The Steal Club - Why I killed my daily newsletter

Hey fellow thieves and welcome back to The Steal Club!

Today's heist plan:

• The “Jobs to be done” framework
• The true sign of an engaged audience
• A new type of visual tweet
• Why I killed my daily newsletter

Let's dive in!

The “Jobs to be done” framework

I’m becoming more mindful of creating content with intent, rather than just for the sake of creating.

Jeremy Enns replied to one of my tweets where I asked if creating content was useful or a distraction.

His reply clicked with me:

Jeremy Enns 🇨🇦 | Podcast Marketing Academy @iamjeremyenns @AlexLlullTW Personally, I find it helps me to think about each piece of content through a Jobs to Be Done lens. If I can't label a piece of content's specific tangible purpose, it's probably a distraction 🤷‍♂️ Alex Llull🕵️‍♂️ @AlexLlullTW Something I'm always thinking about: Is creating content helpful for the business or just a distraction? January 17th 2023 0 Retweets 5 Likes

The great thing about this framework is that it guides your content.

Having a specific purpose for each piece of content makes it easier to create them.

From now on, every piece of content I create needs to do one of the following (these are the jobs to be done):

• Entertain
• Educate
• Inspire
• Make it personal
• Promote

As Jeremy says, if you can label a piece of content tangible purpose, then it’s probably a distraction.

🕵️‍♂️ Stolen from Jeremy Enns​

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True sign of an engaged audience

A sign of an engaged audience is not bigger open rates, more likes, or more sales.

It’s that when you are away for months without publishing and you come back, this is the response you get:

Harry Dry @harrydry Marketing Examples is BACK! 😶‍🌫️ pic.twitter.com/jm8PBPmChW January 17th 2023 2 Retweets 279 Likes

Harry Dry writes Marketing Examples, the best marketing newsletter out there.

He has built such a high amount of good will with his audience (via top-notch, free content) that even if he disappears for months, his audience is still there for him.

We should all aim to make content THAT good.

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Visuals are more than pretty pictures

Adding visuals to your content doesn’t always mean making pretty illustrations.

You can also use them to teach, like Kyle here does:

Kyler Steele @kyler_steele how I edit a photo pic.twitter.com/H316HRpELe January 16th 2023 5202 Retweets 55.131 Likes

What I love about this format:

• It’s attention grabbing (visuals vs text, especially on Twitter or LinkedIn)
• It shows the before-after (”transformations” do super well as content)
• It has a “home made” vibe that works perfectly with social media (TikTok style)

How to replicate it:

No need to have crazy design skills; with a simple, free tool like Canva, you can do it.

Here’s an example 👇

Alex Llull🕵️‍♂️ @AlexLlullTW #4 Reduced the friction to reply The second half of the email focuses only on getting the audience's reply. You can do that by handling their objections ("takes only 30 secs") and giving them prompts to reply to. pic.twitter.com/0Ny4bkEFgN Alex Llull🕵️‍♂️ @AlexLlullTW #3 Made it easy to read The email is formatted in a way that makes it easy to read. It has bullet points and a ton of white space. Doesn't feel "heavy" on the eyes. pic.twitter.com/0UdjvTB1sx September 22nd 2022 0 Retweets 2 Likes

Simple arrows and colored squares. Anyone can do this.

Newsletter find: SuperFrameworks

Ayush shares marketing, product and growth frameworks for solopreneurs on his SuperFrameworks newsletter.​

I’m currently going through his Landing Page Essentials blog post while I work on revamping The Steal Club’s landing page. It's really good.

If you want to get proven strategies, tactics and resources to succeed as a creator-entrepreneur, check out SuperFrameworks.​

Why my daily newsletter failed

If you were around The Steal Club last week, you must have noticed my daily email experiment.

Instead of sending these “thefts” all in one email, I sent one per day.

It worked fine, I was getting good feedback, but it didn't work for me.

I write this newsletter for fun and to turn it into a core part of my business (slowly getting there).

But I’m not writing it to generate stress for myself.

Writing daily did that.

Is the content good enough?

Are they finding it useful?

How many people will unsubscribe?

So that's why I decided to kill it: it didn't fit the way I want to run my business.

I’m aware some people really enjoyed the daily emails, but for now, I’m switching back to a weekly cadence.

That doesn’t mean I won’t send an extra email here or there.

I actually think daily emails are a great content format. If I had to start over, this is what I would do:

• Have a very clear goal of why you want to go daily. I didn’t, it was an experiment, and this part of why it failed.
• Have a formulaic approach since the beginning. This helps speed up email writing.
• Set the daily expectation since the beginning. The Steal Club sends weekly, so the sudden change to daily caused many people to unsubscribe (which is completely understandable).
• Give people the option to switch to a weekly cadence. I did that and most people were really grateful I did.

All in all, it has been a great learning experience. If you don’t try, you’ll never know!

Now I’m back again focused on making The Steal Club the best it can be.

Have any questions about this? Hit reply and I’ll get back to you!

💰The Stash

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And that's a wrap!

What do you think of today's email?

• ​👍 Worth it​
• ​😐 Meh - was ok.​
• ​👎 Not interesting​

Thanks for staying after the daily email experiment.

See you next week!

Alex Llull Thief Master The Steal Club Share this newsletter | Say 👋 on Twitter | Sponsor this newsletter