Fill in frameworks for the posts founders and experts write most. Each one has the template, a written example, why the shape works, and the same post as an X thread.
Pick the goal. A launch needs a different shape than a lesson.
Write your first line last. Once the body is done, you know what the hook should promise.
Swap every example detail for a real one: a name, a number, a date, a quote.
Read it out loud. If you would not say a line to a client, cut it.
Grade it, then post the LinkedIn version and the X thread from the same draft.
Every example below is a written example with made up names. None is a real person's post.
Story Something happened, and it changed how you work.
01
The mistake that changed my process
Template
In [year], I made a mistake that cost us [what it cost].
Here is what happened.
[Two or three short lines on the moment it went wrong.]
The fix was not clever. It was [the plain change you made].
We still do it today: [the habit, in one line].
If you [situation the reader is in], try [the habit] this week.
Written example
In 2023, I made a mistake that cost us 2 of our best clients.
Here is what happened.
We shipped a big change on a Friday. I skipped the call where we walk each client through it. I thought the email was enough.
It was not. Monday morning, two clients could not find their reports. They did not write to us. They just left.
The fix was not clever. Every change that touches a client's screen now gets a 10 minute call. No call, no ship.
It slows us down by a day or two. We have not lost a client to a surprise since.
If you run a small service team, try this for one month. Pick your next change and book the call before you ship it.
Why it works. A real cost in the first line makes people want to know what went wrong. The plain fix at the end gives them something to copy.
See it as an X thread (3 posts)
In 2023, I made a mistake that cost us 2 of our best clients. Here is what happened. We shipped a big change on a Friday. I skipped the call where we walk each client through it. I thought the email was enough. It was not.
1/3226 / 280
Monday morning, two clients could not find their reports. They did not write to us. They just left. The fix was not clever. Every change that touches a client's screen now gets a 10 minute call. No call, no ship. It slows us down by a day or two.
2/3250 / 280
We have not lost a client to a surprise since. If you run a small service team, try this for one month. Pick your next change and book the call before you ship it.
3/3167 / 280
[Number] months in, I wrote the email to shut it all down.
[Where you were and what you saw that day.]
I did not send it. Here is why.
[The small thing that changed your mind.]
[What happened in the weeks after.]
[One line for anyone who feels the same right now.]
Written example
18 months in, I wrote the email to shut down Fernhill.
It was a Tuesday. We had 4 weeks of cash left. Our biggest trial had just said no.
I sat in my car in the parking lot and typed it out. Thank you, sorry, we are closing.
I did not send it. Here is why.
My phone buzzed. It was Priya, one of our first users. She had built a weekly report for her boss using our tool. Her boss wanted to buy it for 12 more people.
That was not a rescue. It was a clue. The people who stayed were not the ones we pitched. They were team leads who had to report up.
We changed who we sold to that same week. The next 3 months were still hard, but the numbers moved.
If you are sitting in your own parking lot right now, look at who stayed. They may be telling you something.
Why it works. People lean in when a story starts at the lowest point. The turn in the middle gives the post a reason to exist beyond the drama.
See it as an X thread (3 posts)
18 months in, I wrote the email to shut down Fernhill. It was a Tuesday. We had 4 weeks of cash left. Our biggest trial had just said no. I sat in my car in the parking lot and typed it out. Thank you, sorry, we are closing. I did not send it. Here is why.
1/3260 / 280
My phone buzzed. It was Priya, one of our first users. She had built a weekly report for her boss using our tool. Her boss wanted to buy it for 12 more people. That was not a rescue. It was a clue. The people who stayed were not the ones we pitched.
2/3253 / 280
They were team leads who had to report up. We changed who we sold to that same week. The next 3 months were still hard, but the numbers moved. If you are sitting in your own parking lot right now, look at who stayed. They may be telling you something.
3/3255 / 280
My first customer paid [amount] for [what they bought].
[What you expected them to care about.]
[What they actually cared about.]
[The moment you saw the gap.]
[How it changed what you build or sell.]
Who was your first customer, and what did they teach you?
Written example
My first customer paid 300 dollars for a website audit.
I expected her to care about the report. I spent 3 days on it. Forty pages. Charts. A clean cover.
She did not read it.
What she cared about was the 20 minute call where I shared my screen and showed her the 5 things to fix first. She took notes by hand. She asked if she could call me again next month.
That was the moment I saw it. She was not buying a report. She was buying someone to tell her what to do next.
I cut the report to 2 pages. I made the call the product. I raised the price and added a monthly check in.
Five years later, that call is still the core of what we sell at Quarry.
Who was your first customer, and what did they teach you?
Why it works. Everyone has a first customer, so the question at the end is easy to answer. The gap between what you made and what they wanted is the lesson.
See it as an X thread (4 posts)
My first customer paid 300 dollars for a website audit. I expected her to care about the report. I spent 3 days on it. Forty pages. Charts. A clean cover. She did not read it.
1/4179 / 280
What she cared about was the 20 minute call where I shared my screen and showed her the 5 things to fix first. She took notes by hand. She asked if she could call me again next month. That was the moment I saw it. She was not buying a report.
2/4246 / 280
She was buying someone to tell her what to do next. I cut the report to 2 pages. I made the call the product. I raised the price and added a monthly check in. Five years later, that call is still the core of what we sell at Quarry.
3/4235 / 280
Who was your first customer, and what did they teach you?
4/461 / 280
[Time] ago, [person] said one sentence to me I still think about.
"[The sentence.]"
[Where you were and why it landed.]
[What you did differently after.]
[What it looks like in your work today.]
Written example
6 years ago, my first manager said one sentence I still think about.
"You explain the how before anyone knows the why."
We were in a review. I had just spent ten minutes walking a client through our new data setup. He looked lost the whole time. I thought he was not paying attention.
After, Tom pulled me aside and said it. Then he walked back to his desk. That was it.
It stung. It was also true. I loved the how. Nobody else did until they knew why it mattered to them.
So I changed one thing. Every update I give now starts with one line: what this means for you. Then the how, only if they ask.
Most of the time they do not ask. That used to bother me. Now it tells me the first line did its job.
I run my own firm now. I still open every client call with that one line.
Why it works. A single quoted sentence is easy to remember and easy to share. The post works because it shows the change, not just the advice.
See it as an X thread (4 posts)
6 years ago, my first manager said one sentence I still think about. "You explain the how before anyone knows the why. " We were in a review. I had just spent ten minutes walking a client through our new data setup. He looked lost the whole time.
1/4250 / 280
I thought he was not paying attention. After, Tom pulled me aside and said it. Then he walked back to his desk. That was it. It stung. It was also true. I loved the how. Nobody else did until they knew why it mattered to them. So I changed one thing.
2/4254 / 280
Every update I give now starts with one line: what this means for you. Then the how, only if they ask. Most of the time they do not ask. That used to bother me. Now it tells me the first line did its job. I run my own firm now.
3/4231 / 280
I still open every client call with that one line.
4/454 / 280
We planned [project] for [time]. It fell apart in [short time].
The plan: [one line].
What went wrong: [two or three short lines].
What we saved: [the part that still worked].
What I would do if I started again: [one or two lines].
Written example
We planned our new pricing for 3 months. It fell apart in 9 days.
The plan was simple. Drop the free tier. Add a paid starter plan at 19 dollars. Keep the rest the same.
What went wrong:
Signups dropped by half in the first week. Support tickets doubled, mostly people asking where the free plan went. Two partners who sent us traffic asked us to change their links.
We had tested the price. We had not tested the surprise.
What we saved: the starter plan itself worked. The people who did pay stayed, and they used the product more than free users ever did.
What I would do if I started again: keep the free tier for 60 days, show the new plan next to it, and email every free user a month before anything changes.
We put the free tier back. The starter plan stayed. Brightline is better for both.
Why it works. Readers trust a founder who shares a plan that failed. Splitting it into what broke and what survived keeps it useful, not just a confession.
See it as an X thread (4 posts)
We planned our new pricing for 3 months. It fell apart in 9 days. The plan was simple. Drop the free tier. Add a paid starter plan at 19 dollars. Keep the rest the same. What went wrong: Signups dropped by half in the first week.
1/4233 / 280
Support tickets doubled, mostly people asking where the free plan went. Two partners who sent us traffic asked us to change their links. We had tested the price. We had not tested the surprise. What we saved: the starter plan itself worked.
2/4244 / 280
The people who did pay stayed, and they used the product more than free users ever did. What I would do if I started again: keep the free tier for 60 days, show the new plan next to it, and email every free user a month before anything changes. We put the free tier back.
3/4275 / 280
The starter plan stayed. Brightline is better for both.
4/459 / 280
Lesson One thing you learned the hard way, said plainly.
06
One thing I wish I knew sooner
Template
One thing I wish I knew [time] ago: [the lesson in under 10 words].
[What you used to do.]
[What it cost you.]
[What you do now.]
[A simple way the reader can test it.]
Written example
One thing I wish I knew 5 years ago: price the problem, not the hours.
I used to charge by the hour. 120 dollars an hour, send the invoice, done.
It meant the faster I got, the less I made. It meant clients watched the clock instead of the result. It meant every scope call turned into a fight over minutes.
Now I charge for the outcome. A new onboarding flow is one price. A pricing page rewrite is one price. The client knows the number before we start.
I work fewer hours. Clients argue less. And when I find a faster way to do the work, I get to keep the time.
If you bill by the hour, try this once. Take your next small project, guess the hours, and quote one fixed price that feels a bit high. See what they say.
Why it works. A lesson in under ten words is easy to remember. The test at the end turns a nice idea into something the reader can try this week.
See it as an X thread (3 posts)
One thing I wish I knew 5 years ago: price the problem, not the hours. I used to charge by the hour. 120 dollars an hour, send the invoice, done. It meant the faster I got, the less I made. It meant clients watched the clock instead of the result.
1/3251 / 280
It meant every scope call turned into a fight over minutes. Now I charge for the outcome. A new onboarding flow is one price. A pricing page rewrite is one price. The client knows the number before we start. I work fewer hours. Clients argue less.
2/3251 / 280
And when I find a faster way to do the work, I get to keep the time. If you bill by the hour, try this once. Take your next small project, guess the hours, and quote one fixed price that feels a bit high. See what they say.
3/3227 / 280
[Person] gave me advice in [year]. I ignored it for [time].
The advice: "[the advice]."
Why I ignored it: [your reason at the time].
What happened: [the result].
What I would tell you: [the lesson, in your own words].
Written example
A mentor gave me advice in 2021. I ignored it for 2 years.
The advice: "Write down why every customer leaves. Every single one."
