I am an expert in customer retention and membership growth with 30 years of experience working with businesses across more than 80 industries. As the President of Be Unleavable, Inc., I specialize in helping subscription companies grow their membership and create loyal, dedicated customer bases. I have authored several books on the subject, including the widely-acclaimed Retention Point, which teaches businesses how to foster a group of excited fans who become their best customers and recommend the business to others. My focus is helping businesses foster long-term relationships with their customers rather than having a series of “one-night stands.”
I wrote...
Retention Point: The Single Biggest Secret to Membership and Subscription Growth for Associations, SAAS, Publishers, Digital Access, Subscription Boxes and all Membership and Subscription-Based Businesses
Retention Point guides business leaders in creating a dedicated customer base that not only loves their products or services but also eagerly recommends them to friends. The book introduces a systematic approach for enhancing customer retention and loyalty. It focuses on understanding customers' needs, delivering value consistently, and fostering emotional connections. Skrob emphasizes the importance of nurturing trust and a sense of belonging among customers. By implementing the strategies outlined in Retention Point,business leaders can transform customers into loyal advocates, driving referrals, repeat business, and ultimately, increased profits.
This is a captivating read that delves into the world of creating a fan base for any business.
Using Lady Gaga as a fun and intriguing example, the book demonstrates how she cultivated a loyal following while many talented artists struggle to gain recognition. Huba's choice of subject matter not only adds an element of entertainment but also highlights the effectiveness of Gaga's strategy.
The book breaks down the process into easy-to-follow steps that anyone can implement within their own business. One key lesson from Monster Loyalty is to "Make Them Feel Like Rock Stars," emphasizing the importance of making your fans feel special by acknowledging their contributions, highlighting their input, and incorporating their submissions into your work.
What sets this book apart is the simple template it provides, making it straightforward to apply the principles in a business setting.
Famous for her avant-garde outfits, over-the-top performances, and addictive dance beats, Lady Gaga is one of the most successful pop musicians of all time. But behind her showmanship lies another achievement: her wildly successful strategy for attracting and keeping insanely loyal fans. She's one of the most popular social media voices in the world with more than 33 million Twitter followers and 55 million Facebook fans. And she got there by methodically building a grassroots base of what she calls her "Little Monsters" - passionate fans who look to her not just for music but also for joy, inspiration, and…
Sticky Church may initially seem like an unconventional choice for business owners looking to improve customer retention, as it focuses on growing a congregation within a church setting.
However, the principles of customer retention remain the same across different contexts and can offer valuable insights to entrepreneurs.
Imagine enticing your customers to visit your business every week and even bringing friends and family with them - that's the power of Sticky Church.
While the book delves into Sermon Based Small Group meetings, which might not directly apply to most businesses, the underlying principles of connecting customers with each other and encouraging them to share their experiences are universal.
These ideas form the foundation of political movements, committed fan bases, and customer groups like Apple fans.
In the context of a church, Sticky Church offers unique customer retention insights that might be difficult to glean from a business-centric book. It's an unconventional yet valuable read for business owners looking to foster a loyal customer base.
Why closing the back door of your church is even more important than opening the front door wider.
In Sticky Church, author and pastor Larry Osborne offers a time-tested strategy for doing so: sermon-based small groups that dig deeper into the weekend message and tightly velcro members to the ministry. It's a strategy that enabled Osborne's congregation to grow from a handful of people to one of the larger churches in the nation-without any marketing or special programming. Sticky Church tells the inspiring story of North Coast Church's phenomenal growth and offers practical tips for launching your own sermon-based small…
This is an eye-opening exploration of the principles of persuasion and belief.
The book focuses on the intriguing story of Dr. J.R. Brinkley, who gained notoriety for selling goat testicle implants as a cure for erectile dysfunction. While this may seem outlandish, it serves as a powerful illustration of how people can be made to believe in something when specific techniques are employed.
Many of us are raised with a certain moral compass, which can sometimes hinder our understanding of how belief works.
Making Them Believebreaks down these principles and shows readers how to harness them in a business context. By suspending our disbelief and distaste for Dr. Brinkley's methods, we uncover a remarkable template for convincing customers to believe in and buy our products.
