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I promised myself I’d write a post at the end of January, reflecting on the progress and lessons learned from Write500 so far. It’s been a busier month than I was expecting!
At the start of the month I set a few goals for myself:
- I’d write to the same prompts that users get every day
- I’d broadcast 1 image per day on social media to promote Write500
- I’d work towards a web app that could go into beta by the end of the month
As it turns out, doing all of that with consistency, on top of having a regular 9-5 is a bit more of a challenge than I initially thought!
Before I get into the full run-down, here’s the part most people are likely to care about: the stats!
I started Write500 as a free mailing list, launched on 1 January of this year, and promoted in a few places (notably, Instagram). All the campaigns have now expired, and as we approach the end of the month, here are the highlights for that list’s performance:
Of the 709 users currently subscribed to the free daily prompt list:
- 683 (96.2%) are still active, and receive daily emails
- 26 (3.7%) have opted out
- 144 (20.3%) open their prompt emails every day
Since migrating the user database to the new list system on 17 Jan (more details on that below), I’ve had an additional 23 users join the list – without spending any money, and barely any effort, on marketing.
My traffic curve looks exactly like you’d expect – lots of interest during the time the Instagram campaign was running, and very little when it ended. Interestingly, the campaign only officially concluded in the early hours of 13 January, after interest to the site started slowing down.
Filtering for all traffic starting 14 January, this is what my Acquisition Overview looks like:
It’s encouraging to see Referral and Organic Search showing up in Channels. I’ve still got a ton of work to do, in terms of content marketing – a full site+blog overhaul, to start.
Finally, and probably my favorite part:
Write500 is now ranking #1 for its own keyword on Google, Bing and Yahoo (hence DuckDuckGo putting it at #1 too). Which, to be fair, wasn’t much of a challenge – there is only 1 other domain (write500.com) that could be said to be competing for that keyword.
I do feel that this bodes well for offline and word-of-mouth marketing, though!
Goal #1: Writing
In terms of the writing, I started out pretty strong – I produced 12249 words between 1 Jan and 12 Jan. There were a few blog posts in there, but most of the words came from the daily prompts.
I started losing traction on this around 13 January, which is no coincidence – that’s when my mental bandwidth for this project started to narrow, with dayjob-related work ramping up. I had to start making compromises, and figured that it would be better to prioritize the app itself.
I’m still pretty happy with what I achieved here, though – 12k words in January represents more than I wrote across most of 2016. And I now know I’m capable of this, I just need to find the mental space again.
Goal #2: Image Publishing
When I started working on the prompt database for Write500, my first step was to collect 366 inspirational, motivational and literary quotes. They were originally intended to be used to decorate the daily emails, providing something else to read other than the prompt and the instructions itself.
When I spun up the Write500 Instagram account, I realized I could find a secondary use for that content – publishing each quote as an image. So I created a batch of 25 images – here’s a sample:
I used one of those as the creative on my Instagram ad, and it performed really well, so I decided to keep publishing those images every day. Even after the campaign ended, those images kept getting likes (as much as 80 per image).
However, this too suffered from a lack of time. I published every image on schedule, from 1 Jan to 18 Jan, until I missed my first day. I then managed to publish daily until the 21st, at which point I hit a bit of a wall.
I needed to make time to create more images in order to continue publishing daily, but at this point there wasn’t an immediate return on it. Even though the images are well-received on Instagram, I got very few signups that way. The only benefit to continuing might have been to keep building up my profile, which felt a bit like putting the cart before the horse: There’s still no app I can send people to.
I will eventually pick this up again, and produce the remaining 340-or-so images. That’ll be a marketing exercise though, and right now, the app is more important.
Goal #3: A Write500 Beta
I might actually make this one! Right now, it’s Saturday afternoon. I’m taking a break from a few hours of dev to write this post, and I’m intending to continue when it’s published. There’s only one core feature left to add, a few style cleanups, and then I’ll be able to start inviting beta users.
I had to jump through quite a few hoops for this one. When I started Write500, my plan was to build one app that allowed both free and paid signups, and I’d port over the users from the free mailing list into it.
