- Dark Chocolate
- Posts
- $2,300 per month from sponsorships
$2,300 per month from sponsorships
His newsletter does his content marketing
Anirban Das
January 26, 2025
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You know what? Whenever I read a copy, I start judging it. I know I shouldn’t, but this is how my brain functions nowadays.
You must be curious about the real reason behind it. I started as a content writer, but my fascination with psychology changed everything. After reading Influence, I realized that people don’t buy with logic; they buy with emotion. That realization sparked my passion for copywriting.
Now, I write with purpose. I think about how my ideal customer sees things and make sure every word works, whether it’s for more engagement or better ROI.
As I wanted to learn more about copywriting, I started looking for resources. Then Riten suggested the Marketing Examples newsletter. Reading it changed everything for me.
If you want to learn copywriting, this is one of the best resources.
So in today’s edition, I am featuring the king who runs Marketing Examples:
Harry Dry
Let’s know more about this amazing human.
Creator Spotlight:
“No one knew what you were going to say next.” This is what one of his attendees said to him in one of his talks.
He used to work full-time as a web designer in London, but everything changed when he started Marketing Examples. People loved it, so he left his job to focus on it full-time. With his dedication, he grew it to an audience of 130K.
How did he grow the email list?
In May 2019, Harry sent out his first article. Fast forward to 2025, and he’s built a loyal subscriber base of 115K.
A. Distribution
According to him, the number of people see your content leads to conversion and that leads to sign-up.
When he was just starting out, he wrote about Nomad List. The founder shared his piece on their website, which helped him gain his first 50-65 subscribers.
His strategy is very simple. His newsletter does the content marketing for his email growth.
Found from his presentation
He finds online communities (like the ones in the image above) where his ideal audience spends time. He actively contributes by adding value to the discussions. At the end of his posts, he invites people to join his email list, where he shares more insights about copywriting. This strategy is his #1 growth engine.
Found on Reddit - He’s built a tribe
B. Website popup
If you check the Marketing Examples website, you will get a pop-up (300 people/d)
It looks like this:
This strategy also helps attract more subscribers. Each newsletter issue is published as a blog on his website, which brings in even more subscribers, just like Dark Chocolate.
C. Ask for it
If you don’t ask, the answer is always no.
The same goes for everything. He asks at the end of his threads, tweets, and posts. And he also asks you to refer it to your friend with a clear copy.
But if you refer Dark Chocolate NL to someone, you get a reward.
Giveaway
When he launched Copywriting Examples, he asked his 90,000 subscribers to share his newsletter on social media to reach more people.
Email Copy
As we are talking about a person who is a copywriter and talks about copywriting every freaking time, it is easy to understand that his copy would be crystal clear and highly personalized.
Harry has a 3-2-1 format for his email:
Three copywriting tips
Two short examples
One favourite tweet
That is easy to consume and act. Though he doesn’t ask to buy anything, he might ask you to check or buy the copywriting course he’s creating whenever it comes.
Now, let’s talk about how he makes money.
How he makes money using email
Harry earns mainly through email sponsorships. Ahrefs paid him $3K, and he built long-term partnerships with both Ahrefs and Semrush. He also promoted his email service provider, Email Octopus.
In 2020, Harry Dry’s revenue hit $30K. Since launching in 2019, it has steadily grown with more users and wider industry reach.
Do you want me to deep dive into any creator you like? Drop the suggestion as a reply to this email or add it to the comment or DM me on any Social Media.
Also, I want to highlight one thing
His subscribe button isn't working right now, but while it's being fixed, you can read the previous editions.
Key takeaways
After reading his newsletter and following him for the last 1 year (almost)
Here are my 3 main takeaways:
Writing good copy is a must but distribution is the real deal.
Always sell the value, the rest comes with time.
Sell the food in good packeding and it will work better than the good food with poor packeding.
Thanks for reading the 67th edition of Dark Chocolate.
I want to grow quickly now as I experiment with different strategies.
I know you are with me, let’s make Dark Chocolate the best “Email Marketing” newsletter.
I’ll see you soon with hope, Bye!
Your “email guy” Anirban.
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