A good chunk of membership sales letters I look at don’t have just one payment button; they have two. They give people a choice between paying the entire membership all at once or paying in installments; or even worst, they might offer a high level, a platinum-level membership or let somebody choose between that or lesser gold-level membership. And I’m telling you right now, don’t do that. You should only offer one single payment option on your sales letter. If you ever feel like you need to offer a different payment option, that should be a completely different sales letter.
So here’s my thinking. First of all, most people who run very long payment plans—for example, if someone’s paying 50 bucks a month in chunks for a $1,000-program, they’re going to be a little hassled to do it because they can barely afford the payments; and they’re going to be the ones who participate the least in the membership site. I wish this wasn’t the case but it’s simply the way thing is. And it’s true also with trial members.
If someone is in a trial period from my membership site, they’re going to be also a pain to do it because they barely wanted to buy anyway and they had to kind of force that by having the trial offer. So most people in long payment plans or trials are really hassled to do it, which is your first reason for not offering multiple payment options and just to sell the membership site upfront.
The next reason is, an old saying that goes, “The confused mind never buys.” If someone goes to the button of your sales letter and they see a button for platinum subscribers and a button for gold subscribers; now suddenly they’re going to be scrolling back up, looking around, and trying to figure out the difference between the platinum and the gold levels. It may not seem like a big deal, but just adding those extra few seconds of thinking, makes it all the more likely that your visitor is going to leave your site, just out of their confusion or distraction.
So what do you do instead? Get them in the membership site now, and upsell them later. So if you want to get someone on some kind of extra coaching or some additional products, there’s nothing wrong with putting extra payment buttons inside the membership site; but I will definitely focus on getting them in some kind of membership site instead of getting them in the perfect membership site. Get the sell now, worry about upselling later. Don’t deal with long payment plans, trials, or with multiple payment buttons on their page because it’s just going to be confusing.
I’m telling you right now, “Keep it simple.” Don’t offer multiple payment options; just give them the one single button on your sales letter whether it’s a membership site or not.
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