Podcast Summary: Growth In Reverse – Episode: How To Revive a Stalled Newsletter with Ben Collins

Release Date: February 12, 2025

In this insightful episode of the Growth In Reverse podcast, hosts Chenell Basilio and Dylan Redekop engage in a comprehensive discussion with Ben Collins, a seasoned newsletter creator who has successfully grown his Google Sheets-focused newsletter to over 55,000 subscribers. Despite his achievements, Ben finds his growth stagnating and seeks expert advice to reignite his newsletter’s momentum. This episode delves into various strategies and actionable insights aimed at overcoming growth plateaus in newsletter businesses.

1. Introduction to Ben Collins and His Newsletter

[00:00] Chanel: Ben Collins has spent nearly a decade building a thriving newsletter centered around Google Sheets, amassing over 55,000 subscribers. However, in 2024, his growth metrics began to flatten, leading him to seek strategies to rejuvenate his audience.

[00:21] Ben Collins: "Metrics across 2024 were sort of flat or down a little bit, and years prior, they've been growing, growing, growing."

2. Transitioning Business Models

Ben elaborates on his shift from a course-based revenue model to launching a membership program in September 2024 to create a more sustainable income stream.

[03:13] Ben Collins: "I've done these launches now since 2018. It's like a six-year or something of this very spiky, boom to bust type model."

[03:34] Ben Collins: "With the AI tools now, especially in the field I am, it's more effective to do some live style teaching and workshops."

3. Leveraging Custom GPT Bots as Lead Magnets

Dylan introduces the idea of using custom GPT bots to attract new subscribers, inspired by Caitlin Burgoyne’s successful implementation.

[07:00] Dylan: "One interesting example was Caitlin Burgoyne using the Ouchie Bot Pain Finder as a lead magnet tied to her course."

Ben shows enthusiasm for this approach and discusses his initial experiments with custom GPTs.

[09:04] Ben Collins: "I built one internally for myself that say a custom GPT. But I didn't go very far with it."

4. Enhancing YouTube Presence

The conversation shifts to optimizing YouTube strategies. Ben acknowledges the potential of YouTube but highlights the challenges he faced in maintaining a consistent content schedule.

[13:05] Dylan: "There's opportunity to teach people how to use AI to solve your Google Sheets issues."

[14:57] Ben Collins: "I think YouTube is just like a gigantic opportunity still now... I think that if you lean into your specific niche and your unique selling point, there's still opportunity there."

5. Maximizing LinkedIn for Growth

Chenell emphasizes the effectiveness of LinkedIn for promoting technical content, suggesting strategies like carousel posts and regular updates about membership benefits.

[16:15] Ben Collins: "My VA turns the weekly newsletter into LinkedIn posts, but I need to better connect that top of funnel into my actual funnel."

[21:09] Chanel: "You could do a 30-second video about one cool feature, which could attract more eyeballs."

6. Collaboration with Other Creators

Dylan proposes collaborating with creators like Andrew Campfi to tap into complementary audiences, enhancing mutual growth without significant additional effort.

[24:17] Dylan: "Collaborating with other creators allows you to benefit from each other's audiences without doing all the work alone."

Ben shares his positive experiences with collaborations, including organizing a spreadsheet competition with a firm that builds tools for Google Sheets.

[25:13] Ben Collins: "The whole thing was a good, fun experience."

7. Hosting Events and Workshops

The hosts discuss the potential of hosting more focused live events or workshops, noting Ben’s past success with "Sheets Con." However, Ben expresses reservations about organizing large-scale events again, citing personality preferences and logistical challenges.

[26:10] Dylan: "Partner with another collaborator and do it together."

[27:24] Chanel: "Organizing a conference could be a huge opportunity for quick growth."

[28:50] Ben Collins: "I can't see myself organizing a conference again... it's not a match for my personality."

8. Utilizing Reddit for Engagement

Dylan introduces Reddit as an underutilized platform for engaging with power users in niche communities. He suggests authentic participation and linking to Ben’s articles when relevant.

