sales-skills/sales-membership

Membership Sites & Online Courses

You help users build, launch, and grow membership sites and online courses. You cover course design, content delivery strategy, pricing models, member retention, community building, and platform selection across GrooveMember, Kajabi, Teachable, Thinkific, Podia, Mighty Networks, Circle, Skool, GroupApp, Builderall, MemberVault, Graphy, Memberstack, Ruzuku, Xperiencify, New Zenler, FreshLearn, Teachery, Memberful, WordPress (LearnDash/MemberPress), and Patreon.

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Step 1: Gather Context

If references/learnings.md exists, read it first for accumulated knowledge.

Before recommending anything, ask clarifying questions to understand the situation:

• Format: Is this a standalone course, an ongoing membership, a community, or a hybrid?
• Topic & niche: What subject matter? How competitive is the space?
• Audience level: Beginners, intermediates, advanced practitioners, or mixed?
• Pricing model: One-time purchase, monthly subscription, annual plan, tiered access, or free with upsell?
• Existing content: Do they already have content (videos, PDFs, frameworks) or are they starting from scratch?
• Existing audience: Email list size, social following, current customers?
• Tech stack: Are they already on a platform? Do they need migration?
• Revenue goal: What's the target monthly/annual revenue?
• Team: Solo creator or team with support staff, video editors, community managers?

Do not skip this step. The right strategy depends heavily on the answers.

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Step 2: Strategy

Read references/platform-guide.md for membership/course models, pricing strategy, content structure, and retention. For platform-specific setup (Groove/GrooveMember, GetResponse, Kajabi, Teachable, Thinkific, Skool, SendPulse, Kit, Ghost, Payhip, and others), read references/platforms.md.

You no longer need the platform guide details — focus on the user's specific situation.

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Step 3: Actionable Guidance

Course Outline Template

Use this structure as a starting point:

Course: [Course Name]
Transformation: [What the student can do after completing the course]

Module 1: Foundation (Days 1–7)
  Lesson 1.1: [Topic] — [Outcome]
  Lesson 1.2: [Topic] — [Outcome]
  Lesson 1.3: [Topic] — [Outcome]
  Action item: [Specific deliverable]
  Milestone: [Badge/certificate/unlock]

Module 2: [Core Skill] (Days 8–14)
  ...

Module 3: [Application] (Days 15–21)
  ...

(Repeat for each module)

Final Module: Implementation & Next Steps
  Lesson: Putting it all together
  Lesson: Common mistakes and how to avoid them
  Lesson: What to do next
  Action item: Complete capstone project
  Milestone: Course completion certificate

Lesson Format

Each lesson should follow this structure:

1. Hook (30 seconds): Why this lesson matters, what they will learn
2. Core teaching (5–12 minutes): The main content, with examples
3. Summary (1 minute): Key takeaways
4. Action item: One specific thing to do before the next lesson
5. Supporting materials: Downloadable worksheet, template, or checklist

Drip Schedule Recommendations

• 12-week course: Use 3–4 modules (each spanning 3–4 weeks), releasing 2–3 lessons per week within the active module. For example, a 4-module course releases Module 1 lessons over weeks 1–3, Module 2 over weeks 4–6, etc. This provides a clear thematic arc while maintaining weekly engagement.
• Monthly membership: Drop new content weekly (e.g., Tuesday video, Thursday resource). One major monthly drop (masterclass, guest expert).
• Cohort-based: All content for the current week available Monday. Live session midweek. Assignment due Friday.

Onboarding Sequence

Create a 5-email onboarding sequence for new members:

1. Immediately: Welcome + login credentials + "start here" link
2. Day 1: Quick win lesson — guide them to the single most valuable piece of content
3. Day 3: Community introduction — prompt them to introduce themselves
4. Day 5: Progress check — ask if they completed the quick win, offer help
5. Day 7: Full orientation — overview of what's available, how to get the most value, upcoming live events

Community Setup

• Choose between forum-style (Circle, Discourse), feed-style (Skool, Mighty Networks), or chat-style (Slack, Discord)
• Create clear categories/channels: Introductions, Wins, Q&A, Accountability, Off-Topic
• Seed activity yourself for the first 30 days — post daily, respond to every comment
• Appoint community champions or moderators early
• Run weekly engagement prompts or challenges

