I’ve been reading through this massive post on Farnham Street, which is a list of 113 mental models, with explanations for each.
Basically, this is saying people tend to prefer what they’re familiar with. This may seem obvious, but it has important implications for running your membership business.
You can apply this in both your marketing efforts, and your retention efforts.
In your marketing, seek to get in front of people over and over and over and over. I cannot emphasize enough the importance of capturing email addresses from visitors, and then following up by delivering them value repeatedly. Become a familiar, welcome presence in their inbox and they’re far more likely to join.
This also applies to member retention. You need to be measuring engagement on your site, and acting on that information. If members only rarely engage with your site, the chance of them developing that “familiarity preference” diminishes drastically, and your churn rate will go up.
Are you properly leveraging this psychology principle in your business? If you’re not sure, get in touch and tell me about your situation, and I’ll help you work through it.