this week was a different kind of week.

no big new feature. instead I finally started fixing something that's been quietly bugging me for months.

the way Letterly looks.

Letterly was vibecoded. and it looks like it.

the important stuff is solid. the agent runs, the posts go out, all of that works. but the actual design has that generic, slightly sloppy, thrown-together look that screams "AI built this"

and I hit a point where I couldn't unsee it.

every time I opened my own app, the design annoyed me more than any actual bug did.

so I started the redesign. the goal is simple. go from vibecoded to something that looks professional. clean, minimal, on purpose.

I started at the top, with the whole brand.

built out a proper visual system. a real logo pack, 27 versions of the mark for different spots. an isometric icon set for the landing page. a written style spec so everything finally looks like it came from the same place, instead of five different weekends.

then the homepage.

The objective is to look more minimalist and professional. The inspo is Clutch Security btw

full redesign. it took two tries honestly, I scrapped the first attempt completely. but the rebuild is almost there.

it's not shipped yet, but it finally looks like a product I'd actually trust.

while I was in there I cleaned up the app itself too.

flattened the navigation, the sidebar was a mess. rebuilt the post composer around one clean editable field instead of the clunky thing it used to be.

here's what's still bugging me though.

the workspace. the actual place you use Letterly every day still has that vibecoded look, and right now it's the thing I hate most.

This looks horrible imo. I’m sure you agree

so that's next week. the workspace redesign. dragging the inside of the app up to the level of the new brand.

one more thing I'm planning. I want to drop Bolt and move development fully onto Claude Code.

I've built with Bolt for a long time, but the local setup I switched to a couple weeks back just works better. this feels like the natural next step.

that's the week. less shipping, more taste.

cya!

- Vicente

PS - I'm posting the build daily on X now: @vicente_evora

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I lied. I said credits reset on the 9th, they did on the 6th. five days ago.

barely slept since. shipped a lot.

not everything is super important, so I’m going to focus on the bigger changes.

three things mattered most.

first, the main one. free users can finally use the agent.

until now, free users only ever saw the playground.

the agent, the actual reason to pay for Letterly, was invisible unless you'd already paid. which is counterintuitive.

so now every free user gets one full run through it.

you connect your RSS feed. the agent reads your latest edition, writes the posts in your persona, schedules them, and publishes them to your real accounts.

then it gates.

but here's the good part. everything already scheduled keeps going out for days after.

so you get to watch your own posts publish on their own, while you do nothing.

that's a better pitch than any pricing page I could write.

around it I built the rest of the flow.

a setup checklist that follows you across the app.

a choice when you start. repurpose your latest edition right now, or make the agent wait for your next one.

and an email sequence for the whole thing. welcome, a nudge if setup's unfinished, one when the run finishes, and a last one when the final post goes out.

the gated screen also shows what the agent actually made for you now, before it asks for money.

second, and less flashy but it’s a huge freaking deal! I changed how I build.

the Letterly repo is cloned to my machine now. Claude reads and edits the code directly, instead of me asking bolt to describe what's in there.

GitHub sits in the middle, bolt pulls from it, and the edge functions deploy through the Supabase CLI.

it paid for itself on day one.

bolt had been telling me a function was deploying fine. it hadn't actually moved since august 20th. I'd already burned two hours debugging a filter that was never even running.

one command showed me the real version and date. done.

third, Letterly is bot-proof now.

couple editions back I added a captcha to stop the fake signups. this week I added another layer.

auth email moved onto Resend so it's all one provider, email confirmation is getting switched on, and I rebuilt the confirmation and reset emails to actually look like Letterly instead of Supabase's defaults.

and then the boring fixes, where most of the week actually went.

a crash that would've hit every user right after their free run.

runs getting stuck and blocking retries.

LinkedIn and Facebook posts silently dropped from runs.

sponsor ad images sneaking into posts (fixed, and it works on Substack and Ghost now too).

and failed runs getting marked done, so the agent never went back to them.

that's the week. easily the most I've ever shipped at once.

the agent's out from behind the paywall, the build is faster, and the bots are gone.

next week, here's where my head's at.

first, finally recording the new demo video. then two ad videos to A/B test on Meta.

and one UI fix + a huge revamp on an existing feature.

merging the pool and the library into a single Content page, so a post just carries its own state instead of living in two separate places.

“from-scratch” post generation. brand new posts in your persona, no newsletter needed, reusing what actually worked from the Make prompt.

I’m starting to become super proud of what I’ve built so far!

cya!

- Vicente

PS - if you write a newsletter, go connect your RSS and let the agent run once. it's free, and it's the whole thing I've been talking about. I'm posting on X too: @vicente_evora

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I sat here a while deciding whether to even write this week.

not because I'm quitting. because nothing actually shipped on Letterly.