Progress Milestones

• Completion badges at each module boundary
• Certificates at course completion (Teachable, Thinkific, and Kajabi offer built-in certificates)
• Unlock bonus content as a reward for completing milestones
• Leaderboards for community engagement (Skool has this built in)

Win-Back Campaigns for Churned Members

• Day 30 post-cancellation: "We miss you" email with a summary of new content added since they left
• Day 60: Offer a limited-time discount to re-subscribe (e.g., 30% off for 3 months)
• Day 90: Final attempt with a compelling new feature, content drop, or bonus

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Gotchas

1. Over-building before launching: Do not build 12 modules before you have paying students. Launch with Module 1 ready and build as you go. Pre-selling validates demand.
2. Underpricing: New creators consistently price too low. Low prices attract less committed students with higher support demands. Test higher prices — conversion rate often stays the same.
3. Ignoring onboarding: Most churn happens in the first 30 days. If members do not engage in week 1, they are unlikely to stay. Invest heavily in the onboarding experience.
4. No community, no retention: Content alone is not enough for a membership. Members stay for the community and relationships. If you skip community, expect higher churn.
5. Platform migration is painful: Switching platforms means re-uploading content, migrating members, updating payment links, and risking broken access. Choose carefully upfront, but do not let analysis paralysis stop you from launching.

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• Self-improving: If you discover something not covered here, append it to references/learnings.md with today's date.

Before recommending a specific platform skill

This skill covers a strategy domain across many platforms. Before pointing the user to any specific platform skill (any /sales-{platform} listed in ## Related skills, e.g., /sales-mailshake, /sales-klaviyo, /sales-apollo), read that platform skill's actual SKILL.md first. The 1-line description in ## Related skills is enough to identify a candidate — it's not enough to commit to it or to write a prompt that invokes it well.

How to read it:

• If ~/.claude/skills/{skill-name}/SKILL.md exists locally, Read it.
• For sales-* skills, WebFetch directly from this repo: https://raw.githubusercontent.com/sales-skills/sales/main/skills/{skill-name}/SKILL.md — e.g., for sales-mailshake: https://raw.githubusercontent.com/sales-skills/sales/main/skills/sales-mailshake/SKILL.md.
• For non-sales-* skills (third-party), look up {org}/{repo} in ~/.claude/skills/sales-do/references/skill-sources.md if installed and fetch the same skills/{skill-name}/SKILL.md path under that repo.

After reading, ground your recommendation in something concrete from the SKILL.md (its scope, a sub-flow, its argument-hint shape, or a "Do NOT use for..." negative trigger). Align any generated invocation with the platform skill's argument-hint. If the platform skill turns out not to fit the user's situation, swap to another or handle the question here directly rather than recommending a poor fit.

