The astrology business is simple. It’s appeal is to people who want to know the future. The emotional triggers are in the customer not the stars.
People are afraid. They want certainty. They want guidance or advice. They want to be consoled. They want to be warned of trouble. They want to be encouraged. They want to know that their inadequacy is not their fault. They want to explain away their failures.
This is all done through the mystical art of planetary positions and movement. A fancy way to say that your life is fated and you do not possess free will. But that last sentence is an ugly statement. Astrology is warm and furry.
So the business model is to hook people predisposed to this message on free. Usually in the form of daily horoscopes available all over the internet at websites and YouTube.
But free doesn’t pay so astrologers have two usual offers:
- A personalized reading based on your time of birth. This reading usually includes a look into the near future, along with an explanation of your previous failures where the fault was in the stars and definitely not you. But his product is of limited utility to the astrology entrepreneur because it is time intensive and a one-off.
- Recurring income, usually in the form of monthly subscriptions. In the olden days these were mailed to you but now a couple astrologers have apps and membership software enabled websites where all you have to do is sign up and you get access to PREMIUM information the astrologer has interpreted from the stars.
So again, how do they keep their customers hooked on paying for a monthly subscription?
It all comes down to a single device. You are familiar with it from televised entertainment, where the season finale is a CLIFFHANGER.
There is a car accident let’s say and someone is dead but you don’t know who! Or one of the most famous in TV history, who shot J.R. Ewing.
Cliffhangers may be even more important in the era of binge-watching, because how do producers get people to sit through 12 hours of story at a shot? They use cliffhangers within episodes as well at the end of each segment, to ensure you click “watch next episode.”