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:
- Predictable Revenue – Monthly recurring revenue (MRR) provides financial stability.
- Customer Retention – A well-designed continuity program increases customer lifetime value by keeping them engaged.
- Community Building – Memberships and continuity programs foster a sense of belonging and connection.
- 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:
| Aspect | Course | Continuity Program |
|---|---|---|
| Duration | Fixed (weeks/months) | Ongoing (indefinite) |
| Value Delivery | One-time | Recurring |
| Customer Relationship | Short-term | Long-term |
| Revenue Model | One-time fee | Monthly/annual recurring |
| Focus | Solves one specific problem | Continuous learning and growth |
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.
Our Host
Tara Bryan is on Instagram | Facebook | Linkedin
Website is: www.Taralbryan.com
Hey, it’s your host, Tara Bryan. And I am on a mission to help more business owners learn to infinitely scale their businesses by leveraging the power of online without sacrificing the customer experience or results.
I like to geek out on all things business strategy, marketing, interactive digital and user experience. This podcast is all about what is working, lessons learned and actionable tips to create and grow a thriving online business.
Join us each week as we dive into different strategies, tactics and tips you can apply immediately to your business.
Key Topics:
The Importance of a Continuity Program for Sustainable Revenue | How to Design an Effective Continuity Program | Differences Between a Course and a Continuity Program
Highlights
Predictable Revenue Streams – A continuity program creates monthly recurring income, stabilizing your financial growth and reducing the need to constantly acquire new customers.
Higher Customer Retention and Engagement – Members stay engaged when provided with live events, community interactions, and personalized paths, resulting in increased customer lifetime value.
Scalable Upselling Opportunities – Continuity programs open the door for upselling additional courses, coaching, and exclusive offers, naturally guiding members to higher-tier investments.
Diverse Engagement Touchpoints – The best programs mirror a gym membership experience, offering live coaching, guest experts, and interactive content, ensuring members remain active and invested.
