Forced Continuity in Business
Dear Millionaire:
"If you can see the invisible, you can do the impossible"
Have you ever bought an item on Amazon's website and they give you the "also purchased" link before you add to cart.?
Ever heard, "would you like fries with that?"
How about a membership at Sam's Club where you get great discounts but you have to pay your yearly membership fee to get into the building?
These are all examples of forced continuity!
So exactly how can this be used in my business..you ask?
Stick with me for a minute and I will explain how this concept can be used to help enhance your own business.
Here’s how it works…
The deal is in order to get Goodie #1, you have to commit to regular monthly payments for Service #2. -
It could be a membership site (usually), or an upgrade for better tools and functionality or something similar..
Is forced continuity a bad thing?
Now to be clear there’s a difference between “optional continuity,” “forced continuity,” and “hidden continuity.”
Optional continuity is self-explanatory.
Forced continuity is a very common marketing practice. In fact, there’s nothing wrong with forced continuity in and of itself.
Not for the merchant. There are people who will let that $10 a month charge run for YEARS and the cost to fulfill?
Zero dollars.
That’s a pretty good business model!
From a business point of view, the “Reservation Rewards” deal is brilliant. It can be tagged on to the post-sale to anything. Offer a free report or something at low cost, then create a relationship with the consumer and have them "sell themselves" on the upgrades.
It is signing up for an offer that requires some kind of regular or additional investment to gain some benefit or access to additional goods creating a win-win scenario for everyone.
It's not a requirement of forced continuity to put things in small print.
Yes, some do it, but that is not technically what it is all about.
What’s wrong is when it’s used in a wrong way.
The lack of transparency is the real culprit — such as hiding it or disguising it. Especially when it’s done on purpose.
Forced continuity is nothing new.
The vitamin industry uses it all the time. I’m told the great Anthony Robbins uses it, too. Popular products like Video Professor, Columbia House, Time Life, Audible.com, and tons of others use forced continuity in some way.
So when people are forced into continuity, that’s one thing. It’s perfectly acceptable to me. I speak as a consumer.
When people are forced into continuity against their will, that’s a whole different ball game. And it’s wrong. (Moreover, when marketers outright refuse to cancel and refund orders, those are the worst of the bunch.)
To me, those are the real scammers. And those are the guys who are giving us a bad name — including legitimate forced continuity offers.
It’s no wonder people are scared to buy into forced continuity offers. And it’s also no wonder why some unscrupulous marketers feel the need to hide it and resort to doing so.
Unscrupulous and lazy, too.
Why lazy?
Because, if you’re willing to do it right, be transparent, and use good copy-writing to ethically persuade your customer on your forced continuity offer (and, above all, on keeping it), you’re going to be a lot more successful.
DON’T FORCE CONTINUITY
- Be clear.
- Be transparent.
- Use great copy.
- Serve your customers well.
Yes, a continuity program is THE holy grail for wealth. Nothing comes even close.
The recurring revenue. The guaranteed monthly income. Less reliance on bringing in new members all the time.
The list goes on and on…
BUT – and this is HUGE, not every topic works well for continuity.
THINK BIGGER-GIVE VALUE
- Private online groups...
- DVD-of-the-month for new niche members
- id coupon club
- Teach them how to start a home-based business
- And much more…
Do you see where I'm coming from with this?
By getting off the obsession of trying to fit YOUR topic into continuity, think about how you can offer recurring revenue programs on the back end if your topic doesn’t fit.
Study the model, test it, but clean it up a bit first before using it with your customers you want to have lasting relationships with.
Be Exceptional,
Kevin Lankford
The Bettering Your Best Coach
Recent Comments
2
Hi Kevin,
Make it happen. You know what going on so, keep it going my man.
Much Love,
Rayford
Thanks a lot!