I'm out of credits. completely dry. they reset on september 9th.

so there was no building this week.

but I don't want to only show up on the good weeks. that's not the deal I made with you and with myself.

so instead of building, I spent the week planning exactly what I'm doing the second the credits come back.

here's the list.

the big one first:

I'm changing what free users get.

right now the free plan gives you a generic conversion in the playground. it's fine, but it's not the point of Letterly.

so I'm flipping it.

free users will connect their RSS feed and get one free run through the actual agent.

they set it up once, and then they get the real thing. posts generated automatically, and the email that lands with a full week already scheduled and ready to go.

that's the moment people fall for Letterly. I want them to feel it before I ever ask for a card.

this is the change that'll eat most of my time, and it's the one I'm most excited about.

next, posts from scratch:

right now Letterly repurposes your newsletter. next I want it writing brand new posts from nothing, still in your persona.

I've already got that heavily refined prompt from the Make side. the plan is to reuse that same brain for the from-scratch generator, so the persona matching stays just as sharp.

then the small stuff:

the content library isn't sorting posts by most recent when you go to post from it. annoying. on the list.

plus a couple of under the hood bugs I've been sitting on.

but I'm not just waiting until the 9th.

there's plenty I can do without credits.

first, I'm rerecording the demo video. the current one is old and missing half the good stuff now, like the auto image extraction. it needs to actually show what Letterly does today.

then some ads. this time with my face in them.

I've been hiding behind the product, and a face builds way more trust than another screen recording. thinking two versions to A/B test.

and I'm going to start posting updates on X too, not just here. same concept, just in more places.

that's the week. nothing crazy. just a full plan, a camera to get in front of, and me counting down to the 9th.

cya!

- Vicente

PS - Come follow along on X, I’d love to see you there: @vicente_evora

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read this one to the end. it starts slow but it gets good.

quick life update first, because it changes things.

the thesis is taking over. big delivery in November and I'm only at about 50%.

my part time job went full time for the summer.

next week I'm switching it back to part time. 40 hours a week down to 20.

I just can't run work, thesis, Letterly all at full speed. something had to give.

(+ gym and a beautiful girlfriend… who reads my newsletter editions btw.)

so from next week it's 20 hours.

more room for thesis and Letterly.

the downside is less money to throw at experiments, and less for personal stuff.

(new monitor and football boots incoming)

not ideal, but I can work with it.

ok. now the reason you are here. Letterly.

the big one this week: a lot of my "growth" was fake.

I'd been getting a suspicious number of signups. too good to be true.

last week alone Letterly got around 300 new “users”.

so I dug in…

most of them were bots. scrapers, or something like it.

the tell was obvious once I looked. no real name, just a random 10 character string, paired with a throwaway email.

I was sitting at 618 users.

after clearing out the bots, the real number is 384.

and I'd bet 10-20% of those are still bots I haven't caught yet.

kind of a gut punch watching the number drop 😭

but a fake user is worse than no user, so good riddance.

elite ball knowledge gif

the fix: I set up a Cloudflare account and vibecoded a captcha on the signup flow.

no captcha ➡️ no token. no token ➡️ no signup.

second thing, and this one came from journaling.

99% of my free users never convert. and I think I finally get why.

right now free users get one manual conversion in the playground.

but that's not the special part.

anyone can paste a newsletter into Claude and get posts out. sure, the copy won't touch Letterly's, it won't nail your persona, and it won't pull the right images straight out of your edition.

but still. that's not the moat!!

the actual magic is the agent.

Letterly spotting your new edition, converting it, and scheduling a whole week of posts across every platform while you do NOTHING.

you wake up and it's just done.

so I've been gating the wrong thing.

hiding the agent behind the paywall means people never feel the one thing that makes Letterly worth paying for.

new plan: let free users set up their newsletter, the agent, the personas.

let that first conversion email land.

let them wake up to a full week of posts they didn't lift a finger for.

THEN ask for the card.

feels obvious now that it's written down. that's journaling for you.

cya!

- Vicente

PS - if you know any good quality/price monitors under 100€ let me know!

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this week was mostly under the hood, but it's some of the best work I've done on Letterly.

the content engine got a big rework.

quick background. when Letterly turns your newsletter into posts, that used to run through 3 separate modules in Make. three different prompts, each one refining the copy and trying to get it to sound like the persona.

now it's one module. just one.

and the output is better, not worse.

the whole trick is the prompt. 4,028 words. 23,745 characters. somewhere around 600 iterations to get there.

and because it's one call now instead of three, I could afford a way better model. used to be 3 calls to GPT 4.1. now it's a single call to GPT 5.6 Terra.

here's the part I find funny.

I run it with minimal reasoning. on purpose. the less it thinks, the better it writes.

sounds backwards, I know. when the model reasons a lot, it fixates on writing "correctly." perfect grammar, clean sentence structure, textbook everything. which is exactly what you don't want.

real people don't write like that. they're informal, they make little mistakes, they trail off mid thought. a persona is basically all those quirks stacked together. crank the reasoning up and the model sands every one of them off and hands you something polished and dead.

so I gave it less reasoning and it started sounding human. go figure.

anyway, that wasn't the only thing.

also spent a good chunk of the week on front end bugs. mainly post images not showing up in the content library or on the calendar. small stuff, but fixed now.

and then. the image fetching.

remember the feature I was so smug about last week? this week it just kept breaking.

sometimes it grabbed the ad images out of the newsletter and stuck them in the posts. sometimes it grabbed the right images but matched them to the wrong posts. sometimes it just didn't grab them at all, or grabbed one when there were four.

this took up most of my week. a lot of credits, a lot of brainpower, a lot of staring at the screen.

but I think it's actually solid now. tested it across more than one demo edition and it held up every time. no ad images, right images, matched to the right posts.

fingers crossed it stays that way.

cya!

