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A new chapter for this Sunday newsletter ➑️
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BLOOP.

Surprise, !

New nose, new lips, new cheeks, new vibe. 💄

Welcome to The Slide Grease, a new iteration of this Sunday newsletter.

After sending an email note every Sunday for the last three years, it was time to refresh and kick things up a notch.

Just like the Sunday edition of a newspaper, every Sunday you can expect this heightened newsletter about online business to appear in your inbox.

Scroll down for this week's edition, as we discuss:

  • The story behind this pivot

  • Tips and takeaways specific to your online business efforts

  • Opportunities to unlock new, secret freebies and exclusive content

And more.

We don't have enough damn good weekly newsletters in online business these days. Let's change that.

Hope you'll join me on this new adventure.

Nick

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Why "slide grease"?
Your marketing is like a musical instrument, :

It's a craft to learn, practice, and master.

As some of you know, many (many) years ago I studied classical French horn.

I aspired to play with a professional orchestra and perform in a fancy concert hall for a living.


In music school, your curriculum is practicing scales, learning new recital music, and mastering your instrument.

The same is true in online business.

Your marketing is a musical instrument, and it will improve over time when you practice it deliberately.

(It also improves faster when you get outside perspectives or lessons.)


All these different marketing platforms are like different instruments – Twitter, LinkedIn, Medium, TikTok, guest posts, podcast interviews, and so on –

They are all instruments. They all have their own unique nuances and challenges to overcome:


  • Instagram is the saxophone. Easy to play, but has a million buttons to press.

  • Search Engine Optimization (SEO) is the piano. Capable of incredible things, but you have to work at it for years and years.

You get the idea.

No matter what marketing platform or tool you use to get yourself out there on the internet…

You’ll need to spend time becoming fluent at that particular instrument’s quirks for any of this to work.

For the French horn, you have to grease the valves and oil the rotors regularly for things to keep working well.

So that's where this newsletter is going:

Crisp, actionable content to help lubricate your online business each week.

Question for you:

Do you know what instrument you're playing?

Name it.

Then pursue getting better at that instrument – with passion and joy. β˜€οΈ


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The "Rotor Oil" section will require two subscriber referrals to unlock beginning May 22nd.
"Rotor Oil" lubes up the keys of a French Horn and makes them more responsive.

Do the same for your brain and biz each week with these links and tips from around the internet.

  • Link in bio is an interesting Substack newsletter that focuses mainly on interviewing social media managers at big brands.

  • From Instagram to YouTube to TikTok, I've got you covered over at NextAdvisor. (NextAdvisor in partnership with TIME)



  • Still one of the best guides on the internet about SEO for beginners. (Moz)

  • This is the website I recommend to clients when they have writer's block and are willing to do something drastic to break loose. 😈

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The "Behind the Business" section will require 10 subscriber referrals to unlock beginning May 22nd.
To balance my new editor role at NextAdvisor/TIME with delivering and growing Camp Wordsmithβ„’, I’ve had to rearrange a few things.

Here have been my two priorities – along with what got deprioritized as a result – and what I’m doing about it.

Pivot No. 1: Newsletter referral program

Several of you began name-dropping my newsletter on social as one that they read. Omigosh – thank you! 🙏🏼

It was happening often enough to where I began taking notice.

So, I’ve quietly been at work setting up a referral rewards program.

It’s ready to kick off this week.

I already made you a referral link – no opt-in or registration is required.

As people subscribe and scoop up my freebies on your referral link, you’ll unlock free ebooks, swipe files, and secret newsletter sections (Like this one).

I promise to empower you with freebies and lead magnets your network will actually want to download and use.

Can’t wait to get this party started with on Wednesday.

There will be a 10-day contest period with prizes to kick us off. Good prizes!

I take referral very seriously

And I get it: It's an extension of your brand and reputation to refer someone or something on a referral link.

You're a professional.

My commitment is to make it compelling and worth it – and make you look savvy as hell to your readers.

Pivot No. 2: Airtight custom email sequences

I've never been a big ads person. I believe you don't need paid media to grow an online business.

You need earned media and owned media first. Make your organic marketing strong and proven first – then amplify.

I still believe this. And... I am reconsidering my position about using ads. Time is at a premium right now.

What that means for me is ensuring my middle-of-funnel strategy – what happens *after* someone becomes an email subscriber – is razor-sharp.

Example: Deeper nurture sequence

My new nurture sequence is done. It’s... 32 emails.

However, future subscribers will receive fewer than a third of them.

Huh?

This new nurture sequence is more interactive.

It asks questions.

It has four branches.

It takes up to 6 weeks to complete, depending on what subscribers are telling me and what they’re doing (or not doing).

Half the battle in this online biz game really is getting the right message to people in your audience at the right time.

Why do all this work to win over an email subscriber – a LEAD! – and then drop the ball right before the finish line, ?

Let's make your life easier.

Get specific.

Remember: Once this is set... you’re all done.

What that looks like on my end is no more talking about $10k offers to readers just getting started or bringing up $100 offers to established, time-strapped owners.

If you’re someone whose product suite also has different price points...

It might be time to dial in the segmentation and *really* leverage email like the powerhouse it is.

As a result…

I’ve posted nothing or next to nothing on both social and Medium for about eight weeks.

And... it's been totally fine! Traffic is down across the board, but nothing catastrophic.

The consistency break feels scary.

We’re often taught in online business that consistency is everything.

But... there’s something even more important than consistency: relevance.

Build systems that ensure relevance first and you’ll have the right people already in your corner when it comes time to pitch.

📈

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Thanks for reading, .

Remember: You can do this!

Stay tuned for a special edition of The Slide Grease this Wednesday.

👋🏼

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As seen in:
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Hefty Media Group, 7080 Hollywood Boulevard, Ste 1100, Los Angeles, California 90028, United States

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