When I actually tried building that out though, I started running into issues. Small ones, sure, but I could already see the technical debt forming – I’d have to make lots of exclusions and compromises to have both personas co-exist in one database.
So instead, I took a few days to break out the free mailing list feature into its own project. It now lives at https://list.write500.net as a standalone automated mailer, and exists independently from the main project.
I might even polish that up and release it as a standalone product someday. It just needs a nicer content editor and subscriber management features, but is otherwise a fairly capable bulk mailer (including a bespoke interaction tracker), using the very-reasonably-priced Amazon SES as a backend. Who can argue with $0.10 per thousand mails, and not having to send your subscriber or interaction data to a third party?
With the List system out of the way, I started building the app itself. I didn’t have much of an architecture or feature layout in mind when I started – I just knew the broad strokes of what I wanted to accomplish. Which, to date, has been the following:
- Subscription integration with Paypal (the only global payment provider that I can use right now), using their PHP SDK to create and execute Billing Agreements.
- An MVP for the main interaction loop (receive prompt, write words, get statistics), in a basic but functional Bootstrap-based UI
- A Programs feature, that delivers the prompts on a schedule – this replaces the mailing list in many ways.
And I do have a few screenshots to share! Click to enlarge.
So right now, Write500 addresses the write-in-isolation use case: the writers who prefer to work alone, and only need to see their statistics and streaks building up over time for motivation.
Of course, there are other types of writers out there. I’m in a slightly different cohort myself: I prefer writing as part of a small group, sharing notes and progress as I go. I find that being surrounded by other writers helps the motivation somewhat.
Logically, Write500 needs a Groups feature of some kind, but I’ve given that far more thought, and I’m going to try something kinda new: Tribes.
One of the problems I have with normal groups (the sort you have on Facebook, for instance), is that as the size of the group goes up, the quality of the interactions goes down.
Not all interactions, of course – users still post useful things, and engage in useful ways. But when a group gets too big, it loses its initial sense of closeness and community. More members eventually means more rules, more moderation, and inevitably, users going quiet, leaving the group, or splintering off to form their own.
For Write500, I need a Groups feature that encourages everyone in the group to engage on a regular (daily, preferably) basis, while still feeling that they’re getting good personal engagement with other users. Doing this in a classic open-ended group would be difficult. That sort of interaction would be deafening, for one: signal-to-noise will be going way down.
And there’s also the fact that different personas want different things out of their groups. Some prefer lively debate, some prefer terse updates, some prefer checking in multiple times per day, some prefer checking in once a week.
So with Tribes, I’m going to create a groups feature that has the following characteristics:
- Max of 10 users per Tribe (to start), and Tribes need to split in order to grow.
- Users join on a time-limited tryout (or need to be invited), and every other member of the Tribe has to explicitly (and anonymously) vote to include them permanently
- Notifications and events from Tribes will have a dedicated section in Write500 (Tribe Newsfeed), and be the most visible form of notification available
- Users can only belong to one Tribe at a time
Completely antithetical to standard community growth tactics? You bet!
With Tribes, I specifically want groups of writers to form strong relationships with other writers in their genre/pace/orbit, and feel at ease about sharing more about their work than they’d regularly share on an open group.
I also want to make sure that being in a Tribe is a rewarding experience, and that other members of the Tribe pay attention to what you have to say – not always a given in a group that can grow uncontrollably.
When this comes to the actual writing, there’d be integration there too – the ability to broadcast a completed prompt to your Tribe, letting them review and comment on your work. Which feels like a better solution to me, than just broadcasting your work in a public square and hoping to catch people’s attention.
Of course, this entire experiment could fail and I just end up going back to standard groups! I’m optimistic, though, that a format like this would create an environment that some users would find useful.
If you read this far down, well done! You’re clearly someone who’s interested in the details, and how new products and services come about -so you really should check out startupstudygroup.com!
I joined the SSG Slack group earlier this year, and the community there has provided me with valuable insights and encouragement so far. If you join the SSG Slack, come say hello in #write500!
And now, back to the grindstone.