Think Facebook ads are too expensive, too complicated, or too risky? You’re not alone. I thought the same thing for a long time.

But 18 months ago, I made a decision: I was going to learn how to run ads myself. No more guessing, no more outsourcing without understanding. Just simple strategies I could test, tweak, and teach.

In this week’s Friday Fuel episode, I’m sharing the three types of ads every subscription box owner should be running. Yes, even if you’re brand new. You don’t need a big budget. You don’t need expert status. You just need to get started.

1 - Page Like Ads

Start here if you’re building your audience (and you should always be building your audience). Page Like Ads are low-cost, low-risk, and easy to run. I always have one of these running in the background.

What to include:

A photo of you and your product

Simple copy that introduces you to your ideal subscriber

Meta’s Advantage+ audience to find more people like your current followers

Set your budget at $5–$10/day and watch your page grow.

2. Opt-In Ads

If you’re not building your email list, it’s time to start. Opt-in ads help you grow a warm audience before launch day.

Need ideas? I’ve used downloadable phone wallpapers, checklists, and printables. Anything your audience would find valuable and fun can make an effective opt-in.

Make sure you have:

A clear landing page

A freebie that fits your niche

A message that invites them to grab their free gift

These subscribers are more likely to buy from you when launch time comes.

3. Sales Ads

These ads introduce your offer to the world. Whether you’re selling a one-time box or your monthly subscription, this is where you go all in. Your goal is to get the sale.

Use:

Behind-the-scenes packing videos

Customer unboxings

Short product demos or strong lifestyle photos

Start with $10/day and scale up as your results improve. I recommend running these alongside page like and opt-in ads for best results.

Tips for Effective Facebook Ads

Keep your captions short with ONE call to action

Use Canva for branded graphics

Don’t overthink targeting. Let Meta help

Give your ad 3–4 days before making changes

Use ChatGPT to help with hooks and headlines!

Your Action Step

Pick ONE ad and run it this week.

Want to build your audience? Try a Page Like ad

Want more email subscribers? Try an Opt-In ad

Ready to sell? Try a Sales ad

It’s not about being perfect. It’s about getting started. The only ad that doesn’t work? The one you never run.

Need help deciding which type of Facebook ad to try first? Tune in to the full episode for all the details.

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Launch Your Box with Sarah Website 

Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today! 

I’m excited to bring you this interview with my good friend Cindy Manly of Art Shattered. Cindy has a successful membership with over 1200 members and has been selling one-time art supply kits for the past few years. If you’ve been selling one-time boxes and are wondering if a subscription is for you, you’re going to want to hear Cindy’s story! 

Cindy is an artist who specializes in glass and resin art. She makes beautiful, unique pieces of 3-D art that her followers LOVE. She also teaches her followers how to create their own art through her online membership. Cindy started her membership in 2018 and now has over 1200 members. 

When some of Cindy’s members started asking where to get the supplies they needed to create the pieces she was teaching - and others mentioned they were having a hard time finding the right supplies - she started selling one-off kits. Every time she offered up a kit for sale, she sold out. When she offered kits during her membership pre-launch, she sold 800 full kits and 500 partial kits. 

Cindy and I have been friends for several years and I’ve been telling her almost that long that she needed to start a subscription box. She resisted the idea for a long time. But after selling 1300 kits during her pre-launch, she was convinced. 

Armed with the launch plan she learned inside Launch Your Box and as a member of my Mastermind and backed by her audience of raving fans, Cindy launched her subscription box in June. 

The result? She sold out of all 500 available spots in her quarterly subscription! And she used four strategies to do it. 

Cindy originally wanted to only plan for 200 boxes, but I convinced her she could absolutely do more. And she did! She’s also an absolute genius who packed her subscription boxes ahead of time and had them ready to ship BEFORE she launched! That meant when she was exhausted from her launch - and if you do it right, you will be exhausted - Cindy headed straight to the beach! 

500 subscribers means additional financial security for Cindy, the satisfaction of knowing she is serving her loyal audience in yet another way, and steady employment for her team. I can’t wait to watch Cindy’s subscription box continue to grow. 

Join me for this episode as Cindy walks us through her journey of moving from offering one-time boxes to launching a subscription box and welcoming 500 new subscribers.  

Find and follow Cindy: 

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Are you ready for ⁠Launch Your Box⁠? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. ⁠Join ⁠today! 

Should your subscription box be available all the time or only during specific launch windows?

It’s one of the most common questions I get inside Launch Your Box. But here’s the truth…

It’s not about whether your cart is open or closed.

It’s about whether you’re giving people a reason to subscribe right now.

