The Members button is where you can view your member details, and adjust
the settings of your member levels and groups. This is primarily a place
for administration, but there are a few settings in here that you can
modify for the most profitable results.
It’s possible to search through your members on many different criteria.
The most valuable way you can group them is by Member Level. In the
Member Management area you’ll find an option to email all of your
members within any specific level.
The obvious use for this is to avoid sending upgrade invitations to
members that have already upgraded, but there is a more compelling reason
to send specific emails to specific member levels: the member level
teaches you something useful about every single member. I’m not talking
about taking this to ridiculous lengths and building up lengthy profiles
for every member level, but there are a number of facts that you can
assert and assumptions that you can extrapolate.
These people are:
• Willing to spend money on their business.
• Willing to spend money with you.
• In one transaction, willing to spend AT LEAST whatever your upgrade
• Interested in the niche topic of your membership site.
From this information, you can make the reasonable assumption that many of
those members will, if presented with the right offer, spend money with
you again. The offer could be more of your products, or it could be a
related product of which you are an affiliate. Additionally, because
they’ve already spent money with you, you have a legitimate reason to
offer them a “VIP Members” discount or bonus.
These people are:
• Willing to hand over their email address in exchange for something.
• Interested in the niche topic of your membership site.
It would be easy to assume that free members are just “tire-kickers” who
aren’t willing to spend money. In some cases this will be true, but it may
simply be that your offer wasn’t quite right for them. If you assume that
at least some of them ARE willing to spend money, then you just need to
find the right offer.
• It may be that they can’t afford your initial offers. Try pitching
something at a lower price than your downsell.
• Maybe your offer was similar to something they already have. Try
different products within your niche.
• Perhaps your offer sounded too much like hard work. It could be that
they don’t want to learn how to do something, but they’d be willing to pay
for someone to do it for them. Create a service that fills this need.
• It could be that YOU are the deal-breaker. Whatever the reason, don’t
take it personally. Instead, become an affiliate for someone else’s
product and pitch this. Concentrate on offers that are free on the
front-end and then pitch an upsell. At least you can be sure that your
free members are willing to complete the first part of the equation.
If you really want to take the guesswork out of your offers, send a
questionnaire to your members and find out exactly why they didn’t take
your offer and what they would be willing to say “yes” to. Make sure you
offer a reward for completing the questionnaire. The reward should be
something worthwhile, otherwise you won’t get enough completed
questionnaires to provide you with useable data.
Whatever reward you offer to your free members, make sure you include, as
an unadvertised bonus, a discount on one of your products. You may still
be able to bring some of your free members into your upgraded members
Creating the various levels for your members (free, paid, upsell, etc) is
a straightforward process, but the last four options are frequently
misunderstood, and offer you some extremely valuable opportunities. I
would go as far as to say that this quartet has the power to give you more
additional sales than any other feature. In this section I’m going to give
you some specific uses, but with a little imagination you can take this
much, much further.
Visible: Y or N
This may sound like an odd question. Why would you want to create a
members level and then make it invisible? There are many reasons…
As an example, let’s say you have a free level, and two upgraded levels.
If you make all three visible, they will be selectable from a drop-down
menu on your member registration page. You want your customers to be able
to choose between these three member levels, so this is fine. But what if
you have a member level that you DON’T want new customers to see? Then you
set the Visible field as N, and this member level will NOT show on the
member registration page.
Member levels that are customised in this way can only be accessed as an
upgrade for existing members, or via a private registration page at a
secret URL. There are many reasons why you might want to do this. Here are
just a few of them:
Upsell/Downsell Member Levels
You don’t want new members to know, in advance, that there will be an
upsell and downsell opportunity, especially if you’re setting them as
One-Time-Offers. By making these member levels invisible, you can offer
them to existing members as upgrade, but keep them private from newly
Joint Venture Partners
Encourage affiliate activity by creating a free Joint Venture Partner
member level, that is only accessible via a private registration page. You
can utilise this to allow JV partners the opportunity to preview your
content, and to offer them a preferential affiliate commission percentage.
