Three ways to promote your bundle, and why they all work

Pick any one. The multiplication works for all of them.

Mode #1: Create an event

Lex Roman and Lucy Werner did this one expertly. Their publications target similar audiences in very different ways. That makes for ideal collaborators. They called their bundle the Business Underdog Bundle and offered subscriber-level access for a full year at 50% off.

Promotion started a month before launch. The bundle was only available for one week. Lex even wrote a blog post documenting the whole campaign (here's the link). They produced a whole lot of content before, during and after the bundle.

→ Takeaways: Lead up to it. Build hype. Keep the purchase window short. And give all collaborators a clear, shared message they can each make their own.

Mode #2: Create a new normal

The Independent Media Collective took a super smart, sustainable approach. Less sprint, more marathon.

Their bundle promotion was woven into everything: every podcast episode, all newsletter issues, all websites, many a social post. Nothing loud, nothing annoying, just ever-present. Instead of a day-one spike, they got a steady trickle that compounded over weeks.

→ Takeaways: Integrate it into every touchpoint. Let the volume build gradually. The compounding effect is real.

Mode #3: Create a moment

Marisa Kabas, Katelyn Burns and Kat Tenbarge owned the timeline on the day they launched their bundle. They talked about nothing else that day and responded to countless comments and reactions. The result: enormous day-one sales.

They did the same thing in the final 24 hours and got another significant boost. The outcome: 80% of people who signed up were new to all three of them.

→ Takeaways: Go all-in on day one. Then go all-in again on the last day.

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