- Vicente

PS - if you're on Letterly, run an edition through and tell me if the posts actually sound like you now. that's the whole thing I'm chasing. Don’t forget. 50% discount for life spots are still open.

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two big things this week!

let's start with the one that was actually costing me users.

making a persona used to suck.

you had to copy paste a bunch of posts, type in the name, go dig up a profile pic url... a whole thing before you even saw what Letterly could do.

pretty sure this was making new people bounce before they got to the good part.

so I fixed it.

now you just paste the persona's page url. that's it.

Letterly grabs up to their 10 latest posts and builds the persona for you.

did it with the same BrightData api I already use for the follower stats and the persona scraping. only catch: BrightData's Facebook call was taking 30+ mins per run which is fucking insane, so I do the Facebook scraping with a different api called Scrape Creators.

one annoying step, gone.

now the big one!! the one that burned through a chunk of my Bolt credits.

Letterly now pulls the images out of your newsletter and attaches them to your posts automatically.

it reads the edition, keeps only the real content images (skips tracking pixels, profile pics, sponsor ads), saves permanent copies, then uses ai to match each image to the post that actually talks about it.

works in the playground and through the agent.

afaik nobody else in the space does this, which is kinda friggin cool to be first at.

but getting it working was rough. ran into three separate problems.

first, the X image bug.

posts kept going out with no image. only clue was a "403 forbidden" which tells you basically fuck all.

turned out to be three things at once: the OAuth token was missing the media.write scope, the code was hitting an old Twitter endpoint that rejects newer tokens, and a required field was missing.

the dumb part? the scope fix had been sitting in my code for hours and I never actually deployed it to production.

so I kept reconnecting my account expecting it to magically work. lol.

second problem, the image matching was wrong.

first working run gave out images one at a time. so my X post about the meta ads got the screenshot, but the LinkedIn and Facebook posts about the same exact thing got nothing.

wrong logic. same topic on a different platform should get the same image. nobody's following you on all of them at once.

third, my fix broke the whole thing.

suddenly zero images anywhere.

turns out re-converting the same edition twice made the duplicate check throw out every image as "already seen." fine for skipping a repeated logo, useless when I'm testing the same edition over and over.

all sorted now.

so yeah. one feature that gets rid of an annoying step, one that does something I haven't seen anyone else do.

both live if you wanna poke around.

cya!

- Vicente

PS - these editions land on wednesdays or thursdays now, not weekends. weekends are for building, and I'd rather write this properly midweek than rush it out. more build time for me, better email for you. :)

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I need to open with this because I can't hold it in.

I got a paying user!!!!

Full honesty: not my first ever. About 8 months ago someone paid for Letterly too.

But that was a totally different app. An early, stripped-down MVP at $5.99.

This is a new version. Practically a new product. And a new client to go with it.

8 months of building between those two payments. So this one feels like the real first.

I've built four platform integrations, beaten Meta's verification wall, shipped an AI composer, an onboarding flow, and burned through more credits than I care to admit.

And none of it hit like that one notification.

Someone paid. Real money. For a thing I made!

I'm still buzzing.

Okay. Deep breath. Let me tell you how it happened.

It was the ads.

This week I leaned into Meta and kept Reddit running quietly in the background.

And Meta is a different animal.

The targeting is so good it makes X and Reddit look like I was guessing.

Last week my best click rate across both was about half a percent.

This week, on Meta:

First one is outcome focused, second is pain focused. Screenshot was taken later than this edition was written.

The outcome-angle ad hit an 11.66% CTR.

Let me put that in context. 20x better!

Here's the head-to-head.

Ad set 1 (outcome): 11.66% CTR, 187 clicks, 138 landing page views, €0.02 per click, €3.44 spent.

Ad set 2 (pain): 3.63% CTR, 94 clicks, 75 landing page views, €0.04 per click, €3.69 spent.

Same budget, roughly. One crushed the other.

The lesson is loud: selling the dream beats poking the pain. At least for my audience.

Now the part that really gets me going.

I spent about €7 this week.

That one user is already worth €14.50.

So the ads didn't just find a customer. They doubled the money I put in.

And that's at the early-bird price. Once the first 10 users are through, it's €29.

At that point €7 in could mean four times out.

There's a line from Russell Brunson's DotCom Secrets that's been stuck in my head all week.

Highly recommend this book. One of the very first I read on this entrepreneurial journey.

Whoever can spend the most to acquire a customer wins.

Not the cheapest product. Not the cleverest ad. The one who can afford to pay the most to get a customer and still come out ahead.

That's the game I want to be in.

If €7 keeps turning into €14.50, and then €29, my ceiling on what I can spend to win a user just keeps rising. And I can outspend anyone else chasing the same newsletter creators.

I know it's messier than that. Every user brings real costs. Credits, posting fees, payment cuts. The real margin is thinner than the headline.

