The Blue Light Special at K-Mart is a special deal for shoppers already in the store. Retailers know that it’s easier to sell more to an existing customer than it is to get somebody into the store in the first place. So it’s important to maximize opportunities once they have a shopper on the premises.

The same goes for your club when prospecting for new members. Rather than starting from scratch, why not bring the message to existing members and invite them to “buy into” the club some more by helping bring their friends and colleagues into the membership?