MATT GRAY Profile picture
Mar 30, 2024 24 tweets 7 min read Read on X
I grew my Founder OS newsletter to 100,000 subscribers in 18 months.

This is the exact blueprint I used to create my newsletter funnel: Image
To build a thriving newsletter funnel, you need a proven roadmap.

This is one of the roadmaps I teach at Founder OS.

A step-by-step system for attracting a loyal audience and exploding your subscriber count.

Let's break it down:
Develop Your Unique Framework

Create a framework leveraging audience, content, and data, helping you create a flywheel.

It becomes the DNA of your brand and the heartbeat of your newsletter.

This will set you apart and position you as an authority. Image
Invent a Category and Dominate It

Don't settle for being another voice in the noise.

• Create a new category and own it
• Become the go-to expert in your niche

When people think of your category, they should immediately think of you. Image
Identify Your Ideal Audience

• Who can you serve better than anyone else?
• Who is hungry for your unique content and insights?
• Who has the desire and means to buy what you offer?

Gain crystal clarity on your target reader persona.
Offer an Irresistible Lead Magnet

Create a free, high-value resource that solves a burning problem for your ideal audience:
• eBook
• Templates
• Mini-course
• Cheatsheet

Position your lead magnet behind an opt-in form to skyrocket your subscriber growth.
Produce Consistent, High-Value Content

Create engaging content that resonates with your audience.

I publish daily on Twitter, Instagram, LinkedIn, and my newsletter

Consistency is the key to cultivating a dedicated following.
Master the Art of Copywriting

Words are your most powerful asset.

Craft irresistible headlines, compelling hooks, and persuasive calls to action.

Great copy transforms casual readers into devoted subscribers and loyal customers.
Leverage the Magic of Design

Visuals are more important than ever in the crowded space.

Platforms like Convertkit offer eye-catching graphics, visually appealing layouts, and consistent branding.

Such newsletters stand out in cluttered inboxes. Here’s mine for Founder OS Image
Tap Into the Power of Storytelling

Humans are hardwired for stories:

• Weave captivating narratives into your content and newsletters
• Share personal anecdotes, case studies, and inspiring success stories

People forget facts, but they remember stories.
Let Data Be Your Compass

• Analyze engagement, click-through, and conversion rates
• Track your content performance metrics - double down on what works
• Use data to optimize your content strategy and newsletter funnel

Look deep into the numbers, and you’ll find patterns of gold.Image
Amplify Your Reach Across Multiple Growth Channels

Expand your presence and influence by leveraging multiple platforms - Twitter, Instagram, LinkedIn, TikTok, YouTube, your website, and your email newsletter.

Cross-promote to maximize exposure and impact. Image
Offer Crazy Value

Your newsletter should be a gift to your subscribers, not a constant sales pitch.

• Deliver content that improves your readers' lives or careers
• Pack each issue with valuable insights and actionable advice

Value-driven approaches naturally lead to sales.
Build Relationships, Not Just a List

Your subscribers are more than just names and email addresses.

They're real people with real challenges, dreams, and ambitions.

Treat them like cherished friends, not just objectives.
Test, Analyze, Optimize

Building a thriving newsletter is an iterative process.

• Test new strategies, formats, and offers
• Analyze results and gather reader feedback
• Cut what doesn't work and double down on what does

Continuous optimization drives sustainable growth.
Experiments > Perfection

Don't wait for the perfect time to launch your newsletter.

Start with what you have, where you are, right now.

Perfection is an illusion. Progress is reality.

Let your newsletter evolve over time. Image
The Fortune Is In the Follow-Up

Your welcome sequence is just the beginning.

• Nurture subscribers with valuable content and relevant offers
• Set a strategic follow-up sequence to drive conversions with platforms like Convertkit

The real magic happens after the first email.
Segment for Relevance and Results

Not all subscribers are created equal.

• Segment your list based on interests, behaviors, and preferences
• Tailor your content and offers to each segment for maximum relevance and impact

Personalized communication = Superior Results
Collaborate and Cross-Pollinate

You don't have to go it alone.

• Participate in joint ventures, co-promotions, and newsletter swaps
• Collaborate with complementary brands and influencers to expand your reach

Leverage the power of strategic partnerships to grow your list. Image
Celebrate Your Subscribers

They are the lifeblood of your business.

• Celebrate their wins, milestones, and achievements
• Feature their stories and testimonials in your newsletters

Shine the spotlight on your community. Make them the heroes of your narrative.
Continuously Prune and Improve

A healthy email list is a responsive email list.

