Neville's Messy Subscription Box
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A story about how Sam's friend Neville created a successful mystery box subscription service with an intentionally analog feel.
"My friend Neville did this thing years ago where he records this video - you can even see the recording where he's like 'Alright is the camera on? The camera's on? Alright good, hey everyone.'
He creates this mystery box with three letters inside. Two of the letters were about copywriting techniques and what he learned that month. The third thing he wouldn't tell people what it was - it was a mystery.
He said he'd only sell 1,000 of these and charged $100 because he had to actually make all these boxes himself. He sold out right away. He would take pictures of himself putting labels on the boxes so it felt like it was coming straight from him. Sometimes he would handwrite stuff and copy it like a fax machine - it felt totally analog and old school.
He would just use USPS packaging so it felt like it literally came just from him. He got all these photos of people consuming the box because it felt so awesome."
Sam Parr
Host of MFM and fitness influencer
Sam Parr is a serial entrepreneur and business media pioneer.
In 2016, he founded The Hustle, a business news media company that started in his kitchen with just $12 and grew to eight figures in revenue.
Sam led the charge in making newsletters popular when few believed in their potential.
After four successful years, he sold The Hustle to HubSpot, a publicly traded company. Now operating as HubSpot Media, The Hustle reaches 3 million readers daily, employs a team of nearly 100, and has been the launchpad for dozens of its staff to found their own media companies and newsletters.
Sam remains the host of the popular business podcast, My First Million, and continues to start and sell companies. He also co-founded Hampton, a highly vetted community for entrepreneurs, founders, and CEOs, and teaches people to write better through his platform, Copy That.