The title of this book refers to Netflix binge-watching TV shows where, if a viewer got to episode X, they were likely in for the whole ride. Episode X is the "retention point."
This is precisely what managers of membership programs must do. This book is a high level view of the main ingredients that keep members re-subscribing and feeling like part of the community.
Big take-aways:
-Information is like water. Too much is just as bad as too little, and most membership managers try to deluge their customers with more content in order to patch up declining subs.
-Nobody “wants” a membership, much like nobody who bought a drill wanted a drill, they wanted a hole. And all too often a membership becomes just an information strip tease where something that could have been delivered right away gets thinned out over weeks months and years.
-Membership is a luxury purchase and buyers need to feel like they’re having a luxury experience. Which means belonging to the club must confer status. This in turn demands that you confer recognition on members for achieving goals and hitting milestones.
-The focus always has to be on the dream outcome, not the effort. People need to be reminded *much more often than we might think* what it is we’re trying to accomplish here and how good it will feel when we get there.
-You must take deliberate action to get the customer to eliminate all other options, distractions, sources of noise.
The book is VERY readable. Not only is it short, but the concepts are expressed in very simple stories (sometimes even parables) that underscore key points. You can read it in an hour but I took quite a bit longer to digest it. And underlined lots of elements.
The most relevant section for me was chapter 15. In it he has an example of how Dave Ramsey focus his members on outcomes rather than processes. It took a fair amount of effort for me to translate this into a version of my own for my members, but it was WELL WORTH the effort. (I had a very hard time seeing the forest for the trees.)
Using the concepts in this book we’ve extended our average retention by at least 30% and increased our lifetime customer value. Rob is an extremely knowledgeable retention specialist who has worked with a wide array of membership models.
This book is not a granular dissection of blow-by-blow retention tactics. Yes, you can borrow lots of ideas from his example campaigns and you can infer many specific action points from guiding principles, but this is still a short overview. That said if it locks the concept of a moment-in-time “retention point” in your head it’ll be well worth the read.
Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet, or computer - no Kindle device required.
Read instantly on your browser with Kindle for Web.
Using your mobile phone camera - scan the code below and download the Kindle app.
Customers who bought this item also bought
Page 1 of 1 Start overPage 1 of 1
About the author
Follow authors to get new release updates, plus improved recommendations.
Reviews with images
Every page covered in ink!
Never before have I covered every page of a book in so many notes (and I read a couple dozen business books each year). As someone who's built multiple 7-figure memberships, and belongs to multiple high-level membership mastermind groups, I found myself breathlessly racing through this book in a single sitting. Ideas were sprouting all over the place. I immediately dashed off a list of 20 action items to my director of ops for us to consider implementing.To the other reviewers who were put off by the hook (Robert writing the book in a single 27-hour plane flight)...I thought it was clever, but even if you don't, push through to the meat - because there is a lot, and it's 100% on-point. To others who were put off by a couple pages at the end about Robert's other offerings - don't be. Lots of people will want to go deeper on these topics, or get extra support to implement the principles faster. It's ok if that's not you - there's plenty here to justify the investment of your ten bucks and the hour or two it will take you to read it. In fact, I have a feeling for our business it will justify the investment by at least 1,000,000x.Thank you Robert for spending those 27 hours writing this book instead of (or in addition to?) enjoying business class beverages.
Top reviews from the United States
There was a problem filtering reviews right now. Please try again later.
Reviewed in the United States on December 25, 2018
Reviewed in the United States on September 10, 2021
Reviewed in the United States on February 3, 2024
Reviewed in the United States on September 28, 2018
Reviewed in the United States on March 19, 2019
Top reviews from other countries
Scott Paton, The Elder Nomad
The best membership book ever
Reviewed in Canada on May 9, 2021
Luigi Cervone
Ottimo testo, assolutamente consigliato
Reviewed in Italy on July 26, 2021
