The paywall is a very successful tool for marketing membership programs online. Most online readers are used to getting information and content for free, but that does not mean a business cannot create tantalizing content to lure clients to become paying members. The following should help you understand why the paywall tool is helpful and how to properly use it.
Why Does This Type of Marketing Work?
Paywalls allow you to sell the sizzle, not the steak. You may not think this type of marketing would be effective, but the truth is that it is quite powerful for a number of reasons. Simply put, effectively teasing a potential client ignites curiosity.
The brain is a very peculiar organ that loves the unknown. Your brain wants to learn. The mind actually propels you to find ways to figure out a mystery and releases feel-good hormones like serotonin when you find out the answer.
Masterful marketers know that the mind works this way, which is the reason they create marketing campaigns that ignite curiosity or mystery. The brain’s hunger to solve a mystery is an evolutionary trait, which has given human beings the ability to solve problems. The brain’s reward gives the person the drive to solve the mystery.
How to Properly Market Membership Programs
Knowing why this marketing tactic works is just part of the battle. The next thing you want to do is find a way to use this technique effectively. It is important to accept that learning how to market memberships in this fashion will take some patience and some trial and error.
The first step is technical but necessary – choosing the right platform. Ideally, the platform should include software add-ons tailored to paywall-membership business models. The best WordPress membership website plugins provide a good example of this, however, the final decision needs to be based on the specific needs and aims of the service being provided.
You want to create great content that is hard to find. This content could be anything, from information to experiences. The key is to figure out something you know other sites are not offering or is scarce. Of course, it is important to note that offering something that is hard to find is not always possible. That is okay, too, because you can spin what you are offering into something that seems hard to find or is unique.
Now, marketing tantalizing content requires careful thought. This means you need to create content that feels exciting enough to ignite curiosity. What you want to do is give people a taste of the juicy stuff without giving away the whole meal.
A good way to test if you are effectively teasing your potential customers is to create a test audience. Give this group of online users an opportunity to see the information or content you are using to lure new customers in. Ask the audience if they are willing to become members of your subscription or if they are willing to pay to find out more. You want to make sure you take notes until you figure out the kind of content that may entice the demographics you are shooting for.
All of this work may seem endless, but be patient because it can produce effective results. Remember that creating a membership portion of your website can help create a more sustainable stream of income. Yes, things like affiliate marketing or merchandising can create good streams of income, but these streams are not too reliable. Those who want to feel more secure with their money flow should definitely consider a membership-based site using some of the points mentioned here.
