Stu McLaren Reveals the Messaging Shift That Will Transform Your Sales | EP 183

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From Selling “Stuff” to Selling Transformation

When I first started my subscription box, I was all about the stuff—the cute shirts, the accessories, the monograms. I thought I was selling cute products.  I didn’t realize my audience wasn’t just buying things—they were buying transformation. They wanted to feel confident, stylish, and put-together, but my messaging wasn’t reflecting that. 

Making that shift—from selling products to selling a feeling—was one of the biggest game-changers in my business. And it can be the biggest game changer in your business, too. 

The person who helped me understand the need for this shift in messaging was my very special guest on this episode, my mentor Stu McLaren.

Meet My Mentor: Stu McLaren

Stu McLaren is the go-to expert when it comes to creating and scaling profitable memberships. For the past 17 years, he’s helped business owners build recurring revenue models that provide stability, growth, and freedom–hello, recurring revenue! And now, he’s packed his best insights into a brand-new book, Predictable Profits. Stu’s book is a must-read for anyone looking to build a business with long-term sustainability. In other words, anyone listening to this podcast! 

The Big Messaging Mistake I Was Making

Before I took Stu’s course in 2018, I had about 300 subscribers in my subscription box business. I was thrilled, but I also felt stuck—I had hit a plateau and didn’t know how to break through it. Stu’s course showed me the biggest reason for my plateau. My messaging was all wrong. I was focusing on selling instead of serving.

Here’s what I learned: People don’t subscribe to a subscription box because of what’s inside. They buy it because of how it makes them feel. My audience wasn’t just looking for a cute graphic tee or a trendy accessory. They wanted to feel stylish, confident, and put together without spending hours shopping or second-guessing their outfits. Once I shifted my messaging to reflect that transformation, my business took off.

How to Shift Your Messaging to Serve Instead of Sell

Want to make this shift in your own business? Here are three key takeaways from my conversation with Stu:

1. Understand Your Customer’s Journey

Instead of just thinking about what’s inside your subscription box, think about how it impacts your customer’s life. Ask yourself: What problem are you solving? What feeling are you creating?

2. Speak to Their “Before and After”

Stu shared a simple but powerful exercise. I did it with him and want you to do it, too. 

Draw a line down the middle of a piece of paper. On one side, write down all the frustrations and struggles your customers feel before they purchase. On the other side, write down how they feel after they’ve experienced your subscription box. Your messaging needs to focus on bridging that gap.

3. Focus on Transformation, Not Just Features

My customers don’t just want earrings, bags, or t-shirts—they want confidence, ease, and style. What does your audience want? Your messaging should highlight the outcome, not just the product itself.

Why Recurring Revenue is a Game-Changer

Once I implemented this messaging shift, my business exploded. I went from 300 subscribers to 750 in my next launch. And over time, I’ve built a seven-figure subscription business that gives me the stability and confidence to scale even further.

This is why I’m so passionate about recurring revenue. With predictable, stable income coming in each month, you can make smarter business decisions, invest in growth, and stop feeling like you’re constantly chasing sales. Recurring revenue is business and life-changing! 

And that’s why Stu’s book Predictable Profits is such an amazing resource—it walks you through exactly how to build and scale a business that runs with you, not just because of you.

Grab Your Copy of Predictable Profits

If you’re ready to learn more from Stu, go grab your copy of Predictable Profits by Stu McLaren. You can find it at all major retailers, or head to Stu.me/book for links to order.

In this episode, Stu and I dive deep into the power of messaging, the mindset shift that changed everything for me, and how you can apply the same principles to your own business.

Let’s Keep the Conversation Going!

I’d love to hear your biggest takeaway from this episode! Screenshot it, share it on Instagram, and tag me @launchyourbox. And if you’re loving the podcast, hit subscribe and leave a review—it helps more subscription box business owners find us.

See you next week for another episode packed with actionable strategies to grow your subscription box business!

Find and follow Stu: 

• Stu McLaren on Facebook 
• Stu McLaren on Instagram
• Stu McLaren Website