Imagine you’ve made a deal with a heavyweight affiliate to offer their
readers a special discounted rate. To facilitate this, create the special
member level, and make it invisible. Provide your affiliate with the
secret registration URL and you can offer this unique registration option
without the whole world knowing that there is a discounted level
This one option, visible or invisible, opens up all manner of
possibilities. Create a special members level and keep it private for you
and your selected audience.
Some are put off by a “Tier 2” option, confusing it with Multi-level
Marketing, or some of the shadier “make money online” programs. In
reality, this set of three options is designed to allow you to encourage
referral and affiliate activity.
In practice, this means that, if one of your affiliates refers a new
member, and THAT new member becomes an affiliate, your original affiliate
gets a small cut of the latter affiliate’s sales. Let me make it clear:
You set your main referral percentage to 50% and your “Tier 2” sales at
Tom refers Dick
= Tom receives 50% of the sale.
Dick refers Harry
= Dick receives 50% of the sale AND Tom receives 10% of the sale.
The percentage values can be set to any percentage you like; although I
don’t recommend the combined percentages adding up to more than 100% or
you will be losing money on some sales. This is fine if you have the
back-end sales weight to counter this, otherwise, I suggest keeping the
combined total below 80%. This provides a good level of reward for you AND
Many of your customers won’t appreciate the value of a “Tier 2”
opportunity, but they aren’t your target here. The people you want to
utilise “Tier 2” are the super affiliates who have the ability to refer
lots of new members; they will be very quick to see the advantage here.
You may even prefer to keep “Tier 2” exclusive for your Joint Venture
partners, making this one of the tasty incentives for your trusted
Another way to raise the profile of this feature is to offer it privately
to your best affiliates. Create a new member level with a “Tier 2”
percentage, upgrade your top affiliates, and then privately email each
affiliate and tell them about the “Tier 2” opportunity they now have
available to them. You’ve just given them a really good reason to step up
their affiliate activity even further.
Last, but not least, you can use “Tier 2” to create a special “JV Broker”
level. This is a members level that is specifically designed for
individuals who can attract new affiliates for you. If you ask around,
you’ll find that there are individuals who specifically market themselves
as a JV Broker – usually because they have access to many individuals with
large mailing lists. Their usual practice is to act as a JV Broker for a
person, in exchange for a 10-20% “Tier 2” facility. Be aware however, that
JV Brokers are usually very selective. They’ll need to be confident in the
ability of your offers to convert before they are willing to work for you.
A similar, but easier way to obtain a JV Broker, is to advertise for one
on Elance, or another outsourcing website. There are people out there who
will work to find affiliates for you, purely for the “Tier 2” perks.
Because they only get paid when you get paid, this is a very
cost-effective approach. Some outsourcing sites don’t permit the hiring of
people on a commission-only basis, but you can get round this by offers a
small “signing-on” bonus; an initial payment to get them started.
I fully understand if you’re feeling some reluctance about giving away so
much of your profits. It’s easy to focus on the fact that your affiliates,
combined, are getting even more from each sale than you are. I understand
this reluctance but I’m still going to tell you get over yourself.
Remember, these are sales you WOULDN’T have received at all without the
activity of your “Tier 1” affiliates. This is profit you would never have
had in the first place. Don’t look at the 50-80% you’re giving away, look
at the 20-50% you get to keep. And this is before you factor in any future
and back-end sales that you may make with these new referrals.
This page gives you line-by-line control of your member registration page.
For the most part this is where you decide what information you want your
members to hand over and which of these fields are going to be mandatory.
Administration is simple, but don’t underestimate the importance of this
page. It’s possible to write a killer sales page, only to lose half your
interested customers on the registration page. And that’s not all; it’s
even possible to customise this page in a way that increases your sales on
In other words, pay careful attention to this section!
You can test this out for yourself but, generally speaking:
The fewer pieces of information you ask for, the greater the percentage of
customers that will complete the form.
You can get away with a few more questions if the customer is buying
something from you, as opposed to registering for something free.
