Non Members

“Ohhhhh, I understand!” the front desk greeter at my gym said to the young lady with a complimentary 3-day guest pass. “You’re not a member. You’re a prospect!”


Who likes being looked at as a prospect? It’s dehumanizing in a way. “Prospective member” maybe. But prospect?

Which explains why people hate spam but love great content. Spam makes you a prospect. A number. An email address, bought and paid for.

Engaging, relevant content makes you feel like a member. Like someone gets you. Like your opinions and problems matter enough to shoot a video about.

Create content that makes people feel like part of the club. Prove to them that you believe what they care about is important. Because it is.

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