Why I'm Cutting My Newsletter in Half (And Building an Instagram TV Empire)

🔍 FUNNEL VISION

Hey guys!

Been doing some thinking and chatting with people in the space.

In terms of the newsletter structure, I’m going to be cutting it down.

That was my girlfriend Jes’s response from the beginning.

I provided too much value…

Or at least that’s how I interpreted it.

So going forward I am going to change the strucurte a bit.

Let me know what you guys think.

🥡 THIS WEEK'S FUNNEL FEED

What we’re testing now is a new organic content strategy.

We are going in on creating almost like a television network for Nutré.

Multiple IG pages that are going to have a specific theme.

The reason is that Instagram likes consistency.

It wants you to niche down.

Not making a cooking video one day, then a marketing video, and then a hair styling video.

It wants to say to people, “You are interested in X, so I am going to recommend this Page because they talk about Y.”

Now this strategy is only really possible for bigger brands.

It takes a team and a budget to make that much content.

So I would recommend starting small if I were a newer brand.

And if you need help with it, just shoot me a message.

🍱 THIS WEEK'S CONTENT BUFFET

These are some pieces of content that I felt inspired to write about.

I know in the last newsletter I gave Hormozi a little shit, and I still stand firm in that, but this is great advice.

I do want to say one thing about the book launch.

Sorry, I can't help it.

Although he broke the Guinness World Book of Records for the most amount of books sold in a 24 hour period…

He did it in a very sneaky way.

See - he tried to compare himself to Prince Harry and Obama, because their books sold that many copies.

But those people sold 2 million copies to 2 million people.

Hormozi sold a $6000 package that gave people 200 books.

That means 10,000 people had to buy his $6000 package to get to 2 million books.

The math doesn’t add up…

But hey, technically, he did it.

I really have been enoying Justin’s content.

OG Marketer who has real takes.

And this one is just that.

People like to overcomplicate everything.

It’s a psychological bias that thinks just because it's more complicated, that it must work, but the contrary is actually true.

Business is really about growing an audience of people you can sell things to.

Make great offers and the money will come.

🧪 AI SECRET SAUCE

Tool/Prompt I'm Using: Distro (Alex Lieberman's Morning Brew-funded AI tool) to create a personalized content AI that writes LinkedIn and Twitter posts in my exact voice, tone, and style by training it on my best-performing content and communication patterns.

Step 1: Voice Training & Data Collection: • Upload 20-30 of your highest-engaging social media posts across platforms • Include email newsletters, podcast transcripts, or video scripts where you speak naturally • Add examples of your comment responses and casual conversations online • Document your specific language patterns, favorite phrases, and recurring themes you discuss

Step 2: Distro Training Process:

1. Feed the platform your content samples with context about what performed well

2. Set parameters for your brand voice: casual vs. professional, humor level, industry focus

3. Define your content pillars and topics you want the AI to focus on

4. Test initial outputs and provide feedback to refine the voice matching

5. Create content templates for different post types (insights, questions, stories, tips)

Step 3: Content Generation & Refinement: • Generate multiple variations of posts for the same topic and pick the most "you" version • Use the AI for ideation, then edit to add your personal experiences and current thoughts • A/B test AI-generated posts against your manually written content to measure engagement • Continuously feed new high-performing content back into the system for voice evolution • Create separate voice profiles for different platforms if your tone varies

How to use this approach: • Start with platforms where you already have a strong voice established • Use AI-generated content as a starting point, not the final product • Focus on maintaining authenticity while scaling your content output • Track engagement metrics to ensure the AI voice resonates with your audience

Pro tip: Train separate AI voices for different content types - one for educational posts, one for personal stories, one for industry commentary. This prevents the AI from blending contexts and maintains the distinct tone each type of content requires for maximum impact.

🍽️ WHAT'S COOKING

Nutre is hosting our second Sweat Social Sept 6th at Lifetime in Peabody, MA.

Going to be killer.

✌️ That’s All For This Week

Hope you guys got value out of this email.

If you have any specific questions or want me to cover any topics, just respond to this email and I'll do my best to get to them.

See you next week!