And it's one user. One. I'm not going to pretend a single data point is a trend.

But the shape of it? Put money in, get more money out, plus a real human using the thing?

That's the first time this has ever looked like a business instead of a hobby.

8 months for this moment.

Onto the next 9.

cya!

- Vicente

PS - Meta ads are the current focus, but I'm testing all three. If you've run ads and have a hard-won lesson, reply. I'm all ears right now.

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This week I finally spent money on ads.

€5 a day on X. €5 a day on Reddit. Small, just to learn.

And I learned a lot. Mostly the hard way.

Here's what actually happened.

X pulled huge volume. 30,380 impressions, 149 clicks.

Reddit was smaller. 4,830 impressions, 29 clicks.

I assumed X would be pricier per click too. It wasn't.

Both landed at almost exactly 10 cents a click.

The difference: Reddit had a better click rate (0.60% vs 0.49%) and cost me a fraction to test.

So Reddit gets the focus for now. Meta ads go live in a couple of days.

I also ran two different ad angles.

One chases the outcome. One pokes the pain. Curious which one you'd click.

Now the part that stings.

178 clicks. 35,000 impressions. €18 spent.

Zero conversions.

Not one.

And weirdly, that's useful.

Because it tells me exactly where the problem is.

The ads work. People click. The traffic isn't the issue.

The wall is what happens after the click. My landing page isn't earning the trust or showing enough value to turn a curious click into a signup.

So I went to work on it.

I added a problem section, digging into the exact pain points, so visitors instantly feel "yeah, that's me."

And I dropped the demo video right on the page, so they can see it actually work instead of taking my word for it.

Hopefully that moves the needle.

If it doesn't, the next suspects are real social proof and making the free trial dead obvious. You get one free edition on Letterly, and right now the page barely says so.

I'm also wiring up Microsoft Clarity to heatmap the site.

So instead of guessing, I'll actually see where people click, how far they scroll, and where they bail.

(Also a note to self: double-check the conversion tracking is even firing. Zero is a suspicious number.)

178 people were interested enough to click.

My job now is to not waste that at the door.

cya!

- Vicente

PS - We just passed 1,000 subscribers on here. One thousand of you. I genuinely can't believe it. Thank you.

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Good week. Even with the thesis trying to swallow me whole.

Because I shipped something I've wanted for a while.

Quick context first.

Letterly's whole job has been to take your newsletter and turn it into social posts. Automatically. So you grow without lifting a finger.

That's still the core.

But I kept feeling like it was too narrow.

You were locked to your newsletter. If you wanted to post something fresh, Letterly had nothing for you.

So I asked a different question.

What if Letterly wasn't just a repurposing tool, but a place you actually hang out and make content?

Think of Rob Hallam's tweet builder inside Super X, but for newsletter creators.

So that's what I built.

A blank canvas.

Three ways to use it:

Write a post from scratch, and the AI will enhance it.

Generate a brand new post based on your past ones.

Or give it a topic and get three different posting angles.

No newsletter required. Just you and an idea.

And here's the part I'm smug about.

The persona feature was already built.

So plugging it into this was almost free.

Want your post written exactly how Marc Lou would write it? Select his persona. Done.

One clean integration, and suddenly the whole thing feels twice as valuable.

Best kind of feature. Big jump in value, not a lot of heavy lifting.

Letterly used to do one thing to your newsletter.

Now it's somewhere you go to create.

cya!

- Vicente

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No email last week. I was heads down shipping, and this week you'll see why.

First things first.

61 new subscribers since we last talked.

If you're one of them: welcome. Genuinely glad you're here.

Now, the news.

Let's start with distribution.

I've been posting. Sort of consistently.

Still no paying user.

So I went back to basics, because I'd been overcomplicating it.

I find people already complaining about the exact pain Letterly solves, and I address it directly.

A personal DM. Not a copy-paste. A real one, about their exact situation.

I've been tracking it all in a spreadsheet.

The response rate is noticeably better this way.

Feels like the first paying user is close. Finally.

Now the big one.

Remember the skill gap I complained about last edition? Users landing on the dashboard, completely lost?

I built the fix.

A proper onboarding flow.

Before, people just fell onto the dashboard like "wtf am I looking at."

Now there's a real walkthrough. Where everything lives. The key concepts. What the app actually does and how.

It attacks the exact thing that was confusing everyone.

I recorded a video of the whole thing.

Oh, and the leaking paywalls?

Fixed those too.

Now free users get exactly one edition to convert. Just enough to see how good it actually is, then the paywall kicks in.

Two weeks ago I was writing about the gaps.

This week I started closing them.

cya!

- Vicente

PS - Here's the new onboarding flow in action:

And if any of you new subscribers write a newsletter yourselves, Letterly might genuinely help you. Give it a look and lmk what you think.

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Another slow week. I'll be honest about that.

The thesis is eating me alive. University doesn't care that I'm trying to build a company on the side.

I have been more consistent on social though. Small win.

Still haven't posted another video with my face. No courage, no time. Both, probably.

But the real story this week came from my users.

I got a bit of feedback. And one piece of it stopped me.

