Episode 17 | Subscription Accelerator™ Part 1: The Free Subscription Level

This episode of the Paywall Podcast is brought to you by zine101, the makers of Leaky Paywall. Leaky Paywall is the most flexible WordPress subscription platform. Find out more at zine101.com where you can download Leaky Paywall for free. On the Paywall podcast, we discuss paywalls and paywall strategies for news and magazine publishers. Let's get started.

So welcome to episode 17 of the Paywall Podcast. Can't believe we've gotten 17 episodes in lots. Going on this podcast, we're going to talk about something new we've been working on called the Subscription Accelerator. And essentially we're going to show you one pretty easy way to grow your email list, grow the traffic to your site to reduce payment friction, to grow paid subscriptions and even ad revenues. And that is with the free subscription level. And we talk a lot about the free subscription level and how important it is. Then last time we were talking, we thought, you know what, this is so important. We should do a deep dive on how to set it up, what makes it important, et cetera. And so in this episode, we're going to talk a little bit about, you know, your casual web website visitors, who they are, what you need to do with them. Why is capturing their email so important? We're going to talk about how to capture their email with the free registration level, lots of ways to do that. And we're going to dive into a little bit about what to set the meter to, which is a big question we get all the time. And then we're going to wrap up with targeting, targeting those free email subscribers. So that's what we're going to do. Okay, so just to start off, I'm going to start at the very top. We're going to talk about the casual web visitor and you as a publisher, you have a mass of content. Google is indexing all your content, which means it ranks in search. Your casual visitor is typing in a search. And bulk of, typically the bulk of visitors to your web publication is through organic search. And they're landing on your, on your page, they're viewing an article, reading that article, and then some of them are going on to a second article on average, and then they go away. So organic is a big one. So depending on how much social promotions you do, that's a big one. Your email newsletter that most publishers have drives a big chunk of traffic back. And then there's direct, which is somebody who just knows who you are, types in your URL and goes straight to your site. So those, those casual website visitors, they are the bulk of your traffic and they, and the goal there, and what you need to do is to capture their email address. And that, and getting the email address of the casual visitor is the priority. Now, some visitors are going to be subscribers without you even trying. They love you, they know your stuff. Maybe you're a local news publisher, maybe you're a magazine. They're in your sweet spot and they're going to sign up. It's not going to take much. But how do you convert that casual visitor that you know, not super casual like they come in, they read an article, but they live halfway across the country. But, but that super casual who's interested in your publication, and they may or may not become a paid subscriber. How do you tilt them in favor of becoming that paid subscriber? So the way to do it is what the marketing nerds like us call having a lead magnet. And a lead magnet is essentially your articles, your videos, your podcasts, your database, whatever you are publishing. All this content is attractive to the casual visitor. And you already have droves of it. I mean, this is the benefit of being in publishing is you have tons of content that your casual readers want. Now when you get into the paywall side of things, you're technically restricting access to that content, but it creates an opportunity to, to give someone more content in trade for an email address. And that's really the start of the relationship. You know your content, they land on your content. But grabbing that email address becomes really your number one mission. And if you already have a free level subscription in place, then stick with us because we're going to deep dive into all the strategies and, and really building that list. But if you, and if you don't have a free level subscription, then I would say your best marketing move of 2021 is to set that up. Okay, so just a little bit about the flow you're going to have. Typically you'll have the casual visitor, they'll turn into a free level subscriber by registering on your site and then they will move into the paid subscriber, have a better chance of moving to become a paid subscriber. And once they're paid subscriber, something we'll talk about down the road is membership or premium plus or other products you can sell. Okay, so let's go into the next point here. So why is email so important and why is it the number, number one priority? And the biggest answer is that, and this data has been covered and covered and covered is when someone's subscribed to your email newsletter and you're sending them your content, over time, that person has a 10 times higher chance of paying for a subscription. We were at WordCamp for Publishers a couple of years ago, and we were talking a lot about email capture. And I remember someone standing up after hearing that data point and said, no, no, no, it's like 30 times. It's at least 10 times. So you get that email address, you start sending your email newsletter to that, to that person, and their chances of actually paying for subscription goes through the roof. It will build your email list very quickly. And when you have a larger, when you have an email list that's really growing, you also become more attractive to advertisers who may want to sponsor your email. And remember, we went through this with Business Journal in Ohio. They captured, with a free registration, they did something interesting because they actually turned on full access with a free registration for a limited period of time, which is another approach you could take. And in three months, they had captured over 7,000 email addresses. That was a big gain for them. And since then, it's grown. So it's really, really important. Now one of the other things that I've heard from publishers is they'll say, well, I put up my paywall, my traffic's, My traffic's going to go down. And, you know, so I'm dancing around with that. And because the, because advertisers obviously want to see impressions and clicks, that there's a bit of a dance around that. But the reality is, is that when you set up your, your free registration, your paid subscriptions, and your email newsletter properly is your traffic will actually go up. Building your email list drives that visitor, that casual visitor, back to your site over and over again better than anything else. Because typically the casual visitor will land on your site. They'll look at one or two pages. If you look at your analytics, and 1.2, 1.4 pages per visit, the data points somewhere around there. And so they're really not going to dig much deeper on average. So grabbing that email address means that every day or every week or how often you send your emails out has a very high chance of sending that person clicking the article in your email newsletter and sending them back to your site for extra page views. One other thing we learned is Small Boats Monthly, they actually, they actually doubled their traffic in a year with a paywall Just, just with SEO and social promotions. They didn't, they didn't even have a free subscription level at that point. It Was this is a year or two ago. And you know, as long as you're, as long as you're promoting properly, you will grow your traffic. And you know, promotion takes effort. But you know, we, we now know what it, what, what it takes. Okay, so that covers the. Why the email is so important. Did I miss anything? That sound about right?

