Make it harder to subscribe

Want to hear something surprising?

Most people will tell you that you should make it as easy as possible for someone to sign up for your newsletter.

But if you’re running Facebook ads, I’m going to advise you to do the opposite.

Let me explain why.

Here’s the thing: the most important part of running successful Facebook ads isn’t just getting sign-ups. It’s about teaching Facebook’s pixel what a high-quality subscriber looks like.

If your landing page is too simple—just a quick email—then guess what? You’re training the pixel to go after anyone and everyone.

It’s like telling Facebook, “Hey, I don’t care who signs up, as long as they show the slightest interest, I’m happy.”

But that’s not what you want.

You want subscribers who actually engage with your content and buy from you.

Here’s what we do differently:

We create lead magnets so valuable that people are willing to take a few extra steps—answering questions or filling out more info—to get them. Only when someone truly invested converts, do we count it as a win and send a conversion event back to FB.

What does this do?

It tells the pixel, “I’m not just looking for anyone. Find more people like this person who was so interested he answered 5 questions”.

This approach helps us attract more subscribers who don’t just fill out a form but stick around, engage with content, and ultimately spend money.

If you want to dive deeper into how we’re doing this, I break it all down here.

All the best,

Gunnar

Growjoy.

Twitter.

PS: The way to attract high quality subscribers:

1. Strategic targeting

2. Strong lead magnets

3. Survey-based forms

4. Post signup landing pages

It’s a 4-step-system, and I break it down in the video.