232: She Launched a Membership Before Building It (Here's What Happened) - Krystal Schouten

What if you could turn one Instagram Reel into actual sales, without ever sending someone to a landing page? About a year ago, I started tracking our drop-off rates and the numbers were brutal. My family and I are in Japan right now (I wrestled a Sumo wrestler — long story), and while I've been here I've been thinking a lot about this system we've been building. We stopped sending people to landing pages entirely. Instead, we kept the entire funnel inside Instagram DMs. Opt-ins more than doubled. Same content, same offer; we just removed the friction of leaving the platform. In this episode, I'm breaking down the exact anatomy of what I call the "One-Post Funnel" from the Reel that hooks them, to the DM that converts them, to the $7 impulse offer that upsells 40% of buyers into your next offer. In this episode, you'll learn: • The 4-part content formula for Reels that actually convert (hook, teaching points, CTA, caption structure) • Why DM automation gets 65-90% opt-in rates vs. 30-40% on landing pages — and how to set it up with ManyChat • How a $7 front-end offer qualifies buyers and leads to membership upsells on the back end • The repurposing strategy that turns your top-performing Reels into webinars, email sequences, and more lead magnets   ⏱️ TIMESTAMPS: 0:00 - What if one Reel could generate sales without a landing page? 1:22 - Japan update: I wrestled a Sumo wrestler for the kids 2:40 - Why I started questioning everything about our Instagram strategy 3:08 - The drop-off problem: views but no sales 3:42 - The stat that stopped me cold (DM opt-in rates vs. landing pages) 4:06 - What if we just kept people inside Instagram? 4:38 - We tested it — opt-ins more than doubled 5:03 - Part 1: The high-converting content formula (hook + 3 teaching points + CTA + caption) 6:05 - Why you should never say "link in bio" again 6:41 - Caption structure: CTA as the first line 7:37 - Part 2: DM automation with ManyChat 8:06 - Why DMs crush landing pages (65-90% vs. 30-40%) 8:45 - How to set up the automation sequence 10:06 - Why instant responses build trust in 2026 10:14 - Part 3: The $7 impulse offer 10:58 - Order bumps and membership upsells on the back end 11:42 - The math: 100 opt-ins → $400/month recurring from one Reel 12:20 - Part 4: Repurpose the winners 13:00 - Next steps: Your 3-step action plan 13:36 - Experience this funnel yourself — DM me SUMMIT26 14:13 - Next week: Dean Graziosi's 680,000-registrant launch 14:45 - Full recap of the One-Post Funnel system   📥 RESOURCE: Grab the resources from this episode at https://podcast.stu.me  🎟️ FREE SUMMIT: Join Stu and 24 creators for the Audience to Income Summit (April 8-10, 2026): DM "SUMMIT26" to @stumclaren on Instagram or visit https://membership.io/summit    CONNECT WITH STU: • Website: https://stu.me  • Book "Predictable Profits": https://a.co/d/4GIi1uz  • Instagram: https://instagram.com/stumclaren  • Podcast: https://podcast.stu.me  • Membership.io: https://membership.io    Subscribe and leave a review if this episode helped you.

