12. Behind the scenes: How I relaunched my membership

EPISODE 12 OF WHAT WOULD THEY DO? THE CUSTOMER EXPERIENCE PODCAST FOR SMALL BUSINESS OWNERS

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In this behind-the-scenes episode, I share the real-life evolution of my membership, from Copy Confidence Collective to the newly relaunched Retention Lab.

This isn’t just a rebrand—it’s a strategic shift rooted in member feedback, gut instinct, and engagement data. I explore why I made the change, how I involved my members in the process, and what the new structure and focus look like.

If you’ve ever wondered whether it’s time to pivot an existing offer or felt drawn to evolve something that once worked—this episode is your permission slip to listen, adapt, and grow.

What we cover:

Why I Decided to Rethink my Membership – What wasn’t working anymore and the questions I asked myself to spark the shift.

The Role of Feedback, Gut Feelings & Engagement Data – How member insights, usage patterns, and timezone challenges prompted a rethink.

How Copy Confidence Collective Evolved into Retention Lab – The new name, focus, and format that better reflects my passion and members’ needs.

What’s Included in the New Starter & Incubator Tiers – A full walkthrough of what you get, from monthly experiments to ongoing Voxer access.

Takeaways for Your Own Offer Evolution – How to know when it’s time to change, what to look out for, and how to bring your audience along for the ride.

Soundbites:

“I realized that I had so much more to offer to my members beyond the copy and my members really were missing out. 

It really was time to work on that next iteration with intention based on data, based on conversations that I was having. With Retention Lab, the focus has now expanded from only copy feedback, and the occasional Voxer day to full blown experiments and formulas that keep your customers engaged, get more referrals and really help you create a lead-generating machine that grows your business organically, even without paid ads or speaking on even more low return stages.”

“Ultimately this new membership really is a co-creation process. I’ve involved my members and listened to their feedback and I think it is the perfect format to really support you in a flexible way when and how you need it. It caters to all budgets and it excites me because it is, you would be able to tell from this podcast, my favorite topic: customer retention, customer loyalty, customer experience.”

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Your next steps:

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Episode Transcript:

Hey, hey and welcome. Today is a little break from regular programming because it is a behind the scenes look at my membership relaunch. Today I am sharing my personal fully transparent reflection on how I have used member feedback, my gut instincts.

and engagement data inside my membership to reshape it and really watch it as this episode drops. It is all based on the process that I shared in last week’s episode. So if you missed that one, you might want to check it out after to understand all the ins and outs. But it really just models what it looks like to listen to your customers

members in this case and involve your office suite with intention. So today’s question didn’t come from a listener. It started to come up for myself a few months ago and it’s this one. Nadine is a time to reshape my membership based on what I’m seeing, what I’m hearing and what I’m feeling. And to be honest, the outcome

It excites me. It has given me new energy and the new more powerful format of the membership really is more aligned with my passion with the more recent direction of my business and also the evolving needs of my members, which is what this is all about. So as of today, the Copy Confidence Collective will serve my members as

Retention Lab, which is the membership for semi-online business owners determined to grow their revenue referrals and repeat business without more marketing. So when the question came up first, I had been running the Copy Confidence Collector for about a year and a half. And initially when I launched it, it was designed to offer high touch

copy critiques and feedback by a boxer or a member, a maximum number of 20 members because I wanted to make sure I didn’t stretch myself too thin. coming back to the fact that your customer experience needs to be manageable for you. And it really worked. So my members, most of them are still with me since the launch. So they are loving the membership, the access to me.

But things have started to shift in recent months. So as I said, most of my members have been with me since launch or coming up to a year. And with that, the need for weekly copy critiques, which is one of the inclusions, so they submit a brand touch point and get my feedback via video review, really became less urgent.

like we had looked at all their funnels, sales pages, so they really had to continuously create to feel like they had something new to submit, which, you know, they write weekly emails, but it just felt like they weren’t making use of the widget critiques as much as they did when they first joined. Also, most of our members are based in the US, I’m in Australia, so those…

mismatches in time zones really made it hard for my members to benefit from the monthly Boxer Day that we were having every third Friday of the month. And while we had overlapping availability for about an hour or so, it really just defeated the whole purpose because it felt rushed and I felt like I couldn’t really deliver as much benefit from that Boxer Day as I was hoping to do. And

The core focus really at the beginning, know, look at the name, Copy Confidence Collective, was on copywriting. But, you know, I really understand that there’s so much more to the customer journey than the words on a page. So as much as the copy is important and it’s still my area of expertise, I still operate as a copywriter. My customer experience strategist had really just

wanted to look at before, the after, and the during as well. So all the pieces surrounding the words on the page. And I really started to ask myself, you know, what are my members here for really? Like, is it the copy critiques? Or is it my ideas? What are they looking for? So I took a closer look at all the things, as I said, you know, listen to my gut, listen to my members because I…

conversations and the data as well. you know, I really invited to, yeah, invited my members to open up. So I started the conversation and I asked them, you know, how the membership is working for them and whether they were still getting out of it, what they initially joined for. And the feedback that came back really

very much aligned with what I suspected. So while they loved the critiques and having my eye on their copy, they really just felt like they didn’t have something valuable to submit every week and they really appreciated my out of the box customer experience strategies and like the bigger picture that we explored as part of our you know, Voxer chats even though they were

condensed because of that time zone difference. So they really wanted the customer experience, peace and my strategic brain on their business. And so I really felt a pull to expand the copy confidence collective beyond the copy component, right? And, you know, I realized that I had so much more to offer to my members beyond the copy and my members really were missing out.