Why I ignored it: we were small. I knew every customer by name. I thought I would remember.
What happened: I did not remember. When we sat down to plan the next year, I had a feeling about why people left. The feeling was wrong.
When we finally started a simple sheet, one row per lost customer, the pattern showed up in 6 weeks. It was not price. It was setup. People who did not finish setup in the first week were gone by month three.
We fixed setup. Churn went down. It was the most useful change we made that year.
What I would tell you: your memory is not a system. A sheet with one row per lost customer takes 2 minutes a week. Start it today.
Why it works. Admitting you ignored good advice makes the lesson land harder. The reader gets the advice and the cost of skipping it in one post.
See it as an X thread (4 posts)
A mentor gave me advice in 2021. I ignored it for 2 years. The advice: "Write down why every customer leaves. Every single one. " Why I ignored it: we were small. I knew every customer by name. I thought I would remember. What happened: I did not remember.
1/4260 / 280
When we sat down to plan the next year, I had a feeling about why people left. The feeling was wrong. When we finally started a simple sheet, one row per lost customer, the pattern showed up in 6 weeks. It was not price. It was setup.
2/4238 / 280
People who did not finish setup in the first week were gone by month three. We fixed setup. Churn went down. It was the most useful change we made that year. What I would tell you: your memory is not a system. A sheet with one row per lost customer takes 2 minutes a week.
3/4276 / 280
I was wrong about [topic] for [time].
I believed: [old belief].
Then [what happened that showed you].
Now I believe: [new belief].
[One practical change that came from it.]
Written example
I was wrong about hiring senior people for 3 years.
I believed a senior hire would need less of my time. Hire someone great, get out of the way, done.
Then we hired Dev. Ten years of experience. Sharp. Kind. He left after 5 months.
In his exit call he said something I did not expect. "I never knew what good looked like here." He had skills. He did not have context. I had given him none because I assumed he did not need it.
Now I believe senior people need less help with the work and more help with the why. What we are trying to do. What we tried before. What I care about and what I do not.
The practical change: every new hire at Northwind now gets a 2 page doc on day one. What we sell, who buys it, what we tried that failed, and what a great first 90 days looks like. It takes me an hour to update. It saves weeks.
Why it works. Saying you were wrong is rare, so it stands out. The old belief and new belief side by side make the shift easy to follow.
See it as an X thread (4 posts)
I was wrong about hiring senior people for 3 years. I believed a senior hire would need less of my time. Hire someone great, get out of the way, done. Then we hired Dev. Ten years of experience. Sharp. Kind. He left after 5 months.
1/4235 / 280
In his exit call he said something I did not expect. "I never knew what good looked like here. " He had skills. He did not have context. I had given him none because I assumed he did not need it.
2/4199 / 280
Now I believe senior people need less help with the work and more help with the why. What we are trying to do. What we tried before. What I care about and what I do not. The practical change: every new hire at Northwind now gets a 2 page doc on day one.
3/4257 / 280
What we sell, who buys it, what we tried that failed, and what a great first 90 days looks like. It takes me an hour to update. It saves weeks.
4/4147 / 280
I have one rule for [area of work]: [the rule].
It came from [what happened].
Here is how it works in practice:
[Step or example 1]
[Step or example 2]
[Step or example 3]
[What it protects you from.]
Written example
My 1 rule for client work: no new work starts until the last invoice is paid.
It came from a bad spring. Three clients were late at once. I kept working because I liked them and did not want to be awkward. By May I was owed 14,000 dollars and was paying my own team from savings.
Here is how the rule works in practice:
Every proposal says it in plain words, near the top.
When an invoice is 7 days late, I send a short, friendly note with the invoice attached again.
When it is 14 days late, work pauses. I say so kindly and give a date to restart.
Most clients pay within a day of that note. Nobody has left over it. A few thanked me for being clear.
The rule protects my team, my cash and, oddly, the relationship. It is hard to do good work for someone you quietly resent.
Why it works. A single rule is easy to remember and easy to copy. The short steps show the reader how to use it without feeling rude.
See it as an X thread (4 posts)
My 1 rule for client work: no new work starts until the last invoice is paid. It came from a bad spring. Three clients were late at once. I kept working because I liked them and did not want to be awkward.
1/4209 / 280
By May I was owed 14,000 dollars and was paying my own team from savings. Here is how the rule works in practice: Every proposal says it in plain words, near the top. When an invoice is 7 days late, I send a short, friendly note with the invoice attached again.
2/4265 / 280
When it is 14 days late, work pauses. I say so kindly and give a date to restart. Most clients pay within a day of that note. Nobody has left over it. A few thanked me for being clear. The rule protects my team, my cash and, oddly, the relationship.
3/4253 / 280
It is hard to do good work for someone you quietly resent.
4/462 / 280
We looked at [number] [things] last month. One pattern surprised me.
[What you expected to see.]
[What you actually saw.]
[Why you think it happened.]
[What you are changing because of it.]
Written example
We looked at 212 sales calls from last quarter. One pattern surprised me.
I expected the best calls to be the ones where we showed the most. Full demo, every feature, all 45 minutes.
The calls that closed looked different. They were shorter. We showed 2 screens, not 10. And the buyer talked more than we did.
Why? My guess is that a long demo answers questions nobody asked. It makes the product feel big and hard. A short one that matches their problem makes it feel easy.
So we are changing three things at Quarry this quarter:
Every call starts with 10 minutes of questions, no screen share.
We show only the 2 screens that match what they said.
We end 10 minutes early and ask what is still unclear.
I will share what happens in 3 months, good or bad.
Why it works. A real count from your own work gives the post weight without borrowing outside stats. Promising a follow up gives readers a reason to come back.
See it as an X thread (3 posts)
We looked at 212 sales calls from last quarter. One pattern surprised me. I expected the best calls to be the ones where we showed the most. Full demo, every feature, all 45 minutes. The calls that closed looked different. They were shorter. We showed 2 screens, not 10.
1/3274 / 280
And the buyer talked more than we did. Why? My guess is that a long demo answers questions nobody asked. It makes the product feel big and hard. A short one that matches their problem makes it feel easy. So we are changing three things at Quarry this quarter:
2/3263 / 280
Every call starts with 10 minutes of questions, no screen share. We show only the 2 screens that match what they said. We end 10 minutes early and ask what is still unclear. I will share what happens in 3 months, good or bad.
3/3229 / 280
How to [task] in [number] steps:
1. [Step one, with the reason in a few words.]
2. [Step two.]
3. [Step three.]
4. [Step four.]
5. [Step five.]
[The one step most people skip, and why it matters.]
Written example
How to run a 30 minute customer call that tells you something new, in 5 steps:
1. Ask about the last time. "Tell me about the last time you did your weekly report." Real past events beat guesses about the future.
2. Stay quiet longer than feels normal. Count to 5 in your head. The best detail comes after the pause.
3. Ask what they tried before. If they never tried to fix it, it may not hurt enough.
4. Do not show the product until minute 20. Once the screen is up, they start being polite about your work.
5. End with "who else should I talk to?" One good call often leads to two more.
The step most people skip is number 3. It feels like a small question. It is the one that tells you if anyone will pay.
Why it works. Numbered steps are easy to scan and save. Calling out the skipped step gives the post a point of view.
See it as an X thread (3 posts)
How to run a 30 minute customer call that tells you something new, in 5 steps: 1. Ask about the last time. "Tell me about the last time you did your weekly report. " Real past events beat guesses about the future. 2. Stay quiet longer than feels normal.
1/3257 / 280
Count to 5 in your head. The best detail comes after the pause. 3. Ask what they tried before. If they never tried to fix it, it may not hurt enough. 4. Do not show the product until minute 20. Once the screen is up, they start being polite about your work. 5.
2/3264 / 280
End with "who else should I talk to? " One good call often leads to two more. The step most people skip is number 3. It feels like a small question. It is the one that tells you if anyone will pay.
3/3201 / 280
Before I [task], I run this [number] point checklist.
[ ] [Check one]
[ ] [Check two]
[ ] [Check three]
[ ] [Check four]
It takes [time]. It has saved me from [problem].
Copy it, change it, make it yours.
Written example
Before I send any proposal, I run this 6 point checklist.
Is the problem in their words, not mine? I copy a line from our call.
Is the price on page one? Hiding it makes people nervous.
Is there one clear option I recommend? Three options with no pick makes them do my job.
Is the start date real? I check my calendar before I type it.
Is there a line on what is not included? This one ends most scope fights before they start.
Does it fit on 2 pages? If not, I cut.
It takes about 10 minutes. It has saved me from at least 3 bad projects this year. Two where the scope was fuzzy, and one where I had promised a start date I could not keep.
Copy it, change it, make it yours. If you have a check I am missing, I would like to hear it.
Why it works. A checklist is something people save and come back to. Keeping each check to one line with a short reason makes it usable right away.
See it as an X thread (3 posts)
Before I send any proposal, I run this 6 point checklist. Is the problem in their words, not mine? I copy a line from our call. Is the price on page one? Hiding it makes people nervous. Is there one clear option I recommend?
1/3228 / 280
Three options with no pick makes them do my job. Is the start date real? I check my calendar before I type it. Is there a line on what is not included? This one ends most scope fights before they start. Does it fit on 2 pages? If not, I cut. It takes about 10 minutes.
2/3272 / 280
It has saved me from at least 3 bad projects this year. Two where the scope was fuzzy, and one where I had promised a start date I could not keep. Copy it, change it, make it yours. If you have a check I am missing, I would like to hear it.
3/3244 / 280
I used to spend [long time] on [task]. Now it takes [short time].
Here is the setup:
[Tool or habit one, and what it does.]
[Tool or habit two.]
[Tool or habit three.]
The real trick: [the key idea].
Try it on your next [task].
Written example
I used to spend 3 hours every Friday on my client update emails. Now it takes 40 minutes.
Here is the setup:
A running note for each client. Every time something happens, I add one line. Date, what happened, what is next. It takes 20 seconds.
A fixed shape for every email. What we did. What we learned. What is next. What I need from you. Four short parts, always in that order.
A 25 minute timer on Friday morning. When it rings, I send what I have.
The real trick is the running note. The slow part was never the writing. It was trying to remember what happened on Tuesday.
Clients have told me they like the new emails more. They are shorter, and they always know where to look for the part that needs them.
Try it on your next update. Start the running note today, and see how Friday feels.
Why it works. A clear before and after time makes the promise concrete. Naming the one trick that matters most keeps it from being a list of tools.
See it as an X thread (4 posts)
I used to spend 3 hours every Friday on my client update emails. Now it takes 40 minutes. Here is the setup: A running note for each client. Every time something happens, I add one line. Date, what happened, what is next. It takes 20 seconds.
