How Eddie Shleyner Built a Successful Newsletter Business

TL;DR

Eddie Shleyner, founder of Very Good Copy, transformed from a novice copywriter to a recognized name in the industry by creating micro-lessons on copywriting and creativity. He grew his newsletter to over 75,000 subscribers by leveraging growth loops, guest posting, and testimonials, while taking sabbaticals to focus on major projects like his book.

Transcript

welcome back to the growth and reverse podcast uh for the first time ever I actually got to interview someone that I did a deep dive on about 6 months ago um I wrote a deep dive on Eddie schaner and we actually were able to bring him on and ask him some more questions about what I got right what I got wrong um and how he kind of thinks about his wo... Read More

Key Insights

• Eddie Shleyner started Very Good Copy by writing micro-lessons to improve his own copywriting skills.
• His newsletter growth accelerated after he began marketing it in earnest in 2018, with help from colleagues at G2.com.
• Eddie used guest posts on platforms like HubSpot to gain visibility and attract subscribers.
• He emphasizes the importance of building a 'well' of ideas, storing them in tools like Notion for future content inspiration.
• Growth loops, such as linking LinkedIn posts to his newsletter and vice versa, helped expand his audience.
• Testimonials played a crucial role in establishing credibility and attracting new subscribers.
• Eddie takes sabbaticals to focus on major projects, allowing him to balance content creation with business growth.
• Repurposing content is a key strategy, allowing him to maintain presence without constant new creation.

Questions & Answers

Q: How did Eddie Shleyner start Very Good Copy?

Eddie Shleyner began Very Good Copy by writing micro-lessons on copywriting and creativity as a way to teach himself the craft. Initially, he saved these lessons in a Google Doc, which later evolved into a newsletter after colleagues encouraged him to publish his insights online.

Q: What role did guest posting play in Eddie's growth strategy?

Guest posting on platforms like HubSpot was crucial for Eddie's growth. It allowed him to reach a broader audience and attract subscribers to his newsletter. His posts generated interest, leading people to seek out more of his content and subscribe to his newsletter.

Q: How does Eddie use growth loops to expand his audience?

Eddie uses growth loops by linking his newsletter content to LinkedIn posts and vice versa. This strategy amplifies his reach, driving traffic between platforms and encouraging more people to subscribe to his newsletter. It creates a self-reinforcing cycle of audience growth.

Q: Why are testimonials important for Eddie's newsletter?

Testimonials provide instant credibility and social proof, which are critical for converting website visitors into subscribers. Eddie actively sought testimonials from subscribers and industry figures, using them to build trust and demonstrate the value of his newsletter.

Q: What is Eddie's approach to content creation during sabbaticals?

During sabbaticals, Eddie focuses on major projects like writing books or creating courses. He steps back from regular content creation and marketing to concentrate on these initiatives, ensuring they are of high quality and aligned with his long-term business goals.

Q: How does Eddie manage content repurposing?

Eddie frequently repurposes content, sharing valuable past work with new audiences. This approach reduces the pressure to constantly create new material and allows him to maintain a consistent presence without burning out. He views it as a marketing strategy rather than constant creation.

Q: What are the key revenue streams for Eddie's business?

Eddie's revenue streams include product sales (courses and books), newsletter sponsorships, and client work (copywriting and consulting). He aims to increase the proportion of revenue from products and sponsorships while maintaining some client work for fresh insights and experience.

Q: What lessons did Eddie learn from publishing his book?

Eddie learned that publishing a book is more challenging and time-consuming than expected. Editing past work for consistency and flow was arduous. He also realized the importance of aligning the book's branding with his existing business to ensure it resonates with both current and new audiences.

Summary & Key Takeaways

• Eddie Shleyner's journey from novice to expert copywriter began with creating micro-lessons for personal growth. By leveraging platforms like HubSpot and LinkedIn, he expanded his newsletter, Very Good Copy, to over 75,000 subscribers. His approach includes building a repository of ideas, using growth loops, and gathering testimonials to enhance credibility.

• Eddie's strategy includes taking sabbaticals to focus on significant projects like his book, which compiles his best work into a cohesive volume. This approach has allowed him to maintain quality while growing his business.

• Repurposing content and utilizing automation tools have been instrumental in sustaining his growth without succumbing to burnout. Eddie's insights demonstrate the importance of intentionality and strategic marketing in building a successful newsletter business.