The Million Dollar Newsletter Playbook by Scott Delong

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 It’s no secret that Google sent a huge F.U. to all publishers late last year. I started updating my content in order to appease the beast, but I also started pivoting to building my newsletter.  

Why? Because I refuse to constantly overhaul my site with every Google update, they keep moving the goalpost every time and frankly, I’m too old to be playing a perpetual game of ‘Simon Says’ with Google.

Well, serendipity is a funny thing. Pissed off at how Google is killing niche sites, I stumbled upon Scott Delong’s Twitter.

You might not know him by name, but the guy is nothing short of an internet legend. He’s known for creating Viral Nova that he sold for millions. But what I like most about him is that he made more money AFTER selling that site than he did before.

How? mostly through newsletter revenue or flipping them. My philosophy is, was and always will be…figure out who’s the best and learn from them. So after getting to know each other, I asked him if he would teach his newsletter formula (that made him $20 million) to the world.

He flat out refused. Why? Because the guy is pretty much anti-course. He said it himself “Most courses are regurgitation of stuff you can get for free”. I agreed.

So I told him to make it more of a playbook that revealed the actual steps of his methods instead of teaching theory. He liked that but then he threw me a curveball.

“Jon, why should I reveal how I build newsletters when I could instead build a newsletter empire and be more profitable?”

Touché. I couldn’t answer.

I didn’t push it. He was helping me out and my niche site’s newsletter was starting to take off like crazy. I hit $5,000 revenue in no time.   

But then something happened. Out of the blue, he shoots me an email about creating a course that would reveal everything.

What changed his mind? He’s just too old for this stuff. He’s a new dad and just doesn’t have the energy anymore to build newsletters.

Like I said, serendipity is a funny thing. Here’s what it’s all about…

Scott De Long
What you need to know about Scott DeLong:

Revenue from Newsletters

Successful newsletters

Employees
Newsflash:
Google’s Not Your Friend
 Scott never intended to be famous, but a clever journalist ousted him as the guy behind Viral Nova, one of the largest sites back in the day.

Viral Nova’s traffic soared from no traffic to 100 million monthly visitors per month in 8 months. But one day (tell me if that sounds familiar), Facebook decided to cut his reach in half.

That is the context behind his famous quote “Running a business on FB is like opening a McDonald’s on an active volcano.”

This is not too far from what Google did to publishers, only 14 years later. So whether you are relying on Google or organic Facebook for traffic, it’s all the same thing: It’s risky.

The volcano can explode at any moment, in other words, the algorithm can cut you from traffic at any moment.

Here’s 3 reasons why you want to pivot right away…

 Go to sleep rich,
wake up poor
 Building a website and just hoping Google would send you traffic is no longer a viable strategy. Why? Because they’ve been increasingly hostile to publishers that played by their rules
for years.

Thousands of bloggers & niche site owners went to sleep rich and woke up poor due to an algorithm update.  With email newsletters, you own your traffic.

 You need to change everything, every time
A lot of niche sites are pure spam and deserve to be blown to bits. But if you are a legitimate publisher, it will drive you nuts having to change your website from head to toe every time Google decides it is so. If you started this publishing journey in order to be free…

Google is still your boss unless you own your platform.

 It’s never ending
If there’s 3 things you can count in life, it’s death, taxes and google updates. The risk, the content updates you’ll have to do will NEVER end.

Scott’s been building newsletters the same way for 14 years. Google has released 7 major updates…last year alone. And it will never ever stop. You’ll always be anxious for your site…unless you own your platform.

Tired of playing “Simon says” with Google? Own your platform

As Joel points out above, the only asset you truly own is your platform. The newsletter you have. Why? Because it’s traffic YOU control as opposed to traffic Google controls. They can’t cut you off. Scott learned his lessons 14 years ago, and now he is…

INTRODUCING THE

Million Dollar Newsletter Formula™
Scott is in my opinion the GOAT (Greatest of all time) when it comes to building non-business newsletters. I don’t know of anyone else who has such a consistent track record. And his method consists of 4 basic quadrants. Here they are:

CAPTURE EMAILS
Get their emails by running ads, or use your own organic traffic. Emails are the best asset you can own online because there’s no algorithm arbitrarily limiting your reach

STUPID SIMPLE ADS
Run cheap, extremely simple ads on Facebook. You’ll be stunned how something so stupid simple can bring in so much like clockwork. In fact, Scott’s ads still beat agency ads years later. Start with as little as $10 a day.

MONETIZATION
Most users will never see your site again, but with their emails you can have them click over and over again. Make money with display ads on your site (Yes, you can use content that Google has snubbed) or add affiliate links, your own products, etc.

TAKE / REINVEST
When starting, just put back the amount you make to make use of the compounding effect. Once the money snowballs, eat the bulk and reinvest a small part.

