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Hey, it’s great you dropped by! 👋

This week’s spotlight is all about The Pour Over (TPO) a newsletter that’s redefining what news can be.

Backstory

A 1.1 million-strong audience (800K+ newsletter subs, 100K+ podcast listeners, 200K+ Instagram followers) didn’t happen overnight.

Back in 2018, Jason Woodruff and Nate Wells started TPO to address frustration with the polarized news industry.

Their mission? Deliver news with Christian reminders, offering a refreshing alternative to politically charged narratives.

The journey took patience and focus. For three years, growth was slow.

Jason, who didn’t initially consider it a business, said he would’ve walked away if it had felt like one.

What's in it for you? (glad you asked!)

1. Growth: How to use paid acquisition channels without wasting money.

2. Monetization: Learn how TPO’s white-glove approach drives revenue.

3. Content: Why great content isn’t just important - it’s essential.

4. Tools: Downloadable templates straight from TPO’s playbook.

Dog Whistle Copy: A Tactic Worth Trying

Have you heard of the “dog whistle” copy approach?

Here’s the gist:

Just like dogs can hear specific frequencies that people can’t, the “dog whistle” copy speaks directly to the right audience while filtering out everyone else.

It’s a way to ensure your message resonates only with those who truly see its value - and it’s a brilliant method for avoiding irrelevant subscribers.

This approach is exactly how TPO built their sign-up flow.

How exactly did they do it?

It all starts with the landing page. TPO positions itself as a news newsletter with a biblical focus.

This clarity pulls in their ideal audience from the get-go.

For a long time, their landing page featured this headline:
“I’m not Republican. I’m not Democrat. I’m just Christian.”

The result? A highly engaged audience that’s perfectly aligned with their mission.

But the brilliance doesn’t stop there. Their Thank You page also stands out.

With ample white space, a concise and meaningful message, and clever font choices, it grabs attention instantly and achieves its main goal: reminding subscribers to check for the welcome email.

The numbers speak for themselves: 800K+ subscribers and a 50%+ open rate. 

That’s extremely high.

And it’s not just because of a smartly designed sign-up flow - it’s also a testament to their exceptional content and laser-focused targeting.

Content

TPO publishes 3X weekly and thrives on its unique content strategy.

1. Politically Neutral News

TPO defines neutrality by presenting both Democratic and Republican perspectives.

Two part-time writers provide balanced reporting, ensuring fairness.

2. Jason’s Active Role

Six years in, Jason remains deeply involved in content creation, keeping TPO aligned with its original vision.

What’s also fascinating is how they hire writers - they simply ask their readers!

Jason shared that the last time they advertised for writers, he received 200 applications.

By doing so, TPO ensures new writers already know and love their style.

3. Less is More

TPO focuses on 6-8 stories per issue, each about 140 words. Their goal isn’t exhaustive reporting but to inform readers while reminding them to prioritize their values as people - and Christians.

4. TPO Decaf: News for Families

TPO Decaf is family-friendly, and very unique for the industry edition, aimed at introducing news to kids. Paired with conversation prompts, it’s designed to spark meaningful discussions.

5. Simple Design, Strong Message

Visually, TPO is no-frills. The emphasis is on mission-driven content, not flashy layouts, making their message clear and impactful.

Plug-and-play tips

Think of an add-on that complements your primary audience (like Decaf).

Growth: The Steady Climb

TPO’s growth story is a steady progression rather than an overnight sensation:

• 2018: Emails to friends; slow organic growth.

• 2019: 250 subscribers.

• 2020: 2,500 subscribers.

• 2021: 25,000 subscribers.

• 2023: 800,000 subscribers.

What Worked for TPO?

1. Community-Based Growth 

   When their subscriber list was small, Jason and his team leaned on personal connections. They tapped into their community, offering referral rewards that sparked friendly competition among familiar faces.

2. Referral Program with Gift Cards 

   TPO offered $5 Chick-fil-A gift cards for two referrals, a clever program that reduced cost per acquisition (CPA) to $2.

   The simplicity and accessibility of the reward made it a big success ~ 20K subs!

3. Meta Ads for Massive Growth 

   Early Meta ads yielded subscriber costs as low as $0.25 with the tagline:

   “Not conservative, not liberal, just Christian.”

   Perfecting ad copy and creative strategies allowed them to scale, acquiring hundreds of subscribers daily.

4. Retention Strategies Retention was key, with a focus on:

   • Regularly reviewing metrics like open rates and churn

   • Iterating ad and content strategies to maintain engagement

Plug-and-play tips

Treat your newsletter like a business: a growing email list unlocks monetization - if you’re interested in learning how to monetize your newsletter early - reply, and I’ll share a tip or two.

1. Sponsorships

   • Early sponsors emerged organically, like Trinity Seminary.

   • Affiliate programs were used to signal ad support and attract sponsors.

   • Relationships with advertisers were nurtured for long-term renewal.

2. Advertising 

   Their “White Glove” or “One-word” process optimizes ad placement:

   • Advertisers receive pre-written copy and placement suggestions.

   • All they need to do is say “yes” or “no.”

   • Ad performance is tested and reported, ensuring repeat bookings.

   • Many advertisers prefer TPO-written copy for its alignment with the newsletter’s voice.

     

     Here is an example of a customized Ad

3. Scaling and Challenges

P.S. oh, and…

I hope you found value here.

If so, please forward this to 2 friends who might benefit as well - sign up here.

P.P.S.

Questions about newsletter growth, monetization, or other how-to topics?

Reply to this email or connect with me on ​LinkedIn.​