you give them and then invite past students to come and join the membership. And then at the end of each course before it ends, you're offering them and you're telling them about this throughout.  

16:24 Ok, So if it's a live course, you're going to tell them three weeks before it ends if it's self study and then about the second or third last module, hopefully there's no more than 8 modules. If that's the case, I would promote it a lot sooner. Ok, the all Access pass. This is for repeat buyers when someone buys for you from you, they are likely to buy more and more so why not make it super easy for them? Why not offer all your products or a certain type of your products for a recurring revenue fee? So access to your courses, access to your workshops, access to your PDF files, create an all access pass, give them access to your content and access to whatever else is coming up so tell them you get this for the year, but anything I create this year you're also going to get.  

17:09 And give them a schedule or an idea of what you will be releasing that's coming up to get them excited about it and add the content you already have now you could give them all the content at once or even drip out a couple pieces each month. I like to give them all the content at once. So this is what my client Jessica did. She sells PDF knitting patterns and she has Ricky Byers all the time so we created an all access pass for her and here's what she does on this is on her sales page.  

17:38 So join the pattern club and you get all this. So you get a knitting knitting pattern each month, 2 bonus patterns a year, professionally designed, edited all this stuff, lifetime access to the patterns so they get them forever and they get first access to other things that she offers too. And then when you go to Ravelry, which is a very popular knitting and crochet and other crafts like social site, she says, hey, do you want to save on all my patterns? You can come and she promotes it right in there like buy one or hey, come on over and get all of them.  

18:17 You know, you get you get this many per year and people love that so 14 patterns should not even give me all of them 14 patterns a month, a year. So create a list of all your content, prepare your upcoming courses or workshops, a list of them so you can tell people what's coming up. Invite pass buyers to come and join and add your All Access pass to every sales page of every course, workshop, PDF pattern, whatever that you offer.  

18:48 So what we've covered here, we have covered what a burnout free membership is we covered what a burnout free membership is not why you want a burnout free membership And we covered for burnout free membership models there's four of them that I'm covering in here we've got more in our failure funnel workshop which if you get the All Access Pass you'll be able to get that too. Audio membership, light post course and the all for being here.  

19:15 I added this into your swag bag. It is 80 plus membership deliverables. Go ahead, download it, check it out there are ideas in there for bonuses there are ideas in there for monthly things that you can provide to your membership, whether it's a burnout free membership or a big membership. This will be very helpful for you. If you need more help or you want to come and check me out, go to sandradefreitas.com thank you so much for being here i hope you enjoy the summit bye.