Yeah, it does. I mean one thing I would add is it also just keeps your site top of mind for the user.

Right.

You know, because like I know, for example, like some of the sites I go to, I kind of forget about them and, and then I'll get an email about, you know, some new article that they had like, oh yeah, I forgot about that site and you know, drives me back to it. So it's also just, you know, top of mind awareness that get in that email address.

That's right, the regular contact.

Yeah, yeah, exactly. Yep.

Thanks. Jeremy. I forgot to introduce you in the beginning, I think.

Well, I've been around so everyone should know me by now, right?

That they should. They need to, obviously. Yep. All right. Okay, so and, and I'll just sort of finish up by saying, you know, you're, when you capture an email, you again, you're starting your, your relationship. It is the number one direct marketing tool, which means you are proactively sending your marketing, which is your content, your newsletter content and whatever other promotions you have along with that. Two, that new casual reading, I like to call it organic pestering. Because what you're doing is, you know, someone says, hey, I want this. They sign up for your newsletter and now they've asked to be pestered. So now you're sending them a newsletter over time, it's driving them back to the site and then your site is saying, hey, you know, either join for free for limited access or pay for full access. And that happens over time. And that's how relationships work. Right? Things happen over time. Okay, let's jump into how, how do you, how do you get that email? And really there are two main ways. Today you're probably doing one of them. You might be doing both of them. The first one is the newsletter and the second one is the free subscription level which we're gonna, we're gonna dive into the, the newsletter you probably have. And many publishers have a pop up or a slide in or some kind of an interruption where it says, hey, join our newsletter. And it works for sure. You add something like that to your site and people fill it out and you grow your list. The nice thing about the pop up and slide in Is you're really only asking for an email address or you should only be asking for an email address. If you ask for anything more than an email, the like, don't, don't even ask for a first name. Just ask for the email because that is, that's much easier to type in quicker. And you, you would be able to build that list a little bit quicker with just that. But on the, on the flip side, it's a little annoying and this is getting to a little bit of a sort of philosophical debate. Okay, do we, you know, what kind of publication do I have? Does a pop up annoy the casual readership that's there? Is it worth it? Pop ups generally not as great on mobile. If you have a lot of mobile traffic, which most of you do and you interrupt on mobile, it's generally a bigger interruption taking up the whole screen. Still works, no question. And then, you know, the promise of the newsletter you could argue is a little murky. Okay, sign up for our newsletter. It's typically what I see. Well, what are you going to get? Are you going to get a newsletter? Well, what's a newsletter? Well, there's some interpretation on that. So it works. But it's something that I think with a free subscription level you can test actually backing away from. And let's dive into that. So the second, and what we're going to talk about is how to set up a free subscription level. And the nice thing about the free subscription level is that what you're doing is you're targeting the casual visitor. Exactly when they want to read an article. Right. So I come in as a casual, I read, let's say a free article and then I decide to click to a second article that looks interesting. And then right there on the article, it gets restricted. Right. So with leaky paywall, you can maybe read the title and the excerpt and then you get the box that says, hey, if you sign up for free right now, we'll give you instant access to this article and we'll give you, let's say, three free premium articles per month. Very specific promotion. And it's also very targeted because you're doing it at the time when somebody actually wants to read a very specific article. So your chances of grabbing that email address go up. As far as data goes so small. Back to Small Boats Monthly when they actually implemented their, and they had, you know, they have, you know, their niche publisher in the sort of wooden boating space off the coast of Maine. Beautiful, beautiful publication. Really cool. You know, custom crafted boats, wooden boats and what they spent a lot of time on social promotions and SEO and building up their traffic, but as soon as they implemented their free registration, their traffic, we just talked to them this week, their traffic, their email subscribers bumped up by 20% on average each month. So you know, if you're, if you're firing on, even if you're firing on social promotions and SEO and all that, that, that free registration level will, I'd say at the very least bump your, your email list by 20% per month. That's pretty sweet. And then those paid, paid subscriptions started bumping up too. You know, the 10x factor kicks in.

