Marketing for Subscription Services

In last 2 years, we worked with 20+ health and supplement sites. What we delivered: – 30-50% increase in product subscription – 30%+ increase in conversion rate – 60%+ increase in profits Making them our most successful projects. All with one re-design.  Live in 3 weeks. In this post, I'm sharing our key learnings from our health and supplement re-design projects. That increase subscription and conversion rate. 1. Concern badges. Which concern does this product help solve? Mention that clearly in 1 to 2 words above the product title. 2. Product description under title. 2 lines on mobile, telling what makes this product effective. Your key USP. 3. Lifestyle image instead of white background image. This reduces bounce rate and motivates more people to swipe through your image gallery. 4. Proven results shown on the image. Show what results customers can expect on the image. Be clear on the benefits and that it's proven to work. 5. Educational content in the image gallery. This is the most important change. And most brands miss this or don't do it right. 6. Benefit bullets below image. Before a user sees purchase options, you want to tell when why they should get this product. 7. Show savings when they buy more. This increases your average order value. 8. Give space to the subscription section. You want shoppers to subscribe to the product. So let this take some real estate on the page. Show benefits of subscribing. 9. Add service USPs below add to cart CTA. If you offer returns, free shipping, highlight that. 10. Show clinical trial results. How much time it takes to see results and what can they expect. 11. Add accordions and not horizontal tabs. People skip horizontal tabs and click on accordions. 12. Add a cross-sell. Which other products can be combined with this one. Or other products they can buy for their family and friends. 13. Elaborate on the ingredients. And the "why" and "what" makes this product truly effective. Other changes I did: – Moved the product title, reviews above image – Added a sneak peek of the next image – Showed quantity next to price PS: If you're selling health supplements, don't forget to mention the taste. Most brands focus on benefits, but forget that this is something a person has to consume. PPS: If you're a health and supplement brand and want to increase your conversion rate, reach out to me on DM and let's see if that's something I can help with.

Want your words to actually sell? Here’s a simple roadmap I've found incredibly helpful: Think of crafting your message like taking someone on a mini-journey: 1. Hook them with curiosity: Your headline is the first "hello."  Make it intriguing enough to stop the scroll.  Instead of just saying "Email Marketing Tips," try something like "Want a 20% revenue jump in the next 60 days? (Here's the email secret)."  See the difference? Promise + Specificity = Attention. 2. Tell a story with a villain: This might sound dramatic, but hear me out.  What's the problem your audience is facing?  What's the frustration, the obstacle, the "enemy" they're battling?  For the email example, maybe it's "wasting hours on emails that no one opens."  Giving that problem a name creates an instant connection and a sense of purpose for your solution. 3. Handle the "yeah, but..." in their head: We all have those internal objections.  "I don't have time," "It costs too much," "Will it even work for me?"  Great copy anticipates these doubts and addresses them head-on within the message. 4. Show, don't just tell (Proof!): People are naturally skeptical.  Instead of just saying "it works," show them.  Even a simple "Join thousands of others who've seen real results" adds weight. Testimonials, even short ones, are gold. 5. Make it crystal clear what you want them to do (CTA):   Don't leave them guessing!  "Learn the exact steps in my latest guide" or "Grab your free checklist now" are direct and tell them exactly what to do and what they'll get.  Notice the benefit in the CTA example: "Get sculpted abs in just 4 weeks without dieting." And when you're thinking about where you're sharing this (LinkedIn post, email, etc.), there are different ways to structure your message. The P-A-S (Problem-Agitate-Solution) or A-I-D-A (Attention-Interest-Desire-Action) frameworks are classics for a reason. The core difference I've learned? Good copywriting isn't about shouting about your amazing product. It's about understanding them – their challenges, their desires – and positioning your solution as the answer in a way that feels like a conversation, not a sales pitch.

