How to Create the Most Compelling Pitch to Subscribe You Have Ever Seen

edgeyk-e1426257569117So you’ve built your digital publication. You have protected your content behind a metered paywall. A reader hits the end of his free articles and it’s time to tell him he needs to subscribe (pay) to read more. How do you nudge him to fork up some $$$ and gain access to the rest of all your fantastic content?

A video of course. And a funny one., a local news site in Yellowknife (Northwest Territories, Canada), does this in a way that will make you want to watch all their subscribe-now pitch videos. It’s brilliant. The videos feature a mix of locals that, in a natural and funny/crazy way, just make you want to laugh. Laughing makes you feel good. Feeling good connects you to Does this connection convert? Of course it does. Video is proven to be one of the best ways to motivate people to take action.

So how do they do this?

On their site the set the paywall meter to allow access to 2 free articles (using Leaky Paywall). On the 3rd article you get copy that prompts you to login or subscribe, and a video (that auto-plays) of a slightly embarrassed community member suggesting you subscribe. It’s well produced, hilarious, and really pulls at you emotionally… as only video can do.

Here’s what their subscribe box looks like:


Here’s one of their actual videos you can watch (quick and funny):

How can I do this with Leaky Paywall?

Simple. Go to the Leaky Paywall Settings page and find the “Subscribe or Login Message” text field. Just add your video embed code in the box and viola, you will get something that looks like this:

Output from the "Subscribe or Login Message" field found in Leaky Paywall Settings
Output from the “Subscribe or Login Message” field found in Leaky Paywall Settings

Bonus thought:

Why not bring in a few advertisers to put in front of the camera? That helps them get their business in front of their community and they come out speaking favorably about your publication… I think it’s called cross promotion.

In any case, it’s time to find a blank wall and get some friends in to have some filming fun :)

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