BENEFIT OF THIS FORMULA

Never Worry About Traffic Ever Again
If you want THE biggest reason to use Scott’s formula…it’s that you will never, ever worry about traffic ever again. How come one can make such bold promises? Well imagine if you had a machine, and when you put in $1 you would get $3-4 back…how much money would you put in it?

Exactly. As much as you can. That machine is the Million Dollar Newsletter Formula™. Once things are set up, all you need is to keep cheap ads running and it keeps generating money. If Google said it would introduce the biggest update, you won’t care. Now that’s peace of mind.

BENEFIT OF THIS FORMULA

It’s One Of THE Most Algorithm-Proof Model
A newsletter is one of THE most algorithmic-proof models online. In fact Scott didn’t change his methods for the last 14 years. But wait. Didn’t Scott say not to build on top of an Active volcano like Facebook? Yep. And his formula uses Facebook? Yep. Isn’t that contradictory? Nopes.

Think of it this way: platforms like Facebook have two faces – the organic side, which is often hostile to publishers, and the paid ads side, which rolls out the red carpet.

Take Google, it’s tough on publishers organically, but flip the coin, and it’s a breeze for those who invest in ads. Same with Facebook – It killed organic reach (like it did for Scott’s site), but for those who invest in ads, it’s a goldmine that gets easier by the day.

You probably already have a taste of algorithms making your life harder. The nutty thing is that every algorithm update on the paid side has always been to make advertisers’ lifes EASIER.

Because if you’re not happy, you’ll stop spending. So it is in THEIR best interest to give you that sweet traffic.

You get squeezed out in the organic side, and elevated in the paid side

It only gets better. Say tomorrow Facebook evaporates. The way Scott’s formula is set up…you don’t need to scramble your whole operation OR start changing your site like you do with a Google update. Nopes. Just fire a new ad on a new platform and you are done.

Don’t let the word “ads” scare you either. Scott’s Stupid simple ads are, well… stupid simple and they work like magic. It’s the most basic ad you’ve ever seen…and it works frikkin wonders. In fact, I’ve 3xed my subscribers just from watching one of his videos.

BENEFIT OF THIS FORMULA

It’s Uses The 8TH Wonder Of The World
 

All financial gurus agree that one of the safest and easiest ways to build wealth is to simply leverage compound interest. Whatever small amount you have can snowball to a behemoth.

Compounding works for finances AND newsletters

Get this: Scott’s method is based on just that. Whatever you make from your newsletter, keep reinvesting and it will snowball every month until you have a powerful money-making system.

Even better: You can start investing in ads with little as $10 a day. And between me and you, it’s a much better ROI than a trip to Starbucks!

“Compound interest is the eighth wonder of the world. He who understands it, earns it … he who doesn’t … pays it”  – Albert Einstein

What if you have a lot more to invest in ads? Well, Scott’s Million Dollar Newsletter Formula™️ is a “You get what you put in” system. The more money you put in, and the longer your outlook, the more money you will make. It’s a thing of beauty.

And get this: We are ONLY talking about ad revenue here. Add more instantaneous forms of monetization like affiliate articles (that DON’T NEED to be SEOed!) to the mix, your own products, and you can hit much higher revenue numbers with very little subscriber numbers. As always, your mileage may vary.

BENEFIT OF NEWSLETTERS

It Makes content FUN and EASY again
Let’s face it. Creating content isn’t fun anymore. It used to be, until Google started forcing you to publish the way they wanted you to. With Scott’s formula, your content is whatever you want it to be. This is important because you no longer need to play by anyone’s rules!  This makes content FUN again since you can finally publish what you want, the way you want it, just like old times.

Just imagine…

No need to add FAQs, no need to waste time making SEO checks, or making sure your content is siloed correctly. Heck, you don’t even need to use page optimizers and can keep your words intact.

That makes content FUN again. And because there’s no Google being a helicopter parent, content is also EASY. There’s 3 main ways with Scott’s formula:

USE other people’s content: You can leverage other people’s content. In fact Scott made millions with just that. Details inside the playbook.

USE AI: Don’t want to write? Prompt it. But this time, there’s no Google watching you. So duplicate content or thin content isn’t an issue.

WRITE your heart out: Like to write? You can write as long or as short as you want. Heck, you can even curse like a sailor with no fear: Again, Google’s not watching and you don’t care.

Just imagine content being easy again. Don’t like to optimize your content? Then don’t. Hate having to add FAQs and all? Just don’t do it.

Content is FUN & EASY again because it’s YOUR newsletter, YOUR traffic, YOUR rules.

Do you REALLY get how great this is? You could copy-paste any competitor’s site, plaster your ads in there and still get ad revenue because Google’s not there to tell you anything.

Should you do this? No. That’s immoral and illegal. But it’s a good illustration to show you what’s possible when not being shackled by Google.

newsletters don’t get any easier than this