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_

Apr 20
I’m obsessed with mental models.

But when I was young, I wasted years drinking, working way too hard, and optimizing for things that didn’t matter.

Learn from my mistakes.

16 mental models I wish I knew earlier: Image
Wabi-Sabi

This Japanese concept celebrates the beauty in imperfection.

Always be authentic. Share the wins, losses, and everything in between.

Before my first business took off, I was drowning in $30K of debt and battling daily panic attacks.

That struggle was part of my journey.Image
Obsession Beats Talent Every Time

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When you're truly obsessed with your craft, your audience feels that energy. It's magnetic.

Passion trumps natural ability in the marathon of building a brand.
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Harsh truth:

Most leaders hire for skill when they should hire for character.

16 other leadership principles I know at 35 that I wish I had known at 21: Image
1. Paying A Sh*tty Salary Is Your Most Expensive Mistake

The real cost isn't $20K extra. It's $200K in lost opportunities when B-players fail to deliver.

2. If They Need To Be Micromanaged, You Hired Wrong

Great hires deliver without supervision. The rest drain your focus.
3. Talent Without Accountability Is A Time Bomb

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4. You Can't Teach Ownership. You Can Only Hire For It

Stop trying to "develop" ownership. Find the players who grab the ball and run.
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Apr 13
I'm 35.

Here are 41 short pieces of life advice:

1. Taste is the ultimate competitive advantage Image
2. The future belongs to founders who think like creators, and creators who think like founders.

3. Your personal brand is the greatest asset you'll ever build.

4. Entrepreneurs are intellectual athletes. If you want peak performance — workout, sleep well, eat clean.
5. Never automate something that can be eliminated. Never delegate something that can be automated.

6. Control the 4 Ws: work where you want, when you want, with whom you want, on whatever you want.

7. Done is better than perfect. Ship at 80% — learn, iterate, repeat.
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Apr 10
The greatest director of our lifetime:

Christopher Nolan.

He's the man behind movies like Inception and Dunkirk.

And once said: "You're never going to learn something as profoundly as when it's purely out of curiosity."

8 storytelling secrets that made him a cinematic legend: Image
Simplicity Over Complexity

Nolan starts with complex ideas. But he breaks them down to their “essence.”

Inception is a layered dreamscape with shifting realities. But at its core, the story is simple—plant an idea in someone’s mind.

Nolan on how he got the idea for the film:
Emotional Anchoring

Nolan knows we’re driven by emotions, not logic.

In Interstellar, the universe-spanning plot anchors to a father-daughter relationship.

It’s the emotion (not the science fiction) that makes the story unforgettable.

Here’s a powerful scene from the film:
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Apr 9
Harsh truth:

Peace is not by chance but by choice.

Here’s how I designed my business for both happiness and freedom: Image
While in Japan, snowboarding with friends, I realized something about business:

You need to loosen your grip.

If you're creating solid systems & a strong team, you need to let compounding work its magic.

That said, here’s how to optimize for freedom:
The Peace Equation

My motto for the last decade: Peace, Profit, Purpose.

97% of founders don't prioritize peace—they glorify the grind instead.

In 2025, I'm doubling down on peaceful operations, peaceful people, and a peaceful culture.
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Apr 6
Steve Jobs once said:

"The most powerful person in the world is the storyteller."

Sadly, most people never learn how to tell a good story.

10 storytelling secrets that make you impossible to ignore: Image
Never Rush

Poor pacing can kill a fantastic story.

Long-winded introductions bore readers/listeners, and rushing through key moments feels unsatisfying.

Instead, expand important moments & compress transitions.

Watch how Jobs does it:
Share Your Dark Side

Your audience craves authenticity, not highlight reels.

Great stories reveal struggles, failures & the obstacles you’ve overcome.

Before I started my first business, I was $30K in debt & had panic attacks daily.

Sharing that journey built deeper connections.
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