{"id":1700,"date":"2017-09-17T06:00:00","date_gmt":"2017-09-17T13:00:00","guid":{"rendered":"https:\/\/membermouse.com\/?p=1700"},"modified":"2020-09-28T11:00:15","modified_gmt":"2020-09-28T18:00:15","slug":"criar-conteudo-exclusivo-que-realmente-atraia-novos-membros-3","status":"publish","type":"post","link":"https:\/\/membermouse.com\/pt\/filiacao\/criar-conteudo-exclusivo-que-realmente-atraia-novos-membros-3\/","title":{"rendered":"Creating Exclusive Content That Actually Attracts New Members"},"content":{"rendered":"Memberships are exclusive by nature, which makes them uniquely desirable for many reasons. Being a member means you\u2019re on the \u201cinside\u201d of what\u2019s happening \u2013 you\u2019re in the know.\r\n\r\nAnd one of the many benefits of memberships is access to additionally exclusive things, like privileged information, savings and deals, special offers, and much more depending on the membership itself. While exclusivity has the power to keep members happy, it also has the ability to attract a lot of new business, too.\r\n\r\nIn fact, exclusivity can a great marketing tool for turning non-members into members as well as keeping paying members around a lot longer. But how does the power of exclusivity work, exactly?\r\n\r\n[content_upgrade cu_id=\"1699\"]Don't Miss: 23 Phrases to Use to Improve Your Content's Appeal<\/strong>[content_upgrade_button]Click Here[\/content_upgrade_button][\/content_upgrade]\r\n\r\n\r\n

How Does Exclusivity Work?<\/h2>\r\nThe power of exclusivity functions in one of two ways depending on how you use it:\r\n
    \r\n \t
  1. Scarcity \u2013 Not everyone gets access to the goods<\/li>\r\n \t
  2. Limited Access \u2013 Everyone can have access, but only if they fulfill certain requirements<\/li>\r\n<\/ol>\r\n\r\nAs we mentioned, membership in and of itself already uses a level of exclusivity, namely the latter: your members get access to your site\/product\/whatever, but they have to be able to pay the fees. Once they pay, they get everything you have to offer, and anyone who can pay gets in.\r\n\r\nBut you can also use scarcity to drum up hype around limited time offers, specific content offerings, or one-time events. Scarcity plays on people\u2019s FOMO<\/a>: Fear of Missing Out. They don\u2019t want to be left on the outside should anything cool happen, so they\u2019ll do whatever they can (in this case, become a member, sign up for your list, etc.) to avoid any disappointment.\r\n\r\nOf course, both methods work when it comes to marketing, but they don\u2019t always work the same way for the same content.\r\n

    What Type of Exclusivity Works for What Content?<\/h2>\r\nWhen choosing a method of exclusivity, you first need to figure out your ultimate goal. Are you looking to drive new membership sign-ups? Are you looking to keep current members happy? Do you want to spur additional buying from both current and non-members? Once you know what you want to accomplish by marketing exclusive content, you can fairly easily figure out which method best fits your needs.\r\n\r\n\r\n

    Use Scarcity If\u2026<\/h3>\r\nScarcity works best for content that is in-demand:\r\n
      \r\n \t
    • Products or special offers (\u201cGet it before it\u2019s gone!\u201d)<\/li>\r\n \t
    • Sneak previews of new features\/new content<\/li>\r\n \t
    • One-time offers like webinars or videos<\/li>\r\n \t
    • Special events with limited availability (\u201cOnly available to subscribers\u201d)<\/li>\r\n<\/ul>\r\nTo determine whether the scarcity method best fits your content, you should look at:\r\n
        \r\n \t
      1. Whether or not people actually want it<\/strong> - There has to be a certain level of demand for what you\u2019re offering. If you have an exclusive offer, like a really great discount on a product or service, it needs to be something that your members (or non-members) frequently clamber for. If nobody wants it, it\u2019s not exclusive, no matter how you sell it.<\/li>\r\n \t
      2. Whether people know about it<\/strong> - In order to market something as exclusive, people have to know about it. Make announcements. Send emails. Post to social media. Let people know that they need to strike while the iron is hot. Of course, you could go the ultra-exclusive method and contact only certain members or prospects about the deal, too. Whichever way you go, just make sure you\u2019re talking about your special offer to somebody<\/em>.<\/li>\r\n \t
      3. Whether it\u2019s actually scarce or not<\/strong> - Is this something you do every year, or is it really a one-time event? You may want to consider organizing an event or developing a piece of content (e-book, webinar, etc.) that truly is only available once-in-a-lifetime. Even if you end up doing it again, you\u2019ll still drive engagement because people will believe it won\u2019t be here for long. In fact, the more you can stress that something won\u2019t come around again \u2013 even if you do plan on having it around again \u2013 the better your marketing efforts will be.<\/li>\r\n<\/ol>\r\n\r\n

