Growth In Reverse (Newsletter Growth & Email Marketing) Turning a Niche Newsletter of 30k Subs Into a Full-Time Business
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Jul 30, 2025 Matt Johansen, the creative mind behind the Vulnerable U newsletter, shares his journey from cybersecurity expert to content creator, amassing nearly 30,000 subscribers in under two years. He discusses the power of storytelling in connecting with audiences and how he has skillfully turned social media engagement into newsletter subscriptions. Matt emphasizes the importance of strategic sponsorships for revenue growth and reveals his approach to balancing high-quality content with monetization. His insights are invaluable for anyone looking to thrive in a niche market.
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Paid to Hack Early Career
- Matt Johansen shared stories of being paid to ethically hack companies early in his cybersecurity career.
- He transitioned from offensive hacking to protecting companies and later focused on content creation in the field.
Leveraging Reputation for Growth
- Matt launched his newsletter leveraging a decade-long online presence and industry reputation.
- A friend's suggestion to treat the newsletter as a business inspired consistent weekly publishing without missing an issue.
Edit Content for Each Platform
- Tailor content specifically for each platform to optimize engagement.
- Short-form videos need quick attention-grabbing visuals and messages within the first three seconds.