In this week’s Friday Fuel episode of The Launch Your Box Podcast, I’m breaking down the difference between open cart and closed cart subscription models, the pros and cons of each, and what really moves the needle when it’s time to grow your subscriber count.

I also share a simple strategy that works with either model to create urgency and excitement: the launch bonus with examples you can use without spending a fortune.

Open Cart Subscription Model

Your subscription box is always live, and subscribers can join at any time.

It’s simple and steady, but it lacks urgency. You have to create your own momentum.

Closed Cart Subscription Model

You open the cart for a limited window a few times a year. It builds buzz and urgency, but only if you show up and promote it well.

Both work. I’ve used both. But the most important thing?

YOU are the one who creates urgency.

It’s about how you talk about your box, how you show up, and whether or not you give people a reason to say yes this week.

When I launched my Monogram Box™ in April, I offered a free monogram tee to anyone who subscribed that week. That bonus helped me sell out 432 spots.

The bonus worked again during my July teacher launch, when I offered a personalized “Teacher” tee to new subscribers. That simple extra created urgency and excitement. And brought in results.

Whether your cart is open or closed, a bonus can help you say,

“This week matters. Here’s why.”

Try one of these subscriber-worthy extras:

Your bonus doesn’t have to be expensive—it just has to be timely and thoughtful.

Your Friday Fuel Action Step

Map out your next launch bonus.

Ask yourself:

Write it down. Plug it into your calendar. And remember: when you’re excited, your audience will be, too.

Join me for this episode and find out why it’s not about whether your subscription box is open or closed – it’s about getting people to say yes.

Join me in all the places:    

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Launch Your Box with Sarah Website 

Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today!

“Don’t give up. Just keep moving forward.” - Alexia Haubert

After making it to the top 1% of all Etsy sellers in the wedding category - the top 1%! - Lexie was on top of her game. Then came a global pandemic that shut down the wedding industry and Lexie’s business. 

Lexie had to pivot and struggled to grow her business for a long time before recently reaching a big milestone. In this episode, Lexie’s story will inspire you to keep going as you work toward your business goals. 

When the wedding industry slowly started coming back, Lexie introduced The Monogrammed Bride subscription box and started building her audience from scratch. She stayed consistent and continued to show up even though she saw very little in the way of results for a long time. 

When Lexie and I first talked, after a disappointing launch, I was surprised to see she had done everything I teach. She was doing all the things and she was doing them well. But she wasn’t seeing results. We brainstormed and strategized, and Lexie continued working hard. 

And just recently - after seeing consistently steady growth for the last six months - Lexie hit her long-standing goal of 100 subscribers! So what did she do differently these past six months?   

While we were talking, Lexie got subscriber #112! This growth in her business - this regular, recurring revenue - has lessened the financial stress Lexie has felt for the past couple of years. She is able to breathe and plan for even more subscribers as her business continues to grow. 

Lexie’s message for anyone who feels overwhelmed or discouraged by the challenges they’re facing in building their business? Don’t give up. Just keep moving forward. 

Join me for this episode and get inspired by Lexie’s determination to just keep going and never give up on her dream on her way to reaching and passing her goal of 100 subscribers. 

Find and follow Lexie: 

Join me in all the places: 

Are you ready for ⁠Launch Your Box⁠? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. ⁠Join ⁠today! 

Get 30 Days FREE when you switch to Subbly: ⁠https://join.subbly.co/sarah-williams⁠

 Use code LAUNCHWELCOME at ⁠https://www.boxup.com/⁠ to get 10% off your first order

If your subscription box planning feels chaotic, rushed, or downright stressful, this episode is for you.

I know what it’s like to be stuck in a cycle of packing this month’s box while still scrambling to figure out what’s going in next month’s. But it doesn’t have to be that way.

In this Friday Fuel episode of The Launch Your Box Podcast, I’m sharing how I went from winging it to planning six months of boxes in just one hour. And how you can do it too. You’ll hear the story behind my 6 in 60 Workshop, why this system works, and five simple habits that will help you plan ahead and curate with confidence.

Five actionable steps to help you plan and curate your subscription boxes:

• Theme First – Map out 6 clear themes or anchor ideas.

• Product Partners – Make a running list of your favorite wholesalers, handmade makers, or past vendors. Revisit this list every time you plan.

• Budget Guardrails – Know what you can spend per box – product cost, shipping, packaging – so you’re not scrambling later.

• Lead Times Matter – Give yourself 8–12 weeks to order. Custom items take longer.

• Marketing – Think about how you’ll tease the box. Each theme should have a built-in story you can share on social media.

