Why I'm teaching my members to fail often (plus my own recent flop)

As we close out the year, it's easy to get caught up in the "hustle for more." But after my best revenue year yet—and 17 years in the game—I've realized that sustainable growth doesn't come from doing more; it comes from doing the right things in the right order. In this episode, I'm pulling back the curtain on the 10 most vital lessons I learned (or relearned) this year. We aren't talking about fleeting trends or tiny tactics. We're talking about the high-level shifts in positioning, strategy, and leadership that allow you to grow even when the market feels slow. In this episode, we explore: The Positioning Pivot: How a simple title change transformed my conversion rates and attracted my best-fit clients ever. Caring as a Superpower: Why integrity and trust are winning over "big marketing hype" in 2026. The Strategy Gap: Why membership owners must think like CEOs, not just content creators. The Ready-Buyer Triangle: Why focusing on "sophisticated" buyers is the secret to a resilient business. Micro-Optimizations vs. Starting Over: Why your existing webinar probably isn't "broken"—it just needs a refresh. [LAST CALL] The Membership Fix waitlist closes TOMORROW. If you know your membership has value but your growth feels stuck, let's fix the foundation together. Join the 8-week accelerator where we build your "Forever Funnel" and dial in your positioning so you can scale with confidence. 👉 Join the Waitlist Here Key Resources Mentioned: The Membership Success Map: https://scalingdeep.com/membership-growth-strategy/  The Membership Fix Accelerator: scalingdeep.com/fix Connect with Lisa: https://www.instagram.com/lisaprincic/  Enjoyed the show? Please leave a review and share it with a fellow membership owner who needs to hear this today!

In this episode, Lisa breaks down the 5 Phases of Membership Growth and explains why most memberships stall when owners try to scale before the foundation is solid. If your sales feel inconsistent, unpredictable, or harder than they used to be, the issue usually isn't effort or visibility — it's focusing on the wrong phase. You'll learn how to identify which phase your membership is actually in, what to focus on right now, and why skipping steps leads to leaky funnels, burnout, and constant rebuilding. Lisa walks through each phase: Phase 1: Foundation Clarifying who your membership is for, what problem it solves now, and why it matters Without this, nothing converts consistently Phase 2: Message & Positioning Dialing in language that makes the right buyers feel seen and ready This is where confidence (yours and theirs) starts to build Phase 3: Sales System Creating one clear, intentional path to purchase Not random launches or always-open hoping — an actual system Phase 4: Optimization Improving what's already working instead of starting over Tracking the right things and refining instead of rebuilding Phase 5: Scale Only now does traffic, ads, and expansion make sense Scaling works when the earlier phases are solid Episode Links:  View the Membership Success Map (the visual breakdown of all 5 phases): 👉 https://scalingdeep.com/membership-growth-strategy/  Join the waitlist for The Membership Fix (opening soon): 👉 https://scalingdeep.com/fix The Membership Fix is an 8-week, done-with-you accelerator designed to help established membership owners: Build one clear, reliable sales system Clarify their message so buyers decide faster Stop rebuilding and start improving what already works Waitlist members get early access and exclusive benefits when doors open. 👉 Join here: https://scalingdeep.com/fix

Membership sales are slowing down — and it's not your imagination, and it's not a personal failure. In today's episode, Lisa breaks down what's really happening in the online business world and why so many proven, valuable memberships aren't selling the way they used to. This isn't about the model being broken. It's about buyer behavior evolving. Inside this episode, you'll learn: Why "more content" is no longer building trust  How buyer maturity has shifted — and what today's market actually responds to The real reason impulse-buy energy has vanished (and why that's not necessarily bad news) Why broad, visionary promises are falling flat and what buyers really want to hear instead The two most common sales systems that are quietly killing membership growth Why predictable sales come from one optimized funnel — not constant reinvention Most importantly: Lisa explains what is working right now, and how to shift your message, offer, and sales system so your membership can grow in 2026 — even in a slower market. If you've been seeing lower launch numbers, higher churn, or more hesitancy from buyers… this episode will help you understand why and what to do next. Join the Waitlist for The Membership Fix In January, Lisa is opening a small, live cohort for The Membership Fix — an 8-week accelerator where you'll build the sales system your membership needs for 2026. Waitlisters get early access, the best pricing, and a head start on prep work before doors open. 👉 Join the waitlist here: https://scalingdeep.com/fix

If you're planning to grow, relaunch, or finally get consistent sales from your membership in 2026, this episode is essential. Lisa shares the hard truths most creators overlook: 👉 New tactics won't fix a membership that isn't selling. You can master YouTube, post daily on Instagram, start a podcast, or even run ads — but without a strategy built around your specific buyer, nothing changes. 👉 Your audience is not "cold" — they're unconvinced. People are more selective than ever. They're solving urgent problems, not browsing for extras. If your message doesn't hit the right belief at the right moment, they scroll right past you. 👉 Generic funnels don't work anymore. What sells is a decision-making journey tailored to your offer, your people, and the way they buy. Lisa also shares stories from real clients and the different funnels they built — each unique, each optimized, and each producing real momentum because the strategy matched the buyer. If you want 2026 to be the year your membership finally becomes predictable, this episode will help you understand what actually creates growth now — and what doesn't. 🎯 CTA: Join the waitlist for The Membership Fix — the 8-week accelerator that helps you build the one sales system your membership needs. scalingdeep.com/fix