If I was a BDR or AE trying to break into my dream account, here's exactly what I'd do: I'd come up with an offer that made the buyer feel IRRESPONSIBLE for not taking the meeting with me. And I'd do this with a killer offer. This is the outbound datapoint everyone should be building their 2026/27 strategy around. Offers increase email reply rates by up to 28% (Gong) Offers are NOT: • A free demo • A gift card • A “meet and greet” They're tangible gives. Like a cart audit let's say if you sell an ecommerce solution. Dig through the checkout process and analyze: • Missed upsell opportunities • Broken processes • Lack of cart abandon follow up etc Here's how you can use offers to increase the effectiveness of your cold outreach: ✅ Offer #1 - Pitch The Blind Date Position who the buyer will be meeting with. I'd hype up the AE, sales engineer, or myself depending on my industry experience. Example: A client of ours sells an automated welding solution Example email CTA: "Our welding solutions engineer, Paul, is working with Hitch manufacturers like CURT to help overcome the welder shortage and produce consistent, high-quality welds. Interested in a quick intro?" ✅ Offer #2 - 1:Many Offers High-quality, reusable insights that feel tailored. Competitive benchmarks, industry research, or best practice guides. Example: We have a client that sells to a clinical ops solution. They surveyed dozens of clients in key areas around clinical trials. Example email CTA: "We ran a benchmarking analysis with a few of your peers like Ultromics and MEDRhythms to find avg. study start times, drop-out rates, insights on how they shorten build times. Interested in seeing how you stack up?" ✅ Offer #3 - 1:1 Offers These are custom-tailored experiences or resources created specifically for the prospect. This works best at the enterprise & strategic levels. Examples: - A cyber risk analysis - A benchmarking analysis - A workshop - A personalized audit of a website checkout flow. - Visiting and experiencing the brand firsthand, then sharing insights. - Offering free data, licenses, or pilots. Example: An EdTech rep would use language like this when reaching out to school districts "We compiled a report of how WCUS stacks up against the top schools in WA & OR. Free next week to run through the report together? Tom P.S. If nothing else, you’ll see how other PNW school districts are minimizing student inequity and achievement gaps to increase student readiness and graduation rates" ~~~ Offers are the future of outbound. It'll help your emails, calls, and DMs cut through the noise. What are you giving the buyer, that even if they decided not to buy your solution, makes the time they spend with you worthwhile?

You don’t have a leads problem. You might just have a conversion problem. You’re getting interest. But they’re not signing up. Here’s what I see often: → Free call, but no urgency. → Program, but no clear outcome. → Offer, but no compelling bonus. People don’t just pay for your time. They pay for value and results. If you want more conversions, try this: Add powerful bonuses to your offer. Here’s how to structure them well: 1) Solve a real pain point. → Example: “Swipe file for high-converting DMs” → Not: “Extra Q&A session” (too vague) 2) Make the bonus time-sensitive. → “Only for the first 5 who enroll” → Or “Expires in 48 hours” 3) Add a financial incentive. → Early bird pricing or VIP upgrade → “Sign up in 24hrs to save $200” 4) Use what I call the ‘stack method’: List the main offer + each bonus + the value Then show the total value vs. your price This makes your offer feel premium. Without lowering your prices or overgiving. When the offer is clear and valuable— People don’t wait to say yes. ✔ They book. ✔ They pay. ✔ They show up ready to go. Because clarity and urgency drive action. Not just more marketing or content. PS: Want help tightening up your offer?

Your newsletter sign-up page is not just a gateway; It’s the first handshake with your audience. Yet, many fail to optimize this critical touchpoint. Asking the right questions about your page can elevate sign-ups. And set the tone for long-term subscriber engagement. Here are a few key questions to audit your newsletter sign-up page: 1. Who is your audience? → Clearly define your ideal subscriber. → Tailor the messaging to resonate with their needs & interests. 2. What value are you offering? → Why should someone subscribe? → Highlight benefits like exclusive insights, free resources, or actionable advice. 3. Is your call-to-action clear? → Use compelling, straightforward CTAs like “Get Weekly Insights” or “Join 10,000+ Readers.” → Avoid vague phrases like “Sign Up.” 4. Do you showcase social proof? → Numbers & testimonials matter. → Mention how many others have joined or share a quote from a happy reader. 5. How simple is the process? → Fewer form fields = more sign-ups. → Stick to essentials like name & email. 6. Is the page visually engaging? → A clean layout with eye-catching design elements ensures users stay and sign up. 7. Are you addressing concerns? → Reassure users by emphasizing privacy & how often they’ll receive emails. 8. Have you tested for mobile? → Most users browse on mobile. → Ensure your page is responsive & loads quickly. But here’s why it matters: A well-optimized sign-up page does more than grow your list— It attracts the *right* subscribers, builds trust & strengthens engagement. Take a moment to revisit your newsletter’s sign-up flow. The smallest tweaks can lead to big wins in capturing attention & turning visitors into loyal readers.

