Episode 319: How to Build a Continuity Program

Why Every Business Needs a Continuity Program to Thrive

In the ever-evolving landscape of online business, one thing is becoming increasingly clear—if you don’t have a continuity program, you don’t have a real business. This bold statement, shared by Russell Brunson at the Funnel Hacking Live (FHL) conference, highlights a crucial shift that successful entrepreneurs are embracing to create sustainable revenue and long-term growth.

In this episode of the Course Building Secrets Podcast, I’m diving into the importance of building a continuity program, why it’s more than just recurring revenue, and how to design one that keeps your customers engaged month after month.

What is a Continuity Program?

A continuity program is a model where customers pay on a recurring basis for ongoing access to products, services, or a membership community. This model creates predictable revenue streams that allow you to focus on customer retention and delivering consistent value.

Unlike a traditional course, which has a start and end date, a continuity program offers ongoing engagement and resources that keep participants coming back. Whether it’s monthly coaching calls, exclusive content drops, or access to a private community, the goal is to provide continual value that justifies the recurring charge.

Why Russell Brunson Says Continuity is Key

At Funnel Hacking Live, Russell Brunson emphasized that without a continuity program, you’re missing out on the opportunity to create recurring revenue—the lifeblood of a sustainable business. His point was simple: Sales and marketing are essential, but keeping customers is what drives long-term success.

Brunson argued that continuity models aren’t just about maximizing profits—they ensure customer ascension and retention. The real challenge isn’t getting customers but keeping them engaged and progressing through your offers.

Key Benefits of a Continuity Program:

1. Predictable Revenue – Monthly recurring revenue (MRR) provides financial stability.
2. Customer Retention – A well-designed continuity program increases customer lifetime value by keeping them engaged.
3. Community Building – Memberships and continuity programs foster a sense of belonging and connection.
4. Upselling Opportunities – Engaged customers are more likely to ascend to higher-ticket offers.

How to Build a Continuity Program That Works

One of the biggest mistakes I see is entrepreneurs rushing into the continuity model without a clear plan. Many start by dumping random content into a membership platform without considering how to guide customers through a structured experience.

Here’s how to avoid that trap and design a continuity program that keeps your audience coming back:

1. Start with Strategy, Not Software

Before touching any platform or software, map out what your continuity program will look like. Ask yourself:

• What ongoing value will I provide?
• How will members progress through the program?
• What makes this membership unique and indispensable?

2. Incorporate Multiple Engagement Layers

The best continuity programs offer diverse touchpoints that keep customers engaged. Think of your program like a gym membership—people stay because there are multiple activities to choose from. Consider offering:

• Live coaching calls
• Guest expert sessions
• Exclusive content
• Interactive challenges
• Community forums

3. Create Personalized Learning Paths

People don’t want to feel lost when they join your program. One effective strategy is to offer personalized learning paths through assessments or onboarding quizzes. This helps direct them to the most relevant content for their stage of growth, keeping engagement high.

4. Publish a Calendar of Events

Keep your continuity program dynamic by offering regular, structured content. Publishing a monthly or quarterly calendar can keep members excited and anticipating upcoming activities, like:

• Workshops
• Q&A Sessions
• Office Hours
• Mastermind Calls

Course vs. Continuity Program – What’s the Difference?

A course typically provides a step-by-step path with a clear start and endpoint. A continuity program, on the other hand, is an ongoing journey that evolves with the customer’s needs.

Here’s a quick comparison:

Why You Should Build a Continuity Program Now

A well-executed continuity program not only stabilizes your income but also positions you as an authority in your niche. When customers know they can rely on you for ongoing value, they become loyal, long-term advocates of your brand.

This isn’t just about adding more revenue—it’s about creating lasting relationships with your audience. If you’re ready to stop chasing new sales and start building predictable income, now is the time to design your continuity program.

Ready to Build Your Continuity Program?

If you’re unsure where to start or overwhelmed by the logistics, I’d love to help. Whether you’re launching your first membership or optimizing an existing program, let’s design a continuity model that drives retention and recurring revenue.

Schedule a free discovery call through the link in the show notes, and let’s build a program that transforms your business and keeps your clients engaged for the long haul.