Publisher’s Paradox: Your Newsletter Subscribers Are Being Overfed
In order to get your audience to subscribe to something, you must stop inviting them to subscribe to everything.
Charlie Magazine, based in Charleston, South Carolina, isn't asking its readers to subscribe to everything. Instead, Charlie is inviting readers to something very specific. For example, take Charlie's weekly online feature, "Get Happy Hour."
In each edition of "Get Happy Hour" career coach and Charleston native Ash Cebulka invites her readers to "create a career you love" by completing one simple task. Here's how it works: "Each week, I [Ash] will give you one simple exercise to do directly on your cocktail napkin when you're at happy hour. We are going to transform happy hour into an actual effective tool to help you re-discover your happiness!"
Who's "Get Happy Hour" for? It's "for the unfulfilled 9-to-5-er who wants more out of life."
What's the call to action? "Get it here, one cocktail napkin at a time."
Instead of inviting the Charlie audience to subscribe to a generic "newsletter" with the latest updates, articles, and insight from the staff at the magazine, "Get Happy Hour" invites the audience to subscribe to one new, action-oriented email every week. An email designed to make an impact in the lives of a very specific audience. An audience valuable to a whole new set of non-endemic Charlie magazine advertisers.
Charlie magazine is rethinking what it means to "subscribe."
What if you stopped inviting your audience to subscribe to everything and created something worth subscribing to?