the content system that bought me my time back (and 200% ROI)

Summary

people keep telling me newsletters are dead. they’re wrong. the newsletter isn’t the deliverable, it’s the source code. that’s the content multiplier framework.

here’s how it works. you write one newsletter a week. that’s the foundation. from that single piece, you spin out:

• a YouTube video (script is already written)
• a podcast episode (read the script)
• 5 to 10 tweets or LinkedIn posts (pull the punchy lines)
• multiple Instagram Reels and TikTok clips (record the moments you’d say out loud)
• newsletter promo content on every channel

one piece of writing per week generates 30+ pieces of distribution. the math gets stupid fast.

the rules:

1. you write the newsletter yourself. that’s where the voice lives. AI is fine for repurposing, not for sourcing.
2. own the email list. social media platforms can change the algorithm tomorrow and your audience evaporates. email doesn’t.
3. don’t stress about release timing across platforms. consistency matters more than synchronicity.
4. the newsletter is the asset, everything else is distribution.

I built a free course called “write your newsletter. grow your brand.” if you want the deep version. but the framework above is the whole game.

Transcript

why newsletters are not dead

I’ve been coaching people to do email marketing or email newsletters for years and one of the biggest pushbacks I get is, Jerred that’s old school man I should be doing TikTok, Instagram, YouTube, I should not be wasting my time writing this weekly newsletter. Now I’m going to set aside the fact, the financial side of it.

We’ve covered this in previous episodes where I talk about how for every dollar you invest in email marketing you can expect a $36 return, a 36x return, but I’m going to set that aside. We’re not talking about the financials. I’m going to tell you why you absolutely should be making a newsletter one of your keystone habits in your business. So today I’m going to be going over the content multiplier framework.

It is the framework I’ve implemented in my business and multiple different brands to help you amplify and multiply your content from one singular habit. If you do this it will save you a ton of time and you’ll also start to see some of that financial return that I talked about in the newsletter when you make it your main focus.

So let’s start with that objection that I get all the time about how you should be on Instagram, YouTube, doing all of these other things instead of an email weekly newsletter. Here’s the deal, when people say that to me I ask them one question.

Where do you think really good YouTube or Instagram content comes from? And the answer is a script. Most of the time, unless you’re amazing off the cuff, most of the time people are scripting what they’re saying. They’re scripting a good hook. They’re scripting really good content that has a method, a framework, a path, a plan, something that people can follow.

the content multiplier framework

They’re scripting all these things out. And you know what a script also looks an awful lot like? An email newsletter. 100% an email newsletter. So let’s go over the content multiplier framework. I’m going to pull it up on my screen. If you’re here for the video version, if you are listening only, don’t worry, I’ll still make sure that it makes sense. So here we are over here, the content multiplier framework, how to 30X your content with the content multiplier framework. And this is what I’ve been doing for years. So it all starts with one newsletter.

You’re going to sit down and it is the habit of writing, okay? You have one job each and every single week, and that is to come up with an amazing newsletter. How are you going to provide value to people? What frameworks can you give? What systems? What ideas? How can you improve somebody’s lives? How can you provide value? That’s the goal of this one newsletter.

But after you’ve written that, you’ve seriously done 90% of the work, okay? 90% of the work, if you can sit down and write a newsletter, it doesn’t have to be long. It could be 200, 300, 400, 500, maybe 1,000 words max. And you’ve done 90% of the work in the content creation game.

So after one newsletter, you can then take at least a week’s worth of two tweets per day. If you write an 800 word newsletter, let’s say, you can then take the ideas from that. And then you can have multiple things that you can put on X, tweets, Twitter, whatever you want to call it. You can have multiple of those just from your newsletter because you’ve already written that content. You can also have one YouTube video.

how one newsletter becomes 30 pieces

That’s exactly what I do here. I typically write my newsletter. Then after my newsletter, at some point it comes out as a video on YouTube or podcast later down the road. And that’s from what I’ve been scripting in my newsletters.

