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TELL, don't ask.
WHEN you have exclusive premium access/membership/account and what not.
YOUR premium account is already made for you! Claim it for the best sliced bread. etc.
Some stuff like that. Make it fit your scripts / process so it's accurate.
"upgrade" sounds like a procedure. "Sign up" does too. Things should be painless enough for a total couch potato blob.
Then split test them forever.
Good luck, take away what you will.
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43-922-863 Shut up and play your guitar. 
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