So.

So they're, so they're registering. So the casual visitor now gets this thing that says, hey, register now. They might decide to not register. But free is very compelling, especially if you want to read that article, right? And the registering is a little more of a commitment than just an email address. So you might fill out your name, you might fill out your email, you'll choose a password because you're actually registering on the site, which gives you some benefits. And then they know that they'll get extra free articles. This works, you know, the subscription message or nag as we like to call it, it shows up in content. There's no pop up, there's no slide in. It's just a very natural process where that message shows up in the content of the article. Doesn't matter if you're on mobile or on a desktop, you know, wherever you are, it works. And you know, another part of sort of the elegance of this is that once I register, at least with leaky paywall, and I, I get taken back to the article I was reading. So it unlocks the article that I was reading and now I have full access to it and I know I have some extra free articles and away I go. Also that now that someone is actually registered on your site, you're going to tag them in your email provider. So like for mailchimp, they'll be tagged as a free level subscriber. And now you have opportunities to target them down the road. So this organic pestering that happens, you're getting somebody to register on your site, they've made a little extra commitment than just an email address. So they're, they're kind of heading towards the super casual instead of just the casual visitor because they want what you have. It's free, it's compelling. And then the way what happens next is now they're on your newsletter, now they're getting your daily, weekly, whatever news issues, whatever you send out, they're getting sent back to the site now they're logged in and they're using up their free level subscriptions. So let's say I have three premium articles. And then over the month I, you know, the idea is that you, they actually do use up those articles and then they trigger the second subscription message, which is the paid nag or message. And that one says, hey, you know, we love that you love our content. Please support us by, you know, paying for full access. Here are your benefits. And that paid messaging is also very elegant because it's in content, works on mobile and it's, it's, it's again, it's elegant because it happens naturally. Yeah, you've given away some free articles, you're getting that casual visitor back to the site. They're using up their free level subscription. They're triggering the paid message now. So it's like a one, two punch. You have a, you get the, get the free registration with the, with, with the free pitch. You know, hey, read this article for free, get a few more articles. And then the second punch is the, it's time to pay. Because now over time they've, they keep coming back and triggering that paid message. One thing I'll add, another benefit of this process is that it reduces the, the friction, the payment friction. So you get someone to register on your site. You know, typically when you pay for something online, you got to do two things. You got to give, give your information. You know, my name, my email, you know, maybe my address, really depending on what I need to register for. And then I need to provide my payment information. So what we do is we break it up into two steps, which reduces the friction on payment. So the first step is register for free. And that's compelling. And I put in my basic information, I've created my account, and then when I come back and it's time to pay, if I click, yeah, maybe I'll pay and I click that. Well, that free level subscriber is already registered. Their information's already there. All they have to do is type in their credit card number. So it dramatically reduces the friction at the moment in time where someone has to pay and that bumps your, your paid subscriber conversions. All right, what I missed, Jeremy, anything on the how to set up your free revolution?

No, I think that was good. I will say, just as another kind of example of a way to do this is we have one publisher who doesn't actually offer a free level, but what they did is kind of like how you Used to, you know, enter your email address to download a PDF.