The key takeaway from this book is that, by following the principles outlined, you can effectively promote your reputable product or service, ultimately benefiting your customers.
Making Them Believeoffers valuable insights for anyone looking to build trust and persuade potential clients to invest in their offerings.
DR. JOHN BRINKLEY was, at one time, the wealthiest doctor of his time, undeniably the most Barnum-esque promoter in medicine in his time, vilified and prosecuted as a quack, praised as saint by the amazing number of men who flocked to him for his 'fountain of youth'---and by their wives. This book delves deeply into his TWENTY-ONE MARKETING PRINCIPLES, to provide a blueprint for adventurous advertising, marketing, promotion and personal promotion that can install a 'fountain of profits' in just about any business! IF YOU'D LIKE TO---AND WOULD PROFIT FROM---making yourself or your business famous and magnetically attractive, locally or…
Impro is a fascinating read that not only teaches actors the art of improvisation theater, but also unveils a key reason behind customers' purchase of luxury products: the concept of status.
Status plays a vital role in driving consumer behavior, as individuals seek to maintain or elevate their standing within a community by acquiring items that align with their perceived status.
In the realm of improvisation, playing with status dynamics—such as treating a low-status character as if they hold high status, or vice versa—can create humor and intrigue.
Similarly, in the business world, understanding and catering to the status that customers seek through their purchases can be instrumental in driving sales and fostering loyalty.
Though primarily aimed at actors, Impro offers valuable insights for business professionals as well. By grasping the significance of status and learning to address it in product offerings and marketing strategies, businesses can tap into a powerful motivator for consumer purchases.
Keith Johnstone's involvement with the theatre began when George Devine and Tony Richardson, artistic directors of the Royal Court Theatre, commissioned a play from him. This was in 1956. A few years later he was himself Associate Artistic Director, working as a play-reader and director, in particular helping to run the Writers' Group. The improvisatory techniques and exercises evolved there to foster spontaneity and narrative skills were developed further in the actors' studio then in demonstrations to schools and colleges and ultimately in the founding of a company of performers, called The Theatre Machine. Divided into four sections, 'Status', 'Spontaneity',…
7 Steps to Freedom is a foundational book that reveals the key economic drivers business owners must balance in order to achieve growth.
Although the book primarily promotes a business model using direct mail marketing for customer acquisition, its lessons are just as relevant in today's digital marketing landscape.
The book encourages business leaders to shift their focus from tweaking ad creatives to reduce customer acquisition costs, to redesigning their businesses to increase customer value.
By doing so, they can afford higher customer acquisition costs and grow much faster than by merely lowering that cost.
7 Steps to Freedomstands out as a unique resource that elucidates this crucial concept in an easily digestible manner for business owners. If you're looking to understand the economic drivers that influence your business's growth potential, this book is a must-read.
Me and The Times offers a fresh perspective on those pre-internet days when the Sunday sections of The New York Times shaped the country’s political and cultural conversation. Starting in 1967, Robert Stock edited seven of those sections over 30 years, innovating and troublemaking all the way.
His memoir is rich in anecdotes and admissions. At The Times, Jan Morris threw a manuscript at him, he shared an embarrassing moment with Jacqueline Kennedy, and he got the paper sued for $1 million. Along the way, Rod Laver challenged Stock to a tennis match, he played a clarinet duet with superstar Richard Stoltzman, and he shared a Mafia-spiced brunch with Jerry Orbach.
Me and The Times: My wild ride from elevator operator to New York Times editor, columnist, and change agent (1967-97)
An intimate, unvarnished look at the making of the Sunday sections of The New York Times in their pre-internet heyday, back when they shaped the country’s political and cultural conversation.
Over 30 years, Robert Stock edited seven of those sections, innovating, and troublemaking all the way – getting the paper sued for $1 million, locking horns with legendary editors Abe Rosenthal and Max Frankel, and publishing articles that sent the publisher Punch Sulzberger up the wall.
On one level, his memoir tracks Stock’s amazing career from his elevator job at Bonwit Teller to his accidental entry into journalism to his…
