You recognize that second while you hit upon a superb progress tactic hidden in a Reddit thread or buried deep in a remark part? That is the form of stuff I stay for.
I am Tom Orbach, a progress marketer and a Forbes 30 Underneath 30 honoree who created a viral post generator that attracted 2 million customers. Scrappy, under-the-radar techniques have been the spine of Advertising and marketing Concepts, my weekly e-newsletter for startup entrepreneurs. No paid adverts. No polished design group. No model halo to trip on. Only a willingness to check quick, double down on what labored, and ignore what did not.
On this submit, I am breaking down the unconventional, efficient techniques that helped me develop from 0 to 40,000 subscribers in 1.5 years. Let’s dive in.
Why I Began Advertising and marketing Concepts
For many of my 12-year advertising and marketing profession, individuals have requested me for inventive progress concepts, particularly the sort that do not depend on paid adverts or large budgets.
It turned a sample. Whether or not I used to be working with startups, consulting with shoppers, or simply chatting with associates within the trade, somebody would at all times say, “That is an incredible concept. Do you might have extra like that?”
Over time, that demand snowballed. I bought invited to talk at conferences, give visitor lectures at firms and universities, and hop on calls with entrepreneurs on the lookout for scrappy techniques that truly labored. It was clear there was an actual urge for food for sensible recommendation, the sort that is arduous to search out in weblog posts or playbooks.
That is what led me to launch Advertising and marketing Concepts, a weekly e-newsletter that delivers one actionable progress tactic at a time. No concept. No filler. These are simply actual issues entrepreneurs can strive instantly.
In fact, developing with helpful content material was solely a part of the job. I additionally had to determine methods to get it in entrance of individuals. This is what actually drove progress.
What Actually Drove Development
1. Promote a touchdown web page throughout talks, earlier than the e-newsletter even exists.
Earlier than I ever despatched a single e mail, I already had a subscriber listing.
I spoke at conferences, firm offsites, and universities. On the finish of each discuss, I‘d plug a easy touchdown web page. I’d say one thing like, “I am launching a e-newsletter quickly to share extra concepts like these. You possibly can enroll now.”
That one-liner and that barebones touchdown web page bought me practically 1,000 early subscribers. And, not simply informal ones. These had been tremendous followers who had simply seen me communicate, appreciated what they heard, and needed extra. After I despatched my first subject, they had been already primed to share it.
That momentum made all of the distinction.
2. Visitor-write for different newsletters (particularly paid ones).
Probably the most underrated progress techniques is to borrow another person’s viewers.
I reached out to e-newsletter creators, particularly these with paid subscriptions, and supplied to write down free visitor content material for them. They bought high-quality materials to monetize. I bought visibility and credibility.
It wasn’t only a listing progress 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 and marketing Concepts, that compounding impact actually added up.
3. Cross-promote by means of 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 slightly than as distribution channels, the relationships final. And, as a result of we truly loved one another’s content material, we’d point out one another organically. That form of endorsement hits manner tougher than a one-off shoutout.
It’s sluggish, nevertheless it’s sustainable and actual.
4. Supply free recommendation on LinkedIn.
This one at all times works. I’ll submit one thing like:
- “Drop your web site under, and I’ll provide you with a customized progress concept.”
Then, I reply to every particular person with an precise suggestion, normally one thing I’ve already written about within the e-newsletter. On the finish of every reply, I embrace a hyperlink to subscribe.
These posts get huge attain, drive lots of of latest 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 techniques I take advantage of, but additionally 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 e-newsletter 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 good. A shared infographic seems like thought management. A shared e-newsletter hyperlink? Much less so.
Even when the infographic doesn’t add a lot new data, it amplifies attain. I’ve seen the info: Points with visuals are shared extra ceaselessly, linked extra typically, and finally result in extra subscribers.
6. Activate superfans on Reddit.
Reddit was a shock progress channel.
At some point, I seen a couple of individuals recommending Advertising and marketing Concepts in random Reddit threads. I checked the UTM tags and noticed that every of these feedback was driving dozens of latest 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 e-newsletter and needed to unfold the phrase.
I requested in the event that they’d be open to a small month-to-month cost to maintain sharing when it made sense. They mentioned sure, and we arrange a easy settlement. They had been already doing it without spending a dime; this simply gave them an additional purpose to maintain going. And now, I’ve lively, trusted customers serving to promote the e-newsletter in a channel the place self-promotion is normally a non-starter.
7. Repurpose unsolicited reward as social proof.
Each time somebody posts one thing good in regards to the e-newsletter or leaves a considerate remark, I put it aside.
I maintain 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 at all times hyperlink again to the unique remark in case anybody needs to see it in context.
These screenshots carry out manner higher than any self-promotional submit ever might. They’re genuine, surprising, and exactly the form of social proof individuals belief.
8. Promote different newsletters to spark reciprocity.
Generally, I’d attain out to a e-newsletter creator I admired and get no response.
As a substitute of giving up, I’d flip the script. I’d promote their e-newsletter anyway. I spotlight it in a LinkedIn submit, share it in Advertising and marketing 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 while you do this, individuals are far more prone to say sure.
Onerous-Discovered Classes
Trying again, there are two issues I’d change if I had been beginning once more.
1. Don’t await the proper design.
I spent months tweaking my brand, header structure, 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.” Enormous mistake.
No one cares about your branding the best way you do. They care about what you’re educating them. If I might do it over, I’d launch earlier and refine the look later.
2. Cease writing such as you’re attempting to impress different entrepreneurs.
Within the early days, my points had been lengthy. Some had been 2,000+ phrases filled with context and backstory. However readers didn’t need a mini-essay. They needed the tactic. The “right here’s what to do and methods to do it” half. As soon as I leaned into that, engagement shot up. Each week, I now concentrate on delivering one factor: One thing helpful you may strive in the present day.
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: Development doesn’t come from doing what everybody else is doing. It comes from attempting issues most individuals overlook as a result of they appear too small, too bizarre, or too unscalable.
The most effective progress techniques aren‘t hiding in costly programs or fancy advertising and marketing instruments. They’re in remark threads, DMs, and the areas the place sincere conversations occur. They’re genuinely useful earlier than you ask for something in return.
Wish to stand out? Be helpful. Be human. Do the issues that do not scale. And, in case you discover a tactic that works? Share it.
