| Description | I went through this when it was first upped over the summer (I think this is a duplicate). Beware that the landscape has changed dramatically since Brunson started pushing "forced coninuity." The overview of Micro Continuity is this-- provide a free video dishing out info on a squeeze page. At the conclusion of the video, redirect viewers to a page offering more great info--as a free+shipping offer. In the sales page, mention that in addition to the free DVD/CD, they're also going to receive a free month of XYZ membership giving out even more super great information. At the end of the first month, they can continue with the membership, which will run for X number of months (thus the micro continutiy), or they can cancel.
Brunson was all over this idea as the greatest marketing angle ever ("Selling stuff is hard. It's much easier giving stuff away.")
Problem is, forced continuity is a disgusting abomination, barely--BARELY--better than an outright con. The fact that if they don't canel, they're going to be charged monthly is typically glossed over in a long copy letter--very easy to miss.
A couple of weeks ago, Visa and Mastercard (the banks) basically swooped in and laid the hammer down on this crap. Membership sites account for 1% of all Visa and Mastercard transactions. But, they account for over 40% of all chargebacks. This is a result of people seeing charges on their bills and not realizing they committed to a continuity.
So, Visa unleashed hell by demanding transaction companies terminate merchant agreements with companies offering forced continutiy promotions (free+shipping, free month subscription).
And yes, Brunson was one of the guys who experienced the wrath of Visa and Mastercard. His Merchant account was yanked, and Brunson was forced to agree to go on a full court press campaign to say, on his website, DON'T DO WHAT I CHARGED YOU $97 per month for 6 MONTHS TO TELL YOU TO DO in order to get back into Visa and Mastercard's good graces.
Forced continuity (as run by the IMers) was a disgusting disgraceful rip job. The proof of this is seen by the way Visa and Mastercard have reacted to drive it into oblivion. |
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