A while back, my wife, our six year old son, and my wife’s parents went to see Paul McCartney in concert.
What was I doing?
Now, before you jump to the conclusion that I’m an uncultured oaf who doesn’t enjoy the arts: I’ve been to plenty of concerts. Adele was probably my favorite as far as seeing pure talent on display. Justin Timberlake takes the cake for an amazing production.
But in this case, I just wasn’t excited about going. Paul McCartney just doesn’t do it for me.
And you know what? That’s great for Paul (yeah, we’re on a first-name basis). If he’s smart (which he is), he’d much rather have someone who really wants to be there at his concert, than some guy who’s only going because the rest of his family is, and who would rather be at a movie, or reading a book, or whatever else.
You should run your membership site the same way: have a narrow, specific focus that appeals to true fans who will stick around a long time.
People who don’t really care about what you’re doing and who will cancel after a short time are a distraction from what really matters: your dedicated members who are in it for the long haul.
Focus your efforts on serving those true fans, and your long term profit and retention rate will be far, far better.