QUICK POLL

THE MAIN THING

 📈 What's the Best Way To Spy on Your Competitors?

It’s not as shady as it sounds, and you might wonder why you haven’t done it already. 

One of the simplest ways to keep an eye on others in your niche is to subscribe to their newsletters. You’ll be surprised how much you learn from what they do, or don’t do.

3 benefits: 

1. Study their messaging and positioning. 

You get to see what tone they use, how they describe their products or services, and what topics they think are worth writing about. 

This is a lesson in brand communication which helps shape the way you speak to your readers.

It also shows you how much 'sameness' there is out there.

When you notice everyone echoing similar ideas, or linking to content you've already seen, you realize how valuable it is to focus on being different and original.

2. Spot trends in your niche.

Your competitors will often discuss new products, talk about their wins, or tease updates in their letters. These snippets give you real-time intelligence about your niche.

Their letter might reveal where the market is heading or which opportunities they’re betting on. 

Sometimes you’ll notice gaps. If they aren't talking about a topic, that could be your chance to fill a need for your readers.

3. Get performance clues.

I admit, this one is a bit tricky to measure.

Obviously, you can't log into your competitor's email dashboard, but you can still get a sense of how well their newsletters perform by looking at the clues.

If they include polls, note how many people respond. 

You can also cross-reference their newsletter content with their social media and check for engagement on their posts, i.e. comments, reactions, and shares.

Finally, watch for any shifts in their messaging or positioning over time. 

If they suddenly change their content strategy, that tells you something about what's working and what isn't.

If you haven’t already, sign up for a few of your competitors’ newsletters. I guarantee you'll learn something.

How do you keep an eye on your competition? 

Hit reply and send me your best tip. I'll feature a few next time.

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THINGS IN BRIEF

1. Email 'office hours'

Tom Orbach asks subscribers what their biggest challenge is on a particular topic (choose a topic in your niche). 

Then he answers their questions in his next newsletter.

This approach gives people a reason to hit reply and creates more conversations with them. It also gives you new ideas for what to write about.

You can frame this like a subscriber-only perk—office hours with a human who reads and replies. Tom says his open and click rates usually get a boost when he does this.

Will you try it?

2. When your past self trolls you

You know how copywriters tell you to be clear, not clever? This is why.

3. Inspiration

I love this powerful message: Ask yourself, "why not?"

This one-minute video from Josh Spector might inspire you to think differently.

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ONE LAST THING

☝️ Part 2: Get more subscribers from your signup page

In last week's letter, you got tips for better headlines and descriptions on your newsletter signup page. Today, let's look at 2 more tactics to improve your conversions.

1. Add social proof or credibility signals

People trust what others already value. Try mentioning your subscriber count in your description, e.g., "Join 5,976 readers."

If you have a glowing testimonial, add that. Maybe you have subscribers from well-known businesses on your list? If so, you could ask to use their logos on your signup page.

Each of these elements reduce uncertainty for potential subscribers.

2. Keep your signup form simple and frictionless

You're asking for someone's attention and inbox space, so the barrier to entry must be low. It's great to get their first name, but an email address will do. 

You need one clear CTA. The button text matters, so make it feel personal and outcome-oriented. Example: “Send me investing news” instead of “Submit.”

Every extra field or vague CTA increases drop-off, so stick to the minimum. 

I hope those tips help. Now, go check your page again :)