240: Ask Sarah: The 70% Rule for Subscription Box Content

One of the biggest challenges subscription box owners face isn’t a lack of ideas. It’s knowing what to promote, when, and how to stay focused without feeling like you’re leaving money on the table. In this first episode of our new Ask Sarah series, I’m joined by Launch Your Box member Jenn Klein, founder of The Woodland Hare. Jenn brought a question that so many box owners quietly wrestle with: “Sometimes I feel torn between promoting the subscription box and promoting other items. When I post too many things in one day, they don’t seem to be seen. Should I mainly focus on the subscription?” If you sell both a subscription and one-off products, this episode will bring instant clarity. Why This Confusion Is So Common I started by telling Jenn what I want you to hear too: you’re not doing anything wrong. This tension shows up when you care deeply about your business and you’re trying to make smart decisions. But when everything gets promoted equally, the message can get muddy. And that’s when audiences scroll past instead of taking action. Clarity isn’t about doing more. It’s about choosing a clear direction. Your Subscription Is the Main Character Here’s the core of the coaching I gave Jenn: Your subscription box is your recurring revenue engine. It’s the offer that builds stability, momentum, and long-term growth, so most of your marketing should lead there. That doesn’t mean your shop products don’t matter. It means all roads point back to the subscription. I call this the 70% Rule: About 70% of your content should lead to or support your subscription box. The remaining 30% can spotlight shop items, behind-the-scenes moments, or lifestyle content, as long as it still connects back to the box when possible. How to Promote Other Products Without Losing Focus Instead of promoting everything separately, I encouraged Jenn to think about integration. Your shop products can: Tease what’s coming in a future box Highlight past box favorites Show how items pair together in real life Reinforce the value of being a subscriber (“Subscribers saw this first!”) This is exactly how I approach my own businesses. Even when I’m showing a one-time product, the direction of the post still leads people toward the subscription. A Simple Weekly Content Rhythm We also talked through how to simplify content planning so it feels supportive, not overwhelming. A consistent rhythm might include: Sneak peeks and theme teasers Subscriber photos or unboxings Short educational posts answering FAQs Lifestyle shots showing products in use Clear, confident CTAs to join or stay subscribed The goal isn’t perfection. It’s focus. Coaching Toward Simplicity (and Ease) One of the most important reminders I shared with Jenn was this: You don’t need to be everywhere, doing everything, all the time. When you simplify your focus, your audience knows what to do. And you get to show up with more confidence and less pressure. If You’re Feeling Torn Right Now… Come back to this question: What do I want to grow long-term? Let that answer guide your content, your energy, and your decisions. Your other products aren’t going anywhere. They can support the big picture without stealing the spotlight. Join me for this special “Ask Sarah” episode of the Launch Your Box Podcast and let’s simplify your content strategy so your subscription can grow with clarity and confidence. Join me in all the places: Facebook Instagram Launch Your Box with Sarah Website 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!