The key to success of “subscription-based services”: effectively maintaining long-term relationships with users

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhdae-46vFKMGTbj42ty9m OwRUGZJzLmp1OFNMC5jwOmRAb2vwQcy8p9kQlwRJVrRzqke9wVJhVGskGmnfStDmhlDzMBTJ5KrmpYCDwvNY IOo6BogV4alEGNU-4-RSa2lOkxQf8Y22R7aWu/s1600/%25E7%2595%25B6%25E7%25B4%2585%25E7%259A %2584%25E8%25A8%2582%25E9%2596%25B1%25E5%2588%25B6%25E9%25A0%2598%25E5%259F%259F.jpg)

To be honest, “Subscription Service” is not a new thing, but with the waves of knowledge payment and monetization in recent years, as well as the well-known knowledge-based Internet celebrities a while ago [“囧”Star” unsubscription event] (https://www.contenthacker.today/2018/01/kyon-subscription-summary.html), this type of paid knowledge service has once again attracted social attention, and many experts, lecturers or Internet celebrities are flocking to it.

At the “Business Thinking of Professional Lecturers” spring wine event held today (March 22), teacher Sun Zhihua talked about his own observations on “subscription-based services” , and also shared [actual participation experience] with other lecturers (https://pressplay.cc/project/about/%E6%94%B9%E8%AE%8A%E4%BD%A0%E7%9A%84%E8%81%B7%E6%B 6%AF%E7%AB%B6%E7%88%AD%E5%8A%9B%EF%BC%9A%E6%B2%BB%E8%8F%AF%E8%80%81%E5%B8%AB%E7%9A%84%E7%B0%A1%E5%A0%B1%E 3%80%81%E9%96%B1%E8%AE%80%E8%88%87%E7%AD%96%E7%95%A5%E6%80%9D%E7%B6%AD/2CB06A27F4AC58A092E0BAAFA85B8E6E).

Teacher Zhihua started by talking about the sales motivation of courses or services. He believed that the quality of sales results is closely related to the multiplication of three values: professional value, demand value and word-of-mouth value. In other words, price is not necessarily the key factor that affects sales performance, but the benefits it can bring to users and the amount of word-of-mouth it can generate after taking a class are the real key.

This point is also similar to what Teacher You Shufan mentioned before, “Spreading out the content increasing the predictability of knowledge will help everyone press the subscription button.”

Teacher Zhihua reminds friends who are interested in investing in “subscription-based service” to think about whether users need this content every day? Because the frequency of use will affect the success or failure of this service. Simply put, the higher the frequency of use, the greater the chance of attracting users’ favor.

Looking at the current development of “subscription-based services” in China, topics such as the stock market, language, cooking and emotions are the most popular. Any topic with high knowledge variability, high demand and revenue, or a topic that no one has talked about yet is a subscription service topic with potential that is worth developing. It also has the opportunity to seize market opportunities and user attention.

Subscription services are not cash transactions, but long-term relationships between service providers and users. Therefore, effort in the advance planning stage is essential. The better you understand the logic of market operations and the needs of the target audience, the better you can give users something to look forward to. Of course, as the benefits of subscription services become more clear and concrete, sales figures will also rise!

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzYu_KJJo_lipsImyZb Iz4VEYc0nC3w01zV3y6DzKGVfDp2F0UUQqoByZ8U_wpDECOkxFZaU-iZ54La8XC4GnyLcqW6zRLuwZxFSN 71g3SjOX3KyG2dMLpoFmgNYv_bnwKJ_CyUVrs8Xs8/s1600/%25E8%259E%25A2%25E5%25B9%2595%25 E5%25BF%25AB%25E7%2585%25A7+2018-03-23+%25E4%25B8%258A%25E5%258D%258812.15.58.png)

For example, “[24 Key Lessons for Career Jump]” published by Teacher You Shufan on the PressPlay platform (https://pressplay.cc/project/about/%E8%81%B7%E6%B6%AF%E8%BA%8D%E5%8 D%87%E7%9A%84%E9%97%9C%E9%8D%B524%E5%A0%82%E8%AA%B2/89D1794DE0A4E6149ECCC6DCD8C696F5)”, it was stated at the outset that it would cultivate qualified professional managers for Taiwan. Not only is the goal very specific and clear, but the several paragraphs of copywriting on the sales page are also clearly organized, which can attract young people who are interested in becoming managers to subscribe.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgUl9y34xmPXDTmt133C noYuYL9LIOO7DxQueup33fNHsJnp2vGyUfZHcEuajKfYEZbFdyATf-k5xE5qhFZ3IadMJoL921eSISQS2z oQsnnEjJDmNa-ZTmVyyARIQlIQHM9QS-JHACyiRwf/s1600/%25E8%259E%25A2%25E5%25B9%2595%25 E5%25BF%25AB%25E7%2585%25A7+2018-03-23+%25E4%25B8%258A%25E5%258D%258812.29.06.png)

For another example, you can take a look at “[Exploring the beauty of copywriting: giving you inspiration for writing copy every week]” launched by the company “The Beauty of Copywriting” (https://pressplay.cc/project/about/%E6%8E%A2%E7%B4%A2%E6%96%87%E6%A1%88%E7%9A%84%E7%BE%8 E%EF%BC%9A%E6%AF%8F%E9%80%B1%E7%B5%A6%E4%BD%A0%E5%AF%AB%E6%96%87%E6% A1%88%E7%9A%84%E9%9D%88%E6%84%9F/3B9754C95D1A396814A79AC92C6F52A2)”.

Compared with Teacher Shu Fan’s “[24 Key Lessons for Career Jump](https://pressplay.cc/project/about/%E8%81%B7%E6%B6%AF%E8%BA%8D%E5%8D%87%E7%9A%84%E9%97%9C%E9%8D%B524%E5%A0% 82%E8%AA%B2/89D1794DE0A4E6149ECCCC6DCD8C696F5)”, and also provides a variety of online and offline content. The product content provided by “The Beauty of Copywriting” is almost based on text (inspiration packages, copywriting teaching articles, private information, etc.), which not only conforms to the company’s tone, but also maintains flexibility in the deployment and operation of resources. The sales results are also impressive and amazing.

The advantage of the subscription system is that product conditions can be set by the service provider itself, and there is also a certain amount of room for maneuver. When developing subscription-based service products, you must also consider your own expertise, resources, and future operating costs to avoid excessive burdens. After all, various subjective and objective factors, such as too high time cost, insufficient professionalism of the product, or lack of self-confidence of the content producer… may become the straw that breaks the camel’s back! Although the prospects of “Subscription Service” are promising, looking at marketing and career topics alone, it can be seen that through the operation of different techniques and strategies, the sales figures are actually very different. It is obvious that “Subscription Service” is not only a business, but also an art, which naturally requires more delicate operations.

★ Want to get the “Subscription Service Summary” newsletter organized by “Content Hacker”? Come and sign up for April Lecture!

★ Vista Reading Club March Special: “[The Era of Resumption of Business is Coming] (https://www.accupass.com/event/1803140753116515393830)”

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”

★ Photo Credit: Photographed by Vista

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Further reading

• [“Grasping New Business Opportunities in the Rapidly Growing Subscription Economy: Taiwan’s Practical Combination of World Trend
• What is the “subscription economy”? Create the strongest business model and shift from price competition to experience improvement
• Self-improvement of knowledge workers: How to go from offline lecturer to online knowledge influencer? (Part 2)

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