OCTOBER 3, 2023

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Welcome to The Tilt, a twice-weekly newsletter for content entrepreneurs.

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Do These 19 Things and Quit

I went to a corporate business conference and told attendees everything they needed to know to quit their jobs and start a content business. Surprisingly (to me), the room was filled. (I thought since their companies paid for them to come, they might shy away from a presentation about how to leave their employer.)

Being a content entrepreneur can be a bright future. But then, you know that already. That’s why you subscribe to The Tilt. You’ve taken the leap (or the interest) in how to grow a creator business that you can do full time – something that many of you already have done.

But before you go all in for your new business and all out at the employer who provides regular income, follow this blueprint.

1. Don't quit your job until you start the process of quitting your job (see below). Our research shows the average entrepreneur needs almost 13 months before they go full time in the content business. And it takes at least another five months before they earn enough revenue to support themselves.

2. Nail your story. Being a generalist doesn't work. In fact, it’s impossible to be too niche. What's your expertise? What will you be known for? We call that your content tilt – an area of little to no competition that gives you a chance to break through with your information.

3. Know your people. Who is your audience? Be specific. What do you want them to achieve? What will you send to help them do that?

4. Focus on the amazing and forget the rest. Selecting a singular topic, platform, and format lets you ignore all the other options that can distract from your purpose.

5. Make the content plan: Find the story. Start your content product (and maybe a website). Build out your presence on LinkedIn – it’s a great tool for a professional audience.

6. Don’t build on your employer’s land. If you have proprietary processes and ideas that don't belong to the company, save them on a personal drive. Use a computer, software, etc., that you – not your employer – own.

7. Check your employment agreement and employee handbook. What can you do in your business while you still work a day job?

8. Write down your goals and review them often. What do you see this becoming? How will you measure success?

9. Talk to your family. When you start a business, everyone is involved (like it or not).

10. Put aside at least six months of expenses. Budget for your entrepreneurial life.

11. Plan for insurance. If you relied on your employer for health insurance, what will you do now? What about life insurance? What business-related insurance might you need?

12. Lower your existing expenses. Could you manage with only one car in the family? What about canceling a streaming service or two?

13. Find a good accountant and lawyer. I’ve saved millions because I didn’t make mistakes attempting to perform these professional services on my own.

14. Create a legal entity for the business, such as an LLC. You can do this before you quit.

15. Separate your personal and business accounting and finances. Get a business credit card.

16. Make three lists of people: Identify mentors – people who've done it successfully or not – and invite them for coffee. List contacts who can help refer business to you in the future and future clients who can help support your business financially in the future. Keep these lists fresh.

17. Generate entrepreneurial revenue before you leave your job. The quicker to revenue, the more likelihood for success.

18. Have a conversation with your boss. About a month or so before you want to leave, talk to your boss. Give them a heads up, using verbiage such as: "I love working here … but I'd like to start my own business in the future." Your current company could be your first revenue. I negotiated a consulting contract with my employer that was essential to survival in my early entrepreneurial days. WARNING: Be prepared for the potential that conversation could lead to your immediate departure.

19. Diversify your revenue streams. The most successful content creators who leave a full-time job have many ways to generate revenue. Our research points to the top five as consulting, books, online courses and workshops, affiliate marketing, and sponsorships.

– Joe Pulizzi

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Supported by Lulu

Your Future Book + The Tilt: In partnership with Lulu, The Tilt is launching a new imprint specifically designed for content entrepreneurs. The imprint will provide newsletter creators, podcasters, YouTubers, and other content entrepreneurs with a hands-on service to publish their print books, eBooks, and audiobooks. Sign up below to receive updates and be among the first group of creators considered to experience the future of publishing!

Entrepreneur: Edwin Dorsey

Biz: The Bear Cave

Tilt: Exposing corporate misconduct

Scene: Newsletter on Substack (64K), X (100.7K), Sunday’s Idea Brunch newsletter (9K), Dorsey College Stock Pick Competition​

Snack Bites:

• Edwin launched The Bear Cave newsletter to market his knowledge to prospective Wall Street employers.
• Less than a year later, he became a full-time entrepreneur, grossing six figures with his weekly summary of news in activist investing.
• In launching the newsletter, he sent direct messages to all 5K of his Twitter followers. He also emailed college investment clubs, thinking the students would talk about and share his newsletter.
• Edwin has increased his monthly subscriber rates from $34 in 2020 to $64 in 2023.

Why We Stan: Edwin follows the content entrepreneur model – finding mentors, limiting expenses, and building an audience before launching a paid product.

– Ann Gynn

​Read more of the story of Edwin Dorsey.​

Know a content creator who’s going full tilt? DM us. Or email tilt@thetilt.com.

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• Listen to the audio version of The Blueprint on How to Quit Your Marketing Job. (Content Inc.)
• A special Content Marketing World week episode where Joe and Robert break down their talks from the big event. (This Old Marketing)
• Let’s talk marketing this week in Tilt Your Business: A Mastermind for Creator Entrepreneurs at 12 p.m. US EDT Tuesday.
• CEX2024 Call for Speakers is now OPEN. We are looking for original talks that will help content creators build audiences, drive revenue, and refine processes. Submit today!​

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