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