The Slippery Slope of Discounting
It starts small.
A waived initiation fee.
A “join now, pay later” offer.
A little incentive to “get momentum.”
The phones ring. The spike feels good.
And then it fades.
So you do it again.
And again.
And pretty soon, your membership strategy is just a string of sales tactics.
The discount isn’t the problem —
the story is.
Because when there’s no story, the discount becomes the story.
And once price becomes the hook, it’s hard to unhook yourself.
Let’s break it down:
- Discounts work… but mostly on people looking for a deal.
And deal-seekers rarely become culture-carriers. - What brings them in sets the tone.
If your hook is a financial break, don’t be surprised when they treat it like a transaction. - Urgency fades. Expectations linger.
The first offer is exciting. The third is just your pricing model, rebranded. - The more you discount, the less your full price feels believable.
Perception is reality. And value is a story you either uphold — or undercut.
Now, let’s be fair. Incentives can serve a purpose.
But they have to be part of a larger story — one rooted in clarity and conviction, not desperation.
If you discount without a narrative, you're not marketing.
You're negotiating with yourself in public.
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So what’s the alternative?
If you’re going to use an incentive or offer a discount, wrap it in meaning.
Make it feel like a celebration, a reward, or a rare opportunity tied to something real.
- A renovation milestone
- A private invitation from a current member
- A “thank you” gesture for early interest
Price breaks without narrative feel like clearance.
But a well-framed incentive? That can feel like privilege.
So here’s the rule:
If you can’t explain why you’re offering it, don’t.
If the story doesn’t hold, the value won’t either.
Because in the club business, you’re not just selling access.
You’re selling alignment — identity, belonging, belief.
And belief doesn’t go on sale.
Until next Monday,
