# Substack Newsletter Post

**PUBLICATION:**
The Strategy Snack

**POST TOPIC:**
How I'd spend $1,000/month on startup marketing (and what I'd skip entirely)

**POST TYPE:**
Tactical/How-To

**PAYWALL STRATEGY:**
Free preview with paid deep-dive

---

## POST STRUCTURE OVERVIEW

```
1. Subject Line (get the open)
2. Hook/Opening (stop the scroll)
3. Context/Problem (why this matters)
4. Free Value (demonstrate expertise)
5. Paywall Placement (strategic break)
6. Paid Content (deliver premium value)
7. Closing + CTA (drive action)
```

---

## SUBJECT LINE OPTIONS

| Subject Line | Strategy |
|--------------|----------|
| How I'd spend $1,000/month on marketing (if I was starting over) | Specific + Personal |
| The $1,000 marketing budget that actually works | Outcome-focused |
| Stop wasting money on marketing that doesn't work | Pain point |
| 🎯 Your $1,000 marketing playbook | Emoji + Direct |
| What most founders get wrong about marketing budgets | Curiosity gap |

**Recommended:** Option 1 (specific, personal, curiosity-inducing)

---

## PREVIEW TEXT

The text that appears after the subject line in inbox.

```
No fluff, no theory—just where I'd actually put the money and why.
```

---

## FULL POST

### OPENING (Free - Hook)

```
Every week I get some version of this question:

"I have a small marketing budget. Where should I actually spend it?"

It's the right question. And most of the answers you'll find online are wrong.

They'll tell you to "be everywhere." To run ads, post on 5 platforms, start a podcast, build an email list, do SEO, try influencer marketing—all at once.

That advice is for companies with money. If you have $1,000/month (or less), spreading it across everything means you'll fail at everything.

Today I'm going to tell you exactly how I'd allocate a $1,000 monthly marketing budget if I was starting a B2B startup from scratch.

No theory. No "it depends." Just the specific breakdown I'd use based on 15 years of doing this.
```

**Word Count:** 137

**Why This Opening Works:**
- Starts with reader question (relevance)
- Calls out bad advice (differentiation)
- Makes specific promise (today I'm going to tell you exactly)
- Establishes credibility (15 years)
- Clear scope (B2B startup, $1,000)

---

### SECTION 1 (Free - Context)

```
## First, what NOT to do

Before I share the budget, let me save you some money by telling you what to skip entirely:

**❌ Paid social ads (for now)**
Facebook and Instagram ads work, but they require $3-5K/month minimum to learn what works. At $1,000/month total, you can't afford the learning curve.

**❌ PR agencies**
They'll charge you $5-10K/month and promise "exposure." You need customers, not press clips.

**❌ "Brand awareness" anything**
You don't have enough money to build awareness. You need direct response—marketing that leads directly to conversations and sales.

**❌ Influencer marketing**
The influencers you can afford won't move the needle. The ones who could are out of your budget.

I know this is painful to hear. These are the "sexy" marketing activities that feel like progress. But at $1,000/month, they're a trap.

Now let's talk about what actually works.
```

**Word Count:** 165

**Why This Section Works:**
- Saves reader from mistakes (immediate value)
- Specific reasoning for each (not just "don't")
- Builds trust through honesty
- Creates anticipation for the "do" section

---

### SECTION 2 (Free - The Framework)

```
## The $1,000/month allocation

Here's exactly how I'd split it:

| Category | Amount | % of Budget |
|----------|--------|-------------|
| Content + SEO | $400 | 40% |
| Email marketing | $100 | 10% |
| LinkedIn (organic) | $0 | 0% |
| One paid channel (test) | $300 | 30% |
| Tools | $100 | 10% |
| Reserve | $100 | 10% |

Let me break down each one.
```

**Why This Section Works:**
- Clear, visual breakdown
- Specific numbers (not vague)
- Shows the "what" before the "why"
- Promise to explain creates pull-through

---

### SECTION 3 (Free - Partial Deep-Dive)

```
## 1. Content + SEO ($400/month) — The Foundation

This is where 40% of your budget goes, and it's the most important investment.

Here's why: Content compounds. An ad stops working the moment you stop paying. A good blog post or resource can drive traffic for years.

How I'd spend the $400:

**$200 - Writer/editor support**
You should write the core content yourself (you know your market best), but hire someone to edit, format, and optimize for SEO. Upwork or Fiverr, $25-50/article for editing.

**$100 - SEO tool**
Ahrefs Lite or Semrush basic. You need keyword research and competitor analysis.

**$100 - Design/visuals**
Canva Pro ($13/month) plus occasional Fiverr graphics for hero images.

The goal: Publish 2-4 high-quality pieces per month targeting keywords your customers actually search for.

I'll share the exact content strategy and keyword approach I'd use in the paid section below. But even without that, this foundation will outperform random content.
```

