Harry's collected 100k emails in just one week leading up to their launch.

Their Co-founder, Jeff Raider, said that 77% of the emails were collected via referrals.

On average, each person referred more than 3 people.

And here's how you can replicate it 🧵
The "secret sauce" to Harry's pre-launch campaign was the use of a growth loop.

And most companies go wrong by only using a funnel to acquire new users.

The problem with a funnel is that the only way to get more results is to put more in at the top.
With this, none of your efforts are reinvested to acquire more users.

This is the problem that a growth loop fixes.

Unlike a funnel, a growth loop focuses on compounding growth.

Because a growth loop defines how one group of new users will generate another group of new users.
What you'll notice is that the growth loop continues to feed itself.

For Harry's, this resulted in one user referring three on average.

In action, here's how Harry's growth loop worked:
For this to work, Harry's had to get people on the email list.

So, they ran Facebook ads with the goal that each user they acquired via a Facebook ad would refer one of their friends.
This way if it cost $6 to acquire a subscriber, and that subscriber referred two people then the actual customer acquisition cost was $2.

With Harry's ad, they addressed the main problem people faced — expensive razors.
From the ad, you clicked through to this squeeze page.

A squeeze page has one goal and one goal only — and that's to collect email addresses.

No other links.

No other pages.

No distractions.

Just an email or an exit.
Here's why it converted so well:
Once you submitted your email, you were redirected to this referral page.

And its brilliance lies within the gamification, product milestones, clarity, and friction-free referral process.
Here's why it generated over 65k+ referrals:
Harry's eliminated all friction when you shared your unique link via social with a pre-populated message.
3 things stand out:

1. Harry's added their @. With this, curious people can click and see what Harry's is all about.

2. Their copy feels real and intriguing and piques curiosity with the line "I'm going to be #shaving for free.

3. They added the link to their prelaunch site.
Follow @alexgarcia_atx if you want hella growth marketing breakdowns on your feed.

Threads to come:

- copywriting
- ad development
- landing page development
- newsletter optimization
Plus, I send an exclusive growth marketing-focused newsletter to 12,000+ marketers, founders, and creators every Tuesday and Thursday.

You can join them here 👇🏽 bit.ly/3kn2IAd

1. Harry's focused on creating a bulletproof growth loop
2. They used a squeeze page to convert traffic to subs
3. A squeeze page has one focus -- email collection
4. The referral program gamified the referral process
5. They reduced all friction with a generated link
6. The referral page showed how many people have signed up
7. And created a pre-populated message to share with friends
7. You won product which converted you to become a fan

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More from @alexgarcia_atx

19 Sep
9 tips and examples to write copy like an Amazonian 🧵
1. Use Short Sentences

Keep your sentences, Kevin Hart short.

Amazon says under 30 words.

I’d say to keep them under 15 words.

This keeps them clear and concise with an emphasis on clarity.
2. Cut Common Phrases

Cut the overused common phrases that are on everybody’s landing page.

Instead, obsess over clarity.

Respect the consumer’s time.

Concise copy leads to concise decision-making .
Read 13 tweets
11 Sep
Ted Lasso was nominated for 20 Emmy Award Nominations, including two for writing.

And season 2 of @TedLasso was @AppleTV's most successful premiere ever.

Their marketing is just as good.

Here's what makes Ted Lasso's marketing effective 🧵
1. Storytelling

Storytelling makes the comedic heartthrob football coach who hates tea a hit.

A story makes us fall in love with a show, a person, and even a product.

So, how does Ted Lasso do it?
For us to buy into a character - the character has to take on a new journey and enter a stage of transformation.

Ted Lasso is an ex-football coach from Kansas who gets hired to coach a professional soccer team when he doesn't know a lick about soccer.
Read 21 tweets
2 Sep
Referral programs are your missing puzzle piece.

PayPal used one to acquire 100m users.

DropBox used it to grow 3900% in 15 months.

Airbnb grew 900% YoY for 1st-time bookings.

@elonmuskc says one customer should generate three.

Use these 7 referral programs to grow 🧵
1. Coinbase

Refer a friend and when they purchase $100 in Crypto, you both get $10 in Bitcoin.

Like most referral programs, it's two-sided.
2. PayPal

The OG referral program.

When PayPal was starting out, they gave money away to new users and referred users.

It worked so well they had to reduce the amount of money they gave away.

At, first PayPal gave you $20 for signing up. And $20 to anyone you referred.
Read 20 tweets
31 Aug
Garyvee has always been ahead of his time.

He scaled VaynerMedia from a Twitter management agency to creating Super Bowl ads for brands like Miracle-Gro, Hard Rock, and Budweiser.

These 11 tips from @garyvee will optimize your marketing efforts 🧵
1. Jab, Jab, Jab, Right Hook

Relationships are built on trust.

You wouldn’t meet someone today and ask for a favor.

You’d first develop a relationship then ask.

The same goes for building an audience and monetizing.

So give, give, give, then ask/sell.
2. Document Don’t Create

This is @garyvee’s way of saying build-in-public.

Create content around what you’re doing and building and it will organically attract people who are interested in you.

Plus, this gives you a concrete way of creating ample amounts of content.
Read 15 tweets
30 Aug
Email is not dead.

Email marketing generates $42 for every $1 spent.

This makes it one of the most effective channels for your business.

Use these 9 tips to build a bigger list, increase your open rate, and improve engagement 🧵
1. Create A Consistent Theme

Create a consistent theme for your newsletter/email marketing where the readers know the value to expect and how it’s packaged.

For example:

On Tuesdays, I send Tactic Tuesday.

On Thursdays, I send Teardown Thursday.
This way, when your email lands in a reader’s inbox, they know what to expect when they open it.

Other examples are:

@JamesClear's 3-2-1 Thursday Newsletter

@ShaanVP's 5 Tweet Tuesday
Read 16 tweets
15 Aug
If you can write better, you can communicate better.

If you can communicate better, then you can sell more.

This is what makes business writing a valuable skill.

Here are 6 ways to write more effectively 🧵
1. Show. Don't Tell.

Don't tell someone how to travel.

Show them the vacation photos.

Let your words come to life and take the reader on a journey.

Nobody likes to walk themself to the table.
2. Use Simple Sentences

When you write - your goal is to be understood.

If someone doesn't understand, they won't take action.

Because confusion is the bottleneck before the next step.
Read 11 tweets

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