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- đź“Ś mindset vs. height: which wins?
đź“Ś mindset vs. height: which wins?
Ready to be the underdog?
Anatoly Zaslaver
December 06, 2024
Hey there, glad to have you back! đź‘‹
This week’s spotlight is on Joker Mag by Tyler O’Shea.
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Backstory
They say life’s scars tell stories of past struggles - and for Tyler, those struggles fueled something incredible.
Growing up in a baseball-loving family, Tyler’s dream hit a roadblock when he was cut from his team. Being shorter and less strong than his peers was a tough pill to swallow.
But instead of giving up, Tyler got curious. He started researching athletes who didn’t fit the mold but defied the odds despite their “limitations.”
That journey reignited his passion - not just for baseball but for showing how people overcome challenges beyond their control.
Today, Joker Mag celebrates underdogs, proving grit and determination can rewrite any story.
What's in it for you?
1. Reminder: Limits don’t define us - mindset does.
2. Success is not just about goals, it’s about enjoying the journey.
3. Practical Tools: Templates designed to improve results and save time.
Deliverability
Let’s get on the same page here.
“Deliverability” might sound like a fancy term, but it boils down to one thing: making sure your emails actually land in the inbox (not the spam or promotions folder).
This is where Tyler shines. With a solid 17,000 subscribers, his newsletter boasts an impressive 50% open rate and an 8% click-through rate (CTR) - both way above industry averages.
How does he pull it off? Let’s break it down.
The Sign-Up Flow
Tyler uses a smart, streamlined flow to ensure new subscribers open his welcome email. Here’s what it looks like:
Landing Page: Simple, bold, and effective.
Beehiiv Boost: A clever way to monetize new subscribers right out of the gate.
Thank You Page: This page is a hidden gem.
Awesome Design: Clean, visually appealing, and straight to the point.
Concise Messaging: It doesn’t overwhelm; it guides.
A Super Cool Hack: There’s a direct link to the welcome email in your Gmail - making it easy for subscribers to find it immediately.
You can check it out here and try it: https://mail.google.com/mail/u/0/#search/from%3Atyler%40jokermag.com
Welcome Email: Tyler’s welcome email is a masterclass in connection. Here’s what makes it stand out:
Warm and Personal Greeting: It feels like a message from a friend, not a marketing pitch.
One Critical CTA: He focuses on a single ask - encouraging readers to reply to the email. This not only builds engagement but also boosts deliverability.
A Short Story: The email includes a story that’s quick to read yet compelling, drawing readers into Tyler’s world right away.
What can you replicate?
Implement a simple & effective sign-up flow:
Landing Page
Thank-you Page
Welcome Email
Add a 3-question poll to your welcome email - it’s a quick way to segment your audience right from the start.
Not sure how to do it?
Reply to this email, and I’ll send you a video guide.
Content
What grabs you instantly when reading Joker Mag?
Real Stories: These aren’t fictional accounts or obscure tales - they’re real stories, often featuring well-known names.
That makes every story relatable and keeps readers hooked.
Emotional Impact: Each issue delivers a story that tugs at your heartstrings. You can’t help but feel moved.
Perfect Length: At around 1,500 words (10-11 minutes to read), it’s just the right amount to enjoy without feeling overwhelmed.
Timing is Everything: Tyler sends the newsletter on Sundays - prime time for this kind of content.
It’s the perfect way to kick back and dive into inspiring stories when you’re in a reflective mood.
The Stories
Each newsletter features stories from one of the three major sports: basketball, football, and baseball. This variety keeps things fresh while appealing to a broad audience.
The Effort Behind the Content
Creating these stories isn’t quick or easy. The process, which involves deep research and thoughtful writing, can take up to 10-15 hours a week.
Most issues are crafted by Tyler himself, though he occasionally works with freelancers to maintain consistency alongside his full-time job.
What can you replicate?
Do you see your newsletter as a business?
If yes, think about what you can outsource to focus on growth, quality subscribers, and monetization.
Growth
Tyler’s social media presence is a bit of a rare case.
Usually, personal profiles outshine brand pages, but not here.
Joker Mag’s Facebook Page has an impressive 16K followers, while Tyler’s personal LinkedIn, Facebook, and X accounts hover around 5K.
Why the difference? Viral posts.
Tyler repurposes content across platforms, and some of his Facebook posts have gone viral, racking up millions of impressions and generating over 12K likes and comments. Check out this post!
Tyler’s growth strategy wasn’t a stroke of genius or a single “eureka” moment.
It was built on years of trial and error, doubling down on what worked while learning from what didn’t.
1. Organic + Paid Growth Blend
Organic Content: Tyler repurposes posts across LinkedIn, X, Facebook, and more. This ensures every piece of content reaches its full potential.
Facebook Ads: After testing different channels, Tyler found his sweet spot with Facebook ads.
These ads are especially effective with audiences aged 35+, who connect deeply with Joker Mag’s inspirational stories.
2. The SEO Advantage
Recognizing the power of search engines, Tyler taught himself SEO and applied these strategies to Joker Mag’s website. Over time, his efforts increased visibility, driving more traffic to both the site and the newsletter.
Monetization
Tyler’s monetization strategy is as smart as his storytelling.
He’s built multiple revenue streams - starting with website ads, expanding to newsletter sponsorships, and even dipping into merchandise sales.
Website Ad Revenue
At the core of Tyler’s strategy is ad income from Mediavine, where RPMs range from $8 to $20.
With ~50,000 monthly sessions and page views, the website generates steady revenue. Hitting Mediavine’s 50,000-session requirement wasn’t easy, but Tyler pulled it off with a mix of SEO-driven articles and Facebook ads.
Newsletter Ad Placements
The newsletter is another key piece of the puzzle. With 17,000 subscribers, Tyler uses Beehive’s ad network and lands direct sponsorships with brands. Occasionally, he adds affiliate deals into the mix.
How does he grow it? Facebook ads. These aren’t your typical promos - they’re long-form stories that match the newsletter’s tone, keeping readers engaged from start to finish.
Merchandise Sales
Merch sales might not be a huge moneymaker, but they serve a bigger purpose: building loyalty. Tyler’s branded items, sold at minimal margins, connect his audience more deeply to the Joker Mag brand.
What’s Next
Tyler’s big plans include:
A Book: Featuring exclusive and repurposed content, perfect for underdog fans.
Premium Products: A paid newsletter or digital offerings could be on the horizon.
Scaling Up: Growing to 50,000 newsletter subscribers while aligning revenue streams between the site and newsletter.
Did you learn something new today? |