Bradley

Price locks are effective tools for converting customers to subscriptions and keeping them long term. Here’s how to use them to your advantage, and one big consideration to keep in mind.

“Lock in your price for life” is something you’ll see on a lot of subscription products. Subscribe now, pay today’s price forever unless you cancel. It makes it harder for the customer to cancel, making it easier to keep them around… And hey, it’s easier to sell someone who’s already leaning “yes.” In my latest newsletter (hitting inboxes tomorrow morning), I break down how price locks work as an acquisition and retention tool, plus a few things to keep in mind. You’ll learn: - Why price locks double as an acquisition and retention tool - The “switching costs” price locks create — and how that makes it almost impossible for some customers to jump ship) - One rule for how to position/market your price locks. Doing this right connects the price lock to real things the customer’s going through, making it an even easier sale. - Why subscription customers eventually become liabilities… and how to prevent that from happening (it’s simpler than you think) Subscribe now to read first thing tomorrow morning (link in replies)...

Churn is not a single thing. Two broad types exist, each pointing to different problems. Learn the difference and a few simple ways to fix each.

Grok Bot issues aside, it's crazy I can now get real work done by talking into my phone, thanks to the Grok Bot mobile app. I am having the Grok Bot identify and apply all internal and external (product/affiliate product) linking opportunities straight from the mobile app. What a world!

Lapsed payment is one of the easiest forms of churn to fix. Learn the simple “Dunning” email flow that recovers this low-hanging fruit by warning customers of subscription payment issues.

Earlier this year, my friend and I were working with a client who had a subscription offer. I used my business email to log into their ESP, so I’d get a few notifications a day in my inbox that each said the same thing: “So-and-so’s payment failed.” It was anywhere from 2-5 a day. The client had an email to address these people. Emphasis on an email. It was one, single, relatively generic “Hey, your card is about to expire” email. That email probably recovered a few of these people (something is better than nothing)… But so many more floated away. Such easy recurring revenue, lost, not because of customer dissatisfaction… But because a card expired and the customer didn’t even realize it. Unlike voluntary churn, where someone decides to leave… this problem had an easy solution: A Dunning Sequence. In my latest newsletter (sending tomorrow morning), I break down what this sequence is, what it looks like, how it recovers failed-billing customers, and a few ways to maximize its results. You'll learn: - The difference between voluntary and involuntary churn… and why involuntary churn is the easier fix - What a 2–3 email dunning sequence looks like, including the timing for each email - The 2 sequences that constitute a full Dunning Sequence (ideally you want both, but start with one of these) - How to frame the emails so they don't feel accusatory (card issues happen to everyone) Subscribe now to read first thing tomorrow morning (link in replies).

Selling someone on a subscription is just the beginning. Here are 8 ways I help clients KEEP more of their subscription customers so they can grow their recurring revenue.