1/4246 / 280
A fixed shape for every email. What we did. What we learned. What is next. What I need from you. Four short parts, always in that order. A 25 minute timer on Friday morning. When it rings, I send what I have. The real trick is the running note.
2/4248 / 280
The slow part was never the writing. It was trying to remember what happened on Tuesday. Clients have told me they like the new emails more. They are shorter, and they always know where to look for the part that needs them. Try it on your next update.
3/4255 / 280
Start the running note today, and see how Friday feels.
4/459 / 280
When [situation], I send this exact message:
"[The message, word for word.]"
Why each part is there:
[Part one]: [reason]
[Part two]: [reason]
[Part three]: [reason]
Steal it.
Written example
When a client goes quiet for 2 weeks, I send this exact message:
"Hi Maya, I have not heard from you in a bit, so I am guessing things got busy. Should I pause the project for now, or keep going with the plan we agreed? Either is fine. Just reply with pause or go."
Why each part is there:
"Things got busy" gives them an easy, kind reason. Nobody wants to explain why they went silent.
"Pause or keep going" is a choice, not an open question. Open questions sit in the inbox. Choices get answers.
"Either is fine" takes away the guilt. People reply faster when they do not feel judged.
"Just reply with pause or go" makes the answer one word long. You can do it from a phone in line for coffee.
I have used some version of this for 4 years. It gets a reply almost every time, usually the same day.
Steal it. Change the name.
Why it works. Word for word scripts are among the most useful things you can share. Explaining each part teaches the reader how to write their own.
See it as an X thread (4 posts)
When a client goes quiet for 2 weeks, I send this exact message: "Hi Maya, I have not heard from you in a bit, so I am guessing things got busy. Should I pause the project for now, or keep going with the plan we agreed? Either is fine. Just reply with pause or go. "
1/4270 / 280
Why each part is there: "Things got busy" gives them an easy, kind reason. Nobody wants to explain why they went silent. "Pause or keep going" is a choice, not an open question. Open questions sit in the inbox. Choices get answers. "Either is fine" takes away the guilt.
2/4274 / 280
People reply faster when they do not feel judged. "Just reply with pause or go" makes the answer one word long. You can do it from a phone in line for coffee. I have used some version of this for 4 years. It gets a reply almost every time, usually the same day. Steal it.
3/4275 / 280
Contrarian Push back on common advice, with a reason.
15
Unpopular opinion, with a reason
Template
Unpopular opinion: [the view you hold].
Most advice says [the common advice].
Here is what I have seen instead:
[Reason or example one.]
[Reason or example two.]
When the common advice is right: [the fair exception].
[Your closing line.]
Written example
Unpopular opinion: you do not need a content calendar for your first year of posting.
Most advice says plan 30 days ahead, pick themes for each weekday, and batch your posts on Sunday.
Here is what I have seen instead:
The founders who stick with it write about what happened that week. A hard call. A customer question. A thing that broke. The calendar people run out of steam by week 6 because the posts feel like homework.
A calendar also makes you write about things you do not care about yet. Readers can tell.
When the calendar is right: once you have a year of posts and know what people respond to, a light plan helps. And if you post for a team, you need one.
For your first year, keep a note on your phone. Write down anything that made you think. Post from that list. It is enough.
Why it works. Pushing back on common advice gets attention, and naming when the advice is right keeps it honest. Readers trust a take that admits its limits.
See it as an X thread (4 posts)
Unpopular opinion: you do not need a content calendar for your first year of posting. Most advice says plan 30 days ahead, pick themes for each weekday, and batch your posts on Sunday. Here is what I have seen instead:
1/4222 / 280
The founders who stick with it write about what happened that week. A hard call. A customer question. A thing that broke. The calendar people run out of steam by week 6 because the posts feel like homework.
2/4210 / 280
A calendar also makes you write about things you do not care about yet. Readers can tell. When the calendar is right: once you have a year of posts and know what people respond to, a light plan helps. And if you post for a team, you need one.
3/4246 / 280
For your first year, keep a note on your phone. Write down anything that made you think. Post from that list. It is enough.
4/4127 / 280
Stop [common habit]. It is costing you [cost].
I did it for [time] because [why it seemed smart].
What it actually did: [the hidden cost].
What I do now: [the replacement].
[A small test the reader can run.]
Written example
Stop ending every sales call with "any questions?" It is costing you deals.
I did it for years because it felt polite. Give them room. Let them ask.
What it actually did: almost everyone said "no, I think I am good." Then they went quiet for weeks. They had questions. They just did not have them yet, or did not want to look slow in front of their boss.
What I do now: I end with "what would you need to see to say yes to this?"
It is a harder question. It gets real answers. "I would need to know it works with our billing tool." "My boss will ask about price per seat." Now I know what to send, and they know I heard them.
Try it on your next 3 calls. Write down what people say. I think you will learn more from those 3 answers than from a month of "any questions?"
Why it works. Telling people to stop something they do every day creates instant tension. Giving them a better line to use right away makes it helpful, not preachy.
See it as an X thread (3 posts)
Stop ending every sales call with "any questions? " It is costing you deals. I did it for years because it felt polite. Give them room. Let them ask. What it actually did: almost everyone said "no, I think I am good. " Then they went quiet for weeks. They had questions.
1/3274 / 280
They just did not have them yet, or did not want to look slow in front of their boss. What I do now: I end with "what would you need to see to say yes to this? " It is a harder question. It gets real answers. "I would need to know it works with our billing tool.
2/3266 / 280
" "My boss will ask about price per seat. " Now I know what to send, and they know I heard them. Try it on your next 3 calls. Write down what people say. I think you will learn more from those 3 answers than from a month of "any questions? "
3/3245 / 280
Everyone says [popular advice]. It backfired for me.
[What you did when you followed it.]
[What went wrong.]
[What you learned about when it does and does not fit.]
My take: [your version of the advice].
Written example
Everyone tells you to niche down hard. It backfired for me.
In 2022, I rebuilt my design studio around one type of client: dental offices. New site, new name, new case studies. I turned away everyone else.
What went wrong: there were not enough dental offices that wanted a real website and had the budget for it. The ones that did all used the same 2 agencies already. Six months in, I had 3 clients and a lot of free time.
What I learned: niching down works when the group is big enough, has money, and has a problem others ignore. I checked none of those. I just picked something narrow because narrow sounded smart.
My take: niche by problem before you niche by industry. I now work with any small business whose site gets traffic but no calls. That is a clear problem. It is also a big enough group to live on.
Why it works. A story of following popular advice and getting hurt is more convincing than an argument. The reworked advice at the end gives the reader a better version to use.
See it as an X thread (4 posts)
Everyone tells you to niche down hard. It backfired for me. In 2022, I rebuilt my design studio around one type of client: dental offices. New site, new name, new case studies. I turned away everyone else.
1/4209 / 280
What went wrong: there were not enough dental offices that wanted a real website and had the budget for it. The ones that did all used the same 2 agencies already. Six months in, I had 3 clients and a lot of free time.
2/4222 / 280
What I learned: niching down works when the group is big enough, has money, and has a problem others ignore. I checked none of those. I just picked something narrow because narrow sounded smart. My take: niche by problem before you niche by industry.
3/4254 / 280
I now work with any small business whose site gets traffic but no calls. That is a clear problem. It is also a big enough group to live on.
4/4143 / 280
Everyone in [field] watches [metric]. I mostly ignore it.
Why: [what it misses].
What I watch instead: [your metric].
Why it works better for us: [one or two lines].
[When the common metric does matter.]
Written example
Everyone in B2B software watches signups. I mostly ignore them.
Why: a signup is a person who typed an email. At Brightline, most signups never came back after day one. A good week of signups often came from one lucky link, not from anything we did.
What I watch instead: how many new accounts send their first invoice in the first 7 days.
Why it works better for us: it tells me if people got to the point of the product. If that number drops, something is broken in setup, and I can go fix it. If signups drop, I just feel bad.
When signups do matter: if you are testing a new channel, you need them to see if people show up at all. They are a fine top of the funnel check.
But if I only get one number on Monday morning, it is first invoices sent. What is yours?
Why it works. Questioning a metric everyone tracks makes people stop and think. Offering a replacement keeps the post from being just a complaint.
See it as an X thread (3 posts)
Everyone in B2B software watches signups. I mostly ignore them. Why: a signup is a person who typed an email. At Brightline, most signups never came back after day one. A good week of signups often came from one lucky link, not from anything we did.
1/3253 / 280
What I watch instead: how many new accounts send their first invoice in the first 7 days. Why it works better for us: it tells me if people got to the point of the product. If that number drops, something is broken in setup, and I can go fix it.
2/3249 / 280
If signups drop, I just feel bad. When signups do matter: if you are testing a new channel, you need them to see if people show up at all. They are a fine top of the funnel check. But if I only get one number on Monday morning, it is first invoices sent. What is yours?
3/3273 / 280
We just opened [product] to everyone. It is for you if [clear fit].
[The problem, in the words your users use.]
What it does:
[Point one]
[Point two]
[Point three]
Who it is not for: [honest fit line].
[How to try it, in one line.]
Written example
We just opened Ledgerly to everyone. It is for you if you run a small agency and chase late invoices by hand.
Our early users all said the same thing. "I hate being the person who asks for money." So they wait. And cash gets tight.
What it does:
Sends a friendly reminder 3 days before an invoice is due, and again when it is late.
Lets clients pay by card or bank from the email.
Shows you, on one screen, who owes what and for how long.
Who it is not for: if you have a finance team and a big billing tool, you do not need this. It is built for teams of 1 to 20.
It is free for your first 10 invoices. Search Ledgerly or send me a message and I will set you up myself.
Why it works. Saying who it is for in the first line lets the right people stop scrolling. Saying who it is not for builds trust and saves everyone time.
See it as an X thread (3 posts)
We just opened Ledgerly to everyone. It is for you if you run a small agency and chase late invoices by hand. Our early users all said the same thing. "I hate being the person who asks for money. " So they wait. And cash gets tight. What it does:
1/3250 / 280
Sends a friendly reminder 3 days before an invoice is due, and again when it is late. Lets clients pay by card or bank from the email. Shows you, on one screen, who owes what and for how long.
2/3196 / 280
Who it is not for: if you have a finance team and a big billing tool, you do not need this. It is built for teams of 1 to 20. It is free for your first 10 invoices. Search Ledgerly or send me a message and I will set you up myself.
3/3235 / 280
You asked for [feature] [number] times. It is live today.
[The problem it fixes, from a user's message.]
