GHOST FILE 003
THE THREAD THAT STOPPED SOUNDING LIKE A TEMPLATE
THE CLIENT
A SaaS founder doing ~$1M ARR.
They were active on Twitter, posting consistently, but getting zero traction.
Why? Every post read like a ghostwritten listicle from 2021 clean, boring, soulless.
No story. No voice. No hook.
THE ORIGINAL THREAD
Hook:
7 lessons I learned scaling my SaaS from 0 to $1M ARR
Body:
Build fast, iterate faster
Hire before you're ready
Marketing > Product
Talk to your users
Focus on churn early
Own your distribution
Be patient
CTA:
Follow for more SaaS lessons
THE REWRITE
Hook:
You don’t scale to $1M ARR by optimizing your Twitter bio.You scale by breaking things, fixing one, and letting the rest burn. Here’s what actually got us past the plateau and what I’d never do again:
I spent 9 months trying to “do content.”
It finally worked when I wrote the landing page like I was texting a pissed-off customer.
Our best sales month almost bankrupted us.
More users ≠ better margins.
Especially when your onboarding is duct tape and a Notion doc.
Churn taught us more than growth did.
It’s easy to celebrate new signups.
It’s harder to admit you’re selling the wrong outcome.
The first marketer I hired saved the product.
She made me rewrite our positioning doc in plain English.
Then rewrote our pricing page.
That week changed our whole trajectory.
Our pricing didn’t work until I tripled it.
No strategy. Just a bet.
Conversion dropped, MRR spiked. We’ve never touched it since.
The product never really “felt done.”
We just got good at saying no to new ideas.
That’s what shipped v3 not more features.
The people who followed me in the early days?
Most of them never bought.
The ones who bought? Never followed.
Write for clients, not clout.
CTA:
If you’re stuck under $1M it’s probably not your product.
It’s the way you’re telling the story.
Happy to punch up your page if you send it over.
No charge. Just to show you.
THE RESULT
3.2k likes, 500 saves, 30+ replies
5 inbound client DMs
3 consulting calls booked
Client now sends voice notes we write all their threads
WHY OUR VERSION WINS
1. Hook with gravity.
“7 lessons I learned” is safe.
“You don’t scale to $1M ARR by optimizing your Twitter bio” is true — and unexpected.
It sets the tone: real founder, no fluff.
2. Stories > tips.
We replaced vague advice with anecdotes that carry lessons.
They read like experience, not content.
3. Structure + rhythm = attention.
Each tweet earns the next.
Short. Punchy. Spaced for flow.
This thread feels written by someone who lived it — not someone who’s summarizing a playbook.
4. CTA as value offer.
Not “follow me.”
Not “DM to work with me.”
Just: “send me your page, I’ll rewrite it.”
It gets replies because it gives.