Figure out the absolute minimum information that you need for someone to
sign up, and go with that. This will probably be first name, last name and
email address. If you want more information than this, don’t clutter your
registration page unnecessarily, ask for it AFTER the member has validated
It’s fairly common practice to open the Members Home page with a list of
step-by-step instructions. We’re conditioned to pay attention to these
lists and the majority of people will follow the majority of your steps,
even if one of those steps is: Please complete your “Profile” page. That’s
your opportunity to get the rest of the data you desire.
We’ll cover step lists in more detail later on but, for now, just remember
to put the most important steps at the beginning of the list.
PayPal Email & Clickbank ID
The majority of the fields are self-explanatory except, perhaps, for the
"PayPal Email" and "Clickbank ID". These fields are provided so you can
automatically make your members affiliates. The LFM script, as a matter of
course, provides all members with a unique referral link so
affiliate-minded individuals can get started straight away. If you’re
using Clickbank to manage your payment system, you MUST get the users
“Clickbank ID” for the affiliate program to function. If you’re not using
Clickbank, then “PayPal Email” is sufficient. You can even ask for the
“PayPal Email” at a later period if you’re concerned about using too many
fields on your registration page.
If you find your members are reluctant to provide their email address,
then add some text to your registration or member page, explaining that
this is purely so that you know where to send their commissions. The idea
of receiving money, strangely enough, seems to be a good incentive to get
members to do… well, just about anything.
This field allows you to ask the customer any question you want, and they
can then check the box to say “yes”, or leave it blank to say “no”. You
can use this to survey your customers on just about anything:
• Would they recommend you to a friend?
• Did they find you via a search engine?
• Would they be interested in a 1-on-1 coaching program?
Don’t use it for the sake of it, but this really opens up a lot of
My favourite use of this feature is a technique I call the “Phantom Check
Box”. It’s efficacy depends on people not knowing about this technique so,
although I can’t stop you, please do your best to keep this one to
As you’ve probably realised, the check box doesn’t perform any function,
other than recording the customer’s decision on whatever question you’re
asking. The thing is, your customer DOESN’T know that the check box is
static. As far as they’re concerned it could have a profound impact on
their membership. It all depends on WHAT you ask, and HOW you ask it.
The text that I like to use says:
"Please send me information on how I can upgrade my membership"
Sounds innocent enough, right? With that check box in place, you're well
placed to find out what percentage of your customers are interested in
your upgrade. But there’s more to it than that. In the customer’s mind, if
they check this box, they're going to receive additional information when,
in fact, everyone is going to receive this information on your
one-time-offer page, whether they check the box or not. The result?
Everyone that checks the box will pay more than the usual attention to
your offer because they’re expecting it, and also because they ASKED to
Dishonest? Me? Far from it! I’m going to show everyone my one-time-offer
whether they’re interested or not. All this checkbox really does is give
the customer a nudge to let them know there is an upgrade opportunity on
its way. I’m effectively priming the customer so they’re in the right
frame of mind to see my offer.
Adding a Phantom Check Box takes less than a minute, but it can have a
sizeable effect on the conversion rate of your offer.
This page is simply a search facility for customers that got half-way
registration process and then, for whatever reason, didn’t complete it.
This most commonly happens with paid membership sites when someone
completes the registration page, but doesn’t complete the payment process.
Sometimes this is because the customer changed their mind at the last
minute, but this also occurs if there was some kind of error with the
payment processing stage.
Rather than leaving no trace of their activity, the LFM script records the
registration, but leaves in a “pending” state to be either removed or
completed at a later date.
Don’t fall asleep, this is useful stuff. These may seem like dead-end
accounts, but there is a way to squeeze some extra profit out of them. A
lot of people who fail to complete the registration process, especially if
it was due to a payment processing error, will still try and log-in.
Rather than refusing them, the LFM script will allow the user to log-in
and, by default, will show them a blank screen. The technique I advise
here is to replace the blank screen with an apology and a payment button.
Commiserate with the user that something went wrong, and instruct them on
how to complete their payment to fully activate their account. You can
increase the effectiveness of this page by offering a small discount on
the regular price, as a courtesy for the inconvenience.
Every one that converts
is a sale you would have had zero chance of receiving if you hadn’t set up
this page. Remember, every unused feature reduces your overall profits.
Put another way, every feature you use increases your overall profits.
Next Module: One Time Offers (OTO)
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