How it works: [two or three short lines].
Who should turn it on: [clear fit].
To try it: [exact steps].
Thank you to [people] who told us it mattered.
Written example
You asked for shared folders 41 times this year. They are live today.
The message that pushed us over the line came from Anna, who runs a 6 person studio. "I send the same brief to the same people every week. Why can't they just see it?"
How it works: make a folder, add your team by email, and anything you put inside is visible to all of them. Edits show up for everyone. You decide who can change things and who can only read.
Who should turn it on: any team of 2 or more that sends the same docs back and forth.
To try it: open Fernhill, click New, then Shared folder. It is on every plan, including free.
Thank you to Anna, Kofi and the others who wrote in. You made this better than our first plan for it.
Why it works. A count of requests shows you listen without bragging. Clear steps at the end turn interest into a click.
See it as an X thread (4 posts)
You asked for shared folders 41 times this year. They are live today. The message that pushed us over the line came from Anna, who runs a 6 person studio. "I send the same brief to the same people every week. Why can't they just see it? "
1/4242 / 280
How it works: make a folder, add your team by email, and anything you put inside is visible to all of them. Edits show up for everyone. You decide who can change things and who can only read.
2/4195 / 280
Who should turn it on: any team of 2 or more that sends the same docs back and forth. To try it: open Fernhill, click New, then Shared folder. It is on every plan, including free. Thank you to Anna, Kofi and the others who wrote in.
3/4236 / 280
You made this better than our first plan for it.
4/452 / 280
Why would you build [product] when [obvious alternative] exists?
[Your honest answer: the gap you saw.]
[The moment that made you start.]
What we built: [one or two lines].
It is for [who]. You can [action] at [where].
Written example
Why would you build a new scheduling tool when there are already so many?
Because none of them worked for our kind of team. We run tutoring for 40 families. Every tutor has a different week. Every parent wants to book on a phone in 30 seconds.
The moment it clicked: I watched a parent try to book a slot on another tool. Four screens. A login. A time zone question. She gave up and sent me a text.
What we built: Slotwell. A parent gets one link, sees the open times for their tutor, taps one, and is done. No account. Tutors set their week once and forget about it.
It is for small tutoring and coaching teams, from 2 to 50 people. If that is you, you can start a free 14 day trial at slotwell.example, or message me and I will walk you through it in 15 minutes.
Why it works. Opening with the question your skeptics ask shows confidence. The launch lands better when the reader sees the moment that made you start.
See it as an X thread (3 posts)
Why would you build a new scheduling tool when there are already so many? Because none of them worked for our kind of team. We run tutoring for 40 families. Every tutor has a different week. Every parent wants to book on a phone in 30 seconds.
1/3247 / 280
The moment it clicked: I watched a parent try to book a slot on another tool. Four screens. A login. A time zone question. She gave up and sent me a text. What we built: Slotwell. A parent gets one link, sees the open times for their tutor, taps one, and is done.
2/3267 / 280
No account. Tutors set their week once and forget about it. It is for small tutoring and coaching teams, from 2 to 50 people. If that is you, you can start a free 14 day trial at slotwell. example, or message me and I will walk you through it in 15 minutes.
3/3261 / 280
[Product] is out today. Here are the [number] things you get.
1. [Thing one, and why it matters.]
2. [Thing two.]
3. [Thing three.]
What it costs: [price, plainly].
Who it is for: [fit].
How to start: [one step].
Written example
Our workshop for first time managers is open today. Here are the 4 things you get.
1. Six live sessions, one a week, 60 minutes each. Small groups of 12, so you actually talk.
2. The scripts we use for hard talks. Missed deadlines, pay questions, a first warning. Word for word, so you are not making it up on the spot.
3. A one page plan for your first 90 days, filled in with your coach in week one.
4. A private group with everyone from your cohort, open for a year after the course.
What it costs: 900 dollars, or 750 if your company pays for 3 or more people.
Who it is for: people who became managers in the last year and feel like they are guessing. If you have led teams for 5 years, this will be too basic.
How to start: reply here or send me a message, and I will send you the dates for the October group.
Why it works. A numbered list of what people get answers the first question every buyer has. Stating the price and fit plainly saves back and forth.
See it as an X thread (4 posts)
Our workshop for first time managers is open today. Here are the 4 things you get. 1. Six live sessions, one a week, 60 minutes each. Small groups of 12, so you actually talk. 2. The scripts we use for hard talks. Missed deadlines, pay questions, a first warning.
1/4267 / 280
Word for word, so you are not making it up on the spot. 3. A one page plan for your first 90 days, filled in with your coach in week one. 4. A private group with everyone from your cohort, open for a year after the course.
2/4226 / 280
What it costs: 900 dollars, or 750 if your company pays for 3 or more people. Who it is for: people who became managers in the last year and feel like they are guessing. If you have led teams for 5 years, this will be too basic.
3/4232 / 280
How to start: reply here or send me a message, and I will send you the dates for the October group.
4/4103 / 280
We reached [milestone] this week. Here is what it actually took.
[Time it took.]
[Two or three things that worked.]
[One thing that did not work.]
[Who to thank.]
Next: [what you are working toward now].
Written example
We reached 100 paying customers this week. Here is what it actually took.
It took 22 months. The first 10 took almost a year.
What worked:
Calling every person who signed up in the first 6 months. Not emailing. Calling. About half picked up, and most of our early features came from those calls.
Writing one helpful post a week about the problem we solve, not about us.
Asking every happy customer for one name. About a third of our customers came this way.
What did not work: paid ads. We spent 4,000 dollars over two months and got 2 customers. Maybe we did it wrong. We stopped anyway.
Thank you to Dev and Maya, who worked for less than they were worth for a long time, and to every customer who stayed through the early bugs.
Next: 250 by next summer, with the same small team.
Why it works. Sharing what did not work next to what did makes a milestone useful instead of a brag. Readers can copy the parts that fit their business.
See it as an X thread (4 posts)
We reached 100 paying customers this week. Here is what it actually took. It took 22 months. The first 10 took almost a year. What worked: Calling every person who signed up in the first 6 months. Not emailing. Calling.
1/4223 / 280
About half picked up, and most of our early features came from those calls. Writing one helpful post a week about the problem we solve, not about us. Asking every happy customer for one name. About a third of our customers came this way. What did not work: paid ads.
2/4270 / 280
We spent 4,000 dollars over two months and got 2 customers. Maybe we did it wrong. We stopped anyway. Thank you to Dev and Maya, who worked for less than they were worth for a long time, and to every customer who stayed through the early bugs.
3/4247 / 280
Next: 250 by next summer, with the same small team.
4/455 / 280
1 year ago today, I [what you started].
What I thought would happen: [expectation].
What happened: [reality].
The hardest part: [one line].
The best part: [one line].
If you are about to start something similar: [one line of advice].
Written example
1 year ago today, I left my job to start a one person consulting practice.
What I thought would happen: I would get busy fast, work fewer hours, and feel free.
What happened: the first 3 months were slow. I had 2 clients and a lot of time to worry. Month 4, a past manager sent me a big project. After that, work came mostly through people I had worked with before.
The hardest part: no one tells you when you did a good job. I did not realize how much I needed that until it was gone.
The best part: I pick who I work with. This year I said no to 4 projects that did not feel right, and I do not regret any of them.
If you are about to start something similar: before you quit, tell 20 people you have worked with what you plan to do. My first 5 clients all came from that list.
Why it works. A date anchors the post and the expect versus reality split keeps it honest. The last line gives future founders something concrete.
See it as an X thread (4 posts)
1 year ago today, I left my job to start a one person consulting practice. What I thought would happen: I would get busy fast, work fewer hours, and feel free. What happened: the first 3 months were slow. I had 2 clients and a lot of time to worry.
1/4252 / 280
Month 4, a past manager sent me a big project. After that, work came mostly through people I had worked with before. The hardest part: no one tells you when you did a good job. I did not realize how much I needed that until it was gone.
2/4240 / 280
The best part: I pick who I work with. This year I said no to 4 projects that did not feel right, and I do not regret any of them. If you are about to start something similar: before you quit, tell 20 people you have worked with what you plan to do.
3/4253 / 280
My first 5 clients all came from that list.
4/447 / 280
Nobody will celebrate this, but [small milestone] happened today.
[Why it is small from the outside.]
[Why it matters to you.]
[What it took to get here.]
[What it tells you about what is next.]
Written example
Nobody will celebrate this, but today a bug got fixed without me. Can you see why that matters?
A customer found it, and my team fixed it before I even saw the message. From the outside, it is nothing. A button on the export page was broken. It took 30 minutes to fix.
For me, it is big. For 3 years, every bug went through me. Every support note, every fix, every reply. If I was sick or on a plane, things waited.
What it took to get here: writing down how we fix things, one page at a time. Hiring Priya to own support. And the hard part, not jumping in when I saw a message come in.
What it tells me: Quarry can run for a day without me. That is the first step to it running for a week. And that is the first step to a company that does not break when one person gets tired.
Small wins like this do not make good headlines. They are the ones I will remember.
Why it works. Quiet wins are relatable because most weeks are made of them. The post shows growth without leaning on big numbers.
See it as an X thread (4 posts)
Nobody will celebrate this, but today a bug got fixed without me. Can you see why that matters? A customer found it, and my team fixed it before I even saw the message. From the outside, it is nothing. A button on the export page was broken. It took 30 minutes to fix.
1/4272 / 280
For me, it is big. For 3 years, every bug went through me. Every support note, every fix, every reply. If I was sick or on a plane, things waited. What it took to get here: writing down how we fix things, one page at a time. Hiring Priya to own support.
2/4257 / 280
And the hard part, not jumping in when I saw a message come in. What it tells me: Quarry can run for a day without me. That is the first step to it running for a week. And that is the first step to a company that does not break when one person gets tired.
3/4259 / 280
Small wins like this do not make good headlines. They are the ones I will remember.
4/487 / 280
[Milestone]. Here are [number] mistakes I made getting here.
1. [Mistake and what it cost.]
2. [Mistake.]
3. [Mistake.]
[What you would keep the same.]
[Thank you line.]
Written example
Our newsletter for small shop owners just passed 5,000 readers. Here are 3 mistakes I made getting here.
1. I wrote for other writers. My first 20 issues were full of long words and clever lines. Shop owners read on their phones between customers. When I cut each issue in half, replies went up.
2. I sent it whenever I felt ready. Some weeks twice, some weeks never. Readers forgot who I was. Now it goes out every Tuesday at 7 in the morning, even when it is short.
3. I did not ask readers what they wanted until issue 40. When I finally did, the top answer was "how to price things." I had written about pricing once.
