Choosing the Right Problem for a Recurring Revenue Offer
Why Some Offers Keep Selling Themselves
If you’ve ever wondered why some memberships or subscriptions last for years while others fizzle after a few months, here’s the secret:
It’s not just about how good the content is.
It’s about solving a problem that never really goes away.
When people have an ongoing challenge they care about — and you keep helping them make progress — they have a natural reason to keep paying.
The Kind of Problem You’re Looking For
A “recurring revenue” problem has two traits:
It evolves over time — People never truly reach “done,” they just move to the next stage.
It matters enough to revisit — The stakes are high enough that they’ll keep coming back for help.
Examples:
Fitness & Health: You don’t “finish” being healthy. There’s always a new goal, a new milestone, or a fresh challenge.
Business Growth: New offers, new audiences, new tech — it’s a moving target.
Creative Skills: Whether it’s painting, music, or photography, there’s always more to learn and improve.
Personal Development: Mindset, confidence, relationships — they evolve with life’s seasons.
The “One Payment and Done” Trap
The opposite of an ongoing problem? Something with a clear end point.
Learn to file your taxes.
Get your driver’s license.
Plan your wedding.
Great for a one-time offer, terrible for recurring revenue, because once they’ve achieved it, they don’t need you anymore.
Spotting a Problem Worth Paying For (Again and Again)
Ask yourself:
If my customer got amazing results, what’s the next thing they’d need help with?
Would this still be valuable to them in 6 months?
Is there a way I can keep adding new, relevant insight or tools?
If you can answer “yes” to all three, you’ve got something people will happily keep investing in.
Bringing It All Together
Recurring revenue is about more than charging monthly. It’s about solving something that matters enough for people to want your help long-term.
Pick a problem that evolves, keeps their attention, and always has a “next step.”
Do that, and you’re not just making sales, you’re building relationships that last years.
