It’s time for a reality check…

Most of us don’t wake up each day wanting more features in our lives. Instead, we wake up wanting things to be easier for ourselves.

We want less friction.

We want more fulfillment.

We just want better outcomes.

Now, this idea isn’t a novel one. In fact, it’s pretty fundamental to how most of us operate and navigate our lives.

So, the idea that a membership product should create less friction, more fulfillment and better outcomes wouldn’t seem too significant on the surface…

...or would it?

Let’s dive in.

Are you talking more about what your product has instead of why it exists?

Weekly videos. A growing library. Expert interviews. Highly curated information.

Cool-sounding features that feel valuable - until you realize most members don’t even use half of them.

You see, the problem is that features and perks are highly marketable. And it’s these features that often inform the product messaging that many operators use to sell their membership product.

I call this the “feature trap”: leading with what you offer, instead of why it matters and the outcome it delivers.

Members don’t join because you offer 20 videos.

They don’t join because of your weekly podcast.

They don’t join because you write an exclusive email.

They join because they’re tired of feeling stuck.

They’re trying to get somewhere, and your job is to clear the way.

Your membership features are just the tools. But what your audience is really buying is the outcome.

If you only take away one thing from this email, it should be this: Features may attract - but outcomes retain.

The best-performing membership products get specific about the problem they solve.

They name it.

They empathize with it.

And they show a path forward.

When you get that part right, your features suddenly don’t have to work so hard.

Because they’re not being sold - they’re being used to work toward the outcome that gets a member un-stuck.

Below are three of the most practical shifts I use when working with operators at Memberful to help break out of the feature trap and anchor their products to real outcomes.

1. Start With the Problem, Not the Offer
Before you talk about what’s included, get crystal-clear on what’s at stake for your member. What’s frustrating them? What do they feel stuck with? What are they tired of trying?

→ Tactic: Write a “member moment” doc: a one-paragraph story of a day in their life before your product steps in and helps. Be honest and human. Now, build from there. (You’ll be shocked at what this exercise will reveal about the current situation your prospects are facing.)

2. Audit Your Features by Usefulness, Not Shine
Just because something feels exciting to you does not mean it lands for your members.

The real test: does it get used? Does it move them forward? Does it relieve pressure or spark clarity?

→ Tactic: Rank each feature by frequency of use and contribution to outcomes. Cut or downplay anything that ranks low on both.

3. Talk in Outcomes, Not Inventory
People don’t care how many hours of content you have - they care how fast it can help. Avoid the “we have 50 modules” language. Instead, say what life looks like after module three.

→ Tactic: Name the problem. Rewrite your homepage to say “This membership helps you finally _____.” Explicitly state what relief/outcome you’re ultimately delivering to a member when they sign up with you.

The clearest, most effective pitch you can ever make to a potential customer is this:

“We understand your problem. We built this to help you fix it.”

📌Resource: Use this guide to help turn your membership into a problem-solving experience for members and prospects.

Memberships that focus on real problems don’t need to be loud in order to remain relevant. They stay useful. And when something stays useful, it sticks.

In an industry that’s constantly adding more, the most valuable membership is the one that keeps solving a real need—quietly, consistently, and clearly.

That’s what creates long-term engagement along with reliable and predictable revenue for your business.

Not novelty.

Not hype.

But utility.

So I’ll leave you with this question:

Are you selling less friction, more fulfillment and better outcomes? Or are you selling a product?

Think about it.

As always, I want this email to be the most valuable thing that comes across your inbox each Tuesday. If I’m hitting that mark, share this newsletter with your staff, a team member or friend (just copy and share this URL).

See you next Tuesday.

-Michael