The 10 Steps To Creating A Successful Membership Website

Evergreen Vs Closed Door: Which Is Right For Your Membership?

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A membership site or course creates a community, takes advantage of the fantastic audience you’ve already built, and gives you recurring revenue to direct back into your biz. 

What’s not to love about that?

But there’s a choice to be made when you’re thinking of diving into a membership site of your own. Should you go ‘evergreen’ or is ‘closed door’ the sales strategy for you? 

Let’s find out… 

What’s The Difference? 

With an evergreen membership, you launch once, and registration stays open from that point on. Anyone can join your membership at any time, there’s no deadlines or closing dates. 

However, with a closed-door membership new members can only sign up at certain times – during your launches. You might run a launch just once a year or multiple times. 

So which one has the biggest benefits? 

Let’s look at the pros and cons…

First up, the benefits and drawbacks of going for an evergreen approach:

Pros of Going Evergreen

  • The cart stays open – With an evergreen membership site or course, you can make the most of never having to close your cart. The offer is always open, which means sales can come in at any time of day, week or month. 
  • Income keeps coming – A consistent income is every business owner’s goal, right? Well, with a membership site or course that’s continuously active, your revenue is so much more predictable.
  • Stress less – With one steady evergreen offer, you’ll avoid the stress of a huge launch that has to be repeated every time you close for sales and reopen. Easy peasy.
  • All in the funnel – An evergreen membership site or course means you’ll also benefit from an evergreen sales funnel. Giving you the opportunity to split test and optimise conversions easily. 

Cons of Going Evergreen

  • Ongoing promotion – While your course or membership will stay the same, you’ll still need to keep the marketing fresh and lively. You’ll have to consistently promote your offer with things like lead magnets, email campaigns, and blog posts to keep that evergreen growing. 
  • No scarcity – Having your sales constantly open means you lose out on the scarcity tactic that would push people to subscribe because of a limited offer or availability. You might lose out on some leads that were first inspired to click the buy now button.

Depending on your business strategy and ideal buyer, either evergreen or closed-door will work wonders for your course or membership site. 

So now you’ve got an understanding of evergreen membership, what about closed-door? 

Pros of Using Closed Door

  • Build the excitement – Creating excitement is easier because your course or membership is only available for a shorter period of time. 
  • FOMO – Having urgency because of the limited availability gives your audience a serious case of FOMO (fear of missing out). They’re more likely to sign up because they do not want to miss out.
  • Step back – When one launch cycle ends you can sit back and reassess. Use what you learnt from the previous launch to adjust for next time.

There’s no doubt, a little bit of urgency can drive your buyers straight to that checkout page. What are the drawbacks, though?

Cons of Using Closed Door

  • It’s constant – In reality, a closed-door membership will really mean constantly launching to keep new subscribers rolling in. Expect to put in consistent effort.
  • Keep it up – Using email marketing, webinars, and fielding questions, you’ll spend plenty of time keeping things running and producing the fresh content needed for every launch.
  • Missing out – There will totally be a selection of people you’ll miss because your course or membership isn’t constantly open for sales. Though that’s not the case if you do a great job of marketing …

Ultimately, it all comes down to what works for your business – and your membership subscribers or course buyers. 

Think it over and decide which method you’d choose. 

If you launch smart and know your audience, a membership site or course is a limitless way to increase your business’ revenue. Plus you get to give your buyers exactly what they’re looking for, whether it’s evergreen or closed door.

A solid first step toward your membership site is to avoid the mistakes most people make. You can discover how to avoid these membership mistakes on our recent blog “5 Membership Mistakes & How To Avoid Them” here…

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