The future of The Steal Club





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Alex Llull
Alex Llull
Hello everyone!
We are more than 1,000 people here now. Super thankful for everyone who reads this. 🙏.
Let me apologize first because there hasn’t been a TSC issue in the last 28 days.
You might have not noticed but I felt quite guilty about it. So I thought of a plan to fix that. And here it is.
Instead of the usual report, today I want to reflect on the future of this newsletter and where it’s headed.

In the beginning, The Steal Club had two goals:
  • Keep part of my audience safe (hello platform risk)
  • Experiment with new ways of creating content: longer posts instead of tweets and threads
With time and seeing how other people did it, I realized that what I really want is to turn The Steal Club into a small media company.
Where are we now
I have been publishing two Steal Club issues each month. During that time, the Steal Club has gained over 1000 subscribers and has a 50% open rate.
It seems like the right time to rethink some parts of the project and see where it can go.
TSC Stats
TSC Stats
Up until now, the issues have covered how some creators have grown their audience through social media content.
Each issue takes 4-5 hours to complete. It might not seem like a lot, but that’s 10 hours a month only on writing without counting distribution (tweets, threads…).
Putting it together with my freelance business, daily Twitter content, building a cohort-based course and life, it’s a bit too much.
Where we want to be
My goal is to turn The Steal Club into a media company.
To do that, I want to produce more content.
Rather than renting my distribution from Twitter as I do now, I would like to own it. However, I can’t commit to writing more long issues.
How will we get there: Next steps
As a first step, I moved the “profile reports” to a monthly schedule. The content and structure will remain the same.
In addition, the content output will move to a weekly schedule.
“But, Alex, weren’t you saying that it was taking too much of your time?”
Yes. However, I realized that by using a shorter and more structured format, I would be able to produce more content on a regular basis.
Something that instead of taking 4h to write takes 20 minutes.
That content won’t go as in-depth a the profile reports, but will still be a one or two minute read with a high value per line.
Some of the formats that I’ll be experimenting with:
  • 5 tweets of the week and what you can steal from each of them
  • Structured interviews (5 pre-set questions) with topic experts
  • Status updates (like this one, but shorter)
  • Exclusive tips only for newsletter subscribers that I won’t publish on Twitter
This is how a normal month would look like:
What do you think?
More content, more value per line. That’s the goal!
Some of you might be wondering how I intend to monetize this?
The short answer: I don’t know yet. But I’ll figure it out.
However, monetization doesn’t mean the content will be behind a paywall. Maybe some will. Maybe it all stays free. Maybe I’ll take some sponsorships (my DMs are open).
It’s hard to say.
But I’m excited to figure it out and have you along the journey. You can be sure I will share every bit here and on Twitter.
More plans for the future
I also have big plans for the future of The Steal Cub
I want to host a podcast. I want to make product drops for Steal Club members. I want to build a community.
But that’s something for 2022. Just teasing 👀
Final thoughts
Whenever I work on these kinds of projects, I don’t really trust biz and marketing plans much
“Do it and figure it out later” is the best approach. So that’s what I’m going to do.
This might not be the traditional way to build a newsletter or a media company, but it’s my way. And it feels fun.
That being said, I completely understand if this new switch is not what you expected. You are welcome to unsubscribe if this is not what you signed up for (the unsub button is at the bottom).
On my side, I will do my best to make every issue valuable from my end.
Please reply to this email if you have any thoughts! I would love to hear from you.
Thanks and see you next week!
Alex Llull
Thief Master
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Alex Llull
Alex Llull @AlexLlullTW

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