Subscription-based businesses cut across industries – from entertainment and fitness to meal kits and software. However, the subscription business model comes with its own characteristics. 

For copywriters, understanding the unique needs of these types of clients is essential. Our white label copywriting team explores effective strategies for creating persuasive, engaging copy tailored for subscription-based services, ensuring you can help clients grow their customer base and retain subscribers over the long term.

The Subscription-Based Business Model

The subscription-based model relies on recurring revenue, meaning customer loyalty and retention are essential to success. Unlike one-time purchases, this model prioritises ongoing relationships over quick sales, making it vital for copywriters to focus on the value customers will receive over time.

Writing for this kind of business means you should:

• Highlight ongoing benefits, not just initial appeal.
• Emphasise convenience, exclusivity or savings that come with the subscription.
• Speak to the long-term journey and relationship between the brand and the subscriber.

How Ad Copy Sparks Initial Interest

To attract new subscribers, ads for subscription-based products or services must be direct and compelling. They often serve as the first interaction with the brand, so the messaging must make a clear promise that appeals to the target audience’s needs or desires.

Our tips for writing subscription-based ad copy include: 

• Lead with a benefit. Highlight the problem the subscription solves or the lifestyle improvement it offers.
• Create FOMO (Fear of Missing Out). Phrases like “Don’t miss out” or “Limited spots available” can push the viewer to take immediate action.
• Encourage clients to take a trial. Many subscription services offer free trials or discounts on the first month. Use this to lower barriers to entry and entice new users.
• Show off social proof. Including reviews or testimonials from happy subscribers can validate the service’s appeal.

Effective ad copy for subscriptions highlights a solution, promises value and makes it easy for prospects to start with minimal commitment.

Social Media Copy Builds Community

For subscription brands, it’s important to understand that social media is more than a marketing channel; it’s a place to cultivate community and belonging over time. Your social media copy should build excitement around the brand’s offerings and foster a sense of community among subscribers, which will help to boost retention. 

Some social media copy techniques for subscription-based clients include:

• Engage followers with questions and polls. Invite opinions on new product features, services or upcoming releases through copy made for interactive content formats.
• Share success stories or user-generated content through your copy. Featuring subscribers and their experiences adds authenticity and reinforces the idea of a subscriber “community”.
• Highlight exclusive features. Regular post captions about what subscribers receive (early access, behind-the-scenes content, exclusive discounts) entice new followers to consider subscribing.
• Offer interactive content. Use copy formats in stories, quizzes and polls to get subscribers engaged and excited about what’s next.

Focusing on community-building will help subscribers feel invested in the brand beyond just the product.

Email Sequences That Retain Subscribers

When it comes to email marketing, your copy will need to focus on maintaining subscriber interest. Whether it’s a welcome series, upsell emails or re-engagement campaigns, email copy should be informative, engaging and personal.

• Welcome series: When a customer subscribes, a sequence of onboarding emails can familiarise them with the brand, highlight benefits and show them how to get the most from the service. Focus on copy that is welcoming and that builds trust. 
• Content-driven updates: Newsletters and updates should not only sell but also inform and add value. Create email content that subscribers look forward to, from how-to guides to industry insights.
• Reminder and retention emails: Use reminders for unused benefits, renewal notices and special offers to keep subscribers engaged and remind them of the value they’re getting. The tone of copy like this should be urgent.
• Upselling and cross-selling emails: Suggest upgrades or complementary products after the client has been subscribed for a while, reinforcing the idea that the brand is there to serve their evolving needs.

With well-crafted email sequences, you can keep subscribers engaged and invested in the service long after they sign up.

Web Copy That Converts

The website for a subscription-based brand (and therefore the copy) needs to do more than just inform; it has to convert. Every piece of copy, from headlines to CTA buttons, must guide the potential subscriber toward joining. Plus, web copy can also boost discoverability by being Search Engine Optimised. 

• Clear and compelling headlines: Start with benefit-focused headlines that immediately communicate what the service offers and why it’s valuable.
• Persuasive CTAs: “Start your free trial,” “Get instant access,” and “Join today for exclusive benefits” are clear calls to action that set expectations and encourage conversion.
• Highlight unique selling points: Emphasise features that make the subscription valuable, like exclusive access, customisable options or substantial cost savings.
• Build trust with testimonials and FAQs: Adding real testimonials and a section for common questions can dispel any doubts a visitor might have.

Strategically placing persuasive, benefits-focused web copy can turn interested visitors into dedicated subscribers.

Blog Content Educates and Retains Subscribers

Blog posts allow subscription-based brands to add value by providing ongoing education and insight into topics that matter to their audience. Blog content should solve relevant problems, introduce new ideas and provide tips that subscribers find helpful.

• Answer common subscriber questions: Create blog posts that address the questions your audience often asks, such as how to get started or best practices for using the service. This way, your copy will automatically have a helpful tone and include useful information. 
• Share subscriber success stories: Case studies or interviews with subscribers give readers an authentic look at the value of the service.
• Offer value-driven content: Educational posts that teach subscribers how to maximise their subscription, like “Top Tips for Getting the Most Out of Your Membership,” can enhance retention.
• Build SEO around pain points and industry trends: Address trending topics or concerns, making the brand an authority in the space.

Effective blog content keeps subscribers engaged, making them more likely to stay with the service long-term.

Clients who run off a subscription-based model are more likely to stay engaged if you use some of these tips. Our white label copywriting team can help you draft blogs, ad copy, organic content copy, web copy and social copy for your clients. Take a look at the details of our services here.