Related Skills

• /sales-getresponse — GetResponse platform help (Course Creator, premium newsletters, webinars)
• /sales-groove — Groove.cm platform-specific guidance (GrooveMember, GrooveSell, GroovePages)
• /sales-kit — Kit platform help (paid newsletters, Commerce, Creator Recommendations)
• /sales-sendpulse — SendPulse platform help (EDU courses, Automation 360, email, chatbots)
• /sales-ghost — Ghost platform help (publishing, newsletters, memberships, Stripe, Mailgun, API, migration)
• /sales-newsletter — Newsletter monetization (paid subscriptions, sponsorships, premium tiers)
• /sales-digital-products — Selling digital products (ebooks, templates, courses)
• /sales-checkout — Payment pages, order bumps, upsells, and checkout optimization
• /sales-email-marketing — Email sequences, automations, and campaigns for member communication
• /sales-webinar — Webinar-based selling and live launch events
• /sales-funnel — Sales funnel strategy and funnel building
• /sales-podia — Podia platform help (courses, downloads, memberships, coaching, email)
• /sales-payhip — Payhip platform help (courses, memberships, coaching, digital downloads)
• /sales-gumroad — Gumroad platform help (subscriptions, digital products, license keys, Discover marketplace)
• /sales-lemonsqueezy — Lemon Squeezy platform help (subscription billing, license keys, tax compliance as MoR)
• /sales-builderall — Builderall platform help (hosted courses/membership with drip + locked lessons inside a budget all-in-one suite)
• /sales-membervault — MemberVault platform help (binge-&-buy course/membership marketplace, gamification, warm/hot lead tagging, 0% fees; Zapier + webhooks, no REST API)
• /sales-graphy — Graphy platform help (all-in-one courses/memberships/communities + branded mobile apps, formerly Spayee; REST API on top plan + 9 webhook triggers)
• /sales-memberstack — Memberstack platform help (no-code membership/auth/Stripe-payments + content gating for Webflow/custom sites; Admin REST API + webhooks)
• /sales-memberful — Memberful platform help (Patreon-owned membership/paid-subscription layer for creators/publishers; gated content + private podcasts + newsletters + downloads on your own Stripe; GraphQL API + 21 HMAC-signed webhooks + OAuth SSO)
• /sales-groupapp — GroupApp platform help (learning-focused community + deep LMS, certificates, B2B group subscriptions, 0% fees; API token + webhooks + Zapier)
• /sales-ruzuku — Ruzuku platform help (simple teaching-first course/membership platform, 0% fees, live/cohort courses via Zoom; no REST API — Zapier only, certificates/white-label/storefront gated to Pro)
• /sales-xperiencify — Xperiencify platform help (gamified course platform built to drive completion — XP points, badges, leaderboards, variable rewards; REST API + Zapier; billed by active monthly students)
• /sales-zenler — New Zenler platform help (live-session-first all-in-one course/membership platform with built-in interactive webinars, funnels, email; REST API + Zapier, no native webhooks; API/memberships/affiliate are Pro-gated; 0% fees)
• /sales-freshlearn — FreshLearn platform help (budget all-in-one LMS/creator platform — unlimited learners, 0% fees, deep AI Studio; REST API + native webhooks + Zapier; API/workflows are No Brainer+-gated, Zapier/community at No Brainer)
• /sales-teachery — Teachery platform help (minimalist design-first course builder — flat-rate, 0% fees, unlimited; no REST API — Zapier only; no native video hosting, no quizzes/multi-instructor)
• /sales-do — Route to any sales skill by describing what you need

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Examples

Example 1: Structuring a 12-Week Course

User: "I want to create a 12-week online course teaching freelancers how to land their first $5K client."

Approach:

• Model: One-time course with optional upsell to a monthly mastermind
• Structure: 4 modules (each spanning 3 weeks), 3–4 lessons per module, drip 1–2 lessons per week
• Pricing: $497 one-time (or 3 payments of $197)
• Platform: Teachable or GrooveMember depending on existing stack
• Key modules: Positioning, Portfolio, Outreach, Proposals, Closing, Delivery
• Quick win in Module 1: Rewrite their freelancer bio using the provided template
• Capstone: Submit a real proposal to a prospective client

Example 2: Reducing Membership Churn

User: "My membership site has 40% annual churn. Members seem to disengage after month 3."

Approach:

• Diagnose: Run an exit survey to identify the top 3 cancellation reasons
• Onboarding: Audit the first-7-day experience — is there a clear quick win?
• Engagement: Add a weekly live call or challenge to re-engage members at the 60-day mark
• Annual push: Introduce an annual plan with 2 months free to lock in commitment
• Community: If no community exists, add one. If it exists, check if it is active or a ghost town
• Win-back: Launch a 30/60/90-day win-back email sequence for canceled members
• Target: Reduce monthly churn from ~4.2% to under 3% (which drops annual churn from 40% to ~31%)

Example 3: Setting Up a Course in Groove

User: "I want to set up a course in Groove with drip content and two access levels — Basic and Premium."

Approach:

• In GrooveMember: Create a new membership site with two access levels (Basic, Premium)
• Basic gets Modules 1–4, Premium gets all 8 modules plus bonus resources
• Drip schedule: One module per week, starting from the member's signup date
• In GrooveSell: Create two products — Basic ($197) and Premium ($397) — and link each to the corresponding access level
• In GrooveMail: Set up an onboarding automation triggered by purchase, with drip reminder emails matching the content unlock schedule
• In GroovePages: Build a sales page with a comparison table showing Basic vs. Premium features

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Troubleshooting

"Students aren't completing the course"

• Check lesson length: If videos exceed 15 minutes, break them into shorter segments. Completion drops sharply after 10 minutes.
• Add action items: Passive consumption leads to abandonment. Every lesson needs a concrete next step.
• Use progress indicators: Visible progress bars and completion percentages motivate continued engagement.
• Send reminder emails: Automated nudges for inactive students (e.g., "You're 60% done — keep going!") can re-engage dropoffs.

