How to be a better copywriter

How to write memos? Gokul Rajaram has practical tips for you

Entrepreneurs and operators: the best memos and decks are written in the form of a conclusion followed by a series of assertions supporting the conclusion.
Each assertion should have a list of evidence that reinforces that assertion.
End the memo with the key risks to any of the assertions, or the validity of the evidence.
For example: conclusion: Startup X is on track to become a $10B company in 5 years because: – assertion 1: we have figured out scaled customer acquisition [evidence] – assertion 2: customers retain very well once we acquire them [evidence]
– assertion 3: the market is massive and we can grow 1000x from here [evidence] – assertion 4: we have rendered the competition irrelevant [evidence] – assertion 5: we have the best team in the business [evidence]
Avoid slides or sections with titles like “Team” or “Growth” That’s neither an assertion nor evidence. It’s just a passive word and doesn’t convey anything that furthers the story you want to tell.
To summarize: – start with the conclusion first – frame the document as a set of assertions – provide a logical chain of evidence to support each assertion
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