Day 27: The Repurposed Content Lead Magnet
How Lexi Grant grew her list with free, high-quality reports that didn’t require any new content.
Welcome to Day 27 of the 30 Days of Growth. This is a pop-up newsletter put together by Chenell from Growth In Reverse. I've pulled 30 creators together to help give one short, actionable way you can either grow or improve your email list.
ANNOUNCEMENT
After getting tons of messages and DMs like: “I want to pay you for a more step-by-step version of the 30 Days of Growth.”
I decided to give in.
I’m launching a companion course to the 30 Days of Growth. You can learn more here and grab the pre-sale price until I’m done recording it.
Okay, on with today’s Growth Lever.
Lexi Grant, founder of They Got Acquired, needed a way to grow her email list with high-quality leads who matched her niche: founders looking to sell.
Her typical content is stories of how founders have sold their businesses. These stories include data like customer numbers and sale prices, and how they grew the business before selling.
🔍 What Lexi Did
Instead of writing new content from scratch, Lexi repackaged data from existing stories into downloadable reports.
These were clean, well-designed PDF decks – each one highlighting a specific type of business deal (like SaaS, agencies, or newsletter exits). She’s essentially taking existing stories and curating them into new types of content.
Each report includes:
A visual deck with summaries of the deals
Links to read the full stories for deeper detail, getting people ever deeper into their content ecosystem.
The content was already written, so the only “new” work was the curation and design. In some early versions, she included spreadsheets too, but over time, she simplified things to focus only on the deck.
She now promotes each report through:
Launch emails to her list
LinkedIn posts promoting the reports
Website popups targeting relevant blog posts
The best part? They occasionally get sponsors for these reports, who pay $5-10k to be featured across the report and emails
Each report continues to bring in signups long after launch, and some readers download multiple reports in their first visit.
📊 Results
Over 2,200 downloads across the top 4 reports, including SaaS, content business, newsletter deals, and female founder exits
Reports have become the #1 driver of email list growth
Some reports include $5k–$10k in sponsorship revenue
30–40% of new subscribers complete segmentation via RightMessage, allowing them to create even more targeted content for them down the road.
Many readers download multiple reports, often during their first visit.~$20,000+ in revenue from readers who responded to a single hand-raiser email
🧠 Why It Works
High perceived value with data you can’t get anywhere else.
Each report speaks to a very specific type of founder or acquisition type, helping her send them relevant content.
Beautiful design make the reports feel premium
Organic promotion through LinkedIn and email
Immediate segmentation via RightMessage, so founders receive content based on their goals (e.g., building vs. selling)
💡How You Can Implement It
Identify a type of content you’ve already published. For example: customer success stories, interviews, case studies, or even my deep dives would be good choices here.
Organize them into themed collections. Choose a clear, valuable theme – like “10 Deals Over $10M” or “Top SaaS Exits of the Year.”
Design the report into a slide-style PDF deck. Make it skimmable and visual. Use Canva, Figma, or a designer to polish it. It doesn’t have to be perfect.
Launch the report with a signup form. Use your ESP, LinkedIn, and on-site popups to drive traffic. Don’t forget to launch it to your existing subscribers too.
Segment new subscribers. Use a tool like RightMessage to ask short, relevant questions immediately.
Repeat and resurface. Once you’ve launched a few, you can send the new reports to the right person at the right time.
💡 If you’re enjoying this series, would you mind taking a second to let me know? 🙂
🛠️ Tools
Some of these are affiliate links, so I do get a small commission if you sign up – thank you for supporting this small business.
RightMessage for segmentation after sign-up
Canva or Figma to design the PDF deck
Using content you’ve already created, just in a different format is a great way to grow.
The best way to know what your readers want is to ask. One small email can lead to real answers, trust, and sales.
See you tomorrow,
Chenell
P.S. Check out Lexi’s newsletter, They Got Acquired, for great stories on founder sales.
P.P.S. If you want a more structured version of this content, with videos, checklists, and many more strategies, I’m putting together a companion video course to the 30 Days of Growth.
Want to Win Some Prizes?
In case you didn’t know, this is what’s up for grabs in the giveaway:
5 annual licenses to Senja
5 annual licenses to RightMessage
5 annual licenses to Tella
Justin Moore’s Brand Deal Wizard course has been added for 2 lucky winners
Custom newsletter audits
And more to be announced soon! 👀
Share your unique link with friends to get more entries!
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