What I would keep the same: answering every reply myself. It is slow. It is also where the best ideas come from.
Thank you to the first 50 readers, most of whom I knew by name. You kept me going.
Why it works. Pairing a number with mistakes turns a celebration into a lesson. Readers are more likely to save it because they can avoid the same errors.
See it as an X thread (4 posts)
Our newsletter for small shop owners just passed 5,000 readers. Here are 3 mistakes I made getting here. 1. I wrote for other writers. My first 20 issues were full of long words and clever lines. Shop owners read on their phones between customers.
1/4251 / 280
When I cut each issue in half, replies went up. 2. I sent it whenever I felt ready. Some weeks twice, some weeks never. Readers forgot who I was. Now it goes out every Tuesday at 7 in the morning, even when it is short. 3.
2/4226 / 280
I did not ask readers what they wanted until issue 40. When I finally did, the top answer was "how to price things. " I had written about pricing once. What I would keep the same: answering every reply myself. It is slow. It is also where the best ideas come from.
3/4268 / 280
Thank you to the first 50 readers, most of whom I knew by name. You kept me going.
4/486 / 280
Hiring A role, who would love it, and how to apply.
27
We are hiring. You will love it if
Template
We are hiring a [role]. You will love it if [two traits].
What you will do:
[Task one]
[Task two]
[Task three]
What we offer: [pay range, remote or not, key perks].
Who will not like it: [honest fit].
To apply: [exact steps and deadline].
Written example
We are hiring a support lead at Northwind Labs. You will love it if you like fixing things and writing clear answers.
What you will do:
Answer customer questions by email and chat, about 30 a day.
Turn the questions we get most into help pages.
Tell the product team, every week, what is confusing people.
What we offer: 70,000 to 85,000 dollars. Fully remote, anywhere in US time zones. Four day weeks in July and August.
Who will not like it: if you want a big team and a manager checking in every day, this is not it. You will be our first support hire, and you will set things up your way.
To apply: send a short note to jobs@northwind.example with the subject "Support lead." Tell us about one customer problem you solved and how. No cover letter needed. We will reply to everyone by October 20.
Why it works. Naming who will love the job and who will not helps the right people apply. A pay range and a clear deadline show respect for the reader's time.
See it as an X thread (4 posts)
We are hiring a support lead at Northwind Labs. You will love it if you like fixing things and writing clear answers. What you will do: Answer customer questions by email and chat, about 30 a day. Turn the questions we get most into help pages.
1/4248 / 280
Tell the product team, every week, what is confusing people. What we offer: 70,000 to 85,000 dollars. Fully remote, anywhere in US time zones. Four day weeks in July and August.
2/4181 / 280
Who will not like it: if you want a big team and a manager checking in every day, this is not it. You will be our first support hire, and you will set things up your way. To apply: send a short note to jobs@northwind. example with the subject "Support lead.
3/4261 / 280
" Tell us about one customer problem you solved and how. No cover letter needed. We will reply to everyone by October 20.
4/4125 / 280
If you are the right [role], you could change our whole year.
Here is the problem: [the problem this person will own].
Here is why it matters: [one or two lines].
You might be right if: [traits or experience].
Details: [pay, location, start date].
How to reach me: [exact action].
Written example
If you are the right first sales hire, you could change our whole year.
Here is the problem: I still close every deal myself. We have 60 customers, a clear product and more leads than I can call back. Some wait a week for a reply. Some give up.
Here is why it matters: the next 50 customers will come from the calls I am not making.
You might be right if you have sold software to small businesses before, you like talking to owners more than big committees, and you do not need a big playbook to start. We will write it together.
Details: 60,000 base plus commission, about 110,000 at target. Remote in the UK or Europe. Start in November.
How to reach me: send me a message here with one line on the best deal you ever lost and why. I read every one and will reply within 3 days.
Why it works. Framing the job as a problem to own attracts people who want impact. Asking for a specific short answer filters in the thoughtful ones.
See it as an X thread (4 posts)
If you are the right first sales hire, you could change our whole year. Here is the problem: I still close every deal myself. We have 60 customers, a clear product and more leads than I can call back. Some wait a week for a reply. Some give up.
1/4248 / 280
Here is why it matters: the next 50 customers will come from the calls I am not making. You might be right if you have sold software to small businesses before, you like talking to owners more than big committees, and you do not need a big playbook to start.
2/4262 / 280
We will write it together. Details: 60,000 base plus commission, about 110,000 at target. Remote in the UK or Europe. Start in November. How to reach me: send me a message here with one line on the best deal you ever lost and why.
3/4234 / 280
I read every one and will reply within 3 days.
4/450 / 280
What would your Tuesday look like as our [role]?
[Morning.]
[Midday.]
[Afternoon.]
What we care about: [two or three values, shown not told].
The details: [pay, place, hours].
Apply by [date] at [where].
Written example
What would your Tuesday look like as our junior designer?
9:30: a short team call. Five of us, 15 minutes, what we are working on and where we are stuck.
10 to 12: design time, headphones on. This week that might be the new signup screen for a client's app.
12 to 1: lunch. Away from the desk. We mean it.
1:30: a review with Maya, our lead. You show your work, she asks questions, you decide what to change.
3 to 5: a client call, then time to clean up files and write a short note on what you did.
What we care about: showing work early, even when it is rough. Asking questions out loud. Leaving on time.
The details: 48,000 to 55,000 dollars, in our Denver studio 3 days a week, 40 hours.
Apply by October 31 at quarrystudio.example/jobs. Send 3 pieces of work and one sentence on each. That is it.
Why it works. A real schedule helps readers picture themselves in the role. It is more honest than a list of values and more useful than a list of tasks.
See it as an X thread (4 posts)
What would your Tuesday look like as our junior designer? 9:30: a short team call. Five of us, 15 minutes, what we are working on and where we are stuck. 10 to 12: design time, headphones on. This week that might be the new signup screen for a client's app.
1/4261 / 280
12 to 1: lunch. Away from the desk. We mean it. 1:30: a review with Maya, our lead. You show your work, she asks questions, you decide what to change. 3 to 5: a client call, then time to clean up files and write a short note on what you did.
2/4245 / 280
What we care about: showing work early, even when it is rough. Asking questions out loud. Leaving on time. The details: 48,000 to 55,000 dollars, in our Denver studio 3 days a week, 40 hours. Apply by October 31 at quarrystudio. example/jobs.
3/4246 / 280
Send 3 pieces of work and one sentence on each. That is it.
4/463 / 280
Do you know a [role] who [specific trait]?
We are looking for someone to [main job].
They would work with [team or people].
Must have: [one or two must haves].
Nice to have: [one].
[Pay, location.]
Tag them or send them to [link or email]. If we hire your intro, [thank you].
Written example
Do you know a backend engineer who likes boring, reliable systems?
We are looking for someone to own the part of Brightline that moves money. Payments, refunds, payouts to our sellers. It needs to work every single time.
They would work with me, our CTO Ravi, and one other engineer. Small team, clear lines, no meetings on Wednesdays.
Must have: 4 or more years building backend systems that handle payments or billing. Comfort being on call one week a month.
Nice to have: they have written a post mortem they are proud of.
Pay is 150,000 to 175,000 dollars plus equity. Remote in the US, or in our Austin office if they like.
Tag them below or send them to brightline.example/careers. If we hire someone you sent our way, I will send you 500 dollars and a very nice thank you note.
Why it works. Asking your network for a person instead of asking readers to apply widens the reach. A clear referral thank you gives people a reason to tag someone.
See it as an X thread (4 posts)
Do you know a backend engineer who likes boring, reliable systems? We are looking for someone to own the part of Brightline that moves money. Payments, refunds, payouts to our sellers. It needs to work every single time.
1/4224 / 280
They would work with me, our CTO Ravi, and one other engineer. Small team, clear lines, no meetings on Wednesdays. Must have: 4 or more years building backend systems that handle payments or billing. Comfort being on call one week a month.
2/4243 / 280
Nice to have: they have written a post mortem they are proud of. Pay is 150,000 to 175,000 dollars plus equity. Remote in the US, or in our Austin office if they like. Tag them below or send them to brightline. example/careers.
3/4231 / 280
If we hire someone you sent our way, I will send you 500 dollars and a very nice thank you note.
4/4100 / 280
Customer story Their problem, what changed, in their terms.
31
Their problem, in their words
Template
"[A quote from the customer about their problem.]"
That is how [name], [role] at [company], described [time period].
What was going on: [the situation].
What changed: [what they did, with your help].
What it looks like now, in their words: "[second quote]."
Written example
"I spent every Monday copying numbers from 4 tools into one sheet. By Tuesday, the sheet was already wrong."
That is how Leah, operations lead at a 30 person bakery chain, described her last year.
What was going on: every store used a different system for sales and stock. Leah was the only one who could put it all together. When she took a week off, nobody knew how stores were doing.
What changed: she connected the 4 tools to one board. Setup took an afternoon, mostly her and our support lead on a call. Now the numbers update each night on their own.
What it looks like now, in her words: "Monday is for fixing problems now, not finding them. And I took two weeks off in August without a single phone call."
If your Monday looks like Leah's used to, send me a message. I am happy to show you how she set it up.
Why it works. Opening with the customer's own words makes the problem feel real. Two quotes, before and after, let the change speak for itself.
See it as an X thread (4 posts)
"I spent every Monday copying numbers from 4 tools into one sheet. By Tuesday, the sheet was already wrong. " That is how Leah, operations lead at a 30 person bakery chain, described her last year.
1/4201 / 280
What was going on: every store used a different system for sales and stock. Leah was the only one who could put it all together. When she took a week off, nobody knew how stores were doing. What changed: she connected the 4 tools to one board.
2/4247 / 280
Setup took an afternoon, mostly her and our support lead on a call. Now the numbers update each night on their own. What it looks like now, in her words: "Monday is for fixing problems now, not finding them. And I took two weeks off in August without a single phone call.
3/4275 / 280
" If your Monday looks like Leah's used to, send me a message. I am happy to show you how she set it up.
4/4108 / 280
[Time] ago, [customer] told us they were leaving. They are still here. Here is why.
[What they were unhappy about.]
[What you did about it.]
[What changed for them.]
[What it changed for you.]
Written example
8 months ago, one of our biggest customers told us they were leaving. They are still here. Here is why.
Sam runs a team of 12 recruiters. His note was short. "Your tool is fine. My team just does not use it."
We could have offered a discount. Instead, I asked if I could sit in on one of their team calls. He said yes.
What I saw: his recruiters kept our tool open in one tab and a sheet in another. Our search worked, but saving a candidate took 5 clicks. The sheet took one.