I'm standing in one of the busiest subway stations in the world: Tokyo, rush hour, millions of people moving around me, and I don't speak a word of Japanese. But I knew exactly where I was going. And that experience taught me something about YOUR marketing. My family and I are traveling through Japan right now, and three things have stood out to me that apply directly to how you and I market our businesses. From the Tokyo subway system to a hotel booking gone wrong to our daughter who doesn't love traveling suddenly falling in love with a temple, each experience revealed a marketing principle that most of us are getting wrong. In this episode, you'll learn: • Why simplicity is the ultimate marketing strategy — and how to build a "color, letter, number" system for your business • How the gap between what you promise and what you deliver is quietly costing you customers (72% will switch after one confusing experience) • What Japan's culture of safety and cleanliness teaches us about building communities where members actually engage ⏱️ TIMESTAMPS: 0:00 - Standing in Tokyo's subway at rush hour 0:42 - Welcome to Marketing Your Business 1:18 - Setting the scene: A family of four in Tokyo 1:56 - Lesson 1: Simplicity is the ultimate marketing strategy 3:13 - The Tokyo subway's color-letter-number system 4:06 - What's the "color, letter, number" system for YOUR business? 4:18 - 7-Eleven's smoothie machine and effortless onboarding 5:00 - 72% of customers switch after one confusing experience 5:47 - Lesson 2: Close the gap between promise and delivery 6:12 - The hotel room that "accommodates five" 7:06 - When trust breaks down in your marketing 7:58 - 65% of customers switch when experience doesn't match the promise 8:27 - Lesson 3: When people feel safe, they open up 8:33 - Marla at Japan's oldest temple 9:27 - Japan's culture of cleanliness and safety 10:03 - What's the "cleanliness" of your community? 10:37 - The three big takeaways recap 11:00 - Your homework: Pick one and take action this week 11:15 - Join us for the free Audience to Income Summit 12:38 - Wrap-up 📥 RESOURCE: Grab the resources from this episode at https://podcast.stu.me 🎟️ FREE SUMMIT: Join Stu and 24 industry leading creators for the Audience to Income Summit (April 8-10, 2026) — https://membership.io/summit CONNECT WITH STU: • Website: https://stu.me • Book "Predictable Profits": https://a.co/d/4GIi1uz • Instagram: https://instagram.com/stumclaren • Podcast: https://podcast.stu.me • Membership.io: https://membership.io Subscribe and leave a review if this episode helped you.

Krystal Schouten launched her membership before anything was built—and it worked. She helps women stop peeing their pants (yes, really), and in this episode, she reveals the limiting belief that almost held her back. Krystal Schouten is a pelvic floor fitness specialist who helps women overcome incontinence and regain confidence. In this episode, she shares her journey from one-on-one personal training to launching a membership - including the fear that almost stopped her. We talk about: • The "welcome to motherhood" myth she's fighting against • How COVID forced her to pivot (and her mom pushed her to keep going) • The limiting belief "I can't be big" and where it comes from • The $2/day reframe that makes membership pricing accessible • Why she launched her membership before anything was built • How she handles the emotional roller coaster of entrepreneurship 📚 FREE RESOURCE: Get Krystal's Founding Member Launch Checklist + Pricing Reframe Script → https://podcast.stu.me   CONNECT WITH KRYSTAL: • Instagram: https://instagram.com/fitness.reset  • Website: https://fitnessresetinfo.com  • Membership: The Body Reset Method  CONNECT WITH STU: • Website: https://stu.me  • Book "Predictable Profits": https://a.co/d/4GIi1uz  • Instagram: https://instagram.com/stumclaren  • Podcast: https://podcast.stu.me  • Membership.io: https://membership.io  Subscribe for new episodes every week.

What if four small changes to a single page could nearly double your conversion rate and cut your lead costs in half? That's exactly what happened when we stopped assuming and started testing. We had an opt-in page for our workshop that had been running for years. People were signing up, and we were happy with it. But working and working well are two very different things. It's like a car driving with the parking brake on... you're still moving, but you don't realize how much faster you could be going. So we got curious. We ran four split tests. Small changes, not a radical redesign. And the results surprised us. In this episode, you'll learn: • The headline swap that made the single biggest difference (and why "explicit benefit" beats "implicit benefit" every time) • Why we ditched the button-to-form setup that had been "best practice" for years • The short page vs. long page test, and why it won on a free opt-in • The social proof element most people skip that actually moved the needle This is part 2 of a two-part series. If you missed the last episode on the 6 webinar conversion points, go back and listen to that one first. It sets the stage for everything we cover here. 📥 RESOURCE: Grab the resources from this episode at https://podcast.stu.me  CONNECT WITH STU: • Website: https://stu.me  • Book "Predictable Profits": https://a.co/d/4GIi1uz  • Instagram: https://instagram.com/stumclaren  • Podcast: https://podcast.stu.me  • Membership.io: https://membership.io  Subscribe and leave a review if this episode helped you.

