I've helped probably 700 startups redo their websites.

These 4 marketing patterns stood out to me 🧙‍♂️
See the images below.

Notice how you're naturally drawn toward the call to action?

Decades of (marketing) psychology have shown that our eyes follow the eyes of others. ImageImageImage
I like seeing signup buttons that describe WHAT you get by signing up. For example:

• Read for free
• Create a meal plan

The default generic phrases are uninspiring:

• Get started
• Try now

Instead, remind people what's in it for them. ImageImageImageImage
Sometimes I see marketers use a 2-part header pattern:

Part 1: Exactly what their startup does
Part 2: *How much better* they do it than everyone else

This can outperform fluff like "Welcome to your new HQ"

This isn't a rule—just an idea to test among many.

Sample rewrites: ImageImageImageImage
The sites below have been REWRITTEN to clearly state the benefit and *implication* of the benefit.

Benefit: Email without typos (Green)
Implication: So you don't lose clients (Purple)

Benefit: Clear your inbox
Implication: So you can go home early

Try relating to real problems ImageImageImageImage
I’ll share more strategies after I do another website batch review. Follow me for the next thread: @Julian

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More from @Julian

11 Jun
What’s the most beautiful piece of writing you’ve ever come across?

Bonus points if you can screenshot a paragraph and share it below. I’ll consider including it in my writing guide.

Props to anyone who takes the time ❤️
I'll start with some great ones from last time:

From @amamyyang
From @VCFryer
Read 7 tweets
10 Jun
I've now written 30 Twitter threads.

I use them to log great ideas and everything that surprises me.

Here are my 9 best threads (on startups, writing, marketing):
Read 11 tweets
8 Jun
Ed Sheeran, Taylor Swift, and Drake generate non-stop hits for years.

What are they doing differently?

Thread: How to generate way more ideas
I was watching a documentary on songwriter Ed Sheeran. In it, he described his songwriting process.

It struck me as identical to the process that author Neil Gaiman detailed in his Masterclass.
Here's the thing.

Ed Sheeran and Neil Gaiman are in the top 0.000001% of their fields. They're among very few people in the world who consistently generate blockbuster after blockbuster.
Read 17 tweets
24 May
How do you quickly grow an online audience?

Here's how I've helped folks do it.

A mix of writing, marketing, and startups:
One audience building approach:

• YouTube/Twitter for viral distribution
• Blogging for SEO distribution
• Newsletter for maintaining relationships
• Podcasts for deepening them

Twitter gets the word out.

Newsletters keep people around.

Podcasts help them better know you.
A question to ask when building an audience:

Are they following you for your mind or your labor?

• Labor: You're COLLECTING good content for them
• Mind: You're CRAFTING original content

Mind-followers are extra loyal. They're with you no matter what you do in the future.
Read 17 tweets
19 May
10 of my realizations about writing well:
Your goal isn't to build a writing habit. Your goal is to fall so in love with interesting ideas that you can’t not write about them.
Don't wait for an idea to be fully formed before writing. You write in order to think through the idea. The act of writing compels your brain to connect the dots.
Read 11 tweets
7 May
If you suffer from procrastination when writing...

I eventually overcame it.

How to make writing easier:
To start, I write the worst draft possible as quickly as I can.

Because almost all the work happens during rewriting anyway.

The greatest friction is in putting ideas down in the first place.
It's your first major hurdle: get a bad draft #1 done so you can spend 95% of your time rewriting.

That means, in my bad first draft, I use placeholders any time I'm stuck:
Read 22 tweets

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