because I didn’t make it the centerpiece of my membership. So this wasn’t really about abandoning YOLT. It really was time to work on that next iteration with intention. So as I said, based on data, based on conversations that I was having. And so really with Retention Lab, the focus has now expanded. So from only copy feedback,

and the occasional box a day to full blown experiments and formulas that keep your customers engaged, get more referrals and really help you create a machine that grows your business organically, even without paid ads or speaking on even more low return stages. So transparent, you obviously need to bring in new audiences, but this membership is all about

leveraging your existing audience because they are so perfectly positioned to buy into your entire office suite and what you have to offer next. So with this new focus, the format is shifting as well. So there are now two tiers because I felt at the higher price tag that Copy Confidence Connected came with, there were so many people missing out on my strategies and my tried and tested formulas.

simply based on the price tag. So the new lower tier that is introduced doesn’t have a cap anymore. It’s not capped at 20 people as the top tier. And it really gives my audience into potentially self-paced access to proven formulas that I use in my business, in my client projects that you can implement as part of monthly lab experiments.

where I hold you accountable and you take action, you also get to look behind the scenes at what I’m working on in my business because, said before, huge fan of behind the scenes looks. So every month I commit to an experiment and I share in the membership portal aha moments that I have along the way, how I’m going, what that looks like. And ultimately the starter tier is a super affordable way for you to focus on your existing audience.

to drive more sales and implement often automated processes that nurture your customers or autopilot and really infuse that emotion into your customer journey. The updated top tier, so which aligns with the old copy confidence collective tier is the incubator. So that is still capped at 20 scientists. And as I mentioned, I still have a whole bunch of members.

that are with me, they’re going to move across into the incubator. So there are still spots available as I record this episode and launch the membership. So if you want to grab one, have a look at it because there’s limited spots available. And this particular tier gives you more flexible, more time zone friendly access to me. So it gives you everything in the starter tier.

but also monthly copy critiques. So based on that feedback, I’ve reduced the number of critiques that I offer on copy. So every month you can submit a brand touch point for my video review. But it also now includes on-demand ongoing boxer access to me. And I get back to you within 48 hours during business days, which just means you don’t have to wait for that third Friday every month.

And whenever you have a question, whenever you start, you can just send me a quick OXA message and I will help you. I will point you in the right direction and you basically have me in your back pocket at all times. You also get a quarterly customer journey audit. That means you can submit a funnel to me that you might be launching, an existing funnel, and I will go through this funnel like your regular customer would. And I will give you feedback on

improvement opportunities, or missed opportunities, on things that are a bit clunky to help you improve. So once a quarter, I go through your business like your customer would so you can tweak your customer journey. You also get a quarterly one-on-one call with me where we can make sure you’re still on track, are crystal clear on what you’re going to work on next, and really give you that new lease of life and a new found focus.

And you also, as long as you’re in the membership, get access to all my standalone self-based courses as well. So that includes Hidden Gems to run a scavenger hunt promotion on your website. It includes a course to help you launch a private case study podcast, again, to warm your customers and have your past customers do the selling for you. There are a whole bunch of courses. So as long as you’re in the membership, you can use those toolkits to dive really deep into your customer experience.

With that one, because it takes time to see the results and obviously I get to know your business, there’s a minimum commitment of three months and after those three months you can cancel any time. So everything here is designed to get you results, to hold you accountable and really focus on your customer and have those continuous touch points with your audience. Also I’m introducing a feedback

space with a collaboration directory. So you can actually connect with fellow members and tier collaborations. You can also ask me questions. So even in the starter tier as part of the monthly experiment, you’re going to commit to and you have the opportunity to ask me questions and say, yeah, I’ll give you my response within 48 hours during business days. And really, you know, it means you take gradual monthly actions.

increase your customer retention, to strategically map your customer journeys, again to boost customer loyalty and retention, and to turn your client experiences into your biggest marketing assets. And ultimately this new relaunch, this new membership really is a co-creation process. As I said I’ve involved my members and listened to their feedback and I think it is

the perfect format to really support you in a flexible way when and how you made it. It caters to all budgets and it really excites me because it is, you would be able to tell from this podcast, my favorite topics, customer retention, customer loyalty, customer experience. so instead of guessing what my members want, I really involve them in the transition and I’m…

that they’ve helped me shape the next version of this offer with me. And before I invite you to check out potential app and see whether you would like to join me on this journey, I’m going to, as per usual, leave you with some action steps and some takeaways from this episode. So have a look at your offer suite and you know, your gut feeling. Are your customers asking for something different to what you currently offer?

even if they’re potentially not saying it outright, have you looked at how people are currently interacting with your offers and the inclusions or what they’re not engaging with and what does your gut tell you about your offer suite? So, you know, if you feel meh about one of your offers, is it potentially time to evolve the offer, scratch the offer again based…

on the interplay with what your customers are telling you, right? So my challenge for you today is start a conversation with your customers this week. And, you know, because their answers and their feedback might open the door to your offer evolution as well. So as I said, doors are officially open to Retention Map and I would love, love, to work

and strategize with you. You can find the link to check it out in the show notes or you can hop over to my website for all the info. Thanks so much for tuning in and I will be back to regular programming next week. Have a good one.