From Good To Bad In One Sentence

Recently I joined a new membership site.

They did everything right – they had a great offer, rock solid content, excellent “Starter Kit” as well as targeted communication for new members on what to do to get started.


They said ONE thing that turned that experience sour for me.

It went from good to bad in one sentence.

Here is what they said…

From Good To Bad In One Sentence

Click here to play on your mobile device
(Runtime:  2 min 50 sec)

It’s amazing how something so trivial can impact the perceptions of your members.

Will I remain a member?  Probably for a little longer but it did turn me off which means they now need to work extra hard to keep me happy – and that’s always a tough position to be in as a membership site owner.

Have you ever experienced a similar situation where something “little” turned you off from remaining a member?

If so, share your experience below.


  1. Will says:

    Hahahahahha.. great build up!!! good point about that tho… It also drives me nuts when you google search something and the solution/info is from years ago and the newest version already addresses that… so it take 20 minutes of reading through blog posts in order to get the info you need… yikes… great tip about dates.. thank you..

  2. KCLau says:

    Hi Stu,

    Just a suggestion here. Is it possible to provide video format for iPhone or iPad browsing here? I mainly browse Insider on iPad. Because whenever I’m in front of my PC or laptop, I’ll be producing content, not consuming.

    Basically, I can’t view any video posted here when using iPad.


    • Wray says:

      This is a request we (and other web site owners) are hearing every a bit more recently.

      We are looking into the possibility of including video for iPhones and iPads. The whole no flash thing makes it a bit tricky.

      • I’ve been playing with JW Player and it’s HTML 5 compatibility. It works quite nicely – a few things to consider with it but I’m rolling out a site using it now.

      • Michael Johnson says:

        I also suffer from a similar conundrum. My iPad is the easiest way of browsing as the desktop is most often used by my class to follow along.

        As I understand it the JV player is both Flash and HTML 5 compliant.

        Hope there is a workaround for this issue, as I see it only becoming more and more prevalent for the preceivable future.

        Mike 🙂

    • Ditto KC! I love to duck out to the local coffee shop and catch up on the insider, videos have to be skipped though.

  3. Thanks Stu.

    I have a client that this applies to directly. Thanks for bringing this up, with so many things to keep in mind about “good content” it is easy to overlook some small things that will bite you.


    • Wray says:

      Agreed. A quick review after producing the content can nip this type of thing in the bud.

      The review may end up in needing to re-record or add a clarification message, but it’s better than the alternative.

  4. Great tip! I have a client who even now is re-recording the audio portions of her membership site so they sound less like a “past teleseminar” and more like a “current 1:1 conversation”.

    One other thing to keep in mind (this kind of goes along with the “evergreen” concept) is to be aware of examples or references that you use. Talking about the latest blockbuster movie can date your content just as fast as mentioning a calendar date.

    I find it funny in movies that try SO HARD to not reference a date or a location, and then inadvertently by way of a pop culture reference or random video pan.

    Of course, including dates in content is fine IF you let folks know that it is pre-recorded content from X date. If you make it clear to them up front that the interview (or whatever) was recorded 6 months or whatever ago, but the content is still viable, you’ll remove the potential for the betrayal. And hey, we all know that content is repurposed… the act of repurposing is acceptable; trying to make me believe it isn’t is where the issue arises.

    Thanks for the helpful… and timely… reminder, Stu!


    • Wray says:

      Good points, @Rebekah. I totally agree with you in regards to pop culture references.

      I can pick out a movie’s release date pretty easily so if you want “evergreen” content, don’t talk about seeing “Back to the Future” last week 😉

      We can get away with making pop culture references on videos like iTi but any training videos, etc. we like to keep reference free.

    • Stu McLaren says:

      Great points Rebekah.

      You nailed it when you talked about “managing expectations”.

      If you give the perception that your material is current, then your members will be disappointed when they find out otherwise (like I was).

      But if your members know ahead of time, it’s a mute point.

      I belong to many memberships where this is the case.

      I never get the same feeling of “betrayal” because it’s communicated ahead of time.

      Same principles apply with the “quality” of your recordings.

      If you have a crappy recording, it’s not a total waste – just explain the reason BEFORE so that your members are aware.

      For example…

      “This recording may be a little fuzzy because it was recorded on location in the midst of an ongoing conversation. But the content is SO good that we knew you wouldn’t mind a little background noise in exchange for the golden nuggets that were shared”.

      Now the customer is aware and it’s not a big deal.

      Great discussion everyone 🙂

  5. Stu…Nearly fell into that one myself. I am setting up a 30 week writing course. I nearly added dates to each week, then I remembered this being dixcussed in the forum some time ago. Now I just make it weeek 1,2,3, etc. Generic.


  6. JR Durruthy says:

    Darn it now I have to go back and change all those videos and interviews, crap. Just kidding!

    Actually I did an interview with an executive from a niche I am diving into and afterward I noticed he mentioned the year several times. The good thing was me being able to delete those sections because of the way I structured the interview. We did a couple of takes of the same question (since we were not live). I did have to struggle through Sound Forge to remove those date mentions and replace them, it all worked out in the end.

    Thanks for the heads up Stu

    • Stu McLaren says:

      Great point JR about structuring your interviews so that you have the flexibility to adjust like that.

      As far as Sound Forge goes, perhaps I’ll create some videos and share how I do it because the editing time now is quite minimal.

      For a 60 min interview, my editing takes perhaps 10 min.

      I’ll keep you guys posted on that – thanks for the reminder 😉

  7. Chris Guld says:

    RE video – Camtasia now has an iPhone and iPad preset.

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