Oh yeah, right.

So what they did is they found one in their case, video. So one article that has a video in it that they wanted to only allow people to view. They wanted to be free, but they only allow it if you enter your email address.

Right.

And it's, you know, it's like a high, very high value content for their readership. So, you know, it's not just some throwaway piece, it's a pretty important piece, but they wanted people be able to watch it for free. And so instead of just, you know, making it open, what we did was added an email capture. So you just put in your email in order to watch the video. And they actually got quite a few signups through that also. We also, you know, tag the subscriber in mailchimp whenever they signed up. And so we have a running total of how many people have signed up through that particular article. And so now that, you know, they have email addresses they wouldn't have had before. And then now as new content gets added, those, those people get an email and then they get in that same funnel you were just talking about where they're already in the system. And now they're encouraged to sign up for the paid subscription so they can view all the content. So that's another way to handle if you don't want to just do a free level. You could just put one, you know, a couple high, high value pieces that you want to be free. But you know, just say, hey, enter your email address here and now you can view the content.

Yeah, yeah, I think that video, I know the video you're talking about is a glorious looking video.

Yep.

And compelling for sure. Like, okay, yeah, I want to, I want to watch this video. And then you're just asking for an email address. That's, that's a great way to target the casual visitors. Like, yeah, okay, this will unlock that. It's a clear message too. Like email for video access, clarity works in marketing for sure. That's cool. Yep, that's a good example. So to sum it up, I probably wouldn't recommend to ditch your email slider or pop up at this point because they do work and they do work conjunction with the free subscription level. You could set it up so if you are a free subscriber that this pop up doesn't happen. But what I would suggest is get that free subscription level running and then test pulling the pop up. And just to see what happens, we tested it on tjourney and pulled the pop up and nothing happened. We had, our lead flow was still, the email addresses was still strong, people were registering. But it might, you know, dropping off an email address is a different lift than filling out a registration form. You know, the email is sort of like the very, very beginning. And then maybe you can get them to register for free and then pay for a subscription. It's not a bad flow, the registrate. But the free registration level either way can stand on its own, you know, depending on how you want to target your audience or work in conjunction with a pop up like that. All right, and if you do that, and if you have, if you get any results that sound interesting, please, please send it pete101.com just send it along. I'd love to. And even chat with you about it. Always, always open for a marketing chat. Okay, so the next, the second to last thing I want to dive into because we just get this question all the time, what should I set my meter to? So with a metered paywall like leaky paywall, you give away a certain number of free articles before you ask somebody to register or pay. Now in this scenario with a free registration level, the answer is actually pretty simple. And the answer is one. So what does that mean? So even the New York Times is doing this now. And if you want to, like, if you want to build your subscriptions, just copy what the New York Times does. I mean, they are a technology bellwether in publishing. And with leaky paywall, you can essentially do everything, just about everything they're doing, which is cool. So if you go to their site now, they'll essentially let you read one full article. And as soon as you get to the next article, they ask you to register to get additional free articles. So that's setting your meter in the restrictions to one. One free article per, let's say month, however you want to do it. But one per month, that's pretty good. Then they require you to register and you get a certain amount of free articles. The interesting thing that I see happening now is that they're not promising, and I see this with a lot of publishers, they're not promising how many extra free articles that you'll get, but they say you'll get, you know, you should say, I'll get, you'll get a few extra articles. And that gives you a little wiggle room to play with how many extra articles you're going to give for the free registration component of it. That's pretty neat. And I'll just go off the rails A little bit with the New York Times. They are sort of, they, they also provide one subscription option now when you actually when it's time to pay. So, you know, you used to have, you know, three typical sort of three options, but now it's no, it's. They're. And they do have different options, but they're promoting the one monthly recurring option. Last time I looked, they had some sort of a trial. I think they do that a lot like, you know, free month or six weeks for a dollar or whatever it is. But it's the monthly recurring subscription promotion. They're really, really honed in on that. And it works. It's, I call it the Netflix model, right? It's like you got monthly recurring and you got nothing else. Like either you sign up with that or nothing else. And it keeps things simple, keep things clear and focused for that subscriber path or funnel that they're going down. Okay, so we have the meter set to one free article, let's say per month. What do you set the free registration level of access to? I'm going to kind of boil this down into two sort of simple examples. One I'm going to call you are a niche publisher like small boats, and