Scaling Deep: The Membership & Marketing Podcast

If you've noticed a slowdown in sales or feel like you're shouting into an increasingly crowded void, you aren't imagining it. The online education industry has shifted from its rapid growth phase into a "mature market." In this episode, we explore what this "shakeout" means for your membership or course and why the strategies that worked in 2020 are failing today. We'll look at real-world lessons from the "format wars" (VHS vs. Beta) and modern market disruptors to show you how to emerge as the obvious choice. In this episode, we cover: The Maturity Curve: Understanding where the industry stands in 2026 and why incremental growth is the new standard. The Sophisticated Buyer: Why your audience no longer buys into "miracle promises" and what they are looking for instead. Lessons in Market Share: How Dr. Pepper and Grab (Southeast Asia) beat out bigger competitors by being distinct and localized. The Power of Restraint: Why "more content" is actually hurting your retention and how to pivot to a high-touch, low-filler model. The 2026 Audit: How to strip the "vague" out of your sales page and focus on hyper-specificity. Is your membership ready for the 2026 shakeout? If you're worried your membership is too "vague" for today's sophisticated buyer, head on over to www.scalingdeep.com/map and get the Membership Maker Template to make sure your offer is as strong as it can be so it becomes the obvious choice in a crowded market. 

What do you do when your membership sales feel like a slow trickle, or August hits and everything goes quiet? Many entrepreneurs think the answer is to "build something new," but real success comes from tightening what you already have. In this episode, I'm pulling back the curtain on how I generated $10,000 in membership revenue in just four weeks this past fall. It wasn't a fluke—it was a strategic fix to my sales system that any solopreneur can replicate. I'm breaking down the three pillars that made it work: The Right Hook: Why I stopped talking about blueprints and started solving the specific problem my audience was feeling right now. The Right Funnel: How I used a repeatable workshop system to analyze data instead of guessing why people weren't buying. The Power of Consistency: Why repeating your process is the only way to find (and fix) the leaks in your sales bucket. If you're tired of spinning and rebuilding your marketing from scratch every few months, this episode will show you how to move into the Optimizing Phase—where your marketing matches your audience and your systems run automatically. The Membership Fix is officially open! If you want me to help you dial in your hook and build a funnel you can trust, join our small hands-on cohort today. Early bird pricing ends today. Join here: scalingdeep.com/fix

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.

Most membership funnels don't fail because they're broken — they fail because they're quietly leaking sales. In this episode, Lisa Princic breaks down the three invisible problems that keep great memberships from growing — even when you have all the right pieces in place. You'll learn how to spot the subtle disconnects in your message, what's missing between curiosity and conversion, and why "always open" offers often stall out. Discover how to stop patching your funnel randomly and start fixing what actually matters — so your sales flow consistently, confidently, and sustainably. 🎧 You'll learn: The 3 biggest leaks draining most membership sales funnels Why clear messaging and bridge assets build belief and trust How to create a guided sales path that inspires action — without constant launches For a deeper dive join the next live workshop Why Your Membership Isn't Selling and How to Fix it here:  scalingdeep.com/live

If you've ever looked at your membership and thought: "This should be selling because people love it once they're inside…" … this first episode is for you. I unpack what's really going wrong in most membership funnels (even when the product is solid), and how to start building a sales system that brings in new members, reliably, and without you having to launch yourself into the ground. If you want more strategies on how to grow your membership adn fix your sales, sign up for my next live workshop here: https://scalingdeep.com/live/

Feeling stuck in your business? You might be asking the wrong people for advice. In this episode, I'm sharing a story that totally caught me off guard — a call with a brilliant Scaling Deep Society member who was struggling to monetize her incredibly unique work. She told me she couldn't do something because her web developer said so. And that's when I had to jump in and say… wait, what?! Here's the thing: most of us don't have the right support around us to make strategic decisions. We're often flying solo, turning to specialists for answers — but they only see one small piece of the puzzle. That's why learning to think like a business strategist (or hiring one!) is a total game changer. In this video, we're diving into:  ✓ Why strategy beats tactics every time ✓  What makes a strategist different from a coach ✓ Signs you might already be a natural strategic thinker ✓  The big-picture skills that help you grow without burning out ✓  How to become the CEO your business actually needs Ready to become a highly paid strategist? ✨  Learn more + apply for the Strategist Training Program: 👉 https://scalingdeep.com/strategist 

