THE core concept
DEFCOR: A Newsletter Business Built On A Movement
Here's a strategy for a newsletter business that:
Bottom line up front
Tell Momma Lee to save the date for you on 03 June
That's when you'll hand her one of those gigantic Publisher's Clearing House type checks for $2.4m.
Think of all the Random Acts Of Kindness that could create! Seems like something Marc could be down with.
I'll explain how below.
If you see anything worth exploring, get in touch.
I can't thank you enough for helping me transform my life & I'd love to give back and help the troopers.
- Daniel Bennett
Founder, Legend Media
What it is
Give the troopers what they're asking for -
a DEFCOR community - in a way that
takes zero time and energy from you and makes you impact
& money now and later (a lot more).
It's ready to tweak and roll out at defcorhq.com (I assume you own defcor.com so we can use that instead).
If you want to see how an influencer with a fraction of your following is making millions with his daily newsletter https://pomp.substack.com/ check out Pomp, James Altucher, Agora Financial, many more.
Each email will promote 3 related products in a non-spammy way. Example: at the bottom of a workout email is a one sentence promos for Jocko Go, The Burden & a cool dry T-shirt and a DEFCOR promo code for a discount/bonus. You can see an example at the bottom of this email .
Increase your audience with regularly scheduled cross promotion collabs with other influencers . Example: feature a "Psy Ops" training series from Jordan Peterson. Basic training is free, advanced training is behind a paywall (courses/membership). You both promote to each of your audiences.
Why a daily email, why now?
Own & grow your audience
Make more money now
Make more money later
Benefit troopers, charities & causes
How it could work
Here's my ideas on how this could work. I'm interested in hearing yours.
New revenue streams
Here's one example troopers are asking for: the
Eminently Qualified Parent online training course.
Ultra high margins and a natural upsell from your 5 kids books. I can create and launch it within 90 days.
Eminently Qualified Parent course = $6m est. revenue within 90 days
New paid info product every 90 days
But what if you could hand out huge charity checks every 90
It's totally doable to put out a new paid info product every quarter targeting your 2 audiences - consumer (low price) and business (high price) like:
Expect the best, plan for the worst.
Negative effects on your other businesses
We don't know what we don't know
Respond back if you see anything worth exploring
and we'll go from there.
I'm creating this because I personally want the daily discipline hitter but if it doesn't make sense for you right now, I totally understand.
Another option is for you to be involved silently - meaning it's not officially related to any Jocko brand. I'd change the branding to The Cadre, remove any affiliation with you/DEFCOR & write it in my own voice. It could include your EF crew, podcast guests, charities, etc. It would still promote your products (among others) & you'd make a revenue split on any joint venture new revenue streams we collab on. Any promotion is appreciated but not expected (like young Aidan and his warrior soap keeping those troopers CLEAN!).
Let me know. I'll be monitoring the net.
- Daniel Bennett