Turning a Niche Newsletter of 30k Subs Into a Full-Time Business

Matt Johannsen reflects on his extensive 18-year career in the cybersecurity field, where he transitioned from being a hired hacker to protecting companies from cyber threats. His passion for sharing insights on cybersecurity led him to create the 'Vulnerable You' newsletter, which has quickly grown to nearly 30,000 subscribers since its launch in 2023. His journey encompasses personal storytelling intertwined with professional expertise, allowing him to connect with a broad audience in his niche.

In discussing how he built 'Vulnerable You,' Matt credits his pre-existing social media presence on platforms like Twitter and LinkedIn. Initially, he approached announcing the newsletter informally and gained significant early traction from people who remembered him from his earlier content creation days. He used Twitter and LinkedIn to promote his newsletter and engaged with his existing audience, contributing to his initial subscriber growth.

Matt emphasizes the importance of short-form video in growing his audience, highlighting his proficiency in creating engaging content on platforms like TikTok and Instagram. He discusses the differences in engagement and growth metrics across different platforms, noting that while TikTok provides opportunities for virality, Twitter is more effective in converting views into newsletter subscribers. Furthermore, he reveals that his approach to creating videos has shifted to prioritize genuine connection with his audience, moving away from heavy edits.

The conversation sheds light on Matt's revenue strategies, including newsletter sponsorships and his content marketing agency. He shares insights on how to balance sponsorships while maintaining audience trust, the benefits of offering a premium subscription tier, and the challenges of cross-promoting between different platforms. Matt's subscription service for 'Vulnerable You' aims to create an additional revenue stream while providing value to his audience.

A central theme in the discussion was the value of consistency in content production. Matt recounts how regularity in publishing contributes to audience trust and engagement. He highlights the necessity of showing up for one's audience and adapting strategies to meet their needs. He reflects on how consistent effort—whether in newsletters, videos, or social media—has been a key factor in his growth.