My client Lisa came to me and said, "Stu, I am terrible at selling." She wanted to revamp her entire webinar presentation. But when we broke down the numbers, we found something she never expected.   Lisa wasn't bad at selling at all. Her close rate was actually strong. The real problem? She wasn't getting enough people into the room in the first place. It was a traffic and show-up problem, not a selling problem. And once we identified that, the solution became simple.   In this episode, I walk you through the 6 conversion points in any webinar funnel -- the chain of events that determines whether your webinar works or falls flat. Most business owners look at the whole thing and say "this isn't working." But when you break it down link by link, the answer becomes obvious.   In this episode, you'll learn: • The 6 conversion points in every webinar funnel (and how to diagnose each one) • Why "I'm bad at selling" is almost never the real problem • How to tell if your bottleneck is traffic, opt-in, show-up, stay-on, close, or follow-up • Why attendees who interact through Q&A and polls are 30% more likely to buy • The follow-up stat most people ignore: 25% of webinar sales happen after the event   📥 RESOURCE: Grab the resources from this episode at https://podcast.stu.me    CONNECT WITH STU: • Website: https://stu.me  • Book "Predictable Profits": https://a.co/d/4GIi1uz  • Instagram: https://instagram.com/stumclaren  • Podcast: https://podcast.stu.me  • Membership.io: https://membership.io    Subscribe and leave a review if this episode helped you.

The ONE Thing has sold 4 million copies and is translated into 44 languages. It's written at a 5th grade level. Jay Papasan reveals why simplicity beats sophistication - and how one conversation with his professor changed everything.   Jay Papasan is co-author of The ONE Thing - over 4 million copies sold. That book changed the trajectory of my life. It led me to sell my company.   In this conversation, Jay reveals: • The "Kleenex Test" for creating timeless content (vs. content that expires) • Why Hemingway wrote at a 4th grade level (and The ONE Thing at 5th) • The "aspirin vs vitamins" framework for solving real problems • Why timing finds YOU if you're consistent • The difference between dreamers who need to DO and doers who need to DREAM   📚 FREE RESOURCE: Get Jay's Kleenex Test Worksheet + Timeless Content Framework → https://podcast.stu.me    CONNECT WITH JAY: • Website: https://theonething.com  • Book "The ONE Thing": https://a.co/d/2YUWKQN    CONNECT WITH STU: • Website: https://stu.me  • Book "Predictable Profits": https://a.co/d/4GIi1uz  • Instagram: https://instagram.com/stumclaren  • Podcast: https://podcast.stu.me  • Membership.io: https://membership.io    Subscribe for new episodes every week.

I've been producing Instagram content for a long time and we haven't seen that much growth. Some posts would hit, most wouldn't, and I had no idea why. Then I discovered a tool that changed everything. In this episode, I'm pulling back the curtain on the exact system we now use to grow on Instagram. It starts with one hour of research per month, a weekly testing rhythm, and a collaboration strategy that gets 47% more reach. I also share a real example where I analyzed a client's competitors during a VIP day and found that 18 out of their top 20 posts used one specific format. The patterns are there -- you just have to look for them.   In this episode, you'll learn: • How to use Sort Feed (a Chrome extension) to find what's already working in your niche • Why monthly research + weekly testing beats random posting every time • The micro-testing framework: change one thing per week and track results • How name drops and collaborations expand your reach (with real examples) • Why we publish three posts a day and how that accelerates learning   📥 RESOURCE: Grab the resources from this episode at https://podcast.stu.me    CONNECT WITH STU: • Website: https://stu.me  • Book "Predictable Profits": https://a.co/d/4GIi1uz  • Instagram: https://instagram.com/stumclaren  • Podcast: https://podcast.stu.me  • Membership.io: https://membership.io    Subscribe and leave a review if this episode helped you.

