Framework Thinking®: How to Scale, Stand Out & Deliver Lasting Results
Framework Thinking® helps coaches turn expertise into scalable frameworks that amplify results and authority.
Read MoreShould you create an online course or membership for your clients? Which is the better business model for your introverted nature?
Lots of my introverted clients ponder this question, as they both come with advantages and disadvantages. To reduce the confusion and endless research, answer these 7 key questions to help you decide which is best for your business.
The best place to start if you don’t already know the answer to this question, is to ask your audience what they would like.
Only once you know the end goal, can you make a decision between online courses and memberships... that comes up in a later question.
Is your area of expertise on a topic that is evergreen - meaning it does not date easily, or is it based around the latest best practices.
A good example here is comparing a business coach to a social media coach working online.
To run a membership site, you need to be happy connecting with your members on a regular basis, and creating new content regularly as well that supports the members goals. Often accountability and confidence building are key components to the role of a membership host.
If you are unsure, I would suggest starting out with running an open community and serving value inside of this space to get a feel of whether this model is right for you. Set it up and run it as if it was paid. Make the group have a set goal as to why people will join, and be clear on what you will deliver. Then keep your promises.
Online courses are best suited when there is a set finish line that your student wants to achieve. Courses are not good for ever-ending missions. The best online courses will take the student through the task, one step at a time and get them to the promised goal.
A huge mistake made by many course creators is trying to bring too much into their online courses, especially if they are self led programs.
For either memberships or online courses there is work involved, and you need to have space in your calendar that can be blocked out to put the energy you need into not only the creation of the content, but more importantly on the promotion and marketing of the project.
Both online courses and memberships should be pre-sold before you create and record the content that you will deliver to students / members. You need to validate that what you wish to deliver is actually wanted by real people!
Don’t just ask friends, as they will always say yes. Test your idea first with a single paid masterclass or workshop, you must know that people are willing to pay for you to run the course or membership.
With courses, the work is more upfront in creation, with just the marketing component that will need to be ongoing in your schedule.
Memberships require more energy year round, in both delivering and promotion. The industry standard turnover rate in membership ( pay per month) programs is 3 months… heed this as a warning that you can’t take members for granted but need to work at retaining them.
Many business owners instead offer 12 months membership, to avoid the constant hunt to replace disappearing members. Though many people can become inactive in the membership despite paying their fees if they feel they are not getting value, they will shift their focus elsewhere.
Generally to make a membership successful, you need to have a large network, or audience already set up. As memberships rely on community interaction, and the energy the participants bring into it.
Starting top end with VIP memberships, where small numbers are part of the selling point as members get access to the host exclusively is the best place to start when you have a smaller network.
For online courses, your existing audience does not matter, as each person who discovers you can join and sign up as they wish, so your numbers will grow over time. In fact an online course will grow your audience, as you serve and share value.
These days, everyone expects that online courses will have video content to aid their learning, so you must be comfortable training in this medium.
BUT you don’t need to always show your face and be talking to the camera! In fact that can be detrimental to the learning experience for some. I encourage my clients to show their face in a welcome video, giving an overview, but when it comes to course content, it is completely acceptable to display presentation slides, and narrate over the top in the video.
There is no correct answer, but in my years working online, I do see introverted business owners having more success and are happier serving content through online courses than in running a membership.
The main reason being the constant ongoing pressure of maintaining the energy inside of a membership. Extroverts are naturally suited to running memberships for this reason.
But that doesn’t mean you can’t run a membership successfully as an introvert. You just need to set it up with strong boundaries in place. Be strict with yourself about how and when you are showing up for the community.
When you launch the membership initially, have a fixed term for the membership. Six months is a good starting length as a test. This enables you to have a “get out” point if after running it for a while you feel it isn’t for you. Only by taking action and trying it out will you know what is best for you and your business.
Remember that this is your business and you are allowed to change your mind!
My free membership community is based on Facebook and is called the Introvert Entrepreneurs Powerhouse. A unique offering in this community is our Powerhouse Masterclass Series; where guest speakers join us live every fortnight to share their expertise, all focused on building your business as an introvert entrepreneur.
You are very welcome to come along and join us here
Written by Susanna Reay, 09/21/2021
Framework Thinking® helps coaches turn expertise into scalable frameworks that amplify results and authority.
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