Join me for this episode and learn how planning ahead makes everything feel easier – from sourcing products and teasing themes to delivering a box your subscribers can’t stop talking about.

Ready to plan your next 6 boxes in just 60 minutes?

Grab the free replay of the 6 in 60 Workshop and start curating with confidence: 6in60workshop.com

You don’t have to wing it anymore. Let’s plan with purpose.

Join me in all the places:    

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Launch Your Box with Sarah Website 

Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today! 

Have you ever felt stuck trying to get seen? Whether you’re just starting to build your audience so you can launch your subscription box or you’re deep into scaling your business, this episode is for you.

I sat down with Brooke Riley of Re-Fabbed with Brooke Riley and Re-Fabbed Boutique. She shared how she built two successful businesses and a thriving community by showing up authentically, consistently, and imperfectly.

Brooke started her business 10 years ago with a DIY blog and built a Facebook audience from scratch to send readers to her blog. When Facebook LIVE first rolled out, she jumped right in and discovered how powerful it was to connect with people in real time.

Her blog views skyrocketed. Her income grew. And when her audience started asking what she was wearing on her LIVEs and where they could get it, Brooke paid attention.

That question planted the seed for what would become the Re-fabbed Boutique, which she’s grown into a multi-million dollar business over the past 7 years.

More than just a boutique, Brooke has built a community. And she believes that connection – built by showing up as her true self and serving her audience – is what sets her apart.

We covered so much in this conversation, including:

• Why consistency is everything when building your audience, even when it feels like no one is watching.

• How showing up authentically helps your people connect with you.

• The danger of waiting for everything to be “perfect” before you start.

• How personal content builds trust and deepens relationships with your audience.

• Why your actions, not just your words, determine your success.

When I asked Brooke, coach-to-coach, about the biggest mistake business owners make, her answer was simple and powerful: They wait. They think everything has to be perfect before they take the first step. They stay stuck in a compulsive learning mode instead of doing.

If you’ve been holding back, Brooke and I challenge you to start today. Show up. Build trust. Be consistent. And get seen, organically.

Because if you want to launch your subscription box or grow your business, your audience needs to know you.

Brooke left us with one final thought. And in true Brooke Riley fashion, she didn’t sugarcoat it: If you want this, your actions need to show it. You either want it or you don’t. Do the work.

Your audience is waiting, but you have to put yourself out there to be found.

What You’ll Learn in This Episode

• Why consistency and authenticity matter more than perfection

• How to build trust and connection with your audience

•. What it really takes to launch and grow, even when it feels scary

• Why your audience will show up for you when you show up for them

Join me for this episode if you’re ready to stop hiding and start building the business you’ve been dreaming about. Come away inspired to take the first step and keep going.

Find and follow Brooke: 

Re-Fabbed on Facebook 

Re-Fabbed Boutique on Facebook

Re-Fabbed Website

Re-Fabbed Boutique Website

Join me in all the places:    

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Launch Your Box with Sarah Website 

Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today! 

You picked a date to launch your subscription box. You told your audience. But are you actually ready to launch?

Here’s the hard truth: a launch date without a plan is just a number on the calendar. And hope is not a marketing strategy.

In this episode of Friday Fuel, I break down the biggest mistakes subscription box owners make when it comes to launching and what you need to do instead.

Because a successful launch is about so much more than just the day your cart opens. It’s about everything you do before that to warm up your audience, build momentum, and create excitement.

What you’ll learn in this episode:

Take Action

Don’t launch to crickets. This week, audit your launch plan and ask yourself:

If you’re missing pieces, take the time to fix them now. You only get one chance to make a strong first impression. Make sure you’re ready.

And if you want the full roadmap to launching your subscription box the right way? It’s all inside Launch Your Box. Join me, and let’s build your launch plan together.

Join me in all the places:    

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Launch Your Box with Sarah Website 

Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today!

One hundred months of subscription boxes.

It feels almost unreal to say that out loud. That I’ve curated 100 different subscription boxes over the past 8 ½ years. And yet… here we are.

When I look back at where it started, I can still picture myself stressing over every tiny detail of that very first box. My “Lilly Pulitzer-inspired” box, packed in a plain brown craft box I stamped by hand. During the early days of my subscription box, more always felt better, so I just kept adding things, forgetting all about profit margins, and hoping my customers would be happy.

Fast forward to today? My process, my confidence, and my profit margins look completely different.

That first year, I thought adding more products would make the box feel more valuable. But over time, I learned the magic is in the experience. The way the boxes make my subscribers feel. Instead of thinking that more is better, I choose one wow-worthy item and curate the rest of the box around it.

