For the past year, I have been writing a second newsletter, one about health. About ten days ago, on a whim, I changed the name of it.
I’m still not publicly sharing either the old or the new name of my health newsletter, because the CIA asked me not to.
But I want to tell you something curious that’s happened following the name change.
So let’s pretend my old newsletter was named Morning Brew, which it was not. But Morning Brew is a big and popular email newsletter that covers the day’s business news, so you might know it.
My health newsletter’s old name was something like Morning Brew. Cute, possibly clever, with a brandable tinge to it.
But ten days ago, I decided to kill the cuteness, cut the possible cleverness, and go for clarity instead of branding.
As a result, my health newsletter is now called something like, Daily Business Newsletter. Again, that’s not the actual name, but it should give you an idea.
Now here’s the curious thing that happened:
As soon as I made that switch, I started getting organic traffic from Google. Finally — the first organic traffic I got after about 11 months of regular posting of content to my website.
And apparently, it’s high-quality traffic, because these Google-sent visitors are opting in to the newsletter at a clip of about 10-15 per day, double-opting in, and will hopefully be reading and buying in the future.
To be fair, this might be absolute coincidence.
Or, if it’s not coincidence, it might be something that’s not repeatable for anyone else, or even for me.
Or, maybe there’s something there. Maybe it’s an illustration of a valuable positioning idea I read once:
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For many people or products today, one roadway to success is to look at what your competitors are doing and then subtract the poetry or creativity which has become a barrier to getting the message into the mind. With a purified and simplified message, you can then penetrate the prospect’s mind.
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That idea comes from of the best marketing books I’ve ever read. It’s one of the best as long as you read it carefully and slowly, rather than skimming through it to “get the gist.”
And no, it’s not the same book I recommended yesterday, and it’s not written by Dan Kennedy.
If you think you know what this book is, or you want to know, you can find it revealed at the other end of this link: