The Membership Guys

Achieving Success in a Small Niche with Shannon Rogers

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Shannon Rogers from The Hand Tool School joins Callie on episode 8 of the Behind the Membership podcast.

The Hand Tool School has been up and running for 7 years now offering standalone courses (Semesters), and the recurring membership element (Apprenticeship) was added just over 12 months ago. Shannon provides a unique approach to his teaching model and makes impressive use of automation and tagging to provide a more hands on and customised approach to his members.

So the more I began getting into this, the more I began really enjoying it, and realising there was just this void of actual hand tool instruction. I said, “I need to tap into that,” and the membership site, the school model was really a way to kind of monetize that.

Shannon has a wealth of experience to share so listen in to find out:

  • How he’s managed to succeed in a low-cost hobby based market by being a niche within a niche
  • How his site grew from a podcast and video show to monetising with an online school
  • Why he created a coaching based membership alongside his standalone courses and how he’s combined these into a cohesive learning system
  • How advances in automation have helped him to scale and enable a more personal approach
  • How he’s using live video and tripwire products to attract new members
  • How he manages running the school alongside a full time job (and without a team!)
  • Why creating content based on member needs forms the backbone of his membership
  • How he completely redesigned and relaunched his site a year ago
  • Why you just need to be one step ahead of the people you’re teaching
  • Why fostering a strong and supportive community makes life easier
  • And much more!

Connect with Shannon:

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