Regularly clean your list of inactive, disengaged subscribers.

A smaller, engaged list beats a bloated, unresponsive one any day.
Keep Learning and Growing

The best newsletter creators are lifelong learners:

• Study your craft and hone your skills
• Stay on the cutting edge of email marketing trends
• Invest in your ongoing education and development

Your growth fuels your newsletter's growth.
The Journey of a Thousand Subscribers Begins with a Single Email

Building a thriving newsletter funnel takes time, effort, and relentless commitment.

But with the right system and unwavering focus, massive growth is possible. Image
P.S. If you like proven systems, you'll love my weekly newsletter (it's free).

1 actionable tip to grow your online business.

Join 107,000+ subscribers here:

founderos.com/newsletter

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More from @matt_gray_

Jun 28
How to monetize your expertise (without selling your soul):
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Most experts are broke.

They have incredible knowledge but no system to monetize it.

Meanwhile, mediocre people with systems make millions.

Knowledge without systems is just expensive hobbies. Image
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2021: Systemized everything, reached $150,000/month

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Same expertise. Different systems. Image
Read 17 tweets
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Traditional jobs are disappearing faster than new ones are being created.

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The founders who win are the ones who use AI to build, not fear it. Image
My AI Transformation Story

18 months ago, I had a team of 40 people.

Today, I have 25 people generating 200% more revenue.

What changed? I replaced humans with AI in these roles:

• Copywriter
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• Executive Assistant
• Email Sequence Writer

AI doesn't replace humans. It replaces human tasks.Image
Read 15 tweets
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The Old Game Is Dead

Stop playing by outdated rules:

• Paying for ads → Diminishing returns
• Chasing algorithms → Constant anxiety
• Hiring PR firms → Speaking someone else's words
• Press features → Temporary spikes
• Networking events → Surface-level connections

The new game: Become the media company.Image
You = The Media Company

Most founders still don't get it:

• Media companies own their distribution
• Media companies control their narrative
• Media companies create intellectual property
• Media companies build loyal audiences
• Media companies monetize attention

Stop acting like a guest on someone else's platform.Image
Read 10 tweets
Jun 15
I make $1.1M per month while taking 4-day weekends.

Here's how to build a business that runs without you:
Systems > Hustle

Most founders are stuck working IN their business instead of ON it.

They chase growth through brute force when they should be building systems.

The simple truth:

• You don't need to work harder
• You don't need more hours
• You don't need more motivation

You need systems that run without you.

The difference between a job and a business is whether it works when you don't.
The AED Framework

This is the exact system I use to remove myself from operations:

• AUTOMATE what's repetitive
• ELIMINATE what's unnecessary
• DELEGATE what's not in your zone of genius

When something lands on your plate, run it through this filter immediately.

Your most valuable resource isn't money, it's your attention.Image
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How to sell (without feeling salesy):
Why Most Founders Hate Selling

After studying 300+ founder sales processes, I discovered why most hate selling:

• They use manipulative tactics that leave them feeling like they need a shower
• They focus on transactions (getting the sale) instead of transformations (changing lives)
• They separate valuable content from offers, creating a jarring disconnect
• They apologize for asking for money
• They treat selling as necessary evil instead of natural conclusion of helping

Your discomfort with selling isn't just costing you sleep, it's costing you millions.Image
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(Value First × Trust Building) × Authentic Positioning
———————————————————
Frequency of Asks × Pressure Tactics

This isn't abstract theory. It's practical math:

• Increase the numerator: deliver more value, build more trust, position more authentically
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Ethical doesn't mean unprofitable. It means sustainable.Image
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I generate $264,000 per month from content.

Not luck. Not grinding 80-hour weeks. Not spending millions on ads.

A proven system that converts attention into cash.

Here's exactly how:
Most founders are throwing money away.

I spent $487,000 testing content strategies over 3 years.

Here's what doesn't work:

• Posting whenever you "feel creative"
• Random "inspiration" posts with no strategic direction
• Chasing followers, likes, and comments while your bank account stays empty

Content without direction isn't just noise, it's expensive waste.Image
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After helping 732 founders transform content into cash machines, I've distilled it to three elements:

• G: Goals (specific revenue outcomes for each piece)
• P: Pillars (core themes that position you as authority)
• S: Systems (automated processes that run without constant input)

This is your 24/7 revenue engine on autopilot.Image
Read 19 tweets

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