**Word Count:** 175

**Why This Section Works:**
- Gives real value (free readers get the framework)
- Specific enough to act on
- Teases deeper content naturally
- Doesn't feel like a cliffhanger—feels like a natural break

---

### PAYWALL PLACEMENT

```
---

*This post continues with the detailed breakdown of each budget category, including:*

*→ The exact email strategy and tools I'd use ($100 section)*
*→ My LinkedIn organic playbook that costs nothing but works*
*→ Which paid channel to test first and how to structure the $300 test*
*→ The specific tools I'd buy vs skip*
*→ Plus: A downloadable budget template you can customize*

*Upgrade to paid to read the full playbook and get the template.*

---
```

**Why This Paywall Placement Works:**
- Comes after substantial free value
- Clear list of what paid includes
- Specific, tangible items (downloadable template)
- Natural break point (not mid-sentence)
- Free readers got enough to trust your expertise

---

### PAID SECTION OPENER

```
## The Full Playbook

Alright, paid subscribers—let's go deep. Here's exactly how I'd execute each part of this budget.

*(Thank you for supporting The Strategy Snack. Your subscription is what makes this possible.)*
```

**Why This Works:**
- Acknowledges paid subscribers directly
- Shows genuine gratitude (builds loyalty)
- Signals premium content is starting

---

### PAID CONTENT SECTIONS

```
## 2. Email Marketing ($100/month) — Your Owned Audience

[DETAILED BREAKDOWN - 300-400 words covering:]
- Which email tool to use at this budget (ConvertKit vs Mailchimp vs Substack itself)
- The exact welcome sequence I'd set up
- Lead magnet strategy that works
- How to nurture without annoying
- Specific templates

## 3. LinkedIn Organic ($0) — Free But Not Easy

[DETAILED BREAKDOWN - 300-400 words covering:]
- The posting schedule that actually works
- Content types that drive engagement
- How to turn engagement into leads
- My exact daily routine (15 mins/day)
- Examples of posts that worked

## 4. Paid Channel Test ($300) — One Bet

[DETAILED BREAKDOWN - 300-400 words covering:]
- How to choose between Google Ads, LinkedIn Ads, or sponsorships
- The decision framework I use
- How to structure a $300 test
- What "success" looks like at this budget
- When to scale vs kill

## 5. Tools ($100) — What You Actually Need

[DETAILED LIST covering:]
- The essential stack
- What to skip
- Free alternatives that work
- My specific recommendations

## Bonus: The Template

I've put this into a Notion template you can duplicate and customize:

[LINK TO TEMPLATE]

Plug in your numbers, adjust for your situation, and you have a working marketing budget.
```

---

### CLOSING (Paid)

```
## The Bottom Line

$1,000/month isn't a lot. But it's enough to build real momentum if you spend it right.

The founders who fail at marketing usually fail because they try to do everything. The ones who succeed pick 2-3 channels, go deep, and stick with it long enough to see results.

This budget does exactly that. It's not sexy. It won't get you featured in TechCrunch. But it will get you customers.

Questions about any of this? Drop them in the comments—I read and respond to everything.

See you next Tuesday.

— Sarah

---

*If someone forwarded this to you, [subscribe here] to get The Strategy Snack every Tuesday.*

*If you're a free subscriber enjoying this, [consider upgrading]—paid subscribers get the deep-dives, templates, and monthly AMAs.*
```

**Word Count (closing):** 145

**Why This Closing Works:**
- Summarizes key point
- Reassurance (it's enough)
- Comment CTA (engagement)
- Forward CTA (growth)
- Upgrade CTA (conversion)
- Personal sign-off (connection)

---

## PAYWALL STRATEGIES

### Strategy 1: Free Preview + Paid Deep-Dive (Used Above)
```
Free: Framework, what not to do, one detailed section
Paid: Remaining sections, templates, bonuses
Best for: Tactical/how-to posts
```

### Strategy 2: Teaser + Full Post Paid
```
Free: Hook + first 300 words only
Paid: Everything else
Best for: Story-driven or opinion pieces
```

### Strategy 3: Fully Free (Strategic)
```
Free: Entire post
Paid CTA: "Liked this? Paid subscribers get X, Y, Z"
Best for: Top-of-funnel, growth posts
```

