How to build communities of future new buyers making it impossible to fail now

Implementing best practices and proven methodologies reduces risk and improve the likelihood of success – making it as far as is practicable – Impossible to fail. 

How can your business accelerate communities of passionate new buyers that accelerate your future revenue growth – making it impossible to fail? 

Every business model benefits from having more future potential buyers – who know, like, and trust it. 

  • Community models rely little on advertising and are built on subscription or membership models to fund the business – often, there are three tiers – free, a small fee and a more significant fee for more specialised access. 
  • It is often a better alignment between the business and its potential buyers. 
  • There is a direct relationship with the community – not reliant on a platform like Facebook. 
  • The economics are the level of retention and a positive flywheel of growth. 
  • The critical retention question – maintain and grow subscribers – is answered with deeper engagement over time. 
  • A positive flywheel – you attract more subscribers for less cost over time.

Building communities has gotten more straightforward due to the changes in the media landscape – where a rapid decline in both readership and trust has exploded. 

  • Since 2008, newspapers’ advertising revenue has declined 68%. 
  •  Many local, regional and national newspapers have closed, merged or vastly changed their business model. 
  • Across 40 countries, ~16% of readers get news via email – subscription newsletters. 
  • 21% of readers in the US get their news via email – which is likely driven by the toxic, partisan media – Which news can you trust to be factual?
  • Worldwide: 4 billion email users get their news via email, with about 100 million people joining each year. 

What is the news? 

  • Accountants – deliver their differentiated views. 
  • Lawyers – impacts on risks due to recent decisions. 
  • Retailers – new models, ranges and impacts on climate
  • Agencies – how to achieve better performance. 

All these industry groups deliver fact-based news and opinion of benefits to a broader group of potential future buyers.

Consider the franchise group that built a newsletter aimed at future group members – topics include the daily issues facing store operators, how to lift profitability, new sites coming, and technology improvements – the aim is to ensure they feel part of the community before they invest. 

Even the news media has moved to subscriptions –

  • New York Times shifted from advertising to primarily subscription-driven revenue. 
  • Business Insider bought a controlling stake in Morning Brew for $75m. 
  • Forbes announced it’s working on a newsletter.

How to start

  • Find or buy an industry email list, 
  • Include newsletter sign-ups in your email baseplates, organic social media, paid advertising, website – everywhere, 
  • Differentiate first – know the market – ensure a comprehensive market gap analysis and you have identified your – blue ocean opportunity. ( it is unlikely that this can be achieved internally – get specialist help – save time, reduce risk, making it impossible to fail).

There are three critical phases. 

Product fit. 

Free – phase – Find what your community wants – through feedback, intent signals, and data analytics. When you know – focus on building and testing daily to build your flywheel and accelerate. 


Scaling revenue is often about offering more specialist news that reduces future buyers’ risk or drives revenue – sooner – making it impossible for them to fail. 


Having understood what works – build out adjacent markets. 

If your business newsletters are successful – the goodwill multiplier is 3x to 5x. 

It is time to ACCELERATE communities of PASSIONATE NEW BUYERS by fuelling and facilitating their insatiable hunger for authentic content and conversations – so your business captures enormous attention and engagement – influence and sell more.

Now the most valuable asset in the world today is attention.

The FASTEST growing businesses have one thing in common they get more attention on multiple social media platforms – every day. 

  • More attention first 
  • Next More engagement 
  • Influence and Sell More. 

Our business reflects the human truth: we are a social and human-first digital agency built on strategic narrative and pitch across platforms.

We accelerate powerful buyer insights gained through micro-content that ultimately influences actual business results. 

Your ideal buyer truth is our lifeblood – we are loyal to it, defend it and accelerate it.

There is no longer a single, generic message served to a mass audience – now drive buyer attention and revenue growth by speaking specifically and differently based on who they are, by listening and understanding more.

If you have read this far, thank you for your attention. 

There are over 170 free previous newsletters – like this one at – look for the tab – How to Influence and Sell More.

It means a lot. If this helped you even a little bit in better making sense of this topic, please, share it with a friend who might also benefit from it. 

Thanks for reading,