We made saving a one click job. It took 2 weeks. Then I did a 20 minute training with his team.
Six months later, all 12 use it every day. Sam renewed for 2 years.
What it changed for us: we now ask every customer who wants to leave for one hour of their time before we do anything else. It is the best research we have.
Why it works. A near loss is more gripping than a clean win. Showing the fix you made proves you listen, which sells better than a feature list.
See it as an X thread (4 posts)
8 months ago, one of our biggest customers told us they were leaving. They are still here. Here is why. Sam runs a team of 12 recruiters. His note was short. "Your tool is fine. My team just does not use it. " We could have offered a discount.
1/4247 / 280
Instead, I asked if I could sit in on one of their team calls. He said yes. What I saw: his recruiters kept our tool open in one tab and a sheet in another. Our search worked, but saving a candidate took 5 clicks. The sheet took one. We made saving a one click job.
2/4269 / 280
It took 2 weeks. Then I did a 20 minute training with his team. Six months later, all 12 use it every day. Sam renewed for 2 years. What it changed for us: we now ask every customer who wants to leave for one hour of their time before we do anything else.
3/4259 / 280
What changed for [customer] in [time], without the hype:
Before: [plain description].
After: [plain description].
What made the difference: [one or two plain lines].
What did not change: [honest limit].
[Who else this might help.]
Written example
What changed for a small law firm in 90 days, without the hype:
Before: 3 lawyers, 1 assistant. New client calls came in all day. The assistant took notes on paper. About one in four callers never heard back.
After: every call gets a short form filled in while they talk. Each new lead gets a reply the same day, with a link to book a meeting. The partners see a list each morning.
What made the difference: the form was not new. They had one before. What changed was that it sends a reply on its own. Nobody has to remember.
What did not change: they still lose some leads to bigger firms on price. A fast reply does not fix that. And the partners still hate typing notes.
If you run a small firm and new client calls feel like a mess, I am glad to share the form they use. Just ask.
Why it works. Being plain about results and honest about limits makes the story believable. The offer at the end helps the right readers take a step.
See it as an X thread (3 posts)
What changed for a small law firm in 90 days, without the hype: Before: 3 lawyers, 1 assistant. New client calls came in all day. The assistant took notes on paper. About one in four callers never heard back. After: every call gets a short form filled in while they talk.
1/3275 / 280
Each new lead gets a reply the same day, with a link to book a meeting. The partners see a list each morning. What made the difference: the form was not new. They had one before. What changed was that it sends a reply on its own. Nobody has to remember.
2/3257 / 280
What did not change: they still lose some leads to bigger firms on price. A fast reply does not fix that. And the partners still hate typing notes. If you run a small firm and new client calls feel like a mess, I am glad to share the form they use. Just ask.
3/3262 / 280
[Customer] used [your product] for something we never planned. Can you guess what?
[What you built it for.]
[What they used it for.]
[How they set it up, in two or three steps.]
[What you learned, and what you are changing.]
Written example
One of our customers used our survey tool for something we never planned. Can you guess what?
We built Pollwise for product teams. Quick surveys inside an app. Ask users a question, see the answers.
Ines runs a small gym. She uses it to plan classes.
Here is how she set it up:
Every Sunday, members get a 2 question survey. Which classes do you want this week? Which times work?
By Monday morning, she has the answers on one screen and sets the week's schedule.
Classes that nobody picks get dropped. Classes with a waitlist get a second slot.
She told us attendance is more steady now, and she has stopped guessing.
What we learned: our tool is useful for anyone who plans around what people want next week. We are now building a simple weekly repeat option, mostly because of Ines.
Why it works. An unexpected use case makes people curious and shows your product in a new light. It also invites readers to imagine their own use.
See it as an X thread (4 posts)
One of our customers used our survey tool for something we never planned. Can you guess what? We built Pollwise for product teams. Quick surveys inside an app. Ask users a question, see the answers. Ines runs a small gym. She uses it to plan classes.
1/4254 / 280
Here is how she set it up: Every Sunday, members get a 2 question survey. Which classes do you want this week? Which times work? By Monday morning, she has the answers on one screen and sets the week's schedule. Classes that nobody picks get dropped.
2/4254 / 280
Classes with a waitlist get a second slot. She told us attendance is more steady now, and she has stopped guessing. What we learned: our tool is useful for anyone who plans around what people want next week.
3/4211 / 280
We are now building a simple weekly repeat option, mostly because of Ines.
4/478 / 280
How do we decide what to build next? Here is the real process.
[Step one.]
[Step two.]
[Step three.]
[What gets thrown out, and why.]
[One thing you would change about it.]
Written example
How do we decide what to build next at Fernhill?
Here is the real process, not the one on our careers page.
Every Friday, anyone on the team can add a request to one shared list. It needs a line on who asked and what problem it fixes.
On the first Monday of the month, three of us read the list together. We ask one question of each item: would a new customer notice this in their first week?
The items that get a yes go into a short list. We pick 2, never more. Then we write a half page on each and show it to 3 customers before we build.
What gets thrown out: most requests from our biggest customers. That sounds bad. But those requests are often about their setup, not what most people need.
What I would change: we are too slow to say no out loud. People add things and never hear back. We are fixing that next month with a short reply for every item.
Why it works. People love to see how decisions really get made. Admitting what you would change makes it feel honest, not polished.
See it as an X thread (4 posts)
How do we decide what to build next at Fernhill? Here is the real process, not the one on our careers page. Every Friday, anyone on the team can add a request to one shared list. It needs a line on who asked and what problem it fixes.
1/4238 / 280
On the first Monday of the month, three of us read the list together. We ask one question of each item: would a new customer notice this in their first week? The items that get a yes go into a short list. We pick 2, never more.
2/4231 / 280
Then we write a half page on each and show it to 3 customers before we build. What gets thrown out: most requests from our biggest customers. That sounds bad. But those requests are often about their setup, not what most people need.
3/4237 / 280
What I would change: we are too slow to say no out loud. People add things and never hear back. We are fixing that next month with a short reply for every item.
4/4164 / 280
What does a [role] actually do all week? Here is my last one.
Monday: [what you did].
Tuesday: [what you did].
Wednesday: [what you did].
Thursday: [what you did].
Friday: [what you did].
[The part nobody sees.]
[What you want to change.]
Written example
What does a founder of a 9 person company actually do all week? Here is my last one.
Monday: 3 customer calls, a one on one with each team lead, and way too much email.
Tuesday: sales. Two demos and follow ups. I wrote the proposal for a deal we have chased since June.
Wednesday: no meetings. I planned next quarter and wrote a new pricing page draft.
Thursday: hiring. Two interviews for our designer role. Then a call with our accountant about taxes that I did not enjoy.
Friday: I answered support for 2 hours so Priya could take the day off. Then a team lunch.
The part nobody sees: about 6 hours a week is me answering small questions on chat. Each one takes 2 minutes. Together they eat a full day.
What I want to change: I am trying 2 set times a day for chat questions. We start next week. I will tell you if it works.
Why it works. A plain day by day breakdown is honest and relatable. Pointing out the hidden cost gives other founders something to check in their own week.
See it as an X thread (4 posts)
What does a founder of a 9 person company actually do all week? Here is my last one. Monday: 3 customer calls, a one on one with each team lead, and way too much email. Tuesday: sales. Two demos and follow ups. I wrote the proposal for a deal we have chased since June.
1/4273 / 280
Wednesday: no meetings. I planned next quarter and wrote a new pricing page draft. Thursday: hiring. Two interviews for our designer role. Then a call with our accountant about taxes that I did not enjoy.
2/4208 / 280
Friday: I answered support for 2 hours so Priya could take the day off. Then a team lunch. The part nobody sees: about 6 hours a week is me answering small questions on chat. Each one takes 2 minutes. Together they eat a full day.
3/4234 / 280
What I want to change: I am trying 2 set times a day for chat questions. We start next week. I will tell you if it works.
4/4125 / 280
Our whole [team or business] runs on [number] tools. Here they are, and why.
[Tool type one]: [why].
[Tool type two]: [why].
[Tool type three]: [why].
[Tool type four]: [why].
What we tried and dropped: [one or two].
[Your rule for adding a new tool.]
Written example
Our whole 6 person agency runs on 5 tools. Here they are, and why.
A shared doc space: every brief, every process, every client note lives here. If it is not written down here, it does not exist.
A task board: one card per piece of work, one owner per card. Nothing else fancy.
A chat app: for quick questions only. Anything that needs a decision goes in a doc.
A time tracker: not to watch people. We use it to see which projects we underpriced.
A simple invoicing tool: sends invoices and reminders so I do not have to.
What we tried and dropped: a big all in one project tool. It could do everything, so nobody knew where anything was. And a second chat app for clients. Too many places to check.
Our rule for adding a new tool: it has to replace one we already use. If it only adds, the answer is no.
Why it works. Readers are curious how others work, and a short stack with reasons is easy to copy. The rule at the end gives the post a clear point of view.
See it as an X thread (4 posts)
Our whole 6 person agency runs on 5 tools. Here they are, and why. A shared doc space: every brief, every process, every client note lives here. If it is not written down here, it does not exist. A task board: one card per piece of work, one owner per card.
1/4261 / 280
Nothing else fancy. A chat app: for quick questions only. Anything that needs a decision goes in a doc. A time tracker: not to watch people. We use it to see which projects we underpriced. A simple invoicing tool: sends invoices and reminders so I do not have to.
2/4267 / 280
What we tried and dropped: a big all in one project tool. It could do everything, so nobody knew where anything was. And a second chat app for clients. Too many places to check. Our rule for adding a new tool: it has to replace one we already use.
3/4251 / 280
We cancelled our [meeting] [time] ago. Here is what replaced it.
Why we had it: [original reason].
Why it stopped working: [what went wrong].
What we do now: [the replacement].
What we lost: [honest trade off].
What we gained: [the benefit].
Written example
We cancelled our weekly all hands 4 months ago. Here is what replaced it.
Why we had it: when we were 5 people, it was the one time we all talked. It was fun. It was useful.
Why it stopped working: at 14 people, it was 60 minutes of updates nobody needed. Half the team had cameras off and another tab open. Me too, some weeks.
What we do now: every Friday, each team lead writes 5 lines in a shared doc. What we shipped. What we learned. What is stuck. Everyone reads it by Monday. Once a month, we meet for 45 minutes to talk about one big topic only.
What we lost: some of the casual chat. New people found it harder to meet everyone. We now pair each new hire with a buddy for their first month to help.
What we gained: about 14 hours of team time a week. And the Friday notes are better than the meeting ever was, because people think before they write.
