logo
episode-header-image
Feb 2025
34m 59s

183: Stu McLaren Reveals the Messaging S...

SARAH WILLIAMS
About this episode

When I first started my subscription box, I thought I was selling cute products.  I didn’t realize my audience wasn’t just buying things—they were buying transformation. They wanted to feel confident, stylish, and put-together, but my messaging wasn’t reflecting that. 


Making that shift—from selling products to selling a feeling—was one of the biggest game-changers in my business. And it can be the biggest game changer in your business, too. 

The person who helped me understand the need for this shift in messaging was my very special guest on this episode, my mentor Stu McLaren.


Stu McLaren is the go-to expert when it comes to creating and scaling profitable memberships. For the past 17 years, he’s helped business owners build recurring revenue models that provide stability, growth, and freedom–hello, recurring revenue! And now, he’s packed his best insights into a brand-new book, Predictable Profits.


Before I took Stu’s course in 2018, I had about 300 subscribers in my subscription box business. I had hit a plateau and didn’t know how to break through it. Stu’s course showed me the biggest reason for my plateau. I was focusing on selling instead of serving.


People don’t subscribe to a box because of what’s inside. They buy it because of how it makes them feel. My audience wanted to feel stylish, confident, and put together without spending hours shopping or second-guessing their outfits. Once I shifted my messaging to reflect that transformation, my business took off.


How to Shift Your Messaging to Serve Instead of Sell

Want to make this shift in your own business? Here are three key takeaways from my conversation with Stu:

1. Understand Your Customer’s Journey

Instead of just thinking about what’s inside your subscription box, think about how it impacts your customer’s life. Ask yourself: What problem are you solving? What feeling are you creating?

2. Speak to Their “Before and After”

Stu shared a simple but powerful exercise. I did it with him and want you to do it, too. 

Draw a line down the middle of a piece of paper. On one side, write down all the frustrations and struggles your customers feel before they purchase. On the other side, write down how they feel after they’ve experienced your subscription box. Your messaging needs to focus on bridging that gap.

3. Focus on Transformation, Not Just Features

My customers don’t just want earrings, bags, or t-shirts—they want confidence, ease, and style. What does your audience want? Your messaging should highlight the outcome, not just the product itself.


I went from 300 subscribers to 750 in my next launch. And over time, I’ve built a seven-figure subscription business that gives me the stability and confidence to scale even further.


With predictable, stable income coming in each month, you can make smarter business decisions, invest in growth, and stop feeling like you’re constantly chasing sales. Recurring revenue is business and life-changing! 


And that’s why Stu’s book Predictable Profits is such an amazing resource—it walks you through exactly how to build and scale a business that runs with you, not just because of you.


If you’re ready to learn more from Stu, go grab your copy of Predictable Profits by Stu McLaren. You can find it at all major retailers, or head to Stu.me/book for links to order.


I’d love to hear your biggest takeaway from this episode! Screenshot it, share it on Instagram, and tag me @launchyourbox. And if you’re loving the podcast, hit subscribe and leave a review—it helps more subscription box business owners find us.



Find and follow Stu: 


Join me in all the places:    


Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today!

Up next
Jul 9
From 0 to 400 Subscribers: Turning One-Time Sales into Recurring Revenue
“Start with what you have and build up to what you want.” Welcome to my first on-location podcast episode! Launch Your Box member Rachel Duguay joined me live onstage at SubSummit, the first and only conference exclusively for the subscription box industry. Rachel and I met at la ... Show More
22m 14s
Jul 4
204: The Numbers That Matter: 5 Metrics Every Box Owner Must Track
When was the last time you really looked at your numbers? I’m not talking about follower count or how many likes your last reel got. I mean the real numbers in your business. The ones that actually tell you if your subscription box is healthy, sustainable, and built to grow. If t ... Show More
12m 12s
Jul 2
203: Growing on YouTube: What Finally Worked
For 18 months, I posted regularly on YouTube. Livestreams every Monday. Audio-only versions of The Launch Your Box Podcast. A few Shorts every week. I saw some slow, steady growth, but it wasn’t what I’d hoped for. Then I attended a conference this past February, and I kept heari ... Show More
23m 28s
Recommended Episodes
Nov 2024
BUSINESS: The Simplest, Cheapest Business You Can Start Today
BUSINESS: The Simplest, Cheapest Business You Can Start Today Welcome to Join Up Dots! In today’s episode, we’re diving into one of the easiest, most straightforward ways to start a business with little investment and minimal risk. If you’re looking to start small but think big, ... Show More
16m 28s
Dec 2024
650. "I’m not sure which of my marketing strategies I should be focusing on- help!" | Coaching Session
Welcome back, product bosses! Today, I’m talking with Alyse, the creative mind behind Toci Mom, who sells stylish, breathable, and versatile nursing covers that blend in with your wardrobe. Alyse has seen significant success selling her product on Amazon and Etsy but is unsure wh ... Show More
57m 3s
Feb 2025
Content Launch Funnels: The Secret to Selling Anything... Without Selling Anything! | #Selling - Ep. 12
In this episode of The Russell Brunson Show, I’m pulling back the curtain on a powerful strategy I’ve been quietly perfecting for the past four years… I call it the Content Launch Funnel. I love this funnel because it allows you to email your list daily without burning them out w ... Show More
35m 30s
Oct 2024
How to Scale & Launch a Successful Online Course with Gemma Bonham-Carter
“Your business shouldn’t be your whole life, it should be the vehicle that helps create your dream life.” Online Business Strategist Gemma Bonham-Carter is here this week to tell us about her journey from public health to a seven-figure digital entrepreneur - and it is nothing sh ... Show More
37m 52s
Jan 2025
653. Why You’re Stuck in Your Product Biz and How to Start Moving Forward
Welcome to another episode, product bosses! It’s the start of 2025 and today, I’m reflecting on the past year and sharing my insights on why you might not be making progress in your business plus how you can change that.In this episode, I’m digging into the common pitfalls entrep ... Show More
23m 48s
Jan 2025
660. "How do I build a profitable and thriving product-based business?" | Coaching Session
Welcome back product bosses! Do you ever feel like you’re pouring your heart into your products but still struggling to turn your passion into a profitable business? You’re not alone. Many product-based business owners start with a great idea but get stuck when it comes to buildi ... Show More
43m 24s
Apr 7
680. How To Start an Ecommerce Business in 2025
It’s 2025! You’re finally ready to take the plunge into entrepreneurship. Or maybe you’ve been working on the “next big thing” for a while now, but are stuck on how to get it off the ground. Guess what… you can do it! And I’m here to help. In this episode, I’m breaking down the k ... Show More
14m 10s
Mar 2025
673. "I want to increase the profitability of my product-based business, how do I do that?" | Coaching Session
Welcome back, Product Bosses! In this coaching session, I coach Connie, the founder of Contoura Collective, to refine her strategy for growing her product-based business. Connie creates beautiful manifestation journals, but like many business owners, she’s struggling to focus on ... Show More
44m 39s
Jan 2025
The Secret to Selling $20K+ Masterminds Using Instagram
What if selling $20K, $50K, or even $100K programs could feel effortless—like a powerful conversation grounded in connection, where both you and your ideal clients are equally aligned and excited? In this episode on the Freedom Queen Podcast, Bridget shares how to master your mes ... Show More
19m 42s
Jul 2024
600. “Sales are down and I don’t know what to do.” | Coaching Session
Listen up, product bosses! Today’s episode is a must listen if your product business sales are down. We’re back with another coaching session, and this time we’re talking to Gina of Seasons Jewelry. Now Gina has been in my community for a long time and actually started her first ... Show More
49m 32s