4 ways to turn customers into members

When customers of your Patreon shop buy a digital product, they’re sending a clear signal that they love your work so much that they’re willing to pay for it. Whether you make podcast episodes, videos, 3D printer files, visual images, the digital products you sell in your Patreon live right alongside your community and membership, and are all part of your creator home. But first-time customers may only know one part of your Patreon — the digital shop part — and not the full, rich experience they can get as a member.

Here we walk through four ways you can turn customers into members by giving them the full view of your Patreon universe, including the exclusive content and community that only exists inside membership.

1. Talk up membership in your shop

While your customers are browsing and adding products to their cart, you have the chance to spotlight the benefits of membership. Here’s where you can include mentions:

• In the item description, mention what types of membership you offer and the benefits of each, as relevant. For example, MediaMan3D, a 3D printing part designer, sells a video in his shop with a line in the description saying that the video is included free for members in his “Hero Me All Access” tier and higher. Try adapting this talking point: “Hey [whatever you call your fans], love this print? You can get unreleased digital prints as a free member — a zero-commitment way to dip your toe into all my Patreon has to offer. And get even more cool stuff, like signed originals and sketches, for {{$X}} a month.”
• Embedded into your digital products (in the intro, middle, outro, or credits of a video, podcast episode, or song, for example) you can promote membership to already engaged fans and help them further grasp what you offer. Try adapting this talking point: “Hey, listeners! Like this episode? Our companion episode is available for purchase in our Patreon shop. Or you can join for {{$X}} a month (or {{$X}} less per episode, if you buy them individually)."

2. Offer free digital products to paying members

Encourage people to join one of your tiers by giving them a little freebie from your shop as an incentive. Not only do they get a free product — they also get extra perks like access to exclusive content and community. Try adapting this talking point:“Hey there! You can get this tutorial for free when you sign up for {{name of paid membership tier}}.”

3. Give fans exclusive, members-only content (that’s not available in your shop)

• Sell stand-alone products in your shop that are specifically designed to encourage customers to become members. For example, if a customer can purchase a single episode in your shop — maybe one that’s part of a series or has a cliffhanger ending — they may then feel inspired to become a member to get the entire series and find out what happens next. Or, maybe they’ll feel inclined to sign up for a paid membership level to also get any unreleased, bonus content that you offer, like exclusive episodes, outtakes, or behind-the-scenes glimpses. Try adapting this talking point: “Hey loyal listeners! Like this episode? Become a member to get the entire series and get even more unreleased bonus content for {{$X}} a month.”
• Drop occasional full pieces of member-only content in your shop at different cadences (such as monthly or bi-monthly) to show what customers can get all the time as members. Try adapting this talking point: “Hey loyal listeners! Enjoy the first three episodes (usually only available to members) all month in my shop. Get the next three episodes for free when you become a member, and the full series if you upgrade to a paid membership.”

4. Inspire customers to join your fan community

One of the biggest perks of being a member is that you get to be a part of a community of people who share your interests and will nerd out right along with you. If someone bought something from your shop, then you know they’re interested in what you do. To entice customers to go from one-time buy to long-time belonging, invite customers to community events, like live gatherings, panels, and ask-me-anything style conversations to show them what it's like to hang with fellow fans and with their favorite creator (you!). And if you offer members-only community spaces (like Discord, Slack, or other private social media groups), participating in those community-oriented events might inspire customers to sign up for membership for more access to whatever additional community experiences you offer, whether that means more exclusive gatherings, a members-only book club, or participating in a collaborative Spotify playlist.

Public shout-outs are a great way to recognize individual members. You could include a shout-out on your social channels, in your emails and newsletters, in the credits of your content, and on your Patreon creator page. Recognition is also a fantastic way to show fans that, unlike a one-off purchase, membership goes deeper.

Bring it all together

Inspiring customers to become members can help you strengthen your fan relationships and grow your creative business. Getting them to make the leap is all about fostering your fans’ existing passion for your work, and showing them that they can get an even richer experience on the “inside.” Promoting membership to all your fans creates exponential benefits for everyone: Your customers can feel like they’re a part of something special (they are!), and you can bring your vibrant, engaged community together in one inclusive place.

Explore ways to promote your Patreon (including your digital products), and learn how to inspire free members to become paying members.