Why it works. Every team has a meeting they doubt, so this shape is easy to relate to. Naming what you lost keeps it balanced and believable.
See it as an X thread (4 posts)
We cancelled our weekly all hands 4 months ago. Here is what replaced it. Why we had it: when we were 5 people, it was the one time we all talked. It was fun. It was useful. Why it stopped working: at 14 people, it was 60 minutes of updates nobody needed.
1/4259 / 280
Half the team had cameras off and another tab open. Me too, some weeks. What we do now: every Friday, each team lead writes 5 lines in a shared doc. What we shipped. What we learned. What is stuck. Everyone reads it by Monday.
2/4230 / 280
Once a month, we meet for 45 minutes to talk about one big topic only. What we lost: some of the casual chat. New people found it harder to meet everyone. We now pair each new hire with a buddy for their first month to help.
3/4228 / 280
What we gained: about 14 hours of team time a week. And the Friday notes are better than the meeting ever was, because people think before they write.
4/4154 / 280
I have to decide [decision] by [date]. What would you do?
Option A: [option].
Good: [pro]. Bad: [con].
Option B: [option].
Good: [pro]. Bad: [con].
What I am leaning toward: [your lean].
[Specific ask: who you want to hear from.]
Written example
I have to decide how to price our new team plan by Friday. What would you do?
Option A: per seat. 12 dollars per person, per month.
Good: fair, and it grows with the team. Bad: teams share logins to save money, and we have seen that already.
Option B: flat price by size. 99 dollars a month for up to 15 people.
Good: simple, and nobody has to count seats. Bad: a 3 person team pays the same as a 15 person team, and small teams may feel it is too much.
What I am leaning toward: B, with a smaller 49 dollar tier for up to 5 people.
I would love to hear from anyone who has changed pricing from one model to the other. What happened to your churn? What did customers say? And if you are a buyer, which one would you rather see?
Why it works. A real decision with a deadline invites real answers. Laying out both sides shows you have done the work and makes it easy for people to weigh in.
See it as an X thread (3 posts)
I have to decide how to price our new team plan by Friday. What would you do? Option A: per seat. 12 dollars per person, per month. Good: fair, and it grows with the team. Bad: teams share logins to save money, and we have seen that already. Option B: flat price by size.
1/3275 / 280
99 dollars a month for up to 15 people. Good: simple, and nobody has to count seats. Bad: a 3 person team pays the same as a 15 person team, and small teams may feel it is too much. What I am leaning toward: B, with a smaller 49 dollar tier for up to 5 people.
2/3264 / 280
I would love to hear from anyone who has changed pricing from one model to the other. What happened to your churn? What did customers say? And if you are a buyer, which one would you rather see?
3/3198 / 280
If you could tell yourself one thing on day one of [role or venture], what would it be?
Mine: [your answer].
[Why, in two or three lines.]
[What it would have saved you.]
I will read every reply. [Optional promise to share a roundup.]
Written example
If you could tell yourself one thing on day one of running your own business, what would it be?
Mine: charge more, and send the invoice the same day.
I spent my first 2 years pricing like I was asking for a favor. I would finish the work and then wait a week to bill because it felt pushy. Clients did not mind. They were busy. The invoice just sat.
It would have saved me a lot. Not just money. Stress. There were months I lay awake doing math I did not need to do.
Now I price for the value, and the invoice goes out the day the work is done. Nobody has ever complained.
I will read every reply. If enough people answer, I will pull the best ones into a short list and share it next week, with names only if you say yes.
Why it works. The question is easy and personal, so many people can answer it. Going first with your own answer shows the kind of reply you hope for.
See it as an X thread (3 posts)
If you could tell yourself one thing on day one of running your own business, what would it be? Mine: charge more, and send the invoice the same day. I spent my first 2 years pricing like I was asking for a favor.
1/3217 / 280
I would finish the work and then wait a week to bill because it felt pushy. Clients did not mind. They were busy. The invoice just sat. It would have saved me a lot. Not just money. Stress. There were months I lay awake doing math I did not need to do.
2/3256 / 280
Now I price for the value, and the invoice goes out the day the work is done. Nobody has ever complained. I will read every reply. If enough people answer, I will pull the best ones into a short list and share it next week, with names only if you say yes.
3/3259 / 280
How do you handle [specific problem]?
Here is what I have tried:
[Attempt one and result.]
[Attempt two and result.]
Neither feels right yet.
[What a good answer would look like for you.]
Written example
How do you handle clients who want a call for every small question?
I have a client I like a lot. Good work, pays on time. But they book a 30 minute call about 3 times a week, often for things that could be one line in an email.
Here is what I have tried:
I set up weekly office hours and asked them to save questions for that slot. They came to office hours and still booked extra calls.
I started replying to call requests with a short written answer first. Sometimes that worked. Sometimes they booked the call anyway to "walk through it."
Neither feels right yet. I do not want to be cold. I also cannot keep losing 90 minutes a week that I do not bill for.
A good answer for me would keep the relationship warm and still set a clear limit. If you have been here, what did you say, and how did they take it?
Why it works. A specific problem with what you already tried gets better answers than a vague ask. It also shows readers you are not asking them to do your homework.
See it as an X thread (4 posts)
How do you handle clients who want a call for every small question? I have a client I like a lot. Good work, pays on time. But they book a 30 minute call about 3 times a week, often for things that could be one line in an email. Here is what I have tried:
1/4259 / 280
I set up weekly office hours and asked them to save questions for that slot. They came to office hours and still booked extra calls. I started replying to call requests with a short written answer first. Sometimes that worked.
2/4230 / 280
Sometimes they booked the call anyway to "walk through it. " Neither feels right yet. I do not want to be cold. I also cannot keep losing 90 minutes a week that I do not bill for. A good answer for me would keep the relationship warm and still set a clear limit.
3/4266 / 280
If you have been here, what did you say, and how did they take it?
4/470 / 280
[Situation]. You can only pick one. Which would you pick?
A. [Choice A]
B. [Choice B]
C. [Choice C]
My pick: [your pick and one line why].
Tell me yours, and why.
Written example
You are starting a service business with 5,000 dollars. You can only spend it on one thing. Which would you pick?
A. A proper website with good copy and a clean design.
B. Three months of a part time assistant, so you can spend more time selling.
C. Tickets and travel to 2 events where your ideal clients go.
My pick: C. Most of my first clients came from rooms I was in, not pages they found. A website helped later. An assistant helped once I had work to hand off. But at the start, being face to face with 200 of the right people was worth more than both.
I know people who would pick A and do great. It depends on who you sell to and how they buy.
Tell me yours, and why. I am curious if it changes by industry.
Why it works. A simple multiple choice question is easy to answer in one letter, which invites more replies. Sharing your pick with a reason starts the talk.
See it as an X thread (3 posts)
You are starting a service business with 5,000 dollars. You can only spend it on one thing. Which would you pick? A. A proper website with good copy and a clean design. B. Three months of a part time assistant, so you can spend more time selling. C.
1/3253 / 280
Tickets and travel to 2 events where your ideal clients go. My pick: C. Most of my first clients came from rooms I was in, not pages they found. A website helped later. An assistant helped once I had work to hand off.
2/3221 / 280
But at the start, being face to face with 200 of the right people was worth more than both. I know people who would pick A and do great. It depends on who you sell to and how they buy. Tell me yours, and why. I am curious if it changes by industry.
3/3252 / 280
[Number] things I stopped doing this year:
1. [Thing]. [Why, in one line.]
2. [Thing]. [Why.]
3. [Thing]. [Why.]
4. [Thing]. [Why.]
5. [Thing]. [Why.]
The one I miss: [honest line].
Written example
7 things I stopped doing this year as a founder:
1. Taking calls before 10. My best thinking happens early. Calls can wait.
2. Saying yes to "can I pick your brain?" I now send a short doc with my best answers instead.
3. Checking revenue every day. It moves too little to matter and too much to ignore. Weekly is enough.
4. Writing long emails. If it needs more than 5 lines, it needs a call or a doc.
5. Hiring for skills alone. Two of my hardest hires were the most skilled people I ever met.
6. Building features for one loud customer. We now wait until 3 ask.
7. Working Sundays. The work was not better. I was just tired on Monday.
The one I miss: picking brains. Some of those coffees turned into friends. I might bring back one a month.
Why it works. Stop lists are easy to scan and each line works on its own. Admitting the one you miss keeps it human.
See it as an X thread (3 posts)
7 things I stopped doing this year as a founder: 1. Taking calls before 10. My best thinking happens early. Calls can wait. 2. Saying yes to "can I pick your brain? " I now send a short doc with my best answers instead. 3. Checking revenue every day.
1/3254 / 280
It moves too little to matter and too much to ignore. Weekly is enough. 4. Writing long emails. If it needs more than 5 lines, it needs a call or a doc. 5. Hiring for skills alone. Two of my hardest hires were the most skilled people I ever met. 6.
2/3252 / 280
Building features for one loud customer. We now wait until 3 ask. 7. Working Sundays. The work was not better. I was just tired on Monday. The one I miss: picking brains. Some of those coffees turned into friends. I might bring back one a month.
3/3249 / 280
The [number] questions I ask every new [client or hire]:
1. [Question]
[Why you ask it.]
2. [Question]
[Why.]
3. [Question]
[Why.]
[Which one gets the most useful answer.]
Written example
The 5 questions I ask every new client before we sign:
1. What made you reach out now, and not 6 months ago?
The answer tells me how urgent this really is.
2. Who else has to say yes?
If there is a boss I have not met, I want to meet them early.
3. What did you try before, and why did it stop?
This saves me from repeating someone else's mistake.
4. What would make this a clear win in 90 days?
If they cannot answer, we write the answer together before any work starts.
5. What do you not want me to touch?
Every business has a sore spot. Better to know on day one.
The one that gets the most useful answer is number 3. People are honest about what failed. It tells me more about how they work than anything else.
Why it works. Questions are practical and easy to borrow. The short reason under each one teaches the thinking, not just the words.
See it as an X thread (3 posts)
The 5 questions I ask every new client before we sign: 1. What made you reach out now, and not 6 months ago? The answer tells me how urgent this really is. 2. Who else has to say yes? If there is a boss I have not met, I want to meet them early. 3.
1/3252 / 280
What did you try before, and why did it stop? This saves me from repeating someone else's mistake. 4. What would make this a clear win in 90 days? If they cannot answer, we write the answer together before any work starts. 5. What do you not want me to touch?
2/3263 / 280
Every business has a sore spot. Better to know on day one. The one that gets the most useful answer is number 3. People are honest about what failed. It tells me more about how they work than anything else.
