Why I'm closing my membership (plus trends & insights for 2023)

Last month I made the decision to close my membership.

I've run a membership of some sort for a good 5+ years now - and I wanted to share my reasons with you (because they highlight some interesting trends in the online space).

Like many online business owners offering a membership/subscription model, I noticed a big spike in interest/engagement in 2019 (and throughout the Covid period).

But during 2022, I’ve seen a huge drop off in interest/attendance. Along with increased interest in my self-study options i.e. my content kits).

Which kind of makes sense…

If you can invest in my Email Lead Magnet Kit (for example), listen to a 60 minute audio training, grab my fill-in-the gaps content templates and get your lead magnet (and all the follow up emails) created in a matter of hours.... why would you need to slog through a 10 module online course? Or join a membership.

I’ve also noticed increasing frustration with higher ticket mastermind and group coaching models.

Why more people want done-with-you solutions

I’m increasingly being asked to deliver more done-with-you solutions e.g. content intensives PLUS content creation. I’ve even provided ‘done-for-you’ content for clients who would otherwise have booked for me for coaching/consultancy…

Which again, kinda makes sense. When you can hire an expert for a couple of days to create your email lead magnet/launch content with you. And/or build out your sales funnels. PLUS create some/all of the content for you...why the heck would you join a 12 month mastermind?

And there are SO many ways I can add impact working in this way. For example, this year I've worked with a fully booked consultant in the diversity space (who is not UK based). In addition to helping design their podcast content strategy, I've written podcast scripts with them (live on Zoom calls). PLUS a 5, 500 word white paper - which I then repurposed into multiple podcasts scripts and social media posts for them.

I've worked with another client on event content strategy - and created email marketing campaigns and social media content on their behalf (along with the strategy itself). Again, on Zoom calls (this client is also not in the UK).

For busy coaches/consultants, investing in a couple of days of my time not only gives them the the strategy - and the accountability to get the content created - it also saves them TONS of time.

For example, we drafted that 5,500 word white paper in two half-day sessions on a Zoom call (working to a template I'd created). Afterwards, I edited and polished the draft for them - so all they had to do was a light edit. To put this into context, it typically takes this client a week to produce a draft of their white paper.

What I'll be focusing on in 2023

In 2023 I'll be still focusing on my content kits, my Courageous Content Planner and my Courageous Content Live event. But I'll definitely be leaning into content strategy/done-with-you services...as I've discovered I love it.

And it's what I need right now.

Because what I love about 'done-with-you' work is that there are clear deliverables. Which, after years in the online space - where I've consistently overdelivered but have still (at times) been made to feel like my best wasn't 'enough' - it's extremely satisfying. I shared more on this in my recent article on female entrepreneurs being traumatised by the online coaching industry.

So in 2023, I want to work with more coaches/consultants on podcast strategy and content creation. The white paper was really fun - so I'd love to do more of that. My dream project would be repurposing a coach/consultant's blog/podcast content into a book.

About the economy (and raising my prices)

The fact I'm getting lots of enquiries about this kind of work doesn't surprise me - despite the fact we're in a recession. Because in unpredictable economic times, people are generally less keen to take risks. They’d rather spend more with a proven expert to get the job (or the learning) done properly than take a chance on a low-cost solution that may/may not get them the results they need.

Interestingly, I also raised my prices by 20% this year - and I haven't seen a downturn in interest - quite the opposite in fact. I recently launched my Ultimate Courageous Content Kit (a bundle of all my content kits) and it's selling really well (the headline price is ￡1497).

Which again doesn't really surprise me. Because I think we've all had enough of low quality online solutions, right?

So in summary…here's four important trends I’m seeing in digital learning right now:

• Decreased interest in traditional ‘membership’ models
• Increased interest in self-study programmes - short courses/kits that deliver a clear transformation in a shorter amount of time
• Frustration with the current high ticket masterminds/coaching group model
• More interest in done-with-you solutions that combine coaching with implementation

This is not to say I think memberships are ‘dead’ - far from it!

But I do think new membership site owners may need to take a different approach - and find new ways to deliver learning in the coming months/years. And you want to stay ahead of the curve on memberships, you absolutely need to follow The Membership Geeks founders Mike Morrison & Callie Willows (they're the best in the business).

Because peoples’ learning needs have changed….and we need to change with them.

Janet Murray is a content strategist, author &?podcaster?who helps coaches, consultants & entrepreneurs build authority in their industry through engaging thought leadership content. Her 2023 Courageous Content Planner & Content Kit will help you create your content strategy for 2023 and includes 1000+ fill-in-the-gaps content templates (for social media posts, blogs and newsletters) to save you tons of time on content creation). You can save 10% with the code LI10.