Hi Reader,

The world's largest captive crocodile, Cassius, died in Greenland, Australia, earlier this month.

Croc experts say Cassius lived for a whopping 120 years.

That’s a good inning for anyone, never mind a hungry croc.

Now, I’ve always had an odd fear of crocodiles.

I love open-water swimming, and the idea of wading into a lake only to be pulled under by an 18-foot saltwater monster terrifies me.

Am I irrational?

Certainly.

I live In a leafy Irish town 1000s of miles from the nearest crocodile, unless you count Dublin zoo.

The thing… is a crocodile ate my business model earlier last year.

And its name is the Google algorithm.

The hungry algo, in fear of its nemesis (The US Justice Department), devoured all the traffic of smaller publishers like me.

As I write this, it’s also in the middle of digesting traffic from big-name publishers.

SEOs for Forbes, Wall Street Journal and CNN are all dealing with Google de-indexing thousands of their pages. Moreover, Google engineers say they can’t roll back or change their algorithm, even if they wanted to.

Good thing I know how to swim.

I jumped out of the water once I saw my traffic stats sinking and the SERPS flooding with AI drivel.

I canceled my subscription to half a dozen SEO tools, said goodbye to content optimization, and sold off some sites.

This year, I pushed hard writing on social, growing my email lists, and helping business owners with their content strategy.

I’ve two big advantages here:

I’ve spent years writing online and I worked as a content strategy for a big corporation before I got into the online publishing game.

My business model is croc—proof.

Perhaps you didn’t wade deep into SEO like me? Well, consider if a croc is lurking in the water, and looking to chow down.

Writing a book is one way of pivoting a business. You can use it to land clients, public speaking gigs, and sell consulting. Or to start an author career.

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If you're pursuing a different business model, like say consulting or content strategy, I can help you directly. This week, I'm offering a 60-minute consult for readers of this list who want to add $3-5k to their business. I've 10 spots open.

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