Our new lead gen strategy at Paperboy
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We’re trying a new lead gen strategy at Paperboy right now, and I think more people should be experimenting with it. We’re creating short training modules—like, 10–15 minute videos—and embedding them directly inside other people’s courses. Think of it like a branch off the affiliate marketing tree, but more value-first. Here’s how it works: We find course creators who serve our ideal audience—people running or likely to run newsletters, creators building businesses around content, interested in growing an audience etc. Then we offer to add a free lesson into their course focused around our expertise (how to grow a revenue generating newsletter business). Now, that alone would drive leads. But we've also decided to sweeten the deal for the course creators. We're giving them affiliate revenue for any client who signs up with us—in our case it's $500 per client per month. If the course has the right audience, that has the potential to stack up fast. Now obviously, not everyone who sees the module is going to be a fit for our service. That’s expected. But even if only 10% of them are qualified buyers — i'd consider that a win. Especially because they’re coming in already educated, already warmed up, and already trusting us. Want to try this in your business? Here’s how: 1 - Find the right courses
You’re looking for a combination of: Relevant audience / quality content / a creator who actually replies to DMs or emails Don’t overthink it—find 5 people whose course students overlap with your client base and reach out. ⸻ 2 - Send a simple outreach message ​ Subject: Quick idea to add value to your course Hey [First Name], I’m a big fan of your course on [Topic]. I run a company called [Your Business Name], and we help [your target audience] with [your specific service]. Anyway, I had a thought I wanted to run by you. If you're open to it, i'd be happy to put together a free 10–15 min training that you could drop into your course—no sales pitch, just something helpful for your students. And if you're interested in making it more of an affiliate relationship, I'd be happy to send a custom affiliate link and give you $500/mo per client that comes through. Totally fine to include it as a bonus module or wherever you think it fits. Let me know if you want to take a look—I’ll send over a sample. Cheers, [Your Name] You don’t need to over explain the concept up front. Just frame it as a value-add for their course with potential for passive revenue. Worst case, they say no. Best case, they plug you into their product and get incentivized to drive traffic to it. ⸻ We’re still early in testing this, but I think it has a ton of potential. Low-effort to set up. High-trust audience. And it gets stronger over time. If you end up trying something similar, hit reply and let me know how it goes. Good luck! Shane |