Did you catch the 3-part case study about Alexandria Brown’s information marketing money machine? The one where Ali provides 750 Silver Mastermind group members with exclusive access to monthly teleseminars at $47 per month?

The membership fees total $423,000 annually. Yup.

So anyway, this post is an extension of Part 1′s “Selling access to information”. If you missed the series or want a refresher, read: Making a Million With 1000 True Fans: Be a Toll Booth on the Information Highway.

Image credit: *** ___ The System ***

Yesterday I got the inside scoop on a new Ali Brown product. At least, it was new to the Scooper…Scoopee? Anyway…

A Silver Mastermind group member said Ali is offering CD recordings of their monthly teleseminars for $47.

This made no sense to me because the Silver membership already includes a CD-by-mail of that month’s teleseminar. Also, members can download the calls from their exclusive access area.

My question was, “If the members already get a CD by mail, and they can download the calls whenever they want, why would they buy another CD?”

And then Ms. Scoop clued me in—

Only the three most current teleseminars are available for download
in the members-only access area.

Take a moment to think on what that means.

…

…

It means that if the Silver members’ digital library held the entire collection of 18+ months of teleseminars, NEW members would have unlimited access to content that they, essentially, hadn’t paid for.

It means that unlimited access limits income potential. And based on what I’ve observed, limiting her income potential is not what Ali’s about.

That said, it is less expensive to purchase the content as a new member than to have paid for it monthly from the start. A single CD costs $47, but new members can also purchase 5 teleseminars for $199, or 10 for $347, choosing from a list of 18 topics.

Tenured Silver Mastermind members paid $47 each month without that quantity discount, and they couldn’t choose the content. Huh.

Which Is All To Say…

When we consider offering content in a paid subscription format, we need to think beyond what we’ll include and how we’ll make it available.

It pays (literally) to also consider what content we won’t include, and how we can make it unavailable. And then how we can make it available again to newcomers at a price.

Et tu? Would you be turned off by this as a new member, or welcome the opportunity to buy “back issues”? How about if you were an old member?

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