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cover of episode Why a Paywall works
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Gina Bianchini
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Gina Bianchini: 我坚信付费社群能够为社群成员和主办方带来极大的价值，它不应仅仅是知识的分享，更应该是快乐、能量、激励、动力和知识的源泉。 首先，即使开始收费，也应该继续提供一些免费内容，例如7天挑战或免费课程，以此吸引潜在会员。付费社群的真正价值在于帮助成员建立关系，实现他们独自无法实现的转变和成果，这绝对值得收费。免费内容可以作为试用或挑战，吸引用户进入付费体验。如果已经有免费社群，建议取消，因为数据显示付费社群的转化率更高，即使只有30个付费会员也能创造价值，并形成良性循环。付费会员更有动力，参与度更高，他们获得成果后会向他人推荐，形成良性循环。免费社群结合付费项目的效果不如直接提供付费体验。 付费体验的目的是让会员应用你的框架，互相支持，分享经验，而非仅仅提供建议。开始收费不需要很多会员，30个人就足够创建一个支持性的社群环境。定价时，目标应尽可能高，以反映会员获得的成果价值。可以参考会员以往的付费习惯，并着重考虑成果的替代价值，例如与其他付费服务（例如会议或课程）进行比较。高价位能体现价值，人们会重视他们付费的东西。对于社群而言，“便宜没好货”，高价位能吸引更多人，因为这体现了社群的价值。 第一次推出付费项目无需免费试用，可以将其视为一个高价值的咨询项目。付费社群的结构本身具有价值，并且每个成员的参与都会提升社群的价值。参与人数越多，社群价值越高，收费也应该越高，无需免费试用。将付费社群视为一种咨询服务，成员之间互相学习，建立联系。虽然要提供免费内容吸引用户，但无需过度免费提供内容，以免耗尽精力，要创建可持续、高价值的社群。付费社群应该成为成员和主办方快乐、能量、激励、动力和知识的来源。

Deep Dive

Chapters
This chapter explores the advantages of transitioning from free to paid community programs. It emphasizes the value of community in achieving results and transformation, suggesting that offering something for free (like a challenge or course) can attract members to a paid experience.
  • Transitioning to a paid community model can be scary but it is highly effective.
  • Offering free content, such as a challenge or course, can attract members to a paid experience.
  • The value lies in the community and the results members achieve, not just the content itself.

Shownotes Transcript

If you’re putting up a paywall for the first time, breathe. It can be scary but the results of charging for your work are incredible. In today’s episode Gina breaks down why a paywall works AND why you can still offer things for free to bring people in. When setting your price you want to aim as high as you can. The results of your community are the value of your community. People pay attention to what they pay for and people will pay for results and transformation that they can’t get on their own.