118: Public Facing Content vs. Private Group Content: How to Share Content Publicly Without Giving Away Paid Content

Launch Your Box Podcast with Sarah Williams | Start, Launch, and Grow Your Subscription Box

Today’s episode was inspired by a question from a member of Launch Your Box - and a former guest on the podcast. Betsy Goodman shared her sold-out launch story in episode 93. Betsy is a maker and a teacher - she teaches lettering and wax seal techniques. Her work is beautiful and her question is a common one among subscription box owners who make or teach as part of their subscription.

Betsy’s question? How to balance what she gives away for free and what she reserves for her paid subscribers. If your subscription box includes any type of teaching component, you probably struggle with that same push and pull. You want to share enough content to create interest and excitement but don’t want to give away the valuable content your paying subscribers receive.

The goal is to have balance. Give your audience a taste of what it’s like to be a subscriber, but provide value and exclusivity to your subscribers.

These strategies can help you keep your public content engaging while still protecting your paid content.

1. Share the what - not the how.

• Publicly share the box opening and what your subscribers are receiving. This is also a great time to show what can be made from supplies in the box, but not how to do it.
• Potential subscribers can see the value.
• They still need to join the subscription to learn how.
• Do this in a LIVE unboxing or an unboxing post, posts of finished products with supplies laying next to them.

1. Give them “incomplete” information - they need/want to know more.

• Share small sections of the how, but don’t put it all together for them.
• Use sped-up videos so people can see the process but not the exact techniques and how-tos.
• Share smaller projects that can be made with the same supplies - acts as a bonus for subscribers, too!

1. Connect, don’t teach.

• Go LIVE and use items from the box to create the projects. But… instead of teaching, simply talk to and connect with your audience as you create.
• As questions come up, explain what you’re doing and that subscribers have access to the instructional video that takes them through the project step-by-step.
• Your audience will see the value of your products, connect with you on a personal level, and see just how much they will get by subscribing.

Find a balance. If you hide all your content behind closed doors, nobody other than your subscribers sees what you’re giving. You lose the opportunity to nurture your audience and show them what it’s like to be a subscriber.

Doing more public-facing content creates more engagement from your subscribers - and drives more interest from those people who aren’t yet subscribers.

Join me for this episode as I talk about why it’s so important to share content publicly and how to balance public-facing and subscriber-only content.

Important Links:

• Launch Your Box Episode 93
• 6 in 60 Workshop

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