The biggest problem with Letterly isn't a missing feature.

It's the gap.

People open the app and don't fully get it. The skill and knowledge gap between what I built and what they understand is too wide.

“…I have to be honest that I'm very confused on how to use the platform… Are there tutorials I can watch maybe?”

That's not their fault. It's mine.

So I'm looking at three fixes:

1. White-glove onboard a few users myself. Hand-hold them through it.

2. Build a proper signup flow, coded right into the app, that guides them.

3. Make a deeper, more thorough demo video.

Probably not just one. Maybe 1 and 3. Maybe 1 and 2.

But there's a second gap.

A user converted an entire edition.

While on the free plan.

Without paying me a cent.

The paywalls aren't working properly. Somewhere there's a hole, and a user walked right through it without even trying.

Here's the catch: I can't fix it yet.

My Bolt credits reset on July 6th. Until then, the holes stay open.

But while they do, the plan is the following:

Spin up demo accounts and actively try to break my own app.

Log in on the free plan. Push every button. Find every place a paywall should be and isn't.

Two gaps. One in understanding, one in the walls.

Neither gets fixed by writing more code I'm excited about.

Both get fixed by doing the careful, boring work.

So that's the week.

cya!

- Vicente

PS - If you've used Letterly and something confused you, hit reply. That confusion is exactly what I need to hear.

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Quick note: this new format is an experiment.

The world's already full of noise. I don't want to add more.

Short, simple, easy on the eye.

I skipped last week's email.

Work, uni, life all hit at once. Something had to give. It was this.

And that's the whole thing I want to talk about.

Because the missed week isn't really about being busy.

It's a pattern.

I go days without posting on Reddit. Days without making anything.

Then I wonder why nothing's moving.

The code was never the bottleneck.

I was.

I can build the app. I've shipped four platforms. I beat Meta's verification wall. I burned 100M credits doing it.

None of that is the hard part for me.

The hard part is the boring, repeatable stuff. Showing up every single day when no one's watching and no one's clapping.

Marketing. Posting. Being consistent when it's quiet.

I hate it. I'm not good at it yet.

But "yet" is the only word that matters there.

So I'm leaning into the scariest version of it.

Video. Real content. On X and YouTube.

I'm not comfortable on camera. That's exactly why I think I should do it.

An audience is the real leverage. Where attention goes, money follows.

And the trust I build there doesn't just help Letterly. It helps whatever I build next.

So here's the bet I'm making on myself:

One real paying user. That's the whole goal right now.

It's happened before. I still remember the high of that first sale.

I know motivation is flimsy and discipline is what actually carries you.

But I'd be lying if I said one real sale wouldn't light a fire under me.

So I'm going to go be the single clap in the empty room for a while.

Post daily. Show up. Stop disappearing for days at a time.

The app was never the problem.

cya!

- Vicente

PS - The demo video is finally live on YouTube. The thing I'd been putting off for months. https://www.youtube.com/watch?v=b3UZaJeqzy4

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Last week's plan was one platform, I shipped two.

Last edition I said this was Threads week. It became Threads and Facebook week. Both are live.

This is the biggest jump Letterly has made. Going from X and LinkedIn to X, LinkedIn, Threads, and Facebook isn't just two more checkboxes.

It roughly doubles the reach for every user, and just as importantly it doubles the perceived value.

When someone lands on the site and sees four platforms instead of two, the whole thing reads as more serious.

That matters when you're a solo founder trying to look like more than one guy and a Bolt account.

I'm not going to pretend it was smooth.

The implementation was genuinely hard. For someone whose entire skillset is vibe coding, wiring up two new platform integrations end to end was about as deep as I've gone.

There were a lot of moments of staring at something broken with no idea why.

Postforme.dev saved this whole week.

Here's the detour that almost killed the plan.

Facebook (and Meta in general) wants business verification before you can do anything serious through their API.

For a one-person operation that's a wall: paperwork, waiting, and a real chance of getting stuck for no clear reason.

So I went looking for a way around it and found Postforme.dev.

Instead of me posting directly to Meta and needing verification, posts route through their app.

They hold the business verification, not me. I just plug in.

Two things make this great. First, it sidesteps the entire Meta bureaucracy detour, which is what unblocked Facebook at all.

Second, and this is the part I keep grinning about, the pricing is per post, not per user.

For a product where costs usually scale with every new user, paying per post instead is a much friendlier shape for my margins.

That's a genuinely big deal for the economics. NOT an ad btw.

A lot of code, and a lot of new bugs

When I say I spent the week coding, I mean it.

I torched around 100 million credits inside Bolt.new.

That's the most intense stretch of building I've done on Letterly.

And the thing nobody warns you about: every new feature drags new bugs in with it, and half the time something on the complete opposite side of the app quietly crumbles while you're not looking.

You fix the thing you're staring at and break the thing you forgot existed.

So in the spirit of this newsletter, the honest status: it's not all finished.

Right now the engagement and metrics cards for the new platforms are buggy, some posts are failing to go out, and the calendar is misbehaving in spots.

I'm trying to clean it all up before my credits run dry, ideally with some to spare, because the odds a beta user finds a fresh bug are basically 100%.