And the packaging? Let’s just say we’ve come a long way from those stamped boxes and logo tape. When I reached 100 subscribers, I finally ordered my first custom boxes in my signature turquoise. A few years later, we gave The Monogram Box™ packaging the full glow-up it deserved.

Out of those 100 boxes, some stand out more than others, for better and for worse.

There was the box where FedEx left their truck door open, and my boxes ended up all over a busy road in my town (yes, really).

The “Oh My Gourd” box that I thought was funny, but many of my subscribers didn’t. Lesson learned - give them what they want!

And the custom-designed green Christmas sweatshirt that subscribers still talk about – and still wear – years later.

Every one of those moments taught me something. How to plan further ahead. How to problem solve and pivot. How to listen (really listen) to what my subscribers wanted, even when it wasn’t what I expected.

Today, we plan boxes 6–8 months in advance. I still start with one main item and build the rest of the box around it. And yes , I stopped packing boxes myself after about 45 of them when we moved into the Warehouse (the team kindly told me I was… in the way).

And my favorite hack? An automatic paper folder for packing slips. A little thing, but it saves so much time every month.

You’d think by our 100th box I could predict exactly what my subscribers will love. But they still surprise me. Sometimes it’s the smallest detail that gets the biggest reaction.

So what keeps them coming back month after month?

If you’re sitting at box #3 or #33 right now and wondering if you’re on the right track, let me tell you: you are. And if you haven’t launched yet, this advice is for you, too!

Consistency matters more than perfection.

Growth happens when you keep showing up, even when no one’s cheering you on yet.

And more than anything, remember: building a sustainable subscription box business is a long game.

One box at a time, you’re building something bigger than you can see right now.

So keep going. Your 100th box is closer than you think.

Join me for this episode as I share the story of my first 100 subscription boxes and how the lessons they’ve taught me can help you reach your 100th box and beyond.

Join me in all the places:    

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Launch Your Box with Sarah Website 

Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today!

Feeling stuck in your subscription box business, even though you’re doing all the things? This episode is your wake-up call—and your pep talk.

Sarah breaks down why your lack of growth likely isn’t about your product or your effort… it’s about visibility. Most box owners aren’t failing—they’re just not being seen by enough of the right people.

She’ll walk you through the math behind your conversion rate, share a powerful example from a Launch Your Box member, and give you 5 clear steps to get out of the shadows and in front of the people who are ready to buy.

In this episode:

Why 1–3% conversion means you need a bigger audience

A behind-the-scenes story from a frustrated member—and what Sarah told her

What to do instead of launching to crickets

5 visibility actions you can take in the next 30 days

💡 If you’re ready to launch—or re-launch—with a full plan in place, join Launch Your Box. Inside, you'll get the step-by-step strategy and support you need to grow a subscription box business that lasts.

“Start with what you have and build up to what you want.” 

Welcome to my first on-location podcast episode! Launch Your Box member Rachel Duguay joined me live onstage at SubSummit, the first and only conference exclusively for the subscription box industry. 

Rachel and I met at last year’s SubSummit and she quickly became a member of Launch Your Box. At that time, Rachel and her husband’s business, MicroPuzzles, sold miniature puzzles as one-time purchases. 

In business since 2018, MicroPuzzles took off in 2020 when the entire world turned to puzzles as a way to pass the time together. MicroPuzzles are 4”x6” when complete and are adorably packaged in test tubes. Demand for their puzzles went through the roof and customers clamored for more designs. 

Rachel decided adding a subscription box to the business was the answer to giving her customers what they wanted. They launched what Rachel calls the 1.0 version and continued to improve and grow. A year later, they have 425 monthly subscribers and both she and her husband have turned a part-time side hustle into a full-time career. 

Rachel doesn’t just put MicroPuzzles in her own subscription boxes, she partners with other subscription box owners, too. Many members of Launch Your Box have featured Rachel’s tiny puzzles in their own subscription boxes, customized to their themes and their audiences! 

Part of Rachel’s success is due to her creative marketing, including an emphasis on product seeding. You’ll rarely find her without a stash of tiny puzzles on hand to use as “business cards.” She also does a fantastic job of building genuine connections with her audience which has contributed to her success. 

Join me for this episode as Rachel and I talk about the importance of doing something before it’s perfect, the rapid growth of her subscription box, and what led to a cross-country move that included getting the keys to a 3,000-square-foot warehouse. Find out, too, what makes Brian in shipping their most talked about employee.    

Important Links: 

Find and follow Rachel: 

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Are you ready for ⁠ Launch Your Box⁠? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. ⁠ Join the waitlist⁠ today!