### Strategy 4: Paid-Only
```
Free: Subject line only (can't read without subscribing)
Paid: Full post
Best for: Premium, established publications
```

---

## PAYWALL PLACEMENT GUIDE

| Placement | Conversion | Reach | Best For |
|-----------|------------|-------|----------|
| After 20% | High | Low | Premium content |
| After 40% | Medium-High | Medium | Most posts (recommended) |
| After 60% | Medium | High | Growth-focused |
| After 80% | Low | Very High | Building trust first |
| No paywall | None | Maximum | Specific growth posts |

**Recommendation:** 40-50% free content before paywall

---

## NATURAL UPGRADE CTAs

Don't sound salesy. Integrate naturally.

### Mid-Post (Before Paywall):
```
"I'll share the exact playbook in the paid section below—but even the free framework here will get you started."
```

### At Paywall:
```
"The rest of this post includes [specific valuable thing]. Upgrade to keep reading and access the full archive."
```

### End of Post:
```
"If you're a free subscriber enjoying this, consider upgrading. Your support is what makes The Strategy Snack possible."
```

### In Content (Soft):
```
"(Paid subscribers: remember you can ask me about this directly in our monthly AMA)"
```

---

## POST TYPE TEMPLATES

### Tactical/How-To Post:
```
1. Problem/Question (free)
2. What NOT to do (free)
3. The Framework (free)
4. One Deep Section (free)
5. [PAYWALL]
6. Remaining Sections (paid)
7. Templates/Resources (paid)
8. Closing + CTAs
```

### Opinion/Take Post:
```
1. Hot take opener (free)
2. Context/why this matters (free)
3. Your argument starts (free)
4. [PAYWALL]
5. Full argument (paid)
6. Implications (paid)
7. What to do about it (paid)
8. Closing + CTAs
```

### Story/Personal Post:
```
1. Hook into story (free)
2. Story setup (free)
3. Story builds (free)
4. [PAYWALL]
5. Story resolution (paid)
6. Lessons learned (paid)
7. How to apply (paid)
8. Closing + CTAs
```

### Curated/Roundup Post:
```
1. Theme intro (free)
2. First 2-3 items (free)
3. [PAYWALL]
4. Remaining items (paid)
5. Your synthesis/take (paid)
6. Closing + CTAs
```

---

## ENGAGEMENT ELEMENTS

### Drive Comments:
```
"What would you add to this list? Drop your thoughts in the comments—I read everything."

"Have you tried this approach? I'm curious what worked (or didn't) for you."

"Questions about any of this? Ask below and I'll respond."
```

### Drive Shares:
```
"Know a founder who needs this? Forward it to them—they can subscribe for free."

"If this was helpful, consider sharing it. Growth helps me keep writing."
```

### Build Community:
```
"Paid subscribers: Don't forget our AMA is this Friday. Bring your questions."

"If you want to discuss this further, we have a great thread going in the paid chat."
```

---

## SUBSTACK-SPECIFIC FORMATTING

### Do:
- Use headers (## ) for sections
- Use bullet points for lists
- Use **bold** for emphasis
- Use pull quotes for key points
- Add images/graphics where helpful
- Use tables for data
- Include one clear CTA per section

### Don't:
- Over-format (too many bolds, italics)
- Write walls of text
- Use too many headers (breaks flow)
- Forget mobile readers
- Skip the preview text

---

## WORD COUNT GUIDELINES

| Post Type | Total Length | Free Portion |
|-----------|--------------|-------------|
| Quick take | 500-800 words | 200-400 |
| Standard | 1,000-1,500 words | 400-700 |
| Deep-dive | 2,000-3,000 words | 800-1,200 |
| Epic guide | 3,000+ words | 1,000-1,500 |

**Rule:** Free portion should be valuable on its own, not just a teaser.

---

## COMMON NEWSLETTER POST MISTAKES

| Mistake | Impact | Fix |
|---------|--------|-----|
| Paywall too early | Readers feel tricked | Give real value first |
| Paywall too late | No reason to upgrade | Leave best stuff for paid |
| Weak subject line | Low open rate | Test multiple, be specific |
| No clear paywall value | Low conversion | List what paid includes |
| Salesy CTAs | Turns readers off | Natural, voice-consistent |
| No engagement prompts | No comments | Ask specific questions |
| Forgetting forward CTA | Missed growth | Include every post |
| Too short free preview | Can't judge quality | Give substantial sample |