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Hi newsletter operators!
Sorry it’s been a while. As usual, just been crazy busy. The space has so much energy right now, it’s incredible.
Launched two more newsletters last week and getting subs for under $0.12 on both in very high value areas. So much potential right now to build a highly engaged local audience for cheap. And if you start making videos like Jacob Espinoza does on top of this, you’ll be a mini local celeb in no time.
FYI: Just found out about the Business of Local event in Salt Lake in October. Seems perfect for local newsletter operators. Just bought my ticket, would love to see some of you there. If you’re going, reply to this email and let me know.
Alright, on to the newsletter!
Let’s go!!
Cash Drop Strategy Explodes Local Media Growth
Matt came on to discuss his massive success with a simple 10sec video of $80 being taped to a post in Baltimore, and how it got him over 1.5million views.
Top Three Takeaways
Raw Cash Drop Video Wins Attention
His cash drop video attracted more buzz than over-produced content.
1.5M total views (1.3M on Facebook, 200k on TikTok)
Posted natively to each platform, no schedulers
Zero edits beyond trimming one second
53 min to find the money, follow-up video added 60k views
Facebook Still Prints Reach
The “dead” network became the growth engine.
TikTok spiked first, but Facebook surged from 500 to 50k views in 48hrs, then to 1.3M
Algorithm loves comments, 400+ on tape-rip complainers fueled momentum
+10k new Facebook followers; Instagram lagged at 5k views due to cross-posting mistake
Directory Drives Evergreen Sign-ups
Diehl’s SEO-powered restaurant directory keeps the flywheel spinning.
2,300 listings scraped via Outscraper; build time around 1hr
1,300 organic visits/month → 1 to 2 daily opt-ins
Claimed listings earn a “verified” badge and future ad slots
Banner ad dashboard lets sponsors track impressions & clicks
Action Steps for Operators
Film a no-frills cash drop this week, keep it under 15 seconds and post individually to each app.
Drop a templated “Subscribe for the location” comment the moment you post; reply to every thread with the link.
Spin up a simple directory (Outscraper → Replit) for SEO juice and backlink outreach.
Bundle cash drops + directory banners as a sponsor package to double monetization paths.
Caught up with Jas after our convo last month. He shares some really great ideas around marketing his new Xmas lights biz and how his VA is doing outbound to get in front of more advertisers.
Top Three Takeaways
Cash Drops Grow Fast, But Can Dilute Your Brand
Giveaways spike followers, yet often attract the least engaged people. Use them as a seasoning, not the meal.
Introduce only after a few thousand followers and real trust
Favor “kindness” content and local business spotlights over pure cash stunts
Consider scavenger hunts and IRL moments that fit a family-friendly brand
“Give value first, then ask” beats numbers for numbers’ sake
Turn Giveaways Into Qualified Leads
Jas used a free-install giveaway to seed a Christmas-lights service and built a pipeline before peak season.
300 entries captured phone, email, and address; interest scored 1–5
240 scored 3+; filtered to homes >$500k, offered $150 off
30–40 calls led to 7 design consults and a first close at $2,500
Target: $100k in 10 weeks, ~80 homes; category retention ~85% ⇒ strong LTV
Outbound, Content, and Pricing That Convert
Keep a simple stack, consistent cadence, and control the sales motion.
40–50 outbound touches daily → ~10 new leads each week
Carousel-first IG is easier to outsource and share; save Reels for big campaigns
Push ad prospects to a call; if forced, send media kit plus detailed email and offer exclusivity at $12k/year
Managing ads/sales: Notion for pipeline, QuickBooks for payments
Action Steps for Operators
Draft a three-email welcome sequence that delivers a guide, an events roundup, then a soft share ask.
Run a lead-gen giveaway that collects contact info and an interest score; follow with a small discount.
Block 45 minutes daily for 40–50 outbound messages; track replies and next steps in Notion.
Standardize invoicing in QuickBooks and bundle exclusivity into annual packages.
What 10 Years in Local Media Taught Us About Scaling
6AM City’s founders reveal the bumps, pivots, and wins that turned one Greenville newsletter into a 400-city, 2 M-reader empire—and why their next phase will be slower, leaner, and data-obsessed.
Read it HERE.
How a Spain-Born Founder Built Mexico’s Go-To Biz Newsletter
From Texas, Fernando Caralt runs Espresso Matutino for 140 k readers, on pace for around $200k this year. He breaks down cross-border audience hacks, low-cost ops, and his sponsor mix.
Read it HERE.
6AM City’s Playbook for Scaling Local Newsletters
Check out this Youtube interview with Ryan Heafy, Co-founder & COO of 6AM City, where he breaks down the systems, data engine, and culture that let their team send high-volume daily emails without hurting deliverability, keep local readers hooked, and align ops, tech, and editorial in real time.
Watch it HERE.
Looking for more from me? Here are the ways I can help:
🎙️ The Podcast - Deep-dive conversations with successful newsletter operators sharing their playbooks and lessons learned | Link
📧 This Newsletter - Quick, actionable tips delivered straight to your inbox every week | Link
🧠 1:1 Consulting - Personalized guidance tailored to your specific newsletter challenges Link
🚀 Launch Accelerator - A structured program to help you go from idea to profitable newsletter in record time | Link
🔗Sign Up for Beehiiv - Use my link, because you’re a thoughtful person who wants to help others succeed. And it’ll save you 20%, so just be selfish and do it | Link
Discover all these resources and more at localnewsletterinsider.com
That’s all I got for this issue. If there’s anything you want me to cover or talk about for the next edition, reply to this and let me know!
And reply and let me know if you want to be a guest on the show. Just tell me what you’re up to, and assuming you’re a good fit, I’ll have you on (if you’re reading this, you’re most likely a good fit).
How'd I do?
Thanks for reading Local Newsletter Insider! Please reply and let me know what you think, or anything you think I could do better. Love to get some actionable feedback.
