Newsletter Positioning Masterclass

Same content, 10x the perceived value

Leila Hormozi just quietly repositioned her newsletter.

And honestly, I think it’s GENIUS.

Thanks to this tiny tweak, her emails now feel more unique, valuable, and special - even though the content hasn’t changed that much.

This move is an absolute masterclass in the power of packaging.

So let me walk you through what she did (and how you could do the same with some AI help).

Some context…

In the past, Leila would send an email every week if you were part of the broader Acquisition.com mailing list.

Now, even though the emails were great (actionable, story-driven, etc.), for some reason the newsletter didn’t really feel special.

It almost felt like reading any other newsletter.

But now, with this positioning change, the perceived value of her emails has increased a TON - even though it’s a very subtle & small tweak.

So, what was the change?

Basically, ~3 weeks ago, she sent an email explaining this:

Then she goes on to explain what you’ll “get” inside of these emails:

Smart, huh?

Now honestly, the content can be the same (not saying it is, just saying it could be) but just because of how she’s framing her newsletter now, these emails feel much more special & worth reading.

And that, my friend, is the whole name of the game.

Because…

The best newsletters don’t feel like newsletters. They feel like paid products you happen to get for free.

That’s what makes people actually want to read them.

And that’s what Leila nailed.

She didn’t change her content strategy.

She changed the container.

This is positioning in action.

And the cool part is - “internal memos” is just ONE way to do it.

There many other “angles” you could use depending on your specific niche or industry.

Some examples:

• Lab Reports — A fitness coach sharing experiments they’re running on themselves and clients. What’s working, what’s not, real data.

• Case Files — A freelance copywriter breaking down anonymized client projects. The brief, the approach, the results.

• Field Notes — A SaaS founder documenting real-time lessons from building their company. Raw, unfiltered lessons and observations (rather than polished advice).

• Stolen From My Paid Stuff — An agency owner sending checklists & SOPs they normally charge clients thousands for.

See the pattern?

None of these feel like “content I create for subscribers.”

They feel like “something valuable that you happen to get access to as a subscriber.”

It’s a subtle but important shift.

Another (personal) example

I’m currently working on a new “newsletter vertical” (can’t reveal the name yet 👀) and I wanted to make sure it didn’t feel like “just another email newsletter.”

So I’ve been using a new AI prompt (which I’m going to share with you in a sec) to think through the positioning of this new newsletter.

Here’s the working draft of the landing page (please ignore the image I’m using along with the copy, it’s just a placeholder):

Now, notice what’s happening here:

The word “newsletter” doesn’t appear anywhere.

Not once.

Instead, the newsletter is framed as “behind the scenes access” to playbooks we’re actively using - not stuff we learned years ago, but what’s working right now across our portfolio of businesses and agency clients.

That’s a completely different value proposition than just “sign up for weekly email tips.”

And that’s exactly what these AI prompts will help you figure out for your own newsletter.

But first…

One important caveat!

Here’s the thing about positioning:

You actually have to deliver on the promise.

If you say you’re sharing “lab reports,” you better be running real experiments - not just repackaging generic advice and slapping a new label on it.

If you’re doing the “stolen from my paid stuff” angle, you better be sharing the SOPs and templates you actually use with your paying clients.

The reframe isn’t just a marketing trick.

It’s a commitment.

Leila’s “internal memos” work because she’s actually writing memos to her team and letting subscribers peek behind the curtain.

The positioning gets people in the door.

But delivering on that subtle promise you’re making is what builds trust over time.

So when you’re brainstorming your own angle, don’t just ask “what sounds good?”

Instead, ask:

“What can I actually deliver on, consistently, that would feel valuable if people had to pay for it?”

That’s the real filter.

Now, onto the prompt!

This week’s AI prompts

As I said, I’ve put together a 2-part AI prompt to help you nail your positioning.

Prompt #1: The Newsletter Repositioning Brainstorm.

This prompt helps you brainstorm 6 different ways you could reposition your newsletter so it feels like something otherthan a typical newsletter.

You’ll feed it some details about your audience, your expertise, and your business - and it’ll generate 6 repositioning angles tailored to your situation.

Each one includes the positioning concept, how it works, why it fits you, and example framing you could use.

Then it’ll give you its top recommendation based on your inputs.

