How To Grow A Newsletter From 0 to +250,000 Subscribers in 4.5 months

Summary

In this insightful discussion, marketing experts Greg Eisenberg, Karen Flanigan, and Kip Bonner delve into the secrets of building a successful startup in 2023. They emphasize the importance of mastering marketing, storytelling, and being an interesting brand or individual. The conversation covers the significance of short-form video content, newsletters, and community building for audience engagement and growth. The panel also explores the application of personal growth strategies in B2B and the potential impact of AI on content creation and traditional newsletter formats.

Takeaways

• 🚀 **Marketing Mastery**: In 2023, to be a successful entrepreneur, one must excel in marketing, leveraging tactics like short videos, newsletters, community building, and product alignment.
• 🌟 **Being Interesting**: Step Zero is to be interesting as a person or brand, which involves having unique experiences and stories to share.
• 📚 **Storytelling**: Mastering the art of storytelling is crucial; it involves packaging personal experiences in an engaging and consumable format.
• ✍️ **Writing Skills**: Good writing is fundamental to success on the internet; it helps in clearly communicating ideas and establishing a strong online presence.
• 📈 **Content Creation**: Short form video content is highly prioritized by social platforms and is a key strategy for gaining traction and building an audience.
• 🔍 **Audience Engagement**: Building trust and engagement through video content is essential before transitioning to other formats like newsletters.
• 🎯 **Differentiation**: Finding a unique angle or format for content, like visual newsletters or comic strips, can help stand out in a crowded market.
• 💼 **B2B Application**: The principles of personal branding and content marketing are applicable to B2B businesses as well, emphasizing the human element in business transactions.
• 🔗 **Community Building**: Establishing a community around a brand or product can lead to significant growth and customer loyalty.
• 🛍️ **Product Development**: Leveraging audience feedback and interest to develop products can give businesses a head start in the market.
• 📘 **Educational Content**: Providing valuable, educational content can be a key differentiator for newsletters and other content platforms.

Q & A

What is the key to being a successful entrepreneur in the context of the video?

The key to being a successful entrepreneur, according to the video, is mastering marketing and being interesting as a person or brand, as well as being a master storyteller.

Who are the hosts of the 'Marketing against the Green' podcast?

The hosts of the 'Marketing against the Green' podcast are Karen Flanigan, the CMO at Zapier, and Kip Bonner, the CMO at HubSpot.

What does Greg Eisenberg suggest as the first step in building a startup?

Greg Eisenberg suggests that the first step, or 'Step Zero A', is to be interesting as a person or brand. This involves having the confidence to let what is interesting about you or your company shine through.

What is the second part of 'Step Zero' according to Greg Eisenberg?

The second part of 'Step Zero', referred to as 'Step Zero B', is to become a master storyteller. This means taking the interesting experiences and packaging them in a way that is engaging and consumable for others.

Why is writing considered a foundational skill for success on the internet according to the video?

Writing is considered foundational because it is the process of taking thoughts from the brain and putting them on paper. It is essential for simplifying and synthesizing stories, ideas, and knowledge in a clear and understandable way.

What is the importance of being able to write well in creating content for the internet?

Being able to write well is important because it allows for clear communication of ideas and stories. Poor writing can result in confusion and loss of the intended message, whereas good writing can effectively capture and hold the audience's attention.

Can AI tools like chat GPT replace the need for good writing skills?

While AI tools can assist in writing, they do not replace the need for good writing skills. Authenticity, personality, and the ability to articulate unique experiences and stories are aspects that AI currently cannot fully replicate.

What are some examples of interesting content creators or brands mentioned in the video?

Examples mentioned include the jet business TikTok account of a man selling private jets, Lord Miles who practices 'dark tourism', and the 'Boring Marketer' Twitter account associated with Boring Marketing.com.

What is the significance of short-form video in building an audience today?

Short-form video is significant because it is highly engaging and can be easily consumed on social media platforms. It allows creators to build trust and a loyal following, which can then be directed to other platforms like newsletters.

What advice does Greg Eisenberg give for creating successful short-form video content?

Greg Eisenberg advises to start with a strong script, be interesting, and know your audience well. He also emphasizes the importance of being able to tell a good story and having a clear and engaging hook from the beginning of the video.

How does the video discuss the role of newsletters in audience building?

The video discusses newsletters as a tool for audience retention and growth. It suggests that having a unique format or angle, such as being visual or community-focused, can help differentiate a newsletter and make it more appealing to subscribers.

What is the potential impact of AI on newsletter creation and the challenges it poses to traditional formats?

AI has the potential to streamline the creation of newsletters, making it easier to produce personalized content. This could put pressure on traditional newsletter formats, as AI can offer a more customized and unique experience for readers.

What is the 'anti-startup' framework mentioned in the video and how can it help in creating differentiated products?

The 'anti-startup' framework involves thinking about the opposite of what is currently popular in the market. By identifying what successful businesses are doing and then considering what they would not do, this framework can help in sketching out a differentiated product or service that stands out in the market.

How does the video relate the concept of 'personality-led growth' to B2B businesses?

The video suggests that 'personality-led growth', where a business is built around the personal brand of an individual, can be just as applicable to B2B as it is to B2C. It cites examples like Elon Musk's SpaceX and Starlink, where the CEO's personal brand drives demand and growth for the business.

What resources does Greg Eisenberg recommend for improving writing skills?

Greg Eisenberg recommends courses by Dick Bush and Nicholas Cole from ship30for30, as well as David Perell's course 'Passage'. He also suggests his own free 5-day course on 'Community Empire' for insights on audience building.