The Steal Club - 🕵️‍♂️ Your content needs an enemy

Welcome back thieves,

Personal update: I'm getting married in 2 days 😱

For now it's just the legal part of it, we are having the big celebration next year, but still, I'm pretty nervous!

That also means I'll be away from November 1st till November 16, but don't worry, The Steal Club keeps going.

I've asked a few friends if they can fill in for me and they said yes, so you'll have a few guest emails coming your way, from real pros.

Also, no sponsor this week.

If you want to sponsor an upcoming issue, head over here for details.​

Let's jump in!

#1 - How to book repeated sponsors

Most creators treat brand sponsorships as a one-off thing.

You pay me, I place your ad, and we call it a day.

That's a mistake.

The ad placement is only the beginning. Example:

Olly from Senja.io said that from 20 sponsorships booked for his SaaS, only 2 reported on results, 1 asked for a testimonial, and 0 asked if they wanted to book again.

Those are missed opportunities.

If the ad goes well, it's your chance to:

• Try to get them to rebook
• Or get a testimonial for future advertisers

Now that I'm seeing things from the brand side with Tweet Hunter, I can assure you that finding trustworthy creators is really HARD.

Brands prefer to repeat rather than have to chase new creators.

But how can you get more sponsors to rebook again? Check Olly's tips below.

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#2 - George Ten's positioning recipe (and why you need an enemy)

Geroge Ten (aka @GrammarHippy) is one heck of a copywriter, so whenever he talks, I listen.

This is his positioning recipe:

George Ten @GrammarHippy How to find your positioning 101: • Look at what’s happening in your market • Find what you disagree with • Attack those concepts • Come up with concepts you believe in. It’s a simple process. … That’s also the best way to build a personal brand that people LOVE. 1:44 PM • Oct 24, 2023 24 Retweets 239 Likes Read 39 replies

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Justin Welsh says the same thing about positioning, but he calls it "find your enemy".

An "enemy" is a concept with which you strongly disagree and that you purposefully position against.

The result is a strong Point of View about what you support. Which means it’s easier for people to “rally” behind you.

For example, to Justin, one of his enemies is regular 9-5 jobs because he encourages people to become solopreneurs.

The result is content that really resonates with his audience, who are people who try to escape the 9-5 👇

Justin Welsh @thejustinwelsh I wanted to work for a company that cared deeply about me, so I employed myself. 2:10 PM • Dec 17, 2022 446 Retweets 3425 Likes Read 197 replies

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Someone else who excels at this is Erica Schneider.

She has taken after the "hustle bros" and defends you can actually build a personal brand without the bullsh*t.

This again results in content that works really well 👇

Erica Schneider @ericasmyname You didn’t make $5000 in 2 days. You made $0 for 2 months then launched something and made $5k. So you made $2500 in 2 months. Chill. 11:17 PM • Oct 4, 2023 26 Retweets 746 Likes Read 95 replies

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#3 - A better way to measure your newsletter's engagement

Open rates are (almost) dead as a way to measure your newsletter engagement. With Apple's privacy protection updates, it's a metric that it's not reliable anymore.

For context: Apple marks every email as open, even if that's not the case, making open rates not that exact anymore.

So, how do you measure your newsletter engagement?

With link clicks.

Link clicks are the true determinator of your newsletter health.

But how do you actually test it?

This section includes steal-worthy gems from all around the internet.

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→ Audience building

🕵️‍♂️ Find out the best times to post on LinkedIn, from someone who analyzed 130,000 posts (link)

→ Monetization

🕵️‍♂️ 4 copy sentences that have driven over $10M in direct sales (link)

🕵️‍♂️ Shaan Puri gives 10 AI startup ideas in 30 mins (link)

→ Content Creation

👉 How to write stories your audience will love (link)

🕵️‍♂️ Compilation videos that last over 2h are killing it on YouTube. This post explains why (link)

→ Newsletter Recommendation (steal this)

👉 AI Tool Report will teach you how to save time and earn more with AI. Join 220,000+ free daily readers for trending tools, productivity-boosting prompts, the latest news, and more (link)

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*Links that start with the 👉 emoji are ads or affiliate links. Book your slot here.​

The sneaky content creation tactic every top creator uses (but nobody talks about) 👇

And that’s it for this week! What do you think of today’s email?

​👍 Great​
​🙂 It was okay​
​❌ Do better​

See you with new thefts next week!

Alex Llull, Chief Thief

​The Steal Club​

PS: Looking for more help on growing and monetizing your audience? Here are a few ways I can help right now 👇