Growth In Reverse Podcast: Detailed Summary of Episode #003 – "From Taking Notes to $1M in Revenue with Eddie Shleyner of Very Good Copy"

Release Date: December 18, 2024

Introduction

In episode #003 of the Growth In Reverse podcast, hosts Chenell Basilio and Dylan Redekop sit down with Eddie Shleyner, the mastermind behind the highly successful newsletter and blog, Very Good Copy. This episode delves deep into Eddie's journey from meticulously taking notes to building a business that generates over $1 million in revenue. The conversation offers invaluable insights into effective newsletter growth strategies, managing burnout, and diversifying revenue streams.

Meeting the Deep Dive: Chenell's Initial Research

Chenell shares her unique experience of interviewing someone she had previously conducted an in-depth analysis on. She recounts:

"About six months ago, I wrote a deep dive on Eddie Schleiner, and we actually were able to bring him on and ask him some more questions about what I got right, what I got wrong, and how he kind of thinks about his work and everything."
[00:00] Chenell Basilio

Chenell explains the challenges of conducting deep dives without prior interviews, highlighting how even the subjects sometimes forget the details shared in these analyses.

"Some of the things I shared, he was like, I totally forgot that I even did that."
[00:26] Chenell Basilio

Eddie's Journey: From Google Docs to a Massive Subscriber Base

Origins of Very Good Copy

Eddie narrates the inception of Very Good Copy:

"I got hired as a copywriter for a company, and I was not a copywriter, knew nothing about copywriting, so I basically had to teach myself on the fly. And that was like the inception of very good copy."
[02:16] Chenell Basilio

He began by saving lessons and insights into a Google Doc, which eventually caught the attention of a colleague who encouraged him to publish his writings online, leading to the birth of his newsletter.

Growth Timeline and Intentional Marketing

Eddie emphasizes the role of intentional marketing in his growth, particularly after joining G2.com in 2018, where supportive colleagues motivated him to market his newsletter earnestly.

"I started 10 years ago, but I really didn't start growing it until I joined a company called G2.com... they encouraged me to start marketing it in earnest in 2018."
[05:26] Eddie Shleyner

Effective Growth Strategies

1. Leveraging HubSpot for Initial Growth

Eddie shares his breakthrough moment with HubSpot:

"I wrote a post on HubSpot, and people couldn't figure out how to sign up for a newsletter... they emailed me asking how to subscribe."
[09:16] Eddie Shleyner

This led him to adopt Mailchimp, taking advantage of its free tier to manage his growing subscriber list.

2. Building an Idea Repository

Transitioning from Google Docs to Notion, Eddie discusses maintaining a centralized repository for ideas to ensure he never loses a creative spark.

"It's a notion now, but much easier. This helps me retain ideas and ensures that if I ever need inspiration, it's right there for me."
[15:06] Eddie Shleyner

3. Implementing Growth Loops with LinkedIn

Eddie utilized a growth loop strategy by cross-promoting his newsletter on LinkedIn, driving traffic back to his website and encouraging newsletter subscriptions.

"You were amplifying every post and exposing it to so many more people, driving those new folks back to my website."
[19:44] Eddie Shleyner

This cyclical approach significantly boosted his LinkedIn presence and subscriber count.

Harnessing Social Proof: Collecting Testimonials

Eddie underscores the power of testimonials in establishing credibility:

"In the very beginning, the focus was to collect testimonials. I offered backlinks in exchange for reviews, which worked exceptionally well."
[21:20] Eddie Shleyner

He methodically built a testimonial repository, both inbound and proactive outreach, enhancing his newsletter's credibility akin to Amazon's product reviews.

Diversifying Revenue Streams

Eddie outlines his multifaceted revenue model:

• Products (Courses and Book):
  "Products like the course and the book are probably 40% of my revenue."
  [41:16] Eddie Shleyner

• Sponsorships:
  "Sponsorships contribute around 30% of my revenue."
  [42:45] Eddie Shleyner

• Copywriting and Consulting:
  "Client work and consulting make up the remaining 30%."
  [42:45] Eddie Shleyner

Eddie expresses his intent to increasingly focus on productizing his expertise while maintaining client work to stay sharp in copywriting and marketing.

Managing Burnout: The Power of Sabbaticals

Eddie candidly discusses his strategy to prevent burnout by taking sabbaticals:

"I take a couple of months off every year to focus on projects without the constant pressure of marketing and content creation."
[24:58] Eddie Shleyner

He explains the necessity of these breaks to concentrate on substantial projects like courses and book writing, emphasizing the importance of balancing productivity with personal well-being.

The Challenge of Publishing a Book

Eddie shares his arduous journey of transforming his digital content into a cohesive book:

"Going back and editing everything to maintain a single voice was extremely challenging and time-consuming."
[48:06] Eddie Shleyner

Despite initial setbacks, including a tiresome process of coordination and content alignment, the book's launch proved fruitful, generating significant subscriber growth and reinforcing his brand.

"People are finding my newsletter via the book on Amazon, which was the intended effect."
[47:51] Eddie Shleyner

Future Plans: Embracing Automation and Continued Growth

Looking ahead, Eddie plans to integrate Kit for automating his marketing efforts, allowing him to maintain authenticity while scaling his operations.

"I'm moving towards more automated marketing while striving to keep the authentic feel that people appreciate."
[28:09] Eddie Shleyner

He aims to enhance his newsletter's quality continually, believing that maintaining high standards will naturally attract and retain subscribers.

Key Takeaways and Final Thoughts

Eddie emphasizes the significance of:

• Authenticity in Content:
  "Write something that moves you, compels you, and doesn't bore you as you read it back."
  [52:43] Eddie Shleyner

• Balancing Creation and Marketing:
  Differentiating between creating valuable content and marketing it effectively to avoid burnout.

• Leveraging Existing Content:
  Repurposing high-quality content to extend its reach without the constant pressure of generating new material.

Chenell and Dylan commend Eddie's approachable demeanor and strategic mindset, highlighting his balanced approach to growth and personal well-being.

"His whole vibe is just mellow, super approachable. I love that he takes months off at a time to focus on work and get away from algorithms."
[53:10] Dylan Redekop

Conclusion

This episode offers a comprehensive look into Eddie Shleyner's methodologies for scaling a newsletter into a profitable business. From strategic content creation and leveraging social proof to managing burnout through sabbaticals, Eddie's insights provide a blueprint for aspiring newsletter creators and digital entrepreneurs. His journey underscores the importance of authenticity, strategic marketing, and personal well-being in achieving sustained growth and success.

For those interested in learning more from Eddie, you can follow him on LinkedIn or Twitter, subscribe to his newsletter at Very Good Copy, or explore his book available on major platforms like Amazon and Barnes & Noble.

Note: Timestamps correspond to the podcast transcript provided.