Writing great membership descriptions that clearly present (and sell) your options sounds straight forward, but is actually difficult in practice. Even experienced copywriters get it wrong all the time. Your descriptions should ‘sell’ your memberships, not just ‘describe’ them, that's where the difficulty lies.

I'll assume you're using a tiered membership strategy which we outline here in our membership pricing article. If you haven't already read that, do that first.

In our membership pricing guide, we touch on creating a list of your member personas. It's important that your descriptions speak directly to each of these personas. Different people will want to interact with your site in different ways, or have different budgets, so each description should be tailored accordingly. Create a list of questions your members would ask you, and make sure all of these questions get answered.

A personal, "first-person" voice is always best. Imagine you're speaking directly with someone and explaining the available options. Use "I/we", "me/us", "my/our" and "you" as you would in a regular in-person conversation.

You spend a huge amount of time creating your content, and you know how awesome it is, but potential customers don't necessarily know that yet. You therefore, need to explain the benefits as though you're speaking to someone who's new to you and your content. Be sure to focus on the benefits, rather than the features. It's the benefits get people excited. Use words like "easy/easily", "enjoy" etc.

Creators have a tendency to take it personally and get upset when members cancel (turn off the rebill). Cancellations are a normal part of the subscription life cycle, however, and many members will come back when they can afford to.
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Although we do list this fact in the checklist listed above your memberships, it doesn't hurt to make it clear that it's easy to cancel and rejoin at any time, and there will be no hard feelings. This will allow you to capture those that may be on the fence due to concerns about being locked into a lengthy subscription agreement. This is the time to allay all of the concerns that members typically have at checkout time, and cancellation is the biggest one. Take it head on:

"I know that peoples' financial situation can change, so no worries if that happens. You can cancel at any time, and rejoin later if you feel you can afford it, no hard feelings 😀."

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Exclamation marks are like swear words; the more you use them, the less effective they are. My mother rarely swears, but when she does, it certainly gets people's attention. The same can be said of exclamation marks!!!! Using too many can make you look untrustworthy. Reserve the question marks for a single main point. Think of it like a coupon offer, limit one per description.

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Put a smile on someone's face and they'll be much more likely to "smash" that join button. Fun and playful membership titles and descriptions will help create a connection between you and your members which will result in higher conversion rates and more revenue. You're not a big corporation selling car parts, make it fun and cheeky.

If you'd like us to review your membership titles and descriptions, just reach out to us in the live chat. We're happy to help and love interacting with our creators 😀.