You already know that second if you locate an excellent development tactic hidden in a Reddit thread or buried deep in a remark part? That is the sort of stuff I stay for.
I am Tom Orbach, a development marketer and a Forbes 30 Beneath 30 honoree who created a viral publish generator that attracted 2 million customers. Scrappy, under-the-radar ways have been the spine of Advertising Concepts, my weekly publication for startup entrepreneurs. No paid advertisements. No polished design workforce. No model halo to experience on. Only a willingness to check quick, double down on what labored, and ignore what did not.
On this publish, I am breaking down the unconventional, efficient ways that helped me develop from 0 to 40,000 subscribers in 1.5 years. Let’s dive in.
Why I Began Advertising Concepts
For many of my 12-year advertising and marketing profession, individuals have requested me for inventive development concepts, particularly the type that do not depend on paid advertisements or large budgets.
It turned a sample. Whether or not I used to be working with startups, consulting with purchasers, or simply chatting with associates within the trade, somebody would all the time say, “That is an important concept. Do you might have extra like that?”
Over time, that demand snowballed. I bought invited to talk at conferences, give visitor lectures at corporations and universities, and hop on calls with entrepreneurs on the lookout for scrappy ways that truly labored. It was clear there was an actual urge for food for sensible recommendation, the type that is onerous to seek out in weblog posts or playbooks.
That is what led me to launch Advertising Concepts, a weekly publication that delivers one actionable development tactic at a time. No idea. No filler. These are simply actual issues entrepreneurs can strive instantly.
After all, arising with helpful content material was solely a part of the job. I additionally had to determine how one can get it in entrance of individuals. This is what actually drove development.
What Actually Drove Progress
1. Promote a touchdown web page throughout talks, earlier than the publication even exists.
Earlier than I ever despatched a single electronic mail, I already had a subscriber listing.
I spoke at conferences, firm offsites, and universities. On the finish of each speak, I‘d plug a easy touchdown web page. I’d say one thing like, “I am launching a publication quickly to share extra concepts like these. You possibly can join now.”
That one-liner and that barebones touchdown web page bought me almost 1,000 early subscribers. And, not simply informal ones. These had been tremendous followers who had simply seen me converse, appreciated what they heard, and needed extra. Once I despatched my first difficulty, they had been already primed to share it.
That momentum made all of the distinction.
2. Visitor-write for different newsletters (particularly paid ones).
Some of the underrated development ways is to borrow another person’s viewers.
I reached out to publication creators, particularly these with paid subscriptions, and supplied to put in writing free visitor content material for them. They bought high-quality materials to monetize. I bought visibility and credibility.
It wasn’t only a listing development tactic. These visitor posts helped me show worth to new readers, construct belief rapidly, and sometimes opened the door to longer-term partnerships. Even when simply 1% of their viewers subscribed to Advertising Concepts, that compounding impact actually added up.
3. Cross-promote by actual relationships.
After these visitor posts, I stayed in contact with the authors.
To not squeeze extra promotion out of them, however as a result of I genuinely appreciated their work. Whenever you strategy creators as friends somewhat than as distribution channels, the relationships final. And, as a result of we really loved one another’s content material, we’d point out one another organically. That sort of endorsement hits approach more durable than a one-off shoutout.
It’s sluggish, but it surely’s sustainable and actual.
4. Supply free recommendation on LinkedIn.
This one all the time works. I’ll publish one thing like:
- “Drop your web site beneath, and I’ll offer you a customized development concept.”
Then, I reply to every particular person with an precise suggestion, often one thing I’ve already written about within the publication. On the finish of every reply, I embrace a hyperlink to subscribe.
These posts get huge attain, drive a whole bunch of recent subscribers, and sometimes spark conversations with founders, entrepreneurs, and creators I’d by no means have met in any other case. It’s probably the most effort-intensive ways I take advantage of, but in addition probably the most rewarding.
