Many buying decisions don't even start out as such, they begin with the identification of a problem and initiate the need for more information about that problem. Having researched the problem, most people then move on to looking for suitable solutions within a range of parameters that are specific to their situation. Having reviewed their options they then move on to making a choice and completing a purchase.

The question is..

Does your marketing funnel provide the best response at each stage in the process?

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I don't want to burst too many bubbles, but the continuity business model has been around a very long time.

I can remember when I was around seven or eight years old, yes that's nearly half a century ago.. there's no need to rub it in!

Anyway, even at that young age, I was very much into reading and my parents were keen to encourage me. Every month I received a brand new story book. I really looked forward to receiving those parcels, tearing off the wrapping paper to see which book I'd received. They were great stories of adventure and I thoroughly enjoyed them.

Getting back to the point...

My parents had signed up to a "Children's Book Of The Month" club. They paid a monthly subscription and the arrangement was that they would continue to pay that monthly fee until they cancelled.

Many organisations use the same payment structure.. Reader's Digest, Franklin Mint, are just a couple that immediately come to mind.

And, while the offline world benefits from using the continuity model, the Internet offers a much wider range of possibilities including much more potential to automate the billing and fulfillment processes.

In fact, this membership blog is based on the continuity model, as it uses the PayPal subscription facility to automatically collect  monthly payments from Premium Members. That means that I can concentrate my efforts on providing great content without having to spend time collecting cash.

One of the greatest advantages of the continuity model can be seen when you consider the cost of customer acquisition.

When you sell a single product, your advertising and marketing costs must be deducted from the sales price to determine your profit.

When you sell a membership, or other subscription, your advertising and marketing costs can be deducted from the lifetime value of the subscription.

As a seller, I'm sure that you'll appreciate that it costs far more in terms of time, effort and budget to sell a $97 information product than it does to sell a $9.97 product. As a buyer, I hope you'll agree that investing $9.97 is an easier decision than spending $97?

There are several benefits to the buyer too..

• The investment is made in small multiple payments rather than a relatively high one-off price.
• The cost can be budgeted for in advance.
• The cost of access is much lower, thus reducing the risk.
• Subscriptions can be cancelled at any time.
• Content is delivered in smaller easier to "digest" bites.

So, when considering your next product, think about the cost of acquiring a new sale and compare the numbers.