you publish maybe longer form content less often than a news publisher. You could argue maybe higher value content. If you're in that category, then if somebody registers for free, then I would say you probably want to give that new free registered subscriber 1 to 3 free articles extra per month, depending on how many articles you actually produce per month. If you're, if you're just, and I've seen this recently, if you're, if you're just starting a publication and it's long form content, then don't even do the per month thing. Just say you'll get, you'll unlock one or two or three free extra articles, period, right. Which you can set up easily. And then once you've captured the email address, you're still sending them your content and then they're going to hit their one or two or three and then boom, they're going to have to have to read. But they'll still, you know, they'll still probably want to be on your, on your newsletter because they want to see what you're producing since they'll get the excerpts for it. So that's. If you're in that niche publisher category. Meet your meter is set to one and your free registration unlocks one to three free articles. The second bucket, simple bucket, would be the news publisher where you're publishing a higher volume of news content. It's daily news content, you know, I don't know, 10, 10 articles a day, 20 articles a day more. Right. And so you can afford to give away more. I think the expectation on the reader side is you're going to get a little more access, but there's a higher consumption level for, for, for news publishers. So the recommendation there is set your meter to one free article, and then on that second article, offer the free registration. And five to ten free articles per month are the numbers we're seeing these days. And some publishers will start with. Especially if you're launching a paywall for the first time, you might start with sort of a conservative number, like 10 free articles, and then work your way backwards. I've seen publishers start with 20 free articles a month, and it just seems totally ridiculous. Like, why, like you're not going to convert paying subscribers with offering that much content for free registration. But you could always change it. And that's the key with the paywall is you can pick a number, test it for 30 days, 60 days, and then change the number. So if you want to be conservative, set the meter to 1, give 10 free articles per month for free. If someone joins your free registration level, and then in 30 days you have enough data to say, okay, let's change that to five, see what happens, change it to three, you know, change it to seven and see what works. And I think part of the reason we're not seeing publishers announce exactly how many free articles you get on the free registration level is because they're all experimenting on the back end with that number, and you should too. Okay, all right, so that's, that's, what do I set the meter to? That's a very popular question. All right, and then the last thing I want to talk about is targeting. So, you know, you have, when you capture a free registration person now you have the ability to target them very easily and very naturally. And the way you should think about it is when somebody registers on your site for free, they've done some work, right? Like they've, there's friction there. You have to fill out a few fields and register, and so there's work. So if you're going to do any kind of promotion to that person, consider it as a reward, right? So they've done the work, they've unlocked a reward. It's almost like game gamification a little bit where someone did this thing and it was like, oh, wow, I did this thing and now I get a reward. And that Psychologically, that's just a nice and effective way of moving people towards paid subscription. Maybe they get a discount or a free month or whatever the next step is because they unlock the reward. Now you have that registered person in your email. They're tagged as a free level subscriber. And what you can do is you can set up your, you know, they're on your newsletter but you, if you want, you can, you can break your newsletter into two segments. You're free and you're paid. Same template, same layout, but the promotion is different for each one because now you can target your free level subscribers and let's say at the bottom of your newsletter you can have that promotion for paid on every single email that goes out. So it's, it's there, it's, it's subtle but it's, it's targeted specifically to the, the free level subscriber. And the same thing works for the paid subscriber when that, that this, the template at the bottom would have more. Maybe, maybe at the bottom it's more of a thank you for being a subscriber, really appreciating that they're a paid subscriber. Maybe it's another product which you're promoting or membership level or a donation. You know, these are paid subscribers. Maybe you have a mission based publication donation makes sense. So you have the, and, and you can totally automate this at least with mailchimp and HubSpot and you know, Salesforce like these, these providers, you can absolutely automate your newsletter that goes out to your list based. And you can, you can alter the, you know, the promotions based on the tagging for those newsletters. Okay. Yeah, let me do it.

I'd also say I'm targeting, with targeting you can also display different content on your site if the user's logged in with a free level. That can be, we've got conditional display notices that you can show different content based on the level of the user. So that can be a good way too of encouraging people to sign up or upgrade to plus or whatever kind of messaging you want to send or show to people when they're viewing your site. But by having them logged in, even if it's a free level, you have more ability to target what type of messaging and content that they see when they're actually viewing your site.