Most creators think they need more content to grow — more posts, more emails, more videos. But the truth? Content alone doesn't create buyers. Belief does. In this episode, Lisa breaks down the five core elements that turn an invisible brand into a trusted one: specificity, relevancy, clarity, consistency, and sequentiality. You'll learn why some brands explode while others stay stuck — even when they're creating more content than everyone around them. She shares a real story of a prolific creator producing blogs, emails, videos, and podcasts every week… with almost no list growth. And she reveals the deeper reason behind it: their content wasn't building the beliefs their audience needed to take the next step. You'll learn: Why content volume doesn't equal visibility The 3 core beliefs every buyer must have before they ever say "yes" The 5 content elements that move people from curious → convinced How vague messaging quietly kills trust Why your audience isn't cold — just unconvinced How to strategically "ladder" your content so people progress toward working with you If you want your content to actually work — to create momentum, trust, and sales — this episode is the blueprint. 👉 Ready to build a membership that sells consistently? Watch my free training: 3 Steps to a Steady, Sellable Membership https://scalingdeep.com/training

In this episode, Lisa opens up about her early struggles with selling one-to-many — the nerves, the resistance, and the uncomfortable gap between knowing her craft and actually being able to sell it. She shares the pivotal moment when she realized that tactics weren't the problem, confidence was. And how understanding sales psychology (and learning to communicate with clarity, resonance, and conviction) completely changed her results. You'll learn: Why one-to-many selling requires a different mindset than 1:1 The emotional and psychological principles behind why people take action The hidden "confidence leaks" that quietly kill conversions Why repetition and consistency build trust — for your audience and for you How to rebuild confidence when business feels slow or discouraging Why refining your message creates more momentum than reinventing your funnel A grounding, honest episode about stepping into your voice, anchoring into your expertise, and selling from a place of clarity and confidence — especially when the market feels quiet. If you're craving more confidence in your offer, grab the Membership Maker Template — it will help you plan, price, and map your membership so you finally feel grounded in what you're selling. Get it here: https://scalingdeep.com/map/ 

Black Friday used to feel like an automatic "yes," but this year… it's different. In this episode, I break down why Black Friday has lost some of its impact, what I'm seeing across the online business world, and why vague, once-a-year promos aren't landing the way they used to. I talk about how buyer behaviour has shifted, why stronger messaging matters more than ever, and how to use this time of year to prep for a clearer, more intentional launch in December or January. If you've been debating a Black Friday promo, this will help you decide what's actually worth your energy — and what isn't. If you want more strategic support heading into the new year, make sure you're subscribed to the podcast — I've got something special coming for membership owners in January. Or you can head over to https://scalingdeep.com/map/ to get the Membership Maker Template and dial in your membership value proposition! 

If your first instinct after a slow launch is to scrap everything and start fresh — new challenge, new webinar, new funnel — this episode is for you. Lisa shares why constantly reinventing your sales process keeps you stuck, and how optimizing what you already have leads to more consistent, reliable results. You'll learn what to measure, what to tweak, and how small improvements create big gains over time. 🎧 Plus, hear how she simplified her own live workshop funnel and turned it into a repeatable system that actually works. Listen now to discover how to sell smarter — not start over.

Ever feel like people love your content, engage with your emails, but never actually buy? You're probably missing a bridge asset — the crucial middle step that turns curiosity into commitment. In this episode, Lisa breaks down what a bridge asset is, why most memberships don't have one, and how it helps potential members experience your value before they ever hit your sales page. You'll learn how to create trust, connection, and belief — the three things every membership needs to convert consistently. 🎧 Tune in to discover how to build a bridge that finally gets your audience saying, "I'm in." Want to see a bridge asset in action? Join my free live workshop, Why Your Membership Isn't Selling (and How to Fix It) — it's a perfect example of how to turn interest into sales. https://scalingdeep.com/live/

You can have the best offer in the world, but if your message doesn't hit the right nerve, people won't buy. This week, Lisa dives into the most overlooked leak in your sales funnel — your messaging. She breaks down why audiences need to feel that your offer is right for them, how jumping too quickly into the solution disconnects them, and the simple shifts that help people say, "This is me." If your membership isn't selling and you can't figure out why, this episode will show you how to fix it — without rebuilding your entire funnel. 🎧 Listen now, then grab your free spot at Lisa's live workshop — "Why Your Membership Isn't Selling (and How to Fix It)" — at scalingdeep.com/live.