3/3210 / 280
[Number] signs you are ready to [next step]:
[Sign one.]
[Sign two.]
[Sign three.]
[Sign four.]
And one sign you are not: [counter sign].
[Closing line.]
Written example
5 signs you are ready to make your first hire:
You turn down good work at least twice a month because you have no time.
You do the same task every week and could write down how to do it.
You have 6 months of pay for that person in the bank, not in a forecast.
You know which part of your job you would hand off first, and it is not the part you hate most. It is the part someone else could do better.
You have a way to check the work without doing it again yourself.
And one sign you are not ready: you want to hire because you feel alone. That is real, and it matters. But a peer group or a mentor will fix that faster and cheaper than a hire.
If you checked 4 out of 5, start writing the job post this week.
Why it works. Readers like to check themselves against a list. The one counter sign makes the list feel honest and saves someone from a costly mistake.
See it as an X thread (3 posts)
5 signs you are ready to make your first hire: You turn down good work at least twice a month because you have no time. You do the same task every week and could write down how to do it. You have 6 months of pay for that person in the bank, not in a forecast.
1/3263 / 280
You know which part of your job you would hand off first, and it is not the part you hate most. It is the part someone else could do better. You have a way to check the work without doing it again yourself.
2/3210 / 280
And one sign you are not ready: you want to hire because you feel alone. That is real, and it matters. But a peer group or a mentor will fix that faster and cheaper than a hire. If you checked 4 out of 5, start writing the job post this week.
3/3246 / 280
[Number] ideas I keep coming back to in [area]:
1. [Idea]. [How you use it.]
2. [Idea]. [How you use it.]
3. [Idea]. [How you use it.]
4. [Idea]. [How you use it.]
[Which one you would start with.]
Written example
6 ideas I keep coming back to when I write sales pages:
1. Write for one person. I picture a real customer, like Maya who runs a 4 person clinic. If a line would bore her, it goes.
2. Say the price early. People who cannot afford it leave sooner. People who can relax and keep reading.
3. Use their words, not mine. I copy phrases from customer calls straight into headlines.
4. One page, one action. If there are 3 buttons that do different things, most people press none.
5. Show the boring parts. Setup time, what happens after they pay, how to cancel. That is where doubt lives.
6. Read it out loud. If I run out of breath, the sentence is too long.
If you only try one, try number 3. Go back to your last 3 customer calls and pull out the exact words they used for their problem. Your headline is probably in there.
Why it works. A short list of reusable ideas works as a reference people save. Pointing to one place to start makes the list easier to act on.
See it as an X thread (4 posts)
6 ideas I keep coming back to when I write sales pages: 1. Write for one person. I picture a real customer, like Maya who runs a 4 person clinic. If a line would bore her, it goes. 2. Say the price early. People who cannot afford it leave sooner.
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People who can relax and keep reading. 3. Use their words, not mine. I copy phrases from customer calls straight into headlines. 4. One page, one action. If there are 3 buttons that do different things, most people press none. 5. Show the boring parts.
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Setup time, what happens after they pay, how to cancel. That is where doubt lives. 6. Read it out loud. If I run out of breath, the sentence is too long. If you only try one, try number 3.
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Go back to your last 3 customer calls and pull out the exact words they used for their problem. Your headline is probably in there.
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One change to how we [task]. Here is the before and after.
Before: [how it was].
After: [how it is].
Before: [second detail].
After: [second detail].
What we changed: [the change].
[Who should try it.]
Written example
1 change to how we onboard new customers, before and after.
Before: a 45 minute call with every new account, walking through every screen.
After: a 15 minute call about their first goal, then one screen that gets them there.
Before: customers said "that was a lot" and forgot most of it by the next day.
After: customers finish their first task on the call, while we are still talking.
Before: about half of new accounts were still active a month later.
After: most of them are, and support tickets from new users are down too.
What we changed: we stopped teaching the product and started helping them do one thing. Everything else can wait for week two.
If your onboarding call is longer than 20 minutes, try cutting it to one goal for one month and see what happens.
Why it works. Before and after lines side by side make the change easy to see at a glance. Pairing three of them shows the change reached more than one part of the work.
See it as an X thread (4 posts)
1 change to how we onboard new customers, before and after. Before: a 45 minute call with every new account, walking through every screen. After: a 15 minute call about their first goal, then one screen that gets them there.
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Before: customers said "that was a lot" and forgot most of it by the next day. After: customers finish their first task on the call, while we are still talking. Before: about half of new accounts were still active a month later.
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After: most of them are, and support tickets from new users are down too. What we changed: we stopped teaching the product and started helping them do one thing. Everything else can wait for week two.
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If your onboarding call is longer than 20 minutes, try cutting it to one goal for one month and see what happens.
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Here is how my [emails, posts, proposals] changed in [time]:
Before: "[old example line]"
After: "[new example line]"
Before: "[old example line]"
After: "[new example line]"
What I learned: [the rule behind the change].
Written example
Here is how my cold emails changed in 2 years:
Before: "I hope this email finds you well. I wanted to reach out to introduce our company, which helps businesses like yours improve efficiency."
After: "Saw your team is hiring 3 support people. We help teams answer the same questions less often."
Before: "Would you be open to a 30 minute call to explore how we might work together?"
After: "Worth a 10 minute look? If not, no reply needed."
Before: a 6 line signature with my title, phone, 3 links and a quote.
After: my name.
What I learned: every line has to earn its place. The reader owes me nothing. The first sentence should prove I did my homework, and the ask should be small enough to say yes to without thinking.
Reply rates went up after the change. More important, the replies got warmer.
Why it works. Showing real before and after lines teaches by example, which is faster than a list of rules. Readers can hold their own writing up against it.
See it as an X thread (4 posts)
Here is how my cold emails changed in 2 years: Before: "I hope this email finds you well. I wanted to reach out to introduce our company, which helps businesses like yours improve efficiency. " After: "Saw your team is hiring 3 support people.
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We help teams answer the same questions less often. " Before: "Would you be open to a 30 minute call to explore how we might work together? " After: "Worth a 10 minute look? If not, no reply needed. " Before: a 6 line signature with my title, phone, 3 links and a quote.
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After: my name. What I learned: every line has to earn its place. The reader owes me nothing. The first sentence should prove I did my homework, and the ask should be small enough to say yes to without thinking. Reply rates went up after the change.
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More important, the replies got warmer.
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Our [page or process] a year ago vs. today. Can you spot what changed?
Then: [line].
Now: [line].
Then: [line].
Now: [line].
Then: [line].
Now: [line].
The thinking behind it: [one or two lines].
Written example
Our home page a year ago vs. today. Can you spot what changed?
Then: "The all in one platform for modern teams."
Now: "Send client invoices and get paid in days, not weeks."
Then: a big button that said "Get started."
Now: a button that says "Send your first invoice free."
Then: 12 feature icons in a grid.
Now: 3 short lines, each one a problem our customers told us about in their own words.
Then: logos of tools we connect to at the top.
Now: those logos moved to the bottom, and a note from a customer named Joel took their spot.
The thinking behind it: nobody wakes up wanting a platform. They want to get paid. Every line now answers one question a new visitor has, in the order they have it.
If you run a small software company, try reading your home page as a stranger. Would you know what it does in 5 seconds?
Why it works. Then and now lines turn an abstract idea like clarity into something the reader can see. The question at the top invites people to look closely.
See it as an X thread (4 posts)
Our home page a year ago vs. today. Can you spot what changed? Then: "The all in one platform for modern teams. " Now: "Send client invoices and get paid in days, not weeks. " Then: a big button that said "Get started. "
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Now: a button that says "Send your first invoice free. " Then: 12 feature icons in a grid. Now: 3 short lines, each one a problem our customers told us about in their own words. Then: logos of tools we connect to at the top.
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Now: those logos moved to the bottom, and a note from a customer named Joel took their spot. The thinking behind it: nobody wakes up wanting a platform. They want to get paid. Every line now answers one question a new visitor has, in the order they have it.
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If you run a small software company, try reading your home page as a stranger. Would you know what it does in 5 seconds?
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My calendar [time] ago vs. now. Here is what [number] changes did.
Before: [description].
After: [description].
The changes:
1. [Change one.]
2. [Change two.]
3. [Change three.]
[How it feels now, honestly.]
Written example
My calendar 6 months ago vs. now. Here is what 3 changes did.
Before: 26 meetings a week. Back to back from 9 to 5 most days. Deep work happened after dinner, if at all.
After: 11 meetings a week. Mornings free until 11 on 4 days out of 5.
Before: every call was 30 or 60 minutes because that is what the calendar offered.
After: most calls are 15 or 25 minutes, and a lot of them finish early.
The changes:
1. I made every recurring meeting prove itself. Each one got a 4 week trial. If nobody missed it, it ended.
2. I set my default call length to 25 minutes.
3. I asked my team to send a short written note before booking me. About a third of the time, the note answered the question.
How it feels now: better, but not perfect. Some weeks still fill up. The difference is that I notice now, and I have a way to fix it.
Why it works. Everyone has a full calendar, so the before line is instantly familiar. Numbered changes give readers a plan they can copy.
See it as an X thread (4 posts)
My calendar 6 months ago vs. now. Here is what 3 changes did. Before: 26 meetings a week. Back to back from 9 to 5 most days. Deep work happened after dinner, if at all. After: 11 meetings a week. Mornings free until 11 on 4 days out of 5.
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Before: every call was 30 or 60 minutes because that is what the calendar offered. After: most calls are 15 or 25 minutes, and a lot of them finish early. The changes: 1. I made every recurring meeting prove itself. Each one got a 4 week trial.
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If nobody missed it, it ended. 2. I set my default call length to 25 minutes. 3. I asked my team to send a short written note before booking me. About a third of the time, the note answered the question. How it feels now: better, but not perfect. Some weeks still fill up.
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The difference is that I notice now, and I have a way to fix it.
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A reusable shape for a post: where the hook goes, what the middle does, and how it ends. You bring the story, the numbers and the opinion. The template keeps it easy to read.
Which template should I start with?
Start with a story or a lesson. They only need something that happened to you this month, and they are the easiest to write in your own voice.
How long should a LinkedIn post be?
Long enough to make one point well. What matters most is the first line, because LinkedIn shows only the first few lines before "see more". Most examples here are 500 to 1,100 characters.
Can I use the same post on X?
Yes. Each template shows its example split into an X thread, with every post under 280 characters and numbered. Open "See it as an X thread" under any template.
Do the example posts belong to anyone?
No. They were written for this page with made up names and companies. Copy them, change them, and make them yours.