In this episode, Tara breaks down the “how” to build a continuity program. In this year’s FHL, Russell Brunson explains that “if you don’t have a continuity program, you don’t have a business”. But the big question now is, how do you get started to build a continuity program? This episode will give you the answer.

Transcript
Tara Bryan:

Hey everybody, welcome to today's episode of

Tara Bryan:

the course building secrets podcast. I am thrilled you're

Tara Bryan:

here with me today, hey, this is a post FHL Funnel Hacking live

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conference podcast today. And I recorded a bunch of them when I

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was there. But this is the first one post conference. And one of

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the reasons I'd love to do this one, is because after a couple

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of days, you get the chance to reflect and really think about

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all of the awesome speakers and things that happened at the

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conference. So if you're not familiar with fho Russell

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Brunson owns Click Funnels, and click funnels has an annual

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conference every year. And what happens is about 5000, marketers

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get together and learn and network and really just share

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awesome ideas. And so a lot of times, we get sort of the State

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of the Union of what's happening in all things marketing, by

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going to this conference. So it's one that we love our team

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goes. And it we really get some great insights for this year.

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One of the most awesome things is, is that for the first time,

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Russell actually mentioned fulfillment, which makes me so

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happy and makes my heart happy. And he's, he gave a very

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strategic sort of view into how to create a marketing funnel

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that will bring people in and convert them into buyers. And so

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he gave the big picture view of that. And one of that, one of

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the key components of it is how do you put people into a

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continuity model. And he went so far as to say that you don't

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have a real business until you have a continuity program, which

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makes a of course makes me happy. But the reason he said it

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wasn't because of the fact that you can actually really help not

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only serve your customers, but but ascend them and retain them

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so that they stay in a membership model. He was saying

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it because of the reoccurring revenue, right. And so the goal

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in any business is to continually make money and help

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serve your people, right, so you're exchanging value in order

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to get those sales. And so that's what he's talking about

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is you create a sustainable business when you have

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reoccurring revenue that you can count on in your business. But

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one of the key things that is included in a continuity or

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membership program, which, which, obviously, from a sales

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and marketing perspective, he's not focused on is once you get a

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customer, you have to keep them. Right. So in order to get that

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monthly reoccurring revenue, you have to do things in a

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continuity program to keep and retain your, your members or

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customers. And so, he talked a little bit about that. But you

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know, the overall goal of a conference, such as a marketing

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or sales conference, or any conference that's out there is

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to share the what and the why, right, the whole goal is to give

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people believe that what they're talking about is possible and

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not only possible for, for them, the person who is the expert,

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but also for anyone who wants to do it as well. So when you look

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at a conference, or you know, any type of webinar or sales

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presentation, that is the goal, the goal is to give the why. The

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what and provide belief. It's not to get into the nitty gritty

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of the how, and I think a lot of people who, who are new to the

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game, don't necessarily understand that right. They

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think that the how is going to be explained as well as they're

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going through the conference. Now the how has explained

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actually in case studies or testimonials of the speakers,

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but you have to be paying attention to it, right? Because

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it's not like, you know, here's this seven step model, implement

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this, and you're good to go. Right? Like there's a little bit

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of that, but it's only around a particular model. So by the time

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you walk out of the conference, you have so many ideas and so

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many steps and so many things to happen, that you get

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overwhelmed. And and so, you know, I say thank you to Russell

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because he brings that business to me because people go oh,

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yeah, continuity, I need a membership model. I need to

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figure out, you know, I was working on this course or I have

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this course and now I have to switch it to a membership. Like

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what does that look like? How does that work? I don't really

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understand any of that. And, and that's what we specialize in,

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right is Once somebody becomes a customer, how do you put them in

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the right model? How do you put them in the right fulfillment

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system so that they get results so that they stay and continue

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to ascend? into your other offers and, and things that are

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out there that you have for them. Right. So that was a

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question that I came out with is, I wonder how many people are

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trying to figure out what to do to build a continuity program.

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He was so gracious and to give people levels, you have level

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one, level two and level three very similar to the way that I

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talk about it as I'm helping people kind of frame how to

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build their signature programs, is you have level one where it's

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getting in the game, level two is playing the game, right?

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You've got to, you've got to get some things figured out. And and

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level three is mastering the game, right. So this is when

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people are ready to scale and grow. And, and so he laid it out

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in that nice framework, which is great, because that is exactly

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the framework that we teach. But there's a huge difference

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between I, I shouldn't have a continuity model. And I'm

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successfully running a continuity model, where I'm

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retaining my customers each and every month. And so the question

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I want to answer for you today is how do you do that? And what

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does that look like? I happen to turn on my audio recording, I

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was at the pool, and I was asking the question like, What

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do you think it means to deliver a continuity program? And I got

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some really interesting answers from people who are, you know,

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had been listening all week? And so I want to dive in into that a

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little bit today. Because I think that, that is a question

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that a lot of people are asking. So if you're asking this

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question, don't don't worry, right? It's it's a totally

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normal question, as you're thinking about how do you

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package your expertise, how do you take what you want to teach,

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or you want to help people with, and and deliver it in either a

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continuity or a program or a course or whatever you want to

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call it right. And, and so, for those of you who are at the

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conference, or those of you who weren't at the conference,

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hopefully this serves you as you start thinking about continuity.

