Avoiding the subscription death curve → Watch on-demand video

The forever promise: How to optimize your subscription with expert Robbie Kellman Baxter

December 21st, 2020 42:57 mins.
Previous episode
Beyond the Product Series

Beyond the Product

This episode is part of our Beyond the Product series. Learn more here.

For over 20 years, Robbie Kellman Baxter has been a subscriptions advocate, literally writing the book on subscriptions (well, two actually). Today she shares her innovative outlook on subscriptions that she calls the “membership mindset.” It’s about building your organization, experience, and brand around helping people solve their problems or reach their goals for the long term. Whether you’re currently running a subscription or plan on launching one, this is an episode you don’t want to miss!

Some of the topics we discuss are:

  • How she got involved with subscriptions
  • Thinking about your brand with a “membership mindset”
  • Understanding and communicating what your customers get out of your subscription
  • How to know when to offer free trials
  • The power of onboarding and reinforcing their decision
  • How to find and hold onto the right customers to optimize LTV

Our guest

Robbie Kellman Baxter photo

Robbie Kellman Baxter, Author and subscriptions expert,

Full transcript

Jay Myers: Robbie Kellman Baxter, thank you so much for coming on our show. I know subscriptions are something we are so passionate about. I know they’re something you’re so passionate about. I have been excited about this conversation for a long time, so thank you first of all, for coming on.

Robbie: Oh, thanks for having me on, I’m looking forward to this.