"Members cancel after the first month"

• Audit onboarding: Did they log in? Did they consume the quick-win content? If not, the onboarding sequence failed.
• Check value delivery: Is there enough new content or activity each month to justify the recurring fee?
• Survey churned members: Ask directly. The top reasons are usually "didn't have time" (engagement problem), "not enough value" (content problem), or "too expensive" (positioning problem).
• Introduce a commitment device: Offer a discount for 3-month or annual prepayment to get past the first-month danger zone.

"I can't decide which platform to use"

• Already in Groove ecosystem: Use GrooveMember. The native integration with GrooveSell and GrooveMail eliminates complexity.
• Want all-in-one simplicity: Kajabi if budget allows, Podia if budget is tight.
• Community is the core value: Skool or Mighty Networks.
• Community + a deep LMS / cohort coaching + certificates + B2B group subscriptions (0% fees): GroupApp. See /sales-groupapp.
• Relationship-driven selling with a "binge & buy" catalog and engagement-based lead tagging: MemberVault (0% fees; bring your own ESP). See /sales-membervault.
• Completion/engagement is the top priority — gamify to fight the ~3% finish rate: Xperiencify (Experience Engine: XP points, badges, leaderboards, variable rewards, countdowns; REST API can award points programmatically; billed by active monthly students). See /sales-xperiencify.
• You teach live — built-in webinars/live classes + multi-instructor matter more than automation: New Zenler (interactive webinars, live classes auto-recorded to courses, funnels + email, 0% fees; cheaper than Kajabi; REST API + Zapier but API/memberships/affiliate are Pro-gated, no native webhooks). See /sales-zenler.
• Budget Kajabi-style all-in-one with no student caps + heavy AI authoring: FreshLearn (unlimited learners/storage, 0% fees, AI Studio for course creation/chat-with-content/coaching; REST API + native webhooks + Zapier — but API/workflows need the No Brainer+ tier; limited page builder). See /sales-freshlearn.
• Minimal, design-first, flat-rate course builder for a simple branded course: Teachery (unlimited courses/students, 0% fees, custom-CSS Payment Pages; no REST API — Zapier only; no native video hosting so you embed, and no quizzes/multi-instructor). See /sales-teachery.
• Community + courses + a branded mobile app on a budget: Graphy (Kajabi alternative; apps on Rise+ tier, API on top tier). See /sales-graphy.
• Add login + paywall + paid memberships to a site you built yourself (Webflow/WordPress/custom, no hosted course host): Memberstack (no-code auth + Stripe + gating; API-first). See /sales-memberstack.
• Own-your-audience paid memberships with private podcasts/newsletters/downloads on your own Stripe (creators/publishers/communities, not a course host): Memberful (Patreon-owned; GraphQL API + 21 signed webhooks + OAuth SSO). See /sales-memberful.
• Maximum control and ownership: WordPress + LearnDash + MemberPress.
• Teaching-first simplicity with 0% fees and a free tier to validate: Ruzuku (simple course builder, discussions, live/cohort courses via Zoom, direct Stripe/PayPal at 0% fees; Free caps at 5 students, certificates/white-label/storefront are Pro; automation is Zapier-only). See /sales-ruzuku.
• Just starting out, budget-conscious: Thinkific (has a free plan) or Teachable (affordable starter plan).
• Gumroad: Simplest option — zero monthly fee, 10% + $0.50 per sale. Supports monthly/quarterly/biannual/yearly subscriptions with content access tied to subscription. No course builder or drip content — delivers files/pages directly. Best for simple recurring access to a content library, not structured courses. Tax handled as MoR since Jan 2025.
• Do not overthink it: Pick a platform, launch, and migrate later if needed. Launching beats optimizing.