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So continuity, again, is is where you are serving your

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customer, month after month, and they're staying in your program,

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your course, your membership, whatever it is that you're

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offering for them. And so therefore, you have to provide

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value every month, right, that's gonna hit their credit card. And

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whether you're charging 97 297 497 10,000 50,000 100,000

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Doesn't really matter. You need to be providing value for them,

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so that they keep their membership month after a month.

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So it's not a set and forget model, it's not a oh, we're

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going to focus on sales and marketing. And oh, by the way,

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we're just going to put a bunch of people into this continuity

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and hope that they stay or, you know, assume that they're going

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to drop, but that's okay, because we're going to keep

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churning through people. For those of us who are interested

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in building sustainable businesses, where we're creating

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an impact, and we're really helping people, we want to have

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our customers stay, we want to provide them an experience that

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gets them results, and brings them into our community, perhaps

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into our movement, where they have a place where they can

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connect with other people get coaching and, and help from us,

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and then learn the pieces that they need to be successful in

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their own business. Right. And so how do you do that? So first,

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let me address the question that somebody had about course, so

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they were working on their course. And that was an O.

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Russell said, Now I have to have continuity. So I am going to

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scrap my course and move into continuity. my follow up

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question for him was, well, what does it look like? What what do

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you think is in a continuity program? And he said, Well, I'm

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not really sure. And so. So this is for him and for all of you

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is, if you're building a course, if you have a course already,

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where it's teaching your signature framework, it's

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teaching your methodology and in doing kind of the step by step,

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success path or formula that takes somebody from where they

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are today, that pain or problem they have to that solution, that

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is an awesome place for you to start them. So, that could be

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the first level of your membership program, it could be

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part of the entire membership program or it could be something

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that they do first before you put them into a membership

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program. So when you think about where where. So just to define

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membership or continuity is that there is typically some type of

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educational component. There's typically a community component

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and there is also an interactive component, right. So some sort

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of

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take action or resources or ability to to it, make it come

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to life so that they're progressing through either

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levels or, you know, multiple, multiple courses, multiple ways

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to stay engaged. And the more you can actually orchestrate the

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experience that more people are going to stay. But I'm getting

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ahead of myself. So when you think about continuity, it is

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dripping content in a way that keeps them engaged,

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participating, and staying month after month. So sometimes that's

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with live calls. Sometimes that's with community. And, and

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new content being dropped. Sometimes it's having guest

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speakers, there's lots of different ways that you can make

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your membership come to life. But you think about it, like,

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think about like a gym membership, you go into the gym,

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and there are various things that you can be doing every time

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you go in, right, you can do weights, you can do a class, you

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can do, you can go to the swimming pool, you can go to the

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spa, you can get a smoothie, like there's lots of different

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activities that you can do that keep people engaged in going

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month after month, if you went to a gym, and you could only do

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one thing, you may find that you don't want to pay for that month

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after month, right, you may get to the point where like, I

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wouldn't need a little variety, I need something that's a little

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bit different. And so I want to go somewhere where I can connect

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with other people get my workout in. And, you know, maybe if

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you're like, like me when I was a new mom is that I would get

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two hours of daycare. So I would work out. And then I would go in

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and and get a little work done, right. And so, so a lot of times

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people like that variety. So the difference between a course is

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that there's a discrete beginning and end, right. And so

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you have a point in time where they've, they've gotten the

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result in a continuity, there isn't a start and stop right

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there is a start and stop in terms of an organized path to

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each problem resolution. But there may be and usually are

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multiple problems that they're solving. It's a journey from

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where they're starting to, where they ultimately want to go at

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the various levels. It's not a one and done kind of scenario.

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And so when you think about your continuity or your membership

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program, it's thinking about it as a living and breathing, ever

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changing, ever evolving community of people who are

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learning and connecting and engaging together in order to

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make it something that people want to stay and continue

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continually contribute to for life. And so there's multiple

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levels, there's multiple ways that people can have a more

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engagement or a more intimate experience if you're going to do

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live events or masterminds or something like that. But at the

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end of the day, it's it's just a more dynamic model that keeps

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people active month after month versus a course traditionally,

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and especially as Russell would talk about it is, is something

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that has a start and stop. And it's a smaller unit of value

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that that people have as they come into your world or as

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they're ascending through your world. So still provides a ton

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of value, of course, is not something that's lesser value.

