Investing with Scott: Growth Plan
A behind the scenes look of how I'm building a "free" newsletter with no business plan...
I love building new things— it’s a lot of fun.
What’s even more fun, is building things, when you have resources, such as time, team, money and influence.
I’ll be honest, I think my fav part of having resources… is how much momentum you can create once you understand direction and have clarity.
At this moment, there are 256 subscribers to this newsletter (hey! Good on you!), that’s a far cry from the hundreds of thousands on my main email list… which makes sense.
Most Entrepreneurs aren’t interested in investing, largely because they think it’s not for them… or simply, they are overwhelmed. I was one of those people.
I wanted to share a little bit of my intention for this newsletter and how I plan to grow this and my intentions behind it.
My purpose behind this newsletter is simple…
Majority of my time is spend investing and advising and I want to both document the journey while being able to attract ideal Entrepreneurs, Business Owners and talent.
In many ways, I’m a curator of energy and people in this next phase of my life.
However, I don’t want to hurt my current “brand” as someone who helps scale businesses…
Because, not only would that hurt my bottom line for my Mentorship business (which does $5M+/yr in revenue), it would also make it so that many of the oppertunities I have for investing and advising wouldn’t be possible.
In many ways, I am attempting to “segment” my audience.
To do this, I have to play a different game than I have in the past.
Simply put— most of my audience isn’t “into” this… which makes sense. If you’re not already “killing” it, it’s hard to invest and in order to invest (at least for most people’s mindset) you need to have at least $500K - $1M in available cashflow.
Most people, don’t have that even if they have a $5M/year business. Not because they couldn’t, but because they make choices that aren’t in alignment of being an investor.
So, my playbook is very simple…
Everything I do will stay the same across every platform and instead, I will publish all on investing via
That’s it, for actual publishing. I’ve decided to stay with Substack simply because their are very
I’ve never been one for Twitter, however, due to the investor community and startup community, I believe it’s the right move.
And how am I going to get eyeballs?
Generally, I would use paid ads, almost all of the time. However, in this case, we’re much more niche.
I’m looking for:
- Successful Entrepreneurs and
- Investors that are open to the Entrepreneur-way of doing things
To do that, I’ve devised a plan that is based upon extremely niched advertising and partnerships inside of
- Podcasts that target successful Entrepreneurs and investors
- Newsletters and websites that target that demographic
- Paid Shoutouts and Ads on Twitter
- Retargeting via Facebook and Instagram
Instead of going and spending my money to a wide audience, I’m going to go much deeper.
For example, next month, for an entire month, I’ll be the top sponsor on a newsletter and podcast that is seen by 120,000 readers and a Podcast with 50,000 episode downloads each.
I sponsored it, for an entire month with exclusivity.
In December, I’m doing the same, for an even larger audience of 225,000 Entrepreneurs and Investors in one of the largest curated communities of investors and Entrepreneurs.
The truth is: I only need 10,000 people to see what I’m going to write and publish…
I’m not trying to go wide with what I’m building, I want to go with a lot of depth. There’s nothing I’m trying to directly “sell”…
Instead, I’m trying to build a very simple thing that I know I need.
Trust and Influence with an audience that can change everything I do.
Across all platforms, I have nearly a million “followers” or rather a million people that *might* know who I am…
For what I’m doing next.. and focusing my time and attention on?
I need 10,000 people to know, like, trust and find what I do to be valuable.
Because, over the coming years, I’m going to need capital, resources, people, connections, partnerships— you name it.
And the people I want to have in my world?
People, like you. That enjoy being along for the ride and also enjoy helping someone who is having fun helping the world.
I’m not sure how this will go…
However, truth is… I love writing about this… it’s a different type of “fun” and in many ways a way for me to be able to understand my thinking process, at some point in the future looking back.
Do you know anyone that would enjoy reading stuff like this? If so, I’d love for you to share it with them.
That’s all for now…
Moral of the story, understand what you’re optimizing for… and build from that place.