Nikonomics - The Economics of Small Business 264 - Best of 2025! The Zero-Dollar Blueprint for Newsletter Domination with Derek Kolstad
Dec 26, 2025
In this discussion, Derek Kolstad, a newsletter mogul with over 600,000 subscribers, reveals the secrets behind his meteoric rise without any ad spend. He shares insights into his top-down 'Trojan horse' strategy for rapid growth and how to turn newsletters into automated revenue engines. Derek also discusses effective monetization techniques, like adding sponsors early, and the importance of finding your audience's 'watering holes'. His frameworks on customer engagement and retention could revolutionize your approach to small business growth.
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Use A Trojan Horse Distribution
- Nail a distribution system and use a top-down "Trojan horse" strategy to scale fast.
- Focus on distribution first, not brute-force bottom-up tactics.
Organic Flywheel Outperforms Paid Early
- Derek grew 600k+ subscribers organically across several newsletters without paid ads.
- Momentum and a consistent flywheel mattered more than one-off guerrilla marketing.
Four Clear Newsletter Monetization Paths
- Monetize via sponsors, affiliates, digital products, or using the newsletter as distribution for your own business.
- You can also sell services or the newsletter itself as an exit.