I paid $20 for a key fob last year.
It’s just a black plastic disc with a QR code on the back. But it’s special. It’s the key to a back door that leads to a Spokane basement speakeasy, one of the best places in the city to get a cocktail. I haven’t been to Spokane in a year. I don’t know when I’ll be back. I still shelled out $20 for that key fob just to make sure I had access.
This is the power of exclusivity.
There’s a psychological phenomenon at play here, and smart brands use it. You can do the same thing. Build your membership conversions by using the power of exclusivity.
Creating More Value
There are basic tactics of building value in memberships: limited releases, unique experiences, gated discounts or offers. Those matter. But value doesn’t just come from your offerings or your tactics … there are ways to create more perceived value.
1: Tell a story that includes them.
To build those conversions, tell your members a story that centers them. Think about that speakeasy — the story is “you know a special place that other people can’t get to.” Costco is a good example of this too; their story is “you’re a smart, budget-conscious shopper.”
Every part of the branding around these offerings is meant to reinforce those feelings. Center your members in the story and make them the hero of the membership — they’ll reciprocate with conversions.
2: Make your membership dashboard feel “behind the curtain.”
When people enter the space that’s devoted to their membership — in the case of a website, their membership dashboard — it needs to feel like they’ve gone “behind the curtain”.
One recent marketing study analyzed how successful luxury brands reinforce their exclusivity by disguising entrances, curating the space with items that reinforce the brand story, even working their products into the space. They remove price tags and hide store details. The end result is an experience that makes people feel special — part of an “in-group.”
You must do the same with your membership experience. Exclusivity is more than behind-the-scenes, extended cuts, and special offers that are not available to the public. That sense of privilege needs to be felt in your member dashboard, the page design and the language you use. Make them feel special and a conversion in that membership (a download, a click, a purchase) is a natural next action.
>3: Get personal.
Speak to your members differently. They’ve chosen to make a commitment to you … be more personal and make sure they feel appreciated, and thank them for their engagement.
This uses the principle of reciprocity — when you give this level of consideration to your members, they’re more likely to want to do things for you. Reciprocity drives conversions.
Membership is More than Special Offers
When you use exclusivity, memberships become more powerful than the tactics you use to sell. They can drive conversions by building a true relationship between your brand and your audience. Use the power of exclusivity in your memberships and reap the benefits. And if you need a hand, don’t hesitate to reach out. Just drop us a line, anytime.
Best Regards,
David Brandon
Copywriter
Rainmaker Digital Services