This is a YouTube video titled "Membership 101: Building a Successful Membership with 15 Hours a Week (Part 1)" containing a recorded conversation from April 2023. The discussion features Lisa Prinsik, owner of Scaling Deep, and an unnamed host (Speaker B) talking about membership design, pricing, marketing, engagement, and managing community expectations. The content focuses on strategies for building sustainable and profitable membership programs with manageable time commitments. The format is an interview-style talk with two speakers.
You don't want to price, you know, a membership at $29 a month if you really are only going to get 10 people right away because you're going to live with that for a little while as you figure out the sales and marketing. And if you know you're going to show up and do all these calls and it's worth a lot on a private level, then don't undercharge. That's one of my big things that I talk about is that you, not everyone's going for that volume thing. And is it still a membership? Well, yes, because if people join, they can join at any time. They lose access to the material when they leave and they can stay as long as they want. It's a members and it can also be higher ticket. So those are some of the ways that we need to think about.
Hey. Hey. I am so excited to introduce you to Lisa Prinsik, the owner of Scaling Deep. We had an awesome conversation about membership design, marketing, pricing, messaging, what you want to include in your membership, what you may not need to include, how many people are lurking and how many people are actually engaged in membership memberships on average right now and why lurking may not be such a bad thing. This is going to be a fun conversation and it's going to be a two parter. The first part's going to be a conversation between Lisa and I and you and then the second part is going to be you and me breaking down some of the tactics and things I have tested that Lisa brought up throughout the conversation. So as I was talking to Lisa, I was making notes. I'm like, oh, I should share this. Oh, let me share this in case there are elements that you're thinking. Yeah, I want to know more about that. So part one coming up with Lisa. Part two is going to be a separate episode with you and me. So watch out for part two. If this is up your alley, I'm going to take you behind the scenes. But first up, we got to get into this conversation with Lisa. Over the last 14 years, Lisa has helped thousands of impact driven entrepreneurs dive deep into their unique value and business models to build sustainable and profitable brands. She helps niche experts become thought leaders and increase their impact and wealth with membership programs. A staunch believer in business simplicity and intention, love that she helps her clients accomplish their goals by focusing on what to do and what to ignore. Yes, please. Lisa loves a challenge with adventure and can often be found skiing or biking in the mountains of bc. Let's dive in because there is a lot of good stuff here and I'll see you in part two. Also, Lisa, welcome to the podcast. So excited to hang out with you today.
Yeah, thanks for having me. It'll be so fun to talk to you all about the membership thing.
Yeah. Oh my gosh. So we're gonna dive into how to build a six figure membership that runs on less than 15 hours a week. Your clients are doing this?
Yeah, absolutely. I mean it. The thing about memberships that people don't may or may not realize is that they are a lot easier to run than we think they really are. I mean, I know it's that dream, but everyone thinks, oh, it's passive or, you know, leverage revenue. We all want to get to that point. But if you do it properly, it doesn't actually require so much over delivery and so it's really easy. I'm surprised at how little I spend on my membership in terms of time and I spend most of my time trying to get more people in it. So that's the real truth.
Okay. Because this is a thing, right, where we want to put all of the things in to love up our community, to love up our clients, to love up our people and to help them. Is this going to help them get better results? Okay. Yes. Add this, add this, add this. I've been there before too.
Yeah.
So how do you think through and design building a membership that just doesn't have too much for you or for your clients?
Because that's. Yeah. So that's what people really struggle with. Everyone seems to want to throw things in and I think it's almost a little bit of insecurity at first, which is fine because sometimes we do that. Right. We're worried that we're going to not have something that people like. And in memberships are very self led. So there's a lot of people who will never even ask a question or show up to the community. Community. They'll just do something in the background and. Or they're just testing it. Right. They're just checking things out or lurking. Right. There's this interesting stat that 90% of the people are going to lurk, 9% are going to be moderate engagers and 1%, if that even are super engagers. So we sometimes take that on and start to feel a little bit uncomfortable because we don't see a lot of activity. And then that makes us want to create more and create more and create more and. And actually not even just create it because it's okay to have it because some people will dive in and really look for it and find it and get the right things. We will want to ask, tell everyone about it all the time. And then we're like, oh, do this and then do that. And everyone's at different places. And then they're just like, whoa, I quit. Or not just quit, but like, they just give up the journey. Yeah, yeah, it.
This is a really interesting stat. 90% of people are just lurking. How are we defining lurking?
Like observing. Like they're, they're there. They might be looking at something, reading something in an actual community. They, they won't be asking questions and they won't be commenting on everything. I mean, I'm that person. I won't bother commenting on a lot of things in groups I'm in. Like, I, I don't. I love conversation. I'm not the chit chat typer person. Right. Like, I'm not going to be on text all day long. That's just. So I think that we're gaining value, but we don't necessarily take the extra step to feel we have to contribute or need to share all the time. Right. So that is like most people, I think, and even though they're still gaining value because we can gain value watching a conversation. I mean, how many times have you watched a replay of something of someone else's conversation and got value? Or a podcast interview?
So, yeah, I love that reframe. Because initially when you're like, oh, look, not engaging, not taking in the material, but may still be taking it in just in your own way or style. And it's true, like, I totally get value sometimes when I. When I'm in a mastermind conversation and really just listening podcasts all the time.
Yeah.
So don't equate not being an active. Right. Community conversation starter with someone not getting value.
