Andy Taylor

Growthwriter for SaaS & AI founders | 16 years B2B enterprise sales → content that converts

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[Andy Taylor @ItsAndyTaylor]

Your content sounds like everyone else’s.

Not because you lack something. Because whoever's writing it learned to write about SaaS, not about you. You're doing everything correctly and still disappearing - and that's the specific thing nobody warns you about.

Here's what most founders don't realise: industry expertise is often the problem. When a ghostwriter knows your space deeply, they reach for the same frameworks, the same proof points, the same vocabulary as every other writer who knows your space.

If you're a SaaS or AI founder, you already know this feeling intimately - you're swimming in a content ocean where everyone has the same three takes on the same AI news cycle, the same founder lessons, the same growth frameworks dressed in slightly different words. The content is accurate. It just isn't yours. It sounds like a competent approximation of you, and somewhere underneath you can feel that, even if you can't name it.

Wine people have a word for what's missing. Terroir. The taste of where something's from. Same grape, different soil, completely different wine. You can't fake it and you can't template it. It either comes from somewhere real or it doesn't.

Your content has terroir or it doesn't.

When it doesn't, it costs more than engagement. Prospects scroll past and can't articulate why nothing stuck. The right hire reads three posts and moves on because nothing cut through. You publish consistently, do everything correctly, and still feel like you're broadcasting into a room that isn't quite yours. Another year of that isn't a content problem. It's an identity leak, and it's costing you conversations you'll never know you missed.

I played drums for 15 years. Rhythm isn't decoration in a sentence, it's the engine. Fast sentences create urgency. Slow ones create weight. Strategic pauses control where a reader breathes. When this is working in your posts, your readers won't be able to explain why they finished them. The pacing held them somewhere they didn't expect to stay.

I DJed for 20 years. You can't DJ without reading energy. When the floor's cold you don't play the same track louder, you shift the energy. Build tension. Break it. Surprise them. I watch how people engage with posts the same way I watched dance floors - when to provoke, when to educate, when to go quiet and let something land. Your content stops performing at people and starts moving them.

I sold B2B for 16 years. Long enough to learn that people don't buy what you say, they buy how it makes them feel about themselves. Long enough to get good at decoding what someone actually means versus what they say out loud. When I write for a founder, I'm not writing what they want to say. I'm writing what they actually mean when they stop performing. The version that exists at 11pm after two drinks. Founders read it back and think "that's actually what I believe" - sometimes for the first time.

I read Dostoevsky obsessively. He was one of the most psychologically complex writers who ever lived and he wrote almost entirely in plain language. What he understood is that readers don't trust ornate sentences. They trust pressure. The weight of something true pressing against simple words - the feeling that the sentence could not have been phrased any other way without losing something essential. Most writers spend their careers chasing sophistication. The ones worth reading spend it chasing that pressure. When I write for a founder, I'm not trying to make them sound sophisticated. I'm looking for the sentence with that weight in it. The one that makes a reader pause because it's too accurate to scroll past.

I don't have a roster of client results to show you yet. What I have is this post. If something in it made you pause, if a sentence landed somewhere specific, if you finished it when you expected to skim it - that's the work. That's what I'd do for you.

Not your brand voice. Not a messaging framework someone built for six other clients the same month. The specific combination of experience, belief, and contradiction that only you have. Content that tastes like you came from somewhere.

I niched into a life. Fifteen years of rhythm. Twenty years of reading rooms. Sixteen years of decoding what people actually mean.

You can't automate that. And you can't approximate it either.

If your posts have been landing flat and you've assumed it's a strategy problem, it probably isn't.

DM me the word "invisible" and I'll spend 20 minutes with you mapping exactly where your content is losing its taste. No pitch. Just diagnosis. If there's nothing to fix, I'll tell you that too.

[Andy Taylor @ItsAndyTaylor]

@thesavasx With ya man

[Andy Taylor @ItsAndyTaylor]

@RasmusSevelius Yes mate 💯

[Andy Taylor @ItsAndyTaylor]

Everyone in my niche reads the same five marketing books. I read dead Russians.

Not as a flex. I tried the marketing books. They're good. They teach you the moves everyone else already knows, which is how you end up sounding like everyone else.

But a novelist has to do something a marketer never attempts. Make you feel something about a person who doesn't exist, using nothing but words on a page. No product, offer or CTA. Just a human being built out of sentences until you care what happens to them.

That's the job. That's the thing founders are actually trying to do but can't name.

Dostoevsky put a line in Crime and Punishment that does more than any copywriting framework I've read:

"Your worst sin is that you have destroyed and betrayed yourself for nothing."

A whole life's regret in thirteen words. No marketing book gets near that, because marketing books teach you to be clear, and clarity is the floor, not the ceiling.

The writers worth reading are after one thing. A feeling landed so precisely it changes you. Sit with that long enough and it shows. Your writing starts to read like a person.

So while everyone else is reading their fifth book on hooks, I'll be with the Russians. It shows in the work. That's the whole point.

[Andy Taylor @ItsAndyTaylor]

@EmailCopyJames Absolutely James 💪

[Andy Taylor @ItsAndyTaylor]

A big audience that doesn't trust you is just a number you pay rent on.

[Andy Taylor @ItsAndyTaylor]

@ByZakilakbir 💯 repeatable beats one-off every time

[Andy Taylor @ItsAndyTaylor]

@AlinDragu I only had a quick play with some landing page copy and the output wasn’t noticeably different from other models tbh

[Andy Taylor @ItsAndyTaylor]

@GritRajS You can’t control the path appearing, just make sure you’re still moving when it does

[Andy Taylor @ItsAndyTaylor]

@sharran Everyone wants the $3.4B line without the dumpster chapter

Can’t have one without the other

[Andy Taylor @ItsAndyTaylor]

@IAmAlanFoley This is spot on Alan, it’s the daily struggle

Forming good habits is the key to continuous progress which in turn compound to winning

[Andy Taylor @ItsAndyTaylor]

@chams_builds ‘Adding a room’ that’s super real Chaminda, well said 👍

[Andy Taylor @ItsAndyTaylor]

@thought_harbor Super important, sets the precedent for your day

[Andy Taylor @ItsAndyTaylor]

@Jtyles Good numbers mate

You’re right, replies on the big accounts are generally useless

Much more rewarding to have proper conversations with people

[Andy Taylor @ItsAndyTaylor]

@lenatron33 Humbling for sure

I imagine it’s the same for all, just got to battle through it

Followed anyway 🤜🤛

[Andy Taylor @ItsAndyTaylor]

@talkwithgt Tough to take but says an awful lot more about them

[Andy Taylor @ItsAndyTaylor]

@TheOvermanEthos Books are great but only with the lens that they teach what worked for someone else at some point in the past

Learning what’s not working for the people paying you right now is a different league of learning

[Andy Taylor @ItsAndyTaylor]

@ajhodls Ha spot on

[Andy Taylor @ItsAndyTaylor]

@Olivia0945 Yeah, impossible to notice in the present