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Onboarded a few, heard from none.

I onboarded a couple of new users this week.

Which sounds great until you realize the feedback loop has been, let's say, peaceful. As in silent.

As in I have no idea if these people have opened Letterly a second time.

This is the part of building that nobody romanticizes. You can get someone in the door and then just... not know.

Are they converting newsletters? Did they bounce on the Playground vs Agent confusion like everyone else? Did they forget the app exists?

I can't tell, and pretending otherwise would defeat the whole point of this newsletter.

So that's an honest open thread for me right now. Getting users is one thing.

Knowing whether they're actually using the thing is another, and I'm bad at the second part.

Everyone wants more, so I did the homework

The most consistent piece of feedback I do get is people asking for more platforms.

Right now Letterly does X and LinkedIn. The requests have been mostly Facebook, Instagram, Threads, and Reddit.

Instead of picking one on vibes, I sat down and actually went through each:

Yup, brainstorm was in fact made.

how easy the API is to work with, how much backend rework it would force, and the legal side (Facebook and Instagram both want business verification, which is its own swamp).

Here's where I landed:

1. Facebook and Instagram are by far the hardest.

   1. Business verification, heavier API requirements, and they're media-first platforms. Letterly is built around text.

   2. Supporting them properly means a lot of backend tweaking to handle media. Not impossible, just expensive in time.

2. Reddit has a genuinely easy API, which got me excited for about a day.

   1. Then I remembered Reddit is Reddit. Every subreddit has its own rules, restrictions, and unwritten norms, and posting the wrong thing in the wrong place gets you torched.

   2. Automating that responsibly is a nightmare. The API is the easy part. The culture is the hard part.

3. Threads is the winner.

   1. It's essentially Twitter with a different logo, the API is easy to use, and it slots into how Letterly already works with almost no backend gymnastics.

   2. Lowest effort, real demand, clean win.

So the verdict is in. Next week is Threads implementation week.

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Sometimes the calendar just decides for you.

I'm finishing this edition on Sunday and yesterday was the Blessing of the Ribbons, which if you're not Portuguese means absolutely nothing to you, so quick context:

it's a ceremony that celebrates students finishing their degree. Lots of tradition, lots of emotion, lots of not getting any work done.

So between that and just generally running on fumes this week, Letterly didn't get the hours it usually gets.

It happens. I've stopped beating myself up over weeks like this because they're just part of doing two demanding things at once.

That said, the two things I did ship are actually some of the stuff I'm most excited about. So not a total loss.

Me at the ceremony, holding my ribbons.

Letterly now knows what your brand actually looks like.

This is the foundation for everything image related going forward.

You can now give Letterly your brand identity: your colors, your logo, and your overall vibe.

Then a set of toggles lets you control exactly how that identity gets applied when generating images.

Here's what those toggles look like:

The idea is simple. Instead of generating generic AI slop that could belong to anyone, Letterly generates images that actually feel like they came from your newsletter.

Your palette, your logo, your aesthetic. Consistency without you having to think about it.

It's the kind of thing that quietly makes your whole social presence look more put together, which is exactly what it should be doing.

The old images were rough. These are not.

The brand identity stuff is only useful if the image generation underneath it is actually good. So I gave that a proper overhaul.

The main upgrades:

• Upgraded to GPT Image 2.0. Better quality, better instruction following, just a better model overall. The old one was starting to show its age.

• Way better prompt engineering. The old prompts were generic one-liners that produced generic results. Now each style gets detailed guidance on composition, color, mood, and technique. Garbage in, garbage out, so I stopped putting garbage in.

• More style options. Added a bunch of new styles like flat design, watercolor, dark mode neon, retro, and cinematic. More variety means your images don't all look like the same template.

• Tighter brand integration. When your brand colors and vibe are active, the prompts now actually know what to do with them instead of just shoving the words in and hoping for the best.

The difference is honestly night and day. The old images were the kind of thing you'd quietly not use. These actually look like something you'd want attached to your posts.

As you can see, even with different styles, the overall feel looks the same. Hyped.

Still a work in progress, generations are capped while I keep testing, but the direction is set and I'm happy with it.

Paused, not abandoned.

Beta growth took a back seat this week for obvious reasons. Still at 11 testers and no new outreach.

The ones I have are still poking around the app and giving awesome feedback, which is great, but a couple have gone completely silent.

No input, no bug reports, nothing. So I'll need to sort that out, maybe go find a few new testers to replace the quiet ones.

To be fair, this is probably partly on me.

I've been a bit inactive myself this week, which means I haven't been keeping the Discord alive or actively nudging people to test more.

Paid users, sooner than you'd think.

Next week things shift… hopefully.

The plan is to actually start the search for paying users, not in a couple of weeks, but now.

That means posting way more about the app, getting back to consistent outreach, and possibly even putting a bit of money into paid ads to see what sticks.

Beta has done a lot of its job already, so it's time to start figuring out if people will actually pull out their wallets for this.

Also need to get back to the basics I let slip this week: keep the Discord active, push current testers to go deeper, and finally collect those real testimonials.

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Deep research week. Not the fun kind.

