How to move beyond features and speak to what your audience truly wants. Nobody buys a drill bit because they want a drill bit. They buy it because they need a hole—and your subscribers are no different.
Subscription marketers love to talk about value propositions—features, pricing, bundles, benefits. But as Abi Spooner reminded us at the Evolve conference, what we often forget is why people buy (and keep) what we’re selling in the first place.
It’s not an app, or a newsletter, or the archive of exclusive content.
“They’re not just buying a subscription—they’re buying a feeling,” Abi said.
“Security. Belonging. Identity. Escape. Control. Whatever emotional job they’re hiring your product to do—you need to name it, claim it, and market to it.”
This concept—the difference between the product and its outcome—is foundational in behavioral economics. You’re not selling what you offer. You’re selling what it does for your customer.
Think about it: No one signs up for a local magazine just to receive another piece of mail.
They subscribe because:
These are emotional outcomes—and they’re powerful. More powerful than any promotion or free tote bag.
That’s why the most effective subscriber messaging doesn’t just list features. It makes a connection.
Abi gave the example of health content. You can position it as "expert-backed advice"—or you can sell the feeling of peace of mind, the sense that you're doing something good for your future self or your family. Same product. Different impact.
“We’ve seen brands make small tweaks in messaging that lead to huge jumps in retention,” she said. “Because when you speak to the emotion—the real reason—they stay.”
And remember—babies, puppies, and bacon are emotional shortcuts, sure. But real loyalty is built when your brand taps into something deeper and personal. Something that sticks around long after the first click.
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