Exactly. That's a great one. Yeah. The conditional display notice that Jeremy mentioned, I call it the header bar feature for leaky paywall. Essentially it lets you put up like a header bar in the color of your choice. With the content of your choice and you can set it to provide a specific message for a free level subscriber. Yeah.

And eventually you'll be able to do more than just a header bar. But that's right.

Oh yeah, that's the coming soon component of this podcast.

Right, Right.

Yep, yep. And, and just you can, you can also, with the conditional display notice, you can also put up a header bar for paid subscribers too. So you can really target like which level of subscribers. So if you want, if you want to do a campaign for donations, you can do that and it'll only show up to paid subscribers. You want to do a, you want to do a campaign for a product that you're selling or an event that you're promoting and you really want to just target your paid subscribers as like an exclusive paid subscriber only kind of benefit. You can totally do that with the conditional display notice. It's pretty, pretty awesome. I think. It's one thing that's a tool that's available and it's really easy to just install it and type in your messaging and choose the level that you want that message to go to and you're done. It's super simple. And maybe choose the color of the background at the top to match your theme, match your design. So that. Yeah, thank you for bringing that up. That is a very good one. The other thing too is once somebody comes in the system as say a tagged free level subscriber, and with all these email services and I'll pick on mailchimp, it's super easy to set up a, a drip campaign to them. So. And what's a drip campaign? Well, that's where you're, you're sending different email messages over time to that user. But in this case, you could experiment with sending them a promotion to become a paid subscriber down the road. Right. So yeah, they signed up for free and that's cool. Now they have access. Now you're going to start the relationship, you're going to start sending them content and maybe you don't want to hit them with a promotion right off the bat because it's like, hey, you just signed up and hey, now it's time to pay. Like, that's my, that's, that's, that's a little too fast. Right? But with, with your email provider, let's say with mailchimp, you can create a drip campaign and then in, let's say in 30 days or whatever number of days, then you send them a promotion saying, hey, thanks for signing up for for free. We're doing a promotion now. And now you've given that, given, you know, you've been sending your content to that free level subscriber over time and that relationship has been building and then you can hit them with a limited time promotion using Drip. Now with Drip you can really build in multiple email messages. But just setting that one up would be a great simple test to see how it worked for you. And again, totally automated. Once you set it up, you know, somebody, somebody becomes a subscriber with the free tag. And then I'm just using 30 days as an example. And then in 30 days that promotional message gets sent automatically to that person. So once you set these systems up, you know, your emailing system, your Drip systems, they're on autopilot and then you can really just get into testing, which is cool. All right, I'll say one last thing about targeting. If you want to insert paid subscription promotions into your content, which works well because it's good for mobile, you could use our Ad Dropper to do that. Ad Dropper is a tool that we find, we don't even really talk about it much and we built it to be simple and can be used specifically for targeting paid subscriptions. And so the way you could do it is you could, in Add Dropper you just, just, you can create your promotion right, right there and in the, the rich text editor and then publish it to insert like after every third paragraph on every article. But you can also hide that from any paid subscribers. So that's pretty cool. So you can set up this paid subscription promotion that shows up in the article that everyone can see except if you're a paid subscriber and it hides it automatically. That's a pretty elegant way to use Ad Dropper for targeting. So there's another tool. Okay, so that's targeting. We've covered, I think we've covered quite a lot. Anything else I missed, Jeremy, before we.

Wrap up, I think, I think that's it. Start, start trying to collect emails with that free level and see what happens.

Yeah, that's, that's it. That is exactly the next step for, for you is start up the free level subscription. Make sure, set your meter to 1. Give folks a few extra articles for the free one. Make sure you tag people coming into your email provider as free. And I'll say install IP blocker so people can't switch into incognito and get around your paywall. That is a very powerful tool that we have that you can use and that'll force the free registrations and paid subscriptions. If you just install it, you don't even have to set up any settings. Just turn it on and boom. You can't switch to Incognito or another browser and that will bump up your your conversions. All right, that's it for today. Thanks for listening, and if you have any questions, please reach out to me, pete101.com or jeremyne101.com we're always interested in your thoughts, and until next time, have a great day.

Thanks for listening to the Paywall Podcast. You can find us at Paywall Podcast. Be sure to subscribe in your podcast player of choice and we'll see you next episode.