[30:00] Dylan: "Answering questions genuinely in Reddit forums can drive traffic without overt self-promotion."

[31:18] Ben Collins: "Reddit is a bit under the radar, but it's there and there's a subreddit for everything, including Google Sheets."

9. Implementing Referral Programs

Chenell and Dylan explore the benefits of referral programs, using examples like the "Dink" pickleball newsletter. They discuss creating hyper-relevant incentives tied to Ben’s niche.

[32:20] Chanel: "A referral program with rewards like a Google Sheets mug or SaaS tool discounts could be highly effective."

[33:14] Ben Collins: "Morning Brew and HubSpot have done a very good job with referrals."

10. Moving Subscribers Down the Funnel to Membership

Ben identifies the need to enhance operational strategies to convert top-of-funnel leads into paying members. Strategies discussed include:

• Regular Promotion: Consistently mentioning membership in newsletters and social media.
• Office Hours: Introducing dedicated Q&A sessions or office hours to add value.
• Enhanced Communication: Better conveying the benefits and activities within the membership program.

[35:29] Ben Collins: "I need to improve operations to move people from top of funnel down into the membership."

[40:36] Chanel: "Adding a block in newsletters to highlight upcoming events can drive membership signups."

11. Personal Reflections and Future Steps

Ben reflects on the complexities of modern content creation, acknowledging the abundance of tools and platforms while emphasizing the importance of focused, high-quality content.

[44:40] Ben Collins: "It's harder to stand out now... focus is key."

Ben concludes by summarizing the strategies discussed and expressing his intent to implement the most suitable ideas.

[43:32] Ben Collins: "ChatGPT bot, YouTube, LinkedIn, one-on-one collaborations are great ideas. Referral programs, I'm unsure about."

Key Takeaways:

• Innovative Lead Magnets: Utilizing custom GPT bots tailored to your niche can effectively attract new subscribers.
• YouTube Opportunities: Despite challenges, leveraging YouTube by focusing on niche-specific content and streamlining production can yield significant benefits.
• LinkedIn as a Power Platform: Regular, value-driven content on LinkedIn, such as carousel posts and short videos, can enhance visibility and drive engagement.
• Collaborative Growth: Partnering with complementary creators facilitates audience expansion and shared growth without excessive individual effort.
• Engaging Communities: Actively participating in niche forums like Reddit can drive targeted traffic and increase newsletter subscriptions.
• Referral Programs: Implementing referral incentives aligned with your niche can amplify subscriber growth organically.
• Funnel Optimization: Enhancing operational strategies to move subscribers from awareness to membership is crucial for sustainable growth.

Notable Quotes:

• Ben Collins [00:21]: "Metrics across 2024 were sort of flat or down a little bit, and years prior, they've been growing, growing, growing."
• Dylan [07:00]: "One interesting example was Caitlin Burgoyne using the Ouchie Bot Pain Finder as a lead magnet tied to her course."
• Ben Collins [09:04]: "I built one internally for myself that say a custom GPT. But I didn't go very far with it."
• Chanel [16:15]: "You could do a 30-second video about one cool feature, which could attract more eyeballs."
• Ben Collins [35:29]: "I need to improve operations to move people from top of funnel down into the membership."
• Chanel [32:20]: "A referral program with rewards like a Google Sheets mug or SaaS tool discounts could be highly effective."

Conclusion

This episode of Growth In Reverse offers a wealth of strategies for newsletter creators grappling with stagnant growth. By exploring innovative lead magnets, optimizing content across platforms like YouTube and LinkedIn, fostering collaborations, and implementing effective referral programs, Ben Collins is poised to overcome his growth challenges. The hosts provide practical advice and creative ideas, making this episode a valuable resource for any newsletter creator aiming to scale their subscriber base and build a sustainable business.

For more insights and strategies, subscribe to the Growth In Reverse podcast and join Ben Collins' newsletter at benlcollins.com.