Does niching down your content actually bring in clients?

Yes. It's the clearest thing that's worked for me.

In early 2025 I put "local newsletter" on my Twitter and LinkedIn, started a local newsletter podcast, and started a newsletter about the business of local newsletters. Two or three months later, I could barely keep up with people coming to me.

What changed?

• I'd already been paid for consulting three times, and I'd only just started.
• More people wanted to partner and to pay me. Within the hour before one call, someone asked for a payment link to pay me $2,500 to help set everything up.

"I've never had anybody coming to me more than casually like, oh, can I pick your brain for a few minutes? Nobody cared. Now, all of a sudden, everybody is paying attention to me..."

Go hyper-niche and be the go-to person in the space. As far as I could tell, I was the only person on the internet with a local newsletter podcast, website and consulting. I said at the time that the typical consulting influencer model might end up working best of everything I was doing.

How do you find the gap?

Look for a topic people care about where nobody is making content. I was the first member of a community about local newsletters. When I searched YouTube for local newsletters, the only thing I found was a few interviews on other people's channels. There should be a channel about this, nobody was doing it, so I did.

In March 2025 I still saw nobody publishing about how to run a local newsletter. Meanwhile I heard another operator had 10 people pay $2,500 each for a program. People will pay for this help.

I don't treat other people doing it as competition. In a pie of a hundred people, more of us doing this probably grows the pie.

Does posting publicly bring inbound right away?

It can. Within about three weeks of talking publicly about my newsletter, five or six real people asked me about starting newsletters, two of them local ones in South Austin and one in the RV industry. Most came from my personal network, plus a few after the newsletter platform reshared one of my posts.

The surprise: I got more inbound in my first two weeks, at a few hundred subscribers, than in the next month and a half after the list grew a lot bigger. Early, people find the story interesting.

Do I need a big audience?

No. It doesn't matter how many viewers you have if you have an offer the people watching would want. A show reaching 500 people who are all senior Silicon Valley leaders is worth far more than one reaching 5,000 or 50,000 random people. Go deep, make it crazy valuable, and over time people find it and share it.

In B2B, making money straight from the content is hard. The money is in the networking, the relationships and the offer. A partner of mine told me he had about 1,500 YouTube subscribers after two months and roughly $15,000 a month in inbound work.

Which platforms?

Twitter is for really smart entrepreneurial people. LinkedIn is for traditional business people. For my local newsletter audience, LinkedIn wasn't doing much. Pick where your buyers are. More in whether Twitter is still worth it and building a niche media brand.