Okay so this one is going out with a disclaimer: thesis happened.

I'm an architecture student running a startup simultaneously, which sounds cool until you're one week deep into research for a project that refuses to cooperate and Letterly is just sitting there waiting for you to come back.

Not ideal.

The research is done for now. Unfortunately not forever, but I refuse to think about it.

The silver lining is that even in a week like this, stuff still got shipped.

Slower than usual, but it got there.

The one I was genuinely nervous about. It's live.

This one took me a while to get right and I'll be honest, I was a bit anxious shipping it.

Community posting on X is exactly what it sounds like.

Instead of just posting to your main feed, the agent can now post directly into X communities where your target audience actually hangs out.

Newsletter creators, indie hackers, SaaS builders, whatever fits.

The user experience is dead simple. You toggle it on, pick how many of your posts you want going into communities, and that's it.

The agent handles the rest.

No extra steps, no extra tabs, no extra brain power required.

For newsletter creators trying to grow an audience, this is kind of a big deal.

Communities on X have engaged, niche audiences that are way more likely to care about your content than the general feed.

Showing up there consistently is exactly the kind of thing Letterly should be doing for you automatically.

Still a work in progress, but the early results are genuinely exciting.

This one is more experimental but easily the feature I'm most excited about right now.

The idea is simple: instead of generating generic AI images to go with your social posts, Letterly generates images that actually match your newsletter's visual identity.

Your colors, your style, your vibe. So when someone sees a post in their feed they can tell it came from you before they even read the caption.

Under the hood it's GPT Image 2.0 with deeper prompt injection and a brand identity layer on top (if toggled).

Users give Letterly their branding info and the image generation system uses it as a reference for every single image it makes.

Right now it's capped at 3 generations per day.

Still a bit to go, but the vision is there.

It's a test run and I want to make sure everything is solid before opening it up fully.

That cap will go up soon.

Slower week on outreach, but the product got better.

Didn't do much outreach this week, thesis made sure of that.

The focus was on iterating based on feedback from current beta testers instead, which honestly was the right call.

No point pulling in more users if the experience isn't tight enough yet.

Still sitting at 11 beta testers.

Next week the goal is 20, and I'm also going to start incentivizing current testers to go deeper, test more features, and actually tell me what they think in a more structured way.

First real testimonials are also on the roadmap for next week.

FINALLY!

And in a couple of weeks, the plan is to start going after actual paying users.

Ads, more outreach, the whole thing. Beta is almost done doing its job.

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Turns out getting users requires actually talking to people. Painful discovery.

This week was less about building and more about getting Letterly in front of actual humans.

First thing I did was map out a dream 100 list. Basically every pond where newsletter creators hang out online: subreddits, Facebook groups, Discord servers, forums, you name it.

If newsletter people are there, it went on the list.

Then I built a realistic daily outreach plan around it. And when I say realistic I mean one that doesn't get me banned everywhere within a week.

Turns out platforms are not big fans of you sliding into 200 DMs a day. Who knew.

The DMs themselves went through about 15 iterations before landing on something that actually converts. 15.

The first few read like a desperate founder begging for attention, which, fair, but not exactly the vibe you want to lead with.

On top of the DMs, I wrote multiple Reddit posts for r/newsletters, r/SideProject and r/beehiiv with different angles. Some focusing on the product, some on the build in public story, some just asking for feedback. Covered the bases.

2 to 11 in 7 days. I need to sit down.

Started the week with 2 warm leads. Ended it with 11 confirmed beta testers.

That's not a typo.

The original goal was 20 by end of month. Current pace puts me at 44, which is 24 above target and honestly a little terrifying in the best way possible.

Every real product needs a place where people can come to complain.

Launched a Discord server for beta testers this week. It has channels for general chat, bug reports, feedback, and show and tell.

The show and tell channel was actually my favorite idea.

A place for testers to share their newsletters, their wins, what they're building. Less about Letterly specifically and more about the community around it.

It's small right now. But it feels real, which is more than I could say two weeks ago.

If you have a newsletter and want to beta test the app, come join us: https://discord.gg/zqmZpGvbT

Real users found in 48 hours what I missed in months.

Within the first couple of days the bug reports started coming in and v26.1 went out shortly after.

Bugs fixed:

• Date and time not saving on post updates

• Duplicate calendar entries

• Manual posts defaulting to wrong dates

• Generate with AI button breaking on URL-only posts

• Failed persona analysis error

Every single one of those existed for months. Nobody found them because nobody was actually using it. Lesson learned.

Improvements shipped:

• Drag and drop on the calendar

• Pool section now has a warning explaining the agent manages those posts

• URLs from newsletter editions now appear in posts with proper context instead of bare ugly links

• CTA handling tightened so links always land in natural sentences

Also big shoutout to FreshFromCashe and Thouxanbanchino, for awesome feedback!

Keep shipping, keep listening, try not to freak out.

The goal this week is simple:

1. keep growing the beta,

2. keep paying attention to what testers say

3. keep fixing things fast.

The faster I close the gap between "this works" and "this feels great," the sooner this becomes something people actually pay for.

20 beta users by end of month.

Not more, not less, because I’m the one paying for their usage.

