In 2021, Yossi Levi's company Gettacar peaked at roughly $90 million in annual sales, but it failed less than 2 years later.

After a big failure, most founders disappear. Yossi opened an anonymous Twitter account: Car Dealership Guy. Today, that account has 443.6K followers.

Here's what made that comeback possible.

There are two kinds of content: the kind anyone can post ("AI could write it"), and the kind only you can create. I guess you already know which one attracts an audience.

When Yossi started Car Dealership Guy in late 2021, he never paid for a single follower. The audience came entirely from 𝕏 posts, replies, threads, and eventually a newsletter and podcast.

His content wasn't generic advice anyone could write. It was the stuff dealers actually argue about behind closed doors. All based on his first-hand experience.

As he put it:

Btw, he didn't invent this format.

Strip Mall Guy was already running an anonymous industry-insider account. Yossi saw it working, he just applied it to a different industry in which he had insider knowledge.

The format was proven. The personal knowledge was the piece he supplied, and that's the piece people value the most.

"Organic growth" sounds romantic until you see the workload.

Yossi has averaged roughly 526 posts a month for the last four and a half years.

Is there a version of "443.6K followers" that doesn't involve unreasonable posting volume? Possibly, but I can't point you to any replicable example.

The majority of Yossi's tweets are replies. Most creators do the opposite: they spend the biggest chunk of their time crafting their own posts, and almost none of it leaving relevant replies elsewhere.

Charlie Hills hit the same wall on LinkedIn. Six months of posting and ghosting, mostly broadcasting to nobody. Then he switched to commenting on other people's posts and DMing creators: he went from zero to 30,000 followers in six months.

Consistency at one post per day isn't a very good metric, because it puts all your effort into the task that won't multiply your growth.

You have to focus on engaging with other creators. (By the way, that's why you should use Hypefury's engagement builder.)

The audience that grows your account isn't always the audience that pays the most.

Yossi's first 30,000 followers were consumers asking how to negotiate at the dealership. The fastest content to write. The fastest audience to grow.

Once CDG was big enough, the industry itself paid attention: dealers, vendors, and the software companies that sell to dealers. People with way higher spend capacity and a much more painful problem to solve (how to reach the right buyers).

That's the audience CDG monetizes today:

Most creators do this backwards. They pick the narrow business angle on Day 1 and starve the engine of reach before they ever learn what their audience pays for.

Yossi kept following his curiosity, and that helped him create unique content. Content for people with bigger problems and bigger budgets.

What to do:

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That’s it for now, everyone! We’ll meet again next week to discuss more of this!

Don’t forget to try Hypefury (for free) if you haven’t yet.

Feel free to reply to this email. It goes directly to me.

Cheers,

Yannick Veys
Co-founder and CMO of Hypefury