If you’ve seen the Organify funnel we helped Drew Canoli design, we initially just had one, three and four bottles. And guess what? Nobody signed up for continuity because it wasn’t there. They have two buttons. One is $79 a bottle, or if you go on auto-ship it’s $59.99 a bottle or whatever it is. You’re making the pricing so that they’d be a moron to not do auto-ship and just have it there.
It’s the same thing with Dave Asprey and Bulletproof. Save 50% if you go on subscription. Amazon does it now. People are used to it.
For those who don’t sign up for continuity, then I would wait long enough for them to begin consuming the product (maybe 30-45 days later). For those who didn’t get on continuity, I would have a cool campaign that has a funny video or something. Get a video of you in your house with an empty tub of protein, “Oh crap, it’s done. How else will I get protein? Eggs?” They’re cracking eggs, trying to drink those, puking and then trying to do it. After seeing five or six of those funny situations they’ll probably be in.
I’m a big supplement guy, I take like 800 a day. I know that feeling when you an empty bottle. “Dangit, how am I going to get this vitamin D? I guess I’m going to have to go sun tanning.”
Make a funny video, and then send it out after 30 days. “Is this you yet? If not, go watch this video, this is what happens when your first thing runs out. Warning: this is what happens when your first bottle runs out.”
Show 4 or 5 funny things they’d have to do to get that same thing that would have got if they had your product. People will laugh and connect with you. They’ll be more likely to take the continuity offer right then.