Interview with a seller

Peter sold his newsletter on Duuce, read about his experience

Nothing makes me prouder than Duuce users sending me a note on a successful sale or acquisition. This time it came from Peter who listed his newsletter Wheretopost.

He listed his newsletter 27th of December just before New Year’s Eve.

A few days later, January 2nd I received this email:

Amazing to see that people use the Duuce platform to connect, transfer value and are supporting each other after the sale.

I asked Peter a few questions on the background of the sale and his thoughts on the space in general. Hope you enjoy.

Why are you interested in the newsletter space?

Newsletters are interesting. Generally, I’m more into experimenting than one particular tool/path. I see a newsletter as a tool in my toolkit to combine with other functional parts – as in my new project RankLetter.com.

Can you tell a bit on why you wanted to sell your newsletter?

I started WhereToPost.email out of the idea that marketing advice always contains too much complexity and preconditions. Articles such as “How to optimize my Google Ads buying by tweaking the copy to look like X and aim for keywords with Y” don’t apply to most people. I hoped to generate something more generic, useful, and actionable within a limited time. Over time I’ve parked the project as I had other work (contracting) and new projects come up. Via a random surf around the indie makers web, I stumbled up Duuce. I entered the form for the valuation with little expectations.

Can you tell me something about the selling process?

Jonas (founder Duuce) emailed me a value estimation. I was a little unsure if anyone would be interested in my newsletter as the niche was really specific. I reconfirmed with Jonas and decided to give it a shoot. Entering was easy and pain-free. To my surprise I actually received a message within a day. Jen is a Canadian maker who was on the search for a newsletter to grow. We talked a bit and I shared stats. Then we agreed on a price and it was decided. Easy as!

What do you think is the future of the newsletter space?

As tools get better the difficulty moves from hosting/sending/building more to marketing and content. This is the process we have seen with blogs and websites in general. I see this in the newsletter space too: Substack is making it very easy to start a newsletter. The value comes more from the content now.

Read more about how to setup your newsletter when planning to sell.

Make sure you follow Peter’s journey in building digital assets by following his Twitter.