How My Lazy Launch Doubled My Subscribers | EP 131

launch podcast Aug 16, 2023

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Are your subscriber numbers dwindling? Do you need to do something to keep your numbers up but don’t have the capacity to do a full-blown launch? 

I found myself in this exact situation. My subscriber numbers for my “baby” subscription, Tees 4 Teachers, had been decreasing since the beginning of the year. I knew I needed to do something, but when I looked at my year, this is what I saw: 

  • April - Monogram Box Launch 
  • May - SubSummit 
  • June - Big Coaching Week Launch for Launch Your Box 
  • August - Launching a New Course
  • September - Launching a New Membership 

That left July. July is right before back to school, making it the perfect time to launch Tees 4 Teachers. I knew I did not have the bandwidth to show up in a launch the way I’d need to. But I didn’t want to not launch. 

What could I do? Was there a way I could launch and make it EASY and less taxing on me? 

I knew I could drive a lot of traffic and sales through paid ads. (Listen to episode 130 to hear about how paid ads helped me have my biggest launch ever earlier this year). If I could use ads effectively to sell my teacher tee subscription, that would eliminate the need to do a lot of LIVEs, send a ton of emails, and do all my usual launch activities. 


So, what exactly would this “lazy launch” look like? I needed a plan. 

  • Instead of an intense launch, I decided to run a two-week lazy launch. 
    • This would give my ads time to work and gain momentum. 
  • I created an Early Bird Bonus/Launch Bonus but made it good for the entire two weeks. 
    • This bonus went to all current members and all new members. 
  • Week One
    • Started ads and made an announcement post
    • Posted about Tees 4 Teachers once a day. 
  • Week Two
    • Did 1 LIVE
    • Sent 2 emails
    • Posted about nothing but Tees 4 Teachers for the last 4 days 

My results? I closed cart with 201 subscribers. I doubled my subscription with minimal effort! 


What did it take to double my subscriber count? 

  1. Launch Bonus
  • A tote bag with a cute teacher saying gave them a reason to buy now.
  1. New, Cute T-Shirt Design
  • My designs are always cute, but I made sure this one was extra special. 
  1. Ad Spend - $2000
  • Revenue generated from these 97 new subscribers was $2100. I will be profitable next month and every month thereafter. 
  • On average, my teacher subscribers stay for 11 months, giving me 10 months of profit from each of them. 


When I looked at the data - and you should ALWAYS look at the data, I discovered some interesting things: 

  • 92% of the traffic I sent to the sales page came from Facebook Ads. 
  • 78% of all my new subscribers came directly from Facebook Ads. 
  • For 82% of my subscribers, this was their first purchase from me. 
    • Think about how many other things I can sell to them - and even upsell some of them to my $79 subscription! 


The biggest eye-opener for me? On average, I get 200-300 views on my Tees 4 Teachers sales page. When I ran paid ads for this “lazy launch,” I 10X’d those views and my conversion rate was the same - 3%. 

  • 3% of 300 views is 9 new members. 
  • 3% of 3000 views is 90 new members. 


My advice for you, especially if you’re facing a subscription with dwindling numbers?

  • When you NEED to launch, launch! 
  • Figure out what you have the capacity for and make it work. 
  • It doesn’t have to be perfect, but you do need to take action. 
  • Don’t just wing it - create a plan and work that plan! 


Join me for this episode as I walk you through how I doubled my dwindling subscription with a lazy launch! 


Want to learn more about paid ads? There is so much more inside Launch Your Box. We’ve got several different trainings, including a brand new training this month on how to set up a Page Like Ad so you can start growing your following. Look for it in the Training Library under Building Your Audience. I also cover my subscription box ads strategy in a brand new bonus lesson inside the Launch Your Box training library. You’ll go behind the scenes of my launch and see what I did, what I spent, and the actual ads I was running for that launch. Of course, I break down all my results in detail.

Are you ready to join Launch Your Box? Text me the word LAUNCH to 940-204-0023 and I’ll send you a special invitation!

Learn from me:

  • Subscription Box Blueprint eBook: This $10 ebook covers logistics from product selection to packaging to shipping. Plus a 90-day launch plan and bonus ‘Instant Scripts’ for your social media.
  • Launch Your Box: My complete training program that walks you step by step through how to start, launch, and grow your subscription box business.
  • Launch Your Box Podcast: I share tons of practical tips and strategies to help you start, launch, and grow your subscription box business. You’ll also hear from industry experts and current Launch Your Box members who are crushing it - get ready to get inspired!
  • One Box at a Time: Inside my book One Box at a Time, I show you the steps you need to follow to start and launch your subscription box. To turn your dream into reality. This book is filled with proven teachings, valuable resources, best practices, and action steps for you to take.


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