- Building Web3
- Posts
- #1 Mistake Founders Make
Most Web3 founders make the same mistake.
They overthink branding.
They throw money at agencies.
They build a Twitter account no one engages with.
Meanwhile, the projects that actually win? Their founders are loud.
They show up every day and tell a story.
Now, here’s how you can also start marketing the right way without guesswork.
Why Founder-Led Marketing Works
People don’t connect with logos. They connect with people.
Tesla isn’t just a car company—it’s Elon Musk’s wild ambitions.
Helius isn’t just an RPC provider—it’s Mert explaining Solana in plain English.
A founder’s presence moves the needle on everything—hiring, partnerships, fundraising, and, yes, even token price.
How to Actually Do It
You have three options:
→ Post yourself. (Raw, authentic, effective.)
If you aren’t used to writing every day, this will be difficult.
→ Hire a marketing lead. (You talk, they polish.)
This works, but hiring and training takes a lot of time.
→ Use an agency. (They extract your insights & turn them into content.)
They’ve done this successfully for countless projects, so you don’t have to guess what works.
Let them handle the heavy lifting while you focus on building.
No matter what, consistency is what brings results.
Founder Marketing Cheat Sheet
Post daily. (1-2x per day. Try 8-10 AM EST & 7 PM EST.)
Engage. (Real growth happens in the replies.) No time to be a “reply guy”? Let an agency handle it—keeping you visible and building real connections.
Repurpose. (Meeting notes, voice memos, shower thoughts—turn them into posts.)
Accountability hacks. (Bet a teammate $10 per missed post. Works like magic.)
Need a post template? Steal these:
1) “Most people think [common belief]. The truth is [your insight].”
2) “If you’re building in Web3, stop [bad habit] and start [better strategy].”
3) “The biggest mistake I see in [your niche] is [mistake]. Instead, do [solution].”
P.S. Reply “Marketing”, and I’ll send you my doc of 30 content ideas to grow your audience as a founder.
Founder-Led Marketing Isn’t Solo Marketing
The best teams amplify their founder’s voice.
Encourage your team to build their own brands—not just for the company, but for them.
Look at Eclipse as a good example to follow.
Crypto projects need one thing and one thing only.
TEAM-LED MARKETING.
Look at @EclipseFND:
Core team members have the same visual identity (Light green).
They post similar content promoting their project.
This is the future of web3 marketing.
— Jax Dwyer (@jaxxdwyer)
3:00 PM • Jan 30, 2025
Try this:
Set up a competition.
Prize for the most engaging post each month.
What About Brand Accounts?
They matter—just not how you think.
Brand accounts should:
Announce key updates.
Share team thought leadership.
Drive engagement back to founder/team accounts.
Let’s Get You Posting
No overthinking. No overpolishing.
Just open Twitter and post something real.
Need a framework? Reply “Founder”, and I’ll send you one.
Keep Building,
Jax
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