And it’s not a gimmick. It really works as a result of it seems like what it’s: actual assist, one particular person at a time.
5. Use infographics to spice up shareability.
I embrace infographics in my publication points, even after they’re arguably pointless.
Why? As a result of individuals love sharing them.
If somebody reposts considered one of my visuals on LinkedIn or X, it makes them look sensible. A shared infographic seems like thought management. A shared publication hyperlink? Much less so.
Even when the infographic doesn’t add a lot new information, it amplifies attain. I’ve seen the information: Points with visuals are shared extra often, linked extra typically, and finally result in extra subscribers.
6. Activate superfans on Reddit.
Reddit was a shock development channel.
Someday, I observed just a few individuals recommending Advertising Concepts in random Reddit threads. I checked the UTM tags and noticed that every of these feedback was driving dozens of recent subscribers.
So I tracked these customers down — actually simply looked for my area on Reddit — and reached out to thank them. I discovered they had been real followers. No hidden agenda. They only appreciated the publication and needed to unfold the phrase.
I requested in the event that they’d be open to a small month-to-month fee to maintain sharing when it made sense. They stated sure, and we arrange a easy settlement. They had been already doing it without cost; this simply gave them an additional cause to maintain going. And now, I’ve lively, trusted customers serving to promote the publication in a channel the place self-promotion is often a non-starter.
7. Repurpose unsolicited reward as social proof.
Each time somebody posts one thing good concerning the publication or leaves a considerate remark, I reserve it.
I hold a rising database of those and switch them into testimonial-style posts. I don’t ask for permission as a result of they’re public, and I all the time hyperlink again to the unique remark in case anybody desires to see it in context.
These screenshots carry out approach higher than any self-promotional publish ever might. They’re genuine, sudden, and exactly the sort of social proof individuals belief.
8. Promote different newsletters to spark reciprocity.
Generally, I’d attain out to a publication creator I admired and get no response.
As a substitute of giving up, I’d flip the script. I’d promote their publication anyway. I spotlight it in a LinkedIn publish, share it in Advertising Concepts, or simply advocate it in passing.
As soon as I had some outcomes (clicks, feedback, shares), I’d observe up with the unique creator and present them what I did. Almost each time, they’d reply and return the favor.
This tactic works since you’re not asking for something. You’re giving first, with proof. And if you do this, individuals are far more more likely to say sure.
Onerous-Realized Classes
Wanting again, there are two issues I’d change if I had been beginning once more.
1. Don’t watch for the right design.
I spent months tweaking my brand, header format, and colours earlier than launching. I already had content material prepared, however I held off as a result of the visuals didn’t really feel “adequate.” Large mistake.
No one cares about your branding the best way you do. They care about what you’re instructing them. If I might do it over, I’d launch earlier and refine the look later.
2. Cease writing such as you’re making an attempt to impress different entrepreneurs.
Within the early days, my points had been lengthy. Some had been 2,000+ phrases full of context and backstory. However readers didn’t need a mini-essay. They needed the tactic. The “right here’s what to do and how one can do it” half. As soon as I leaned into that, engagement shot up. Each week, I now give attention to delivering one factor: One thing helpful you’ll be able to strive immediately.
The Playbook is Nonetheless Being Written
I‘m nonetheless testing, nonetheless tweaking, nonetheless figuring it out. What labored a 12 months in the past won’t work tomorrow, and that’s a part of the enjoyable.
If there‘s one factor I’ve discovered, it‘s this: Progress doesn’t come from doing what everybody else is doing. It comes from making an attempt issues most individuals overlook as a result of they appear too small, too bizarre, or too unscalable.
The perfect development ways aren‘t hiding in costly programs or fancy advertising and marketing instruments. They’re in remark threads, DMs, and the areas the place trustworthy conversations occur. They’re genuinely useful earlier than you ask for something in return.
Need to stand out? Be helpful. Be human. Do the issues that do not scale. And, when you discover a tactic that works? Share it.