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It's just a different experience. It it just helping

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people solve a particular problem that they're working on.

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And a membership is doing that and doing more, right. And so

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it's it's a continuous evolution of how use either loop courses

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together, or create a more dynamic experience. So that's

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continuity. That's how you think about it. So the next question

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is like, how do I create that, right? Like, how do I put that

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out there, and I'm going to tell you, the biggest mistake I see

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people doing is that they go right into the software, and

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they just start like putting a bunch of stuff in oh, maybe some

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marketing videos, or maybe some, you know, some of my courseware

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or, Oh, I did this one thing, random thing this one time, I'm

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just gonna throw that in there. And what you want to do is you

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actually want to start with a strategy of what your membership

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membership sites goals are, and what the experience is going to

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be what is your membership site? And how is it different? How

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does it help your students? How does it keep your students in in

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your world by creating a continuous cycle continuous loop

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that brings them deeper and deeper into the other programs

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or offerings that you have? And so start there, kind of map that

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out? What, how can you put together a cohesive experience

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that walks them through how to how to go through it right?

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Instead of just dumping a bunch of stuff in there, how do you,

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how do you make it into something that has a progression

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to it has a levels has the ability to take, still take

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people on a path that gives them results, one of our favorite

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ways to do this is to add in our assessment at the beginning, and

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the assessment actually will put them into the right place. So

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you are at this level, or you should take, you know, modules

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X, Y, and Z, because that is going to help you get to your

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goal. So when you can do a personalized learning path in a

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membership, it helps to provide that, that strong experience for

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people so they aren't getting lost, so they know where to go.

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So they don't come in, get overwhelmed and then leave. And

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so that is a great approach to use to get started, is that

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personalized learning path. And you can do that almost in any

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tool. It's just really thinking about, like, what are the what

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are the starting points, like, maybe you have, you know, three

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different types of people or three levels of people who are

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coming into your membership. And, and so you would create an

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assessment that would would, you know, trigger that first level,

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trigger the second level, and trigger the third level. And

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then provide them some suggestions or an actual action

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plan that they can use as they're going through your

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membership. Awesome. So the next thing is, you know, one of the

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easiest ways to, to make sure that people have the ability to

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participate, is to publish a calendar, what is your, you

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know, monthly or 90 day calendar of events that keeps people

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actively engaged, sometimes it's just office hours, sometimes

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it's special guests, sometimes it's you're going to focus on a

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particular topic that you want to teach, that has relevance in,

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in the kind of the cadence of where people are. And so those

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are ways to keep people engaged and keep it stick sticky is that

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you are actually having them show up for live sessions, you

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could have specific challenges or,

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or conversations or community posts that are going on that

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help them engage and connect with other people, when they're

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engaged and connected to others, not just you and your material,

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they are much more likely to stay because they want to, you

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know, be a part of that network, they want to be a part of that

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community. And the more you can make it their identity, the more

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they will actually stay. Alright, so hopefully this has

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given you a little bit of clarity on what is a continuity

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program? How do I create one? How's it different than a

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course? And like, how do I get started. So, so hopefully, this

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serves you again, like, it's always amazing, when, you know,

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Russell's just touches on fulfillment, because, again,

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it's not his role. It's not what the marketing and sales

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conferences for. It's not for focusing on fulfillment, but at

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some point, somebody's got to focus on it, you need to focus

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on it in your business, because it's actually what will help

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drive your success is if you have to constantly be getting

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new customers, because you're not keeping them as you're

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bringing them into your world, you're spending more, you're

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expending more energy. And it is so much better and easier to

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just keep the customers that you have and keep them engaged and

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becoming raving fans. And so that's why we do what we do. So

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if you are in a position where you're sort of trying to figure

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that out, or you've sold a bunch of memberships, or, or licenses

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to your course, and you're so overwhelmed, because the

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fulfillment just isn't quite there yet. That is a great time

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to pick up the phone and give me a shout. If you want to talk

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about you know, kind of your ideas or, or how you're putting

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this together or ask any questions. I do have the ability

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for you to just schedule a free discovery call where we just get

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on and, and talk through some of those things. But I encourage

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you to do that. The sooner you can do that as you're building

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your business. As you're moving into a continuity model, the

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sooner you're going to be able to set up the right foundation

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that helps you bring people in and continue to ascend them in

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your world instead of losing them and and creating an

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experience that's really hard to unravel once you once you've

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gotten there, so give me a shout if you need to other Was I hope

Tara Bryan:

this episode served you and and you'll look for more on this

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coming up soon because that this conversation is not going to

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end. And we do specialize in that fulfillment piece of

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things. And so when you are ready to create that packaged

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version of your service or your expertise, you know who to

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contact. Alright, I'll talk to you soon