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Matt Maiale Profile picture
@maiale
Jul 26, 2021 • 13 tweets • 6 min read • Read on X
I've rewritten 300+ websites for startups from pre-seed to unicorn.

Here are my top learnings 👇
Share the benefit, not the product.

Users don't care what you sell, they care about how they get value:

• Start with an action verb
• Make a bold claim
• Talk directly to your persona

Hook the users so they NEED to read on. ImageImageImageImage
Turn your feature sections into narratives.

• Dig at your audience's problem
• Twist the knife at why the problem is bad
• Share your feature's solution

Make your feature sections both memorable AND relatable. ImageImage
Give users a sense of FOMO (Fear Of Missing Out).

When pitching your product, make users feel like everyone else already knows about it.

• "2,194 trials started"
• "25,000+ privacy community" ImageImage
Show users how easy it is to get started by handling objections.

• "Join our Beta. It's free."
• "No credit card required"
• "Cancel anytime"

Give users no excuse to NOT click through. ImageImage
Motivate users to take the next steps.

Be specific about the value users get by clicking forward:

• "Get started" → "Sign up now to automate Slack"
• "Join us" → "Start learning"

Reassure users they're on the right path. ImageImage
Keep your visuals simple.

Bad: @retool's demo is overwhelming with text and visuals

Good: @HelloSign instead uses blurred text so users only focus on the features that matter. ImageImage
Bonus: Reply to the first tweet in this thread with your startup's website.

I'll reply back with a video teardown.
Thanks for reading!

Feel free to follow me @maiale for more tweets around marketing, community, and growth.
Thanks to everyone who sent their landing page so far!

I’ll be replying/DMing teardowns to everyone over the next week :)
Wow, I didn’t expect this many responses😮🤯🙏 That’s it for landing page teardowns!

I’ll do my best to reply/DM everyone who responded before now throughout this week :)
If you want copywriting inspiration, here are some of my favorites:
• clubhouse.io
• mainstreet.com
• frontapp.com
• skiff.org
• babbel.com

What are some other great examples?
Learn how to write your startup’s site in this thread:

• • •

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More from @maiale

Matt Maiale Profile picture
Nov 5, 2021
Most startups overlook pricing strategies.

Pricing not only drives sales, but also retention and your overall marketing engine.

THREAD: 7 tactics to make pricing a competitive advantage.
Loss aversion: Users prefer avoiding loss 2x more than gaining.

Instead of converting users by upselling new features, take them away:

1. Start users on a premium free-trial
2. Downgrade to a basic plan

It’s significantly easier to sell users once they’re already hooked.
Sell benefits, not features.

Make it easy for customers to understand the value of your product:

• 1,000 records/month → 1,000 leads/month
• 300 profiles → 300 community members

The more specific, the easier it is for users to understand how you solve their pain-points.
Read 9 tweets
Matt Maiale Profile picture
Aug 10, 2021
I've helped 100+ startups with marketing.

Here's what most founders get wrong:
Retention drives growth, not acquisition.

The more users return to your product, the more opportunities for:

• Monetization, referrals, and virality.

Plus, you can reinvest increased revenue into more acquisition.
You don't need to scale through multiple channels.

Why? It's impossible to build a product that fits every channel's algorithm.

What works for Twitter isn't the same for Google SEO, or email campaigns.

The best marketers find 1-2 channels and run with them.
Read 11 tweets
Matt Maiale Profile picture
Aug 5, 2021
I've grown 3 communities to 5,000+ users.

Here are my top learnings compiled:
Go niche when building a community.

Why? Because you want to be known as the best.

If you don't have a focus, then you're competing against millions of other online groups.

Differentiate your community by the depth of knowledge, not surface area.
Make joining your community frictionless.

Build it into your users' everyday routines by living on the platforms they love: email, Slack, Twitter, etc.

Being engaged in your community should be so easy that it becomes a habit.
Read 9 tweets
Matt Maiale Profile picture
Aug 2, 2021
The second message converts 2x higher.

Why? Simple copywriting tactics.

In this thread I'll teach you how to write high converting messages.

Let's dive in 👇
1/ Be upfront:

Don't bury your ask in the message.

• Ask questions at the beginning
• Be specific and concise

The more upfront your ask is, the more likely that they'll engage.
2/ Lower the ask:

Getting users started is always the most difficult step.

Tip: lower the ask to make taking next steps easier.

Make it feel like a conversation, not a pitch.
Read 9 tweets
Matt Maiale Profile picture
Jul 28, 2021
I've gotten a ton of requests on how to build the perfect website.

Except there's a template I recommend to almost every startup.

Here it is 👇
1/ Above the Fold

If your website is an essay, the above the fold is the introduction.

1. Make a bold claim
2. Tease your features
3. Provide a value-add image

Let users know they're on the right site — 90% will bounce before even scrolling.
2/ Above the Fold (Part 2)

Keep your navigation bar at a minimum:

1. Left align your logo
2. Include up to 5 relevant links
3. Keep your call to action specific
4. Optional: Make your navbar sticky

Keep users focused on scrolling, not irrelevant links.
Read 11 tweets
Matt Maiale Profile picture
Jun 11, 2021
Marketing is about being a first-mover with your strategies.

@PayPal got to 100M users by offering a $5 referral bonus.

Now companies such as @DraftKings and @Uber offer 20x higher referral bonuses yet don't see viral growth.

THREAD: Why traditional marketing is dying.
There's a rapid increase in CPC (cost per click) inflation.

The first banner ad had a 44% click-through rate. Now the average is 0.3%.

Facebook, Google, and other ad platforms are similarly seeing a spike in costs as advertising becomes more competitive.

Why?
Everyone and their mother is getting into paid acquisition.

As more companies bid for clicks, the cost of advertising will keep rising.

Except traditional ads are becoming significantly less effective:
Read 5 tweets

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