Are you unsure what to charge for your programs right now? In this video, I dive into pricing psychology and share why raising your rates — rather than lowering them — could be your best move. You'll learn: ✅ Why low-ticket offers may not boost your sales ✅ How higher prices can attract more committed clients ✅ Why offering more value at a higher price can improve results ✅ How to build confidence in your pricing through client success ✨ Ready to become a highly paid strategist? 💼 Learn more + apply for the Strategist Training Program: 👉 https://scalingdeep.com/strategist 📌 Don't forget to like, comment, and subscribe for more episodes on business strategy, positioning, and sustainable growth. Other resources to support you: 💰 Six -Figure Membership Training  ➡️ Join the free training - https://scalingdeep.com/training/ 📝 Work with me 1:1 as your Membership Coach  ➡️ Apply here - https://scalingdeep.com/coaching  📲 Follow Me on Instagram: @LisaPrincic

Things are shifting fast — AI is evolving, the market is uncertain, and many business owners are wondering what direction to take. But here's the truth: no matter how advanced technology gets, it can't replace strategic thinking. In this episode, I'm sharing why strategists are more essential than ever in today's business landscape — and how YOU can step into this powerful role to create more value, impact, and income. 👉 You'll learn: ✦ Why strategy is irreplaceable in an AI-driven world ✦ How to serve high-value clients in a fluctuating economy ✦ The key mindset shift that separates successful service providers ✦ What makes strategists indispensable decision-making partners ✦ How I went from life coach to business strategist — and how you can too ✦ If you're a coach, consultant, or creative professional ready to move into higher-value work, this episode will show you what's possible when you lead with strategy. ✨ Ready to become a highly paid strategist? 💼 Learn more + apply for the Strategist Training Program: 👉 https://scalingdeep.com/strategist 

2024 brought its challenges, but every setback is an opportunity for a comeback. As business owners, we know the journey is full of ebbs and flows. That's why it's time to look ahead with fresh strategies to thrive in 2025! In this episode, I'm sharing 8 innovative ways to boost your income in 2025, including: Stacking your offers  Asynchronous coaching  Consider a higher-ticket community  Bring people together AI-powered services or tools Unique IP and thought leadership Personal connection and vulnerability Low ticket tasters subscription Whether you're looking to pivot, scale, or refine your business model, these strategies will help you make 2025 your most profitable year yet. 💡 Ready to level up? Check out my Business Strategist Training program to teach you how to become a well-paid, highly sought after Business Strategist inside this unique program. Apply here:  https://scalingdeep.com/strategist/ 

• 🚀 ADHDish is Launching! 🚀 Tomorrow is the big day! In this episode, I'm sharing the behind-the-scenes journey of creating ADHDish, my brand-new subscription designed to help those with ADHD-like tendencies find balance, fulfillment, and actionable tools to thrive. 🎯 What You'll Learn in This Episode: • Why launching ADHDish is a bold move for me despite 15 years of online business experience. • Who ADHDish is for: whether you're diagnosed or just feel overwhelmed and "different." • How this subscription helps you take simple, doable actions each month toward a life you love. • My personal journey of balancing ambition, overwhelm, and personal growth.  • Why ADHDish is more than learning—it's about action, self-awareness, and self-acceptance. ✨ Join me on this journey as I combine decades of personal development, tools, and practices into bite-sized monthly steps—designed to help you feel less stuck and more fulfilled. 🔗 Join ADHDish: Visit https://adhdish.com/ to sign up and explore the toolkit!

In this episode, I'm taking you behind the scenes of launching my new subscription service, ADHDish—designed specifically for women with ADHD or those who think they might have it. Launching something new can feel overwhelming, but I'm breaking it all down. From setting realistic, achievable goals to cultivating a positive mindset, I'm sharing the strategies that keep me focused and motivated. Be the first to know when ADHDish launches by joining the waitlist here: adhdish.com