00:00:22:14 - 00:00:39:11
Unknown
The very first digital product that we created was a membership, and we did it without knowing how hard it was to sell and grow a membership. So I want to tell you what we've learned in seven years so you can apply all of the things we learned and avoid the same mistakes. You ready? Let's go.
00:00:39:11 - 00:01:01:09
Unknown
And
00:01:01:09 - 00:01:03:23
Unknown
We spent more than a year building this audience.
00:01:03:23 - 00:01:24:20
Unknown
We had about 10,000 followers on YouTube, which is now them. Thinking back is amazing. But I thought it was nothing because I wanted to have millions. We got contacted by Vimeo because they acquired a company that did memberships. Basically, they said, Guys, your content is great. Have you ever thought about creating a membership? I'm like, No, because hang on.
00:01:24:23 - 00:01:50:05
Unknown
We had this incredible idea that by building the YouTube channel we would just make millions and get paid by advertisements that Google and obviously YouTube puts out. Big mistake to pay you $0.01 per 1000 views depending on what kind of issue. It's nothing. It's nothing unless you have at least a million views a month. There's nothing you can do to sustain your lifestyle.
00:01:50:05 - 00:02:16:19
Unknown
So that's when our monetization of a channel is not one thing that you want to look into. It's useless. So we need to sell something. What do we do? So Vimeo already came over and said to our guys, You are so great. We're just we just want you on our platform so you can actually share on there a paywall, a membership or the content that you've got not only online, but you can create new content for people that will come in your membership.
00:02:16:20 - 00:02:46:16
Unknown
We always needed some kind of a push to do something and that email from Vimeo, plus the conversation we've had was the push for us to say, Maybe we do have a chance, let's do what Vimeo things we can do. I think we spend the next six months building more and more content to put on the paywall in the membership without really knowing, actually without really knowing how hard it was to sell a membership, because when you don't know things, you just do them anyway.
00:02:46:18 - 00:03:09:17
Unknown
So what the funny thing is what I, what the idea that I has of having a paywall was people come because they want more things, more videos, more stuff. All right. So I said, I create more stuff. So I started creating programs all over programs and more programs, and I burned down. I personally burned down this everywhere ideas.
00:03:09:17 - 00:03:41:22
Unknown
I don't ever want to do anymore. So I just checked everything that we had that I had created in this membership. We were so tired because 9 to 5 all over the place on tour shows things, audition, getting rejected, getting the job, getting married and everything. We planned a holiday in August. We were supposed to launch the membership a few days before our departure and we managed to drop everything up and launch it, launch it, and then we traveled to Rome.
00:03:41:24 - 00:04:03:23
Unknown
I cried on the first day in Rome when we were supposed to relax. We started having, like so many panic attacks. You completely crumble. I completely crumbled in the middle of Rome. And that was so high. It was so hot. And my feet hurt so. And so bad. Anyways, I'll talk more about this launch that we did before.
00:04:04:03 - 00:04:20:11
Unknown
But one thing we had no idea, or at least my idea of membership, was that we put it out there and people would just come and we'll just buy it or whenever I mention it. And this is exactly what I did. I mentioned it in the video and we left and we said, I'm sure things will be alright, right?
00:04:20:12 - 00:04:44:13
Unknown
They're all going to jump. There were going to be more stuff for in exchange for money, right? What we didn't know is people are scared of memberships. The fact that the reason name cause and membership and the fact that even if they come from a free channel, free content and then now you they get to know you and then you offer something to them that is recurring payments.
00:04:44:13 - 00:05:04:20
Unknown
I've put together more content. People freak out because they sent me these. Not for me. Maybe it is. I'm not quite sure. And they take forever to understand if the pass so that you will take them on is exactly what they need or not. Well, as having a membership right there and there it was the worst thing we ever done.
00:05:04:20 - 00:05:29:15
Unknown
Because even if people wanted to know more about you and they wanted to get more content from me, they freaked out and they just said, I'm not going to commit for such a long time. It's easier to sell a 300 $500 product, which is a one off than a 2499 membership or ever, because when you sign up to a membership, you think you're going to commit long term.
00:05:29:15 - 00:05:50:22
Unknown
And psychologically it's so much more difficult. So if you want to create a membership, we highly recommend not to sell the membership as a frontend end product because it's scary for people to jump into something, especially if they don't know you well, especially if you don't have a huge audience where you warn them off and people really are convinced that they want to commit to you.
00:05:50:22 - 00:06:11:07
Unknown
Like in our case, it was hard for us, but it's even harder if you don't have an audience. What we realize after years of trying to error is that you want to have an introductory product as a front end offer that it's low to mid price so that people say, Great. I can understand the value of this 27 $47 product.
00:06:11:07 - 00:06:28:23
Unknown
It starts and it finishes, starts and finishes. I've got a time window. I know the result. That is going to give me it's a one off. It's a no brainer. I'm going to jump on it. That's like a paid trial, a paid sample. This product is not going to be the product that is going to fix all of the problems in their life.
00:06:29:03 - 00:06:48:11
Unknown
It's the product. It's going to give them a taste, give them some results in advance, but they become a client of yours. And that is the best way to then onboard them via email. On the idea of getting continuous support in a membership. That is the best way we've found so far. So keep that in mind if you want to do a membership.
00:06:48:17 - 00:06:49:23
Unknown
That's how you do it.
00:06:49:23 - 00:07:41:11
Unknown
And I
00:07:41:11 - 00:07:50:16
Unknown
very nice way to invite people into I call that I call it into your ecosystem just because it is a way they become part of your world.
00:07:50:18 - 00:08:19:18
Unknown
So it's it's not so much of a commitment as they take their time to go through the the small course that you've put together. They learn more about you. They learn how you teach them what past you're going to take with them. And as Jacobo was saying, the fact that then you can offer the continuous support, obviously the membership comes in in the best way possible because, you know, then you can take them by the hand, you can give them a longer path, you can add value even more.
00:08:19:18 - 00:08:41:03
Unknown
And that makes sense. But with the membership, the beginning, remember, people will be scared even if they can cancel at any time, is just the way they see is going to be continuous. But I still don't know if I like it, if I don't know if I like you. Who knows? So a very small commitment also because that very small commitment of 2747 not sign.
00:08:41:03 - 00:09:07:15
Unknown
It's a very nice way to filter out everyone, anyone that is serious and not serious. The freebie seekers that will always come into your list that sometimes complain because they receive free stuff. We get that. We get that the moment that they pay, even if it is a small amount they commit and they you are sure that they will do the job and they will do the work that you tell them to do throughout that small part.
00:09:07:15 - 00:09:18:00
Unknown
I don't know why they do that, but the more not you, even if you are looking at watching free content, please implement because just watching is not going to produce any results. Just saying it. Just sign it all out.
00:09:18:00 - 00:09:39:14
Unknown
And I