Once you have one YouTube video, you can then take the audio from that YouTube video. And now you have one, at least one podcast per week that you can publish. And then if you did the video version, then you can cut that up into multiple clips. And now you have three to five short clips. And once you have the clips, this is where you can go into a lot of different platforms because we have YouTube shorts.

Now we have Instagram reels, we have tech talks. And so if you can get three to five short little clips from your medium length video, now you’re on three different platforms. You’re on tech talk, you’re on YouTube shorts, and you’re on Instagram reels. And then you can also start to share all those things to your Instagram stories multiple times per week.

If you add all that up, you have done one thing. You have written a newsletter and you have over 30 pieces of content from this one newsletter. It’s that simple, okay? People like to push back that the newsletter might not be what you need to do. But if you’re going to sit down and write a script, why the hell would you not do a newsletter and build a community?

rules for the system

Now furthermore, if you have this one habit in place to create more content, I would also argue that it’s better to have people subscribe to an email newsletter than on any of these other platforms. These platforms will get you eyeballs and can get you more email subscribers, but ultimately you want to own the audience list, okay? You want to own the audience list. You don’t want Facebook to own it. You don’t want an algorithm to change.

You don’t want YouTube to own it. You don’t want anybody to own it other than you, and you do once you have an email list. So if you can start this one keystone habit of sitting down and writing awesome content, you’ve done 90% of the work. Now you just need to get in front of a camera and basically read the newsletter.

Go over it, go off the cuff, try, experiment, do different things, but ultimately if you can write that one newsletter, you have enough content for 30 pieces of content, and then you can spread that however you want. If you want to do one piece of content a day, you want to do a couple per week, it really does not matter. And here’s the deal. It doesn’t matter as much as it used to.

A lot of people are like, oh, my video comes out today. My newsletter comes out today. I need to have the shorts today. That’s not really how these things work anymore. You can publish things whenever you want. If your newsletter goes out today, the video can go out next week or in two weeks, or you can ultimately put these Twitter posts, whenever you want. You can start to scatter this all over the place.

owning the email list

And here’s another pro tip with the utilization of AI. So if I sit down and I write one newsletter, okay, from my brain, from my brain, I really highly encourage you to be creative and actually write it yourself, okay?

Write it yourself. Don’t have ChatTPT do this. Write your own newsletter. After you do that, you actually have written the idea. It is yours. Now let’s take it to ChatTPT or AI, and you can have it do most of this for you. You can say, hey, this was written for a newsletter format for my subscribers. Can you turn this into a good YouTube script with a good hook and close and all the other things?

Also, can you pull out 10 different tweets from this? So on and so forth. So this is where AI can augment a lot of who you are. So this one keystone habit ultimately will help you with all the content creation. Because going back to that original objection, yes, I agree with you to some point. Like you need to be on YouTube. You need to be on Instagram. You need to be doing a podcast.

These days, you kind of need to be everywhere, and it’s really helpful if you are.

where AI fits and where it doesn’t

But that doesn’t mean you shouldn’t skip. It doesn’t mean you should skip the newsletter. You should definitely be there. That’s where everything should start, and that’s where people should be able to come back for value. And that’s where you can link to all these other things, and it really starts to snowball over time. You see, it all starts with the newsletter, and you don’t rise to the occasion. You fall to the level of your system.

So if you can make this a system, a process in your business, it will be huge. You don’t need a massive audience. You just need an amazing newsletter and to sit down and actually be creative and put in the time and effort. And if you want to go all in and go deeper on creating a newsletter, how all those different things, I do have a free new course you can sign up. It’s an email series.

It is called Write Your Newsletter. Grow Your Brand. It’s that simple. Here’s how. I put a lot of time, effort, and energy into calling it what it is and naming that one, but ultimately, you can go sign up. Link in the description here on YouTube and also on all your favorite podcast platforms. Sign up for the newsletter, and you will be a part of this, and I would love to have you. But that’s it.

Go write your newsletter. Start now.