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Some weeks you just have to sit down and eat the shit sandwich.

Okay so this week was not glamorous. At all.

Most of it was spent fighting email design bugs, and I mean genuinely fighting.

HTML emails are one of the most sadistic things in web development. Every email client renders them differently, something that looks perfect in one place looks like it was designed by a drunk toddler in another.

Took way longer than it should have.

On top of that, since I switched to Polar for payments, the whole plans and activation flow had to be rewritten from scratch.

Had to create about a dozen test accounts just to cover every possible scenario. A dozen. Just clicking through the same flow over and over like some kind of indie hacker lab rat.

Then I went through the whole app top to bottom looking for bugs.

The kind of work that feels completely invisible because nothing new gets built, but if you skip it everything falls apart the moment a real person touches it.

Not sexy. Had to be done.

At some point you have to admit you're not the right person to test your own product.

Somewhere in the middle of all that testing I had a thought that felt obvious in hindsight.

I am genuinely the worst person to find bugs in Letterly.

I built the thing. I know every corner, every flow, every button.

I would never accidentally break it because I would never accidentally use it wrong.

Real users will find ways to break it in the first five minutes that I would never think of in a year.

Beyond bugs, there's the feedback angle.

What makes sense to someone using this for the first time? What's confusing? What's missing?

I genuinely cannot answer those questions from the inside anymore.

And then there's testimonials. I'll be straight with you: the ones on the homepage right now are fake.

Yeah. I know.

Not exactly breaking news if you've been paying attention, but still a bit embarrassing to type out.

Real users fix all of this at once.

3 days of mapping it out, then just doing it.

Spent about 3 days thinking through how to approach this properly instead of just spamming people and hoping for the best.

The obvious starting point was the waitlist.

14 people who already signed up, filled out a short survey, and showed genuine interest.

These are the warmest leads I have.

Reaching out to them first is just common sense. Way easier to convert someone who already put their hand up.

Already got a couple of good responses back, and I'm currently onboarding one user.

Day one of outreach and someone's already in. I'll take it.

The survey is working perfectly. Every response is saved in this Supabase table. Gives me a deeper understanding of the users and the painpoint.

From here the plan expands: Reddit, DMs across socials, anywhere the right people hang out.

Goal is simple: get real people using it, watch what they do, and learn fast.

Beta is the next chapter. Let's see what breaks.

The focus next week is getting more beta users in and actually listening for once instead of just building.

Every bug they find saves a future paying user from having a terrible first impression.

Every piece of feedback is something I could never have gotten on my own.

Less building, more listening. Feels weird but probably right.

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Another headline. Another client pays late. The next 10 days shift. You open your bank app before walking into the office.

The hits just keep coming right now.

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The email notification design

Before it was... fine.

Functional, but the kind of thing you'd be slightly embarrassed to send to a paying user.

This week I rebuilt the HTML templates properly and now they actually look good.

Clean, professional, something that feels like it belongs in a real product. I'll drop some screenshots below so you can see the difference.

That was pretty much it for building this week. 😑

Didn't even get to test the light-touch and manual agent modes like I was planning to. A bit frustrating given how close everything is.

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Having a simpler app is not necessarily bad.

Before anything else, the new & improved dashboard is (in my opinion) beautiful.

Tackling what matters…

Last week I laid out the four implementation phases. Phase 1 was the UI/UX restructure, which consisted of simplifying the workspace to the new 4-tab layout: Dashboard, Agent, Calendar, Playground.

That's done. ✅

Less tabs, less noise, less decisions. If you're inside Letterly for more than a few minutes, something is wrong. That's the goal.

Regarding the three autonomy modes (manual, light-touch, full auto), I’m currently using full auto, which is functioning flawlessly. Will have to take the other 2 modes for a spin to test if everything is working well.

This is where most of my week went

Phases 2 and 3 are interlinked. The pool system and the notification layer are really two sides of the same coin. The agent does the work, and then it tells you about it.

You don't have to open the app to find out.

I fought a couple of bugs early on with the email notifications. The numbers in the content pool weren't matching what I was getting on my phone. Took a while to figure out, but it's working now.

The email design is not pretty, but it get’s the job done.

The whole point of this phase was to make Letterly feel like it's alive even when you're not looking at it. I think it's getting there.

The big change

This one felt obvious once I made the decision.

I had two plans. It added friction. For users trying to decide, and for me trying to explain what was in each. So I removed one.

There's now one plan. It includes everything. Simple as that.

It fits the whole philosophy of what I'm building: less decisions, more automation. If that applies to the product, it should apply to the pricing too.

Small but satisfying.

You can now choose how many posts each newsletter edition generates.

Before, the agent decided. Now you have a slider.

You set the number, the agent works with it.

Here's the problem it solves: if you publish once a week and want to post 3 times a day on X, the math doesn't work with a fixed post count.

You'd have to go into the Playground and manually convert more editions just to fill the gap, which defeats the whole point.

Now you just slide it up. Generate more posts from the same edition, feed the pool, and the agent keeps showing up for you every day without you having to do anything extra.

I even added a warning system that tells users that the content may start repeating itself.

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