A subscription is a tactic, not a strategy. It’s a delivery model, not the mission itself. The real strategy is delivering ongoing value that helps your subscribers reach their goals. Because when they win, retention takes care of itself. 1. Go deeper, not wider (at first) Before adding tiers, perks, or a new audience, go deeper with the members you already have. Ask: Are they consistently getting the outcome they came for? That means: ↳ Refining onboarding ↳ Measuring early wins ↳Closing the gap between sign-up and success Retention is a reflection of results. 2. The Access–Consumption–Performance test Every subscription should pass three checkpoints: • Access: Can members easily get what they paid for? • Consumption: Are they actually using it? • Performance: Are they seeing tangible benefits? If any one of these fails, you’ve got a churn risk. Subscribers stay for transformation, not transactions. 3. The ethics filter (yes, it matters) Don’t trap customers with hidden cancellations or manipulative billing cycles. That’s not strategy. It’s survival mode. A great subscription earns loyalty by delivering so much value that members want to stay. If they’d remain even when it’s easy to leave, you’re doing it right. 4. The pricing reality check Pricing is where many teams confuse tactics with strategy. Free trials, flash sales, and bundles work short term. But real strategy aligns pricing with long-term outcomes. Think: ✓ Sustainable for your business ✓ Fair for your customers ✓ Transparent to build trust Price for the relationship, not the renewal. 5. The bigger play nobody’s talking about AI discovery is changing the game. When someone asks ChatGPT for “the best membership for entrepreneurs” or “a trusted subscription in wellness,” it won’t pull the cheapest. It will surface the most cited, most consistent, most trusted brands. That’s why every video, post, and resource you publish matters. You’re training both your audience and the algorithms to see you as the go-to expert. That’s the 2026 play. 6. Redefine your content pulse Your content should reinforce three things: • The outcomes your subscribers achieve • The community and relationships you build • The values your brand lives by One clear strategy. One promise. One recurring result. Because subscription success isn’t about getting people to pay again. It’s about earning their continued belief that you’ll help them win. +++++++++++ 👋 I'm Robbie, I'm a consultant, author, and speaker covering all things subscription businesses. +++++++++++ 🛎 Tap the bell under the banner on my profile to catch the next post. ++++++++++++

Why Salespeople Struggle to Create URGENCY: Urgency gets buyers to act now. But most salespeople create urgency that feels like a gimmick.   “We will no longer be offering this type of package." “Prices go up next week.” “Buy now, and I’ll throw in a discount.”   That’s not urgency. That’s an enticement wrapped in a ticking clock.   It’s price-driven. Not purpose-driven.   Real urgency doesn’t sell pressure. It sells impact.   Urgency isn’t about what they’ll save. It’s about what they’ll miss.   Challenge them to self-reflect. To feel the cost of inaction. To ignite urgency and create ownership of the consequences and impact, ask: 1. What are your biggest challenges in X-area that you'd regret not solving six months from now? 2. Who is impacted by this, and how? 3. What happens if nothing changes? 4. If you could achieve these results now, how would it impact you, your coworkers, company and customers? 5. What’s the long-term cost of waiting?   These aren’t scripts. They’re implication based questions.   They turn your buyer from passive to proactive. From “maybe later” to, “I need this now.” Don’t tell them to act now. Help them see why they need to.   That’s not pressure. That’s salesmanship.   It’s not manipulation. It’s motivation.   Let them sell themselves on why now matters.   Urgency isn’t yours to push. It’s theirs to discover.   When customers articulate their urgency, rather than being told, you’ll never need to, “drop your price” again. #sales #selling

𝗪𝗮𝗻𝘁 𝗳𝗮𝘀𝘁𝗲𝗿 𝗰𝗹𝗼𝘀𝗲𝘀? 𝗦𝘁𝗼𝗽 𝗳𝗮𝗸𝗶𝗻𝗴 𝘂𝗿𝗴𝗲𝗻𝗰𝘆. “Price expires Friday.” “Link ends tonight.” “Only 3 spots left.” Buyers aren’t dumb. They move on their own terms. Real urgency isn’t about countdown clocks. It’s about clarity and stakes. Here’s how I build real urgency: 1. ROI Countdown Make the cost of waiting painfully clear. “John, every month you wait = X lost revenue.” 2. Competitive Pressure Market shifts don’t wait. “John, X company (your competitor) just launched Y. Let’s get ahead before this window closes.” 3. Relevance Window “John, this solution matches your exact situation now. A month later, it may not. Move while it’s still the best fit.” That’s how urgency becomes real. Not fake. Not forced. Just timely, undeniable context that moves people. Follow me, Alla , for more Sales and Leadership thoughts

