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Lessons on the Writing, Distribution and Newsletters.
Synthesized from the webinar between @lennysan and @david_perell
Lenny grew his newsletter to 28,000+ free subscribers and 1200+ paid subscribers generating a 6 figure income
Truly 1000 true fans.
- Time for a Thread -
Synthesized from the webinar between @lennysan and @david_perell
Lenny grew his newsletter to 28,000+ free subscribers and 1200+ paid subscribers generating a 6 figure income
Truly 1000 true fans.
- Time for a Thread -
1/ What is Lenny's Newsletter?
• A weekly advice column on product and growth.
• Inspired by column that @joulee writes for designers.
• Launched in June 2019 and switched to paid April 2020.
• Customers submit questions for Lenny to answer.
• A weekly advice column on product and growth.
• Inspired by column that @joulee writes for designers.
• Launched in June 2019 and switched to paid April 2020.
• Customers submit questions for Lenny to answer.
2/ How did it start?
Lenny left Airbnb after 7 years.
He began writing bullets about what made Airbnb work.
This turned into a Medium Post "What 7 Years at Airbnb Taught Me About Building a Business"
28k Claps, 269k View, $1754
Lenny left Airbnb after 7 years.
He began writing bullets about what made Airbnb work.
This turned into a Medium Post "What 7 Years at Airbnb Taught Me About Building a Business"
28k Claps, 269k View, $1754
3/ Medium to Substack
Lenny then began to write occasionally on Medium.
A friend then suggested a switch to Substack.
He transferred all his articles, building up content
At this point Lenny was still in a blogging mindset, not posting on a regular schedule.
Lenny then began to write occasionally on Medium.
A friend then suggested a switch to Substack.
He transferred all his articles, building up content
At this point Lenny was still in a blogging mindset, not posting on a regular schedule.
4/ Twitter Flywheel
At this point, Lenny would tweet snippets of his articles on Twitter.
They generated a lot of attention and helped build the ~500 initial subscribers
He then pulled the trigger and commit to a newsletter.
How did @lennysan grow from 500 to 28,000?
At this point, Lenny would tweet snippets of his articles on Twitter.
They generated a lot of attention and helped build the ~500 initial subscribers
He then pulled the trigger and commit to a newsletter.
How did @lennysan grow from 500 to 28,000?
5/ Avenues of Growth
Lenny's first breakthrough was when @andrewchen reached out to feature an article on his blog.
Lenny was also featured in First Round. Both of these guest posts overlapped with his target audience.
Alongside Twitter, this grew the audience to 3000+.
Lenny's first breakthrough was when @andrewchen reached out to feature an article on his blog.
Lenny was also featured in First Round. Both of these guest posts overlapped with his target audience.
Alongside Twitter, this grew the audience to 3000+.
6/ Hard Work Pays Off
@lennysan then embarked on a 100-hour, 8-edition long series addressing "How to Build a Marketplace."
This doubled his subscriber base.
Put in the time & effort.
Lenny knew the topic would resonate because it was the most common question he was asked.
@lennysan then embarked on a 100-hour, 8-edition long series addressing "How to Build a Marketplace."
This doubled his subscriber base.
Put in the time & effort.
Lenny knew the topic would resonate because it was the most common question he was asked.
7/ Word of Mouth over SEO
Lenny's Newsletter gains over 17x signups from word of mouth discussion on organic platforms (Facebook, Twitter, Linkedin) compared to search engine results from Google.
There is merit to SEO, but true value is what actually differentiates.
Lenny's Newsletter gains over 17x signups from word of mouth discussion on organic platforms (Facebook, Twitter, Linkedin) compared to search engine results from Google.
There is merit to SEO, but true value is what actually differentiates.
8/ The 5 Newsletter Archetypes
According to Lenny, there are five ways to deliver value as a newsletter
- Entertain ( @TheBrowser)
- Make you smarter (2PM via @web)
- Make money ( @APompliano)
- Inform you (The Dispatch)
- Make you feel part of something (HEATED)
According to Lenny, there are five ways to deliver value as a newsletter
- Entertain ( @TheBrowser)
- Make you smarter (2PM via @web)
- Make money ( @APompliano)
- Inform you (The Dispatch)
- Make you feel part of something (HEATED)
9/ Value
@lennysan writes to over 1200 paying subscribers. How does he ensure they are getting value for what they paid for?
1. Make sure its all action no fluff.
2. Only talks about what is an expert in, if not loop in other experts.
3. Add something new and original
@lennysan writes to over 1200 paying subscribers. How does he ensure they are getting value for what they paid for?
1. Make sure its all action no fluff.
2. Only talks about what is an expert in, if not loop in other experts.
3. Add something new and original
10/ Lenny's Writing Process
1. His subscribers submit questions
2. They are compiled in a Google Sheet
3. Lenny goes through them and sorts them into Coda
4. He begins to write his thoughts.
5. He makes a list of the people that he wants to talk to for research.
1. His subscribers submit questions
2. They are compiled in a Google Sheet
3. Lenny goes through them and sorts them into Coda
4. He begins to write his thoughts.
5. He makes a list of the people that he wants to talk to for research.
11/ Outreach
Often times when Lenny is writing a research focused article, he needs to talk with diff. companies.
He makes a wishlist of all the companies he wants to talk to.
Uses combo of cold and hot outreach to get conversation.
Use interviews to extract information.
Often times when Lenny is writing a research focused article, he needs to talk with diff. companies.
He makes a wishlist of all the companies he wants to talk to.
Uses combo of cold and hot outreach to get conversation.
Use interviews to extract information.
12/ Writing Tips
• http://Centered.app - Mindful to-do app
• Magic Mind - Drink to write with
• Schedule Deep Work Time - no meetings until 2 pm
• Look at your writing on different devices
Need to implement the 3rd and 4th ones myself!
• http://Centered.app - Mindful to-do app
• Magic Mind - Drink to write with
• Schedule Deep Work Time - no meetings until 2 pm
• Look at your writing on different devices
Need to implement the 3rd and 4th ones myself!