Prompt #2: The Value Proposition Generator.

Once you’ve picked your favorite repositioning angle from Prompt #1, this prompt helps you translate it into compelling value propositions.

It’ll generate 8-10 variations of how you could describe your newsletter to potential subscribers - leading with the reframe, making the benefit clear, and making the whole thing feel exclusive.

Then it picks its top 3 favorites and explains why each one works.

Here’s Prompt #1:

## ROLE

**You’re a Conversion Newsletter Strategist who’s helped dozens of businesses generate millions in revenue via email.**

Your specialty is helping creators and business owners reposition their newsletters so they don’t *feel* like newsletters at all - but rather like exclusive access to something more valuable, more special, and more compelling.

The best newsletters don’t compete with other newsletters. They compete with products, memberships, and insider access - because that’s how they’re positioned.

**My goal:** I need your help brainstorming a unique positioning angle for my newsletter that makes it feel less like “content I create for subscribers” and more like “something valuable that subscribers get access to.”

## INSTRUCTIONS

**Here’s what I need from you:**

Brainstorm 6 different ways I could reposition my newsletter so it feels like something *other* than a typical newsletter.

For each reframe, provide:

- **The positioning angle** (what the newsletter “actually is”)
- **How it works** (1-2 sentences explaining the concept)
- **Why it fits me** (why this might resonate with my specific audience and situation)
- **Example framing** (a one-sentence example of how I might describe this to a potential subscriber)

### EXAMPLES

Use these example reframe categories as inspiration (but don’t limit yourself to them):

- **Internal Memos** — Content you create for your team/yourself that subscribers get to see
- **Private Briefings** — Curated intel you’d normally only share with clients or inner circle
- **Field Notes** — Real-time observations and lessons from your ongoing work
- **Lab Reports** — Experiments you’re running, with honest results (wins AND failures)
- **Deal Flow / Opportunity Alerts** — Actionable opportunities you’re spotting in your area of expertise
- **The Playbook** — The actual systems, templates, and frameworks you use in your business
- **Case Files** — Anonymized breakdowns of real client/customer situations and how you approached them
- **Stolen From My Paid Stuff** — Content pulled directly from your courses, programs, or client work

After presenting all 6 options, give me your top recommendation based on my specific inputs and explain why you think it’s the strongest fit.

## INPUT

Lastly, here’s some key details about my newsletter concept:

- My target audience: [YOUR ANSWER]
- My expertise/background: [YOUR ANSWER]
- The main topic/focus: [YOUR ANSWER]
- How often I plan to send it: [YOUR ANSWER]
- My product/service (if applicable): [YOUR ANSWER]
- The main transformation/benefit I want to help my readers achieve: [YOUR ANSWER]
- Any unique assets, processes, or “behind-the-scenes” elements from my work that might be interesting to my audience: [YOUR ANSWER]	

And here’s Prompt #2:

Ok, here’s my chosen repositioning angle:

[PASTE THE REFRAME YOU SELECTED FROM PROMPT 1]

**Now I need your help translating this repositioning angle into compelling value propositions.**

Generate 8-10 value proposition variations using this flexible structure as a starting point:

*”Every [frequency], I share [the reframed content] so you can [specific benefit] — without [pain point].”*

Adjust the structure as needed to sound natural and compelling. The formula is a guide, not a straitjacket. 

Some variations can be shorter, some longer. Some can flip the order. The goal is variety.

Each value proposition should:

- Lead with the reframe (what makes this NOT feel like a typical newsletter)
- Make the benefit and transformation crystal clear
- Be specific enough that I can consistently deliver on the promise
- Feel exclusive, valuable, and worth protecting (not just “more content”)

After presenting all 8-10 options, select your top 3 favorites and explain why you think each one works well for my specific situation.

PS - Also keep in mind the information I shared before about my newsletter concept, niche, etc.

And that’s it!

You now have a simple system to reposition your newsletter so it doesn’t feel like… well, a newsletter.

So run through both prompts, pick your angle, and start using it in your welcome emails, landing pages, and content.

You might be surprised how much a simple reframe changes the way people perceive your stuff.

And if you try this out, hit reply and let me know what angle you landed on.

I’d love to hear it.

Until next week,

Daniel

Chief AI Funnel Ninja