Canada vs. USA for hockey gold. The whole country stopped. Schools turned on projectors, churches delayed services, restaurants opened two hours early. And buried inside that moment are three marketing lessons that can change your business.   If your marketing feels flat, if engagement is low, if you're doing tactics that should work but just aren't, this episode breaks down what the Winter Olympics taught us about selling, community, and the surprising power of doing what you actually enjoy.   In this episode, you'll learn: - Why the backstory behind your offer matters more than the offer itself - How community creates momentum (and a real example from inside our program) - Why Norway -- a country of 5 million -- won more Olympic medals than the US - The "joy is a strategy" principle and how it applies to your marketing - A simple exercise to identify which marketing activities you should go all in on   📥 RESOURCE: Grab the resources from this episode at https://podcast.stu.me   CONNECT WITH STU: • Website: https://stu.me • Book "Predictable Profits": https://a.co/d/4GIi1uz • Instagram: https://instagram.com/stumclaren • Podcast: https://podcast.stu.me • Membership.io: https://membership.io   Subscribe and leave a review if this episode helped you.

Alex Cattoni was 6 videos in when she got her first comment. She made one video based on that comment - and it exploded her channel to 400K subscribers. Here's exactly how she creates content that converts. Alex Cattoni started her YouTube channel in February 2019 with zero content strategy. Six videos in, someone left a comment asking for a video on how to become a freelance copywriter. That one video exploded her channel. Today she has over 400,000 subscribers, makes thousands of dollars monthly just from YouTube ads, and has built Copy Posse into one of the most successful content-driven businesses in the space. In this conversation, Alex reveals: • Why one YouTube comment changed everything (the origin story) • The reason 1,000 YouTube subscribers beats 100,000 Instagram followers • Her top/middle/bottom of funnel content strategy • The "never recap" rule that's been killing your retention • Why AI generates words, not copy (and what that means for you) • The Claude AI voice guide trick that changed how I create everything 📚 FREE RESOURCE: Get Alex's YouTube Content Funnel Template + Retention Checklist → https://podcast.stu.me CONNECT WITH ALEX: • Website: https://copyposse.com • YouTube: https://www.youtube.com/@AlexCattoni • Instagram: https://instagram.com/alexcattoni CONNECT WITH STU: • Website: https://stu.me • Book "Predictable Profits": https://a.co/d/4GIi1uz • Instagram: https://instagram.com/stumclaren • Podcast: https://podcast.stu.me • Membership.io: https://membership.io Subscribe for new episodes every week.

Your members aren't leaving because you're not giving enough. They're leaving because they feel lost, alone, or like nothing is working. Here's how to fix it.   If you run a membership, a course, or any kind of community, you've probably dealt with this: people join excited and then disappear within 60 days. The natural instinct is to create more content, add more resources, build more modules. But that actually makes the problem worse. The real issue isn't value -- it's that members aren't experiencing success fast enough.   In this episode, I walk you through a story about one of our clients who completely turned her retention around, and the three specific levers that made the difference.   In this episode, you'll learn: - Why adding more content can actually increase churn - The one thing retained members all had in common (within 2 weeks) - 3 levers that make a community sticky -- clarity, connection, and result - How to build a "GPS-style" onboarding that tells members exactly what to do next - A simple introduction thread strategy that creates belonging fast   📥 RESOURCE: Grab the resources from this episode at https://podcast.stu.me   CONNECT WITH STU: • Website: https://stu.me • Book "Predictable Profits": https://a.co/d/4GIi1uz • Instagram: https://instagram.com/stumclaren • Podcast: https://podcast.stu.me • Membership.io: https://membership.io   Subscribe and leave a review if this episode helped you.