How We Rewrote All Our Copy, Studied Jason Fried's Genius, and Roasted Alex Hormozi's Advice

🔍 FUNNEL VISION:

Marketing shouldn’t feel like marketing.

The best marketing is natural.

Stop trying so hard.

• For pros: Is your marketing too direct response? Always having some sort of offer? Mix in some branded advertising.

• For beginners: Make sure you are delivering value to your customers and not constantly asking for the sale.

🥡 THIS WEEK'S FUNNEL FEED

What we're testing: We're conducting a comprehensive copywriting audit across our entire marketing ecosystem – website, emails, social media, ads – inspired by Jason Fried's philosophy of clear, simple communication. Instead of piecemeal copy tweaks, we're systematically rewriting everything with a focus on clarity over cleverness.

What's happening so far: Early signals are promising – our team is catching unclear messaging we've been blind to for months. We're discovering how much "marketing speak" had crept into our communication, and stripping it back to language our customers actually use. The real test will be measuring engagement and conversion changes over the next 30 days.

Why this approach works: Three core principles driving our copywriting overhaul:

1. Clarity beats cleverness: Jason Fried's Basecamp approach prioritizes understanding over impression – customers convert when they "get it" immediately

2. Customer language trumps company language: We're replacing our internal jargon with the exact words customers use in support calls and interviews

3. Simplicity scales: Clear messaging works across all channels and customer segments, creating consistency that builds trust

How to try it:

FOR $10M+ BRANDS:

• Conduct a full messaging audit across all touchpoints using a unified voice document

• Record customer service calls and extract their exact language for copy inspiration

• A/B test simplified versions of your current copy against the originals

• Create a company-wide style guide that prioritizes clarity metrics over creative awards

STARTING OUT? TRY THIS:

• Start with your homepage and ask: "Would a 12-year-old understand what we do?"

• Replace industry jargon with customer language from your last 10 support conversations

• Test one clear, simple headline against your current "clever" one

• Read your copy out loud – if you stumble, your customers will too

🍱 THIS WEEK'S CONTENT BUFFET

These are some pieces of content that I felt inspired to write about.

I’ve been down a deep rabbit hole of Jason Fried.

I came across him a few years ago.

For me, he’s on my list of all-time greatest entrepreneurs and thinkers.

As you can probably tell from this tweet, he’s a very contrarian thinker.

I think people have the words - success and winning very confused.

What even is winning?

I think it depends on the person.

For some winning is making a decent income and spending a ton of time with their family.

For some, it’s building the next Apple and having a super yacht.

I’m not here to judge.

However, my suggestion is to clarify your definition of winning and then try to reverse-engineer the process of achieving it.

Here’s another tweet in the same vein.

I think a big issue is that people think of Elon Musk as the definition of a successful entrepreneur.

In terms of business success, probably.

But in terms of life…

I don’t think so.

If you’re any sort of creative you know well and good that you can’t force great work.

I would bet my money on a team of people working 3 to 4 hours of deep focused work every day than a team working 8 to 10 hours.

Of course, this is more for creative and knowledge-based work.

Not working in a factory.

🍟 SWIPE OF THE WEEK

Why it's smart: 

• Feels like an organic social media video

• Starts with a massive problem

Steal this idea: 

The real secret here is to make a product that directly solves a common issue.

Don’t overcomplicate it.

🧪 AI SECRET SAUCE

Tool/Prompt I'm Using: Perplexity AI to conduct rapid competitive research and identify market gaps in real-time.

Step 1: Competitive Intelligence Setup:

• List your top 5 direct competitors

• Identify 3-5 adjacent markets you could enter

• Create search queries for recent changes (funding, product launches, pricing updates)

• Set up monthly recurring research sessions

Step 2: Strategic Research Prompts:

1. "What new features have [competitor] launched in the last 6 months and what customer problem are they solving?"

2. "Find recent customer reviews mentioning [competitor's weakness] and extract specific complaints"

3. "What pricing strategies are emerging in [your industry] for 2024-2025?"

4. "Identify gaps in [competitor's] content strategy by analyzing their last 20 blog posts"

5. "What partnerships or integrations are [competitor's] customers requesting but not getting?"

Step 3: Opportunity Identification:

• Map competitor weaknesses to your strengths

• Identify underserved customer segments

• Find content gaps you can fill

• Discover partnership opportunities they're missing

• Spot pricing or positioning opportunities

Pro tip: Use this follow-up prompt: "Based on this competitive analysis, give me 3 specific ways I can differentiate my [product/service] that my competitors aren't addressing. Include potential messaging for each differentiation strategy."

🧂 UNDERRATED TACTIC

Turn your customer service tickets into your content calendar.

Every support ticket is a customer telling you exactly what confuses them about your product. Those confusion points = content opportunities.

Most brands treat support as a cost center. Smart brands mine it for messaging gold.

🧩 FUNDAMENTALS TO MASTER

ONE THING newer marketers often get wrong about customer research: Asking customers what they want instead of observing what they actually do.

INSTEAD, DO THIS: Record customer support calls, analyze actual purchase behavior and track where users drop off in your funnel. Actions reveal truth; surveys reveal opinions.

WHY THIS MATTERS EVEN AT SCALE: Even $50M+ brands build features based on vocal feedback from 5% of customers instead of behavioral data from the 95% who don't complain but quietly churn.

🧃 FOUNDER FUEL

I love this tweet so much. It's crazy.

I see where Alex is coming from but I don’t think this is the right advice for most.

Early on I came across two entrepreneurs Bedros Kuellian and Craig Ballantyne.

They made it clear that If you say you're going to be somewhere, then you should be there, especially when it comes to family.

That's a non-negotiable.

And that you should build your business around your life.

I'm sorry, but if you consistently miss dance recitals, baseball games, and date nights, you're going to miss your family a lot because they're not going to be around much longer.

And that doesn't mean don't go out and provide for your family and, of course you have to make sacrifices.

It means just don't use work as an excuse and make your family pay that price.

I mean of course, there are times when you're busier and you can't go to everything.

There are seasons to life and business.

As I said above, this all depends on what your definition of success and winning are.

And I don't think there's a world where you can't be successful in your family and in your business.

That's just an excuse, in my opinion.

Sorry to anyone who thinks differently.

Also, let's be real.

Zero lazy mornings.

I mean, what— you can't sleep in until 8 AM one day?

You really think your life's going to slip away and your business is going to fail?

I mean, that's just ridiculous.

Sorry, Alex.

The truth is Hormozi makes content for young kids that need a kick in the ass.

I’m sure his goal is that if he makes posts like this, people will do 60% of what he says.

🍽️ WHAT'S COOKING

Nutre is expanding.

The takeover is coming.

Stay tuned.

✌️ That’s All For This Week

Hope you guys got value out of this email.

If you have any specific questions or want me to cover any topics, just respond to this email and I'll do my best to get to them.

See you next week!