Geoff Matthews of North Shore Now joins TJ Larkin to unpack the real story behind launching a successful newsletter in a small geographic niche. Geoff candidly shares the challenges of selling local ads, testing paid subscriber models, and staying motivated despite uncertain ROI. With refreshing honesty, he outlines what worked, what flopped, and why feedback from his community keeps him going.

From curating events across 100+ websites to running giveaways and launching merchandise, Geoff’s grassroots approach to content and engagement offers tons of lessons for creators in any market. He also breaks down his ad strategy evolution, from failed cold emails to drastically improving performance with expert help.

Whether you're building your first audience or thinking about monetizing a niche project, this conversation is loaded with valuable insight. Want to connect with Geoff? Head to https://snowballclub.com/ to learn more about his private founder community.

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