How to Build a Subscription People Actually Stick With
Subscriptions Are a Relationship — Not Just a Sale
Selling a subscription is easy.
Keeping people subscribed? That’s the game.
The truth: People cancel fast when they don’t feel constant value.
And “constant value” doesn’t mean dumping more stuff on them — it means making them feel like they’re winning, every single month.
Why Subscriptions Fail (Even Good Ones)
Overwhelming members with too much content to consume
Letting the experience get stale or repetitive
Failing to connect personally with members
Not reminding them of the results they’re getting
The Core Formula for Stickiness
Think: Results + Connection + Anticipation
Results: They should be able to point to something they gained in the last 30 days.
Connection: They should feel seen, not just like a transaction.
Anticipation: They should be excited for what’s coming next.
How to Build It from Day One
Start Small — and Keep It Simple
You don’t need a giant content library to launch.
Focus on one high-value deliverable they’ll actually use every month.
Example: One monthly live workshop, one resource drop, or one group coaching call.Create a Welcome Experience
Make the first week special. Send a personal video, give them a quick win, and show them how to get the most out of the subscription.Build a Feedback Loop
Ask every month: “What’s been most helpful? What do you wish you had?”
Then adjust. Your members will tell you how to keep them around — if you ask.Plan for the Dip
Month 3 is when cancellations often spike.
Pre-load something exciting — a bonus training, a surprise guest expert, or an exclusive discount — to re-energize members.
Even with a Small Audience
Don’t wait until you have hundreds of members.
In fact, smaller subscriptions often have better retention because the connection is stronger. You can personally check in, answer questions, and make people feel part of something special.
Keep People Excited to Stay
A subscription lives or dies on how it feels month to month.
When members keep winning, feel connected to you, and know something good is coming next, they won’t just “stick around” — they’ll look forward to it.
That’s when retention stops being a chore and starts being your secret growth engine.
