Ed Gandia explains how to build recurring revenue by offering services consistently, using his own commitment to monthly massages as an example of why people pay for regular, predictable help.
Welcome to the High Income Business Writing Podcast, helping you propel your writing business to a whole new level. And now, here's your host, Ed Gandia.
Hey there. Welcome to the High Income Business Writing Podcast. I am your host, Ed Gandia, and this is the podcast for business writers and copywriters who want to earn more and less time doing work they love for better clients. This episode is a little different and much shorter than usual rather than my typical 45 minute format. Today I'm sharing a quick tip with you and this is part of the regular audio insights that I publish for my private coaching clients. I just thought you'd find it helpful. So here we go. I hope you enjoy it. About a year ago, I decided to make a commitment to start getting at least one massage every month. This is something that I had done before but eventually stopped doing because it just felt more of a luxury. Well, fast forward a couple of years and I realized, you know, there are some great health benefits to this and it's something that I deserve. It's something that I want to recommit to, something I want to start doing at least once a month, preferably twice a month. I went to a chain, it's a franchise, I believe they're in many different states called Massage Envy. And they had a program that I thought was just absolutely brilliant. So Massage Envy has a membership program where for $60 a month you get a free massage. It's included, and any additional massages are only $40. The regular price for a massage there is about $90, which is typical for the area in which I live. But that was a great deal. And beyond that, I saw a great opportunity here. I realized that by signing up and becoming a member, which by the way, required a 12 month commitment, I would be forcing myself to schedule that massage every month. At least one massage. If I'm paying $60 a month, I'm going to make sure that I take advantage of that. So it was, in a way, kind of forced accountability. And not surprisingly, I've been able to keep it up. And I've had at least one massage every single month over the past year, many months. It's at least two massages that really got me thinking about what we do and how we work with our clients. And the question that I encourage you to ask yourself today is what are your clients doing? Or what do they wish they could do or should be doing on a consistent basis but just aren't doing? So what is their massage? What is the thing that, you know, they know they need to recommit or commit to doing, but they just aren't getting it done. And how can you offer that as a service? In other words, how can you offer blank as a service? Case studies as a service? A newsletter as a service, a series of articles or ebooks or lead magnets or content upgrades as a service? Something you know your clients, or maybe a particular client has told you before, or has maybe alluded to the fact that they need to start doing something more consistently, but they can't seem to get it done? And how can you offer a package recurring revenue deal where you offered to do that for them on a regular basis in exchange for a regular monthly fee? This is a great way to start introducing some recurring revenue into your business. Call it a retainer, call it whatever you'd like. But rather than presenting a retainer, work backward and ask yourself, what are my clients not doing they know they need to do? And how can I become the person who enables them to make that happen on a regular basis?
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