        Use Limited Access If\u2026<\/h3>\r\nLimited access, on the other hand, works best for content that drives engagement over the long haul:\r\n
          \r\n \t
        • Paid-memberships<\/li>\r\n \t
        • Special events only available to members (\u201cAsk for an Invitation\u201d)<\/li>\r\n \t
        • Special content and downloads\/features only available to members<\/li>\r\n<\/ul>\r\nTo determine whether or not the limited access method best fits your content, you should look at:\r\n
            \r\n \t
          1. Whether the content really is available to a limited audience<\/strong> - There\u2019s nothing worse than paying for an exclusive benefit only to find out that the general public has access to the same or similar benefits for free. The whole reason they\u2019re coming to your website is for something truly unique for them, so make sure what you\u2019re offering is actually members-only. If you have a tiered membership, you could also consider offering special content to different member levels. Something that only 50 members have access to, even if there are 1,000 members, will immediately drive sales.<\/li>\r\n \t
          2. Whether your content actually has value<\/strong> - Just because you put something behind a paywall doesn\u2019t mean that it\u2019s worth the money being spent on it. Consider going above and beyond with your content, whether it\u2019s getting experts to attend an event or give insider tips on your blog, make sure what you\u2019re offering has inherent value.<\/li>\r\n<\/ol>\r\n

            What Content Can Be \u201cExclusive\u201d?<\/h2>\r\nNow that you have a good idea of the ins and outs of exclusivity, you\u2019ll probably want to know exactly what type of content can be made exclusive. Although we\u2019ve touched on a few ideas already, here are a few examples to further your inspiration.\r\n

            Multi-Media<\/h3>\r\nThis can include content such as videos, ebooks, webinars, newsletters or blogs. Content that can be shared or accessed at any time should be included in a limited access marketing strategy, but you can always limit the availability of certain content (especially webinars or videos) to implement a scarcity tactic.\r\n

            Offers and Discounts<\/h3>\r\nWhether you sell a specific product or provide a service, sooner or later you\u2019re going to offer a discount. Your discounts may apply to membership rates or to the product or service itself, but either way, these offers are prime real estate for exclusivity. Make those discounts limited time or only available to certain subscribers to really drive sales.\r\n

            Privileged Information<\/h3>\r\nIf you\u2019re making big changes to your business, have special events happening, or have an expert on hand who can provide industry inside tips, mark these pieces of information as exclusive and make them available only to members. This type of content is great for limited access exclusivity.\r\n

            Special Events<\/h3>\r\nEvents are the perfect thing to make exclusive. Whether you\u2019re offering an online class or an in-person conference, make it exclusive. That can mean that the whole event is only available to certain members or subscribers, or that parts of the event or special pricing is only available to certain member types.\r\n

            Wait Lists<\/h3>\r\nEven if you have a very popular membership, consider limiting the number of people who have access to it each year and put people on a wait list. Wait lists also work well for special events or enrollment in online courses. Copyblogger\u2019s Certified Content Marketing Course\u00a0is a great example of the power of wait lists.\r\n

            Social Media<\/h3>\r\nFinally, while access to your social media isn\u2019t strictly exclusive, you can market exclusive content to social media users. Facebook, for example, offers the \"visible-to-connection\" tag that allows you to show completely different code to those who have liked your page versus those who haven\u2019t. It\u2019s a great way to market your content without offending any of your followers who aren\u2019t on the inside.\r\n\r\nYou can use any or all of the content types above to market exclusively to different member types, just make sure that what you\u2019re offering has value and that people actually want it first.\r\n\r\n[content_upgrade cu_id=\"1699\"]Need help with exclusive language? Check out our list of 23 Phrases to Use to Improve Your Content's Appeal<\/strong>[content_upgrade_button]Click Here[\/content_upgrade_button][\/content_upgrade]","protected":false},"excerpt":{"rendered":"

            O poder do conte\u00fado exclusivo pode ter um grande impacto em sua associa\u00e7\u00e3o. Aqui est\u00e1 o que voc\u00ea deve saber...<\/p>","protected":false},"author":10821,"featured_media":3169,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[64],"tags":[76,60,50],"class_list":["post-1700","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-membership","tag-exclusive-content","tag-membership-businesses","tag-membership-site"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/posts\/1700","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/users\/10821"}],"replies":[{"embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/comments?post=1700"}],"version-history":[{"count":0,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/posts\/1700\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/media\/3169"}],"wp:attachment":[{"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/media?parent=1700"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/categories?post=1700"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/tags?post=1700"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}