You can’t sell what people don’t understand. You might know your offer inside out. But if your audience can’t repeat it back to you in one sentence, it’s not clear enough. People don’t take action on confusion. They scroll. They nod. They forget. And it’s not their fault. Clarity doesn’t mean dumbing it down. It means making complexity feel obvious. Here’s how I help people go from “huh?” to “oh, I get it”: 1.) Essence → One sentence If you can’t describe your offer in a single, sharp sentence, it’s not ready. The best positioning makes people say “makes sense,” not “wait, explain that again.” 2.) Pain → Real-world impact Talk about the actual shift they’ll experience. Outcomes win over features every time. No one buys a process. They buy the result. 3.) Language match → Say it their way Your audience already has a way of describing their problem. Listen first, then reflect. Don’t teach. Speak in words they already use. 4.) Metaphor or analogy → Make it visual If your product were a tool or shortcut, what would it be? One strong visual unlocks understanding faster than long explanations. 5.) Mini proof snippet → Add weight Show one clear result, stat, or story. Proof turns clarity into credibility. One client result > ten claims. 6.) Clarity test → Say it to a stranger If someone outside your industry can repeat your offer, you’ve nailed it. Test clarity in the real world, not your head. 7.) Refine and repeat → Simplicity scales Every time you explain your work, simplify. Clarity compounds. Confusion resets. Repetition isn’t boring. It builds trust. Your offer might be brilliant. But if it’s not clear, it won’t convert. If this helped clarify your offer: DM “System” and I’ll send the full System Playbook. Or DM “story” for the storytelling version that builds trust through narrative. Clear ideas create confident action. Choose the one you need most. If you found this post helpful, repost it with your network. Follow Stevo Jokic for more content like this.

I’ve helped 5 eCom brands exit for ~$500m. The acquirer always wanted lower CPAs: So we pull 8 levers: 1. Creative → Target ~1 new concept per $10k in monthly spend. → At $500k/mo, that's 50 concepts. → 70% video (top of funnel, builds awareness) → 30% static (bottom of funnel, closes sales) That's 35 video concepts, 15 static concepts. Then 2-3 hook variations per video, and 5-8 variations per static. That's roughly 70 videos and 90 statics. Cut 70%+ of creatives before they hit two weeks. Your top 1-2% of ads should drive ~50% of spend. In most accounts, 70-80% of creative continues performing month-over-month. That means: → To maintain: replace 20-30% monthly → To grow 20%: replace churn + add 20% more volume 2. Media buying There are three actions that cut CPA without new ads: → Pause or spend-cap everything above target CPA → Retest old winners with new copy, headlines, landing pages → Scale the top 1-2% to take ~50% of total spend 8-figure brands can cut CPAs by 50% with media buying alone. Keep testing budget under 20% of total ad spend. Limit budget changes to 10-15% max, but make changes twice as often. 3. Website optimization The benchmarks: → CVR: 3%+ (top 10% hit 4.7%+) → Add-to-cart: 7-10% → Checkout completion: 60%+ Sometimes a landing page with 10% higher CPA leads to faster repurchases and higher LTV. 4. Subscription optimization The targets: → Monthly subscription churn: under 7% → 12-month retention: 40%+ → Repeat purchase rate: 30%+ The lever is segmentation: → Subscription vs one-time buyers → 4 week vs 8 week vs 12 week frequencies → Product categories → Acquisition channels The gap between 2x and 4x purchase frequency is a 2x LTV multiplier. 5. CRO Target email opt-in: 2-5%. Run distinct landing pages for each avatar. Example avatars for a supplement brand: → General nutrition → Gut health → Weight loss 6. Tracking optimization Click-based attribution overvalues lower-funnel performance by up to 250%. Top-of-funnel creative can drive 13X more incremental acquisitions than bottom-of-funnel. Click attribution will tell you the opposite. Post-purchase surveys catch what click attribution misses. Track individual nCAC on every ad you run. 7. Ad copy and headlines Ad copy can boost performance by 30%. Give creators selling points, not exact scripts. Target: → 40%+ hook rate → 2%+ CTR → 2-3 hook variations per video concept minimum 8. Data reporting and analysis Know two numbers: Maximum spend (company stays profitable): → Gross margin - OpEx = maximum marketing spend % → Example: 50% margin - 10% OpEx = 40% max Target spend (customer stays profitable): → Project 3-month customer profitability = your target CPA → Example: $55 AOV, $30 first purchase profit, $39 at month 3 = $39 target CPA End of the day, acquirers want: → Profitable customer acquisition → Reliable new customer growth for 3+ years → LTV and margins optimized